Parle Brand Management sdm

7/23/2019 Parle Brand Management sdm

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A

Project

Of

Brand Management

On

By

Ravi Barot (02)

Submitted to

Dr.Nishith Bhatt

"HEMCHANDRACHARYA NORTH GUJARAT

UNIVERSITY"

n !artia" f#"fi""ment of the re$#irement for the a%ard of the degree of

Master of B#siness Administration (MBA)

&hro#gh

'. . '*OO+ O, B-'N'' MANA/MN& PA&AN.

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A1o#t the com!any

A long time ago, when the British ruled India, a small factory was set up by Mohanlal Dayal

Chauhan in the suburbs of Mumbai city, to manufacture sweets and toffees. The year was 1!

and the mar"et was dominated by famous international brands that were imported freely. Despite

the odds and une#ual competition, this company called $arle $roducts, sur%i%ed and succeeded,

by adhering to high #uality and impro%ising from time to time.

A decade later, in 1&, $arle $roducts began manufacturing biscuits, in addition to sweets and

toffees. 'a%ing already established a reputation for #uality, the $arle brand name grew instrength with this di%ersification. $arle (lucose and $arle Monaco were the first brands of

biscuits to be introduced, which later went on to become leading names for great taste and

#uality.

The original $arle Company was split into three separate companies, owned by the different

factions of the original Chauhan family)

$arle $roducts, led by *i+ay, harad and Anup Chauhan -owner of the brands $arle(,

Melody, Mango Bite, $oppins, Monaco and /rac"0ac"

$arle Agro, led by $ra"ash Chauhan and his daughters chauna, Alisha and 2adia -owner

of the brands such as 3rootiand Appy

All three companies continue to use the family trademar" name 4$arle4. The original $arle group

was amicably segregated into three noncompeting businesses. But a dispute o%er the use of

4$arle4 brand arose, when $arle Agro di%ersified into the confectionary business, thus becoming

a competitor to $arle $roducts. In 3ebruary !556, $arle $roducts sued $arle Agro for using the

brand $arle for competing confectionary products. 7ater, $arle Agro launched its confectionery

products under a new design which did not include the $arle brand name In !55, theBombay

'igh Courtruled that $arle Agro can sell its confectionery brands under the brand name 4$arle4

2
http://en.wikipedia.org/wiki/Parle_Agrohttp://en.wikipedia.org/wiki/Frootihttp://en.wikipedia.org/wiki/Frootihttp://en.wikipedia.org/wiki/Bombay_High_Courthttp://en.wikipedia.org/wiki/Bombay_High_Courthttp://en.wikipedia.org/wiki/Bombay_High_Courthttp://en.wikipedia.org/wiki/Frootihttp://en.wikipedia.org/wiki/Bombay_High_Courthttp://en.wikipedia.org/wiki/Bombay_High_Courthttp://en.wikipedia.org/wiki/Parle_Agro


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or 4$arle Confi4 on condition that it clearly specifies that its products belong to a separate

company, which has no relationship with $arle $roducts.

ntrod#ction of !rod#ct

$arle $roducts has been India8s largest manufacturer of biscuits and confectionery for almost 65

years. Ma"ers of the world8s largest selling biscuit, $arle(, and a host of other %ery popular

brands, the $arle name symboli9es #uality, nutrition and great taste. :ith a reach spanning e%en

to the remotest %illages of India, the company has definitely come a %ery long way since its

inception.

Many of the $arle products biscuits or confectioneries, are mar"et leaders in their category and

ha%e won acclaim at the Monde election, since 1;1. :ith a


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multimillion dollar company. :hile to the consumers it8s a beacon of faith and trust, competitors

loo" upon $arle as an e?ample of mar"eting brilliance.

@%er the years $arle has grown to become a multimilliondollar company with many of the

products as mar"et leaders in their category. $arle $roducts began manufacturing biscuits, in

addition to sweets and toffees. 'a%ing already established a reputation for #uality, the $arle

brand name grew in strength with this di%ersification. $arle (lucose and $arle Monaco were the

first brands ofbiscuits to be introduced, which later went onto become leading brand names itself

for great taste and #uality.

Today, the great strength of $arle $roducts is the e?tremely widespread distribution networ".%en at the remotest places, you can buy $arle biscuits and sweets from the local grocer. It has

ta"en years to create this e?tensi%e networ". $arles sales force started with one salesman in

Bombay and some agents in few other cities. (radually, $arle $roducts e?panded. oon sweets

and biscuits were being sent by rail to Calcutta, Delhi, /arachi, Madras and other ma+or cities.

