Assignment

on
“PARLE”
A COMPREHENSIVE STUDY

MASTER OF BUSINESS ADMINISTRATION

( Session 2009 ~ 2011 )

Submitted To :- Submitted By:-

Mr. Rajnish Sharma, Pardeep Kumar ,
Teaching Associate, M.B.A.(GEN), ‘B’.
U.S.M.(KKR) . ROLL NO:- 82.
ACKNOWLEDGEMENT
 “ Live as if you were to die tomorrow.
Learn as if you were to live forever ”
Gandhi Ji

The satisfaction and euphoria that

accompany the successful completion of any task would be
incomplete without mentioning the people who made it
possible, whose consistent guidance and encouragement
crowned the effort with success. . I would like to take this
opportunity to offer my heartfelt thanks and gratitude to
University School of Management (K.U.K) for presenting
me with this opportunity of preparing assignment on the
topic ‘Parle - A COMPREHENSIVE STUDY’.

I would express my thanks and gratitude

to Mr. Rajnish Sharma for their able guidance and support
throughout the tenure of assignment. I would consider it
my privilege to express my gratitude and respect to my
seniors who guided me at every step.

PARDEEP
KUMAR
 DECLARATION

I, PARDEEP KUMAR, hereby declare that the following assignment titled

“PARLE - A Comprehensive Study ” is an authentic work done by me.

The informations and findings presented in this assignment are genuine,

comprehensive and reliable based on the data collected by me.

This assignment was undertaken as a part of the course curriculum of MBA

full time program of University School of Management, Kurukshetra
University, Kurukshetra for the fulfillment of the degree.
The matter presented in this report will not be used for any other purpose
and will be strictly confidential.

I further declare that this presentation

report has not been submitted earlier to any other university or
institute for the award of any degree or diploma .

PARDEEP KUMAR,
U. S. M. (KKR)
 CONTENT

1. Introduction
2. About Parle
3. Certification
4. Quality
5. Location
6. Process
7. Other product
8. SWOT analysis
9. Parle –g and price mix
10. Parle-g and place mix
11. Comparative and analysis of parle-g
12. Britannia tiger
Introduction –

Parle was set up in 1929 in the suburbs of of Mumbai city, to

manufacture sweets and toffees.At that time market was
dominated by famous international brands. Despite unequal
competition, this company called Parle Products, survived and
succeeded, by adhering to high quality and improvising from
time to time. In 1939, Parle Products began manufacturing
biscuits, in addition to sweets and toffees.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.

About Parle

• 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 the remotest villages of India ,
the company has definitely come a very long way since its
inception
 CERTIFICATION:

• 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.
Today, the Parle brands have found their way into the hearts and
homes of people all over India & abroad, which has resulted into
Parle-G being the “Worlds largest selling biscuit".

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 longlasting
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.

LOCATIONS:
• First Factory:- Mumbai
· Second Factory:- Bhadurgarh
• Third Factory:- Bangalore
• Next- Rudrapur (Uttranchal)
• Total Production At Uttaranchal:- 250 metric tones.
Process:
Step 1: You will need
200 g caster sugar
2 large eggs
400 g plain flour
1 tsp baking powder
¼ tsp salt
1 tsp vanilla essence
some butter for greasing
1 large bowl
1 small bowl
1 wooden spoon
1 oven tray
1 pallet knife
assortment of pastry cutters
1 fork
1 teaspoon
Glucose
some cling film

Step 2: Prepare the tin

Butter an oven tray, dust over a little flour and shake it to evenly
coat the tray. This will prevent the biscuits from sticking to it
when it cooks.

Step 3: Butter & sugar & glucose

Put glucose and 200 grams of caster sugar in a large bowl. Mix
until smooth and light cream in colour.

Step 4: Eggs
Break 2 eggs into a small bowl and beat lightly. Mix in a
teaspoon of vanilla extract.

Gradually add the egg into the sugar ,glucose and butter
mixture. If you add it all at once to will curdle!

