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About the Company

A cream colored yellow stripped wrapper with a cute baby photo containing
10 – 12 biscuits with the company’s name printed in Red and you know these are
Parle G biscuits. Times changed, variety of biscuits did come and go but nothing
has changed with these biscuits. Yes, the size of their packing has definitely
changed but for the consumers good as these are money savers pack.
The Parle name conjures up fond memories across the length and breadth of the
country. After all, since 1929, the people of India have been growing up on Parle
biscuits & sweets.

Initially a small factory was set up in the suburbs 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 Products, survived and succeeded,
by adhering to high quality and improvising from time to time.

A decade later, in 1939, Parle Products began manufacturing biscuits, in

addition to sweets and toffees. Having already established a reputation for quality,
the 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 went on
to become leading names for great taste and quality.

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.

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All Parle products are manufactured under most hygienic conditions. Great care is
exercised in the selection and quality control of raw material and standards ensured
at every stage of the manufacturing process.

Parle Products has 4 manufacturing units for biscuits and confectionaries at

Mumbai, Haryana, Rajasthan and Karnataka. It also has 14 manufacturing units for
biscuits & 5 manufacturing units for confectioneries, on contract.

All these factories are located at strategic locations, so as to ensure a

constant output & easy distribution.

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.

PARLE G - THE EVOLUTION !!!

Parle-G has been a strong household name across India. The great
taste, high nutrition, and the international quality, makesParle-G a winner.
No wonder, it's the undisputed leader in the biscuit category for decades.

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.
Because of this, Parle-G is the world's largest selling brand of biscuits.

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.
2

The incredible demand led Parle to introduce the brand in special

branded packs and in larger festive tin packs. By the year 1949, Parle
Glucose biscuits were available not just in Mumbai but also across the
state. It was also sold in parts of North India. The early 50s produced over
150 tones of biscuits produced in the Mumbai factory. Looking at the
success of Parle-G, a lot of other me-too brands were introduced in the
market. And these brands had names that were similar to Parle Glucose
Biscuits so that if not by anything else, the consumer would err in picking
the brand. This forced Parle to change the name from Parle Glucose Biscuits
to Parle-G.

Originally packed in the wax paper pack, today it is available in a

contemporary, premium BOPP pack with attractive side fins. The new
airtight pack helps to keep the biscuits fresh and tastier for a longer period.

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 anicon. The next
level of communication associated the brand with the positive values of life
like honesty, sharing and caring.

In the year 1997, Parle-G sponsored the tele-serial of the Indian

superhero, Shaktimaan that went on to become a huge success. The
personality of the superhero matched the overall superb benefits of the
brand. Parle extended this association with Shaktimaan and gave away a lot
of merchandise of Shaktimaan, which was supported by POS and press
communication