ACKNOWLEDGEMENT

A successful completion of job is based upon the chain of factors combining together to
make an integral outcome. The cooperation of the factors mixed with sincere effort can lead to
best performance. Our project is also no exception to this. So it becomes necessary to mention
this before we start writing the study report.
We take this opportunity to express our deep sense of gratitude to all those who have
contributed significantly by sharing their knowledge and experience in the completion of this
project work.
We would like to place on record, our sincere gratitude to Mr. Nilesh Thalan (Area Sales
Manager, Parle Products Pvt. Ltd) for giving us support, guidance & opportunity to do our
summer internship with Parle Products Pvt. Ltd.
Last but not the least, our wholehearted thanks goes to the distributors and wholesalers
and retailers with whom we interacted and all those people who indirectly or directly helped us.

SACHIN FARAD
MBA II

1. PROFILE OF THE COMPANY

Parle Products Pvt. Ltd.: A cream colored yellow stripped paper with a cute baby photo
containing 10-12 biscuits with the companys name printed with in Red. 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 consumer good as these are money saver 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 and
sweets.
Initially a small company 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 decade later, in 1939, .Parle products began manufacturing biscuits, in addition to
sweets and toffees. Having already established a reputation for quality, the Parle brand name
grew in strength with this diversification. Parle Glucose and Parle Monaco were the first brands
of biscuits to be introduced, which later went on to become leading names for great taste and
quality.
For around 75 years, Parle have been manufacturing quality biscuits and confectionary
products. Over the years Parle has grown to become a multimillion 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.
Apart from the factories in Mumbai and Bangalore Parle also has factories in
Bahadurgarh in Haryana and Neemrana in Rajasthan, which are the largest biscuit and
confectionery plants in the country. Additionally, Parle Products also has 7 manufacturing units
and 51 manufacturing units on contract.
All these factories are located at strategic locations, so as to ensure a constant output and
easy distribution.

Brands
An in-depth understanding of the Indian consumer psyche has helped Parle evolve a
marketing philosophy that reflects the needs of the Indian masses. With products designed
keeping both health and taste in mind, Parle appeals to both health conscious mothers and fun
loving kids. The great tradition of taste and nutrition is consistent in every pack on the store
shelves, even today. The value-for-money positioning allows people from all classes and age
groups to enjoy Parle products to the fullest.
2. STRUCTURE OF CORPORATE MANAGEMENT TEAM
3. BRAND PORTFOLIO
Brands
Biscuits
Parle-G, KrackJack, Monaco, Kreams, Golden Arcs, Parle Marie, Milk Shakti, Parle Hide
& Seek Bourbon, Parle Hide & Seek Fab, Top, Parle Gold Star.

Sweet confectionery
Melody, Mango Bite, Poppins, 2 in 1 Eclairs, Mazelo, Kismi Toffee Bar,London Derry
Snacks
Monaco Smart Chips, Parle's Wafers, Fulltoss, Parle Namkeens
Since they have been entered at the food competition of Monde Selection in 1971,
the brands have received consistently gold and silver Quality Awards at the World
Quality Selections.[6]
An in-depth understanding of the Indian consumer psyche has helped Parle evolve a marketing
philosophy that reflects the needs of the Indian masses. With products designed keeping both
health and taste in mind, Parle appeals to both health conscious mothers and fun loving kids. The
great tradition of taste and nutrition is consistent in every pack on the store shelves, even today.
The value-for-money positioning allows people from all classes and age groups to enjoy Parle
products to the fullest.
Biscuit goodies:

Confectionary:

Parle-G
GolGappa
Krackjack
Classic Mint
Monaco
Lite Mint
Monaco Funion
Kismi
Kreams
Orange Candy
Hide and Seek

Parle 20-20 Cookies

Mango Bite
Melody
Poppins
Eclairs- 50 p
Melody Softe- 1Rs.
Kismi Bar
Chox
Kacha Mango
Mazelo
Imli Bite
Kismi Gold
Munch on snacks:

Nimkin

Musst Bites

Hide and Seek Milano

Bourbon
Parle Marie
Milk Shakti

Parle biscuits: Parle biscuits are linked with factors of power and wisdom providing nutrition
and strength. Parle biscuits are indeed much more than a tea- time snack, they are considered by
many to be an important part of their daily food. Parle can treat you with a basket of biscuits
which are not only satisfying but are also of good and reliable quality. Parle biscuits cater to all
tastes from kids to senior citizens. They have found their way into the Indian hearts and homes.
Parle G

For over 65 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. Filled with the
goodness of milk and wheat, Parle G is not just a treat for the taste buds, but a source of
strength for both body and mind. Tear over a packet of Parle G to experience what has
nourished Generations of Indians since last sixty five years, making it truly Hindustan Ki
Taakat. Pack Sizes available: 16.5G, 38.5G, 60.5G, 82.5G, 99G, 209G, 313.5G, 418G,
825G

20-20

Rich butter and tempting cashews. An irresistible combination.

