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PROJECT REPORT ON
Parle-G or Parle Glucose biscuits are one of the most popular confectionary bisc
uits in India. Parle-G is one of the oldest brand names in India and is the larg
est selling brand of biscuits in India. For decades, the product was instantly r
ecognized by its iconic white and yellow wax paper wrapper with the depiction of
a young girl, Sonam (calgary) covering the front.
The company's slogan is popular among the Indian consumer population, reading G
means Genius. The name, "Parle-G", is derived from the name of the Indian rail s
tation, Vile Parle, where the Parle production factory is based.
"Parle-G" boasts of being the largest selling biscuit in the world. It enjoys 70
% market share in India in the glucose biscuit category followed by Britannia Ti
ger (17-18%) and ITC's sunfeast (8-9). The brand is estimated to be worth over R
s 2,000 crore (Rs 20 billion),and contributes more than 50 per cent of the compa
ny's turnover (Parle Products is an unlisted company and its executives are not
comfortable disclosing exact numbers). Last fiscal, Parle had sales of Rs 3,500
crore (Rs 35 billion).
HISTORY OF PARLE
In 1929 a small company by the name of Parle products emerged in British dominat
ed India. The intent was to spread joy and cheer to children and adults alike, a
ll 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 la
ter 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 peop
le s lives all over India and abroad.
Apart from the factories in Mumbai and Bangalore Parle also has factories in Bah
adurgarh in Haryana and Neemrana in Rajasthan, which are the largest biscuit and
confectionery plants in the country. Additionally, Parle Products also has 7 ma
nufacturing units and 51 manufacturing units on contract.
HISTORY OF PARLE PRODUCTS
Parle-G is a one of the famous business groups of India. It has a large quantity
of food products.
Parle-G products are very familiar to Indian kids. No Indian grown without feed
of Parle-G product. It is fact.
A long time ago, when the British ruled India, a small factory was set up in the
suburbs of 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 Prod
ucts, survived and succeeded, by adhering to high quality and improvising from t
ime to time.
A decade later, in 1939, Parle Products began manufacturing biscuits, in additio
n to sweets and toffees. Having already established a reputation for quality, th
e Parle brand name grew in strength with this diversification. Parle Glucose and
Parle Monaco were the first brands of biscuits to be introduced, which later we
nt on to become leading names for great taste and quality.
PARLE CORE VALUES
An in-depth understanding of the Indian consumer psyche has helped Parle evolve
a marketing philosophy that reflects the needs of the Indian masses. With produc
ts designed keeping both health and taste in mind, Parle appeals to both health
conscious mothers and fun loving kids. The great tradition of taste and nutritio
n is consistent in every pack on the store shelves, even today. The value-for-mo
ney positioning allows people from all classes and age groups to enjoy Parle pro
ducts to the fullest.
Parle products have been shining with the gold’s and silvers consistently at the
Monde Selection ever since they were first entered in 1971. Monde Selection is
an international institute for assessing the quality of foods and is currently t
he oldest and most representative organization in the field of selecting quality
FOUNDER:- Mr. MOHANLAL DAYALJI
SON:- Mr. NAROTTAM CHAUHAN
CMD:- Mr. KANTILAL CHAUHAN
STARTED:- 1928 AT Vile Parle
HEAD OFFICE:- Vile Parle
9 MOTHER UNITS:-
Khanpoli (Maharashtra 2007)
Started in 2001
First started manufacturing KRACKJACK.
After 2 years they started
3 Biscuits i.e Parle G, Hide & Seek and Krackjack
2 Confectionaries i.e Melody and Chox
Having HACCP certificate ( HACCP certificate = Quality Assured)
And also by DNV (Det Norsive Veritas) which is an Indian body.
It follows LINE AUTHORITY.
Decision is taken by the top level management
The raw material are inserted at the beginning and comes out after the p
roducts are formed.
40+ manufacturing units are CONTARCT MANUFACTURING UNITS.
The extensive distribution network, built over the years, is a major strength fo
r Parle products. Parle biscuits & sweets are available to consumers, even in th
e most remote places and in the smallest retail outlets. Parle has nearly 1,500
wholesalers, careering to 4,25,000 retail outlets directly or indirectly. A two
hundred strong dedicated field force services there wholesalers and retailers. A
dditionally, there are 31 depots and C&F agents supplying goods to the wide dist
Parle constantly endeavor at designing products that provide nutrition and fun t
o the common man. Most Parle offerings are in the low and mid-range price segmen
ts. This is based on their understanding og the Indian consumer psyche. The val
ue 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 var
iety of consumers.
