Parle Products, established in 1929, launched Parle-G biscuits in 1939, promoting them as an Indian alternative to British biscuits after India's independence in 1947. Parle-G, known for its nutritional value, has become the world's largest-selling biscuit brand and crossed ₹ 5,000 crore in retail sales in 2013. The brand employs a market penetration strategy with extensive distribution, ensuring availability even in remote areas, and is recognized for its iconic packaging and advertising.

1. Parle-G

2. HISTORY
 Parle Products was established in the Vile Parle suburb
of Mumbai, in 1929. It began manufacturing biscuits in
1939.
 In 1947, when India became independent, the company
launched an ad campaign, showcasing its Gluco brand of
biscuits as an Indian alternative to the British biscuits.
 Parle-G biscuits were earlier called 'Parle Gluco' Biscuits
until the 1980s. The "G" in the name Parle-G originally
stood for "Glucose", though a later brand slogan also
stated "G means Genius".
 In 2013, Parle- G became India's first
domestic FMCG brand to cross the ₹ 5,000 crore mark in
retail sales

3. ABOUT THE PRODUCT
 Parle-G is a source of all round
nourishment. A meal substitute
for some and a tasty and healthy
snack for many others. Whatever
the occasion, it has always been
around as an instant source of
nourishment. Little wonder that
it's the largest selling biscuit brand
in the world.
 According to a survey of 2011, it is
the largest-selling biscuits in the
world.

4.  Brand Name : PARLE
 Unique Selling Point : Largest selling , worldwide
availability.
 Punch Line : Kuch Acha Hojaye.
 Tag Line : G for Genius , Aao Banaye Kal Ka Genus.
 Mascot: Amitabh Bacchan , Neelu Deshpande.
 Advertising Agency : Digital Law
 Parle G have been ranked 7th in the brand equity’s
most trusted brand, 2012

5. LOGO And MONO

6. Market share of Parle G and its competitors

7. COMPETITORS

8. SWOT ANALYSIS

10. 4 P’s
Price Mix :
• Parle G has adopted the Market Penetration strategy i.e. low price
along with capturing of a large market.
• 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%
• Parle-G maintained its price of Rs.4.00 for the last 12 yrs & has seen
the variation in its sales due to increase in price by mere 50p.
Place mix :
• The extensive distribution network, built over the years, is a major
strength for Parle Products.
•Parle G biscuits are available to consumers, even in the most remote
places and in the smallest of villages with a population of just 1500.
• Factories at strategic locations & Establishment of manufacturing
units in rural areas

11. Product : Parle G biscuits are taken as snacks during tea times or any
other time. The biscuits have a high nutritional value with amazing taste.
Special attention is given to the fact that care and caution is exercised in
the purchase of raw materials and high hygienic standards are maintained
in all its manufacturing units. quality of the biscuits has made them a
winner in the eyes of a common person.
Promotion : Parle G has a very distinctive packaging that is easily
recognizable. For many years, the product was packed in wax paper of
yellow and white wrapper that featured a very young girl. Later the
packaging changed from wax paper to plastic wrapping but the design
remained the same. The new packing is airtight and keeps the biscuits
fresh for a longer time.

12. DISTRIBUTION CHANNEL

13. Submitted By :
ARPIT
KHANDELWAL
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