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43447721-PARLE-STP

43447721-PARLE-STP

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Published by: dghdg on Jul 30, 2011
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11/25/2013

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PARLE-G COMPANY

OVERVIEW: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 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 consumers it's a beacon of faith and trust, competitors look upon Parle as an example of marketing brilliance.

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Parle Products also has 7 manufacturing units and 51 manufacturing units on contract. Parle Products also has 14 manufacturing units for biscuits and 5 manufacturing units for confectioneries. The factories at Bahadurgarh in Haryana and Neemrana in Rajasthan are the largest biscuit and confectionery plants in the country. A small factory was set up in the suburbs of Mumbai. the Parle name has grown in all directions. care is taken at every step to ensure the best product of long. using the most modern equipment hence ensuring the same perfect quality across the nation and abroad. followed soon by the one in Bangalore. PARLE QUALITY:Hygiene is the precursor to every process at Parle. which are the largest biscuit and confectionery plants in the country. the Parle brand has grown from strength to strength ever since its inception. The intent was to spread joy and cheer to children and adults alike. A decade later it was upgraded to manufacture biscuits as well.HISTORY:In 1929 a small company by the name of Parle products emerged in British dominated India. to manufacture sweets and toffees. Additionally. Since then. The company knew that it wouldn’t be an easy task. Concentrating on consumer tastes and preferences.lasting freshness. PARLE CORE VALUES:An in-depth understanding of the Indian consumer psyche has helped Parle evolve a marketing philosophy that reflects the needs of the Indian masses. Every batch of biscuits and confectioneries are thoroughly checked by expert staff. all over the country with its sweets and candies. Apart from the factories in Mumbai and Bangalore Parle also has factories in Bahadurgarh in Haryana and Neemrana in Rajasthan. won international fame and has been sweetening people's lives all over India and abroad. Karnataka. on contract. but they decided to take the brave step. From husking the wheat and melting the sugar to delivering the final products to the supermarkets and store shelves nationwide. The factory in Mumbai was the first to be set up. With products designed keeping both health 2 .

Monde Selection is an international institute for assessing the quality of foods and is currently the oldest and most representative organization in the field of selecting quality foods worldwide. “The great tradition of taste and nutrition is consistent in every pack on the store shelves. Parle appeals to both health conscious mothers and fun loving kids.8 kg  South East Asian Countries 2. OVERVIEW OF BISCUIT INDUSTRY:-     Rural-urban penetration of Biscuit: Urban Market: 75% to 85% Rural Market: 50% to 65% Per capita consumption of Biscuits:  INDIA 1.” PARLE AWARDS:Parle products have been shining with the gold and silvers consistently at the Monde Selection ever since they were first entered in 1971.5 kg 3 . The value-for-money positioning allows people from all classes and age groups to enjoy Parle products to the fullest.and taste in mind.5kg  USA 7.5 kg to 5. even today.

COMPETITORS OF PARLE-G:- 4 .

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MARKET SEGMENTATION:LEVEL OF MARKET SEGMENTATION: Parle-G is consumed by people of all ages. continue this practice even after growing up.000 crore (Rs 20 billion).N. Thus it is mass production. while for some it's a way of getting charged whenever they are low on energy. In case of Parle-G. it is not matter of choice or luxury. It has a 70% market share in India in the glucose biscuit category followed by Britannia. but a necessity because it’s the easiest & the cheapest he can get. He may buy a more expensive or an imported biscuit brand because he can afford it. living in cities & in villages. who have formed the habit of having Parle-G in their early stages of life. On the other hand. mass distribution and mass promotion of Parle-G for all buyers. semi urban and rural areas. to a poor laborer. he may or may not buy the product. and contributes more than 50 per cent of the company's turnover DEMOGRAPHIC SEGMENTATION: The factors whose intensity differs from person to person are together termed as demographic segmentation.C. the purpose for buying the product varies from a person with a high post in a M. Parle Company practices mass marketing for Parle-G which appeals to masses. a poor laborer would buy a packet of Parle-G simply to satisfy his hunger. The brand is estimated to be worth over Rs 2. It is a product liked by everyone and does not cater only to a specific group or part of the whole market. GEOGRAPHIC SEGMENTATION: Parle-G is consumed by people staying in urban. For him. They continue their consumption of Parle-G even after they grow up. 6 . For the executive employee. While some have it for breakfast. People staying in the semi-urban & rural area are more using Parle G than people from urban area because of its price and people living in those areas prefer more quality in less cost. 2) Occupation: The buying behavior of the consumer is influenced also by the occupation he or she belongs to. for others it is a complete wholesome meal. They are as follows: 1) Age: Parle-g is consumed maximum by the kids in the age group of 5-10 years i.e. Also he may buy it only to be one of the many snacks available to him. Tiger (17-18%) and ITC's Sunfeast (8-9%). the growing age group. For some it's the best accompaniment for tea. from the rich to the poor. Kids. Parle-G is the largest selling biscuit in the world.

Consumers of all income groups do buy the product. when aconsumer is drinking tea he or she is motivated to buy Parle-G at that time. Psychological Segmentation Psychographic is the science of using psychology and demographic to better understand consumers. 7 . If a laborer earns a fixed amount & if a biscuit like parle-g which for sure ensures high level glucose content & immediate energy regained. This is what pulls the consumers towards the purchase of Parle-G. 2) Perception: consumers believe Parle-G to be a good quality product which is cheap too.4 on anything else. 1) Motivation: For Parle-G the main & the basic motivation which pulls consumers towards buying it is simply hunger. since biscuits are perceived as snacks. They also perceive it to be a great snack with tea. he would defiantly opt to buy a parle biscuit packet & not spend even that minimal amount of Rs.3) Income: Income of a person decides its core expenditure segment. Also. But since Parle-G is a low-priced. value for money product a person’s income does not really play a role in influencing the purchase of the product.

