Parle-performance Apperisal

8/11/2019 Parle-performance Apperisal

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INTRODUCTION

Parle Products company was founded in 1929 in British India. It was owned by the Chauhan

family of Vile Parle, Mumbai. Parle began manufacturing biscuits in 1939. In 1947, when

India became independent, the company launched an ad campaign, showcasing its Gluco

biscuits as an Indian alternative to the British biscuits.The Parle brand became well known in

India following the success of products such as the Parle-G biscuits and the Thumbs Up soft

drink. The original Parle company was split into three separate companies, owned by the

different factions of the original Chauhan family:

1.Parle Products, led by Vijay, Sharad and Raj Chauhan (owner of the brands Parle-G,

Melody, Mango Bite, Poppins, Monaco and KrackJack)

2.Parle Agro, led by PrakashChauhan and his daughters Schauna, Alisha and Nadia (owner of

the brands such as Frooti and Appy)

3.ParleBisleri, led by Ramesh Chauhan

All three companies continue to use the family trademark name "Parle". The original Parle

group was amicably segregated into three non-competing businesses.

PARLE PRODUCTS :

Parle Glucose and Parle Monaco are the market leaders. They have won acclaim at the

Monde selection awards. Since 1970, they enjoy 35% share of the total biscuit market and

15% share of the total confectionery market. They have 14 manufacturing units for biscuits &

5 manufacturing units for confectioneries. Parle has large manufacturing units in India.

Annual turnover 2000 crores. All throughout it has managed to provide its products to the

masses at affordable prices. Parle company practices mass marketing for Parle- G which


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appeals to masses. It is a product liked by everyone and does not cater only to a specific

group or part of the whole market. It has brands such as Parle-G, Krackjack, Monaco,

Kreams, Hide and Seek Hide and Seek Milano, Bourbon,Parle Marie, Parle 20-20 Cookies,

Nimkin under the Parle Products umbrella.

Parle biscuits are linked with factors of power and wisdom providing nutrition and strength.

Parle biscuits are indeed much more than a tea- time snack, they are considered by many to

be an important part of their daily food. Parle biscuits cater to all tastes from kids to senior

citizens. They have found their way into the Indian hearts and homes. Over 65 years, Parle G

has been a part of the lives of every Indian. From the snow-capped mountains in the north to

the sultry towns in the south, from frenetic cities to laid back villages, Parle G has nourished

strengthened and delighted millions.

PARLE AGRO

Parle Agro is an Indian private limited company that owns several popular brands including

Frooti, Appy, LMN, Hippo and Bailley. Several Parle soda brands including Citra, Thums

Up, Limca, Gold Spot and Maaza were sold to Coca Cola in 1993 for a reported $40 million.

At the time of sale, the Parle brands together had a 60% market share in the industry.The

brand was strong in South India. Citra was phased out by 2000 to make way for Coke's

international brand, Sprite. Parle Agro commenced operations in 1984. It started with

beverages, and later diversified into bottled water (1993), plastic packaging (1996) and

confectionary (2007). Frooti, the first product rolled out of Parle Agro in 1985, became the

largest selling mango drink in India.

The original Parle group was amicably segregated into three non-competing businesses. But adispute over the use of "Parle" brand arose, when Parle Agro diversified into the

confectionary business, thus becoming a competitor to Parle Products. In February 2008,

Parle Products sued Parle Agro for using the brand Parle for competing confectionary

products. Later, Parle Agro launched its confectionery products under a new design which

did not include the Parle brand name. In 2009, the Bombay High Court ruled that Parle Agro

can sell its confectionery brands under the brand name "Parle" or "ParleConfi" on condition

that it clearly specifies that its products belong to a separate company, which has no


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relationship with ParleProducts.Parle Agro Pvt.Ltd operates under three major business

verticals:

Beverages fruit drinks, nectars, juice, sparkling drinks.

Water packaged drinking water.

Foods confectionery, snacks.

Parle Agro also diversified into production of PET preforms (semi-finished bottles) in 1996.

Its customers include companies in the beverages, edible oil, confectionery and

pharmaceutical segments.

Frooti launched in 1985, was India's only beverage sold in a Tetra Pak packaging at the time.It went on to became the largest selling Mango drink in the country. Appy Classic was

launched in 1986 as an apple nectar and originally available in a white Tetra Pak packaging

with an apple and leaf graphic. As of now, it comes in black Tetra Pack packaging. It was the

first apple nectar to be launched in India. Appy Fizz launched in 2005, is Indias first

sparkling apple drink available in a champagne shaped PET bottle. Saint Juice launched in

2008, is available in three variants Orange, Mixed fruit, Grape and Apple. At the time of its

launch, its USP was "100% juice with no added colour, sugar or preservatives". LMN waslaunched in March 2009, as non-carbonated lemon drink (nimbupaani or lemonade). Parle

Agro have launched BAILEY packaged drinking water.

Mintrox mints (launched in 2008), hard mint candy available in 2 flavors, Buttercup candies

(launched in 2008), hard boiled candy,Buttercup Softease, a toffee available in 4 flavors,

SofteaseMithai, a toffee available in 3 flavors include the variants in the confectionary

department. A snack called Hippo was launched in 2008 in 6 differ ent flavours.

PARLE BISLERI

There is no life without water. But there is no safety without Bisleri. Water is a necessity of

every living being. Bisleri International Pvt Ltd is a brand of bottled water that has been


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serving pure and germ free water for decades now. It is the most trusted brand of bottled

water in India. Bisleri was founded by FeliceBisleri in 1965. It was then bought by Parle in

1969. It is popular brand of drinking water preferred by most of the population in India. The

main headquarters of the brand is at BisleriAndheri Office. The brand serves scientifically

purified and fortified drinking water. It is available at the common general stores and is very

affordable too. In fact it has become a generic name in the category of bottled mineral water.

The company has 17 plants and 11 franchisees all over India and Bisleri, Mumbai is one of

them. As an initiative taken under Aqua Green Revolution, Bisleri stores 10 billion litres' of

rain water every year. Bisleri bottles were first sold in glass bottles. It was later on sold in

PVC containers and finally in PET containers. The bottles are packed from the Bisleri

factory, Andheri (east), Mumbai. The bottles are then distributed in the various parts of India.

