parle

Overview (who we are )

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.

It is available anywhere, having 3300000 outlests in india.

History (parle legacy )

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.

quality
Hygiene is the precursor to every process at Parle. From husking the wheat and melting the sugar to
delivering the final products to supermarkets and store shelves nationwide, care is taken at every step to
ensure the best product of long-lasting freshness. Every batch of biscuits, confectioneries & snacks are
thoroughly checked by expert staff, using the most modern equipment. This ensures consistent and perfect
quality across the nation and abroad.

Concentrating on consumer tastes and preferences, the Parle brand has grown from strength to strength
ever since its inception. The factories at Bahadurgarh, Haryana and Neemrana, Rajasthan are the largest
biscuit and confectionery plants in the country. The factory in Mumbai was the first to be set up, followed
soon by the one in Bangalore, Karnataka. Parle also has 10 manufacturing units for biscuits and 75
manufacturing units for confectioneries on contract.

Core values
An in-depth understanding of the Indian consumer psyche has helped Parle develop a marketing philosophy
that reflects the needs of the Indian masses. With products created bearing in mind both health and taste,
Parle products equally appeal to fun loving kids & youth. Even today, the great tradition of taste and nutrition
is consistent in every pack on the store shelves. The value-for-money positioning allows people from all
classes and age groups to enjoy Parle products to the fullest.
The largest piece of this big and growing cookie now belongs to Parle Products. The Mumbai-based, Rs
5,000-crore company, promoted by Vijay and Sharad Chauhan, has close to 45% share of the biscuits
market while Nusli Wadia’s Britannia Industries has about 38% share.

For years, the two largest cookie makers were neck-and-neck with about 35% share each in the market.

Analysts and industry experts say Parle Products has played a better volumes game, backed by stronger
distribution, especially in rural markets, and more competitive pricing. “Historically, Parle has had stronger
distribution and has the ability to reach consumers faster at lower distribution costs. They have also
converted single pack size consumption into snacking options,” says Pinakiranjan Mishra, partner, retail and
consumer product practice, at consultancy firm Ernst & Young.

Britannia’s decision to increase prices before competition when high sugar and milk prices hurt biscuit
makers may also have affected its growth rate.

“Britannia had taken up pricing about three quarters ago, which had led to its volume growth shrinking to low
single digits—biscuits being an extremely price-sensitive segment,” says Arnab Mitra, analyst at financial
services firm IndiaInfoline.

“But over the last six months, Britannia has been reporting close to 20% volume growth, which we expect
would lead it to regain market share since Nielsen typically has a lag time in reporting shares,” adds Mitra.

While Britannia managed to hold on to its overall market share, the cookie seems to be crumbling for one of
its bigger brands, Good-Day. Its dominance in the sweet cookies segment is under threat. The challenge is
led by Parle 20-20.

Nielsen data shows that Good-Day’s share dropped from 31.6% in 2009-10 to 27.8% in the April-September
period, while Parle 20-20’s share increased from 11.3% to 17.9% during the same period. Parle also
managed to push its share in the Rs 3,312-crore glucose biscuit segment where Parle G now accounts for
more than three-fourths of the category.

The share of Britannia’s Tiger glucose slipped from 12.2% in 2009-10 to 11.7% in April-September this year,
while the share of the third significant player in the category, ITC’s Sunfeast glucose, remained constant at
8.8%
.
In salted crackers, Britannia Time Pass is the only major brand that lost share, to 10.6% in the first half of
current fiscal from 11.3% in the whole of last year, the Nielsen data shows.
Produsts of parle

Check out ppt at this websit

http://www.scribd.com/doc/20537240/Parle-G-
marketing-strategy
Britannia

Overview
The story of one of India's favourite brands reads almost like a fairy tale. Once upon a time, in 1892
to be precise, a biscuit company was started in a nondescript house in Calcutta (now Kolkata) with
an initial investment of Rs. 295. The company we all know as Britannia today.

The beginnings might have been humble-the dreams were anything but. By 1910, with the advent of
electricity, Britannia mechanised its operations, and in 1921, it became the first company east of the
Suez Canal to use imported gas ovens. Britannia's business was flourishing. But, more importantly,
Britannia was acquiring a reputation for quality and value. As a result, during the tragic World War II,
the Government reposed its trust in Britannia by contracting it to supply large quantities of "service
biscuits" to the armed forces.

As time moved on, the biscuit market continued to grow… and Britannia grew along with it. In 1975,
the Britannia Biscuit Company took over the distribution of biscuits from Parry's who till now
distributed Britannia biscuits in India. In the subsequent public issue of 1978, Indian shareholding
crossed 60%, firmly establishing the Indianness of the firm. The following year, Britannia Biscuit
Company was re-christened Britannia Industries Limited (BIL). Four years later in 1983, it crossed
the Rs. 100 crores revenue mark.

On the operations front, the company was making equally dynamic strides. In 1992, it celebrated its
Platinum Jubilee. In 1997, the company unveiled its new corporate identity - "Eat Healthy, Think
Better" - and made its first foray into the dairy products market. In 1999, the "Britannia Khao, World
Cup Jao" promotion further fortified the affinity consumers had with 'Brand Britannia'.

Britannia strode into the 21st Century as one of India's biggest brands and the pre-eminent food
brand of the country. It was equally recognised for its innovative approach to products and
marketing: the Lagaan Match was voted India's most successful promotional activity of the year
2001 while the delicious Britannia 50-50 Maska-Chaska became India's most successful product
launch. In 2002, Britannia's New Business Division formed a joint venture with Fonterra, the world's
second largest Dairy Company, and Britannia New Zealand Foods Pvt. Ltd. was born. In recognition
of its vision and accelerating graph, Forbes Global rated Britannia 'One amongst the Top 200 Small
Companies of the World', and The Economic Times pegged Britannia India's 2nd Most Trusted Brand.

Today, more than a century after those tentative first steps, Britannia's fairy tale is not only going
strong but blazing new standards, and that miniscule initial investment has grown by leaps and
bounds to crores of rupees in wealth for Britannia's shareholders. The company's offerings are
spread across the spectrum with products ranging from the healthy and economical Tiger biscuits to
the more lifestyle-oriented Milkman Cheese. Having succeeded in garnering the trust of almost one-
third of India's one billion population and a strong management at the helm means Britannia will
continue to dream big on its path of innovation and quality. And millions of consumers will savour
the results, happily ever after.