good one parle g

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Section I

GOOD LEARNINGP PERFECTA ATTRACTIVER RELISHING

L - LEARNINGE - EATABLEG - GENUINE


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INTRODUCTION OF PARLEParle Products Pvt. Ltd. engages in the manufacture and marketing of biscuits andconfectionaries. It offers glucose, milk, sweet and salted cream, wafer crme,

cumin seed, and cheese biscuits; chocolate, mint, cola, and tropical fruit flavoredtoffees and candies; and snacks. The company offers its products in India, theMiddle East, Africa, South East Asia, the United States, the United Kingdom,Canada, Australia, and New Zealand. Parle Products Pvt. Ltd. was founded in 1929and is based in Mumbai, India.Parle Products Ltd. entered the snack market with the launch of Musst Chips andMusst Stix in Maharashtra. It is selling these two new products at price points ofINR 10 and INR 5 but giving more quantity as compared to competition. Thecompany has set up a unit in Nashik for manufacturing the new brands. It intends

to promote these two products by extending its distribution network.Parle Products Private Limited announced that it has launched new product-Parle20-20. Parle's new 20-20 cookies promised to be a combination of crunch andscrumptious delicacy. This summer experience the richness in taste with Parle's

brand new 20-20 cookies. Each biscuit is baked to perfection and comes in twovariants-Butter & Cashew Butter. Consumers especially the young adults arelooking for a tastier and crunchier variety of cookies than ever before. Parle 20-20cookies are aimed towards young adults-the 'now' generation. This is thegeneration that wants to live right now, and is in a hurry to cram a medley of

experiences into life. The now mantra of the day is 'instant gratification' which 20-20 delivers without compensating on quality or taste.Parle Ltd. has decided to unveil butter and cashew cookies under the 20:20 brand.The new 20:20 brand would have the baseline Choice of Champions.

PARLE PRODUCTS

MONACO BITES KISMI BARFUN CENTRE MANGO BITEHIDE & SEEK MELODYJEFFS MAGIX


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KRACK JACK ORANGE CANDYMARIE CHOICE POPPINSMONACO ROL-A-COLAParle-G TOFFES

SIXER MILK SHAKTI

Parle Products

Biscuit Goodies:Parle-G Hide & SeekKackjack Hide & Seek MilanoMagix Digestive Marie

Monaco Parle MarieKreams Milk ShaktiParle 20-20 cookies Goldenarcs

Nimkin Kreams GoldChox Monaco JeeraSweats :Melody Kismi GoldMango Bite Orange CandyKaccha Mango Xhale

Poppins 2 in 1 clairKismi Toffee GolgappaKisme Toffee Bar Melody SofteeMazelo Pale LitesSnacks :Musst Bites JeffsCheeslings Musst stix & Musst ChipsSixer Sixer Zeera

QUALITY OF PARLE


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Parle Quality:-Hygiene is the precursor to every process at Parle. From husking the wheat andmelting the sugar to delivering the final products to the supermarkets and storeshelves nationwide, care is taken at every step to ensure the best product of long-

lasting freshness. Every batch of biscuits and confectioneries are thoroughlychecked by expert staff, using the most modern equipment hence ensuring thesame perfect quality across the nation and abroad.Concentrating on consumer tastes and preferences, the Parle brand has grown fromstrength to strength ever since its inception. The factories at Bahadurgarh inHaryana and Neemrana in Rajasthan are the largest biscuit and confectionery

plants in the country. The factory in Mumbai was the first to be set up, followedsoon by the one in Bangalore, Karnataka. Parle Products also has 14 manufacturingunits for biscuits and 5 manufacturing units for confectioneries, on contract.

Quality Commitment:-Parle Products has one factory at Mumbai that manufactures biscuits &

confectioneries while another factory at Bahadurgarh, in Haryana manufacturesbiscuits. Apart from this, Parle has manufacturing facilities at Neemrana, inRajasthan and at Bangalore in Karnataka. The factories at Bahadurgarh and

Neemrana are the largest such manufacturing facilities in India. Parle Products alsohas 14 manufacturing units for biscuits & 5 manufacturing units forconfectioneries, on contract.All these factories are located at strategic locations, so as to ensure a constantoutput & easy distribution. Each factory has state-of-the-art machinery withautomatic printing & packaging facilities.

All Parle products are manufactured under the most hygienic conditions. Greatcare is exercised in the selection & quality control of raw materials; packagingmaterials & rigid quality standards are ensured at every stage of the manufacturing

process. Every batch of biscuits & confectioneries are thoroughly checked byexpert staff, using the most modern equipment.


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MARKETING DEPARTMENTThe Marketing Strength:-

The extensive distribution network, built over the years, is a major strength forParle Products. Parle biscuits & sweets are available to consumers, even in themost remote places and in the smallest of villages with a population of just 500.Parle has nearly 1,500 wholesalers, catering to 4,25,000 retail outlets directly orindirectly. A two hundred strong dedicated field force services these wholesalers &retailers. Additionally, there are 31 depots and C&F agents supplying goods to thewide distribution network. The Parle marketing philosophy emphasizes catering tothe masses. They constantly endeavor at designing products that provide nutrition& fun to the common man. Most Parle offerings are in the low & mid-range price

segments. This is based on their understanding of the Indian consumer psyche. Thevalue-for-money positioning helps generate large sales volumes for the products.However, Parle Products also manufactures a variety of premium products for theup-market, urban consumers. And in this way, caters a range of products to avariety of consumers.

Parles Core Value:-An in-depth understanding of the Indian consumer psyche has helped Parle evolvea marketing philosophy that reflects the needs of the Indian masses. With products

designed keeping both health and taste in mind, Parle appeals to both healthconscious mothers and fun loving kids. The great tradition of taste and nutrition isconsistent in every pack on the store shelves, even today. The value-for-money

positioning allows people from all classes and age groups to enjoy Parle productsto the fullest.The Customer Confidence:-The Parle name conjures up fond memories across the length and breadth of thecountry. After all, since 1929, the people of India have been growing up on Parle

biscuits & sweets.

Today, the Parle brands have found their way into the hearts and homes of peopleall over India & abroad. Parle Biscuits and confectioneries, continue to spreadhappiness & joy among people of all ages.

The consumer is the focus of all activities at Parle. Maximizing value to consumers


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and forging enduring customer relationships are the core endeavors at Parle.

Their efforts are driven towards maximizing customer satisfaction and this is insynergy with their quality pledge. " Parle Products Limited will strive to provide

consistently nutritious & quality food products to meet consumers' satisfaction byusing quality materials and by adopting appropriate processes. To facilitate theabove we will strive to continuously train our employees and to provide them anopen and participative environment."

Corporate Social Responsibility:-Parle Products with its wide platter of offering of biscuits and sweets like Parle-G,Krackjack, Monaco, Melody, Mango bite and many others since 1929 is also

actively engaged to change & uplift the social face of India. As a part of CorporateSocial Responsibility Policy Parle is keenly involved in the overall development ofyounger generation with focused endeavor to built New Face of India and spreadhappiness & joy all over.Parle Centre of Excellence as an institution is dedicated to enrich the lives of

people through conducting various cultural programs across all region to facilitatethe all round development of the children. Every year, Parle organises SaraswatiVandana in the state of West Bengal during the festival of Saraswati Puja, invitingschools from all across the state to participate. The event is one of much fanfare

and celebration, keeping alive the culture and traditions of ages. Our involvementin cultural activities has seen the inception of Golu Galata in Tamil Nadu, heldduring Navratri. Its gives a platform to all the members of a household to showcasetheir creativity and being judged by immanent personalities. Thousands of families

participate and celebrate the occasion on a grand scale.These events give us a chance to interact with children on a one-to-one basis, and

promote our belief of fun and health for the whole family.

Press Release:-1. Wicked mother hides in the kitchen, gorging on Hide n Seek Biscuits. Little


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Meghna comes running in, I want choclit bifket No chocolate biscuits. Daddywill buy some tomorrow Little Meghna retreats, her chubby face dropping a little.Wicked mother chuckles evilly and proceeds to demolish the rest of the pack ofHide n Seek.

