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, and a host of other very popular brands, the Parle name symbolizes quality, nutrition and great taste. With a reach spanning even to the remotest villages of India, the company has definitely come a very long way since its inception. Many of the Parle products - biscuits or confectioneries, are market leaders in their category and have won acclaim at the Monde Selection, since 1971. With a 40% share of the total biscuit market and a 15% share of the total confectionary market in India, Parle has grown to become a multi-million dollar company. While to the consumers it's a beacon of faith and trust, competitors look upon Parle as an example of marketing brilliance. Currently, Parle Products has over 33, 00,000 distribution outlets.

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Parent Company Parle Category Chocolate Sector Food Products Tagline/ Slogan Mango Bite goli mast boli; Aam ki raseeli goli enjoy very slowly USP India's first mango candy STP Segment Children looking to have a chocolate which is high in quality and moderately priced

Target Group Children Lower, middle class Positioning Mango candy for people to enjoy SWOT Analysis Strength 1.Strong brand name 2.Good Availability 3.Popular among kids from long time due to its smooth mango flavor Weakness 1.Reducing brand presence in urban areas 2.Confectioneries/Candies becoming less popular Opportunity 1.Leverage successful brand Parle 2.Advertise more 3.Buy out competition 4.Different variants as per mango varieties like Kaccha Mango already in market Threats 1.Threat from other confectionary products, toffees Competition Competitors 1.ITC Confectionery 2.Cadburys

3.Mango Mood

Question mark: In question mark company/product is new in the market. it has very low market share and highmarket growth.A long time ago, when the British ruled India, a small factory was set up in the suburbs of of Mumbai city, to manufacture sweets and toffees. The year was 1929 and the market wasdominated by famous international brands that were imported freely. Despite the odds andunequal competition, this company called Parle Products, survived and succeeded, by adheringto high quality and improvising from time to time.A decade later, in 1959, Parle Products began manufacturing biscuits, in addition to sweets andtoffees. Having already established a reputation for quality, the Parle brand name grew instrength with this diversification. Parle Glucose and Parle Monaco were the first brands of biscuits to be introduced, which later went on to become leading names for great taste andquality. STAR : In a star, market share and market growth are strong. in this company face strong competition. Thereforecompany need to invest money in promotions and need to create strong chain of dealers for grab themarket share.let's see how Parle did this -The extensive distribution network, built over the years, is a major strength for Parle Products. Parle biscuits & sweets are available to consumers, even in the most remote places and in the smallest of villages with a population of just 500.Parle has nearly 1,500 wholesalers, catering to 4,25,000 retail outlets directly or indirectly. A two hundredstrong dedicated field force services these wholesalers & retailers. Additionally, there are 31 depots andC&F agents supplying goods to the wide distribution network.The Parle marketing philosophy emphasizes catering to the masses. We constantly endeavour at designing products that provide nutrition & fun to the common man. Most Parle offerings are in the low & mid-range price segments. This is based on our cultivated understanding of the Indian consumer psyche. Thevalue-for-money positioning helps generate large sales volumes for the products.However, Parle

Products also manufactures a variety of premium products for the up-market, urbanconsumers. And in this way, caters a range of products to a variety of consumers.Parle Products build one factory at Mumbai that manufactures biscuits & confectioneries while another factory at Bahadurgarh, in Haryana manufactures biscuits. Apart from this, Parle has manufacturingfacilities at Neemrana in Rajasthan and at Bangalore in Karnataka. The factories at Bahadurgarh and Neemrana are the largest such manufacturing facilities in India. Parle Products also has 14 manufacturingunits for biscuits & 5 manufacturing units for confectioneries, on contract.All these factories are located at strategic locations, so as to ensure a constant output & easy distribution.Each factory has state-of-the-art machinery with automatic printing & packaging facilities.

C ASH COW : Here company get stable. In this company go through low market growth & high market sharesituation. Here company already grab maximum market share and need not to invest moremoney in promotions. in this generally company gain a well goodwill in market. hence companyget more amount of profit in less investments. In cash cow company should be innovative for sustain market .let's see how Parle did this-Over the years, Parle has grown to become a multi-million US Dollar company. Many of theParle products - biscuits or confectionaries, are market leaders in their category and have wonacclaim at the Monde Selection, since 1971.Today, Parle enjoys a 40% share of the total biscuit market and a 15% share of the totalconfectionary market, in India. The Parle Biscuit brands, such as, Parle-G, Monaco andKrackjack .Be it a big city or a remote village of India, the Parle name symbolizes

quality, health and greattaste! And yet, we know that this reputation has been built, by constantly innovating and cateringto new tastes. This can be seen by the success of new brands, such as, Hide & Seek, or the singletwist wrapping of Mango bite.In this way, by concentrating on consumer tastes and preferences and emphasizing R esearch & D evelopment, the Parle brand grows from strength to strength. this way Parle sustain in market. After the c ash c ow, company need to decide what to do ? gradually run away from market i.e(DOG) or to sustain in market with new innovation in products i.e again start with QuestionMark(?).In this example, Parle decide to go back in question mark and introduce new product in market. like they introduce sweets like Melody, Mango B ites, C hox, P oppins, Kachha Mango B ite. I n snacks-Monaco smart chips, parle's wafers, Parle Cheeslings etc.This way Parle company is running from many years.