parle final project
TRANSCRIPT
PARLE PRODUCTS
Presented By:Group 1Mohd. Wasi(91091)Ankit Mishra(91123)Ankur Gupta(91124)Gaurav Seth(91132)Kunal Gupta(91139)Mohit Jain(91143)
SOME QUICK FACTS Company was started in 1929 In subsequent years company broke
into Parle Agro, Parle Products and Parle Bisleri
Apart from the factories in Mumbai and Bangalore Parle Products also has factories in Bahadurgarh in Haryana and Neemrana in Rajasthan, which are the largest biscuit and confectionery plants in the country.
Additionally, Parle Products also has 7 manufacturing units and 51 manufacturing units on contract
P a r l e P r o d u c t sBiscuits Confectionary Snacks
Parle - G Krackjack Magix Monaco Kreams Parle 20-20 Cookies Nimkin Chox Hide and Seek Hide & Seek Milano Digestive Marie Parle Marie Milk Shakti Golden Arcs Kreams Gold Monaco Jeera
Melody Mango Bite Kaccha Mango Bite Poppins Kismi Toffee Kisme Toffee Bar Kismi Gold Orange Candy Xhale 2 in 1 Eclair Golgappa Melody Softee Parle Lites
Musst Bites Jeffs Cheeslings Musst Stix & Musst Chips Sixer Sixer Zeera Monaco Smart Chips
FLAGSHIP PRODUCT
INDUSTRY The total production of biscuits in India is estimated to
be around 30 lakh MT, the organized sector accounts for 65% and the unorganized sector accounts for 35% of the total industry volume.
The organized sector is valued at above Rs 8000 crores. The biscuit industry is estimated to grow over 15-17% in
the next few years. The per capita consumption of biscuits in India is 2.0 kg. India is ranked 3rd after US and China amongst the
global biscuits producers.
The export of biscuits is approximately 17% of the annual production, the export of sweet biscuits for year 2007-08 was Rs 145.93 Cr and for year 2008-09(April-Dec) was Rs 280 Cr, the major exporting regions were Haiti, Angola, USA, Ghana, UAE.
The imports are not significant amount as compared to the total consumption.
The penetration of biscuits in urban and rural market is 85% and 55% respectively.
The Biscuit industry employs almost 3.5 lakh people directly and 30 lakh people indirectly.
INDUSTRY PROFILE
COMPETITORS
INTERMEDIARIES AND THEIR ROLE IN THE DISTRIBUTION NETWORK
C&FAs
Distributors
Institutional Distributors
Wholesalers
Retailers
RETAIL CUSTOMER PERCEPTION Tried ascertaining the perception of the
retail customer based on a set of parameters which are:
Visibility in the shelf space Delivery of the final good in the best
possible shape to the customer Handling of customer complaints at the
retailer’s end Presence of promotional boards/signage
at the retail outlets
TERRITORY DESIGN IN NCR
ASM(4)
SO
D1 D2
SO
D3 D4
DESIGN CONTD… Parle distributors are divided in two
categories and soon it will be three. A- these distributors have all smaller
packs like 5, 10 , 15 B- these distributors have all family packs
and certain different brands C- these distributors will soon come up for
chips segment: smart chips and musst stix.
MARGINS AT EACH LEVELLevel Margin Parle- G (Rs)CFA CommissionDistributor 4% + incentives +
claims615(Landing cost)
Retailers 9.5 % +2-3% 650, 635Wholesalers 624Institutional Distributor
4% + incentives + claims
590
Institutional wholesalers
615
COVERAGE PLAN FOLLOWED BY DISTRIBUTORS
Each Sales Officer handles 2-3 distributors
Each Distributor covers 12 markets on an avg.
They have around 6-8 salesmen 2 salesmen together cover 2 markets in
a day A market usually has 50-60 shops A large market is divided into 2
Salesmen go around and take orders during the day
Every salesman has a Daily Stock Register The Product Lines Dates Opening , Closing and Lunch times
Billing is done in the evening Next day, a tempo leaves for the
market with supplies Shop visits are scheduled according
to opening, lunch and closing times Order of the shop visit is reversed
after every 2 weeks Payment is collected at the same
time Any replacement products are also
picked up
INFRASTRUCTURE REQUIRED BY DISTRIBUTORS
Warehouse 3-4 tempos or vikrams 1-2 Hand rickshaws Salesmen bikes or cycles Computer Printer Internet connection
SUPPORT PROVIDED TO DISTRIBUTORS
Sales Officer Visits Merchandize
Parle is lagging on following: No Central Software No Palm Top or Hand – Held devices for
field officers No Stock Registers for distributors
PAYMENT/ CREDIT TERMS GIVEN TO DISTRIBUTORS BY COMPANY
Advanced payment model and no credit Distributor has to submit a DD in advance
Bonus is forwarded to the distributor on achievement of requisite targets
Very strict norms are put in place for replacements Distributors usually have to wait for 2-3 months
PAYMENT/CREDIT TERMS GIVEN BY DISTRIBUTORS IN MARKET
Distributor relaxes credit terms to a minimal level for wholesalers and bulk orders
But for small orders for retailers no
credit is allowed
In case of replacement distributors adjust for the same in subsequent orders
LOGISTICS NETWORK
Company
Consumers
CFA
Wholesalers
Super Markets
(Big Bazaar)
Institutional
Distributor
Institutional
WholesalersRetaile
rs Caterers
Railways
Distributors
Consumers
Office Cantee
ns
PROBLEMS FACED IN THE DISTRIBUTION SYSTEM
Unfulfilled commitments Improper Supply Despite of standard markets the target were not met.
Reasons: Shortage of prime products like Monaco, Parle-G, cream All shops were not covered in a particular distributor’s market The delivery van left between 12-1 pm (lunch time).
CONFLICTS AND CO-OPERATION AMONG CHANNEL MEMBERS
CO-OPERATION AMONG CHANNEL MEMBERS
Parle quality circles Pilot salesmen scheme Scheduling of sales Agreement defining rights
CHANNEL CONFLICTS
Ownership of assets Stocking issues Replacement of products Credit policy
CONTD….
Packaging Replenishment Territory Conflict Margins
Strength
Parle has a wide distribution network due to which their presence is stronger than its nearest competitor BIL.
Parle as a brand needs no introduction, their famous Parle-G is World famous and automatically lifts up their sale. Parle G is world’s largest selling biscuit.
SWOT
Weakness Shortage of stock in company Lack of advertisement Lack of shopkeeper incentive schemes
. Opportunity Cake is the most lucrative product line where only
Britannia has the monopoly, if Parle enters in this segment surely Britannia’s stronghold will be loosened.
Railways is one of the biggest market, Parle still has not tapped it effectively as there are no separate distributors for that
Threat
ITC’s sunfeast is the biggest threat as it is quickly eating up the Parle’s and BIL’s market share.
Lack of product awareness, consumers are aware only of its famous brands like Parle-G, Monaco, Hide & Seek.
Distributor
Sales Officer
ASM
Core committee
of Parle
RECOMMENDATIONS•Rotation policy•Inventory policy
• Should go for market visit•Co-ordination between different groups
• Keep the track of inventory of CFA•Market visit•Incentives for salesman•Advertising for 20-20 and other products
Thank You