I wish this little story was true. Unfortunately, motherhood comes with manysacrifices, including that of the last deliciously chewy, crunchy biscuit in a pack ofHide n Seek.

Hide n Seek is a version of that Chocolate chip cookie. Little chips of chocolatehide in the biscuit. With just the right amount of sweetness, these biscuits dontcloy. It is heavy on the chocolately flavour, which definitely goes down well withthe youngest members of my family, and I dont just mean my children.

However, since that taste of cocoa is strong, the sugar lovers in the family-incidentally, also the ones who have diabetes- can be heard complaining that the

biscuits are rather bitter. Not true. Its just very chocolatey, as opposed to sugarsweet.

Wicked mother rejoices at this, since this leaves her more to gorge on.

Hide n Seek comes in nice packaging but is a little on the expensive side, around

15 INR if I am not mistaken. A good 2-3 bucks more than other biscuits. But this isalso a nice thing to serve to guests, who might turn up their noses at plain Glucoseor arrowroot biscuits.

They also work as great pacifiers for kids, and offer them something to chew onand keep them busy. (I know. I know!). if your hubby slams down his cup in rageat the sight of yet more Goodday cashew-and-what-nots adorning the table at tea-time, trust me, feed him this and youll be certified a great wife, mom and biscuitselector (just like those ads).

Store your Hide N Seek biscuits in a separate air-tight container. Do not committhe cardinal sin of storing them with other strongly flavoured biscuits like, (horrorof horrors) pineapple or orange cream. These flavours will overpower the subtlertaste Hide N Seek.


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Try crumbing these biscuits over Vanilla or Chocolate ice-cream, or over custard.But however you have it, you are sure to love it.

And oh, dont forget to share!

2. For the second, Parle Products Private Ltd has withdrawn the variants of itschocolate-chip cookie brand, Hide & Seek. Having extended the Hide & Seekfranchise early last year to two new flavours - butter and cashew badaam - the

biscuit major has now restricted it to chocolate-chip cookie.It has decided to bring them under the Parle franchise and re-named the same asParle Cookies. The brand is currently being test marketed in the south.

Explaining the rationale behind withdrawing the variants, Mr Mayank Shah,

Product Manager, Parle Products Private Ltd, said: "Hide & Seek has a strongassociation with chocolate. It has always been accepted as a chocolate chip cookie

brand and people were not ready to accept the butter and cashew variants. We havenow de-linked the variants and re-introduced them as Parle Cookies. The productswill soon be re-launched nationally."Early last year, Parle Products had pitted its Hide & Seek variants againstBritannia's Good Day Cookies at the premium end of the biscuit market.However, this was not the first time that Parle was introducing variants under itsHide & Seek brand. Pioneering the chocolate-chip cookie category with its Hide &

Seek brand in 1998, Parle had subsequently extended the brand into three variants -orange, coffee and mint. However, poor offtake led the company to discontinuethese products while the Hide & Seek chocolate-chip cookies continued to besuccessful.Meanwhile, Parle has pegged its growth rate between 12-13 per cent this year.With no intentions of dropping prices for any of its brands, the company expects todrive further penetration for its flagship glucose brand, Parle G, along with brandssuch as Monaco and Krack Jack. "We still have a long way to go in biscuits. It isnot availability but acceptability which is an issue with consumers," says Mr Shah.

In the confectionery category, Parle Products has pegged its growth rates at 15 percent for its brands such as Poppins, Melody and Mango Bite. "We have to maintainour prices for our confectionary brands to protect our bottom line since even with a50 paise increase in price the volumes go down by more than 100 per cent," saysMr Shah.Besides, the company has decided to de-focus from its snack brands such as


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Cheeselings, Jeffs and Sixer. "The products may be still available on the retailshelves but we have decided not to focus on the snack brands," added Mr Shah.

3. Being the largest selling glucose biscuit brand has not made Parle complacent.The Mumbai-based low-profile biscuits major believes there is still scope in thecategory, and that it's time it built more `social' equity for its largest selling brand,Parle G.Through yet another image-building exercise, it is giving scholarships to thechildren of West Bengal and Tamil Nadu."Our corporate equity has been weak inthese States compared to Britannia. With academics being a priority in these States,we have decided to strengthen the equity of our corporate brand in these parts,"says Pravin Kulkarni, Marketing Manager, Parle Products.

"Parle G is all about all-round development and we owe children a lot for havingbuilt equity for the brand all these years. It is our way of paying them back," statesMayank Shah, Product Manager, Parle Products Pvt Ltd.At the same time, Parle also recognises the growing threat of more glucose brandsentering its arena, especially domestic brands from ITC (Sunfeast) and HindustanLever (Modern). There was a time when the biscuit maker was threatened, whenBritannia's Tiger made an entry into the glucose segment a couple of years ago.Today, in spite of bigger FMCG majors such as ITC and HLL muscling their wayinto the category, Parle is not exactly on shaky ground. Besides, the category is fast

expanding and its growth in the sluggish FMCG industry has helped the companyhold on to its dominant position.For instance, the recent aggression on the part of ITC's Sunfeast brand does notimmediately bother Parle's marketers. "ITC may have a good distribution networkfor cigarettes but it lacks experience in servicing the general and kirana stores. Butit is learning quickly, and with its deep pockets, it is a threat old players like usshould watch out for," says Shah.Adds Kulkarni: "We are recognising the presence of these players and are alreadytrying to plug in the gaps needed. For instance, there are distribution gaps in the

eastern and southern markets (compared to the North and the West), and we areenhancing our distribution in these parts.''Observes A. Sundara Rajan, Chief Executive, Market Search, a research firm:"Parle's equity extends into the heartland of India. At the same time, the companyrealises that if it does not do anything, its equity will get eroded. Over the yearsParle has been enhancing its packaging and communication and luckily the market


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has also been expanding." Thus, new players have not really poached on Parle'sterritory and lack of penetration has helped all the players grow.Protecting the turf of its largest-selling glucose brand, Parle has also decided torestrict its line extensions to avoid diluting its equity. While it has extended Parle G

to a more premium variant (Magix) in three flavours, it has deleted the Parle G tagfor its Milk Shakti brand and brought it under the generic Parle name.It has also reacted to competition when the need has so dictated. Early this year, ittook on Britannia's brand of Good Day cookies. Parle Products introduced two newcookie variants under its chocolate chip cookie brand Hide & Seek. Sportingflavours such as Butter and Cashew Badam, Hide & Seek is pitted againstBritannia's existing Good Day cookies that come in similar flavours. Hide & Seektill then existed as a single chocolate chip cookie brand at the premium end of themarket.

However, this is not the first time that Parle has introduced variants under its Hide& Seek brand. Pioneering the chocolate chip cookie category with its Hide & Seek

brand in 1998, Parle stretched it to three variants orange, coffee and mint.However, poor offtake led the company to discontinue the products. ClaimsSundara Rajan,"For the first time, Good Day will have a challenger brand at thenational level. All this time Good Day had competition in the cookie marketmainly from the regional players." In fact, cookies, which generally have high

butter content, are manufactured by a host of regional players (mainly the localbakeries) and the big national players will have to fight for their share in this

segment from the unorganised local players.Explaining the reasons for the earlier failure of the Hide & Seek variants, LakshmiGoyal, Business Director, O&M, the advertising agency handing the account, says,"The chocolate variant had a broader appeal and this led to the other variantsfalling by the wayside." The `exotic' nature of the variants did not help acceptancein the market, and so, this time around, Parle has decided to include variants whichIndian consumers are more familiar with.The variants are pegged at a slightly lower price compared to the chocolate chipcookie (Rs 12 for 75 gm). Hide & Seek Cashew Badam is priced Rs 12 for 100 gm

while its Butter variant is priced at Rs 10 for 100 gm. Adds Sundara Rajan,"Chocolate is an expensive ingredient and is expected to be costlier the othervariants."With the intention of launching a new campaign for Hide & Seek variants, Goyalsays, "Essentially we intend keeping intact Hide & Seek's brand values based onindulgence."


