Product Management - ParleG

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					                     PRODUCT
                     MANAGEMENT




    Project Report on Parle - G




1
Contents
About the Company ...................................................................................................................................... 3
PARLE G - THE EVOLUTION !!!....................................................................................................................... 4
THE MARKETING STRENGTH ......................................................................................................................... 5
Marketing Mix of Parle Products Limited ..................................................................................................... 6
Product mix ................................................................................................................................................... 7
Brand ............................................................................................................................................................. 8
Brand name strategy..................................................................................................................................... 9
Product Life Cycle........................................................................................................................................ 10
Packaging and Labeling ............................................................................................................................... 11
Channel levels: ............................................................................................................................................ 12
Promotion Mix ............................................................................................................................................ 12
Consumer behavior ..................................................................................................................................... 15
Market Segmentation ................................................................................................................................. 18
Target Market Strategy ............................................................................................................................... 21
Packing ........................................................................................................................................................ 21
Conclusion ................................................................................................................................................... 22
About the Company

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.

Initially 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. 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. For around 75 years, Parle have been manufacturing quality biscuits and confectionery
products. Over the years Parle has grown to become a multi million-dollar company with many
of the products as market leaders in their category. The recent introduction of Hide & Seek
chocolate chip biscuits is a product of innovation and caters to a new taste, being India’s first
ever chocolate-chip biscuits. All Parle products are manufactured under most hygienic
conditions. Great care is exercised in the selection and quality control of raw material and
standards ensured at every stage of the manufacturing process.

Parle Products has 4 manufacturing units for biscuits and confectionaries at Mumbai, Haryana,
Rajasthan and Karnataka. It also has 14 manufacturing units for biscuits & 5 manufacturing units
for confectioneries, on contract. All these factories are located at strategic locations, so as to
ensure a constant output & easy distribution. Today, Parle enjoys a 40% share of the total biscuit
market and a 15% share of the total confectionary market, in India. The marketing mix of Parle
for this project has been studied from the point of view of Parle biscuits; mainly Parle-G and
Parle hide & seek.


PARLE G - THE EVOLUTION !!!

Parle-G has been a strong household name across India. The great taste, high nutrition, and the
international quality, makes Parle-G a winner. No wonder, it's the undisputed leader in the
biscuit category for decades. Parle-G is consumed by people of all ages, from the rich to the
poor, living in cities & in villages. While some have it for breakfast, for others it is a complete
wholesome meal. For some it's the best accompaniment for chai, while for some it's a way of
getting charged whenever they are low on energy. Because of this, Parle-G is the world's largest
selling brand of biscuits. Launched in the year 1939, it was one of the first brands of Parle
Products. It was called Parle Glucose Biscuits mainly to cue that it was a glucose biscuit. It was
manufactured at the Mumbai factory, Vile Parle and sold in units of half and quarter pound
packs. The incredible demand led Parle to introduce the brand in special branded packs and in
larger festive tin packs. By the year 1949, Parle Glucose biscuits were available not just in
Mumbai but also across the state. It was also sold in parts of North India. The early 50s produced
over 150 tones of biscuits produced in the Mumbai factory. Looking at the success of Parle-G, a
lot of other me-too brands were introduced in the market. And these brands had names that were
similar to Parle Glucose Biscuits so that if not by anything else, the consumer would err in
picking the brand. This forced Parle to change the name from Parle Glucose Biscuits to Parle-G.
Originally packed in the wax paper pack, today it is available in a contemporary, premium BOPP
pack with attractive side fins. The new airtight pack helps to keep the biscuits fresh and tastier
for a longer period.

