CASE STUDY ON PARLE

BY, SINDHU.V, ITISHREE NAIK, CHETNA PAREEK. VIKASH JHUNJHUNWALLA

INTRODUCTION
A cream colored yellow stripped wrapper with . a cute baby photo containing 10 12 biscuits with the companys 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.

COMPANY PROFILE
Establishment Headquarters Industry Type Company Size Website 1929 Mumbai Area, India

Food & Beverages Privately Held 1,000 employees

http://www.parleproducts.com

Common Job Titles Sales Officer 28% Area Sales13% Manager Sales Executive 10% Production Officer Sales Manager 7% 5%

CONT.
Turnover
Top Schools

2000cr
Univ. of Mumbai Univ. of Pune Devi Ahilya Vishwavidyalaya Univ. of Allahabad 25 years

Median Age Median Tenure Gender

1.5 years

Male and Female

VISION
The main vision of Parle is to concentrate on consumers taste and preferences. The Parle brand has grown from strength to strength ever since its inception. For fulfilling its vision they do every batch of biscuits and confectionaries are thoroughly checked by experts staff, using the most modern equipment hence ensuring the same perfect quality across the nation and abroad.

MISSION
HINDUSTAN KI TAAKAT For over 65 years, Parle G has been a part of the lives of every Indian. From the snow capped mountains in the north to the sultry towns in the south, from frenetic cities to laid back villages, Parle G has nourished, strengthened and delighted millions. Various people have various reasons to consume it, some consume it for the value it offers while others consume it for sheer taste, For some it is a meal substitute for others it is a tasty healthy nourishing snack. Patronized by millions for all this qualities, it is much more than just a biscuit brand. Little wonder than why is it the Largest selling Biscuit brand in the World.

CASE ANALYSIS
Today Parle is a multimillion us dollar company and is the market leader in many categories of biscuits and confectionaries. Today Parle enjoys a 40% share of the total biscuit market and a 15% share of the total confectionary market in India.

STRENGTH

WEAKNESS

OPPORTUNITIES

THREATS

OVERVIEW AND FACTS

Parle-G is a one of the famous business groups of India. It has a large quantity of food products. Parle-G products are very familiar to Indian kids. No Indian grown without feed of Parle-G product. It is a fact. A long time ago, when the British ruled India, 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.

DIGESTIVE MARIE
Digestive Marie has changed the way consumer enjoy in daily routine, by making it more enjoyable and much healthier. It contains 5 times more fibre than regular Marie. Fibre can be actually seen in the biscuits. Digestive Marie contains lower fat and calories in it. This biscuit help us stay active-lite all day. In the commercial kajol says-Yehi Marie,Sahi Marie

SEGMENTATION
IN BISCUITS:
*Parle-G,

*Krackjack, Marie, *Crispy creams, *Monaco, *Hide and seek, *Parle Nimkin,

*Milano, *Digestive *Parle Marie, *Milk Shakti, *Myfair cookies

IN CONFECTIONARIES:
Melody Chocolaty Mango bite kachcha Mangobite Kismi Toffee Kismi Gold Orange Candy Xhale

IN SNACKS:
Musst Bites Monaco Bites Cheesling Sixer

SOCIAL RESPONSIBILITY
Parle Products with its wide platter of offering of biscuits and sweets like Parle-G, Krackjack, Monaco, Melody, Mango bite and many others since 1929 is also actively engaged to change & uplift the social face of India. As a part of Corporate Social Responsibility Policy Parle is keenly involved in the overall development of younger generation with focused endeavor to built New Face of India and spread happiness & joy all over.
.

QUESTIONS RELATED:
Q.1)Discuss the various bases or criteria for segmenting consumer markets. Explain fibre digestive Marie segmentation and positioning strategy.

Q.2)Parle products successful in delivering the message of quality to the target audience? Justify your comments.