Marketing Strategy of Parle G

BY S.DHIVYA D.GEETHANJALI K.JANANI G.
JOSEPHIN DYNA
CONTENTS
Overview of biscuit industry
Major players in biscuit industry About Parle
Its Products
About Parle-G STP Marketing Mix Packaging Conclusion
Overview of Biscuit Industry

Indian biscuit industry, worth Rs.82 billion, has been
growing steadily in past ten years.

In 2011-12, industry grew by 15% in current-value terms
and is expected to grow by 9% .

Despite of being moderately attractive industry there has
been a significant growth in numbers of domestic and international biscuit companies in the industry.
Major Players in Biscuit Industry

Current top biscuit manufacturers in the industry are:
Parle(1929)-About 30 to 35 % of market share contribution.
Britannia(1892)- Second most trusted brand in India.

Priya Gold(1993)
Anmol-Eastern and Northern India

Horlicks(1992)
About Parle

Established in 1929 1st brands Parle Glucose and Parle Monaco Market leader in many products 35% share of the total biscuit market and 15% share of the total confectionery market 14 manufacturing units for biscuits & 5 manufacturing units for confectioneries Parle has largest such manufacturing units in India Annual turnover 2000 crores It has provided its products to the mass with the affordable range.
Its Products
Biscuits
- Krack Jack - Monaco
- Kreams
- Milk Sakthi - Parle-G - Hide and seek - Milano - Coconut Cookies
CONT
Confectionaries
- Mango bite - Poppins
- Mango bite
- Kacha Manga - Kismi
About Parle-G
Parle G has been the undisputed leader in the
biscuit category for decades. The great taste, high nutrition, and the international quality, makes Parle- G a winner in the market. Times changed, variety of biscuits did come and go but nothing has changed with these biscuits. In 2013, Parle-G became India's first domestic FMCG brand to cross the 5,000 crore in retail sales.
Segmentation
Pattern of market segmentation : Clustered For e.g.
Monaco for entirely salty biscuits and its latest product Krackjack-cream is for sweet and salty taste. Geographic: Popular across world: India, Europe, UK, USA, Singapore, Canada. Demographic: All ages, All Income groups, All Religions. Psychographics and Behavioural: Every Class and Every Lifestyle.
Targeting
Parle-G is consumed by people of all ages, from the rich to the
poor, living in cities & in villages.

Still the usual consumers of Parle G are women and kids. While some have it for breakfast, for others it is a complete
wholesome meal, for some it's the best accompaniment for tea.
While for some it's a way of getting charged whenever they
are low on energy.
CONT...
Parle company practices mass marketing for Parle- G which
appeals to masses.
It is a product liked by everyone and does not cater only to
a specific group or part of the whole market.
Thus it is mass production, mass distribution and mass
promotion of Parle- G for all buyers.
Targeting next generation, Parle G has come up with an
exciting advertising campaign. The campaign built around the concept that every child is a genius as long as it stays curious has gained everyones attention.
Positioning
As a value for price product and also as a low-priced
product. Generates respect and a belief of good quality in the minds of the buyers. A products position is a complex set of perceptions, impressions, and feelings that consumers have for the product compared with competing products.
Biscuit Consumption
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 5.5kg USA 7.5 kg
Marketing Mix- Price

Parle G has adopted the Market
Penetration strategy i.e. low price along with capturing of a large market
Also they focus on providing good
quality products at the same time, which means it uses the value pricing method.
The value-for-money positioning
helps generate large sales volumes for the products.
CONT
Parle G is available in Re 1,Rs 2, Rs 4 to Rs 25 packet
Profit margin for distributors is 4% and for retailers is 10-
12%
Parle-G maintained its price of Rs.4.00 for the last 12
yrs & has seen the variation in its sales due to increase in price by mere 50p.
Place
The extensive distribution network, built over the years, is
a major strength for Parle Products.

Parle G biscuits are available to consumers, even in the
most remote places and in the smallest of villages with a population of just 1500.
Parle has nearly 1,500 wholesalers, catering to 4,25,000
retail outlets directly or indirectly.
CONT
A two hundred strong dedicated field force services its
huge wholesalers & retailers network.

Additionally, there are 31 depots and C&F agents
supplying goods to the wide distribution network.

Factories at strategic locations & Establishment of
manufacturing units in rural areas
Promotion
Advertising - It was advertised mainly through press
ads. The communication spoke about the basic benefits of energy and nutrition.
In 1989 Parle-G released its Dadaji commercial which
was a huge success and was aired over a period of 6 years.

Recently Parle G has started the use of celebrity in
their advertisements
CONT
In the year 2002, a national level promo - `Parle-G
Mera Sapna Sach Hoga' was run for a period of 6 months. The promo was all about fulfilling the dreams of children. Sales promotion
Public relations: In the year 1997, Parle-G sponsored
the tele-serial of the Indian superhero, Shaktimaan that went on to become a huge success.
Packaging
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What are the major players in the Indian biscuit industry?

What are the major players in the Indian biscuit industry?

What are the key details about Parle Products?

What are the key details about Parle Products?

BY S.DHIVYA D.GEETHANJALI K.JANANI G.

Overview of Biscuit Industry

growing steadily in past ten years.

and is expected to grow by 9% .

Major Players in Biscuit Industry

Britannia(1892)- Second most trusted brand in India.

Anmol-Eastern and Northern India

poor, living in cities & in villages.

are low on energy.

Parle company practices mass marketing for Parle- G which

It is a product liked by everyone and does not cater only to

a specific group or part of the whole market.

Thus it is mass production, mass distribution and mass

promotion of Parle- G for all buyers.

Targeting next generation, Parle G has come up with an

Marketing Mix- Price

helps generate large sales volumes for the products.

a major strength for Parle Products.

retail outlets directly or indirectly.

huge wholesalers & retailers network.

supplying goods to the wide distribution network.

manufacturing units in rural areas

was a huge success and was aired over a period of 6 years.

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