INTRODUCTION
Parle Products company was founded in 1929 in British India. It was owned by the Chauhan family of Vile Parle, Mumbai. Parle began manufacturing biscuits in 1939. In 1947, when India became independent, the company launched an ad campaign, showcasing its Gluco biscuits as an Indian alternative to the British biscuits. The Parle brand became well known in India following the success of products such as the Parle-G biscuits and the Thums Up soft drink. The original Parle company was split into three separate companies, owned by the different factions of the original Chauhan family Parle Products, led by Vijay, Sharad and AnupChauhan (owner of the brands Parle-G, Melody, Mango Bite, Poppins, Monaco and KrackJack) Parle Agro, led by PrakashChauhan and his daughters Schauna, Alisha and Nadia (owner of the brands such as Frooti and Appy) Parle Bisleri, led by Ramesh Chauhan All three companies continue to use the family trademark name "Parle". The original Parle group was amicably segregated into three non-competing businesses. But a dispute over the use of "Parle" brand arose, when Parle Agro diversified into the confectionary business, thus becoming a competitor to Parle Products. In February 2008, Parle Products sued Parle Agro for using the brand Parle for competing confectionary products. Later, Parle Agro launched its confectionery products under a new design which did not include the Parle brand name. In 2009, the Bombay High Court ruled that Parle Agro can sell its confectionery brands under the brand name "Parle" or "Parle Confi" on condition that it clearly specifies that its products belong to a separate company, which has no relationship with Parle Products.
BRANDS
Biscuits Parle-G, KrackJack, Monaco, Kreams, Hide & Seek, Parle Marie, Milk Shakti. Sweet confectionery Melody, Mango Bite, Poppins. Snacks Monaco Smart Chips, Parle's Wafers, Fulltoss Since they have been entered at the food competition of Monde Selection in 1971, the brands have received consistently gold and silver Quality Awards at the World Quality Selections.
Objective
An in-depth understanding of the Indian consumer psyche has helped Parle develop a marketing philosophy that reflects the needs of the Indian masses. With products created bearing in mind both health and taste, Parle products equally appeal to fun loving kids & youth. Even today, the great tradition of taste and nutrition is consistent in every pack on the store shelves. The value-for-money positioning allows people from all classes and age groups to enjoy Parle products to the fullest. Following are the objectives of Parle: ? To deliver right SKU & Gift item to right place in right time. ? To achieve internal customer satisfaction level to 95%. ? And to increase the consumer base for newly launched product. ? To penetrate market with greater share of business. ? To leverage Parle G brand by having association with some other known brand. ? To counterattack competitor?s strategy.
POSITION
Marketing Analysis of PARLE is also most famous tag line and it they make advertising through TV advertising Parle Products, India's largest biscuit maker by market share, is planning to expand its manufacturing and distribution network across the country. The company, which has 40% of India's biscuit market, wants to open new production facilities and increase the number of outlets to which it sells products. India's biscuit market is worth around US$2.4bn and is growing at 14% a year, according to data from Euromonitor. Mayank Shah, Parle's group products manager, told just-food that the rural parts of India were driving the growth of the country's biscuit sector and the company wanted to targets those parts of the country. "With increasing income levels and evolving consumer preferences, rural India is driving biscuit market growth," Shah said. "Considering the lower consumer penetration of bisucits in rural India, we plan to increase our distribution aggressively." According to Shah, 6.6m retail outlets stock biscuits and Parle sold to 5m stores. As further evidence of the potential for biscuits in India, Shah said per capita consumption was 2kg, far lower, he said, than in some Western markets. "This is way below Western countries, where it is 18-20 kgs. There is tremendous potential to be tapped. Considering the increase in future demand, we plan to increase our production facilities." Parle has over 90 manufacturing sites in India, Shah said, and the company had identified some unnamed locations for new plants. When asked to name regions in India that Parle was targeting for increased production and distribution, he said: "We are the biggest player in this category. However there are some markets like North East, which are difficult to service given their geographic location and climatic conditions. We would like to improve our distribution and production in such areas." India's biscuit market is attracting interest from multinational players. In March, for example, Kraft Foods launched its international brand Oreo in India .and signboards.
