parle

Introduction:-
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.

History:-
Parle products company was founded in 1929 in british India. It was owned by the chauhan
family of vile parle, Mumbai. Parle began manufacturing biscuits in 1939. In 1947, when India
became independent, the company launched an ad campaign, showcasing its gluco biscuits as
an Indian alternative to the british biscuits. The parle brand became well known in India
following the success of products such as the parle-G biscuits and the frooti soft drink. The
original parle company was split into three seprate companies, owned by the different factions
of the original chauhan family.

* Parle products (1950s),led by vijay, sharad and raj chahuan (owner of the brands Parle-G,
Melody, Mango Bite, Poppins, Kismi toffee bar, Monaco and Krackjack)

* Parle agro (1960s),led by prakash chauhan and his daughters schauna, Alisha and Nadia
(owner of the brands such as Frooti and Appy)

* Parle Bisleri (1970s),led by Ramesh chauhan

All three companies continue to use the family trademark name ''Parle''. The original Parle
group was amicably segregated into three non-competing businesses. But a dispute over the
use of ''Parle'' brand arose, when Parle Agro diversified into the confection name business,
thus becoming a competitor to Parle Products. In february 2008, Parle Products sued Parle Agro
for using the brand Parle for competing confectinery Products. Later, Parle Agro launched its
confectionery Products under a new design which did not include the Parle brand name. In
2009, the Bombay High Court ruled that Parle Agro can sell its confectionery brands under the
brand name Parle or Parle Confi on condition that it clearly specifies that its products
belong to a seprate company, which has no relationship with parle products. 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 biscuits
market and a 15% share of the total confectionery 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 salesman were appointed in different
areas. Currently, Parle Products has over 33,00,000 distribution outlets.

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. consumers enjoy and embrace Parle Products on daily basis. Our
confectioners and chefs have the utmost authority at Parle. Had 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.

A long time ago, when the British ruled India, a small factory was set up in the suburbs of
Mumbai city, to manufacture sweet 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, srvived 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
quantity.

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.

Parle Products:-

Parle-G:- It has saved many hungry souls, old and young, at noon or midnight. It has been a
loyal companion to cutting chai for decades. Whether you are looking for a nutritional
substitute or just something to munch after a long day of work or study, Parle-G is a brand built
for the masses. And with 70% market share one cant argue with that.
Who s that girl?:- She is Neeru Deshpandey from Nagpur, if you believe a post on quora
where a user has raised a question on the identity of the evergreen Parle-G kid. The anonymous
post adds that the picture was clicked when she was 4 years 3 months old. Then theres another
source, Parle-G s Wikipedia page that comes up with the name GunjanGundaniya.

Finally, Mayank shah, group Product manager at Parle Products, puts all the folklore to rest and
reveals : Its actually an illustration by an everest creative back in the 60s. People have created
their own stories about the kid being a girl and assigned names of their own accord and others
just caught onto them, a lethal combination of rumour and grapevine.

Literature Review
A review of literature in the marketing domain shows a considerable body of work converging
on the importance of the corporate brand. This has resulted in the need to manage a corporate
brand effectively (Lane Keller, 1999) and identification of the need to reveal the processes
involved in building and sustaining positive corporate reputations with wider shareholder
audiences (Balmar, 1998, Ind, 1998, Macare, 1999). This research thesis takes on the scientific
method of exploring the concept of corporate brand identity in the minds of the consumers,
thus identifying the determinants of corporate brand identity, the value of customer- centric
branding and the need to improve consumer brand knowledge. An analysis of brand functions
further helps devise a process for consumer segmentation. Design of an experiment helps
formulate strategies for increasing consumer emotion for a brand by increasing the level of the
consumers Knowledge about the brand.

Marketing Strategy
Starting its operations in 1929 with just 12 people, Parle company has come a long way in the
last 8 Decades . It has emerged as the largest biscuit brand globally. To reposition itself and drive
a fresh campaign Parle has roped in earlier famous writer-lyricist Javed Akhtar for the campaign

''Bharat Ka Apna Biscuit''. With this repositioning Parle is eying on increasing its market share in
premium segment biscuits from current 15% to 20% in the year 2017-2018.

Not only that, Parle has recently come up with a campaign which wants to highlight the many
different types of biscuits which Parle manufactures. The reason for this campaign was that
Parle as a mother brand was getting weaker as compared to the brands of its individual
products such as krackjack, 20-20, etc. Thus, the Parle has a keen sight on the goal and it can
surely achieve the same because of the fantastic product portfolio that it has.