MARKETING STRATERGY OF PARLE-G

SYNOPSIS

IN THIS PROJECT
1. History
2. Why selected this product?
3. ‘5’ competitive brands that exist in the market.
4. Permission and licences would be required
5. Competitors Unique Selling Proposition.[U.S.P.]
6. Does your product have any range give details?
7. Packaging
8. Labeling
9. Grading
10. Branding
11. Channels of distribution
12. Distribution to warehouse and storage
13. Promotional techniques used

HISTORY
Parle Products was established as a confectionery maker in the Vile Parle suburb of Mumbai, in 1929. Parle
Products began manufacturing biscuits in 1939. In 1947, when India became independent, the company
launched an ad campaign, showcasing its Gluco brand of biscuits as an Indian alternative to British-branded
biscuits. Parle product has been India’s largest manufacturer of biscuits and confectionery for almost 80 years.
Makers of the world’s largest selling biscuit, PARLE-G and a host of other very popular brands, the Parle name
symbolizes quality, nutrition and great taste. With the reach spanning even to the remotest villages of India, the
company has definitely come a very long way since its inception. A 2011 Nielsen survey reported that it is the
best-selling brand of biscuits in the world. Parle-G biscuits were earlier called 'Parle Gluco' Biscuits until the
1980s. The "G" in the name Parle-G originally stood for "Glucose", though a later brand slogan also stated "G
for Genius"
 1947 advertisement

WHY DID I SELECT THIS PRODUCT?

Parle-G is the most consumed biscuit in India that not only provides relishing moments to people who crave
to eat something good but is also available to those who belong to the lesser privileged sections of the
society. In every sense, Parle G has proved to be an iconic brand that focuses on adding value to the end
customer rather than minting money from the pockets of Indian masses. This is what has differentiated the
brand from its competitors and has led to its magnificent success.

COMPETITORS AND THEIR USP.

1. Good day- Healthy biscuit with cashew and butter
2. Mari gold- Healthy tea time biscuit
3. Bournvita biscuit - Bournvita Biscuits, Cookies with ProHealth Vitamins
4. Britannia tiger - India’s very own bakery and dairy products brand that is trusted for its quality
5. Horlicks biscuits - Horlicks is available for toddlers, growing kids, women and mothers

About Parle G
 Parle G Overview
Parent Company Parle
Category Biscuits
Sector Food & Beverages
Tagline/ Slogan G means Genius; Aao Banaye kal ke Genius
USP India's most trusted top of the mind brand
Parle G STP

Segmentation People looking to have biscuits anytime

Target Market All age groups lower, middle and upper class people

Positioning For children who are genius in every field

SWOT ANALYSIS OF PARLE-G

SWOT analysis of Parle G analyses the brand by its strengths, weaknesses, opportunities & threats. In Parle G
SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the
external factors.
SWOT Analysis is a proven management framework which enables a brand like Parle G to benchmark its
business & performance as compared to the competitors. Parle G is one of the leading brands in the food &
beverages sector.

Parle G Strengths

The strengths of Parle G looks at the key aspects of its business which gives it competitive advantage in the
market. Some important factors in a brand's strengths include its financial position, experienced workforce,
product uniqueness & intangible assets like brand value. Below are the Strengths in the SWOT Analysis of
Parle G :

1. Low cost
2. Good advertising and visibility
3. Celebrity brand ambassadors
4. Most trusted brand having high brand loyalty
 5. Top of the mind biscuit brand

Parle G Weaknesses

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position
further. Certain weaknesses can be defined as attributes which the company is lacking or in which the
competitors are better. Here are the weaknesses in the Parle G SWOT Analysis:

1. Many competitors in this segment

2. Nothing unique in the product now.
3. Storage
4. No diffrentiation

Parle G Opportunities

The opportunities for any brand can include areas of improvement to increase its business. A brand's
opportunities can lie in geographic expansion, product improvements, better communication etc. Following are
the opportunities in Parle G SWOT Analysis:

1. Tie-up with schools as a part of meals

2. Tieup with corporates/hotel chains

Parle G Threats

The threats for any business can be factors which can negatively impact its business. Some factors like
increased competitor activity, changing government policies, alternate products or services etc. can be threats. 

Success Factors of Parle-G

Price

Parle G is priced at ₹5 and is considered to be one of the most affordable biscuits. With its low pricing strategy,
the brand has ensured that it is available to the population present even in the remotest of locations. Even
though inflation in India has seen an increase almost every year, in the last decade, Parle-G, with its constant
innovation ensures that its prices are not raised beyond a certain level. For such a low price, the perceived value
for the customers is high, resulting in more sales.

Product

Though the low price is one of the factors for high acceptability of Parle-G by the masses, however, there is
another big factor due to which Parle-G is such a huge success i.e. good taste and quality of biscuits. The taste
of the biscuits is so generic that it is liked by people of all ages. The fact of its high acceptability is evident from
the fact that Parle-G is used as ‘a verb’ every time somebody wants to consume a biscuit at a tea stall (‘Bhaiya,
ek Parle-G de do). The biscuit brand is tasty, and a treat for the consumers.
Packaging

Parle-G biscuits come wrapped in red and yellow wax paper with the image of a small girl on the pack. The
image on the packet is used to build a brand association and connect with people. All these years, Parle-G
hasn’t experimented much with its packaging and kept it very simple and rustic. This eventually helped the
brand to differentiate itself from the competitors and led to a high recall value among the customers.

Branding

Parle G is branding itself as – ‘Bharat ka Apna Biscuit’. (India’s biscuit.) With its effective TV and print ads,
the brand has been creating memories since 1939. It has been very effective with its advertising campaigns and
ensures that it targets all the segments: be it kids, the youth or the elderly. One such campaign which targeted
kids and became a huge success was Parle-G’s – ‘G maane Genius’ campaign. Soon after the campaign, the
biscuit brand saw a huge increase in its sales and further strengthened its dominance in the market.

Conclusion

Albert Einstein once said: “Strive not to be a success, but rather to be of value.” Parle-G with its low price, high
quality and a strong brand image has ensured a high perceived value for the customers. This, in turn, has
resulted in the brand history of over 78 years and made Parle-G the undisputed leader in the biscuit industry. In
a country like India where a lot of new biscuit brands are launched every year with very less differentiation,
surviving for such a long period seems like an unimaginable task. However, Parle-G has shown that if people
love your product, then you don’t really need to worry about the competition.
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