8/8/2019 2. Parle G -

1/34

Presentation

OnPARLE G

8/8/2019 2. Parle G -

2/34

Overview

Parle Products Pvt. Ltd. is a US $ 450 million conglomerate started in India in 1929. They are

in the business of manufacturing and marketing biscuits and confectionaries. They have

State-of-the-art machinery with automatic printing and packaging facilities. Their biscuit

baking oven is the largest of its type in Asia. Over the decades the efforts of their Research &

Development wing have made the repertoire of the products grow manifold. In biscuits have

Glucose, Milk, sweet and salted cream, wafer crme, cumin seed and cheese categories. In

confectionery, Parle have a range of toffees and hard-boiled candies available in chocolate,

mint, cola, and tropical fruit flavors. Some of these are double layered toffees and center

filled candies packed in rolls or pillow packs, or have single or double twist wrapping.

Almost all of their products are market leaders in their category and as recognition of their

quality, have won Gold, Silver and Bronze Monde Selection medals since 1971. Parle enjoys

a 40% share of the total biscuit market and a 15% share of the total confectionary market, in

India.

8/8/2019 2. Parle G -

3/34

Introduction

Parle was set up in 1929 in the suburbs of Mumbai city, to manufacture sweets and toffees.

At that time market was dominated by famous international brands. Despite unequal

competition, this company called Parle Products, survived and succeeded, by adhering to

high quality and improvising from time to time.

In 1939, Parle Products began manufacturing biscuits, in addition to sweets and toffees. Parle

Glucose and Parle Monaco were the first brands of biscuits to be introduced, which later went

on to become leading names for great taste and quality.

8/8/2019 2. Parle G -

4/34

Aboutthe Company

A cream colored yellow stripped wrapper with a cute baby photo containing 10 12 biscuits

with the companys name printed in Red and you know these are Parle G biscuits. Times

changed, variety of biscuits did come and go but nothing has changed with these biscuits.

Yes, the size of their packing has definitely changed but for the consumers good as these are

money savers pack.The Parle name conjures up fond memories across the length and breadth

of the country. After all, since 1929, the people of India have been growing up on Parle

biscuits & sweets.

Initially a small factory was set up in the suburbs of Mumbai city, to manufacture sweets and

toffees. The year was 1929 and the market was dominated by famous international brands

that were imported freely. Despite the odds and unequal competition, this company called

Parle Products, survived and succeeded, by adhering to high quality and improvising from

time to time.

A decade later, in 1939, Parle Products began manufacturing biscuits, in addition to sweets

and toffees. Having already established a reputation for quality, the Parle brand name grew in

strength with this diversification. Parle Glucose and Parle Monaco were the first brands of

biscuits to be introduced, which later went on to become leading names for great taste and

quality.

For around 75 years, Parle have been manufacturing quality biscuits and confectionery

products. Over the years Parle has grown to become a multi million-dollar company with

many of the products as market leaders in their category. The recent introduction of Hide &

Seek chocolate chip biscuits is a product of innovation and caters to a new taste, being Indias

first ever chocolate-chip biscuits.

All Parle products are manufactured under most hygienic conditions. Great care is exercised

in the selection and quality control of raw material and standards ensured at every stage of the

manufacturing process.

Parle Products has 4 manufacturing units for biscuits and confectionaries at Mumbai,

Haryana, Rajasthan and Karnataka. It also has 14 manufacturing units for biscuits & 5

manufacturing units for confectioneries, on contract.

8/8/2019 2. Parle G -

5/34

All these factories are located at strategic locations, so as to ensure a constant output & easy

distribution.

Today, Parle enjoys a 40% share of the total biscuit market and a 15% share of the total

confectionary market, in India.

The marketing mix of Parle for this project has been studied from the point of view of Parle

biscuits; mainly Parle-G and Parle hide & seek.

8/8/2019 2. Parle G -

6/34

8/8/2019 2. Parle G -

7/34

Parl rew bi er by t e mi te. Be itt e packs sol t e areas covered or t e number of

consumers. It became a part oft e daily lives of many Indians. It wasn't a biscuit any more. It

had become an icon The next level of communication associated the brand with the positive

values oflife like honesty, sharing and caring.