Parle Twenty-20 cookies. Baked to perfection to deliver the perfect experience of taste and
aroma, they melt in your mouth to give you a cookie eating experience unlike one you have
ever had before enjoy a feast of crunchy, crispy scrumptious cookies. Pack Sizes available:
75 G, 110 G, 225 G
Monaco

Share the company of great taste anytime, anywhere with Monaco. A light crispy biscuit
sprinkled with salt, Monaco adds a namkeen twist to lifes ordinary moments. Pack Sizes
available: 75 G, 120 G, 240 G

Hide and Seek

The ingredients that go into making this prized cookie are a well-guarded secret. What is is
the effect it has on those who eat it. A cookie with a reputation for romance. Indulge in the
sinful taste of Milano and everything that follows it. Pack Sizes available: 25 G, 62 G, 100
G, and 200 G
Krackjack

The original sweet and salty biscuit is one of the most loved biscuits in the country.
Its not just a biscuit, its the taste of relationships captured in a biscuit.
A little sweet and a little salty crafted in such a delicate and delicious balance, you can never
get enough of it. Have it anytime you like with anything you like. Pack Sizes available:
75G, 170G, 240G

Parle Confectionaries:
Right from candies to toffees, the sweet 'n' treat category of the Parle product range is a
genuine treat for every snack lover. This category can satisfy one's taste and at the same time
create a desire for more. These confectioneries are a sheer delight to the taste buds and have a
universal appeal. Parle Biscuits and confectioneries, continue to spread happiness & joy among
people of all ages.

Melody

Kachcha Mango Bite

Mango Bite

Kismi Toffee

Orange Candy

Golgappa

Many of the Parle products - biscuits or confectioneries, are market leaders in their category
and have won acclaim at the Monde Selection, since 1971. With a 40% share of the total biscuit
market and a 15% share of the total confectionary market in India, Parle has grown to become a
multi-million dollar company. While to consumers it's a beacon of faith and trust, competitors
look upon Parle as an example of marketing brilliance. Parle G, a premium glucose biscuit is the
worlds largest selling biscuit.
A factory of these glucose biscuits is situated in Neemrana is producing 7000 metric tonnes
every month. A list of premium quality biscuits and confectioneries is produced and distributed
across nations.

Segmentation Targeting and Positioning of Parle

If we divide the whole market on basis of their preferences foe sweetness and saltiness in the
biscuits then the possible outcome would be that the preferences are clustered near some tastes
i.e. the consumers would not like to have something really vague like 50%salty, 25%sweet
and25%creamy.That is why the preferences are clustered and not diffused wherein the
preferences have to be very extreme and vague. Parle as a company makes use of this clustered
preferences and manufactures biscuits for each and every cluster. For e.g. Monaco for entirely
salty biscuits and its latest product Krack jack-cream is for sweet and salty taste.
Target Marketing:
Segmentation reveals only the firms opportunities. The firm now has to evaluate the various
segments and decide how many and which segments it can best serve.
Evaluating Market Segments:
A firm must look at three factors to evaluate market segments: segment size and growth; segment
structural attractiveness; and company objectives and resources.
The company must first collect and analyze data on current segment sales, growth rates, and
expected profitability for various segments. It will be interested in segments that have the right
size and growth characteristics. But right size and growth is a relative matter.
There are several structural characteristics that affect long-run segment attractiveness.
The segment is less attractive if there are several strong, aggressive competitors.
The existence of many actual or potential substitute products may limit prices and the profits that
can be earned.
The relative power of buyers also affects segment attractiveness.
A segment may be less attractive if it contains powerful suppliers who can control prices or
reduce the quality or quantity of ordered goods and services
The company must take into account its own objectives and resources in relation to the segment.
If a segment does not mesh with the companys long-run objectives, it can be dismissed.
The company must take into consideration whether it has the skills and resources needed to
succeed in the market. The company should enter only segments in which it can offer superior
value and gain advantage over competitors.
Positioning Strategy of PARLE