THE CUSTOMER CONFIDENCE 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. Today, the Parle brands have found their way into the hearts and homes of people all over India & abroad. Parle Biscuits and confectioneries, continue to spread happiness & joy among people of all ages. The consumer is the focus of all activities at Parle. Maximizing value to consumers and forging enduring customer relationships are the core endeavours at Parle .Their efforts are driven towards maximizing customer satisfaction and this is in synergy with their quality pledge. " Parle Products Limited will strive to provide consistently nutritious & quality food products to meet consumers satisfaction by using quality materials and by adopting appropriate processes. To facilitate the above we will strive to continuously train our employees and to provide them an open and participative environment.
% Market Share
7 16 37
Parle
40
Britania ITC Others
Total Market(Crores)
1420 280 640 1600
Parle Britania ITC Others
Product Life-Cycle Strategies
PLC – Introduction
? Low sales ? High cost per customer acquired ? Negative profits ? Innovators are targeted ? Little competition ? basic product ? Use cost-plus basis ? Selective distribution ? Awareness among early adopters ? Heavy expenditures
PLC – Growth Stage
? Rapidly rising sales ? Average cost per customer ? Rising profits ? Early adopters are targeted ? Growing Competition ? Product Extensions ? Penetration Pricing ? Intensive Distribution. ? Build Awareness
? Advertising is high ? Reduce expenditure on sales
PLC – Maturity Stage ? Sales peak ? Low cost per customer ? High profits ? Middle majority are targeted ? Competition begins to decline ? Diversify brand and models ? Price match to beat competition ? Intensive distribution ? Encourage brand switching
PLC – Decline Stage ? Declining sales ? Low cost per customer ? Declining profits ? Laggards are targeted ? Declining competition ? Phase out weak items ? Cut price ? Selective distribution
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 orin directly. 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 endeavour 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 Product strategy: ? Core benefit- the core benefit of biscuit is to satisfy hunger of the consumer. ? Basic product- in the second level, the basic product is biscuits. ? Expected product- the consumers expect the product to have a good taste and also give nutrition. ? Augmented product- Parle biscuits increase a person?s energy levels. ? Potential product- in the future Parle could come up with different products. Brand:- The Parle Biscuit brands, such as, Parle-G, Monaco and Krack Jack enjoy a strong imagery and appeal amongst consumers. Be it a 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. Brand name strategy Parle follows company brand name strategy, since all its products are named usin g the company? name as a prefix such as Parle- Monaco, Hide „n? Seek, Parle follows both line extension and brand extension for its products. For a product like Parle-G it followed line extension with the introduction if Parle-G milk Shakti and Parle-G Magix which has 2 flavors-Chocó and cashew. Similarly when it introduced any new
product in the biscuit category, it follows line extension. Parle followed brand extension with the introduction of products in the biscuits and snacks category. In this way by concentrating on consumers tastes and prefe rences and emphasizing Research & Development, the Parle brand grows form streng th to strength.
MARKETING STRATERGY
Sales Promotion Sales promotion, a key ingredient in marketing campaigns, consists of a diverse collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade." In marketing, sales promotion is one of the four aspects of promotion. (The other three parts of the promotional mix are advertising, personal selling, and publicity/public relations.) Sales promotions are non-personal promotional efforts that are designed to have an immediate impact on sales. Sales promotion is media and nonmedia marketing communications employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include: · coupons · discounts and sales · contests · point of purchase displays · rebates · free samples (in the case of food items) · gifts and incentive items · free travel, such as free flights Sales promotions can be directed at either the customer, sales staff, or distribution channel members (such as retailers). Sales
promotions targeted at the consumer are called consumer sales promotions. Sales promotions targeted at retailers and wholesale are called trade sales promotions.
