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Content
Chapter Content Page No.
Preface
Acknowledgement
Content
1 INTRODUCTION
1.1 History of PARLE 1
1.4 Achievements 4
1.5 Products 5
2 MARKETING MANAGEMENT
2.1 Introduction of Marketing 7
3.3 Melody 13
3.4 Poppins 14
3 Mango biscuits 20
.10
3 Monaco 21
.11
3 Milk power 23
.12
4 STP ANALYSIS
4.1 Segmentation of PARLE 25
5 BIBLIOGRAPHY 31
Chapter-1 Introduction
1.1History of PARLE
In 1929 a small company by the name of Parle products
emerged in British dominated India at Parle, world's largest selling
biscuits, started in Vile Parle. The intent was to spread joy and
cheer to children and adults alike, all 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 part from the factories in Mumbai and Bangalore Parle also has
factories in Bahadurgarh in Haryana and Neemrana in Rajasthan,
which are the largest biscuit and confectionery plants in the
country. Additionally, Parle Products also has 7 manufacturing units
and 51 manufacturing units on contract.
For around 75 years, Parle have been manufacturing quality biscuits and
confectionery products. Over the years Parle has grown to become a multi
million-dollar company with many of the products as market leaders in their
category. The recent introduction of Hide & Seek chocolate chip biscuits is a
product of innovation and caters to a new taste, being India’s first ever
chocolate-chip biscuits.
Today, Parle enjoys a 40% share of the total biscuit market and a 15%
share of the total confectionary market, in India.The marketing mix of Parle for
this project has been studied from the point of view of Parle biscuits; mainly
Parle-G and Parle hide & seek.
Launched in the year 1939, it was one of the first brands of Parle
Products. It was called Parle Glucose Biscuits mainly to cue that it was a
glucose biscuit. It was manufactured at the Mumbai factory, Vile Parle
and sold in units of half and quarter pound packs.
Parle-G was the only biscuit brand that was always in short supply.
It was heading towards becoming an all-time great brand of biscuit.
Parle-G started being advertised in the 80's. It was advertised mainly
through press ads. The communication spoke about the basic benefits of
energy and nutrition. In 1989, Parle-G released its Dadaji commercial,
which went on to become one of the most popular commercials for Parle-
G. The commercial was run for a period of 6 years.
Parle-G grew bigger by the minute. Be it the packs sold, the areas
covered or the number of consumers. It became a part of the daily lives
of many Indians. It wasn't a biscuit any more. It had become an icon.
The next level of communication associated the brand with the positive
values of life like honesty, sharing and caring.
In the year 2002, it was decided to bring the brand closer to the
child who is a major consumer. 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. There were over 5 lakh responses
and of that, over 300 dreams were fulfilled.
Dreams that were fulfilled ranged from trips to Disneyland at Paris &
Singapore; free ride on a chartered plane; 20 scholarships worth Rs
50,000; a special cricket coaching etc.
1.4Achievements
Almost all of our products are market leaders and as recognition of
their quality, have won us 111 gold, 26 silver and 4 bronze Monde
Selection medals since 1971.
1.5 Products
Biscuit goodies:
Parle - G, Krackjack, Krackjack Crispy Creams, Monaco, Kreams, Hide and
Seek, Hide & Seek Milano, Digestive Marie, Parle Marie, Milk Shakti, Parle
20-20 Cookies, Nimkin
Sweets:
Melody, Mango Bite, Kaccha Mango Bite, Poppins, Kismi Toffee, Kismi
Gold, Orange Candy, XHale
Munch on snacks!
Musst Bites, Monaco Bites Cheeslings, Sixer, Musst Stix & Musst Chips
PRODUCT: Parle-G
Parle-G or Parle Glucose biscuits are one
of the most popular confectionary biscuits in
India. Parle-G is one of the oldest brand names
in India and is the largest selling brand of
biscuits in India. For decades, the product was
instantly recognized by its iconic white and
yellow wax paper wrapper with the depiction of
a young girl covering the front. Many counterfeit
companies have attempted to recreate and sell
lower quality products of similar names and
virtually identical package design.
Ingredients:
Wheat Flour,
Sugar,
Partially Hydrogenated Edible Vegetable Oils,
Invert Syrup,
Leavening Agents [ 503 ( Ii ), 500 ( Ii ) ],
Salt, Milk Solids, Emulsifiers [ 322 or 471 & 481 ( i ) ]
Dough Conditioners [223].