Positioning strategy
Parle is positioned in the minds of people as a value for price product and also as a low-priced
product.
Differentiation strategy
For Parle-G the company has used channel and image differentiation tools. Parle-G by far has the
most intensive distribution coverage as compared to any other biscuit company in India. Also the
name PARLE has an image that generates respect and a belief of good quality in the minds of the
buyers.
A products position is the way the product is defined by the consumers on important attributes;
it is the place the product occupies in consumers minds relative to competing products. It
involves implanting the brands unique benefits and differentiation in customers minds.
To simplify the buying process, consumers organize products, services, and companies into
categories and position them in their minds. A products position is a complex set of
perceptions, impressions, and feelings that consumers have for the product compared with
competing products.
Consumers will position products with or without the help of marketers. So marketers must plan
positions that will give their products the greatest advantage in selected target markets, and then
must design marketing mixes to create these planned positions.
THE STRENGTH OF THE BRAND
Over the years, Parle has grown to become a multi-million US Dollar company. Many of the
Parle products - biscuits or confectionaries, are market leaders in their category and have won
acclaim at the Monde Selection, since 1971.
Today, Parle enjoys a 40% share of the total biscuit market and a 15% share of the total
confectionary market, in India. The Parle Biscuit brands, such as, Parle-G, Monaco and
Krackjack and confectionery brands, such as, Melody, Poppins, Mangobite andKismi, enjoy a
strong imagery and appeal amongst consumers.
Be it a big city or a remote village of India, the Parle name symbolizes quality, health and great
taste! And yet, we know that this reputation has been built, by constantly innovating and catering
to new tastes. This can be seen by the success of new brands, such as, Hide & Seek, or the single
twist wrapping of Mango bite
In this way, by concentrating on consumer tastes and preferences and emphasizing Research &
Development, the Parle brand grows from strength to strength.
THE MARKETING STRENGTH OF PARLE

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.
The Parle marketing philosophy emphasizes catering to the masses. They constantly endeavour
at designing products that provide nutrition & fun to the common man. Most Parle offerings are
in the low & mid-range price segments. This is based on their understanding of the Indian
consumer psyche. The value-for-money positioning helps generate large sales volumes for the
products.
However, Parle Products also manufactures a variety of premium products for the up-market,
urban consumers. And in this way, caters a range of products to a variety

4. ADVERTIZING AGENCY INVOLVED IN YOUR BRAND

Parle Products intends to initiate a creative pitch within its roster for its newly launched Parle-G
Gold brand. Currently, the agencies in Parle Product's roster are Ogilvy India, Everest
Advertising, Grey India and Thoughtshop Advertising. The media mix will include TV, print,
outdoor and below-the-line activities. he new product is currently available in Mumbai and the
areas surrounding the city. The company plans to extend the presence across India in a phased
manner. Apparently, Grey India has worked on the packaging for the brand.
5. MARKETING ENVIRONMENT OF PARLE

