Marketing Strategy
Marketing Strategy Group - 6
PRESENTATION OVER VIEW
• Overview of Biscuit Industry in India • Porter’s Model • About Parle • Parle Products • Parle SWOT analysis • About Parle G Biscuit • Parle G - Future Challenges • Our Suggestions
Introduction on Biscuit Industry
•Biscuits market in India : Rs 9,000-crore (Rs 90-billion) • Annual growth rate of Biscuit Industry as follows:
% Growth 18 16 14 12 10 8 6 4 2 0 2003-04 2004-05 2005-06 % Growth 2006-07 2007-08
Yr. 2008….exemption 14 – 15 % annually… Steady growth of from Central Excise Duty…
Annual production Biscuit Industry
Annual Production of Biscuit in India
18 16 14 12 10 8 6 4 2 0 2003-04 2004-05 2005-06 2006-07 Lakh MT
YoY growth shows rising consumption in India…
Biscuit Industry profile
Two Sectors of Biscuit Industry
Un Organised Sector 40%
Organised Sector 60%
Organised : Unorganised :: 40 : 60
Introduction on Biscuit Industry
• Rural-urban penetration of Biscuit : •Urban Market : 75% to 85% •Rural Market : 50% to 65% • Per capita consumption of Biscuits : •INDIA 1.8 kg, •South East Asian Countries 2.5 kg to 5.5 kg •USA 7.5 kg
Biscuit Industry major players
Porter’s Five Force model
Threat of Substitute
Threat of New Entrants
Bargaining power Of suppliers
Competitive Rivalry Within industry
Bargaining power Of Customer
Porter’s Five Force model
•Substitute
•Traditional Indian •homemade snacks, • Bread, • Package Snacks •Bakery product.
•New Entrants
•Capital Sensitive: •Manufacturing, •Advertising, •Distribution network,
•Suppliers`
•Basic commodities : • Wheat, Sugar. •Increasing price
High competition Among existing players
• Many biscuit from low to moderate Range, • Like of bakery product
Customer
HIGH
LOW
Biscuit Industry major players
Major Mkt Share ( Organised Sector)
Others 10% Priyagold 15% Parle G 35%
Sunfeast 9% Britania 31%
ABOUT PARLE
PRESENTATION OVER VIEW
• Overview of Biscuit Industry in India • Porter’s Model • About Parle • Parle Products • Parle SWOT analysis • About Parle G Biscuit • Parle G - Future Challenges • Our Suggestions
Introduction on Biscuit Industry
•Biscuits market in India : Rs 9,000-crore (Rs 90-billion) • Annual growth rate of Biscuit Industry as follows:
% Growth 18 16 14 12 10 8 6 4 2 0 2003-04 2004-05 2005-06 % Growth 2006-07 2007-08
Yr. 2008….exemption 14 – 15 % annually… Steady growth of from Central Excise Duty…
Annual production Biscuit Industry
Annual Production of Biscuit in India
18 16 14 12 10 8 6 4 2 0 2003-04 2004-05 2005-06 2006-07 Lakh MT
YoY growth shows rising consumption in India…
Biscuit Industry profile
Two Sectors of Biscuit Industry
Un Organised Sector 40%
Organised Sector 60%
Organised : Unorganised :: 40 : 60
Introduction on Biscuit Industry
• Rural-urban penetration of Biscuit : •Urban Market : 75% to 85% •Rural Market : 50% to 65% • Per capita consumption of Biscuits : •INDIA 1.8 kg, •South East Asian Countries 2.5 kg to 5.5 kg •USA 7.5 kg
Biscuit Industry major players
Porter’s Five Force model
Threat of Substitute
Threat of New Entrants
Bargaining power Of suppliers
Competitive Rivalry Within industry
Bargaining power Of Customer
Porter’s Five Force model
•Substitute
•Traditional Indian •homemade snacks, • Bread, • Package Snacks •Bakery product.
•New Entrants
•Capital Sensitive: •Manufacturing, •Advertising, •Distribution network,
•Suppliers`
•Basic commodities : • Wheat, Sugar. •Increasing price
High competition Among existing players
• Many biscuit from low to moderate Range, • Like of bakery product
Customer
HIGH
LOW
Biscuit Industry major players
Major Mkt Share ( Organised Sector)
Others 10% Priyagold 15% Parle G 35%
Sunfeast 9% Britania 31%
ABOUT PARLE