Parle (Marketing Mix)

Marketing Analysis of PARLE

Content

Chapter Content Page No.

Preface

Acknowledgement

Content

1 INTRODUCTION

1.1 History of PARLE 1

1.2 About the Company 2

1.3 Parle g - the evolution!!! 3

1.4 Achievements 4

1.5 Products 5

1.6 The marketing strength 6

2 MARKETING MANAGEMENT

2.1 Introduction of Marketing 7

2.2 What is marketing 8

S.V. Institute of Management,Semester: II, KADI [Batch 2008-10]


2.3 Marketing management 9

3 PRODUCTS & MARKETING MIX OF PRODUCTS

3.1 Parle-G 10

3.2 Hide & seek: 12

3.3 Melody 13

3.4 Poppins 14

3.5 Bournbon biscuits: 15

3.6 Orange biscuits 16

3.7 Chocolate biscuits 17

3.8 Elaichi biscuits 18

3.9 Pineapple biscuits 19

3.10

Mango biscuits 20

3.11

Monaco 21


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3.12

Milk power 23

4 STP ANALYSIS

4.1 Segmentation of PARLE 25

4.2 Target Market Strategy of PARLE 27

4.3 Positioning Strategy of PARLE 29

4.4 Packing of PARLE 30

4.5 The strength of the brand 30

5 BIBLIOGRAPHY 31


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Chapter-1 Introduction

1.1History of PARLEIn 1929 a small company by the name of Parle products

emerged in British dominated India at Parle, world's largest selling biscuits, started in Vile Parle. The intent was to spread joy and cheer to children and adults alike, all over the country with its sweets and candies. The company knew that it wouldn’t be an easy task, but they decided to take the brave step.

A small factory was set up in the suburbs of Mumbai, to manufacture sweets and toffees. A decade later it was upgraded to manufacture biscuits as well. Since then, the Parle name has grown in all directions, won international fame and has been sweetening people's lives all over India and abroad.

A part from the factories in Mumbai and Bangalore Parle also has factories in Bahadurgarh in Haryana and Neemrana in Rajasthan, which are the largest biscuit and confectionery plants in the country. Additionally, Parle Products also has 7 manufacturing units and 51 manufacturing units on contract.


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http://en.wikipedia.org/wiki/File:ParleG.jpg


1.2 About the CompanyA cream colored yellow stripped wrapper with a cute baby photo

containing 10 – 12 biscuits with the company’s name printed in Red and you know these are Parle G biscuits. Times changed, variety of biscuits did come and go but nothing has changed with these biscuits. Yes, the size of their packing has definitely changed but for the consumers good as these are money savers pack. 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.

Initially a small factory was set up in the suburbs of Mumbai city, to manufacture sweets and toffees. The year was 1929 and the market was dominated by famous international brands that were imported freely. Despite the odds and unequal competition, this company called Parle Products, survived and succeeded, by adhering to high quality and improvising from time to time.

A decade later, in 1939, Parle Products began manufacturing biscuits, in addition to sweets and toffees. Having already established a reputation for quality, the Parle brand name grew in strength with this diversification. Parle Glucose and Parle Monaco were the first brands of biscuits to be introduced, which later went on to become leading names for great taste and quality.

For around 75 years, Parle have been manufacturing quality biscuits and confectionery products. Over the years Parle has grown to become a multi million-dollar company with many of the products as market leaders in their category. The recent introduction of Hide & Seek chocolate chip biscuits is a product of innovation and caters to a new taste, being India’s first ever chocolate-chip biscuits.

All Parle products are manufactured under most hygienic conditions. Great care is exercised in the selection and quality control of raw material and standards ensured at every stage of the manufacturing process.

Parle Products has 4 manufacturing units for biscuits and confectionaries at Mumbai, Haryana, Rajasthan and Karnataka. It also has 14 manufacturing units for biscuits & 5 manufacturing units for confectioneries, on contract. All these factories are located at strategic locations, so as to ensure a constant output & easy distribution.

