Scribd Logo
Upload

Welcome to Scribd!

  • 427 views

    Parlé Agro

    Uploaded by

    Abhilash Kumar
    Parle Agro is a leading Indian FMCG company established in 1984 that owns popular brands like Frooti mango drink, Appy Fizz, and biscuits. It has the largest market share in the Indian fruit drink category and generates over $400 million in annual revenue. Parle Agro leverages the strong Parle brand name and has an extensive distribution network of over 1,500 distributors and 10 lakh retail outlets across India. However, it faces competition from other major FMCG giants and relies on its flagship Parle-G brand.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd

    Parlé Agro

    Uploaded by

    Abhilash Kumar
    427 views4 pages
    Parle Agro is a leading Indian FMCG company established in 1984 that owns popular brands like Frooti mango drink, Appy Fizz, and biscuits. It has the largest market share in the Indian fruit drink category and generates over $400 million in annual revenue. Parle Agro leverages the strong Parle brand name and has an extensive distribution network of over 1,500 distributors and 10 lakh retail outlets across India. However, it faces competition from other major FMCG giants and relies on its flagship Parle-G brand.

    Copyright

    © © All Rights Reserved

    Available Formats

    DOCX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Parle Agro is a leading Indian FMCG company established in 1984 that owns popular brands like Frooti mango drink, Appy Fizz, and biscuits. It has the largest market share in the Indian fruit drink category and generates over $400 million in annual revenue. Parle Agro leverages the strong Parle brand name and has an extensive distribution network of over 1,500 distributors and 10 lakh retail outlets across India. However, it faces competition from other major FMCG giants and relies on its flagship Parle-G brand.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    427 views4 pages

    Parlé Agro

    Uploaded by

    Abhilash Kumar
    Parle Agro is a leading Indian FMCG company established in 1984 that owns popular brands like Frooti mango drink, Appy Fizz, and biscuits. It has the largest market share in the Indian fruit drink category and generates over $400 million in annual revenue. Parle Agro leverages the strong Parle brand name and has an extensive distribution network of over 1,500 distributors and 10 lakh retail outlets across India. However, it faces competition from other major FMCG giants and relies on its flagship Parle-G brand.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 4

    FMCG (Fast Moving Consumer Goods)

    An overview
     Also called as CPG – consumer packaged goods.
     FMCG is the 4th largest sector in Indian economy.
     Have low margin but high in volume.
     Examples – cold drinks, soaps, biscuits, noodles, etc.
     Major companies are Nestle, Parle Agro, Britannia, ITC, Hindustan Unilever,
    etc.

    Market share of major players

    Market
    Company Share Market Share
    HUL 36%
    ITC 30%
    Nestle 10%
    Britannia 6% HUL
    Dabur 4.30% ITC
    ParleAgro 18% Nestle
    Britannia
    Dabur
    Parle Agro

    Three Main segments in the sector:

     Food and Beverages – 19%


     Healthcare 31%
     Household and personal care 50%
    Parlé Agro

    Parle Agro Private Limited (also known as Parle Agro) is an Indian company that
    owns Frooti, Appy, LMN, Hippo and Bailey brands.

    Type : Private limited

    Traded as : Unlisted

    Industry : Food and Beverage

    Founded : 1984

    Headquarters : Vile Parle (East), Mumbai, India

    Area served : Worldwide

    Key people : Prakash Jayantilal Chauhan (Chairman & MD)

    Schauna Chauhan (CEO)

    Alisha Chauhan (Director)

    Nadia Chauhan (Director)

    Products : Frooti, Appy, Bailley, Frio Cola, Frio Orange, Frio Lemon,

    Dhishoom

    Revenue : Increase ₹2,800 crore (US$ 431 million)(2017)

    History
    Parle Agro is the offshoot of Parle Products which was founded in 1929 in at the time of
    British India. It was owned by the Chauhan of Vile Parle, Mumbai. Later it was split into
    three seprate companies and owned by different faction of the Chauhan family.

     Parle Products led by Vijay, Sharad, and Raj Chauhan (Parle-G, Melody, Mango Bite,
    Poppins, Kismi toffee bar, Monaco and Crack Jack)
     Parle Agro led by Prakash Chauhan and his daughters (Frooti and Appy)
     Parle Bisleri led by Vijay Chauhan.
    Parle Agro commenced operations in 1984. It started with beverages, and later diversified
    into bottled water (1993), plastic packaging (1996) and confectionery (2007). Frooti, the first
    product rolled out of Parle Agro in 1985, became the largest selling mango drink in India.

    SWOT Analysis

    Strength Weakness
     Parle Brand  Dependence on retail and grocery
     Diversified product range,  Stores for displaying diversified Parle
     Extensive distribution network  Depend on Parle-G brand (flagship)
     Low and mid price range

    Opportunities Threats
     Estimated annual growth of 20%  Hike in cost of production
     Low per capita consumption  Increasing distribution cost
     Diet biscuits  Low consumption of consumers in
     Increasing demand for sugar free economy
     Entry of various new competitors like
    Hindustan Uniliver, ITC, etc.

    Marketing Mix
    Product:

    · India’s first fruit drink, available in a tetra pack


    · Made from premium mangoes - India’s king fruit.
    · Also available in PET bottles - Durable good/ Consumer good.
    · Contains vitamin A
    · Various categories of FMCG produced Frooti, Appy, LMN, Hippo and Bailey brands
    · Tasty and healthy
    Available in different quantities.

    Price:
    · Ranges from 5 to 60 rupees of various products.
    · Sizes available based on price and requirements.

    Place:

    · Highest distributed brand in fruit drink – 85% market share and easily available.
    · 10 lakh retail outlets through more than 1500 distributors and retailers – directly or
    indirectly
    · Best managed supply chain and Highest retail availability – 2002

    Promotion:

    · Parle Agro is revamping its marketing plan in order to suit the current market scenario.
    · New retailing and marketing initiatives taken each year.
    · Digen Verma campaign which involve a mysterious character in order to gain attention.
    · Parle Agro introduced new characters called Froo and Ti on every bottle.
    · Campaigns that target the youth - Say it Sid, Sharukh Khan, Why Grow Up etc.

    You might also like