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PRODUCTLIFECYCLEPARLEG o GROUP#3

2. 3.

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MANISH77 MANOJ78 SACHIN SREEJA RATISH

PRODUCTLIFECYCLEPARLEG Points: o Introduction

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History&Productrange BasicsofPLC ApplicationofPLCconcepttoPARLEG IntroductionPhaseofPARLEG GrowthPhaseofPARLEG(Turnover,FinanceDetails,Competition&Challenges.) Conclusion InroductionPARLEG LargestSellingBrandinworld. Identifiedwithbabyonpack,affectionatelycalledasParleGbaby Winnerof8goldand11silvermondeselectionawards Likedbyallageandincomegroups 40%shareofbiscuitmarketanda15%shareofconfectionary

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HIDUSTANKITAKATPARLEG o Largestmanufacturerofbiscuitssince80years

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Quality,nutritionandgreattaste. Morethan1500Wholesalersan1.3Millionretailoutlets Faithandtrust ExampleofmarketingbrillianceforCompetitors 65%ofGlucoseBiscuitmarket.

ProductRange o Biscuits

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ParleG

MilkShakti ParleMagix Krackjack Monaco DigestiveMarie Hide&Sick MayfairCookies Confectionary Melody Mangobite Poppins KismiToffee OrangeCandy MustBites Sixer

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ProductLifeCycleStrategies o PLCStages

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Productdevelopment Introduction Growth Maturity Decline Beginswhenthecompanydevelopsanewproductidea Salesarezero Investmentcostsarehigh Profitsarenegative PLCIntroduction basicproduct Usecostplusbasis Selectivedistribution Awarenessamongearlyadopters Heavyexpenditures Lowsales Highcostpercustomeracquired Negativeprofits Innovatorsaretargeted Littlecompetition PLCGrowthStage ProductExtensions PenetrationPricing IntensiveDistribut. BuildAwareness Advertisingishigh Reduceexpenditureonsales Rapidlyrisingsales Averagecostpercustomer Risingprofits Earlyadoptersaretargeted GrowingCompetition

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10. PLCMaturityStage o Diversifybrandandmodels

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Pricematchtobeatcompetition Intensivedistribution Encouragebrandswitching Salespeak Lowcostpercustomer Highprofits Middlemajorityaretargeted Competitionbeginstodecline

11. PLCDeclineStage o Phaseoutweakitems

Cutprice

12. IntroductionPhaseParle o Foundedin1929asaConfectionaryComp

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Selectivedistribution Phaseoutunprofitableoutlets Reducetolevel Reducetominimallevel Decliningsales Lowcostpercustomer Decliningprofits Laggardsaretargeted Decliningcompetition

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DecadelaterIntroducedBiscuits

ImportedBiscuitsshippedbyBritish Introducedbetterglucosebiscuits InitiallysoldonlyinSuburbsofMumbai Waxwrappersforpackaging

13. GrowthphasePARLE o TotalMarket4000Crores

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TotalMarketGrowth10to12%perannum Parleholds40%Marketshare Largeunorganizedsector Indianseat0.48KGandAmericans4kgBiscuits Growthphase *SourceORGMARG

14. GrowthPhaseParleCont. o ParleGLargestbrandinworld

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65%ofGlucoseMarket 50%toTurnover Largeconsumptioninruralmarket 12to15%Growth LowMargin HighVolume *SourceORGMARG

15. GrowthPhaseParlecont. o HighPenetrationinMarket

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lowprice,lowmarginandhighvolumegame BrandRepositioning AdditionoftasteVariants(Magix,Milkshakti) Additionofweightvariants(25gmto1kg)

*SourceORGMARG%SProductHMLHidenSeek,CheeslingsMarie,Monaco,KrackJackParleG, MilkShaktiLMH

16. GrowthPhaseCompetition o ParleGmarketleaderinGlucosesector

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Britanialeaderintermsofvalue&inMid&HighSec ITCfastestgrowingbrand(7%) Others:Priyagold,Bakeman,NesleandKwality. *SourceORGMARGButterCreamSunfeastMSunfeast.gl.ITCGoodDayMarieGoldTigerBritania BadampistaPriyaGoldPriyaSnacsSuryaHide&SickMarieDig.ParleGParleCream(H)Marie(M) Glucose(L)

17. GrowthPhaseChallenges o Increasedpenetrationlevelfromcomp.

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IncreasedAdvert. VariantsandnewInnovativeproducts Highsegmentvariants CelebrityBrandambassadors *ACNielsenretailsalesaudit

18. Conclusion o PLCanalysisveryIMPtoolinthehandsofmarketer.

promoting,pricing&distributionoftheproduct. 19. Bibliography o www.parleproducts.com

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Betterunderstandinginmanagingprofitableproducts&eliminatingunprofitableone. AsproductsmovesfromonestagetoanotherinPLCMarketerevaluateandadjuststrategiesfor

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www.indiainfoline.com www.managementparadise.com Wikipedia Parleproducts(BrandManagerMrMayank.) MarketingManagementPhilipKotler