Presentation

on
Rural marketing
BY-
Aradhana Gupta
Chetan Warkari
Harsha Chotrani
Varun Rai
 INTRODUCTION
 Bakery industry in India is the largest of the
food industries with annual turnover of about
Rs.3000 crores.

 The biscuits are becoming quite popular in

rural areas as well. Nearly 55% of the biscuits
are consumed by rural sectors.

 The biscuit industry in India comprises of

organized and unorganized sectors.

Major brands of biscuits are:- Britannia, Parle,

Priya Gold, Horlicks, ITC besides local brands.
PARLE G
 COMPANY OVERVIEW
 In 1929 a small company by the name of
Parle products emerged in British dominated
India.
 Few years before company divided into 2
parts parle and parle agro foods pvt.ltd
 Apart from bisucuits Business parle is also
into the business of snaks and sweets.
 Snaks: Monaco smart chips, parle waffers,
fulltos, other snaks.
 Sweets: Melody, Mango bite, kachha mango
bite, chox, poppins, other sweets

PARLE G
 THE EVOLUTION
Flagship brand of
Parle Products Pvt. Ltd

Parle G, retains, almost half the

market share for biscuits in India.

The brand recently achieved the distinction of

being the highest selling Glucose biscuit in the
world.

Parle G, enjoys a 70% share in the glucose

biscuit market, selling 2.7 million tones a year.

PARLE G
 The brand continues to grow in spite of the
launch of various me too products with better
packaging like Tiger from Britannia & Sun
feast from ITC.

 Parle-G target market are kids but though it

is consumed from 2 years to 80 years

 They don’t ask for biscuits, but just ask for

“PARLE”

 Be it a big city or a remote village of India, the

Parle name symbolizes quality, health and
great taste !!!

PARLE G
 NEED GAP ANALYSIS

•To cater 72% of the country’s population

•Spurt in the disposable income.

•Saturation of Urban Market in terms of

basic product like Parle G.

•Parle G product played at price & values

finds its target in rural now

•Focus on mass marketing compelled Parle

G to present in rural.
PARLE G
 PLC

Maturity
Decline
Growth
Introduction

PARLE G
Marketing mix…… 4 A’s for
rural marketing I am working
on it..... Except my 4 slides
of 1 A each..rest part is
done from my side… u are
free to make changes in ur
own sildes… rest all is
intact.

PARLE G
Marketing mix…… 4 A’s for rural marketing
I am working on it..... Except my 4 slides of
1 A each..rest part is done from my side…
u are free to make changes in ur own
sildes… rest all is intact.

PARLE G
Marketing mix…… 4 A’s for rural marketing
I am working on it..... Except my 4 slides of
1 A each..rest part is done from my side…
u are free to make changes in ur own
sildes… rest all is intact.

PARLE G
Marketing mix…… 4 A’s for rural marketing
I am working on it..... Except my 4 slides of
1 A each..rest part is done from my side…
u are free to make changes in ur own
sildes… rest all is intact.

PARLE G
 CHALLENGES
&
OPPORTUNITIES
AVAILABILITY:
•India's 627,000 villages are spread over 3.2
million sq km; 700 million Indians live in rural
areas, finding them is not easy.
•Lack of Proper Physical Communication
Facilities
•To serve remote village, stockists use
autorickshaws, bullock-carts and even boats
•Hub and Spoke distribution model

PARLE G
RURAL SUPPLY CHAIN

PARLE G
 AFFORDABILITY :
With low disposable incomes, products need to be
affordable to the rural consumer, most of
whom are on daily wages

ACCEPTABILTIY :
• Need for customized product

• Different way of thinking

• The key dilemma for Multinational companies

eager to tap the large and fast-growing rural
market is whether they can do so without
hurting the company's profit margins

PARLE G
 Learning
Companies are finding Rural Markets increasingly
attractive.

Rural population is gradually getting urbanized and

has a great potential and improving purchasing
power.

The 4 A’s- has to be effectively adopted in order to

capture the untapped potential of the rural
consumers.
Acceptability
Affordability
Availability
Awareness

PARLE G
Learning's Contd.
Continuous customization seems a sure shot
approach to provide both short and long-term
returns in the rural markets.

"To be successful in the rural market, - there is no

unity in diversity, but act local while thinking
global."

PARLE G
India lives in her villages ….
As described by Adi Godrej, Chairman , Godrej Group”
The rural consumers is discerning and the rural
market is vibrant . At the current of growth , it will
soon outstrip the urban market. The rural market
is no longer sleeping but we are.”

PARLE G
PARLE G