Industrial Report on Parle Date : 26/02/2011

Click to edit Master subtitle style Presented by Sheena Murpani FY BMS - 38

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Locations
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Parle has its factories located in :

Silvassa Patalganga Bhopal Chennai Ghaziabad Hyderabad

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First factory Mumbai (Vile parle) Second factory Mumbai (Irla) Third factory Bangalore Next Rudrapur (Uttaranchal)

History Of Parle

A cream colored yellow stripped wrapper with a cute baby photo containing 10 12 biscuits with the companys name printed in Red and you know these are Parle G biscuits. Times changed, variety of biscuits did come and go but nothing has changed with these biscuits. Yes, the size of their packing has definitely changed but for the consumers good as these are money savers pack. The Parle name conjures up fond memories across the length and breadth of the country. After all, since 1929, the people of India have been growing up on Parle biscuits & sweets.Initially a small factory was set up in the suburbs of Mumbai city, to manufacture sweets and toffees. The year was 1929 and the market was dominated by famous international brands that were imported freely. Despite the odds and unequal competition, this company called Parle Products, survived and succeeded, by adhering to high quality and improvising from time to time. A 8/18/12 decade later, in 1939, Parle Products began manufacturing biscuits, in addition to sweets and toffees.

History Of Parle

Over the years Parle has grown to become a multi million-dollar company with many of the products as market leaders in their category. The recent introduction of Hide & Seek chocolate chip biscuits is a product of innovation and caters to a new taste, being Indias first ever chocolate-chip biscuits. All Parle products are manufactured under most hygienic conditions. Greatcare is exercised in the selection and quality control of raw material and standardsensured at every stage of the manufacturing process. Parle Products has 4 manufacturing units for biscuits and confectionaries at Mumbai, Haryana, Rajasthan and Karnataka. It also has 14 manufacturing units for biscuits & 5 manufacturing units for confectioneries, on contract. All these factories are located at strategic locations, so as to ensure a constant output & easy distribution. Today, Parle enjoys a 40% share of the total biscuit market and a 15% share of the total confectionary market, in India.

8/18/12 The marketing mix of Parle for this project has been studied from the point ofview of

History Of Parle

A small factory was set up inVile Parle(east) the suburb ofMumbaito manufacture sweets and toffees(e.g. Melody,kachaa mango bite etc). A decade later it was upgraded to manufacture biscuits as well. In 1929, a small company by the name of Parle products emerged in Britishdominated India. The goal was to spread joy and cheer to children and adults alike, all over the country with its sweets and candies. A small factory was set up in the suburbs of Mumbai to manufacture confectionery products. A decade later, this factory was upgraded to manufacture biscuits as well. Since then, the Parle name has spread in all directions and has won international fame. Parle has been sweetening the lives of people all over India and abroad. Apart from the factories in Mumbai and Bangalore, Parle also has factories in Bahadurgarh, Haryana and Neemrana, Rajasthan.

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Introduction

Parle Products has been Indias largest manufacturer of biscuits and confectionery for almost 0 years. Makers of the worlds largest selling biscuit, Parle g , and a host of other very popular rands, the Parle name symbolizes quality,nutrition and great taste. With a reach spanning even he remotest villages of India , the company has definitely come a very long way since its nception. The Total production at Uttaranchal is 250 metric tonnes.Parle has a total of 1500 wholesalers who sell the products to 425000 retail outlet , Such is its Marketing Network.Some of he very well known artists of the film industry are its brand ambassadors-: Ravi Kishan , Hrithik oshan , Aamir Khan , Geneila Dsouza and so on. Products Parle G of Parle : Kreams Monaco Xhale Mango Bite Marie Choice Kismi May fair Melody Smart Krack Jack chips Hide-n-seek Musst 20-20 Digestive MarieBites Milk Shakti Gol gappa Orange Candy Cheese Lings Mazelo Poppins

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Biscuits

PRODUCT LIST
Snacks Sixer Musst bytes (Tangy+Tomato)

