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DEMAND AND SUPPLY ANALYSIS OF PARLE G
ABOUT THE INDIAN BISCUIT INDUSTRY
Biscuits are a household name these days. The markets are flooded with biscuits of every
taste and for every age group. Sometimes it would be just difficult for us to decide on what to
go for. These are good combinations with a hot cup of Tea or a coffee. They make a quick
and a tasty snack any time and in any situation.
In India per capita consumption of biscuits is estimated at a low 1.5 kg, reflecting the huge
potential for growth of the industry. Over 900 million Indians buy and eat biscuits with
varying frequency in any year.
The penetration of branded product in this segment is quite significant, and is valued at
Rs 2,500-3,000 Crore. None of the other wheat-based segments is as developed as the
biscuits industry. The biscuit segment has developed with large markets of mass consumption
covering over 90% of the overall potential market.
The Indian biscuits' market is estimated to be 1.1 million tonnes per annum and valued at
over Rs 50 billion. The unorganized sector accounts for over 50% of the market. The market
has been growing at a CAGR of 6-7% pa. The present biscuits-bakery sector in India looks
like a battlefront. The battle being led by stalwarts like Britannia and Parle with close
competition from other companies like ITC, Nutrine, HUL Kissan, Kwality and even
international brands like Kellogs, Nestle, Sara Lee and United Biscuits.
There are two entrenched players in the biscuits market - Parle and Britannia have 85% of
the market share. Britannia is undoubtedly the leader with brands like Tiger, Little Hearts and
Milk Bikis. Britannia's Tiger brand is selling largely in the rural areas which actually
constitute 56% of the biscuit market. But in the Glucose segment Parle G is the market
leader. Also players like HLL and ITC have huge presence in the market.
1
In India, there is a huge unorganized sector. Biscuits market on an average grew at 8% per
annum in the last five years. The rural penetration of the branded biscuits segment is also
significant. Towns with populations of less than a lakh contribute significantly to the
industry's turnover, with some estimates placing it at 40%. However, rural markets largely
consume lower-priced varieties, and it is here that branded biscuits meet with stiff
competition from the unorganized sector.
The unorganized sector in the biscuits segment does exert pressure on the Pricing policies of
the organized players. But only up to a point since the penetration of brands in this business
even in the rural areas is fairly significant.
Therefore, the value for only the branded business segment is more indicative of the
industry's competitive pressures.
The duty structure still favors the unorganized sector. Except for select low-priced varieties,
the excise duty on biscuits is a hefty 16%. However, bowing to pressure from the Federation
of Biscuit Manufacturers of India, 50% of the excise was exempted for biscuits with a
maximum retail price of Rs. 5 for a weight not exceeding 100 grams.
2
ABOUT THE COMPANY

Parle Products Pvt. Ltd.
Legal status: Corporation
Net worth: US $ 450 Million
Year established: 1929
Year started export: 1982
Market share
Biscuit segment: 40%
Confectionary: 15%
Wholesalers: 1500
Retail outlets: 4, 25,000
Annual sales: 179.9 million kg (in volumes)
3
HISTORY
A long time ago, when the British ruled India, a small factory was set up in the suburbs of
Mumbai city, to manufacture sweets and toffees. The year was 1929 and the market was
dominated by famous international brands that were imported freely. Despite the odds and
unequal competition, this company called Parle Products, survived and succeeded, by
adhering to high quality and improvising from time to time.
A decade later, in 1939, Parle Products began manufacturing biscuits, in addition to sweets
and toffees. Having already established a reputation for quality, the Parle brand name grew in
strength 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 and
quality.
PARLE COMPANY PROFILE

