PRODUCT LIFE CYCLE

Introduction History & Product range Basics of PLC Application of PLC concept to PARLE G Introduction Phase of PARLE-G Growth Phase of PARLE-G (Turnover,Finance Details,Competition & Challenges.) Conclusion 4. Inroduction PARLE G Largest Selling Brand in world. Identified with baby on pack, affectionately called as Parle-G baby Winner of 8 gold and 11 silver monde selection awards Liked by all age and income groups 40% share of biscuit market and a 15% share of confectionary 5. HIDUSTAN KI TAKAT - PARLE G Largest manufacturer of biscuits since 80 years Quality, nutrition and great taste. More than 1500 Wholesalers an 1.3 Million retail outlets Faith and trust

 Example of marketing brilliance for Competitors 65 % of Glucose Biscuit market. 6. Product Range 7. Biscuits Parle G Milk Shakti Parle - Magix Krackjack Monaco Digestive Marie Hide & Sick Mayfair Cookies Confectionary Melody Mango bite Poppins Kismi Toffee Orange Candy Must Bites Sixer Product Life-Cycle Strategies

PLC Stages Product development

Introduction Growth o Maturity o Decline Begins when the company develops a new-product idea Sales are zero Investment costs are high Profits are negative

8. PLC - Introduction basic product Use cost-plus basis Selective distribution Awareness among early adopters Heavy expenditures Low sales High cost per customer acquired Negative profits Innovators are targeted Little competition

9. PLC Growth Stage Product Extensions o Penetration Pricing o Intensive Distribut. o Build Awareness Advertising is high Reduce expenditure on sales Rapidly rising sales

Average cost per customer Rising profits Early adopters are targeted Growing Competition

10. PLC Maturity Stage Diversify brand and models Price match to beat competition Intensive distribution Encourage brand switching Sales peak Low cost per customer High profits Middle majority are targeted Competition begins to decline

11. PLC Decline Stage Phase out weak items Cut price Selective distribution Phase out unprofitable outlets Reduce to level Reduce to minimal level Declining sales Low cost per customer

 Declining profits Laggards are targeted Declining competition 12. Introduction Phase - Parle Founded in 1929 as a Confectionary Comp Decade later Introduced Biscuits Imported Biscuits shipped by British Introduced better glucose biscuits Initially sold only in Suburbs of Mumbai Wax wrappers for packaging

13. Growth phase PARLE Total Market 4000 Crores Total Market Growth 10 to 12 % per annum Parle holds 40% Market share Large unorganized sector Indians eat 0.48 KG and Americans 4kg Biscuits Growth phase Source ORG-MAR

14. Growth Phase - Parle Cont. Parle-G Largest brand in world 65 % of Glucose Market 50 % to Turnover

Large consumption in rural market 12 to 15 % Growth Low Margin High Volume *Source ORG - MARG

15. Growth Phase - Parle cont. High Penetration in Market low price ,low margin and high volume game Brand Repositioning Addition of taste Variants (Magix ,Milk shakti) Addition of weight variants (25 gm to 1kg) Source ORG-MARG % S Product H M L Hide n Seek ,Cheeslings Marie, Monaco , Krack Jack Parle G, Milk Shakti L M H

16. Growth Phase Competition Parle G market leader in Glucose sector Britania leader in terms of value & in Mid & High Sec ITC fastest growing brand (7 %) Others: Priya gold, anmol, sunfeast etc Source ORG-MARG Butter Cream Sunfeast M Sunfeast.gl. ITC Good Day Marie Gold Tiger Britania Badam pista Priya Gold Priya Snacs Surya Hide & Seek Marie Dig. Parle G Parle Cream(H) Marie(M) Glucose (L)

17. Growth Phase Challenges Increased penetration level from comp. Increased Advert. Variants and new Innovative products High segment variants Celebrity Brand ambassadors AC Nielsen retail sales audit

18. Conclusion PLC analysis very IMP tool in the hands of marketer. Better understanding in managing profitable products & eliminating unprofitable one. As products moves from one stage to another in PLCMarketer evaluate and adjust strategies for promoting ,pricing & distribution of the product.