Description
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 5.5
kg
•
USA 7.5 kg
Marketing Strategy
Group - 6
• Overview of Biscuit Industry in India
• Porter’s Model
• About Parle
• Parle Products
• Parle SWOT analysis
• About Parle G Biscuit
• Parle G - uture !"allen#es
• Our Su##estions
PRESENTATION OVER VIEW
Introduction on Bicuit Indutry
•Bicuit !arket in India " R #$%%%-crore &R #%-'i((ion)
• Annua( gro*t+ rate o, Bicuit Indutry a ,o((o*"
$ Growt"
0
2
4
6
8
10
12
14
16
18
2003-04 2004-05 2005-06 2006-07 2007-08
% Growth
Steady #rowt" of %& ' %( $ annually) *r+ ,--.)+e/e01tion fro0 !entral 2/cise 3uty)
Annua( production Bicuit Indutry
-
,
&
4
.
%-
%,
%&
%4
%.
,--5--& ,--&--( ,--(--4 ,--4--6
Annual Production of Biscuit in India
7a8" MT
*o* #rowt" s"ows risin# consu01tion in India)
Bicuit Indutry pro,i(e
Two Sectors of Biscuit Industry
Or#anised Sector
4-$
9n Or#anised
Sector
&-$
Or#anised : 9nor#anised :: &- : 4-
Introduction on Bicuit Indutry
• ;ural-urban 1enetration of Biscuit :
•9rban Mar8et : 6($ to .($
•;ural Mar8et : (-$ to 4($
• Per ca1ita consu01tion of Biscuits :
•Ii#" co01etition
A0on# e/istin# 1layers
Porter. /i0e /orce !ode(
•Su11liers?
•Basic co00odities :
• W"eat= Su#ar+
•Increasin# 1rice
•Su11liers?
•Basic co00odities :
• W"eat= Su#ar+
•Increasin# 1rice
!usto0er
• Many biscuit fro0 low
to 0oderate ;an#e=
• 7i8e of ba8ery 1roduct
!usto0er
• Many biscuit fro0 low
to 0oderate ;an#e=
• 7i8e of ba8ery 1roduct
•
7OW
Major Mkt Share ( Organised Sector)
Parle G
5($
Britania
5%$
Sunfeast
@$
Priya#old
%($
Ot"ers
%-$
Bicuit Indutry !a-or p(ayer
ABO1T PAR2E
?
2stablis"ed in %@,@
?
%st brands ' Parle Glucose and Parle Monaco
?
Mar8et leader in 0any 1roducts
?
Won acclai0 at t"e Monde selection since %@6-
?
5($ s"are of t"e total biscuit 0ar8et
?
%($ s"are of t"e total confectionery 0ar8et
?
%& 0anufacturin# units for biscuits A ( 0anufacturin# units for
confectioneries
?
Parle "as lar#est suc" 0anufacturin# units in India
?
Annual turnover ,--- crores
?
It "as 1rovided its 1roducts to t"e 0ass wit" t"e affordable ran#e+
Par(e Product33 Bicuit4
Par(e Product33 5on,ectionarie4
Par(e Product33 Snack4
SWOT Ana(yi o, Par(e
SWOT Ana(yi o, Par(e
• Strengths
•Parle Brand=
•3iversified 1roduct ran#e=
•2/tensive distribution networ8+
•7ow and 0id 1rice ran#e
•!aterin# to 0ass=
•Better understandin# of
consu0er 1syc"e
• Weakness
•3e1endence on retailers A #rocery
Stores for dis1layin# diversified Parle
Products on s"elf= induce i01ulsive buy
• 3e1endence on Parle G
•Bfla#s"i1 brandC
• Oortunities
•2sti0ated annual #rowt" of ,-$
•7ow 1er ca1ita consu01tion=
•!"an#in# consu0er 1reference=
• Increasin# de0and for su#ar free=
•3iet biscuit=
• Threats
•>i8e in cost of 1roduction due to "i8e
In ;aw 0aterial cost=
•Increasin# distribution cost=
•7ocal ba8ery 1roducts=
•2ntry of various new entrant= IT! etc+
A'out Par(e 6 G Bicuit
• Parle 'G "as been a stron# "ouse"old na0e across India+
• A crea0 colored yellow stri11ed wra11er wit" a cute baby 1"oto
containin# %- ' %, biscuits wit" t"e co01any’s na0e 1rinted in ;ed and
you 8now t"ese are Parle G biscuits+
• T"e #reat taste= "i#" nutrition= and t"e international Duality= 0a8es Parle-
G a winner+
• Ti0es c"an#ed= variety of biscuits did co0e and #o but not"in# "as
c"an#ed wit" t"ese biscuits+
• It "as been t"e undis1uted leader in t"e biscuit cate#ory for decades+
Par(e G - Target 'ae
• Parle-G is consu0ed by 1eo1le of all a#es= fro0 t"e ric" to t"e 1oor=