The brand is a household name. Every drop of water in the bottle is purified through a 6-step

process. From colour, odour to the removal of harmful salts and minerals, every minute drop

is well examined. The water is then tested during the bottling and storing process in order to

prevent any accidental contamination. This brand has also introduced Vedica Mountain

Water. This brand uses Himalayan water from a natural spring, located in Uttaranchal nestled

in the vast Shivalik Mountain ranges and it is further flavored with herbs and minerals to give

additional benefits. Vedica is bottled in Uttaranchal and is available in six different pack sizes

of 500ml, 1 litre.


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ANALYSIS 1

PRODUCT LINE

PARLE PRODUCTS

Parle G : Parle-G or Parle Glucose is a brand of biscuits manufactured by Parle

Products in India. As of 2011, it is the largest selling brand of biscuits in the world. Primarily

eaten as a tea-time snack, Parle-G is one of the oldest brand names in India. For decades, the

product was instantly recognized by its iconic white and yellow wax paper wrapper with the

depiction of a young girl named GunjanGundaniya on the front. Now it is available in plastic

wrapping. Design of packing is same as earlier. When company change the packing of Parle-

G from wax paper to plastic, they make an ad of putting of Parle-G in fish tank. The Brand

Trust Report, published by Trust Research Advisory in 2011, ranked Parle in the 58th place

as the Most Trusted brands of India.As of January 2013, Parle-G's strong distribution network

covered over 6 million retail stores in India.

Monaco : The Monaco biscuit is a small, flat-baked, salty biscuit, manufactured and

marketed by Parle Foods. A light and crispy biscuit sprinkled with salt, Monaco adds a

namkeen twist to sweet dominated biscuit world. The salty taste is well-balanced and is liked by kids and adults alike. It can be had any time of the day, and with anything else.

Krackjack :Krackjack is a kind of small, flat-baked sweet and salty biscuit,

manufactured and marketed by Parle Foods. The sweetness and saltiness are well-balanced in

this delicious biscuit, which can be had any time with anything.


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Hide and seek : The Hide & Seek biscuit is a small, flat-baked sweet biscuit

manufactured and marketed by Parle Foods. It is a version of the ever-popular chocolate chip

cookie, wherein little chips of chocolate 'hide' in the biscuit. They have a strong chocolaty

flavour that goes down well with kids and adults alike. However, with just the right amount

of sweetness, these biscuits don't cloy. Such biscuits are usually made with melted chocolates

or cocoa powder and a chemical leavening agent such as baking powder. Apart from plain

chocolate chip cookies, the Hide & Seek range also includes orange and coffee flavours, as

well as a new cream-centred variant (Fab).

Melody : Melody is one the oldest brand in Parle's Portfolio. The brand which has

made a place for its position in the market because of its unique quality and taste is making a

comeback. Melody is a unique 2 in 1 toffee with chocolate inside and caramel outside. The

brand which was premium priced in early days had used its chocolate content as its

differentiators.But somewhere in its life the brand lost its way. The brand was not visible in

the media or in the stores. With the entry of high profile aggressive marketers like Perfetti

almost pushed Melody to oblivion. Melody was famous for its jingle " Melody hai chocolaty"

and " Melody khaokhudjanjao" emphasising on the rich chocolate core and the high decibel

campaigns in the past was so effective that now also people remember the jingle.But those

who remember the jingle and the brand has now become older and the younger ones are not

knowing this brand. That is a big problem that this brand faces. The year 2006 saw this brand

coming back to the Rs 1200 crore Indian confectionery market. The brand handled by Grey

Worldwide is retaining the famous positioning of "Chocolaty" .The latest ads shows the

famous question 'Why Melody is so chocolaty" has made a comeback.

Mango bite :Parle's Mango Bite is a highly successful brand which stood the test of

times. The brand which was launched in 1990 stood up and faced competition from the

plethora of brands which invaded the Indian market post liberalization.Mango Bite as the

name suggests is both a benefited and constrained by a Descriptive brand name. Benefited

because the brand name Mango Bite without doubt conveys what the brand means to the

customer. Constrained because Mango Bite cannot bring too many variants.Mango Bite has

been consistent in its focus as far as its positioning is considered. Mango Bite was positioned

as a candy made of real mango pulp. The brand was promoted heavily and the jingle "

asliyehgoli mango wali" was very famous. Mango flavor has been close to Indian palate for a


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Frooti :Frooti is the first tetrapak fruit juice in India. Launched in 1984, Frooti still

holds a dominant position in the Rs300 croretetrapak fruit juice (TFJ) market. Frooti over

these years have carved out a niche for itself in the market. Frooti instantly caught the fancy

of Indian consumer with its tetrapak and some smart campaigns. Initially the drink was

positioned as a kids drink. The product was perceived as a healthy fruit drink by the mothers .

So within a short span of time ,the brand was an alternative to the unhealthy colas. The

tetrapak had other benefits also . Fruit juice is a perishable product and tetrapak have

extended the shelf life ofFrooti because tetrapaks have 2 layers of paper and a plastic coating

that ensured tamper proof and enhanced shelf life. Lured by the success of Frooti, there was a

lot of new launches in the TFJ market. Players like Godrej with Jumpin,kissanetc tried theirluck in this market but failed to dislodge Frooti. Frooti was positioned as a mango drink that

is Fresh-n- juicy . For over a 7 years, the company promoted the product using that famous

baseline. The product have tried to create excitement in the market through a series of new

variants and packing. But in late nineties the brand was facing stagnated sales. The company

tried to excite the market with an orange and pineapple variant but both the variant bombed.

The came the experiment with packaging . The YO! Frooti variant came with a slim paper

can aimed at the college going youth.

AppyFizz :Appy Fizz is a product by Parle Agro, introduced in India in 2005. Appy

Fizz consists of carbonated apple juice, and is used as the basis for cocktails and is a popular

drink with the youth. After the success of Appy which was clean apple juice, Parle launched

its sequel product as Grappo Fizz, which is a carbonated grape juice.The drink was the

subject of a successful campaign of advertising at cricket matches in 2007-08. Appy Fizz is

also manufactured and marketed in Bangladesh by Global Beverage Co Ltd. Under license

from Parle Agro.

