Parle Products ltd

-Trupti Badave

Agenda

Industry

Parle-G

Marketing Mix

CSR

Competitors Future Growth

Industry STATISTICS
INDUSTRY BUSCUITS SNACKS CONFECTIONARY TOTAL MARKET Rs 11000 Cr Rs 6500 Cr Rs 1500 Cr MARKET GROWTH PER ANNUM 16% 20% 10-12%

Industry

Parle-G

Marketing Mix

CSR

Competitors Future Growth

ANNUAL GROWTH OF BUSCUIT MARKET

Industry

Parle-G

Marketing Mix

CSR

Competitors Future Growth

Two sectors of industry

Industry

Parle-G

Marketing Mix

CSR

Competitors Future Growth

Market share of Biscuits

Industry

Parle-G

Marketing Mix

CSR

Competitors Future Growth

Annual Production Biscuits (Parle g)

Industry

Parle-G

Marketing Mix

CSR

Competitors Future Growth

Market share of Confectionary

Industry

Parle-G

Marketing Mix

CSR

Competitors Future Growth

Market share of Snacks

Industry

Parle-G

Marketing Mix

CSR

Competitors Future Growth

Parle products
Set up in 1929 in the suburbs of Mumbai  In 1939 : biscuits  Parle-G : World’s largest selling brand of Biscuits  Turnover : Rs 35 billion  expected CAGR : 15% for year 2010  Positioned on the health platform

 

Industry

 

Parle Products

Marketing Mix

CSR

Competitors Future Growth

Product strategy
 Product  Quality  Consistency  Brand

mix

: quality, health, taste  Product life cycle  Packaging and labeling

Industry

Parle Products

Marketing Mix

CSR

Competitors Future Growth

Biscuits

PARLE-G KRACKJACK MONACO MARIE CHOICE MAGIX PARLE 20-20 COOKIES NIMKIN CHOX

MILKSHAKTI GOLDENARCS KREAMS GOLD MONACO JEERA HIDE & SEEK HIDE & SEEK MILANO DIGESTIVE MARIE PARLE MARIE

Industry

Parle Products

Marketing Mix

CSR

Competitors

Future Growth

Snacks
       

Musst bytes Cheeslings Sixer Jeffs Musst Stix & Musst Chips Sixer Zeera Monaco Smart Chips

Industry

Parle Products

Marketing Mix

CSR

Competitors Future Growth

Confectionary
      

Melody Kismi Gold Kaccha Mango Bite Or ange Candy Xhale Poppins 2 in 1 Eclair Kismi Tof fee Golgappa Kisme Tof fee Bar Melody Softee Mazelo Par le Lites Mango Bite

Industry

Parle Products

Marketing Mix

CSR

Competitors Future Growth

Quality

Industry

Parle Products

Marketing Mix

CSR

Competitors Future Growth

Consistency
 Production  Distribution  Consumer

end-use

Industry

Parle Products

Marketing Mix

CSR

Competitors Future Growth

Brand
Product Category
Old New

Line Extension

Brand Extension

Brand name

Old

Multi-brands
New

New Brand

Industry

Parle Products

Marketing Mix

CSR

Competitors Future Growth

Product life cycle
Introduction Growth Maturity Decline

Industry

Parle Products

Marketing Mix

CSR

Competitors Future Growth

Packaging and Labeling
Packaging :  Wax coated packaging to bi-axially oriented polypropylene paper  Packaging cost 10paise/unit  Different sizes : 25gms,44gms,93.5gms,231gms,  462gms,577.5 gms,1kg  Labeling :  contents of product, nutrition facts, feedback, packaging date

Industry 

Parle Products

Marketing Mix

CSR

Competitors Future Growth

Pricing strategy
 Appeal

to all income groups  Low and mid range price segments  Value for money  Strict cost control at every point in supply chain  International pricing  Complete excise exemption for biscuits up to 50/kg

