Introduction, History and Type of Organization: P- Perfect A-Attractive R-Relishing L-Learning E-Eatable History:
Parle Product’s fame and familiarity is undeniable. Considering its extensive reach, the brand Parle is known and recognized by everyone. Over the years, Parle’s sweets and biscuits have
become a household name. From kids to adults, everyone loves and cherishes these treats. It gives us great pleasure to see our consumers enjoy and embrace Parle products on daily basis. Our confectioners and chefs have the utmost authority at Parle. Had it not been so, the beginning of Parle would have been quite different.
In 1929 a small company by the name of Parle products
emerged in British dominated India. The goal was to spread joy and cheer to children and adults alike, all over the country with its sweets and candies. Although, the company knew that it wouldn’t be an easy task, they decided to take the brave step. A small factory was set up in the suburbs of Mumbai to
manufacture confectionery products. A decade later this factory was upgraded to manufacture biscuits as well. Since then, the Parle name has spread in all directions and has won
international fame. Parle has been sweetening the lives of people all over India and abroad.
Apart from the factories in Mumbai and Bangalore, Parle also has factories in Bahadurgarh, Haryana and Neemrana,
Rajasthan. These are the largest biscuit and confectionery plants in the country. Additionally, Parle Products also has 10 manufacturing units and 75 manufacturing units on contract.
Milestones - The Decades of Progress
1929:The first year of operation. Our only assets were hard
work and hope.
1939:Ten years of determined effort brought results. Things
began to take shape. And we tried even harder.
1949:The formative years were over. We had come of age. 1974:Here was the first evidence of Parle as it is today.
Introduction and type of organization:
Parle Products Pvt. Ltd. is a FMCG (Fast moving Consumer
Goods) Industry. The fast moving consumer goods are those consumables which are normally consumed by consumer at a regular interval.
Parle Products has been India's largest manufacturer of biscuits and confectionery for almost 80 years. Makers of the world's largest selling biscuit, Parle-G, and a host of other very popular brands, the Parle name symbolizes quality, nutrition and great taste. With a reach spanning even to the remotest villages of India, the company has definitely come a very long way since its inception.
Many of the Parle products - biscuits or confectioneries, are market leaders in their category and have won acclaim at the Monde Selection, since 1971. With a 40% share of the total biscuit market and a 15% share of the total confectionary market in India, Parle has grown to become a multi-million dollar company. While to the consumers it's a beacon of faith and trust, competitors look upon Parle as an example of
marketing brilliance.
Available Anywhere
Today, the great strength of Parle Products is the extremely widespread distribution network. Even at the remotest places, you can buy Parle biscuits and sweets from the local grocer. It has taken years to create this extensive network. Parle’s sales force started with one salesman in Bombay and some agents in few other cities. Gradually, Parle Products expanded. Soon
sweets and biscuits were being sent by rail to Calcutta, Delhi, Karachi, Madras and other major cities. As production
increased, distribution was amplified. Full time salesmen were appointed in different areas. Currently, Parle Products has over 33, 00,000 distribution outlets.
Organizational Structure:
Organization structure is teamwork of the formal relationship that has been established. The purpose of the structure is to assist in regulating and directing the efforts of an organization so that they are co-ordinate and consistent with organization. Organization structure of the company shows the
versa. It shows a clear cut line of authority, responsibility and accountability.
Among the various types of organization structure Parle has adopted vertical management structure.
PRODUCTS OF THE COMPANY
Parle Products Pvt. Ltd. Is a US $ 450 million
Organization. It is in the business of manufacturing and
marketing of biscuit, confectionaries and snacks. It has state of the art machinery with automatic printing and packing facility.
Its biscuit backing oven is largest of its type in Asia.
Over the decades, the efforts of Parle’s Research and
Development wing have made the repertoire of its products grow manifold.
Almost all of Parle Products are market leaders and as recognition of their quality, have won them 111 gold, 26
silver and 4 bronze Monde Selection Medals since 1971 to 2008.
Some of the Products of Parle Products Pvt. Ltd. is mentioned category wise below:
Biscuit Goodies:
Parle-G Kreams, Kreams Gold
Hide & Seek, Milano Milk Shakti
Krackjack Parle 20-20 Cookies
Magix Golden Arcs
Marie, Digestive Marie Nimkin
Monaco, Jeera Chox
Poppins Melody Softee
Mazelo Kismi Toffee and Bar
Orange Candy Kismi Gold
Xhale Mango Bite, Kachha Mango
Bites
2 in 1 Éclair Melody
Golgappa Parle Lites
Munch on Snacks:
Musst Bites Cheeselings
Sixer Jeffs
Musst Sticks and Chips Sixer Zeera
Cool Beverages:
Frooti Saint Juice
Grappo and Appy Fizz Bailey
LMN Bisleri
Market & Competitors:
International Market:
• Parle’s international operations consist of serving markets in the Middle East, Africa, South America, Sri Lanka,
Australia and North America. Competitor Analysis of Parle:
• “Britannia and Parle together command a 75-78 percent market share. The glucose segment accounts for 35
percent of the overall biscuit market. Parle’s Parle-g is the leader in the Glucose segment, wherein is has 55% share. • Salty biscuits (Parle’s Monaco and Britannia’s Snax) and
50-50) are the other two most popular segments in the biscuit market.
