Gradual Evolution Of

The Parle Group

Group Members
Name

Roll Number

Priyanka Kamble

2211

Vikrant Naik

2219

Meenal Padach

2224

Pranay Palkar

2226

Nuzhat Shaikh

2238

Komal Tambe

2246

Sejal Tambe

2248

Under Guidance of- Prof. Prasanna Sant

Introduction & Parles Legacy

Largest manufacturers of biscuits and confectioneries,

annual production-1.7 million metric ton

Annual turnover-5000 crores

Multi million dollar company with 10 manufacturing units

for biscuits and 75 manufacturing units for
confectioneries

Extremely widespread distribution network

Ranked 7th in Brand Equitys Most Trusted Brand 2012

Net Worth-1.7 billion

 VISION

To Be The Part Of Lives Of Every Indian

MISSION

To Nourish, Strengthen and Delight Millions

CORE

VALUES

In depth understanding
Health and taste
Value for money positioning

Evolution

1920s -Decade 1

This was Parles first year of operation, the only assets

that they possessed were hard work and hope, and as
mentioned
earlier they only started producing confectioneries
initially

1930s- Decade 2

Ten years of determined efforts brought results. This was

the golden decade for Parle, it is in 1939 that Parle
started the production of biscuits
Things began to shape and they tried even harder

1940s-Decade 3

Parle knew, they should keep expanding instead of getting

overwhelmed with their success, and hence it is in 1949 that
Parle launched various soft drinks such as Limca, Maaza, gold
spots, thumbs up, Campa cola and Citra(a few of which have
been discontinued as for now)

1950s-Decade 4

This was the decade when Indian advertising took baby

steps in advertising, and giving a helping hand to it was
the Parle Group. It was termed as The Journey Of A
Biscuit For Masses which emphasized on its already
evident epitome of progress

1960s-Decade 5

Introduction of Bisleri

1970s-Decade 6

Introduction of the Indian Cola -Thumbs Up

1980s-Decade 7

The Parle Group was Bifurcated into , 1)Parle Products,

2)Parle Agro, 3)Parle Bisleri
First ever advertisement

Video is to be put here

1990s-Decade 8

Maturity phase in the product life cycle and sponsored

the Indian Superhero Shaktiman which became a huge
success in 98

2000s-Decade 9

2001- packaging changed from wax paper to plastic

2004-G stood for genius
National level Promo, Parle-G Mera Sapna Sach Hoga

2010s-

2013- cuba

In 2012-13 the revenue for parle was 10,000 crores INR, i.e a
28% increase over the last decade, before that the company
had been growing 20% a year for 5 years, when Chauhan
joined in as a 23 year old the revenue was 50lakhs
Monthly sales of parle-G: 15 billion

Evolution of the logo

Numbo- Jumbo

192

Rs. 5010

400 Million

6 million

Curiosity About The Parle-G Girl

Neeru Deshpandey

'Gunjan Gundaniya'.

Finally, Mayank Shah, group product manager at Parle

Products, puts all the folklore to rest and reveals: It's actually
an illustration by an Everest creative back in the 60s.

Rumour and grapevine.

Current Status Of The Company

Parle-G becomes Indias first homegrown 5K crore FMCG brand

Online partner- Amazon.in

Number of Parle-G packs produced daily- 400million

Parle-Gs distribution network- 6 million retail stores

A brand built for the masses

Continuous innovation

Mass penetration strategy

Parle Market Penetration

Market Penetration

35%
65%

Rural
Urban

Biscuit Industries Major Shares In India

Sales
Others
Britannia
Priyagold
Others
Priyagold
Sunfeast
Parle-G
Britannia

Sunfeast

Parle-G

COMPARISON

Parle-g

Britannia

Revenue

45% shares of biscuit

market

38% share of the biscuit

market

Pricing

Since its initiation till

Lately Britannia had
date the 4rs pricing of
increased its pricing
Parle-G has not changed which gave Parle-G an
advantage of
competitive pricing

Distribution

Has better distribution

channels even in the
rural markets

Lacks distribution in the

rural markets

Conclusion:We can see that Parle-G exceeds Britannia in all the

compared areas and hence comes out stronger

Distribution Channel Networking Of Parle-G

Manufacturing units of
Parle-G at various
locations
Parle-G Depots
Wholesalers and
Distributors
Transportation to next
level
Retailors-Small shop/City
stores
Procurement- Customers

Brand Ambassadors

Parle Brands

Parle Biscuits

Parle Snacks

Parle
Confectionery

Parle
Occasions

Parle Biscuits

Parle 20-20

Rich in butter and tempting cashews

Baked to perfection to deliver the perfect experience of taste and

aroma, they melt in your mouth to give you a cookie eating
experience unlike one you have ever had before enjoy a feast of
crunchy, crispy scrumptious cookies

Pack size available 75G, 110G, 225G

Effectively priced so that people from all sectors of society can

enjoy it

MRP- Butter- Rs.5, Rs.10, Rs.18

Cashew- Rs.5, Rs.10, Rs.20

Parle Confectionery

Parle Melody

Big brand name Melody

Good advertising

Excellent reach and distribution

Famous for its rich taste

Moderately priced

The most chocolaty chocolate

Interesting Tag Line

Parle Snacks

Parle Occassions

CSR Of Parle
Sarasvati
Golu
My

Vandana

Galata

Green Plant

Installation

of handpumps and ceiling fans

Distributing

gifts to students

Empowering

Women

Reason Of Parle-G Maintaining Its Price

Of Rs.4.00 for The Last 25Years?

Low profit margin

Decrease in weight per biscuit

Bulk purchased on raw material

Reduction wastage

Increased productivity

Availability at remote places

Avoid sophisticated packaging

Bibliography

www.livemint.com

www.citehr.com

www.marketing91.com

www.forbes.com

www.authorstream.com

www.docs.google.com

www.economictimes.indiatimes.com

www.youtube.com

Thank You.