THEBRANDI

NGJOURNEYOFPARLE

Submi
tt
edBy
:
Undert
heGui
danceof
:
Sur
ampudi
Sri
niv
as|
E.No.
I8BSPHH01C1344
Dr
.AmarRaj
uG
Ni
khi
lSi
ngh|
E.No.-
18BSPHH01C0795
Assi
stantPr
ofessor
,
AkbarBasher
|E.
No.-18BSPHH01C0112
Mar
ket
ingandSt
rat
egyDepar
tment
,
Swaraj
shr
eeDevinandan|
E.No.-
I
BS–Hy
der
abad.
18BSPHH01C1405

Subhr
ansuKir
anPadhi
|E.
No.-
18BSPHH01C1359
BUSI
NESSHI
STORYPROJECTREPORT

MBA1stSemest
er|
Sect
ion-
M
I
NTRODUCTI
ON:

Foodhabi tsev ol
vedwi t
hci vi
l
izationandt heneedf ornutri
ti
ous,conv eni
enttocarry
andlong-lasti
ngf oodsonl ongj ourneys,i
npar t
icul
aratseagav eri
set otheconcept
ofbiscuit.Forgoi
ngt hepat t
ernofI ndi
anf oodhabi t
s,acompanyemer gedin1929
nearBombaysubur bst o create and meett he demandsf orbi scuit
s.Par l
e:A
renownedbr andi nt hefoodi ndust r
ycompanybyPar le’
sChauhanf amilyfr
om its
parentproductionhouseatVi l
ePar leofMumbaisubur bshasbeenemer gedasone
ofIndia’
smostt r
ustedf oodindust rywit
hi tsaf
f or
dable&popularpr oductportf
oli
o.
It
scur rentMD ar eVi j
aykant il
alchauhan,Shar dpi t
amberchauhan,Rajkant il
al
chauhanandi tswhol eti
medi r
ectorsareAr upshar adchauhan,Ajayv ij
aychauhan,
Samarshar adchauhan

MARKETOVERVI
EW:

Thebi scui ti
ndustryisthelargestandf ast
estgrowi ngofal lt
hesect orsint hef ast
mov ingconsumergoods( FMCG)cat egoryinI ndia.TheI ndianfoodandgr ocer y
mar ketist hewor ld’
s6t hlargest,withmor ethan70percentmar ketcontribution.
TheI ndianf oodpr ocessi
ngi ndustryaccountsfor32percentoft hecount ry’stot al
foodmar ket
,oneoft helargestindustriesinIndiaandi srankedf i
fthinter msof
production,consumpt i
on,expor tandexpect edgr owt h.Itcontr
ibutesaround8. 80
and8. 39percentofGr ossVal ueAdded( GVA)i nManuf actur
ingandAgr iculture
respecti
v ely,13percentofI ndia’
sexpor t
sandsi xpercentoft otalindust rial
i
nv estment .TheI ndiangourmetf oodmar ketiscur rentl
yv al
uedatUS$1. 3bi l
lion
andi sgr owingataCompoundAnnualGr owthRat e( CAGR)of20percent .India's
organicf oodmar ketisexpect edtoincreasebythreet imesby2020.

Sour
ce:
Mini
str
yofFoodPr
ocessi
ngI
ndust
ri
es

1|
Page
BUSI
NESSHI
STORY:

Thejourneyfr
om anI ndi
anfami
l
ybusinesstooneoft heleadi
ngmanufact
urerof
bi
scuit
sandconf ect
ioner
yshowstheroll
ercoast
errideofthebrandandpr
ov i
des
someuni quel
ear
ninginsi
ght
stounder
standtheconsumerpsychol
ogy.

Mr .MohanlalDayalwast hemanbehi ndt hecompanywhi chgav ether easonforjoy.

