biscuit industry 3rd deliverable v3
Post on 14-Jun-2015
2.806 Views
Preview:
TRANSCRIPT
Biscuits
FMCG
PRICE POINT TABLE
Source: Lit searches; Scribd
ENERGY POINT TABLE
Source: Lit searches; Scribd
Distribution channel for biscuits
Source: Lit searches; Scribd
“The supply chain of products in the FMCG market in India is one of the longest supply chains an industry could really have. There are as many as 5 levels of intermediaries involved in the entire supply chain through which a product passes before reaching the end consumer.”Source: Bee Management Consultancy Services Pvt Ltd report on analysis and distribution channels on various sectors, 2005
ParleParle maintains 9 mother units and 70 contract
manufacturing units across the country
Distribution network (~ 5000 distributors)
Through the normal 5 layered
distribution channel
Directly from the company:Parle trucks
deliver material
600gm packs are delivered
from the factory only
‘Dedicted Parle Shops’ which keep only Parle products
Urban Rural
Source: Factory visit
Distributors arrange their own transport
Parle ~ Marketing history
1980's….
Parle-G started being advertised
Mainly through press ads
The communication spoke about the basic benefits of energy and nutrition.
1989
Parle-G released its Dadaji commercial, which went on to become one of the most popular commercials for Parle-G. The commercial was run for a period of 6 years.
2002
Parle-G Mera Sapna Sach Hoga'
Bringing the brand closer to the major consumer: Children
Brand Ambassadors: Hrithik Roshan & Ricky Ponting
1997PARLE – G SPONSORED TELE-SERIES
SHAKTIMAN
Huge
Succe
ss!!
Parle extended this association
with Shaktimaan and gave away a
lotof merchandise of Shaktimaan
2002 – G MAN
New ambassador for Parle-G
Superhero who defeats evil
2005 : Golu Galata contest
Brand positioning‘G for Genius’ since 2004.2006-07: Changed to ‘Hindustan ki
Taakat’, to assume a bigger platform as the biscuit that stands for strength (taakat) in and for India.
But in early 2008, Parle-G reverted to its ‘G for Genius’ line with a little twist – ‘Do Genius Ek Taakat’.
Uses FIFO method to reduce wastage of goods due to expiry
Keep goods on constant move from low sales area to high sales area
Company collects expired goods 4 times a year and destroys them
ITC provides the retailers with racks, hangers, etc to display the products
Source: http://www.itcportal.com/about-itc/newsroom/press-reports/PressReport.aspx?id=468&type=C&news=ITC%20foods%20growth%20spawns%20Rs%20700%20crore%20brand
ITC
Britannia
Marketing strategy includeProduct and packaging innovations
Appropriate pricingStrong distribution channel
BritanniaNo major strategic innovations in
distribution channelsMore than 600000 outlets across the
countryBritannia has maintained an excellent
distribution channel in urban IndiaBut ~70% of the Indian population is in villages and Britannia needs to tap this market
Source: http://www.paterson.co.in/downloads/Britannia%20Ind%20-%20Paterson.pdf
“We have good strong distribution channels 50 % of our revenue comes from rural markets “- Vinita Bali
Three manufaturing plants : Greater Noida Lucknow (U.P.) Surat (Gujarat)Concentrated mainly on Nothern and central part of
the country. Distribution channel consist of super stockists and
distributors. 125 : Super stockists3500 : Distributors
Greater availibilty in the Rural Market of the North.Provide biscuits to airlines,railways, food kiosks present
at railway stations (300 railway stations)
Priyagold
Ways to improve distribution channel
Partnering with Self Help Groups in Rural India.
Internet based Rural Kiosks/Hubs
Direct SellingMarketing and distribution model like Shakti Amma by HUL
Source: http://www.oppapers.com/essays/Innovative-Distribution-Channels-Fmcg-India/120552
Referenceshttp://www.businesseconomics.in/index.php
?option=com_content&view=article&id=145&Itemid=6
Enterpreneur issue september 2009http://knowledge.wharton.upenn.edu/india/
article.cfm?articleid=4341http://www.managementparadise.com/articl
es.php
Thank you
top related