parle brand
DESCRIPTION
a brief info a parle.....introTRANSCRIPT
Presented by,
D.AMOOLYA
PGDM-HRM
INSTIUTE OF PUBLIC ENTERPRISE
1408001
History In the 1950s the Hindu undivided Chauhan family
manufactured,beverages, water, confectionery, biscuits, etc.
Under its registered brand name Parle.
Over the years, the group split into three different companies – Parle Products, Parle Bisleri and Parle Agro.
Currently, all three are separate companies with separate ownership and management.
The Goal was to cheer to children and adults. In that time Prakash Chauhan was the owner of the company.Mother units are in:Mumbai (Maharashtra), Bhadurdgarh (Haryana) Neemrana(Rajasthan) , Banglore and Kolkata
SISTER COMPANYS,PARLE ARGO,PARLE BISLERI
COPY RIGHT BY AMIT SINGH
Parle Agro, led by Prakash
Chauhan and his daughters
Schauna, Alisha, Alisha and
Nadia (owner of the brands
such as Frooti and Appy.
• The young CEO of Parle Agro, Schauna Chauhan Saluja ,owner of the brands such as FROOTI and
Appy .
Parle Bisleri, led by Ramesh
Chauhan
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.
With a reach spanning even the remotest villages of
India.
It has 70% market share in India.
The brand is estimated to be worth over RS. 2,100 cror (Rs
21 billion ).
More than 1600 Wholesalers an 1.5 Million retail outlets
Mission & Vision Mission
"Hindustan Ki Taakat."
For over 70 years, Parle G has been a part of the lives of every
Indian. From the snow capped mountains in the north to the sultry
towns in the south, from frenetic cities to laid back villages, Parle G
has nourished, strengthened and delighted millions
Vision
Concentrate on the consumers taste and preferences,
the Parle brand has grown from strength to strength ever since its
inception
Product Mix
Product Line
Width
Length
Depth
Parle product’s width
Biscuits
sweets
Snacks
1.Biscuit (Length-19)• Parle-G
• Monaco
• Hide & Seek
• Hide &Seek Bourbon
• Hide & Seek Milano
• Hide &Seek Fab
• Parle Marie
• Nimkin
• Golden Arcs
• Coconut Cookies
• Top
• KrackJack
• Kreams
• Actifit Digestive Marie
• Milk Shakti
• 20-20 Cookies
• Festo
• Happy Happy
• Magix
2.Sweets (Length-10) 3.Snacks (Length-4)
• Londonderry
• Melody
• Mango Bite
• Chox
• Kaccha Mango Bite
• Poppins
• Kismi
• Kismitoffe bar
• 2 in 1 éclair
• Clovemint
• Monaco Smart Chips
• Parle Wafers
• Fultoss
• Munchies
Depth of Product Line:
Sweets,Snacks, BISCUITS
• BISCUITS :-• Parle-G – MRP 1, 2, 3, 4, 5, 10, 20, 30, 40 and 50
• Monaco – Variants: Monaco and Monaco Jeer MRP 5, 7, 10 and 20
• Hide & Seek - Variants: Hide & Seek Orange, Coffee and Mint MRP 5,12,20,30,50.
• Hide & Seek Bourbon- MRP 5,12,25.
• Hide & Seek Milano- Variants : Butter Scotch ,Butter Nut & Coconut MRP 15,30
• Hide &Seek Fib- Variants: Strawberry, Orange MRP 20
•
• Parley Marie- MRP 5, 10, 15, 20 and 22,Napkin- MRP 5,10
• Golden Arcs- Variants: Pineapple and Orange MRP 10 and 20.
• KrackJack- MRP 5, 7, 10, 15 and 20
• Creams- Variants: Orange,Bourbon,Choclate,Pineapple,Elaichi,MangoKreams MRP Chocolate : 2, 5 and 10, Orange, Pineapple, Elaichi and Mango: 5 and 10 and Bourbon: 10 and 18
• Actifit Digestive Marie- MRP 5, 15 and 25
• Milk Shakti- MRP 5 and 10
• 20-20 Cookies- Variants: Butter, Cashew MRP Butter : 5, 10 and 18 Cashew : 5, 10, 20Fest- Variants : Choco,Elaichi,Pineapple,Mango MRP 5, 10
• Happy Happy- MRP 5,10…Magix- MRP 5,10
• Coconut Cookies- MRP 10
SWEETS :-Londonderry- MRP 50 paisa.