Thei deaforParlewasi nitiat
edint hey ear1928. Orignallyitwasst artedasapur e
confecti
onerycenteredcompany .It
sf i
rstf actor
yst artedf uncti
oningi n1929i nthe
suburbsofBombay( now Mumbai ,i
nMahar ashtra)wi tht hewor kforceofmer e
twelve people.Itwas st art
ed as a f ami l
y cent ri
c busi ness wi th sweets and
peppermints manuf act uring,and t hei
rt offee orange candy became t he most
popularint he unor ganized mar ketoft hatt i
me.Par l
e st ar
ted its promotional
activ
iti
eswiththet aglinet hatwas“ Sweet sf rom thesweet …PARLE’ s-Nat ur
all
y”and
theyhighl
ightedthatt heirtof f
eeandsweet sar emadef rom richingredients:gl
ucose,
puresugarandmi l
kandav ail
abl
einmanydel ect
ablef l
av ors.

I
nthel ate1930s’themosti conicproductofPar l
ewasl aunchedwhi chwasPar le-
Gl
ucobi scuit
.Parlestar
tedpr omotingitwithdi f
ferentpict
uresandpr intsintwo
t
ypesofpackagi ngwit
hlines–Gr owgreat,
growst rongwithParle’
sgluco( Parl
e-G),
t
hisbiscuithi
tthemarketandwasav ai
labl
eatev erysmallandbigshopsbecauseof
i
tsextensivesupplychainsy st
em.I tbecamepeopl e’
sfavori
tebiscuitasi t
sprice
wasreasonableandalsoappear edastheperfectcompani ontothemor ningtea.

In1941,t hecompanydi versif

iedthetast eofproductt osaltybiscuits.Parl
ecame
upwi thitsnewpr oductt hatwassal t
ycr ackerwitht hename“ Monaco”whi chwas
India’
sf i
rstsal tedcr acker.Theyadv ertiseitasapar t
ysnackwhi chcanal sobe
served wi th differentt oppings and they used t he pi ct
ure ofwoman i nt heir
packagingandadv erti
singbecauset heywer etarget i
ngwomanast hei
rcust omer s
andt heirtaglinef orthisproductwas-“ What ’
sspeci alaboutShushila’steapar t
ies”.
Afterindependencei n1947whent herewasshor tagei nsupplyofwheatduet ori
ot s
and al l
,Par le-g and Monaco was outofpr oduct ion and company r equested
consumer st opl easeaskf orbarl
eybi scui
tsfrom shopsunt ilsituati
oni mprov e.
Companycamebackwhent hesit
uati
onandsuppl ybot himproved,wi t
hPar l
e-Gand
Monaco bi scuit
s,t hi
st imewi t
hnew packagi ng ascompanyhad adopt ed new
i
nnov ati
v epackagi ngtechniquesandt heyalsocr eatedI ndi
a’
sl ongestov enwhi ch
was250f eetl ongandt heyst art
edproduct i
onofbi scuitsonmuchl argerscalewith

2|
Page
hugenumberofwor kforce.Posti
ndependenceofIndia,companyst ar
tedfocusi
ng
ont hetechni
calaspectsoftheproducti
on.Iti
ntroducedIndia'
slongestoven-250
feetlongwhichhelpedt oboosttheproducti
oncapaci t
y.Alsother i
singsenseof
patr
ioti
sm posi
ti
velyaff
ectedthegrowt
h&accept ance.

Wit
hanov erwhel
mingproductr
esponsefr
om Parl
eGluco&Monaco,thecompany
ent
eredint
ocheesesnackssegmenti n1956.Thoughtherewasahugecontr
ast
wit
hIndi
anfoodhabit
,thepr
oductgai
nedaccept
anceintheurban&met
roar
eas.

Mov i
ng ahead f r
om t he Orange candy,Parl
e added Ki smi& Poppi ns t
oi ts
confectioneryr ange.Kismiwasl aunchedin1963wi t
hat argetaudienceofy oung
adult
sandt eenagers.Fewy earsl
ater,i
n1966theylaunchedPoppi nswhi chgained
hugepopul arit
yamongchi l
dren.Duri
ngmi d1960s’
Parlelaunched“ ParleJef
fs”f or
the fansofsav or ysnacks.The exoticfl
avorand packagi ng st
yle wasmai nly
tar
get edtowar dst heaff
luentcl
assfcustomers.