livin# in cities A in villa#es+
• W"ile so0e "ave it for brea8fast=
•or ot"ers it is a co01lete w"oleso0e 0eal+
•or so0e itEs t"e best acco01ani0ent for tea=
•W"ile for so0e itEs a way of #ettin# c"ar#ed w"enever t"ey are low on
ener#y+
Parle co01any 1ractices 0ass 0ar8etin# for Parle- G w"ic" a11eals to
0asses+ It is a 1roduct li8ed by everyone and does not cater only to a
s1ecific #rou1 or 1art of t"e w"ole 0ar8et+ T"us it is 0ass 1roduction=
0ass distribution and 0ass 1ro0otion of Parle- G for all buyers+
5onu!er pyc+e and Par(e - G
• Parle-G is consu0ed by 1eo1le of all a#es= fro0 t"e ric" to t"e 1oor= livin#
in cities A in villa#es+
• W"ile so0e "ave it for brea8fast= for ot"ers it is a co01lete w"oleso0e
0eal+
• or so0e itEs t"e best acco01ani0ent for c"ai
• W"ile for so0e itEs a way of #ettin# c"ar#ed w"enever t"ey are low on
ener#y+
Par(e 6 G33 a a Brand
•T"e brand is associated wit" t"e 1ositive values of life li8e "onesty= s"arin#
and carin#+
• T"e incredible de0and led Parle to introduce t"e brand in s1ecial branded
1ac8s and in lar#er festive tin 1ac8s+
• It is synony0ous to ener#y A nutrition+
• It "as beco0e a 1art of t"e daily lives of 0any Indians+ It wasnEt a biscuit
any 0ore+ It "ad beco0e an icon+
•Parle G conFures u1 fond 0e0ories across t"e len#t" and breadt" of t"e
country+
•Be it a bi# city or a re0ote villa#e of India= t"e Parle G sy0boliGes Duality=
"ealt" and #reat taste+
Par(e - G and Price !i7
• Parle G "as ado1ted t"e Mar8et Penetration strate#y i+e+ low 1rice alon#
wit" ca1turin# of a lar#e 0ar8et
• Also t"ey focus on 1rovidin# #ood Duality 1roducts at t"e sa0e ti0e= w"ic"
0eans it uses t"e value 1ricin# 0et"od+
• T"e value-for-0oney 1ositionin# "el1s #enerate lar#e sales volu0es for t"e
1roducts+
• Parle G is available in ;e %=;s ,= ;s & to ;s ,( 1ac8et
• Profit 0ar#in for distributors is &$ and for retailers is %--%,$
• Parle-G 0aintained its 1rice of ;s+&+-- for t"e last %, yrs A "as seen t"e
variation in its sales due to increase in 1rice by 0ere (-1+
Par(e - G and P(ace !i7
• T"e e/tensive distribution networ8= built over t"e years= is a 0aFor
stren#t" for Parle Products+
•Parle G biscuits are available to consu0ers= even in t"e 0ost re0ote
1laces and in t"e s0allest of villa#es wit" a 1o1ulation of Fust %(--+
• Parle "as nearly %=(-- w"olesalers= caterin# to &=,(=--- retail outlets
directly or indirectly+ A two "undred stron# dedicated field force services its
"u#e w"olesalers A retailers networ8+
• Additionally= t"ere are 5% de1ots and !A a#ents su11lyin# #oods to t"e
wide distribution networ8+
• actories at strate#ic locations A 2stablis"0ent of 0anufacturin# units in
rural areas
Par(e - G and pro!otion !i7
Ad!ertising " It was advertised 0ainly t"rou#" 1ress ads+ T"e
co00unication s1o8e about t"e basic benefits of ener#y and nutrition+
In %@.@ Parle-G released its H3adaFiI co00ercial w"ic" was a "u#e
success and was aired over a 1eriod of 4 years+ T"e co00unication
s1o8e about t"e basic benefits of ener#y and nutrition+
Par(e - G and pro!otion !i7 &contd44)
• T"e ne/t level of co00unication associated t"e brand wit" t"e 1ositive values of
life li8e "onesty= s"arin# and carin#+ Just a few 0ont"s bac8 a re0inder TK
co00ercial was launc"ed for Parle-G w"ere t"e 1roduct is bein# called L"industan
8i ta8at’
• ;ecently Parle G "as started t"e use of celebrity in t"eir advertise0ents
Par(e - G and pro!otion !i7 &contd44)
Sales ro#otion " 2very year it "olds day fairs at branded venues w"ere