TECHNIQUES ADOPTED AT PARLE
The 5 'S' Process: Seiri, Seiton, Seiso, Seiketsu, Shitsuke The 5S Process, or simply "5S", is a structured program to systematically achieve total organization, cleanliness, and standardization in the workplace. A well-organized workplace results in a safer, more efficient, and more productive operation. It boosts the morale of the workers, promoting a sense of pride in their work and ownership of their responsibilities. "5S" was invented in Japan, and stands for five (5) Japanese words that start with the letter 'S': Seiri, Seiton, Seiso, Seiketsu, and Shitsuke. Table 1 shows what these individual words mean. An equivalent set of five 'S' words in English have likewise been adopted by many, to preserve the "5S" acronym in English usage. These are: Sort, Set (in place), Shine, Standardize, and Sustain. Some purists do not agree with these English words they argue that these words have lost the essence of the original 5 Japanese words. 5S Definitions Japanese Term Seiri Seiton Seiso Seiketsu Shitsuke English Equivalent Tidiness Orderliness Cleanliness Standardization Discipline Meaning in Japanese Context Throw away all rubbish and unrelated materials in the workplace Set everything in proper place for quick retrieval and storage Clean the workplace; everyone should be a janitor Standardize the way of maintaining cleanliness Practice 'Five S' daily - make it a way of life; this also means 'commitment'
Seiri The first step of the "5S" process, seiri, refers to the act of throwing away all unwanted, unnecessary, and unrelated materials in the workplace. People involved in Seiri must not feel sorry about having to throw away things. The idea is to ensure that everything left in the workplace is related to work. Even the number of necessary items in the workplace must be kept to its absolute minimum. Because of seiri, simplification of tasks, effective use of space, and careful purchase of items follow. Seiton Seiton, or orderliness, is all about efficiency. This step consists of putting everything in an assigned place so that it can be accessed or retrieved quickly, as well as returned in that same place quickly. If everyone has quick access to an item or materials, work flow becomes efficient, and the worker becomes productive. The correct place, position, or holder for every tool, item, or material must be chosen carefully in relation to how the work will be performed and who will use them. Every single item must be allocated its own place for safekeeping, and each location must be labeled for easy identification of what it's for. Seiso Seiso, the third step in "5S", says that 'everyone is a janitor.' Seiso consists of cleaning up the workplace and giving it a 'shine'. Cleaning must be done by everyone in the organization, from operators to managers. It would be a good idea to have every area of the workplace assigned to a person or group of persons for cleaning. No area should be left uncleaned. Everyone should see the 'workplace' through the eyes of a visitor - always thinking if it is clean enough to make a good impression. Seiketsu The fourth step of "5S", or seiketsu, more or less translates to 'standardized clean-up'. It consists of defining the standards by which personnel must measure and maintain 'cleanliness'. Seiketsu encompasses both personal and environmental cleanliness. Personnel must therefore practice 'seiketsu' starting with their personal tidiness. Visual management is an important ingredient of seiketsu. Color-coding and standardized coloration of surroundings are used
for easier visual identification of anomalies in the surroundings. Personnel are trained to detect abnormalities using their five senses and to correct such abnormalities immediately. Shitsuke The last step of "5S", Shitsuke, means 'Discipline.' It denotes commitment to maintain orderliness and to practice the first 4 S as a way of life. The emphasis of shitsuke is elimination of bad habits and constant practice of good ones. Once true shitsuke is achieved, personnel voluntarily observe cleanliness and orderliness at all times, without having to be reminded by management. KAIZENS Kaizen, a Japanese term that basically translates to 'continuous improvement' or 'change to become good„. Kaizen is aimed at producing more and more value with less and less wastes (higher efficiency), attaining better working environment, and developing stable processes by standardization.
TQM Total Quality Management (TQM) is a business management strategy aimed at embedding awareness of quality in all organizational processes. ? Total: Involving the entire organization, supply chain, and/or product life cycle ? Quality: With its usual definitions, with all its complexities ? Management: The system of managing with steps like Plan, Organize, Control, Lead Staff, provisioning and organizing. POKA-YOKE Poke Yoke is a Japanese technique which means mistake proof system. “Yokeru” means to avoid and “Poka” means inadvertent errors. Poka Yoke methods are simple concept for achieving this goal.
