PARLE (1)

CASE STUDY ONPARLEBY,sindhu.vITISHREE NAIK,CHETNA PAREEK : 

CASE STUDY ONPARLEBY,sindhu.vITISHREE NAIK,CHETNA PAREEK

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INTRODUCTION A cream colored yellow stripped wrapper with a cute baby photo containing 10 – 12 biscuits with the company’s name printed in Red and you know these are Parle G biscuits. Times changed, variety of biscuits did come and go but nothing has changed with these biscuits. Yes, the size of their packing has definitely changed but for the consumers good as these are money savers pack.The Parle name conjures up fond memories across the length and breadth of the country. After all, since 1929, the people of India have been growing up on Parle biscuits & sweets. .

COMPANY PROFILE : 

COMPANY PROFILE

CONT. : 

CONT.

VISION : 

VISION The main vision of Parle is to concentrate on consumers taste and preferences. The Parle brand has grown from strength to strength ever since its inception. For fulfilling its vision they do every batch of biscuits and confectionaries are thoroughly checked by experts staff, using the most modern equipment hence ensuring the same perfect quality across the nation and abroad.

mission : 

mission “HINDUSTAN KI TAAKAT”For over 65 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. Various people have various reasons to consume it, some consume it for the value it offers while others consume it for sheer taste, For some it is a meal substitute for others it is a tasty healthy nourishing snack. Patronized by millions for all this qualities, it is much more than just a biscuit brand. Little wonder than why is it the Largest selling Biscuit brand in the World.

CASE ANALYSIS : 

CASE ANALYSIS Today Parle is a multimillion us dollar company and is the market leader in many categories of biscuits and confectionaries. Today Parle enjoys a 40% share of the total biscuit market and a 15% share of the total confectionary market in India.

STRENGTH : 

STRENGTH Parle brand Diversification in products Extensive distribution network Hygienic Price Quality maintained Equal distribution Strong segmentation

weakness : 

weakness Dependent on retail and grocery stores for display Dependent on Parle-G

opportunities : 

opportunities CHANGING CONSUMER PREFERENCES INCREASING DEMAND FOR SUGAR AND CALORIE FREE BISCUITS ANNUAL GROWTH OF 20%HIKE IS OBTAINED

threats : 

threats New upcoming brands and some of the old existing brands are coming with new taste and variety, these may be regarded as a threat to Parle products.

OVERVIEW and facts : 

OVERVIEW and facts Parle-G is a one of the famous business groups of India. It has a large quantity of food products. Parle-G products are very familiar to Indian kids. No Indian grown without feed of Parle-G product. It is a fact. A long time ago, when the British ruled India, a small factory was set up in the suburbs of Mumbai city, to manufacture sweets and toffees. The year was 1929 and the market was dominated by famous international brands that were imported freely..

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Despite the odds and unequal competition, this company called Parle Products, survived and succeeded, by adhering to high quality and improvising from time to time. A decade later, in 1939, Parle Products began manufacturing biscuits, in addition to sweets and toffees. Having already established a reputation for quality, the Parle brand name grew in strength with this diversification. Parle Glucose and Parle Monaco were the first brands of biscuits to be introduced, which later went on to become leading names for great taste and quality.

Digestive Marie : 

Digestive Marie Digestive Marie has changed the way consumer enjoy in daily routine, by making it more enjoyable and much healthier. It contains 5 times more fibre than regular Marie. Fibre can be actually seen in the biscuits. Digestive Marie contains lower fat and calories in it. This biscuit help us stay active-lite all day. In the commercial kajol says-”Yehi Marie,Sahi Marie”

SEGMENTATION : 

SEGMENTATION IN BISCUITS: *Parle-G, *Milano, *Krackjack, *Digestive Marie, *Crispy creams, *Parle Marie, *Monaco, *Milk Shakti, *Hide and seek, *Myfair cookies *Parle Nimkin,

IN CONFECTIONARIES: : 

IN CONFECTIONARIES: Melody Chocolaty Mango bite kachcha Mangobite Kismi Toffee Kismi Gold Orange Candy Xhale

IN SNACKS: : 

IN SNACKS: Musst Bites Monaco Bites Cheesling Sixer

SOCIAL RESPONSIBILITY : 

SOCIAL RESPONSIBILITY Parle Products with its wide platter of offering of biscuits and sweets like Parle-G, Krackjack, Monaco, Melody, Mango bite and many others since 1929 is also actively engaged to change & uplift the social face of India. As a part of Corporate Social Responsibility Policy Parle is keenly involved in the overall development of younger generation with focused endeavor to built New Face of India and spread happiness & joy all over. .

Questions related: : 

Questions related: Q.1)Discuss the various bases or criteria for segmenting consumer markets. Explain ‘fibre digestive Marie’ segmentation and positioning strategy. Q.2)Parle products successful in delivering the message of quality to the target audience? Justify your comments.

Any questions??? : 

Any questions???