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Introduction, History and Type of Organization:

P- Perfect
A-Attractive
R-Relishing
L-Learning
E-Eatable

History:
Parle Product’s fame and familiarity is undeniable. Considering
its extensive reach, 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. It 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.
In 1929 a small company by the name of Parle products
emerged in British dominated India. 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 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.
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.
Introduction and type of organization:
Parle Products Pvt. Ltd. is a FMCG (Fast moving Consumer
Goods) Industry. The fast moving consumer goods are those
consumables which are normally consumed by consumer at a
regular interval.

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.

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 India, 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.
Available Anywhere
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. It
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.

Organizational Structure:
Organization structure is teamwork of the formal relationship
that has been established. The purpose of the structure is to
assist in regulating and directing the efforts of an organization
so that they are co-ordinate and consistent with organization.
Organization structure of the company shows the
interrelationship between employer and employee or vice-
versa. It shows a clear cut line of authority, responsibility and
accountability.
Among the various types of organization structure Parle has
adopted vertical management structure.

Chart of Departments
PRODUCTS OF THE COMPANY

Parle Products Pvt. Ltd. Is a US $ 450 million


Organization. It is in the business of manufacturing and
marketing of biscuit, confectionaries and snacks. It has state of
the art machinery with automatic printing and packing facility.
Its biscuit backing oven is largest of its type in Asia.
Over the decades, the efforts of Parle’s Research and
Development wing have made the repertoire of its products
grow manifold.
Almost all of Parle Products are market leaders and as
recognition of their quality, have won them 111 gold, 26
silver and 4 bronze Monde Selection Medals since 1971
to 2008.
Some of the Products of Parle Products Pvt. Ltd. is
mentioned category wise below:

Biscuit Goodies:

Parle-G Kreams, Kreams Gold

Hide & Seek, Milano Milk Shakti

Krackjack Parle 20-20 Cookies

Magix Golden Arcs

Marie, Digestive Marie Nimkin

Monaco, Jeera Chox

Cool Confectionery:
Poppins Melody Softee

Mazelo Kismi Toffee and Bar

Orange Candy Kismi Gold

Xhale Mango Bite, Kachha Mango


Bites
2 in 1 Éclair Melody

Golgappa Parle Lites

Munch on Snacks:
Musst Bites Cheeselings

Sixer Jeffs

Musst Sticks and Chips Sixer Zeera

Cool Beverages:
Frooti Saint Juice

Grappo and Appy Fizz Bailey

LMN Bisleri

Market & Competitors:

Market Of Parle (Major Cities):


International Market:
• Parle’s international operations consist of serving markets
in the Middle East, Africa, South America, Sri Lanka,
Australia and North America.

Competitor Analysis of Parle:


• “Britannia and Parle together command a 75-78 percent
market share. The glucose segment accounts for 35
percent of the overall biscuit market. Parle’s Parle-g is the
leader in the Glucose segment, wherein is has 55% share.
• Salty biscuits (Parle’s Monaco and Britannia’s Snax) and
sweet salty biscuits ( Parle’s Kracjack and Britannia’s 50-
50) are the other two most popular segments in the
biscuit market.
• It has recently launched Hide and Seek, chocolate chips
biscuits which will compete with Britannia’s Bourbon.
• Parle plays a high volume, low margin game. But Britannia
and Sunfeast look at two-pronged strategy- High margins
in cream variants and volumes from the Marie and
Glucose segments.

Britannia Products Parle Products

Tiger Biscuits Parle-G


Marie Gold Parle Marie, Digestive
Marie
50-50 Krack Jack
Bourbon Hide & Seek, Milano
Nice Biscuits
Nutri Choice

Salary Structure:
HR Policies:
Marketing Strategy:

Parle’s efforts to make biscuits


affordable to all?
Biscuits were very much a luxury food in India,
when Parle began production in 1939. Apart from
Glucose and Monaco biscuits, Parle did offer a
wide variety of brands.

