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PARLE

-By Akash Das

BBA 2ndSemester

26July

2012

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INTRODUCTION

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. Many of the Parle products - biscuits or confectioneries, are

market leaders in their category and have won acclaim at the

Monde Selection, since 1971.

While to the consumers it's a beacon of faith and trust,

competitors look upon Parle as an example of marketingbrilliance.

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OVERVIEWOF BISCUIT INDUSTRY

15.00%14.00% 14.00%

13.00%

15.00%

17.00%

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%

18.00%

2003-04 2004-05 2005-06 2006-07 2007-08 2008-09

Annual growth

Annual growth

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OVERVIEWOF BISCUIT INDUSTRY

11.00

12.5414.29

16.1417.44

0.00

2.00

4.00

6.00

8.00

10.00

12.00

14.00

16.00

18.00

20.00

2003-04 2004-05 2005-06 2006-07 2007-08

Production

Production

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OVERVIEWOF BISCUIT INDUSTRY

25.00%

23.00%24.00%

28.00%

Pattern of Biscuit Consumption

Northern Zone

Western Zone

Southern Zone

East and NortheastZone

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OVERVIEWOF BISCUIT INDUSTRY

55%

45%

Market Segments

Organised

Unorganised

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OVERVIEWOF BISCUIT INDUSTRY

40%

38%

15%

11%6%

Market Share

PARLE

BRITANNIA

PRIYAGOLD

ITC

REST

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PORTERS MODEL 26July

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ABOUT PARLE

Parle was the first Indian company for confectionarieswhich was established in British India.

Apart from the factories in Mumbai and Bangalore, Parlealso has factories in Bahadurgarh, Haryana and

Neemrana, Rajasthan. These are the largest biscuit andconfectionery plants in the country. Additionally, ParleProducts also has 10 manufacturing units and 75manufacturing units on contract.

Parle Products has been India's largest manufacturer ofbiscuits and confectionery for almost 80 years.

Since the first entry at the Monde Selection in 1971,Parle Products have been shining with golds and silversconsistently.

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MILESTONESOF PARLE

1929 Set up first factory in VILE PARLE in

Mumbai.

1939 Started manufacturing biscuits

1947 Started advertising PARLE G as asubstitute for British Gluco Biscuits

1969 Parle bought BISLERI and started

bottling water in glass bottles.

1977 Introduced LIMCA, THUMS UP andGOLD SPOT.

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Parle Products

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SWOT ANALYSIS26July

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BRAND TRUST

QUALITY

PRICE

MARKETING

LARGE DISTRIBUTOR

NETWORK

GROWING BISCUIT

INDUSTRY

HIGHER DEMAND

FOR PREMIUM

BISCUITS

NEED FOR LIGHT

AND WHOLESOME

SNACKS

Strength Opportunities

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SWOT ANALYSIS26July

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INEFFECTIVE

MARKETING FOR

SOME PRODUCTS

DEPENDENCE ON

DISTRIBUTORS FOR

MARKETING

ENTRY OF NEW

COMPETITORS

RISING COST OF

RAW MATERIALS

INCREASING

DISTRIBUTION COST

Weakness Threats

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PARLE G BISCUIT26July

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Parle-G or Parle Glucose biscuits are one of the

most popular confectionary biscuits in India.

. The great taste, high nutrition, and the

international quality, have all contributed in making

Parle G the largest selling brand of biscuits in India.

Parle-G enjoys 70% market share in glucose biscuit

category followed by Britannia Tiger (1718%) and

ITC's Sunfeast (8-9%).

Parle-G is mainly positioned in the minds of people

as a value for price product and also as a low-

priced product.

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PARLE G FUTURE TRENDS

One of the major future trends we are seeing is the

venture of PARLE into premium biscuits with

MILANO.

The launch of HIDE AND SEEK BOURBON was a

huge blow to Britannia BOURBON eating into its

market share.

Planning launch of Namkeen Products in the

bhujia and moong dal category.

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OUR SUGGESTIONS26July

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Implementation of new marketing campaigns.

Launch of more products in the flavoured biscuits.

New varieties in existing categories

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CONCLUSION26July

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Parle is currently the top brand in the glucose

biscuit category with PARLE G

Its is expanding its customer base by introducing

more premium biscuits.

Currently Parle has to strategize how it is going to

overcome rise in raw material cost.

In spite of everything it is the undisputed winner in

the biscuit category in India.

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THANK YOU

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