INTRODUCTION
‡ Parle Products has been India's largest manufacturer of biscuits and confectionery, for almost 80 years. ‡ Makers of the world's largest selling biscuit, Parle-G, and a host of other very popular brands, the Parle name symbolizes quality, nutrition and great taste. ‡ With a reach spanning even the remotest villages of India , the company has definitely come a very long way since its inception.

HISTORY
‡ 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.

using the most modern equipment hence ensuring the same perfect quality across the nation and abroad.VISION The main vision of Parle-G to Concentrate on consumer tastes and preferences. For fulfilling its vision they do every batch of biscuits and confectioneries are thoroughly checked by expert staff. the Parle brand has grown from strength to strength ever since its inception. .

. Parle G has been a part of the lives of every Indian. it is much more than just a biscuit brand.´ For over 65 years. Parle G has nourished.MISSION ³Hindustan Ki Taakat. strengthened and delighted millions. Various people have various reasons to consume it. Patronised by millions for all this qualities. From the snow capped mountains in the north to the sultry towns in the south. from frenetic cities to laid back villages. some consume it for the value it offers while others consume it for sheer taste. For some it is a meal substitute for others it is a tasty healthy nourishing snack. Little wonder than why is it the Largest selling Biscuit brand in the World.

BUSINESS STRATEGY ‡ An in-depth understanding of the Indian consumer psyche has helped Parle evolve a marketing philosophy that reflects the needs of the Indian masses. . Parle appeals to both health conscious mothers and fun loving kids. ‡ With products designed keeping both health and taste in mind. ‡ The value-for-money positioning allows people from all classes and age groups to enjoy Parle products to the fullest. even today. ‡ The great tradition of taste and nutrition is consistent in every pack on the store shelves.

AWARDS Parle products have been shining with the golds and silvers consistently at the Monde Selection ever since they were first entered in 1971. Monde Selection is an international institute for assessing the quality of foods and is currently the oldest and most representative organization in the field of selecting quality foods worldwide. .

The biscuits alone have such variety. there's something for everyone. catering to diverse . From yummy biscuits to lip-smacking sweetmeats. Know a little more about all the delicious Parle products. And the tantalizing array of sweetmeats is just the cherry on top.BRANDS palettes. the Parle product range is a genuine treat for every snack lover.

In biscuits Parle-G Krackjack Krackjack Crispy creams Monaco Hide and seek Hide and seek Milano Digestive Marie Parle Marie Milk Shakti Myfair cookies Namkin .

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In confectionaries« ‡ Malody Chocolataty ‡ Mangobite ‡ Kachcha Mangobite ‡ Kismi Toffee ‡ Kismi Gold ‡ Orange Candy ‡ Xhale .

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In Snacks ‡ Musst Bites ‡ Monaco Bites Cheesling ‡ Sixer. .

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As a part of Corporate Social Responsibility Policy Parle is keenly involved in the overall development of younger generation with focused endeavor to built New Face of India and spread happiness & joy all over . Mango bite and many others since 1929 is also actively engaged to change & uplift the social face of India.SOCIAL RESPONSIBILITY Parle Products with its wide platter of offering of biscuits and sweets like Parle-G. . Melody. Monaco. . Krackjack.

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We organize discussion forums and training programs on stress management and employee well being.Parle has a very open work culture. health check-up camps and workshops on healthy lifestyle are regular events in Parle. Yoga trainings. Our work atmosphere is comfortable and relaxed that helps increase productivity and efficiency. Group lunches and outstation team-building exercises that augment inter-personal relations and mutual understanding are part of our work culture. .

 In this method . businesses or products are classified according to their low or high performers depending upon their market growth rate and relative market share.BOSTON CONSULTING GROUP MATRIX INTRODUCTION: BOSTON CONSULTING GROUP (BCG) MATRIX is developed by BRUCE HENDERSON of the BOSTON CONSULTING GROUP. .

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‡ Frequently roughly in balance on net cash flow.Stars (=high growth. . because the rewards will be a cash cow if market share is kept. high market share) ‡ Use large amounts of cash and are leaders in the business so they should also generate large amounts of cash. However if needed any attempt should be made to hold share.

 Foundation of company.Cash Cows (=low growth. and because of the low growth. investments needed should be low. . high market share)  Profits and cash generation should be high . Keep profits high.

otherwise liquidate .Dogs (=low growth. ‡ Deliver cash. low market share) ‡ Avoid and minimize the number of dogs in a company. ‡ Beware of expensive µturn around plans¶.

low market share) ‡ Have the worst cash characteristics of all. a dog.Question Marks (= high growth. because high demands and low returns due to low market share. question marks will simply absorb great amounts of cash and later. ‡ Either invest heavily or sell off or invest nothing and generate whatever cash it can. Increase market share or deliver cash. . as the growth stops. ‡ If nothing is done to change the market share.

STAR QUESTION MARK 1 Parle-G HIGH 2 Hide & Seek 3 Confectionaries BUSINESS GROWTH RATE CASH COW DOG 4 Snacks LOW HIGH MARKET SHARE LOW .

‡ Parle enjoy a 40% share of a total biscuits market. .‡ ‡ ‡ ‡ COMPANY: Parle Products ltd. Position: Star. ‡ Parle-G is the winner of 8 Gold and 11 Silver awards at the Monde Selection. PRODUCT: Parle ± G. Reasons for Present Positioning: ‡ Parle-G is the world's largest selling brand of biscuits.

‡ Hide & Seek is positioned as a premium snack cookie. So it holds total market share of Cookie in India. PRODUCT: Hide & Seek.‡ ‡ ‡ ‡ COMPANY: Parle Products ltd. Reasons for Present Positioning: ‡ Hide & Seek is India's first and only chocolate Chip Cookie. . ‡ Hide & Seek advantage of being the only chocolate chip Cookie product . Position: Star.

Melody. PRODUCTS: Confectionaries Position: Question Mark. Reasons for Present Positioning: ‡ 15% share of confectionery market. Poppins. ‡ Confectionery products have less amount of market share has there is a good growth rate of this. Mango bite and Kismi. in India. . enjoy a strong imagery and appeal amongst consumers.‡ ‡ ‡ ‡ COMPANY: Parle Products ltd. ‡ Confectionery brands. such as.

PRODUCTS: Snacks Position: Dog. ‡ So there is no growth in the market share of Parle snacks products and no demand for them as well.‡ ‡ ‡ ‡ COMPANY: Parle Products ltd. . Reasons for Present Positioning: ‡ Parle has entered into this market.

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