Today, Parle enjoys a 40% share of the total biscuit market and a 15% share of the total confectionary market, in India.The marketing mix of Parle for this project has been studied from the point of view of Parle biscuits; mainly Parle-G and Parle hide & seek.


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1.3 PARLE G - THE EVOLUTION!!! Parle-G has been a strong household name across India. The great taste, high nutrition, and the international quality, makes Parle-G a winner. No wonder, it's the undisputed leader in the biscuit category for decades. Parle-G is consumed by people of all ages, from the rich to the poor, living in cities & in villages. While some have it for breakfast, for others it is a complete wholesome meal. For some it's the best accompaniment for chai, while for some it's a way of getting charged whenever they are low on energy. Because of this, Parle-G is the world's largest selling brand of biscuits.

Launched in the year 1939, it was one of the first brands of Parle Products. It was called Parle Glucose Biscuits mainly to cue that it was a glucose biscuit. It was manufactured at the Mumbai factory, Vile Parle and sold in units of half and quarter pound packs.

The incredible demand led Parle to introduce the brand in special branded packs and in larger festive tin packs. By the year 1949, Parle Glucose biscuits were available not just in Mumbai but also across the state. It was also sold in parts of North India. The early 50s produced over 150 tones of biscuits produced in the Mumbai factory. Looking at the success of Parle-G, a lot of other me-too brands were introduced in the market. And these brands had names that were similar to Parle Glucose Biscuits so that if not by anything else, the consumer would err in picking the brand. This forced Parle to change the name from Parle Glucose Biscuits to Parle-G.

Originally packed in the wax paper pack, today it is available in a contemporary, premium BOPP pack with attractive side fins. The new airtight pack helps to keep the biscuits fresh and tastier for a longer period.

Parle-G was the only biscuit brand that was always in short supply. It was heading towards becoming an all-time great brand of biscuit. Parle-G started being advertised in the 80's. It was advertised mainly through press ads. The communication spoke about the basic benefits of energy and nutrition. In 1989, Parle-G released its Dadaji commercial, which went on to become one of the most popular commercials for Parle-G. The commercial was run for a period of 6 years.

Parle-G grew bigger by the minute. Be it the packs sold, the areas covered or the number of consumers. It became a part of the daily lives of many Indians. It wasn't a biscuit any more. It had become an icon.


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The next level of communication associated the brand with the positive values of life like honesty, sharing and caring.

In the year 1997, Parle-G sponsored the tele-serial of the Indian superhero, Shaktimaan that went on to become a huge success. The personality of the superhero matched the overall superb benefits of the brand. Parle extended this association with Shaktimaan and gave away a lot of merchandise of Shaktimaan, which was supported by POS and press communication. The children just could not get enough of Parle-G and Shaktimaan.

In the year 2002, it was decided to bring the brand closer to the child who is a major consumer. A national level promo - `Parle-G Mera Sapna Sach Hoga' was run for a period of 6 months. The promo was all about fulfilling the dreams of children. There were over 5 lakh responses and of that, over 300 dreams were fulfilled.

Dreams that were fulfilled ranged from trips to Disneyland at Paris & Singapore; free ride on a chartered plane; 20 scholarships worth Rs 50,000; a special cricket coaching etc.

The year 2002 will go down as a special year in Parle-G's advertising history. A year that saw the birth of G-Man - a new ambassador for Parle-G. Not just a hero but also a super-hero that saves the entire world, especially children from all the evil forces.

A campaign that is not just new to the audiences but one that involves a completely new way of execution that is loved by children all over the world – Animation To make the brand much more interesting and exciting with children, it was decided to launch a premium version of Parle-G called Parle-G Magix in the year 2002. Parle-G Magix is available in two exciting tastes - ‘Cocoh’ and ‘Cashew’. The year 2002 also witnessed the launch of Parle-G Milk Shakti, which has the nourishing combination of milk and honey, especially launched for the southern market.

1.4Achievements Almost all of our products are market leaders and as recognition of

their quality, have won us 111 gold, 26 silver and 4 bronze Monde Selection medals since 1971.


