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PARLE
-By Akash Das
BBA 2ndSemester
26July
2012
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INTRODUCTION
Parle Products has been India's largest manufacturer of
biscuits and confectionery for almost 80 years.
Makers of the world's largest selling biscuit, Parle-G, and a
host of other very popular brands, the Parle name symbolizes
quality, nutrition and great taste. Many of the Parle products - biscuits or confectioneries, are
market leaders in their category and have won acclaim at the
Monde Selection, since 1971.
While to the consumers it's a beacon of faith and trust,
competitors look upon Parle as an example of marketingbrilliance.
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OVERVIEWOF BISCUIT INDUSTRY
15.00%14.00% 14.00%
13.00%
15.00%
17.00%
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
18.00%
2003-04 2004-05 2005-06 2006-07 2007-08 2008-09
Annual growth
Annual growth
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OVERVIEWOF BISCUIT INDUSTRY
11.00
12.5414.29
16.1417.44
0.00
2.00
4.00
6.00
8.00
10.00
12.00
14.00
16.00
18.00
20.00
2003-04 2004-05 2005-06 2006-07 2007-08
Production
Production
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OVERVIEWOF BISCUIT INDUSTRY
25.00%
23.00%24.00%
28.00%
Pattern of Biscuit Consumption
Northern Zone
Western Zone
Southern Zone
East and NortheastZone
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OVERVIEWOF BISCUIT INDUSTRY
55%
45%
Market Segments
Organised
Unorganised
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OVERVIEWOF BISCUIT INDUSTRY
40%
38%
15%
11%6%
Market Share
PARLE
BRITANNIA
PRIYAGOLD
ITC
REST
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PORTERS MODEL 26July
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ABOUT PARLE
Parle was the first Indian company for confectionarieswhich was established in British India.
Apart from the factories in Mumbai and Bangalore, Parlealso has factories in Bahadurgarh, Haryana and
Neemrana, Rajasthan. These are the largest biscuit andconfectionery plants in the country. Additionally, ParleProducts also has 10 manufacturing units and 75manufacturing units on contract.
Parle Products has been India's largest manufacturer ofbiscuits and confectionery for almost 80 years.
Since the first entry at the Monde Selection in 1971,Parle Products have been shining with golds and silversconsistently.
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MILESTONESOF PARLE
1929 Set up first factory in VILE PARLE in
Mumbai.
1939 Started manufacturing biscuits
1947 Started advertising PARLE G as asubstitute for British Gluco Biscuits
1969 Parle bought BISLERI and started
bottling water in glass bottles.
1977 Introduced LIMCA, THUMS UP andGOLD SPOT.
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Parle Products
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SWOT ANALYSIS26July
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BRAND TRUST
QUALITY
PRICE
MARKETING
LARGE DISTRIBUTOR
NETWORK
GROWING BISCUIT
INDUSTRY
HIGHER DEMAND
FOR PREMIUM
BISCUITS
NEED FOR LIGHT
AND WHOLESOME
SNACKS
Strength Opportunities
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SWOT ANALYSIS26July
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INEFFECTIVE
MARKETING FOR
SOME PRODUCTS
DEPENDENCE ON
DISTRIBUTORS FOR
MARKETING
ENTRY OF NEW
COMPETITORS
RISING COST OF
RAW MATERIALS
INCREASING
DISTRIBUTION COST
Weakness Threats
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PARLE G BISCUIT26July
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Parle-G or Parle Glucose biscuits are one of the
most popular confectionary biscuits in India.
. The great taste, high nutrition, and the
international quality, have all contributed in making
Parle G the largest selling brand of biscuits in India.
Parle-G enjoys 70% market share in glucose biscuit
category followed by Britannia Tiger (1718%) and
ITC's Sunfeast (8-9%).
Parle-G is mainly positioned in the minds of people
as a value for price product and also as a low-
priced product.
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PARLE G FUTURE TRENDS
One of the major future trends we are seeing is the
venture of PARLE into premium biscuits with
MILANO.
The launch of HIDE AND SEEK BOURBON was a
huge blow to Britannia BOURBON eating into its
market share.
Planning launch of Namkeen Products in the
bhujia and moong dal category.
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OUR SUGGESTIONS26July
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Implementation of new marketing campaigns.
Launch of more products in the flavoured biscuits.
New varieties in existing categories
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CONCLUSION26July
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Parle is currently the top brand in the glucose
biscuit category with PARLE G
Its is expanding its customer base by introducing
more premium biscuits.
Currently Parle has to strategize how it is going to
overcome rise in raw material cost.
In spite of everything it is the undisputed winner in
the biscuit category in India.
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THANK YOU
26J
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