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Project
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Name: Ravi Parmar

Roll No: 260
Div: B

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d {ntroduction
d History
d Features
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d Brand Overview
d Brand Evolution Timeline
d Brand Elements
d Positioning
d Target market
d Packaging
d Pricing
d Distribution Channels
d Promotion
d Story Board of an ad from the campaign
d Acknowledgement
d Conclusion
d Reference
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Parle Products has been {ndia'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 to the remotest villages of {ndia, the
company has definitely come a very long way since its inception.

Many of the Parle products - biscuits or confectioneries, are market leaders in their
category 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 market
in {ndia, Parle has grown to become a multi-million dollar company. While to the
consumers it's a beacon of faith and trust, competitors look upon Parle as an
example of marketing brilliance.
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Today, the great strength of Parle Products is the extremely widespread

distribution network. Even at the remotest places, you can buy Parle biscuits and
sweets from the local grocer. {t has taken years to create this extensive network.
Parle¶s sales force started with one salesman in Bombay and some agents in few
other cities. Gradually, Parle Products expanded. Soon sweets and biscuits were
being sent by rail to Calcutta, Delhi, Karachi, Madras and other major cities. As
production increased, distribution was amplified. Full time salesmen were
appointed in different areas. Currently, Parle Products has over 33, 00,000
distribution outlets.

Every nation dreams of a better tomorrow. And every nation's tomorrow lies in the
hands of its children; the young stars who shape the future of the nation. So, it's
important to nourish these young stars, after all it's a question of the nation's future.

Filled with the goodness of milk and wheat, Parle-G is a source of all round
nourishment. Treat yourself to a pack of yummy Parle-G biscuits to experience
what has nurtured and strengthened millions of people for over 70 years. A meal
substitute for some and a tasty and healthy snack for many others. Consumed by
some for the value it offers, and many others for its taste. Whatever the occasion, it
has always been around as an instant source of nourishment. Little wonder that it's
the largest selling biscuit brand in the world.

d Name of the company: Parle Products Pvt ltd.

d Established in the year: 1929
d Chairman: Sharad Chauhan
d Directors: i) Anup Chauhan ii) Amol Chauhan

d Manufactured by Parle Agro.

d Slogan : G maane Genius

d One of the oldest brand names in {ndia and is the largest selling brand of
biscuits in {ndia.
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d Market Share : 70% ; followed by Britannia¶s Tiger (18%) and {TC's

sunfeast (9%).

d Brand Value : Rs. 2000 crore, contributing more than 50 % of the

company's turnover.

d Address of head office: V.S. Khandekar marg,V{LE PARLE(East),Mumbai-

400057.
d Address of Contractor Manufacturing Unit(C.M.U) :- Bunty Foods, Plot
no. A-66, Anandnagar M.{.D.C, Ambarnath - 421506.
d Web site: www.ParleProducts.comc

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Parle Product¶s fame and familiarity is undeniable. Considering its extensive reach,
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the brand Parle is known and recognized by everyone. Over the years, Parle¶s
sweets and biscuits have become a household name. From kids to adults, everyone
loves and cherishes these treats. {t gives us great pleasure to see our consumers
enjoy and embrace Parle products on daily basis. Our confectioners and chefs have
the utmost authority at Parle. Had it not been so, the beginning of Parle would have
been quite different.

{n 1929 a small company by the name of Parle products emerged in British

dominated {ndia. The goal was to spread joy and cheer to children and adults alike,
all over the country with its sweets and candies. Although, the company knew that
it wouldn¶t be an easy task, they decided to take the brave step. A small factory
was set up in the suburbs of Mumbai to manufacture confectionery products. A
decade later this factory was upgraded to manufacture biscuits as well. 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 {ndia 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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î 1929:The first year of operation. Our only assets were hard work and hope.
î 1939:Ten years of determined effort brought results. Things began to take
shape. And we tried even harder.
î 1949:The formative years were over. We had come of age.
î 1974:Here was the first evidence of Parle as it is today.

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d Primarily eaten as a tea-time snack.

d {t has a special taste which cannot be duplicated by others.

d Has quality nutrition.

d No {ndian grown without feed of Parle-G product

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î Parle Products has been {ndia's largest manufacturer of biscuits and

confectionery, for almost 80 years.

î {t is the Largest selling Biscuit Brand in terms of volume in the world.

î Sales turnover of around Rs 18billion in 2009

î The Parle name symbolizes quality, nutrition and great taste.

î With a 70% share of the glucose biscuit market and more than 50% share in
the Parle products.

î While to consumers it's a beacon of faith and trust, competitors look upon
Parle as an example of marketing brilliance.