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1.5 Products

Biscuit goodies:

Parle - G, Krackjack, Krackjack Crispy Creams, Monaco, Kreams, Hide and Seek, Hide & Seek Milano, Digestive Marie, Parle Marie, Milk Shakti, Parle 20-20 Cookies, Nimkin

Sweets:

Melody, Mango Bite, Kaccha Mango Bite, Poppins, Kismi Toffee, Kismi Gold, Orange Candy, XHale

Munch on snacks!

Musst Bites, Monaco Bites Cheeslings, Sixer, Musst Stix & Musst Chips

Biscuit goodies:

Sweets: Munch on snacks:

Parle - GMelody, Musst Bites,

Krackjack, Krackjack Crispy Creams,

Mango Bite, Kaccha Mango Bite,

Monaco Bites Cheeslings

Monaco, Poppins, Sixer

Kreams, Kismi Toffee, Kismi Gold,

Musst Stix

Hide and Seek, Hide & Seek Milano,

Orange Candy, Musst Chips

Digestive Marie, Parle Marie,

XHale


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Milk Shakti,

Parle 20-20 Cookies,

Nimkin


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1.6 THE 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 or indirectly. 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 endeavor 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.


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Chapter-2 Marketing Management

2.1 Introduction of Marketing

So, today smart marketers of all kinds are talking advantages of new opportunities for connecting with their customers, their marketing partners and the world ground then the old marketing thinking saw marketing as little more than selling as advertising. It viewed marketing as customers acquitting rather than customers care for mutely, this old marketing thinking is now giving way to news ways of thinking today’s smart marketing companies are comp roving their customer knowledge and customer connection. They are targeting profitable customers, than finding innovative ways to capture and keep their customers.

Marketing management is very important and essential part of the management in every unit as firm. In common words marketing is the process of selling something at a shape are market place.

The study of marketing has thus been approached in more than one ways so marketing consist of the performance of business activity that direct the flow of goods and services produces or supplier to the consumer or and uses.

So, it is necessary in the entire unit and handle to it with awareness of all the information of the unit marketing management is defined to include May activities such as plan of sales, product development marketing research price distribution of the goods, sales promotion, after sales services So, marketing management is a very important and essential management than other management.


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2.2 What is marketing

Marketing more than any other business function deals with customers, understandings, creating, communicating and delivering customer value and satisfaction are at the very heart of modern marketing thinking and practice although we will explore more detailed definition of marketing later in this chapter perhaps the simplest definition is this one.

Marketing is the delivery of customer’s satisfaction at a profit. The two fold goal marketing is to attract new customers by promising by delivering satisfaction PARLE long the world’s leading soft drink, delivers on the simple but enduring promise “Always PARLE” always hungry quenching, always gored as a snacks.

We already know about marketing its all around. We see the result of marketing in the abundance of products in our nearby shopping mall. We see marketing in the advertisement that fill your T.V, spice up your mail box, or enliven your intent pages, at bone at school, Where you walk and Where you play you exposed to marketing in almost every thing you do these is much place to marketing than meets the customer’s causal eye, behind it, all is a massive network at people and activities competing for your attention and purchasing dollars.


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2.3 Marketing Management

Marketing management is the analysis, planning, implementation, and control of programs designed to generate, brave, and sustain beneficial exchanges with target buyers for achieving organizational objectives. It involves more than simply findings enough customers for the company’s current output.

Marketing management will have to face global ecological environments, social cost and ethical consequences and customers to enjoy enriched quality of life. Under marketing management, a company follows: -

The Production Concept. The Product Concept. The Selling Concept. The Marketing Concept.


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Chapter-3 Products & Marketing Mix of Products

1) Parle-G

PRODUCT: Parle-G

Parle-G or Parle Glucose biscuits are one of the most popular confectionary biscuits in India. Parle-G is one of the oldest brand names in India and is the largest selling brand of biscuits in India. For decades, the product was instantly recognized by its iconic white and yellow wax paper wrapper with the depiction of a young girl covering the front. Many counterfeit companies have attempted to recreate and sell lower quality products of similar names and virtually identical package design.