In1971,Par leawardedwi t
hMondeSel ect
ionAwar df oritsex cel
l
encei nt aste,
hygi
enicproducti
onandpackagi ng.Itbecamet hef i
rstIndi
anf oodcompanyt owin
MondeSel ecti
onAwar dforf
oursuccessiv eyears.Afterint
roducingawider angeof
chocol
ates,Parlei
ntroducedtheor igi
nalsweetandsal tybiscui
tas“ Krackjack”in
1974.Themai nint
ensionwast obringat ast
ewhi chisequal l
yacceptabl
ei nv ari
ous
regi
onsofI ndi
a.

Thepr omot ionalel ement smai nlypr ojectedt hepr oductasat astierenergyf ood
withv it
ami n enr iched i ngr edi ent s.Dur i
ng ear ly80s’Par ler enamed i tsf lagshi p
productPar leGl ucot oPar leGwher ethel et t
er“ G”sy mbol izedt heGl ucoseessence.
Subsequent lyt he packagi ng,bi scuitdesi gn and t heirpr omot ionalst rategies
modi f
iedwhi chhel pedt heor gani zati
oni nr einf orcingt hemar ketshar einbi scuit
segment .Tel evisionpopul aritywasr i
singwi tht hepopul arshowsbr oadcast edi nDD
National.Taki ngt headv ant ageofr isi
ngmoment um oft elevision,Par l
eintroduced
i
ts f i
rst t elevision adv ertisement i n 1982. Al ong wi th t he ongoi ng pr int
adverti
sement s, t
elev i
sioncommer cialswer etar getedt owar dsf amilymember swi th
anemot i
onal&i nformat ionalappr oach.Par l
eGbr andemer gedasar evolutionar y
producti nbi scuitsegment .Looki ngatgr owingpopul ar i
tyf orPar l
epr oduct s,the
companydeci dedt odi v er si
f yt heconf ectionar yr angei n1983wi tht heintr
oduct i
on
of“Chocol atelyMel ody”.Thr eey earsl ater,in1986i tl
aunchedMangoBi t
ewhi chi s
knownast hef i
rstmangocandyofI ndia.I n1996,Par lel aunched“ Hide&Seek”
whichemer gedasI ndia'smostl ovedmoul dedchocol atechi pbi scuit
s.Fr om t he
year2000onwar ds,t hecompanyst artedf ocusi ngonexi stingpor t
foli
owi thaney e
on traditi
onalt aste and a t r ue sense ofpat ri
otism.Technol ogicalinnov ation,

3|
Page
spreadi
ngofr
etai
lmar
ketandecommer
cechai
nshel
pedt
oaccel
erat
ethegr
owt
h
rat
e.

PARLE–G:
TheFaceofPar
le

Theiconicproduct-Par l
eGpr ovi
dedal ongl ast
ingbr andimagef orPar l
e.Itst
arted
asabi scui
twi t
hgl ucosei n1939andbr oughtaf ew vari
ancei ntaste,packagi
ng
overlast80y ears.Itisabi scui
tfi
ll
edwi ththegoodnessofmi lkandwheatand
consi
deredasasour ceofal lr
oundnour ishmentf ort henation.Accordingtot he
brandsurveybyNi el
seni n2003,Par l
eG emer gedast hewor l
d’slargestsell
i
ng
bi
scuitbrandwi thar ecordof400mi l
lionsuni t
sofdai l
ypr oducti
onandhol di
ng
79.4%ofIndi
anmar ketintermsofGlucoseBi scuits.

 1bil
l
ionpacksofPar
le-
Gar
epr
oducedmont
hlyandmar
ket
edov
er6mi
l
li
on
r
etai
lst
ores.

