Presented by,

D.AMOOLYA

PGDM-HRM

INSTIUTE OF PUBLIC ENTERPRISE

1408001

History In the 1950s the Hindu undivided Chauhan family

manufactured,beverages, water, confectionery, biscuits, etc.

Under its registered brand name Parle.

Over the years, the group split into three different companies – Parle Products, Parle Bisleri and Parle Agro.

Currently, all three are separate companies with separate ownership and management.

The Goal was to cheer to children and adults. In that time Prakash Chauhan was the owner of the company.Mother units are in:Mumbai (Maharashtra), Bhadurdgarh (Haryana) Neemrana(Rajasthan) , Banglore and Kolkata

SISTER COMPANYS,PARLE ARGO,PARLE BISLERI

COPY RIGHT BY AMIT SINGH

Parle Agro, led by Prakash

Chauhan and his daughters

Schauna, Alisha, Alisha and

Nadia (owner of the brands

such as Frooti and Appy.

• The young CEO of Parle Agro, Schauna Chauhan Saluja ,owner of the brands such as FROOTI and

Appy .

Parle Bisleri, led by Ramesh

Chauhan

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.

It has 70% market share in India.

The brand is estimated to be worth over RS. 2,100 cror (Rs

21 billion ).

More than 1600 Wholesalers an 1.5 Million retail outlets

Mission & Vision Mission

"Hindustan Ki Taakat."

For over 70 years, Parle G has been a part of the lives of every

Indian. From the snow capped mountains in the north to the sultry

towns in the south, from frenetic cities to laid back villages, Parle G

has nourished, strengthened and delighted millions

Vision

Concentrate on the consumers taste and preferences,

the Parle brand has grown from strength to strength ever since its

inception

Product Mix

Product Line

Width

Length

Depth

Parle product’s width

Biscuits

sweets

Snacks

1.Biscuit (Length-19)• Parle-G

• Monaco

• Hide & Seek

• Hide &Seek Bourbon

• Hide & Seek Milano

• Hide &Seek Fab

• Parle Marie

• Nimkin

• Golden Arcs

• Coconut Cookies

• Top

• KrackJack

• Kreams

• Actifit Digestive Marie

• Milk Shakti

• 20-20 Cookies

• Festo

• Happy Happy

• Magix

2.Sweets (Length-10) 3.Snacks (Length-4)

• Londonderry

• Melody

• Mango Bite

• Chox

• Kaccha Mango Bite

• Poppins

• Kismi

• Kismitoffe bar

• 2 in 1 éclair

• Clovemint

• Monaco Smart Chips

• Parle Wafers

• Fultoss

• Munchies

Depth of Product Line:

Sweets,Snacks, BISCUITS

• BISCUITS :-• Parle-G – MRP 1, 2, 3, 4, 5, 10, 20, 30, 40 and 50

• Monaco – Variants: Monaco and Monaco Jeer MRP 5, 7, 10 and 20

• Hide & Seek - Variants: Hide & Seek Orange, Coffee and Mint MRP 5,12,20,30,50.

• Hide & Seek Bourbon- MRP 5,12,25.

• Hide & Seek Milano- Variants : Butter Scotch ,Butter Nut & Coconut MRP 15,30

• Hide &Seek Fib- Variants: Strawberry, Orange MRP 20

•

• Parley Marie- MRP 5, 10, 15, 20 and 22,Napkin- MRP 5,10

• Golden Arcs- Variants: Pineapple and Orange MRP 10 and 20.

• KrackJack- MRP 5, 7, 10, 15 and 20

• Creams- Variants: Orange,Bourbon,Choclate,Pineapple,Elaichi,MangoKreams MRP Chocolate : 2, 5 and 10, Orange, Pineapple, Elaichi and Mango: 5 and 10 and Bourbon: 10 and 18

• Actifit Digestive Marie- MRP 5, 15 and 25

• Milk Shakti- MRP 5 and 10

• 20-20 Cookies- Variants: Butter, Cashew MRP Butter : 5, 10 and 18 Cashew : 5, 10, 20Fest- Variants : Choco,Elaichi,Pineapple,Mango MRP 5, 10

• Happy Happy- MRP 5,10…Magix- MRP 5,10

• Coconut Cookies- MRP 10

SWEETS :-Londonderry- MRP 50 paisa.