FUTURE PLANS
Parle Products Ltd. launched Parle G Gold, targeting the urban markets. The company is extending its brand Parle G with the launch of Parle G Gold. The biscuit promises to give its consumers a richer and a better formulation along with a bigger biscuit and a better bite. The overall look of the biscuit is wheatish brown with increased weight of 6.7 gms per biscuit. The new product is currently available in and around Mumbai. The company is planning to extend its presence for Parle G Gold, across India in phase manner. The packaging of this new product is done in a hazy BOPP material in a mix of royal colours of red and gold connoting the premium quality of the biscuit. The colour, design and texture of the packet are clutter breaking, thus appealing to the consumers. The product is currently available in pack size of 100 grams at INR 10 price point across kirana and modern trade outlets. Parle Seeks Investments Parle Products Pvt. Ltd. is looking for investments and joint ventures. Parle Products wants to invest in green field projects in emerging and developing economies. Parle is in preliminary talks with Religare Capital Markets Ltd. to help it look for assets. Parle Products is all set to enter the namkeen category across India. The product that was launched mid last year, was test marketed in selected cities of Uttar Pradesh and Madhya Pradesh. It is now available across kirana stores and modern retail formats. Parle Namkeen will be available in three categories – Mixture, Bhujia and Dal. Under the Mixture category, Parle Namkeen will offer Khatta Meetha and Hot „n? Spicy Mixture. The Bhujia category will also be available in two varieties, Bhujia Sev and Aloo Bhujia. The third category is Moong Dal, crispy, tasty and protein rich tea-time snack. Commenting on the pan-India launch, B Krishna Rao, Group Product Manager, Parle Products said, “After test marketing the product mid last year, we have received tremendous response from both consumers and the trade. We would like to maximise this opportunity by reaching out to more consumers across markets in India.” He further added, “To induce trials, we will be offering our customers 25 per cent extra on each packet. Looking at the positive demand in the market, we are aiming to capture 20 per cent market share by the end of this financial year.” The namkeen category has seen tremendous growth in the last couple of years and has been growing at an enormous 25 per cent year on year. Parle Namkeen will be available across popular price points of Rs 5, Rs 10 and Rs 20 per pack.
PRESENTED BY:
TAHER RANGWALA
1011424
CHINMAY TAMSE
1011405
SNEHA JAIN
1011440
KAUSHIK CHHICHHIA
1011460
FAYEZA SONKACHWALA
1011431
Bibliography
Information taken from: ? www.google.com
? www.ask.com
? www.parleproducts.com
? www.managementparadise.com
doc_790841498.docx
Parle Products company was founded in 1929 in British India. It was owned by the Chauhan family of Vile Parle, Mumbai. Parle began manufacturing biscuits in 1939. In 1947, when India became independent, the company launched an ad campaign, showcasing its Gluco biscuits as an Indian alternative to the British biscuits. The Parle brand became well known in India following the success of products such as the Parle-G biscuits and the Thums Up soft drink. The original Parle company was split into three separate companies, owned by the different factions of the original Chauhan family Parle Products, led by Vijay, Sharad and AnupChauhan (owner of the brands Parle-G, Melody, Mango Bite, Poppins, Monaco and KrackJack) Parle Agro, led by PrakashChauhan and his daughters Schauna, Alisha and Nadia (owner of the brands such as Frooti and Appy) Parle Bisleri, led by Ramesh Chauhan All three companies continue to use the family trademark name "Parle". The original Parle group was amicably segregated into three non-competing businesses. But a dispute over the use of "Parle" brand arose, when Parle Agro diversified into the confectionary business, thus becoming a competitor to Parle Products. In February 2008, Parle Products sued Parle Agro for using the brand Parle for competing confectionary products. Later, Parle Agro launched its confectionery products under a new design which did not include the Parle brand name. In 2009, the Bombay High Court ruled that Parle Agro can sell its confectionery brands under the brand name "Parle" or "Parle Confi" on condition that it clearly specifies that its products belong to a separate company, which has no relationship with Parle Products.
BRANDS
Biscuits Parle-G, KrackJack, Monaco, Kreams, Hide & Seek, Parle Marie, Milk Shakti. Sweet confectionery Melody, Mango Bite, Poppins. Snacks Monaco Smart Chips, Parle's Wafers, Fulltoss Since they have been entered at the food competition of Monde Selection in 1971, the brands have received consistently gold and silver Quality Awards at the World Quality Selections.
