PowerPoint Presentation: TOPIC - PARLE -G PowerPoint Presentation: INTRODUCTION Established in 1929 1st brands – Parle Glucose and Parle Monaco Market leader in many products Won acclaim at the Monde selection since 1970 35% share of the total biscuit market 15% share of the total confectionery market 14 manufacturing units for biscuits & 5 manufacturing units for confectioneries Parle has largest such manufacturing units in India Annual turnover 2000 crores It has provided its products to the mass with the affordable range. PowerPoint Presentation: HISTORY OF PARLE In 1929 a small company by the name of Parle products emerged in British dominated India. A small factory was set up in the suburbs of Mumbai, to manufacture sweets and toffees. Parle name has grown in all directions, won international fame and has been sweetening people's lives all over India and abroad. Parle Products also has 7 manufacturing units and 51 manufacturing units on contract. PowerPoint Presentation: About Parle – G Biscuit Parle – G has been a strong household name across India. 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. The great taste, high nutrition, and the international quality, makes Parle-G a winner. Times changed, variety of biscuits did come and go but nothing has changed with these biscuits. It has been the undisputed leader in the biscuit category for decades. PowerPoint Presentation: HIDUSTAN KI TAKAT – PARLE-G Largest manufacturer of biscuits since 80 years Quality, nutrition and great taste. More than 1500 Wholesalers an 1.3 Million retail outlets Faith and trust Example of marketing brilliance for Competitors 65 % of Glucose Biscuit market. PowerPoint Presentation: Product Range Biscuits Confectionary Parle – G Melody Milk Shakti Mango bite Parle - Magix Poppins Krackjack Kismi Toffee Monaco Orange Candy Digestive Marie Must Bites Hide & Sick Sixer PowerPoint Presentation: RURAL MARKET OF PARLE-G Parle G is concentrating heavily on rural marketing to have high growth rate in rural areas Rural market penetration is 50 – 65% Parle G market reach very high due to distribution network Consumer psyche: Recognize Not as Parle G but …as ….. biscuit ka puda . Parle G is increasing awareness to know parle G as brand Target young generation, i.e. school going children Parle G is a market leader in glucose biscuit category in rural marketing PowerPoint Presentation: Positioning of parle -g in rural market Parle-G the company has used channel and image differentiation tools in rural market Parle –G by far has the most intensive distribution coverage as compared to any other biscuit company in Indian rural market Also the name PARLE has an image that generates respect and a belief of good quality in the minds of the buyers The value-for-money positioning helps to generate large sales volumes for the parle -g Positioning parle -g firmly in the consumer mindset was easy because of healty and nutrious quality biscuits The success of Shaktiman from Parle-G again has tremendous scope in retailing, merchandising and event marketing. May be this was a deliberate strategy from Parle to reposition its biscuits with a shakti (power) aura against the much hyped biscuit brands. Parle-G eventually might use the Shaktiman umbrella strategy to replicate the success for its other brands in these markets. PowerPoint Presentation: MARKETING STRATEGIES Intiatives taken by parle for parle -g as a marketing strategies . Target young generation, i.e. school going children, Associate with various Government initiative like, Primary Education scheme, National Rural health mission centres , Mid-day meals being serve in primary school, This will help in Brand Registration, Associate Parle G as health food, and complete nutrition package… PowerPoint Presentation: Parle G has adopted the Market Penetration strategy i.e. low price along with capturing of a large market Also they focus on providing good quality products at the same time, which means it uses the value pricing method. The value-for-money positioning helps generate large sales volumes for the products. Parle G is available in Re 1,Rs 2, Rs 4 to Rs 25 packet Profit margin for distributors is 4% and for retailers is 10- 12% Parle-G maintained its price of Rs.4.00 for the last 12 yrs & has seen the variation in its sales due to increase in price by mere 50p. PowerPoint Presentation: The extensive distribution network, built over the years, is a major strength for Parle Products. Parle G biscuits are available to consumers, even in the most remote places and in the smallest of villages with a population of just 1500. Parle has nearly 1,500 wholesalers, catering to 4,25,000 retail outlets directly or indirectly. A two hundred strong dedicated field force services its huge wholesalers & retailers network. Additionally, there are 31 depots and C&F agents supplying goods to the wide distribution network. Factories at strategic locations & Establishment of manufacturing units in rural areas PowerPoint Presentation: SWOT Analysis PowerPoint Presentation: Strengths Parle Brand, Diversified product range, Extensive distribution network. Low and mid price range Catering to mass, Better understanding of consumer psyche Market leader in glucose biscuit PowerPoint Presentation: Weakness Dependence on retailers & grocery Stores for displaying diversified Parle Products on shelf, induce impulsive buy. Britannia capturing market slowly (eg- tiger biscuit ) Dependence on Parle G (flagship brand) PowerPoint Presentation: Opportunities Estimated annual growth of 20% Low per capita consumption, Changing consumer preference, Increasing demand for sugar free, Using advertising aggressively PowerPoint Presentation: Threats Hike in cost of production due to hike In Raw material cost, Increasing distribution cost, Local bakery products, Entry of various new entrant, ITC etc. Britannia capturing market slowly (eg- tiger biscuit ) PowerPoint Presentation: REASONS FOR MARKET LEADER: Mass Production i.e. Volume Cost Cutting : They are in Backward Integration so that to cover The profit by introducing sugar plants, Maida plants as well as Packaging Plant. Taste PILLARS OF SUCCESS IN RURAL AREAS Learning No Compromise on Quality Hard Work PowerPoint Presentation: CONCLUSION PARLE is one of the best manufacturing company of Biscuits and other products among their Competitors. Looking at the challenges and the opportunities which rural markets offer to the marketers ,it can be said that the future is very promising for those who can understand the dynamics of rural markets and exploit them to their best advantage like parle . PARLE Company using new technology. That is the key point of Success of PARLE .