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Biscuit industry 3rd deliverable v3


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Biscuit industry 3rd deliverable v3

  1. 1. FMCG<br />Biscuits<br />
  2. 2. PRICE POINT TABLE<br />Source: Lit searches; Scribd<br />
  3. 3. ENERGY POINT TABLE<br />Source: Lit searches; Scribd<br />
  4. 4. Distribution channel for biscuits<br />Source: Lit searches; Scribd<br />
  5. 5. “The supply chain of products in the FMCG market in India is one of the longest supply chains an industry could really have. There are as many as 5 levels of intermediaries involved in the entire supply chain through which a product passes before reaching the end consumer.”<br />Source: Bee Management Consultancy Services Pvt Ltd report on analysis and distribution channels on various sectors, 2005<br />
  6. 6. Parle<br />Parle maintains 9 mother units and 70 contract manufacturing units across the country<br />Distribution network (~ 5000 distributors)<br />Distributors arrange their own transport<br />Urban<br />Rural<br />Through the normal 5 layered distribution channel<br />Directly from the company:<br />Parle trucks deliver material<br />600gm packs are delivered from the factory only <br />‘Dedicted Parle Shops’ which keep only Parle products<br />Source: Factory visit<br />
  7. 7. Parle ~ Marketing history<br />
  8. 8. 1980's….<br />Parle-G started being advertised <br /> Mainly through press ads<br /> The communication spoke about the basic benefits of energy and nutrition.<br />
  9. 9. 1989 <br />Parle-G released its Dadaji commercial, which went on to become one of the most popular commercials for Parle-G. The commercial was run for a period of 6 years.<br />
  10. 10. 2002<br /> Parle-G MeraSapnaSachHoga'<br />Bringing the brand closer to the major consumer: Children<br />Brand Ambassadors: Hrithik Roshan & Ricky Ponting <br />
  11. 11. 1997<br />PARLE – G SPONSORED TELE-SERIES SHAKTIMAN <br />Huge Success!!<br />Parle extended this association with Shaktimaan and gave away a lotof merchandise of Shaktimaan<br />
  12. 12. 2002 – G MAN<br />New ambassador for Parle-G<br />Superhero who defeats evil<br />
  13. 13. 2005 : Golu Galata contest <br />
  14. 14. Brand positioning<br />‘G for Genius’ since 2004.<br />2006-07: Changed to ‘Hindustan kiTaakat’, to assume a bigger platform as the biscuit that stands for strength (taakat) in and for India. <br />But in early 2008, Parle-G reverted to its ‘G for Genius’ line with a little twist – ‘Do Genius EkTaakat’.<br />
  15. 15. ITC<br />Uses FIFO method to reduce wastage of goods due to expiry<br />Keep goods on constant move from low sales area to high sales area<br />Company collects expired goods 4 times a year and destroys them<br />ITC provides the retailers with racks, hangers, etc to display the products<br />Source:<br />h%20spawns%20Rs%20700%20crore%20brand<br />
  16. 16. Britannia<br />Marketing strategy include<br />Product and packaging innovations<br />Appropriate pricing<br />Strong distribution channel<br />
  17. 17. Britannia<br />No major strategic innovations in distribution channels<br />More than 600000 outlets across the country<br />Britannia has maintained an excellent distribution channel in urban India<br />But ~70% of the Indian population is in villages and Britannia needs to tap this market<br />“We have good strong distribution channels 50 % of our revenue comes from<br /> rural markets “- Vinita Bali<br />Source:<br />
  18. 18. Three manufaturing plants : <br /> Greater Noida<br />Lucknow (U.P.)<br />Surat (Gujarat)<br />Concentrated mainly on Nothern and central part of the country. <br />Distribution channel consist of super stockists and distributors. <br /> 125 : Super stockists<br /> 3500 : Distributors<br />Greater availibilty in the Rural Market of the North.<br />Provide biscuits to airlines,railways, food kiosks present at railway stations (300 railway stations)<br />Priyagold<br />
  19. 19. Ways to improve distribution channel<br />Partnering with Self Help Groups in Rural India.<br />Internet based Rural Kiosks/Hubs<br />Direct Selling<br />Marketing and distribution model like ShaktiAmma by HUL<br />Source:<br />
  20. 20. References<br /><br />Enterpreneur issue september 2009<br /><br /><br />
  21. 21. Thank you<br />