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NAMITA SHETTY 22ALPANA BHEKANE 27CRISAL SALDANHA 34ANKITH SHETTY -40JIMIT SHAH 44VAIBHAV TANDEL -45MARKETING

INTRODUCTION

Parle was set up in 1929 in the suburbs of Mumbai city, to manufacture sweets and toffees.In 1939, Parle Products began manufacturing biscuits, in addition to sweets and toffees.Parle Glucose and Parle Monaco were the first brands of biscuits to be introduced.Raj, Vijay & Sharad Chauhan are the owner of Parle ProductsParle has 10 manufacturing units in IndiaParle products are available in More than 45 lac outletSale of 1432 billion Biscuits per year

MISSION

Hindustan ki Taakat. For over 80 years, Parle G as been a part of the lives of ever Indian. From the snow capped mountains in the north to the sultry towns in south, from frenetic cities to laid back villages, parle g has nourished, strengthened and delighted millions.

VISION

The vision of Parle is to concentrate on consumers taste and preferences. The Parle brand has grown from strength to strength ever since its inception. For fulfilling its vision they do every batch of biscuits and confectionaries are thoroughly checked by experts staff, using the most modern equipment hence ensuring the same perfect quality across the nation.

PRODUCT MIX

PRODUCT MIX

Width

Length

Depth

Consistency

PRODUCT WIDTHBISCUITSCONFECTIONARYSNACKS

PRODUCT LENGTH

PARLE has 51 different products in its product line.

Parle Product DepthBISCUITS

GLUCOSE BISCUITSKRACK JACKKRACK JACK TIL-GOODMONACO REGULARMONACO 4 IN 1MONACO JEERAMONACO METHIMONACO ONIONFUN CENTRE CHOCOLATE CREAMFUN CENTRE PINEAPPLE CREAMFUN CENTRE ELAICHI CREAMHIDE & SEEKMARIE CHOICEORANGE CREAMMAGIC CHOCOLATEMAGIC CASHEWCRUNCH-MUNCH KAJU BADAMCRUNCH-MUNCH TUTTI FRUTIMANGO BITE CHEESLINGJEFFS / SIXERCRUNCH MUCH CHOC./ELAICHI

SWEETS

MELODYKISMI GOLDMANGO BITEMAZELOGOLGAPPAKISMI TOFFEEKISMI BARMELODY SOFTEE2 IN 1 ECLAIRSORANGE CANDYKACHHA MANGO BITEXHALEPARLE LITESPOPPINS

SNACKS

MUNCH ON SNACKS!MUSST BITESSIXERSIXER ZEERAJEFFSMUST CHIPSMUSST STICKSMONACCO SMART CHIPS

Boston Consultancy Group MatrixBCG MatrixHigh ShareLow ShareHigh Growth

Biscuits Snacks ConfectionariesLow Growth

Market Share

Parle (40%)

Britannia (28%)

ITC (12%)

Others (20%)

ParleShare(6%)

(15%)

SWOT AnalysisStrengthParle BrandDiversified product rangeExtensive distribution networkLow and mid price range Catering to massWeaknessDependence on retailers & grocery Stores for displaying diversified Parle Products on shelf, induce impulsive buyBritannia capturing market slowlyDependence on Parle G (flagship brand) OpportunityChanging consumer preference,Increasing demand for sugar free,Using advertising aggressivelyThreatsLocal bakery products,Entry of various new entrant

4 Ps of ParleProductBiscuitsConfectionariesSnacksPriceCompetitive prices in marketPrice of Product depends on packaging, quality & quantityPrice ranges from Rs. 2 to Rs. 655 (Jar)PlacePresence in Global Market10 manufacturing units 75 manufacturing units on contractPromotionParle as a Brand nameAttractive PackagingTelevision AdvertisementSponsorships

Product Tree

BiscuitsSnacksConfectionaries

Product - BiscuitsMore than 20 brandsEach Brand consists of different flavorsParle G is a flagship brand which has sales of 4551 biscuits per secondKrackjack is the first sweet & Salty cracker in the World

Product - Confectionaries13 brands in market with some have flavorsKaccha Mango is the largest selling sugar boiled candy in the WorldKismi is the all time favorite toffee of 45% Indians survey on chocolate industry in India shows

Product - SnacksNew Entrant in this product rangeWafers, Fulltoss, Munchies', Chesslings, Namkeen are brandsAvailable in different flavors

PriceDifferent price range Depends upon quality, quantity & packagingRange starts from Rs.2 and the highest is Rs. 655DistributionHighLowHighLowPrice PriyagoldParleBritaniaHorlicksMaricoSun feast

PlacePresence in all over the globeHead office is in Mumbai, IndiaParle Products are available in more than 45 Lac outlet in IndiaHas 10 owned Manufacturing plant & 75 manufacturing units on contractMarket leader in 5 Asian countries

PromotionParle as a Brand nameIn 1947, advertised itself as option for British Biscuit ProductsAttractive PackagingTelevision AdvertisementSponsorships

PromotionAdvertised as Hindustan ki Takat Advertised based on Nutrition contentG = GeniusAdvertise address to every age group peopleFocus more on content of productEvery product advertisement cast different celebrity

ProcessManufacturing ProcessRaw Material Testing

MixingMoldingBackingCoolingPacking

PeopleRaj, Vijay & Sharad Chauhan are the owner of Parle ProductsVijay Chauhan is Managing Director of ParleMore than 10,000 employees are employedOn an average each employee generates more than Rs. 29,00,000 as Revenue

PackagingInnovative Technologies are used in packagingAutomatic printing and packaging facilitiesBiscuit baking Oven is largest in AsiaPackagingAdvancedPoorSunfeastParleHorlicksBritaniaMaricoPriyagold