#a0es and fun events are or#aniGed for t"e e01loyees of Parle and t"eir
fa0iliesM w"ere Parle 1roducts are #iveaway 1riGes+
Pu$lic relations " Parle "as done t"e followin# for en"ancin# 1ublic
relations:
•
In t"e year %@@6= Parle-G s1onsored t"e tele-serial of t"e Indian su1er"ero=
Shakti#aan t"at went on to beco0e a "u#e success+
•
In t"e year ,--,= a national level 1ro0o - `Parle-G Mera Sapna Sach
Hoga' was run for a 1eriod of 4 0ont"s+ T"e 1ro0o was all about fulfillin# t"e
drea0s of c"ildren+
•
Parle Saraswati %andana= one of its initiatives= is an inter-sc"ool contest
based on t"e Saraswati PuFa celebrations+ Since it started in ,--, it "as seen a
tre0endous increase in 1artici1atin# eac" year= wit" entries co0in# fro0
sc"ools of West Ben#al+
•
Parle "ad introduced t"e novel 1ro0otion called Parle &olu &alata contest
in ,--(+ BGolu 0eans 3oll A Galata 0eans 3"a00al+C
Par(e - G and 5o!petitor
'o#etition to Parle ( & is fro# following layers ) "
•*ets do strategic #aing on following ground )
Price ( +istri$ution,
-utrition content ( Brand,
Inno!ation ( Technology,
Packaging.
Par(e - G and 5o!petitor
Price 6 8itri'ution
7OW
7OW >IG>
>IG>
P
;
I
!
2
3IST;IB9TIO<
Marico
>orlic8s
Sunfeast
Priya#old
Britania
Parle-G
Par(e - G and 5o!petitor
Nutrition content 6 Brand
7OW
7OW >IG>
>IG>
<
9
T
;
I
T
I
O
<
!
O
<
T
2
<
2
T
B;Aorlic8s
Sunfeast
Priya#old
Britania
Parle-G
Par(e - G and 5o!petitor
Inno0ation 6 Tec+no(ogy
7OW
POO; A3KAIG>
I
<
<
O
K
A
T
I
O
<
T2!>orlic8s
Sunfeast
Priya#old
Britania
Parle-G
Par(e - G and 5o!petitor
Packaging
POO; A3KAorlics
Sunfeast
Priya#old
Britania
Parle-G
!"#$%&G &"'S !"#$%&G &"'S
Par(e - G and 5+a((enge
Par(e - G and 5+a((enge
• Increasin# 1rices of basic ;aw 0aterial li8e = Su#ar= W"eat= Mil8= Mil8
1owder+
• T"is leadin# to increase in 0anufacturin# cost of t"e biscuits+
•Parle G very 1rice sensitive 1roduct+
•S0all increase in 1rice Bby (- 1aiseC in 1ast "ad seen "i#" decline in sales+
• Should Parle increase rice of flagshi $rand PA/*0 &1
Par(e - G and Group uggetion
• S"ould 8ee1 t"e 1rice of Parle G sa0e and increase 1rice of ot"er "i#"
end variant 1roducts li8e= Milano= >ide n See8= Bourbourn+
• >i#" end 1roducts can absorb t"e increased 1roduction cost=
•T"is will "el1 to cater to e/istin# 0ar8et wit"out 1rice c"an#e+
Par(e - G and 5+a((enge
• 2ven t"ou#" t"e Parle is 0ar8et leader in t"e se#0ent= ot"ers are also
tryin# to ca1ture t"e c"un8 of 0ar8et s"are+
• a8e brands li8e Parel G= Parle Jee tried to e/tract 0ar8et s"are+
• >ow ever only serious co01etition faced by Parle G is fro0 Britania Ti#er
biscuit+
5o!parati0e Ana(yi o, Par(e - G and Britannia Tiger
5o!parati0e Ana(yi o, Par(e - G and Britannia Tiger
Rural-urban penetration of Biscuit :
•
Urban Market : 75% to 85%
•
Rural Market : 50% to 65%
•
Per capita consumption of Biscuits :
•
INDIA 1.8 kg,
•
South East Asian Countries 2.5 kg to 5.5
kg
•
USA 7.5 kg
Marketing Strategy
Group - 6
• Overview of Biscuit Industry in India
• Porter’s Model
• About Parle
• Parle Products
• Parle SWOT analysis
• About Parle G Biscuit
• Parle G - uture !"allen#es
• Our Su##estions
PRESENTATION OVER VIEW
Introduction on Bicuit Indutry
•Bicuit !arket in India " R #$%%%-crore &R #%-'i((ion)
• Annua( gro*t+ rate o, Bicuit Indutry a ,o((o*"
$ Growt"
0
2
4
6
8
10
12
14
16
18
2003-04 2004-05 2005-06 2006-07 2007-08
% Growth
Steady #rowt" of %& ' %( $ annually) *r+ ,--.)+e/e01tion fro0 !entral 2/cise 3uty)
Annua( production Bicuit Indutry
-
,
&
4
.