Contains Permitted Natural Color [Artificial]
“Hindustan Ki Taakat”
S.V. Institute of Management, 12
Semester: II, KADI [Batch 2008-10]
Marketing Analysis of PARLE
Product NO. OF NO. OF Packing Net Gross 20' FCL 40' 40' HC
s COUNT PKTS/ of box Wt. Kg Wt. FCL (approx)
S Rolls Pkt x (approx.) (approx. (approx Boxes
in pkt in CB Bag Kg ) )
Boxes Boxes
Parle - G 170 14 14 pkts 13.09 13.74 798 1668 1800
(935g)
Parle-G 84 30 30 pkts 13.86 14.49 720 1500 1750
(462g)
Parle-G 84 12 12 pkts 5.54 5.85 1710 3510 3861
(462g)
Parle-G 42 60 60 pkts 13.86 14.51 720 1500 1750
(231g)
Parle-G 17 144 24 pkt x 13.46 14.10 750 1530 1785
(93.5g) 6 pb
Parle-G 17 100 20 pkt x 9.35 9.87 1080 2280 2470
(93.5g) 5 pb
Parle-G 12 192 48 pkts x 12.672 13.37 765 1575 1750
(66g) 4pb
Parle-G 12 48 12 pkts x 3.168 3.41 2772 5670 6705
(66g) 4pb
Parle-G 12 100 10 pkts x 6.00 6.77 1656 3384 3807
(60g) 10pb
Parle-G 12 96 12 pkts x 4.8 5.16 1848 3780 4320
(Mini) 8pb
(50g)
Parle-G 12 100 20 pkt x 5.00 5.36 1890 3960 4752
(Mini) 5 pb
(50g)
Parle-G 12 72 12 pkt x 3.60 3.89 2520 5130 6120
(Mini) 6 pb
(50g)
Parle-G 10 200 20 pkts x 8.00 8.52 1458 2997 3330
(Mini) 10pb
(40g)
Parle-G 10 96 (24pktx4 3.84 4.16 2106 4646 5434
(Mini) pb)
(40g)
Parle G 4 480 60 pkt x 9.12 9.85 828 1900 2100
(19g) 8 pb
Parle-G 4 480 8pbx5trn 6.24 6.88 1560 2490 2625
(13g) x12pkts
Product contains:
Ingredients:
Wheat Flour,
Cocoa Solids,
Sugar,
Partially Hydrogenated Edible Vegetable Oils,
Invert Syrup,
Leavening Agents [ 503 ( Ii ), 500 ( Ii ) ],
Salt, Emulsifiers [ 322 or 471 & 481 ( i ) ] and
Dough Conditioners [223].
Contains Permitted Natural Colour [150 b]
Added Flavor (Artificial).
3) Melody:
Product: Melody
Caramel meets chocolate to yield an
outcome nothing less than delectable. Parle
Melody comes with an irresistible layer of caramel
on the outside and a delightful chocolate filling
within.
Product contains:
Ingredients:
Sugar,
Liquid Glucose,
Cocoa Solids, Partially Hydrogenated Edible Vegetable Oils,
Milk Solids, Starch,
Salt and Emulsifier (322).
Contains Added Flavors (Artificial).
Price: Rs.1/-
“Melody Khao,
That is,
Khud Jaan Jaao”
Advertising:
Melody’s advertisement is very famous. It helps to
increase the sale of product and make it popular. It is also helpful to
make markset leader at time of new entrance.
Public Relation:
Public relation of Parle Company is good as well as
good attachment of people.
4) POPPINS
Product: POPPINS
Give the orange to a friend and the mango to a stranger.
Or try the lemon for a neighbor and the strawberry for a
teacher. Give the black currant to the school bus driver and
the pineapple to anyone else you please. With so many flavors
in each pack of Poppins, you will have only one thing to say to
everyone you meet; "Doon Kya".
Ingredients:
Product contains:
Sugar,
Liquid Glucose,
Acidulates [296] & Starch.
