Parle has a high market share, but its market growth rate is high. The success story of the parle is mainly based on its simplicity. The name, Parle-G, is derived from the name of the Indian rail station, Vile Parle, where the Parle Agro production factory is based. Parle is one of Indias largest selling biscuit snacks and confectionery manufacturers in the country. The brand is estimated to be worth over Rs 2,000 crore (Rs 20 billion), and contributes more than 50 per cent of the companys turnover (Parle Products is an unlisted company and its executives are not comfortable disclosing exact numbers). Market profitability. Special attention is given to the fact that care and caution are exercised in the purchase of raw materials and high hygienic standards are maintained in all its manufacturing units. Parle recently launched a campaign to promote the variety of biscuits it makes. Parle G is a popular choice for morning tea and coffee. Its more than just a biscuit. Customers have referred to all other parle products as Parle-G because of its biscuit brand. Many of the Parle products biscuits or confectioneries, are market leaders in their category and have won acclaim at the Monde Selection, since 1971[2]. Fixed costs are the same, while variable costs rise. Fake brands like Parel G, Parle Jee tried to extract market share. Economies of scale Because Parle has become such a big brand, it enjoys fantastic economies of scale. Even the taste of exiting products is getting deteriorated day by day. 7.Responsible for the Marketing and Membership analysis. It is also having a special taste which cannot be made by others. 34. The company does not have plans at the moment for price increases in any other brands. Brand image of PARLE products and it is . DANONE. Parle employs psychographic and demographic segmentation strategies in order to understand different sets of customers and their needs. With a reach spanning even the remotest villages of India , the company has definitely come a very long way since its inception. Parle is spreading its wings and launching innovative products in health sectors. Appy and Appy Fizz (Apple flavoured drink) LMN (Lemon flavored drink) Bailley (Packaged drinking water) Saint Juice (Fruit juices) Grappo Fizz (Grape flavoured drink) Biscuit & Snacks: Parle-G (Largest selling biscuit in the world. ) Marketing Strategy of Parle analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). Makers of the worlds largest selling biscuit, Parle-G[1], and a host of other very popular brands. Online Digital Marketing Course (4 months). Price: Keeping the price the same between 1996 and 2006 without compromising quality. The Parle G brand faces competition from Britannia's Tiger brand of biscuits. This gives an insight in the Parle marketing mix. Parle has been active when it comes to promotions or tv advertisements. Parle makes its products accessible through many distribution channels. Similar Products produced by the companies like Glucose Biscuits, Mango Bite, Candies. Raw material costs account for 60 per cent of the total costs in this segment and packaging costs (plastic films) account for 20-25 per cent of this. Last fiscal, Parle had sales of Rs 3,500 crore (Rs 35 billion). Parle has 27.5% market share as of 2015 whereas in 2015, Britannia had overtaken parle with 28% market share. The market in which Parle operates is overcrowded with a large number of companies eating up each others market share. What are the revenue and earnings for Parle Industries ? Today, the Parle Group turnover is over Rs.600 crore with group strength of over 1000 employees, including over 400 professionals. Specifically, to Parle G, the company promoted using the logo of a young girl and later also had an ambassador for the brand. If you also want to learn about digital marketing, do check out. Business is my passion and i have established myself in multiple industries with a focus on sustainable growth. Parle is a great example of how to take the customers taste into consideration. One of the most important tools in this box is the market analysis - an assessment that incorporates both quantitative and qualitative data in order to paint a clear picture of the tangible and intangible factors at play in an industry. Marketing strategy of Parle Rides the Premium Path Will It Pay Off Model was proposed by Michael E. Porter in 1979. The company can improvise its marketing game and can opt for digital marketing options. Another common paint color promotional name is Attitude Black. Correct writing styles (it is advised to use correct citations) Need a custom essay sample written specially to meet your The analysis also increases your opportunities to make more profit in business. 