( In the above diagram we can say blue colour represents the extent of Parle-G i.e. Monaco for entirely salty biscuits and its latest product Krackjack-cream is for sweet and salty taste. PARLE Company as a whole inculcates SELECTIVE MARKET SPECIALIZATION strategy. itis 1 product for all the 3 markets and the green colour is for Hide & Seek where it isa product only for 1 market and the orange is for Krackjack biscuits where the product is targeted for 2 markets.e. the consumers would not like to have something really vague like 50%salty.) 8 . 25%sweet and 25%creamy.That is why the preferences are clustered and not diffused wherein the preferences have to be very extreme and vague. For e.g. Parle as a company makes use of this clustered preferences and manufactures biscuits for each and every cluster.PATTERN OF MARKET SEGMENTATION:Preference: Clustered If we divide the whole market on basis of their preferences foe sweetness and saltiness in the biscuits then the possible outcome would be that the preferences are clustered near some tastes i.

It is a product liked by everyone and does not cater only to a specific group or part of the whole market. Each factory has state-ofthe-art machinery with automatic printing & packaging facilities. These small packs are then manually packed into small boxes and are sent through the conveyor belt to be packed in large cartons. his buying motives & buying habits. PACKAGING:As in all other biscuits. The basic small packs are packed mechanically using automated machines and are sealed using the pollybag sealing machine.G which appeals to masses. For some it's the best accompaniment for tea. living in cities & in villages.Parle G is referred to as "biskut" in rural areas . Understanding consumer behavior is tough. the factors influencing the buying behavior of consumers are: Parle-G being a consumable product is not influenced by factors like cultural factors. Parle-G by far has the most intensive distribution coverage as compared to any other biscuit company in India. The study of consumer behavior includes the knowledge about the consumer. social factors are further sub divided into three parts namely reference groups. 160 packets are packed per minute. they used to bring the packaging material from outside the company but now it is produced in the factory premises itself.TARGETING:Parle-G is consumed by people of all ages. For others it is a complete wholesome meal. POSITIONING STRATGEY:Parle-G is positioned in the minds of people as a value for price product and also as a low-priced product. family & social role & 9 . Also the name PARLE has an image that generates respect and a belief of good quality in the minds of the buyers. Parle company practices mass marketing for Parle. DIFFERENTIATION STRATGEY:For Parle-G the company has used channel and image differentiation tools. While for some it's a way of getting charged whenever they are low on energy. And inone big box there are 160 Parle-G packets packed.thus when asked for “biskut” to a shopkeeper it simply means Parle-G biscuit in rural areas. mass distribution and mass promotion of Parle. Thus it is mass production. As shown above.G for all buyers.     While some have it for breakfast. packing plays an important role in Parle-G too. For export purpose the packets have different languages print on them depending upon the geographical location & demand of the people. CONSUMER BEHAVIOR:For Parle-G: In India it is a habit to have biscuits along with “chai” or tea . Before. from the rich to the poor. Keeping all this in mind.

1) Reference Group People. 3) Personal Factors The factors whose intensity differs from person to person are together termed as Personal factors.consumers believe Parle-G to be a good quality product which is cheap too. especially kids are always influenced by the people around them. so if they see anyone around them having Parle-G biscuit.e. family members’ especially elder siblings. value for money product a person’s income does not really play a role in influencing the purchase of the product. They 10 . the kids in the growing stage or any new member joining the family for tea will form a similar habit or the later will be offered the same biscuit. 2) Family In his case also. In case of Parle-G. etc.status.N. but a necessity because it’s the easiest & the cheapest he can get. since biscuits are perceived as snacks. On the other hand. Kids. Also he may buy it only to be one of the many snacks available to him. If a laborer earns a fixed amount & if a biscuit like parle-g which for sure ensures high level glucose content & immediate energy regained. continue this practice even after growing up.4 on anything else. 3) Income Income of a person decides its core expenditure segment.C. He may buy a more expensive or an imported biscuit brand because he can afford it. For the executive employee. it is not matter of choice or luxury. 2) Occupation The buying behavior of the consumer is influenced also by the occupation he or she belongs to. the purpose for buying the product varies from a person with a high post in a M. Also. Psychological Factors 1) Motivation For Parle-G the main & the basic motivation which pulls consumers towards buying it is simply hunger. But since Parle-G is a low-priced. They are influenced by friends. they too want to eat it. They continue their consumption of Parle-G even after they grow up. Consumers of all income groups do buy the product. 2) Perception. when a consumer is drinking tea he or she is motivated to buy Parle-G at that time. relatives. a poor laborer would buy a packet of Parle-G simply to satisfy his hunger. They are as follows: 1) Age Parle-G It is consumed maximum by the kids in the age group of 5-10 years i. he may or may not buy the product. if it’s a usual habit of the family members to have Parle-G with tea or coffee. he would defiantly opt to buy a parle biscuit packet & not spend even that minimal amount of Rs. to a poor laborer. For him. This is what pulls the consumers towards the purchase of Parle-G. who have formed the habit of having Parle-G in their early stages of life. the growing age group.

scribd.com/brands/biscuits_parleg.com/doc/12412961/Parle-g-Project http://www.asp 11 .also perceive it to be a great snack with tea REFERENCES http://www.scribd.parleproducts.com/doc/6654508/ParleG http://www.

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