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THE STUDY OF FUNDAMENTAL CONCEPTS OF MANAGEMENT

FOCUSING ON POSDCORB ANALYSIS - PARLE INDIA PVT. LTD

JIGNESH N. VIDANI* NITA SOLANKI**

*ASSISTANT PROFESSOR- MANAGEMENT

RAI UNIVERSITY,

SARODA, AHMEDABAD, GUJARAT.

**COURSE CORDINATOR- MANAGEMENT

RAI UNIVERSITY,

SARODA, AHMEDABAD, GUJARAT.

ABSTRACT

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. Today, the great strength of

Parle Products is the extremely widespread distribution network.

KEY WORDS: Parle, Manufacturer, confectionary, Quality, company.

HISTORY

Parle Product‟s fame and familiarity is undeniable. Considering its extensive reach, the brand

Parle is known and recognized by everyone. Over the years, Parle‟s sweets and biscuits have

become a household name. From kids to adults, everyone loves and cherishes these treats. It

gives us great pleasure to see our consumers enjoy and embrace Parle products on daily basis.

Our confectioners and chefs have the utmost authority at Parle. Had it not been so, the beginning

of Parle would have been quite different.

In 1929 a small company by the name of Parle products emerged in British dominated India. The

goal was to spread joy and cheer to children and adults alike, all over the country with its sweets

and candies. Although, the company knew that it wouldn‟t be an easy task, they decided to take

the brave step. A small factory was set up in the suburbs of Mumbai to manufacture

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confectionery products. A decade later this factory was upgraded to manufacture biscuits as well.

Since then, the Parle name has spread in all directions and has won international fame. Parle has

been sweetening the lives of people all over India and abroad.

Apart from the factories in Mumbai and Bangalore, Parle also has factories in Bahadurgarh,

Haryana and Neemrana, Rajasthan. These are the largest biscuit and confectionery plants in the

country. Additionally, Parle Products also has 10 manufacturing units and 75 manufacturing

units on contract.

MILESTONES - THE DECADES OF PROGRESS

1929: The first year of operation. Our only assets were hard work and hope.

1939: Ten years of determined effort brought results. Things began to take

shape. And we tried even harder.

1949: The formative years were over. We had come of age.

1974: Here was the first evidence of Parle as it is today.

QUALITY CONTROL

Hygiene is the precursor to every process at Parle. From husking the wheat and melting the sugar

to delivering the final products to supermarkets and store shelves nationwide, care is taken at

every step to ensure the best product of long-lasting freshness. Every batch of biscuits,

confectioneries & snacks are thoroughly checked by expert staff, using the most modern

equipment. This ensures consistent and perfect quality across the nation and abroad.

Concentrating on consumer tastes and preferences, the Parle brand has grown from strength to

strength ever since its inception. The factories at Bahadurgarh, Haryana and Neemrana,

Rajasthan are the largest biscuit and confectionery plants in the country. The factory in Mumbai

was the first to be set up, followed soon by the one in Bangalore, Karnataka. Parle also has 10

manufacturing units for biscuits and 75 manufacturing units for confectioneries on contract.

CORE VALUES

An in-depth understanding of the Indian consumer psyche has helped Parle develop a marketing

philosophy that reflects the needs of the Indian masses. With products created bearing in mind

both health and taste, Parle products equally appeal to fun loving kids & youth. Even today, the

great tradition of taste and nutrition is consistent in every pack on the store shelves. The value-

for-money positioning allows people from all classes and age groups to enjoy Parle products to

the fullest.