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Meanwhile, within the biscuit category, the cookie segment is growing rapidly.Observes Sundara Rajan: "Today there is a gradual shift upwards in terms of taste.Cookies having higher butter content are expected to be tastier."Considering the biscuits category has been growing rapidly at near 8 per cent,

Parle has decided not to focus on its confectionery brands. "There is no big thruston confectionery since the kind of volumes we do are not enough to support theadvertising spends," says Kulkarni. In spite of having certain strong confectionery

brands such as Poppins, Mango Bite, Melody and Kismi, Parle realises that itcannot get the margins in this category compared to its biscuits.The company wants to continue having that strong emotional connect withconsumers and doing social deeds such as offering scholarships is part of itscorporate social responsibility initiatives, which should keep the biscuit major onits pedestal.

4. Krackjack deserves points for having the sense to dispense with the annoyingKrack and Jack and their faux Laurel and Hardy routine for its latest campaign.This ad represents, one of the few instances where a bizarre idea works rather wellfor a change with spot-on execution. We wont be surprised if it evokes howls of

protest from PETA, though RegardsBekar Brand [Britannia Tiger Biscuits]: It would be slightly more apt for the IndianTeam to sing Jayega Jayege Chalte Jayega as it waits for the returns of the master

blaster. Otherwise... havent we seen all this before? Were expecting the audience

to get their running shoes on and scoot like a tiger was on their trail.

5. Parle a name known for its original products. Parle is always the one tointroduce a type of biscuits while the other follow suit. Parle started as a smallscale industry in 1929. It started production of biscuits, which we still enjoy asParle-G.Hide n Seek, everyone has played this game for sure. Here my tongue plays thisgame with the chocolate chips each time I take a bite of Hide n Seek. I take mu

turn of closing my eyes as the chips hide inside the biscuit and before they can sayReady, I bite the crisp biscuit and let the chocolate chips melt in the mouth. Soanyways I am the winner here, unless my naughty brother comes and steals the

piece right from between my fingers. Bad for him as he is one year younger to me,I can push him for his wrong doings.Hide n Seek comes from the house of Parle. What distracts me are the chocolate


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chips hidden in the biscuits. Hide n Seek are square shaped biscuits with diagonalridges and small grooves filled with chocolate chips. To ads to this chocolate isalso blended well with the biscuit preserving the crispiness of the biscuits at thesame time. To be very honest, these chocolate chips are the ones I love these

biscuits for. Though it cannot win my love for the yummy Bourbons, it still standsa third in runnerup as compared to the classic taste of the yummy Bourbon &Pure Magic. Now where these two win over Hide n Seek. Simple, these containa little bit of more chocolate than Hide n Seek. But Parles Hide n Seek ha adifferent game to play. Heres the classic cream from traditional cream biscuits isreplaced by solid chocolate chips. Thus the work of two biscuits to press thechocolate cream in between is done by a single piece of biscuit, thus giving thequantity of biscuits in a pack some more room for advantage over the other two.

6. Although Britannia has more biscuit brands under its umbrella, has more in theurban sector, it is Parle which steals the thunder. Thanks mainly to its leading

brand, Parle G, it retains, almost half the market share for biscuits in India. TheGlucose brand that enjoyed a monopoly in the market for decades surpassed theexpectations of its makers, in popularity. The brand recently achieved thedistinction of being the highest selling Glucose biscuit in the world.Parle-Gs image as an affordable wholesome meal that could be used as a chargerwhen low on energy as well as a tasty accompaniment with chai helped it toconsolidate and retain its position as the number one biscuit brand for decades.

ORG figures show Parle-G enjoys a 69 percent share in the Glucose biscuitmarket, pegged at close to 2.7 lakh tones a year. This is a sharp lead over closestcompetitor Britannia Tiger, which has a 24 percent market share. The originalGlucose brand, Parle-G is on coupled with other glucose brands such as Parle-GMagix and Parle-G Milk Shakti. These brands contribute more than 50 percent toParle Products Pvt. Ltds turnover. The other brand in its stable are: Monaco,Krackjack, Marie, Hide n Seek, Chesslings, Jeffs, Sixer and Fun Centre. Parle

biscuits are even sold abroad in markets such as the US, Australia, and thecompany is consolidating its position in places such as Abu Dhabi, Africa, Dubai,

South, America and Sri Lanka.Lately the biscuit market has been seen buoyant growth. According to AC NielsenIndian Retail Store Audit Data of 2003, the biscuit industry in India grew by 11.7

percent last year, the highest in the Rs. 47,800 crore FMGC sector. The biscuitmarket accounts for seven percent of the FMGC market sales in India.However, Parles leadership position is not going to be easy. Competition is hungry


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has definitely changed but for the consumers good as these are money savers pack.The taste of these biscuits never changed since the time I tasted them to till date.My morning tea is always combined with these biscuits. Over a period of time Ihave got a feeling that these 3 small biscuits make me work energetically both at

home and at the work place the whole day. Parle G biscuits are always stocked atmy place for my kids who relish them happily and also for those demanding kidguests when they come to my place. For my 8 year old son, these biscuits are aconstant favourite. Occasionally he switches over to some other brand, that is whenhe sees some of his friends munching at school but then he is back at his oldfavourite. And same is the case with my 18 months old daughter. She would cometo me pointing towards the jar where these biscuits are stocked. As a mother it's a

joy to see my children relishing them with joy. At times these biscuits keep awaymy headaches because the sight of these biscuits lightens up the face of my little

one who would otherwise cry constantly for some thing or the other. My kidsrequire no reason or occasion to munch their favourite biscuits. But these biscuitsgo very well with any age group. Its soft and sweet taste is preferred alike byeverybody. Moreover it is enriched with the nutritional value which makes it all themore wanted. Above all it is very fair to the wallets too which is again an addedadvantage. I recalled an incident that took place some time back. Once my husbandwas down with fever for more than 15 days.The doctors as usual diagnosedsomething else and gave him the wrong medication. This made him very weak. Noamount of lime juice or Glucon D packets could revive his energy. So to enlighten

his mood we went to our cousin's place where his cousin offered him Parle G andsuddenly he felt the change. What I was unable to do Parle G did..! Since thenParle G is stocked at my place. And I have been a constant admirer of this brandfor some emotional reasons mentioned just above. Now going back to its history :Parle began its production in 1939 even before India's independence. Today Parleenjoys 40% of the total biscuit market and 15 % of the total confectionary marketin India. Besides Parle G, Parle offers Parle Monaco, Parle Krackjack varieties in

biscuits and in confectionary items it offers melody, kismi, poppins and mangobite.: The Parle brands have been constantly honoured internationally with the awards

at the Monde Selection. (courtesy www.parleproducts.com ) The ingredients usedto prepare the Parle G biscuits are Wheat Flour, Sugar, Edible Vegetable Oils,Invert Syrup, Skimmed Milk Powder, Salt, Leavening Agents, PermittedEmulsifier, Flavours and Dough Conditioners. Very rightly described as "SWADSE BHARA, SWASTHYA SE BHARA" means full with taste, full with health ".Parle The world of Happiness.


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Parle Awards:-

Almost all of our products are market leaders and as recognition of their quality,have won us 111 gold, 26 silver and 4 bronze Monde Selection medals since 1971.

Parle products have been shining with the golds and silvers consistently at the

Monde Selection ever since they were first entered in 1971. Monde Selection is aninternational institute for assessing the quality of foods and is currently the oldestand most representative organization in the field of selecting quality foodsworldwide.

Parle Products Pvt. Ltd. Is a US $ 450 million conglomerate started in India in1929. We are in the business of manufacturing and marketing biscuits andconfectionaries.

We have State-of-the-art machinery with automatic printing and packagingfacilities. Our biscuit baking oven is the largest of its type in Asia.

Over the decades the efforts of our Research & Development wing have made therepertoire of our products grow manifold. In biscuits we have Glucose, Milk, sweetand salted cream, wafer crme, cumin seed and cheese categories.


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In confectionery, we have a range of toffees and hard-boiled candies available inchocolate, mint, cola, and tropical fruit flavors. Some of these are double layeredtoffees and center filled candies packed in rolls or pillow packs, or have single or

double twist wrapping.

Almost all of our products are market leaders in their category and as recognitionof their quality, have won Gold, Silver and Bronze Monde Selection medals since1971.

