PRODUCT LIFE CYCLE PARLE-G GROUP # 3 MANISH 77 MANOJ 78 SACHIN SREEJA RATISH

GROUP # 3

MANISH 77

MANOJ 78

SACHIN

SREEJA

RATISH

PRODUCT LIFE CYCLE PARLE –G

Points: Introduction History & Product range Basics of PLC Application of PLC concept to PARLE –G Introduction Phase of PARLE-G Growth Phase of PARLE-G (Turnover,Finance Details,Competition & Challenges.) Conclusion

Introduction

History & Product range

Basics of PLC

Application of PLC concept to PARLE –G

Introduction Phase of PARLE-G

Growth Phase of PARLE-G (Turnover,Finance Details,Competition & Challenges.)

Conclusion

Inroduction –PARLE G Largest Selling Brand in world. Identified with baby on pack, affectionately called as Parle-G baby Winner of 8 gold and 11 silver ‘monde selection awards Liked by all age and income groups 40% share of biscuit market and a 15% share of confectionary

Largest Selling Brand in world.

Identified with baby on pack, affectionately called as Parle-G baby

Winner of 8 gold and 11 silver ‘monde selection awards

Liked by all age and income groups

40% share of biscuit market and a 15% share of confectionary

HIDUSTAN KI TAKAT - PARLE G Largest manufacturer of biscuits since 80 years Quality, nutrition and great taste. More than 1500 Wholesalers an 1.3 Million retail outlets Faith and trust Example of marketing brilliance for Competitors 65 % of Glucose Biscuit market.

Largest manufacturer of biscuits since 80 years

Quality, nutrition and great taste.

More than 1500 Wholesalers an 1.3 Million retail outlets

Faith and trust

Example of marketing brilliance for Competitors

65 % of Glucose Biscuit market.

Product Range Biscuits Parle – G Milk Shakti Parle - Magix Krackjack Monaco Digestive Marie Hide & Sick Mayfair Cookies Confectionary Melody Mango bite Poppins Kismi Toffee Orange Candy Must Bites Sixer

Biscuits

Parle – G

Milk Shakti

Parle - Magix

Krackjack

Monaco

Digestive Marie

Hide & Sick

Mayfair Cookies

Confectionary

Melody

Mango bite

Poppins

Kismi Toffee

Orange Candy

Must Bites

Sixer

Product Life-Cycle Strategies PLC Stages Product development Introduction Growth Maturity Decline Begins when the company develops a new-product idea Sales are zero Investment costs are high Profits are negative

PLC Stages

Product development

Introduction

Growth

Maturity

Decline

Begins when the company develops a new-product idea

Sales are zero

Investment costs are high

Profits are negative

PLC - Introduction basic product Use cost-plus basis Selective distribution Awareness among early adopters Heavy expenditures Low sales High cost per customer acquired Negative profits Innovators are targeted Little competition

basic product

Use cost-plus basis

Selective distribution

Awareness among early adopters

Heavy expenditures

Low sales

High cost per customer acquired

Negative profits

Innovators are targeted

Little competition

PLC – Growth Stage Product Extensions Penetration Pricing Intensive Distribut. Build Awareness Advertising is high Reduce expenditure on sales Rapidly rising sales Average cost per customer Rising profits Early adopters are targeted Growing Competition

Product Extensions

Penetration Pricing

Intensive Distribut.

Build Awareness

Advertising is high

Reduce expenditure on sales

Rapidly rising sales

Average cost per customer

Rising profits

Early adopters are targeted

Growing Competition

PLC – Maturity Stage Diversify brand and models Price match to beat competition Intensive distribution Encourage brand switching Sales peak Low cost per customer High profits Middle majority are targeted Competition begins to decline

Diversify brand and models

Price match to beat competition

Intensive distribution

Encourage brand switching

Sales peak

Low cost per customer

High profits

Middle majority are targeted

Competition begins to decline

PLC – Decline Stage Phase out weak items Cut price Selective distribution Phase out unprofitable outlets Reduce to level Reduce to minimal level Declining sales Low cost per customer Declining profits Laggards are targeted Declining competition