In the year 1997 Parle-G sponsored the tele-serial ofthe Indian superhero, Shaktimaan that

went on to become a huge success. The personality of the superhero matched the overall

superb benefits ofthe brand. Parle extended this association with Shaktimaan and gave away

a lot of merchandise of Shaktimaan, which was supported by POS and press communication.

The childrenjust could not get enough of Parle-G and Shaktimaan

In the year 2002, it was decided to bring the brand closer to the child who is a major

consumer. A nationallevel 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. There were over 5 lakh

responses and ofthat, over 300 dreams were fulfilled.

Dreams that were fulfilled ranged from trips to Disneyland at Paris & Singapore; free ride on

a chartered plane; 20 scholarships worth Rs 50,000; a special cricket coaching etc.

The year 2002 will go down as a special year in Parle-G's advertising history. A year that

saw the birth of G-Man - a new ambassador for Parle-G. Notjust a hero but also a super-hero

8/8/2019 2. Parle G -

8/34

that saves the entire world, especially children from all the evil forces. A campaign that is not

just new to the audiences but one that involves a completely new way of execution that is

loved by children all over the world Animation

To make the brand much more interesting and exciting with children, it was decided to

launch a premium version of Parle-G called Parle-G Magix in the year 2002. Parle-G Magix

is available in two exciting tastes - Cocoh and Cashew. The year 2002 also witnessed the

launch of Parle-G Milk Shakti, which has the nourishing combination of milk and honey,

especially launched for the southern market.

PARLE GOLU GALATA CONTEST 2007

India's favourite biscuits & confectionery maker turns India's corporate partner. As part of its

corporate social responsibility to give back to the very country that built it, Parle Products

introduced the now famed Golu Galata contest in 2005. First a little bit about the practice.

An old tradition from the households of Tamil Nadu, the kolu is the essence of Navaratri

celebrations. It is also followed in many Asian countries, especially Sri Lanka and Japan. The

Japanese version is known as Hina Masturi.

In Tamil Nadu, on the Amavasya day, women first finish the ritual 'tarpana' - keep the Kalash

filled with rice, toor dal haldi sticks, betel leaves and nuts or mango leaves with a coconut on

it.

The right muhurtam is chosen before placing the Kalash and the dolls for worship, with

which the Kollu festival begins. The dolls are given to the girl from her parents during her

marriage and are called "Marapachi Bommai" (wooden dolls). From this day she starts

collecting dolls and observes the ceremony annually.

The household women also decorate clay dolls (gods and goddesses painted in bright

colours) and display them on the specially prepared kolupadis or steps made of wood and

covered with a thick cloth. The number of steps was always an odd number - three, five,seven or nine. The more the steps, the merrier! Often a variety of dolls are displayed

artistically and arranged beautifully on the steps.

A well decorated tableau, often this display is enjoyed by friends and relatives. However a

recent study found that due to hectic schedules, this tradition is slowly getting restricted to a

select few households.

8/8/2019 2. Parle G -

9/34

Thus, to revive a grand tradition, Parle created a novel promotion called Parle Golu Galata

contest. Golu means Doll & Galata means Dhammal.

In 2005, 5000 households participated and in 2006, it was 10,000 households who

participated. This year we hope to see over 10,000 households, across 7 cities join in this

joyous occasion.

At the end of the celebration, the winners will be felicitated at a gala prize distribution

ceremony.

8/8/2019 2. Parle G -

10/34

MARKETING STRATEGIES

Import-Export

The immense popularity of Parle products in India was always a challenge to their production

capacity. Now, using more modern techniques for capacity expansion, they have begun

spreading their wings and are going global.

Parle biscuits and confectionaries are fast gaining acceptance in international markets, such

as, Middle East, Africa, South East Asia and the more sophisticated economies like U.S.A.,

UK, Canada, Australia and New Zealand now relish Parle products.

As part of the efforts towards a larger share of the global market, Parle has initiated the

process of getting ISO 9000 certification.

The Parle name symbolizes quality, health and great taste. And yet, they know that constantly

innovating and catering to new tastes have built this reputation. This can be seen from the

success of its new brands such as Hide & Seek, Mangobite etc.

Today, the Parle brands have found their way into the hearts and homes of people all over

India & abroad.

