Project

On

Name: Ravi Parmar

Roll No: 260
Div: B

Content:

• Introduction
• History
• Features
• Brand Overview
• Brand Evolution Timeline
• Brand Elements
• Positioning
• Target market
 • Packaging
• Pricing
• Distribution Channels
• Promotion
• Story Board of an ad from the campaign
• Acknowledgement
• Conclusion
• Reference

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 to
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 a 15% share of the total
confectionary market in India, Parle has grown to become a multi-million
dollar company. While to the consumers it's a beacon of faith and trust,
competitors look upon Parle as an example of marketing brilliance.

Available Anywhere:

Today, the great strength of Parle Products is the extremely widespread

distribution network. Even at the remotest places, you can buy Parle
biscuits and sweets from the local grocer. It has taken years to create this
extensive network. Parle’s sales force started with one salesman in
Bombay and some agents in few other cities. Gradually, Parle Products
expanded. Soon sweets and biscuits were being sent by rail to Calcutta,
Delhi, Karachi, Madras and other major cities. As production increased,
distribution was amplified. Full time salesmen were appointed in different
areas. Currently, Parle Products has over 33, 00,000 distribution outlets.

Every nation dreams of a better tomorrow. And every nation's tomorrow lies
in the hands of its children; the young stars who shape the future of the
nation. So, it's important to nourish these young stars, after all it's a
question of the nation's future.

Filled with the goodness of milk and wheat, Parle-G is a source of all round
nourishment. Treat yourself to a pack of yummy Parle-G biscuits to
experience what has nurtured and strengthened millions of people for over
70 years. A meal substitute for some and a tasty and healthy snack for
many others. Consumed by some for the value it offers, and many others
for its taste. Whatever the occasion, it has always been around as an
instant source of nourishment. Little wonder that it's the largest selling
biscuit brand in the world.

• Name of the company: Parle Products Pvt ltd.

• Established in the year: 1929
• Chairman: Sharad Chauhan
• Directors: i) Anup Chauhan ii) Amol Chauhan

• Manufactured by Parle Agro.

• Slogan : G maane Genius

• One of the oldest brand names in India and is the largest selling
brand of biscuits in India.

• Market Share : 70% ; followed by Britannia’s Tiger (18%) and ITC's

sunfeast (9%).

• Brand Value : Rs. 2000 crore, contributing more than 50 % of the

company's turnover.

• Address of head office: V.S. Khandekar marg,VILE

PARLE(East),Mumbai-400057.
• Address of Contractor Manufacturing Unit(C.M.U) :- Bunty Foods,
Plot no. A-66, Anandnagar M.I.D.C, Ambarnath - 421506.
• Web site: www.ParleProducts.com
 History:

Parle Product’s fame and familiarity is undeniable. Considering its

extensive reach, the brand Parle is known and recognized by everyone.
Over the years, Parle’s sweets and biscuits have become a household
name. From kids to adults, everyone loves and cherishes these treats. It
gives us great pleasure to see our consumers enjoy and embrace Parle
products on daily basis. Our confectioners and chefs have the utmost
authority at Parle. Had it not been so, the beginning of Parle would have
been quite different.

In 1929 a small company by the name of Parle products emerged in British

dominated India. The goal was to spread joy and cheer to children and
adults alike, all over the country with its sweets and candies. Although, the
company knew that it wouldn’t be an easy task, they decided to take the
brave step. A small factory was set up in the suburbs of Mumbai to
manufacture confectionery products. A decade later this factory was
upgraded to manufacture biscuits as well. Since then, the Parle name has
spread in all directions and has won international fame. Parle has been
sweetening the lives of people all over India and abroad.
Apart from the factories in Mumbai and Bangalore, Parle also has factories
in Bahadurgarh, Haryana and Neemrana, Rajasthan. These are the largest
biscuit and confectionery plants in the country. Additionally, Parle Products
also has 10 manufacturing units and 75 manufacturing units on contract.

Milestones - The Decades of Progress

 1929:The first year of operation. Our only assets were hard work and
hope.
 1939:Ten years of determined effort brought results. Things began to
take shape. And we tried even harder.
 1949:The formative years were over. We had come of age.
 1974:Here was the first evidence of Parle as it is today.

