Parle-G

Success Story of Parle-GSection I 1 Success Story of Parle-G GOOD LEARNING P – PERFECT A – ATTRACTIVE R – RELISHING L - LEARNING E - EATABLE G - GENUINE SYSTEMATIC STRUCTURISE PA RL E 2 Success Story of Parle-G STANDARD SELF DISCIPLINE SAINITISE INTRODUCTION OF PARLE Parle Products Pvt. Ltd. engages in the manufacture and marketing of biscuits and confectionaries. It offers glucose, milk, sweet and salted cream, wafer crème, cumin seed, and cheese biscuits; chocolate, mint, cola, and tropical fruit flavored toffees and candies; and snacks. The company offers its products in India, the Middle East, Africa, South East Asia, the United States, the United Kingdom, Canada, Australia, and New Zealand. Parle Products Pvt. Ltd. was founded in 1929 and is based in Mumbai, India. Parle Products Ltd. entered the snack market with the launch of Musst Chips and Musst Stix in Maharashtra. It is selling these two new products at price points of INR 10 and INR 5 but giving more quantity as compared to competition. The company has set up a unit in Nashik for manufacturing the new brands. It intends to promote these two products by extending its distribution network. Parle Products Private Limited announced that it has launched new product-Parle 20-20. Parle's new 20-20 cookies promised to be a combination of crunch and scrumptious delicacy. This summer experience the richness in taste with Parle's brand new 20-20 cookies. Each biscuit is baked to perfection and comes in two variants-Butter & Cashew Butter. Consumers especially the young adults are looking for a tastier and crunchier variety of cookies than ever before. Parle 20-20 cookies are aimed towards young adults-the 'now' generation. This is the generation that wants to live right now, and is in a hurry to cram a medley of experiences into life. The now mantra of the day is 'instant gratification' which 2020 delivers without compensating on quality or taste. 3 has decided to unveil butter and cashew cookies under the 20:20 brand. PARLE PRODUCTS MONACO BITES KISMI BAR FUN CENTRE MANGO BITE HIDE & SEEK MELODY JEFFS MAGIX 4 . The new 20:20 brand would have the baseline Choice of Champions.Success Story of Parle-G Parle Ltd. Success Story of Parle-G KRACK JACK ORANGE CANDY MARIE CHOICE POPPINS MONACO ROL-A-COLA Parle-G TOFFES SIXER MILK SHAKTI Parle Products Biscuit Goodies: Parle-G Kackjack Hide & Seek Hide & Seek Milano 5 . Success Story of Parle-G Magix Monaco Kreams Parle 20-20 cookies Nimkin Chox Sweats : Melody Mango Bite Kaccha Mango Poppins Kismi Toffee Kisme Toffee Bar Mazelo Snacks : Musst Bites Cheeslings Sixer Digestive Marie Parle Marie Milk Shakti Goldenarcs Kreams Gold Monaco Jeera Kismi Gold Orange Candy Xhale 2 in 1 Éclair Golgappa Melody Softee Pale Lites Jeffs Musst stix & Musst Chips Sixer Zeera 6 . Parle Products also has 14 manufacturing units for biscuits and 5 manufacturing units for confectioneries. care is taken at every step to ensure the best product of longlasting freshness. Concentrating on consumer tastes and preferences. 7 . using the most modern equipment hence ensuring the same perfect quality across the nation and abroad. The factory in Mumbai was the first to be set up. followed soon by the one in Bangalore. Karnataka. Every batch of biscuits and confectioneries are thoroughly checked by expert staff. The factories at Bahadurgarh in Haryana and Neemrana in Rajasthan are the largest biscuit and confectionery plants in the country.Success Story of Parle-G QUALITY OF PARLE Parle Quality:Hygiene is the precursor to every process at Parle. on contract. the Parle brand has grown from strength to strength ever since its inception. From husking the wheat and melting the sugar to delivering the final products to the supermarkets and store shelves nationwide. in Rajasthan and at Bangalore in Karnataka. Great care is exercised in the selection & quality control of raw materials. 8 . Each factory has state-of-the-art machinery with automatic printing & packaging facilities. Apart from this. on contract. using the most modern equipment. The factories at Bahadurgarh and Neemrana are the largest such manufacturing facilities in India. Every batch of biscuits & confectioneries are thoroughly checked by expert staff. packaging materials & rigid quality standards are ensured at every stage of the manufacturing process. Parle Products also has 14 manufacturing units for biscuits & 5 manufacturing units for confectioneries. Parle has manufacturing facilities at Neemrana. in Haryana manufactures biscuits. All these factories are located at strategic locations. All Parle products are manufactured under the most hygienic conditions.Success Story of Parle-G Quality Commitment:Parle Products has one factory at Mumbai that manufactures biscuits & confectioneries while another factory at Bahadurgarh. so as to ensure a constant output & easy distribution. urban consumers. However. even in the most remote places and in the smallest of villages with a population of just 500.000 retail outlets directly or indirectly. Parle has nearly 1. The Parle marketing philosophy emphasizes catering to the masses. This is based on their understanding of the Indian consumer psyche.25. catering to 4.500 wholesalers. Parle Products also manufactures a variety of premium products for the up-market. is a major strength for Parle Products. built over the years. Parle biscuits & sweets are available to consumers. Additionally. And in this way.Success Story of Parle-G MARKETING DEPARTMENT The Marketing Strength:The extensive distribution network. The value-for-money positioning helps generate large sales volumes for the products. Most Parle offerings are in the low & mid-range price segments. 9 . there are 31 depots and C&F agents supplying goods to the wide distribution network. A two hundred strong dedicated field force services these wholesalers & retailers. They constantly endeavor at designing products that provide nutrition & fun to the common man. caters a range of products to a variety of consumers. " Parle Products Limited will strive to 10 . the Parle brands have found their way into the hearts and homes of people all over India & abroad. since 1929. Parle appeals to both health conscious mothers and fun loving kids. Parle Biscuits and confectioneries. even today. The great tradition of taste and nutrition is consistent in every pack on the store shelves. With products designed keeping both health and taste in mind. the people of India have been growing up on Parle biscuits & sweets. continue to spread happiness & joy among people of all ages. Today. Maximizing value to consumers and forging enduring customer relationships are the core endeavors at Parle. The value-for-money positioning allows people from all classes and age groups to enjoy Parle products to the fullest.Success Story of Parle-G Parle’s Core Value:An in-depth understanding of the Indian consumer psyche has helped Parle evolve a marketing philosophy that reflects the needs of the Indian masses. The consumer is the focus of all activities at Parle. The Customer Confidence:The Parle name conjures up fond memories across the length and breadth of the country. Their efforts are driven towards maximizing customer satisfaction and this is in synergy with their quality pledge. After all. To facilitate the above we will strive to continuously train our employees and to provide them an open and participative environment. keeping alive the culture and traditions of ages. Krackjack. As a part of Corporate Social Responsibility Policy Parle is keenly involved in the overall development of younger generation with focused endeavor to built New Face of India and spread happiness & joy all over. Parle Centre of Excellence as an institution is dedicated to enrich the lives of people through conducting various cultural programs across all region to facilitate the all round development of the children. Our involvement in cultural activities has seen the inception of Golu Galata in Tamil Nadu. inviting schools from all across the state to participate. Parle organises Saraswati Vandana in the state of West Bengal during the festival of Saraswati Puja.Success Story of Parle-G provide consistently nutritious & quality food products to meet consumers' satisfaction by using quality materials and by adopting appropriate processes. Monaco. The event is one of much fanfare and celebration. Melody. Its gives a platform to all the members of a household to showcase their creativity and being judged by immanent personalities. Mango bite and many others since 1929 is also actively engaged to change & uplift the social face of India. 11 ." Corporate Social Responsibility:Parle Products with its wide platter of offering of biscuits and sweets like Parle-G. held during Navratri. Every year. Thousands of families participate and celebrate the occasion on a grand scale. Daddy will buy some tomorrow” Little Meghna retreats. I wish this little story was true. gorging on Hide n Seek Biscuits. Little Meghna comes running in. and I don’t just mean my children. “I want choclit bifket” “No chocolate biscuits. her chubby face dropping a little. Wicked mother hides in the kitchen. It is heavy on the chocolately flavour. motherhood comes with many sacrifices. Wicked mother chuckles evilly and proceeds to demolish the rest of the pack of Hide n Seek. crunchy biscuit in a pack of Hide n Seek. Hide n Seek is a version of that Chocolate chip cookie.Success Story of Parle-G These events give us a chance to interact with children on a one-to-one basis. Unfortunately. With just the right amount of sweetness. including that of the last deliciously chewy. these biscuits don’t cloy. 12 . which definitely goes down well with the youngest members of my family. and promote our belief of fun and health for the whole family. Little chips of chocolate ‘hide’ in the biscuit. Press Release:1. Not true. (horror of horrors) pineapple or orange cream. as opposed to sugar sweet. These flavours will overpower the subtler taste Hide N Seek. mom and biscuit selector (just like those ads). 