INTRODUCTION

A cream colored yellow stripped wrapper with a cute baby photo containing10 12 biscuits with the companys name printed in Red and you know these are Parle G biscuits. Times changed, variety of biscuits did come and go but nothing has changed with these biscuits. Parle-G is one of the oldest brand names as well as the largest selling brand of biscuits in India. Parle-G or Parle Glucose is a brand of Biscuits manufactured by Parle products in India.

Parle name conjures up fond memories across the length and breadth of the country. After all, since 1929, the people of India have been growing up on Parle biscuits & sweets. For around 75 years, Parle have been manufacturing quality biscuits and confectionery products.

Over the years Parle has grown to become a multimillion-dollar company with many of the products as market leaders in their category. Parle Products began manufacturing biscuits, in addition to sweets and toffees. Having already established a reputation for quality, the Parle brand name grew in strength with this diversification. Parle Glucose and Parle Monaco were the first brands of biscuits to be introduced, which later went

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onto become leading brand names itself for great taste and quality. Today, Parle enjoys a 40% share of the total biscuit market and a 15% share of the total confectionary market, in India.

Parle Products

Parle-G, the most well-known product of the company Type Traded as Industry Founded Founder(s) Headquarters Products Website private limited Unlisted Food 1929 Chauhan family Mumbai, India Vile Parle (East) Parle-G www.parleproducts.com

A long time ago, when the British ruled India, a small factory was set up by Mohanlal Dayal Chauhan in the suburbs of Mumbai city, to manufacture sweets and toffees. The year was 1929 and the market was dominated by famous international brands that were imported freely. Despite the odds and unequal competition, this company called Parle Products, survived and succeeded, by adhering to high quality and improvising from time to time. A decade later, in 1939, Parle Products began manufacturing biscuits, in addition to sweets and toffees. Having already established a reputation for quality, the Parle brand name grew in strength with this diversification. Parle Glucose and Parle Monaco were the first brands of biscuits to be introduced, which later went on to become leading names for great taste and quality. Very rightly described as SWAD SE BHARA, SWASTHYA SE BHARA means full with taste, full with health

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HISTORY
Parle-G or Parle Glucose biscuits, manufactured by Parle Products Pvt. Ltd, are one of the most popular biscuits in India. Parle-G is one of the oldest brand names as well as the largest selling brand of biscuits in India. For decades, the product was instantly recognized by its iconic white and yellow wax paper wrapper with the depiction of a young girl on the front. Parle-G has been a strong household name across India. The great taste, high nutrition, and the international quality, makes Parle-G a winner. No wonder, it's the undisputed 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. While some have it for breakfast, for others it is a complete wholesome meal. For some it's the best accompaniment for chai, while for some it's a way of getting charged whenever 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 was called Parle Glucose Biscuits. The incredible demand led Parle to introduce the brand in special branded packs and in larger festive tin packs. By the year 1949, Parle Glucose biscuits were available not just in Mumbai but also across the state. It was also sold in parts of North India. The early 50s produced over 150 tons of biscuits produced in the Mumbai factory. Looking at the success of Parle-G, a lot of other me-too brands were introduced in the market. And these brands had names that were similar to Parle Glucose Biscuits. This forced Parle to change the name from Parle Glucose Biscuits to Parle-G. 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 keep the 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 being advertised in the 80's. It was advertised mainly through press ads. The communication 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. The goal was to spread joy and cheer to children and adults alike, all over the country with its sweets and candies. 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.

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The company's slogan is G means Genius. The name, "Parle-G", is derived from the name of the suburban rail station, Vile Parle which in turn is based on village Parle in olden days (there is also area called Irle nearby where the Parle Agro production factory is based). This popular biscuit is primarily eaten as a tea-time snack.Parle-G is the largest selling biscuit in the world. It has 70% market share in India in the glucose biscuit category followed by Britannia, Tiger (17-18%) and ITC's Sunfeast (8-9%). The brand is estimated to be worth over Rs 2,000 crore (Rs 20 billion), and contributes more than 50 per cent of the company's turnover (Parle Products is an unlisted company and its executives are not comfortable disclosing exact numbers). Last fiscal, Parle had sales of Rs 3,500 crore (Rs 35 billion). It also is popular across the world and is starting to sell in Western Europe and USA Parle Products is an Indian private limited company. It owns the famous biscuit brand Parle-G. As of 2012, it had a 35% dominant share of the Indian biscuit market. Contents 1 History 2 Brands 3 Infrastructures 4 References

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.

Vision
To be the leaders in our business, we will stand apart from the competition by being the first in the market to innovate.