The Parle Biscuit brands, such as, Parle-G, Monaco, Krackjack, Marie Choice, Hide & Seek

and confectionery brands, such as, Melody, Poppins, Rolacola, Mangobite enjoy a strong

imagery and appeal amongst consumers across the world.

Which has resulted into Parle-G being the worlds largest selling biscuit".

8/8/2019 2. Parle G -

11/34

THEMARKETING STRENGTH

The extensive distribution network, built over the years, is a major strength for Parle

Products. Parle biscuits & sweets are available to consumers, even in the most remote places

and in the smallest of villages with a population of just 500.

Parle has nearly 1,500 wholesalers, catering to 4,25,000 retail outlets directly or indirectly. A

two hundred strong dedicated field force services these wholesalers & retailers. Additionally,

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

The Parle marketing philosophy emphasizes catering to the masses. They constantly endeavor

at designing products that provide nutrition & fun to the common man. Most Parle offerings

are in the low & mid-range price segments. This is based on their understanding of the Indian

consumer psyche. The value-for-money positioning helps generate large sales volumes for

the products.

However, Parle Products also manufactures a variety of premium products for the up-market,

urban consumers. And in this way, caters a range of products to a variety of consumers

8/8/2019 2. Parle G -

12/34

Marketing Mix ofParle Products Limited

Product strategy

Product Levels

1) Core benefit- the core benefit of biscuits is to satisfy hunger of the consumer

2) Basic product- in the second level, the basic product is biscuits.

3) Expected product- the consumers expect the product to have a good taste and also give

nutrition.

4) Augmented product- parle biscuits increase a persons energy levels. This is not always

expected by the consumers and hence exceeds customers expectations.

5) Potential product- in the future parle could come up with different products such as a snack

which could be a combo of chocolate and biscuit.

Classification of products

1) Based on tangibility- Parle biscuits are tangible, i.e. one can see and touch them.

2) Based on functional life- Parle biscuits are consumables since biscuits form a part of food

and have a short life.

3) Based on price and quality- most of Parle biscuits such as Parle-G, Monaco, Krackjack are

mass products but a few Parle biscuits such as Parle hide and seek and Milano are premium

or prestige products.

4) Based on utility- Parle biscuits are convenience goods. They are staples since they are

bought by consumers regularly. Also they are partly impulse products.

Product mix

Width- Parle produces biscuits, snacks and confectionaries. So the width is 3.

Length- the length of Parle products is as below:

8/8/2019 2. Parle G -

13/34

Parle Products Biscuites.

8/8/2019 2. Parle G -

14/34

Parle Products Confectionaries.

8/8/2019 2. Parle G -

15/34

Parle Products Snacks.

8/8/2019 2. Parle G -

16/34

In Depth

-For Parle-G:

Parle-G comes in 8 different sizes: 25gms, 44gms, 93.5gms, 231gms, 340.5gms,

462gms, 577.5gms and 1000gms. Hence the depth of parle-G is 8.

- For variants ofParle-G:

Parle-G magix has 2 flavors- choco and cashew and comes only in one size i.e.

75gms. Hence its depth is 2. Parle milk shakti has no favors and comes in just one size i.e.

150gms.

So the depth of Parle-G is 8+2+1= 11

-For Parle hide & seek and Milano:

Parle hide & seek comes in 2 sizes- 25gms and 100gms. Hence its depth is 2. Parle

hide & seek Milano has no flavors and comes only in one size i.e. 100gms.So the depth of

Parle hide & seek is 2+1= 3

Consistency

The product consistency generally depends on 3 parameters

1.Production

2.Distribution

3.Consumer end-use

The production process of every parle biscuit follows some basic ingredients like wheat flour,

vegetable oil, inverted syrups, skimmed milk powder, etc. then depending upon the product,

extra ingredients are added for e.g. in Monaco there might be an extra amount of salt put in to

give it that prominent salt taste, to hide & seek, chocolate chips are added. Etc.

Parle uses the same distribution channels for selling all its products under the biscuit category

i.e. 1st, 2Nd & the 3rd level of the distribution channels.

8/8/2019 2. Parle G -

17/34

The basic end use of all parle products remains the same eating it simply to satisfy hunger.

Products like parle-g may also be consumed for the intake of high glucose levels for

immediate strength & energy.