Features:

• Primarily eaten as a tea-time snack.

• It has a special taste which cannot be duplicated by others.

• Has quality nutrition.

• No Indian grown without feed of Parle-G product

Brand Overview:

 Parle Products has been India's largest manufacturer of biscuits and

confectionery, for almost 80 years.

 It is the Largest selling Biscuit Brand in terms of volume in the world.

 Sales turnover of around Rs 18billion in 2009

 The Parle name symbolizes quality, nutrition and great taste.

 With a 70% share of the glucose biscuit market and more than 50%
share in the Parle products.

 While to consumers it's a beacon of faith and trust, competitors look

upon Parle as an example of marketing brilliance.

 Parle-G has nurtured and strengthened the minds of millions of

genius Indians for over 65 years.
 It’s more than just a biscuit. A meal substitute for some, a tasty and
healthy snack for many others. Consumed by some for the value it
offers, and many others for it’s taste
 Brand Elements:

 Parle G was initially recognized by its iconic white and yellow stripped
wax paper wrapper with the baby face on it.
 Replaced with plastic wrappers which are glossy and strong

 Parle-G comes in 8 different sizes

 Brand ambassador is G-Man a superhero saving children from evil

forces. This is a smash able element.

 TV commercial was launched for Parle-G where the product is being

called ‘Hindustan ki takat’

Positioning:

 Great taste, high nutrition, and the international quality

 Healthy snack for children of all ages and classes

 Complete wholesome meal for common man

 Associated with the positive values of life like honesty and caring

 Value-for-money positioning
 Target Market:

Parle-G is targeted at the lower-income group.

Recently it has started exclusively targeting children in the age group of 5-

12 years with its ‘G maane Genius’ campaigns
 Packaging:

• Cream coloured yellow striped wrapper containing 10-12 biscuits with

the companies name printed in red having the photo of a young,
innocent looking child.

• Originally packed in the wax paper pack

• Today available in a contemporary, premium, airtight BOPP pack

with attractive side fins.

• Pack Sizes available:

16.5G, 38.5G, 60.5G, 82.5G, 99G, 209G, 313.5G, 418G, 825G

 Pricing:

For 19grams:Rs.1/-

For 44grams:Rs.2/-

For 93.5grams:Rs.4/-

For 231.5grams:Rs.12

 Parle G has adopted the foll:

 Market Penetration strategy i.e. low price along with capturing

of a large market.

 Value pricing method i.e. focus on low prices and providing

good quality products.

 This benefits Parle G by

giving a competitive edge in terms of large market share which is
around 40%: both rural and urban presently

 Profit margin for distributors in 4% n retailers is 10-12%

 The packs are available in Re1, Rs2, Rs4 to Rs25.

 The price was last raised in 1994 by 25 paise.

 Distribution Channels:

 Factories at Mumbai, Haryana, Rajasthan and Karnataka.

 Also has 14 manufacturing units for biscuits on contract.

 Factories are located at strategic locations to ensure a constant

output & easy distribution.

 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.

 31 depots and C&F agents supplying goods to the wide distribution

network

Promotion:
 Parle-G started being advertised in the 80's mainly through press
ads.

 In 1989, Parle-G released its Dadaji commercial

 In the year 1997, Parle-G sponsored the tele-serial of the Indian

superhero, Shaktimaan that went on to become a huge hit with the
young kids.

 In the year 2002, a national level promo - `Parle-G Mera Sapna Sach
Hoga' was run for a period of 6 months. The promo was about
fulfilling the dreams of children.

 In 2002 G-Man - a new ambassador for Parle-G- was introduced who

was not just a hero but also a super-hero that saves the entire world,
especially children from all the evil forces.

 In 2004 it started its ‘G mane Genius’ campaign

 In 2006-07, the campaign was changed to ‘Hindustan ki Taakat’, to

assume a bigger platform as the biscuit that stands for strength
(taakat) in and for India.

 In 2007 Parle-G launched its Parle Golu Galata contest.

