PA R LE G

Kushal Thakkar Prof . Murlidharan

Presented To :

Presented By :

Introduction
Started in 1929. Initiator Shri

Narotam Mohanlal Chavan. The goal Spread joy and cheer to children and adults. Decade later started manufacturing biscuits.

Evolution

1939 1949 1980 1997 2002 2008

Launched in Mumbai. Launched in North India. Started Advertising. Sponsored Shaktimaan. MERA SAPNA SACH HOGA.

Milestones - The Decades of Progress

1929: The first year of operation. Our

only assets were hard work and hope. 1939: Ten years of determined effort brought results. Things began to take shape. And we tried even harder. 1949: The formative years were over. We had come of age. 1974: Here was the first evidence of

Manufacturing Outlay

FOUNDER:- Mr. MOHANLAL DAYALJI CHAUHAN CMD : Mr. RAMESH CHAUHAN STARTED:- 1928 AT Vile Parle HEAD OFFICE:- Vile Parle

9 MOTHER UNITS : Vile Parle (Maharashtra) Bahadurgarh (Delhi)

Bhuj (Gujarat) Bangalore (Karnataka) Neemrana (Rajasthan) Rudrapur (Uttaranchal) Khanpoli (Maharashtra 2007) Nashik (Maharashtra) Sintargunj (Uttarkhand)

International Business

Parle G is exported over

40 countries majoratorily dominating the African continent. The more sophisticated economies like U.S.A., UK, Canada, Australia and New Zealand are also relishing Parle products & Parle G. Worlds Largest Selling Biscuit.

Middle East, Africa and South East Asia.

This has resulted into Parle-G being the

Marketing Mix
Product (Depth) Parle G : 25gms, 44gms, 93.5gms,

231gms, 340.5gms, 462gms, 577.5gms and 1000gms.

For variants of Parle-G. Magix 2 flavors i.e.; Choco & Cashew 75 gms. Milk Shakti No flavor 150 gms.

Price Mix
Market Penetration Strategy

i.e. low price along with capturing of a large market.

Value Pricing Method.

Place Mix

3 Channel Levels Level 1. Availability to all departmental

stores. Level 2. FMCG this for everyone. Level 3. Mass consumption & suitable for national & international coverage. 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. Public relations.

1.Golu Galata contest. 2.Consumer Behavior.

PLC

Maturit y

Maturit y Growth

Decline Sales

Profits

Parle as a company has reached the maturity stage in its products life cycle as like Parle - G .

Brand Strategy Decision

Old New

Old

Line Extension

Brand Extension

Brand Name

New

Multi Brand

New Brand

Factors Influencing Buying Behavior

Market Segmentation
Geographic segmentation. Demographic segmentation (Age &

Income).
Social class. Behavioral segmentation (Benefit

Sought)

Positioning Strategy
Value for Price product. Low-priced product.

Differentiation Strategy
Channel Tools & Image

Differentiation.

Corporate Level Strategy Parle G

Expansion Strategy :

1. Year on Year increase in production. 2. Increase in Production Increase in Market size / share. 3. Million Dollar Company.

Stability Strategy - Bisleri

Environment faced by Bisleri is

relatively stable.
Modernization in Process.

Retrenchment Strategy Thumps Up

Sale of Thumps Up to the Cola Giant. Business was profitable.

Expansion through Concentration

Existing Existing PRODUCTS New INCREASING RISK PRODUCT DEVELOPMENT

MARKET PENETRATION Sell more in existing Markets

INCREASING RISK

Sell new products in existing markets

MARKETS MARKET EXTENSION Achieve higher sales/market share of existing products in new markets DIVERSIFICATION Sell new products in new markets

New

Problem Children

Stars

Dogs

Cash Cows

The Strength of the Brand

Multi Million $ Company. 40% share - Biscuit market. 15% share - Confectionary market. Parle name symbolizes quality, health and great taste!

Thank you !!!!!