Concept on Introducing new product in the same product line for parle group.

1. PARLE BANANA CHIPS
By
Arpan Mondal (2016PGP005)
PRESENTATION ON

2. Parle product
manufactures biscuits in
1939 and in 1947 it
launched gluco biscuits
FOUNDATION
Led by Prakash Chauhan
and his daughters
Schauna, Alisha and
Nadia (owner of the
brands such as frooti and
Appy)
PARLE AGRO
Parle products led by Raj
Chauhan owner of brands
like Parle-G, Melody,
Mango Bite, Poppins,
Kismi toffee bar, Monaco
and KrackJack
PARLE PRODUCTS
led by Ramesh Chauhan
PARLE BISLERI
1929
1970
1950
2008
PARLE - HISTORY
1960
Parle Agro diversified
into the confectionery
business, thus becoming
a competitor to Parle
Products
PARLE AGRO
DIVERSIFIED

3. STRENGTH WEAKNESS
THREATOPPORTUNITY
One of the India’s most trusted ,
affordable and most sold food items.
 Price advantage.
 Popular subsidiary brands.
 Strong presence in rural market.
 Variety of CSR activities.
 Similar products made by
other companies too in this
segments.
 Depend on only one
brand which gives its
revenue.
 Spend in R&D, innovate by
introducing products for health
conscious.
 Increasing in persons ability to
purchase.
 India food retail market expected
to reach 61 Lakh crore by 2020.
 Rise in the cost of raw
materials.
 Growing competition from
other brands.

4. CATEGORIES HANDLED
 Parle agro have approx 45 % of market share in India
Planning to have bigger portfolio in snack industry
2500 crore company handling products in 3 categories: snacks,
beverages and water
Beverages have 81%,water 13% and food have 6%(includes
confectionaries) share in Parle Agro’s total sales
Parle Agro

5. 1
2
3
4
CATEGORIES HANDLED
6
5 7
Snacks
Packaged
drinking
water
Beverages Food Water
Fruit
drinks
Nectars
Juice
Sparkling
Drinks
Confection
ary

6. CHOOSEN CATEGORY
PARLE GREEN BANANA CHIPS
Under the category of
Food items – Snacks, we
have chosen Banana
chips.
Snack
food
Calories Carbs Fat Protein
Banana
chips(servi
ng 100g)
519g 58.40g 33.6g 2.3g

7. SELECTED CATEGORY
Category foods- snacks
2.5% share for Parle agro group in snacks category
6500 Crores snack market in future
Expected growth of 20-25 % per annum in future

8. PRODUCT STRATEGY
GREEN BANANA CHIPS
 Taste- Adding spices
 For north India and south India, they prefer spicy chips
 For western India and the eastern part, prefer tomato flavor
 Shape – Round ( small), easy to hold without breaking it.
 Launching two different types
 One for spicy chips
 Another which is taken with milk.
 Healthier- nutritional advantage and hunger solution.

9. MARKETING STRATEGY
egmentation –
1. Kids and young generation peoples prefer spicy chips, while kids and old age peoples prefer healthier .
2.Every people can buy chips ( we will supply packs for Rs 5, 10 and 20 ) focusing different sized packets.
3.Serve to peoples of heavy users, medium users, light users and non users by providing its advantages.
4.For north India and south India, they prefer spicy chips and for western India and the eastern part, prefer tomato flavor and normal
chips which are consumed with milk are for all parts of the country.
arget market-
1.Targeting to mass
peoples of different
age groups eating
potato chips and
cornflakes with
variety of flavours.
ositioning-
The global potato chips market is expected to reach a value of USD 32.510.5
million at the end of 2017, while the performance of the market is forecast
with an anticipated CAGR of 4.8%.
To be more
competitive, there is
a need to further
improve the
production
efficiency, improve
packaging and
promote branding
for the selling of
high quality banana
chips.
Healthy green
banana chipsNo
added
colours
Consume
with milk
Consumer target-
Discerning chips
consuming peoples
Consumer insight- Try
something different
Consumer need state- desire for better
chips quality and healthier
Competitive product set- local stalls,
restruents and convenience shops
Consumer
takeaway- Parle
gives a healthier
chips, satifying my
breakfast hunger

