TITLE

MARKETING STUDY OF
PARLE PRODUCTS

DETAILS

NAMERoll no.Course- MBA Ivth

SPECIALISATION- MARKETING

MARKETING MIX OF PARLE

PRODUCTS
The term marketing mix refers to
unique blend of Product, Place,
Promotion & Pricing strategies
designed to produce mutually
satisfying exchanges with a target
market. Marketers have to make
many decisions in developing a
marketing mix that will satisfy
their target customers. However,
all of the variables that make up

TALK WITH THE DISTRIBUTOR

I had visited a distribution unit of Parle Biscuits, which is situated in
JP nagar. He proved to be very co-operative and resourceful. He gave me
adequate information, which is required in the project. Below is the
information gained through the visit :
Which are the products of parle you distribute?
Answer- Parle G, Krack Jack, Monaco, Milk-Shakti, Hide N Seek , Fun
Center, Cheeslings, Jeffs, Marie Choice, Parle Magic, Monaco Bites etc.

2. What are the yours distribution channel?
Answer- We distribute product through salesman Whose supply
products in nearby area as per customers order.

3. In which areas you supply the products of parle?
Answer- We supply only in JP Nagar.

Cont..

 4. How do you tackle competition?

Answer- Parle faces competition by just keeping up the
quality and prices as per the pre defined standards.
There are no levels in it. It has stable marketing strategies.

5. Problem faced, if any?

Answer- There used to be some problem due to imitation
brands like, Parole G, Parale G, Parel G, etc. But now people
identify the brand very well. They recognize by the sweet
girls image on the pack and the PARLE on it written in
Red. It acts as the logo. So, now this drench is cleared off.

Conclusion
CONCLUSION
I want to conclude my project by saying that marketing strategy is 4ps
such as product, promotion, price and place. These are all important
aspects of marketing strategy. Without these aspects marketing is not
possible. Marketing strategy is all about marketing a product. In these
marketing mix sellers, retailers, buyers, and wholesalers play an important
role. There is lot of scope in marketing strategy. Parle company had made
huge profit by marketing there products in India and in foreign countries.
It was concluded that Parle is the first preference of both the customers
and retailers (Organized and unorganized both) because of its price and
brand image.
The Parle Biscuit brands, such as, Parle-G, Monaco, Krack jack, Marie
Choice, Hide and Seek enjoy a strong imagery and appeal amongst
consumers across the world. Which has resulted into Parle-G being the
worlds largest selling biscuit".

Cont..

 The Parle name symbolizes quality, health and great taste.

Constantly innovating and catering to new tastes PARLE-G has
built its reputation.
Parle Products Pvt Ltd. is now lagging in services to retailers
because of improper supply and distribution in some areas and
competitors taking advantage of these points .Parle Company
should take into consideration the opportunities and threats as
discussed above. This will help the company to maintain its brand
image for long time.
Parle Agro is a leading Indian Food and Beverage Company, the
only Indian transnational giant with the past experience of having
successfully launched leading soft drinks like Frooti, Appy, and
Bailley. Toady its brand portfolio consists of No.1 brands like frooti
along with Appy, and Bailley.

Case Study
In 2009, Parle Products Pvt. Limited (Parle), a leading Indian manufacturer of
biscuits, had the honor of producing the best-selling brand of glucose
biscuits in the world by volume, Parle-G. Parle-G biscuits sold for about U.S.
$ 1 per kilogram, and as very few processed and ready-to-eat products were
available at that price, Parle-G was closely associated with the offer value
for money (VFM). Impending problems in this brand category for Parle was
the fact that the prices of raw materials from the two main raw materials for
the Parle-G biscuits (which account for 55 percent of their value inputs) rose
enough in the past 18 months to reduce the field from 15 percent to less
than 10 percent. Pressure to restore fields led Parle to consider price
increases more previous attempt caused a sharp decline in sales. Parle later
turned increase production costs by reducing the weight of the package,
franchise production, reducing supply chain costs and reduce packaging
costs. Parle could not ignore the deep-rooted perception of VFM in the
development of short-and long-term marketing plans to maintain the
success of Parle-G in the market. These plans are required to address
segmentation, positioning, and changing demographics Indian when
considering potential rise in Parle-G biscuits.

 Leading biscuit and confectionary-maker Parle

Products is all set to extend its promotional
campaign for its flagship brand Parle G into the
digital arena. With this, the campaign enters
into its next phase and ropes in renowned
author Ruskin Bond as a guest blogger to write
for its microsite TheFutureGenius.com. The
edutainment site, TheFutureGenius.com is an
interactive portal where parents can interact
and share videos, audio clips and documents
to showcase their childs talent.

Conclusion Of Surveys
1. What are the brands of biscuit
can you recall in your shop?
--- In this survey 8% consumer recall
parle biscuit and 7 % for ITC and 5 %
for Priya Gold

 2. What is frequency of Parle

biscuit you take from the
distributer?
Conclusion- In this survey frequency
of consumer takes thrice in a week.

 What is the quality of Parle

biscuit you think?
Conclusion- In this survey the most of
the consumer think about quality is
very good.

 What attribute do Parle G belonged?

Conclusion- As per this survey the
Glucose attribute is most suitable for
Parle G.