%-
%,
%&
%4
%.
,--5--& ,--&--( ,--(--4 ,--4--6
Annual Production of Biscuit in India
7a8" MT
*o* #rowt" s"ows risin# consu01tion in India)
Bicuit Indutry pro,i(e
Two Sectors of Biscuit Industry
Or#anised Sector
4-$
9n Or#anised
Sector
&-$
Or#anised : 9nor#anised :: &- : 4-
Introduction on Bicuit Indutry
• ;ural-urban 1enetration of Biscuit :
•9rban Mar8et : 6($ to .($
•;ural Mar8et : (-$ to 4($
• Per ca1ita consu01tion of Biscuits :
•Ii#" co01etition
A0on# e/istin# 1layers
Porter. /i0e /orce !ode(
•Su11liers?
•Basic co00odities :
• W"eat= Su#ar+
•Increasin# 1rice
•Su11liers?
•Basic co00odities :
• W"eat= Su#ar+
•Increasin# 1rice
!usto0er
• Many biscuit fro0 low
to 0oderate ;an#e=
• 7i8e of ba8ery 1roduct
!usto0er
• Many biscuit fro0 low
to 0oderate ;an#e=
• 7i8e of ba8ery 1roduct
•
7OW
Major Mkt Share ( Organised Sector)
Parle G
5($
Britania
5%$
Sunfeast
@$
Priya#old
%($
Ot"ers
%-$
Bicuit Indutry !a-or p(ayer
ABO1T PAR2E
?
2stablis"ed in %@,@
?
%st brands ' Parle Glucose and Parle Monaco
?
Mar8et leader in 0any 1roducts
?
Won acclai0 at t"e Monde selection since %@6-
?
5($ s"are of t"e total biscuit 0ar8et
?
%($ s"are of t"e total confectionery 0ar8et
?
%& 0anufacturin# units for biscuits A ( 0anufacturin# units for
confectioneries
?
Parle "as lar#est suc" 0anufacturin# units in India
?
Annual turnover ,--- crores
?
It "as 1rovided its 1roducts to t"e 0ass wit" t"e affordable ran#e+
Par(e Product33 Bicuit4
Par(e Product33 5on,ectionarie4
Par(e Product33 Snack4
SWOT Ana(yi o, Par(e
SWOT Ana(yi o, Par(e
• Strengths
•Parle Brand=
•3iversified 1roduct ran#e=
•2/tensive distribution networ8+
•7ow and 0id 1rice ran#e
•!aterin# to 0ass=
•Better understandin# of
consu0er 1syc"e
• Weakness
•3e1endence on retailers A #rocery
Stores for dis1layin# diversified Parle
Products on s"elf= induce i01ulsive buy
• 3e1endence on Parle G
•Bfla#s"i1 brandC
• Oortunities
•2sti0ated annual #rowt" of ,-$
•7ow 1er ca1ita consu01tion=
•!"an#in# consu0er 1reference=
• Increasin# de0and for su#ar free=
•3iet biscuit=
• Threats
•>i8e in cost of 1roduction due to "i8e
In ;aw 0aterial cost=
•Increasin# distribution cost=
•7ocal ba8ery 1roducts=
•2ntry of various new entrant= IT! etc+
A'out Par(e 6 G Bicuit
• Parle 'G "as been a stron# "ouse"old na0e across India+
• A crea0 colored yellow stri11ed wra11er wit" a cute baby 1"oto
containin# %- ' %, biscuits wit" t"e co01any’s na0e 1rinted in ;ed and
you 8now t"ese are Parle G biscuits+
• T"e #reat taste= "i#" nutrition= and t"e international Duality= 0a8es Parle-
G a winner+
• Ti0es c"an#ed= variety of biscuits did co0e and #o but not"in# "as
c"an#ed wit" t"ese biscuits+
• It "as been t"e undis1uted leader in t"e biscuit cate#ory for decades+
Par(e G - Target 'ae
• Parle-G is consu0ed by 1eo1le of all a#es= fro0 t"e ric" to t"e 1oor=
livin# in cities A in villa#es+
• W"ile so0e "ave it for brea8fast=
•or ot"ers it is a co01lete w"oleso0e 0eal+
•or so0e itEs t"e best acco01ani0ent for tea=
•W"ile for so0e itEs a way of #ettin# c"ar#ed w"enever t"ey are low on
ener#y+
