Department of Management Sciences (PUMBA)

Savitribai Phule Pune University-07

Topic
Assignment 1- Case study of Established Product/ New Product

Submitted by
FY MBA PBT (2020-22)
(Roll No. 20013, 20019, 20020, 20032, 20035 and 20040)

Under the guidance of

Dr. Vasudha Garde
Case study of PARLE- G
INTRODUCTION:
1. Mr. Mohanlal Dayal founded the house of Parle in 1928.
2. In 1938 the company baked their first biscuit titled ‘Parle Gluco’
3. World’s largest selling biscuit brand by Nielson in 2003.
4. Membership of some of International Associations like BCMA(USA).
5. Manufacturing units in 8 countries outside India. Cameroon, Nigeria, Ghana, Ethiopia, Kenya, Ivory Coast, Nepal and
Mexico.
6. Serves its corporate and social responsibility by carrying out activities like ‘Donation of 3 Cr. pack of Parle-G through
government agencies’, ‘Olympic Gold Quest’, ‘Parle. MTV Junkyard Project’
7. Today, the Parle have found their way into the hearts and homes of people all over India and Abroad.

PAST DATA:
8. Achieved a unique milestone of selling the maximum number of biscuits.
9. Part of the Parle Product group, reported 15.2 per cent year-on-year growth in net profit for financial year 2018-19 .
10. Parle Biscuits' FY19 net profit was Rs 410 crore versus Rs 355 crore reported the previous year, according to Toffler.
11. Total revenue grew 6.4 per cent YoY to Rs 9,030 crore,
12. Brand Parle-G falls in the ‘below-Rs100 per kg’ affordable / value category – which accounts for one-third of overall
industry revenues and accounts for over 50% of sales volume.
13. During the lock down Parle-G increased its sale by 5%.

PRODUCT LINE FOR PARLE-G:

14. As snacks during tea times or any other time.
15. High nutritional value with amazing taste.
16. Caution is exercised in the purchase of raw materials and high hygienic standards are maintained in all its
manufacturing units.
17. “Parle G Magix” which was launched in 2002 and new product  “Parle G Milk Shakti” biscuit.
PRODUCTION TECHNIQUE FOR PARLE-G:
So for the production various steps are followed in sequence as
1. RAW MATERIAL- Wheat, Salt, Milk and Sugar, many more.
2. RAW MATERIAL TESTING-
3. MIXING- Process continues for 3 minutes 20 seconds.
4. MOULDING- The company molds 10,000 biscuits per minute
5. BAKING
6. COOLING
7. PACKING- At one minute 1000-1500 biscuits packed by automatically.

COMPETITORS TO PARLE GLUCOSE BISCUIT:

Comparison Of Parle G An Other Products:

Marketing Parle G Britannia Tiger Sunfeast ITC

mix variable
Product Glucose Biscuit Glucose Biscuit Glucose Biscuit
Price Available at Rs.5, Rs.10, Rs.20, Available at Rs.5 &
Available at
Rs.60 ,RS.70 & Rs.120 Rs.10 Rs.10, Rs.20 & Rs.60
Advertising Symbolized “G” as Genius Symbolized Symbolized as 'One
Strength of Tigerthat gives power to
win'
Distribution All over India All over India All over India
Serving Easily available at any retail Available at almost Easily available at
shop every retail shop in High Marts and
Urban area Malls , rarely at Small
retailers
Guarantee Crispy & Crunchy Moist at times Light and crispy
Strength And Weakness

Brand Strengths Weaknesses

Parle G -well established brand Parle G -Lack of attractive

-Highly penetrated distribution packaging
network & Distribution channel -Decrease of Promotion
even in rural area and advertising
-Low and constant price -Nothing new in the
product now a days

Britannia Tiger -Attractive Packaging. -Lack of distribution

-Good Schemes for retailers & network & distribution
Distributers channel in rural area.
-Struggling in comparative
pricing strategy.

Sunfeast ITC -Very good penetration of -Lack of availability in

network. rural area
-Attractive packaging & power -High Price comparatively
full base to other brands.
MARKET SHARE:
In India Glucose biscuits stand for 44% of biscuit market and Parle-G stands at 33% of marketing share.

MARKETING STRATEGY:
• STP of Parle-G:
1. Segmentation- Psychographic and demographic segmentation strategies
2. Targeting- Parle-G which is a product for customers of all group and income while it has premium biscuits brand also
meant for middle/upper-middle income customers.
3. Positioning- Repositioned itself as a value based brand offering biscuits which have Indian origin and is known for
creating memories

• Competitive Advantage:
1. Pricing: Keeping price same from 1996-2006 without compromising on quality
2. Economies of scale : single Parle distributor can distribute many different products of Parle. The fixed costs remain the
same whereas variable cost increases which is always good for a company.
3. High TOMA: its packaging and its association with tele-series superheroes like Shaktiman, G-Man, and Junior G which
made it famous among people of all ages.
PRICING STRATEGY OF PARLE G:
1. keeping price low & constant and focusing on Market penetration.
2. Parle has maintained it’s price at Rs.4 for around 12 years which positioned a brand in customers mind extensively.

Priceline of Parle-G
Initially Parle was providing up to 100 gm. in Rs.5 pack, which get reduce by the time. In 2018 it was 78 gm. in Rs.5 but
today its 50 gm. This shows that though Parle keep price constant but vary the quantity to raise the revenue

QUANTITATIVE ANALYSIS:
• To more about our product and to do quantitative analysis we conducted the survey with questionnaire
and were able to get 280 responses.

1. 2.
35
30
25
33% Urban 20
Rular 33.1 30.6
15 29.2
67% 10
5
6
3. 4. 0 1.1
Daily Weekly Monthly Occasionally Festival

1%
2%

29% 17%
Taste Ingredients
Price Family and Friends
52% Advertisement
Quality 19%
Packaging 61% Attractive Display
17%
5. 6.
3%
8%
5%
5%
6%
Parle-G
Britannia Tiger
Parle-G
Sun feast
Hide & Seek
Horlicks Biscuits
30% Crack & Jack
Milano
59%

84%

7. 8.
4%

25% 28%
Postpone the Purchase
29% Yes
Purchase other biscuit
from Parle No

Go to other Shop

Switch to to other 72%

Brand

42%
THANK YOU.