Objective
An in-depth understanding of the Indian consumer psyche has helped Parle develop a marketing philosophy that reflects the needs of the Indian masses. With products created bearing in mind both health and taste, Parle products equally appeal to fun loving kids & youth. Even today, the great tradition of taste and nutrition is consistent in every pack on the store shelves. The value-for-money positioning allows people from all classes and age groups to enjoy Parle products to the fullest. Following are the objectives of Parle: ? To deliver right SKU & Gift item to right place in right time. ? To achieve internal customer satisfaction level to 95%. ? And to increase the consumer base for newly launched product. ? To penetrate market with greater share of business. ? To leverage Parle G brand by having association with some other known brand. ? To counterattack competitor?s strategy.
POSITION
Marketing Analysis of PARLE is also most famous tag line and it they make advertising through TV advertising Parle Products, India's largest biscuit maker by market share, is planning to expand its manufacturing and distribution network across the country. The company, which has 40% of India's biscuit market, wants to open new production facilities and increase the number of outlets to which it sells products. India's biscuit market is worth around US$2.4bn and is growing at 14% a year, according to data from Euromonitor. Mayank Shah, Parle's group products manager, told just-food that the rural parts of India were driving the growth of the country's biscuit sector and the company wanted to targets those parts of the country. "With increasing income levels and evolving consumer preferences, rural India is driving biscuit market growth," Shah said. "Considering the lower consumer penetration of bisucits in rural India, we plan to increase our distribution aggressively." According to Shah, 6.6m retail outlets stock biscuits and Parle sold to 5m stores. As further evidence of the potential for biscuits in India, Shah said per capita consumption was 2kg, far lower, he said, than in some Western markets. "This is way below Western countries, where it is 18-20 kgs. There is tremendous potential to be tapped. Considering the increase in future demand, we plan to increase our production facilities." Parle has over 90 manufacturing sites in India, Shah said, and the company had identified some unnamed locations for new plants. When asked to name regions in India that Parle was targeting for increased production and distribution, he said: "We are the biggest player in this category. However there are some markets like North East, which are difficult to service given their geographic location and climatic conditions. We would like to improve our distribution and production in such areas." India's biscuit market is attracting interest from multinational players. In March, for example, Kraft Foods launched its international brand Oreo in India .and signboards.
THE CUSTOMER CONFIDENCE 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. Today, the Parle brands have found their way into the hearts and homes of people all over India & abroad. Parle Biscuits and confectioneries, continue to spread happiness & joy among people of all ages. The consumer is the focus of all activities at Parle. Maximizing value to consumers and forging enduring customer relationships are the core endeavours at Parle .Their efforts are driven towards maximizing customer satisfaction and this is in synergy with their quality pledge. " Parle Products Limited will strive to provide consistently nutritious & quality food products to meet consumers satisfaction by using quality materials and by adopting appropriate processes. To facilitate the above we will strive to continuously train our employees and to provide them an open and participative environment.
% Market Share
7 16 37
Parle
40
Britania ITC Others
Total Market(Crores)
1420 280 640 1600
Parle Britania ITC Others
Product Life-Cycle Strategies
PLC – Introduction
? Low sales ? High cost per customer acquired ? Negative profits ? Innovators are targeted ? Little competition ? basic product ? Use cost-plus basis ? Selective distribution ? Awareness among early adopters ? Heavy expenditures
PLC – Growth Stage
? Rapidly rising sales ? Average cost per customer ? Rising profits ? Early adopters are targeted ? Growing Competition ? Product Extensions ? Penetration Pricing ? Intensive Distribution. ? Build Awareness
? Advertising is high ? Reduce expenditure on sales
PLC – Maturity Stage ? Sales peak ? Low cost per customer ? High profits ? Middle majority are targeted ? Competition begins to decline ? Diversify brand and models ? Price match to beat competition ? Intensive distribution ? Encourage brand switching
PLC – Decline Stage ? Declining sales ? Low cost per customer ? Declining profits ? Laggards are targeted ? Declining competition ? Phase out weak items ? Cut price ? Selective distribution
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 orin directly. 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 endeavour 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 Product strategy: ? Core benefit- the core benefit of biscuit is to satisfy hunger of the consumer. ? Basic product- in the second level, the basic product is biscuits. ? Expected product- the consumers expect the product to have a good taste and also give nutrition. ? Augmented product- Parle biscuits increase a person?s energy levels. ? Potential product- in the future Parle could come up with different products. Brand:- The Parle Biscuit brands, such as, Parle-G, Monaco and Krack Jack enjoy a strong imagery and appeal amongst consumers. Be it a 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. Brand name strategy Parle follows company brand name strategy, since all its products are named usin g the company? name as a prefix such as Parle- Monaco, Hide „n? Seek, Parle follows both line extension and brand extension for its products. For a product like Parle-G it followed line extension with the introduction if Parle-G milk Shakti and Parle-G Magix which has 2 flavors-Chocó and cashew. Similarly when it introduced any new
product in the biscuit category, it follows line extension. Parle followed brand extension with the introduction of products in the biscuits and snacks category. In this way by concentrating on consumers tastes and prefe rences and emphasizing Research & Development, the Parle brand grows form streng th to strength.