 4,
551Parl
e-Gbi
scui
tsareconsumedpersecondandasperTheBr
andTrust
Repor
t-
2014Par
le-
Grankedasthe42ndmosttrust
edbr
andofI
ndi
ain2014.

 I
n2013,Par
le-GbecameI ndi
a'
sfi
rstdomest
icFMCGbr
andt
ocr
osst
he₹
5,
000cr
oremarki
nretai
lsal
es.

DI
VERSI
FICATI
ONBEYONDPARLEG

Withthegr owingdemandandf avor

ablemarketconditi
on,thecompetit
ioninthe
marketstartedgrowi
ngwitharapi
daccelerat
ion.ToupholdtheCustomers’choi
ce
companyi mplementedsever
ali
nnovat
ivemarketingst
rat
egieswhichenabledParl
e
tocaptur
eadecentmar ketshar
eofRs21,213croreBi
scui
tmar ket
.

Takingt headv antageofBusi nessenv i

ronmentsev eralbusinessfir
msent eredinto
thissegmentofbusi nesst omeett hecol ossaldemandofI ndianmar ket,which
resultedi ni ntensecompet it
ion.Asmal lvariati
onintheneedofcust omercanmake
ahugei mpacti nmar ketpositi
on.To mai ntai
nt hegrowt hofcompanyi nt he
decliningst ageofPr oductLifeCycl e,ParleaddedSnackssegmentt oitsPr oduct
portfolio.Taki ng thescopeofhugepot ent i
ali
tyofoneoft hef astestgr owing
categor ies,Par l
eent er
edwi thlaunchi ngofwest ernsnackspr oductal ongwi tha
tradi
tional toucht oIndi
anSnackspr eferences.Parleaddedpot atowafersandchi ps,
AlooBhuj j
iaandMoongDaalt oit
st astypr oductportf
oli
o.Itwasagr eatat t
emptt o
captur eI ndianCust omerwi thprovidinganewv ari
antoftradit
ionalt
astysnacksbut
somehow Par lewasabl etocaptureonl y6%oft heRs5, 565crorewest ernsnacks
mar ket, whichi sdomi natedbyglobal gi
antssuchasPepsi Co.

4|
Page
Thel aunchingoft hewest ernsnacksundert hebr andnamesMustChi psandMust
Sti
ckwasunabl etogai nthecust omerspr eferenceast hatofot herPar l
ePr oducts
whichwer egivingast i
ffcompet it
ionbecauseofabsenceofPar leBrandName.
Parl
ewasabl etocr eateanunmat chedbr andequi tywhi chwassy mbol i
zedbyi ts
quali
typr oduct,nut r
iti
onandsuper i
ortaste.Lat erdur ingmi d2009,itre-launched
the product s as Par l
e's Waf ers and Par l
e'
s Ful lToss and t he brand name
acceleratedthesal esgr owt h.Theuni queappr oachofBr andengi neeri
ngenabl ed
Parl
et opl aceitselfint heshar eoft hepiei nIndianSnacksmar ket.I
n2009,Par l
e
l
aunchedheal thsnackcat egor ywi thMonacoSmar tChi pst of urt
herexpandt he
marketshar ebutitwasnotaccept edbymaj orityI ndi
ancust omers.Real i
zingt he
middlei ncomel evel& t r
adi t
ionalconsumpt i
onpat t
ernofmaj orcust omer s,the
companyhadt owi thdrawi twi thinsixmont hs.Thedemandwasconcent ratedov er
asmal lsegmentofI ndiancust omerandi nst
eadoft ar getingthissmal lsegment
Smar tchipspr oductwasl aunchedasamassbr and.Smar tChipsappeal edt othe
upperendoft hepy ramid.I nsteadofl aunchingt hati nmoder ntrade,Parlemadea
mistaket olauncht hatasamassbr and.