5G, 82. Baked food and confectionaries market are ever growing industry & with the advent of migration of people from one part to another part of the world this segment is growing especially in the Asian markets & developing nations due to the changing lifestyleandeating habits. Save my name, email, and website in this browser for the next time I comment. Parles customers are mostly from the lower-income or middle-income groups. The confectionery business, which is the other division of Parle Products, currently contributes only 15 per cent to the companys total turnover. The pricing strategy of Parle has enabled it to retain its position as a market leader despite several new confectionary brands coming in the market as its competitors. This helps us to connect with our consumers across both the rural and urban segments. submit it as your own as it will be considered plagiarism. The BCG matrix is a star in which its segments of biscuits and snacks are prominent. Chapter-4 STP Analysis 4.1Segmentation of PARLE. Parle Agro is a food and beverage company based in Mumbai, India. It is one of the oldest companies in India and is still known for its products. This biscuit is the one of the most popular biscuits and is primarily eaten as a tea-time snack. How to do a market analysis? Strengths of Parle 2. The low price of the Parle products along with the promise of high quality helps in fighting the competitors. In marketing competitor analysis, you assess the strengths and weaknesses of your rivals. Parle products can be seen in every regional area of India. The analysis so done cannot be regarded as the final as change is the constant thing which happens . The three main competitors - Maaza, Frooti and Slice hold close to 90% of the market (Fig 1 & 2). The BCG matrix is a star in which its segments of biscuits and snacks are prominent. Parle G is exported to SAARC countries & to US, UK, and Europe as well as to parts of Africa. The company can improve its marketing game and can opt for digital marketing. According to ORG-MARG reports, Parle G commands a good 65 per cent market share in the domestic biscuit market. Additionally, Parle Products also has 9 manufacturing units and 53 manufacturing units on contract. It enjoys 70% market share in India in the glucose biscuit category followed by Britannia Tiger (17-18%) and ITCs sunfeast (8-9%)[2]. This is the Marketing Strategy of Parle. This is because these three brands contribute substantially to our topline, Chauhan added. Digital Marketing Courses Across The World, Mumbai | Navi Mumbai | Andheri | Mulund | Vashi | Thane | Churchgate | Delhi | Noida | Hyderabad | Gurgaon | Udaipur | Surat | Pune | Patna | Nagpur | Lucknow | Kolkata | Jaipur | Indore | Chandigarh | Ahmedabad | Nigeria | Dubai | Abu Dhabi | Egypt | Nepal | Malaysia | Sri Lanka. The homegrown biscuit brand, Parle G, has proved the belief wrong by becoming the largest selling biscuit brand in the world. The brand, says Kulkarni, meets different needs of customers: calories (energy), nutrition and value-for-money enough reasons why Parle-G enjoys close to 70 per cent market share in the glucose biscuit category and probably has the deepest reach. Parle holds 27.5% of the market, while Britannia has 28%. A decade later, in 1939, Parle Products began manufacturing biscuits, in Parle Biscuit & Confectioner Pvt Ltd. After looking at the weaknesses of the company, we can say that company should change its products variations and should introduce something new to the customers. Parle can be distributed by one distributor. Pioneer company in Indian beverage industry. Apart from Parle G, all other products of the company are also promoted extensively with innovative marketing campaigns. In a swot analysis, Strengths and Weaknesses are internal factors while opportunities and threats are external factors. Based on these insights, you can make more informed decisions about possible marketing strategies. 6. Strict cost control at every point in its supply chain also helped Parle entered into forward contracts with suppliers, outsourced production, increased the number of manufacturing locations to 60 and consolidated buying. (July 2007) Parle Products Pvt Ltd based in Mumbai, India has been Indias largest manufacturer of biscuits and confectionery, for almost 80 years. The majority of its customers are from lower income group/ middle income group people. So you can see the neck and neck competition which is happening in the biscuit industry in India. The analysis dealing with the Parle G Porter's five forces analysis . CHAPTER 1 INTRODUCTION Parle Products has been India's largest manufacturer of biscuits and confectionery for almost 80 years. December 24, 2017 By Hitesh Bhasin Tagged With: Strategies. Poor people find it affordable to add it to their breakfast. Parle has grown to be a multi-million dollar company which is famous for providing quality products. Find advanced market research analysis training centres, institutes, classes in Mumbai and get advanced market research analysis training programs Course fees, duration Class timings Syllabus Placement facilities. document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); Parle Company began its operations back in 1929 with only 12 people. Parle did this by increasing efficiency in factories, reducing transport costs, and adding more manufacturing sites. 