Bailey : Bailey is a product by Parle Agro introduced in india and also sold in

different countries across the globe. It is mineral water sold in bottles of 250 ml, 500 ml, 1

litre, 2 litres and 5 litres. It faces stiff competition from competitors like Bisleri, Aquafina,

Yesetc


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Other products such as Mintrox, Saint Juice, Hippo round round etc.PARLE BISLERI

Bisleri : A brand that pioneered the concept of mineral water, bottled with its distinct

green label, Bisleri, today, is a household name. Powered by 17 owned plants, 33 co-packers,

11 franchisees and a wide distribution and retail network pan India, Bisleri is at the centre of

the Aqua Green Revolution. Bisleri was originally an Italian company created by

FeliceBisleri, who first brought the idea of selling bottled water in India. In 1965, it was

bought over by JayantilalMohanlalChauhan. Bisleri then was introduced in Mumbai in glass

bottles in two varieties bubbly & still in 1965. Parle bought over Bisleri (India) Ltd. in 1969

and started bottling water in glass bottles under the brand name Bisleri. Later Parle

switched over to PVC non-returnable bottles & finally advanced to PET containers. In 1995

Ramesh J. Chauhan started expanding Bisleri operations. In 2003 Bisleri announced its

venture to Europe. All shares are held by Mr Ramesh J Chauhan and his family. The brand

name Bisleri is so popular in India that it is used as generic name for bottled water. Bisleri

has 36% market share in packaged drinking water in India. It is available in 8 pack sizes:

250ml cups, 250ml bottles, 500ml, 1 litre, 1.5 litre, 2 litre, 5 litre, and 20 litre. Its operations

run throughout the subcontinent of India and is one of the leading bottled water supplying

companies in India.


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MARKETING STRATEGIES

PARLE PRODUCTS PVT LTD.

Parle G :

Parle G has been a strong household name across India. A cream coloured yellow stripped

wrapper with a cute baby photo containing 10 12 biscuits with the companys name printed

in Red and you know these are Parle G biscuits. The great taste, high nutrition, and the

international quality, makes Parle-G a winner. Times changed, variety of biscuits did come

and go but nothing has changed with these biscuits. It has been the undisputed leader in the

biscuit category for decades.

Parle-G is consumed by people of all ages, from the rich to the poor,living in cities & in

villages. While some have it for breakfast, for others it is a complete wholesome meal, for

some it's the best accompaniment for tea, while for some it's a way of getting chargedwhenever they are low on energy. Parle company practices mass marketing for Parle- G

which appeals to masses. It is a product liked by everyone and does not cater only to a

specific group or part of the whole market. Thus it is mass production, mass distribution and

mass promotion of Parle- G for all buyers.

The brand is associated with the positive values of life like honesty, sharing and caring. The

incredible demand led Parle to introduce the brand in special branded packs and in larger

festive tin packs. It is synonymous to energy & nutrition. It has become a part of the daily

lives of many Indians. It isnt a biscuit any more. It has become an icon. Parle G conjures up

fond memories across the length and breadth of the country. Be it a big city or a remote

village of India, the Parle G symbolizes quality, health and great taste.

Parle G has adopted the Market Penetration strategy i.e. low price along with capturing of a

large market. Also they focus on providing good quality products at the same time, which

means it uses the value pricing method. The value-for-money positioning helps generate large

sales volumes for the products. Parle G is available in Re 1,Rs 2, Rs 4 to Rs 25 packet. Profit


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margin for distributors is 4% and for retailers is 10-12%. Parle-G maintained its price of

Rs.4.00 for the last 15 years & has seen the variation in its sales due to increase in price by

mere 50p.

The extensive distribution network, built over the years, is a major strength for Parle

Products. Parle G biscuits are available to consumers, even in the most remote places and in

the smallest of villages with a population of just 1500. Parle has nearly 1,500 wholesalers,

catering to 4,25,000 retail outlets directly or indirectly. A two hundred strong dedicated field

force services its huge wholesalers & retailers network. Additionally, there are 31 depots and

C&F agents supplying goods to the wide distribution network. Factories at strategic locations

& establishment of manufacturing units in rural areas.

Parle Monaco and ParleKrackjack : The marketing strategy of Monaco and Krackjack is very

similar to Parle-G as Parle follows the market penetration strategy. This helps the company to

be very popular amongst the masses as it is affordable by all and gives good value for money.

All variants of parle of 100 grams packet are in the price range of rs. 4 to rs. 6 except hide

and seek biscuits. The distribution network is widespread all over the country which makes it

convenient for the target market. With Monaco and Krackjack, Parle completes its dominancenot only in the glucose but also in the krackers market. The sales volume is generally quite

high as these are mass consumption products. These biscuits are available in many variants of

weight and different size packets. They are market leaders in their respective category.

PARLE AGRO -

FROOTI : In 1985, when Parle Agro decided to enter the fruit beverage space, a mango drink

was the natural choice. Indians love for the fruit is well known and when they decided to get

into the fruitjuice business they were sure it will be a mango drink. India s first real fruit

drink in a Tetra Pak is available in - Frooti Mango, Green Mango. Frooti Mango is from

premium Indian Mangoes. Frooti has also been introduced in PET bottle packing. Mango

Frooti contains vitamin A which is essential for eye sight, growth and healthy skin. Frooti is

available in following quantities:65 ml (only Tetra pack packaging) 200 ml (only Tetra pack


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packaging) 250 ml, 500 ml (only PET Bottle) 1000 ml (only PET Bottle) Hence, we can see

that Frooti has got a very large quantity basket. 65 ml at rs.2.50, 200 ml 10.00, 250 ml 12.00,

500 ml at rs.18, 1000 ml 35, 2000 ml at rs. 60. Frooti is the highest distributed brand in Fruit

drink segment with an 85% market share in India. Frooti reaches more than 10 lakh retail

outlets through more than 1500 distributors and wholesalers directly and indirectly. This is

borne out by Parle Agro winning the Beverage Industry award for the Best Managed Supply

Chain 2002 and the Highest Retail Availability in the year 2002. Frooti s excellent

distribution system has already been proved in many market survey and analysis where 90%

of the respondents agreed that Frooti is readily available to them. Their primary target market

includes Kids, Teens, Youth, Working people and their secondary market includes travel

industry, theatres, malls etc. this mango drink was an immediate hit but the real hero was the

tetra pack! Tetra packs were unknown to the Indian subcontinent; cold drinks were sold in

glass bottles to be returned after consumption. But you could carry the tetra pack with you; it

was a new thing to do.