• Melody- MRP1 rest..

• Mango Bite-Mrp 50 paisa.

• Chox- MRP 2 Rs.

• Kaccha Mango Bite- MRP 50 paisa.

• Poppins- MRP 2,5Rs.

• Kismi– Variants: Gold MRP 25 Paisa Kismi Gold- MRP

50 Paisa

• Kismitoffe bar- MRP-2 Rs.

• 2 in 1 éclair- MRP 50 paisa

• Clovemint- MRP50 Paisa and 15.00 (per fliptop pack).

• SNACKS :-• Monaco Smart Chips- Variants: Crazy Chat, Macho

Masala, TangeTamato MRP-5,10

• Parle Wafers- Variants: Cream & Onion ,MasalaMasti,

Tangy Tomato MRP-5,10,20

• Fultoss- Variants: Green Mango Chutney,

Tomato,MasalaKachori, Tangy

Pickle,JhalmuriKolkotaBhel, Masala Munch MRP-

5,10,20

• Munchies- MRP JEFFS : 425 Bulk Packs and 30 Jar

SIXER : 396 Bulk Packs and 30 Jar

4 P’s

•Television Ads•95% sales in Indian Market

•8000 Distributors

•Price setter in Market

•Seen as value for money

•Parle G

•Hide n Seek

•Monaco

• Krack Jack

Product Price

PromotionPlace

PRODUCT PRICING STRATEGY

• Associated with the positive values.

• Multitude of products

• Consistency of Products

• Earned as a renowned brand

• Enjoyable by all age group

• PLACE

• Market Penetration strategy with low price.

• Value for money positioning

• Appeals to all income groups

• Profit margin for distributors is 4% and for

retailers is 10-12%

• PROMOTION STRATEGY

• Extensive distribution network

• Reach to remote rural areas

• Value for money positioning

• 1500 wholesalers and 4.25 lakh retailers

• Setting up of factories at strategic locations

• Parle Products availability

• Advertised mainly through Press media

• Sales Promotion

• The Dadaji TV Commercial in 1989

• Using celebrities in AD to generate fantasy

• Public relations

PRODUCT LIFE CYCLE: Parle-G

Introduction

Growth

Maturity

Decline

Sale

Profit

PRODUCT LIFE CYCLE: Hide n seek

Introduction

Growth

Maturity

Decline

Sale

Profit

Parle G Hide & Seek

• Product –Maturity Stage

• Pricing Strategy:-

Market Penetration

• Promotion mix:-

Advertising- Television,Radio, Print Ad.

Public Relation- Parle-G sponsored

the tele-serial of the Indian superhero,

Shaktimaan.

• Product

• Pricing strategy:-

Market skimming

• Promotion mix:-

Advertising- Television,

Ringtones, Print Ad

Production Capacity Market Segmentation,

Market Share1960

•160 Tones

2000

•22000 Tones

2012

•35000 Tones

Retail and Institutional

Income Groups

Socio Economics Classes

Age Groups

Biscuit Types

78

98.6 4.4

Market Share in

Percentage for

glucose biscuits in

2012

Parle G

Britania

Tiger

ITC's

Sunfeast

Target Customers Competitors

Children are both users and influencers( 5 – 14 age group)

Children formed 60% of the target audience

Middle class were the largest consumers

Institutional consumers – hospitals, factories, railway station, schools, government offices

Increasing Income level of household

Britannia•Tiger

•Good Day

ITC

•Sun feast Glucose

•Sun feast Dream cream

Surya• Priya Gold

• Marie lite

Anmol

Achievements,Distribution networks• Amongst the top best brands

• Winning awards at Monde

selection Since 1971

• 111 gold, 26 silver and 4 bronzes

• Parle G as the proudest product

• Gaining popularity in

international market

• World’s largest selling biscuit

Advertisements of Parle

THANK YOU…

CONCLUSION• Largest Selling biscuit brand

• Knows the trick of tapping consumers

• Healthy ingredients

• Consumed by all age groups

• Good distribution channel

• Excellent marketing and promotions strategy