 But in early 2008, Parle-G reverted to its ‘G for Genius’ line with a
little twist – ‘Do Genius’.
Story Board of an ad from the campaign:

Brand Name: PARLE-G

Ad: ‘G Maane Genius’

Acknowledgement:
No research can blossom from a single person’s mind without
proper guidance, assistance and inspiration from various quarters.
My project was given its present shape by assistance of many
people whom I am greatly indebted to. I express my gratitude and
indebtedness towards the people who helped me during my project work.

I express my humble gratitude towards Miss. Kanika Dewan for giving

me a chance to research on such a reputed organization and for providing
me proper inputs and guidance.

Last but not the least I want to thanks my Parents, without their
keen i n t e r e s t a n d i m m e n s e g u i d a n c e i t w o u l d h a v e n o t
b e e n p o s s i b l e t o complete this project

Conclusion:

The detailed study about the Parle products mainly PARLE G, gives out a
Success Story in rural areas. This shows that products even at low
prices can earn substantially considerable profits. The results of the
survey also indicate the importance of Parle G in comparison with its
competitors, local and imitation brands. The views of the consumers on the
Parle G biscuits also put light on its vitality.
 References:

1. www.google.com

2. http://www.parleproducts.com/brands/biscuits_parleg.asp

3. www.scribd.com/doc/12412961/Parle-g-Project

4. http://en.wikipedia.org/wiki/Parle-G

OVERVIEW OF COMPANY
History of Parle Company:
In 1929 a small company by the name of Parle products emerged in British dominated India.
The intent was to spread joy and cheer to children and adults alike, all over the country with its
sweets and candies. The company knew that it wouldn’t be an easy task, but they decided to
take the brave step. A small factory was set up in the suburbs of Mumbai, to manufacture
sweets and toffees. A decade later it was upgraded to manufacture biscuits as well. Since then,
the Parle name has grown in all directions, won international fame and has been sweetening
people's lives all over India and abroad.
 In confectionery, they have a range of toffees and hard-boiled candies available in
chocolate, mint, cola, and tropical fruit flavors. Some of these are double layered toffees and
center filled candies packed in rolls or pillow packs, or have single or double twist wrapping.
Almost all of their products are market leaders in their category and as recognition of their
quality, have won Gold, Silver and Bronze Monde Selection medals since 1971. The immense
popularity of Parle products in India was always a challenge to our production capacity. Now,
using more modern techniques for capacity expansion, they have begun spreading their wings
and are going global. Parle biscuits and confectionaries are fast gaining acceptance in
international markets, such as, Middle East, Africa, South East Asia and the more sophisticated
economies like U.S.A., UK, Canada, Australia and New Zealand now relish Parle products.
As part of the efforts towards a larger share of the global market, Parle has initiated the
process of getting ISO 9000 certification. The Parle name symbolizes quality, health and great taste.
And yet, they know that constantly innovating and catering to new tastes have built this reputation.
This can be seen from the success of its new brands such as Hide & Seek, Mango bite etc. Today, the
Parle brands have found their way into the hearts and homes of people all over India & abroad. The
Parle Biscuit brands, such as, Parle-G, Monaco, Krackjack, Marie Choice, Hide
& Seek and confectionery brands, such as, Melody, Poppins, Rolacola, Mango bite enjoy a
strong imagery and appeal amongst consumers across the world.

WHICH HAS RESULTED INTO PARLE-G BEING THE “WORLD’S LARGEST SELLING BISCUIT"
Parle Products Pvt. Ltd. Is a FMCG (Fast moving Consumer Goods) Industry. The fast
moving consumer goods are those consumables which are normally consumed by consumer at
a regular interval. Parle Products Pvt. Ltd. Was established in 1929.During British rule in India. A
small factory was set up in the suburbs named “Vile Parle” of Mumbai, to manufacture sweets
and toffees. A decade later in 1939 it was upgraded to manufacture biscuits as well. Parle
Glucose (Parle-G) and Parle Monaco were the first brand introduced as a biscuit products. Since
then, the Parle name has grown in all directions, won international fame and has been
sweetening people's lives all over India and abroad. Its Head office is based in Mumbai, it been
India's largest manufacturer of biscuits and confectionery, for almost 80 years. Parle – G is the
world’s largest selling biscuit. Its reach spans even to the remotest villages of India.
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 65% share of the
total biscuit market and a 15% share of the total confectionery market in India, Parle has grown
to become a multi-million dollar company. They have recently entered the snacks market.
Apart from the factories in Mumbai and Bangalore Parle also have 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 10 manufacturing
units and 75 manufacturing units on contract.

