PARLE PRODUCTS LTD

-Trupti Badave
AGENDA
External
External Industry
Industry Analysis
Analysis

About
About Parle
Parle Products
Products Ltd
Ltd

Marketing
Marketing Mix
Mix

Corporate
Corporate social
social responsibility
responsibility

Competitors
Competitors

Future
Future Growth
Growth

Marketing Future
Industry Parle-G CSR Competitors
Mix Growth
INDUSTRY STATISTICS
INDUSTRY TOTAL MARKET MARKET GROWTH
PER ANNUM

BUSCUITS Rs 11000 Cr 16%

SNACKS Rs 6500 Cr 20%

CONFECTIONARY Rs 1500 Cr 10-12%

Marketing Future
Industry
Industry Parle-G CSR Competitors
Mix Growth
ANNUAL GROWTH OF BUSCUIT MARKET
18.00%

17.00%

16.00%

15.00%

14.00%

13.00%

12.00%

11.00%

10.00%
2003-04 2004-05 2005-06 2006-07 2007-08 2008-09

Marketing Future
Industry
Industry Parle-G CSR Competitors
Mix Growth
TWO SECTORS OF INDUSTRY
Indian market scenario

Unorganized
sector
Unorganized Organized sector
sector 40%
Organized sector
60%

Marketing Future
Industry
Industry Parle-G CSR Competitors
Mix Growth
MARKET SHARE OF BISCUITS
Market share
others 10%

Priyagold 15% Parle 35% Parle

Britannia
Sunfeast
Priyagold
others
Sunfeast 9%

Britannia 31%

Marketing Future
Industry
Industry Parle-G CSR Competitors
Mix Growth
ANNUAL PRODUCTION BISCUITS (PARLE G)
2
1.8 1.78
1.6
1.6
1.41
1.4
1.24
1.2 1.1
1 Column2
0.8
0.6
0.4
0.2
0
2003-04 2004-05 2005-06 2006-07 2007-08

Marketing Future
Industry
Industry Parle-G CSR Competitors
Mix Growth
 MARKET SHARE OF CONFECTIONARY

Market share
others 11%
Parle 16%

Lotte 11%
Parle
Perfetti
Cadburry
Lotte
Cadburry 10% others

Perfetti 52%

Marketing Future
Industry
Industry Parle-G CSR Competitors
Mix Growth
MARKET SHARE OF SNACKS

Market share
Parle
others 15%
24%

Parle
PepsiCo
ITC
others
ITC
13%

PepsiCo
48%

Marketing Future
Industry
Industry Parle-G CSR Competitors
Mix Growth
PARLE PRODUCTS
 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
Parle
Parle Marketing Future
Industry CSR Competitors
Products
Products Mix Growth
PRODUCT STRATEGY
 Product mix
 Quality
 Consistency
 Brand : quality, health, taste
 Product life cycle
 Packaging and labeling

Parle Marketing
Marketing Future
Industry CSR Competitors
Products Mix
Mix Growth
 Biscuits
 PARLE-G MILKSHAKTI

 KRACKJACK GOLDENARCS

 MONACO KREAMS GOLD

 MARIE CHOICE MONACO JEERA

 MAGIX HIDE & SEEK

 PARLE 20-20 COOKIES HIDE & SEEK MILANO

 NIMKIN DIGESTIVE MARIE

 CHOX PARLE MARIE

Parle Marketing
Marketing Future
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SNACKS
 Musst bytes
 Cheeslings
 Sixer
 Jeffs
 Musst Stix & Musst Chips
 Sixer Zeera
 Monaco Smart Chips

Parle Marketing
Marketing Future
Industry CSR Competitors
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Mix Growth
CONFECTIONARY
 Melody
 Mango Bite Kismi Gold
 Kaccha Mango Bite Orange Candy
Xhale
 Poppins
2 in 1 Eclair
 Kismi Toffee Golgappa
 Kisme Toffee Bar Melody Softee
 Mazelo Parle Lites

Parle Marketing
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QUALITY

Parle Marketing
Marketing Future
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CONSISTENCY
 Production
 Distribution
 Consumer end-use

Parle Marketing
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Industry CSR Competitors
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 BRAND
Product Category
Old New
Line Extension Brand Extension
Brand name

Old

Multi-brands New Brand

New

Parle Marketing
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PRODUCT LIFE CYCLE

Introduction Growth Maturity Decline

Parle Marketing
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PACKAGING AND LABELING
 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

Parle Marketing
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PRICING STRATEGY
 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

Parle Marketing
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PRICING STRATEGY MATRIX

Parle Marketing
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INNOVATIVE METHODS
 Musst Chips and Sticks
 Creams
 Hide & seek
 Parle G

Parle Marketing
Marketing Future
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HOW PARLE-G MAINTAINED ITS PRICE OF RS.4.00 FOR THE LAST 25
YRS????
 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.

Parle Marketing
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PLACE STRATEGIES
 Extensive distribution network
 Nearly 1500 wholesalers
 4,25,000 retail outlets
 Multi-channel marketing system
 Establishment of manufacturing units in rural
areas

Parle Marketing
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MANUFACTURING UNITS IN INDIA

Parle Marketing
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 Level1
Level1 :: availability
availability to
to all
all department
department stores
stores
MULTI-CHANNEL MARKETING SYSTEM

Level2
Level2 :: Presence
Presence throughout
throughout the
the country
country

Level3
Level3 :: National
National and
and International
International coverage
coverage

Parle Marketing
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PROMOTIONAL STRATEGY
 Budget : 500-600million/annum
 Marketing tools utilized :
Advertising
Sales promotion events
Public relations

Parle Marketing
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 ADVERTISING
 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’
Parle Marketing
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SALES PROMOTION EVENTS
 Saraswati Vandana
 Parle GOLU GALATA CONTEST
 Parle event for employees

PUBLIC RELATIONS
 ‘My dream come true’ contest
 Interactive section on website : funzone
 Sponsored ‘Shaktimaan’
Parle Marketing
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CORPORATE SOCIAL RESPONSIBILITY
 Parle centre for excellence
 ‘My Green Planet’ movement

Parle Marketing Future

Industry CSR
CSR Competitors
Products Mix Growth
COMPETITORS
 Parle Vs Britannia
 Confectionary Market : Perfetti, Nestle, Lotte,
Cadburry
 Snacks market : PepsiCo,ITC

Parle Marketing Future

Industry CSR Competitors
Competitors
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PARLE VS BRITANNIA
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 Celebrities endorsement

players
New areas of promotion Environment Health and wellness

Parle Marketing Future

Industry CSR Competitors
Competitors
Products Mix Growth
IMPORTANT BRANDS PITCHED AGAINST EACH
OTHER
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

Parle Marketing Future

Industry CSR Competitors
Competitors
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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

Parle Marketing Future

Future
Industry CSR Competitors
Products Mix Growth
Growth
THANK YOU!!!