Presentation on

Parle Monaco Smart chips

Submitted To:
Nikhil Monga



Submitted by:
Narinder Rajput
Akshay Tiwari
Neeraj


About Snack Industry
Large and diverse the snacks industry dominate by
unorganized sector.
Industry growth rate 10% for the last 3year.
Branded segment is much smaller at 2200 cr.
In India estimated to be worth $3 billion.
Frito lays enjoy a share of 45%, haldiram 27%, ITC
16%.snack
According to survey almost 1000 snack and 300 types
of savories are sold in India.

Company Profile
India largest manufacturer of biscuits and
confectioneries for almost of 80 year.
In 1929 a small company by the name of Parle product
emerged in British dominated India.
Smaller factory was set up in suburbs of Mumbai , to
manufacture of sweet& toffees.
Since 1971 Parle has 40 % share of total biscuit market
,15% share of total confectionery market in India, Parle
has grown to become multi million dollar company .



Availability of Product
Kirana/ general store
Tea shops
Railway stations
Place where the culture program of village
being organized.
STP
Segment
Health conscious people.

Target Group
All age groups lower , middle class people

Positioning
Wafer for people who want to be healthy

Market Structure
Brand and their Offering
Market Share
Brand extension
Brand extension is marketing strategy in which
a firm marketing a product with a well
developed image uses the same brand name
in a different product category.

Health and taste perception

High on taste
Lays Monaco smart chips
Bingo
hippo Aliva

unhealthy healthy


low on taste

SWOT
Strength
Excellent branding and advertising
Excellent distribution and availability
Celebrity brand ambassador
Low fat chips.
Better understanding of consumer psychology

Contd
Opportunities
Estimated annual growth of 20%.
Changing consumer preference.
More brand recognition



Contd
Weakness
Many competitor in this segment
Not too many flavors

Contd
Threats
Entry of various new entrants ITC etc.
Local bakery product.
Increase in distribution on cost.
Hike in cost of production due to increase in
raw material cost

Questions
Comment on the celebrity endorsement done
by Parle Monaco.
Would the proposed brand positioning give a
competitive edge to the company?