Parle G

Topic : Parle and Parle Products

Strength of Group

Snehal Sonawane

Jinika Shah

Mit TrivediPratik Shah

Brijesh Barbhaya

Pranav Thakkar

Overview of Indian Biscuit IndustryBiscuit Industry Contributes Rs 8,000 cr to the FMCG industry and provide the vast opportunities for growth, per capita consumption of biscuits is 1.8 Kg in our country but it is increasing day by day.

Biscuits were assumed as sick- man diet in earlier days, Now its become one of the most loved fast food products for every age group .

Biscuits are easy to carry, tasty to eat, cholesterol free and are available at reasonable cost.

Overview of Indian Biscuit IndustryThe Rural Sector consumes around 55% of the biscuits in the bakery products

Apart from 3 Big (Britannia, Parle, ITC) there are around 150 medium to small biscuits factory in India.

After 2005 India is Third Largest Producer of Biscuits in the world after USA and China.

Annual growth rate of 14-15%

Growth in biscuit marketing has been achieved due to improvement in rural market Penetration .

Export of Biscuits are estimated around 15% of the Annual production and Imports of Biscuits in India have not shown any significant growth

Growth of Industry

44%

13%10%

13%

12% 8%

Comparison Glucose

Marie

Cream

Crackers

Milk

Others

Glucose Marie Cream Crackers Milk Others44% 13% 10% 13% 12% 8%

Based on Production in India Biscuits can be classified into :-

40%

38%

11%

21% PARLE

BRITANNIA

ITC

REST

INDUSTRY SHARE

PARLE 40%

BRITANNIA 38%

ITC 11%

REST 21%

MARKETING OF BISCUITSMarket Share Data for Indian Biscuit IndustryHere are market share data for biscuit industry from

a report available at IBMA (Indian Biscuit Manufacturer Association)

Major Market Share Holders - Organized Sector

Organized Sector

Unorganized Sector

70% 30%

Market Share Penetration - Population Wise

Market Share - Sector Wise

Urban Rural

75% - 85%

55% - 65%

Market Share - Product Wise

Marie and Glucose – 50%Sweet, Crackers,

Cream, Milk 50%Zone

% Contributio

n

North Zone 25%

West Zone 23%

East Zone 28%

South Zone 24%

Market Share - Region Wise

GROWTH STORY OF PARLE G

GROWTH STORY OF PARLE GParle G is largest selling brand in the world

70% of Glucose Market

Largest Consumption in Rural Market

12%-15% Growth

Low Margin

High Volume.

The value of money positioning helps to generate large sales volumes of the product.

Parle G is available in Re 1, Re 2, Re 4,Re 10 Etc.

Profit Margin for Distributors is Rs 4 and Retailers Rs 10/-.

Parle G maintained its price of Rs 4/- for Last 12 yrs have seen the variation in its sales due to increase in price by mere 50ps.

GROWTH STORY OF PARLE G

The extensive distribution network, built over the years is a major Strength for Parle Products.

Parle G Biscuits are available to consumers even in the most remote places and in the smallest of villages having the population of 1500.

Parle has nearly 1,500 wholesaler, catering 4,25,000 retail outlets directly or indirectly. A two hundred strong dedicated field force services its huge wholesaler and retailers network.

Additionally there are 31 depots and C&F agents supplying goods to the wide distribution network.

Factories at Strategic locations and Establishment of manufacturing units in rural areas.

DISTRIBUTION OF PARLE G PRODUCTS

DISTRIBUTION OF PARLE G PRODUCTS Currently Parle Products has over 33,00,000 distribution outlets.

Availability outside India:-Outside India Parle G is available in:- EuropeUKCanadaUSASingapore etc.

In Canada its sold by Zehrs, Food basics, Loblaws etc for just 99 cents for 418 gms pack.

Its also popular across the world and starting its sell in Western Europe and USA.

DISTRIBUTION OF PARLE G PRODUCTSKirana Stores

General StoresTea ShopsRailway StationPan Walla'sPlaces where the cultural programmes of villages are organized Mobile Traders

DISTRIBUTION OF PARLE G PRODUCTS

Important Brands pitched against Each Other or Product Comparison

GROWTH IN FUTURE OR NOT

The company has extended its Flagship brand. The demand for premium biscuits has gone up in the country and there was no option available for the consumer in the premium glucose category. Give its consumer a richer formulation and a bigger biscuits. About decade a ago it had launched Parle –G Magix with variants such as Chocolate and Cashew to take on Britannia. According to the report, The new product is currently available in and around Mumbai and the company is planning to extend its presence for Parle G Gold across the country in phased manner.

PARLE – G IN PURSUIT OF GOLDLAUNCHING OF PARLEG GOLD

BISCUITS

PARLE PRODUCTS LAUNCHES LONDONDERRY CANDY

Parle Products, India's largest biscuit, confectionery and snacks manufacturer has launched a new candy

Londonderry.The lacto candy that contains caramel and milk is now available in retail stores across India. The premiumness of the product is further enhanced with the international look and feel of the packaging.

