Parle G
-
Upload
gaurav-sava -
Category
Documents
-
view
59 -
download
0
description
Transcript of Parle G
PARLE - GBrand Analysis
HISTORY OF BISCUITS
The history of biscuits can be traced back to a recipe created by the Roman chef Apicius,in which is
"a thick paste of fine wheat flour was boiled and spread out on a plate. When it had dried and hardened it was cut up and then fried until crisp, then served with honey and pepper."
INTRODUCTION ON BISCUIT INDUSTRY
Biscuits market in India : Approx. Rs 9,000-crore (Rs 90-billion)
The biscuit industry is been experiencing steady growth of 14-15% annually.
BISCUIT INDUSTRY MAJOR PLAYERS
BISCUIT INDUSTRY PROFILE
HISTORY OF PARLE
In 1929 a small company by the name of Parle
products emerged in British
dominated India.
A small factory was set up in the
suburbs of Mumbai, to
manufacture sweets and
toffees.
A decade later it was upgraded to
manufacture biscuits as well.
1st brands – Parle Glucose and Parle
Monaco
Market leader in many products
Won acclaim at the Monde
selection since 1970
35% share of the total biscuit
market
15% share of the total
confectionery market
14 manufacturing units for biscuits & 5 manufacturing
units for confectioneries
Parle has largest such
manufacturing units in India
Annual turnover 2000 crores
It has provided its products to the mass with the
affordable range.
ABOUT PARLE - G BISCUIT
Parle -G has been a strong household name across India.
A cream colored yellow stripped wrapper with a cute baby photo
containing 10 - 12 biscuits with the company’s name printed in Red
and you know these are Parle G biscuits.
The great taste, high nutrition, and the international quality, makes
Parle-G a winner.
Times changed, variety of biscuits did come and go but nothing has
changed with these biscuits.
It has been the undisputed leader in the biscuit category for
decades.
SWOT ANALYSIS
StrengthsLow cost
Good advertising and visibilityCelebrity brand ambassadors
Most trusted brand having high brand loyalty
Top of the mind biscuit brand
WeaknessMany competitors in this
segmentNothing unique in the
product nowStorage
No differentiation
OpportunityTie-up with schools as a
part of mealsTie-up with corporate/hotel
chains
ThreatsSimilar biscuit categories
MARKETING MIX
PRODUCT MIX
WIDTH: PARLE PRODUCT produces biscuits, confectionares & snacks so width 3. PRODUCT LENGTH of PARLE:
BISCUITS CONFECTIONARIES SNACKS
PARLE-G MELODY JETTS
MONACO KISMI BAR SIXER
KRAKJACK POPPINS MUSTT BITES TANGY TOMATO
HIDE N SEEK,HIDE N SEEK MILANO, GOLDEN ARCS
MANGOBITE MUSTT BITES GARDEN SPICE
MARIE CHOICE KISMI KOFFEE MUSTT STIX
DIGESTIVE MARIE GOL GAPPA MUSTT CHIPS
PARLE 20-20, MAGIX KACCHA MANGO BITE
MILK SHAKTI CHOX
KREAMS MAZELO
PRICE MIX
Parle G has adopted the Market Penetration strategy i.e. low price along with capturing of a large market
Also they focus on providing good quality products at the same time, which means it uses the value pricing method.
The value-for-money positioning helps generate large sales volumes for the products.
Parle G is available in Rs 2, Rs 4 to Rs 25 packet
Profit margin for distributors is 4% and for retailers is 10-12%
Parle-G maintained its price of Rs.4.00 for the last 12 yrs (recently Rs. 5)& has seen the variation in its sales due to increase in price by mere 50p.
PLACE MIX
The extensive distribution network, built over the years, is a major strength for Parle Products.
Parle G biscuits are available to consumers, even in the most remote places and in the smallest of villages with a population of just 1500.
Parle has nearly 1,500 wholesalers, catering to 4,25,000 retail outlets directly or indirectly. A two hundred strong dedicated field force services its huge wholesalers & retailers network.
Additionally, there are 31 depots and C&F agents supplying goods to the wide distribution network.
Factories at strategic locations & Establishment of manufacturing units in rural areas.
Advertising - It was advertised mainly through press ads. The communication spoke about the basic benefits of energy and nutrition.
