Project

On

Submitted by: Submitted to:

Divya pandoh(18MMB062)
Asheesh Gupta(18MMB010) Dr. Saurabh
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 to
the remotest villages of India, the company has definitely come a very long
way since its inception.

• Name of the company: Parle Products Pvt ltd.

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

• Manufactured by Parle Agro.

• Slogan : G maane Genius/Bharat ka apna

• One of the oldest brand names in India and is the largest selling
brand of biscuits in India.

• Market Share : 75-80% ; followed by Britannia’s Tiger (18%) and

ITC's sunfeast (9%).

• Brand Value : Rs 10,000 crore, contributing more than 50 % of the

company's turnover.

• Address of head office: V.S. Khandekar marg,VILE

PARLE(East),Mumbai-400057.
• Address of Contractor Manufacturing Unit(C.M.U) :- Bunty Foods,
Plot no. A-66, Anandnagar M.I.D.C, Ambarnath - 421506.
• Website: www.ParleProducts.com
 USP OF PARLE G

 It's a brand that has held its price line at Rs 4 for 25 years -- the price was last raised in
1994 by 25 paise and now they have increased the price by 1 rupee.
 Diversified product range.
 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).
 Catering to the masses.

TOP Competitors of Parle G

 Britania

 Richlite

 ITC
 Horlicks

Milestones - The Decades of Progress

 1929:The first year of operation. Our only assets were hard work and
hope.
 1939:Ten years of determined effort brought results. Things began to
take shape. And we tried even harder.
 1949:The formative years were over. We had come of age.
 1974:Here was the first evidence of Parle as it is today.
Brand Profile:

 Parle G has been India's largest manufacturer of biscuits and

confectionery, for almost 80 years.

 It is the Largest selling Biscuit Brand in terms of volume in the world.

 Sales turnover of around Rs 18billion in 2009

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

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

 While to consumers it's a beacon of faith and trust, competitors look

upon Parle G as an example of marketing brilliance.

 Parle-G has nurtured and strengthened the minds of millions of

genius Indians for over 65 years.

Parle-G Range:
Product Life cycle of Parle G
Market Analysis

Positioning:

 Great taste, high nutrition, and the international quality

 Healthy snack for children of all ages and classes

 Complete wholesome meal for common man

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

 Value-for-money positioning

Target Market:

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

It has started exclusively targeting children in the age group of 5-12 years
with its ‘G maane Genius’ campaigns.

Packaging:

• Cream coloured yellow striped wrapper withthe photo of a young,

innocent looking child.

• Originally packed in the wax paper pack

• Today available in a contemporary, premium, airtight BOPP pack

with attractive side fins.

• Pack Sizes available:

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

Consumer Profiling

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.
Comments:

“The brand is clearly an Indian brand and it straddles all

economic strata. The fact that it is a staple for everyone in the
house keeps it going,” says Nirvik Singh, chairman and president,
Grey Global Group, South and South -East Asia, the agency that
handles the Parle-G account.

“It is a heritage brand. We sell over 25 crore packets every

month. That should reflect the stature of the brand,” says
Praveen Kulkarni, marketing head at Parle Products Pvt. Ltd
. “We don’t need celebrities as the brand equity is so strong,”
says Kulkarni.

"While we consolidated our biscuits and confectionery portfolio

we felt that was not very innovative. In the last couple of
decades, we have made movements as a whole food company
rather than as a company which has only couples of line," said
Parle Products Category Head B Krishna Rao.
References:

 http://www.parleproducts.com/timeline

 http://www.parleproducts.com/biscuits/parle-g

 https://en.wikipedia.org/wiki/Parle_Products

 https://www.slideshare.net/gabbarbhatti/parle-g-profile
 https://www.livemint.com/Companies/TdvnbHiNpTKA4KnTVeM2yM/8

0-years-on-ParleG-continues-to-dominate-biscuit-market.html

 cobalten.com/afu.php?zoneid=1407888&var=1835517

 https://www.owler.com/company/parleproducts