Illustration

of Biscuit
Industry –
Parle
Presenters:
Vanshika Jain
Shruti Bora
Varun Lulla
Digambar Sanap
Mohit Choksi
Presentation
Overview
• Origin
• Introduction of
Biscuit Industry
• Intro about
Parle
• SWOT Analysis
– Parle
• Target Base
• Consumer
Psyche
• Segmentation
• Conclusion
Origin
A biscuit isa flour-
based baked food product
which is biscuits are
typically hard, flat
and unleavened. They are
usually sweet and may be
made
with sugar, chocolate, icing
, jam, ginger or cinnamon.
Introduction of Biscuit Industry

• Largest manufacturing country succeeding US and China.

• 60% of Production from organised sector.
• 12,000 Cr biscuit industry provides ample opportunities.
• The per capita consumption of biscuits in our country is
about 1.52 kg as compared to more than 12 kg in developed
countries.
• Penetration of biscuits in urban market is 75% to 85% and in
rural market 50% to 65%.
• The major Brands of biscuits industry are - Brittania, Parle
Bakeman, Priya Gold etc.
STP Model
•Segmentation
•Market segmentation is the process of separating a market into
sub-groups, in which its members share common characteristics.

•Target
•It refers to the intended audience or readership of a publication,
advertisement, or other message catered specifically to said
intended audience.

•Positioning
•Market Positioning refers to the ability to influence consumer
perception.
 Segmentation

Demographic Behavioural
Age: Benefits:
Kids – Fruit rolls, Tiger & Treat, Oreo Health Benefits – Mcvities oats, Patanjali Marie
Biscuits, Nutri choice sugar free biscuits.
Youth – Little hearts, cream biscuits
Occasion – Good day, Unibic butter cookies
Adulthood - Good Day, cream cracker
Income:
Lower Income Group - Parle G, Marie
Higher Income group - Good Day, Nutrichoice
Segmentatio
Geographic n
Areas: Psychographic
Urban – Good Day, Milano, Mcvities
Motivation - Parle G, Mcvities Oats
Semi-Urban – Sunfeast bounce, Tiger, Bourbon
Happiness - Dark Fantasy Biscuits ,
Rural – Parle Glucose, Marie light
 Target Base

• To Enter a New Target Base

Market, it is important to
understand what the market
stands for.
• Primary Target Market- School
lunches-Snacks
• Secondary Target Market-
Medical facility and Hospital
Market, Airline Quick Snack
Market
Consumer Psyche
 • In Indian BISCUIT Industry
even the small companies
are able to make profits.
• Biscuit Industry has flourished
in India enormously over the
years and is still growing
phenomenally
• Indian biscuit Industry has a

Conclusion continuous growth and will

not be hindered due to
external factors.
• Entrepreneurs or
businessmen who are in
process of buying, installation
of new biscuit line should
keep following the
segmentation presented
today