A Presentation on Brand Audit of

PARLEPresented to : Presented By :

Prof.Krunal Joshi GROUP NO: 3 A-43 Mineshkumar.K.Prajapati A-56 Jayeshkumar G Thummar B-08 Siddharth V Dhadhal B-37 Amitkumar C Patel B-50 Zeel R Sharma

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•Brand name strategy• Brand strategy decision• line extension and brand extension • Packaging: For Parle G: Parle Hide & Seek: Parle hide & seek Milano: • Labeling: • Pricing Strategies

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• Public Relations a. Shaktimaanb. Parle-G Mera Sapna Sach Hoga' c. Golu Galata contest- Positioning Strategy of PARLE • Positioning strategy• Differentiation strategy • THE STRENGTH OF THE BRAND

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COMPETITOR ANALYSIS

Figure: Biscuit Market Share (By % Volume)

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Figure: Biscuit Market Share (By % Value)

Figure: Biscuit Market

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Figure: Market share in Glucose category

(Source: rediff.com, indiainfoline.com-2008)

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Competitor analysis

• POINT OF PARITY (POP)• 1500 whole sellers & 4, 25,000 retail outlets.• Its ingredient (glucose)• POINT OF DIFFERENTIATION (POD)• No Compromise on Quality• Mass Production i.e. Volume• Cost Cutting: They are in Backward Integration so that to

cover• The profit by introducing sugar plants, Maida plants as well as• Packaging Plant.• Taste

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Competitor analysis(cont..)• PERCEPTUAL MAPPING• Parle-G is consumed by people of all ages, from the rich to the poor, living in cities

& in villages.• While some have it for breakfast, for others it is a complete wholesome meal. • For some it's the best accompaniment for chai • While for some it's a way of getting charged whenever they are low on energy.• REPOSITIONING (When, How ,Why)• “The core positioning has always been ‘G for Genius’. • It’s the snack/ biscuit that gives kids and adults alike nutrition and energy, thereby

giving them the power to win/ achieve.” • Aamir’s ‘Supermarket’ commercial has in essence the ‘G for Genius’ positioning

with a twist – ‘Do Genius Ek Taakat’, which basically means that every Parle-G kid and adult is a ‘Genius’ in their own way. In this commercial, both Aamir and Darsheel are the geniuses, who have one common factor of strength – Parle-G.”

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CBBE(consumer based brand equity) Model

Performance Imagery

feelingsjudgment

Resonance

Salience

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CBBE(cont…)

• Resonance• High level of repeat purchase• Regular engagement• Low community • Judgment• Quality according to price• Innovative and competent brand• Feelings• Warmth

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CBBE(cont…)

• Resonance• High level of repeat purchase• Regular engagement• Low community • Judgment• Quality according to price• Innovative and competent brand• Feelings• Warmth

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CBBE(cont…)

• Performance• Primary ingredients• Good package design• Medium priced• Imagery• Repeat purchase• User profile- Middle class• All age group and both gender• Strong past• Salience• Very high awareness• High recall

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CUSTOMER- BRAND KNOWLEDGE STRUCTURE

• Image• Means of snacks• Available anywhere• High level of familiarity• People• For all age groups• Both gender• Performance• Tasty• Safe to eat

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External Environment analysis

• PEST ANALYSIS:Political• • Taxes• • Production and Distribution licensesEconomical• • ↑ in per capita income• • India’s GDP growing at an average 8%Social• • ↑ in per capita consumption• • India is 3rd largest producer of biscuit• • Age• • Lifestyle• • PerceptionTechnological• • Innovation• • R&D

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External Environment analysis(cont..)

• • SWOT ANALYSIS:• Strengths• • Parle Brand,• • Diversified product range,• • Extensive distribution network.• • Low and mid price range• • Catering to mass,• • Better understanding of consumer psyche • Weakness• • Dependence on retailers & grocery Stores for displaying diversified Parle

Products on shelf, induce impulsive buy• • Dependence on Parle G• • (flagship brand)

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Cont..

• Opportunities• • Estimated annual growth of 20%• • Low per capita consumption,• • Changing consumer preference,• • Increasing demand for sugar free,• • Diet biscuit, • Threats• • Hike in cost of production due to hike in Raw material cost.• • Increasing distribution cost.• • Local bakery products.• • Entry of various new entrant, ITC etc.• • • •  • • •

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