parle agro strategy
TRANSCRIPT
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Strategic ManagementParle Agro Pvt. Ltd
By
ANILAL.R.S
MGT 1305007
INSTITUTE OF MANAGEMENT KERALA
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Overview – Parle Agro Pvt. Ltd.
• Food, Beverages Fast Moving Consumer Goods (FMCG)
• Started in India in 1929. A Rs.5,000 cr. family owned business house.
• Enjoys 40% market share of the total biscuit market in India.
• Owns Parle-G, which is largest selling biscuit in the world with 70% market share in the glucose biscuit category in India.
• Has 12 manufacturing units for biscuits and 75 manufacturing units for confectioneries.
• Parle group has a manpower strength of over 2500 employees, including over 400 professionals.
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Core Value, CSR, Vision, Mission…
• Marketing philosophy that reflects the needs of the Indian masses with value-for-money positioning.
• Parle Saraswati Vandana, one of its initiatives gives the children an opportunity to exhibit their creative skills and develop their personalities.
• Vision: To be the leaders in their business domain.
• Mission: Maintaining high quality, introducing new and innovative products, reaching every part of India, remaining customer-centric, constantly upgrading our knowledge and skills.
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Powerful Brands & Products…..
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Consumer Psyche towards Parle
• Parle 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.
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Market Share…..
85%
40%
22%
14%
Frooti Biscuits Bailley Confectionary
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Marketing Strategy
Rural-urban penetration of Biscuit :
Urban Market : 75% to 85%
Rural Market : 50% to 65%
Per capita consumption of Biscuits :
INDIA 1.8 kg,
South East Asian Countries 2.5 kg to 5.5 kg
USA 7.5 kg
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Price Strategy
• Parle - G and Price mix:• Parle G has adopted the Market Penetration strategy i.e. low price along with
capturing of a large market
• Also they focus on providing good quality products at the same time, which means it uses the value pricing method.
• The value-for-money positioning helps generate large sales volumes for the products.
• Parle G is available in Re 1,Rs 2, Rs 4 to Rs 25 packet
• Profit margin for distributors is 4% and for retailers is 10-12%
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Promotion Strategy
• Advertising - It was advertised mainly through press ads.
• Communication spoke about the basic benefits of energy and nutrition.
• In 1989 Parle-G released its “Dadaji” commercial which was a huge success and was aired over a period of 6 years. The communication spoke about the basic benefits of energy and nutrition.
• The next level of communication associated the brand with the positive values of life like honesty, sharing and caring. E.g.; ‘hindustan ki takat’.
• Parle has started the use of celebrity in their advertisements.
• Sales promotion - Every year it holds day fairs at branded venues where games and fun events are organized for the employees of Parle and their families; where Parle products are giveaway prizes.
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Promotion Strategy Contd….
• Public relations - Parle has done the following for enhancing public.
In the year 1997, Parle-G sponsored the tele-serial of the Indian superhero, Shaktimaan that went on to become a huge success.
In the year 2002, 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.
Parle Saraswati Vandana, one of its initiatives, is an inter-school contest based on the Saraswati Puja celebrations. Since it started in 2002 it has seen a tremendous increase in participating each year, with entries coming from schools of West Bengal.
Parle had introduced the novel promotion called Parle Golu Galata contest in 2005. (Golu means Doll & Galata means Dhammal.)
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NOW…..
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Currant strategies
Brand communication
The original tagline “Mango Frooty, Fresh And Juicy” is converted to “Juice Up Your Life”
Still in bottle packs the tagline is same with a small change “ Fresh N Juicy Mango”
Still the jingles used in the ad camping is same from 1990
Present ad theme “Why Grow Up”
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• Packaging
• Always Innovative In Packaging.
• In India First Company To Introduce Tetra Packs.
• They Initially Introduces Pet Bottles, Also They Are The First In India.
• 2003 They Introduces Triangle Pack For Penetration Price.
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• Frooty Logo
• Frooty Logo Is Changed By Making Some Attractiveness Towards The Classical One
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• Use Of Emotion Icons
• Mango Emotions Called As “Magoticons” Is Used In The Pet Bottles
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Public Relation Practices
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Basics Of Future Strategic Plan
• Great Brand Experience
• Clear And Consistent Positioning
• Sense Of Dynamism
• Sense Of Authenticity
• Strong Corporate Culture
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SWOT Analysis – Parle Agro
Opportunities
Estimated annual growth o 20%.
Changing consumer preference.
Increasing demand for sugar free, diet biscuits.
Strengths
Parle Brand.Diversified Product Range.Ext. Distribution Network.Catering to Masses.Low & Mid Pricing Strag.
Weakness
Dependence on retailers & stores.
Dependence on Parle-G brand/product.
ThreatsHike in cost of raw material affecting cost of production.Increasing distribution cost.Competitive Local bakery products.Entry of various new entrant, ITC etc.
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Parle Agro – Product Life Cycle
3
5
9
4
0
1
2
3
4
5
6
7
8
9
10
Introductory (Bread Cake)
Growth (Frooti) Maturity (Parle-G) Decline (Appy, Hide&Seek)
LIFE
PRODUCT
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Product BCG Matrix
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Reference
• Parle agro company website
• Frooty website and frooty foundation
• Scribid.com
• Slide share.com
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THANK YOU