Marketing Strategy of Parle

Presented by: Anil Kumar Danish Reza Pradeep Singh Rupen Singhal Tapas Nandy

Introduction
Parle products emerged in British dominated India in 1929. It was founded by Mr. Narotam Chauhan. It was started in Mumbai. It is largest manufacturer of biscuits and confectionery in India.

Parle has over 33 lakhs distribution outlets all over the world.

Introduction units. It has more than 80 manufacturing

It has 51% share of the total biscuit market and 15% share of the total confectionery market in India.

The Marketing Mix

Price: Low pricing strategy
parle G biscuit available from Rs.1 to 50 range

Products:
Biscuits:

The Marketing Mix

Parle G glucose, hide & seek , krack jack , marie choice etc.

Sweets:
Melody , Mango bite , Poppins etc.

Snacks:
Smart chips , Fulltoss .

The Marketing Mix

Place: 70% Rural & 30% Urban market
International market. Easily available at all places from retail shop to small tea stall.

The Marketing Mix Promotion:

Advertisements
time to time parle changes tangline initiaaly it is hindustan ki takkat Then G means Genius

Compens
Parle organised different compens and game quizs for permotion of their product and brand name

 Fairs : Every year it holds day fairs at branded venues where games and fun events are organized for the employees of Parle and their families.

Sales promotion

Public relations :

In the year 1997, Parle-G sponsored the tele serial of the Indian superhero,Shaktimaan.
In the year 2002, a national level promo -`Parle-G Mera Sapna SachHoga' was run for a period of 6 months.

Parle Saraswati Vandana, one of its initiatives, is an inter-school contest based on the Saraswati Puja celebrations.
Parle had introduced the novel promotion called Parle Golu Galatacontest in 2005.

Segmentation
caters to consumers across all Wide range of product categories
market segments. For example, Parle-G Glucose is targeted at all ages group, while teenagers prefer Parle Hide & Seek. Being exposed to a brand, it is natural for a consumer to try more products.

SWOT Analysis of Parle Biscuits

Strengths:

Low price as compared to competitors. Offers variety of products under its brand. Different sizes of packets are available. Largest distribution system Effective coverage

SWOT Analysis of Parle Biscuits

Weakness: Breakage of biscuits while delivering to retailers No proper replacement system for broken biscuits to retailers Less share in Premium biscuit market Lack of schemes for retailers and distributors Poor packaging in family pack of glucose biscuits.

SWOT Analysis of Parle Biscuits

Opportunity: Good scope for Snacks and Namkeens, if launched and properly promoted by Parle Information revolution brought about by the television. Improving supply system for established brands. Rising demand for innovative packaging in packaged foods

SWOT Analysis of Parle Biscuits

Threats:

Increase in sale of cheap local bakery products. Margin war among the major Brands Highly advertised brands such as Britannia, Priyagold and ITC Ever increasing competition from multinationals and local companies

Marketing Strategy
1. Product Positioning Strategy:
Low price Parle G Glucose with good quality and taste.

2. Diversification Strategy:
Biscuits: Eg. Parle G, Monaco, Crack Jack, Hide & Seek etc. Sweets: Eg. Melody, Mango Bite, Poppins etc. Snacks: Eg. Monaco Smart Chips, Fulltoss etc.

Competitors
Glucose (L) Marie (M)
Parle Parle G Britannia Tiger ITC Sunfeast Glucose Surya Priya Snacks Marie Dig. Marie Gold Sunfeast M
Priya Gold

Cream (H)
Hide & Seak Good Day Butter Cream
Badam Pista

Pricing

Conclusion
There is ample scope in the premium price segment. There is wide scope in urban and sub-urban areas. There is good scope in Snacks and Namkeen market. Need to improve the packaging and delivery quality. More schemes required for distributors and retailers.

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