Parle-G was the only biscuit brand that was always in short supply. It was heading towards
becoming an all-time great brand of biscuit. Parle-G started being advertised in the 80's. It was
advertised mainly through press ads. The communication spoke about the basic benefits of
energy and nutrition. In 1989, Parle-G released its Dadaji commercial, which went on to become
one of the most popular commercials for Parle-G. The commercial was run for a period of 6
years. Parle-G grew bigger by the minute. Be it the packs sold, the areas overed or the number of
consumers. It became a part of the daily lives of many Indians. It wasn't a biscuit any more. It
had become an icon. The next level of communication associated the brand with the positive
values of life like honesty, sharing and caring. In the year 1997, Parle-G sponsored the tele-serial
of the Indian superhero, Shaktimaan that went on to become a huge success. The personality of
the superhero matched the overall superb benefits of the brand. Parle extended this association
with Shaktimaan and gave away a lot of merchandise of Shaktimaan, which was supported by
POS and press communication. The children just could not get enough of Parle-G and
Shaktimaan. In the year 2002, it was decided to bring the brand closer to the child who is a major
consumer. A national level promo - `Parle-G Mera Sapna Sach Hoga' was run for a period of 6
months. The promo was all about fulfilling the dreams of children. There were over 5 lakh
responses and of that, over 300 dreams were fulfilled. Dreams that were fulfilled ranged from
trips to Disneyland at Paris & Singapore; free ride on a chartered plane; 20 scholarships worth Rs
50,000; a special cricket coaching etc. The year 2002 will go down as a special year in Parle-G's
advertising history. A year that saw the birth of G-Man - a new ambassador for Parle-G. Not just
a hero but also a super-hero that saves the entire world, especially children from all the evil
forces. A campaign that is not just new to the audiences but one that involves a completely new
way of execution that is loved by children all over the world – Animation. To make the brand
much more interesting and exciting with children, it was decided to launch a premium version of
Parle-G called Parle-G Magix in the year 2002. Parle-G Magix is available in two exciting tastes -
‘Cocoh’ and ‘Cashew’. The year 2002 also witnessed the launch of Parle-G Milk Shakti, which has
the nourishing combination of milk and honey, especially launched for the southern market.


THE MARKETING STRENGTH

The extensive distribution network, built over the years, is a major strength for Parle Products.
Parle biscuits & sweets are available to consumers, even in the most remote places and in the
smallest of villages with a population of just 500. Parle has nearly 1,500 wholesalers, catering to
4,25,000 retail outlets directly or indirectly. A two hundred strong dedicated field force services
these wholesalers & retailers. Additionally, there are 31 depots and C&F agents supplying goods
to the wide distribution network. The Parle marketing philosophy emphasizes catering to the
masses. They constantly endeavor at designing products that provide nutrition & fun to the
common man. Most Parle offerings are in the low & mid-range price segments. This is based on
their understanding of the Indian consumer psyche. The value-for-money positioning helps
generate large sales volumes for the products. However, Parle Products also manufactures a
variety of premium products for the up-market, urban consumers. And in this way, caters a range
of products to a variety of consumers.




Marketing Mix of Parle Products Limited

Product strategy

Product Levels

1)    Core benefit- the core benefit of biscuits is to satisfy hunger of the consumer
2)    Basic    product-      in   the    second   level,   the    basic    product       is   biscuits.
3)    Expected product- the consumers expect the product to have a good taste and
      also give nutrition.

4)   Augmented product- parle biscuits increase a person’s energy levels. This is not
     always expected by the consumers and hence exceeds customer’s expectations.
5)   Potential product- in the future parle could come up with different products such
      as a snack which could be a combo of chocolate and biscuit.

Classification of products

1) Based on tangibility- Parle biscuits are tangible, i.e. one can see and touch them.
2) Based on functional life- Parle biscuits are consumables since biscuits form a part of food and
have a short life.
3) Based on price and quality- most of Parle biscuits such as Parle-G, Monaco, Krackjack are
mass products but a few Parle biscuits such as Parle hide and seek and Milano are premium or
prestige products.
4) Based on utility- Parle biscuits are convenience goods. They are staples since they are bought
by consumers regularly. Also they are partly impulse products.
Product mix

Width- Parle produces biscuits, snacks and confectionaries. So the width is 3.


