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Transcript of Parle Brand Management sdm
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A
Project
Of
Brand Management
On
By
Ravi Barot (02)
Submitted to
Dr.Nishith Bhatt
"HEMCHANDRACHARYA NORTH GUJARAT
UNIVERSITY"
n !artia" f#"fi""ment of the re$#irement for the a%ard of the degree of
Master of B#siness Administration (MBA)
&hro#gh
'. . '*OO+ O, B-'N'' MANA/MN& PA&AN.
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A1o#t the com!any
A long time ago, when the British ruled India, a small factory was set up by Mohanlal Dayal
Chauhan in the suburbs of Mumbai city, to manufacture sweets and toffees. The year was 1!
and the mar"et was dominated by famous international brands that were imported freely. Despite
the odds and une#ual competition, this company called $arle $roducts, sur%i%ed and succeeded,
by adhering to high #uality and impro%ising from time to time.
A decade later, in 1&, $arle $roducts began manufacturing biscuits, in addition to sweets and
toffees. 'a%ing already established a reputation for #uality, the $arle brand name grew instrength with this di%ersification. $arle (lucose and $arle Monaco were the first brands of
biscuits to be introduced, which later went on to become leading names for great taste and
#uality.
The original $arle Company was split into three separate companies, owned by the different
factions of the original Chauhan family)
$arle $roducts, led by *i+ay, harad and Anup Chauhan -owner of the brands $arle(,
Melody, Mango Bite, $oppins, Monaco and /rac"0ac"
$arle Agro, led by $ra"ash Chauhan and his daughters chauna, Alisha and 2adia -owner
of the brands such as 3rootiand Appy
All three companies continue to use the family trademar" name 4$arle4. The original $arle group
was amicably segregated into three noncompeting businesses. But a dispute o%er the use of
4$arle4 brand arose, when $arle Agro di%ersified into the confectionary business, thus becoming
a competitor to $arle $roducts. In 3ebruary !556, $arle $roducts sued $arle Agro for using the
brand $arle for competing confectionary products. 7ater, $arle Agro launched its confectionery
products under a new design which did not include the $arle brand name In !55, theBombay
'igh Courtruled that $arle Agro can sell its confectionery brands under the brand name 4$arle4
2
http://en.wikipedia.org/wiki/Parle_Agrohttp://en.wikipedia.org/wiki/Frootihttp://en.wikipedia.org/wiki/Frootihttp://en.wikipedia.org/wiki/Bombay_High_Courthttp://en.wikipedia.org/wiki/Bombay_High_Courthttp://en.wikipedia.org/wiki/Bombay_High_Courthttp://en.wikipedia.org/wiki/Frootihttp://en.wikipedia.org/wiki/Bombay_High_Courthttp://en.wikipedia.org/wiki/Bombay_High_Courthttp://en.wikipedia.org/wiki/Parle_Agro -
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or 4$arle Confi4 on condition that it clearly specifies that its products belong to a separate
company, which has no relationship with $arle $roducts.
ntrod#ction of !rod#ct
$arle $roducts has been India8s largest manufacturer of biscuits and confectionery for almost 65
years. Ma"ers of the world8s largest selling biscuit, $arle(, and a host of other %ery popular
brands, the $arle name symboli9es #uality, nutrition and great taste. :ith a reach spanning e%en
to the remotest %illages of India, the company has definitely come a %ery long way since its
inception.
Many of the $arle products biscuits or confectioneries, are mar"et leaders in their category and
ha%e won acclaim at the Monde election, since 1;1. :ith a
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multimillion dollar company. :hile to the consumers it8s a beacon of faith and trust, competitors
loo" upon $arle as an e?ample of mar"eting brilliance.
@%er the years $arle has grown to become a multimilliondollar company with many of the
products as mar"et leaders in their category. $arle $roducts began manufacturing biscuits, in
addition to sweets and toffees. 'a%ing already established a reputation for #uality, the $arle
brand name grew in strength with this di%ersification. $arle (lucose and $arle Monaco were the
first brands ofbiscuits to be introduced, which later went onto become leading brand names itself
for great taste and #uality.
Today, the great strength of $arle $roducts is the e?tremely widespread distribution networ".%en at the remotest places, you can buy $arle biscuits and sweets from the local grocer. It has
ta"en years to create this e?tensi%e networ". $arles sales force started with one salesman in
Bombay and some agents in few other cities. (radually, $arle $roducts e?panded. oon sweets
and biscuits were being sent by rail to Calcutta, Delhi, /arachi, Madras and other ma+or cities.
As production increased, distribution was amplified. 3ull time salesmen were appointed in
different areas. Currently, $arle $roducts has o%er &&, 55,555 distribution outlets.
