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Place Mix
The extensive distribution network, built over the years, is a major strength for
Parle Products. Parle biscuits & sweets are available to consumers, even in the most
remote places and in the smallest of villages with a population of just 500.14
Channel levels:
Parle has nearly 1,500 wholesalers, catering to 4, 25,000 retail outlets directly or
indirectly. A two hundred strong dedicated field force services these wholesalers &
retailers. Additionally, there are 31 depots and C&F agents supplying goods to the
So it is seen that Parle has 1 level, 2 level & 3 level distribution channels levels.
Level 2 – Since it’s an FMCG product this channel exists for customers scattered
throughout the country.
Level 3 – Mass consumption & suitable for national & international coverage. For
e.g. Parle’s international operations consist of serving markets in the Middle East,
Africa, South America, Sri Lanka, Australia and North America for which the 3 level
Channel dynamics:
Parle has a multi-channel marketing system since it uses more than two marketing
channels to reach all its customer segments.