The Parle Products Pvt. Ltd. is a US $ 450 million conglomerate started in India in 1929.The
first glucose biscuit to be introduced from the House of Parle is Parle g which is 78 year old
brand. They are in the business of manufacturing and marketing biscuits and confectionaries.
They have State-of-the-art machinery with automatic printing and packaging facilities. Their
biscuit baking oven is the largest of its type in Asia.
Over the decades the efforts of their Research & Development wing have made the repertoire
of their products grow manifold. In biscuits they have Glucose, Milk, sweet and salted,
cream, Digestive, cumin seed and cheese categories. In confectionery, they 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 their 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. Parle has more than 50 manufacturing units and equal number of distribution points
spread all over India and abroad.
Maximizing value to consumers and forging enduring customer
relationships are the core endeavors at Parle
4
PARLE G - THE EVOLUTION!!!
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 the
remotest villages of India, the company has definitely come a very long way since its
inception.
Parle-G has been a strong household name across India. The great taste, high nutrition, and
the international quality, makes Parle-G a winner. No wonder, it's the undisputed leader in the
biscuit category for decades. Parle-G is consumed by people of all ages, from the rich to the
poor, living in cities & in villages. While some have it for breakfast, for others it is a
complete wholesome meal. For some it's the best accompaniment for chai, while for some it's
a way of getting charged whenever they are low on energy. Because of this, Parle-G is the
world's largest selling brand of biscuits.
Launched in the year 1939, it was one of the first brands of Parle Products. It was called Parle
Gluco Biscuits mainly to cue that it was a glucose biscuit. It was manufactured at the
Mumbai factory, Vile Parle and sold in units of half and quarter pound packs.
The incredible demand led Parle to introduce the brand in special branded packs and in larger
festive tin packs. By the year 1949, Parle Gluco biscuits were available not just in Mumbai
but also across the state. It was also sold in parts of North India. By the early 50s, over 150
tones of biscuits were produced in the Mumbai factory. Looking at the success of Parle-G, a
lot of other me-too brands were introduced in the market. And these brands had names that
were similar to Parle Gluco Biscuits so that if not by anything else, the consumer would err in
picking the brand.
This forced Parle to change the name from Parle Gluco Biscuits to Parle-G.
5
HOW PARLE FOUGHT TO MAKE BISCUIT AFFORDABLE

TO ALL
Biscuits were very much a luxury food in India, when Parle began production in 1939. Apart
from Glucose and Monaco biscuits, Parle did offer a wide variety of brands.
However, during the Second World War, all domestic biscuit production was diverted to
assist the Indian soldiers in India and the Far East. Apart from this, the shortage of wheat in
those days, made Parle decide to concentrate on the more popular brands, so that people
could enjoy the price benefits.
Thankfully today, there's no dearth of ingredients and the demand for more premium brands
is on the rise. That's why; they now have a wide range of biscuits and mouthwatering
confectionaries to offer. Be it a big city or a remote village of India, the Parle name
symbolizes quality, health and great taste! And yet, we know that this reputation has been
built, by constantly innovating and catering to new tastes.
In this way, by concentrating on consumer tastes and preferences and emphasizing Research
& Development, the Parle brand grows from strength to strength
6
FEATURES OF PARLE G
Tests on samples of the world’s largest-selling biscuit brand and India’s first glucose
biscuit, introduced way back in 1939 i. e. Parle-G
The familiar face of Parle-G biscuits. The child's face and the yellow and white strips
haven't changed much.
According to ORG-MARG reports, Parle G commands a good 65 per cent market share in the
domestic biscuit market.
Ingredients:
The ingredients used to prepare the Parle G biscuits are Wheat Flour, Sugar, Edible
Vegetable Oils, Invert Syrup, Skimmed Milk Powder, Salt, Leavening Agents, Permitted
Emulsifier, Flavors and Dough Conditioners.
Nutritional value:
The pack is also point out that it contains Glucose, Milk, Iron and Calcium and is intended to
picture itself as some kind of 'energy' food.
Very rightly described as “SWAD SE BHARA, SWASTHYA SE BHARA” means full

with taste, full with health.
7
MANUFACTURING UNIT:
There are five mother units and thirty one contract manufacturing units in India. The
main difference between mother units and contract units is that mother units produce
more than one product that is PARLE G, MONACO, KRACK JACK, SIXER, HIDE
AND SEEK etc. while contract unit manufacture only PARLE G.
Mother units are as follows.
Mumbai (Maharashtra),
Bhadurdgarh (Haryana),
Neemrana (Rajasthan),
Bangalore and Kolkata.
All the biscuits were manufactured in this factory i.e. In Mumbai one as the load of work
exceeded many factories were set up in other states of India. So the cost of transportation
decreases and more profit is earned.
8
MARKETING MIX
PRODUCTS OF PARLE
BISCUITS:
PARLE G
Parle Monaco
Parle krackjack
Krackjack Crispy Creams
Kreams
Hide & seek
Hide & Seek Milano
Digestive Marie
Parle Marie
Milk Shakti
Nimkin
Parle 20-20 Cookies