'ygiene is the precursor to e%ery process at $arle. 3rom hus"ing the wheat and melting the sugarto deli%ering the final products to supermar"ets and store shel%es nationwide, care is ta"en at
e%ery step to ensure the best product of longlasting freshness. %ery batch of biscuits,
confectioneries snac"s are thoroughly chec"ed by e?pert staff, using the most modern
e#uipment. This ensures consistent and perfect #uality across the nation and abroad.
Concentrating on consumer tastes and preferences, the $arle brand has grown from strength to
strength e%er since its inception. The factories at Bahadurgarh, 'aryana and 2eemrana,
a+asthan are the largest biscuit and confectionery plants in the country. The factory in Mumbaiwas the first to be set up, followed soon by the one in Bangalore, /arnata"a. $arle also has 15
manufacturing units for biscuits and ;> manufacturing units for confectioneries on contract.
All $arle products are manufactured under the most hygienic conditions. (reat care is e?ercised
in the selection #uality control of raw materials, pac"aging materials rigid #uality standards
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are ensured at e%ery stage of the manufacturing process. %ery batch of biscuits
confectioneries are thoroughly chec"ed by e?pert staff, using the most modern e#uipment.
The Care is ta"en at e%ery step to ensure the best product of longlasting freshness. %ery batch
of Biscuits, Confectionaries nac"s is thoroughly chec"ed by e?pert staff using the most
modern e#uipment. This ensures consistent and perfect #uality across the nation and abroad.
Mission 3ision
Mission
4:e will be leaders in our business by maintaining high #uality, introducing new and inno%ati%eproducts, reaching e%ery part of India, remaining customer centric, and constantly upgrading our"nowledge and s"ills4
3ision
4To be the leaders in our business. :e will stand apart from the competition by being the first inthe mar"et to inno%ate
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PROD-&' O, PAR+
B-'-&' '4&' 'NA'
$arle( 7ondonderry $arles wafersMonaco Melody 2am"een
(olden Arcs Mango Bite fulltoss$arle Actifit Digesti%e
marie
/accha Mango Bite Munchies
$arle Marie Cho? Cheeslings'ide ee" $oppins'ide ee" 3ab Ma9elo'ide ee" Bourbon ! in 13esto ! in 1 clair 'appy 'appy /ismiMilano /ismi Toffee Bar
2im"in 3ruit DropsCoconut!5 E !5 coo"ies0am In(old tar/reamsTopMagi?Coconut
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A"" com!etitors of the each !rod#ct
B-'-&'
PAR+ /
Hindustan i Taa!at.Pack Sizes available: 16.5G, 38.5G, 60.5G, 82.5G,
99G, 209G, 313.5G, 418G, 825G
om!etitors of !rod#cts
Name of !rod#ct Name of 1rand Name of com!any
(locose biscuits Tiger Britannia
(locose biscuits unfeast Itc
(locose biscuits $riyagold urya food Agro 7.t.d
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MONAO
5+ife nam6een 1anaiye78
Monaco Classic alted Rs. 9 Rs. :0 Rs. 1> -2ew /F Rs. 29
Monaco Geera Rs. :0
om!etitors
Name of !rod#ct Name of 1rand Name of com!any
2am"een biscuits $antan+ali biscuits $antan+ali
2am"een biscuits $riya gold -cnc urya food Agro 7.t.d
$rince $rince $rince
2am"een biscuits Time pass Britannia
*D N '
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5hate hi di" aa jaye78
Rs. 9 Rs. :0 Rs. 20 Rs. ;0 and Rs. 90
om!etitors
Name of !rod#ct Name of 1rand Name of com!any
Dar" fantasy Dar" fantasy Itc
Boun bon Boun bon Brittannia
Aurora Biscuits Aurora Biscuits Aurora
rac6jac6
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om!etitors
Name of !rod#ct Name of 1rand Name of com!any
>5>5 biscuits >5>5 Britannia
nac"y biscuits unfeast Itc
2at "hat biscuits 2at "hat $atan+ali
Crac" bite biscuits Crac" bite $rince
Marie
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om!etitors
Name of !rod#ct Name of 1rand Name of com!any
Marie gold biscuits Marie gold Britannia
Marie light biscuits un feast Itc
Marie biscuits Marie $atan+ali
Marie light biscuits $riyagold urya food Agro 7.t.d
Mi"6 sha6ti
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om!etitors
Name of !rod#ct Name of 1rand Name of com!any
Mil" bi"is Britannia biscuits Britannia
Mil"y magic unfeast Itc
Italian style mil" biscuits Aurora biscuits Aurora
Big boss $riya gold urya food Agro 7.t.d
ream 1isc#its
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/ream gold -orange
/ream elachi
/reams chocolate
Actifit cream crac"er
'appy happy
Mil" cream
0am E in H
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om!etitors
Name of !rod#ct Name of 1rand Name of com!any
Tiger cream Tiger Britannia
Treat Britannia biscuits Britannia
Bour bon Britannia biscuits Britannia
$ure magic Britannia biscuits Britannia
Treat o Britannia biscuits Britannia
laichi delite delite $atan+ali
@range delight delite $atan+ali
Choco delight delite $atan+ali
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classic cream $riya gold urya food Agro 7.t.d
/ids cream $riya gold urya food Agro 7.t.d
@reo Cadbury Cadbury
ocon#t 1isc#its
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om!etitors
Name of !rod#ct Name of 1rand Name of com!any
2ice time Britannia biscuits Britannia
Coconut crunchees Britannia biscuits Britannia
(ood day Britannia biscuits Britannia
crunch $riya gold urya food Agro 7.t.d
2ariyal $atan+ali biscuits $atan+ali
Cocobite Aamulya biscuits Aamulya
'4&'
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7ondonderry
Melody
Mango Bite
/accha Mango
Cho?
