PARLE PRODUCTS LTD-Trupti Badave
AGENDA
Industry Parle-GMarketing
MixCSR Competitors
Future Growth
External Industry Analysis
About Parle Products Ltd
Marketing Mix
Corporate social responsibility
Competitors
Future Growth
INDUSTRY STATISTICS
INDUSTRY TOTAL MARKET MARKET GROWTHPER ANNUM
BUSCUITS Rs 11000 Cr 16%
SNACKS Rs 6500 Cr 20%
CONFECTIONARY Rs 1500 Cr 10-12%
Industry Parle-GMarketing
MixCSR Competitors
Future Growth
ANNUAL GROWTH OF BUSCUIT MARKET
Industry Parle-GMarketing
MixCSR Competitors
Future Growth
2003-04 2004-05 2005-06 2006-07 2007-08 2008-0910.00%
11.00%
12.00%
13.00%
14.00%
15.00%
16.00%
17.00%
18.00%
TWO SECTORS OF INDUSTRY
Industry Parle-GMarketing
MixCSR Competitors
Future Growth
Unorganized sector 40%
Organized sector 60%
Indian market scenario
Unorganized sectorOrganized sector
MARKET SHARE OF BISCUITS
Industry Parle-GMarketing
MixCSR Competitors
Future Growth
Parle 35%
Britannia 31%
Sunfeast 9%
Priyagold 15%
others 10%
Market share
ParleBritanniaSunfeastPriyagoldothers
ANNUAL PRODUCTION BISCUITS (PARLE G)
Industry Parle-GMarketing
MixCSR Competitors
Future Growth
2003-04 2004-05 2005-06 2006-07 2007-080
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
1.8
2
1.1
1.24
1.41
1.6
1.78
figures million metric tonnes
MARKET SHARE OF CONFECTIONARY
Industry Parle-GMarketing
MixCSR Competitors
Future Growth
Parle 16%
Perfetti 52%
Cadburry 10%
Lotte 11%
others 11%
Market share
ParlePerfettiCadburryLotteothers
MARKET SHARE OF SNACKS
Industry Parle-GMarketing
MixCSR Competitors
Future Growth
Parle15%
PepsiCo48%
ITC13%
others24%
Market share
ParlePepsiCoITCothers
PARLE PRODUCTS
IndustryParle
ProductsMarketing
MixCSR Competitors
Future Growth
Set up in 1929 in the suburbs of Mumbai
In 1939 : biscuits
Parle-G : World’s largest selling brand of Biscuits
Turnover : Rs 35 billion
expected CAGR : 15% for year 2010
Positioned on the health platform
PRODUCT STRATEGY
IndustryParle
ProductsMarketing
MixCSR Competitors
Future Growth
Product mix Quality Consistency Brand : quality, health, taste Product life cycle Packaging and labeling
PARLE-G
KRACKJACK
MONACO
MARIE CHOICE
MAGIX
PARLE 20-20 COOKIES
NIMKIN
CHOX
BiscuitsMILKSHAKTI
GOLDENARCS
KREAMS GOLD
MONACO JEERA
HIDE & SEEK
HIDE & SEEK MILANO
DIGESTIVE MARIE
PARLE MARIE
IndustryParle
ProductsMarketing
MixCSR Competitors
Future Growth
SNACKS
IndustryParle
ProductsMarketing
MixCSR Competitors
Future Growth
Musst bytes Cheeslings Sixer Jeffs Musst Stix & Musst Chips Sixer Zeera Monaco Smart Chips
CONFECTIONARY
IndustryParle
ProductsMarketing
MixCSR Competitors
Future Growth
Melody Mango Bite Kaccha Mango Bite Poppins Kismi Toffee Kisme Toffee Bar Mazelo
Kismi GoldOrange CandyXhale 2 in 1 EclairGolgappaMelody SofteeParle Lites
QUALITY
IndustryParle
ProductsMarketing
MixCSR Competitors
Future Growth
CONSISTENCY
IndustryParle
ProductsMarketing
MixCSR Competitors
Future Growth
Production Distribution Consumer end-use
BRAND
IndustryParle
ProductsMarketing
MixCSR Competitors
Future Growth
Line Extension Brand Extension
Multi-brands New Brand
Product Category
NewOld
Bra
nd n
ame Old
New
PRODUCT LIFE CYCLE
IndustryParle
ProductsMarketing
MixCSR Competitors
Future Growth
Introduction Growth Maturity Decline
PACKAGING AND LABELING
IndustryParle
ProductsMarketing
MixCSR Competitors
Future Growth
Packaging : Wax coated packaging to bi-axially oriented
polypropylene paper Packaging cost 10paise/unit Different sizes : 25gms,44gms,93.5gms,231gms, 462gms,577.5 gms,1kg Labeling : contents of product, nutrition facts, feedback, packaging
date
PRICING STRATEGY
IndustryParle
ProductsMarketing
MixCSR Competitors
Future Growth
Appeal to all income groups Low and mid range price segments Value for money Strict cost control at every point in supply chain International pricing Complete excise exemption for biscuits up to
50/kg
PRICING STRATEGY MATRIX
IndustryParle
ProductsMarketing
MixCSR Competitors
Future Growth
INNOVATIVE METHODS
IndustryParle
ProductsMarketing
MixCSR Competitors
Future Growth
Musst Chips and Sticks Creams Hide & seek Parle G
HOW PARLE-G MAINTAINED ITS PRICE OF RS.4.00 FOR THE LAST 25 YRS????