Industry

Parle Products

Marketing Mix

CSR

Competitors Future Growth

Pricing strategy matrix

Industry

Parle Products

Marketing Mix

CSR

Competitors Future Growth

InnovATIVE Methods
 Musst

Chips and Sticks  Creams  Hide & seek  Parle G

    Industry
Parle Products Marketing Mix CSR Competitors Future Growth

How Parle-G maintained its price of Rs.4.00 for the last 25 yrs????
       

low profit margin decrease in weight per biscuit Bulk purchase of raw material Reduced wastage- 1% of the 115 tones Increased productivity Availability in remote places available in Re 1,Rs 2, Rs 4 to Rs 25 packet 100g pack costing Rs 4 has net weight of 93.5g from Jan’2008



***Parle-G has seen the variation in sales due to increase in price by mere 50 paise in 1995.
Parle Products Marketing Mix CSR Competitors Future Growth

Industry

Place strategies
 Extensive

distribution network  Nearly 1500 wholesalers  4,25,000 retail outlets  Multi-channel marketing system  Establishment of manufacturing units in rural areas


Industry Parle Products Marketing Mix CSR Competitors Future Growth

Manufacturing units in india

Industry

Parle Products

Marketing Mix

CSR

Competitors Future Growth

Multi-channel marketing system

Industry

Parle Products

Marketing Mix

CSR

Competitors Future Growth

Promotional strategy
 Budget

: 500-600million/annum  Marketing tools utilized :  Advertising  Sales promotion events  Public relations

Industry

Parle Products

Marketing Mix

CSR

Competitors Future Growth

Advertising
 Started

in 80’s  First commercial ’DADAJI’  Several celebrity endorsements like  Kajol, Hrithik, Aamir  Major ad campaigns :  ‘Parle G – G for Genius’  ‘ Jeene ki raah yahi hai sahi’  ‘Swad bhare, shakti bhare’  ‘Life namkeen banaye : Monaco’

Industry

Parle Products

Marketing Mix

CSR

Competitors Future Growth

Sales promotion events
 Saraswati

Vandana  Parle GOLU GALATA CONTEST  Parle event for employees
 

P U B LI R E LA T I N S C O
y d re a m co m e tru e ’ co n te st I te ra cti n ve se cti n o n w e b si : fu n zo n e o te S p o n so re d ‘ S h a kti a a n ’ m

Parle Products Marketing Mix CSR Competitors Future Growth

  ‘M

Industry 

Corporate social responsibility
 Parle

centre for excellence  ‘My Green Planet’ movement

Industry

Parle Products

Marketing Mix

CSR

Competitors Future Growth

Competitors
 Parle

Vs Britannia  Confectionary Market : Perfetti, Nestle, Lotte, Cadburry  Snacks market : PepsiCo,ITC

Industry

Parle Products

Marketing Mix

CSR

Competitors Future Growth

Parle Vs Britannia
Description Established Nature of business Britannia 1896 Public ltd Parle 1929 Family run business 8 own units ,60 CMU 32.94%

No of manufacturing units 5 own ,40CMU Market share ( value) Ads Major methods New areas of promotion 32.80%

Cricket events and players Celebrities endorsement Environment Health and wellness

Industry

Parle Products

Marketing Mix

CSR

Competitors Future Growth

IMPORTANT BRANDS PITCHED AGAINST EACH OTHER

Category Glucose Salty snacks Choco chips Milk Bourbon Nice Multi grain Cream Cookie Industry Britannia Tiger Marie Gold 50-50 Good day Milk bikis Bourbon Nice Nutri choice Cream Treat Good day Parle Products Marketing Mix Parle Parle -G Parle Marie Krack Jack Hide n seek Milk sakhti Hide n Seek ---------Kreams 20-20 CSR Leader Parle-G Marie Gold Krack Jack Good day Milk bikis Bourbon Britannia Nice Nutri choice Cream treats Good day Competitors Future Growth

 Marie

Future growth
 New

products  Snacks category : Monaco smart chips  Confectionary : mazelo  Biscuit : Bourbon as part of Hide & Seek brand  New markets within India  North-East  International opportunities

Industry

Parle Products

Marketing Mix

CSR

Competitors Future Growth

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