Parle G Case Study
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INTRODUCTION
A PARLE PRODUCTS LTD. Today stand as a pioneer in the field of Agro product exports the company has made substantial process since its establishment. For the companys success, Parle believes in treating customers with trust, dignity, and respect. They believe in fair business practices and in doing their part to save the environment. Currently Mr. Vijay K. Chauhan is the key person contributing towards the companies success.
PRODUCTS:-
CHOCOLATE CONFECTIONERY
OTHER PREPARED FOODS ( BY ROASTING )
BISCUITS
ACTIVE YEASTS
Exporting countries:-
BAHRAIN
CAMEROON
CANADA
KOREA DEM. REP.
MALTA
NEPAL
NEW ZEALAND
SAUDI ARABIA
SIERRA LEONE
SOUTH AFRICA
U.A.E
U.S.A.
YAMAN
HISTORY OF PARLE-G
A long time ago, when the British ruled in 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 PRODUCT, survived and succeeded by adhering to his quality and improvising from time to time.
A decade later, in 1939, Parle Product 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 brand of biscuit to be introduced which later went on to become leading name for great test and quality. That time only one building was having in Vile-Parle where they were making production and any other process. Then gradually that company expanded in many buildings and today that company located in 14 Akers area. That time they were transporting their products ownely by cycle.
HOW PARLE MADE BISCUITS AFFORDABLE TO ALL?
Biscuits were very much a luxury food in India, when Parle began in 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 biscuits 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 decided to concentrate on the more popular brands, so that that people could enjoy the price benefits. Thankfully today, theres dearth of ingredients and demand for more premium brands is on the rise. Thats why Parle now have wide range of biscuits and mouthwatering confectionaries to offer.
STRENGTH OF PARLE BRANDS
Over the year, Parle has grown to become a multi million dollar company. Many of the parle Products – biscuits or confectionaries, are market leaders in their category and have won acclaim at the Monde Selection, since 1971.
Today Parle enjoy a 40% share of a total biscuits market and a 15% share of confectionery market, in India. The Parle biscuits brands such as Parle-G, Monaco, Krackjack and confectionery brands such as Melody, Poppins, Mango Bite and Kismi enjoy the strong imaginary appeal among the customers.
Be it a big city or a remote village of India, the Parle name symbolizes quality, health and great test! And yet we know that constantly innovating and catering to new test have built this reputation. This can be seen by the success of new brands such as Hide and Sick, or the single twist rapping of Monaco Bite.
In this way by concentrating on consumer tastes and preferences and emphasizing research and development the Parle brand grows strength to strength.
SOME OF THE TOP PARLE BRANDS IN CURRENT SCENARIO
Parle-G
Along with the taste, energy and nourishment, Parle-g also offered quality and value for money. Which contribute by making it an unchallenged success? Apart from being Indias largest selling biscuits, Parle-G is the winner of 8 Gold and 11 Silver awards at the Monde Selection.
Hide & Seek
Let your taste buds indulge in the sinful pleasure of delightful games- Seek out the chocolate chips that arent really hidden. This cookie biscuits is made up a large quantity of chocolate chips. Crunch into it or let it melt in your mouth to seek out the real taste of chocolate. Whatever you do, you just cant hide from the sheer delight of chocolate chips.
Krackjack
A little sweet- a little salty. Thats what makes Krackjack very delicious!
This delightful biscuit is acclaimed in India and across the world for its controversial sweet and salty taste. Krackjack has won 11 Gold, 3 Silver and 1 bronze awards at. The Monde Selection you can enjoy Krackjack any time plain or with a host of beverage like tea, coffee or milkshake.
Monaco
This is original O shaped salted biscuit makes people exclaim, OH, Monaco. Whether plain or with toppings, Monaco is simply delicious. And ideal party time delicacy as it is, you could also use your imagination and create more scrumptious snacks by combining Monaco with a choice of topping. Light crisp and fresh, its no wonder that Monaco is Indias