13 . I know!).Success Story of Parle-G However. A good 2-3 bucks more than other biscuits. if your hubby slams down his cup in rage at the sight of yet more Goodday cashew-and-what-nots adorning the table at teatime. the sugar lovers in the familyincidentally. since this leaves her more to gorge on. They also work as great pacifiers for kids. and offer them something to chew on and keep them busy. But this is also a nice thing to serve to guests. Do not commit the cardinal sin of storing them with other strongly flavoured biscuits like. (I know. feed him this and you’ll be certified a great wife. It’s just very chocolatey. since that taste of cocoa is strong. who might turn up their noses at plain Glucose or arrowroot biscuits. Hide n Seek comes in nice packaging but is a little on the expensive side. around 15 INR if I am not mistaken. trust me. also the ones who have diabetes.can be heard complaining that the biscuits are rather bitter. Store your Hide N Seek biscuits in a separate air-tight container. Wicked mother rejoices at this. But however you have it. coffee and mint. don’t forget to share! For the second. And oh. Explaining the rationale behind withdrawing the variants. poor offtake led the company to discontinue these products while the Hide & Seek chocolate-chip cookies continued to be successful. Having extended the Hide & Seek franchise early last year to two new flavours . the company expects to 14 . It has always been accepted as a chocolate chip cookie brand and people were not ready to accept the butter and cashew variants. Parle Products Private Ltd. Meanwhile. Parle Products had pitted its Hide & Seek variants against Britannia's Good Day Cookies at the premium end of the biscuit market." Early last year. 2. The products will soon be re-launched nationally. With no intentions of dropping prices for any of its brands. this was not the first time that Parle was introducing variants under its Hide & Seek brand. However.orange. Product Manager. However. Pioneering the chocolate-chip cookie category with its Hide & Seek brand in 1998. It has decided to bring them under the Parle franchise and re-named the same as Parle Cookies. We have now de-linked the variants and re-introduced them as Parle Cookies.butter and cashew badaam . Parle has pegged its growth rate between 12-13 per cent this year. Mr Mayank Shah. Parle had subsequently extended the brand into three variants . you are sure to love it. said: "Hide & Seek has a strong association with chocolate.Success Story of Parle-G Try crumbing these biscuits over Vanilla or Chocolate ice-cream. Parle Products Private Ltd has withdrawn the variants of its chocolate-chip cookie brand. Hide & Seek.the biscuit major has now restricted it to chocolate-chip cookie. or over custard. The brand is currently being test marketed in the south. it is giving scholarships to the children of West Bengal and Tamil Nadu. Today. Parle also recognises the growing threat of more glucose brands entering its arena. "Parle G is all about all-round development and we owe children a lot for having built equity for the brand all these years. It is our way of paying them back. 3. Parle G. when Britannia's Tiger made an entry into the glucose segment a couple of years ago. Melody and Mango Bite." says Pravin Kulkarni. along with brands such as Monaco and Krack Jack. Besides. Being the largest selling glucose biscuit brand has not made Parle complacent. Marketing Manager. It is not availability but acceptability which is an issue with consumers." says Mr Shah. and that it's time it built more `social' equity for its largest selling brand. With academics being a priority in these States. "We still have a long way to go in biscuits. we have decided to strengthen the equity of our corporate brand in these parts. Parle Products has pegged its growth rates at 15 per cent for its brands such as Poppins. Product Manager. Parle Products Pvt Ltd. "We have to maintain our prices for our confectionary brands to protect our bottom line since even with a 50 paise increase in price the volumes go down by more than 100 per cent. Parle G." states Mayank Shah. in spite of bigger FMCG majors such as ITC and HLL muscling their way 15 . Parle Products."Our corporate equity has been weak in these States compared to Britannia. especially domestic brands from ITC (Sunfeast) and Hindustan Lever (Modern). Jeffs and Sixer. There was a time when the biscuit maker was threatened. The Mumbai-based low-profile biscuits major believes there is still scope in the category. In the confectionery category. the company has decided to de-focus from its snack brands such as Cheeselings. "The products may be still available on the retail shelves but we have decided not to focus on the snack brands. At the same time. Through yet another image-building exercise.Success Story of Parle-G drive further penetration for its flagship glucose brand." added Mr Shah." says Mr Shah. 16 . the company realises that if it does not do anything. it has deleted the Parle G tag for its Milk Shakti brand and brought it under the generic Parle name. Over the years Parle has been enhancing its packaging and communication and luckily the market has also been expanding. Besides. Market Search. and we are enhancing our distribution in these parts. Hide & Seek is pitted against Britannia's existing Good Day cookies that come in similar flavours. a research firm: "Parle's equity extends into the heartland of India. new players have not really poached on Parle's territory and lack of penetration has helped all the players grow. it is a threat old players like us should watch out for. But it is learning quickly. "ITC may have a good distribution network for cigarettes but it lacks experience in servicing the general and kirana stores. For instance." says Shah. Sporting flavours such as Butter and Cashew Badam. the recent aggression on the part of ITC's Sunfeast brand does not immediately bother Parle's marketers. Chief Executive. and with its deep pockets. Hide & Seek till then existed as a single chocolate chip cookie brand at the premium end of the market. it took on Britannia's brand of Good Day cookies.Success Story of Parle-G into the category. Protecting the turf of its largest-selling glucose brand. Sundara Rajan. the category is fast expanding and its growth in the sluggish FMCG industry has helped the company hold on to its dominant position." Thus. It has also reacted to competition when the need has so dictated. Adds Kulkarni: "We are recognising the presence of these players and are already trying to plug in the gaps needed. Parle is not exactly on shaky ground. While it has extended Parle G to a more premium variant (Magix) in three flavours. there are distribution gaps in the eastern and southern markets (compared to the North and the West). Early this year. Parle has also decided to restrict its line extensions to avoid diluting its equity. For instance. its equity will get eroded.'' Observes A. Parle Products introduced two new cookie variants under its chocolate chip cookie brand — Hide & Seek. At the same time. Observes Sundara Rajan: "Today there is a gradual shift upwards in terms of taste." Meanwhile. Adds Sundara Rajan. "The chocolate variant had a broader appeal and this led to the other variants falling by the wayside." With the intention of launching a new campaign for Hide & Seek variants. this is not the first time that Parle has introduced variants under its Hide & Seek brand. Cookies having higher butter content are expected to be tastier." In fact."For the first time. However. Parle has decided not to focus on its confectionery brands. "Chocolate is an expensive ingredient and is expected to be costlier the other variants. poor offtake led the company to discontinue the products. "There is no big thrust on confectionery since the kind of volumes we do are not enough to support the 17 . "Essentially we intend keeping intact Hide & Seek's brand values based on indulgence. which generally have high butter content." The `exotic' nature of the variants did not help acceptance in the market. Business Director. O&M. this time around. Good Day will have a challenger brand at the national level. says. Parle stretched it to three variants — orange. coffee and mint. The variants are pegged at a slightly lower price compared to the chocolate chip cookie (Rs 12 for 75 gm). Parle has decided to include variants which Indian consumers are more familiar with." Considering the biscuits category has been growing rapidly at near 8 per cent.Success Story of Parle-G However. Goyal says. the advertising agency handing the account. Pioneering the chocolate chip cookie category with its Hide & Seek brand in 1998. All this time Good Day had competition in the cookie market mainly from the regional players. Lakshmi Goyal. within the biscuit category. cookies. and so. Claims Sundara Rajan. the cookie segment is growing rapidly. Hide & Seek Cashew Badam is priced Rs 12 for 100 gm while its Butter variant is priced at Rs 10 for 100 gm. Explaining the reasons for the earlier failure of the Hide & Seek variants. are manufactured by a host of regional players (mainly the local bakeries) and the big national players will have to fight for their share in this segment from the unorganised local players. " says Kulkarni. Melody and Kismi. The company wants to continue having that strong emotional connect with consumers and doing social deeds such as offering scholarships is part of its corporate social responsibility initiatives. 18 .Success Story of Parle-G advertising spends. I can push him for his wrong doings. It started production of biscuits. This ad represents. one of the few instances where a bizarre idea works rather well for a change with spot-on execution.. Parle a name known for its original products. Here my tongue plays this game with the chocolate chips each time I take a bite of Hide n Seek. Parle realises that it cannot get the margins in this category compared to its biscuits. 4. which we still enjoy as ‘Parle-G’. though Regards Bekar Brand [Britannia Tiger Biscuits]: It would be slightly more apt for the Indian Team to sing ‘Jayega Jayege Chalte Jayega’ as it waits for the returns of the master blaster.. I bite the crisp biscuit and let the chocolate chips melt in the mouth. In spite of having certain strong confectionery brands such as Poppins. haven’t we seen all this before? We’re expecting the audience to get their running shoes on and scoot like a tiger was on their trail. Hide n Seek. Parle is always the one to introduce a type of biscuits while the other follow suit. I take mu turn of closing my eyes as the chips hide inside the biscuit and before they can say ‘Ready’. Parle started as a small scale industry in 1929. So anyways I am the winner here. Krackjack deserves points for having the sense to dispense with the annoying Krack and Jack and their faux Laurel and Hardy routine for its latest campaign. We won’t be surprised if it evokes howls of protest from PETA. Otherwise. everyone has played this game for sure. which should keep the biscuit major on its pedestal. 