Parle enjoys a 40% share of the total biscuit market and a 15% share of the totalconfectionary market, in India.

VARIOUS UNIT OF COMPANYThere are five mother units and thirty-one contact manufacturing units in India.The main difference between mother units and contact units is that mother units

produce more than one product that is PARLE G, MONACO, KRACK JACK,SIXER, and HIDE AND SEEK etc. while contact unit manufacture only Parle-G.Mother units are as follows:-Mumbai (Maharashtra)

Bahadurgarh (Haryana)Neemrana (Rajasthan)Bangalore and Kolkata

IMPORTANT PEOPLE OF THE COMPANY:-CHAIRPERSON : MR. VIJAY CHAUVANDIRECTOR : MR. ANUP CHAUVANEXECUTIVE DIRECTOR : MR. AJAY CHAUVANCOMMERCIAL MANAGER : MR. AMOL

FACTORY MANAGER : MR. NIVATIAPRODUCTION MANAGER : MR. RAJESH RAULSTORE MANAGER : MR. DIXIT

ORGANISATION STRUCTURE OF PARLE


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Three years ago it did so, but quickly rolled it back after volumes fell sharply andconsumers wrote to lodge their protest."We want to cater to the masses and have consciously tried not to increase the

price. Parle-G is available for Rs 50 a kg. There are very few food items that are

available for Rs 50-60 a kg," says Pravin Kulkarni, general manager (marketing),Parle Products.Parle is, of course, not doing it for charity. Soaring input prices meant it opted forreducing the weight of the biscuit than increasing the price -- first from 100 gm to92.5 gm in January 2008, and then to 88 gm in January this year -- in line withother biscuit-makers and FMCG players.Regular customers would have noticed the number of biscuits in a pack comedown from 16 to 15 even as each biscuit became lighter, but they seemed tounderstand the cost pressures on the firm. The gamble paid off: Parle was able to

sustain its volumes.Strict cost control at every point in its supply chain also helped -- Parle entered intoforward contracts with suppliers, outsourced production, increased the number ofmanufacturing locations to 60 and consolidated buying.Raw material costs account for 60 per cent of the total costs in this segment and

packaging costs (plastic films) account for 20-25 per cent of this.Nirmalaya Kumar, professor of marketing at London Business School, feels it's avery smart strategy. "At this price point, price becomes more important than theweight of the biscuit. It's very interesting and similar to the dollar stores in the

US," he says.But price is not its only USP.What makes the Parle G brand tick is also that it has been positioned on the health

platform (a single pack of biscuit offers 450 calories). Its earlier punchline wasParle-G: swadh bhare, shakti bhare (full of taste and energy). Currently, the branduses two punchlines. Parle-G: G for Genius and Hindustan ki Taakat (the country'sstrength).The brand, says Kulkarni, meets different needs of customers: calories (energy),nutrition and value-for-money -- enough reasons why Parle-G enjoys close to 70

per cent market share in the glucose biscuit category and probably has the deepestreach.It reaches 2.5 million outlets, including villages with a population of 500 people,on a par with Unilever's Lifebuoy, ITC's cigarettes or mobile pre-paid cards.It's also one of the few FMCG brands in the country, whose customers straddleacross income segments.


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The brand is estimated to be worth over Rs 2,000 crore (Rs 20 billion), andcontributes more than 50 per cent of the company's turnover (Parle Products is anunlisted company and its executives are not comfortable disclosing exactnumbers). Last fiscal, Parle had sales of Rs 3,500 crore (Rs 35 billion).

Competition has, of course, been trying to wean away customers from Parle.Britannia re-launched its Glucose-D biscuit as Tiger in 1995 and boasts of 17-18per cent share, while ITC's Sunfeast glucose has captured 8-9 per cent, accordingto industry sources.Even Levers had forayed into this segment in 2003 and launched a glucose biscuit

branded as Modern, after it acquired the bakery business of Modern. There arestrong regional brands, including Priya Gold (west), Cremica (north) and Anmol(east).But they still have their work cut out.

Nirmalaya Kumar feels the Parle-G story is so fascinating that it deserves to be acase study. What would be interesting to see is whether it will be able to retain itsleadership in the coming years as income grows in the hinterlands and consumersupgrade and develop new tastes

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 ahost of other very popular brands, the Parle name symbolizes quality, nutrition andgreat 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 theircategory 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 marketin India , Parle has grown to become a multi-million dollar company. While toconsumers it's a beacon of faith and trust, competitors look upon Parle as anexample of marketing brilliance.For over 65 years, Parle G has been a part of the lives of every Indian. From thesnow capped mountains in the north to the sultry towns in the south, from frenetic

cities to laid back villages, Parle G has nourished, strengthened and delightedmillions.

Filled with the goodness of milk and wheat, Parle G is not just a treat for the tastebuds, but a source of strength for both body and mind. Tear over a packet of ParleG to experience what has nourished Generations of Indians since last sixty five


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years, making it truly Hindustan Ki Taakat.

Nutritious Parle- G Biscuits is the product of Parle Products Pvt. Ltd. The companyParle Products Pvt. Ltd is the manufacturer of biscuits and confectionery. The

product Nutritious Parle- G Biscuits are tea- time snack and are considered to be animportant part of daily food. Nutritious Parle- G Biscuits cater to all tastes fromkids to senior citizens. Nutritious Parle- G Biscuits is prepared from milk andwheat. Nutritious Parle- G Biscuits is a meal substitute and includes wheat flour,sugar, partially hydrogenated edible vegetable oils, invert syrup, leavening agents,salt, milk solids, emulsifiers and dough conditioners. Nutritious Parle- G Biscuitsalso contains added flavors and Glucose, Levulose.

GLORIOUS HISTORY OF PARLE-G

Parle-G has been a strong household name across India. The great taste, highnutrition, and the international quality, makes Parle-G a winner. No wonder, it's theundisputed leader in the biscuit category for decades. Parle-G is consumed by

people of all ages, from the rich to the poor, living in cities & in villages. Whilesome have it for breakfast, for others it is a complete wholesome meal. For someit's the best accompaniment for chai, while for some it's a way of getting chargedwhenever 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 wascalled Parle Glucose Biscuits mainly to cue that it was a glucose biscuit. It wasmanufactured at the Mumbai factory, Vile Parle and sold in units of half andquarter pound packs.The incredible demand led Parle to introduce the brand in special branded packsand in larger festive tin packs. By the year 1949, Parle Glucose biscuits wereavailable not just in Mumbai but also across the state. It was also sold in parts of

North India. The early 50s produced over 150 tones of biscuits produced in the

Mumbai factory. Looking at the success of Parle-G, a lot of other me-too brandswere introduced in the market. And these brands had names that were similar toParle 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 GlucoseBiscuits to Parle-G.


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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 keepthe 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 started beingadvertised in the 80's. It was advertised mainly through press ads. Thecommunication spoke about the basic benefits of energy and nutrition. In 1989,Parle-G released its Dadaji commercial, which went on to become one of the most

popular commercials for Parle-G. The commercial was run for a period of 6 years.Parle-G grew bigger by the minute. Be it the packs sold, the areas covered or thenumber of consumers. It became a part of the daily lives of many Indians. It wasn'ta biscuit any more. It had become an icon. The next level of communicationassociated the brand with the positive values of life like honesty, sharing and

caring.In the year 1997, Parle-G sponsored the tele-serial of the Indian superhero,Shaktimaan that went on to become a huge success. The personality of thesuperhero matched the overall superb benefits of the brand. Parle extended thisassociation with Shaktimaan and gave away a lot of merchandise of Shaktimaan,which was supported by POS and press communication. The children just couldnot get enough of Parle-G and Shaktimaan.In the year 2002, it was decided to bring the brand closer to the child who is amajor 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 ofchildren. There were over 5 lakh responses and of that, over 300 dreams werefulfilled.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 cricketcoaching etc.The year 2002 will go down as a special year in Parle-G's advertising history. Ayear that saw the birth of G-Man - a new ambassador for Parle-G. Not just a hero

but also a super-hero 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 acompletely new way of execution that is loved by children all over the world AnimationTo make the brand much more interesting and exciting with children, it wasdecided to launch a premium version of Parle-G called Parle-G Magix in the year2002. Parle-G Magix is available in two exciting tastes - Cocoh and Cashew.