Ingredients: Wheat Flour, Sugar, Partially Hydrogenated Edible Vegetable Oils, Invert Syrup, Leavening Agents [ 503 ( Ii ), 500 ( Ii ) ], Salt, Milk Solids, Emulsifiers [ 322 or 471 & 481 ( i ) ] Dough Conditioners [223]. Contains Permitted Natural Color [Artificial]

Pack Size & Price: For 19grams:Rs.1/- For 44grams:Rs.2/- For 93.5grams:Rs.5/- For 231.5grams:Rs.12/-

Place: It is available in mostly every retail shop.

Promotion: It is relish a delectable experience as they melt in your mouth. PARLE-G’s tag line is:


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http://en.wikipedia.org/wiki/India

http://en.wikipedia.org/wiki/Wax_paper


“Hindustan Ki Taakat”

It is also most famous tag line and it they make advertising through TV advertising and signboards.

Package for export

Products NO. OF COUNTS

in pkt

NO. OF PKTS/ Rollsin CB

Packing of box

Pkt x Bag

NetWt. Kg

Gross Wt.(approx.)

Kg

20' FCL (approx.)

Boxes

40' FCL(approx)Boxes

40' HC(approx)Boxes

Parle - G (935g)

170 14 14 pkts 13.09 13.74 798 1668 1800

Parle-G (462g)

84 30 30 pkts 13.86 14.49 720 1500 1750

Parle-G (462g)

84 12 12 pkts 5.54 5.85 1710 3510 3861

Parle-G (231g)

42 60 60 pkts 13.86 14.51 720 1500 1750

Parle-G (93.5g)

17 144 24 pkt x 6 pb

13.46 14.10 750 1530 1785

Parle-G (93.5g)

17 100 20 pkt x 5 pb

9.35 9.87 1080 2280 2470

Parle-G (66g)

12 192 48 pkts x 4pb

12.672 13.37 765 1575 1750

Parle-G (66g)

12 48 12 pkts x 4pb

3.168 3.41 2772 5670 6705

Parle-G (60g)

12 100 10 pkts x 10pb

6.00 6.77 1656 3384 3807

Parle-G (Mini) (50g)

12 96 12 pkts x 8pb

4.8 5.16 1848 3780 4320


12 100 20 pkt x 5 pb

5.00 5.36 1890 3960 4752


12 72 12 pkt x 6 pb

3.60 3.89 2520 5130 6120


10 200 20 pkts x 10pb

8.00 8.52 1458 2997 3330


10 96 (24pktx4pb)

3.84 4.16 2106 4646 5434

Parle G (19g)

4 480 60 pkt x 8 pb

9.12 9.85 828 1900 2100

Parle-G (13g)

4 480 8pbx5trnx12pkts

6.24 6.88 1560 2490 2625


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2) Hide & Seek:

PRODUCT: Hide & seek :

A choco biscuit hatflirts with your taste buds.Seek out the chocolate chips that aren't really hidden. And relish a delectable experience as they melt in your mouth.

Product contains:Ingredients:

Wheat Flour, Cocoa Solids, Sugar, Partially Hydrogenated Edible Vegetable Oils, Invert Syrup, Leavening Agents [ 503 ( Ii ), 500 ( Ii ) ], Salt, Emulsifiers [ 322 or 471 & 481 ( i ) ] and Dough Conditioners [223]. Contains Permitted Natural Colour [150 b] Added Flavor (Artificial).

Pack Size & Price: For 25 grams: Rs.5/-For 50 grams: Rs.8/-For 100 grams: Rs.14/-


Promotion: It is relish a delectable experience as they melt in your mouth.Hide seek tag line is: “TASTY ITANA, KI DIL AAJAYEE.”



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3) Melody:

Product: MelodyCaramel meets chocolate to yield an

outcome nothing less than delectable. Parle Melody comes with an irresistible layer of caramel on the outside and a delightful chocolate filling within.

Product contains:Ingredients:

Sugar, Liquid Glucose, Cocoa Solids, Partially Hydrogenated Edible Vegetable Oils, Milk Solids, Starch, Salt and Emulsifier (322). Contains Added Flavors (Artificial).

