PARLE

The comparison of Parle-G ads starting from 1989 till date.

Parle-g started being advertised in the 80’s. It was advertised mainly through press ads. The
communication spoke about the basic benefits of energy and nutrition [FEATURE APPEAL]. In 1989,
Parle-g 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 6 years. Parle-G grew bigger by the minute. Be it the
pack sold, the areas covered or the number of consumers. It became a part of the daily lives of many
Indians. It wasn’t a biscuit any more. it had become an icon.

The next level of communication associated the brand with the positive values of life like honesty,
sharing and caring.
The year 2002 went down as a special year in Parle-g’s advertisement history. A year that saw the birth of
G-man a new ambassador for Parle-g. Not just a hero but also a super hero that saves the entire world,
especially children from all the evil forces. A campaign that was not just new to the audiences but one
that involved a completely new way of execution that was loved by children all over the world –
animation. Campaign was also supported by print medium through posters and streamers put at the retail
outlets.

Another campaign that was launched by Parle for Parle-g was – ‘G’ mane ‘GENIUS’. For this a series of
ads were shown in which little kid eats Parle G and tricks the wise and experienced
people[TRANSFORMATIONAL AD].
Just a few months back a reminder TV commercial was launched for Parle-G where the product is being
called “Hindustan Ki Takat’. Most of the Parle g TV commercials tell us that brand awareness is being
done by capturing consumer emotion.
ORIGIN OF THE ORGANIZATION:-

A cream colored yellow stripped wrapper with a cute baby photo containing 10 – 12 biscuits with the
company’s name printed in Red and you know these are Parle G biscuits. Times changed, variety of
biscuits did come and go but nothing has changed with these biscuits. Yes, the size of their packing has
definitely changed but for the consumers good as these are money savers pack. The Parle name conjures
up fond memories across the length and breadth of the country. After all, since 1929 the people of India
have been growing up on Parle biscuits & sweets. Initially a small factory was set up in the suburbs of
Mumbai city, to manufacture sweets 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, survived 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 brand of biscuits to be introduced, which
later went to become leading names for great taste and quality. For around 75 years, Parle have been
manufacturing quality biscuits and confectionery Products. Over the years Parle has grown to become a
multi
million-dollar company with many of the products as market leaders in their category. The recent
introduction of Hide & Seek chocolate chip biscuits is a product of innovation and caters to a new taste,
being India’s first ever chocolate-chip biscuits. All Parle products are manufactured under most hygiene
conditions. Great care is exercised in the selection and quality control of raw material and standards
ensured at every stage of the manufacturing process. All these factories are located at strategic locations,
so as to ensure a constant output & easy distribution. Today, Parle enjoy a 40% share of the total biscuits
market and a 15% share of the total confectionaries market, in India. The marketing mix of Parle for this
project has been studied from the point to point view of Parle biscuits; mainly Parle-G and Parle Hide &
Seek.

PARLE G – THE EVOLUTION

Parle has been a strong house hold name across India. The great taste, high nutrition, and the international
quality, make 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 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. 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 tones of biscuits produced
in the 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 started being
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 its 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 6
years. Parle-G grew bigger by the minute. Be it the packs sold, the areas covered or the number of
consumers. It became a part of the daily lives of many Indians. It wasn’t a biscuit any more. It had
become an icon. The next level of communication associated the brand with the positive values of life
Like honesty sharing and caring.

In the year 1997, Parle-G sponsored the tele-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
specialcoaching 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 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 year 2002. 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.
Wheat Flour:-

Wheat grains has the average percentage composition:- Endosperm 85%, Bran 12.5%,
Embryo(Germs) 2.5%. The composition of wheat flour however varies considerably according to the
class of wheat its country of origin and the proportion of outer parts removed by particular milling
process.

Embryo

Embryo is portion which can germinate and grow into a new plant .It is removed from milling
process because it create contamination in the flour due to presence of germ oil. This can be checked by
Alcoholic acidity or by extraction process like fat % in biscuits 5gm. Maida should be extracted from 16
hrs. Generally Maida contain 1.25-1.5% germ oil. Less germ oil means more self life.

Endosperm

Endosperm is the protein which contribute the flour. It contains entire wheat starch and wheat
protein. About 20% of the wheat proteins are water soluble and are composed of Albumin and Globulin
and the remaining 80% wheat protein is water insoluble composed of mainly Gliadin and Glutenin.
Wheat flour is mixed and kneaded with water forms 3-dimensional elastic complex known as Gluten.
Glutenin give structure, solidity and elasticity, gliadin give mellowness extensibility soft and sticky
characters soluble protein---Albumin, Globulin and protease give mitrogenous food in fermented dough.
Bran is the outer coverage of wheat. It is avoided in the wheat flour used in bakery industries. It
deteriorates the flour quality. Hence miller should take care to remove the bran while milling. This can be
checked by colour of the flour and total ash content.