Brand

The Parle Biscuit brands, such as, Parle-G, Monaco and Krackjack enjoy a strong imagery

and appeal amongst consumers. Be it a big city or a remote village of India, the Parle name

symbolizes quality, health and great taste. And yet, this reputation has been built, by

constantly innovating and catering to new tastes. This can be seen by the success of new

brands, such as, Hide & Seek and Hide & Seek Milano.

Brand name strategy

Parle follows company brand name strategy, since all its products are named using the

companys name as a prefix such as Parle-G, Parle- Monaco, Parle hide&seek, Parle

digestive Marie, etc.

Brand strategy decision:

Product category

8/8/2019 2. Parle G -

18/34

Parle follows both line extension and brand extension for its products.For a product like

Parle-G it followed line extension with the introduction of Parle-G milk Shakti and Parle-G

magix which has 2 flavors- choco and cashew. For Parle Monaco too it followed line

extension when a new favor Monaco jeera was introduced. Similarly when it introduces any

new product in the biscuit category, it follows line extension.

Initially Parle used to produce only confectionaries. Parle followed brand extension with the

introduction of products in the biscuits and snacks category. In this way, by concentrating on

consumer tastes and preferences and emphasizing Research & Development, the Parle brand

grows from strength to strength.

ProductLife Cycle

For Parle:

Parle as a company has reached the maturity stage in its products life cycle; since products

such as parle-G, parle Monaco, parle Krackjack which form a major part of parle products

sales have captured most of Indias market.

But for its premium biscuits parle hide and seek and parle hide and seek Milano the products

are in the growth and introduction stages respectively.

For parle hide and seek:

8/8/2019 2. Parle G -

19/34

Parle hide and seek was introduced in 1998 with flavours such as mint, orange and chocolate.

But it did not really succeed in capturing the consumers attention. So after a few years it was

re launched with just one flavour i.e. chocolate flavour with new packaging. After the re-

launch it has started gaining attention of its potential buyers and hence is in the growth stage

of its life cycle. It has to fight for its stand in the market since it faces competition from

Britannias good-day choco nuts.

Packaging and Labelling

Packaging:

The time spent by a customer for picking up a product from a retail outlet is a few seconds;

therefore a package should appeal to a customer within such a small interval of time. In this,

both packaging & labeling play an important role in attracting customers both visually &

psychologically.

8/8/2019 2. Parle G -

20/34

For Parle G:

Parle G was initially recognized by its iconic white and yellow stripped wax paper wrapper

with the baby face on it. Many competitors have tried to sell their lower quality products by

copying the packaging, trying to sell their biscuits as Parel-G; Parle-Jee etc. Due to increasing

competition Parle G now uses plastic wrappers for its packaging. Parle-G comes in 8

different sizes: 25gms, 44gms, 93.5gms, 231gms, 340.5gms, 462gms, 577.5gms and a 1kg

pack just for Rs.30 which is not usually offered by other brands.

Parle Hide & Seek:

It initially came out with 3 variants: Mint, Orange & Chocolate which wasnt accepted by

the masses. However, the production of Mint & orange flavors was stopped. Chocolate is the

only flavor that is running successfully since it is Indias first chocolate chip biscuit. . Hide &

seek biscuit's current packaging has been modified along with lower prices & better

affordability rates. Thus there is a change in size of the product which is prevalent in the ads.

One of the advertisements shows movie actor, Hrithik Roshan walking with a pack of hide &

seek biscuits in the back pocket of his jeans emphasizing on the small size of the product.

Parle hide & seek Milano:

This product of Parle has a flashy purple coloured packing which attracts customers with the

whole look of Italian chocolate chip cookies.

Labeling:

Consumers are becoming increasingly health conscious. So it is essential to display the

contents of every product. Every packet of Parle G, Parle hide & seek, Parle hide & seek

Milano has information about the ingredients used, nutrition facts, mailing & emailing

addresses asking for feedback, phone number, packaging date etc. All this along with the

brand name and directions are printed in Hindi too.

PriceMix

Pricing Strategies

The Parle marketing philosophy emphasizes catering to the masses. It constantly endeavors at

designing products that provide nutrition & fun to the common man. Most Parle offerings are

in the low & mid-range price segments. This is based on its cultivated understanding of the

8/8/2019 2. Parle G -

21/34

Indian consumer psyche. The value-for-money positioning helps generate large sales volumes

for the products.