Confectionaries Jeffs Melody Poppins Mango byte Kismi toffee bar Rol -a -cola Orange Candy Chox Fun centre(chocolate, butterscotch, strawberry, milk cream Nimkin)

Milk Shakti Magix (Choco+Cahsew) Krackjack Monaco Marie choice Hide and seek bourbon Digestive Marie Parle cream- mango, orange, elaichi, pineapple 8/18/12 Krackjack cream

Details of a few Parle Products Kismi toffee :

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Sugar, Liquid Glucose, Partially Hydrogenated Edible Vegetable Oils, Milk Solids, Starch, Salt and Emulsifier (322 ) Contains Added Flavour .
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Mango bite : Sugar, Liquid Glucose, Acidulant, Mango Solids, Edible Vegetable Oils, Edible Starch, Permitted Flavours and Colours. qOrange Candy : Small. Oval. Orange. We've kept it simple with the Parle Orange candy. And for over 50 years this deceptively simple candy has kept the taste buds of the entire nation in a flurry. The first product to be launched from the House of Parle. q Monaco Bites Cheeselings : Wheat flour, edible vegetable oil, cheese, partially hydrogenated edible vegetable oils, sugar, salt, gram flour, potato flour, yeast, leavening agents [503(ii),500(ii),341(I)], invert syrup, spices,condiments,acid regulators [270, 296], emulsifiers [322 or 471 & 481 (I)], dough conditioners [223], improver

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Musst Bites :

Details of a few Parle Products

Wheat Flour, Edible Vegetable Oil, Cheese, Partially Hydrogenated Edible Vegetable Oils, Seasoning, Sugar, Salt, Gram Flour, Potato Flour, Yeast, Leavening Agents [ 503 ( ii ), 500 ( ii ), 341 ( i ) ], Invert Syrup, Spices & Condiments, Acid Regulators [ 270, 296 ], Emulsifiers [ 322 or 471 & 481( i ) ],Dough Conditioners ( 223 ), Improver [ Amylases & Other Enzymes ] and Antioxidants [ 319 & 320 ].Contains Added Flavour ( Artificial ).
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Krackjack Biscuits :

Wheat Flour, Sugar, Edible Vegetable Oil, Partially Hydrogenated Edible Vegetable Oils, Leavening Agents [ 503 ( ii ), 500 ( ii ), 341 ( i ) ], Invert Syrup, Salt, Yeast, Emulsifiers [ 322 or 471 & E 481 ( i ) ], Acid Regulators [ 270, 296 ], Milk Solids, Dough Conditioners [ 223 ] and Improver [ Amylases & other Enzymes]. Contains Added Flavours (Artificial).
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Parle - G : 8/18/12 Wheat Flour, Sugar, Partially

Introduction Stage Of Parle

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Growth Stage of Parle

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Pillars of Success

Available Anywhere Today, the great strength of Parle Products is the extremely widespread distribution network. Even at the remotest places, you can buy Parle biscuits and sweets from the local grocer. It has taken years to create this extensive network. Parles sales force started with one salesman in Bombay and some agents in few other cities. Gradually, Parle Products expanded. Soon sweets 8/18/12 and biscuits were being sent by rail to

Product strategy
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Product Levels

1) Core benefit- the core benefit of biscuits is to satisfy hunger of the consumer 2) Basic product- in the second level, the basic product is biscuits. 3) Expected product- the consumers expect the product to have a good taste and also give nutrition. 4) Augmented product- parle biscuits increase a persons energy levels. This is not always expected by the consumers and hence exceeds customers expectations. 5) Potential product- in the future parle could come up with different products such as a snack which could be a combo of chocolate and biscuit.
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Classification of products