Length- the length of Parle products is as below:
Biscuits                         Snacks                            Confectionaries
Parle-G                          Jeffs                             Melody
Milk Shakti                      Sixer                             Poppins
Magix- choco and cashew          Musst bytes-tangy tomato          Mango byte
Krackjack                        garden green                      Kismi toffee
Bar                                                                Rol-a-cola
Marie Choice                                                       Orange
Monaco                                                             Chox
Hide and seek
candy




Fun centre- chocolate, butterscotch, strawberry, milk cream Nimkin Parle cream- mango,
orange, elaichi, pineapple, bourbon Digestive Marie Krackjack cream Mayfair•

Depth


For Parle-G:
Parle-G comes in 8 different sizes: 25gms, 44gms, 93.5gms, 231gms, 340.5gms, 462gms,
577.5gms and 1000gms. Hence the depth of parle-G is 8.

For variants of Parle-G:

Parle-G magix has 2 flavors- choco and cashew and comes only in one size i.e. 75gms. Hence its
depth is 2. Parle milk shakti has no favors and comes in just one size i.e. 150gms.

So the depth of Parle-G is 8+2+1= 11
For Parle hide & seek and Milano:

Parle hide & seek comes in 2 sizes- 25gms and 100gms. Hence its depth is 2. Parle hide & seek
Milano has no flavors and comes only in one size i.e. 100gms. So the depth of Parle hide & seek
is 2+1= 3.

Consistency


The product consistency generally depends on 3 parameters
1. Production
2. Distribution
3. Consumer end-use

The production process of every parle biscuit follows some basic ingredients like wheat flour,
vegetable oil, inverted syrups, skimmed milk powder, etc. then depending upon the product,
extra ingredients are added for e.g. in Monaco there might be an extra amount of salt put in to
give it that prominent salt taste, to hide & seek, chocolate chips are added. Etc. Parle uses the
same distribution channels for selling all its products under the biscuit category i.e. 1st, 2nd &
the 3rd level of the distribution channels. The basic end use of all parle products remains the
same – eating it simply to satisfy hunger. Products like parle-g may also be consumed for the
intake of high glucose levels for immediate strength & energy.


Brand

The Parle Biscuit brands, such as, Parle-G, Monaco and Krackjack enjoy a strong imagery and
appeal amongst consumers. Be it a big city or a remote village of India, the Parle name
symbolizes quality, health and great taste. And yet, this reputation has been built, by constantly
innovating and catering to new tastes. This can be seen by the success of new brands, such as,
Hide & Seek and Hide & Seek Milano.
Brand name strategy

Parle follows company brand name strategy, since all its products are named using the
company’s name as a prefix such as Parle-G, Parle- Monaco, Parle hide&seek, Parle digestive
Marie, etc.

Brand strategy decision:


Product category




Parle follows both line extension and brand extension for its products. For a product like Parle-G
it followed line extension with the introduction of Parle-G milk Shakti and Parle-G magix which
has 2 flavors- choco and cashew. For Parle Monaco too it followed line extension when a new
favor Monaco jeera was introduced. Similarly when it introduces any new product in the biscuit
category, it follows line extension.

Initially Parle used to produce only confectionaries. Parle followed brand extension with the
introduction of products in the biscuits and snacks category. In this way, by concentrating on
consumer tastes and preferences and emphasizing Research & Development, the Parle brand
grows from strength to strength.
Product Life Cycle
For Parle G:




Parle as a company has reached the maturity stage in its products life cycle; since products such
as parle-G, parle Monaco, parle Krackjack which form a major part of parle products’ sales have
captured most of India’s market. But for its premium biscuits parle hide and seek and parle hide
and seek Milano the products are in the growth and introduction stages respectively.

