Parle Agro Pvt. Ltd. is a Rs. 5,000 crore family-owned FMCG business started in India in 1929. It enjoys 40% market share of the total biscuit market in India, led by its Parle-G brand which has a 70% market share in glucose biscuits. Parle Agro has 12 biscuit manufacturing units and 75 confectionary units, employing over 2,500 people. The company follows a rural-urban penetration strategy and value-based pricing for its popular Parle-G biscuits. It has grown its Parle brand through advertising, sponsorship, and public relations initiatives over the decades.

1. STRATEGIC MANAGEMENT
PARLE AGRO PVT. LTD.
Mitul, Nitin, Mina, Ramdas, Mohini, Rahul, Chetan, Phinsy
ITM – Malad, SMBA-16. Prof. Rakesh Vanerese

2. Overview – Parle Agro Pvt. Ltd.
 Food, Beverages Fast Moving Consumer Goods
(FMCG)
 Started in India in 1929. A Rs.5,000 cr. family owned
business house.
 Enjoys 40% market share of the total biscuit market in
India.
 Owns Parle-G, which is largest selling biscuit in the
world with 70% market share in the glucose biscuit
category in India.
 Has 12 manufacturing units for biscuits and 75
manufacturing units for confectioneries.
 Parle group has a manpower strength of over 2500
employees, including over 400 professionals.

3. Core Value, CSR, Vision, Mission…
 Marketing philosophy that reflects the needs of the Indian
masses with value-for-money positioning.
 Parle Saraswati Vandana, one of its initiatives gives the
children an opportunity to exhibit their creative skills and
develop their personalities.
 Vision: To be the leaders in their business domain.
 Mission: Maintaining high quality, introducing new and
innovative products, reaching every part of India,
remaining customer-centric, constantly upgrading our
knowledge and skills.

4. Powerful Brands & Products…..

6. Consumer Psyche towards
Parle - G
 Parle-G 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.

7. Market Share…..
Market Share
Frooti Biscuits Bailley Confectionary
14%
22%
85%
40%

8. Marketing Strategy
 Rural-urban penetration of Biscuit :
 Urban Market : 75% to 85%
 Rural Market : 50% to 65%
 Per capita consumption of Biscuits :
 INDIA 1.8kg,
 South East Asian Countries 2.5 kg to 5.5 kg
 USA 7.5 kg

9. Price Strategy
 Parle - G and Price mix:
 Parle G has adopted the Market Penetration
strategy i.e. low price along with capturing of a
large market
 Also they focus on providing good quality
products at the same time, which means it uses
the value pricing method.
 The value-for-money positioning helps generate
large sales volumes for the products.
 Parle G is available in Re 1,Rs 2, Rs 4 to Rs 25
packet
 Profit margin for distributors is 4% and for
retailers is 10-12%

10. Promotion Strategy
 Advertising - It was advertised mainly through press ads.
 Communication spoke about the basic benefits of energy and
nutrition.
 In 1989 Parle-G released its “Dadaji” commercial which was a huge
success and was aired over a period of 6 years. The communication
spoke about the basic benefits of energy and nutrition.
 The next level of communication associated the brand with the
positive values of life like honesty, sharing and caring. Just a few
months back a reminder TV commercial was launched for Parle-G
where the product is being called „hindustan ki takat‟..My
DocumentsPowerful Parle G Commercial. Hindustan ki Takat -
Version II.flv
 Recently Parle has started the use of celebrity in their
advertisements.
 Sales promotion - Every year it holds day fairs at branded venues

11. Promotion Strategy
 Public relations - Parle has done the following for enhancing public.
 In the year 1997, Parle-G sponsored the tele-serial of the Indian
superhero, Shaktimaan that went on to become a huge success.
 In the year 2002, 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.
 Parle Saraswati Vandana, one of its initiatives, is an inter-school
contest based on the Saraswati Puja celebrations. Since it started in
2002 it has seen a tremendous increase in participating each
year, with entries coming from schools of West Bengal.
 Parle had introduced the novel promotion called Parle Golu Galata
contest in 2005. (Golu means Doll & Galata means Dhammal.)

13. Powerful Facts…..
 India is the world's leading market for biscuits, ahead of the
US, Mexico, China, Argentina, France, Italy, Germany, Turkey and
Spain.
 Parle Agro's Frooti is India's first national mango drink & has 85%
market share in the tetra pack segment.
 Parle believes in selling brand and not the price.
 Nearly 1500 wholesalers, catering to 5,00,000 retail outlets directly
or indirectly.
 Parle‟s brand value compels suppliers to sell Parle-G at low
commission.
 Conducts EDS censuses among its retailers in India to get a clear
view of the product availability and visibility and, as a

14. SWOT Analysis – Parle Agro
Strengths Weakness
Parle Brand.  Dependence on retailers &
Diversified Product Range. stores.
Ext. Distribution Network.
Catering to Masses.  Dependence on Parle-G
Low & Mid Pricing Strag. brand/product.
Opportunities
Threats
Estimated annual growth of Hike in cost of raw material
20%. affecting cost of production.
Increasing distribution cost.
Changing consumer Competitive Local bakery
preference. products.
Entry of various new
Increasing demand for sugar entrant, ITC etc.

15. Parle Agro – Product Life Cycle
10
9
8
7
6
Life
5
4
3
2
1
0
Introductory (Bread Growth (Frooti) Maturity (Parle-G) Decline
Cake) (Appy, Hide&Seek)
Product

16. Product Boston Matrix

17. THANK YOU