As production increased, distribution was amplified. 3ull time salesmen were appointed in

different areas. Currently, $arle $roducts has o%er &&, 55,555 distribution outlets.

'ygiene is the precursor to e%ery process at $arle. 3rom hus"ing the wheat and melting the sugarto deli%ering the final products to supermar"ets and store shel%es nationwide, care is ta"en at

e%ery step to ensure the best product of longlasting freshness. %ery batch of biscuits,

confectioneries snac"s are thoroughly chec"ed by e?pert staff, using the most modern

e#uipment. This ensures consistent and perfect #uality across the nation and abroad.

Concentrating on consumer tastes and preferences, the $arle brand has grown from strength to

strength e%er since its inception. The factories at Bahadurgarh, 'aryana and 2eemrana,

a+asthan are the largest biscuit and confectionery plants in the country. The factory in Mumbaiwas the first to be set up, followed soon by the one in Bangalore, /arnata"a. $arle also has 15

manufacturing units for biscuits and ;> manufacturing units for confectioneries on contract.

All $arle products are manufactured under the most hygienic conditions. (reat care is e?ercised

in the selection #uality control of raw materials, pac"aging materials rigid #uality standards

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are ensured at e%ery stage of the manufacturing process. %ery batch of biscuits

confectioneries are thoroughly chec"ed by e?pert staff, using the most modern e#uipment.

The Care is ta"en at e%ery step to ensure the best product of longlasting freshness. %ery batch

of Biscuits, Confectionaries nac"s is thoroughly chec"ed by e?pert staff using the most

modern e#uipment. This ensures consistent and perfect #uality across the nation and abroad.

Mission 3ision

Mission

4:e will be leaders in our business by maintaining high #uality, introducing new and inno%ati%eproducts, reaching e%ery part of India, remaining customer centric, and constantly upgrading our"nowledge and s"ills4

3ision

4To be the leaders in our business. :e will stand apart from the competition by being the first inthe mar"et to inno%ate

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PROD-&' O, PAR+

B-'-&' '4&' 'NA'

$arle( 7ondonderry $arles wafersMonaco Melody 2am"een

(olden Arcs Mango Bite fulltoss$arle Actifit Digesti%e

marie

/accha Mango Bite Munchies

$arle Marie Cho? Cheeslings'ide ee" $oppins'ide ee" 3ab Ma9elo'ide ee" Bourbon ! in 13esto ! in 1 clair 'appy 'appy /ismiMilano /ismi Toffee Bar

2im"in 3ruit DropsCoconut!5 E !5 coo"ies0am In(old tar/reamsTopMagi?Coconut

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A"" com!etitors of the each !rod#ct

B-'-&'

PAR+ /

Hindustan i Taa!at.Pack Sizes available: 16.5G, 38.5G, 60.5G, 82.5G,

99G, 209G, 313.5G, 418G, 825G

om!etitors of !rod#cts

Name of !rod#ct Name of 1rand Name of com!any

(locose biscuits Tiger Britannia

(locose biscuits unfeast Itc

(locose biscuits $riyagold urya food Agro 7.t.d

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MONAO

5+ife nam6een 1anaiye78

Monaco Classic alted Rs. 9 Rs. :0 Rs. 1> -2ew /F Rs. 29

Monaco Geera Rs. :0

om!etitors


2am"een biscuits $antan+ali biscuits $antan+ali

2am"een biscuits $riya gold -cnc urya food Agro 7.t.d

$rince $rince $rince

2am"een biscuits Time pass Britannia

*D N '

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5hate hi di" aa jaye78

Rs. 9 Rs. :0 Rs. 20 Rs. ;0 and Rs. 90

om!etitors


Dar" fantasy Dar" fantasy Itc

Boun bon Boun bon Brittannia

Aurora Biscuits Aurora Biscuits Aurora

rac6jac6

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om!etitors


>5>5 biscuits >5>5 Britannia

nac"y biscuits unfeast Itc

2at "hat biscuits 2at "hat $atan+ali

Crac" bite biscuits Crac" bite $rince

Marie

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om!etitors


Marie gold biscuits Marie gold Britannia

Marie light biscuits un feast Itc

Marie biscuits Marie $atan+ali

Marie light biscuits $riyagold urya food Agro 7.t.d

Mi"6 sha6ti

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om!etitors


Mil" bi"is Britannia biscuits Britannia

Mil"y magic unfeast Itc

Italian style mil" biscuits Aurora biscuits Aurora

Big boss $riya gold urya food Agro 7.t.d

ream 1isc#its

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/ream gold -orange

/ream elachi

/reams chocolate

Actifit cream crac"er

'appy happy

Mil" cream

0am E in H

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om!etitors


Tiger cream Tiger Britannia

Treat Britannia biscuits Britannia

Bour bon Britannia biscuits Britannia

$ure magic Britannia biscuits Britannia

Treat o Britannia biscuits Britannia

laichi delite delite $atan+ali

@range delight delite $atan+ali

Choco delight delite $atan+ali

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classic cream $riya gold urya food Agro 7.t.d

