Competition Mapping ProjectPresented by _Akash Halankar
Indias largest manufacturer of biscuits andconfectionery, for almost 80 years. With a reach spanning even the remotest villages ofIndia . With a 34% share of the total biscuit market 15%share of the total confectionary and 5% SHARE INsnacks market in India . Multi-million dollar company.
Parle Products , led by Vijay, Sharad and AnupChauhan (owner of the brands Parle-G, Melody,Mango Bite, Poppins, Monaco and KrackJack)Parle Agro is led by Prakash Chauhan and hisdaughters Schauna, Alisha and Nadia (owner ofthe brands such as Frooti and Appy)Parle Bisleri is led by Ramesh ChauhanParle Family
Established in1 929 in British dominated India as asmall company. Firstly set up in Mumbai, to manufacture sweets andtoffees. 7 manufacturing units and 51 manufacturing units oncontract.
Parle products have been shining with the golds and silversconsistently at the Monde Selection ever since they werefirst entered in 1971. Monde Selection is an international institute for assessingthe quality of foods and is currently the oldest and mostrepresentative organization in the field of selecting qualityfoods worldwide.
Current ScenarioAccording to government norms Biscuitpacks should be packed in sizes25g, 50g, 75g, 100g, 150g, 200g, 250g,300g and thereafter in multiples of 100gup to 1 kg.
Glucose Marie Digestives/ArrowrootMass CookiesCategories handled by the Researcher
34%32%10%6%4% 14%Parle Britannia Sunfeast Priyagold Anmol OthersSource : Parle Research
Glucose-60%MSGrowing by 6%Marie -14% MSGrowing by 5%Sweet Cookies-9%MSGrowing by 11%Cream-1.2MSGrowing by 15%Non Slat Cracker-4%MSGrowing by 6%Milk-3%MSGrowing by 11%Arrowroot 1% MSGrowing at 9%Biscuit Category & Growth as during 2011-12Source : Parle Research
Company/brandMedia type publication Language/city/stateHeadline/descriptionTargetaudienceItc Print/ad hindu English/Chennai/tamilnaduThe gamebeginstomorrow/pic of amanstandingGeneralPublicMcvities Print/ad HT brunch English/New delhiEating oatswill nevarbesame/picof bipashabasuDietconciousHealthProfessionalsPrint ad Analysis
Market Visit Hyper city
The oven produces 14000 biscuits in a min 10 tonnes.Largest oven in Asia 260 feets longAll machines can work on 2 sources of energy natural gas and lpg.Factory Visit
Meeting sale force via Market Visit and getting the feel ofsales , Promotional Campaigns and Product Sampling. Contacting and getting opportunity of Interacting withArea Sales Managers & District Sales Managers forguidance and information for their respective areas . Meeting Factory Workers on Factory Visit getting idea onthe work pressures of producing products on time. Interacting with Marketing Department stalwarts on thefloor like Product Manager B.K Rao & Mayank Shah.
"Consumers now want variety and new tastes. They are not loyal to anyparticular brand," says BK Rao, general manager, Parle Products talkingabout snacks market ET Bureau Jun 1, 2011,"There is a wow factor with local flavours when they are taken national," BKrishna Rao, group product manager of Parle Products. ET Bureau Mar11, 2011“It is a media that cannot be avoided anymore. We didn’t use it earlier, butlooking at the way things are shaping up and the way consumption ofthe medium is, it makes sense for companies like us to use social mediato reach where our consumers are,” talking about the use of socialmedia advertising Mayank Shah, group product manager,Parle Products,DNA Apr 18, 2012
Promotional Strategies of ParleHrithik as Brand ambassador for Hide & Seek
Lack of Time No measurement ofcorrectness of data given byAsm/DsmAsm took time to revert onofficial mails.
Less strength of students. Proper guidance by the side ofcompany. Sufficient time Adequate administrative preparation. Allocation of mentors to small groups.