5. Mango Bite. Bad for him as he is one year younger to me. unless my naughty brother comes and steals the piece right from between my fingers. 7 lakh tones a year. Though it cannot win my love for the yummy Bourbons. Hide n’ Seek are square shaped biscuits with diagonal ridges and small grooves filled with chocolate chips. Parle-G’s image as an affordable wholesome meal that could be used as a charger when low on energy as well as a tasty accompaniment with chai helped it to consolidate and retain its position as the number one biscuit brand for decades. ORG figures show Parle-G enjoys a 69 percent share in the Glucose biscuit market. pegged at close to 2. Krackjack. Simple. The Glucose brand that enjoyed a monopoly in the market for decades surpassed the expectations of its makers. Although Britannia has more biscuit brands under its umbrella. these chocolate chips are the ones I love these biscuits for. Thus the work of two biscuits to press the chocolate cream in between is done by a single piece of biscuit. What distracts me are the chocolate chips hidden in the biscuits. This is a sharp lead over closest competitor Britannia Tiger. But Parle‘s Hide n’ Seek ha a different game to play. thus giving the quantity of biscuits in a pack some more room for advantage over the other two. almost half the market share for biscuits in India. The original Glucose brand. The brand recently achieved the distinction of being the highest selling Glucose biscuit in the world. it is Parle which steals the thunder. in popularity. Australia. Jeffs. To ads to this chocolate is also blended well with the biscuit preserving the crispiness of the biscuits at the same time. it still stands a third in runnerup as compared to the classic taste of the yummy ‘Bourbon’ & ‘Pure Magic’. Parle G. Marie. these contain a little bit of more chocolate than Hide n’ Seek. The other brand in its stable are: Monaco.Success Story of Parle-G ‘Hide n’ Seek’ comes from the house of Parle. Ltd’s turnover. Thanks mainly to its leading brand. has more in the urban sector. it retains. Parle-G is on coupled with other glucose brands such as Parle-G Magix and Parle-G Milk Shakti. To be very honest. Hide n’ Seek. Sixer and Fun Centre. Here’s the classic cream from traditional cream biscuits is replaced by solid chocolate chips. Now where these two win over Hide n’ Seek. 6. which has a 24 percent market share. and the 19 . Chesslings. Parle biscuits are even sold abroad in markets such as the US. These brands contribute more than 50 percent to Parle Products Pvt. ITC’s food arm entered the market with its Sunfeast range of biscuits with offerings in Glucose. The entry of big players in the field could mean more competition for old hands in the game. Britannia will also outsource its production and plans to invest Rs. Africa. Britannia is eyeing the Glucose brand and aims to overtake Parle’s within three years’ time. Competition is hungry for a larger share in the pie. A big threat to legitimate biscuit makers comes from the duplicate market. Counterfeit biscuits are not only available cheap but they dent the brand equity of legitimate brands. 7. Dubai. which makes Priya Gold biscuits. Parle’s leadership position is not going to be easy. It wants to complete keenly with Parle and Britannia. Only 35 percent of this is made by the organized sector. It also tried to re-launch modern as a Glucose brand. 4 crore in the biscuit segment. They could prove to be surprise future leaders. Besides smaller players are also entering the fray. are also unnerving existing players. However. 47.Success Story of Parle-G company is consolidating its position in places such as Abu Dhabi.7 percent last year. It will launch a slew of products around Tiger. Marie and cream segments. A newspaper once said "Biscuits are like potato chips. South. the biscuit industry in India grew by 11. the highest in the Rs. Hindustan Lever Ltd (HLL) entered the market with its Kissan Greedy Biskits in three flavours. The biscuit market accounts for seven percent of the FMGC market sales in India. According to the union food processing ministry the production of biscuits in the organized and unorganized sectors is estimated at about 11 lakh tonnes. I never realized this fact until I read this statement in the said 20 .800 crore FMGC sector. its leading Glucose brand. you can never stop with one". Lately the biscuit market has been seen buoyant growth. Recent strides by such small players as Surya Foods. According to AC Nielsen Indian Retail Store Audit Data of 2003. Last year. America and Sri Lanka. She would come to me pointing towards the jar where these biscuits are stocked. My kids require no reason or occasion to munch their favourite biscuits. then these glucose biscuits act as energizers in emergencies. Parle G biscuits are always stocked at my place for my kids who relish them happily and also for those demanding kid guests when they come to my place. As a mother it's a joy to see my children relishing them with joy. but the statement lingered on in my mind ) . these biscuits are a constant favourite.12 biscuits with the company's name printed in Red and you know these are Parle G biscuits.Success Story of Parle-G newspaper ( cant recall the newspaper and the place. Sometimes it would be just difficult for us to decide on what to go for. For my 8 year old son. Yes. My morning tea is always combined with these biscuits. Moreover it is enriched with the nutritional value which 21 . Over a period of time I have got a feeling that these 3 small biscuits make me work energetically both at home and at the work place the whole day. A cream coloured yellow stripped wrapper with a cute baby photo containing 10 . the size of their packing has definitely changed but for the consumers good as these are money savers pack. At times these biscuits keep away my headaches because the sight of these biscuits lightens up the face of my little one who would otherwise cry constantly for some thing or the other. Occasionally he switches over to some other brand. These are good combinations with a hot cup of Tea or a coffee. Biscuits are a household name these days. The taste of these biscuits never changed since the time I tasted them to till date. Besides the delicious taste that it offers. variety of biscuits did come and go but nothing has changed with these biscuits. Its soft and sweet taste is preferred alike by everybody. But these biscuits go very well with any age group. Times changed. that is when he sees some of his friends munching at school but then he is back at his old favourite. People suffering from Diabetes too carry them to increase the glucose level in their body . The markets are flooded with biscuits of every taste and for every age group. They make a quick and a tasty snack any time and in any situation. Specially if a person is suffering from Low BP. Glucose biscuits are mainly the favourites of many as their intake charges them up. And same is the case with my 18 months old daughter. it is highly helpful for people suffering from the above 2 illness who take it for reasons beyond its taste. The doctors as usual diagnosed something else and gave him the wrong medication. Very rightly described as "SWAD SE BHARA. Above all it is very fair to the wallets too which is again an added advantage. kismi. I recalled an incident that took place some time back. poppins and mangobite. What I was unable to do Parle G did. Invert Syrup. Parle offers Parle Monaco. Sugar.! Since then Parle G is stocked at my place. No amount of lime juice or Glucon D packets could revive his energy. full with health ". Parle Krackjack varieties in biscuits and in confectionary items it offers melody.Success Story of Parle-G makes it all the more wanted. Parle Awards:- 22 . Besides Parle G. Permitted Emulsifier. : The Parle brands have been constantly honoured internationally with the awards at the Monde Selection. Edible Vegetable Oils. (courtesy www.. This made him very weak. Leavening Agents. Salt. Now going back to its history : Parle began its production in 1939 even before India's independence. So to enlighten his mood we went to our cousin's place where his cousin offered him Parle G and suddenly he felt the change. Flavours and Dough Conditioners. Parle – The world of Happiness.parleproducts. Today Parle enjoys 40% of the total biscuit market and 15 % of the total confectionary market in India. And I have been a constant admirer of this brand for some emotional reasons mentioned just above. Once my husband was down with fever for more than 15 days. SWASTHYA SE BHARA" means full with taste. Skimmed Milk Powder.com ) The ingredients used to prepare the Parle G biscuits are Wheat Flour. Success Story of Parle-G Parle products have been shining with the golds and silvers consistently at the Monde Selection ever since they were first entered in 1971. Monde Selection is an international institute for assessing the quality of foods and is currently the oldest and most representative organization in the field of selecting quality foods worldwide. Parle Products Pvt. Ltd. Is a US $ 450 million conglomerate started in India in 1929. We are in the business of manufacturing and marketing biscuits and confectionaries. 