Parle Products is a leading player in confectionery market and has strong presence through some of its leading brands like:- •Melody•Mango Bite•Kaccha Mango Bite•Popins

Now with the launch of Londonderry, the company is looking at further strengthening its position in confectionery market.

 "The confectionery market in India has seen tremendous growth in the last couple of years. With Londonderry, we are aiming to reach out to the kids and teenagers, offering them an international quality lacto candy at an affordable price. In the past, other candies from Parle's basket have been loved, and I am sure Londonderry will be no exception.“

"This product primarily targets children and teenagers. We have planned an extensive media campaign as we intend to display elements of fun in all our communications. The TVC for the same is a combination of live action and animation and characters that appeal to children and teenagers. The ad has been shot in Europe with an international cast and crew. The look and feel of the TVC is entertaining, yet mysterious, and I am confident that it will definitely click with our younger consumers."

PARLE PRODUCTS LAUNCHES LONDONDERRY CANDY

LAUNCHING OF NAMKEEN SEGMENTParle Products, which entered

the snacks business four years ago, will launch five new ‘Namkeen’ products within a year to garner 25% of the Rs 8,000 crore market.

“We will launch various products in all the categories under snacks like traditional ‘namkeen’ and wafers to increase our market share to 20-25% within the next two years,

The company has got positive response after the test phase launch of the new products in Chhattisgarh, Madhya Pradesh and Maharashtra this month.

“We are taking lessons from these test launches.

There are some distribution related issues.  By the end of 2012-13 we will launch it nationally,”

Parle already has two products in this category - Actifit Digestive Marie and Actifit Sugar free Cream Cracker biscuits. With a 40% share in the biscuit market and a 15% share in the confectionery market in India,

Parle has grown to become a multi-million dollar company.

LAUNCHING OF NAMKEEN SEGMENT

LAUNCHING OF PARLE NAMKEENParle 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.

LAUNCHING OF PARLE NAMKEEN“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.

The country's largest biscuits and confectionery products maker PARLE Products said it will take legal action against the Maharashtra Food and Drug Administration (FDA) by dragging the latter to the Bombay High Court, reacting to the FDA's allegation that its Kaccha MANGO BITE brand contains lactic acid beyond permissible limits.

"We have challenged the action taken by the FDA and the matter is sub-judice and pending before the Bombay High Court. It is our contention that use of lactic acid in Kachha Mango Bite is absolutely safe for human consumption," a statement issued by Parle Products said.

SET BACK FOR PARLE COMPANY

CURRENT MARKET POSITION

CURRENT MARKET POSITION

CURRENT MARKET POSITION

CURRENT MARKET POSITION

DISPUTES BETWEEN PARLE PRODUCTS AND

PARLE AGRO

DISPUTES BETWEEN BROTHERSParle Products was founded in 1929 in British India. It was

owned by the Chauhan family of Vile Parle, Mumbai The Parle brand became well known in India following the success of products such as the Parle G biscuits and Thumbs 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 Anup Chauhan (owner of the brands Parle-G, Melody, Mango Bite, Poppins, Monaco and KrackJack)

Parle Agro, led by Prakash Chauhan 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".Parle Agro.

PARLE AGRO:-Parle Agro commenced operations in 1984. It started with beverages, and later diversified into bottled water (1993), plastic packaging (1996) and confectionary (2007). Frooti, the first product rolled out of Parle Agro in 1985, became the largest selling mango drink in India.

Separation from the parent company: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.

DISPUTES BETWEEN BROTHERS

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.

While granting conditional permission to Parle Agro to go ahead with the ‘family name’, the court did not fully agreed to Parle Product’s case.

There is no agreement between the parties, by which either of the groups is restrained from carrying on business of the other groups for any period of time or within any place upon the brothers ‘exiting’ for any of the businesses of the family - High Court

DISPUTES BETWEEN BROTHERS

SWOT ANALYSIS OF PARLEStrength of Parle

Diversified Product RangeParle BrandExtensive Distribution NetworkLow and Mid price rangeCatering to MassBetter understanding of Consumer psyche.

Weakness of Parle Dependence on Retailers and GroceryStores for Displaying diversified Parle Products on Shelf induce impulsive buying.Dependence of Parle G (Flagship Brand)

Opportunities of Parle Estimated annual growth of 20%Changing Consumer preferenceIncreasing demand for Sugar Free and Diet Biscuits.

Threats for Parle Hike in cost of Production due to hike in Raw Material cost. Increasing in Distribution cost Local Bakery ProductsEntry of various new entrants, ITC etc.

RECOMMENDATIONSMore Flavors Offers Better Packaging Quality Advertising

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More Flavors Offers Better Packaging Quality Advertising012345678

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Offering of More Flavors which will help to compete with competitorsSome attractive Packaging is required as per Youth oriented MarketMore Advertising is required to Attract more untapped market and ConsumerComing to quality and good offering of products makes the parle company more stable and unique.

E N J OY T H E B I S C U I T W I T H C H I L L E D WAT E R