Pradeep Singh Without Video

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Presented by:

Anil KumarDanish Reza

Pradeep Singh

Rupen Singhal

Tapas Nandy

Marketing Strategy of Parle


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Parle products emerged in British dominated India in 1929.

It was founded by Mr. Narotam Chauhan.

It was started in Mumbai.

It is largest manufacturer of biscuits and confectionery in

India.

Parle has over 33 lakhs distribution outlets all over the

world.

Introduction


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It has more than 80 manufacturing units.

It has 51% share of the total biscuit market and 15% share ofthe total confectionery market in India.

Introduction


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Price:

Low pricing strategy parle G biscuit available from Rs.1 to 50

range

The Marketing Mix


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Products:

Biscuits: Parle G glucose, hide & seek , krack jack , marie

choice etc.

Sweets:

Melody , Mango bite , Poppins etc.

Snacks:

Smart chips , Fulltoss .

The Marketing Mix


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Place:

70% Rural & 30% Urban market International market.

Easily available at all places from retail shop to small tea stall.

The Marketing Mix


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Promotion:

Advertisements

time to time parle changes tangline

initiaaly it is hindustan ki takkat

Then G means Genius

Compens Parle organised different compens and game quizs for

permotion of their product and brand name

The Marketing Mix


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Fairs : Every year it holds day fairs at branded venues where games and fun events are

organized for the employees of Parle and their families.

Public relations : In the year 1997, Parle-G sponsored the tele serial of the Indian

superhero,Shaktimaan.

In the year 2002, a national level promo -`Parle-G Mera Sapna SachHoga'was run for a period of 6 months.

Parle Saraswati Vandana, one of its initiatives, is an inter-schoolcontest based on the Saraswati Puja celebrations.

Parle had introduced the novel promotion called Parle Golu Galatacontestin 2005.

Sales promotion


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Wide range of product categories caters to consumers across all

market segments.

For example, Parle-G Glucose is targeted at all ages group,while teenagers prefer Parle Hide & Seek.

Being exposed to a brand, it is natural for a consumer to try more

products.

Segmentation


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Strengths:

Low price as compared to competitors.

Offers variety of products under its brand.

Different sizes of packets are available.

Largest distribution system

Effective coverage

SWOT Analysis of Parle

Biscuits


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Weakness:

Breakage of biscuits while delivering to

retailers

No proper replacement system for broken

biscuits to retailers

Less share in Premium biscuit market

Lack of schemes for retailers and distributors

Poor packaging in family packof glucose

biscuits.


Biscuits


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Opportunity:

Good scope for Snacks and Namkeens, if

launched and properly promoted by Parle

Information revolution brought about by the

television.

Improving supply system for establishedbrands.

Rising demand for innovative packaging in

packaged foods


Biscuits


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Threats:

Increase in sale of cheap local bakery

products.

Margin war among the major Brands

Highly advertised brands such as Britannia,

Priyagold and ITC Ever increasing competition from

multinationals and local companies


Biscuits


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1. Product Positioning Strategy:

Low price Parle G Glucose with good quality and taste.

2. Diversification Strategy: Biscuits:

Eg. Parle G, Monaco, Crack Jack, Hide & Seek etc.

Sweets:

Eg. Melody, Mango Bite, Poppins etc.

Snacks:

Eg. Monaco Smart Chips, Fulltoss etc.

Marketing Strategy


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Glucose (L) Marie (M) Cream (H)

Parle Parle G Marie Dig. Hide & Seak

Britannia Tiger Marie Gold Good Day

ITC Sunfeast

Glucose

Sunfeast M Butter Cream

Surya Priya Snacks Priya Gold Badam Pista

Competitors


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Pricing


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There is ample scope in the premium price

segment.

There is wide scope in urban and sub-urban areas.

There is good scope in Snacks and Namkeen

market.

Need to improve the packaging and delivery

quality.

More schemes required for distributors and

retailers.

Conclusion


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THANK YOU

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Pradeep Singh Without Video