PARLE
BISCUITS
LTD
By-KOMAL
Roll no. 40
PTMBA-FIN DIV A
NMIMS
Introduction-Parle
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
Parle name symbolizes quality, nutrition
and great taste.
With a reach spanning even the
remotest villages of India
Introduction (conti)
Many of the Parle products - biscuits or
confectioneries, are market leaders in their
category and have won acclaim at the Monde
Selection, since 1971.
With a 40% share of the total biscuit market and
a 15% share of the total confectionary market in
India , Parle has grown to become a multi-million
dollar company.
While to consumers it's a beacon of faith and
trust, competitors look upon Parle as an example
of marketing brilliance.
History
1929 a small factory in the suburbs of
Mumbai city.
Products manufactured sweets and
toffees called Parle Products
1939, Parle Products began
manufacturing biscuits
Parle Glucose & Parle Monaco first
brands of biscuits became leading
names for great taste and quality.
Parle Products
Parle Biscuit: Parle Sweets:
Parle - G Melody
Hide and Seek
Kismi Gold
Krackjack
Hide & Seek Milano
Mango Bite
Magix Orange Candy
Digestive Marie Kaccha Mango Bite
Monaco Xhale
Parle Marie Poppins
Kreams 2 in 1 Eclair
Milk Shakti Kismi Toffee
Parle 20-20 Cookies
Golgappa
Goldenarcs
Nimkin
Kisme Toffee Bar
Kreams Gold Melody Softee
Chox Mazelo
Monaco Jeera Parle Lites
Parle Snacks:
Musst Bites
Jeffs
Cheeslings Musst Stix & Musst Chips
Sixer
Sixer Zeera
Parle Biscuits Ltd
Parle Biscuits Limited is a subsidiary of
the Parle Products Limited, Mumbai,
Closely held company run by the
Chauhans.
Parle enjoys a 40% share of the total
biscuit market and 15% share of the
total confectionery market in India.
Parle Production Factories
Parle core Values
The great tradition of taste and nutrition
is consistent in every pack on the store
shelves, even today. The value-for-
money positioning allows people from all
classes and age groups to enjoy Parle
products to the fullest.
Strategic Competencies
- An in-depth understanding of the
Indian consumer psyche
- Nutritious Products
- Newer & Innovative products
- Strong sales / distribution N/W
- Value for money products
External Analysis
Industry trend
The biscuit industry is been experiencing steady
growth of 14-15% annually.
In 2008, the growth exceeded 16% mark on account
of exemption from Central Excise Duty on biscuits.
External Analysis
Two Sectors of Biscuit Industry
External Analysis
Annual Production:
The organized biscuit manufacturing industrys annual
production figures show YOY growth indicating rising
consumption pattern in India.
Industry Players
Other Players
HLL
Bisk Farm
Anmol
Elite
Cremica
Dukes
Anupam
Craze
Nezone
External Analysis
Major Market Share Holders
Organized Sector
PEST
Political
Taxes
Economical
in per capita income
Production and
Indias GDP growing
Distribution licenses at an average 8%
Social
in per capita
consumption Technological
India is 3rd largest Innovation
producer of biscuit
Age R&D
Lifestyle
Perception
Porter's Five Forces Analysis
-Capital intensive Threat from
manufacturing, New Entrants
Low
advertising and
distribution system.
The ingredients are - High competition among
basic commodities such Internal existing players to capture
as wheat, sugar etc. Rivalry maximum market share.
Powers of Powers of
High Buyers
SuppliersLow High
Availability of many
biscuits from low to
-Traditional Indian moderate prices
home made snacks - Availability of
- Bread biscuits from nonorganized
-Growing packaged sector
snacks industry
High
Threats of
Substitutes
Opportunities & Threats
Opportunities Threats
- Indian Biscuit Manufacturers - Fluctuations in the prices of
Association (IBMA) estimates annual transportation costs & distribution
growth of around 20% in next couple cost due to high wedges and
Of years. oil prices
- The $220 Billion food industry is - Entry of ITC (having very good
expected to grow to $300 Billion by distribution channels) in to biscuit
2015. industry
- Per capita consumption of Biscuits in
the country is only 1.8 kg as compared
to 2.5 kg to 5.5 kg in South East Asian
countries and European countries, and
7.5 kg in USA.