23 Success Story of Parle-G We have State-of-the-art machinery with automatic printing and packaging facilities. Our biscuit baking oven is the largest of its type in Asia. Over the decades the efforts of our Research & Development wing have made the repertoire of our products grow manifold. In biscuits we have Glucose, Milk, sweet and salted cream, wafer crème, cumin seed and cheese categories. In confectionery, we have a range of toffees and hard-boiled candies available in chocolate, mint, cola, and tropical fruit flavors. Some of these are double layered toffees and center filled candies packed in rolls or pillow packs, or have single or double twist wrapping. Almost all of our products are market leaders in their category and as recognition of their quality, have won Gold, Silver and Bronze Monde Selection medals since 1971. Parle enjoys a 40% share of the total biscuit market and a 15% share of the total confectionary market, in India. VARIOUS UNIT OF COMPANY 24 Success Story of Parle-G There are five mother units and thirty-one contact manufacturing units in India. The main difference between mother units and contact units is that mother units produce more than one product that is PARLE G, MONACO, KRACK JACK, SIXER, and HIDE AND SEEK etc. while contact unit manufacture only Parle-G. Mother units are as follows:Mumbai (Maharashtra) Bahadurgarh (Haryana) Neemrana (Rajasthan) Bangalore and Kolkata IMPORTANT PEOPLE OF THE COMPANY:CHAIRPERSON DIRECTOR EXECUTIVE DIRECTOR COMMERCIAL MANAGER FACTORY MANAGER PRODUCTION MANAGER STORE MANAGER : MR. VIJAY CHAUVAN : MR. ANUP CHAUVAN : MR. AJAY CHAUVAN : MR. AMOL : MR. NIVATIA : MR. RAJESH RAUL : MR. DIXIT 25 Success Story of Parle-G ORGANISATION STRUCTURE OF PARLE CHAIRPERSON EXECUTIVE DIRECTOR PRODUCTION MANAGER BISCUITS PRODUCTION MANAGER CONFECTIONERY CHIEF ENGINEER ENGINEER OFFICER HRD MANAGER BISCUITS PERSONEL CONFECTIONERY SUPERVISOR PRINTING ADMINISTRATOR CHARGE HEAD EMPLOYEE EMPLOYEE 26 . Success Story of Parle-G Section II 27 . "We want to cater to the masses and have consciously tried not to increase the price.first from 100 gm to 92. Not that the company didn't try to raise prices to offset the overall hike in costs. Soaring input prices meant it opted for reducing the weight of the biscuit than increasing the price -." says Pravin Kulkarni. Parle-G is available for Rs 50 a kg. Parle Products. it's not for nothing that Parle-G is the world's largest-selling biscuit by volumes. outsourced production. Strict cost control at every point in its supply chain also helped -. but quickly rolled it back after volumes fell sharply and consumers wrote to lodge their protest. So.in line with other biscuit-makers and FMCG players. 28 . Three years ago it did so.Parle entered into forward contracts with suppliers. Regular customers would have noticed the number of biscuits in a pack come down from 16 to 15 even as each biscuit became lighter. increased the number of manufacturing locations to 60 and consolidated buying. The gamble paid off: Parle was able to sustain its volumes.the price was last raised in 1994 by 25 paise. but they seemed to understand the cost pressures on the firm.5 gm in January 2008. There are very few food items that are available for Rs 50-60 a kg.Success Story of Parle-G INTRODUCTION of PARLE-G It's a brand that has held its price line at Rs 4 for 25 years now -. of course. Parle is. and then to 88 gm in January this year -. not doing it for charity. general manager (marketing). nutrition and value-for-money -. and contributes more than 50 per cent of the company's turnover (Parle Products is an unlisted company and its executives are not comfortable disclosing exact numbers). the brand uses two punchlines. Parle-G: G for Genius and Hindustan ki Taakat (the country's strength). professor of marketing at London Business School.5 million outlets. says Kulkarni. of course. price becomes more important than the weight of the biscuit.000 crore (Rs 20 billion). It reaches 2. It's also one of the few FMCG brands in the country. 29 . Currently. on a par with Unilever's Lifebuoy. Competition has. Parle had sales of Rs 3. It's very interesting and similar to the dollar stores in the US. ITC's cigarettes or mobile pre-paid cards." he says. The brand. while ITC's Sunfeast glucose has captured 8-9 per cent. What makes the Parle G brand tick is also that it has been positioned on the health platform (a single pack of biscuit offers 450 calories). The brand is estimated to be worth over Rs 2. meets different needs of customers: calories (energy). Britannia re-launched its Glucose-D biscuit as Tiger in 1995 and boasts of 17-18 per cent share. "At this price point.Success Story of Parle-G Raw material costs account for 60 per cent of the total costs in this segment and packaging costs (plastic films) account for 20-25 per cent of this. feels it's a very smart strategy. Its earlier punchline was Parle-G: swadh bhare. been trying to wean away customers from Parle.500 crore (Rs 35 billion).enough reasons why Parle-G enjoys close to 70 per cent market share in the glucose biscuit category and probably has the deepest reach. including villages with a population of 500 people. shakti bhare (full of taste and energy). But price is not its only USP. Nirmalaya Kumar. according to industry sources. whose customers straddle across income segments. Last fiscal. including Priya Gold (west). But they still have their work cut out. and a host of other very popular brands.Success Story of Parle-G Even Levers had forayed into this segment in 2003 and launched a glucose biscuit branded as Modern. With a 40% share of the total biscuit market and a 15% share of the total confectionary market in India . but a source of strength for both body and mind. For over 65 years. Nirmalaya Kumar feels the Parle-G story is so fascinating that it deserves to be a case study. Parle has grown to become a multi-million dollar company. competitors look upon Parle as an example of marketing brilliance. the company has definitely come a very long way since its inception. for almost 80 years. While to consumers it's a beacon of faith and trust. With a reach spanning even the remotest villages of India . Parle G has nourished. There are strong regional brands. From the snow capped mountains in the north to the sultry towns in the south.biscuits or confectioneries. from frenetic cities to laid back villages. nutrition and great taste. Parle G is not just a treat for the taste buds. Parle-G. Parle G has been a part of the lives of every Indian. Many of the Parle products . Cremica (north) and Anmol (east). strengthened and delighted millions. Filled with the goodness of milk and wheat. after it acquired the bakery business of Modern. the Parle name symbolizes quality. since 1971. are market leaders in their category and have won acclaim at the Monde Selection. Makers of the world's largest selling biscuit. Tear over a packet of Parle 30 . What would be interesting to see is whether it will be able to retain its leadership in the coming years as income grows in the hinterlands and consumers upgrade and develop new tastes Parle Products has been India's largest manufacturer of biscuits and confectionery. Success Story of Parle-G G to experience what has nourished Generations of Indians since last sixty five years.G Biscuits is a meal substitute and includes wheat flour. and the international quality. Nutritious Parle. making it truly Hindustan Ki Taakat. invert syrup. high nutrition. No wonder. living in cities & in villages. leavening agents. it's the undisputed leader in the biscuit category for decades. Because of this. Launched in the year 1939. for others it is a complete wholesome meal. sugar. It was called Parle Glucose Biscuits mainly to cue that it was a glucose biscuit. partially hydrogenated edible vegetable oils. Nutritious Parle.G Biscuits is the product of Parle Products Pvt. The great taste. While some have it for breakfast. It 31 . Levulose. it was one of the first brands of Parle Products. GLORIOUS HISTORY OF PARLE-G Parle-G has been a strong household name across India. The product Nutritious Parle. Parle-G is consumed by people of all ages.G Biscuits cater to all tastes from kids to senior citizens. Nutritious Parle. Parle-G is the world's largest selling brand of biscuits.G Biscuits is prepared from milk and wheat. Nutritious Parle. Ltd is the manufacturer of biscuits and confectionery. The company Parle Products Pvt. Nutritious Parle. while for some it's a way of getting charged whenever they are low on energy. For some it's the best accompaniment for chai. from the rich to the poor. makes Parle-G a winner.time snack and are considered to be an important part of daily food.G Biscuits are tea. salt. Ltd. milk solids. emulsifiers and dough conditioners.G Biscuits also contains added flavors and Glucose. Success Story of Parle-G was manufactured at the Mumbai factory. And these brands had names that were similar to Parle Glucose Biscuits so that if not by anything else. The early 50s produced over 150 tones of biscuits produced in the Mumbai factory. the consumer would err in picking the brand. which went on to become one of the most popular commercials for Parle-G. Originally packed in the wax paper pack. today it is available in a contemporary. 32 . It was also sold in parts of North India. The new airtight pack helps to keep the biscuits fresh and tastier for a longer period. This forced Parle to change the name from Parle Glucose Biscuits to Parle-G. By the year 1949. It was heading towards becoming an all-time great brand of biscuit. The incredible demand led Parle to introduce the brand in special branded packs and in larger festive tin packs. Looking at the success of Parle-G. Parle-G was the only biscuit brand that was always in short supply. Parle Glucose biscuits were available not just in Mumbai but also across the state. It was advertised mainly through press ads. The communication spoke about the basic benefits of energy and nutrition. premium BOPP pack with attractive side fins. Parle-G released its Dadaji commercial. a lot of other me-too brands were introduced in the market. Vile Parle and sold in units of half and quarter pound packs. In 1989. Parle-G started being advertised in the 80's. The commercial was run for a period of 6 years. Shaktimaan that went on to become a huge success. Parle extended this association with Shaktimaan and gave away a lot of merchandise of Shaktimaan. It became a part of the daily lives of many Indians. The year 2002 will go down as a special year in Parle-G's advertising history. a special cricket coaching etc. especially children from all the 33 . There were over 5 lakh responses and of that. The personality of the superhero matched the overall superb benefits of the brand. The promo was all about fulfilling the dreams of children. sharing and caring. 20 scholarships worth Rs 50. In the year 2002.000. It had become an icon. it was decided to bring the brand closer to the child who is a major consumer. The next level of communication associated the brand with the positive values of life like honesty. A national level promo . over 300 dreams were fulfilled.