APPY FIZZ : The personality of the drink is a cool dude aged in late teens or early 20s and

typically fun loving, pocky just like that chilled out dude you hang out with. This product

did not come out in glass bottles as the drink is made out of real Kashmiri apples and that

would hamper the drink. Appy Fizz is available in SKUs of 300ml, 500ml and 1 litre PET

bottles, priced at Rs18, Rs25 and Rs45 respectively. A slight putoff was the price tag it

carried but it was a clear show of premium which all of us were ready to pay afterall it was

the ONLY fruit based fizz which was fun to drink and unlike the fantas and the mirindas.

Appy Fizz initially faced a lot of problems from the MNC Brands while placing it at the

multiplexes and youth zones! The sales team did a fabulous job though backed by the strong

pull that brand created. Who can forget the amazing series of TVCs the brand had! Now if wego by text books, product life cycle says that Appy Fizz would still in the end of the growth

stage, the brand enjoys a decent brand pull. But maybe the craving for the brand has slightly

passified, after all the name fizz still has soda in it and the sudden buzz about the oh -what-

about-my- calories effect is turning to peoples mentality. AppyFizz, has been introduced in

a new avatar. Appy Fizz isnt just a sparkling ap ple drink; as a brand it is representative of

the youth. And the youth is all about constant change and experiments with looks and

style, with ideas and beliefs. Appy Fizzs new look is in keeping with that kind of a mindset.


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PARLE BISLERI

BISLERI : The main product of the company is the mineral water by the name ofBisleri

Mineral water. Other than mineral water the company has also the soda water under its brand

name called the Bisleri Soda Water.The concept of bottled mineral water was introduced in

India, first byBisleri, and that is the reason, it has become a generic name for themineral

water. Bisleri has become a perfect synonym of the mineralwater for the Indian

consumers.The main challenge facing the company or any other player in thismineral water

industry is that there is no scope of invention and innovation in the product, which can beadded as the additionalbenefits of the product.It is just water after all. This is what the Indian

customers think of thebottled water. If we are talking about a product like television we

canthink that the innovations could provide extra benefits derived fromthe product. For

example other than its core usage the product canprovide for Internet facilities using

conversion.Place stands for the company activities that make the product available to the

target customers. To make the product available tothe target consumers a good distribution

network has to be there tosupport the good quality of the product. Here in the case ofthemineral water industry the distribution network is the important factorin being competitive

and the catch lies in making water available tomaximum number of places in the country. The

small-scale players built their sales by piggybacking on thegeneric category built up by

Bisleri. Its a ba ttle that Bisleri can win by sheer distribution muscle. One of the reasons why

Bisleri is running strong in this industry is its strong distribution network built over the years

since its inception. Further, Bisleri plans to increase its distribution network over the southern

and eastern region, where it is behind popular brands like Team in Tamil Nadu and in

AndhraPradesh. Prices for following packaging variants Price is the sum of values that

consumer exchange for the benefits ofhaving or using the product or service. Price is the only

element in themarketing mix that produces revenue. All other elements representcosts.In

India, where the majority of the population comprise of the middle-income group and lower

income groups it is not hard to understandthat pricing is one of the most important factor in

the buyingdecisions.Bisleri has met the expectations of the consumers in terms of pricingthe

product and also making the product available in variations oflitres, making Bisleri both


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convenient and affordable. The company isfollowing a very aggressive pricing. Its product is

available at a veryreasonable price. 1.2 LtrsRs. 10/- ,2LtrsRs. 20/-, 5 LtrsRs. 40/-.

PACKAGING

Some marketers have called packaging, allying with product, price, place and promotion.

Packaging includes all the activities from designing to producing the container or wrapper for

a product. The container or wrapper is called the package. Packaging provides for protection,

easy handling and promotion. Companies in todays times, focus a lot on the texture, colour,

text etc of the package.

PARLE PRODUCTS :Parle Products are very focused on their packaging of the products

and have experts in the field of packaging to take care of it. The biscuits and confectionary

products are taken to large distances across the country and the world at large so their

packaging needs to be such that the products reach the consumers fresh and unbroken. One

can say that packaging acts as a silent salesman. Packaging also acts as medium of

differentiating between homogenous products.

The packaging of Parle G remains the same since many years. The yellow stripes are aclassic design and have been stored in the minds of the target base. It was initially packaged

in a wax paper material but as different brands started to copy it, Parle changed to plastic

cover. The rich purple colour of the Hide and Seek packet is also very famous and appeals to

its audience, the packaging of a product also determines the price of the product. If its a

cheap product then the material etc of the package will be of a medium/low quality and vice

versa. The biscuits are very carefully packaged and transported as they are fragile. Parle hide

and seek initially came out in three flavours orange, mint and chocolate. However, mint and

orange have been discontinued due to failure, chocolate has picked up very well in the

markets. With time the packaging has been modified according to the size. One of the recent

advertisements, show HritikRoshan carrying a packet in his back pocket. All types of modern

technology and advanced machinery are used at Parle to manufacture, package and label the

products. Confectionaries like mango bite, melody, poppinsetc are also expertly packaged

keeping the end consumer in mind.


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PARLE AGRO :

Appy Fizz, Frooti, Saint Juice are all packaged in the very famous tetra packs. Tetra packs

are easy to handle, keep the drink cool to some extent and look attractive. The packaging of

frooti has evolved over the years, previously it was available in green tetra packs but as

make-over of products are essential, it is now available in yellow tetra packs. Appy Fizz has

always been seen in a classic jet black colour which is very appealing to its audience. The

different size of the packaged drinking water Bailey, has different wrappers attached to it.

