PARLE PRODUCTS

SMBA25
Khushboo Shah
Akash Dhar
Trilok Upadhyay
Harishyam Sharma
Prasad Kadam
 FOCUSED CONTENTS
• Brief Introduction
• Interesting Facts
• Products
• Brand Ambassadors
• Production Process
• 4P’s of Marketing
• Product Life Cycle
• SWOT Analysis
• Market share of Parle
• Corporate Social Responsibility (CSR)
• Achievements
• Conclusion
 BRIEF INTRO
• A small company in 1929 to sell sweets and toffees.
• Original company split up into Parle Products, Parle Agro & Parle Bisleri
• Market Leader in Glucose Biscuits (Parle G)
• 40% share in biscuit market , 15% in confectionaries
• Parle has largest manufacturing units in India
• Ranked 7th in the as one of the most trusted brands.
 INTERESTING FACTS

• 32 products including biscuits , toffee, candies .

• 10000 workers are employed in parle.

• 10 mother units and 65 manufacturing units

• Brand Ambassadors

• It has world’s largest machines at their

manufacturing plant.
PRODUCTS
 BRAND AMBASSADORS

AMITABH
HRITIK
AMIR BACCHAN
ROSHAN
KHAN
 PRODUCTION PROCESS

RAW MATERIAL MIXING MOULDING

PACKING COOLING BAKING

MARKETING MIX

PRODUCT PRICE

TARGET
MARKET

PLACE PROMOTION
 PRODUCT
• Associated with the positive values.

• Multitude of products

• Consistency of Products

• Earned as a renowned brand

• Enjoyable by all age groups

 PRICING STRATEGY
• Market Penetration strategy with low price.

• Value for money positioning

• Appeals to all income groups

• Profit margin for distributors is 4% and for retailers is 10-12%

 PLACE
• Extensive distribution network

• Reach to remote rural areas

• Value for money positioning

• 1500 wholesalers and 4.25 lakh retailers

• Setting up of factories at strategic locations

• Parle Products availablility

 PROMOTION STRATEGY

• Advertised mainly through Press media

• Sales Promotion
• The Dadaji TV Commercial in 1989
• Using celebrities in AD to generate fantasy
• Public relations
 PRODUCT LIFE CYCLE: Parle-G

Maturity

Decline
Growth

Introduction Sale

Profit
 PRODUCT LIFE CYCLE: Hide n seek

Maturity

Decline
Growth

Introduction Sale

Profit
 SWOT ANALYSIS

S W O T
STRENGTHS WEAKNESS OPPORTUNITIES THREATS
 STRENGHTS

• Low Price

• Sizable market share

• Variety of products

• Deep & Effective Coverage

• Largest distribution system

• Better Understanding of consumer psyche

 WEAKNESS

• Depends on Parle G

• Lacking schemes

• Replacement of Damaged stock

• Improper & irregular supply

• Packing of Biscuits
 OPPORTUNITIES

• Demand for innovative packing

• Improving supply for brands

• Information through television

• Retaining loyal retailers

 THREATS

• Hike in cost of production

• Competition from MNC’s

• Emerging substitutes like toast, wafers.

• Entry of various new entrant, ITC etc

 MARKET SHARE
Market Share in Percentage for glucose biscuits
in 2012

4.4
8.6
9
Parle G
Britania Tiger
ITC's Sunfeast
78 Others
 CORPORATE SOCIAL
RESPONSIBILITY
• Golu Galata
• My Green Planet
• Saraswati Vandana
• Installation of handpumps and celing fans
• Distributing gifts to students
• Empowering women
 ACHIEVEMENTS

• Amongst the top best brands

• Winning awards at Monde selection Since 1971
• 111 gold, 26 silver and 4 bronzes
• Parle G as the proudest product
• Gaining popularity in international market
• World’s largest selling biscuit
 CONCLUSION

• Largest Selling biscuit brand

• Knows the trick of tapping consumers
• Healthy ingredients
• Consumed by all age groups
• Good distribution channel
• Excellent marketing and promotions strategy
THANK YOU