In 1989 Parle-G released its “Dadaji” commercial which was a huge success and was aired over a period of 6 years. The communication spoke about the basic benefits of energy and nutrition.
PROMOTION MIX
PROMOTION MIX (CONTD..)
Sales promotion - Every year it holds day fairs at branded venues where games and fun events are organized for the employees of Parle and their families; where Parle products are giveaway prizes.
Public relations - Parle has done the following for enhancing public relations: In the year 1997, Parle-G sponsored the tele-serial of the Indian superhero, Shaktimaan that went on to become a huge success.
Hoga' was run for a period of 6 months. The promo was all about fulfilling the dreams of children.
In the year 2002, a national level promo - `Parle-G Mera Sapna Sach
Parle Saraswati Vandana, one of its initiatives, is an inter-school contest based on the Saraswati Puja celebrations. Since it started in 2002 it has seen a tremendous increase in participating each year, with entries coming from schools of West Bengal.
Parle had introduced the novel promotion called Parle Golu Galata contest in 2005. (Golu means Doll & Galata means Dhammal.)
“DADAJI” AD
HIGH
LOW
STRONG WEAK
STARS QUESTION MARK
CASH COW DOG
BCG MATRIX
MARKET
GROWTH
RATE
RELATIVE MARKET SHARE
Porter’s Five Force model
•Substitute•Traditional Indian
•homemade snacks,• Bread,
• Package Snacks•Bakery product.
•Suppliers`•Basic commodities :
• Wheat, Sugar.•Increasing price
HIGH
High competitionAmong existing players
•New Entrants•Capital Sensitive:
•Manufacturing,•Advertising,
•Distribution network,
Customer• Many biscuit from lowto moderate Range,• Like of bakery product
LOW
PRODUCT LIFE CYCLE
PEST ANALYSIS
PEST Analysis(Cont.)
SABSE JYADA BIKNEWALA BISCUIT
STP ANALYSIS
SEGMENTATION
GEOGRAPHICAL SEGMENTATION:
• Parle-G is consumed by people staying in urban, semi urban and rural areas.
DEMOGRAPHIC SEGMENTATION
AGE
•Parle-G is consumed by everyone i.e. people of all ages.
INCOME
•Parle-G is consumed by all income groups, but is mostly consumed by the lower and middle income groups.
SOCIAL
CLASS
•Parle-G is consumed mostly by lower & middle class consumers because rich class can afford more expensive biscuits.
BEHAVIOURAL SEGMENTATION
BENEFITS
•The benefit sought in Parle-G is mainly replenishing energy.
OCASSIONS
•Parties, birthdays, sports and regular occasions.
TARGETTING
PARLE Company as a whole inculcates SELECTIVE MARKET SPECIALIZATION strategy.
The extent of Parle-G(P1) is for all the 3 markets, Hide & Seek(P2) where it is a product only for 1 market and for Krackjack biscuits (P3) where the product is targeted for 2 markets.
P1
P2
P3
M1 M2M3
POSITIONING STRATEGY
Parle-G is positioned in the minds of people as a value for price product and also as a low-priced product.
Parle-G positioned themselves as G - Genuis For Parle-G the company has used channel and image
differentiation tools. Parle-G by far has the most intensive distribution
coverage as compared to any other biscuit company in India.
Also the name PARLE has an image that generates respect and a belief of good quality in the minds of the buyers.
POSITIONING
DISTRIBUTION CHANNEL
Manufacturing Unit of Parle
at various locations
Parle Depots
Wholesalers and Distributors
Transportation to next level
Retailers: Pan-bidi/city stores
Procurement: Customers
PROBLEMS ENCOUNTERED
Stock out Shortage of Parle G Freebies Allocation Problems Further Dispatch Problem Duplicate biscuits Poor Sale Promotion Skills
DISTRIBUTION STRATEGIES
Multipurpose distribution centres Public distributaries Feeder markets/mandi towns Shandies/haaths/jatras/melas Use of co-operative societies
RECOMMENDATIONS
Parle G (glucose biscuit) can be promoted using cricket amongst youth.
Promote Parle brand through schemes such as “Parle Gramin Swastha Yojana”.
They should promote Parle products by launching snacks joints along tea coffee stalls.
In 80% blood donation camp we have seen Parle-G is used as glucose source after donation. Parle G should use this as a promotion strategy.
UNOFFICIAL AD