Parle Marteking Report
Marketing Management I
Parle Cheese Biscuits
Submitted by: Group 3
Section B
Table of Contents
Objectives and Goals Company Profile Situation Analysis Macro-environment Analysis (PESTEL) SWOT Analysis of Parle Competitive Environment Analysis
Consumer Behavior Analysis Marketing Strategy (STP) Branding Strategy & Decisions Marketing Mix: Packaging Marketing Mix: Pricing Decisions Marketing Mix: Promotion Decisions Marketing Mix: Place Decisions References
Objectives and Goals
MISSION STATEMENT
To provide the customer with supreme quality cheese biscuit and bring smile & cheer on the face of customer.
STRATEGIC OBJECTIVES
1. 2. 3. 4. 5. 6. 7. To obtain necessary funding for the Cheesee Peesee from investors and procure loans from banks Sell a biscuit that satisfy the customer palate for cheese. To become premium biscuit in cheese area in India To obtain relevant funding for the industry by end of year 2014 Sales of 10 Lakhs units of biscuit in first year Repay debt from banks by end of year 2018 To export 30% of biscuit manufactured to European countries by 2020
Company Profile
In 1929, Parle had started its operations as a manufacturer of candies and toffees in suburban Mumbai in Western India. A decade later, it diversified into making biscuits. Having already established a reputation for quality, the Parle brand name grew in strength with this diversification. The company had 35 percent share of total biscuit market in India and 15 per cent share of the total confectionary market in India. Many of the Parle‟s products were perceived as offering good value of money and were market leaders in their respective categories. Parle recorded a compounded annual growth rate of 15 per cent. It had a research and development (R&D) wing focussed on new product development. Its role was to use the customer insights, received from the field sales force, in developing new brand extensions and also new product categories
Parle Cheese Biscuits
Submitted by: Group 3
Section B
Table of Contents
Objectives and Goals Company Profile Situation Analysis Macro-environment Analysis (PESTEL) SWOT Analysis of Parle Competitive Environment Analysis
Consumer Behavior Analysis Marketing Strategy (STP) Branding Strategy & Decisions Marketing Mix: Packaging Marketing Mix: Pricing Decisions Marketing Mix: Promotion Decisions Marketing Mix: Place Decisions References
Objectives and Goals
MISSION STATEMENT
To provide the customer with supreme quality cheese biscuit and bring smile & cheer on the face of customer.
STRATEGIC OBJECTIVES
1. 2. 3. 4. 5. 6. 7. To obtain necessary funding for the Cheesee Peesee from investors and procure loans from banks Sell a biscuit that satisfy the customer palate for cheese. To become premium biscuit in cheese area in India To obtain relevant funding for the industry by end of year 2014 Sales of 10 Lakhs units of biscuit in first year Repay debt from banks by end of year 2018 To export 30% of biscuit manufactured to European countries by 2020
Company Profile
In 1929, Parle had started its operations as a manufacturer of candies and toffees in suburban Mumbai in Western India. A decade later, it diversified into making biscuits. Having already established a reputation for quality, the Parle brand name grew in strength with this diversification. The company had 35 percent share of total biscuit market in India and 15 per cent share of the total confectionary market in India. Many of the Parle‟s products were perceived as offering good value of money and were market leaders in their respective categories. Parle recorded a compounded annual growth rate of 15 per cent. It had a research and development (R&D) wing focussed on new product development. Its role was to use the customer insights, received from the field sales force, in developing new brand extensions and also new product categories
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