MARKETING STRATEGY OF PARLE-G

MARKETING STRATEGY OF PARLE-G

Biscuit Industry profile

40%

60%

Two sectors of Biscuit Industry

Unorganised sector Organised sector

Introduction on Biscuit Industry

• Rural-urban penetration of Biscuit :• Urban Market : 75% to 85%• Rural Market : 50% to 65%• Per capita consumption of Biscuits : INDIA 1.8

kg,• South East Asian Countries 2.5 kg to 5.5kg• USA 7.5 kg

ABOUT PARLE • Established in 1929.• 1st brands – Parle Glucose and Parle Monaco.• Market leader in many products.• 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 cores .• It has provided its products to the mass with the

affordable range.

Strength 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

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)

Opportunities Estimated annual growth of 20% Low per capita consumption, Changing consumer preference, Increasing demand for sugar free, Using advertising aggressively

Threat 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 )

SWOT ANALYSIS

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

Parle - G and Price mix

• 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.

Parle - G and promotion mix

• Sales promotion - Every year it holds day fairs at branded venues where games and fun events are organized for the employees of Parle and their families; where Parle products are giveaway prizes.

• Public relations - Parle has done the following for enhancing public relations: In the year 1997, Parle-G sponsored the tele-serial of the Indian superhero,Shaktimaan that went on to become a huge success.

• Advertisement – Since 2004 Parle has spent INR 600-700 million on advertising. As pat of promotion strategy it has started relying on celebrity endorsement giving a different perspective to the brand (the ad of Amir Khan which supported the tagline “G for Genius” .

•“Price drives and Not the Brand”•Use the increase in profits for funding activities

OPTIONS1.Delink price from brand positioning gradually • Reduce price sensitivity by Brand Building activities • Leverage the Brandpower of Parle-G to launch premium variants of Parle-G • Diversify the risk with new variants • Use Parle-G as an entrypoint

2.Exploiteconomiesofscale(marketshare74%) • Be part of Government initiatives like Midday meal programme • Concentrate on Institutional sales and retail chains • Moving customers towards bulk purchases and ↑ rural penetration • Competing against Unorganized sector

FUTURE MARKETING PLAN

Short term:- Increase in profits due to higher market share. Decrease in market share if competitors have deeper

pockets.

Long term:- Increase in the market share due to brand building

activities. Rs.5SKU will give a greater headroom for tinkering

grammage during future increase in input costs. Decrease in the overall growth rate due to customer

shift for higher end biscuits.

IMPACT

“INCREASE THE PRICE-BUT AFTER DOING GROUND WORK”Step1:• Don’t change the price Rs.4 immediately (VFM-BOP)• ↑ No. of biscuits and ↓ weight per biscuit which might be a value proposition for the customers

Step2:• ↑ Focus on Rs.5 SKU and ↓ Focus on Rs.4 SKU• Cannibalize Rs.4 SKU(~80g) with Rs.5 SKU(~90g)

Step3: “Monitor the competitors & consumer’s reactions”

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