MARKETING STRATERGY
Sales Promotion Sales promotion, a key ingredient in marketing campaigns, consists of a diverse collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade." In marketing, sales promotion is one of the four aspects of promotion. (The other three parts of the promotional mix are advertising, personal selling, and publicity/public relations.) Sales promotions are non-personal promotional efforts that are designed to have an immediate impact on sales. Sales promotion is media and nonmedia marketing communications employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include: · coupons · discounts and sales · contests · point of purchase displays · rebates · free samples (in the case of food items) · gifts and incentive items · free travel, such as free flights Sales promotions can be directed at either the customer, sales staff, or distribution channel members (such as retailers). Sales
promotions targeted at the consumer are called consumer sales promotions. Sales promotions targeted at retailers and wholesale are called trade sales promotions.
TECHNIQUES ADOPTED AT PARLE
The 5 'S' Process: Seiri, Seiton, Seiso, Seiketsu, Shitsuke The 5S Process, or simply "5S", is a structured program to systematically achieve total organization, cleanliness, and standardization in the workplace. A well-organized workplace results in a safer, more efficient, and more productive operation. It boosts the morale of the workers, promoting a sense of pride in their work and ownership of their responsibilities. "5S" was invented in Japan, and stands for five (5) Japanese words that start with the letter 'S': Seiri, Seiton, Seiso, Seiketsu, and Shitsuke. Table 1 shows what these individual words mean. An equivalent set of five 'S' words in English have likewise been adopted by many, to preserve the "5S" acronym in English usage. These are: Sort, Set (in place), Shine, Standardize, and Sustain. Some purists do not agree with these English words they argue that these words have lost the essence of the original 5 Japanese words. 5S Definitions Japanese Term Seiri Seiton Seiso Seiketsu Shitsuke English Equivalent Tidiness Orderliness Cleanliness Standardization Discipline Meaning in Japanese Context Throw away all rubbish and unrelated materials in the workplace Set everything in proper place for quick retrieval and storage Clean the workplace; everyone should be a janitor Standardize the way of maintaining cleanliness Practice 'Five S' daily - make it a way of life; this also means 'commitment'
Seiri The first step of the "5S" process, seiri, refers to the act of throwing away all unwanted, unnecessary, and unrelated materials in the workplace. People involved in Seiri must not feel sorry about having to throw away things. The idea is to ensure that everything left in the workplace is related to work. Even the number of necessary items in the workplace must be kept to its absolute minimum. Because of seiri, simplification of tasks, effective use of space, and careful purchase of items follow. Seiton Seiton, or orderliness, is all about efficiency. This step consists of putting everything in an assigned place so that it can be accessed or retrieved quickly, as well as returned in that same place quickly. If everyone has quick access to an item or materials, work flow becomes efficient, and the worker becomes productive. The correct place, position, or holder for every tool, item, or material must be chosen carefully in relation to how the work will be performed and who will use them. Every single item must be allocated its own place for safekeeping, and each location must be labeled for easy identification of what it's for. Seiso Seiso, the third step in "5S", says that 'everyone is a janitor.' Seiso consists of cleaning up the workplace and giving it a 'shine'. Cleaning must be done by everyone in the organization, from operators to managers. It would be a good idea to have every area of the workplace assigned to a person or group of persons for cleaning. No area should be left uncleaned. Everyone should see the 'workplace' through the eyes of a visitor - always thinking if it is clean enough to make a good impression. Seiketsu The fourth step of "5S", or seiketsu, more or less translates to 'standardized clean-up'. It consists of defining the standards by which personnel must measure and maintain 'cleanliness'. Seiketsu encompasses both personal and environmental cleanliness. Personnel must therefore practice 'seiketsu' starting with their personal tidiness. Visual management is an important ingredient of seiketsu. Color-coding and standardized coloration of surroundings are used
for easier visual identification of anomalies in the surroundings. Personnel are trained to detect abnormalities using their five senses and to correct such abnormalities immediately. Shitsuke The last step of "5S", Shitsuke, means 'Discipline.' It denotes commitment to maintain orderliness and to practice the first 4 S as a way of life. The emphasis of shitsuke is elimination of bad habits and constant practice of good ones. Once true shitsuke is achieved, personnel voluntarily observe cleanliness and orderliness at all times, without having to be reminded by management. KAIZENS Kaizen, a Japanese term that basically translates to 'continuous improvement' or 'change to become good„. Kaizen is aimed at producing more and more value with less and less wastes (higher efficiency), attaining better working environment, and developing stable processes by standardization.
