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prof Akshay joshi
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CH INSTITUTE OF MANAGEMENT & COMMUNICATION
Guided To Submitted ByProf.Akshay Joshi Raj kumar Dhubiya
Vijay joshi
Amit Gupta
Présentation Topic-
Parle Product
INTRODUCTION Parle Products has been India's largest manufacturer of
biscuits and confectionery, for almost 80 years. Makers of the world's largest selling biscuit. Parle-G, and a host of other very popular brands, the Parle
name symbolizes quality, nutrition and great taste. With a reach spanning even the remotest villages of India. It has 70% market share in India. The brand is estimated to be worth over rs. 2,100 crore (Rs
21 billion ). More than 1600 Wholesalers an 1.5 Million retail outlets
History History In the 1950s the Hindu undivided Chauhan family
manufactured beverages, water, confectionery, biscuits, etc.
Under its registered brand name Parle. Over the years, the group split into three different
companies – Parle Products, Parle Bisleri and Parle Agro.
Currently, all three are separate companies with separate ownership and management.
The Goal was to cheer to children and adults. In that time Prakash Chauhan was the owner of the
company.
Mission & Vision Mission & Vision MissionMission
"Hindustan Ki Taakat."For over 70 years, Parle G has been a part of the lives of every Indian. From the snow capped mountains in the north to the sultry towns in the south, from frenetic cities to laid back villages, Parle G has nourished, strengthened and delighted millions
VisionVision
Concentrate on the consumers taste and preferences,
the Parle brand has grown from strength to strength ever since its inception
Total Market – 4000 Crores
Total Market Growth 10 to 12 % per annum
Parle holds 40% Market share
Large unorganized sector
Indians eat 0.48 KG and Americans 4kg Biscuits
Growth phase
Growth Phase - Parle Cont. High Penetration in Market low price ,low margin and high volume game Brand Repositioning Addition of taste Variants (Magix ,Milk shakti) Addition of weight variants (25 gm to 1kg)
Parle G market leader in Glucose sector
Growth Phase – Challenges
Retailoutlets (Millions)
1.33.3
1.8
ParleBritaniaITC
0
1000
2000
Parl ITC
AdvertisingTurnover
Advert.
Increased penetration level from comp.
Increased Advert. Variants and new
Innovative products High segment
variants Celebrity Brand
ambassadors
Pro
du
ct m
ark
et g
row
th r
ate
Time Span
GrowthGrowth
Decline Decline
Presently, Parle G is in the maturity stage of its PLC.
Having said this, the brand is going strong.
Product Life Cycle
Inputs Environments of Parle-G
Wheat flour Sugar Partially hydrogenated edible vegetable
oils Invert syrup Leavening agents (503 Baking powder) Milk solids Salt
PRODUCTS & SERVICES
Biscuits Parle – G Milk Shakti Parle - Magix Krackjack Monaco Digestive Marie Hide & Sick Mayfair Cookies
Confectionary Melody Mango bite Poppins Kismi Toffee Orange Candy Must Bites Sixer
PRODUCTS & SERVICES
SERVICES As apart of corporate social responsibility
policy Parle is keenly involved in overall development of younger generation through conduction various programs across the region
Saraswati Vandana in the state of west Bengal
Golu galata in Tamilnadu
Parle -G and Challenges
Increasing prices of basic Raw material like , Sugar, Wheat, Milk, Milk powder.
This leading to increase in manufacturing cost of the biscuits.
Parle G very price sensitive product.
Small increase in price (by 50 paisa) in past had seen high decline in sales.
Should Parle increase flagship brand PARLE G?
Cont……..
Even though the Parle is market leader in the segment, others are also trying to capture the chunk of market share.
Fake brands like Parle G, Parle Jee tried to extract market share.
How ever only serious competition faced by Parle
G is from Britannia Tiger biscuit.
Problems Faced By Parle
Stock out Shortage of Parle G Freebies Allocation Problems Further Dispatch Problem Duplicate biscuits Poor Sale Promotion Skills
Parle design related to the above problems
Parle control the inventory. Stocking. Packaging should be good quality. Hire skilled employees and youth. Quality policy