Packaging: Melody”s packaging is very attractive because of its choco cream.

Price: Rs.1/-


Promotion: Tag line of MELODY is in every mouth of the people:

That is, “Melody Khao,Khud Jaan Jaao”

Advertising: Melody’s advertisement is very famous. It helps to increase the sale of product and make it popular. It is also helpful to make markset leader at time of new entrance.

Public Relation: Public relation of Parle Company is good as well as good attachment of people.


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4) POPPINS

Product: POPPINS

Give the orange to a friend and the mango to a stranger. Or try the lemon for a neighbor and the strawberry for a teacher. Give the black currant to the school bus driver and the pineapple to anyone else you please. With so many flavors in each pack of Poppins, you will have only one thing to say to everyone you meet; "Doon Kya".

Ingredients:Product contains:

Sugar, Liquid Glucose, Acidulates [296] & Starch. Contains Permitted Synthetic Food Colors

[E 110, E 102, E 133, E 122, E 124, E 127] Added Flavors [Artificial

Price: Rs.2/-, Rs.5/-


Promotion: Tag line of ‘POPPINS’ is in every mouth of the people:

That is

“Goli Rainbow Vali”Advertising:

Poppins’s advertisement is very famous. It is special for children. It helps to increase the sale of product and make it popular. It is also helpful to make market leader at time of new entrance.

Public Relation:

Public relation of Parle Company is good as well as good attachment of people.


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5) BOURNBON BISCUITS:

Products: Bourbon:

Ingredient list: Wheat Flour, Sugar, Partially Hydrogenated Edible Vegetable Oils, Cocoa Solids, Invert Syrup, Leavening Agents [ 503 ( ii ), 500

( ii ) ], Salt, Emulsifiers [ 322 or 471 & 481 ( i ) ] and Dough Conditioners

(223 ).

Pack Size: 100 G, 200 G

Price: Rs.10/- & Rs.18/-


Promotion:Advertising:

Bourbon’s advertisement is very famous. It helps to increase the sale of product and make it popular. It is also helpful to make market leader at time of new entrance.

Chocolate connoisseurs will find their fetish become more rewarding. Deliciously sugar coated these Bourbons come with a chocolate cream centre, making them an irresistible temptation for all times.


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6) ORANGE BISCUITS:

Products: Orange

Ingredient list: Wheat Flour, Sugar, Partially Hydrogenated Edible Vegetable Oils, Invert Syrup Milk Solids, Salt, Leavening Agents [503 (Ii), 500 (Ii) ], Emulsifiers [322 or 471 & 481

(i) ] and Dough Conditioners [ 223 ]. Contains Permitted Synthetic Food Colour [110] and Added

Flavours (artificial)


Price: Rs.5/- & Rs.10/-


Promotion:Advertising: Tag line of Orange is in every mouth of the people:That is,

“Treat yourself all year around!”

Chocolate’s advertisement is very famous. It helps to increase the sale of product and make it popular. It is also helpful to make markset leader at time of new entrance.


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7) CHOCOLATE BISCUITS:

Products: Chocolate

Ingredient list: Wheat Flour, Sugar, Partially Hydrogenated Edible

Vegetable Oils, Invert Syrup, Cocoa Solids, Milk Solids, Salt, Leavening Agents [ 503 ( ii ), 500 ( ii

) ], Emulsifiers [ 322 or 471 & 481 ( i ) ]

Dough Conditioners [ 223 ]. Contains Added Flavours [Artificial].


Price: Rs.5/- & Rs.10/-


Promotion:Advertising: Tag line of Chocolate is in every mouth of the

people:That is,


Chocolate’s advertisement is very famous. It helps to increase the sale of product and make it popular. It is also helpful to make markset leader at time of new entrance.