Parle Awards
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 an international institute for assessing the quality of foods and is currently the oldest and most representative organization in the field of selecting quality foods worldwide. Parle Products Pvt. Ltd. Is a US $ 450 million conglomerate started in India in 1929. We are in the business of manufacturing and marketing biscuits and confectionaries.

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We have State-of-the-art machinery with automatic printing and packaging facilities. Our biscuit baking oven is the largest of its type in Asia. Over the decades the efforts of our Research & Development wing have made the repertoire of our products grow manifold. In biscuits we have Glucose, Milk, sweet and salted cream, wafer crme, cumin seed and cheese categories. In confectionery, we have a range of toffees and hard-boiled candies available in chocolate, mint, cola, and tropical fruit flavors. Some of these are double layered toffees 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 recognition of their quality, have won Gold, Silver and Bronze Monde Selection medals since 1971. Parle enjoys a 40% share of the total biscuit market and a 15% share of the total confectionary market, in India.

Various Unit of Company

There 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

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Brand

MONACO BITES

KISMI BAR

FUN CENTRE

MANGO BITE

HIDE & SEEK

MELODY

JEFFS

MAGIX

KRACK JACK

ORANGE CANDY

MARIE CHOICE

POPPINS

MONACO

ROL-A-COLA

Parle-G

TOFFES

SIXER

MILK SHAKTI

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QUALITY OF PARLE
Parle Quality
Hygiene is the precursor to every process at Parle. From husking the wheat and melting the sugar to delivering the final products to the supermarkets and store shelves nationwide, care is taken at every step to ensure the best product of long-lasting freshness. Every batch of biscuits and confectioneries are thoroughly checked by expert staff, using the most modern equipment hence ensuring the same perfect quality across the nation and abroad. Concentrating on consumer tastes and preferences, the Parle brand has grown fro m strength to strength ever since its inception. The factories at Bahadurgarh in Haryana 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, followed soon by the one in Bangalore, Karnataka. Parle Products also has 14 manufacturing units 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 manufactures biscuits. Apart from this, Parle has manufacturing facilities at Neemrana, in Rajasthan and at Bangalore in Karnataka. The factories at Bahadurgarh and Neemrana are the largest such manufacturing facilities in India. Parle Products also has 14 manufacturing units for biscuits & 5 manufacturing units for confectioneries, on contract. All these factories are located at strategic locations, so as to ensure a constant output & easy distribution. Each factory has state-of-the-art machinery with automatic printing & packaging facilities. All Parle products are manufactured under the most hygienic conditions. Great care is exercised in the selection & quality control of raw materials; packaging materials &

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rigid quality standards are ensured at every stage of the manufacturing process. Every batch of biscuits & confectioneries are thoroughly checked by expert staff, using the most modern equipment.

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MARKETING DEPARTMENT
The Marketing Strength:The extensive distribution network, built over the years, is a major strength for Parle Products. Parle biscuits & sweets are available to consumers, even in the most 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 or indirectly. A two hundred strong dedicated field force services these wholesalers & retailers. Additionally, there are 31 depots and C&F agents supplying goods to the wide distribution network. The Parle marketing philosophy emphasizes catering to the 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. The value-formoney positioning helps generate large sales volumes for the products.

However, Parle Products also manufactures a variety of premium products for the upmarket, urban consumers. And in this way, caters a range of products to a variety of consumers.

Parles Core Value:An in-depth understanding of the Indian consumer psyche has helped Parle evolve a marketing philosophy that reflects the needs of the Indian masses. With products designed keeping both health and taste in mind, Parle appeals to both health conscious mothers and fun loving kids. The great tradition of taste and nutrition is consistent 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 products to the fullest.

The Customer Confidence:The Parle name conjures up fond memories across the length and breadth of the country. After all, since 1929, the people of India have been growing up on Parle biscuits & sweets.

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Today, the Parle brands have found their way into the hearts and homes of people all over India & abroad. Parle Biscuits and confectioneries, continue to spread happiness & joy among people of all ages. The consumer is the focus of all activities at Parle. Maximizing value to consumers and forging enduring customer relationships are the core endeavors at Parle. Their efforts are driven towards maximizing customer satisfaction and this is in synergy with their quality pledge. " Parle Products Limited will strive to provide consistently nutritious & quality food products to meet consumers' satisfaction by using quality materials and by adopting appropriate processes. To facilitate the above we will strive to continuously train our employees and to provide them an open 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 Corporate Social Responsibility Policy Parle is keenly involved in the overall development of younger generation with focused endeavor to built New Face of India and spread happiness & 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 facilitate the all round development of the children. Every year, Parle organises Saraswati Vandana in the state of West Bengal during the festival of Saraswati Puja, inviting schools 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 involvement in cultural activities has seen the inception of Golu Galata in Tamil Nadu, held during Navratri. Its gives a platform to all the members of a household to showcase their 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.