IndustryParle
ProductsMarketing
MixCSR Competitors
Future Growth
low profit margin decrease in weight per biscuit Bulk purchase of raw material Reduced wastage- 1% of the 115 tones Increased productivity Availability in remote places available in Re 1,Rs 2, Rs 4 to Rs 25 packet 100g pack costing Rs 4 has net weight of 93.5g from Jan’2008
***Parle-G has seen the variation in sales due to increase in price by mere 50 paise in 1995.
PLACE STRATEGIES
IndustryParle
ProductsMarketing
MixCSR Competitors
Future Growth
Extensive distribution network Nearly 1500 wholesalers 4,25,000 retail outlets Multi-channel marketing system Establishment of manufacturing units in rural
areas
MANUFACTURING UNITS IN INDIA
IndustryParle
ProductsMarketing
MixCSR Competitors
Future Growth
MULTI-CHANNEL MARKETING SYSTEM
IndustryParle
ProductsMarketing
MixCSR Competitors
Future Growth
Level1 : availability to all department stores
Level2 : Presence throughout the country
Level3 : National and International coverage
PROMOTIONAL STRATEGY
IndustryParle
ProductsMarketing
MixCSR Competitors
Future Growth
Budget : 500-600million/annum Marketing tools utilized : Advertising Sales promotion events Public relations
ADVERTISING
IndustryParle
ProductsMarketing
MixCSR Competitors
Future Growth
Started in 80’s First commercial ’DADAJI’ Several celebrity endorsements like Kajol, Hrithik, Aamir Major ad campaigns : ‘Parle G – G for Genius’ ‘ Jeene ki raah yahi hai sahi’ ‘Swad bhare, shakti bhare’ ‘Life namkeen banaye : Monaco’
SALES PROMOTION EVENTS
IndustryParle
ProductsMarketing
MixCSR Competitors
Future Growth
Saraswati Vandana Parle GOLU GALATA CONTEST Parle event for employees
PUBLIC RELATIONS ‘My dream come true’ contest Interactive section on website : funzone Sponsored ‘Shaktimaan’
CORPORATE SOCIAL RESPONSIBILITY
IndustryParle
ProductsMarketing
MixCSR Competitors
Future Growth
Parle centre for excellence ‘My Green Planet’ movement
COMPETITORS
IndustryParle
ProductsMarketing
MixCSR Competitors
Future Growth
Parle Vs Britannia Confectionary Market : Perfetti, Nestle, Lotte,
Cadburry Snacks market : PepsiCo,ITC
PARLE VS BRITANNIA
IndustryParle
ProductsMarketing
MixCSR Competitors
Future Growth
Description Britannia Parle
Established 1896 1929
Nature of business Public ltd Family run business
No of manufacturing units 5 own ,40CMU 8 own units ,60 CMU
Market share ( value) 32.80% 32.94%
Ads Major methods Cricket events and players
Celebrities endorsement
New areas of promotion Environment Health and wellness
IMPORTANT BRANDS PITCHED AGAINST EACH OTHER
IndustryParle
ProductsMarketing
MixCSR Competitors
Future Growth
Category Britannia Parle Leader
Glucose Tiger Parle -G Parle-G
Marie Marie Gold Parle Marie Marie Gold
Salty snacks 50-50 Krack Jack Krack Jack
Choco chips Good day Hide n seek Good day
Milk Milk bikis Milk sakhti Milk bikis
Bourbon Bourbon Hide n Seek Bourbon
Nice Nice ------ Britannia Nice
Multi grain Nutri choice ----- Nutri choice
Cream Cream Treat Kreams Cream treats
Cookie Good day 20-20 Good day
FUTURE GROWTH
IndustryParle
ProductsMarketing
MixCSR Competitors
Future Growth
New products Snacks category : Monaco smart chips Confectionary : mazelo Biscuit : Bourbon as part of Hide & Seek brand New markets within India North-East International opportunities
THANK YOU!!!