The use of PET bottles for bottled water is perfect as it is convenient to handle and also

serves for other purposes.

PARLE BISLERI:

Bisleri is packaged in Pet Bottles. Pet Bottles have various advantages and it is the most

convenient medium to place a liquid in. At the Bisleri factories, state of the art machineries

are available to package and label the bottles. An eye-catchy green colour is used as a

wrapper which is wrapped around the different variants of the bottle.


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ANALYSIS 2

ADVERTISING

PARLE PRODUCTS:

PARLE G: Initially, It was advertised mainly through press ads. The communication spoke

about the basic benefits of energy and nutrition. In 1989 Parle- G released its Dadaji

commercial which was a huge success and was aired over a period of 6 years. The

communication spoke about the basic benefits of energy and nutrition. The next level of

communication associated the brand with the positive values of life like honesty, sharing and

caring. With time the product was advertised through different mediums. As the popularity of

the product increased, the advertisements increased. The brand was always aimed at health,

building up of intelligence, growth and development in the minds of the target base.

Everyone thought that the G of Parle -g stands for glucose and indeed it did for a long period

of time until they introduced the tagline G maane Genius. This further firmed the

positioning of the product in the minds of the people as a biscuit which will enhance the

intellectuality of the kids. Parle Products came up wi th the KalKe Genius campaign to

attack the psyche of the target market. To cement its market leadership and strengthen its

bond with its consumers, particularly the newer generation of parents and children, Parle

Products launched the second phase of its Kalke Genius campaign by rolling out the RokoMat Toko Mat television commercial. The first phase of the campaign had used the digital

medium extensively. The creative agency behind the campaign is Ogilvy & Mather.

Through the TVC, Parle G wanted parents to realise that their kids could develop their

potential for genius if they let them be, if they nurtured their natural curiosity, encouraged the

desire to try new things, experiment, learn from their failures and mistakes. The idea behind

the communication is to make parents more progressive and not regressive. The core

philosophy of the campaign is to let kids explore and learn on their own. The campaign was


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launched in two phases. In the first phase there was a teaser which was released on December

31, 2012 across YouTube, Facebook and Twitter. This was followed by releasing the Roko

Mat Toko Mat TVC around the concept of AaoBanayeKalke Genius . The TVC was

launched online on January 2 and went on air from January 4, 2013.

Parle G is the worlds lar gest selling biscuit and synonymous with glucose biscuit in India. It

is the quintessential snack and millions of Indians have grown up eating Parle G and it has

been a part of Indian homes for over seven decades. The creative idea behind the campaign

was to communicate that there is no bigger school than childhood; and there is no better

teacher than curiosity. By using the digital strategy they aimed to reach out to a wider sect of

audience which would help create more brand awareness. Theyre plan was to promote the

initiative through multi-media. After the digital campaign, they promoted it throughtelevision.

Parle G believes all kids are exceptional and creative but when they grow up they often lose

their creative ability, as they journey towards conformity. This happens because they

unwittingly make them lose what helps them become exceptional. We rob them of their

creativity, of their genius. We do this by ritually discouraging their curiosity, discouraging

them from experimenting; stopping them from making mistakes.

Taking forward the brand proposition of G mane Genius, they thought curiosity is a great

platform for a genius to grow. Parle G is one of the biggest brands in India and the brand

itself differentiates itself from others. This is the first time the brand has used a philosophy to

promote itself than merely a proposition. Through this initiative, they wanted the parents to

realize to stop forcing their children to learn things they want as learning is the first step of

their formative life which eventually leads to being a genius.

They have also started to use celebrities to endorse their brand in advertisements for Parle-G.

PARLE MONACO: Parle Monaco is advertised on a large scale in India through all

mediums. The main focus is on commun icating the namkeen (salted) aspect o f the biscuit.

Regularly, they come up with humorous and exciting advertisements to grab the attention of

the audience. Monaco biscuits have been advertised through all mediums like television,

newspaper, hoarding, bill-boards, internet, etc over the years. It has roped in stars likeAamirKhan to endorse the brand and he features in many of the advertisements of Monaco


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biscuits. Parle Monaco enlisted Aamir Khan as its brand ambassador to give the product a

new look, a new image. The campaign created by Everest Brand Solutions for the biscuit

brand features the Bollywood actor endorsing the salty biscuit snack in a three part TVC

campaign aiming to rejuvenate the brand's image.

The ad opens on Aamir and his friends preparing to reach a cinema hall to catch a movie. As

they are about to cross the road, they are stopped by a long election rally. A burly guy in a

kurta stops them from going any further. As his friends get stressed, Aamir reassures them

saying he will handle the situation. He then starts a make believe game with the help of his

friends, pretending that they are carrying a large slab of thin glass. As they move forward,

telling people to stay out of their way so that they are not hurt by the glass in their hand,

onlookers clear the way for them. As they reach the other corner of the road, Aamir and hisfriends have a good laugh and reveal to onlookers that they played a prank on them. As they

leave for the theatre, Aamir waves to the crowd.

Parle is a key player in the biscuit segment in India and their salty biscuit brand Monaco

enjoys good brand equity in the market. But in the last few years, the company felt that

Monaco's brand image was getting a tad jaded. They wanted to build on the fun positioning

for Monaco as a brand that could add some spice in your life. Hence the tagline of 'Life

namkeenbanaiye,' which marks a return for Monaco to the tagline they originally used after

toying with the tagline 'Anytime, Monaco time.' The brand also went in for a change in their

packaging, when they initiated the process of Monaco's revamp. The idea was to build a fun

connect with consumers without resorting to humour that came across as demeaning to

anyone. The consumer insight that they worked on was that harmless pranks that help people

inject some humour into their normal everyday life would help build on Monaco's 'salty'

proposition by reinforcing its tagline of 'Life namkeenbanaiye.'

The earlier tagline was more tactical.'Life namkeenbanaiye' was a more strategic fit. The

campaign will primarily use television, outdoor and POS.

