Supply Chain Analysisof Parle-G Biscuit

Garima Singh | PGDM207

 About Parle-G-Biscuits
Total Biscuit Production Volume production by organized segment
1.30 million tonne
Unorganized Sector
40% Production
Parle-G
3500+ Small and tiny Scale 0.52 million tonne (~40%)
manufacturers

India Biscuit Market size

Organized Sector
60% Production 3.9 billion USD
2 Large Scale manufacturers Market share of Parle-G
50+ Medium Scale manufacturers 0.9 billion USD (~25%)
2500+ Small Scale manufacturers Product Life Cycle Curve

Parle-G has
reached maturity
Parle-G Product Mix stage in product
• Most products in the low life cycle as these
Parle-G Parle-G Gold Parle-G Chhota Bheem products form a
and mid-range price
major part of
segments India’s market
• Quality Product
• Winner of 8 Gold and 11
Silver Awards-for
standard quality
About Parle-G-Biscuits
 Supply Chain Network of Parle-G
Over 31 Depots and C&F agents
supplying goods to the wide
distribution network
RAW MATERIAL
MOTHER DEPOT
Commodity Suppliers Regional Depots
200+ dedicated field force to serve wholesalers and retailers
URBAN PREFERRED DEALS
(UPDs)/RURAL PREFERRED
DEALERS(RPDs)
SUPERSTOCKISTS Distribution to Rural India
Distribution to dealers
RETAIL
Sells to end customers
Over 425,000 outlets

PRODUCTION WAREHOUSE DEPOT AUTHORIZED

Raw materials converted to finished Distribution to AW WHOLESALER (AW)
goods Buys goods from Company
4 Manufacturing Units at Mumbai, 1,500+ Wholesalers
Pack Size & Price:
Haryana, Rajasthan and Karnataka • For 19grams:Rs.1/-
Also 12 manufacturing units on • For 44grams:Rs.2/-
contract • For 93.5grams:Rs.5/-
• For 231.5grams:Rs.12/-
Supply Chain Network of Parle-G
Parle-G uses of
Three levels Intensive Distribution
Distribution Strategy
Channels Parle-G
used by Parle-GPlace & Distribution Strategy
Availability of Parle G biscuits at all departmental stores across the length and breadth of the
country
The Channel exists for customers scattered throughout the country

Parle-G
Mass consumption and suitable for National Place & Distribution
and International coverage. For e.g.Strategy
Parle's
international operations consist of serving markets in the Middle East, Africa, South America, Sri
Lanka, Australia, and North America for which the 3 level distribution channel exists.

Four levels of Distribution Network Increases coverage and

sales
1,500 wholesalers
Increases product
425,000 Retail Outlets Offerings in Low & Mid
Price segments
-Range
availability

31+ Depots and Encourages retailers to

Carry & Forward Agents compete aggressively