Parle G has adopted the Market Penetration strategy i.e. low price along with capturing of a

large market Also they focus on low prices and provide good quality products at the same

time, which means it uses the value pricing method. This benefits Parle G by having a

competitive edge in terms of large market share which is around 40%: both rural and urban

presently.

For setting the price of Parle hide & seek biscuit, a survey was taken in the urban & semi-

urban markets; on the basis of which hide & seek was introduced. It was found that the

potential consumers were ready to pay a premium price for an innovative product like

chocolate chip biscuits. Thus, Parle adopted market skimming where the product is high

priced and also of high quality. It includes the cost of chocolates, packaging & other

processing cost. All these show customer status, which is also one of the reasons for parle

hide & seeks high price.

A separate example for explaining the pricing strategy of Parle is its product Parle

Creams

For this product Parle uses going rate method only as a reference rate. In this case, Parle

Creams were introduced after Britannias Cream Treats with similar variants but at Rs.5 perpacket of biscuit and not Rs.10 like that of Britannias cream treats.

PlaceMix

The extensive distribution network, built over the years, is a major strength for Parle

Products. Parle biscuits & sweets are available to consumers, even in the most remote places

and in the smallest of villages with a population of just 500.

8/8/2019 2. Parle G -

22/34

8/8/2019 2. Parle G -

23/34

The year 2002 went down as a special year in Parle-G's advertising history. A year that saw

the birth of G-Man, a new ambassador for Parle-G. Not just a hero but also a super-hero that

saves the entire world, especially children from all the evil forces. A campaign that was not

just new to the audiences but one that involved a completely new way of execution, that was

loved by children all over the world - Animation. A TV commercial that showed G-Man

saving the children from the evil force called Terrolene launched this campaign. It was also

supported by print medium through posters and streamers put up at the retail outlets. Another

campaign that was launched by Parle for Parle-G was - G maane GENIUS. For this a

series of ads were shown in which a little kid eats Parle G and tricks the wise and experienced

people.

Just a few months back a reminder TV commercial was launched for Parle-G where the

product is being called hindustan ki takat ( link for the ad:

http://www.youtube.com/watch?v=Kxb4bLq35mg ). Most of the Parle-G TV commercials

tell us that brand awareness is being done by capturing consumer emotion.

Heavy promotion plays a major role in creating brand awareness. Such is the case of Parle

hide & seek biscuits television advertisements. The ads of parle hide and seek are portraying

actor Hrithik Roshan. This tells us that the product is being promoted by celebrity

endorsement to increase awareness of this product and help capture the consumers attention.

Sales

Promotion

Parle uses the Sales force promotion tool for all its employees.

Every year it holds day fairs at branded venues where games and fun events are organised for

the employees of Parle and their families; where Parle products are giveaway prizes.

Public Relations

Parle has done the following for enhancing 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. The personality of the superhero matched the overall

superb benefits of the brand. Parle extended this association with Shaktimaan and gave away

a lot of merchandise of Shaktimaan. The children just could not get enough of Parle-G and

Shaktimaan

8/8/2019 2. Parle G -

24/34

.

In the year 2002, it was decided to bring the brand closer to the child who is a major

consumer. 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. There were over 5 lakh

responses and of that, over 300 dreams were fulfilled. Dreams that were fulfilled ranged from

trips to Disneyland at Paris & Singapore; meeting their favorite film star Hrithik Roshan; free

ride on a chartered plane; 20 scholarships worth Rs 50,000; a special cricket coaching camp

with the Australian cricketer - Ricky Ponting; etc.

Golu Galata contest- In Tamil Nadu, traditionally, women decorate various dolls made of

clay during Navaratri celebrations by setting up 7-9 steps. This display is well decorated and

friends and relatives are invited to witness the same. Through a detailed research, Parle found

that due to time pressures, this tradition is slowly dying and is getting restricted to a select

few households.

Thus, to revive the fading event, Parle had introduced the novel promotion called Parle Golu

Galata contest in 2005. After the encouraging response and resounding success of the 2005

Golu Galata contest, in 2006 Parle Products Pvt. Ltd took the contest to Chennai, Madurai,

Trichy, & Kumbakonam. (Golu means Doll & Galata means Dhammal.)