PARLE HIDE AND SEEK: This is one of the most popular brands of chocolate cookies in

India. Launched in the year 1998, it is very famous amongst the target base. It has diversified

by introducing many variants like hide and seek bourbon, orange, mint, hide and seek cookies

and Milano. The advertisements focus on the exotic looks and taste of the biscuits. Amazing


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and amusing videos of rich choco cream and cocoa brings water in the mouths of many.

Though the orange and mint variants of the brand didnt click, the hide and seek regular and

Milano have done really well. HritikRoshan, known for his dancing and his charming looks is

roped in to endorse the brands and features in many of the advertisements of the biscuit

brand. He shows off his dancing skills and charisma in the ads to woo the women keeping in

context the promotion of the biscuits. Though priced at rs.15, which is a good rs. 2-3 higher

than its competitors, its totally worth the money and is a rich snack which can be offered to

guests and can be served at various formal and casual occasions.

PARLE KRACKJACK: It is parles original sweet and salty biscuit, which is synonymous to

many Indians as the best biscuit in the crackers category. Over the years it has launched many

advertising campaigns to inform the customers, change the look and provide differentdimensions etc. In 2006, parlekrackjack came up with a campaign to make people revisit their

school, many years after they have passed out. Reminding the target base of memories of the

classroom in which they spent so much time, the desks at which they sat gossiping with

friends, swapping lunch boxes, playing pranks on the Maths teacher, walking around the

school corridors, grabbing a bite in the school canteen etc

The idea was to convey that ParleKrackjack is the worlds first, and original, sweet and salty

biscuit. For a long time, the ads for Krackjack had the Krack and Jack elements in it, i.e. two

actors representing the sweet and salty bit but to convey something as significant as the

heritage of this biscuit, they couldnt continue using the same slapstick, over -the-top humour.

The brands heritage was conveyed in a humorous and touching manner. This also helped in

increasing the target group to all from the age group of 18-45 years.

In 2009, Parle is rejiggled its brand Krackjack to make it appealing to the youth and also

increase its market share. The company launched two new television commercials (TVCs) in

keeping with this idea. Earlier TVCs featured BomanIrani and Vijay Kadam as Krack and

Jack indulging in spy versus spy acts.The new Krack and Jack are being played by actors

Swapnil Joshi and Gaurav Gera who are like the narrators of tongue-in-cheek situations. The

idea this time to use the sweet and salty brand proposition as a metaphor in the ads. This

assisted them to increase their brand equity and market share. In addition to the television

commercials, the company has also changed its logo and product packaging, with a red and

silver colour packet to highlight the contrasting quality of sweet and salty taste brought into

one biscuit. The brand was launched in 1972 and claims to be the pioneer in its category of


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sweet and salty biscuits. It competes with brands suc h as Britannias 5050, ITC Sunfeasts

sweet and salty and the regional players. The company claims to have a steady market share,

which hasnt increased substantially over the past few years.

In 2010, The oldest brand in the non-salt biscuits segment is fought back to regain market

share - Ek hi bite me sweet bhi, salty bhi, said the latest television commercial of Parle

Products Krackjack. Its a direct potshot at market leader Britannia 50 -50s kabhi sweet,

kabhi salty proposition.

The reason for the aggression is simple: Krackjack, which is the oldest brand in the Rs 900

crore non-salt biscuits market, had lost out to the relative newcomer by a big margin.

According to market research firm A C Nielsen data, 50-50, launched in 1993, had 33 per

cent value share in the non-salt biscuits segment in March 2009, while Krackjack (in the

market since 1972) was far behind at 21 per cent. The other players in the segment include

ITCs Sunfeast sweet n salt and smaller regional players like Priyagold, Anmol and Cre mica.

Krackjack came up with three TV commercials titled Politician, SaasBahu and Romeo.

Fun was an integral part of the communication.

PARLE AGRO

FROOTI: Frooti has been the flagship brand of Parle Agro for many years. The brand is very

famous for its advertisements and are considered very endearing. They have launched many

ad campaigns and most of them have been very successful without much of expenditure on

celebrities as brand ambassadors. The frooti prank advertisement and the advertisement

which shows juicy mangoes hanging from a tree are very famous and endearing. One of the

more popular ads was the ad involving Shah Rukh Khan and a few kids playing football. It

was a big move by frooti to rope in Shah Rukh Khan for the TV Commercial and in return it

paid off for Parle Agro as it earned a lot of profits and regained its market share to a certain

extent. Frooti has come a long way. It did the very innovative DigenVerma campaign. It

experimented with the ultra-small tetra pack of 65 ml costing Rs 2.50/-. But lately Frooti

realized that it needs to move away from its predominantly tetra pack, child targeted

positioning. The advertisement opens with Shah Rukh Khan hungrily gulping down a Frooti.


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Creativeland Asia, the ad campaign for the snack brand positions it as ideal for those who

miss their mother's cooking when they're away from home.

In the ad, Hippo cheers up a Meghalayan boy who has been hospitalised, a bunch of soldiers

at the border and a foreign tourist with flavours of Round-Round munchies made for them by

their mothers back home.

The plan was to position the popular regional flavours of Hippo Round-Round munchies as

'Maakehaathon se bane flavours' rather than just doing one of those regional stereotypical

numbers. This charming piece of communication is born out of the unconditional love we

have for home-made food in India and the universal truth about mother's care and concern.

With this communication, Hippo also encourages snacking to be taken as a way to keep in

touch with ones roots. Hippo, with its food for thought not only tempts the Indian palette

with its unique regional flavours, but also strengthens its position as the solution for both

hunger and its consequences.

PARLE BISLERI

BISLERI: Every brand needs a good ad campaign to establish itself in the market. So it

becomes very imperative to look at various ad campaigns that Bisleri undertook to build itself

as a brand. Bisleri started its game plan with the punch lin e of Pure and Safe and used the

same catch-line for advertising. But with the advent of many new players, all claiming the

purity, it became very imperative for Bisleri to differentiate its product so as to stand out in

the market. Bisleri found the answ er in sealed cap bottles. It claimed 100% purity. While

the bottles of the other brands, it claimed, could be refilled with ordinary, or even germinatedwater, Bisleris seal capped bottles ensured the consumer of purity of water and single -

usedness of the bottles. The ad showed a milk-man and a child showering their buffaloes and

filling the so -called mineral water bottles with the same water and packing them with the

simple polythene seal and the consumer not knowing about the purity of the water he is

drinking. Next clip shows the Bisleri bottles being sealed with plastic caps and ensuring the

purity of water. The ad did work for Bisleri and it got its much needed product

differentiation. In 2000, some giant brands like Pepsi and Coca-Cola entered the mineralwater industry with a big bang. Bisleri now had a big threat of maintaining its market cap.