Alt
houghPar l
eSnackssegmentwasgi vi
ngst i
ffcompetiti
ont osmal l
erplay er,sti
l
l
PepsiCowasf araheadi nsnackssegmentwi thalmost70%mar ketshareandgood
captureov erurbanmar ket.Tof urt
herexpandi t
sbusiness,Par lemademar ket
ing
str
ategies tot ap t he ruralmar ketf or snacks segment .Under standing t he
consumpt ionpattern&lowi ncomel evelofruralcust
omer s,Parleadopt edtheHi gh
volume&Lowmar gi
nasofBi scuitproducti
on.Thisresul
tedinof f
eri
ngmor ef orthe
samepr i
ceandpr ovidedcompet i
tiv
eadv antageintheruralmar ket.Mor eoffer i
ng&
thetrustedbrandofPar l
ecreatedasi gnif
icantimpactuponr ural market.

Inear ly2010,Par leredesignedsepar atedi stri

butiont eamsaf terr eali
zi
ngt heneed
ofI ndivi
dualDi stributi
on&mar ketingst r
ategyf orBiscuit&Snacks.Looki ngatt he
dif
f erentshel fl ife& v ol
ume ofpr oduct ion,Par l
e adopt ed v arious mar keting
strategieswhi chr esult
edi ni ncr easedsal es.Ani n-
dept hunder standingofI ndian
ConsumerPsy chehashel pedPar l
et odev elopamar keti
ngphi l
osophyt hatref l
ects
theneedoft heIndi anmasses.Anot hermar keti
ngst rategyofmai ntaini
ngthesame
pri
cewi thvar i
ationi nweighthel pedi nConsumerdeci si
onmaki ngpr ocessint erms
ofpr i
ce& demandconst raints.Thi spr icingst r
ategyal sohel pedi nmai ntaining
equi l
ibri
um i n sal es even i nt he si t uati
on ofi ncreased pr oduct ion & resour ce
procur ementcost .Highv olumeofpr oduct i
on&l ow pr ofi
tmar gi ni stheUl t
imat e
busi ness secr et of Par le’
s busi ness success. Br i
tanni
a pr oducts st and i n
compet i
ti
onofPar l
eproduct s,butadj ust
menti nt hepr ofi
tmar gi ni sanswer ablet o
i
ts shar e holder s.Sole aut hority on f i
nanci ali nvestmentdeci sion is anot her
adv antagef orPar le.Unli
keBr i
tanni a,itisnotanswer abletoanyshar eholders,whi ch
5|
Page
givesaf reedom t oadj ustthepr of i
tmar ginaccor dingt othemar ketposi tion.Forany
product s,manuf act uri
ngcost&l ogi sticscostar et womaj orfactorsf orr elati
vely
higherorl owerpr ice.Tor educet hesemanuf acturing&t ranspor t
ationcost ,Par l
e
haspar tner edwi thmor et han100Fr anchi seesacr ossIndia.Thesef ranchisees
account sf ormor et han60% oft het ot alpr oduct ion.Thi sst r
ategyhel pedPar let o
reducet hecostofpr oductandst imul at ethedi stributiontomeett hedemandatt he
ri
ghtt i
me.Par l
eexpandedi tsar eaofoper ationr athert hanpr oductdi v ersifi
cation
and ai med atcapt uring t
hegl obalmar ket.Wi thi tspr esencei nmor et han70
count ries&t i
eupswi thgl obalr etailgi antsl i
keWal -Martstor espr oject sacl ear
pictureofgl obalexpansi on&hi ghambi ti
on.Looki ngatt hemar ketposi tionofPar l
e
definitelyi tcanbesai dthatt hebusi nessf or ecastmadebyEdel wei ssf orPar l
e
standst het estoft i
me.Par lecapt ur edasi gni fi
cantposi ti
oni nsnackssegment
unlikei tsundi sputedl eaderposi tioni nBi scui tsegment .Atraditiontodel iverqual it
y
product swi thacombi nati
onoft ast eandv aluef ormoneyhel pedPar l
ei nmeet ing
thedemandofBi scui t
s&conf ect i
onar ypr oduct si rr
espect i
v eage,r egion&i ncome.
Wi t
hawi despreadr eachf rom t her ur alsegmentofI ndi
at ot heglobalpr esence
acrosst hewor l
dandunmat chedqual ity&t astypr oducts,Par leisexpandi ngi ts
busi nessempi r
e.

