MARKETI

NG
NAMITA
SHETTY
22
ALPANA
BHEKANE 27
CRISAL
SALDANHA 34
ANKITH SHETTY
-40
JIMIT SHAH 44
VAIBHAV TANDEL
-45

INTRODUCTION

Parle was set up in 1929 in the suburbs of Mumbai

city, to manufacture sweets and toffees.
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.
Raj, Vijay & Sharad Chauhan are the owner of Parle
Products
Parle has 10 manufacturing units in India
Parle products are available in More than 45 lac outlet
Sale of 1432 billion Biscuits per year

MISSION

Hindustan ki Taakat. For over 80

years, Parle G as been a part of the
lives of ever Indian. From the snow
capped mountains in the north to the
sultry towns in south, from frenetic
cities to laid back villages, parle g
has nourished, strengthened and
delighted millions.

VISION

The vision of Parle is to concentrate

on consumers taste and preferences.
The Parle brand has grown from
strength to strength ever since its
inception. For fulfilling its vision they
do every batch of biscuits and
confectionaries are thoroughly
checked by experts staff, using the
most modern equipment hence
ensuring the same perfect quality

PRODUCT MIX

Consistency
Widt
h

Lengt
h

PRODUC
T MIX

Dept
h

PRODUCT WIDTH
BISCUITS

CONFECTIONA
RY

SNACKS

PRODUCT LENGTH
PARLE has 51 different products in its
product line.

Parle Product Depth

BISCUITS

GLUCOSE BISCUITS
KRACK JACK
KRACK JACK TIL-GOOD
MONACO REGULAR
MONACO 4 IN 1
MONACO JEERA
MONACO METHI
MONACO ONION
FUN CENTRE CHOCOLATE
CREAM
FUN CENTRE PINEAPPLE
CREAM
FUN CENTRE ELAICHI CREAM
HIDE & SEEK
MARIE CHOICE
ORANGE CREAM
MAGIC CHOCOLATE
MAGIC CASHEW
CRUNCH-MUNCH KAJU BADAM
CRUNCH-MUNCH TUTTI FRUTI
MANGO BITE CHEESLING
JEFFS / SIXER
CRUNCH MUCH

SWEETS

MELODY
KISMI GOLD
MANGO BITE
MAZELO
GOLGAPPA
KISMI TOFFEE
KISMI BAR
MELODY SOFTEE
2 IN 1 ECLAIRS
ORANGE CANDY
KACHHA MANGO BITE
XHALE
PARLE LITES
POPPINS

SNACKS

MUNCH ON SNACKS!
MUSST BITES
SIXER
SIXER ZEERA
JEFFS
MUST CHIPS
MUSST STICKS
MONACCO SMART CHIPS

Boston Consultancy Group Matrix

BCG Matrix

High Share

Low Share

High
Growth
Biscuits

Low Growth

Snacks
Confectionaries

Market Share

Parle (40%)
Britannia
(28%)
ITC

(12%)

Others
(20%)

Parle
Shar
e
(6%)

(15%
)

SWOT Analysis
Strength
Parle Brand
Diversified product range
Extensive distribution network
Low and mid price range
Catering to mass

Opportunity
Changing consumer
preference,
Increasing demand for sugar
free,
Using advertising aggressively

Weakness
Dependence on retailers &
grocery Stores for displaying
diversified Parle Products on
shelf, induce impulsive buy
Britannia capturing market
slowly
Dependence on Parle G
(flagship brand)

Threats
Local bakery products,
Entry of various new entrant

4 Ps of Parle
Product
Biscuits
Confectionaries
Snacks

Place
Presence in Global Market
10 manufacturing units
75 manufacturing units on
contract

Price
Competitive prices in market
Price of Product depends on
packaging, quality & quantity
Price ranges from Rs. 2 to Rs.
655 (Jar)

Promotion
Parle as a Brand name
Attractive Packaging
Television Advertisement
Sponsorships

Product Tree

Snac
ks
Biscuit
s

Confectionar
ies

Product - Biscuits
More than 20 brands
Each Brand consists of different
flavors
Parle G is a flagship brand which
has sales of 4551 biscuits per second
Krackjack is the first sweet & Salty
cracker in the World

Product - Confectionaries
13 brands in market with some have
flavors
Kaccha Mango is the largest selling
sugar boiled candy in the World
Kismi is the all time favorite toffee
of 45% Indians survey on chocolate
industry in India shows

Product - Snacks
New Entrant in this product range
Wafers, Fulltoss, Munchies',
Chesslings, Namkeen are brands
Available in different flavors

Price
Different price range
Depends upon quality, quantity &
packaging
Range starts from Rs.2 and the
Horlick
Marico
highest
is Rs. 655
High
s

Price

Sun
feast
Priyago
ld

Low
Low

Distribution

Britani
a
Parle
High

Place
Presence in all over the globe
Head office is in Mumbai, India
Parle Products are available in more
than 45 Lac outlet in India
Has 10 owned Manufacturing plant &
75 manufacturing units on contract
Market leader in 5 Asian countries

Promotion
Parle as a Brand name
In 1947, advertised itself as
option for British Biscuit
Products
Attractive Packaging
Television Advertisement
Sponsorships

Promotion
Advertised as Hindustan ki Takat
Advertised based on Nutrition content
G = Genius
Advertise address to every age group
people
Focus more on content of product
Every product advertisement cast
different celebrity

Process
Manufacturing Process
Raw Material
Testing
Mixing
Molding
Backin
g
Cooling
Packin
g

People
Raj, Vijay & Sharad Chauhan are the
owner of Parle Products
Vijay Chauhan is Managing Director of
Parle
More than 10,000 employees are
employed
On an average each employee
generates more than Rs. 29,00,000 as
Revenue

Packaging
Innovative Technologies are used in
packaging
Automatic printing and packaging
facilities
Parle
Britani
Biscuit baking Oven is largest
in Asia
a
Priyagol
Sunfed
ast
Horlick
s

Marico
Poor

Packaging

Advanc
ed