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PRESENTED BY
SHIVPRAKASH VARMA & GROUP
Sweet or salty. Soft or
crunchy. Simple or exotic.
Everybody loves munching
on biscuits,
but do they know how
biscuits began?
The history of biscuits can be
traced back to a recipe created
by the Roman chef Apicius,in
which is
"a thick paste of fine wheat
Bargaining Bargaining
power power
Of suppliers Of Customer
Porter’s Five Force model
Customer
•Suppliers` •Many biscuit from
•Basic commodities : low
•Wheat, Sugar. to moderate Range,
•Increasing price •Like of bakery
• product
HIGH LOW
Biscuit Industry major players
Parle Production Factories
Competition to Parle is from following players : -
B R I T A N N I A
S U N F E A S T
P R I Y A G O L D
M A R I C O
Price – Distribution ,
Nutrition content – Brand ,
Innovation – Technology ,
Packaging .
Parle - G and Competitors
Price – Distribution
HIGH
Mar
ico Sunf Priy
PRICE
east agol
d Brit
ania Parl
e
LOW
HIGH Parl
e
Brit
ania
Priy Sunf
NUTRITION
agol east
CONTENET
d
Mar
ico
LOW
HIGH
Parl
e
Brit
ania
Priy
INNOVATION
agol
d Sunf
east
Mar
ico
LOW
Parl
Priy
Brit
e
agol
ania
Mar
Sunf
d
ico
east
STP ANALYSIS
M1 M2 M3
PARLE Company as a
whole inculcates P1
SELECTIVE MARKET
SPECIALIZATION
strategy.
In the diagram we P
can say blue colour 2
represents the
extent of Parle-G
i.e. Product(P) 1 for
all the 3 markets
and Hide & SeekP2P3
where it is a
product only for 1
market and the
orange is for
Krackjack biscuits
where the product
Parle-G is positioned in the minds of people
as a value for price product and also as a
low-priced product. Whereas hide & seek
has tapped a new market.
For 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.
SWOT Analysis of Parle
S W
O T
SWOT Analysis of Parle
•Strengths •Weakness
•Parle Brand , •Dependence on retailers &
•Diversified product range , grocery
•Extensive distribution Stores for displaying
network . diversified Parle
•Low and mid price range Products on shelf , induce
•Catering to mass , impulsive buy
•Better understanding of •Dependence on Parle G
consumer psyche •( flagship brand )
•Opportunities •Threats
•Estimated annual growth of •Hike in cost of production
20 % due to hike
•Low per capita consumption , In Raw material cost ,
•Changing consumer •Increasing distribution
preference , cost ,
•Increasing demand for •Local bakery products ,
sugar free , •Entry of various new
•Diet biscuit , entrant , ITC etc .
4 P’s
WIDTH: PARLE PRODUCT produces biscuits, confectionares & snacks
so width 3.
PRODUCT LENGTH of PARLE:
BISCUITS
CONFECTIONARIES SNACKS
PARLE-G MELODY JETTS
MONACO KISMI BAR SIXER
KRAKJACK POPPINS MUSTT BITES
HIDE N SEEK,HIDE N MANGOBITE TANGY TOMATO
MUSTT BITES
SEEK MILANO, GARDEN SPICE
MARIE
GOLDENCHOICE
ARCS KISMI KOFFEE MUSTT STIX
DIGESTIVE MARIE GOL GAPPA MUSTT CHIPS
PARLE 20-20, MAGIX KACCHA MANGO
BITE
MILK SHAKTI CHOX
KREAMS MAZELO
CONTD..
Parle G has adopted the Market Penetration strategy i.e. low price
along with capturing of a large market
VERSUS
RESULT
ComparisonofTigerAndParle-GMilkyTaste
Tiger MilkyTaste Parle-G
75.5
40.5
26.5 29.5
3.5
2.5 6.5 15.5
0 0 0 0
D ESER V ES TO B E
C A LLE D