PRODUCT LIFE CYCLE PARLE –G
By
AASHISH KADEL
CONTENTS
• Introduction • Introduction Phase of
PARLE G
• History & Product range
• Growth Phase of
• Basics of PLC PARLE G(Turnover, Finance
Details, Competition &
Challenges.)
• Application of PLC concept to
PARLE –G
• Conclusion
Inroduction –PARLE G
• Largest Selling Brand in world.
• Identified with baby on pack, affectionately called as ParleG baby
• Winner of 8 gold and 11 silver ‘monde selection awards
• Liked by all age and income groups
• 40% share of biscuit market and a 15% share of confectionary
PARLEG
• 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
PRODUCT RANGES
• Biscuits • Hide & Sick
• Parle – G • Mayfair Cookies
• Milk Shakti • Confectionary
• Parle Magix • Melody
• Krackjack • Mango bite
• Monaco • Poppins
• Digestive Marie • Must Bites
• Kismi Toffee • Sixer
• Orange Candy
PLC Stages
• Product development • Begins when the company
develops a new product idea
• Introduction
• Sales are zero
• Growth
• Investment costs are high
• Maturity
• Profits are negative
• Decline
Introduction
• Basic product • Low sales
• Use cost plus Basis • High cost per customer
acquired
• Selective distribution
• Negative profits
• Awareness among early
adopters • Innovators are targeted
• Heavy expenditures • Little competition
GROWTH
• Product Extensions • Reduce expenditure on sales
• Penetration Pricing • Rapidly rising sales
• Intensive Distribut. • Rising profits
• Build Awareness • Early adopters are targeted
• Advertising is high • Growing Competition
Maturity
• Diversify brand and models • Sales peak
• Price match to beat • Low cost per customer
competition
• High profits
• Intensive distribution
• Middle majority are targeted
• Encourage brand switching
• Competition begins to decline
DECLINE
• Phase out weak items • Declining sales
• Cut price • Low cost per customer
• Selective distribution • Declining profits
• Phase out unprofitable outlets • Laggards are targeted
• Reduce to level • Declining competition
• Reduce to minimal level
Introduction Phase Parle
• Founded in 1929 as a Confectionary Comp
• Decade later Introduced Biscuits
• Imported Biscuits shipped by British
• Introduced better glucose biscuits
• Initially sold only in Suburbs of Mumbai
• Wax wrappers for packaging
Growth phase
• 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 Parle Cont.
• Largest brand in world
• 65 % of Glucose Market
• 50 % to Turnover
• Large consumption in rural market
• 12 to 15 % Growth
• Low Margin
• High Volume
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)
• Source ORGMARG% S Product H M L Hide n Seek ,Cheeslings Marie, Monaco , Krack Jack
Parle G,Milk Shakti L M H
Growth Phase – Competition
• Parle G market leader in Glucose sector
• Britania leader in terms of value & in Mid &
High Sec
• ITC fastest growing brand (7 %)
• Others: Priya gold, Bakeman, Nestle and
Kwality.
Growth Phase – Challenges
• Increased penetration level from comp.
• Increased Advert.
• Variants and new Innovative products
• High segment variants
• Celebrity Brand ambassadors
Conclusion
• PLC analysis – very IMP tool in the hands of
marketer.
• Better understanding in managing profitable
products & eliminating unprofitable one.
• As products moves from one stage to another in
PLC Marketer evaluate and adjust strategies for
promoting ,pricing & distribution of the product.
Bibliography
• [Link]
• [Link]
• Wikipedia
• Marketing Management PhilipKotler
