Parle Products began in 1929 as a small company selling sweets and toffees in India. It has since grown to become one of the world's leading biscuit and confectionery companies, with a 40% share of India's biscuit market and 15% share of the confectionery market. Parle is best known for its iconic Parle-G glucose biscuits, which hold a 70% share of the glucose biscuit market in India. The company has large manufacturing facilities in India and is ranked among the most trusted brands.

1. By LT 10

2.  Parle Products is one of the world leaders in biscuits and confectionery.
 Started off as a small company in 1929 to sell sweets and toffees.
 Original company split up into Parle Products, Parle Agro & Parle Bisleri.
 Market Leader in Glucose Biscuits (Parle G)
 40% share in biscuit market , 15% in confectionaries
 Parle has largest manufacturing units in India
 Ranked 7th in the as one of the most trusted brands.

4. CONSUMER-GOODS
CLASSIFICATIONConvenience Products
• Buy frequently and immediately
• Low priced
• Many purchase locations
• Mass promotion by the producer
• Includes
 Staple goods: biscuits, cookies, rusks
https://youtu.be/m7i00Pc4vB8
 Impulse goods: wafers, candies,
chocolates
Shopping Products
• Less frequent purchase
• Higher price
• Fewer purchase locations
• Advertising & personal selling by both
producer & resellers
• Includes
Major appliances
Furniture, clothing
Specialty Products
• Strong brand preference
• High price
• Few purchase location
• Targeted promotion by both producer
& resellers
• Includes
 Luxury goods
 Rolex watches, fine crystal
Unsought Products
• Little product awareness
• Price varies
• Purchase location varies
• Aggressive advertising & personal
selling by producer & resellers
• Includes
 Life insurance
 Encyclopedias, reference books

6.  BISCUITS & RUSKS
 CONFECTIONARY
 SNACKS
 CHOCOLATES

7. BISCUITS &
RUSKS
CONFECTIONERY SNACKS CHOCOLATES
PARLE G POPPINS FULL TOSS FRIBERG
HIDE & SEEK GOL GAPPA PARLE NAMKEEN KISMI BAR
MAGIX MAZELO PARLE’S
20-20 LONDONDERRY CHEESELINGS
KRACK JACK MELODY MEXITOS
MILANO 2 IN 1 ECLAIRS
NIMKIN KACHA MANGO
BITE
MONACO PARLE MINT
DIGESTIVE SLIMZ MANGO BITE
MILK SHAKTI KISMI
PARLE RUSKS
PRODUCT LENGTH

8.  BISCUITS
1. HIDE AND SEEK
Hide & Seek Bourbon, Hide & Seek
Fab!,Hide & Seek Choco Rolls, Hide & Seek
Premium American Style
2. MAGIX
Chocolate, orange, mango, strawberry, elaichi
3. MONACO
Monaco Cracker Sandwiches:,Cheese ,Peanut
,Butter, Chocolate Monacobites:Cheeslings
,Jeffs, Sixer
4. MILANO
Milano Minis,Chocolate Chip cookies,Centre
Filled - Dark Choco Filling and Mixed
Berries
 CONFECTIONERY
1. KISMI
Rosemilk, rajbhog
2. FRIBERG
Lait suisse, lait caramel, noir
suisse
3. MAZELO
Apple, guava , watermelon,
lichi, mango
4. MANGO BITE
Kacha mango bite, spicy mango
bite, juicy mango bite

9. SNACKS
1. FULL TOSS
Masala Munch
Tomato flavour
2. NAMKEEN
Namkeen Moong Dal, Namkeen Hot n
Spicy, Namkeen Khatta Meetha, Namkeen
Aloo Bhujia ,Namkeen Bhujia Sev,
Namkeen Tasty Peanuts, Namkeen Salted
Peanuts ,Namkeen Sev Murmura ,
Namkeen Ratlami Sev
3. PARLE’S
Masala Masti, Classic Salted, Cream n' Onion,
Tangy Tomato, Piri Piri, Aloo Chaat

10. LEVEL OF CONSISTENCY
The consistency of parle is that the whole product
mix consist of food products have high level of
consistency.

11. LINE STRETCHING
BISCUITS
•UPWARDS : Hide & Seek, Milano Center
Filled.
•DOWNWARDS : Parle-G, Monaco,
Magix Kreams.
CONFECTIONARY
•UPWARDS:Parle PepperMints,
Parle Popins
•Downwards: Kismibar, Kacha
Mango Byte , Londonderry.
SNACKS
•UPWARDS : Fulltoss,
Mexitos.
•DOWNWARDS:Chatkeen
Namkeens , Parle wafers

12.  Biscuits
 Parle Monaco
 Parle Magix
 Parle Hide and Seek
 Milano

13.  Confectionery
 Mango Bite
 Kismi
 Melody
 Mazelo

14.  Snacks
 Namkeen
 Wafers
 Mexitos
 Cheeselings

17.  Gold Spot
 Citra
 Bisleri Club

18.  A strategy in which certain items in a product line are given special promotional
attention, either to boost interest (at the lower end of the line) or image (at the
upper end).
 This usually takes place for case when a company launches a new product

19. Parle Platina-The new division of Parle

21. Association
with positive
life values
Symbol of
Quality,
Health and
Great Taste
Market
penetration
strategy
Value Pricing
Method
Extensive
Distribution
network
Use of
celebrities in
their ads

22. Biscuits
Maturity
DECLINE
INTRODUCTI
ONS
A
L
E
S
GRO
WTH
TIME
PROFIT
S
Development

23. • Established in 1939
• Started ad campaign after independence with `gluco biscuits’ as an
alternative to British biscuits
• Quality , great taste and nutritious
• 1st brand Monaco and glucose biscuits
• Still most popular and favourite biscuit brand in the country
• 80% share of glucose biscuits

24. Growth and maturity of Parle as a
brand
Introd
uction
Maturity
1939-1999 2000-2017
5 Stages:
Development
1. Introduction : slow sales growth
2. Growth : Increasing profits
3. Maturity: Slowdown in sales
4. Decline: sales falls off & profit drop
TIME
S
A
L
E
S
Growth
PROFIT
S
https://youtu.be/9mhzsd6OWhw
Decline

25. Introduction Growth Maturity Decl
ine
Product Better and
unique Quality
biscuits ,
Nutritious ,
spread joy with
sweets
New taste , different
flavoured biscuits,
long lasting freshness
, cream category
-
Price Low price ,
affordable
Low price to medium
price
-
Distribution Available in
various quantity
packaging
In the extreme remote
areas , local grocers
33000000
distribution
outlets
-
Advertising Newspaper,
Radio , Word of
mouth
Iconic characters like
tom and jerry
-
Sales
promotion
Free samples ,
Buy 1 get 1
Stickers and tattoos Plastic toys -

26. LT 10