Distribution Channel Of Parle – G

Anchal BhaglalPrachi PatelKush GuptaShashwat PathakImran Khan

COMPANY PROFILE

Parle products has been India’s largest manufacturer of biscuits and confectionaries, for almost 80 years.

Since 1971 Parle has 40% share of total biscuit market and 15% share of total confectionary market in India, Parle has grown to become a multi million dollar company.

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

Cont….

A Small factory was set up in suburbs of Mumbai, to manufacture sweets and toffees .

Except Mumbai and Bangalore, Parle also has large plants in Bahadurgarh , Haryana & Neemrana, Rajasthan.

The Parle has 89 Plants in India which manufacture Parle G.

9 of these are mother plants & rest 80 are CMU’s.

The Parle G Production in each Plant is approx 200 Metric Tonnes Per Day.

PRODUCT RANGE

BiscuitsParle – GMilk ShaktiParle - MagixKrackjackMonacoDigestive MarieHide & SeekMayfair Cookies

Confectionary•Melody•Mango bite•Poppins•Kismi Toffee•Orange Candy•Must Bites

Intro to Parle-G

Parle –G has been a strong household name across India.

A cream colored yellow stripped wrapper with a cute baby photo containing 10 – 12 biscuits with the company’s name printed in Red and you know these are Parle G biscuits.

The great taste, high nutrition, and the international quality, makes Parle- G a winner.

Times changed, variety of biscuits did come and go but nothing has changed with these biscuits.

It has been the undisputed leader in the biscuit category for decades.

Distribution Channel

The Parle-G distribution network has three levels as enlisted below;

1. Factory2. Parle Depot3. Distributor4. Retailer

Distribution Channel

Factory

Parle Depot

Distributor

Retail Chain

Factory

79 Factories all over India manufacturing Parle G

9 out of them are owned by the Co. and the rest are CMU’s.

Production & Dispatch of Parle G is 200 MT/ unit per day.

The Production & Dispatch of Parle G from a single for the Month of July 2011 was 3740 tonnes/ 324708 Cartons.

Daily production capacity is 80 MT per shift.

Contd.

12 min. for manufacturing a single packet of Parle G from mixing to packaging.

Production takes place on the basis of Dispatch Plan received from H.O in Vile Parle, also the Central Distribution Hub.

Material then is dispatched to various Distribution Hubs, which then is sold to other people down the distribution channel.

Team of 750 dedicated people in a single unit manufacturing India’s Fav. Glucose Biscuit.

Parle Depot

There are 4 depots in Mumbai viz:Panvel–Vasai-Borivali-Bhiwandi.

Purchase order is placed in factory according to the necessity.

On daily basis, 10-12 trucks are loaded & unloaded.

There are 30-35 distributors under each depot in their network.

Distributor

A distributor covers retailers in the radius of 15 - 18 km.

There are 450 – 500 retailers under each distributor.

Each distributor’s purchase order on monthly basis is 25 – 30 lacs.

The profit margin is approx 4%.Mode of transport is trucks.

Retailers

A retailer orders on weekly basis according to consumption.

His profit margin is 6-8%.Parle-G is available in different quantity

costing Rs2,Rs 4, Rs5, Rs10, Rs20, Rs40 and Rs50.The mode of communication between retailer

and distributor is telephonic.The mode of transport is mini-autos and

tempos.

PLACES WHERE PARLE PRODUCTS ARE AVAILABLE

Kirana /General storesTea shopsRailway stationPlaces where the cultural programmes of

villages are being organized.

Questionnaire

1. Do you stock Parle G?2. If yes where do you procure it from?3. What is your weekly/monthly intake?4. What is the rate on which you procure?5. What is the mode of transport?

Conclusion

Parle brandDiversified product rangeExtensive distribution networkLow and mid price rangeBetter understanding of consumer

psyche