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Content:
• Introduction
• History
• Features
• Brand Overview
• Brand Evolution Timeline
• Brand Elements
• Positioning
• Target market
• Packaging
• Pricing
• Distribution Channels
• Promotion
• Story Board of an ad from the campaign
• Acknowledgement
• Conclusion
• Reference
Introduction:
Available Anywhere:
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.
• One of the oldest brand names in India and is the largest selling
brand of biscuits in India.
company's turnover.
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.
Features:
Brand Overview:
With a 70% share of the glucose biscuit market and more than 50%
share in the Parle products.
Parle G was initially recognized by its iconic white and yellow stripped
wax paper wrapper with the baby face on it.
Replaced with plastic wrappers which are glossy and strong
Positioning:
Associated with the positive values of life like honesty and caring
Value-for-money positioning
Target Market:
For 19grams:Rs.1/-
For 44grams:Rs.2/-
For 93.5grams:Rs.4/-
For 231.5grams:Rs.12
Promotion:
Parle-G started being advertised in the 80's mainly through press
ads.
In 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.
But in early 2008, Parle-G reverted to its ‘G for Genius’ line with a
little twist – ‘Do Genius’.
Story Board of an ad from the campaign:
Last but not the least I want to thanks my Parents, without their
keen i n t e r e s t a n d i m m e n s e g u i d a n c e i t w o u l d h a v e n o t
b e e n p o s s i b l e t o complete this project
Conclusion:
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 brands. The views of the consumers on the
Parle G biscuits also put light on its vitality.
References:
1. www.google.com
2. http://www.parleproducts.com/brands/biscuits_parleg.asp
3. www.scribd.com/doc/12412961/Parle-g-Project
4. http://en.wikipedia.org/wiki/Parle-G
OVERVIEW OF COMPANY
History of Parle Company:
In 1929 a small company by the name of Parle products emerged in British dominated India.
The intent was to spread joy and cheer to children and adults alike, all over the country with its
sweets and candies. The company knew that it wouldn’t be an easy task, but they decided to
take the brave step. A small factory was set up in the suburbs of Mumbai, to manufacture
sweets and toffees. A decade later it was upgraded to manufacture biscuits as well. Since then,
the Parle name has grown in all directions, won international fame and has been sweetening
people's lives all over India and abroad.
In confectionery, they have a range of toffees and hard-boiled candies available in
chocolate, mint, cola, and tropical fruit flavors. Some of these are double layered toffees and
center filled candies packed in rolls or pillow packs, or have single or double twist wrapping.
Almost all of their products are market leaders in their category and as recognition of their
quality, have won Gold, Silver and Bronze Monde Selection medals since 1971. The immense
popularity of Parle products in India was always a challenge to our production capacity. Now,
using more modern techniques for capacity expansion, they have begun spreading their wings
and are going global. Parle biscuits and confectionaries are fast gaining acceptance in
international markets, such as, Middle East, Africa, South East Asia and the more sophisticated
economies like U.S.A., UK, Canada, Australia and New Zealand now relish Parle products.
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.
And yet, they know that constantly innovating and catering to new tastes have built this reputation.
This can be seen from the success of its new brands such as Hide & Seek, Mango bite etc. Today, the
Parle brands have found their way into the hearts and homes of people all over India & abroad. The
Parle Biscuit brands, such as, Parle-G, Monaco, Krackjack, Marie Choice, Hide
& Seek and confectionery brands, such as, Melody, Poppins, Rolacola, Mango bite enjoy a
strong imagery and appeal amongst consumers across the world.
WHICH HAS RESULTED INTO PARLE-G BEING THE “WORLD’S LARGEST SELLING BISCUIT"
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 Pvt. Ltd. Was established in 1929.During British rule in India. A
small factory was set up in the suburbs named “Vile Parle” of Mumbai, to manufacture sweets
and toffees. A decade later in 1939 it was upgraded to manufacture biscuits as well. Parle
Glucose (Parle-G) and Parle Monaco were the first brand introduced as a biscuit products. Since
then, the Parle name has grown in all directions, won international fame and has been
sweetening people's lives all over India and abroad. Its Head office is based in Mumbai, it been
India's largest manufacturer of biscuits and confectionery, for almost 80 years. Parle – G is the
world’s largest selling biscuit. Its reach spans even to the remotest villages of India.