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FIVE FORCE MODEL FOR PARLE G

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SWOT ANALYSIS
STRENGTHS

Low price as compared to competitors Sizeable market share in the country. Offers variety of products under its brand. Different sizes of packets are available. An experienced team of sales and marketing executives. Deep and effective coverage Largest distribution system.

WEAKNESS

Breakage of biscuits while delivering to retailers No proper replacement system for broken biscuits to retailers Improper and irregular supply. Fewer shares in Premium biscuit market. Dependent on its flagship brand, Parle-G Poor packaging in family pack of glucose biscuits. Lack of schemes for retailers and distributors

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OPPORTUNITY

Rising demand for innovative packaging in packaged foods. Retaining loyal retailers or wholesalers. Improving supply system for established brands. Huge scope for some Parle products in medical shops. Information revolution brought about by the television. Good scope for snacks and namkeens, if launched and properly promoted by Parle.

THREAT

Highly advertised brands such as Britannia. Ever increasing competition from multinationals and local companies. Increase in sale of cheap local bakery products. Emerging substitutes like wafers, snacks and toast. Margin war among the major Brands

Value for Money

Parle-G is also a complete value for money product. Parle -G has held its price line fixed from 1994 to 2008 to Rs 4 a pack. In 2008, the price was increased to Rs 4.50, but the company went back to Rs. 4 soon by reducing the weight marginally. Today ParleG is available at Rs 1, Rs 2, Rs 3, Rs 4, Rs 5, Rs 10, Rs 20 and Rs 50. One of the major strength of the Parle-G biscuit is that the biscuit is available even in the most remote places in India. One can easily find a Parle-G pack in villages with a population of 500.

Parle-G facts

If a months production of Parle-G biscuits are stacked side-by-side, the distance between Earth to Moon of 7.25 lakh kilometres can be covered. 100 crore (1 billion) packs of Parle-G are produced monthly. Parle-G biscuits are sold in more than 50 lakh (5 million) retail stores. 4,551 Parle-G biscuits are consumed per second. Parle-G sells more than all the biscuit brands sold in China which is the fourth largest biscuit market in the world. From mid-90s to mid-2000 the price of Parle-G packs remained unchanged.

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Competition
Parle-G which is valued to be over Rs. 2000 crore enjoys 70% market share in the glucose biscuit industry. Britannia Tiger and ITCs Sunfeast Glucose ar e the two branded competitors against Parle-G, apart from a number of unbranded local players that operate regionally. Competitors in this segment realize the importance glucose biscuit holds in the Indian market and they too want to keep their biscuits simple ParleG style with almost the same priced packs. On competition which Parle-G faces from different categories of biscuits, Ajay Chauhan, executive director Parle Products, says, Every category needs some innovations on a periodic basis, so does glucose. However, just because people have acquired the taste of fast food like burgers and pizza they have not stopped consuming dalroti. Similarly, glucose biscuits are a part of the Indian staple diet. While other categories emerge, glucose biscuits will a lways be present.

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MARKETING STRATEGY
Parle G largest selling biscuit brand in world:If you thought that a typical family run Indian company cannot top the worldwide charts, think again. The homegrown biscuit brand, Parle G, has proved the belief wrong by becoming the largest selling biscuit brand in the world. Ajay Chauhan, executive director of Parle Products, told Business Standard: "The more 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 us when we were made to understand that we have topped the worldwide charts of the global biscuits industry. This was recently revealed by the US based Bakery Manufacturers' Association." The other global biscuit brands include Oreo from Nabisco and McVities from UKbased United Biscuits among others. According to ORG-MARG reports, Parle G commands a good 65 per cent market share in the domestic biscuit market. The glucose biscuits category in India is estimated at Rs 15 billion. The Parle G brand faces 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 includes Monaco, Krack Jack, Marie, Hide n Seek, Cheeslings, Jeffs, Sixer and Fun Centre. Said Chauhan: "The core brands of the company in the biscuit category will include only Parle G, Monaco and Krack Jack. The other brands will not be aggressively 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, currently contributes 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 and has become a smaller part of our business because in India biscuits have a larger market." The company commands a 40 per cent marketshare in the Rs 35 billion biscuit market in India. In the confectionery segment, the company enjoys a mere 15 per cent 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 from this category as well, they being Melody 2 in 1, Poppins and MangoBite.

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Hum Saath Saath Hai (Management of company): Management of company is Centralized i.e. they have only one purchase department 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. Parle biscuits and confectionaries are fast gaining acceptance in international markets, such as, Middle East, Africa, South East Asia and the more sophisticated economies 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 initiated the process of getting ISO 9000 certification. The Parle name symbolizes quality, health and great taste. And yet, we know that constantly 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 people all 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 the world. Which has resulted into Parle-G being the worlds largest selling biscuit".