For parle hide and seek:




Parle hide and seek was introduced in 1998 with favors such as mint, orange and chocolate. But
it did not really succeed in capturing the consumer’s attention. So after a few years it was re
launched with just one flavor i.e. chocolate flavor with new packaging. After the re-launch it has
started gaining attention of its potential buyers and hence is in the growth stage of its life cycle.
It has to fight for its stand in the market since it faces competition from Britannia’s good-day
choco nuts.


Packaging and Labeling

    Packaging:

The time spent by a customer for picking up a product from a retail outlet is a few seconds;
therefore a package should appeal to a customer within such a small interval of time. In this, both
packaging & labeling play an important role in attracting customers both visually &
psychologically.

For Parle G: Parle G was initially recognized by its iconic white and yellow stripped wax paper
wrapper with the baby face on it. Many competitors have tried to sell their lower quality products
by copying the packaging, trying to sell their biscuits as Parel-G; Parle-Jee etc. Due to increasing
competition Parle G now uses plastic wrappers for its packaging. Parle-G comes in 8 different
sizes: 25gms, 44gms, 93.5gms, 231gms, 340.5gms, 462gms, 577.5gms and a 1kg pack just for
Rs.30 which is not usually offered by other brands.

Parle Hide & Seek: It initially came out with 3 variants: Mint, Orange & Chocolate which wasn’t
accepted by the masses. However, the production of Mint & orange flavors was stopped.
Chocolate is the only flavor that is running successfully since it is India’s first chocolate chip
biscuit. . Hide & seek biscuit's current packaging has been modified along with lower prices &
better affordability rates. Thus there is a change in size of the product which is prevalent in the
ads. One of the advertisements shows movie actor, Hrithik Roshan walking with a pack of hide
& seek biscuits in the back pocket of his jeans emphasizing on the small size of the product.

Parle hide & seek Milano: This product of Parle has a flashy purple coloured packing which
attracts customers with the whole look of Italian chocolate chip cookies.
    Labeling:

Consumers are becoming increasingly health conscious. So it is essential to display the contents
of every product. Every packet of Parle G, Parle hide & seek, Parle hide & seek Milano has
information about the ingredients used, nutrition facts, mailing & emailing addresses asking for
feedback, phone number, packaging date etc. All this along with the brand name and directions
are printed in Hindi too.


Channel levels:

Parle has nearly 1,500 wholesalers, catering to 4, 25,000 retail outlets directly or indirectly. A
two hundred strong dedicated field force services these wholesalers & retailers. Additionally,
there are 31 depots and C&F agents supplying goods to the wide distribution network.
So it is seen that Parle has 1 level, 2 level & 3 level distribution channels levels.

       Level 1 - availability to all departmental stores.
       Level 2 – Since it’s an FMCG product this channel exists for customers scattered
       throughout the country.
       Level 3 – Mass consumption & suitable for national & international coverage. For e.g.
       Parle’s international operations consist of serving markets in the Middle East, Africa,
       South America, Sri Lanka, Australia and North America for which the 3 level distribution
       channel exists.


Channel dynamics:


Parle has a multi-channel marketing system since it uses more than two marketing channels to
reach all its customer segments.


Promotion Mix

The marketing mix tools used by Parle are Advertising, Sales promotion and Public relations.
Advertising


Parle-G started being advertised in the 80's. It was advertised mainly through press ads. The
communication spoke about the basic benefits of energy and nutrition. In 1989, Parle-G released
its Dadaji commercial (link for the ad: http://www.youtube.com/watch?v=5D4PBN0OzuE),
which went on to become one of the most popular commercials for Parle-G. The commercial was
run for a period of 6 years. Parle-G grew bigger by the minute. Be it the packs sold, the areas
covered or the number of consumers. It became a part of the daily lives of many Indians. It
wasn't a biscuit any more. It had become an icon. The next level of communication associated
the brand with the positive values of life like honesty.



