Born: 1939 History: Flagship brand of Parle Products Pvt.

Ltd Status: Has a market share of 60% in the glucose biscuits category, worth about Rs2,000 crore Brand story: In the hit Bollywood movie Welcome, actor Nana Patekar, in a passing reference to Parle-G, notes that even biscuits command respect and have to be addressed with a ji (a term of respect in Hindi). His remark, while made in jest, is not far off the mark. It is a heritage brand. We sell over 25 crore packets every month. That should reflect the stature of the brand, says Praveen Kulkarni, marketing head at Parle Products Pvt. Ltd. Parles mantra has always been about repositioning the brand without tweaking the look and feel of the product. The brand is clearly an Indian brand and it straddles all economic strata. The fact that it is a staple for everyone in the house keeps it going, says Nirvik Singh, chairman and president, Grey Global Group, South and South-East Asia, the agency that handles the Parle-G account. There was a time when Parle-Gs dominance was threatened by rival brands, especially the Tiger brand from Britannia. We found out that Tiger was getting stronger in the kids segment, and we decided to change our positioning, says Kulkarni. Later, when the company sponsored the television show Shaktimaan on Doordarshan, it literally rescued Parle-G. The brand also had some innovative commercials involving young children with a new punchline, G means Genius, which was an instant hit.While rivals have signed on celebrities, Parle-G has managed to retain its leadership position with just a simple white-and-yellow striped wrapper with a picture of a baby on it. We dont need celebrities as the brand equity is so strong, says Kulkarni. The biggest concern is that the brand shouldnt become outdated as it is a historic brand. The brand has managed to retain its leadership position because it has evolved its campaign with every consumption trend, says Singh. The last campaign, Hindustan ki Takat, (the strength of India) is a huge position which no other brand ca
http://www.docstoc.com/docs/22877940/PARLE-REPORT- very very good

Social class-Hide & Seek is meant for middle class and rich class families. However one can also say that Parle-G is consumed only by lower n middle class consumers because rich class can afford more expensive biscuits.
Behavioral segmentation:

Benefit sought-The benefit sought in Parle-G is mainly replenishing energy and for Hide & Seek it is good taste. Pattern of market segmentation Preference: Clustered If we divide the whole market on basis of their preferences foe sweetness and saltiness in the biscuits then the possible outcome would be that the

preferences are clustered near some tastes i.e. the consumers would not like to have something really vague like 50%salty, 25%sweet and 25%creamy.That is why the preferences are clustered and not diffused wherein the preferences have to be very extreme and vague. Parle as a company makes use of this clustered preferences and manufactures biscuits for each and every cluster. For e.g. Monaco for entirely salty biscuits and its latest product Krackjack-cream is for sweet and salty taste.
Target market strategies

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M1 M2

P1 P2 P3

PARLE Company as a whole inculcates SELECTIVE MARKET SPECIALIZATION strategy. In the above diagram we can say blue colour represents the extent of Parle-G i.e. it is 1 product for all the 3 markets and the green colour is for Hide & Seek where it is

a product only for 1 market and the orange is for Krackjack biscuits where the product is targeted for 2 markets.
Positioning strategy

Parle-G is positioned in the minds of people as a value for price product and also as a low-priced product. Whereas hide & seek has tapped a new market.
Differentiation strategy

For Parle-G the company has used channel and image differentiation tools. Parle-G by far has the most intensive distribution coverage as compared to any other biscuit company in India. Also the name PARLE has an image that generates respect and a belief of good quality in the minds of the buyers.
Packing

As in all other biscuits, packing plays an important role in Parle-G too. The basic small packs are packed mechanically using automated machines and are sealed using the pollybag sealing machine. These small packs are then manually packed into small boxes and are sent through the conveyor belt to be packed in large cartons. 160 packets are packed per minute. And in 23 one big box there are 160 Parle-G packets packed. Before, they used to bring the packaging material from outside the company but now it is produced in the factory premises itself. For export purpose the packets have different languages print on them depending upon the geographical location & demand of the people. Each factory has state-of-the-art machinery with automatic printing & packaging facilities.
THE STRENGTH OF THE BRAND

Over the years, Parle has grown to become a multi-million US Dollar company. Many of the Parle products - biscuits or confectionaries, are market leaders in their category and have won acclaim at the Monde Selection, since 1971. Today, Parle enjoys a 40% share of the total biscuit market and a 15% share of the total confectionary market, in India. The Parle Biscuit brands, such as, Parle-G, Monaco and Krackjack and confectionery brands, such as, Melody, Poppins, Mangobite and Kismi, enjoy a strong imagery and appeal amongst consumers. Be it a big city or a remote village of India, the Parle name symbolizes quality, health and great taste! And yet, we know that this reputation has been built, by constantly innovating and catering to new tastes. This can be seen by the success of new brands, such as, Hide & Seek, or the single twist wrapping of Mango bite. In this way, by concentrating on consumer tastes and preferences and emphasizing Research & Development, the Parle brand grows from strength to strength. http://www.scribd.com/doc/19208962/Parle-Marketing-Mix