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PRODUCT LINE AND WIDTH OF PARLE

BISCUITS

SNACKS SWEETS

MONACO HIPPO MELODY

PARLE-G MONACO SMART CHIPS MANGO BITE

MARIE GOLD WAFFERS ECLARES

KREAMS FULL TOSS POPPINS

HIDE&SEEK XHALE

MAGIX GOLU GALATA

20-20 KHACCA MANGO BITE

GOLDEN ARCS KISMI BAR

BOURNBON CHOX

MAYFAIR

KRACK JACK

NIMKIN

TOP

MILANO COOKIES

DIGESTUVE MARIE

MILK SHAKTI

CORPORATE SOCIAL RESPONSIBILITY

OVERVIEW

Since 1929, Parle Products, with its wide platter of biscuits and sweets is also actively engaged

in changing and uplifting the social face of India. As part of its Corporate Social Responsibility

Policy, Parle is keenly involved in the overall development of the younger generation, with a

focused endeavor to build the New Face of India and spread happiness and joy all over.

Some of our best habits, as we said, are also our oldest. Many of them date back to the last

decade of the 19th century. It was in the 1880‟s that the late Mohanlal Dayal came to Bombay

from his village Pardi, in the district of Surat, to work as a dusting boy at a silk merchant‟s. What

a long way that bright little boy came! First, the hard apprenticeship and the graduation to Master

Cutter, then the elite tailoring establishment that eventually developed into a wholesale business

to finally, the new business in confections and biscuits. Always, the accent was on self-

sufficiency. Mohanlal Dayal was not just a progressive and astute businessman. He never gave in

to the sense of indifference that often comes with the commercial outlook. All through his life,

he was deeply conscious of his duties towards society and the community. He built the Shri

Mohanlal Dayal Prasuti Graha and General Hospital in Pardi, which is maintained through

charity trusts set up by him. The Shri Mohanlal Dayal Sanatorium and Hostel at Matunga in

Bombay is another such institution. In his memory and after his example, his sons have donated

significant sums to set up the Chauhan Institute of Science at Vile Parle.

Parle Centre of Excellence, as an institution, is dedicated to enriching the lives of people by

conducting various cultural programs across all regions to facilitate the all round development of

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children. Every year, Parle organizes Saraswati Vandana in the state of West Bengal during the

festival of Saraswati Puja, inviting schools from all across the state to participate. The event is

one of much fanfare and celebration, keeping alive the culture and traditions. The involvement in

cultural activities has seen the inception of Golu Galata in Tamil Nadu, held during Navratri. It

provides all the members of a household a platform to showcase their creativity and be judged by

eminent personalities. Thousands of families participate and celebrate the occasion on a grand

scale. These events give us a chance to interact with children on a one-to-one basis, and promote

our belief of fun and health for the whole family.

SARASWATI VANDANA

Dedicated to enriching the lives of people across India, the Parle Centre of Excellence has been

keenly involved in the promotion of programmes to facilitate the all-round development of

children. Parle Saraswati Vandana, one of its initiatives, is an inter-school contest based on the

Saraswati Puja celebrations. It gives the children an opportunity to exhibit their creative skills

and makes the celebrations even more special in the process. Started in the year 2002 in

Kolkatta, it has seen a tremendous increase in the number of schools participating each year,

with entries coming from schools of West Bengal.

Every year a grand programme is organized by Parle in Kolkotta to felicitate the winners. Here

eminent personalities from the field of literature, education, art, films, media and politics grace

the occasion. Performances by popular artistes make it a night to remember for every invitee

present there. The awards and adulation makes it unforgettable for the winners.

GOLU GALATA

Golu Galata Parle Products is in the business of manufacturing and marketing biscuits and

confectioneries since 1929. Over these years Parle has been active across regions conducting

various social activities as part of our Corporate Social Responsibility policy.

In Tamil Nadu, traditionally, women decorate various dolls made of clay during Navaratri

celebrations by setting up 7-9 steps. This display is well decorated and friends and relatives are

invited to witness the same. Through a detailed research, Parle found that due to time pressures,

this tradition is slowly dying and is getting restricted to a select few households.

Thus, to revive the fading event, Parle introduced this novel promotion called Parle Golu Galata

contest. Golu means Doll & Galata means Dhammal.

PARLE GOLU GALATA CONTEST – 2008

The price distribution to felicitate the winners of Parle Golu Galatta 2008 was conducted at

Kamaraj Arangam on the 17th of November 2008.