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8) ELAICHI BISCUITS:

Products: Elaichi


Vegetable Oils, Invert Syrup, Milk Solids, Salt, Leavening Agents [ 503 ( ii ),

500 ( ii ) ], Emulsifiers [ 322 or 471 & 481 ( i ) ] and

Dough Conditioners ( 223 ). Contains Permitted Synthetic Food Colour

(102) and Added Flavours ( Artificial ).


Price: Rs.5/- & Rs.10/-


Promotion:Advertising: Tag line of Elaichi is in every mouth of the people:That is,


Elaichi’s advertisement is very famous. It helps to increase the sale of product and make it popular. It is also helpful to make markset leader at time of new entrance.


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9) PINEAPPLE BISCUITS:

Products: Pineapple


Vegetable Oils, Invert Syrup, Milk Solids, Salt, Leavening Agents [ 503 ( ii ), 500 ( ii ) ], Emulsifiers [ 322

or 471 & 481 ( i ) ] and Dough Conditioners (223). Contains Permitted Synthetic Food Colour

(102) and Added Flavours (Artificial).


Price: Rs.5/- & Rs.10/-


Promotion:Advertising: Tag line of Pineapple is in every mouth of the people:That is,

“Treat yourself all year around!” Pineapple’s advertisement is very famous. It helps to increase the sale of product and make it popular. It is also helpful to make markset leader at time of new entrance.


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10) MANGO BISCUITS:

Products: Mango

Ingredient list: Wheat Flour, Sugar, Partially Hydrogenated Edible Vegetable Oils, Invert Syrup, Milk Solids , Salt, Starch, Leavening Agents [ 503 ( Ii ), 500 ( Ii ) ], Emulsifiers [ 322 or 471

& 481 ( i ) ], Dough Conditioners [ 223 ] and Acid Regulators [296]

Pack Size:

90 G, 180 G

Price:

Rs.5/- & Rs.10/-


Promotion:Advertising: Tag line of Mango is in every mouth of the people:That is,


Now you don’t have to wait for summer to enjoy delectable mangoes. Parle Mango Kream biscuits bring the magical

flavour of mango to you.


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11) Monaco:

Products: Monaco

Share the company of great taste anytime, anywhere with Monaco.

A light crispy biscuit sprinkled with salt, Monaco adds a namkeen twist to life’s ordinary moments.

Ingredient list:

Wheat Flour, Edible Vegetable Oil, Partially Hydrogenated Edible Vegetable Oils Sugar, Leavening Agents [ 503 ( ii ), 500 ( ii ), 341 ( i ) ], Invert Syrup, Salt, Yeast, Acid Regulators [ 270, 296 ], Emulsifiers [ 322 or 471 & 481( i ) ], Dough Conditioners [ 223 ], Improver [ Amylases & other Enzymes ], Contains Added flavor (artificial).

Package for export:

Products

NO. OF

COUNTS

in pkt

NO. OF PKTS/Rollsin CB

Packing

of box Pkt Bag

Net

Wt.

Kg

Gross

Wt.Kg

20' FCL Boxe

s

40' FCL

Boxes

40' HC

Boxes

Monaco Salty (75g)

26 50 25 pkt x 2 pb

3.75

4.22 1340 2790 3069

Variety:Pieces of cheese, Rings of tomato, Lightness,Crispiness, Sprinkles with salt.


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Design: Best packaging. It is also more attract peoples.

Pack Sizes available: 75 G, 120 G, 240 G

Price:For 75 grams: Rs. 07For 120 grams: Rs. 10For 240 grams: Rs. 18

Promotion:It is relish a delectable experience as they melt in your

mouth. Monaco tag line is:

“LIFE NAMKEEN BANAIYE”It is also most famous tag line and it they

make advertising through TV advertising and signboards.

Place:

Location: Retail shop it is available semi urban and urban area.

Public relation: Monaco is all time favorite of consumers. So Parle has good relation with people. This product wins the trust of the consumer.

Monaco is largest selling packaged salted biscuits in India. Monaco is selling more than 8 countries.


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12) MILK POWER

Products: MILK POWER

Milk powder biscuits are power packed with good quality protein, calcium, riboflavin & various other nutrients. They are also fortified with Iron, Vitamins and Minerals which are not present in Milk.