CONFECTIONARY ITEMS:
Kismi Toffee
Kismi Gold
Poppins
Mangobite
Kaccha Mango Bite
Melody
Orange Candy
XHale
Snaks:
Monaco Bites Cheeslings
Musst Stix & Musst Chips
Musst Bites
Sixer
9
PRICING:
The biscuit market in India is extremely price sensitive. With Parle providing most of its
biscuits in the range of Rs. 1to 40, other players in the market can’t think of increasing the
prices.
PLACE:
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 hundred strong dedicated field force services these wholesalers & retailers.
Additionally, there are 31 depots and C&F agents supplying goods to the wide distribution
network.
PROMOTION:
Parle-G started being advertised in the 80's. It was advertised mainly through press ads. The
communication spoke about the basic benefits of energy and nutrition. In 1989, Parle-G
released its Dadaji commercial, which went on to become one of the most popular
commercials for Parle-G. The commercial was run for a period of 6 years.
Parle-G grew bigger by the minute. Be it the packs sold, the areas covered or the number of
consumers. It became a part of the daily lives of many Indians. It wasn't a biscuit any more. It
had become an icon. The next level of communication associated the brand with the positive
values of life like honesty, sharing and caring.
In the year 1997, Parle-G sponsored the tele-serial of the Indian superhero, Shaktimaan that
went on to become a huge success. The personality of the superhero matched the overall
superb benefits of the brand. Parle extended this association with Shaktimaan and gave away
a lot of merchandise of Shaktimaan, which was supported by POS and press communication.
The children just could not get enough of Parle-G and Shaktimaan.
10
In the year 2002, it was decided to bring the brand closer to the child who is a major
consumer. A national level promo - `Parle-G Mera Sapna Sach Hoga' was run for a period
of 6 months. The promo was all about fulfilling the dreams of children.
The year 2002 will go down as a special year in Parle-G's advertising history. A year that
saw the birth of G-Man - a new ambassador for Parle-G. Not just a hero but also a super-hero
that saves the entire world, especially children from all the evil forces. 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, it was decided to
launch a premium version of Parle-G called Parle-G Magix in the year 2002. Parle-G Magix
is available in two exciting tastes - ‘Cocoh’ and ‘Cashew’. The year 2002 also witnessed the
launch of Parle-G Milk Shakti, which has the nourishing combination of milk and honey,
especially launched for the southern market.
The Parle marketing philosophy emphasizes catering to the masses.
11
PACKAGING:
Originally packed in the wax paper pack, today it is available in a contemporary, premium
BOPP pack with attractive side fins. The new airtight pack helps to keep the biscuits fresh
and tastier for a longer period.
12
SWOT ANALYSIS
STRENGTHS:
1. Great taste:
Any one can eat the Parle G biscuits with water also, that is the best thing about it.
2. Availability:
Parle G has strong distribution network.
3. Brand Name:
Parle is the existing brand since last 78 years, so Parle G gets an edge over the others and it
is also the world’s largest selling biscuit.
4. The quality commitment:

All Parle products are manufactured under the most hygienic conditions. Great care is
exercised in the selection & quality control of raw materials, packaging materials & rigid
quality standards are ensured at every stage of the manufacturing process. Every batch of
biscuits & confectioneries are thoroughly checked by expert staff, using the most modern
equipment.
5. Value for money:

They constantly endeavor 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 their
understanding of the Indian consumer psyche. The value-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,
urban consumers. And in this way, caters a range of products to a variety of consumers.
 Affordability:
Parle G offers 1Rs. pack which contains 4 biscuits which is affordable to anyone
aims to satisfy hunger.
13
6. The customer confidence:

The Parle name conjures up fond memories across the length and breadth of the country.
After all, since 1929, the people of India have been growing up on Parle biscuits & sweets.
Today, the Parle brands have found their way into the hearts and homes of people all over
India & abroad.
The consumer is the focus of all activities at Parle. Maximizing value to consumers and
forging enduring customer relationships are the core endeavors at Parle. Their efforts are
driven towards maximizing customer satisfaction and this is in synergy with their quality
pledge. “Parle Products Limited will strive to provide consistently nutritious & quality food
products to meet consumers' satisfaction by using quality materials and by adopting
appropriate processes. To facilitate the above we will strive to continuously train our
employees and to provide them an open and participative environment."
WEAKNESS:
1. The biggest concern for Parle -G is that the brand shouldn’t become outdated as it is a
historic brand. The brand has managed to retain its leadership position because it has evolved
its campaign with every consumption trend.
OPPORTUNITIES:
1. Market expansion:
Parle is weak in Eastern India and Tamil Nadu. To cover up this loop hole, they are giving
scholarships to children in these states to cover up the corporate equity which is less than
Britannia in these states.
THREATS:
1. Promotional Strategy of Competitors:
ITC is promoting their Sun Feast brand by using strong promotional campaign with Brand
ambassador Shah Rukh khan. ITC Foods Ltd has expanded network and is promoting its Sun
feast biscuits across 1000 schools in the country. Britannia Tiger has brand ambassador Rahul
Dravid and Virender Sehwag who are doing heavy duty endorsement on their personal equity
line for the brand.
14
SURVEY
REPORT
15
SURVEY REPORT:
SAMPLE SIZE: (30 CONSUMERS, 15 REATIL OUTLETS, 1 DISTRIBUTOR)
We have done survey at various retail outlets, customers and also visited some of the
distributors; to understand which is the largest selling glucose biscuit?, why people buy
it?, what attracts them more in the brand?.
RETAILER’S SURVEY
LARGEST SELLING GLUCOSE BISCUIT
ITC
SUNFEA
ST
13%
BRITANN
IA TIGER PARLE
26% G
61%
16
CUSTOMER’S SURVEY
WHAT ATTRACTS THEM MORE?
BRAND
NAME
11%
CRISPIN
ESS
17%
FRESHN
ESS TASTE
6% 66%
CUSTOMER’S RATING
FLAVOR SATISFACTION 1/2
PRODUCT QUALITY
PACKAGING
17
DISTRIBUTOR’S SURVEY
We have visited the Swanand distributor in kalwa, who supplies the Parle G to the Big
Bazaar, D-mart, Supermarkets, and railway canteens.
RS.40
25%
RS. 4
33%
RS. 25
5%
RS. 20
12%
RS.10
RS.15 17%
8%
18
DEMAND AND SUPPLY ANALYSIS
What is demand?
“By demand we mean various quantities of commodities and services which consumer would
buy in one market in a given period of time at various prices” Bobber.
In simple word, demand means the quantity of goods and services which consumer would
buy in a market at a given time and price.
PRICES QUANTITY DEMANDED PER

WEEKS
Rs. 2 5134
Rs. 4 3990
Rs. 10 1250
Rs. 15 545
Rs. 20 392
Rs. 25 202
Rs. 40 100
Explanation:
The above schedule shows the no. of people, at various prices which Parle g comes and
quantity demanded per week.
We can see that, as the prices increases, from RS. 2 to RS. 40, the quantity demanded
decreases from 5134 to 60.
This shows that low price result in high demand for that product. This schedule is plotted on
the below diagram
19
PRICE
64
32
16
0 50 150 450 1350 4050 12150

QUANTITY DEMANDED PER WEEK
Explanation:
1. In the above diagram we have taken quantity demanded per week on X axes and prices of
Parle g on Y axes.
2. It is general law that demand curve slopes downward to the right, it shows the inverse
relationship between price and demand i.e. when price raises demand falls and vice –versa.
This is why; it is also known as negative slope of demand curve.
PRICE ELASTICITY OF DEMAND
20
In economics and business studies, the price elasticity of demand (PED) is a measure of the
sensitivity of quantity demanded to changes in price. It is measured as elasticity, which is it
measures the relationship as the ratio of percentage changes between quantity demanded of a
good and changes in its price. Water is a good example of a good that has inelastic
characteristics in that people will pay anything for it (high or low prices with relatively
equivalent quantity demanded), so it is not elastic. On the other hand, sugar is very elastic
because as the price of sugar increases, there are many substitutions which consumers may
switch to.
MEASURING THE ELASTICITY WITH THE MID POINT

FORMULA
Mid point formula:
Ep = dQ P1 + P2
dP Q1 + Q2
P1= 2, P2 = 4, Q1 = 5134, Q2 = 3990,

dQ= (5134 – 3990) = 1144,
dP= (4 – 2) = 2
Ep = 1144 6 = 0.6190
2 924
Elasticity is less than 1,
Therefore we can conclude that for Parle G the demand is
relatively inelastic
21
RELATIVELY INELASTIC DEMAND