Over the years, Parle has grown to become a multi-million US Dollar Company. Many of the
Parle products - biscuits or confectionaries, are market leaders in their category and have won
acclaim at the Monde Selection, since 1971.Today, Parle enjoys a 40% share of the total biscuit
market and a 15% share of the total confectionary market, in India. The Parle Biscuit brands,
such as, Parle-G, Monaco and Krack-jack and confectionery brands, such as Melody, Poppins ,
Mango bite and Kismi, enjoy a strong imagery and appeal among consumers.
HLL and ITCs entry into biscuits will affect Parle After testing the waters with niche offerings
in untapped segments of the biscuit market, heavyweights Hindustan Lever and ITC have now
forayed into the mass biscuit market. While ITC has launched its glucose brand, Sun feast, HLL
has decided to differentiate its product, Modern Energy Biscuits, by using wheat and soya as
ingredients. Importantly, both ITCs and HLLs new offerings are priced at Rs 4for a 100 gram
pack, the same level as Parle G and Britannias Tiger glucose biscuits.
Given HLLs and ITCs massive distribution reach, this new development would clearly have a
significant impact on the market shares of both Parle and Britannia. In case the taste of the new
products do not go down very well with consumers, the already established players may get
some breathing space, but it will be only a matter of time before that gets corrected and the
pressure will soon be back on. Structurally the entry of players such as HLL and ITC in the mass
biscuit market is bound to affect the dominance of Britannia in the biscuits market. Whats more,
competition from regional players such as Surya Foods, known for its PriyaGold range of
biscuits, has also increased. It certainly doesnt help that the company has just had a change in
leadership. Further, since the company has hived-off its dairy division, overall growth rates
would clearly be lower than what investors have been used to for a while. As far as profitability
goes, much depends on the companys ability to further reduce costs, unless there is a
further reduction in excise rates.
ANALYSIS OF PARLE S MARKET POSITION IN BISCUIT INDUSTRY
Biscuits were very much a luxury food in India, when Parle beganproduction in 1939.
Apart from Glucose and Monaco biscuits, Parledid offer a wide variety of brands. However,
during the SecondWorld War, all domestic biscuit production was diverted to assistthe Indian
soldiers in India and the Far East. Apart from this, theshortage of wheat in those days, made
Parle decide toconcentrate on the more popular brands, so that people couldenjoy the price
benefits. The incredible demand led Parle tointroduce the brand in special branded packs and in
larger festivetin packs. By the year1949, Parle Glucose biscuits were availablenot just in Mumbai
but also across the state. It was also sold inparts of North India. By the early50s, over150 tonnes
of biscuitswere produced in the Mumbai factory. Looking at the success of Parle-G, a lot of other
me-too brands were introduced in the market. And these brands had names that were similar to
ParleGluco Biscuits so that if not by anything else, the consumer woulderr in picking the brand.
This forced Parle to change the namefrom Parle Gluco Biscuits to Parle-G. Parle-G was the
only biscuitbrand that was always in short supply. It was heading towardsbecoming an all-time
great brand of biscuit. Parle-G started beingadvertised in the 80's. It was advertised mainly
through press ads. The communication spoke about the basic benefits of energy and nutrition.

In1989,Parle-G released its Dadaji commercial, which went on to become one of the most
popular commercials for Parle-G. The commercial was run for a period of years. Parle-G grew
bigger by the minute. Be it the packs sold, the areas covered or the number of consumers. It
became a part of the daily lives of many Indians. It wasn't a biscuit any more. It had become an
icon. The next level of communication as sociated the brand with the positive values of life like
honesty, sharing and caring. Thankfully today, there's no dearth of ingredients and the demand
for more premium brands is on the rise. That's why; we now have a wide range of biscuits and
mouthwatering confectionaries to offer Parle-G biscuit is basically aimed for poor category of
people as its price is only Rs.4 since last 10 years which is affordable to any class of the
population. Therefore government should see that such companies which provide economic help
to the country should not be disturbed in any sense. In fact government should help in such a
way that such companies grow even more which can further improve the economic conditions of
their domestic countries. But in India the situation is totally opposite. Parle-G pays excise duty
which if it doesnt pay can reduce its MRP even lesser while other products such as cheese, jam,
butter which are consumed by middle or upper class people are exempted from paying excise
duty. In this way government in spite of many requests is not giving its helping hand to Parle-G.
Constitution has put several road blocks which have checked the pace of the companys
economic development.Parle-G is totally in favor of the above statement as they say new rules
and policies depend on government to government. They adopt various laws for their
own mutual benefits.

THE MARKETING STRENGTH 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. The Parle marketing philosophy emphasizes catering to the masses. They constantly
endeavor at designing products that provide nutrition & fun to the common man. Most Parle
offerings are in the low & mid-range price segments. This is based on their understanding of
the Indian consumer psyche. The value-for-money positioning helps generate large sales
volumes for the products. However, Parle Products also manufactures a variety of premium
products for the up-market, urban consumers. And in this way, caters a range of products to a
variety of consumers.
CHAPTER 4 MARKETING MIX OF PARLE PRODUCTS

The term marketing mix refers to unique blend of Product, Place, Promotion & Pricing
strategies designed to produce mutually satisfying exchanges with a target market. Marketers
have to make many decisions in developing a marketing mix that will satisfy their target
customers. However, all of the variables that make up the marketing mix can be reduced to
four basic categories.

