marketing management assignement

1. Name: omkar patil
FYMMS Batch: B
About company
Parle Products has been India's largest manufacturer of biscuits and confectionery, for almost 80 years Makers
of the world's largest selling biscuit Parle-G, the Parle name symbolizes quality, nutrition and great taste. With
a reach spanning even the remotest villages of India, the company has definitely come a very long way since
its inception.
Distribution network of parle
The Channel Members of the Distribution Network of Parle
The Parle distribution network has essentially four levels as enlisted below
 Parle Depots
 Wholesalers and Distributers
 Carry Forward Agents
 Retailers
Intensive Distribution
Parle uses intensive Distribution for Parle. This is the ideal strategy for the market leader as intensive.
distribution has the advantages: Increases coverage and sales, increases product availability, encourages
retailers to compete aggressive Higher competition leads to narrower margins for the retails hence, increases
the ultimate margin for the manufacturer
Promotion mix of parle
 Parle Promotion and advertising
Parle brand uses all media like TVC, print, online ads etc as a part of its marketing mix promotion &
marketing strategy. Parle brand has always been associated with positive emotions and has
incorporated qualities like sharing and caring. Parle was able to connect with the children by
sponsoring shows like Shaktimaan where Parle started giving out merchandise for the same. Moreover,
it started promotions on a national level scale by fulfilling the dreams of selective children. Parle has
been active when it comes to promotions or tv advertisements. Specifically, to Parle G, the company
promoted using the logo of a young girl and later also had an ambassador for the brand. Moreover, all
the products have attractive and distinct packaging which attracts the target group. Apart from Parle

2. G, all other products of the company are also promoted extensively with innovative marketing
campaigns. Parle has actively been involved in print and press media.
 Parle Place:
Parle products are widely available across all geographies across India. With a presence of very strong
distribution network, Parle has been able to reach over 6 million retailers all over India. Parle has over
23 manufacturing units which caters to over 1500 wholesalers. Apart from that, there are depot agents
which further help in expanding the distribution network. This is the reason why Parle products are
present in every place be it small shops or grocery stores to large retail stores/chains. Restaurants,
hotels and even small dhabas prefer keeping Parle G as the biscuit to be served along with tea or coffee.
 Parle Price
Parle has followed a low-cost strategy in order to establish a market leader position. This is the
backbone pricing strategy of the Parle brand as a part of its marketing mix. The low price of the Parle
products along with the promise of high quality helps in fighting the competitors. Though Parle
believes in focusing on quality, it still has been able to manage low cost due to the high volumes of
production. It comes in base pack of Rs 2 for biscuits whereas the toffees range from 1 to 2 rupees.
The low pricing strategy of Parle G has enabled it to retain its position as a market leader despite
several new biscuit brands coming in the market as its competitors. Parle G focuses on a volume
strategy and hence keeping its prices slightly lower helps it to reach out to a huge audience.
 Parle Product
Parle brand is one of the most recognized biscuit manufacturing company in India. Though famous for
Parle G, Parle products offer various options in other segments and even in the biscuit category. It
offers many other products like KrackJack, Monaco, Kreams, Golden Arcs, Parle Marie, Milk Shakti,
Parle Hide & Seek, Bourbon, Top, Happy Happy, 20-20, simply good, Namkeen parle magix,
cheeselings. In the confectionery, it offers products like Melody, Mango Bite, Eclairs whereas in the
Snacks segment it provides Nachos, Cake, Rusk and wafers. This gives an insight in the Parle
marketing mix. Hence all the products of Parle are such that they can be consumed at any point of time
and by anyone. In fact, the biscuits offered cater to all kinds of segment be it lower or upper mid dle
class and are available in different product sizes. In the confectionery segment, the appeal has been
universal.
BCG matrix of parle company
1. STARS (High growth & High market share)
As per the company's survey, Parle G is touching the peak of success & therefore comes under the
STAR category thereby the Company can invest a large sum for its upliftment
2. CASH COWS (Low growth, High market share)
Profits & cash generation should be high due to its Low growth, the investment needed to be Low to
keep Profits High The products like krack jack, parle Marie, hide & seek comes under this category
3. QUESTION MARK: (High growth, Low Market share)
It has worst cash characteristics because of High demands & Low returns due to Low market share
makes the Company to sell off & deliver cash. Products like CHOX, NIMKIN KREAMS GOLD,
PARLE 20-20, MONACO JEERA comes under this.
4. DOGS: (Low growth, Low market share)

3. The products like SIXER, JEFFS, MUST BITES MUST STIX &MUST CHIPS Conclude with DOGS
as they need to be Divested because they are doing no good for the Company have remained as a
liability.
From the name Parle, every one of us is reminded of just one thing: the evergreen biscuit, Parle G. However,
this Indian company deals with products other than biscuits. Parle is primarily divided into 3 product
categories: Biscuits, Confectionery, Snacks which are available mainly in India. Though this brand is not
globally present, it is an undisputed market leader in India established over a period of 80 years.
STARS
 Parle-g
QUESTION MARK??
 Parle 20-20
 Monaco
 chox
CASHCOWS
 Krack jack
 Parle marie
 Hide and
seek
DOGS
 Sixer
 Jeefs
 Must chips