MARKETING MIX OF PARLE PRODUCTS LIMITED
o Core benefit- the core benefit of biscuit is to satisfy hunger of the co
o Basic product- in the second level, the basic product is biscuits.
o Expected product- the consumers expect the product to have a good taste
and also give nutrition.
o Augmented product- Parle biscuits increase a person’s energy levels.
o Potential product- in the future Parle could come up with different prod
The Parle Biscuit brands, such as, Parle-G, Monaco and Krack Jack enjoy a strong
imagery and appeal amongst consumers. Be it a city or a remote village of India
, the Parle name symbolizes quality, health and great taste. And yet, this reput
ation has been built, by constantly innovating and catering to new tastes.
Brand name strategy
Parle follows company brand name strategy, since all its products are named usin
g the company’ name as a prefix such as Parle- Monaco, Hide ‘n’ Seek, Marie etc.
Brand strategy decisions
Parle follows both line extension and brand extension for its products. For a pr
oduct like Parle-G it followed line extension with the introduction if Parle-G m
ilk Shakti and Parle-G Magix which has 2 flavors-Chocó and cashew. Similarly whe
n it introduced any new product in the biscuit category, it follows line extensi
Parle followed brand extension with the introduction of products in the biscuits
and snacks category. In this way by concentrating on consumers tastes and prefe
rences and emphasizing Research & Development, the Parle brand grows form streng
th to strength.
Product life cycle
For Hide ‘n’ Seek:
Packaging and Labeling:-
The time spent by a customer for packaging up a product from a retail outlet is
a few seconds: therefore a packaging should appeal to a customer within such a s
mall interval of time. In this, both packaging and labeling play an important ro
le in attracting customers both visually & psychologically.
For Parle G:
It was recognized by its iconic white and yellow stripped wax paper wrapper with
the baby face on it.
For Hide ‘n’ Seek:
It initially came out with 3 variants: Mint, Orange, & Chocolate. But from all t
hree of them Chocolate flavor biscuit is running successfully.
Consumers are becoming increasingly health conscious. So it is essential to disp
lay the content of every product of every product. Every packet of Parle G, Parl
e Hide ‘n’ Seek Milano has information about the ingredients used, nutrition fac
ts, mailing & emailing address asking for feedback phone number, packaging date
etc. All this along with the brand name and directors are printed in Hindi too.
Level 1 – availability to all departmental stores
Level 2 – scattered throughout the country as it’s an FMCG good.
Level 3 – Mass consumption & suitable for national &
International coverage .
TYPE OF PRODUCTS
PROCESS OF MANUFACTURING
Hygiene is the precursor to every process at Parle. From husking the wheat and m
elting the sugar to delivering the final products to the supermarkets and store
shelves nationwide, care is taken at every step to ensure the best product of lo
ng-lasting freshness. Every batch of biscuits and confectioneries are thoroughly
checked by expert staff, using the most modern equipment hence ensuring the sam
e perfect quality across the nation and abroad.
Concentrating on consumer tastes and preferences, the Parle brand has grown from
strength to strength ever since its inception. The factories at Bahadurgarh in
Haryana and Neemrana in Rajasthan are the largest biscuit and confectionery plan
ts in the country. The factory in Mumbai was the first to be set up, followed so
on by the one in Bangalore, Karnataka. Parle Products also has 14 manufacturing
units for biscuits and 5 manufacturing units for confectioneries, on contract.
At Parle , we are constantly looking for enthusiastic, well motivated and above
all friendly people to join our various departments. By employing people from di
fferent backgrounds and communities, we are better equipped to understand the ne
eds of our customers and to provide a quality service.
1. The candidate should be a qualified draftsman fully familiar with latest
version of AutoCAD and related softwares.
2. He/She should be very familiar with preparation of layouts, equipments d
rawing, instrumentation diagram, bill of material and knowledge of design of mac
hineries will be added advantage.
3. In addition, he/she will be required to keep all soft and hard copies of
the drawing and technical documents in safe custody.
4. Preparation of civil structure drawing, flow sheet/Equipment layout/pipi
ng layout/isometric and should have the knowledge about mechanical design.
5. Guidance to project engineer for execution of Mechanical erection to ens
ure layout which takes care of hygiene / operational / maintenance requirements.
6. 3Dmodeling on solid works and Designing & Drafting (New product developm
7. Co-ordinate with Design team as well as Production department and Vendor
Drawing development for new projects.
Parle has a very open work culture. Our work atmosphere is comfortable and relax
ed that helps increase productivity and efficiency.
Group lunches and outstation team-building exercises that augment inter-personal
relations and mutual understanding are part of our work culture.
We organize discussion forums and training programs on stress management and emp
loyee well being. Yoga trainings, health check-up camps and workshops on healthy
lifestyle are regular events in Parle.
By visit to Parle company located in Banglore.