A study on Distribution

channel of
PARLE

Presented by: Pradeep Dubey

TYBBA
BB15030
About the Company

 Parle is an Indian private limited founded in 1929 . It owns the brands

including Frooti, Appy ,LMN,Hippo and Bailley.
 Parle Products has been India’s largest manufacturer of biscuits and
confectionery, for almost 80 years
 Makers of the worlds largest selling biscuit ,Parle-g ,and host of the other
very popular brands the Parle name symbolizes quality, nutrition and great
taste
 Parle enjoys a 40% share of biscuit market and 15% share of the total
confectionery market in India
Parle Products
Distribution Channel Network :Parle

Manufacturing Unit of Parle at various locations

Parle Depots

Wholesalers and Distributors

Retailers

Customers
The Parle G Distribution Network

Intensive Distribution
Parle uses Intensive Distribution for Parle G. This is the ideal strategy for the
marker leader as intensive distribution has following advantages
 Increases coverage and sales
 Increases product availability
The Channel Members of the Distribution Network of Parle
The Parle distribution network for biscuits has essentially four levels as enlisted
below
 Parle depots
 Wholesalers and Distributers
 Carry Forward Agent (if required )
 Retailers
The Channel Members and Logistics

 Parle has 1500 wholesalers, catering to 425000 retail outlets directly or indirectly .
A two hundred strong dedicated field force services these wholesalers and
retailers . Additionally ,there are 31 depots and Carry and Forward agent
supplying goods to the wide distribution network
Parle has level 1, level 2, level 3 distribution channel levels.
Level 1 :
Availability of Parle G biscuits at all departmental stores across the length and
breadth of the country
Level 2 :
Since it’s an FMCG product this channel exists for customers scattered throughout the
country
Level 3:
Mass consumption and suitable for National and International coverage. For e.g.
Parle’s international operation consist of serving market in the Middle East, Africa,
South America, Sri Lanka , Australia and North America for which the 3 level
distribution channel exists.
SWOT Analysis
Strengths
1. One of India’s most popular brand
2. Price advantage
3. Strong presence in rural market

Weakness
1.Similar products produced by many companies
2.Dependence on parle-g brand for most of its revenue

Opportunities
1.Innovate by introducing products for health conscious people
2.Growth in foods industry in india
3.Aggresive marketing and advertising
Threats

 1. rise in the cost of raw material

 2.competition from other brands