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The year 2002 also witnessed the launch of Parle-G Milk Shakti, which has thenourishing combination of milk and honey, especially launched for the southernmarket.Parle-G continues to climb the stairs of success. Take a look at the global market

where it is being exported. First came the Middle East then USA followed byAfrica and then Australia. An Indian brand, that's exported to almost all parts of theworld. After all that's what you would expect from the Parle-G World's LargestSelling Biscuit.

SUCCESS STORY OF PARLE-GStory on How They Won Customers:-Many years ago, Shailendra Saraf was a biscuit salesman in Bombay. At his heart,

he is still a salesman, and he will continue to remain so. He has several reasons tobe a proud salesman, though he never allowed pride to come between him and hisjob. The company Shailendra worked for was neither number one nor number twoin biscuit trade. Back then we did not know it was FMCG. The term Brand wasntin our horizon either. I do not remember being familiar with these in those days.Today even school children know- Which one is the leading Brand in whatcategory. Just like Shailendra, we also liked to believe that he worked for acompany which was number three in the trade.His territory was between Bandra and Andheri. Vile Parle, a station between

Bandra and Andheri is home to the number one biscuit Brand. Yes, you got it right,Parle G. If you ever traveled by a local train in that section, you could smell therich aroma of Parle G biscuits when the train halted at Vile Parle station. It is wellknown that Olfaction, the sense of smell, has an over riding influence in shapingconsumer behavior. And this accidental and occasional encounter people had witharoma at Vile Parle was deeply engraved in their minds. Consumers would ratherhave a brand they had already smelt than to try some thing entirely unknown.Against such odds Shailendra did his work. His customers were mainly grocerystore owners. He was required to visit at least 50 customers before calling it a day.

Each morning he would submit his report and orders received on the previousworking day. Before leaving for the field he would obtain, from his boss, specialinstructions for the day, which among other things included a stereotyped quippingTARGET! and the look (on bosss face) that went with it. Though he fulfilled histarget each month but had this nagging feeling that next month he may fail.One late afternoon when he was doing the Khar-Danda beat, he walked into a store


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that was empty of customers and the owner had a painful expression on the face.He struck a conversation with the shopkeeper and came to know that poor-rich soulhas been standing since six oclock in the morning and was cursing himself for

being in such a vocation. Shailendra did his best to pacify the guy before he

walked out without asking for an order. He also carried with him the guilt of notdoing his duty, asking for the order.He kept on debating in his mind, if he had done the right thing. As a result of thisthe whole episode remained fresh in his mind till late that evening. It was at the

bed time he had this flash, If this guy is at work at 6 am so will be othershopkeepers. Why dont I try to meet these people when they are fresh in themorning? Next day he got up at 5 am and was in field by 6 am. He could finish allhis calls by 10 am and reached office half an hour too late. Boss was angry, butShailendra had two days reports and orders with him. The orders looked good. If

the boss suspected some thing, he kept his suspicion to himself and decided to doback checking himself. In a few weeks time Shailendras order book seemedcomfortable and he was now more confident about keeping his job even for thenext few months.Future had more exciting things in store for Shailendra and he didnt have any ideaabout those. One day the same Khar-Dandha shop keeper wanted to talk to him inconfidence. By now the shopkeeper had figured out that Shailendra has changedhis routine as a result of the conversation they previously had. He told Shailendra,I know you are working so hard and proper, but your boss has some other plans

for you. He has been back checking you and is going around the beat like a madman. He wants to frame you up into some thing. Tell me if you have been fulfillingyour target or not. Then without waiting for an answer, he went on to say, I havemade a plan to silence your boss for ever. Can you meet me this Friday night for afew drinks? Of course its on me.That Friday night Shailendra was in for a bigger surprise. This shopkeeper had afriend who was a supplier for the out going ships from the Bombay Port. EachFriday he would order supplies required for next weeks sea faring vessels.Shopkeeper's friend gave him his card and asked him to meet next Friday. From the

shopkeepers friend, next Friday, Shailendra received an order far in excess of hismonthly target. Shailendra was asked to come back again next Friday, and thisroutine went on for several years even after Shailendra left that company.


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How Parle Fought to Make Biscuit Affordable to All:-

Biscuits were very much a luxury food in India, when Parle began production in1939. Apart from Glucose and Monaco biscuits, Parle did offer a wide variety of

brands. However, during the Second World War, all domestic biscuit productionwas diverted to assist the Indian soldiers in India and the Far East. Apart from this,the shortage of wheat in those days, made Parle decide to concentrate on the more

popular brands, so that people could enjoy the price benefits.

Thankfully today, there's no dearth of ingredients and the demand for morepremium brands is on the rise. That's why; they now have a wide range of biscuitsand mouthwatering confectionaries to offer.

INGREDIENTS

There are mainly 6 ingredients in Parle G glucose biscuits.1) Wheat Flour.2) Sugar.3) Vegetables Oil.4) Milk Powder.5) Salt.6) Flavor.

These materials make the glucose Biscuits tasty & eatable. And following materialmakes it healthy & increases the quality of a product.

1) Partially Hydrogenated Edible.2) Invert Syrup.3) Iron.


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4) Calcium.5) Dough Conditioners.6) Baking Soda.

The raw material is mixed in certain proportion, to get the best quality of biscuits.All the ingredients are tested in laboratory so that no low quality of raw material isused in manufacturing process. The raw material is tested for their acidic value,moisture it contains, and quality of milk powder.

MANUFACTURING PROCESS FLOW CHART

A Secret Recipe (Actual Process):-

The production process of company is running continuously for 24 hours. The


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biscuits as Parle-G.

Baking Section: -

In baking section biscuits are go from one big oven. These ovens are categorized ineight parts. Parle agro has the biggest oven in Asia.

Cooling: -After the process of baking the biscuits are very hot it should be cool before

packing. For cooling, biscuit rolled through conveyer belt.

Packing: -Ready biscuits are sent for packing in packing section.

Open Rapper & Eat (Packing Process):-

Packing process of Parle-G biscuits is different for both Domestic products andExport goods. Packing process of product is fully automatic. There are 10machines are setup for packing biscuits quantity wise like 200g, 1.5 kg etc. Out of10 machines two machines are not convertible for packing different type of goods.These two machines are made only for Family pack.

For export goods they are using special Aluminum foil pack because it should bepreserved for more than one year. The size of biscuits is small.

For cream biscuits, packing department is fully air-conditioned. Packing of creambiscuits is done by quantity wise.


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PROCESS LAYOUT

PROCESS LAYOUT OF PARLE PRODUCTS LTD.First of all the parle products buys RAW MATERIAL from the various suppliersand stored into the store room. This raw material is then sent to laboratory fortesting and after testing only it is used for manufacturing. The raw material consistof Wheat flour, Sugar, Partially hydrogenated edible vegetable oils, Invert syrup,Leavening agents (503 Baking powder) Milk, solids Salt Emulsifiers (E 322 or E


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471 or E 481) and Dough conditioners (E 223).Such a mixture of raw material is taken and mixed into STEPHAN MIXTURE,which is high power mixture machine. Specially made for mixture of dough, fromwhich the mixture is passed to molder called ROTARY MOULDER. Through that

moulder approximately 10,000 come out in a minute. Moulder had 260 cups fittedin it which gives shape to the biscuits and an impression embossed on it of parle-g.From rotary moulder the dough is passed through a 260 feet long OVEN which isapproximately 340* c. In oven there are three stages to be followed Removal of moisture. Building the structure of biscuits. Colourings of biscuits take place.

From oven the hot biscuits are placed on the COOLING CONVYOR, which is 260feet long and the biscuits continues to run on it for 5 to 7 minutes so that the

biscuits become cool and all the moisture that biscuits contain gets evaporated.And because of the above reason the factory has S - FLOW LAYOUT in the factory.The conveyor continues to move to COUNTING UNIT where biscuits are countedand seen that it is going on properly or not.