• It has recently launched Hide and Seek, chocolate chips biscuits which will compete with Britannia’s Bourbon.
• Parle plays a high volume, low margin game. But Britannia and Sunfeast look at two-pronged strategy- High margins in cream variants and volumes from the Marie and
Glucose segments.
Britannia Products Parle Products Tiger Biscuits Parle-G
Marie Gold Parle Marie, Digestive Marie
50-50 Krack Jack
Bourbon Hide & Seek, Milano Nice Biscuits
Nutri Choice
Salary Structure: HR Policies:
Marketing Strategy:
Parle’s efforts to make biscuits
affordable to all?
Biscuits were very much a luxury food in India, when Parle began production in 1939. Apart from
Glucose and Monaco biscuits, Parle did offer a wide variety of brands.
However, during the Second World War, all domestic biscuit production was diverted to assist the Indian soldiers in India and the Far East. Apart from this, the shortage of wheat in those days, made Parle decide to concentrate on the more popular brands, so that people could enjoy the price benefits.
Thankfully today, there's no dearth of ingredients and the demand for more premium brands is on the rise. That's why; we now have a wide range of biscuits and mouthwatering confectionaries to offer.
Be it a big city or a remote village of India, the Parle name symbolizes quality, health and great taste!
And yet, this reputation has been built, by constantly innovating and catering to new tastes. This can be seen by the success of new brands,
such as, Hide & Seek, or the single twist wrapping of Mango bite.
In this way, by concentrating on consumer tastes and preferences and emphasizing Research & Development, the Parle brand grows from strength to strength.
Marketing Strength...
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.
The Parle marketing philosophy emphasizes catering to the masses. They constantly endeavor at designing products that provide nutrition & fun to the common man. Most Parle offerings are in the low & mid-range price
segments. This is based on our cultivated understanding of the Indian consumer psyche. The value-for-money positioning helps generate large sales volumes for the products.
Marketing management refers to distribution of the firm’s product or service to the customers in order to satisfy their needs and to accomplish the firm’s objectives.
Marketing includes developing the product, pricing, distribution, advertisement, and merchandising, doing personal selling, promoting and directing sales and service to customers.
Developing Marketing Strategies for
Parle:
-Determine what the customer’s needs are and how those needs can be satisfied.
Select the market that would be served.
Decide what advantage that will give a competitive edge over other firms.
Learning customer’s needs
Conscious about the firm’s image Looking for danger signals
SWOT ANALYSIS OF PARLE
SWOT analysis is a strategic planning
method used to evaluate the Strengths,
Weaknesses, Opportunities and Threats involved
in a Project or Business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favourable and unfavourable in achieving that objective.
STRENGTH
1. Low price as compared to competitors
2. Sizeable market share in the country.
3. Offers variety of
products under its brand. 4. Different sizes of
packets are available. 5. An experienced team of sales and marketing executives.
6. Deep and effective coverage 7. Largest distribution system. WEAKNESS 1. Breakage of biscuits while delivering to retailers 2. No proper replacement system for broken biscuits to retailers 3. Improper and irregular supply. 4. Fewer shares in Premium biscuit market. 5. Dependent on its flagship brand, Parle-G
6. Poor packaging in family pack of glucose biscuits.
7. Lack of schemes for retailers and
distributors.
OPPORTUNITY
1. Rising demand for innovative packaging in packaged foods.
2. Retaining loyal
retailers or wholesalers. 3. Improving supply system for established brands.
4. Huge scope for some Parle products in medical shops.
5. Information revolution brought about by the television.
6. Good scope for snacks, if launched and properly promoted. Conclusion THREAT 1. Highly advertised brands such as Britannia. 2. Ever increasing competition from multinationals and local companies. 3. Increase in sale of cheap local bakery products.
4. Emerging substitutes like wafers, snacks and toast.
5. Margin war among the major
Detailed study of Parle Products, gives out the success story of Organization management and successful marketing style of company. This shows that perfect management style can convert any small business into multimillion a Brand. The marketing strategy of Parle shows that products even at low price earn substantially considerable profits.
And because of splendid management and marketing style Brand Parle G dominates the volume-dominated biscuit market. Even in today’s times when multinationals are beefing up their operations and trying to change the dynamics of the market, Parle G’s Numero Uno position is unchallenged. Brand Parle G is iconic and has evolved over the years. Trust, relevance, affordability are its hallmarks, which have withstood pressures from the hyper-competitive marketplace.
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. But it is also not perfect solution because it at some place they
cannot control the selling price of the products and it affects the sale of the company. As per solution of this problem the company should mention the price of the product in its advertisement.