Professional Documents
Culture Documents
Submitted to:
DR. BIKRAMJIT RISHI
INTRODUCTION
PURPOSE OF PLAN
To study the Indian biscuit industry and its consumer behavior model.
To highlight the internal and external environmental factors affecting Parle Products.
facing.
Established in 1929.
Britannia, ITC, Priyagold are the major competitors. Strong presence in USA, Canada, UK, South America and Singapore.
PESTEL ANALYSIS
Political
PESTEL
Legal
Economic
Environmental
Social
Technological
PESTEL-I
Political
Economic
PESTEL-II
Social
Environmental
Dependence on agriculture
which is affected by the monsoon and rainfall.
Changing lifestyles.
Technological
Legal
SWOT
Strength
Weakness
Opportuniti es
Threats
1) Lack of
1)Strong brand image 2)Diversified product range technology upgradation 2) Excess
1)Biscuit industry
expected to grow by 20% 2) Low per capita 1) Increasing cost of production 2) More number of competitors
dependence on
flagship brand
biscuit
consumption.
PORTERS ANALYSIS
MISSION
To consistently maintain the great tradition of taste and nutrition while creating the products that provides
OBJECTIVES
To concentrate on consumer tastes and preferences. Constant evolution of the organization through a culture of flexibility, equality and diversity.
TARGET SEGMENTS
10%
15%
55% 20%
Hardly ever
SEGMENTS EXPLAINED
CLUSTERS BISCUIT EATING SIZE OF CONSUMPTION HABITS CLUSTER LEVEL
(100=ALL CONSUMERS AVERAGE)
DEMOGRAPHIC HIGHLIGHTS
ATTITUDE DRIVERS
Habitual Consumers
55%
150
Easily available
Good source of alternate nutrition Ready to eat food
Frequent consumers
20%
105
15%
85
Only eat when find time No other option available Eat only when provided Dont find it up to their standard
10%
60
CONSUMER PROFILES
CONSUMER BEHAVIOUR
Advertisements in TV and newspaper are major factors which influence purchase decision.
OBSTACLES IN GROWTH
RECOMMENDATIONS
Attractive packs and innovative designs. New attractive offers with complementary products. Region specific product should be developed. Reduce its excessive dependence on flagship brand. Focus on advertising through online marketing channels like gaming, mobile applications and social networks.
CONCLUSION
REFERENCES
http://profit.ndtv.com/budget/show-news/union-budget-2011-whatpranab-has-given-the-tax-payer-142910
Thank you