The conveyor continues till the biscuits reach the STALKING TABLE at which thebiscuits are packed in very orderly manner.From cooling conveyor sum biscuits are diverted through AUTO FEEDINGMACHINE to another stalking machine where packing is done.From stalking table the biscuits are moved on conveyor to MULTI PACKWRAPPING MACHINE were 16 biscuits are packed into a regular parle gwrapper so that the weight of 16 biscuits comes up to 100 grams.Then 24 packets of parle g biscuits are packed into a POLY BAGAnd after packing it into poly bag it is sent to SEALING MACHINE where it is

sealed,Then it is sent to CORRUGATE BOX SECTION in which 6 poly bags are placedandThen the boxes are kept on conveyor and sent to DISPATCH SECTION from werethe biscuits are sent to various places in India and all over the world.


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INVENTORYThe inventory of the company that is the raw material is of a week. They store suchinventory in storeroom and then are sent for testing in laboratory and after testing it

is sent for production.SHIFTSThere is nearly 10,000 employees working in the company and are working inthree shifts.35,000 tones of biscuits are manufactured in a day of one particular

product, and there are such nine product manufactured in the factory.WASTAGESThere are two type of wastage in factory. First is the waste materials fallen onground. Such waste material is of 1%, which is marginal and acceptable, whichgoes into total waste. Second types of waste are the biscuit collected in tray of the

multi-pack wrapping machine, since these biscuit are broken they are not packedand sold to the customer but collected in other tray and sold as broken pieces andsold for less price for cattle feeding.LOOSE BISCUITOn the stalking table one to two rows of baked biscuits are kept aside for selling itas loose biscuits. They are normally assumed to be damaged biscuits but they arenot damaged or broken but company keep such loose packets of biscuits to sell it tothe local people for marginal rate of Rs. 33 / kg.

FOLLOWING ARE THE MACHINERY USED IN MANUFACTURINGSTEPHEN MIXER:-The Stephan TK Mixer is an ideal component to fully automatically feed the down-stream make-up equipment for biscuits, bread, rolls, buns, cake, sweet goods,cookies and crackers.The advantages are compelling: High volume output results from the short kneading time and fast ingredientcharging: 1000 kg/h to 6000 kg/h depending on the model. Totally unassisted automatic discharge combines with predefining of the doughinto approximately 15 kg. Pieces, is the basis for a fully automatic operationwithout the need for any full-time operator. Dosing of flour, water, yeast, salt, shortening and other nutrients.

In a few seconds, all ingredients are homogeneously mixed. Then, as the doughbegins to develop, the Stephan energy meter control will ensure each dough is


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finished to the same development. The Stephen Mixer is Most EconomicalWith: No-Time dough formula straightliquid both (yeast slurry) system flour fermented liquid sponge system. From batch to batch, the doughs will be consistently uniform: "Process Control"

Compact construction, no building preparation necessary, almost service-freeday-to-day operation. The direct drive design allows the kneading element to be fastened directly ontomotor shaft. There is no coupling or power transmission. Easy to clean.

Only solid stainless steel construction.

Quiet operation, less vibration.Count on a better result. In these competitive times, good kneading is not enough.

For a profitable operation, you need a short process time and an exact control oninput energy, which allows you to mix each dough to the same development curve.A short amortization of the capital investment occurs due to an increase in

productivity - more finished product from same amount of flour - and due to aperception of better quality in the areas of longer shelf life, "a delicate crumb",softer crumb structure, higher volume and increased flavor.The process control is simple and reliable. The processes of ingredient loading,mixing and dough discharge are controlled by each program. Depending on theingredient loading system design, the recipe change needs no change of program.

However, if the dosing system cannot be adjusted independently, then a differentprogram can be used for each recipe. The ingredient loading system should bedesigned to allow each scaled ingredient to be weighed during the mixing time ofeach previous batch. With this pre-scaling or staging of ingredients, all ingredientsare ready to be charged at the same time. This system design will save time andthereby increase output. This control system would operate the entire loading,

batching, mixing, discharging and dough conveying system. This would includethe logic for accurate scaling of ingredients.

Here's how the Stephan Mixer works:-

The operation can be divided into four phases: loading, mixing, kneading and


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discharging. After loading the mixer with all ingredients, the mixing process starts.The unique shape of the mixing/kneading tool, combined with the mixing baffle,

produces a very homogeneous mix. The combination of the mixing tool allows forthe optimum hydration of the flour. Due to this intensive hydration, a higher yield

is possible in the range of 1.5-3% depending on the type of dough. This completedevelopment leads to a delicate crumb and an extremely machine able dough.Using a special attachment, the Stephan Mixer can knead the doughs under avacuum, if it is desired to have a super fine pore structure like American or Englishwhite pan bread.Stephan Mixers are powerful and versatile:-The Stephen Mixer feeds automatic make-up equipment totally automatically.Quality improvement and automatic batching are the main advantages of StephenMixer.

Biscuits and rolls will have bigger volumes, more uniform texture and a moretender and delicate crumb.

The Stephan Mixer is also used efficiently in the cookie and cracker industry forproducts such as:-BiscuitsBread sticks

Soda crackersRotary cookiesWire-cut cookiesWith only two different mixing and kneading tools, all of the above described

products can be produced.STEPHAN MIXER

ROTARY MOULD

ROTARY MOULD:- structure in corrosion-proof; anodised aluminum


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and Aisi 304 stainless steel satin stainless steel panelling swivel wheels andsupport feet

trays loader with automatic chain feed feeder roller anodised aluminium presser roller in White rubber bronze moulder roller with quick change system scraper blade in stainless steel pressure adjustment of rubber roller on moulderroller scraper blade adjustment closed ring outlet belt with tension and centering

adjustment belt cleaner blade with extractable drawer product outlet with power driven roller 1.00 kW speed variatorCOOLING CONVEYOR

COOLING CONVEYOR:-

The biscuit coming from stripping conveyor is directed on to the cooling conveyorto transfer the heat in the biscuit to atmospheric air as it is passing on it. The totaltravel of the cooling conveyor is 1.5 times the oven length. As per needspecifications it need the travel of 150 ft. for effecting cooling. Cooling conveyoris made in a modular construction of 2.5 Meters. Long and connected together toform the required length. The supporting side channels are fabricated from 3mmthick M.S. sheet.Idle rollers are spaced at 750mm apart on conveying direction and 1700mm on thereturn direction. All the idle rollers are of 48mm dia, mounted on 6004 ZZ deep

groove ball bearings with grinding finish and hard chrome plated for hygienicconditions.

During the production practically about the droppings of oil from the cloth due torubbing of cloth against tie angles when producing high fat biscuits. To minimizethis is replaced the all tie angles also with idle rollers. This might costs little extra,


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but you can maintain hygienic conditions at working area.Drive drums are two nos. of 220mm dia and projections are made on the surfaceof drums to minimize slip or covered with friction grip rubber tape. Manualtensioning and tracking are provided.

You can rely only on feeder table to stack the oil sprayed biscuits, which does notrequire more travel after oil spraying.

LAMINATOR:-

Laminators are generally used for production of all kinds of hard biscuits, crackersand cocktail snacks. With laminator it is possible to create a puffy pastry-likestructure, which is of decisive importance for the quality level and consequentlyfor the sales success. Laminating of Dough band improves the weight/volume ratio

considerably i.e., quantity increase at same weight.In this superior functioning machine the dough band received from sheeter of838mm width is passed through two shuttles. The dough sheet is cut into pieces bya knife for a length of 1000mm (39") and these pieces are laid on bottom shuttle bytop shuttle. This bottom shuttle layers the pieces on first conveyor unit of 1000mm(39") wide production line very carefully. The first conveyor unit feeds to the firstgauge roll unit. No. of layers can be controlled by the speed of first conveyor unitor increasing the speed of sheeting unit and laminator by A.C. variable frequencydrive.

