Download - Parle Products Presentation
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PARLE PRODUCTS
SMBA25
Khushboo Shah
Akash DharTrilok Upadhyay
Harishyam Sharma
Prasad Kadam
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FOCUSED CONTENTS
• Brief Introduction• Interesting Facts• Products• Brand Ambassadors• Production Process• 4P’s of Marketing• Product Life Cycle• SWOT Analysis• Market share of Parle• Corporate Social Responsibility (CSR)• Achievements• Conclusion
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BRIEF INTRO
• A small company in 1929 to sell sweets and toffees.
• Original company split up into Parle Products, Parle Agro & Parle Bisleri
• Market Leader in Glucose Biscuits (Parle G)
• 40% share in biscuit market , 15% in confectionaries
• Parle has largest manufacturing units in India
• Ranked 7th in the as one of the most trusted brands.
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INTERESTING FACTS
• 32 products including biscuits , toffee, candies .
• 10000 workers are employed in parle.
• 10 mother units and 65 manufacturing units
• Brand Ambassadors
• It has world’s largest machines at their
manufacturing plant.
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PRODUCTS
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BRAND AMBASSADORS
AMIR KHAN HRITIK ROSHANAMITABH BACCHAN
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PRODUCTION PROCESS
RAW MATERIAL MIXING MOULDING
BAKINGCOOLINGPACKING
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MARKETING MIX
PRODUCT PRICE
PLACE PROMOTION
TARGET MARKET
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PRODUCT
• Associated with the positive values.
• Multitude of products
• Consistency of Products
• Earned as a renowned brand
• Enjoyable by all age groups
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PRICING STRATEGY
• 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%
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PLACE
• 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 availablility
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PROMOTION STRATEGY
• Advertised mainly through Press media
• Sales Promotion
• The Dadaji TV Commercial in 1989
• Using celebrities in AD to generate fantasy
• Public relations
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PRODUCT LIFE CYCLE: Parle-G
Introduction
Growth
Maturity
Decline
Sale
Profit
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PRODUCT LIFE CYCLE: Hide n seek
Introduction
Growth
Maturity
Decline
Sale
Profit
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SWOT ANALYSIS
S W O TSTRENGTHS WEAKNESS OPPORTUNITIES THREATS
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STRENGHTS
• Low Price
• Sizable market share
• Variety of products
• Deep & Effective Coverage
• Largest distribution system
• Better Understanding of consumer psyche
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WEAKNESS
• Depends on Parle G
• Lacking schemes
• Replacement of Damaged stock
• Improper & irregular supply
• Packing of Biscuits
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OPPORTUNITIES
• Demand for innovative packing
• Improving supply for brands
• Information through television
• Retaining loyal retailers
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THREATS
• Hike in cost of production
• Competition from MNC’s
• Emerging substitutes like toast, wafers.
• Entry of various new entrant, ITC etc
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MARKET SHARE
78
98.6
4.4
Market Share in Percentage for glucose biscuits in 2012
Parle GBritania TigerITC's SunfeastOthers
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CORPORATE SOCIAL RESPONSIBILITY
• Golu Galata • My Green Planet• Saraswati Vandana • Installation of handpumps and celing fans • Distributing gifts to students • Empowering women
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ACHIEVEMENTS
• 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
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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
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THANK YOU