Parle Products Pvt.Ltd.
 In 1929 a small company by the name of Parle products emerged in British

dominated India. The intent was to spread joy and cheer to children and adults alike, all over the country with its sweets and candies. The company knew that it wouldn’t be an easy task, but they decided to take the brave step. A small factory was set up in the suburbs of Mumbai, to manufacture sweets and toffees. A decade later it was upgraded to manufacture biscuits as well. Since then, the Parle name has grown in all directions, won international fame and has been sweetening people's lives all over India and abroad. Apart from the factories in Mumbai and Bangalore Parle also has factories in Bahadurgarh in Haryana and Neemrana in Rajasthan, which are the largest biscuit and confectionery plants in the country. Additionally, Parle Products also has 7 manufacturing units and 51 manufacturing units on contract.

Hide & Seek Biscuit
 A Choco biscuit that flirts with your taste buds. Seek out the chocolate

chips that aren't really hidden and relish a delectable experience as they melt in your mouth.  Ingredients : Wheat Flour, Cocoa Solids, Sugar, Partially Hydrogenated Edible Vegetable Oils, Invert Syrup, Leavening Agents , Salt, Emulsifiers and Dough Conditioners . Contains Permitted Natural Colour and Added Flavour ( Artificial ).  Pack Sizes available: 25 G, 50 G, 100 G, 200 G

SWOT Analysis


distributed network. Innovative products-like coffee, elaichi & mint. Celebrity endorsements- Hrithik Roshan & Isha Sharvani

aimed at higher end.



are willing to try newer variants and hence it satisfy the taste buds by its newer variants. Health conscious.

entry barriers Existing competition Price sensitive market

Political Factors
 Environmental regulations and protection  Tax policies  Consumer protection  Employment laws  Government organization / attitude  Competition regulation  Political Stability  Safety regulations

Economic Factors
 Economic growth  Government spending  Taxation  Exchange rates  Inflation rates

Social Factors
 Income distribution  Demographics, Population growth rates, Age distribution  Lifestyle changes  Work/career and leisure attitudes  Education  Health consciousness & welfare, feelings on safety  Living conditions

Technological Factors
 New inventions and development  Rate of technology transfer  Life cycle and speed of technological obsolescence  Energy use and costs

Competitor Analysis
 Heavy competition in India in almost all product categories, due to

diversification by large and medium companies and increased entry of multinationals, has restricted the growth of domestic companies. Previously, large companies enjoyed high profit margins by targeting premium priced products in the upper strata of Indian society. High levels of competition from equally reputed brands like Britania, ITC, Priyagold etc. have not only decreased the companies' market share but also created price wars, reducing profit margins and limiting market growth. This has motivated companies to consider the lower classes and the rural segments, which they had previously ignored. By targeting these segments with products in small packs at lower price points, companies have experienced great success. At the same time, small packs also pose some challenges for the companies.

Market Analysis
 

   

Consumers perceived this brand as ’tasty and crispy’ ...chocolate not very sugary so it also positively targeted . It was perceived as brand leader in this segment and some firmly believe that their is no competitor while mostly people regarded ’britania bourborn’ as its main competitor ; very few consumers new that ’good day- choco nuts’ is its competitor. Consumers were surprised when it was revealed that its a parle product.It feels that parle has very different image in consumers mind - they perceive it only in terms of glucose biscuits. It was found consumers regarded advertisments interesting but were unable to associate it with any personality promoting it ( hrithik roshan). Price was ok but company should not further increase its price, availability of different sizes of packaging give convenience especially to students to think of buying it. Easy availability

Sign up to vote on this title
UsefulNot useful