BISCUIT BAKING OVEN:-

Construction:The oven body consists of steel steam tight tunnel with equally divided zones ofthe radiators. Stainless steel expansion joints are provided between these zones inorder to eliminate the expansion of the oven section. The inspection doors are

provided for inspection of the baking goods during the process. And it is 260 feetlong.Firing Chambers:

The complete chamber are insulated with minerwoll filled from outside to conserveheat and increase efficiency. The fully automatic imported burner shall be fitted tothe chamber and automatic temperature controller on the control panel shall controlthe temperature.Insulation:The complete oven will be covered with 10" thick mineral wool insulation from


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top, bottom and the sides. The bottom portion of the oven at the sides will becovered with CRC sheets for the conveyor protection and to avoid heat loss.Baking System:The baking in the heating chamber takes place by radiators located under and

above the wire mesh band, which distribute heat for uniform baking. Therecirculation heating gases of these radiators can be controlled for each zoneseparately. The closed recirculation system is having slight vacuum so thatcombustion gases cannot enter into the baking chamber. The ventilating fan is forcirculation of the heating gases through the recirculation system andthermostatically controlled burners provide the set temperature of the heatinggases.Fans:-All the circulating fans are fabricated from M.S. & S.S. and will be well balanced

to avoid vibration and will give noise free operation in high speeds

ROTARY CUTTER:-The single head rotary cutter prints fine design on a continuously fed dough sheetand also cuts out the individual dough piece.The unit powered by 1.5KW helical geared motor and speed controlled by ACfrequency controller. Drive is given to cutting roller only to accommodate differentsizes of dies in this machine.Rubber lined anvil roller is adjustable in height so that pressure can be controlled

at both sides in parallel or independently. The anvil roll is being driven by frictionof the cutting web, which is independently powered by its own separate drive. Forsafety reasons the cutting roll is provided with guard, removal of which stops themotor.COUNTING UNIT:-The counting unit counts and see that the biscuit making process is going fine ornot, i.e. as per the program set in the machine, program is set as per the gramsrequired. Generally the counting unit takes 16 biscuits so that it leads to 100 grams.SUGAR GRINDER:-

Turbulence System and Steam Extraction:APPLICATION: The machine is used to granule (crystal) sugar to make it in

powder form for using in biscuit recipe.

DESIGN: Hammer Mill type, body of the machine is fitted on a sheet metal


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box/container/receiver with one air exhaust balloon. The driving motor is fitted onthe top of the box. In case of auto feeding a bucket elevator is fitted at one end ofthe box.

OUTPUT: 10 Kg/min. (icing sugar)

FEEDING: Automatic

POWER LOAD: 5 HP for grinder, 1 HP for auto feeder with built-in control panel

MULTIPACK WRAPPING MACHINE:-

This machine helps in wrapping the biscuits on the particular wrapper fixed on the

roller of the machine. The wrapper is feed into the machine and four-heater roller,which is fitted on the machine, does the sealing of the wrapper. This heater rollerheat up the plastic and seals the packet. And at the same time the jaw cutter cut the

packet on the cutting edge marked i.e. as per the grams of the packet, which isfeed, in the automatic machine (100 120, 120 150, 150 -170, 170 - 190). The

packets coming out from the wrapping machine in a minute is programmed incomputer and can be changed as per the need.

POLY BAGS:-

Poly bags contain 24 packets of parle g biscuits in one poly bag. There are 4workers employed on this section who take care of the work by putting 24 packetsof biscuits in the bag and forwarding it to sealing machine section.

SEALING MACHINE:-

The sealing machine has heater rod for sealing the poly bag in which 24 packet of

biscuit are placed, and it have a conveyer belt on other side so that when the polybag passes through the heater and get sealed then it is passed to the tappingmachine.

TAPPING MACHINE :-Six such poly bags are placed in one such corrugated box and the box is passed


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through the tapping machine where are tapped and then sent through a longdiversion conveyer belt. This belt helps to transfer the box to the dispatch sectiondirectly. 36 boxes are arranged on pallet in the dispatch section, from where theyare transferred to the various dealers all over the India and worldwide.

MACHINERY USED IN MAINTENANCE OF MAJOR MACHINERYLapheDrilling machineShaperMillerPantograph and many more.

USE OF COST CUTTING MEASURES:-

For example:All the biscuits are manufactured in this factory i.e. In Mumbai one as the load ofwork exceeded many factories were set up in other states of India. So the cost oftransportation decreases and more profit is earned.Another example is of Hide and Seek one of the products of the company, forwhich they used to import chocolate chips from Australia but later when it wasavailable in Chennai so the import was stopped and the cost dropped by a rupee

because the duty which was on the import was high and then another supplier wasfound in Hyderabad and the price was again reduced by a rupee which finally

ended up at 14 rupees.

MARKETING STRATEGYParle G largest selling biscuit brand in world:-If you thought that a typical family run Indian company cannot top the worldwidecharts, think again. The homegrown biscuit brand, Parle G, has proved the beliefwrong by becoming the largest selling biscuit brand in the world.Ajay Chauhan, executive director of Parle Products, told Business Standard: "Themore than 50-year-old brand, Parle G, has been rated as the largest selling glucose

biscuit brand in the whole world in terms of volumes. This came as a surprise to uswhen we were made to understand that we have topped the worldwide charts of theglobal biscuits industry. This was recently revealed by the US based BakeryManufacturers' Association."The other global biscuit brands include Oreo from Nabisco and McVities fromUK-based United Biscuits among others. According to ORG-MARG reports, Parle


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G commands a good 65 per cent market share in the domestic biscuit market. Theglucose biscuits category in India is estimated at Rs 15 billion. The Parle G brandfaces competition from Britannia's Tiger brand of biscuits.The company's flagship brand, Parle G, contributes more than 50 per cent to the

company's total turnover. The other biscuits in the Parle Products' basket includesMonaco, Krack Jack, Marie, Hide n Seek, Cheeslings, Jeffs, Sixer and Fun Centre.Said Chauhan: "The core brands of the company in the biscuit category willinclude only Parle G, Monaco and Krack Jack. The other brands will not beaggressively supported by us in the market.""This is because these three brands contribute substantially to our topline,"Chauhan added.The confectionery business, which is the other division of Parle Products, currentlycontributes only 15 per cent to the company's total turnover. Interestingly, the

company started operations with the confectionery business in 1929.Chauhan elucidated: "The confectionery business has now taken a backseat andhas become a smaller part of our business because in India biscuits have a largermarket."The company commands a 40 per cent marketshare in the Rs 35 billion biscuitmarket in India. In the confectionery segment, the company enjoys a mere 15 percent marketshare.The company's confectionery portfolio comprises brands like Melody 2 in 1,MangoBite, Poppins, Rol-a-cola, Kismi, Rosemint, Peppermint, Orange candy,

Fruit Drops, Pick n Pack and Tangy. Chauhan has picked up three core brands fromthis category as well, they being Melody 2 in 1, Poppins and MangoBite.

Hum Saath Saath Hai (Management of company): -

Management of company is Centralized i.e. they have only one purchasedepartment for different products.

Import-Export:-The immense popularity of Parle products in India was always a challenge to our

production capacity. Now, using more modern techniques for capacity expansion,we have begun spreading our wings and are going global.


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Parle biscuits and confectionaries are fast gaining acceptance in internationalmarkets, such as, Middle East, Africa, South East Asia and the more sophisticatedeconomies 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 initiatedthe process of getting ISO 9000 certification.

The Parle name symbolizes quality, health and great taste. And yet, we know thatconstantly 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, Mangobite etc.

Today, the Parle brands have found their way into the hearts and homes of peopleall 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,Mangobite enjoy a strong imagery and appeal amongst consumers across theworld.

Which has resulted into Parle-G being the worlds largest selling biscuit".

Promotion Strategies1. GOLU GALATAParle Products is in the business of manufacturing and marketing biscuits andconfectioneries since 1929. Over these years Parle has been active across regions

conducting various social activities as part of our Corporate Social Responsibilitypolicy. In Tamil Nadu, traditionally, women decorate various dolls made of clayduring Navaratri celebrations by setting up 7-9 steps. This display is well decoratedand friends and relatives are invited to witness the same. Through a detailedresearch, Parle found that due to time pressures, this tradition is slowly dying andis getting restricted to a select few households.