• Melody- MRP1 rest..
• Mango Bite-Mrp 50 paisa.
• Chox- MRP 2 Rs.
• Kaccha Mango Bite- MRP 50 paisa.
• Poppins- MRP 2,5Rs.
• Kismi– Variants: Gold MRP 25 Paisa Kismi Gold- MRP
50 Paisa
• Kismitoffe bar- MRP-2 Rs.
• 2 in 1 éclair- MRP 50 paisa
• Clovemint- MRP50 Paisa and 15.00 (per fliptop pack).
• SNACKS :-• Monaco Smart Chips- Variants: Crazy Chat, Macho
Masala, TangeTamato MRP-5,10
• Parle Wafers- Variants: Cream & Onion ,MasalaMasti,
Tangy Tomato MRP-5,10,20
• Fultoss- Variants: Green Mango Chutney,
Tomato,MasalaKachori, Tangy
Pickle,JhalmuriKolkotaBhel, Masala Munch MRP-
5,10,20
• Munchies- MRP JEFFS : 425 Bulk Packs and 30 Jar
SIXER : 396 Bulk Packs and 30 Jar
4 P’s
•Television Ads•95% sales in Indian Market
•8000 Distributors
•Price setter in Market
•Seen as value for money
•Parle G
•Hide n Seek
•Monaco
• Krack Jack
Product Price
PromotionPlace
PRODUCT PRICING STRATEGY
• Associated with the positive values.
• Multitude of products
• Consistency of Products
• Earned as a renowned brand
• Enjoyable by all age group
• PLACE
• Market Penetration strategy with low price.
• Value for money positioning
• Appeals to all income groups
• Profit margin for distributors is 4% and for
retailers is 10-12%
• PROMOTION STRATEGY
• Extensive distribution network
• Reach to remote rural areas
• Value for money positioning
• 1500 wholesalers and 4.25 lakh retailers
• Setting up of factories at strategic locations
• Parle Products availability
• Advertised mainly through Press media
• Sales Promotion
• The Dadaji TV Commercial in 1989
• Using celebrities in AD to generate fantasy
• Public relations
PRODUCT LIFE CYCLE: Parle-G
Introduction
Growth
Maturity
Decline
Sale
Profit
PRODUCT LIFE CYCLE: Hide n seek
Introduction
Growth
Maturity
Decline
Sale
Profit
Parle G Hide & Seek
• Product –Maturity Stage
• Pricing Strategy:-
Market Penetration
• Promotion mix:-
Advertising- Television,Radio, Print Ad.
Public Relation- Parle-G sponsored
the tele-serial of the Indian superhero,
Shaktimaan.
• Product
• Pricing strategy:-
Market skimming
• Promotion mix:-
Advertising- Television,
Ringtones, Print Ad
Production Capacity Market Segmentation,
Market Share1960
•160 Tones
2000
•22000 Tones
2012
•35000 Tones
Retail and Institutional
Income Groups
Socio Economics Classes
Age Groups
Biscuit Types
78
98.6 4.4
Market Share in
Percentage for
glucose biscuits in
2012
Parle G
Britania
Tiger
ITC's
Sunfeast
Target Customers Competitors
Children are both users and influencers( 5 – 14 age group)
Children formed 60% of the target audience
Middle class were the largest consumers
Institutional consumers – hospitals, factories, railway station, schools, government offices
Increasing Income level of household
Britannia•Tiger
•Good Day
ITC
•Sun feast Glucose
•Sun feast Dream cream
Surya• Priya Gold
• Marie lite
Anmol
Achievements,Distribution networks• Amongst the top best brands
• Winning awards at Monde
selection Since 1971
• 111 gold, 26 silver and 4 bronzes
• Parle G as the proudest product
• Gaining popularity in
international market
• World’s largest selling biscuit
Advertisements of Parle
THANK YOU…
CONCLUSION• Largest Selling biscuit brand
• Knows the trick of tapping consumers
• Healthy ingredients
• Consumed by all age groups
• Good distribution channel
• Excellent marketing and promotions strategy