Step 5: Flour
Mix 400 grams of flour... 1 teaspoon of baking powder… and
1/4 teaspoon of salt together in a bowl

Step 6: Combine
Now gradually add the mixture. Mix thoroughly until you can
no longer see any lumps of white flour. It will turn into a dough.

Step 7: Divide
Turn out the dough. Pat it gently into a ball. Split it into two
equal pieces, flatten slightly, and cover with cling film. Place in
the fridge for about 30 minutes. This will make it easier to roll
out.

Step 8: Pre heat the oven

Meanwhile, turn the oven to 180 degrees Celsius

Step 9: Roll
Once the dough is chilled, roll on a floured surface until it is
about half a centimetre thick. Slide a pallet knife around the
dough to loosen it. Select a pastry cutter, and starting at the edge
of the dough, cut out the biscuits. cut with the variety of shapes
you can make. Place the biscuits straight onto the prepared
baking tray

Step 10: Bake

Place the baking tray into the oven and cook until golden brown.
This should take around 10 minutes, but watch carefully to make
sure they don't burn.

Step 11: Cool

Take the tray out of the oven and leave it to cool. Then transfer
them to a wire rack to become nice and crisp.

Dust with a little icing sugar for a finishing touch.Done

Other products:
KISSME BAR

MANGO BITE

MELODY

MAGIX

PARLE CREAM
ORANGE CANDY

POPPINS

ROLA-A-COLA

TOFFEES
MILK SHAKTI

SWOT Analysis of Parle

Strengths
=>Parle Brand,
=>Diversified product range,
=>Extensive distribution network.
=>Low and mid price range
=>Catering to mass,
=>Better understanding of consumer psyche

Weakness
=>Dependence on retailers & grocery Stores for displaying
diversified Parle Products on shelf, induce impulsive buy
=>Dependence on Parle G
=>(flagship brand)

Opportunities
=>Estimated annual growth of 20%
=>Low per capita consumption,
=>Changing consumer preference,
=>Increasing demand for sugar free,
=>Diet biscuit

Treats:
=>Hike in cost of production due to hike in raw material cost.
=>Increasing distribution cost.
=>Local bakery products.
=>Entry of various new entrant, ITC etc.

Parle - G and Price mix

• Parle G has adopted the Market Penetration strategy i.e. low
price along with capturing of a large market
• Also they focus on providing good quality products at the same
time, which means it uses the value pricing method.
• The value-for-money positioning helps generate large sales
volumes for the products.
• Parle G is available in Re 1,Rs 2, Rs 4 to Rs 25 packet
• Profit margin for distributors is 4% and for retailers is 10-12%
• Parle-G maintained its price of Rs.4.00 for the last 12 yrs &
has seen the variation in its sales due to increase in price by
mere 50p

Parle - G and Place mix

• The extensive distribution network, built over the years, is a
major strength for Parle Products.
•Parle G biscuits are available to consumers, even in the most
remote places and in the smallest of villages with a population
of just 1500.
• Parle has nearly 1,500 wholesalers, catering to 4,25,000 retail
outlets directly or indirectly. A two hundred strong dedicated
field force services its huge wholesalers & retailers network.
• Additionally, there are 31 depots and C&F agents supplying
goods to the wide distribution network.
• Factories at strategic locations & Establishment of
manufacturing units in rural areas.

Comparative Analysis of Parle - G and

Britannia Tiger

Nearest competitors in Glucose Category.

“Tiger” gained 28 % Market Share in 100 gram Glucose biscuit
segment in a short span of 7 years (1997 – 2004)

VERSUS

“Parle G” established since 60 years – 57 % Market Share in this

segment.,
In 2006 – 07 Parle G raised price for its 100 gram pack by 50
paise (i.e. Rs. 4.50), while Tiger maintained its price at Rs. 4/-.

RESULT

Sales of Parle G dipped to Tiger. Customers of Parle G tended to

switchover to Tiger. PARLE G is highly price sensitive since it
caters to the bottom of the pyramid.
Bibliography-
Google.com,wikepidia,parleproduct.com