Some of the most eminent personalities of Chennai‟s social, entertainment and lifestlye circuits

were present to make this a star-studded grand event.

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Famous movie actress Poornima Bhagyaraj, Venkatesh and Nisha, of the popular dance show

Jodi No.1, the versatile television actor Preeti Srinivas, eminent star gazer Kaliyan Narayana,

Selvhi from Kumudham Bhakti and the dynamic social activist Daksha Raghunathan were the

chief guests for the show.

The melodious playback singer Ms. Vinaya conducted the program for the evening with more

than a 1000 people attending the function.

The Kalakapovathu Yarr finalist Siva Karthikeyan, Arjun and Vadivel Balaji ensured that the

audiences were kept in splits with their rib-tickling stories, jokes and anecdotes.

Champion little-league singer Ms. Oviya wowed all the adults present with her vocal histrionics

and singing talent with Avigna giving a breathtakingly choreographed contemporary dance

performance.

An AV of all the prize-winning Golus and their proud winners was also played at the show, with

the children from the 3 winning schools ensuring that there was never a dull moment throughout

the evening.

MY GREEN PLANET

Imagine a world that's clean and fresh as the way we inherited it. Imagine a world full of trees,

birds and animals. The fact that we have to imagine it, speaks volumes about the state of our

planet.

The world is a home not just to human beings but also to a wide variety of animals and plants.

All of them are dependent on each other for survival. When we take these natural resources for

granted or disturb the natural harmony of things, we face consequences like global warming.

Parle's products have been trusted by mothers and children across age groups as a nutritious

snack that has helped them grow healthy and strong. It is but natural that Parle Products would

like to return the favour to a generation that has helped it grow. Parle Products feels this is the

best gift that we can give our kids. A cleaner, greener planet that they can treasure for

generations to come.

My Green Planet is an initiative that takes definitive steps towards conserving our eco-system.

Parle Products is contributing in its own way by taking up various initiatives like planting more

trees around India, conserving water, power and recycling waste. My Green Planet works across

levels – from school students to environmentalists to media professionals and through them

educate and empower everyone about the cause of environment conservation.

We believe that we haven't inherited the earth, but merely borrowed it from our children.

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OTHER INITIATIVES

Installation of hand pumps and ceiling fans, action taken to prevent accidents and

distribution of essential items to students.

Distribution of stationery to students.

Interaction and donation of items to Home for Aged Women.

Items distributed to students of Government High School.

Interaction and distribution of gifts to children from Mother Teresa Foundation

Notebook Distribution to children in need of educational material.

Organizing competitions and distributing gifts and prizes to students.

RECRUITING AT PARLE

At Parle, we are constantly looking for enthusiastic, well motivated and above all friendly people

to join our various departments. By employing people from different backgrounds and

communities, we are better equipped to understand the needs of our customers and to provide a

quality service.

If you make the commitment to join our team, we will provide career opportunities that are

second to none.

There are no vacancies currently. At Parle, we are constantly looking for enthusiastic, well

motivated and above all friendly people to join our various departments. By employing people

from different backgrounds and communities, we are better equipped to understand the needs of

our customers and to provide a quality service.

If you make the commitment to join our team, we will provide career opportunities that are

second to none.

WORKING AT PARLE

Join us and you'll not only become part of one of the largest Indian brands, but a constantly

evolving organisation that offers a culture of flexibility, opportunity, equality and diversity. You

just need to come and have a look at what we have to offer.

We believe that work is more than a place you go every day. It should be a place of exploration,

creativity, professional growth and interpersonal relationships. It's about being inspired and

motivated to achieve extraordinary things. We want our people to take pride in their work and in

building brands others love.

Just to give a preview to what one can look forward to: Group lunches and outstation team-

building exercises, discussion forums and training programs, yoga trainings, health check-up

camps are just a few among the exciting things we do…

IMPORT-EXPORT

The immense popularity of Parle Products in India was always a challenge to our production

capacity. Now, using more modern techniques for capacity expansion, we have begun spreading

our wings and we are going global.

