THE ESSENCE OF MARKETING
PARLE G
Introduction on Biscuit Industry
Biscuits market in India : Rs 9,000-crore
Introduction on Biscuit Industry
Rural-urban penetration of Biscuit :
•Urban Market : 75% to 85%
•Rural Market : 50% to 65%
Per capita consumption of Biscuits :
•INDIA - 1.8 kg,
ABOUT PARLE
Established in 1929
1st brands – Parle Glucose and Parle Monaco
35% share of the total biscuit market
15% share of the total confectionery market
Annual turnover 2000 crores
About Parle – G Biscuit
Parle –G has been a strong household name across
India
A cream colored yellow stripped wrapper with a
cute baby photo containing 10 – 12 biscuits with
the company’s name printed in Red and you know
these are Parle G biscuits
The great taste, high nutrition, and the international
quality, makes Parle-G a winner
Times changed, variety of biscuits did come and
go but nothing has changed with this biscuit
Parle G - Target base
Parle-G is consumed by people of all ages, from
the rich to the poor, living in cities & in villages
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
Consumer psyche and Parle - G
Parle-G is consumed by people of all ages, from the
rich to the poor, living in cities & in villages
While some have it for breakfast, for others it is a
complete wholesome meal
For some it's the best accompaniment for chai
While for some it's a way of getting charged whenever
they are low on energy
Parle – G…… as a Brand
The brand is associated with the positive values of life
like honesty, sharing and caring
The incredible demand led Parle to introduce the
brand in special branded packs and in larger festive
tin packs
It is synonymous to energy & nutrition
It has become a part of the daily lives of many Indians.
It isn’t a biscuit any more. It had become an icon
Parle - G and Price mix
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
Parle G is available in Re 1,Rs 2, Rs 4 to Rs 25 packet
Conti….
Profit margin for distributors is 4% and for retailers is
10-12%
Parle - G and Place mix
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. A two hundred
strong dedicated field force services its huge
wholesalers & retailers network
Conti…
Additionally, there are 31 depots and C&F agents
supplying goods to the wide distribution network
Parle-G and promotion mix
It was mainly advertised through the print media
In 1989 Parle-G released its “dadaji” commercial
which was a huge success and was aired for a period of
6 years. It spoke about the benefit of nutrition and
energy.
The next level of communication associated the brand
with the positive values of life like honesty, sharing
and caring. Just a few months back a reminder TV
commercial was launched for Parle-G where the
product is being called ‘hindustan ki takat’
Conti…
Sales promotion - Every year it holds day fairs at
branded venues where games and fun events are
organized for the employees of Parle and their
families; where Parle products are giveaway prizes
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
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
Parle Saraswati Vandana, one of its initiatives, is an
inter-school contest based on the Saraswati Puja
celebrations. Since it started in 2002 it has seen a
tremendous increase in participating each year, with
entries coming from schools of West Bengal
Parle - G and Challenges
Conti…
Increasing prices of basic Raw material like , Sugar,
Wheat, Milk, Milk powder
This leading to increase in manufacturing cost of the
biscuits
Parle G very price sensitive product
Small increase in price (by 50 paise) in past had seen
high decline in sales
Comparative Analysis of Parle - G and Britannia Tiger
Nearest competitors in Glucose Category.
“Tiger” gained 28 % Market Share in 100 gram Glucose
biscuit segment in a short span of 7 years (1997 – 2004)
“Parle G” established since 60 years – 57 % Market
Share in this segment
Tiger
45
40
35
30
25 Tiger
20
15
10
5
0
0 2.5 75.5 6.5 0 15.5
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