TQM Total Quality Management (TQM) is a business management strategy aimed at embedding awareness of quality in all organizational processes. ? Total: Involving the entire organization, supply chain, and/or product life cycle ? Quality: With its usual definitions, with all its complexities ? Management: The system of managing with steps like Plan, Organize, Control, Lead Staff, provisioning and organizing. POKA-YOKE Poke Yoke is a Japanese technique which means mistake proof system. “Yokeru” means to avoid and “Poka” means inadvertent errors. Poka Yoke methods are simple concept for achieving this goal.
FUTURE PLANS
Parle Products Ltd. launched Parle G Gold, targeting the urban markets. The company is extending its brand Parle G with the launch of Parle G Gold. The biscuit promises to give its consumers a richer and a better formulation along with a bigger biscuit and a better bite. The overall look of the biscuit is wheatish brown with increased weight of 6.7 gms per biscuit. The new product is currently available in and around Mumbai. The company is planning to extend its presence for Parle G Gold, across India in phase manner. The packaging of this new product is done in a hazy BOPP material in a mix of royal colours of red and gold connoting the premium quality of the biscuit. The colour, design and texture of the packet are clutter breaking, thus appealing to the consumers. The product is currently available in pack size of 100 grams at INR 10 price point across kirana and modern trade outlets. Parle Seeks Investments Parle Products Pvt. Ltd. is looking for investments and joint ventures. Parle Products wants to invest in green field projects in emerging and developing economies. Parle is in preliminary talks with Religare Capital Markets Ltd. to help it look for assets. Parle Products is all set to enter the namkeen category across India. The product that was launched mid last year, was test marketed in selected cities of Uttar Pradesh and Madhya Pradesh. It is now available across kirana stores and modern retail formats. Parle Namkeen will be available in three categories – Mixture, Bhujia and Dal. Under the Mixture category, Parle Namkeen will offer Khatta Meetha and Hot „n? Spicy Mixture. The Bhujia category will also be available in two varieties, Bhujia Sev and Aloo Bhujia. The third category is Moong Dal, crispy, tasty and protein rich tea-time snack. Commenting on the pan-India launch, B Krishna Rao, Group Product Manager, Parle Products said, “After test marketing the product mid last year, we have received tremendous response from both consumers and the trade. We would like to maximise this opportunity by reaching out to more consumers across markets in India.” He further added, “To induce trials, we will be offering our customers 25 per cent extra on each packet. Looking at the positive demand in the market, we are aiming to capture 20 per cent market share by the end of this financial year.” The namkeen category has seen tremendous growth in the last couple of years and has been growing at an enormous 25 per cent year on year. Parle Namkeen will be available across popular price points of Rs 5, Rs 10 and Rs 20 per pack.
PRESENTED BY:
TAHER RANGWALA
1011424
CHINMAY TAMSE
1011405
SNEHA JAIN
1011440
KAUSHIK CHHICHHIA
1011460
FAYEZA SONKACHWALA
1011431
Bibliography
Information taken from: ? www.google.com
? www.ask.com
? www.parleproducts.com
? www.managementparadise.com
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