Sharing and caring.

The year 2002 went down as a special year in Parle-G's advertising history. A year that saw the
birth of G-Man - a new ambassador for Parle-G. Not just a hero but also a super-hero that saves
the entire world, especially children from all the evil forces. A campaign that was not just new to
the audiences but one that involved a completely new way of execution that was loved by
children all over the world. A TV commercial that showed G-Man saving the children from the
evil force called Terrolene launched this campaign. It was also supported by print medium
through posters and streamers put up at the retail outlets. Another campaign that was launched by
Parle for Parle-G was - ’G’ mane ’GENIUS’’. For this a series of ads were shown in which a
little kid eats Parle G and tricks the wise and experienced people. Just a few months back a
reminder TV commercial was launched for Parle-G where the product is being called ‘hindustan
ki takat’ ( link for the ad: http://www.youtube.com/watch?v=Kxb4bLq35mg ). Most of the Parle-
G TV commercials tell us that brand awareness is being done by capturing consumer emotion.
Heavy promotion plays a major role in creating brand awareness. Such is the case of Parle hide
& seek biscuit’s television advertisements. The ads of parle hide and seek are portraying actor
Hrithik Roshan. This tells us that the product is being promoted by celebrity endorsement to
increase awareness of this product and help capture the consumers’ attention.
Sales Promotion


Parle uses the Sales force promotion tool for all its employees. Every year it holds day fairs at
branded venues where games and fun events are organised for the employees of Parle and their
families; where Parle products are giveaway prizes. In the year 1997, Parle-G sponsored the tele-
serial of the Indian superhero, Shaktimaan that went on to become a huge success. The
personality of the superhero matched the overall superb benefits of the brand. Parle extended this
association with Shaktimaan and gave away a lot of merchandise of Shaktimaan.
The children just could not get enough of Parle-G and Shaktimaan. In the year 2002, it was
decided to bring the brand closer to the child who is a major consumer. A national level promo -
`Parle-G Mera Sapna Sach Hoga' was run for a period of 6 months. The promo was all about
fulfilling the dreams of children. There were over 5 lakh responses and of that, over 300 dreams
were fulfilled. Dreams that were fulfilled ranged from trips to Disneyland at Paris & Singapore;
meeting their favorite film star Hrithik Roshan; free ride on a chartered plane; 20 scholarships
worth Rs 50,000; a special cricket coaching camp with the Australian cricketer - Ricky Ponting;
etc. Golu Galata contest- In Tamil Nadu, traditionally, women decorate various dolls made of
clay   during   Navaratri   celebrations   by    setting   up   7-9   steps.   This   display   is
well decorated and friends and relatives are invited to witness the same. Through a detailed
research, Parle found that due to time pressures, this tradition is slowly dying and is getting
restricted to a select few households. Thus, to revive the fading event, Parle had introduced the
novel promotion called Parle Golu Galata contest in 2005. After the encouraging response and
resounding success of the 2005 Golu Galata contest, in 2006 Parle Products Pvt. Ltd took the
contest to Chennai, Madurai, Trichy, & Kumbakonam. (Golu means Doll & Galata means
Dhammal.)
Consumer behavior

For Parle-G:

In India it is a habit to have biscuits along with chai or tea - Parle G is referred to as "biskut" in
rural areas - thus when asked for biskut to a shopkeeper it simply means Parle-G biscuit in rural
areas. Understanding consumer behavior is tough. The study of consumer behavior includes the
knowledge about the consumer, his buying motives & buying habits.

Public Relations

Parle has done the following for enhancing public relations:




Keeping all this in mind, the factors influencing the buying behavior of consumers are:

Parle-G being a consumable product is not influenced by factors like cultural factors. As shown
above, social factors are further sub divided into 3 parts namely reference groups, family &
social role & status.
1) Reference Group

People, especially kids are always influenced by the people around them. They are influenced by
friends, relatives, family members specially elder siblings, etc. so if they see anyone around them
having parle-G biscuit, they too want to eat it.

