INTRODUCTION

Since 80 yrs of Parle's inception, it has been Indias manufacturer of biscuits & confectionary best known for its quality, nutrition & its taste

HISTORY
In 1929,Parle had set up a small factory in the suburbs of Mumbai to manufacture confectionary & lather upgraded to Biscuits as well Apart from Mumbai & Bangalore, Parle also has its industry in Bahadurgarh in Haryana Neemrana in Rajasthan

BACKGROUND

HEAD OFFICES OF PARLE COMPANY

It has a reach spanning even the remotest villages in India. 40%Share of the total biscuit market & a 15%Share of the total confectionary market in India. Advance in technology, have boosted the promotional ability to put a companys logo on everything.

PRODUCTS & SERVICES

 3.DIGESTIVE MARIE YAHI MARIE SAHI MARIE Digestive Marie will change your daily dipping &sipping routine; making it more enjoyable & much healthier

SERVICES As apart of corporate social responsibility policy Parle is keenly involved in overall development of younger generation through conduction various programs across the region Saraswati Vandana in the state of west Bengal Golu galata in Tamilnadu

KEYS TO BUSINESS STRATEGIES

 1.STRENGTH: 1.Parle Brand 2.Diversified Product Range 3.Extensive distribution network (Available in most remotest village) 4.Low & mild range price segment catering to mass. 5.Better understanding of customer psyche

 2.WEAKNESS: Dependence on retailers & store for displaying diversified Parle product on shelf to induce impulsive buying Dependence on Parle G under Parle umbrella 3.OPPURTUNITIES: Rural markets (Distribution urban market:75% to 85% Rural market:50% to 65%) Cost saving from lowering of excise duty in bakery products

 4.THREATS: Entry of ITC (having very good distribution channels) into biscuits industry. Fluctuation in the prices of transportation cost & distribution cost due to high wedges & oil prices.

LEVELS OF STRATEGY
There are three levels of strategy management

 1.CORPORATE LEVEL; It describes the companies overall direction interms if its general attitude towards growth & management of various business & product line. Eg: Parle has an optimistic attitude towards enhancing growth. As they have planned to bring up new cosmetics product in market as presently they have launched Parles outfit.

 2.BUSINESS LEVEL At this level the aggregated business strategies comes into picture. Eg. Here Parle has adopted better advertisement facilities.

 3.FUNCTIONAL LEVEL: This level of strategy includes all the 4 functional areas i.e MARKETING, FINANCE,HUMAN RESOURCES & OPERATIONS. EG: In Marketing parle need to make attempts in PROMOTIONAL TECNIQUES in order to grab attention of the customers.

BCG MATRIX
The BCG matrix method is based on product life cycle theory that determine the product portfolio of a unit which contains both high growth product & low growth product having 2 Dimensions: Market share & Market growth.

 BCG MATRIX CONSISTS OF 4 CATEGORIES: 1.STARS: (High growth & High market share) As per the companys survey, Parle G is touching the peek of success & therefore comes under the STAR category thereby the Co. can invest a large sum for its upliftment

 2.CASH COWS (Low growth, High market share) Profits & cash generation should be high due to its Low growth, the investment needed to be Low to keep Profits High The products like krackjack, parle Marie, hide & seek comes under this category

 3.QUESTION MARK: (High growth, Low Market share) It has worst cash characteristics because of High demands & Low returns due to Low market share makes the Co. to sell off & deliver cash. Products like CHOX, NIMKIN KREAMS GOLD, PARLE 20-20,MONACO JEERA comes under this.

 4.DOGS: (Low growth, Low market share) The products like SIXER,JEFFS, MUST BITES,MUST STIX &MUST CHIPS Conclude with DOGS as they need to be Divested because they are doing no good for the Co. & have remained as an liability.

 EG: In finance, Parle need to invest a sum of Rs. 1 Crore for purchasing highly automated machines to get quality products. EG: In HR, parle need to appoint skilled personnel that would bring smoothness . EG: In operations: parle need to undertake DIFFERENTIAL PAYMENT technique where employees are paid according to the units produced. (Incentives)

GE MATRIX
The GE Matrix is also known as GE business screen which includes 9 cells based on 2 parameter i.e Long term industry attractiveness & business strength & competitive position. The GE business screen is an extension to the BCG Matrix.

1.1.GO AHEAD Under this phase the signal is to proceed &take decision. As Parle is universally accepted & therefore it should now GO AHEAD & enhance its marketing development in respect of Parle G.

 WAIT & WATCH The phase indicates Hold & maintain current strategy. The products like monako, marigold namkeen comes in this zone as they need good promotional techniques. 3.STOP Coming to 3rd zone it gives signal to stop producing the product like Chox, Sixer, Golgappa which comes under the scenario of DISINVESTMENT.

TYPES OF STRATEGIES

 INTEGRATION STRATEGY: BACKWARD INTEGRATION In order to enhance its operations, Parle adopts BACKWARD integration where it seeks to increase control on companys suppliers. Parle have owned a plant that gives RAW MATERIALS directly & reduces expenses incurred

 DIVERSIFICATION STRATEGH: HORIZONTAL DIVERSIFICATION: Here Parle being a fast moving consumer durables & in order to diversify it has to introduce unrelated products like clothes to the present customer & with it provide services to gain goodwill.

 PORTER: In order to maintain balanced organization the Co. Need to adopt the strategies as: COST LEADERSHIP, FOCUS & DIFFERENTIATION. EG: Parle adopts FOCUS strategy in terms of cosmetic applicable cream which could sort out nearly all the ageing problems of womens while focusing on that section group.

CONCLUSION
Parle is an AWARD WINNING CERTIFIED MINORITY & WOMAN OWNED BUSINESS. It specializes in providing unique, creative &useful products &programs for marketing ,branding development, advertisement, promotions, online Co. stores & incentive & recognition programs.

RECOMMENDATIONS
To promote Parle brand through schemes such as PARLE GRAMIN SWASTHA YOJANA (a ambulance van visiting rural areas for giving basic medical treatment, educating people on nutrition deficiency problem & promoting Parle nutrition products.) Promotion through TV shows PARLE SAKHI regarding health issues of women & children in terms of healthy diet.

 FOR ADVERTISEMENT SEGMENT Nutritious/ glucose biscuits 1.Advertisement by DIETICIANS, for the health conscious consumer. 2.Advertisement by the CRICKETERS to attract the youth.