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  • PARLE v/s BRITANNIA: COMPARING LEADING BISCUIT BRANDS

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    Ansari Sufiyan
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    Parle and Britannia are two leading biscuit manufacturers in India. Parle aims to be the leader in innovation and reach every part of India through quality products. Britannia wants to become a larger player in the food space by leveraging its strong brand. Parle focuses on rural areas, penetration pricing and product diversification while Britannia emphasizes diversification and business-to-business sales. Both companies have extensive product lines and distribution networks but Parle has a lower cost structure and better understanding of consumers while Britannia has higher overhead costs.

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    39039086 Parle Britannia

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    Parle and Britannia are two leading biscuit manufacturers in India. Parle aims to be the leader in innovation and reach every part of India through quality products. Britannia wants to become a larger player in the food space by leveraging its strong brand. Parle focuses on rural areas, penetration pricing and product diversification while Britannia emphasizes diversification and business-to-business sales. Both companies have extensive product lines and distribution networks but Parle has a lower cost structure and better understanding of consumers while Britannia has higher overhead costs.

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    9 views9 pages

    PARLE v/s BRITANNIA: COMPARING LEADING BISCUIT BRANDS

    Uploaded by

    Ansari Sufiyan
    Parle and Britannia are two leading biscuit manufacturers in India. Parle aims to be the leader in innovation and reach every part of India through quality products. Britannia wants to become a larger player in the food space by leveraging its strong brand. Parle focuses on rural areas, penetration pricing and product diversification while Britannia emphasizes diversification and business-to-business sales. Both companies have extensive product lines and distribution networks but Parle has a lower cost structure and better understanding of consumers while Britannia has higher overhead costs.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
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    of 9

    PARLE v/s BRITANNIA

    MISSION
    PARLE BRITANNIA
     'Make every Indian a

     We will be the leaders in

    our business bymaintaining high quality, introducing new and innovative products, reaching every part of India, remaining customer-centric, constantly upgrading our knowledge and skills.

    Britannia consumer'

    VISION
    PARLE
     To be the leaders in our

    BRITANNIA
     To become a larger player

    business. We will stand apart from the competition by being the first in the market to innovate.

    in the food space, and as we get into newer products and newer categories, their strength will be derived from the Britannia mother brand,"

    Strategies

     Price  Rural area  Penetration

     Diversification  B to B

    BUSINESS:Description Established Nature of business Market share ( value) Britannia 1896 Public ltd 32.80% Parle 1929 Family run business 46%

    Ads Major methods

    Cricket events and players

    Celebrities endorse ment Health and wellness

    New areas of promotion Environment

    PRODUCT:Category Glucose Marie Salty snacks Milk Nice Multi grain Cream Cookie Britannia Tiger Marie Gold 50-50 Milk bikis Nice Nutri choice Cream Treat Good day Parle Parle -G Parle Marie Krack Jack Milk sakhti ---------Kreams 20-20 Leader Parle-G Marie Gold Krack Jack Milk bikis Britannia Nice Nutri choice Cream treats Good day

    SWOT Analysis of Parle

    Strengths Parle Brand, Extensive distribution network. Low and mid price range Catering to mass, Better understanding of consumer psyche

    Weakness Dependence on retailers & grocery Stores for displaying diversified Parle Products on shelf, induce impulsive buy Dependence on Parle G

    SWOT
    Opportunities Estimated annual growth of 20% Low per capita consumption, Changing consumer preference, Increasing demand for sugar free, Diet biscuit,
    Threats Hike in cost of production due to hike In Raw material cost, Increasing distribution cost, Local bakery products, Entry of various new entrant, ITC etc

    SWOT Analysis of Britannia

    STRENGTHS: Established brand name. Widespread Distribution Network. Wide Range products covering segments. Superior technology

    WEAKNESS: High overhead costs vis a vis competition from Parle, Priya all Gold. SWOT

    OPPORTUNITIES: Cost saving from lowering of excise duty on bakery products. Sales promotion

    THREATS: Unorganized bakeries. ITC and HLL entry in biscuits. Priya Gold and Anmol lower price offerings.

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