`Parle-G Mera Sapna Sach Hoga' was run for a period of 6 months. In the year 1997. The children just could not get enough of Parle-G and Shaktimaan.a new ambassador for Parle-G.Success Story of Parle-G Parle-G grew bigger by the minute. free ride on a chartered plane. A year that saw the birth of G-Man . which was supported by POS and press communication. Not just a hero but also a super-hero that saves the entire world. Dreams that were fulfilled ranged from trips to Disneyland at Paris & Singapore. the areas covered or the number of consumers. It wasn't a biscuit any more. Be it the packs sold. Parle-G sponsored the tele-serial of the Indian superhero. SUCCESS STORY OF PARLE-G Story on How They Won Customers:Many years ago. which has the nourishing combination of milk and honey.Success Story of Parle-G evil forces. especially launched for the southern market. Parle-G Magix is available in two exciting tastes . and he will continue to remain so. Shailendra Saraf was a biscuit salesman in Bombay. A campaign that is not just new to the audiences but one that involves a completely new way of execution that is loved by children all over the world – Animation To make the brand much more interesting and exciting with children.‘Cocoh’ and ‘Cashew’. An Indian brand. though he never allowed pride to come between him and his 34 . He has several reasons to be a proud salesman. The year 2002 also witnessed the launch of Parle-G Milk Shakti. First came the Middle East then USA followed by Africa and then Australia. it was decided to launch a premium version of Parle-G called Parle-G Magix in the year 2002. After all that's what you would expect from the Parle-G World's Largest Selling Biscuit. At his heart. Parle-G continues to climb the stairs of success. he is still a salesman. Take a look at the global market where it is being exported. that's exported to almost all parts of the world. Yes. Today even school children know. has an over riding influence in shaping consumer behavior. And this accidental and occasional encounter people had with aroma at Vile Parle was deeply engraved in their minds. He also carried with him the guilt of not doing his duty. If you ever traveled by a local train in that section. special instructions for the day. It is well known that ‘Olfaction’. ‘asking for the order. you could smell the rich aroma of Parle G biscuits when the train halted at Vile Parle station. Before leaving for the field he would obtain. he walked into a store that was empty of customers and the owner had a painful expression on the face. His customers were mainly grocery store owners. Though he fulfilled his target each month but had this nagging feeling that next month he may fail. Against such odds Shailendra did his work. He struck a conversation with the shopkeeper and came to know that poorrich soul has been standing since six o’clock in the morning and was cursing himself for being in such a vocation. a station between Bandra and Andheri is home to the number one biscuit Brand. “Parle G”. from his boss. you got it right. Shailendra did his best to pacify the guy before he walked out without asking for an order. Vile Parle. Consumers would rather have a brand they had already smelt than to try some thing entirely unknown. Each morning he would submit his report and orders received on the previous working day. The company Shailendra worked for was neither number one nor number two in biscuit trade.’ 35 . He was required to visit at least 50 customers before calling it a day. the sense of smell. we also liked to believe that he worked for a company which was number three in the trade.“Which one is the leading Brand in what category. The term ‘Brand’ wasn’t in our horizon either.Success Story of Parle-G job.” Just like Shailendra. which among other things included a stereotyped quipping “TARGET!” and the look (on boss’s face) that went with it. His territory was between Bandra and Andheri. Back then we did not know it was FMCG. I do not remember being familiar with these in those days. One late afternoon when he was doing the Khar-Danda beat. He wants to frame you up into some thing. Why don’t I try to meet these people when they are fresh in the morning?” Next day he got up at 5 am and was in field by 6 am. “I have made a plan to silence your boss for ever. but your boss has some other plans for you. 36 .” Then without waiting for an answer. If the boss suspected some thing.Success Story of Parle-G He kept on debating in his mind. he kept his suspicion to himself and decided to do back checking himself. next Friday. As a result of this the whole episode remained fresh in his mind till late that evening. Shailendra received an order far in excess of his monthly target. Each Friday he would order supplies required for next week’s sea faring vessels. he went on to say. He told Shailendra. “I know you are working so hard and proper. “If this guy is at work at 6 am so will be other shopkeepers. From the shopkeeper’s friend. Shailendra was asked to come back again next Friday. The orders looked good. Boss was angry. if he had done the right thing.” That Friday night Shailendra was in for a bigger surprise. He has been back checking you and is going around the beat like a mad man. This shopkeeper had a friend who was a supplier for the out going ships from the Bombay Port. but Shailendra had two day’s reports and orders with him. Shopkeeper's friend gave him his card and asked him to meet next Friday. Future had more exciting things in store for Shailendra and he didn’t have any idea about those. Can you meet me this Friday night for a few drinks? Of course it’s on me. It was at the bed time he had this flash. One day the same Khar-Dandha shop keeper wanted to talk to him in confidence. Tell me if you have been fulfilling your target or not. and this routine went on for several years even after Shailendra left that company. In a few weeks time Shailendra’s order book seemed comfortable and he was now more confident about keeping his job even for the next few months. He could finish all his calls by 10 am and reached office half an hour too late. By now the shopkeeper had figured out that Shailendra has changed his routine as a result of the conversation they previously had. they now have a wide range of biscuits and mouthwatering confectionaries to offer. during the Second World War. there's no dearth of ingredients and the demand for more premium brands is on the rise. That's why. Parle did offer a wide variety of brands. However. 37 . when Parle began production in 1939. so that people could enjoy the price benefits. Apart from this. made Parle decide to concentrate on the more popular brands. the shortage of wheat in those days. all domestic biscuit production was diverted to assist the Indian soldiers in India and the Far East.Success Story of Parle-G How Parle Fought to Make Biscuit Affordable to All:- Biscuits were very much a luxury food in India. Thankfully today. Apart from Glucose and Monaco biscuits. These materials make the glucose Biscuits tasty & eatable. 1) Wheat Flour. 6) Baking Soda. 2) Sugar. And following material makes it healthy & increases the quality of a product. 1) Partially Hydrogenated Edible. 5) Dough Conditioners.Success Story of Parle-G INGREDIENTS There are mainly 6 ingredients in Parle – G glucose biscuits. 4) Calcium. 4) Milk Powder. 5) Salt. 6) Flavor. 38 . 2) Invert Syrup. 3) Vegetables Oil. 3) Iron. Success Story of Parle-G The raw material is mixed in certain proportion. All the ingredients are tested in laboratory so that no low quality of raw material is used in manufacturing process. and quality of milk powder. MANUFACTURING PROCESS FLOW CHART RAW MATERIAL TESTING MIXING MOULDING BAKING COOLING 39 . moisture it contains. to get the best quality of biscuits. The raw material is tested for their acidic value. The factory is divided into 3 sections. Third section is of yummy tasty cream biscuits. First section is domestic product section. They process of manu.Success Story of Parle-G PACKING A Secret Recipe (Actual Process):- The production process of company is running continuously for 24 hours. Second section is Export goods where only exported biscuits are made. Following are the steps of production process. which is sale within the boundary of country. Actual process of production is divided into 5 steps. 40 . Size and packing process is different from domestic biscuits. The process and the quality of products are same as Domestic product. They are also manufacturing cream biscuits. In this section they are manufacturing only those goods. This section is fully air-conditioned. Exporter biscuits are smaller as compare to domestic biscuits. Success Story of Parle-G Checking Of Raw Material:- Before the starting to the actual process of making biscuits all raw material are checked in laboratory if the quality of raw material is not good then they return those raw material. 41 . In mixing department 3 big mixers are working known as Steven Mixers. 42 . These ovens are categorized in eight parts. Parle agro has the biggest oven in Asia. And stamp on that biscuits as Parle-G. These mixers mix the all raw material in their appropriate ratio. This machine cut this mixture in a perfect size & shape of glucose biscuits. Each mixer has capacity of 500 kg mixing at a time. Baking Section: In baking section biscuits are go from one big oven.Success Story of Parle-G Mixing Of Ingredients: - After the checking of raw material raw material are go for mixture. Moulding Section: - In moulding section the ready mixture go from one big machine. biscuit rolled through conveyer belt. For cooling. These two machines are made only for Family pack. Open Rapper & Eat (Packing Process):- Packing process of Parle-G biscuits is different for both Domestic products and Export goods. Packing process of product is fully automatic. 1. 43 . Out of 10 machines two machines are not convertible for packing different type of goods.Success Story of Parle-G Cooling: After the process of baking the biscuits are very hot it should be cool before packing. Packing: Ready biscuits are sent for packing in packing section. There are 10 machines are setup for packing biscuits quantity wise like 200g.5 kg etc. Success Story of Parle-G For export goods they are using special Aluminum foil pack because it should be preserved for more than one year. packing department is fully air-conditioned. PROCESS LAYOUT STEPHAN MIXER 44 . Packing of cream biscuits is done by quantity wise. For cream biscuits. The size of biscuits is small. 