Contains Permitted Synthetic Food Colors
[E 110, E 102, E 133, E 122, E 124, E 127]
Added Flavors [Artificial
That is
Goli Rainbow Vali”
“
Advertising:
Public Relation:
5) BOURNBON BISCUITS:
Products: Bourbon:
Ingredient list:
Wheat Flour,
Sugar, Partially
Hydrogenated
Edible Vegetable Oils,
Cocoa Solids,
Invert Syrup,
Leavening Agents [ 503 ( ii ), 500 ( ii ) ],
Salt,
Emulsifiers [ 322 or 471 & 481 ( i ) ] and Dough Conditioners
(223 ).
Pack Size:
100 G, 200 G
Price:
Rs.10/- & Rs.18/-
Place:
It is available in mostly every retail shop.
Promotion:
Advertising:
Bourbon’s advertisement is very famous. It helps to
increase the sale of product and make it popular. It is also helpful to
make market leader at time of new entrance.
6) ORANGE BISCUITS:
Products: Orange
Ingredient list:
Wheat Flour,
Sugar, Partially
Hydrogenated
Edible Vegetable Oils,
Invert Syrup
Milk Solids,
Salt,
Leavening
Agents [503 (Ii), 500 (Ii) ],
Emulsifiers [322 or 471 & 481 (i) ] and Dough Conditioners [ 223
].
Contains Permitted Synthetic Food Colour [110] and Added
Flavours (artificial)
Pack Size:
90 G, 180 G
Price:
Rs.5/- & Rs.10/-
Place:
It is available in mostly every retail shop.
Promotion:
Advertising: Tag line of Orange is in every mouth of the
people:
That is,
7) CHOCOLATE BISCUITS:
Products: Chocolate
Ingredient list:
Wheat Flour,
Sugar,
Partially Hydrogenated Edible
Vegetable Oils, Invert Syrup,
Cocoa Solids,
Milk Solids,
Salt,
Leavening Agents [ 503 ( ii ), 500 ( ii )
], Emulsifiers [ 322 or 471 & 481 ( i ) ]
Dough Conditioners [ 223 ].
Contains Added Flavours [Artificial].
Pack Size:
25 G, 65 G
Price:
Rs.5/- & Rs.10/-
Place:
It is available in mostly every retail shop.
Promotion:
Advertising: Tag line of Chocolate is in every mouth of the
people:
That is,
8) ELAICHI BISCUITS:
Products: Elaichi
Ingredient list:
Wheat Flour,
Sugar,
Partially Hydrogenated Edible
Vegetable Oils, Invert Syrup,
Milk Solids,
Salt, Leavening Agents [ 503 ( ii ),
500 ( ii ) ], Emulsifiers [ 322 or 471 &
481 ( i ) ] and
Dough Conditioners ( 223 ).
Contains Permitted Synthetic Food Colour
(102) and Added Flavours ( Artificial ).
Pack Size:
90 G, 180 G
Price:
Rs.5/- & Rs.10/-
Place:
It is available in mostly every retail shop.
Promotion:
Advertising: Tag line of Elaichi is in every mouth of the
people:
That is,
9) PINEAPPLE
BISCUITS:
Products: Pineapple
Ingredient list:
Wheat Flour,
Sugar,
Partially Hydrogenated Edible
Vegetable Oils, Invert Syrup,
Milk Solids,
Salt, Leavening Agents [ 503 ( ii ), 500 ( ii ) ], Emulsifiers [ 322
or 471 & 481 ( i ) ] and
Dough Conditioners (223).
Contains Permitted Synthetic Food Colour
(102) and Added Flavours (Artificial).
Pack Size:
90 G, 180 G
Price:
Rs.5/- & Rs.10/-
Place:
It is available in mostly every retail shop.
Promotion:
Advertising: Tag line of Pineapple is in every mouth of the
people:
That is,
10) MANGO
BISCUITS:
Products: Mango
Ingredient list:
Wheat Flour,
Sugar,
Partially Hydrogenated Edible Vegetable Oils, Invert Syrup,
Milk Solids
, Salt, Starch,
Leavening Agents [ 503 ( Ii ), 500 ( Ii ) ], Emulsifiers [ 322 or 471
& 481 ( i ) ], Dough Conditioners [ 223 ] and
Acid Regulators [296]
Pack Size:
90 G, 180 G
Price:
Rs.5/- & Rs.10/-
Place:
It is available in mostly every retail shop.
