This document provides information about Parle Products, India's largest manufacturer of biscuits and confectionery. Some key points: - Parle has a 34% share of the Indian biscuit market and brands like Parle-G, Melody, and Mango Bite. - It was established in 1929 in Mumbai and now has 7 manufacturing units and 51 contract manufacturing facilities. - Parle products have won numerous awards from Monde Selection for quality since 1971. - The document discusses Parle's distribution network, market share in various biscuit categories, sales by price point, and regional consumption patterns. It also analyzes competitor advertising and provides quotes from Parle executives.

1. Competition Mapping Project
Presented by _
Akash Halankar

2.  India's largest manufacturer of biscuits and
confectionery, for almost 80 years.
 With a reach spanning even the remotest villages of
India .
 With a 34% share of the total biscuit market 15%
share of the total confectionary and 5% SHARE IN
snacks market in India .
 Multi-million dollar company.

3. Parle Products , led by Vijay, Sharad and Anup
Chauhan (owner of the brands Parle-G, Melody,
Mango Bite, Poppins, Monaco and KrackJack)
Parle Agro is led by Prakash Chauhan and his
daughters Schauna, Alisha and Nadia (owner of
the brands such as Frooti and Appy)
Parle Bisleri is led by Ramesh Chauhan
Parle Family

4.  Established in1 929 in British dominated India as a
small company.
 Firstly set up in Mumbai, to manufacture sweets and
toffees.
 7 manufacturing units and 51 manufacturing units on
contract.

7.  Parle products have been shining with the golds and silvers
consistently at the Monde Selection ever since they were
first entered in 1971.
 Monde Selection is an international institute for assessing
the quality of foods and is currently the oldest and most
representative organization in the field of selecting quality
foods worldwide.

8. Distribution Network

9. Current Scenario
According to government norms Biscuit
packs should be packed in sizes
25g, 50g, 75g, 100g, 150g, 200g, 250g,
300g and thereafter in multiples of 100g
up to 1 kg.

10. Glucose Marie Digestives/Arrowroot
Mass Cookies
Categories handled by the Researcher

11. 14.29
16.14
17.44 16.57
18.25 19.1
0
5
10
15
20
25
2005-06 2006-07 2007-08 2008-09 2009-10 2010-11
Growth
Source : Indianet

12. 30%
70%
Sales
Organised
Unorganised
25%
24%28%
23%
Consumption Pattern
North
South
East
West
Source : Indianet

13. Parle Britannia
Itc Surya Foods

14. 34%
32%
10%
6%
4% 14%
Parle Britannia Sunfeast Priyagold Anmol Others
Source : Parle Research

15. Glucose-60%MS
Growing by 6%
Marie -14% MS
Growing by 5%
Sweet Cookies-
9%MS
Growing by 11%
Cream-1.2MS
Growing by 15%
Non Slat Cracker-
4%MS
Growing by 6%
Milk-3%MS
Growing by 11%
Arrowroot 1% MS
Growing at 9%
Biscuit Category & Growth as during 2011-12
Source : Parle Research

16. 240
352
362
255
270
278
340 345
264
352
0
50
100
150
200
250
300
350
400
Rs. 20 Rs. 23 Rs. 24 Rs. 25 Rs. 27 Rs. 28
Marie Current Quarter(Jan-May) Rs.20 & above
Glimpse into sku analysis

17. 144
122.5
0
50
100
150
East West/ROI
Zonal Change Current Quarter Rs.10 BIL Marie

18. 171
361
323
152
710
150
323 317
625
0
100
200
300
400
500
600
700
800
Q1(April-June)2011 Q2(July-Sept)2011
Q3(Oct-Dec)2011 Q4(Jan – May)2012
Rs.10
Rs.20 Rs.22 Rs.40
Bil Tiger Quarter wise Changes Rs.10 & Above

19. Competitor Distribution Network
Source : ASM DSM

20. Company/
brand
Media type publication Language/c
ity/state
Headline/
description
Target
audience
Itc Print/ad hindu English/Ch
ennai/tamil
nadu
The game
begins
tomorrow/
pic of a
man
standing
General
Public
Mcvities Print/ad HT brunch English/Ne
w delhi
Eating oats
will nevar
be
same/pic
of bipasha
basu
Diet
concious
Health
Professiona
ls
Print ad Analysis

21. Website Analysis

22. Market Visit Hyper city

23. The oven produces 14000 biscuits in a min 10 tonnes.
Largest oven in Asia 260 feets long
All machines can work on 2 sources of energy natural gas and lpg.
Factory Visit

24.  Meeting sale force via Market Visit and getting the feel of
sales , Promotional Campaigns and Product Sampling.
 Contacting and getting opportunity of Interacting with
Area Sales Managers & District Sales Managers for
guidance and information for their respective areas .
 Meeting Factory Workers on Factory Visit getting idea on
the work pressures of producing products on time.
 Interacting with Marketing Department stalwarts on the
floor like Product Manager B.K Rao & Mayank Shah.

25. "Consumers now want variety and new tastes. They are not loyal to any
particular brand," says BK Rao, general manager, Parle Products talking
about snacks market ET Bureau Jun 1, 2011,
"There is a wow factor with local flavours when they are taken national," B
Krishna Rao, group product manager of Parle Products. ET Bureau Mar
11, 2011
“It is a media that cannot be avoided anymore. We didn’t use it earlier, but
looking at the way things are shaping up and the way consumption of
the medium is, it makes sense for companies like us to use social media
to reach where our consumers are,” talking about the use of social
media advertising Mayank Shah, group product manager,
Parle Products,DNA Apr 18, 2012

26. Promotional Strategies of Parle
Hrithik as Brand ambassador for Hide & Seek

27. Lack of Time
 No measurement of
correctness of data given by
Asm/Dsm
Asm took time to revert on
official mails.

28.  Less strength of students.
 Proper guidance by the side of
company.
 Sufficient time
 Adequate administrative preparation.
 Allocation of mentors to small groups.

29. Thank You