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Transcript of Pradeep Singh Without Video
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Presented by:
Anil KumarDanish Reza
Pradeep Singh
Rupen Singhal
Tapas Nandy
Marketing Strategy of Parle
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Parle products emerged in British dominated India in 1929.
It was founded by Mr. Narotam Chauhan.
It was started in Mumbai.
It is largest manufacturer of biscuits and confectionery in
India.
Parle has over 33 lakhs distribution outlets all over the
world.
Introduction
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It has more than 80 manufacturing units.
It has 51% share of the total biscuit market and 15% share ofthe total confectionery market in India.
Introduction
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Price:
Low pricing strategy parle G biscuit available from Rs.1 to 50
range
The Marketing Mix
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Products:
Biscuits: Parle G glucose, hide & seek , krack jack , marie
choice etc.
Sweets:
Melody , Mango bite , Poppins etc.
Snacks:
Smart chips , Fulltoss .
The Marketing Mix
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Place:
70% Rural & 30% Urban market International market.
Easily available at all places from retail shop to small tea stall.
The Marketing Mix
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Promotion:
Advertisements
time to time parle changes tangline
initiaaly it is hindustan ki takkat
Then G means Genius
Compens Parle organised different compens and game quizs for
permotion of their product and brand name
The Marketing Mix
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Fairs : Every year it holds day fairs at branded venues where games and fun events are
organized for the employees of Parle and their families.
Public relations : In the year 1997, Parle-G sponsored the tele serial of the Indian
superhero,Shaktimaan.
In the year 2002, a national level promo -`Parle-G Mera Sapna SachHoga'was run for a period of 6 months.
Parle Saraswati Vandana, one of its initiatives, is an inter-schoolcontest based on the Saraswati Puja celebrations.
Parle had introduced the novel promotion called Parle Golu Galatacontestin 2005.
Sales promotion
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Wide range of product categories caters to consumers across all
market segments.
For example, Parle-G Glucose is targeted at all ages group,while teenagers prefer Parle Hide & Seek.
Being exposed to a brand, it is natural for a consumer to try more
products.
Segmentation
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Strengths:
Low price as compared to competitors.
Offers variety of products under its brand.
Different sizes of packets are available.
Largest distribution system
Effective coverage
SWOT Analysis of Parle
Biscuits
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Weakness:
Breakage of biscuits while delivering to
retailers
No proper replacement system for broken
biscuits to retailers
Less share in Premium biscuit market
Lack of schemes for retailers and distributors
Poor packaging in family packof glucose
biscuits.
SWOT Analysis of Parle
Biscuits
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Opportunity:
Good scope for Snacks and Namkeens, if
launched and properly promoted by Parle
Information revolution brought about by the
television.
Improving supply system for establishedbrands.
Rising demand for innovative packaging in
packaged foods
SWOT Analysis of Parle
Biscuits
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Threats:
Increase in sale of cheap local bakery
products.
Margin war among the major Brands
Highly advertised brands such as Britannia,
Priyagold and ITC Ever increasing competition from
multinationals and local companies
SWOT Analysis of Parle
Biscuits
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1. Product Positioning Strategy:
Low price Parle G Glucose with good quality and taste.
2. Diversification Strategy: Biscuits:
Eg. Parle G, Monaco, Crack Jack, Hide & Seek etc.
Sweets:
Eg. Melody, Mango Bite, Poppins etc.
Snacks:
Eg. Monaco Smart Chips, Fulltoss etc.
Marketing Strategy
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Glucose (L) Marie (M) Cream (H)
Parle Parle G Marie Dig. Hide & Seak
Britannia Tiger Marie Gold Good Day
ITC Sunfeast
Glucose
Sunfeast M Butter Cream
Surya Priya Snacks Priya Gold Badam Pista
Competitors
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Pricing
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There is ample scope in the premium price
segment.
There is wide scope in urban and sub-urban areas.
There is good scope in Snacks and Namkeen
market.
Need to improve the packaging and delivery
quality.
More schemes required for distributors and
retailers.
Conclusion
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THANK YOU