Parle Agro.

Place Mix

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 500.14

Channel levels:

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 it’s an FMCG product this channel exists for customers scattered
throughout the country.

Level 3 – Mass consumption & suitable for national & international coverage. For

e.g. Parle’s international operations consist of serving markets in the Middle East,

Africa, South America, Sri Lanka, Australia and North America for which the 3 level

distribution channel exists.

Channel dynamics:
Parle has a multi-channel marketing system since it uses more than two marketing
channels to reach all its customer segments.