10. ADVERTISING STRATEGY
•Benefit led- Health bhi aur taste bhi.
•Problem-solution- Hunger solution in breaktime, breakfast
•Demo- How whole family perceive the healthy banana chips in their daily breakfast.
•Product comparison- Compare to same amount of potato chips(100g) , carb is 8.66g more and fat is 3.87g
lower.
•Testimonial-customer- Different age groups kids, younger generation peoples and old aged peoples.
•Testimonial- celebrity- Chota bheem, Motu Patlu (cartoon-character), Bahubali (South india hero).
•Typical or aspirational usage situation- Tired and hungry after class or while traveling, Hunger solution
(519g calorie)
•Typical or aspirational user- Kids and young generation peoples.
•Brand personality and values – Like junior-G for Parle-G product, similarly
•Story line- 1. Mom give snacks to school going kid and to the elder peoples in the home
2. Teenagers and other younger generation peoples eat banana chips in break time and tiffin
time.
•Special effects- Joyful music rhythm in the background, crunch sound and hunger sound

11. MEDIA STRATEGY
 Organizing campaign –
TV - through advertisement during cricket match,
TV shows, Cartoon Channels.
 Cinema- Movie theater advertisements
 Radio commercials
Print in magazines and newspaper.

12. SELLING AND DISTRIBUTION STRATEGY
• Use of Parle’s existing distribution network for distribution( 4000 channel
partners, 1600 wholesalers)
• Selling of product through big retail chains and retail stores i.e. 8,00,000
retail outlets
• Invested another 80 crores to extend to another 3,00,000 retail stores to
reach better to rural areas

13. CONSUMER STRATEGY
 Colorful packaging
Chosen and processed from the good quality bananas
 Healthy -No additive colours
Should take in daily breakfast and Tiffin time for hunger solution
 Value for money
Free stickers of the recent popular heroes or cartoons.
Can be dipped in different ketchup to enhance taste

14. COMPETITIVE SITUATION
• Traditional food in south India, more competition in south.
• Second most famous fruit after mango all over in India, but banana chips market is more in
south, we can spread to north
• No brand competitor, only regional competition. If promoted properly under the brand name
of parle can become the brand
• Few Indian Major Players are as under: Asian Home Products Private Limited Nenmani Agro
Mills Pvt. Ltd. CTC Exports Pvt. Ltd. Planters Products Kalambe Food Products Nissi Foods
Punitha Exports S. Vipra Food Private Limited Polawess Trading Neelgiri Herbals Food Agenda
Tropical Synergy International Goodriche Traders Naska Food & Bakers Banaanaa Slice
Travancore Foods
• According to market report there is demand for banana products . Market share of banana
chips is 31%, which is mostly in south. Potential market in north.

15. CATEGORY SWOT ANALYSIS
STRENGTH
• Fat content and calories are less in banana.
• More durable and retain their shapes
better.
WEAKNESS
• Carbs content is more and contains less
protien as compared to potato chips
• High competition from potato chips
• Less prodution efficiency and low
availability of high quality banana
• Require special packaging
• No branding
OPPORTUNITIES
•Penetration in northern market.
• Can attract visitors to try for the
new tasty and spicy chips.
•Can offer banana chips in
restruants.
THREAT
• Risk from new entrant.
• High competition from
other non-branded banana
chips makers.

16. RECOMMENDATION
Product launch should be well planned as follows:
• Green banana chips should be launched in cities that have high density of big retail
chains.
This will help parle to reduce transportation cost and reach this retail outlets
easily
• Expand gradually to whole country
• Introduce QPS for distributors motivation