PARLE G – THE EVOLUTION

It has been a strong household name across India. The great taste, high nutrition, and the
international quality, makes Parle-g a winner. No wonder, it’s the undisputed leader in the biscuit
category for decades. It is consumed by people of all ages, from the rich to the poor, living in cities
& in villages. While some have it for breakfast, for others it is a complete whole some meal. For
some it’s the best accompaniment for chai, while for some it’s a way of getting charged whenever
they are low on energy. Because of this, Parle-G is the world’s largest selling brand of biscuits.
Launched in the year 1939, it was one of the first brands of Parle products. It was called Parle
Glucose Biscuits mainly to cute that it was a glucose biscuit. It was manufactured at the Mumbai
factory, Vile Parle and sold in units of half and quarter pound packs.
The incredible demand led Parle to introduce the brand in special branded packs and in
larger festive tin packs. By the year 1949, Parle Glucose biscuits were available not just in
Mumbai but also across the state. It was also sold in parts of North India. The early 50s
produced over 150 tons of biscuits produced in the Mumbai factory. Looking at the success of
Parle-G, a lot of other me-too brands 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 Parle Glucose Biscuits so that if not by anything else, the consumer would err in
picking the brand. This forced Parle to change the name from Parle Glucose Biscuits to Parle-G.
Originally packed in the wax paper pack, today it is available in a contemporary,
premium BOPP pack with attractive side fins. The new airtight pack helps to keep the biscuits
fresh and tastier for a longer period. Parle-G was the only biscuit brand that was always in short
supply. It was heading towards becoming an all-time great brand of biscuit. Parle-G being
started advertised in the 80’s. It was advertised mainly through press ads. The communication
spoke about the basic benefits of energy and nutrition. In 1989, Parle-G it’s released its Dadaji
commercial, which went on to become one of the most popular commercial for Parle-G. The
commercial was run for a period of 6years. Parle-G grew bigger by the minute. In the year 1997,
Parle-G sponsored the tale-serial of the Indian superhero, Shaktimaan that went on to become
a huge success. The personality of the superhero matched the overall superb benefits of the
brand. Parle extended this association with Shaktimaan and gave away a lot of merchandise of
Shaktimaan, which was supported by POS and press communication.
 The children just could not get enough of Parle-G and Shaktimaan. In the year 2002, it
was decided to bring the brand to the child who is a major consumer. A national level promo –
‘Parle-G Mera Sapna Sach Hoga’ was run for a period of 6 months. The promo was all about
fulfilling the dreams of children. There were over 5 lakhs responses and of that, over 300
dreams were fulfilled. Dreams that were fulfilled ranged from trips to Disneyland at Paris &
Singapore; free ride on a chartered plane; 20 scholarships worth Rs 50,000; a special coaching
etc. The year 2002 will go down as a special year in Parle-G’s advertising history. A year that
saw the birth of G-Man – a new ambassador for Parle-G. Not just a hero but also a superhero
that saves the entire world, especially children from all the evil forces. A campaign that is not
just new to the audiences but one that involves a completely new way of execution that is
loved by children all over the world-Animation. To make the brand much more interesting and
exciting with children, it was decided to launch a premium version of Parle-G called Parle-G
Magix in the year2002. Parle–G Magix is available in two tastes. The year 2002 also witnessed
the launch of Parle-G Milk Shakti, which was the nourishing combination of milk and honey,
especially launched for the southern market. Growth and development of the organization over
the years, Parle has grown to become a multi-million US Dollar company. 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, Mango bite and Kismi, enjoy a strong imagery and appeal
amongst consumers. Then the Parle representatives includes the production officer and the
operation’s head made students exposed to the production unit followed by the manufacturing
unit and packaging. 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.The Parle marketing
philosophy emphasizes catering to the masses. Most Parle offerings are in the low & mid-range
price segments. This is based on our cultivated 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.
In nutshell, the Parle name conjures up fond memories across the length and breadth of the
country.