manufactures biscuits in
1939 and in 1947 it
launched gluco biscuits
Led by Prakash Chauhan
and his daughters
Schauna, Alisha and
Nadia (owner of the
brands such as frooti and
Parle products led by Raj
Chauhan owner of brands
like Parle-G, Melody,
Mango Bite, Poppins,
Kismi toffee bar, Monaco
led by Ramesh Chauhan
PARLE - HISTORY
Parle Agro diversified
into the confectionery
business, thus becoming
a competitor to Parle
One of the India’s most trusted ,
affordable and most sold food items.
Popular subsidiary brands.
Strong presence in rural market.
Variety of CSR activities.
Similar products made by
other companies too in this
Depend on only one
brand which gives its
Spend in R&D, innovate by
introducing products for health
Increasing in persons ability to
India food retail market expected
to reach 61 Lakh crore by 2020.
Rise in the cost of raw
Growing competition from
Parle agro have approx 45 % of market share in India
Planning to have bigger portfolio in snack industry
2500 crore company handling products in 3 categories: snacks,
beverages and water
Beverages have 81%,water 13% and food have 6%(includes
confectionaries) share in Parle Agro’s total sales
PARLE GREEN BANANA CHIPS
Under the category of
Food items – Snacks, we
have chosen Banana
Calories Carbs Fat Protein
519g 58.40g 33.6g 2.3g
Category foods- snacks
2.5% share for Parle agro group in snacks category
6500 Crores snack market in future
Expected growth of 20-25 % per annum in future
GREEN BANANA CHIPS
Taste- Adding spices
For north India and south India, they prefer spicy chips
For western India and the eastern part, prefer tomato flavor
Shape – Round ( small), easy to hold without breaking it.
Launching two different types
One for spicy chips
Another which is taken with milk.
Healthier- nutritional advantage and hunger solution.
1. Kids and young generation peoples prefer spicy chips, while kids and old age peoples prefer healthier .
2.Every people can buy chips ( we will supply packs for Rs 5, 10 and 20 ) focusing different sized packets.
3.Serve to peoples of heavy users, medium users, light users and non users by providing its advantages.
4.For north India and south India, they prefer spicy chips and for western India and the eastern part, prefer tomato flavor and normal
chips which are consumed with milk are for all parts of the country.
1.Targeting to mass
peoples of different
age groups eating
potato chips and
variety of flavours.
The global potato chips market is expected to reach a value of USD 32.510.5
million at the end of 2017, while the performance of the market is forecast
with an anticipated CAGR of 4.8%.
To be more
competitive, there is
a need to further
for the selling of
high quality banana
Consumer insight- Try
Consumer need state- desire for better
chips quality and healthier
Competitive product set- local stalls,
restruents and convenience shops
gives a healthier
chips, satifying my
•Benefit led- Health bhi aur taste bhi.
•Problem-solution- Hunger solution in breaktime, breakfast
•Demo- How whole family perceive the healthy banana chips in their daily breakfast.
•Product comparison- Compare to same amount of potato chips(100g) , carb is 8.66g more and fat is 3.87g
•Testimonial-customer- Different age groups kids, younger generation peoples and old aged peoples.
•Testimonial- celebrity- Chota bheem, Motu Patlu (cartoon-character), Bahubali (South india hero).
•Typical or aspirational usage situation- Tired and hungry after class or while traveling, Hunger solution
•Typical or aspirational user- Kids and young generation peoples.
•Brand personality and values – Like junior-G for Parle-G product, similarly
•Story line- 1. Mom give snacks to school going kid and to the elder peoples in the home
2. Teenagers and other younger generation peoples eat banana chips in break time and tiffin
•Special effects- Joyful music rhythm in the background, crunch sound and hunger sound
Organizing campaign –
TV - through advertisement during cricket match,
TV shows, Cartoon Channels.
Cinema- Movie theater advertisements
Print in magazines and newspaper.
SELLING AND DISTRIBUTION STRATEGY
• Use of Parle’s existing distribution network for distribution( 4000 channel
partners, 1600 wholesalers)
• Selling of product through big retail chains and retail stores i.e. 8,00,000
• Invested another 80 crores to extend to another 3,00,000 retail stores to
reach better to rural areas
Chosen and processed from the good quality bananas
Healthy -No additive colours
Should take in daily breakfast and Tiffin time for hunger solution
Value for money
Free stickers of the recent popular heroes or cartoons.
Can be dipped in different ketchup to enhance taste
• Traditional food in south India, more competition in south.
• Second most famous fruit after mango all over in India, but banana chips market is more in
south, we can spread to north
• No brand competitor, only regional competition. If promoted properly under the brand name
of parle can become the brand
• Few Indian Major Players are as under: Asian Home Products Private Limited Nenmani Agro
Mills Pvt. Ltd. CTC Exports Pvt. Ltd. Planters Products Kalambe Food Products Nissi Foods
Punitha Exports S. Vipra Food Private Limited Polawess Trading Neelgiri Herbals Food Agenda
Tropical Synergy International Goodriche Traders Naska Food & Bakers Banaanaa Slice
• According to market report there is demand for banana products . Market share of banana
chips is 31%, which is mostly in south. Potential market in north.
CATEGORY SWOT ANALYSIS
• Fat content and calories are less in banana.
• More durable and retain their shapes
• Carbs content is more and contains less
protien as compared to potato chips
• High competition from potato chips
• Less prodution efficiency and low
availability of high quality banana
• Require special packaging
• No branding
•Penetration in northern market.
• Can attract visitors to try for the
new tasty and spicy chips.
•Can offer banana chips in
• Risk from new entrant.
• High competition from
other non-branded banana
Product launch should be well planned as follows:
• Green banana chips should be launched in cities that have high density of big retail
This will help parle to reduce transportation cost and reach this retail outlets
• Expand gradually to whole country
• Introduce QPS for distributors motivation
Notes de l'éditeur
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