PARLE – G, the world’s largest selling brand of

biscuit

•In 2013, Parle-G became India's first domestic FMCG brand to

cross the 5,000 crore in retail sales
Introduction

Available Anywhere

five-level of distribution

1,500 wholesalers,
careering to 425,000 retail
outlets
Channel Dynamics

 Initial marketing channel
 Intensive

distribution
 The old golden
Manufacturer
way

Salesman

Retailer

Consumer
 Change in distribution channel

 Rising popularity and demand
 Not many distributors during initial phase
 Need to replenish the stock in stores to avoid out of sotck
situation.
 Need for a sub distributor to reach the rural market
 Demand for credit system
 Distributors could not cater to the need of supermarkets
and shopping centres
The Current Distribution Channel

Manufacturer

C&F

Distributor

Retailer

Consumer
Penetration into the rural market
 Manufacturer

C&F

Distributor

Sub-Distributor

Retailer

Consumer
 Other Marketing Distribution
Channels
 Manufacturer
 The emergence of shopping
centres C&F

 The super stockiest

Distributor

Sub-Distributor

Retailer

Consumer
 Other Marketing Distribution
Channels (Cont...)

 Manufacturer
 B2C business

Companies

Employees
 Conclusion

 Driving mantra - “Be Available”
 Alignment of their distribution
channels
 Pricing strategy
 Packing