2) Family

In his case also, if it’s a usual habit of the family members to have pale-G with tea or coffee, the
kids in the growing stage or any new member joining the family for tea will form a similar habit
or the later will be offered the same biscuit. Personal Factors



The factors whose intensity differs from person to person are together termed as personal
factors. They are as follows: -


1) Age
Parle-g is consumed maximum by the kids in the age group of 5-10 years i.e. the growing age
group. Kids, who have formed the habit of having Parle-G in their early stages of life, continue
this practice even after growing up. They continue their consumption of Parle-G even after they
grow up.


2) Occupation
The buying behavior of the consumer is influenced also by the occupation he or she belongs to.
In case of Parle-G, the purpose for buying the product varies from a person with a high post in a
M.N.C. to a poor laborer. For the executive employee, he may or may not buy the product. He
may buy a more expensive or an imported biscuit brand because he can afford it. Also he may
buy it only to be one of the many snacks available to him. On the other hand, a poor laborer
would buy a packet of Parle-G simply to satisfy his hunger. For him, it is not matter of choice or
luxury, but a necessity because it’s the easiest & the cheapest he can get.
3) Income
Income of a person decides its core expenditure segment. If a laborer earns a fixed amount & if a
biscuit like parle-g which for sure ensures high level glucose content & immediate energy
regained, he would defiantly opt to buy a parle biscuit packet & not spend even that minimal
amount of Rs.4 on anything else. But since Parle-G is a low-priced, value for money product a
person’s income does not really play a role in influencing the purchase of the product.
Consumers of all income groups do buy the product.




Psychological Factors


1) Motivation -For Parle-G the main & the basic motivation which pulls consumers towards
buying it is simply hunger. This is what pulls the consumers towards the purchase of Parle-G.
Also, since biscuits are perceived as snacks, when a consumer is drinking tea he or she is
motivated to buy Parle-G at that time.
2) Perception- consumers believe Parle-G to be a good quality product which is cheap too. They
also perceive it to be a great snack with tea For Parle hide & seek:

Social factors

1) Reference groups- parle hide & seek is targeted at the youth. So for this product consumers
are influenced by their friends and siblings.

2) Status- Parle hide & seek is a high priced product. So consumers in the higher income groups
would prefer to buy the product over other brands since it would be a matter of higher status.

Personal factors

1) Age- the advertisements of this product are such that people in the age group from 15 to 28
are likely to be influenced to buy this product. But at the same time, since this product has been
endorsed by a celebrity (Hrithik Roshan) and since it is made of chocolate chips, children are
also likely to be major consumers.
2) Occupation- Major Consumers for Parle hide & seek are students.

3) Income- since it is a high-priced product; the potential consumers for this product are high
income earners. A person who is earning more is more likely to buy this product than a person
who earns comparatively lower income.

Psychological factor

Perception-Consumers perceive this brand as ’tasty and crispy’ ...chocolate not very sugary. It is
perceived as a brand leader in this segment and some firmly believe that there is no competitor
while mostly people regarded ’Britannia bourbon’ as its main competitor ; very few consumers
know that ’good day- choco nuts’ is its competitor.


Market Segmentation

    Level of market segmentation

Parle-G is consumed by people of all ages, from the rich to the poor, living in cities & in
villages. While some have it for breakfast, for others it is a complete wholesome meal. For some
it's the best accompaniment for tea, while for some it's a way of getting charged whenever they
are low on energy. Parle company practices mass marketing for Parle- G which appeals to
masses. It is a product liked by everyone and does not cater only to a specific group or part of the
whole market. Thus it is mass production, mass distribution and mass promotion of Parle- G for
all buyers. However, Parle follows Niche marketing for Hide & Seek. It is a premium product
since it is priced at a high price and also with its chocolate flavor it is accepted by most chocolate
lovers. When hide & seek was first launched, there were no other biscuits of its kind in the
market.
Market Segmentation


Geographic segmentation:

Parle-G is consumed by people staying in urban, semi urban and rural areas. Hide & Seek
however, being a premium product having a high price is consumed onlyin urban and semi urban
areas.

