Parle Poppins,BCG model,Product life cycle,price, promotion, product, place,segmentation,...

Parle Poppins

Presented by:

Neetu Khatri

Introduction

Launched in 1929. The strength of the BRAND. Quality Commitment. Import Export. Customer Confidence.

Indian Confectionery Market Segmented as: Sugar – boiled confectionery Chocolates Mints Chewing gums Current capacity of 85,000 tonnes & is

growing at the rate of 10-15% per annum. Parle Confectionery - 15 %

Product Poppins - Hard boiled candy . The five flavours : o Orangeo Lime green o Strawberryo Mangoo Black curranto Pineapple

Packaging & Price Beautiful packaging Two packages:o 16 g - 2 Rs o 58 g - 5 Rs

Place Intensive Distribution Increases coverage and sales Increases product availability

Channel Members of the Distribution Network

Parle Depots Wholesalers and Distributers Carry Forward Agents (if required) Retailers

Promotion Frequent ads on TV Current ad on TV is showing child. Next sequal of this ad Tie up with the Companies like Navneet

Education Ltd. Mobile game, Facebook page, facebook

game,mobile apps,wallpapers,themes,comic stripes in news papers.

Consumer Behaviour “Poppins is stylish and a brand that urban 10-

year-olds felt proud to carry.”

“This is a candy to be shared with others.”

Segmentation For every age of person Any Religion Any Class For regular occasions , Birthday parties Schools, Colleges, Universities All income

Targeting Children

College students

Corporate people

Positioning

“Parle is positioned in the minds of people as a value for price product and also as a low-priced product.”

Poppins 1970: “Poppins is a kids product.” 2007: “Poppins was revived and was

associated with many Children’s magazines like Chandamama, Phulwari, Champak ,etc.”

Later: “Poppins in various colours and flavours”

“Any one can buy 10 poppins candies of Rs 2 only”

“Poppins must become a very cool, current and popular product that kids and young adults will seek to consume”

Life Cycle

BCG Model

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