Promotion:
Advertising: Tag line of Mango is in every mouth of the
people:
That is,
11) Monaco:
Products: Monaco
Ingredient list:
Wheat Flour,
Edible Vegetable Oil,
Partially Hydrogenated Edible Vegetable Oils
Sugar, Leavening Agents [ 503 ( ii ), 500 ( ii ), 341 ( i ) ],
Invert Syrup, Salt,
Yeast,
Acid Regulators [ 270, 296 ],
Emulsifiers [ 322 or 471 & 481( i ) ],
Dough Conditioners [ 223 ],
Improver [ Amylases & other Enzymes ],
Contains Added flavor (artificial).
Variety:
Pieces of cheese, Rings of tomato, Lightness,
Crispiness, Sprinkles with salt.
Design:
Best packaging. It is also more attract peoples.
Price:
For 75 grams: Rs. 07
For 120 grams: Rs. 10
For 240 grams: Rs. 18
Promotion:
It is relish a delectable experience as they melt in your
mouth. Monaco tag line is:
“LIFE NAMKEEN
BANAIYE”
It is also most famous tag line and it they
make advertising through TV advertising and
signboards.
Place:
Location:
Retail shop it is available semi urban and urban area.
Public relation:
S.V. Institute of Management, 25
Semester: II, KADI [Batch 2008-10]
Marketing Analysis of PARLE
Ingredients:
Wheat Flour,
Sugar,
Partially Hydrogenated Vegetable Oil (Palm and Soya
bean Oil),
Invert Syrup,
Skimmed Milk Powder,
Salt,
Ammonium Bi Carbonate (503),
Sodium Bi Carbonate (500),
Soya Lecithin (E322),
Artificial Flavors,
Calcium and Iron Salts,
Vitamin Premix,
Sodium Meta Bi Sulphite (E223)
Design:
MILK POWER has Best packaging and color so that more
attract peoples.
Price:
For 13 grams: Rs.04
For 19 grams: Rs.06
For 60 grams: Rs.12
For 440 grams: Rs.68
Promotion:
It is relish a power/sakti as they melt in your body.
Place:
Location:
Retail shop it is available in rural area more than
urban and semi urban area.
Public relation:
Milk power is all time favorite of consumers. This product
like by rural children.
Milk power is largest selling packaged biscuits in Indian
rural area.
Demographic
Age Every Age of Person
Gender male, female
Family size 1-2, 3-4, 5+
Family life cycle married, unmarried
Income All Income
Occupation Every
Education Schools, colleges, universities
Major religion of Hinduism, Islam ,
Religion Christianity &
small percentage of others
Race Asian
Nationality Indian
PSYCHOGRAPHIC
Social class Every class
Actualizes, fulfilled, believers, achievers,
Lifestyle strives
Experience’s makers and strugglers
BEHAVIOURAL
Parties, birthdays, sports and regular
Occasions occasions
Benefits Quality, taste
Loyalty status Moderate
S.V. Institute of Management, 29
Semester: II, KADI [Batch 2008-10]
Marketing Analysis of PARLE
For e.g. Monaco for entirely salty biscuits and its latest product
Krackjack-cream is for sweet and salty taste.
M1 M2 M3
P1
P2
P3
(Figure:4.2)
Target Marketing:
o The company must take into account its own objectives and
resources in relation to the segment. If a segment does not mesh
with the company’s long-run objectives, it can be dismissed.
In the above diagram we can say blue color represents the extent of
Parle-G i.e. it is 1 product for all the 3 markets and the green color is for
Hide & Seek where it is a product only for 1 market and the orange is for
other biscuits where the product is targeted for 2 markets.
Differentiation strategy
For Parle-G the company has used channel and image differentiation
tools. Parle-G by far has the most intensive distribution coverage as
compared to any other biscuit company in India. Also the name PARLE
has an image that generates respect and a belief of good quality in
the minds of the buyers.
Today, Parle enjoys a 40% share of the total biscuit market and a
15% share of the total confectionary market, in India. The Parle
Biscuit brands, such as, Parle-G, Monaco and Krackjack and
confectionery brands, such as, Melody, Poppins, Mangobite and
Kismi, enjoy a strong imagery and appeal amongst consumers.
Chapter-5 BIBLIOGRAPHY
For the preparing the report we uses the following:-
1. Websites :- www.parleproducts.com
www.google.com
www.wikipedia.org