Consumer behavior

For Parle-G:

In India it is a habit to have biscuits along with chai or tea - Parle G is referred to as "biskut"

in rural areas - thus when asked for biskut to a shopkeeper it simply means Parle-G biscuit in

rural areas. Understanding consumer behavior is tough. The study of consumer behavior

includes the knowledge about the consumer, his buying motives & buying habits.

Keeping all this in mind, the factors influencing the buying behaviour of consumers are:

Parle-G being a consumable product is not influenced by factors like cultural factors. As

shown above, social factors are further sub divided into 3 parts namely reference groups,

family & social role & status.

1) Reference Group

8/8/2019 2. Parle G -

25/34

People, especially kids are always influenced by the people around them. They are

influenced by friends, relatives, family members specially elder siblings, etc. so if

they see anyone around them having parle-G biscuit, they too want to eat it.

8/8/2019 2. Parle G -

26/34

2) Family

In his case also, if its a usual habit of the family members to have pale-G with tea or

coffee, the kids in the growing stage or any new member joining the family for tea

will form a similar habit or the later will be offered the same biscuit.

Personal Factors

The factors whose intensity differs from person to person are together termed as personal

factors. They are as follows :-

1)Age

Parle-g is consumed maximum by the kids in the age group of 5-10 years i.e. the growing age

group. Kids, who have formed the habit of having Parle-G in their early stages of life,

continue this practice even after growing up. They continue their consumption of Parle-G

even after they grow up.

2)Occupation

The buying behavior of the consumer is influenced also by the occupation he or she belongs

to. In case of Parle-G, the purpose for buying the product varies from a person with a high

post in a M.N.C. to a poor laborer. For the executive employee, he may or may not buy the

product. He may buy a more expensive or an imported biscuit brand because he can afford it.

Also he may buy it only to be one of the many snacks available to him. On the other hand, a poor laborer would buy a packet of Parle-G simply to satisfy his hunger. For him, it is not

matter of choice or luxury, but a necessity because its the easiest & the cheapest he can get.

3)Income

Income of a person decides its core expenditure segment. If a laborer earns a fixed amount &

if a biscuit like parle-g which for sure ensures high level glucose content & immediate energy

regained, he would defiantly opt to buy a parle biscuit packet & not spend even that minimal

amount of Rs.4 on anything else. But since Parle-G is a low-priced, value for money producta persons income does not really play a role in influencing the purchase of the product.

Consumers of all income groups do buy the product.

8/8/2019 2. Parle G -

27/34

Psychological Factors

1)Motivation

For Parle-G the main & the basic motivation which pulls consumers towards buying it is

simply hunger. This is what pulls the consumers towards the purchase of Parle-G. Also, since

biscuits are perceived as snacks, when a consumer is drinking tea he or she is motivated to

buy Parle-G at that time.

2)Perception

consumers believe Parle-G to be a good quality product which is cheap too. They also

perceive it to be a great snack with tea

For Parle hide & seek:

Social factors

1) Reference groups- parle hide & seek is targeted at the youth. So for this product consumers

are influenced by their friends and siblings.

2) Status- Parle hide & seek is a high priced product. So consumers in the higher income

groups would prefer to buy the product over other brands since it would be a matter of higher

status.

Personal factors

1) Age- the advertisements of this product are such that people in the age group from 15 to 28

are likely to be influenced to buy this product. But at the same time, since this product has

been endorsed by a celebrity (Hrithik Roshan) and since it is made of chocolate chips,

children are also likely to be major consumers.

2) Occupation- Major Consumers for Parle hide & seek are students.

3) Income- since it is a high-priced product; the potential consumers for this product are high

income earners. A person who is earning more is more likely to buy this product than a

person who earns comparatively lower income.

Psychological factor

8/8/2019 2. Parle G -

28/34

Perception-Consumers perceive this brand as tasty and crispy ...chocolate not very sugary.

It is perceived as a brand leader in this segment and some firmly believe that there is no

competitor while mostly people regarded Britannia bourbon as its main competitor ; very

few consumers know that good day- choco nuts is its competitor..

MarketSegmentation

Level of market segmentation

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 tea, while for some it's a way of getting charged

whenever they are low on energy.

Parle company practices mass marketingfor 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.

