A

REPORT
ON

NAME : ATUL R PARDESHI

ROLL NO: M3156097
SUBJECT: PRODUCT MANAGEMENT
UNDER THE GUIDENCE OF
PROF.Dr Ganesh Tannu

HISTORY
Parle Products was established as by confectionery in the Vile Parle suburb
of Mumbai, in 1929. It began manufacturing biscuits in 1939. In 1947, when
India became independent, the company launched an ad campaign, showcasing
its Gluco brand of biscuits as an Indian alternative to the British biscuits.
Parle-G biscuits were earlier called 'Parle Gluco' Biscuits until the 1980s. The
"G" in the name Parle-G originally stood for "Glucose", though a later brand
slogan also stated "G means Genius".
In 2013, Parle- G became India's first domestic FMCG brand to cross
the 5,000 crore mark in retail sales.
Primarily eaten as a tea-time snack, Parle-G is one of the oldest brand names in
India. For decades, the product was instantly recognized by its iconic white and
yellow wax paper wrapper. The wrapper features a young girl (an illustration by
Everest creative Maganlal Daiya back in the 1960s).
Now, it is available in plastic wrapping. Design of packaging is the same as
earlier. When the company changed the packaging of Parle-G from wax paper to
plastic, they made an ad of putting Parle-G in fish tank.
As of January 2013, Parle-G's strong distribution network covered over 6
million retail stores in India. The Brand Trust Report ranked Parle-G as the
42nd most trusted brand of India in 2014.
The low price is another important factor in Parle-G's popularity. Outside India,
it is sold for 99 cents for a 418 gram pack as of 2012. A more common 80 gram
"snack pack" is sold for as low as 15 cents (5 INR) at Indian grocers, and 40
cents at major retailers. By 2016, smaller 56.4 gram packs were being sold as
six for one dollar at Indian grocers in the United States.

CATEGORY GROWTH
The original Parle company was split into three separate companies, owned by
the different factions of the original Chauhan family:

Parle Products, led by Vijay, Sharad and Raj Chauhan (owner of the
brands Parle-G, Melody, Mango Bite, Poppins, Kismi toffee bar, Monaco
and KrackJack)

Parle Agro, led by Prakash Chauhan and his daughters Schauna, Alisha
and Nadia (owner of the brands such as Frooti and Appy)

Parle Bisleri, led by Ramesh Chauhan

All three companies continue to use the family trademark name "Parle". The
original Parle group was amicably segregated into three non-competing
businesses. But a dispute over the use of "Parle" brand arose, when Parle Agro
diversified into the confectionery business, thus becoming a competitor to Parle
Products. In February 2008, Parle Products sued Parle Agro for using the brand
Parle for competing confectionery products. Later, Parle Agro launched its
confectionery products under a new design which did not include the Parle
brand name.[4] In 2009, the Bombay High Court ruled that Parle Agro can sell its
confectionery brands under the brand name "Parle" or "Parle Confi" on
condition that it clearly specifies that its products belong to a separate company,
which has no relationship with Parle Products.

Biscuits
Parle-G, KrackJack, Monaco, Creams, Golden Arcs, Parle Marie, Milk Shakti,
Parle Hide & Seek Bourbon, Parle Hide & Seek Fab, Top, Parle Gold Star,
Happy Happy, 20-20, simply good, Namkeen parle magix, coconut, cheeselings,
Parle-G Gold
Sweet confectionery
Melody, Mango Bite, Poppins, 2 in 1 Eclairs, Mazelo, Kismi Toffee Bar,
London Dairy, Kaccha Mango Bite

Snacks
Monaco Smart Chips, Parle's Wafers, Fulltoss, Parle Namkeens, Parle rusk,
Parle Cake
Since they have been entered at the food competition of Monde Selection in
1971, the brands have received consistently gold and silver Quality Awards at
the World Quality Selections.

Product Life cycle

A company's positioning and differentiation strategy must change as the

product, market and competitors vary over the Product Life Cycle. to say that a
product has a life cycle consist of four things:-

1. Products have limited life

2. Product sale passes through different stages, each posing a different challenge
and opportunity to seller.
3. Profits rise and fall at different stages of life cycle.
4. Products need different strategies in different life cycles.

-Introduction Stage

-Growth Stage
-Maturity tage
-Decline Stage
PLC doesnt have any set time period and the length of each stage may vary. A
products life cycle may end in a few months if it fails to do well in the market
and a product could last for very long in the market if it is accepted by the
customers. Also, a stage may last longer than another stage. The four stages in a
Product Life Cycle
Introduction: A product is introduced to the market with intention of creating
its space in the industry. The marketeer intends to create awareness for the
product and a brand identity also. The phase may involve product development,
product testing the market. Heavy costs are incurred in this phase due to the
same. The profits in the phase are negative or zero since there are few customers
and heavy costs involved.
Growth: In the growth stage the sales and profits start increasing as the product
occupies a position in the market. the number of customers increase and repeat
purchase behavior may be observed. Competition also starts entering looking at
the success of the product.
Maturity: At this stage, the level of brand awareness is high and sales continue
to increase but are mostly at declining rate than before since the product now
has a fixed market consisting of fixed customers. there are many competitors at
this stage so companies tend to defend their market share and build loyal
customers.

Decline: The market becomes saturated at this stage and a decline in sales and
unfavuorable economic conditions cause a change in the trends. If no innovation
is done the product may become obsolete for the customer base.

Industry Life Cycle

A different concept taught to us in concourse with PLC was ILC: Industry Life
Cycle. This Life Cycle is for new to the world product category where a product
is completely new in its technology and concept and has no PLC to fit in but has
to start its own Life Cycle.
The stages are same as PLC but one needs to analyze it from the industrys
point of view. Before the Introduction stage, there will be a development phase
that will include the invention and creation of the product. Introduction stage
will include informing the early adopters in the market about the product so that
they try it out. In growth stage maximum promotion will be done and high
prices may be charged as the new customers would want to try the new product
in the market. Competition will start entering in this phase if the product
becomes a success. maturity stage will have the product fighting many
competitiors in the beginning as both big and small companies will participate.
Towards the end of the stage the stronger competitors will gulp down smaller
competitors and a few strong players will be left in the market. In the decline
stage the industry may not hold the same appeal as before and if the industry
doesnt make good innovations, it wont be able to survive.