Milk not only provides most of the nutrition in these biscuits but also lends them a great wholesome taste.

Ingredients: Wheat Flour, Sugar, Partially Hydrogenated Vegetable Oil (Palm and Soya

bean Oil), Invert Syrup, Skimmed Milk Powder, Salt, Ammonium Bi Carbonate (503), Sodium Bi Carbonate (500), Soya Lecithin (E322), Artificial Flavors, Calcium and Iron Salts, Vitamin Premix, Sodium Meta Bi Sulphite (E223)

Products NO. OF COUNT

Sin pkt

NO. OF PKTS/ Rollsin CB

Packing of box

Pkt x Bag

Net Wt.Kg

Gross Wt. Kg

20' FCL

Boxes

40' FCL

Boxes

40' HC Boxes

Milk Power (440g)

80 30 30 pkts 13.20 13.83 720 1500 1750

Milk Power (60g)

12 100 10 pkts x 10pb

6.00 6.77 1656 3384 3807

Milk Power (19g)

4 480 60 pkt x 8 pb

9.12 9.85 828 1900 2100

Milk Power (13g)

4 300 10pbx3trnx10pkts

3.90 4.37 2380 3800 4055


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Design: MILK POWER has Best packaging and color so that more attract peoples.

Pack Sizes available: 75 G, 120 G, 240 G

Price:For 13 grams: Rs.04For 19 grams: Rs.06For 60 grams: Rs.12For 440 grams: Rs.68

Promotion:It is relish a power/sakti as they melt in your body.

Milk power tag line is:


Place:Location:

Retail shop it is available in rural area more than urban and semi urban area.

Public relation: Milk power is all time favorite of consumers. This product like by rural children.

Milk power is largest selling packaged biscuits in Indian rural area.


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Chapter-4 STP Analysis4.1Segmentation of PARLE

Segmentationvariables Data

Geographic

Country India Cities In all GUJARAT Density UrbanClimate Hot & Dry

Demographic

Age Every Age of PersonGender male, femaleFamily size 1-2, 3-4, 5+Family life cycle married, unmarriedIncome All IncomeOccupation EveryEducation Schools, colleges, universities

ReligionMajor religion of Hinduism, Islam , Christianity &small percentage of others

Race AsianNationality Indian

PSYCHOGRAPHIC

Social class Every class

Lifestyle Actualizes, fulfilled, believers, achievers, strivesExperience’s makers and strugglers

BEHAVIOURAL

Occasions Parties, birthdays, sports and regular occasions

Benefits Quality, taste


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Loyalty status ModerateReadiness stage Aware, interested

Pattern of market segmentation

Preference: Clustered

If we divide the whole market on basis of their preferences foe sweetness and saltiness in the biscuits then the possible outcome would be that the preferences are clustered near some tastes

i.e. the consumers would not like to have something really vague like 50%salty, 25%sweet and 25%creamy.That is why the preferences are clustered and not diffused wherein the preferences have to be very extreme and vague.Parle as a company makes use of this clustered preferences and manufactures biscuits for each and every cluster.

For e.g. Monaco for entirely salty biscuits and its latest product Krackjack-cream is for sweet and salty taste.


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4.2 Target Market Strategy of PARLE

(Figure:4.2)

PARLE Company as a whole inculcates SELECTIVE MARKET SPECIALIZATION strategy.

Target Marketing:

o Segmentation reveals only the firm’s opportunities. The firm now has to Evaluate the various segments and decide how many and which segments it can best serve.

Evaluating Market Segments:

o A firm must look at three factors to evaluate market segments: segment size and growth; segment structural attractiveness; and company objectives and resources.

o The company must first collect and analyze data on current segment sales, growth rates, and expected profitability for various segments. It will be interested in segments that have the right size and growth characteristics. But “right size and growth” is a relative matter.

o There are several structural characteristics that affect long-run segment attractiveness.


