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Marketing Strategy of Parle-g Ppt

Marketing Strategy of Parle-g Ppt

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02/22/2013

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MARKETING STRATEGY OF PARLE-G

ANKIT TYAGI PG20095049
MARKETING STRATEGY OF PARLE-G

PRESENTATION OVER VIEW y Overview of Biscuit Industry in India y About Parle y Parle Products y Parle SWOT analysis y About Parle G Biscuit y Parle .G and Price mix y Parle .G and promotion mix y Our Suggestions .

000-crore (Rs 90-billion) y Annual growth rate of Biscuit Industry as follows: .Introduction on Biscuit Industry y Biscuits market in India : Rs 9.

Annual production Biscuit Industry .

Biscuit Industry profile Two sectors of Biscuit Industry Unorganised sector 40% Organised sector 60% .

5 kg to 5.5kg y USA 7. y South East Asian Countries 2.Introduction on Biscuit Industry y Rural-urban penetration of Biscuit : y Urban Market : 75% to 85% y Rural Market : 50% to 65% y Per capita consumption of Biscuits : INDIA 1.5 kg .8 kg.

y Annual turnover 2000 cores . y 14 manufacturing units for biscuits & 5 manufacturing units for confectioneries. y Parle has largest such manufacturing units in India. . y 15% share of the total confectionery market. y It has provided its products to the mass with the affordable range. y 1st brands ² Parle Glucose and Parle Monaco. y 35% share of the total biscuit market.ABOUT PARLE y Established in 1929. y Market leader in many products.

Biscuits: y Parle-g y Krackjack y Krackjack Creams y Monaco y Creams y Hide and Seek y Hide and Seek Milano y Parle Marie y Parle 20-20 .

Confectioneries y Melody y Mango bite y Kaccha Mango Bite y Poppins y KismiToffee y Kismi Gold y Orange Candy .

‡Low and mid price range ‡Catering to mass. ‡Diversified product range. ‡Extensive distribution network. ‡Better understanding of consumer psyche .SWOT Analysis of Parle Strengths ‡Parle Brand.

induce impulsive buy ‡ Dependence on Parle G ‡(flagship brand) .Weakness ‡Dependence on retailers & grocery Stores for displaying diversified Parle Products on shelf.

‡ Increasing demand for sugar free. . ‡Diet biscuit. ‡Changing consumer preference.Opportunities ‡Estimated annual growth of 20% ‡Low per capita consumption.

‡Increasing distribution cost. ‡Entry of various new entrant. ‡Local bakery products. ITC etc. .Threats ‡Hike in cost of production due to hike In Raw material cost.

makes Parle-G a winner. and the international quality. y The great taste. variety of biscuits did come and go but nothing has changed with these biscuits.About Parle ² G Biscuit y Parle ²G has been a strong household name across India. y Times changed. y It has been the undisputed leader in the biscuit category for decades . y A cream colored yellow stripped wrapper with a cute baby photo containing 10 ² 12 biscuits with the company·s name printed in Red and you know these are Parle G biscuits. high nutrition.

Parle G is available in Re 1. .00 for the last 12 yrs & has seen the variation in its sales due to increase in price by mere 50p.4.Rs 2. low y y y y y y price along with capturing of a large market. Rs 4 to Rs 25 packet Profit margin for distributors is 4% and for retailers is 10-12% Parle-G maintained its price of Rs.e.G and Price mix y Parle G has adopted the Market Penetration strategy i. which means it uses the value pricing method. Also they focus on providing good quality products at the same time. The value-for-money positioning helps generate large sales volumes for the products.Parle .

`Parle-G Mera Sapna Sach Hoga' was run for a period of 6 months. Parle had introduced the novel promotion called Parle Golu Galata contest in 2005.Parle has done the following for enhancing public relations: In the year 1997. (Golu means Doll & Galata means Dhammal. where Parle products are giveaway prizes. a national level promo .The promo was all about fulfilling the dreams of children. is an inter-school contest based on the Saraswati Puja celebrations. Parle Saraswati Vandana. Shaktimaan that went on to become a huge success.Parle . Public relations . with entries coming from schools of West Bengal. Parle-G sponsored the tele-serial of the Indian superhero. one of its initiatives. In the year 2002.Every year it holds day fairs at branded venues where y y y y y games and fun events are organized for the employees of Parle and their families. Since it started in 2002 it has seen a tremendous increase in participating each year.G and promotion mix y Sales promotion .) .

Research Methodology y Data source data y Research Approach .Survey Method y Sampling unit y Sampling Size y Sampling DATA COLLECTION TECHNIQUE Retail outlets 15 Random Sampling SAMPLING PLANE y Data collection Instrument .Primary & Secondary .Probability .Survey Questionnaire y Sampling Method .Non .

G and Group suggestions y Concentrate on rural market. How??? . y Need to increase awareness about the PARLE G as BRAND.Parle . why? y Rural market penetration is 50 ² 65% y Parle G market reach very high but due to distribution network y Consumer psyche: Recognize Not as Parle G but «as biscuit ka puda.

y This will help in y Brand Registration.y Target young generation. y Associate Parle G as health food. Primary Education scheme. i.e. National Rural health mission centres. and complete nutrition package« . school going children. y Associate with various Government initiative like. Mid-day meals being serve in primary school.

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