Parle co01any 1ractices 0ass 0ar8etin# for Parle- G w"ic" a11eals to
0asses+ It is a 1roduct li8ed by everyone and does not cater only to a
s1ecific #rou1 or 1art of t"e w"ole 0ar8et+ T"us it is 0ass 1roduction=
0ass distribution and 0ass 1ro0otion of Parle- G for all buyers+
5onu!er pyc+e and Par(e - G
• Parle-G is consu0ed by 1eo1le of all a#es= fro0 t"e ric" to t"e 1oor= livin#
in cities A in villa#es+
• W"ile so0e "ave it for brea8fast= for ot"ers it is a co01lete w"oleso0e
0eal+
• or so0e itEs t"e best acco01ani0ent for c"ai
• W"ile for so0e itEs a way of #ettin# c"ar#ed w"enever t"ey are low on
ener#y+
Par(e 6 G33 a a Brand
•T"e brand is associated wit" t"e 1ositive values of life li8e "onesty= s"arin#
and carin#+
• T"e incredible de0and led Parle to introduce t"e brand in s1ecial branded
1ac8s and in lar#er festive tin 1ac8s+
• It is synony0ous to ener#y A nutrition+
• It "as beco0e a 1art of t"e daily lives of 0any Indians+ It wasnEt a biscuit
any 0ore+ It "ad beco0e an icon+
•Parle G conFures u1 fond 0e0ories across t"e len#t" and breadt" of t"e
country+
•Be it a bi# city or a re0ote villa#e of India= t"e Parle G sy0boliGes Duality=
"ealt" and #reat taste+
Par(e - G and Price !i7
• Parle G "as ado1ted t"e Mar8et Penetration strate#y i+e+ low 1rice alon#
wit" ca1turin# of a lar#e 0ar8et
• Also t"ey focus on 1rovidin# #ood Duality 1roducts at t"e sa0e ti0e= w"ic"
0eans it uses t"e value 1ricin# 0et"od+
• T"e value-for-0oney 1ositionin# "el1s #enerate lar#e sales volu0es for t"e
1roducts+
• Parle G is available in ;e %=;s ,= ;s & to ;s ,( 1ac8et
• Profit 0ar#in for distributors is &$ and for retailers is %--%,$
• Parle-G 0aintained its 1rice of ;s+&+-- for t"e last %, yrs A "as seen t"e
variation in its sales due to increase in 1rice by 0ere (-1+
Par(e - G and P(ace !i7
• T"e e/tensive distribution networ8= built over t"e years= is a 0aFor
stren#t" for Parle Products+
•Parle G biscuits are available to consu0ers= even in t"e 0ost re0ote
1laces and in t"e s0allest of villa#es wit" a 1o1ulation of Fust %(--+
• Parle "as nearly %=(-- w"olesalers= caterin# to &=,(=--- retail outlets
directly or indirectly+ A two "undred stron# dedicated field force services its
"u#e w"olesalers A retailers networ8+
• Additionally= t"ere are 5% de1ots and !A a#ents su11lyin# #oods to t"e
wide distribution networ8+
• actories at strate#ic locations A 2stablis"0ent of 0anufacturin# units in
rural areas
Par(e - G and pro!otion !i7
Ad!ertising " It was advertised 0ainly t"rou#" 1ress ads+ T"e
co00unication s1o8e about t"e basic benefits of ener#y and nutrition+
In %@.@ Parle-G released its H3adaFiI co00ercial w"ic" was a "u#e
success and was aired over a 1eriod of 4 years+ T"e co00unication
s1o8e about t"e basic benefits of ener#y and nutrition+
Par(e - G and pro!otion !i7 &contd44)
• T"e ne/t level of co00unication associated t"e brand wit" t"e 1ositive values of
life li8e "onesty= s"arin# and carin#+ Just a few 0ont"s bac8 a re0inder TK
co00ercial was launc"ed for Parle-G w"ere t"e 1roduct is bein# called L"industan