Call it the cost-effective swadeshi branding strategy. Parle Products Private Ltd is now all set to roll out an integrated marketing programme to promote its new launches which include Parle Magix and Cafechino (toffee brand). For the first time, the brick and mortar company has launched an aggressive online promotion to promote its popular biscuit brand Hide & Seek. In an effort to woo the youth segment, the company has launched an interactive online contest titled Find the Star at the contesting site Contests2win to popularise Parles Hide & Seek. Further, in a bid to spur market growth, Parle Products is in the process of rolling out a host of new products across the nation, informs a spokesperson from Parle Products. On the companys new products, says the spokesperson from Parle Products: We have introduced Parle-G Magix, with cashewnuts and chocolate in the biscuits category. We have also extended the product portfolio... of toffees by launching Cafechino recently. Incidentally, Parle-G Magix priced at Rs 5 (for 75 gm) will compete with Britannia Industries Ltds Goodday which is positioned in the premium category, observes an FMCG analyst in Mumbai.And of course, Cafechino will compete with Parrys Coffee Bite in the markets for toffees. Last year, Parle launched a variant of its Monaco brand called Crunchy Onion to take on BILs Chaska Maska. Now Parles Magix will compete with BILs Goodday which is priced at Rs 12 for 500 gm, adds the analyst. Clearly, Parle Products has opted for a clever pricing strategy to gain a leading edge over its arch rival Britannia Industries. On the companys pricing strategy, says the spokesperson: At Parle our objective is to give quality products at competitive prices. To announce the companys new product launches, Parle Products is all set to come out with a multi-media advertising campaign soon, informs... spokesperson from the company. We have just completed the national roll- out of our new products. To create excitement around the products, we will launch mass media advertising which includes television commercials, he adds. Grey Worldwide will design the communications strategy for Cafechino while Ogilvy & Mather India will continue to handle the advertising for Parles Hide & Seek. Everest Integrated Communications will continue to create communications for Parle Products other brands. The main focus will be on the electronic media for new products, adds the spokesperson. According to Mr Alok Kejriwal, chief executive officer of C2W, to promote Parles Hide and Seek, c2w has developed and deployed the Find the Star property. The consumer needs to partially unveil and guess the personality behind four Hide and Seek biscuits! The fact that the consumer needs to click on only those biscuits which are 66 per cent chocolate clearly communicates the chocolaty... eatures of the biscuit adds Mr Kejriwal.

The bread and biscuits constitutes the largest segments of consumer foods in India. Both Biscuits and Bread are items of mass consumption in our Country. Almost 2 million tons of biscuits are produced in India each year and consumption is growing at 10-12 per cent annually. The per capita consumption of biscuits in the country is about 1.52 kg annually. Contrary to popular belief that biscuits are consumed by the middle and high income groups, it is actually the only nutritious and hygienic food product for children, lower income groups and the rural population. Nearly 50 per cent of biscuits produced are consumed in rural areas and 30 per cent by income groups earning below Rs 750 per month. Every 100 gm of glucose biscuits roughly provides 20 per cent of energy, protein and calcium required by an average adult. So as to explore the opportunities in these sectors, a large no. of companies are trying to increase their consumer base in these areas. For this they are offering various promotional schemes in order to make their brand familiar to consumers and to have a Competitive edge. Parle G Industries has made a rapid progress in the variety, quality and quantity of biscuits and baked foods and has become Indias biggest brands and the preeminent food brand of the country. It is equally recognized for its innovative approach to products and marketing. The companys offerings are spread across the spectrum with products ranging from the healthy and economical Tiger biscuits the more lifestyle-oriented recently launched Monaco Zabardast Zebra Having succeeded in garnering the trust of almost one-third of India's one Parle G lion population and a strong management at the helm means Parle G will continue to dream big on its path of innovation and quality. This project aims at studying the effect of the various Promotional schemes offered by Parle G during the period of May and June on its overall sale of the products offered in Promotions. The total increase in sales percentage was also tracked.

Objectives:
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To deliver right SKU & Gift item to right place in right time. To achieve internal customer satisfaction level to 95%. And to increase the consumer base for newly launched product. To penetrate market with greater share of business. To leverage Parle G brand by having association with some other known brand. To counterattack competitors strategy.

