A MARKETING PLAN FOR PARLE PRODUCTS PRIVATE LIMITED

Submitted to:
DR. BIKRAMJIT RISHI

Submitted by: Section F Group 10: PGDM 2011-13

ANUPAM SINHA (11IT-035) DISHANK JAIN (11FN-036) PRITHVI CHANDRA VERMA (11IT-23) RAKHI PALSANIA (11IT-024) SAHIL GOEL (11DM-131) SANKET MAVLANKAR (11FN-060) VISHNU BALAGOPAL (11DM-177)

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.

To understand the competition and challenges Parle is

facing.

To identify Parles position as a brand and its target segments.

BACKGROUND OF THE COMPANY

Established in 1929.

Market leader in Indian biscuit market with 45% share of

total sales.

Britannia, ITC, Priyagold are the major competitors. Strong presence in USA, Canada, UK, South America and Singapore.

Competitive pricing backed by strong distribution.

PESTEL ANALYSIS

Political

PESTEL

Legal

Economic

Environmental

Social

Technological

PESTEL-I
Political

Economic

Corporate taxes, production and distribution licenses.

GDP growth at 8.6%, per capita income touches Rs 54,527 p.a.

Excise duty raised by 1% in Budget 2011-12.

Inflation has caused increase in raw materials

Directives from Ministry of

Food Processing Industries.

cost that will affect biscuit

pricing.

PESTEL-II
Social

Environmental

Large population of India is

under 25 years of age.

Dependence on agriculture
which is affected by the monsoon and rainfall.

Changing lifestyles.

Technological

Legal

Innovative wrapper designs.

Various taxations. Introduction of GST bill in Budget 2011.

Use of digital media in mass marketing.

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

valuefor-money and brings joy to all our customers.

OBJECTIVES

To maintain hygiene at every process at Parle.

To ensure best product of long-lasting freshness from

inception of idea to delivery of the final products.

To concentrate on consumer tastes and preferences. Constant evolution of the organization through a culture of flexibility, equality and diversity.

To mark its presence in the International market equally

well.

TARGET SEGMENTS

10%

15%
55% 20%

Habitual Frequent Occasional

Hardly ever

SEGMENTS EXPLAINED
CLUSTERS BISCUIT EATING SIZE OF CONSUMPTION HABITS CLUSTER LEVEL
(100=ALL CONSUMERS AVERAGE)

DEMOGRAPHIC HIGHLIGHTS

ATTITUDE DRIVERS

Habitual Consumers

With Tea/Coffee/ Milk Anytime during the day

55%

150

Age: 8-15, >45 Children and elderly people Income: Rs5000-40000

Need for nutrition Habitual of eating Easy to consume

Easily available
Good source of alternate nutrition Ready to eat food

Frequent consumers

Evening time with tea/coffee

20%

105

Age: 15-25 Adolescents and youth

Occasional consumers Hardly ever consumers

Sometime during the day Seldom

15%

85

Age: 25-45 Mature people

Only eat when find time No other option available Eat only when provided Dont find it up to their standard

10%

60

Age: <8 years Income: >40000

CONSUMER PROFILES

Demographic: People of the age group of 8-15 and

above 45.

Geographic: Most people from metro, city and

towns. Rural sector is dominated mainly by local

players.

Economic: Family monthly income between Rs.5000 to Rs.40000

CONSUMER BEHAVIOUR

Most of the consumers prefer biscuit either with tea during

breakfast or have no fixed time for it.

More concern about lower price and quantity than packaging.

Advertisements in TV and newspaper are major factors which influence purchase decision.

Mean time between purchases of biscuits is less than a week

Medium to small size packs are preferred.

Availability is one of the major factors while deciding on

OBSTACLES IN GROWTH

Research & Development of Parle is weak.

Appropriate shelf space in malls and supermarkets is

captured by other brands like Britannia and Sunfeast. Parle doesnt have region specific products. Excessive dependence on Parle-G, the flagship brand. Regional local brands resort to counterfeiting of Parle

products and are able to sell themselves.

Traditional methods of advertising and campaigning.

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

Parle is the market leader in Indian biscuit industry.

It is marking its presence in global markets as well.

Rapid growth of unorganised sector, relative faster growth of other competitors and entry of foreign brands poses a challenge.

Parle needs to focus more on Research & Development,

Resort to aggressive promotional strategies through

traditional as well as modern means of communication.

REFERENCES

http://www.parleproducts.com/about_parle/overview.php http://indiabudget.nic.in/ub2011-12/bh/bh1.pdf http://www.ibmabiscuits.in/industry-statistics.html http://mofpi.nic.in/ContentPage.aspx?CategoryId=184

http://profit.ndtv.com/budget/show-news/union-budget-2011-whatpranab-has-given-the-tax-payer-142910

http://www.niir.org/profiles/tag/z,,35c_0_32/biscuit/index.html http://www.parleproducts.com/about_parle/core_values.php http://www.campaignindia.in/Article/227902,parle-products-signs-digitallaw--kenneth.asp

Thank you