ADDI
TIONOFPARLEPLATI
NA

Parl
el aunched“ ParlePlati
na”di
v i
sionforpremi um productsinMay2017t ot
arget
theaf f
luentclassofcust omer.I
tbeganwi that elevisi
oncommer ci
althatwasaired
duri
ngt heongoi ngIndianPremierLeague( I
PL)cr ickettour
namentfeaturi
ngHide&
Seek.Whi leParle’
slastcampaign,wi ththet agl ine“Naam tohsunahoga”( You
wouldhav ehear doft hename) ,highl
ight
edbr andsunderi tsso-cal
ledpopular
divi
sion,t henew campai gnwillfocusoni t
spr emium range.Thepackaging&
promot ionalstr
ategi
eswer emainlyfocusedonuppermi ddl
eclassofconsumers.

Mar
ket
ingMi
xofPARLE:

Product
-Par l
e hasv ari
etyofproductswhich ar
e avai
labl
elike sal
ted biscui
ts
Monaco,krack-
jack,inconf
ect
ioneryithasmangobit
e,éclai
rsi
nsnackst heyhav e
nachos,cakesandi nsweetbi
scuittheyhav
ehideandseek,andthemostf amous
Parl
e–G.

Pri
ce-Sinceitsolddays,Par
lehasmai ntai
nedi t
slowpr i
cingformulatot ar
getthe
l
argepopul at
ionofIndi
anmar ketwherecust omersarev erypr
iceconscious.With
l
ow pri
cingPar l
enev ercompromisedwi ththequalit
y,theybalancedt hepriceby
keepi
ngpr oduct
iononlargescaletokeepthepricelow.Wi t
hthi
sst r
ategyParlehas
maint
ainedi t
sposit
ioninmarketdespi
tehugecompet it
ion.

6|
Page
Place-Parleproductsareav ail
abl
eatal lbigandsmallstoresandshopsi nIndia
becauseofi tshugedi st
ri
butionnetwork.Theyhaveglobalpresencealsoi nmany
sub-conti
nentalandmi ddl
e-easter
ncount r
ies.Iti
shaving23manuf act
uringplant
whichsuppl ytonumberofwhol esaler
sandt heyal
sohavedepotagent s,duetothis
hugedi str
ibuti
on networkPar l
ehasal waysbeen ahead ofi t
scompet i
torand
ensurespeople’sfi
rstchoi
ce.

Promotion-Parl
ehasadopt edalltypeofplatf
ormsav ai
l
ableformarketi
ngli
keTVC,
onli
ne,printasi
tsmar ket
ingstrategy.Parl
egetconnectedwithsmallagedchil
dren
andkidsbysponsor i
ngT.VserialShaktimaan.
Theyalsostart
edcomingupwi thnew
andimpr ovedpackagi
ng.Wi t
hal lthesefourP’sofmarketi
ng-mixParl
emaintained
i
tspositi
on

MARKETSHARE&GROWTH:

Sour
ce:
htt
ps:
//www.
money
cont
rol
.com/
compet
it
ion/
par
lesof
twar
e/compar
ison/
PS13

Parl
ecompanywhichhastur
noverofmorethan10,
000cr
orerupeesi
sexpect
edt
o
getdoubl
eto20,
000cr
oreby2023-24assai
dbyit
stopoff
ici
als.