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Parle biscuits and confectionaries are fast gaining acceptance in international markets, such as

the Middle East, Africa and South East Asia. The more sophisticated economies like U.S.A.,

UK, Canada, Australia and New Zealand are also relishing 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.

The Parle name symbolizes quality, health and great taste. And yet, we know that constantly

innovating and catering to new tastes has built this reputation. This can be seen from the success

of its new brands such as Hide & Seek, Mangobite etc.

Today, the Parle brands have found their way into the hearts and homes of people all over India

and abroad.

The Parle biscuit brands, such as, Parle-G, Monaco, Krackjack, Marie Choice, Hide & Seek and

confectionery brands such as Melody, Poppins, Rolacola, Mangobite enjoy a strong imagery and

appeal amongst consumers across the world.

This has resulted into Parle-G being the „World‟s Largest Selling Biscuit‟.

EXPORTS

Almost all of our products are market leaders and as recognition of their quality, have won us

111 gold, 26 silver and 4 bronze Monde Selection medals since 1971.

Parle Products Pvt. Ltd. is a US $ 1 Billion conglomerate started in India in 1929. We

manufacture and market biscuits and confectionaries.

We have state-of-the-art machinery with automatic printing and packaging facilities. Our biscuit

baking oven is the largest of its type in Asia.

Over the decades, the efforts of our Research & Development wing have made the repertoire of

our products grow manifold.

In biscuits, Parle Products has offerings in glucose, milk, sweet and salted cream, wafer crème,

cumin seed and cheese categories.

In confectionery, we 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.

They are packed in rolls or pillow packs, or have a single or double twist wrapping.

Almost all of our products are market leaders and as recognition of their quality, have won us

111 gold, 26 silver and 4 bronze Monde Selection medals since 1971.

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Parle enjoys a 40% share of the total biscuit market and a 15% share of the total confectionary

market, in India.

MARKET SHARE OF THE PARLE PRODUCTS IN INDIA

(A Pie chart presenting a market share of Parle products in India)

PLANNING

To choose future course of action from the given alternatives. Decides on what, how, where the

planning should be done?

Required at all level and at all the departments. It may be for short term or long term depending

on the level of planning. No real plan exists until a decision – a commitment of human or

material resources has been made.

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It‟s an intellectual process which requires a manager to think before acting. It will help in

deciding when, where, what, how it is to be done. It‟s a continuous process because it involved

decision making.

Flexible plans (ability to change direction with some limitations) will help the organization to

cope up with the continuous change in the environment. It will help in five areas of the company

i.e. Technology, Marketing, Finance, Personnel and Organization. It is helpful at all levels of the

organization.

In simple words, “Planning means pre deciding the organizational activities to be carried

out to achieve the desired goals of the organization set by the management.”

In Parle Products the entire plan is formed at the HOD of the company than it is passed on to the

regional level and the regional level offices they prepare their plans for the achievement of the

targets set at the company HOD. So here each level prepares its own plans for the achievement

of the organizational goals.

ORGANIZING

What people do has a specific purpose or objective. Organizing has an authority, tools and

information to accomplish the task. It decides the structure of role to accomplish the goals

assigned. It will help in creating an environment for human performance. It Involves Human

organization & Material organization both.

In simple words, “The structure which results from identifying and grouping work, defining

and delegating responsibility and authority, and establishing relationships is called

organizing.”

In Simple words, “Arranging several elements into a purposeful sequential or spatial (or

both) order or structure is called Organizing.”

In laymen‟s language, “Assembling required resources to attain organizational objectives is

called organizing.”

In Parle after the plan is prepared at the HOD they pass on the Materials required for the

achievement of the targets set which is than distributed by the regional offices among the

production units as per their requirement. Like this way each and every department has been

assigned their work and are working in a proper organized manner.

STAFFING

To identify the work force requirement, inventorying the people available, and recruiting,

placing, promoting, appraising, planning the career of, compensating, and training or otherwise

developing both candidate and current job holders.