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While Coca- cola introducing its brandKinley as a health care product, Pepsi projected

Aquafina as something as pure as Your own body. Pep si targeted the young generation

and introduced Aquafina as a fancy product to carry. The ad campaign of Aquafina

emphasized as 70% of your body is water and thus give your body the purest water.

Bisleri, to counter- attack the new Feel -Young fever had to take even bolder steps. They first

changed their base line from Pure and Safe to PlaySafe. They tried a brand new ad

campaign to catch the fancy of consumer. The new ad showed a young romantic couple on a

marooned island, when the girl seductively attracts the guy and he follows her in trance. The

moment he gets hold of her, she whispers something in his ears. The next few shots show the

guy look ing for something in frenzycannot find it.rushes towards the chemists

shop.buys something (keeping theaudience in suspenseor rather implicitly pointing for). The girlopens it and.POOF.takes out a bottle of Bisleri and quenches herthirst.

Caption: Play Safe . This campaign was to catch the attention of youth and a new Indian

society which is supp osed to be not -so- prudish. Thus Bisleri has took a very bold step. The

T.V. ads have been complimented by print ads also. The company has to focus on the

marketing management of the product. In light of the challenge in front of the company and

its current strengths and position, they have incorporated the marketing mix to counter the

marketing strategies of the competitors by developing its own marketing.


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SALES PROMOTION

PARLE PRODUCTS :

Sales Promotion involves engaging in activities which help to increase the revenue of the

company. Every company practices some or the other kind of promotion to boost their sales.

Every year Parle holds day fairs at branded venues where games and fun events are organized

for the employees of Parle and their families, where Parle products are given away as prizes.

In the year 1997, Parle-G sponsored the tele-serial of the Indian superhero, Shaktimaan that

went on to become a huge success. In the year 2002, a national level promo - `Parle-G

MeraSapnaSachHoga' was run for a period of 6 months. The promo was all about fulfilling

the dreams of children. ParleSaraswatiVandana, one of its initiatives, is an inter-school

contest based on the Saraswati Puja celebrations. Since it started in 2002 it has seen a

tremendous increase in participating each year, with entries coming from schools of West

Bengal. Parle had introduced the novel promotion called ParleGoluGalata contest in 2005.

Parle has introduced lucky draw systems for retailers, where there are 51 prizes to be won.

They have different contests for wholesalers in navratri etc. the company also has display and

demonstration facility. This is generally provided to cinema canteen etc.

The other biscuit variants like parlemarie, parle hide and seek, parlemagix are also promoted

by offering the customer a certain percent extra at the same price. This helps the company to

attract more customers as the customer feels that it is worth their money. Other offers such as

selling at a lesser price during festivals or the scheme of buy one and get one free are also

popular.

Confectionary items of Parle such as Melody and Mango bite are sold in packs of 100, 250,

500 and 750 pieces. These packs are sold at a discounted rate so that the target base gets

tempted to buy a higher quantity of the product.

ParleCheeselings, Rola Cola, Poppins etc also offered at certain percent more of the regular

quantity to boost the sales.


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Parle is associated with many NGOs, many of them being schools for orphans and under -

privileged children. Parle provides the schools with their products for the children free of

cost.

In many cities of India, Parle organises inter-school cricket tournaments which helps them to

promote their brand amongst school going children.

PARLE AGRO : Products like Frooti, Appy Fizz, LMN, Saint Juice, Bailey, Mintroxx,

Hippo are under the company Parle Agro. They undertake various sales promotion techniques

to boost the sales and enjoy large revenue.

Frooti, Appy Fizz and LMN are available in different sizes so that a customer can buy a

particular size of the product according to his want, this makes it very convenient for him/her.

These brands also go through regular makeovers so that they are fresh in the minds of the

target base and also retain their market share. In the summers, the prices are reduced of the

products to boost sales as one tends to have more of liquids in summers. Recently, there was

an offer where in if one buys a 1 litre bottle of any of these beverages, he/she gets a 200 ml

tetra pack free. Such kinds of offers and schemes are implemented on a regular basis.

Bailey is available in different sizes to serve the convenience for its customers. In a few

areas, it has also introduced 100 ml pouches which are ideal to quench one mans thi rst. This

variant of bailey is popular in the semi-rural areas.

PARLE BISLERI : Bisleri is available in a variety of pack sizes. A campaign high-lighting

the break -away seal of the bottle signifies that only Bisleri as a brand guarantees pure

drinking water and that helps to increase the revenue even more because of the safety and

security that it assures its target base. The company also provides high stock margins and

incentives to retailers for keeping the product as the customer will buy that what is instantly

and easily available to him/her.


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SWOT ANALYSIS

PARLE PRODUCTS

Strengths :

One of Indias most popular brand. High brand recall. Price advantage products at affordable price.

Strong supply chain network. Popular subsidiary brands like Parle G, Monaco, Hide & Seek, KrackJack, Melody,

Fulltoss, Poppins, etc.

Diverse product portfolio including biscuits, sweets and snacks. Strong presence in rural markets. Parle G is amongst the most sold biscuit brands in the world. Variety of CSR ac tivities like My Green Planet, GoluGalata, etc.

Weakness

Similar products produced by many companies like marie, glucose biscuit, bourbon,

sweet and salty crackers, cream biscuits, etc.

Dependence on Parle G brand for most of its revenue.

Opportunities

Innovate by introducing products for health conscious people. Growth of the foods industry in India. Aggressive marketing and advertising. Rise in purchasing power of consumers. Product line extension.

Threats


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Rise in the cost of raw materials. Competition from other brands.

PARLE AGRO :

Strengths

Parle brand. Diversified product range.