Phase out weak items

Cut price

Selective distribution

Phase out unprofitable outlets

Reduce to level

Reduce to minimal level

Declining sales

Low cost per customer

Declining profits

Laggards are targeted

Declining competition

Introduction Phase - Parle Founded in 1929 as a Confectionary Comp Decade later Introduced Biscuits Imported Biscuits shipped by British Introduced better glucose biscuits Initially sold only in Suburbs of Mumbai Wax wrappers for packaging

Founded in 1929 as a Confectionary Comp

Decade later Introduced Biscuits

Imported Biscuits shipped by British

Introduced better glucose biscuits

Initially sold only in Suburbs of Mumbai

Wax wrappers for packaging

Growth phase PARLE Total Market – 4000 Crores Total Market Growth 10 to 12 % per annum Parle holds 40% Market share Large unorganized sector Indians eat 0.48 KG and Americans 4kg Biscuits Growth phase * Source ORG-MARG

Total Market – 4000 Crores

Total Market Growth 10 to 12 % per annum

Parle holds 40% Market share

Large unorganized sector

Indians eat 0.48 KG and Americans 4kg Biscuits

Growth phase

Growth Phase - Parle Cont. Parle-G Largest brand in world 65 % of Glucose Market 50 % to Turnover Large consumption in rural market 12 to 15 % Growth Low Margin High Volume *Source ORG - MARG

Parle-G Largest brand in world

65 % of Glucose Market

50 % to Turnover

Large consumption in rural market

12 to 15 % Growth

Low Margin

High Volume

Growth Phase - Parle cont. High Penetration in Market low price ,low margin and high volume game Brand Repositioning Addition of taste Variants (Magix ,Milk shakti) Addition of weight variants (25 gm to 1kg) * Source ORG-MARG % S Product H M L Hide n Seek ,Cheeslings Marie, Monaco , Krack Jack Parle G, Milk Shakti L M H

High Penetration in Market

low price ,low margin and high volume game

Brand Repositioning

Addition of taste Variants (Magix ,Milk shakti)

Addition of weight variants (25 gm to 1kg)

Growth Phase – Competition Parle G market leader in Glucose sector Britania leader in terms of value & in Mid & High Sec ITC fastest growing brand (7 %) Others: Priya gold, Bakeman, Nesle and Kwality. * Source ORG-MARG Butter Cream Sunfeast M Sunfeast.gl. ITC Good Day Marie Gold Tiger Britania Badam pista Priya Gold Priya Snacs Surya Hide & Sick Marie Dig. Parle G Parle Cream(H) Marie(M) Glucose (L)

Parle G market leader in Glucose sector

Britania leader in terms of value & in Mid & High Sec

ITC fastest growing brand (7 %)

Others: Priya gold, Bakeman, Nesle and Kwality.

Growth Phase – Challenges Increased penetration level from comp. Increased Advert. Variants and new Innovative products High segment variants Celebrity Brand ambassadors * AC Nielsen retail sales audit

Increased penetration level from comp.

Increased Advert.

Variants and new Innovative products

High segment variants

Celebrity Brand ambassadors

Conclusion PLC analysis – very IMP tool in the hands of marketer. Better understanding in managing profitable products & eliminating unprofitable one. As products moves from one stage to another in PLC- Marketer evaluate and adjust strategies for promoting ,pricing & distribution of the product.

PLC analysis – very IMP tool in the hands of marketer.

Better understanding in managing profitable products & eliminating unprofitable one.

As products moves from one stage to another in PLC- Marketer evaluate and adjust strategies for promoting ,pricing & distribution of the product.

Bibliography www.parleproducts.com www.indiainfoline.com www.managementparadise.com Wikipedia Parle products-(Brand Manager-MrMayank. ) Marketing Management-Philip Kotler

www.parleproducts.com

www.indiainfoline.com

www.managementparadise.com

Wikipedia

Parle products-(Brand Manager-MrMayank. )

Marketing Management-Philip Kotler

THANK –YOU !!