Parle G - 993 Words

Parle G The following case study is from the Richard Ivey School of Business. It is about the development of a leading Indian biscuit manufacturer, called Parle Products Pvt. Ltd. Company overview The company was found in 1929 as a candy manufacturer and started producing biscuits in 1939. At this time only few processed and ready-to-eat food items were available. Parle G are glucose biscuits and the company’s flag brand. It became the largest selling biscuit brand by volume in 2002. The company was using a mass market strategy which is why the price of the Parle G biscuits has maintained 1$ per Kilo since 1990. In 2009 the company had 74% of the market shares of the Indian glucose biscuit category. The biscuits were sold in 2.5†¦show more content†¦Plan of Action Another approach would be offering only 4 or 5 instead of 12 different price categories to safe packaging costs. The costs for this action would be very low compared to the other strategies. The time this strategy needs would also be short which is why this a very good short term approach. In order to also find a long term strategy the idea of exporting into more than 2 countries should be reconsidered. A brand can only grow to a certain point if it does not become an international brand. Parle G is at the point where it is no longer enough to only sell within India, Bangladesh and South Africa. The company has to expand in countries with a high amount of Indian citizens, low competition and an increasing demand in biscuits. Therefore several researches have to be conducted because this measure is very costly and also very time intensive. But it is necessary for Parle Products Pvt. Ltd. to become a global player in order to restore the margins to minimum 15% of the revenues again and to secure company growth within the next 15 – 20 years. Therefore both criteria time and money can be neglected. The best course of action is changing the offers from 12 to 4 price categories starting within the next 10 – 14 days as a short term plan. The long term plan is exporting Parle G into at least 3 different countries within the next 15 month and 10 countries within the next 3 years. The company should try to conquer the institutional sectorsShow MoreRelatedParle G3046 Words   |  13 Pagescom/doc/62314456/Project-on-Parle-G 2001 30 Oct, 2013 Start of a new millennium meant wardrobe revamp for the then largest selling biscuit in the world (as declared an AC Nielsen study): Brand packaging went from wax paper to BOPP (Biaxially oriented polypropylene or plastic, as we like to call it).   30 Oct, 2013 192- The number of times you can cover Earths circumference if you line up all the Parle-G biscuits consumed annually, end to end.   Rs 5010 crore - The worth of biscuit sales registered by Parle-G inRead MoreHistory of Parle G3353 Words   |  14 PagesHISTORY OF PARLE-G A long time ago, when the British ruled in 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. 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