A

SYNOPSIS
ON
A STUDY ON MARKETING STRATEGY OF PARLE-G PRODUCTS

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, the company has definitely come a very long way since its
inception. 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 a15% 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 or Parle Glucose biscuits are one of the most popular confectionary
biscuits in India. Parle-G is one of the oldest brand names in India and is the
largest selling brand of biscuits in India. For decades, the product was instantly
recognized by its iconic white and yellow wax paper wrapper with the depiction
of a young girl covering the front. Many counterfeit companies have attempted
to recreate and sell lower quality products of similar names and virtually identical
package design

OBJECTIVE OF STUDY

To penetrate market with greater share of business.

To leverage Parle G brand by having association with some other known
brand.
To counterattack competitors strategy.
The consumer promotional offers are based on the principle of elasticity of
demand

SCOPE OF STUDY
The ultimate scope of this project is based on Marketing Strategy of ParleG product. In this project we think and design marketing strategy and analysis of
parle-G product, also think about its policy and it is helpful for the fix the standar
d about purchasing of raw material. Tha main research of this project is pricing c
onsistency about Parle-G product since 25 years so people may stick with the
Parle-G product because of not raise the price.

LITERATURE REVIEW
The literature review recent research studies, company data, or industry reports
that act as a basis for the proposed study. Research related literature and
secondary data from a comprehensive perspective, moving to more specific
studies that are associated with our study.

METHODOLOGY
Type and Nature of the Study:
The hypothesis that we want to study wants to find why is Parle-G number one
glucose biscuit. This has made the research base to be cause and effect
oriented. The problem was taken in to consideration looking at the data available
on the consumption pattern of glucose biscuit. The data showed 65% of glucose
biscuit market share is owned by Parle-G. The consumption trends were also
observed among the population surrounding us and
online portals. The cause for this affection towards biscuit was not known hence t

he study stresses on the causes of why is this biscuit number one. The question
designing was mostly kept closed ended with question targeting at the
performance, conformance, aesthetics and reliability of the product.
The product under consideration has no segment and is targeted at population in
general without differentiating its consumers.

SOURCES OF DATA
There are two types of data namely primary data and secondary data.
1. PRIMARY DATA
This is project is not based on primary data.
2. SECONDARY DATA
This project based on secondary data. Information about project is
collected by various website, magazines, newspapers etc.

CONCLUSION
I want to conclude my project by saying that marketing strategy is 4ps such
as product, promotion, price and place. These are all important aspects of marke
tingstrategy. Without these aspects marketing is not possible. Marketing strategy
is all about marketing a product .In these marketing mix sellers, retailers, buyers,
and wholesalers play an important role. There is lot of scope in marketing
strategy. Parle Company had made huge profit by marketing their products in
India and in foreign countries. It was concluded that Parle is the first preference
of both the customers and retailers (Organized and unorganized both) because of
its price and brand image. The Parle Biscuit brands, such as, Parle-G, Monaco,
Krackjack, Marie Choice, Hide and Seek enjoy a strong imagery and appeal
amongst consumers across the world. Which has resulted into Parle-G being the
worlds largest selling biscuit". The Parle name symbolizes quality, health and
great taste. Constantly innovating and catering to new tastes PARLE-G has built
its reputation. Parle Products Pvt Ltd. is now lagging in services to retailers
because of improper supply and distribution in some areas and competitors
taking advantage of these points. Parle Company should take into
consideration the opportunities and threats as discussed above. This will help the
company to maintain its brand image for longtime.

BIBLIOGRAPHY
To complete this report the following sources were referred:Websites:https://en.wikipedia.org/wiki/Parle-G
http://www.parleproducts.com/
http://www.managementparadise.com/