The consumer promotional offers are based on the principle of elasticity of demand.

Recommendations:

As already discussed above, there are certain issues and flaws associated with Sales Promotion, so in order to implement it effectively and efficiently we would like to suggest certain recommendations to the company: Production department should make efforts to make available all of the product varieties in the depot norm wise. So that each and every variety should be available according to the generated order so as to meet the stock out problem. I recommend strong coordination between production and the sales department. So that a proper production forecast for each variety can be maintained by the production department. Proper allocation of the stock from the depot according to the Super stockiest contribution so that neither there is excess stock in one region nor stock outs in other. I also recommend increasing average number of lines so that all the SKUs are available in the market. Apart from setting overall target for all the SKUs, there should also be individual SKU wise target so that RPDs and UPDs are able to make sales of unfamiliar products also. To increase the sales margin the price value of the main brand should be relatively higher i.e. around thrice of the Freebie for example instead of Rs10 pack of 50:50 150G Freebie Pepper Checker should be given with Rs15 pack of 50:50. There should be a system from where different distributors can see the stock position of company and as well of other distributors. It will help the distributor in a way that if some distributors who wants the same. Contests like MERA RPD MAHAAN should be held every quarter. Limitations: Researcher encounters many possible sources of error when designing the data collection project. Some of these include: using a poor or inappropriate research design not using experimental designs where possible; using a large scale study instead of a small scale study, or visa-versa; using poor experimental designs, and still others. To minimize the possible sources of error associated with designing data collection project, the following 5 issues must be given attention first. 1. 2. 3. 4. 5. The following are the limitations of the study: The sample size was small and hence the results can have a degree of variation. The response of the employees in giving information was lukewarm. Organizations resistance to share the internal information. 5) The response obtained was very low due to time constrains on the part of concerned personnel heads of the companies. 6. 6) The surveys also establish a fact that lots of companies do not want to reveal or share their policies.

7. The study is restricted only to Delhi. The population size is very small as compare to population size so.

Conclusion: Sales Promotional Offers helps the company to increase the over sales of the product under promotion because consumers tend to buy in ample amount due to small duration of the promotion and feel value for their money.
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But through these promotional schemes company earns fewer margins. It also helps in widening their consumer base i.e. it attracts new tiers. It creates the brand awareness among the consumers about the newly launched product like Tiger cream. Products which are less popular among the consumers like Pepper Checker are also get Promoted. It helps to increase the repurchase rate of the occasional buyers Since the promotions were designed for rural market and rural market contributes to 70% of the total market hence attracting more consumers. And turn them to loyal users It enhances brand image Since attractive promotion attracts consumers hence retailers push products under promotion rather than competitors products of same kind. Sales promotion also attracts brand switchers who are primarily looking for low price good value of premiums.

Learnings through Trade Promotions:

y y y y y

to persuade the RPDs and UPDs to carry the brand because they are more concentrated in making sales of the given company product so as to get maximum incentives. to persuade the RPDs and UPDs to carry more units than the normal amount as they have to reach the target sale under Mera RPD Mahaan Scheme. to induce RPDs and UPDs to promote the brand by featuring, display, and price reductions so as to attract more consumers. to stimulate RPDs and UPDs and their sales clerks to push the product than competitors products otherwise they wont be able to reach their sales target. Also Attract more RPDs and UPDs to take participate in the contest because of the incentives.