However, during the Second World War, all


domestic biscuit production was diverted to
assist the Indian soldiers in India and the Far
East. Apart from this, the shortage of wheat in
those days, made Parle decide to concentrate on
the more popular brands, so that people could
enjoy the price benefits.

Thankfully today, there's no dearth of


ingredients and the demand for more premium
brands is on the rise. That's why; we now have a
wide range of biscuits and mouthwatering
confectionaries to offer.

Be it a big city or a remote village of


India, the Parle name symbolizes quality,
health and great taste!

And yet, this reputation has been built, by


constantly innovating and catering to new tastes.
This can be seen by the success of new brands,
such as, Hide & Seek, or the single twist
wrapping of Mango bite.

In this way, by concentrating on consumer


tastes and preferences and emphasizing
Research & Development, the Parle brand grows
from strength to strength.

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.

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 our cultivated
understanding of the Indian consumer psyche.
The value-for-money positioning helps generate
large sales volumes for the products.

Marketing management refers to distribution


of the firm’s product or service to the customers
in order to satisfy their needs and to accomplish
the firm’s objectives.

Marketing includes developing the product,


pricing, distribution, advertisement, and
merchandising, doing personal selling, promoting
and directing sales and service to customers.

Developing Marketing Strategies for


Parle: -

Determine what the customer’s needs are and


how those needs can be satisfied.
Select the market that would be served.
Decide what advantage that will give a
competitive edge over other firms.

Meeting customer’s needs


Learning customer’s needs
Conscious about the firm’s image
Looking for danger signals

SWOT ANALYSIS OF PARLE


SWOT analysis is a strategic planning
method used to evaluate the Strengths,
Weaknesses, Opportunities and Threats involved
in a Project or Business venture. It involves
specifying the objective of the business venture
or project and identifying the internal and
external factors that are favourable and
unfavourable in achieving that objective.
STRENGTH WEAKNESS
1. Low price as compared 1. Breakage of
to competitors biscuits while
2. Sizeable market share delivering to retailers
in the country. 2. No proper
3. Offers variety of replacement system
products under its brand. for broken biscuits to
4. Different sizes of retailers
packets are available. 3. Improper and
5. An experienced team irregular supply.
of sales and marketing 4. Fewer shares in
executives. Premium biscuit
6. Deep and effective market.
coverage 5. Dependent on its
7. Largest distribution flagship brand, Parle-
system. G
6. Poor packaging in
family pack of glucose
biscuits.
7. Lack of schemes for
retailers and
distributors.
OPPORTUNITY THREAT
1. Rising demand for 1. Highly advertised
innovative packaging in brands such as
packaged foods. Britannia.
2. Retaining loyal 2. Ever increasing
retailers or wholesalers. competition from
3. Improving supply multinationals and
system for established local companies.
brands. 3. Increase in sale of
4. Huge scope for some cheap local bakery
Parle products in medical products.
shops. 4. Emerging
5. Information revolution substitutes like
brought about by the wafers, snacks and
television. toast.
6. Good scope for snacks, 5. Margin war among
if launched and properly the major
promoted. Brand

Conclusion
Detailed study of Parle Products, gives out the
success story of Organization management and
successful marketing style of company. This
shows that perfect management style can
convert any small business into multimillion a
Brand. The marketing strategy of Parle shows
that products even at low price earn substantially
considerable profits.

And because of splendid management and


marketing style Brand Parle G dominates the
volume-dominated biscuit market. Even in
today’s times when multinationals are beefing up
their operations and trying to change the
dynamics of the market, Parle G’s Numero Uno
position is unchallenged. Brand Parle G is iconic
and has evolved over the years. Trust, relevance,
affordability are its hallmarks, which have
withstood pressures from the hyper-competitive
marketplace.

Parle Products Pvt. Ltd is now lagging in services


to retailers because of improper supply and
distribution in some areas and competitors taking
advantage of these points. But it is also not
perfect solution because it at some place they
cannot control the selling price of the products
and it affects the sale of the company. As per
solution of this problem the company should
mention the price of the product in its
advertisement.