(ELASTICITY IS LESS THAN 1)
PRICE
50 % INCREASE
2
22 %
DECREASE
0 3990 5134
QUANTITY
Explanation:
1. In the above diagram we have taken quantity demanded on X axis and prices of Parle
G on the Y axis.
2. It clearly shows that when prices increase from RS. 2 to Rs. 4 that is 50 % increase in
price, than the quantity demanded comes down from 5134 to 3990 that is 22%
decreases in quantity demanded. There fore we can conclude that, for Parle g the
demand is relatively.
ANALYSIS OF SURVEY
22
FACTORS AFFECTING DEMAND:

1. Price:
As per the survey done by us, we came to know that price of the product affect
purchasing behavior of customer. It was found that the Rs. 4 packet of Parle G has
maximum sales of 33% because it sells more in rural areas.
Coming to the bigger outlets and malls the RS. 40 packet has 25 % sales
2. Brand name:
According to survey done it was found that only 11% of people opt for Parle G
biscuits because of its brand name.
3. Taste and preferences:

According to the survey done on 15 retailers and 30 consumers, we found that
majority of the people i. e. 66 % opt for Parle G for its taste.
GLOBAL SCENARIO
23
The immense popularity of Parle products in India was always a challenge to their production
capacity. Now, using more modern techniques for capacity expansion, they have begun
spreading their wings and are going global.
Parle biscuits and confectionaries are fast gaining acceptance in international markets, such
as, Abu Dhabi, Africa, Dubai, South America and Sri Lanka. Even the more sophisticated
markets like USA & Australia, now relish Parle products.
As part of the efforts towards a larger share of the global market, Parle has initiated the
process of getting ISO 9000 certification.
That’s why Parle-G is the World's Largest Selling Biscuit.
COMPETITORS
24
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.
Parle g has the tough competitors like Britannia tiger, ITC Sunfeast and smaller players like
Priya gold (north), Surya Foods, Anmol, and Champion.
According to ORG figures, Parle G has captured around 69%, Britannia tiger 24%, ITC
Sunfeast 5%, others 2%.
MARKET SHARE
)
%
(5
)
%
ST
)
(2
4%
S
A
(2
R
FE
E
ER
TH
SU
G
O
TI
C
IA
IT
)
9%
N
N
(6
A
IT
G
B
LE
R
PA
BRITANNIA TIGER
25
BRITANNIA TIGER, launched in 1997, became the largest brand in Britannia's portfolio in
the very first year of its launch and continues to be so till today. Tiger has grown from
strength to strength and the re-invigoration in June 2005 and more recently, in Apr 2008 has
further helped bolster its growth in the highly competitive glucose biscuit category.
Over the years, Tiger has become the mass-market face of Britannia symbolizing fun and
energy in both urban and rural India, and transcending glucose biscuits.
Tiger Coconut: launched in 2001
Tiger Creams: Was Introduced in 2002 at just Rs 5 per pack. Comes in 5 flavours - Orange,
Elaichi, Chocolate, Rose Milk and Kesar (Rose Milk and Kesar only available in North
markets).
Chota Tiger: Is an extension of brand Tiger launched nationally in May, 2007. It comes in
two variants: Milk Sparkies and Choco Sparkies
Tiger Banana: They have launched a new variant under our power brand TIGER - TIGER
BANANA - power packed with IRON ZOR & and with the delightful taste of banana.
IRON ZOR helps make mind sharper and body stronger being available in convenient packs
priced at Rs.2, Rs.4 and Rs.10.A Rs.4 pack has as much IRON ZOR as that in 1 kg of
Banana.
26
ITC SUNFEAST
ITC launched delicious biscuits of international quality under the Sunfeast range on 28th
July 2003. The biscuits were launched after a great deal of market research. "Sunfeast" - to
be launched nationally in phases in over One million retail outlets across the country.
Sunfeast Glucose,
Sunfeast Marie and
Dream Cream biscuits; were the first to make an appearance in the market.
In a short span of 3 years Sunfeast has launched many new varieties and has its presence in
almost all types of biscuit categories.
In April 2005, Sunfeast launched its major campaign. It signed on Hindi film actor, Shah
Rukh Khan as its brand ambassador.
ITC Sunfeast glucose biscuit comes in RS.4 and RS.10 Packets.
27
CONCLUSION
 We did a survey on 15 retail outlets and 30 consumers and few distributors, and
we came to know that due to the varying income of the consumers the Rs. 4
packet sells more in smaller retail outlets and the bigger packet of Rs. 40 is
maximum sold in malls.
 The Rs. 1 packet we would mostly found in rural areas and

