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Presentation onParle Monaco Smart chips

Submitted To:

Nikhil Monga

Submitted by:

Narinder Rajput

Akshay Tiwari

Neeraj

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About Snack Industry

Large and diverse the snacks industry dominate byunorganized sector.

Industry growth rate 10% for the last 3year.

Branded segment is much smaller at 2200 cr. In India estimated to be worth $3 billion.

Frito lays enjoy a share of 45%, haldiram 27%, ITC16%.snack

According to survey almost 1000 snack and 300 typesof savories are sold in India.

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Company Profile

India largest manufacturer of biscuits andconfectioneries for almost of 80 year.

In 1929 a small company by the name of Parle productemerged in British dominated India.

Smaller factory was set up in suburbs of Mumbai , tomanufacture of sweet& toffees.

Since 1971 Parle has 40 % share of total biscuit market

,15% share of total confectionery market in India, Parlehas grown to become multi million dollar company .

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Availability of Product

Kirana/ general store

Tea shops

Railway stations

Place where the culture program of villagebeing organized.

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STP

Segment

Health conscious people.

Target GroupAll age groups lower , middle class people

Positioning

Wafer for people who want to be healthy

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Market Structure

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Brand and their Offering

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Market Share

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Brand extension

Brand extension is marketing strategy in whicha firm marketing a product with a welldeveloped image uses the same brand name

in a different product category.

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Health and taste perception

High on tasteLays Monaco smart chips

Bingo

hippo Aliva

unhealthy healthy

low on taste

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SWOT

Strength

Excellent branding and advertising

Excellent distribution and availability

Celebrity brand ambassador Low fat chips.

Better understanding of consumer psychology

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Contd

Weakness

Many competitor in this segment

Not too many flavors

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Contd

Threats

Entry of various new entrants ITC etc.

Local bakery product.

Increase in distribution on cost.

Hike in cost of production due to increase inraw material cost

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Questions

Comment on the celebrity endorsement doneby Parle Monaco.

Would the proposed brand positioning give a

competitive edge to the company?

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