- Growing demand of Sugar free cream
crackers & diet biscuits
- Opportunity to further grown in Urban
& Rural market; Current penetration
levels are
Urban Market : 75% to 85%
Rural Market : 50% to 65%
- Grow in southern and east India
Internal Analysis-SWOT
Strengths Weakness
1. Parle Brand 1. Dependence on retailers & grocery
2. Diversified Product Range stores for displaying diversified
3. Extensive Distribution Network Parle products on shelf to induce
(Availability in most remote villages) impulsive buying
4. Low & mid range price segment 2. Dependence on Parle-G (glucose
catering to mass biscuit) under Parle umbrella
5. Better understanding of consumer
Psyche
Opportunity
1. Estimated annual growth of 20%
2. The 220 B$ food industry is Threats
expected to grow to 300 B$ by 2015. 1. Hike in cost of production due to
3. Low Per capital consumption of Hike in prices of raw materials and
Biscuits (1.8 KG) as against 5.5 KG in increase in transportation plus
South East Asian countries. distribution cost due to high wedges
4. Increasing demand for Sugar free and oil prices
cream crackers & diet biscuits 2. Entry of ITC (having very good
5. Current penetration levels distribution channels) into biscuit
Urban Market : 75% to 85% industry
Rural Market : 50% to 65%
6. Growth in southern and east India
SWOT Recommendations
SO WO
1. Heavy promotional campaigns in
1. Increase penetration in southern
rural areas , southern & eastern
India and eastern India
India to increase brand awareness
2. Expand in rural market
to boost top of the mind recall
3. Cater to new diet conscious segment
sales.
4. Advertising of Parle products using
2. Advertise and promote Parles
celebrities such as sport person
nutritious brands other than Parle-
(Cricketer very popular game in
G in educated urban market
India)
looking for healthy product
WT
ST 1. Capture more market share of
1. Shift towards products (SKUs) Other biscuit segments using
That are highly appreciated in Distribution channels by associating
urban market (heath conscious Individual products with a
promotion.
mothers) and price sensitive
Example the stylish cream biscuit
rural market rather than just is promoted by bollywood star,
increasing no of SKUs Marie products are branded as
family snacks product etc.
Pricing Strategy of Parle
Golden question.
How Parle-G is priced at Rs.6
for past 12 years?????????
Pricing Strategy of Parle
Golden question.
How Parle-G is priced at Rs.6
for past 12 years?????????
Pricing Strategy of Parle
QUALITY
LOW HIGH
L
O
Economy Penetration
w
P
R
I
C
E
H Skimming Premium
I
G
H
Pricing Strategies Matrix
Parle Pricing
Parle brand symbolizes -quality, health
and great taste.
Factories at strategic locations
Automatic Printing and packaging
facilities
Extensive distribution network build over
the years is a major strength
Parle Pricing
140 180 packets /minute
12000 biscuits /minute
Bulk purchase of Wheat
Reduces no. of shifts
Wastage- 1% of the 115 tones
Parle Pricing
Establishment of manufacturing units in
rural areas
Investment in R & D
Increase in number of biscuits and
reduction in weight per biscuit
100g pack costing Rs. 4 has net weight
93.5g
Parle-G Pricing
Strategies
Sell brand not price
Wider reach/presence through different medium-
education, hospital, army, railways & bus
donation, sports, NGOs
Brand value compels suppliers to sell Parle-G at
low commissions
Nearly 1500 wholesalers, catering to 425000
retail outlets directly or indirectly
Availability in remote places even in the villages
having population of 1500
Parle-G Pricing
Strategies
Now available in Re 1,Rs 2,Rs 4, to Rs
25 packet
Profit Margin for distributors is 4% and
for retailers is 10 -12 %
Pricing advantage of Parle brand in other
product lines
Parle-G Pricing
Strategies
Penetration Strategy Keeping high quality and
maintaining low price
Previously sets its price as per the geography,
freight cost for reaching remote places is quite
high
As per Gdsouza, coordinator of Parle products,
variation of the price of Parle G from Rs 4-5 in
different states
But due to factories at strategic locations Parle-G
is moving towards uniform pricing all over India
Parle-G Pricing
Strategies
Alternative Increasing Price
Reducing Product Size, using less expensive raw
materials, unbundling the product.
Buyer reactions to price changes
must be considered
Parle-G Pricing
Strategies
Competitors are more likely to react to
price changes under certain conditions
Number of firms is small (Britannia, ITC, Priya Gold and
other small players)
Product is uniform
Buyers are well informed
Parle has seen the variations in sales due to
increase in price by mere 50p
Respond to price changes only if
Market share/profit will be negatively affected if
nothing is changed.
THANK
YOU