Extended distribution network. Low and medium price strategy. Catering to masses.

Weakness

Dependence on retailers and stores.

Very reliant on its flagship brand, Frooti.

Opportunities

Penetrating rural markets. Estimated annual growth of 20%. Changing consumer preferences.

Diversifying product line.

Threats

Hike in price of raw materials affecting cost of production. Increasing distribution cost. Competitive local bakery products.

Entry of various new entrants.


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PARLE BISLERI

Strengths

Solid base of company. Big brand name. Vast distribution channel. Maintained quality over the years. Innovation.

Weakness

Less awareness about mineral water. Duplicity in the market.

Opportunities

Cover untapped market. Market expansion by acquiring large brands. Premium pack.

Threats

Aggressive competition. Low entry barriers. Restriction by government on plastics. Water purifier.


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CONCLUSION :

PARLE PRODUCTS Parle products have a place in the hearts and homes of every indian

household. Their products signify quality, nutrition and great taste. The flagship products

such as Parle-G, Monaco, Krackjacketc will continue to rule the market in their respective

categories as they have since quite some time now. Their advertisements and sales promotion

techniques will further cement their places in the minds of the audiences. The pricing strategy

is the real hero of their entire marketing plan as it targets middle income group which is in

majority in the country and the great taste and good quality makes it a hit amongst the classes

as well.

Parle Products has reached its zenith in the world of food items preparing biscuits and

confectionaries. It has always adapted a futuristic approach i.e. they have kept the needs of

the customer and the company in mind for the years to come. It has evolved as an

organisation and has changed with time. Parle has always used advanced technology and thishas been one of its reasons for success. The consumer is the focus of all activities at Parle. It

can be said that Parle is a national brand.

PARLE AGRO : Parle Agro is famous for its products like Frooti and Appy Fizz and also,

Bailey to a certain extent. Saint juice and the confectionary products havent picked up all

that well. With a little amendments to them, they may pick up in the market and become

popular amongst the target base. Hippo has started reasonably well in the market and seems

to be famous amongst its audience. Frooti is Parle Agros flagship product and has a high

market share in the beverages category. Its advertisements, the tetra pack and the refreshing

taste are its USP.

Though Parle Agro is a good FMCG organisation, is having a good potential in the market.

However, they are required to make certain amendments in their existing products and launch

a new range of products with different flavour and taste that will help them in increasing their


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sales promotion, profit margin and increase their goodwill in the market with full customer

satisfaction.

PARLE BISLERI: The term Bisleri is a generic term for bottled water. This just gives us a

clear picture of how famous Bisleri is in the Indian market. It is ruling the bottled water

segment since many years and has around 50 % market share. It faces competition from

Bailey, Aquafina and Kinley at large. Its presence in the market since ages and also its

availability at most of the retail stores makes Bisleri what it is today. The regular launching

of new advertisement campaigns keeps the brand fresh in the minds of the customer and also

makes them realize and re-realize of its magnitude in this industry.

Bisleri has developed 8 unique pack sizes to suit the need of every individual. It is present in

250 ml cups, 250 ml bottles, 500 ml, 1L, 1.5L and 2L which are the non-returnable packs and

5L and 20L which are the returnable packs. It has a wide distribution network in the country

and one would find bisleri even in the smallest stores. It is indeed the face of the bottled

water industry and enjoys the market leadership.

RECCOMENDATION

PARLE PRODUCTS

Current rural market penetration is 65-75%. This should be increased.

Prices of Hide and seek, Milano, Bourbon, Cheeselings can be increased to cover the

production costs.

Brand awareness of Parle- G can be increased by associating with various government

initiatives like Primary Education Scheme, National Rural Health Mission Centres, Mid-Day

meals being served at primary schools. This will help in associating the brand as health food

and complete nutrition package.


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Mango bite should go in for a make-over new packaging, new ad campaign and so

on.

Parle could diversify into milk chocolate bars and flavours such as roasted almond,

raisins, crunchy etc.

During festivals, Parle Melody could be packaged in attractive gifting boxes so that it

could be used as a gift that could be exchanged between friends, relatives etc.

PARLE AGRO

Advertisements of bailey should be youth centric.

Discounts or schemes for beverages in summers as beverages are consumed more in

summer.

Hippo should be introduced in packs of rs.20 as well.

Through advertisements hippo and hippo round round should be differentiated

properly.

Reduce the prices of saint juice to boost sales and get entry into the market.

New ad campaigns for saint juice (celebrity endorsement could be considered)

Make-over of mintrox (new advertisement, new concept, new tag-line etc.)

When roping in celebrities like Shahrukh Khan for Frooti, the company must make

sure that they make the most of the presence of the superstar and not wasting him like they

did in the previous frooti campaign.

PARLE BISLERI :

Display of hot and cold dispensers and bottles at places like hotels, clubs and airports

where upper class group visits, as they are the potential customers. Places like departmental

stores, petrol pumps, super bazaars can also be considered.


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The company should organize camps at various parts of the city and also road shows

to bring about the difference between mineral water and filtered/purified water and tell the

people how mineral water is more hygienic than filtered water.

Diversify in other manufacturing other products as well.

BIBLIOGRAPHY

www.parleproducts.com

www.parleagro.com www.parlebisleri.com www.marketpractice.blogspot.in www.advertisingtrends.com www.oldbrands.com

www.info.shine.com Biscuit industry report by Ram Malhotra.

Parle Company Analysis by students of top MBA schools.
http://www.parleproducts.com/http://www.parleproducts.com/http://www.parleagro.com/http://www.parleagro.com/http://www.parlebisleri.com/http://www.parlebisleri.com/http://www.marketpractice.blogspot.in/http://www.marketpractice.blogspot.in/http://www.advertisingtrends.com/http://www.advertisingtrends.com/http://www.oldbrands.com/http://www.oldbrands.com/http://www.info.shine.com/http://www.info.shine.com/http://www.info.shine.com/http://www.oldbrands.com/http://www.advertisingtrends.com/http://www.marketpractice.blogspot.in/http://www.parlebisleri.com/http://www.parleagro.com/http://www.parleproducts.com/

Documents

Parle-performance Apperisal