PRODUCT MIX PRODUCT LEVELS Core benefit- the core benefit of biscuits is to
satisfy hunger of the consumer. Basic product- in the second level, the basic product is
biscuits. Expected product- the consumers expect the product to have a good taste and also
give nutrition. Augmented product - parle biscuits increase a persons energy levels. This is not

always expected by the consumers and hence exceeds customers expectations. 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. Classification of products Based on tangibility- Parle
biscuits are tangible, i.e. one can see and touch them. Based on functional life- Parle biscuits
are consumables since biscuits form apart of food and have a short life. Based on price and
quality- most of Parle biscuits such as Parle-G, Monaco, Krack jack are mass products but a
few Parle biscuits such as Parle hide and seek and Milano are premium or prestige products.
Based on utility- Parle biscuits are convenience goods. They are staples since they are bought
by consumers regularly. Also they are partly impulse products. Consistency The product
consistency generally depends on 3 parameters. 1) Production 2) Distribution 3) Consumer
end-user.

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, to hide & 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 3rd level of the distribution channels. The basic end use of all parle
products remains the same eating its imply to satisfy hunger. Products like parle-g may also
be consumed for the intake of high glucose levels for immediate strength & energy.
POSITIONING ANALYSIS OF PARLE

Positioning Strategy of PARLE

Positioning strategy
Parle is positioned in the minds of people as a value for price product and
also as a low-priced product.

Differentiation strategy
For Parle-G the company has used channel and image differentiation tools.
Parle-G by far has the most intensive distribution coverage as compared
to any other biscuit company in India. Also the name PARLE has an image
that generates respect and a belief of good quality in the minds of the
buyers.

A products position is the way the product is defined by the consumers

on important attributes; it is the place the product occupies in consumers
minds relative to competing products. It involves implanting the brands
unique benefits and differentiation in customers minds.

To simplify the buying process, consumers organize products, services,

and companies into categories and position them in their minds. A
products position is a complex set of perceptions, impressions, and
feelings that consumers have for the product compared with competing
products.

Consumers will position products with or without the help of marketers. So

marketers must plan positions that will give their products the greatest
advantage in selected target markets, and then must design marketing
mixes to create these planned positions.

6. APPLICATION OF PORTERS 5 FORCES OF PARLE

6.1 APPLICATION OF BCG MATRIX OF PARLE

BCG MATRIX CONSISTS OF 4 CATEGORIES:

BCG MATRIX The Boston consulting Groups portfolio matrix allows a firm to visually
display information about each of its. The BCG matrix has as its axes the market growth
rate (Broken into high and low growth) and the relative market share as compared to the
largest competitors (high and low relative market share). The BCG matrix method is
based on product life cycle theory that determine the product portfolio of a unit which
contains both high growth product & low growth product having 2 Dimensions: Market
share & Market growth. BCG MATRIX CONSISTS OF 4 CATEGORIES

1.STARS:

(High growth & High market share)

As per the companys survey, Parle G is touching the peek of success &
therefore comes under the STAR category thereby the Co. can invest a large
sum for its upliftment

2.CASH COWS

(Low growth, High market share)

Profits & cash generation should be high due to its Low growth, the
investment needed to be Low to keep Profits High

The products like krackjack, parle Marie, hide & seek comes under this
category

3.QUESTION MARK:

(High growth, Low Market share)

It has worst cash characteristics because of High demands & Low

returns due to Low market share makes the Co. to sell off & deliver
cash.

Products like CHOX, NIMKIN KREAMS GOLD, PARLE 20-20,MONACO

JEERA comes under this.

4.DOGS:

(Low growth, Low market share)

The products like SIXER,JEFFS, MUST BITES,MUST STIX &MUST CHIPS

Conclude with DOGS as they need to be Divested because they are doing no
good for the Co. & have remained as an liability.
SWOT ANALYSIS
SWOT analysis is the firm should identify its internal Strengths (S) and Weakness (W) and
also examine external Opportunities (O) and Threats (T). Strength, Weakness, Opportunity,
and Threat are the four tools for a individual or group or organization to grow , improve and
polish its skill. Parle Product Ltd. has been highlighted below which covers all the criticality
of the project:
Strengths
Parle Brand, Diversified product range, Extensive distribution network. Low and mid price
range Catering to mass, Better understanding of consumer psyche
Weakness
Dependence on retailers & grocery Stores for displaying diversified Parle Products on shelf,
induce impulsive buy.
Opportunities Estimated annual growth of 20% Low per capita consumption, Changing
consumer preference, Increasing demand for sugar free, Diet biscuit,
Threats
Hike in cost of production due to hike in raw material cost. Increase distribution cost. Local
bakery product . Entry of various new entrants.