Par
leBi
scui
tscompet
it
orsi
nIndi
a

 Br
it
anni
a

7|
Page
  Sunf
east

 Pr
iyaGol
d

 Hor
li
cks

 Cadbur
y
Par
lesnacksCompet
it
orsi
nIndi
a

 Pepsi
Lay
s

 Bi
ngo

 Hal
dir
ams

 Kur
kur
e

 Di
amondWaf
ers

CSRAct
ivi
ti
es:

Whenweheart heword“ Par

le-G”fi
rstt
hingsthatcomet oourmi ndishy gi
eneand
nutr
it
ion.Parl
etakesthesefactorsi
ntoconsiderati
oninit
sCSRact i
vit
ies.Parl
ehas
donev ar
iousacti
vi
ti
esunderitsCSRt omakeI ndial
itt
ersf
reecountr
yandnut ri
ti
ous.
Fol
lowingsaresomemaj orproject
sdonebyPar l
e.

1.EveryyearParl
econduct
sapr ogr
am namedas“SARASWATIVANDANA”i n
thestat
eofWestBengalduringSaraswat
iPuj
a,i
nvi
ti
ngschoolst
udent
sfr
om
all
acrossthestat
etopar
ti
cipate.

2.Itorgani
zes“
GOLUGALATA”everyyearinTami
l
nadudur
ingNavar
atr
iwher
e
allmembersofaf
ami
lycometogethert
oshowthei
rcr
eat
ivi
ty.

3.Par
lepar
tner
swi
th“
Desi
gnf
orChange”(
DFC)i
.e.wor
ld’
slar
gestmov
ement

8|
Page
 thatempowerschil
dren.DFCstar
tedwhenst
udent
sinaschoolofTami
l
nadu
start
edfal
l
ingil
lduetodirt
ytoi
l
ets.

4.Par
lestar
ted“
THEJUNKYARD PROJECT”i
nassoci
ati
onwi
thMTV i
n300
col
l
egesof15ci
ti
es.

5.Par
lel
aunched“
LITTERFREE”campai
gni
n2015t
omakeI
ndi
ali
tt
erf
ree.

6.I
tpromotesheal
thcar
e&sanit
ati
oni
ncl
udi
ngcont
ri
but
iont
oSwachBhar
at
Pr
ojectofI
ndi
angover
nment
.

7.I
tpr
omot
eseducat
ionandgenderequal
i
ty.

8.Par
ledonat
est
othePr
imeMi
nist
er’
sNat
ional
rel
i
eff
und.

9.I
tcont
ri
but
est
omanyr
ural
andsl
um ar
eadev
elopmentpr
oject
s.

10.It conducts i
nter
acti
on and di
str
ibut
ion of Gi
ft
s t
o Chi
l
dren f
rom
MotherTer
essaFoundat
ion.

11.
Contri
but
ions orfunds pr
ovi
ded t
ot echnol
ogyincubat
orslocat
ed wi
thi
n
academicinst
it
uti
onswhichar
eapprov
edbyt heCent
ralGover
nment;

12.
Promot
ingenv
ironment
alsust
ainabi
l
ity
;

13.Pr
otect
ionofnat
ional
her
it
age,
artandcul
tur
e;

14.
Trai
ningt
opromot
eruralspor
ts,nat
ional
l
yrecogni
zedspor
ts,Par
aly
mpi
c
sport
sandOl
ympi
cspor
ts;

KeyLear
nings:

 Changi
ngBr
andi
ngSt
rat
egi
es

Fr
om at
radi
ti
onalI
ndi
anf
ami
l
ybusi
nesst
ooneoft
hef
ast
estf
oodpr
ocessi
ng

9|
Page
 companyi nt he gl
obe,the brand journeydepi cts some ofthe ex cepti
onal
brandingstrategi
es.Str
ongretai
lchain,attr
activ
epackagi ng&offers,innovat
ive
promot i
onalcampai gnsarethemaj orcont r
ibutorst othegrowth.I tgott he
advantagef rom it
spackagingst r
ategiesandi t
sassoci at
ionwithv ariousTV
seri
essuper heroesli
keShakti
man, JuniorG,G-Manet c.I
tsi
gned“Jav edAkhtar”
forbrandingthecampaign“BharatkaapnaBi scuit”.