However, Parle follows Niche marketingfor Hide & Seek. It is a premium product since it is

priced at a high price and also with its chocolate flavor it is accepted by most chocolate

lovers. When hide & seek was first launched, there were no other biscuits of its kind in the

market.

Market segmentation

Geographic segmentation:

Parle-G is consumed by people staying in urban, semi urban and rural areas.Hide & Seek

however, being a premium product having a high price is consumed only in urban and semi

urban areas

Demographic segmentation:

Age-Hide n Seek is mainly for youth and children. Parle-G is however consumed by

everyone.

Income-Hide n Seek being highly priced is consumed only by high income group. Whereas

Parle-G is consumed by all income groups, but is mostly consumed by the lower and middle

income groups.

8/8/2019 2. Parle G -

29/34

Social class-Hide & Seek is meant for middle class and rich class families. However one

can also say that Parle-G is consumed only by lower n middle class consumers because rich

class can afford more expensive biscuits.

8/8/2019 2. Parle G -

30/34

Behavioral segmentation:

Benefit sought-The benefit sought in Parle-G is mainly replenishing energy and for Hide &

Seek it is good taste.

Pattern of market segmentation

Preference: Clustered

If we divide the whole market on basis of their preferences foe sweetness and saltiness in the

biscuits then the possible outcome would be that the preferences are clustered near some

tastes i.e. the consumers would not like to have something really vague like 50%salty,

25%sweet and 25%creamy.That is why

the preferences are clustered and not diffused wherein the preferences have to be very

extreme and vague.Parle as a company makes use of this clustered preferences and

manufactures biscuits for each and every cluster. For e.g. Monaco for entirely salty biscuits

and its latest product Krackjack-cream is for sweet and salty taste.

8/8/2019 2. Parle G -

31/34

Target market strategies

PARLE Company as a whole inculcates SELECTIVE MARKET SPECIALIZATION

strategy.

In the above diagram we can say blue colour represents the extent of Parle-G i.e. it is 1

product for all the 3 markets and the green colour is for Hide & Seek where it is a product

only for 1 market and the orange is for Krackjack biscuits where the product is targeted for 2

markets.

Positioning strategy

Parle-G is positioned in the minds of people as a value for price product and also as a low-

priced product. Whereas hide & seek has tapped a new market.

Differentiation strategy

For Parle-G the company has used channel and image differentiation tools. Parle-G by far has

the most intensive distribution coverage as compared to any other biscuit company in India.

Also the name PARLE has an image that generates respect and a belief of good quality in the

minds of the buyers.

Packing

As in all other biscuits, packing plays an important role in Parle-G too. The basic small packs

are packed mechanically using automated machines and are sealed using the pollybag sealing

machine. These small packs are then manually packed into small boxes and are sent through

the conveyor belt to be packed in large cartons. 160 packets are packed per minute. And in

8/8/2019 2. Parle G -

32/34

one big box there are 160 Parle-G packets packed. Before, they used to bring the packaging

material from outside the company but now it is produced in the factory premises itself. For

export purpose the packets have different languages print on them depending upon the

geographical location & demand of the people. Each factory has state-of-the-art machinery

with automatic printing & packaging facilities.

THESTRENGTH OF THEBRAND

Over the years, Parle has grown to become a multi-million US Dollar company. Many of the

Parle products - biscuits or confectionaries, are market leaders in their category and have won

acclaim at the Monde Selection, since 1971.

Today, Parle enjoys a 40% share of the total biscuit market and a 15% share of the total

confectionary market, in India. The Parle Biscuit brands, such as, Parle-G, Monaco and

Krackjack and confectionery brands, such as, Melody, Poppins, Mangobite and Kismi, enjoy

a strong imagery and appeal amongst consumers.

Be it a big city or a remote village of India, the Parle name symbolizes quality, health and

great taste! And yet, we know that this reputation has been built, by constantly innovating

and catering to new tastes. This can be seen by the success of new brands, such as, Hide &

Seek, or the single twist wrapping of Mango bite.

In this way, by concentrating on consumer tastes

and preferences and emphasizing Research & Development, the Parle brand grows from

strength to strength.

8/8/2019 2. Parle G -

33/34

8/8/2019 2. Parle G -

34/34

CONCLUSION

PARLE is one of the best manufacturing company of Biscuits and other products among their

Competitors.

PARLE Company is using new technology. That is the key point of Success of PARLE.