In simple words, “Staffing is continuous process as people continually leaving, getting fired,

retiring and dying.”

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In laymen‟s language, “The selection and training of individuals for specific job functions,

and charging them with the associated responsibilities is called staffing.”

At Parle, they are constantly looking for enthusiastic, well motivated and above all friendly

people to join our various departments. By employing people from different backgrounds and

communities, we are better equipped to understand the needs of our customers and to provide a

quality service.

If you make the commitment to join our team, we will provide career opportunities that are

second to none.

There are no vacancies currently. At Parle, they are constantly looking for enthusiastic, well

motivated and above all friendly people to join their various departments. By employing people

from different backgrounds and communities, they are well equipped to understand the needs of

their customers and to provide a quality service.

If we make the commitment to join our team, they will provide career opportunities that are

second to none.

DIRECTING

It is also called as Leading, Motivating, and Actuating.

The Manager here will have to explain to his people what they have to do and helps them to do it

to the best of their ability.

It also involves communication, a process of passing information and understanding from one

person to another.

It also involves Leadership, it is the process by which a manager guide and influence the work of

his subordinates and involves motivation, which means arousing desire in the minds of workers

to give their best to the enterprise.

In simple Language, “A basic management function that includes building an effective work

climate and creating opportunity for motivation, supervising, scheduling, and disciplining

is called Directing.”

At Parle the managers are constantly in the contact of their subordinated and provide the

direction to them whenever and wherever needed. The HOD is in directly connected with the

regional office and provides them direction constantly and these regional offices are in direct

contact with the plant owners and provide them help when ever they need. This way the entire

unit of Parle is internally connected and directed by their superiors.

CO-ORDINATING

It creates harmony among individual efforts towards the accomplishment of group goals.

It will help in achieving the organization goals with the support of the individuals.

It also creates a healthy environment of work.

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In simple words, “The synchronization and integration of activities, responsibilities, and

command and control structures to ensure that the resources of an organization are used

most efficiently in pursuit of the specified objectives is called co-ordianting.”.

Along with organizing, monitoring, and controlling, coordinating is one of the key functions of

management.

At Parle we can see that all the superiors and subordinated coordinated work for the achievement

of the goals of the HOD set for the organization. They coordinately work so only the market of

Parle is about 25 % of the total biscuit market. It is the result of coordination team work at the

Parle.

CONTROLLING

It involves measuring performance against goals and plans. It shows the deviation from the

standards and helping to correct them.

It helps in utilizing the resources of the organization very effectively.

It will not allow using the resources for the other purpose than the assigned one. It facilitates to

accomplish the plans. Plans are not self achieving so control is necessary.

In simple words, “This is a basic management function of (1) establishing benchmarks or

standards, (2) comparing actual performance against them, and (3) taking corrective

action, if required is called controlling.”

At Parle at the quarter results when the managers find that they are unable to achieve the small

standard set for achieving the last goals set they take corrective actions at the regional and the

plant level both.

CONCLUSION

By extending the POSDCORB patterns, the complexity of administration is clear. Again, these

are not the only administrative patterns, but they may be representative of a “core.” Not all

solutions to all administrative problems were provided, but an appreciation of administrative

roles can be gained as they work in arena-like contexts. They may involve legislative, judicial or

constitutional aspects. And, these positions are not for the timid.

By using the techniques of the Hillside Group‟s patterns community, an articulation of Gulick‟s

patterns was achieved. POSDCORB is a framework. Positioned as such, additions to and

extensions of the frame are encouraged. But improvements at the highest level will need to be

encapsulated, with interfaces for inheritance, and considerations for polymorphism. The

Directing pattern, along with the six (6) other patterns, will likely endure. The next step may be

to develop more patterns. In doing so, many lower-level, day-to-day patterns (i.e., fleets and

purchase orders) can be linked. Future studies may involve the application of multiple social

inheritance to other complex frameworks.

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