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 65% share of the
total biscuit market and a 15% share of the total confectionery market in India, Parle has grown
to become a multi-million dollar company. They have recently entered the snacks market.
Apart from the factories in Mumbai and Bangalore Parle also have factories in
Bahadurgarh in Haryana and Neemrana in Rajasthan, which are the largest biscuit and
confectionery plants in the country. Additionally, Parle Products also has 10 manufacturing
units and 75 manufacturing units on contract.
It has been a strong household name across India. The great taste, high nutrition, and the
international quality, makes Parle-g a winner. No wonder, it’s the undisputed leader in the biscuit
category for decades. It 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 whole some 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. Because of this, Parle-G is the world’s largest selling brand of biscuits.
Launched in the year 1939, it was one of the first brands of Parle products. It was called Parle
Glucose Biscuits mainly to cute that it was a glucose biscuit. It was manufactured at the Mumbai
factory, Vile Parle and sold in units of half and quarter pound packs.
The incredible demand led Parle to introduce the brand in special branded packs and in
larger festive tin packs. By the year 1949, Parle Glucose biscuits were available not just in
Mumbai but also across the state. It was also sold in parts of North India. The early 50s
produced over 150 tons of biscuits produced in the Mumbai factory. Looking at the success of
Parle-G, a lot of other me-too brands Mumbai factory. Looking at the success of Parle-G, a lot of
other me-too brands were introduced in the market and these brands had names that were
similar to Parle Glucose Biscuits so that if not by anything else, the consumer would err in
picking the brand. This forced Parle to change the name from Parle Glucose Biscuits to Parle-G.
Originally packed in the wax paper pack, today it is available in a contemporary,
premium BOPP pack with attractive side fins. The new airtight pack helps to keep the biscuits
fresh and tastier for a longer period. Parle-G was the only biscuit brand that was always in short
supply. It was heading towards becoming an all-time great brand of biscuit. Parle-G being
started advertised in the 80’s. It was advertised mainly through press ads. The communication
spoke about the basic benefits of energy and nutrition. In 1989, Parle-G it’s released its Dadaji
commercial, which went on to become one of the most popular commercial for Parle-G. The
commercial was run for a period of 6years. Parle-G grew bigger by the minute. In the year 1997,
Parle-G sponsored the tale-serial of the Indian superhero, Shaktimaan that went on to become
a huge success. The personality of the superhero matched the overall superb benefits of the
brand. Parle extended this association with Shaktimaan and gave away a lot of merchandise of
Shaktimaan, which was supported by POS and press communication.
The children just could not get enough of Parle-G and Shaktimaan. In the year 2002, it
was decided to bring the brand to the child who is a major consumer. A national level promo –
‘Parle-G Mera Sapna Sach Hoga’ was run for a period of 6 months. The promo was all about
fulfilling the dreams of children. There were over 5 lakhs responses and of that, over 300
dreams were fulfilled. Dreams that were fulfilled ranged from trips to Disneyland at Paris &
Singapore; free ride on a chartered plane; 20 scholarships worth Rs 50,000; a special coaching
etc. The year 2002 will go down as a special year in Parle-G’s advertising history. A year that
saw the birth of G-Man – a new ambassador for Parle-G. Not just a hero but also a superhero
that saves the entire world, especially children from all the evil forces. A campaign that is not
just new to the audiences but one that involves a completely new way of execution that is
loved by children all over the world-Animation. To make the brand much more interesting and
exciting with children, it was decided to launch a premium version of Parle-G called Parle-G
Magix in the year2002. Parle–G Magix is available in two tastes. The year 2002 also witnessed
the launch of Parle-G Milk Shakti, which was the nourishing combination of milk and honey,
especially launched for the southern market. Growth and development of the organization over
the years, Parle has grown to become a multi-million US Dollar company. Today, Parle enjoys a
40% share of the total biscuit market and a 15% share of the total confectionary market, in
India.
The Parle Biscuit brands, such as, Parle-G, Monaco and Krackjack and confectionery
brands, such as, Melody, Poppins, Mango bite and Kismi, enjoy a strong imagery and appeal
amongst consumers. Then the Parle representatives includes the production officer and the
operation’s head made students exposed to the production unit followed by the manufacturing
unit and packaging. 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. 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.
However, Parle Products also manufactures a variety of premium products for the up-
market, urban consumers. And in this way, caters a range of products to a variety of consumers.
In nutshell, the Parle name conjures up fond memories across the length and breadth of the
country.