8i ta8at’
• ;ecently Parle G "as started t"e use of celebrity in t"eir advertise0ents
Par(e - G and pro!otion !i7 &contd44)
Sales ro#otion " 2very year it "olds day fairs at branded venues w"ere
#a0es and fun events are or#aniGed for t"e e01loyees of Parle and t"eir
fa0iliesM w"ere Parle 1roducts are #iveaway 1riGes+
Pu$lic relations " Parle "as done t"e followin# for en"ancin# 1ublic
relations:
•
In t"e year %@@6= Parle-G s1onsored t"e tele-serial of t"e Indian su1er"ero=
Shakti#aan t"at went on to beco0e a "u#e success+
•
In t"e year ,--,= a national level 1ro0o - `Parle-G Mera Sapna Sach
Hoga' was run for a 1eriod of 4 0ont"s+ T"e 1ro0o was all about fulfillin# t"e
drea0s of c"ildren+
•
Parle Saraswati %andana= one of its initiatives= is an inter-sc"ool contest
based on t"e Saraswati PuFa celebrations+ Since it started in ,--, it "as seen a
tre0endous increase in 1artici1atin# eac" year= wit" entries co0in# fro0
sc"ools of West Ben#al+
•
Parle "ad introduced t"e novel 1ro0otion called Parle &olu &alata contest
in ,--(+ BGolu 0eans 3oll A Galata 0eans 3"a00al+C
Par(e - G and 5o!petitor
'o#etition to Parle ( & is fro# following layers ) "
•*ets do strategic #aing on following ground )
Price ( +istri$ution,
-utrition content ( Brand,
Inno!ation ( Technology,
Packaging.
Par(e - G and 5o!petitor
Price 6 8itri'ution
7OW
7OW >IG>
>IG>
P
;
I
!
2
3IST;IB9TIO<
Marico
>orlic8s
Sunfeast
Priya#old
Britania
Parle-G
Par(e - G and 5o!petitor
Nutrition content 6 Brand
7OW
7OW >IG>
>IG>
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9
T
;
I
T
I
O
<
!
O
<
T
2
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2
T
B;Aorlic8s
Sunfeast
Priya#old
Britania
Parle-G
Par(e - G and 5o!petitor
Inno0ation 6 Tec+no(ogy
7OW
POO; A3KAIG>
I
<
<
O
K
A
T
I
O
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T2!>orlic8s
Sunfeast
Priya#old
Britania
Parle-G
Par(e - G and 5o!petitor
Packaging
POO; A3KAorlics
Sunfeast
Priya#old
Britania
Parle-G
!"#$%&G &"'S !"#$%&G &"'S
Par(e - G and 5+a((enge
Par(e - G and 5+a((enge
• Increasin# 1rices of basic ;aw 0aterial li8e = Su#ar= W"eat= Mil8= Mil8
1owder+
• T"is leadin# to increase in 0anufacturin# cost of t"e biscuits+
•Parle G very 1rice sensitive 1roduct+
•S0all increase in 1rice Bby (- 1aiseC in 1ast "ad seen "i#" decline in sales+
• Should Parle increase rice of flagshi $rand PA/*0 &1
Par(e - G and Group uggetion
• S"ould 8ee1 t"e 1rice of Parle G sa0e and increase 1rice of ot"er "i#"
end variant 1roducts li8e= Milano= >ide n See8= Bourbourn+
• >i#" end 1roducts can absorb t"e increased 1roduction cost=
•T"is will "el1 to cater to e/istin# 0ar8et wit"out 1rice c"an#e+
Par(e - G and 5+a((enge
• 2ven t"ou#" t"e Parle is 0ar8et leader in t"e se#0ent= ot"ers are also
tryin# to ca1ture t"e c"un8 of 0ar8et s"are+
• a8e brands li8e Parel G= Parle Jee tried to e/tract 0ar8et s"are+
• >ow ever only serious co01etition faced by Parle G is fro0 Britania Ti#er
biscuit+
5o!parati0e Ana(yi o, Par(e - G and Britannia Tiger
5o!parati0e Ana(yi o, Par(e - G and Britannia Tiger