Parle Mango Bite Value Chain Analysis

Value Enhancement:
Parle Mango Bite emphasizes on value enhancement process that accounts for its wonderful journey in the Indian Market. It has evolved over time to remain an ever-green choice without losing out on the natural goodness aspect. Acting on the same line Parle has come up ‘Kachcha Mango’ to meet the demands of raw Mango taste by consumers of Mango Bite.
Value Chain Concept:
Starting from garnering the best quality raw materials to processing the same in the most ideal environment, to delivering the final products to the super markets and local grocery store in the remotest of parts, Parle Mango Bite does every possible justice to its conceived values.
The great strength of Parle Mango Bite is its promotion and widespread distribution

Natural Forces-
Albeit Parle claims to use natural and nature-identical ingredients for its products, the Food and Drug Administration in late 2012 asked Parle recall its Mago Bite from the market owing to irregularities in the presence of buffered lactic acid that causes tooth decay. But so far as its manufacturing units and processes are concerned, Parle has been appreciated for its commitment towards shrewd utilization of natural resources and SCR initiative coined ‘My Green Planet’.
Economic Factors-
Given its affordability at Re.0.50 per toffee, Parle Mango Bite dispels all distinctions vis-a-vis economic distribution. It satisfies every kid’s taste irrespective of his/ her family’s pecuniary condition.
Technological Environment:
With state-of-the-art technologies in its manufacturing units in place, Parle’s assurance of quality is corroborated. With an R&D team to contribute to the efficiency, Parle has coped with all transformations across time and space.
Micro Factors:

b) Demographic- Mango Bite has always looked to enchant the kids in the age group of 6-15 years with its tutti-frutti taste. Hence big families with a few number of kids, are an ideal choice. The economic condition of the family doesn’t matter much, as Mango Bite is low-priced, what matters is the magnitude- the bigger the better.

c) Psychographic- People from all walks of life, who are affectionate towards their kith and kin contribute to the market of Parle Mango Bite.

d) Behavioural- Parle Mango Bite is so designed that it can be used both for regular and special (gifting) purposes. Hence it is sold loose and also in pouches to satisfy both needs of the customers. It looks to deliver quality to the truest of terms may it be the health factor, or the accessibility factor. A legacy since 1929, everyone in the country is well-aware of Mango Bite. Thus it looks to retain its loyal customers over and above increasing its current user base and usage