Promotion Strategies 1. Golu Galata

Parle Products is in the business of manufacturing and marketing biscuits and confectioneries since 1929. Over these years Parle has been active across regions conducting various social activities as part of our Corporate Social Responsibility policy. In Tamil Nadu, traditionally, women decorate various dolls made of clay during

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Navaratri celebrations by setting up 7-9 steps. This display is well decorated and friends and relatives are invited to witness the same. Through a detailed research, Parle found that due to time pressures, this tradition is slowly dying and is getting restricted to a select few households. Thus, to revive the fading event, Parle introduced this novel promotion called Parle Golu 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 the all-round development of children. Parle Saraswati Vandana, one of its initiatives, is an interschool contest based on the Saraswati Puja celebrations. It gives the children an opportunity to exhibit their creative skills and makes the celebrations even more special in the process. Started in the year 2002 in Kolkatta, it has seen a tremendous increase in the number of schools participating each year, with entries coming from schools of West Bengal. Every year a grand programme is organized by Parle in Kolkotta to felicitate the winners. Here eminent personalities from the field of literature, education, art, films, media and politics grace the occasion. Performances by popular artistes make it a night to remember for every invitee present there. The awards and adulation makes it unforgettable for the winners.

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SCOPE OF MARKETING STRATEGY

Marketing strategy i s t y p i c a l l y s e e n a s t h e t a s k o f c r e a t i n g pro mot ing and deliver ing goods and services to c o n s u m e r s a n d businesses .marketing involved in 6 types of marketing and they are:

1. Goods
Physically goo ds co nst it ute t he bu lk o f mo st count ries production and marketing effort. Each year us companies alone market billions of canned and frozen foods products and various othermain st ays of a modern economy. Not only co mpanys market t heir product but it can be marketed through internet also

2. Services
As econo mies advance a growing proport ion of t heir act ivit ies is focused on production of service. Service includes the work of airlines hot els bar bers and repair people .at t he pure service end would be listening to a patient or a quarter performing at another level it wouldb e t e l e p h o n e c a l . I t i s s u p p o r t e d b y a h u g e i n v e s t m e n t b y b o t h product and a service.

3. Experience
By orchestrating several service and goods it can create a stage and market experience. There is also a market for customized such a s s p e n d i n g a w e e k a t a b a s k e t b a l l c a m p w i t h r e t i r e d b a s k e t b a l l greats for a few minutes and climbing Mount Everest.

4. Events
Mar k et er s pro mo t e t ime bas e eve nt s su c h as Olymp ics co mp an y a n n i v e r s a r i e s m a j o r t r a d e s h o w s s p o r t s e v e n t s . T h e r e i s whole professional of meeting planners who work out the Details of the events and make sure it comes out properly

5. Persons
Celebrity marketing is a major business. Today ever y major f i l m h a s a n a g e n t , a p e r s o n a l m a n a g e r a n d t i e s t o p u b l i c r e l a t i o n agency. People like Madonna and lat e Andy Warhol h a v e d o n e a mast erful jo b of market ing t hemselves. Management consult ant tom pet er himself a mast er at self branding has advised each person to become a brand

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6. Information
Information can be produced and marketed as a product. This is essentially what schools and universities produce and distributes at a p r i c e t o p a r e n t s , st u dent s and co mmu n it ies. T he pro duct io n p ac k ag ing and d is t r ibu t io n o f in fo r m at io n is o ne o ur so ciet y m a j o r industries

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FUTURE PROSPECTS

Aaj Tak (Past, Present & Future Of Company): This is the first purely Indian company, which produces Biscuits, Toffees, and candies etc. Naruttam Shah Chauhan formed this company in 1928. He was the son of Mohanlal Dayalalji Chauhan who started the idea of manufacturing process of parle-g biscuits when the ship sales to Germany. They have achieved many numbers 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 the production 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 of branches in India like Maharashtra, Bahadurgad, Delhi, Rajasthan, Bihar, Utter Pradesh, 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.

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CONCLUSIONS
PARLE-G is the worlds largest selling brand of Biscuits. Parle-G has a good trick of tapping the consumers which many years ago Mr. Shailendra Saraf did. Parle-G can be consumed by all age group and it is a favourite for many of them. Parle-G has held its price line at Rs 4 for more than 25 years. . Launched in the year 1939, it was one of the first brands of Parle Products. It was called 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 taste and energy).

Parle-G uses healthy ingredients which if consumed provides 450 calories per pack. It has a very good Marketing Strategy that it caters even to smallest villages in India. 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 properly reused, 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 Cattle Feeding. 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 particular product, and there are such nine product manufactured in the factory.

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