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Thus, to revive the fading event, Parle introduced this novel promotion called ParleGolu Galata contest. Golu means Doll & Galata means Dhammal.2. Parle Saraswati Vandana:-Dedicated to enriching the lives of people across India, the Parle Centre of

Excellence has been keenly involved with promoting programmes to facilitate theall-round development of children. Parle Saraswati Vandana, one of its initiatives,is an inter-school contest based on the Saraswati Puja celebrations. It gives thechildren an opportunity to exhibit their creative skills and makes the celebrationseven more special in the process. Started in the year 2002 in Kolkatta, it has seen atremendous increase in the number of schools participating each year, with entriescoming from schools of West Bengal.Every year a grand programme is organized

by Parle in Kolkotta to felicitate the winners. Here eminent personalities from thefield of literature, education, art, films, media and politics grace the occasion.

Performances by popular artistes make it a night to remember for every inviteepresent there. The awards and adulation makes it unforgettable for the winners.MATERIALS DEPARTMENT

Safe Custody (Stores Management): -

Storage is an unavoidable activity. It increases the value of material by simplycarrying it. No transformation on any time is to be done. Stores as a vital role to

play in a Parle company. Material constitute major fraction of cost like 60% to

80% of the total cost. The cost of capital block in inventories is substantial. Thisworking capital has to be properly managed otherwise company will face heavylosses. Efficiency of storage of materials leads to better profitability. Material

pilferage, spoilage, theft and careless handling may lead to heavy losses & reduceprofits.Store management has supposed to caring right kind of material in right quantity.

Neither in excess nor in short Material has to be provided quickly to right personand at right place whenever required.

Store Management of Parle agro: -

In Parle company after receiving the material from supplier it should be accountedproperly. Material should standardized and calculate the proper quantity as perdocuments.


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Company stores the material in a right manner as per quality; preserve the materialproperly against spoilage & pilferage.Company removes the material when required. For removing the material fromstoreroom facilitate location should be necessary.

They are using store ledger for keeping records. They are updating the records onthe right time.They keep their storeroom clean & neat so the handling becomes easier.Company keeps proper control over theft, pilferage, and spoilage of goods.In company the people in store department work in discipline. Procedure has to befollowed as per written policy.Minimization of scrap, surplus and position through proper inventory control andeffective disposal of surplus and obsolete items.Company verifies the store ledger balances and initiates the purchasing cycle at

appropriate time. So as to avoid the out of stock situations.Company coordinates & cooperates with interacting departments such as

purchasing, manufacturing, planning, production and control, inspection etc.

Objectives of Material Department:-

The objectives of the Material Dept. are the pre defined goals or path under whichthe material dept. will have to carry on its process regularly. In fact it gives a direct

to the material dept. in which way the material dept. increase their reputation aswell as How they can sale there products in the markets? After consultation withthe material manager of the company Mr. Vijay Singh we observe that thecompany has following objectives to be fulfilled: -

The primary objective of the company is to purchase the material at lower cost.

To maintain good relation ship with the suppliers, dealers, manufacturers,distributors as well as with the outside people. To look after the proper keeping material in the dept. as per the standard whichare being set by parle. Reduction in the wastages by the way of recycling or reutilization of the bestmaterial. Development of personal by providing them up to date and sophisticatedknowledge regarding their work.


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To ensure quality of material being use and to make optimum utilization ofavailable resources.

The last but not least objective is to expand the market as well as to earn goodwill

in the market.

Waste Management:-

The company recycles the scrap materials arising out of manufacturing process.The biscuit, which is being wrongly cutted out in manufacturing process or the

biscuit, which is broken from any side, or the biscuit, which is burned out frommanufacturing process, the company reuses these scrap material.

Inventory:-

The company has maintained adequate stoke of raw materials like wheat flow,sugar, vanaspati, milk powder, refined salt, baking soda, calcium, & iron which cansatisfy the requirements of 3 days. Bunty Foods Pvt. Ltd; has 5 godowns in which2 godowns are for keeping Parle G products & 3 godowns are for keeping exportitems & 1 more godown which is under construction. These additional godownswill contain the re-export products. The company uses LIFO method for

calculating the inventory levels in the company.

Make or buy or import:-Bunty Foods Pvt. Ltd believes in manufacturing of biscuits within the company inorder to ensure good quality, quantity & standard, which are being set by ParleCompany. In fact, Bunty Foods Pvt. Ltd is the manufacturing unit of ParleCompany. The purpose behind manufacturing of total product in the company is tomaintain the goodwill of the company.


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FUTURE PROSPECTS

Aaj Tak (Past, Present & Future Of Company): -This is the first purely Indian company, which produces Biscuits, Toffees, andcandies etc. Naruttam Shah Chauhan formed this company in 1928. He was the sonof Mohanlal Dayalalji Chauhan who started the idea of manufacturing process of

parle-g biscuits when the ship sales to Germany. They have achieved manynumbers of awards & medals in National & International Marketing.In 1929 first Parle industry was setup at Vile Parle. After 10 years i.e. in 1939

they started the production of parle glucose biscuits. In 1949 they had started theproduction of Monaco. After that they had started the production of Krack Jack.Then they started production of different biscuits like Magix, Hide & Sick, Cream

biscuits in different flavors etc.

Now they have expanded their business perfectly. They have many numbers ofbranches in India like Maharashtra, Bahadurgad, Delhi, Rajasthan, Bihar, UtterPradesh, Gujarat, Karnataka, Andhra Pradesh, and Tamilnadu. Now a days they are

producing more than 32 products. Their manpower is upto 10,000 members.Currently the future plans are to tap international market more efficiently.

CONCLUSIONS

PARLE-G is the worlds largest selling brand of Biscuits. Parle-G has a good trickof tapping the consumers which many years ago Mr. Shailendra Saraf did. Parle-Gcan be consumed by all age group and it is a favourite for many of them. Parle-Ghas held its price line at Rs 4 for more than 25 years..


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Launched in the year 1939, it was one of the first brands of Parle Products. It wascalled Parle Glucose Biscuits mainly to cue that it was a glucose biscuit.

Par4le-G has so many features but its USP is health motive is a single pack i.e a

single pack of biscuit offers 450 calories. swadh bhare, shakti bhare (full of tasteand energy).

Parle-G uses healthy ingredients which if consumed provides 450 calories perpack.

It has a very good Marketing Strategy that it caters even to smallest villages inIndia. It is now concentrating in exports more.

Parle has a good Management Style that it can produce more and sell more.The Materials Department of Parle is very efficient, the wastages are properlyreused, inventory is maintained of one week.The Promotion Strategy used differs from time to time.Waste Materials fallen on ground is total waste. Broken Biscuits are used for CattleFeeding.

There is nearly 10,000 employees working in the company and are working in

three shifts.35,000 tones of biscuits are manufactured in a day of one particularproduct, and there are such nine product manufactured in the factory.

BIBLIOGRAPHY

Books:-

1. Global Marketing.

By Svend Hollensen.4th edition. Apr 2007.

2. Brilliant Marketing.-By Richard Hall. May 2009.


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3. Marketing Communication.By Chris Fill.

5th edition. Feb 2009.

4. Fast Track to Success : Marketing.-By Chris Ritchie. Apr 2009.

5. Marketing for Enterpreneurs.-By Jurgen Wolff. Jul 2009.

6. Marketing Research.- Debashish Pati.

7. Consumer Behaviour & Marketing Strategy.By Tata Mc Graw.7th edition. 2005.

8. Marketing Real People, Real Choice.By Michel R Sslomon.3rd edition. 2005.

Web Bibliography:-

1. [email protected]


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2. http://www.parleproducts.com/parlestory.html

3. http://www.parleproducts.com/contactus.html

APPENDIX

QUESTIONNAIRE

Q.1) What is the Organisation Structure of the company?

Q.2) What are the products manufactured under your plant?Q.3) Which is your Core product?Q.4) Your Suppliers, whether they are closer or away from your factory?Q.5) What % of material required for your products?Q.6) Is there any separate storeroom in your plant?Q.7) Is there any seasonal products?Q.8) How do you get profit with very low cost?Q.9) What is the strength of manpower in your plant?Q.10) How Frequently you go for Market research?

Q.11) Which method you use for Inventory Control?Q.12) What are your futures plans?http://free-assignment-exchange.blogspot.com/For downloading this report and many other assignment, project and reports formarketing management human resource management supply chain management

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