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 confectionery market in India[3][4], Parle has grown to become a multi-million dollar company. Some of the threats for Parle are. THE MARKETING STRENGTH The major strength for Parle products is the extensive distribution network built over the years. And every nations tomorrow lies in the hands of its children; children who make the nation proud in every aspect; the young geniuses who shape the future of the nation. The glucose biscuits category in India is estimated at Rs 15 billion. Parle Industries share has a market capitalization of Rs 11.20 Cr. Dimensions of Marketing Analysis. for more interesting blogs on various companies. Your email address will not be published. The other 2 businesses which are confectionaries and chocolates, can be classified as question marks becauseParle haslow market share in the two businesses and facing competition from companies like Nestle, Cadbury, and Britannia etc. Parle- the oldest company is the most successful company in India. You can use either top-down analysis or bottom-up analysis to calculate an estimate of your market value. The wide distribution and availability of the brand ensures that people keep Parle G as their first preference of biscuit over other brands. Parle holds 27.5% of the market, while Britannia has 28%. It was also recognized internationally for its high hygiene. There are several marketing strategies like product innovation, pricing approach, promotion planning etc. Do check the IIDE Knowledge Portal for more interesting blogs on various companies. 5. Its also one of the few FMCG brands in the country, whose customers straddle across income segments. Moreover, Parle efficiently competes with players such as Britannia, ITC, and UNIBIC in the $7.22-billion biscuit market in India that is expected to scale up to $12 billion by 2024. Hence it is safe to assume that Parle G has a whopping 14% market share in the Indian biscuit market. document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); This site uses Akismet to reduce spam. Fixed costs are the same, while variable costs rise. The names and other brand information used in the Marketing Strategy & Mix section are properties of their respective companies. Did you find the article interesting? It looks into the size of the market both in volume and in value, the various customer segments and buying patterns, the competition, and the economic environment in terms of barriers to entry and regulation. Pest analyses is a widely used tool to analyze the Political, Economic, Socio-cultural, Technological, Environmental and legal situations which can provide great and new opportunities to the company as well as these factors can also threat the company, to be dangerous in future. Required fields are marked *. It comes in base pack of Rs 2 for biscuits whereas the toffees range from 1 to 2 rupees. Without any doubt, Parle is the most widely distributed Indian biscuit brand. What would be interesting to see is whether it will be able to retain its leadership in the coming years as income grows in the hinterlands and consumers upgrade and develop new tastes. In the confectionery, it offers products like Melody, Mango Bite, Eclairs whereas in the Snacks segment it provides Nachos, Cake, Rusk and wafers. You can clearly see the fierce competition in India's biscuit industry. You may use it as a guide or sample for The Marketing Strategy & Mix section covers 4Ps and 7Ps of more than 800 brands in 2 categories. The companies are not associated with MBA Skool in any way. The iconic brand with its distinctive yellow colour packaging and strong association with the customers through its advertisements has created a strong brand identity. Customers have referred to all other parle products as Parle-G because of its biscuit brand. It offers many other products like KrackJack, Monaco, Kreams, Golden Arcs, Parle Marie, Milk Shakti, Parle Hide & Seek, Bourbon, Top, Happy Happy, 20-20, simply good, Namkeen parle magix, cheeselings. It is found in all nooks and corners of the country and is exported to several other countries as well. Ajay Chauhan, executive director of Parle Products, told Business Standard: The more than 50-year-old brand, Parle G, has been rated as the largest selling glucose biscuit brand in the whole world in terms of volumes. to help you write a unique paper. Parle makes its products accessible through many distribution channels. Primary sources or sources affiliated with the subject are generally not sufficient for a Wikipedia article. View similar Attachments and Knowledge in Marketing and Sales. Strong supply chain network 5. Many people love to have Parle G with their evening tea or Coffee. In this industry, the customer has options ranging from biscuits from a roadside vendor to purchasing branded biscuits from malls & online mediums. Get original paper in 3 hours and nail the task. Ltd. 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