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-Neelam kumari

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In 1929 a small company by the name of Parle

products emerged in British dominated India.

Apart from the factories in Mumbai andBangalore Parle also has factories in Bahadurgarhin Haryana and Neemrana in Rajasthan, which arethe largest biscuit and confectionery plants in thecountry.

Parle Products also has 7 manufacturing units and51 manufacturing units on contract.

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Confectioneries

Buscuits

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SWOT Analysis of Parle

StrengthsParle Brand,

Diversified product range,

Extensive distribution network.

Low and mid price range

Catering to mass,

Better understanding ofconsumer psyche

OpportunitiesEstimated annual growth of 20%

Low per capita consumption,

Changing consumer preference,

Increasing demand for sugar free,

Diet biscuit,

ThreatsHike in cost of production

due to hike

In Raw material cost,

Increasing distribution cost,

Local bakery products,

Entry of various new entrant,

ITC etc.

WeaknessDependence on retailers & groceryStores for displaying diversified Parle

Products on shelf, induce impulsive

buy

Dependence on Parle G

(flagship brand)

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Competitor of Parle Products with

Market Share

Britannia

ITC HLL

Bisk Farm

Dukes Marico

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Company Overview

The company was founded in 1985 and isbased in Mumbai, India.

Parle Agro Pvt., Ltd. manufactures,distributes, sells, and exports fruit drinks inIndia and internationally.

It offers fruit and milk drinks, packagedwater, and apple and mango drinks in

polyethylene terepthalate (PET) bottles andcontainers, and tetra packs.

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Products

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Competitor of Parle Agro

Coca Cola India (Pulpy Orange/Maaza);

PepsiCo (Tropicana);

Dabar (Real);

Mother Dairy (Safal)

Freshgold

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TARGETED MARKET

Primary Market

Kids- Fond of Fruit Juice;

Teens- More Experimental;

Youth- Experimental and

more buying power; Working People;

Housewives; and

Elderly people.

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Cont

Secondary Market

Travel Industry

Airlines, Railways

and local transport

systems.

Recreational- Movie

theatres,Malls,etc.

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1500 WHOLESELLERS

4,25,000 RETAIL OUTLETS

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Annual Production:

The organized biscuit manufacturing industrys annual productionfigures show YOY growth indicating rising consumption pattern inIndia.

Annual Production Figures in Million Metric Tonnes

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Marketing Strategies

To promote their products, parle's management staff adopt somemarketing strategies. These are as follows:

Pricing strategies: all the products of parley in the market sold at a

very reasonable price which help them to promote their products.

Advertising strategies: to promote their product parle use severaladvertising methods.

Extra packages: after regular time intervals parle gives attractiveoffers on their products, which helps the management in increasingtheir sales.

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PARLE G SPONSORED TELE-SERIES SHAKTIMAN

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CONCLUSION

Parle is the leading brand in India which covers

various product of various range.

This is the key factor why it is becoming

more successful.

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THANK YOU

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