• Presented BySakshi BansalAnurag Tyagi

Vaibhav DahimaSumit Soni

Harman AthwalMohammad Shahbaaz

Presentation on

Founded in 1929 in British India.

Began manufacturing biscuits in 1939.

Launched its first ad campaign in 1947.

It showcased its Gluco biscuits as an Indian alternative to the British biscuits. 

It was split into three separate companies.

Parle Products, led by Vijay, Sharad and Raj Chauhan (owner of the brands Parle-G, Melody, Mango

Bite, Poppins, Kismi toffee bar, Monaco and KrackJack)

Parle Agro, led by Prakash Chauhan and his daughters Schauna, Alisha and Nadia (owner of the brands

such as Frooti and Appy)

Parle Bisleri, led by Ramesh Chauhan

HISTORY

PARLE-G “G Mane Genius”

Came into existence in 1939.

Was focused entirely on the young stars.

Filled with the goodness of milk and wheat, a source of all round nourishment.

Has a history of 70 years.

Healthy and tasty substitute.

The largest selling biscuit brand in the world. 

Vision:"To be the leaders in our business. We will stand apart from the competition by being the first in the market to innovate.“

VISION AND MISSION

Mission:"We will be the leaders in our business by - maintaining high quality, introducing new and innovative products, reaching every part of India, remaining customer-centric, constantly upgrading our knowledge and skills."

SWOT ANALYSIS

STRENGTH

Low Price

Sizable market share

Variety of products

Deep & Effective Coverage

Largest distribution system

Better Understanding of consumer psyche

WEAKNESS

• Depends on Parle G

• Lacking schemes

• Replacement of Damaged stock

• Improper & irregular supply

• Packing of Biscuits

OPPORTUNITIES

• Demand for innovative packing

• Improving supply for brands

• Information through television

• Retaining loyal retailers

THREATS

• Hike in cost of production

• Competition from MNC’s

• Emerging substitutes like toast, wafers.

• Entry of various new entrant, ITC etc

KEY SUCCESS FACTORS

Manufacturing & Distribution Network

Value for Money

Rural Marketing

Nutrition Value

Keeping up the Goodwill

SEGMENTATION AND TARGETING

Genius Children

Tea Lovers Sports People Platinum Agers

Age 4-15 15-75 16-35 75+

Sex M/F M/F M/F M/F

Hospitals Very less Less Less More

Income Groups

Low Low Medium Medium

Impulse Buying

High Medium Low Low

Price sensitivity

Medium High Low Low

Complimentary Buying

Low High Low Low

Benefits Low Low High high

POSITIONING

High Nutritional Value

Low Nutritional Value

Low Price High Price

PRODUCT LIFE CYCLE

24%

20%

20%

19%

18%

Sales (Cr. Rs)

Parle Britannia Mondelez Nestle ITC

Source: Nielsen Survey 2014-15

SALES ANALYSIS

14%

42%

32%

7%5%

Growth in %

Parle Britannia Mondelez Nestle ITC

Source: Nielsen Survey 2014-15

GROWTH ANALYSIS

1. The company kept prices unchanged for over a decade between 1996-2006.

2. In 2013, Parle-G become India's first domestic FMCG brand to cross 5000 crores in retails sales.

3. Parle have 4 factories all over India, and they are the biggest biscuit manufacturing unit in india.

4. 4,551 people around the world are eating Parle-G at this moment.

5. 1 billion packets of Parle-G are produced monthly.

6. Parle g biscuits are sold in more than 50 lakhs retail stores.

7. G means glucose not genius in Parle-G.

8. Parle-G girl is just an art.

9. Parle g produces more biscuits in a year than whole china can eat and produce. China is the world’s 4th

largest biscuit producer in the world.

KEY LEARNING

Team work

How to manage work when wifi also stop supporting you.

The insights of the Parle-G.

How an extensive distribution system can make you the best player in the

field.

The power of rural India. It can make or break your brand.