Ma9elo
! in 1
/ismi
/ismi Toffee Bar
/ismi Toffee Bar
3ruit Drops
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om!etitors
Name of !rod#ct Name of 1rand Name of com!any
Maha mango Candyaman Itc
$ulse $ass pass $ass pass
Dairy mil" cadburry cadburry
oft touch cadburry cadburry
/it "at cadburry cadburry
clair cadburry cadburry
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Mentos Mentos Itc
Mango 'a+mola 'a+mola
'NA'
$arles wafers
2am"een
3ulltoss
Munchies
Cheeslings
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;9
Rs. 9 Rs. :0 and Rs. 20
Rs. 9 Rs. :0 and Rs. 20
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om!etitors
Name of !rod#ct Name of 1rand Name of com!any
3ritos $epsi $epsi
2utri choise $epsi $epsi
>5 E >5 hac"uts Britannia Britannia
7ittle hearts Britannia Britannia
Time pass Britannia Britannia
Bingo H Bingo Itc
Bingo tangles Bingo Itc
/hatta meetha Bala+i Bala+i
Moong dal Bala+i Bala+i
7ays 7ays $epsi
Bala+i wafers Bala+i Bala+i
/hatta meetha 'aldirams 'aldiram
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Major om!etitors com!anies
Britania
ITC
ategory Britannia Par"e +eader
(lucose Tiger $arle ( $arle(
Marie Marie (old $arle Marie Marie (old
alty snac"s >5>5 /rac" 0ac" /rac" 0ac"
Choco chips (ood day 'ide n see" (ood day
Mil" Mil" bi"is Mil" sa"hti Mil" bi"is
Bourbon Bourbon 'ide n ee" Bourbon
2ice 2ice Britannia 2ice
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'a"es vo"#mes and gro%th
nter!retation=
The abo%e graph re%eals that the $arle is the national number one player
ha%ing &&= of the total mar"et share. Britannia is ha%ing a !1= mar"et share and gi%ing
competition to the $arle. $riyagold and unfeast is also competitor.
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Mar6et 'hare in !ercentage for g"ocose 1isc#its
nter!retation=
The abo%e graph re%eals that the $arle ( is the national number one player
in glucose biscuits ha%ing ;6= of the total mar"et share. Britannia is ha%ing a = mar"et share
and gi%ing competition to the $arle. unfeast Mar"et share is 6.J= and others mar"et share is
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'4O& Ana"ysis
:@T analysis is the firm should identify its internal trengths - and :ea"nesses -: and
also e?amine e?ternal @pportunities -@ and Threats -T.
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trength , :ea"ness , @pportunity , and Threat are the four tools for a indi%idual or group
or organisation to grow , impro%e and polish its s"ill. $arle $roduct 7td. 'as been
highlighted below which co%ers all the criticality of the pro+ect )
'trengths
$arle Brand,Di%ersified product range,?tensi%e distribution networ".7ow and mid price rangeCatering to mass,Better understanding of consumer psyche
4ea6ness
Dependence on retailers grocery tores for displaying di%ersified $arle $roducts on
shelf, induce impulsi%e buy.
O!!ort#nities
stimated annual growth of !5=7ow per capita consumption,Changing consumer preference,Increasing demand for sugar free,Diet biscuit,
&hreats
'i"e in cost of production due to hi"e in raw material cost.Increase distribution cost.7ocal ba"ery product.ntry of %arious new entrants.
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ON+-'ON
7argest elling biscuit brand
/nows the tric" of tapping consumers
'ealthy ingredients
Consumed by all age groups
(ood distribution channel
?cellent mar"eting and promotions strategy
Bi1"iogra!hy
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4e1sites=
www.parleproducts.com
www.tradeindia.com
http://www.parleproducts.com/http://www.tradeindia.com/http://www.parleproducts.com/http://www.tradeindia.com/