45 .Success Story of Parle-G MOULDING OVEN CURVE PLATE COOLING CONVEYOR CURVE PLATE STALKING TABLE MULTIPACK MACHINE BOX TAPPING DIVERSION BELT CONVEYOR BELT SEALING MACHINE DISPATCH SECTION PROCESS LAYOUT OF PARLE PRODUCTS LTD. which is high power mixture machine. Colourings of biscuits take place. Moulder had 260 cups fitted in it which gives shape to the biscuits and an impression embossed on it of parle-g. Through that moulder approximately 10. Sugar. From rotary moulder the dough is passed through a 260 feet long OVEN which is approximately 340* c.000 come out in a minute. solids Salt Emulsifiers (E 322 or E 471 or E 481) and Dough conditioners (E 223). Building the structure of biscuits. This raw material is then sent to laboratory for testing and after testing only it is used for manufacturing. Invert syrup. Specially made for mixture of dough. The raw material consist of Wheat flour. from which the mixture is passed to molder called ROTARY MOULDER.Success Story of Parle-G First of all the parle products buys RAW MATERIAL from the various suppliers and stored into the store room. Leavening agents (503 Baking powder) Milk. 46 . In oven there are three stages to be followed • • • Removal of moisture. Such a mixture of raw material is taken and mixed into STEPHAN MIXTURE. Partially hydrogenated edible vegetable oils. which is 260 feet long and the biscuits continues to run on it for 5 to 7 minutes so that the biscuits become cool and all the moisture that biscuits contain gets evaporated. Then it is sent to CORRUGATE BOX SECTION in which 6 poly bags are placed and Then the boxes are kept on conveyor and sent to DISPATCH SECTION from were the biscuits are sent to various places in India and all over the world. The conveyor continues to move to COUNTING UNIT where biscuits are counted and seen that it is going on properly or not.FLOW LAYOUT ” in the factory. From cooling conveyor sum biscuits are diverted through AUTO FEEDING MACHINE to another stalking machine where packing is done.Success Story of Parle-G From oven the hot biscuits are placed on the COOLING CONVYOR. From stalking table the biscuits are moved on conveyor to MULTI PACK WRAPPING MACHINE were 16 biscuits are packed into a regular parle g wrapper so that the weight of 16 biscuits comes up to 100 grams. Then 24 packets of parle g biscuits are packed into a POLY BAG And after packing it into poly bag it is sent to SEALING MACHINE where it is sealed. And because of the above reason the factory has “ S . The conveyor continues till the biscuits reach the STALKING TABLE at which the biscuits are packed in very orderly manner. 47 . Such waste material is of 1%. SHIFTS There is nearly 10. WASTAGES There are two type of wastage in factory. They store such inventory in storeroom and then are sent for testing in laboratory and after testing it is sent for production. Second types of waste are the biscuit collected in tray of the multi-pack wrapping machine. First is the waste materials fallen on ground. and there are such nine product manufactured in the factory. which goes into total waste. 33 / kg. which is marginal and acceptable.000 tones of biscuits are manufactured in a day of one particular product.Success Story of Parle-G INVENTORY The inventory of the company that is the raw material is of a week. LOOSE BISCUIT On the stalking table one to two rows of baked biscuits are kept aside for selling it as loose biscuits. 48 . since these biscuit are broken they are not packed and sold to the customer but collected in other tray and sold as broken pieces and sold for less price for cattle feeding. They are normally assumed to be damaged biscuits but they are not damaged or broken but company keep such loose packets of biscuits to sell it to the local people for marginal rate of Rs.35.000 employees working in the company and are working in three shifts.  In a few seconds. The advantages are compelling:  High volume output results from the short kneading time and fast ingredient charging: 1000 kg/h to 6000 kg/h depending on the model. almost service-free day-to-day operation. There is no coupling or power transmission. is the basis for a fully automatic operation without the need for any full-time operator. salt. Then. buns.Success Story of Parle-G FOLLOWING ARE THE MACHINERY USED IN MANUFACTURING STEPHEN MIXER:The Stephan TK Mixer is an ideal component to fully automatically feed the down-stream make-up equipment for biscuits.  From batch to batch. bread. water.  Totally unassisted automatic discharge combines with predefining of the dough into approximately 15 kg. yeast.  The Stephen Mixer is Most EconomicalWith: No-Time dough formula straight liquid both (yeast slurry) system flour fermented liquid sponge system. 49 . rolls. as the dough begins to develop.  The direct drive design allows the kneading element to be fastened directly onto motor shaft.  Dosing of flour. shortening and other nutrients. cookies and crackers. the Stephan energy meter control will ensure each dough is finished to the same development. the doughs will be consistently uniform: "Process Control"  Compact construction. cake. sweet goods. Pieces. all ingredients are homogeneously mixed. no building preparation necessary. With this prescaling or staging of ingredients. This system design will save time and thereby increase output. higher volume and increased flavor. This would include the logic for accurate scaling of ingredients. the recipe change needs no change of program. Depending on the ingredient loading system design. then a different program can be used for each recipe. The processes of ingredient loading. good kneading is not enough. For a profitable operation. 50 . you need a short process time and an exact control on input energy. less vibration. Count on a better result. However. softer crumb structure. batching. mixing and dough discharge are controlled by each program.and due to a perception of better quality in the areas of longer shelf life.Success Story of Parle-G  Easy to clean. discharging and dough conveying system. The process control is simple and reliable. This control system would operate the entire loading. In these competitive times.more finished product from same amount of flour . mixing. "a delicate crumb". all ingredients are ready to be charged at the same time.  Only solid stainless steel construction. if the dosing system cannot be adjusted independently. which allows you to mix each dough to the same development curve.  Quiet operation. The ingredient loading system should be designed to allow each scaled ingredient to be weighed during the mixing time of each previous batch. A short amortization of the capital investment occurs due to an increase in productivity . Stephan Mixers are powerful and versatile:The Stephen Mixer feeds automatic advantages of Stephen Mixer. kneading and discharging. The combination of the mixing tool allows for the optimum hydration of the flour. the Stephan Mixer can knead the dough’s under a vacuum. After loading the mixer with all ingredients.5-3% depending on the type of dough. produces a very homogeneous mix. if it is desired to have a super fine pore structure like American or English white pan bread. Due to this intensive hydration. more uniform texture and a more tender and delicate crumb.Success Story of Parle-G Here's how the Stephan Mixer works:The operation can be divided into four phases: loading. a higher yield is possible in the range of 1. mixing. Biscuits and rolls will have bigger volumes. Using a special attachment. the mixing process starts. Quality improvement and automatic batching are the main 51 . The unique shape of the mixing/kneading tool. make-up equipment totally automatically. combined with the mixing baffle. This complete development leads to a delicate crumb and an extremely machine able dough. all of the above described products can be produced. STEPHAN MIXER 52 .Success Story of Parle-G The Stephan Mixer is also used efficiently in the cookie and cracker industry for products such as:Biscuits Bread sticks Soda crackers Rotary cookies Wire-cut cookies With only two different mixing and kneading tools. Success Story of Parle-G ROTARY MOULD ROTARY MOULD:• structure in corrosionproof. anodised aluminum and Aisi 304 stainless steel • satin stainless steel panelling • swivel wheels and support feet • trays loader with automatic chain feed • feeder roller anodised aluminium • presser roller in White rubber • bronze moulder roller with quick change system • scraper blade in stainless steel 53 . Success Story of Parle-G • pressure adjustment of rubber roller on moulder roller • scraper blade adjustment • closed ring outlet belt with tension and centering adjustment • belt cleaner blade with extractable drawer • product outlet with power driven roller • 1. Cooling conveyor 54 . for effecting cooling.00 kW speed variator COOLING CONVEYOR COOLING CONVEYOR:The biscuit coming from stripping conveyor is directed on to the cooling conveyor to transfer the heat in the biscuit to atmospheric air as it is passing on it.5 times the oven length. The total travel of the cooling conveyor is 1. As per need specifications it need the travel of 150 ft. but you can maintain hygienic conditions at working area.Success Story of Parle-G is made in a modular construction of 2. With laminator it is possible to create a puffy pastrylike structure. LAMINATOR:Laminators are generally used for production of all kinds of hard biscuits. sheet. mounted on 6004 ZZ deep groove ball bearings with grinding finish and hard chrome plated for hygienic conditions. All the idle rollers are of 48mm dia. Drive drums are two no’s.S. This might costs little extra. The supporting side channels are fabricated from 3mm thick M. which is of decisive importance for the quality level and 55 . Idle rollers are spaced at 750mm apart on conveying direction and 1700mm on the return direction. of 220mm dia and projections are made on the surface of drums to minimize slip or covered with friction grip rubber tape.5 Meters. crackers and cocktail snacks. Manual tensioning and tracking are provided. You can rely only on feeder table to stack the oil sprayed biscuits. which does not require more travel after oil spraying. During the production practically about the droppings of oil from the cloth due to rubbing of cloth against tie angles when producing high fat biscuits. To minimize this is replaced the all tie angles also with idle rollers. Long and connected