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M1 M2 M3

P1

P2

P3


1. The segment is less attractive if there are several strong, aggressive competitors.2. The existence of many actual or potential substitute products may limit prices and the profits that can be earned.3. The relative power of buyers also affects segment attractiveness.4. A segment may be less attractive if it contains powerful suppliers who can control prices or reduce the quality or quantity of ordered goods and services.

o The company must take into account its own objectives and resources in relation to the segment. If a segment does not mesh with the company’s long-run objectives, it can be dismissed.

o The company must take into consideration whether it has the skills and resources needed to succeed in the market. The company should enter only segments in which it can offer superior value and gain advantage over competitors.

Selecting Target Market Segments

o A target market consists of a set of buyers who share common needs or characteristics that the company decides to serve.

o Target marketing can be carried out at several different levels. Figure 4.2 shows that companies can target very broadly, through undifferentiated marketing; very narrowly, in micromarketing; or somewhere in between, which is differentiated or concentrated marketing.

In the above diagram we can say blue color represents the extent of Parle-G i.e. it is 1 product for all the 3 markets and the green color is for Hide & Seek where it is a product only for 1 market and the orange is for other biscuits where the product is targeted for 2 markets.


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4.3 Positioning Strategy of PARLE

Positioning strategyParle is positioned in the minds of people as a value for price product and also as a low-priced product.

Differentiation strategyFor Parle-G the company has used channel and image differentiation tools. Parle-G by far has the most intensive distribution coverage as compared to any other biscuit company in India. Also the name PARLE has an image that generates respect and a belief of good quality in the minds of the buyers.

A product’s position is the way the product is defined by the consumers on important attributes; it is the place the product occupies in consumers’ minds relative to competing products. It involves implanting the brand’s unique benefits and differentiation in customers’ minds.

To simplify the buying process, consumers organize products, services, and companies into categories and “position” them in their minds. A product’s position is a complex set of perceptions, impressions, and feelings that consumers have for the product compared with competing products.

Consumers will position products with or without the help of marketers. So marketers must plan positions that will give their products the greatest advantage in selected target markets, and then must design marketing mixes to create these planned positions.


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4.4 Packing of PARLE

As in all other biscuits, packing plays an important role in Parle-G too. The basic small packs are packed mechanically using automated machines and are sealed using the Polly bag sealing machine. These small packs are then manually packed into small boxes and are sent through the conveyor belt to be packed in large cartons. 160 packets are packed per minute. And in one big box there are 160 Parle-G packets packed.

Before, they used to bring the packaging material from outside the company but now it is produced in the factory premises itself. For export purpose the packets have different languages print on them depending upon the geographical location & demand of the people. Each factory has state-of-the-art machinery with automatic printing & packaging facilities.

4.5 THE STRENGTH OF THE BRAND

Over the years, Parle has grown to become a multi-million US Dollar company. Many of the Parle products - biscuits or confectionaries, are market leaders in their category and have won acclaim at the Monde Selection, since 1971.

Today, Parle enjoys a 40% share of the total biscuit market and a 15% share of the total confectionary market, in India. The Parle Biscuit brands, such as, Parle-G, Monaco and Krackjack and confectionery brands, such as, Melody, Poppins, Mangobite and Kismi, enjoy a strong imagery and appeal amongst consumers.

Be it a big city or a remote village of India, the Parle name symbolizes quality, health and great taste! And yet, we know that this reputation has been built, by constantly innovating and catering to new tastes. This can be seen by the success of new brands, such as, Hide & Seek, or the single twist wrapping of Mango bite.

In this way, by concentrating on consumer tastes and preferences and emphasizing Research & Development, the Parle brand grows from strength to strength.


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Chapter-5 BIBLIOGRAPHY

For the preparing the report we uses the following:-

1. Websites :- www.parleproducts.comwww.google.comwww.wikipedia.org

2. Book:- Marketing Management,13rd EditionPPH Learning Pvt. Ltd.,Authors: 1) Philip Kotler,

2) Kevin Lane Keller, 3) Abraham Koshy, 4) Mithileshwar Jha.


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http://www.wikipedia.org/

http://www.google.com/

http://www.parleproducts.com/

Parle (Marketing Mix)

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