Rs. 3 packet they usually export it to the other countries
 The majority of the people opt for Parle G biscuits for its taste.
 60 % of the consumers are satisfied with the Parle G.
 Parle G as a product has the strong penetration into the marketing metro cities and
the remotest village, but they have not completely succeeded in spreading their
wings in the eastern India and Tamil Nadu.
28
METHODOLOGY
REATILERS SURVEY OF PARLE G
NAME OF SHOP __________________________________________________
NAME OF OWNER __________________________________________________
1. Which glucose biscuits brands are available in your shop?
__________________________________________________________________________
2. Which brand having largest sell?

PARLE G BRITANNIA TIGER ITC SUNFEAST PRIYA GOLD
3. How many varieties of PARLE G you have?

___________________________________________________________________________
4. What is the weekly sell of PARLE G, BRITANNIA TIGER and ITC SUNFEAST?
PARLE G RS. 1
RS. 2
RS. 3
RS. 4
29
RS. 10
RS. 15
RS. 20
RS. 25
RS. 40
BRITANNIA TIGER RS. 2
RS. 4
RS. 10
ITC SUNFEAST RS. 4
RS. 10
5. Who is the supplier of PARLE G?

___________________________________________________________________________
CUSTOMERS SURVEY OF PARL G

NAME: _______________________________________________
LOCATION: _______________________________________________
1. Which is your favorite glucose biscuit?
Parle G
Britannia tiger
ITC sun feast
Priyagold
2. Which biscuit packets do you purchase? (i. e. in Rs.)
3. How many times do you purchase it?
Daily Weekly Monthly
4. Why do you like this biscuit?
Taste Crispiness Freshness Brand name
30
5. How will you rate the biscuit on the following category? (Scale: 0-5)
Flavor satisfaction
Product quality
Packaging
BIBLIOGRAPHY
www.parleproducts.com
www.wikipedia.com
www.britannia.com
www.sunfeastharabanao.com
31
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DEMAND AND SUPPLY ANALYSIS OF PARLE G

ABOUT THE INDIAN BISCUIT INDUSTRY

ABOUT THE COMPANY

Net worth: US $ 450 Million

Year established: 1929

Year started export: 1982

Retail outlets: 4, 25,000

Annual sales: 179.9 million kg (in volumes)

PARLE COMPANY PROFILE

PARLE G - THE EVOLUTION!!!

HOW PARLE FOUGHT TO MAKE BISCUIT AFFORDABLE

Very rightly described as “SWAD SE BHARA, SWASTHYA SE BHARA” means full

Parle 20-20 Cookies

The Parle marketing philosophy emphasizes catering to the masses.

4. The quality commitment:

5. Value for money:

6. The customer confidence:

FLAVOR SATISFACTION 1/2

DEMAND AND SUPPLY ANALYSIS

PRICES QUANTITY DEMANDED PER

0 50 150 450 1350 4050 12150

PRICE ELASTICITY OF DEMAND

MEASURING THE ELASTICITY WITH THE MID POINT

P1= 2, P2 = 4, Q1 = 5134, Q2 = 3990,

RELATIVELY INELASTIC DEMAND

FACTORS AFFECTING DEMAND:

3. Taste and preferences:

That’s why Parle-G is the World's Largest Selling Biscuit.

Tiger Coconut: launched in 2001

ITC Sunfeast glucose biscuit comes in RS.4 and RS.10 Packets.

 The Rs. 1 packet we would mostly found in rural areas and

 60 % of the consumers are satisfied with the Parle G.

2. Which brand having largest sell?

3. How many varieties of PARLE G you have?

5. Who is the supplier of PARLE G?

CUSTOMERS SURVEY OF PARL G

2. Which biscuit packets do you purchase? (i. e. in Rs.)

3. How many times do you purchase it?

Daily Weekly Monthly

4. Why do you like this biscuit?

Taste Crispiness Freshness Brand name

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