sector information' company informaion product swot markting mix digital marketing

1. Final project presentation
ASHWINI TIWARI / MBA2/MARKKETING/2019-1806-0001-0007

2. 4th
Largest
sector in
Indian
economy
Sector Information
27.86%
CAGR
FMCG
market
in India
by 2020
9.7% rise
in Rural
Consumpti
on
850
million
Online users
by 2025
69.32%
FDI inflow
share of
food
processing
The worldwide FMCG sector contributes $11131.37 billion with a growth rate of 5.4%.
India have a current GDP of $2.972 trillion. Approximately among this the FMCG sector
have $72.23 billion
growing at a CAGR of 27.86%.

3. Food and
Beverages,
19%
Health Care,
31%Household, 6%
Personal Care,
44%
Food and Beverages
Health Care
Household
Personal Care
Retail Association of India forecasted a reduction of 44% in FMCG sector due to
this pandemic in the
first two quarter.
Research firm Nielson India forecasted 28% reduction in sales in the first quarter

4. Growth
0
20
40
60
80
100
120
2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
31.6 33.3 35.7 38.8 43.1 49 52.8
68.4
83.3
103.7
TOTAL REVENUE OF FMCG
SECTOR IN INDIA (IN US$
TRILLION)

5. Company Information
Parle Agro is an Indian private ltd company incorporated on 26th
December 1985
It owns brands like Frooti, Appy, LMN, Hippo and Bailey.
It has a total revenue of more than 2800 crore.
Their product Appy is the market leader in the apple beverages
category with a market share of approximately 70 per cent.

6. FOUNDER- Shri Prakash
Jayantilal Chauhan
Schauna Chauhan
CEO Nadia Chauhan
JMD and CMO
Alisha Chauhan
Director

8. PRODUCTS PORTFOLIO

9. SWOT ANALYSIS

10. COMPETITIVE
ANALYSIS
1.SECTOR
BECOME MORE
FRAGMEANTED
2.BUDGETS AND
STRATEGIES
BECOME MORE
AGGRESIVE
THREAT OF NEW ENTRANTS
1.INTENSIVE BUSINESS MODEL
2.HIGH CAPITAL REQUIREMENT
3.COMPETITION
THREAT OF SUBSTITUTE
1.NUMBER IS HIGH
2.SWITCHING COST IS LOW
3.CONSUMER EXPECTATION
BERGAINING POWER OF
SUPPLIERS
1.LARGE NUMBER OF
SUPPLIERS
2.BIG COMPANIES COME WITH
BIG ORDERS
BERGAINING POWER OF
BUYERS
1.BRAND LOYALITY
2.LESS THREAT OF SWITCHING
PRODUCT

11. COCA-COLA INDIA PVT. LTD-
 Share of approximately 32.7%.
 Brands like Sprite, Fanta, Minute Maid, Diet Coke and Coca-Cola Zero.
PEPSICO INDIA PVT. LTD. –
market share of approximately 21.8%.
consist of brands like Mountain Dew, Tropicana, Mirinda, Lipton etc.
COMPETITOR ANALYSIS-

12. PRODUCT LIFE CYCLE
In Growth Stage
Parle’s Appy Fizz currently is at
Growth stage
Annualized consumer spend of 700
Crores Rupees
Competitive Pricing
Leader in Carbonated fruit juice
products.

13. SEGMENTATION , TARGETING , POSITINING

14. Product
 It is used as the basis of cocktails
 It is also manufactured and marketed in
Bangladesh
4 P’S
Price
 Being the only carbonated apple drink
available, priced at
 For 250ml, 300ml, 500ml and 1000ml it
is priced at Rs15, Rs20, Rs28, and Rs52
Place
 Its distribution channel includes more than
1500 wholesalers and distributors to reach an
estimated ten lakh retail outlet
 available in several countries in middle East,
Europe, South east Asia, Oceania, Canada and
the United States.
Promotion
 Salman Khan & Alai Bhatt is currently celebrities
endorser of Appy fizz, which appeals to more
youth generation
 It employs both push strategy by promotions and
pull strategy through advertisement and
campaigns
 Their slogans “A cool drink to hang out with”
attract youth and party goers

15. SALES FORCASTE
But due to COVID 19, according to the retail
association of India in the next 6 months,
Food Retailers expect to earn 56% as
compared to last year’s revenues.
So, the new figures could be like this, the
figuers in the table for the next two quarters
are decreased by 44% each.

16. Digital marketing
Parle Agro supports ‘Vocal for Local’ through
a series of online narratives
In 2017, Appy Fizz collaborated with Salman Khan and
launched a Bigg Boss edition Appy bottle. Since then,
there is no looking back for Appy Fizz. From #RiseUp
campaign to #FeelTheFizz Appy Fizz invested a lot in
marketing and it is paying big to Appy.

17. NEWS
Parle Agro supports ‘Vocal for Local’ through a series of online narratives
Appy Fizz will cross the Rs 1000 crore mark this year: Nadia Chauhan, Parle Agro
Appy Fizz aims to connect with consumers through OOH.(hyper local )
Parle agros online sales grow 300% in a month , beverages segment expected to lead revenue .

18. LEARNING AND KEY FINDINGS
 It has been observed that parle agro is the leader in beverages products.
 Consumer usually prefer fruit juice ,but they do have appy fize as their 2 nd preferred juice
 It is a leading product
 Availability is a major factor for Fizz, but retailer push is also one, means which product retailer suggests
to the end customers. Its own brand Frooti is doing well in terms of sales but Appy Fizz needs to pull
more in market may be via promo pack or Lucky withdraw. So, the end consumers try to buy it more
over others.
 By adding smaller packs for Rs. 10 that they did in frooti, could also be a major move to increase the
sales of Appy Fizz
 It is looked as a Carbonated drink, even it is pure fruit drink.