together to form the required length. No. The fully automatic imported burner shall be fitted to the chamber and automatic temperature controller on the control panel shall control the temperature. Insulation: 56 .e. The inspection doors are provided for inspection of the baking goods during the process. quantity increase at same weight..Success Story of Parle-G consequently for the sales success. The dough sheet is cut into pieces by a knife for a length of 1000mm (39") and these pieces are laid on bottom shuttle by top shuttle. In this superior functioning machine the dough band received from sheeter of 838mm width is passed through two shuttles. Laminating of Dough band improves the weight/volume ratio considerably i. And it is 260 feet long. This bottom shuttle layers the pieces on first conveyor unit of 1000mm (39") wide production line very carefully.C. BISCUIT BAKING OVEN:Construction: The oven body consists of steel steam tight tunnel with equally divided zones of the radiators. Firing Chambers: The complete chamber are insulated with minerwoll filled from outside to conserve heat and increase efficiency. Stainless steel expansion joints are provided between these zones in order to eliminate the expansion of the oven section. variable frequency drive. The first conveyor unit feeds to the first gauge roll unit. of layers can be controlled by the speed of first conveyor unit or increasing the speed of sheeting unit and laminator by A. The ventilating fan is for circulation of the heating gases through the recirculation system and thermostatically controlled burners provide the set temperature of the heating gases.Success Story of Parle-G The complete oven will be covered with 10" thick mineral wool insulation from top. Baking System: The baking in the heating chamber takes place by radiators located under and above the wire mesh band. The unit powered by 1. 57 .5KW helical geared motor and speed controlled by AC frequency controller. The recirculation heating gases of these radiators can be controlled for each zone separately. The closed recirculation system is having slight vacuum so that combustion gases cannot enter into the baking chamber. Drive is given to cutting roller only to accommodate different sizes of dies in this machine. which distribute heat for uniform baking. & S. bottom and the sides.S. and will be well balanced to avoid vibration and will give noise free operation in high speeds ROTARY CUTTER:The single head rotary cutter prints fine design on a continuously fed dough sheet and also cuts out the individual dough piece. The bottom portion of the oven at the sides will be covered with CRC sheets for the conveyor protection and to avoid heat loss.S. Fans:All the circulating fans are fabricated from M. i. (icing sugar) 58 . In case of auto feeding a bucket elevator is fitted at one end of the box. The driving motor is fitted on the top of the box. program is set as per the grams required. The anvil roll is being driven by friction of the cutting web. OUTPUT: 10 Kg/min. body of the machine is fitted on a sheet metal box/container/receiver with one air exhaust balloon.Success Story of Parle-G Rubber lined anvil roller is adjustable in height so that pressure can be controlled at both sides in parallel or independently. COUNTING UNIT:The counting unit counts and see that the biscuit making process is going fine or not. as per the program set in the machine. which is independently powered by its own separate drive.e. Generally the counting unit takes 16 biscuits so that it leads to 100 grams. removal of which stops the motor. DESIGN: Hammer Mill type. SUGAR GRINDER:- Turbulence System and Steam Extraction: APPLICATION: The machine is used to granule (crystal) sugar to make it in powder form for using in biscuit recipe. For safety reasons the cutting roll is provided with guard. which is fitted on the machine. does the sealing of the wrapper. 59 . 120 – 150.e. POLY BAGS:- Poly bags contain 24 packets of parle g biscuits in one poly bag. as per the grams of the packet.190). The packets coming out from the wrapping machine in a minute is programmed in computer and can be changed as per the need. in the automatic machine (100 – 120. And at the same time the jaw cutter cut the packet on the cutting edge marked i. which is feed. 170 . There are 4 workers employed on this section who take care of the work by putting 24 packets of biscuits in the bag and forwarding it to sealing machine section.Success Story of Parle-G FEEDING: Automatic POWER LOAD: 5 HP for grinder. 1 HP for auto feeder with built-in control panel MULTIPACK WRAPPING MACHINE:- This machine helps in wrapping the biscuits on the particular wrapper fixed on the roller of the machine. The wrapper is feed into the machine and four-heater roller. This heater roller heat up the plastic and seals the packet. 150 -170. This belt helps to transfer the box to the dispatch section directly. 36 boxes are arranged on pallet in the dispatch section. MACHINERY USED IN MAINTENANCE OF MAJOR MACHINERY Laphe Drilling machine Shaper Miller Pantograph and many more.Success Story of Parle-G SEALING MACHINE:- The sealing machine has heater rod for sealing the poly bag in which 24 packet of biscuit are placed. USE OF COST CUTTING MEASURES:60 . and it have a conveyer belt on other side so that when the poly bag passes through the heater and get sealed then it is passed to the tapping machine. TAPPING MACHINE :Six such poly bags are placed in one such corrugated box and the box is passed through the tapping machine where are tapped and then sent through a long diversion conveyer belt. from where they are transferred to the various dealers all over the India and worldwide. Ajay Chauhan. According to ORG-MARG reports. Another example is of “Hide and Seek” one of the products of the company. 61 . Parle G. think again. This was recently revealed by the US based Bakery Manufacturers' Association. executive director of Parle Products. The homegrown biscuit brand. Parle G.e. In Mumbai one as the load of work exceeded many factories were set up in other states of India." The other global biscuit brands include Oreo from Nabisco and McVities from UK-based United Biscuits among others. has been rated as the largest selling glucose biscuit brand in the whole world in terms of volumes. for which they used to import chocolate chips from Australia but later when it was available in Chennai so the import was stopped and the cost dropped by a rupee because the duty which was on the import was high and then another supplier was found in Hyderabad and the price was again reduced by a rupee which finally ended up at 14 rupees. Parle G commands a good 65 per cent market share in the domestic biscuit market. The glucose biscuits category in India is estimated at Rs 15 billion.Success Story of Parle-G For example: All the biscuits are manufactured in this factory i. This came as a surprise to us when we were made to understand that we have topped the worldwide charts of the global biscuits industry. told Business Standard: "The more than 50-year-old brand. MARKETING STRATEGY Parle G largest selling biscuit brand in world:If you thought that a typical family run Indian company cannot top the worldwide charts. So the cost of transportation decreases and more profit is earned. has proved the belief wrong by becoming the largest selling biscuit brand in the world. The Parle G brand faces competition from Britannia's Tiger brand of biscuits. Orange candy. Parle G." Chauhan added. Rosemint. The confectionery business. which is the other division of Parle Products. the company started operations with the confectionery business in 1929. The company's confectionery portfolio comprises brands like Melody 2 in 1. The other biscuits in the Parle Products' basket includes Monaco. Monaco and Krack Jack. Poppins and MangoBite. currently contributes only 15 per cent to the company's total turnover. MangoBite. Poppins. contributes more than 50 per cent to the company's total turnover. Chauhan has picked up three core brands from this category as well.Success Story of Parle-G The company's flagship brand. Kismi. Pick n Pack and Tangy. Rol-a-cola. In the confectionery segment. Krack Jack. Jeffs. they have only one purchase department for different products. Hide n Seek. Fruit Drops. Sixer and Fun Centre." The company commands a 40 per cent marketshare in the Rs 35 billion biscuit market in India. Said Chauhan: "The core brands of the company in the biscuit category will include only Parle G. Chauhan elucidated: "The confectionery business has now taken a backseat and has become a smaller part of our business because in India biscuits have a larger market." "This is because these three brands contribute substantially to our topline. Peppermint. Cheeslings. the company enjoys a mere 15 per cent marketshare. Marie. Interestingly. The other brands will not be aggressively supported by us in the market. 62 .e. they being Melody 2 in 1. Hum Saath Saath Hai (Management of company): Management of company is Centralized i. we know that constantly innovating and catering to new tastes have built this reputation. Middle East. Parle biscuits and confectionaries are fast gaining acceptance in international markets. Parle has initiated the process of getting ISO 9000 certification. using more modern techniques for capacity expansion. The Parle name symbolizes quality.A. And yet. such as. we have begun spreading our wings and are going global. UK. 63 . Australia and New Zealand now relish Parle products. health and great taste. Now.S. Africa. This can be seen from the success of its new brands such as Hide & Seek.. As part of the efforts towards a larger share of the global market.Success Story of Parle-G Import-Export:The immense popularity of Parle products in India was always a challenge to our production capacity. Mangobite etc. Canada. South East Asia and the more sophisticated economies like U. Hide & Seek and confectionery brands. In Tamil Nadu. Through a 64 . women decorate various dolls made of clay during Navaratri celebrations by setting up 7-9 steps. Which has resulted into Parle-G being the “worlds largest selling biscuit". Melody. Marie Choice. Monaco. traditionally. such as. Rolacola. Krackjack. GOLU GALATA Parle Products is in the business of manufacturing and marketing biscuits and confectioneries since 1929. The Parle Biscuit brands. such as. Mangobite enjoy a strong imagery and appeal amongst consumers across the world. Over these years Parle has been active across regions conducting various social activities as part of our Corporate Social Responsibility policy. Poppins.Success Story of Parle-G Today. Promotion Strategies 1. This display is well decorated and friends and relatives are invited to witness the same. Parle-G. the Parle brands have found their way into the hearts and homes of people all over India & abroad. Here eminent personalities from the field of literature. Performances by popular artistes make it a night to remember for every invitee present there. Golu means Doll & Galata means Dhammal. Material constitute major fraction of cost like 60% to 80% of the total cost.Every year a grand programme is organized by Parle in Kolkotta to felicitate the winners. Stores as a vital role to play in a Parle company. This 65 . films. to revive the fading event. art. media and politics grace the occasion. No transformation on any time is to be done. It increases the value of material by simply carrying it. It gives the children an opportunity to exhibit their creative skills and makes the celebrations even more special in the process. 