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CH INSTITUTE OF MANAGEMENT & COMMUNICATION

Guided To Submitted ByProf.Akshay Joshi Raj kumar Dhubiya

Vijay joshi

Amit Gupta

Présentation Topic-

Parle Product

INTRODUCTION Parle Products has been India's largest manufacturer of

biscuits and confectionery, for almost 80 years. Makers of the world's largest selling biscuit. Parle-G, and a host of other very popular brands, the Parle

name symbolizes quality, nutrition and great taste. With a reach spanning even the remotest villages of India. It has 70% market share in India. The brand is estimated to be worth over rs. 2,100 crore (Rs

21 billion ). More than 1600 Wholesalers an 1.5 Million retail outlets

History History In the 1950s the Hindu undivided Chauhan family

manufactured beverages, water, confectionery, biscuits, etc.

Under its registered brand name Parle. Over the years, the group split into three different

companies – Parle Products, Parle Bisleri and Parle Agro.

Currently, all three are separate companies with separate ownership and management.

The Goal was to cheer to children and adults. In that time Prakash Chauhan was the owner of the

company.

Mission & Vision Mission & Vision MissionMission

"Hindustan Ki Taakat."For over 70 years, Parle G has been a part of the lives of every Indian. From the snow 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 delighted millions

VisionVision

Concentrate on the consumers taste and preferences,

the Parle brand has grown from strength to strength ever since its inception

Total Market – 4000 Crores

Total Market Growth 10 to 12 % per annum

Parle holds 40% Market share

Large unorganized sector

Indians eat 0.48 KG and Americans 4kg Biscuits

Growth phase

Growth Phase - Parle Cont. High Penetration in Market low price ,low margin and high volume game Brand Repositioning Addition of taste Variants (Magix ,Milk shakti) Addition of weight variants (25 gm to 1kg)

Parle G market leader in Glucose sector

Growth Phase – Challenges

Retailoutlets (Millions)

1.33.3

1.8

ParleBritaniaITC

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1000

2000

Parl ITC

AdvertisingTurnover

Advert.

Increased penetration level from comp.

Increased Advert. Variants and new

Innovative products High segment

variants Celebrity Brand

ambassadors

Pro

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ct m

ark

et g

row

th r

ate

Time Span

GrowthGrowth

Decline Decline

Presently, Parle G is in the maturity stage of its PLC.

Having said this, the brand is going strong.

 

Product Life Cycle

Inputs Environments of Parle-G

Wheat flour Sugar Partially hydrogenated edible vegetable

oils Invert syrup Leavening agents (503 Baking powder) Milk solids Salt

PRODUCTS & SERVICES

Biscuits Parle – G Milk Shakti Parle - Magix Krackjack Monaco Digestive Marie Hide & Sick Mayfair Cookies

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

PRODUCTS & SERVICES

SERVICES As apart of corporate social responsibility

policy Parle is keenly involved in overall development of younger generation through conduction various programs across the region

Saraswati Vandana in the state of west Bengal

Golu galata in Tamilnadu

Parle -G and Challenges

Increasing prices of basic Raw material like , Sugar, Wheat, Milk, Milk powder.

This leading to increase in manufacturing cost of the biscuits.

Parle G very price sensitive product.

Small increase in price (by 50 paisa) in past had seen high decline in sales.

Should Parle increase flagship brand PARLE G?

Cont……..

Even though the Parle is market leader in the segment, others are also trying to capture the chunk of market share.

Fake brands like Parle G, Parle Jee tried to extract market share.

How ever only serious competition faced by Parle

G is from Britannia Tiger biscuit.

Problems Faced By Parle

Stock out Shortage of Parle G Freebies Allocation Problems Further Dispatch Problem Duplicate biscuits Poor Sale Promotion Skills

Parle design related to the above problems

Parle control the inventory. Stocking. Packaging should be good quality. Hire skilled employees and youth. Quality policy