Parle Products Private Ltd.

By:
Marcumens
Parle Product Pvt. Ltd. – Evolution and Introduction

 Parle was founded in 1929 by Mr. Mohanlal Dayal Chauhan

 Started under the British regime and went on to develop several

products in the Indian market

 The group witnessed a split in the late 1990’s when Mr. Ramesh
Chauhan and his brother Prakash Chauhan parted ways.

 It is India’s one the largest biscuit and confectionary manufacturers

in India and has Mumbai, Bangalore, Bahadurgarh, and Neemrana

 To meet to the existing demands, it has 50-60 CMU across India

Parle Products Pvt. Ltd. and Products

Parle Products Pvt. Ltd.

Biscuits Confectionery Snacks

 Biscuit Products

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

<< Back >> Confectionaries

 Confectionery Products

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

<< Back >> Snacks

 Snacks Products

Musst Bites Cheeselings

Sixer Jeffs

Musst Sticks and Chips Sixer Zeera

<< Back >> Beverages

 Beverages

Frooti Saint Juice

Grappo and Appy Fizz Bailey

LMN Bisleri

Parle Agro Pvt. Ltd. , a company managed by Mr. Prakash Chauhan, which is a
dominant player in beverage products except for packaged mineral water
brand…..

Bisleri is owned by Mr. Ramesh Chauhan, the owner of Parle Products Pvt. Ltd.
The Synonyms…Parle-G and Parle Company…Positioning..Strategy
 40% of total biscuit market

 70% of 1500 crore glucose biscuit market

 Contributes to more than 50% of the total turnover of Parle

 Reduce the weight of the biscuit instead of increasing price of the product

 Alter the number of biscuits in the pack

 Packaging

 A low cost health biscuit

 Personify the brand - association with Shaktimaan

The Salty Volume Buzzer….Monaco….Positioning and Strategy
 Launched in 1939 by Parle

 Contributes to around 45% market share in the salted biscuits sector

 Light n Crispy, not just salty biscuits

 “Crisp light Monaco for lighter moments”

 “tension kyon leneka Monaco khaneka.”

 “life namkeen banaiye”

 Celebrity endorsements

 Re launch - in a market which is no longer sweet but rather salty as it competes

with Britannia’s Snacks
Bisleri……The Safe Mineral Water
 Acquired Bisleri (India) Ltd. from Mr. Felice Bisleri in 1969

 Product life characterized by high growth of about 40%

 Governs 60% of packaged water market which is estimated to be worth around

1000 crore

 Innovation in packaging and consumer value

 Glass packaging to PVC bottles and finally introduced PET bottles with better
reusability

 Packaging and sell ability

 “Pure and Safe” to “Play it Safe”

 A strong distribution network of 2,500 distributors and nearly 6,000 retail outlets

 The household name, “When you think of bottled water, you think Bisleri”
Consumer and Product Differentiation
A report dated July 1, 2009 published in the Business Today magazine suggests the
following as the current state of Indian biscuit industry.
The 4P’s…..and the Competitors

Price
Different products based on
pricing segments. For example,
Parle-G and Hide & Seek
Promotion
Mass media communication,
traditional events, campaigns,
and celebrity power.

4P’s
Product Place
Variations and innovations in Alternative marketing based on
the product based on customer target market
preferences. For example,
Marie and Digestive Marie
The Major Competitor and Product Differentiation
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
 Reaching The People……
 Advertisements
 Celebrity Endorsements
 Iconic Cricket Players
 Product-Public Life Association

 Events

 Social Campaign

 Contests
A Snapshot of Advertisements……
Events, Campaigns and Contests…..
Parle has participation at different levels to reach to the public.
 A Rural Campaign
Parle Gramin Swastha Yojana

 A Regional Contest
Parle-Golu Galata Contest

 A National Level Contest

Parle-G Mera Sapna Sach Hoga
 Recommendations

 Penetrate the Market Share of the Unorganized Sector

 Innovation, Rural Market, & Urban High End Customers

 Diversify into New Market

 Going Public
 Q’s?
Thank you!