2. The cost of capital block in inventories is substantial. Parle Saraswati Vandana:- Dedicated to enriching the lives of people across India. one of its initiatives. with entries coming from schools of West Bengal. Parle Saraswati Vandana. MATERIALS DEPARTMENT Safe Custody (Stores Management): Storage is an unavoidable activity. Parle found that due to time pressures. this tradition is slowly dying and is getting restricted to a select few households. The awards and adulation makes it unforgettable for the winners. Parle introduced this novel promotion called Parle Golu Galata contest. education. Started in the year 2002 in Kolkatta.Success Story of Parle-G detailed research. Thus. is an inter-school contest based on the Saraswati Puja celebrations. the Parle Centre of Excellence has been keenly involved with promoting programmes to facilitate the all-round development of children. it has seen a tremendous increase in the number of schools participating each year. Company removes the material when required. and spoilage of goods. They are updating the records on the right time. preserve the material properly against spoilage & pilferage. For removing the material from storeroom facilitate location should be necessary. Material pilferage. Store Management of Parle agro: In Parle company after receiving the material from supplier it should be accounted properly. pilferage. theft and careless handling may lead to heavy losses & reduce profits. They are using store ledger for keeping records.Success Story of Parle-G working capital has to be properly managed otherwise company will face heavy losses. Store management has supposed to caring right kind of material in right quantity. Company stores the material in a right manner as per quality. Efficiency of storage of materials leads to better profitability. Company keeps proper control over theft. 66 . spoilage. They keep their storeroom clean & neat so the handling becomes easier. Neither in excess nor in short Material has to be provided quickly to right person and at right place whenever required. Material should standardized and calculate the proper quantity as per documents. Procedure has to be followed as per written policy. will have to carry on its process regularly. So as to avoid the out of stock situations.Success Story of Parle-G In company the people in store department work in discipline. Minimization of scrap. in which way the material dept. planning. increase their reputation as well as How they can sale there products in the markets? After consultation with the material manager of the company Mr. production and control. Vijay Singh we observe that the company has following objectives to be fulfilled: - ➢ The primary objective of the company is to purchase the material at lower cost. distributors as well as with the outside people. Objectives of Material Department:The objectives of the Material Dept. are the pre defined goals or path under which the material dept. In fact it gives a direct to the material dept. Company coordinates & cooperates with interacting departments such as purchasing. surplus and position through proper inventory control and effective disposal of surplus and obsolete items. manufacturers. dealers. Company verifies the store ledger balances and initiates the purchasing cycle at appropriate time. ➢ To maintain good relation ship with the suppliers. 67 . manufacturing. inspection etc. has 5 68 . Bunty Foods Pvt. refined salt. which is burned out from manufacturing process. Inventory:The company has maintained adequate stoke of raw materials like wheat flow. Waste Management:The company recycles the scrap materials arising out of manufacturing process. baking soda. ➢ Reduction in the wastages by the way of recycling or reutilization of the best material. calcium. ➢ Development of personal by providing them up to date and sophisticated knowledge regarding their work. which is being wrongly cutted out in manufacturing process or the biscuit. Ltd. the company reuses these scrap material. or the biscuit. & iron which can satisfy the requirements of 3 days.Success Story of Parle-G ➢ To look after the proper keeping material in the dept. The biscuit. sugar. ➢ To ensure quality of material being use and to make optimum utilization of available resources. vanaspati. milk powder. as per the standard which are being set by parle. The last but not least objective is to expand the market as well as to earn goodwill in the market. which is broken from any side. quantity & standard. Make or buy or import:Bunty Foods Pvt. Ltd believes in manufacturing of biscuits within the company in order to ensure good quality. 69 . In fact. Bunty Foods Pvt. Ltd is the manufacturing unit of Parle Company. The purpose behind manufacturing of total product in the company is to maintain the goodwill of the company. The company uses LIFO method for calculating the inventory levels in the company.Success Story of Parle-G godowns in which 2 godowns are for keeping Parle –G products & 3 godowns are for keeping export items & 1 more godown which is under construction. These additional godowns will contain the re-export products. which are being set by Parle Company. They have achieved many numbers of awards & medals in National & International Marketing. 70 . After that they had started the production of Krack Jack. Present & Future Of Company): This is the first purely Indian company. Naruttam Shah Chauhan formed this company in 1928. Cream biscuits in different flavors etc. Hide & Sick. Toffees. After 10 years i. in 1939 they started the production of parle glucose biscuits. and candies etc.e. In 1929 first Parle industry was setup at Vile – Parle. Then they started production of different biscuits like Magix. which produces Biscuits. He was the son of Mohanlal Dayalalji Chauhan who started the idea of manufacturing process of parle-g biscuits when the ship sales to Germany.Success Story of Parle-G FUTURE PROSPECTS Aaj Tak (Past. In 1949 they had started the production of Monaco. it was one of the first brands of Parle Products. Bihar. Launched in the year 1939. the wastages are properly reused. Parle has a good Management Style that it can produce more and sell more. They have many numbers of branches in India like Maharashtra. Rajasthan. Andhra Pradesh. Now a days they are producing more than 32 products.e a single pack of biscuit offers 450 calories. Parle-G can be consumed by all age group and it is a favourite for many of them. and Tamilnadu. Utter Pradesh. Karnataka. Par4le-G has so many features but its USP is health motive is a single pack i.Success Story of Parle-G Now they have expanded their business perfectly. It is now concentrating in exports more. The Materials Department of Parle is very efficient. . Bahadurgad. Parle-G uses healthy ingredients which if consumed provides 450 calories per pack. shakti bhare (full of taste and energy). Parle-G has a good trick of tapping the consumers which many years ago Mr. 71 . Currently the future plans are to tap international market more efficiently. Shailendra Saraf did.000 members. Gujarat. It has a very good Marketing Strategy that it caters even to smallest villages in India. CONCLUSIONS PARLE-G is the world’s largest selling brand of Biscuits. Their manpower is upto 10. Delhi. swadh bhare. inventory is maintained of one week. It was called Parle Glucose Biscuits mainly to cue that it was a glucose biscuit. Parle-G has held its price line at Rs 4 for more than 25 years. 2. Apr 2007.000 employees working in the company and are working in three shifts. 4th edition. May 2009. BIBLIOGRAPHY Books:1. There is nearly 10. –By Chris Fill. Brilliant Marketing. -By Richard Hall. 3. Marketing Communication. Broken Biscuits are used for Cattle Feeding. Fast Track to Success : Marketing.000 tones of biscuits are manufactured in a day of one particular product. 4. Feb 2009.35. 5th edition. Global Marketing. –By Svend Hollensen.Success Story of Parle-G The Promotion Strategy used differs from time to time. 72 . and there are such nine product manufactured in the factory. Waste Materials fallen on ground is total waste. –By Michel R Sslomon. 6. Jul 2009. Real Choice.html 73 .Debashish Pati.com 2. Marketing Research. -By Jurgen Wolff.parleproducts. 2005. Marketing for Enterpreneurs. info@parleproducts. 7th edition. 2005. Marketing Real People. –By Tata Mc Graw. 8. 5. 3rd edition. . Consumer Behaviour & Marketing Strategy. Apr 2009. 7.com/parlestory. http://www. Web Bibliography:1.Success Story of Parle-G -By Chris Ritchie. http://www.4) Your Suppliers.Success Story of Parle-G 3. whether they are closer or away from your factory? Q.3) Which is your Core product? Q.5) What % of material required for your products? Q.6) Is there any separate storeroom in your plant? 74 .1) What is the Organisation Structure of the company? Q.parleproducts.2) What are the products manufactured under your plant? Q.com/contactus.html APPENDIX QUESTIONNAIRE Q. 11) Which method you use for Inventory Control? Q.8) How do you get profit with very low cost? Q.7) Is there any seasonal products? Q.12) What are your futures plans? 75 .Success Story of Parle-G Q.10) How Frequently you go for Market research? Q.9) What is the strength of manpower in your plant? Q.