Description
Parle Products was established in the Vile Parle suburb of Mumbai, in 1929. It began manufacturing biscuits in 1939. In 1947, when India became independent, the company launched an ad campaign, showcasing its Gluco brand of biscuits as an Indian alternative to the British biscuits
In India, 40% share of the total biscuit market and a 15% share of the total confectionary mark For over 65 years, Parle G has been a part of the lives of every Indian.
•Milk Shakti is pegged at Rs 5 for 100 gm. "We are no longer calling it a glucose-based product. •Instead, it will be positioned as a biscuit with the goodness of milk and honey," he added.
SITUATION ANALYSIS STRATEGIC ANALYSIS
DSTP & CHANNEL DIFFERENTIATION
MARKET CONSUMER && COMPTITOR ANALYIS
TACTICS (4P’s)
PRODUCT PRICE PLAE PROMOTION
CONSUMER
POSITIONING
SiTUATIONAL ANALYSIS
MARKET
COMPETITORS
•Biscuit market is estimated to be around 1500 crs growing at 40% . •The per capita consumption(PCC) of Biscuit in India is 300 gram compared with 1.9 kilograms in developed markets such as the United Kingdom. •Over 70 per cent of the consumption takes place in the urban markets. but for Parle –g 70 per cent of the consumption takes place in the rural Area •Margins in the Biscuit industry range between 10 and 20 per cent, depending on the price point at which the product is placed.
V/S
•Product: Parle –g biscuit , Parle -g magix, Parle-g super shakti Price: different price Ranges - Rs.2, Rs-4, Rs-5, Rs-10, Rs-20,Rs-40,Rs-80, Place: tea shops, general stores, coffee shop, hotel restaurant, retail shop, shopping moll Promotion: 360 degree communication with equal weight age to ATL and BTL. Main focus on PORT (Print, Outdoor, Radio and Television).
The Parle-G product is positioned as a “G or Genius” means the Children who are eating Parle-G are genious. And also the picture of Parle boy has an impact on the mind of consumers.
• Parle-G target segments CHILDREN of middle class family from urban area earning an income of more than 1laks annual
Thank you
doc_836400836.pptx
Parle Products was established in the Vile Parle suburb of Mumbai, in 1929. It began manufacturing biscuits in 1939. In 1947, when India became independent, the company launched an ad campaign, showcasing its Gluco brand of biscuits as an Indian alternative to the British biscuits
In India, 40% share of the total biscuit market and a 15% share of the total confectionary mark For over 65 years, Parle G has been a part of the lives of every Indian.
•Milk Shakti is pegged at Rs 5 for 100 gm. "We are no longer calling it a glucose-based product. •Instead, it will be positioned as a biscuit with the goodness of milk and honey," he added.
SITUATION ANALYSIS STRATEGIC ANALYSIS
DSTP & CHANNEL DIFFERENTIATION
MARKET CONSUMER && COMPTITOR ANALYIS
TACTICS (4P’s)
PRODUCT PRICE PLAE PROMOTION
CONSUMER
POSITIONING
SiTUATIONAL ANALYSIS
MARKET
COMPETITORS
•Biscuit market is estimated to be around 1500 crs growing at 40% . •The per capita consumption(PCC) of Biscuit in India is 300 gram compared with 1.9 kilograms in developed markets such as the United Kingdom. •Over 70 per cent of the consumption takes place in the urban markets. but for Parle –g 70 per cent of the consumption takes place in the rural Area •Margins in the Biscuit industry range between 10 and 20 per cent, depending on the price point at which the product is placed.
V/S
•Product: Parle –g biscuit , Parle -g magix, Parle-g super shakti Price: different price Ranges - Rs.2, Rs-4, Rs-5, Rs-10, Rs-20,Rs-40,Rs-80, Place: tea shops, general stores, coffee shop, hotel restaurant, retail shop, shopping moll Promotion: 360 degree communication with equal weight age to ATL and BTL. Main focus on PORT (Print, Outdoor, Radio and Television).
The Parle-G product is positioned as a “G or Genius” means the Children who are eating Parle-G are genious. And also the picture of Parle boy has an impact on the mind of consumers.
• Parle-G target segments CHILDREN of middle class family from urban area earning an income of more than 1laks annual
Thank you
doc_836400836.pptx