/ids cream $riya gold urya food Agro 7.t.d

@reo Cadbury Cadbury

ocon#t 1isc#its

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om!etitors


2ice time Britannia biscuits Britannia

Coconut crunchees Britannia biscuits Britannia

(ood day Britannia biscuits Britannia

crunch $riya gold urya food Agro 7.t.d

2ariyal $atan+ali biscuits $atan+ali

Cocobite Aamulya biscuits Aamulya

'4&'

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7ondonderry

Melody

Mango Bite

/accha Mango

Cho?

Ma9elo

! in 1

/ismi

/ismi Toffee Bar

/ismi Toffee Bar

3ruit Drops

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om!etitors


Maha mango Candyaman Itc

$ulse $ass pass $ass pass

Dairy mil" cadburry cadburry

oft touch cadburry cadburry

/it "at cadburry cadburry

clair cadburry cadburry

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Mentos Mentos Itc

Mango 'a+mola 'a+mola

'NA'

$arles wafers

2am"een

3ulltoss

Munchies

Cheeslings

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;9

Rs. 9 Rs. :0 and Rs. 20

Rs. 9 Rs. :0 and Rs. 20

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om!etitors


3ritos $epsi $epsi

2utri choise $epsi $epsi

>5 E >5 hac"uts Britannia Britannia

7ittle hearts Britannia Britannia

Time pass Britannia Britannia

Bingo H Bingo Itc

Bingo tangles Bingo Itc

/hatta meetha Bala+i Bala+i

Moong dal Bala+i Bala+i

7ays 7ays $epsi

Bala+i wafers Bala+i Bala+i

/hatta meetha 'aldirams 'aldiram

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Major om!etitors com!anies

Britania

ITC

ategory Britannia Par"e +eader

(lucose Tiger $arle ( $arle(

Marie Marie (old $arle Marie Marie (old

alty snac"s >5>5 /rac" 0ac" /rac" 0ac"

Choco chips (ood day 'ide n see" (ood day

Mil" Mil" bi"is Mil" sa"hti Mil" bi"is

Bourbon Bourbon 'ide n ee" Bourbon

2ice 2ice Britannia 2ice

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'a"es vo"#mes and gro%th

nter!retation=

The abo%e graph re%eals that the $arle is the national number one player

ha%ing &&= of the total mar"et share. Britannia is ha%ing a !1= mar"et share and gi%ing

competition to the $arle. $riyagold and unfeast is also competitor.

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Mar6et 'hare in !ercentage for g"ocose 1isc#its

nter!retation=

The abo%e graph re%eals that the $arle ( is the national number one player

in glucose biscuits ha%ing ;6= of the total mar"et share. Britannia is ha%ing a = mar"et share

and gi%ing competition to the $arle. unfeast Mar"et share is 6.J= and others mar"et share is


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'4O& Ana"ysis

:@T analysis is the firm should identify its internal trengths - and :ea"nesses -: and

also e?amine e?ternal @pportunities -@ and Threats -T.

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trength , :ea"ness , @pportunity , and Threat are the four tools for a indi%idual or group

or organisation to grow , impro%e and polish its s"ill. $arle $roduct 7td. 'as been

highlighted below which co%ers all the criticality of the pro+ect )

'trengths

$arle Brand,Di%ersified product range,?tensi%e distribution networ".7ow and mid price rangeCatering to mass,Better understanding of consumer psyche

4ea6ness

Dependence on retailers grocery tores for displaying di%ersified $arle $roducts on

shelf, induce impulsi%e buy.

O!!ort#nities

stimated annual growth of !5=7ow per capita consumption,Changing consumer preference,Increasing demand for sugar free,Diet biscuit,

&hreats

'i"e in cost of production due to hi"e in raw material cost.Increase distribution cost.7ocal ba"ery product.ntry of %arious new entrants.

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ON+-'ON

7argest elling biscuit brand

/nows the tric" of tapping consumers

'ealthy ingredients

Consumed by all age groups

(ood distribution channel

?cellent mar"eting and promotions strategy

Bi1"iogra!hy

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4e1sites=

www.parleproducts.com

www.tradeindia.com
http://www.parleproducts.com/http://www.tradeindia.com/http://www.parleproducts.com/http://www.tradeindia.com/

Parle Brand Management sdm

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