î Parle-G has nurtured and strengthened the minds of millions of genius

{ndians for over 65 years.

î {t¶s more than just a biscuit. A meal substitute for some, a tasty and healthy
snack for many others. Consumed by some for the value it offers, and many
others for it¶s taste
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î Parle G was initially recognized by its iconic white and yellow stripped wax
paper wrapper with the baby face on it.

î Replaced with plastic wrappers which are glossy and strongc

î Parle-G comes in 8 different sizes

î Brand ambassador is G-Man a superhero saving children from evil forces.

This is a smash able element.

î TV commercial was launched for Parle-G where the product is being

called µHindustan ki takat¶



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î Great taste, high nutrition, and the international quality

î Healthy snack for children of all ages and classes

î Complete wholesome meal for common man

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î Associated with the positive values of life like honesty and caring

î Value-for-money positioning

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Parle-G is targeted at the lower-income group.

Recently it has started exclusively targeting children in the age group of 5-12 years
with its µG maane Genius¶ campaigns
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d Cream coloured yellow striped wrapper containing 10-12 biscuits with the
companies name printed in red having the photo of a young, innocent
looking child.

d Originally packed in the wax paper pack

d Today available in a contemporary, premium, airtight BOPP pack with

attractive side fins.

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16.5G, 38.5G, 60.5G, 82.5G, 99G, 209G, 313.5G, 418G, 825G




For 19grams:Rs.1/-

For 44grams:Rs.2/-

For 93.5grams:Rs.4/-

For 231.5grams:Rs.12

î Parle G has adopted the foll:

w Market Penetration strategy i.e. low price along with capturing of a

large market.

w Value pricing method i.e. focus on low prices and providing good
quality products.
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î This benefits Parle G by

giving a competitive edge in terms of large market share which is around
40%: both rural and urban presently

î Profit margin for distributors in 4% n retailers is 10-12%

î The packs are available in Re1, Rs2, Rs4 to Rs25.

î The price was last raised in 1994 by 25 paise.

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î Factories at Mumbai, Haryana, Rajasthan and Karnataka.

î Also has 14 manufacturing units for biscuits on contract.

î Factories are located at strategic locations to ensure a constant output & easy
distribution.

î Nearly 1,500 wholesalers, catering to 4,25,000 retail outlets directly or

indirectly.

î A two hundred strong dedicated field force services these wholesalers &
retailers.

î 31 depots and C&F agents supplying goods to the wide distribution network
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î Parle-G started being advertised in the 80's mainly through press ads.

î {n 1989, Parle-G released its Dadaji commercial

î {n the year 1997, Parle-G sponsored the tele-serial of the {ndian superhero,
Shaktimaan that went on to become a huge hit with the young kids.

î {n the year 2002, a national level promo - `Parle-G Mera Sapna Sach Hoga'
was run for a period of 6 months. The promo was about fulfilling the dreams
of children.

î {n 2002 G-Man - a new ambassador for Parle-G- was introduced who was
not just a hero but also a super-hero that saves the entire world, especially
children from all the evil forces.

î {n 2004 it started its µG mane Genius¶ campaign

î {n 2006-07, the campaign was changed to µHindustan ki Taakat¶, to assume

a bigger platform as the biscuit that stands for strength (taakat) in and for
{ndia.
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î {n 2007 Parle-G launched its Parle Golu Galata contest.

î But in early 2008, Parle-G reverted to its µG for Genius¶ line with a little
twist ± µDo Genius¶.
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Brand Name: PARLE-G

Ad: µG Maane Genius¶

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No research can blossom from a single person¶s mind without

proper guidance, assistance and inspiration from various quarters. My
project was given its present shape by assistance of many people whom
{ am greatly indebted to. { express my gratitude and indebtedness towards the
people who helped me during my project work.

{ express my humble gratitude towards Miss. Kanika Dewan for giving me a

chance to research on such a reputed organization and for providing me proper
inputs and guidance.

Last but not the least { want to thanks my Parents, without their keen
interest and imme nse guida nce it would ha ve not been
p o s s i b l e t o complete this project
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The detailed study about the Parle products mainly PARLE G, gives out a Success
Story in rural areas. This shows that products even at low prices can earn
substantially considerable profits. The results of the survey also indicate the
importance of Parle G in comparison with its competitors, local and imitation
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brands. The views of the consumers on the Parle G biscuits also put light on its
vitality.

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1. www.google.com

2. http://www.parleproducts.com/brands/biscuits_parleg.asp

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4. http://en.wikipedia.org/wiki/Parle-G
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