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PRODUCT LIFE CYCLE PARLEG
o GROUP # 3
o MANISH 77
o MANOJ 78
o SACHIN
o SREEJA
o RATISH
2. PRODUCT LIFE CYCLE PARLE –G
3. Points:
o Introduction
o History & Product range
o Basics of PLC
o Application of PLC concept to PARLE –G
o Introduction Phase of PARLEG
o Growth Phase of PARLEG (Turnover,Finance Details,Competition & Challenges.)
o Conclusion
4. Inroduction –PARLE G
o Largest Selling Brand in world.
o Identified with baby on pack, affectionately called as ParleG baby
o Winner of 8 gold and 11 silver ‘monde selection awards
o Liked by all age and income groups
o 40% share of biscuit market and a 15% share of confectionary
5. HIDUSTAN KI TAKAT PARLE G
o Largest manufacturer of biscuits since 80 years
o Quality, nutrition and great taste.
o More than 1500 Wholesalers an 1.3 Million retail outlets
o Faith and trust
o Example of marketing brilliance for Competitors
o 65 % of Glucose Biscuit market.
6. Product Range
o Biscuits
o Parle – G
o Milk Shakti
o Parle Magix
o Krackjack
o Monaco
o Digestive Marie
o Hide & Sick
o Mayfair Cookies
o Confectionary
o Melody
o Mango bite
o Poppins
o Kismi Toffee
o Orange Candy
o Must Bites
o Sixer
7. Product LifeCycle Strategies
o PLC Stages
o Product development
o Introduction
o Growth
o Maturity
o Decline
o Begins when the company develops a newproduct idea
o Sales are zero
o Investment costs are high
o Profits are negative
8. PLC Introduction
o basic product
o Use costplus basis
o Selective distribution
o Awareness among early adopters
o Heavy expenditures
o Low sales
o High cost per customer acquired
o Negative profits
o Innovators are targeted
o Little competition
9. PLC – Growth Stage
o Product Extensions
o Penetration Pricing
o Intensive Distribut.
o Build Awareness
o Advertising is high
o Reduce expenditure on sales
o Rapidly rising sales
o Average cost per customer
o Rising profits
o Early adopters are targeted
o Growing Competition
10. PLC – Maturity Stage
o Diversify brand and models
o Price match to beat competition
o Intensive distribution
o Encourage brand switching
o Sales peak
o Low cost per customer
o High profits
o Middle majority are targeted
o Competition begins to decline
11. PLC – Decline Stage
o Phase out weak items
o Cut price
o Selective distribution
o Phase out unprofitable outlets
o Reduce to level
o Reduce to minimal level
o Declining sales
o Low cost per customer
o Declining profits
o Laggards are targeted
o Declining competition
12. Introduction Phase Parle
o Founded in 1929 as a Confectionary Comp
o Decade later Introduced Biscuits
o Imported Biscuits shipped by British
o Introduced better glucose biscuits
o Initially sold only in Suburbs of Mumbai
o Wax wrappers for packaging
13. Growth phase PARLE
o Total Market – 4000 Crores
o Total Market Growth 10 to 12 % per annum
o Parle holds 40% Market share
o Large unorganized sector
o Indians eat 0.48 KG and Americans 4kg Biscuits
o Growth phase
* Source ORGMARG
14. Growth Phase Parle Cont.
o ParleG Largest brand in world
o 65 % of Glucose Market
o 50 % to Turnover
o Large consumption in rural market
o 12 to 15 % Growth
o Low Margin
o High Volume
*Source ORG MARG
15. Growth Phase Parle cont.
o High Penetration in Market
o low price ,low margin and high volume game
o Brand Repositioning
o Addition of taste Variants (Magix ,Milk shakti)
o Addition of weight variants (25 gm to 1kg)
* Source ORGMARG % S Product H M L Hide n Seek ,Cheeslings Marie, Monaco , Krack Jack Parle G,
Milk Shakti L M H
16. Growth Phase – Competition
o Parle G market leader in Glucose sector
o Britania leader in terms of value & in Mid & High Sec
o ITC fastest growing brand (7 %)
o Others: Priya gold, Bakeman, Nesle and Kwality.
* Source ORGMARG Butter Cream Sunfeast M Sunfeast.gl. ITC Good Day Marie Gold Tiger Britania
Badam pista Priya Gold Priya Snacs Surya Hide & Sick Marie Dig. Parle G Parle Cream(H) Marie(M)
Glucose (L)
17. Growth Phase – Challenges
o Increased penetration level from comp.
o Increased Advert.
o Variants and new Innovative products
o High segment variants
o Celebrity Brand ambassadors
* AC Nielsen retail sales audit
18. Conclusion
o PLC analysis – very IMP tool in the hands of marketer.
o Better understanding in managing profitable products & eliminating unprofitable one.
o As products moves from one stage to another in PLC Marketer evaluate and adjust strategies for
promoting ,pricing & distribution of the product.
19. Bibliography
o www.parleproducts.com
o www.indiainfoline.com
o www.managementparadise.com
o Wikipedia
o Parle products(Brand ManagerMrMayank. )
o Marketing ManagementPhilip Kotler