umbai-based Parle Agro, a leading food and beverage company, is aiming a Rs 3,500-crore turnover by 2010-11. The proposed turnover is nearly four-fold rise from its present turnover of Rs 950 crore. Parle Agro plans to expand its distribution network through organic route and aggressive marketing strategy. For starters, it has decided to expand production capacity of its mineral water, which is sold under the Bailley brand. In addition, the promotional budget for the company will also used to make a way into newer markets. At present, the company has 26 mineral water factories across the country, which it plans to extend up to 60 in the first quarter of next fiscal. The company has decided to spend Rs 25 crore in current fiscal, for promoting its basket of products. Recently, the company has entered into pure juice category under the brand name Saint Juice.
Parle Agros mango drink Frooti is now ready with a new look and campaign that asks Why grow up.This season, Parle Agro will spend approximately Rs 15 crore on the campaign, starting with a TVC, which was conceived by team Creativeland Asia and directed by Prakash Varma of Nirvana films. The campaign broke on March 13, 2009 with a TV commercial, which portrays mango drink lovers across age groups enjoying the drink the way it is truly enjoyed, without inhibitions and with contentious slurps. Elaborating on the marketing and branding strategy, Nadia Chauhan, Director, Parle Agro, said, The objective of the new campaign is to contemporise brand Frooti and lay the foundation for a long-term strategy, while being true to its core mango values. This season, we will spend approximately Rs 15 crore, including on ATL and BTL activities, for the brand. Chauhan confirmed that the campaign would be on air till May-end. Raj Kurup, Chairman and Chief Creative Officer, Creativeland Asia, spoke on the plan for the revamy, Revamp for a legendary brand and a market leader cannot happen overnight. So, Creativeland Asia and Frooti began its long journey last year to make the brand a more youthful, contemporary mango drink. As part of the strategy, to reinforce that Frooti is the original mango drink and as a tactical move, the Mango ka ek hi naam campaign was created. While we were talking to media then, we had mentioned that this is just a stop-gap and that we would be back with a more contemporary Frooti next year. Kurup explained that the revamp exercise involved studying the brand, its history and its strengths as well as taking an extensive look at the market, the target consumer and their new values. In his words, Cool comes from being unabashed about what you are and not by aping or trying to be someone else. A mango cannot be a grown up, serious fruit. You cant eat a mango with a fork and a knife. The mango is a quaint fruit, it looks funny, is

asymmetrical, people go nuts having a mango. People get lost having a mango. It is a childlike fruit. Frooti embodies the spirit of mango. Hence, we couldnt try and behave like a gaming brand or a jeans brand. We had to find a voice for Frooti that was well within its values and yet so cool and contemporary that people in their head said, wow I didnt look at Frooti like that and not that isnt Frooti. The idea that was eventually settled on was Why grow up which, according to Kurup, sets the stage for a 10-year strategy. It is sharp and is in keeping with the contemporary values of what a mango drink can embody. It is extremely youthful. The new look of Frooti includes a new identity and new packaging. From the new identity, the logo has been carefully tweaked to look a little more contemporary. The packaging is brighter, cleaner and has a new visual identity. The new Frooti has been launched with three new pack designs with three new Mangoticons (Mango Emoticons). Parle Agro will launch 25 Mangoticons in the market by next season. The campaign will involve various media conventional and alternate including the Internet, social media, ambient installations, in premise stunts and spectaculars. The focus will be on user-generated content. Kurups final thoughts were, The Why grow up strategy will constantly reinvent itself over the years and promises to bring in cutting edge communication year after year on the brand. However, apart from the youth and external market, Creativeland is also creating internal communication in the form of workshops to brand partners, media agency, sales, etc., as this is a completely new way of thinking on Frooti for years to come.

PARLE Agro is turning sweet. The Rs 600-crore Mumbai-based beverage company is planning to enter the confectionery market. Its R&D department has been actively working on the category for a while and there are intentions of launching a new brand. Speaking to Business Line, Ms Nadia Chauhan, Director, Marketing, Parle Agro, said, "Eventually we do intend getting into the confectionery market. It is something that we have been working on. It is expected to be a separate brand in our portfolio.'' Realising the challenges in this category, especially with biggies like Hindustan Lever withdrawing from the category and even Cadbury struggling with its confectionery brands, Ms Chauhan says, "Confectionery is a fun category. One cannot have normal marketers marketing a confectionery brand as they get into jargons, which necessarily do not apply while marketing to kids. What you need are innovators, somebody who can introduce different things over a short period of time. Even while creating communication, it is the kid who has to be targeted.'' Besides, Parle Agro has already initiated a second rung of distribution for the confectionery category since it launched its Frooti brand in triangular packs pegged at Rs 2.50. These packs were retailed mainly at smaller outlets, which included the rural markets. Says Ms Chauhan, "When we launched the Frooti triangular packs we were available in hardware to mutton shops who wanted to stock the brand. The product was competing with confectionery already since it was like a shot of mouth freshener.''

Unlike its mineral water brand of Bailey, where high trade margins are involved, Parle Agro hopes that its confectionery brand would have quicker shelf offtake and command lesser margins in the market. Apart from confectionery, Parle Agro intends beefing up its beverage portfolio and has already lined up a series of new beverages, which would range from health drinks to iced tea. "There would be more beverages from our stable and we are looking at a mix of mass and premium drinks which could be milk based and have natural flavours.'' In fact, the beverages have already been lined up and are waiting for the `right' time to make an appearance in the market. "There will be more drinks between now and next year,'' promises Ms Chauhan. With a strong distribution network comprising nearly 3,000 distributors across the country, Parle Agro hopes to use this network to ride its new brands as and when it launches them. http://www.scribd.com/doc/36986233/project-on-Parle-Agro- pg 22 is good