1) Based on tangibility- Parle biscuits are tangible, i.e. one can see and touch them. 2) Based on functional life- Parle biscuits are consumables since biscuits form a part of food and have a short life. 3) Based on price and quality- most of Parle biscuits such as Parle-G, Monaco, Krackjack are mass products but a few Parle biscuits such as Parle hide and seek and Milano are premium or prestige products. 4) Based on utility- Parle biscuits are convenience goods. They are staples since they are bought by consumers regularly. Also they are partly impulse products. Width- Parle produces biscuits, snacks and confectionaries. So the width is 3. Length- the length of Parle products is as below:For Parle-G: Parle-G comes in 8 different sizes: 25gms, 44gms, 93.5gms, 231gms, 340.5gms, 462gms, 577.5gms and 1000gms. Hence the depth of parle-G is 8. - For variants of Parle-G:Parle-G magix has 2 flavors- choco and cashew and comes only in one

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Product strategy
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Consistency The product consistency generally depends on 3 parameters 1. Production 2. Distribution 3. Consumer end-use

The production process of every parle biscuit follows some basic ingredients like wheat flour, vegetable oil, inverted syrups, skimmed milk powder, etc. then depending upon the product, extra ingredients are added for e.g. in Monaco there might be an extra amount of salt put in to give it that prominent salt taste, tohide & seek, chocolate chips are added. Etc. Parle uses the same distribution channels for selling all its products under the biscuit category i.e. 1st, 2nd& the 3rdlevel of the distribution channels. The basic end use of all parle products remains the same eating it simply to satisfy hunger. Products like parle-g may also be consumed for the intake of high glucose levels for immediate strength & energy.
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Brand

The Parle Biscuit brands, such as, Parle-G, Monaco and Krackjack enjoy a strong imagery and appeal amongst consumers. Be it a big city or a remote 8/18/12 village of India, the Parle name symbolizes quality, health and great taste. And

History of PARLE G

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Parle-GorParle Glucosebiscuits, manufactured by Parle Products Pvt Ltd, are one of the most popularbiscuitsinIndia. Parle-G is one of the oldest brand names as well as the largest selling brand of biscuits in India. For decades, the product was instantly recognized by its iconic white and yellowwax paper wrapper with the depiction of a

Process of biscuit production

Raw Materials

The necessary ingredients wheat,sugar syrup etc

Mixing

All the raw materials should be properly mixed in proper proportions so that the taste is consistent as it is produced is large quantities.

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Price Strategy

Parle G has adopted the Market Penetration strategy i.e. low price along with capturing of a large market Also they focus on low prices and provide good quality products at the same time, which means it uses the value pricing method. This benefits Parle G by having a competitive edge in terms of large market share which is around 40%: both rural and urban presently. For setting the price of Parle hide & seek biscuit, a survey was taken in the urban & semi-urban markets; on the basis of which hide & seek was introduced. It was found that the potential consumers were ready to pay a premium price for an innovative product like chocolate chip biscuits. Thus, Parle adopted market skimming where the product is high priced and also of high quality. It includes the cost of chocolates, packaging & other processing cost. All these show customer status, which is also one of the reasons for parle hide & seeks high price. A separate example for explaining the pricing strategy of Parle is its product Parle Creams For this product Parle uses going rate method only as a reference rate. In this case, Parle Creams were introduced after Britannias Cream Treats with similar variants but at Rs.5 per packet of biscuit and not Rs.10 like that of Britannias cream treats. The extensive distribution network, built over the years, is a major strength for Parle Products. Parle biscuits & sweets are available to consumers, even in the most remote places and in the smallest of villages with a population of just 500. Parle has nearly 1,500 wholesalers, catering to 4, 25,000 retail outlets directly or indirectly. A two hundred strong dedicated field force services these wholesalers & retailers. Additionally, there are 31 depots and C&F agents supplying goods to the wide distribution network. So it is seen that Parle has 1 level, 2 level & 3 level distribution channels levels. Level 1- availability to all departmental stores. Level 2 Since its an FMCG product this channel exists for customers scattered throughout 8/18/12 the country.

Parle G is affordable in all the countries we surveyed. It was not out of the price range for an afternoon snack. Parle G comes in a variety of sizes worldwide so you can use it for a crowd or as a personal snack. It is Indias largest selling biscuit and is consumed by people pf all ages
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Conclusion

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