General Composition Wheat Flour:-

S. No. Constituents Avg.% Wt of flour

1. Starch 70%

2. Moisture 14%

3. Insoluble Protein 11%

4. Sugar 2.25%

5. Soluble Protein 1%

6. Lipid 1-1.5%

7. Minerals 0.5

8. Enzyme TRACE
Specification of Wheat Flour:-

S.No. Name of the Test ISI Parle

Specification Standard

01. Moisture percent by mass, max 13.0 13.0

02 Total Ash (on dry wt. basis)% by mass, max 0.5 0.82

03 Acid insoluble Ash %(on dry basis)max 0.05 0.05

04 Gluten % by mass (on dry basis) min. 7.5 8.5-10.5(soft)

05 Alcoholic Acidity (H2So4) in 90% alcohol % by 0.1 0.062

mass, max

06 Water absorption % min. 55 55

07 Granularity sieving through 80 mesh of ASTM To pass the To pass the

test test

08 Sedimentation Value, ml _ 19.23(Soft)

22.26(Hard)

09 Germ oil, Max _ 1.25-1.5

10 Uric Acid mg/100gm Max 10 10

11 Protein % _ 9.5-11.0(soft)
10.5-13
(hard)

Flow Diagram for Inspection and Acceptance of Maida

Arrival of consignment checks the Mfd date/ batch No.

↓

Unload the consignment and during unloading keep aside 1 st 11th, 21nd 31th, and so on bags. Among
them take 10 bags, shift it through 40 ASTM jail Maida shifter. Observe any foreign particle lumps,
extraction, matter insect etc. if found then reject the consignment.

Collect sample from all bags kept a side and mix it properly and take it for physical and chemical testing
S. Physical Testing S.N Chemical Testing
No o
1 Dry test and smell 1 Gluten % by mass on dry basis.
2 Drinking test & smell 2 Alcoholic Acidity % by mass, max
3 Moisture 3 Total Ash (on dry basis)% by mass,max
4 Pecker Test 4 Acid insoluble Ash (on dry wt. basis)
5 Pyrocatachol test 5 Water absorption percent, min.
6 Weevil/insect matter 6 Granularity Sieving through 80 mesh of
7 pH of Maida ASTM
7 (150 micron)
8 Sedimentation value ml. min.
9 Moisture percent by mass, max
Protein test

Chemicals:-
  Hydrochloric Acid (HCl 35-38%)
 Oxalic Acid
 Lactic Acid (Stock Solution)
 Fehling Solution “A”
 Fehling Solution “B”
 Sodium peroxide
 Wize Solution
 Phenophathalein Indicator
 Isopropyl Lactic Acid
 Potassium Hydroxide (KOH)
 Chloroform
 Sodium Thiosulphate
 Silver Nitrate
 Sodium Bi Carbonate
 Glacial Acitic Acid
 Potassium Iodine (KI 10%)
 Ethyl Alcohol
 Sulphuric Acid
 Formaldehyde
 Aciton
 EDTA
 Petroleum Ether
 Ortho Phosphoric Acid
 Stock Solution
 Bromophenol Blue Indicator
 Alcohol

(1) Preparation of Chemicals:-

Acid:-
Hydrochloric Acid (HCl Normality is 11.3):-

Hydrochloric Acid is readily available in the market which is highly concentrated. To prepare the
solution of HCl acid use the following procedure.

N1 × V1 = N2 × V2

If, we want to prepare a 250 ml solution of 5N HCl.

11.3 × V1 = 5 × 500

V1 = 221.2389 ml.

Now take 221.2389 ml of conc. HCl in the volumetric flask and add distilled water to make up the
volume of 500 ml.

Now 5N HCl is ready for storage in Brown bottle for better result.

Sulphuric Acid (H2SO4 Normality is 36):-

As per the above procedure solution of H2SO4 can be prepared as per the requirement.

Base Like:-

NaOH, KOH etc. (Gravimetric Type):-

To prepare solution of solid state compounds we have to use equivalent weight of the substance.

Equivalent Weight = Molecular weight

Acidity

(2) Preparation of Standard Solution:-

Strength of a solution: -
It measures the amount of solute in a definite volume of the solvent. This can be expressed either
in term of normality.

Molar Solution:-
It is that solution one liter of which contains 1gm. molecular weight of the substance. Thus a
molar solution of Oxalic Acid (C2H2O4, 2H2O) contains.

(2×12+2×1+4×16+2×18) = 126 gm/lit.

Normal Solution:-
It is that solution 1 liter of which contains one equivalent wt. of the substance. The 1 gm
equivalent of a substance 1.008 gm of H2 or 8 gm of O2 or 35.457 gm of Cl2.
The Standard solution is of two types.

(a) Primary Solution

(b) Secondary Solution
A primary standard substance should satisfy the following requirements.
 It must be easy to obtain to purity to purity to dry (Preferable at 110-120 oc) and to preserve in a
pure state.
 The substance should be unaltered in air during weighing: this condition implies that it should
maintain its composition unchanged during storage.
 The substance should be capable of being tested for impurities should not in general exceed 0.01-
0.02%.