 Br
andname&i
tsi
mpact
.

Allthedi ver
sifi
edpor t
folioofParlei
ncludest hebrandnamewhi chhelpedin
easy
Recogniti
onandcar ri
edt hebrandimpressionandgoodwi l
loft heassociat
ed
product.Becauseofahugebr andnamePar l
eenjoysgoodeconomiesofscale
becausev ari
ouspr oductsofPar l
ecanbedi stri
butedbyasingl
edistr
ibut
or.So
vari
ablecostincreases whereasf
ixedcostr emainst
hesamewhi chresult
s
hugeprofittotheorganizati
on.

 Di
vi
sionofPar
legr
oup&i
tsi
mpact
.

ParleGroupwasdi vi
dedintothreesubsidi
ariessuchasParleProducts,Parl
e
Agro&Par leBisler
ibecauseoff amil
ydisputeswhichledtocont
racti
onoft he
productport
foli
oandf ur
therresul
tedinlegaldisput
es.Parl
eAgrohav ingthe
majorshareplaysav i
talr
olei
nov er
allPar
leorgani
zati
on.

 Addi
ngnewpr
oduct
sinexi
sti
ngpor
tfol
i
o.

Parl
econstantl
ykeepsonaddingmore&mor epr
oductstoit
sport
fol
i
ot ocater
thedemandi nv ari
ousdemographi
c& psy
chographi
csegments.Ther eason
behi
ndthiswas,asapar entbr
andParl
ewasgett
ingweakerascomparedtoits
exi
sti
ngindi
vidualpr
oducts.

10|
Page
DI
FFERENTPRODUCTSOFPARLE:

11|
Page
Ref
erenceLi
nks:

 ht
tps:
//www.
ibef
.or
g/i
ndust
ry/
indi
an-
food-
indust
ry.
aspx

 ht
tp:
//www.
par
lepr
oduct
s.com

 htt
ps://
www. businesstoday
.i
n/magazi
ne/
feat
ures/
par
le-
div
ersi
fi
es-
fr
om-
biscui
ts-
to-
snacks/st
ory
/ 194174.html

 ht
tps:
//economi ct
imes.i
ndiat
imes.com/indust
ry/
cons-pr
oducts/
fmcg/
73-
year
-ol
d-bi
scui
t-
pi
oneer-
parle-g-
becomes-indi
as-f
ir
st-homegrown-r
s-5k-
cror
e-f
mcg-
br
and/arti
cleshow/18473679.cms

 ht
tp:
//www.
par
leg.
in

 Jour
nal
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ancedResear
chi
nDy
nami
cal
&Cont
rol
Syst
ems,
07-
Speci
alI
ssue,
Jul
y2017

 Br
andTr
ustRepor
t,
2014

 ht
tps:
//www.equit
ymast
er.
com/
det
ail
.
asp?
dat
e=10/
12/
2011&st
ory
=5&t
it
le=The-
pie-
of-
bi
scui
ts-Too-
lar
ge-t
o-mi
ss

 htt
ps:
/ /
www. i
ndi
aret
ail
i
ng.com/
2017/05/06/
food/
food-
grocer
y/par
le-
launches-
par
le-
plat
ina
th
-di
vi
sion-pr
emium-pr
oduct
s/[Assessedon12 July2018]

 htt
ps:/
/economict
imes.
indi
atimes.
com/i
ndustr
y/cons-pr
oduct
s/f
ood/par
le-
g-wor
lds-
no-
1-
sel
li
ng-bi
scui
t-
niel
sen/
arti
cleshow/
7616188.
cms[ Assessedon12thJul
y2018]

 ht
tps:
//www.
money
cont
rol
.
com/
news/
busi
ness/
compani
es/
-1134047.
html
[Assessedon
t
h
13 Jul
y2018]

12|
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