Demographic segmentation:


Age
Hide n Seek is mainly for youth and children. Parle-G is however consumed by everyone.
Income
Hide n Seek being highly priced is consumed only by high income group. However, Parle-G is
consumed by all income groups, but is mostly consumed by the lower and middle income
groups.
Social class
Hide & Seek is meant for middle class and rich class families. However one can also say that
Parle-G is consumed only by lower n middle class consumers because rich class can afford more
expensive biscuits.


Behavioral segmentation:


Benefit sought-The benefit sought in Parle-G is mainly replenishing energy and for
Hide & Seek it is good taste.


      Pattern of market segmentation


Preference: Clustered
If we divide the whole market on basis of their preferences foe sweetness and saltiness in the
biscuits then the possible outcome would be that the preferences are clustered near some tastes
i.e. the consumers would not like to have something really vague like 50% salty, 25%s weet and
25% creamy.That is why the preferences are clustered and not diffused wherein the preferences
have to be very extreme and vague. Parle as a company makes use of this clustered preferences
and manufactures biscuits for each and every cluster. For e.g. Monaco for entirely salty biscuits
and its latest product Krackjack-cream is for sweet and salty taste.
Target Market Strategy

      M1          M2            M3
P1


P2


P3


P4




PARLE Company as a whole inculcates SELECTIVE MARKET SPECIALIZATION strategy.
In the above diagram we can say blue colour represents the extent of Parle-G i.e. it is 1 product
for all the 3 markets and the green colour is for Hide & Seek where it is a product only for 1
market and the orange is for Krackjack biscuits where the product is targeted for 2 markets.

     Positioning strategy

Parle-G is positioned in the minds of people as a value for price product and also as a low-priced
product. Whereas hide & seek has tapped a new market.

     Differentiation strategy

For Parle-G the company has used channel and image differentiation tools. Parle-G by far has the
most intensive distribution coverage as compared to any other biscuit company in India. Also the
name PARLE has an image that generates respect and a belief of good quality in the minds of the
buyers.


Packing

As in all other biscuits, packing plays an important role in Parle-G too. The basic small packs are
packed mechanically using automated machines and are sealed using the pollybag sealing
machine. These small packs are then manually packed into small boxes and are sent through the
conveyor belt to be packed in large cartons. 160 packets are packed per minute. And in one big
box there are 160 Parle-G packets packed. Before, they used to bring the packaging material
from outside the company but now it is produced in the factory premises itself. For export
purpose the packets have different languages print on them depending upon the geographical
location & demand of the people. Each factory has state-of-the-art machinery with automatic
printing & packaging facilities.


Conclusion

Over the years, Parle has grown to become a multi-million US Dollar company. Many of the
Parle products - biscuits or confectionaries, are market leaders in their category and have won
acclaim at the Monde Selection, since 1971. Today, Parle enjoys a 40% share of the total biscuit
market and a 15% share of the total confectionary market, in India. The Parle Biscuit brands,
such as, Parle-G, Monaco and Krackjack and confectionery brands, such as, Melody, Poppins,
Mangobite and Kismi, enjoy a strong imagery and appeal amongst consumers. Be it a big city or
a remote village of India, the Parle name symbolizes quality, health and great taste! And yet, we
know that this reputation has been built, by constantly innovating and catering to new tastes.
This can be seen by the success of new brands, such as, Hide & Seek, or the single twist
wrapping of Mango bite. In this way, by concentrating on consumer tastes and preferences and
emphasizing Research & Development, the Parle brand grows from strength to strength.

				
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