Download - 47814551 Product and Brand Management
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PARLE G
PRODUCT AND BRAND
MANAGEMENT
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Marketing Plan
1500WHOLESELLERS
4,25,000 RETAIL OUTLETS
AFFORDABLE PRICE
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Market size
y The biscuit industry is been experiencing steadygrowth of14-15% annually.
y In 2008, the growth exceeded 16% mark on accountof exemption from Central Excise Duty on biscuits.
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SWOT
y Strength
Parle Brand
Diversified Product Range
Extensive Distribution Network (Availability in most remotevillages)
Low & mid range price segment catering to mass
Better understanding of consumer psyche
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SWOT
y Weakness
Dependence on retailers & grocery stores for displaying
diversified Parle products on shelf to induce impulsive buying
Dependence on Parle-G (glucose biscuit) under Parle umbrella
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SWOTy Opportunity Indian Biscuit Manufacturers Association (IBMA) estimates annual
growth of around 20% in next couple of years.The $220 Billion food industry is expected to grow to $300 Billion by
2015.
Per capita consumption of Biscuits in the country is only 1.8 kg ascompared to 2.5 kg to 5.5 kg in South East Asian countries andEuropean countries, and 7.5 kg in USA.
Growing demand of Sugar free cream crackers & diet biscuitsOpportunity to further grown in Urban & Rural market; Current
penetration levels areUrban Market : 75% to 85%Rural Market : 50% to 65%
Grow in southern and east India
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SWOT
y Threat
Fluctuations in the prices of transportation costs & distribution
cost due to high wedges and oil prices
Entry of ITC (having very good distribution channels) in to
biscuit industry
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Growth
y Launched in the year 1939 in Mumbai, it was one of the first
brands of Parle Products.
y By the year 1949, Parle Glucose biscuits were available not
just in Mumbai but also across the state.y Today, Parle enjoys a 35% share of the total biscuit market
and a 15% share of the total confectionary market, in India
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PESTEL analysisEconomical
in per capita
income
Indias GDP growing
at an average 8%
Technological Innovation
R&D
Political
Taxes
Production
and
Distributionlicenses
Social
in per capita
consumption
India is 3rd largest
producer of biscuit
Age Lifestyle
Perception
Legal
Initiated ISO 9000
certification Environmental
Dynamic
Parle G
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Competitors analysis
15%
35%
10%
9%
31% Priyagold
Parle
Others
Sunfeast
Britannia
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Parle G v/s Tiger
Tiger gained 28% Market Share in 100 gram Glucose
biscuit segment in a short span of 7 years (1997 2004)
VERSUS
Parle G established since 60 years 57 % Market Share in
this segment.,
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Consumer Distribution.DEMOGRAPHIC
Age Every Age
Gender Any
Family Size 1-2,3-4,5+
Family Life Cycle Married / Unmarried
Income All Income
Occupation Any
Education Any
Religion Any
Race Any
Nationality Any
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Pricing
y Appeal to all income groups
y Low and mid range price segments
y Value for money
y Strict cost control at every point in supply chainy International pricing
y Complete excise exemption for biscuits up to 50/kg
y Parle-G 100 gm pack costs Rs 4.50, while that of the 50 gm
is Rs 2.50.
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PricingStrategy Matrix
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USP & UCP
y Parle Gs main Unique Selling Proposition is obviously the
low price...
it has maintained its pricing for almost 25 years now...
y Due to which the Unique Customer Perception for Parle G,
moreover has positioned its itself as the biscuit nutrition
provider at a low price...
which still make them the world leader...
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Objective
We at Parle continuously strive for high quality & nutritious
biscuits meeting your changing health needs at every corner ofIndia by producing new value-for-money products.
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Promotion
y It was advertised mainly through press ads. The
communication spoke about the basic benefits of energy and
nutrition.
y
The next level of communication associated the brand withthe positive values of life like honesty, sharing and caring.
y TV commercial were launched for Parle-G like Hindustan
ki takat and G mane Genius
y
Recently Parle G has started the use of celebrity in theiradvertisements
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Contingency Plan
y Strong sales /distribution N/W
y Healthy Products
y Value for money products
y Understanding of consumer psychey Geographically located factories
y Effective brand marketing
y Newer & Innovative products
y Attractive packaging
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Net Salesy Parle G glucose biscuits, had attained volume leadership in
the market.
y With a total turnover of around Rs 4,000 crore coming frombiscuits,
y Parle Products has emerged as the clear market leader, with adifference of almost Rs 1,000 crore with Britannia Industriesreported a turnover for financial year 2009-10 on biscuitscontributing around Rs 3,000 crore.
yRs 5,000-crore Parle Products, which also makesconfectionery products, draws 80% of its turnover from
biscuits
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Marketing expenditure
y Budget : 500-600million/annum
y Managed growth without the services of a brand ambassador.
y It has focused its strategies by playing around the price front
and managing to keep it low.
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