MARKETING

Parle G

Parle G

Introduction

Parle Products is the largest biscuit manufacturer in India and has been the largest manufacturer since the past 80 years. Parle G is the brand name given to the biscuit products that Parle Products has been manufacturing. The brand Parle G has been named as such to denote perfection in taste, quality and nutrition in the biscuits. The brand has been so widely and aggressively marketed in the entire country that it has been made available even in the most remote geographical regions of India. Parle Products has been able to attain a market share of almost 40% in the Indian market in the biscuit manufacturing industry of India. The marketing strategies that Parle Products has made for its famous biscuit brand Parle G have proved to be very successful at their execution and have been imitated by majority of its competitors. The major strength of Parle G has been the vast distribution network that the brand has which enables it to be distributed throughout India. The brand has been targeted at the children and the youth of the nation who are a major market segment which is being served by Parle G.

Marketing Strategy of Parle G

The marketing strategy of Parle G has been based on its core competency to reach almost all the regions of India which makes its distribution network very vast in terms of its reach. Moreover, the brand name is familiar to every individual in India whether they are the customers or the potential customers. Parle Products has also been able to change the market segment of its brand from the children to the other age groups very effectively, which has made Parle G a product that is not targeted to a particular age group but every age group. Besides its vast distribution network, Parle G has also been marketed with the claim that the biscuits are very hygienic and healthy which renders them to be even more attractive to the customers. The marketing strategies of Parle G have been based on conveying the hygiene and health related benefits of the products. The marketing strategy of Parle G has been very successful at attracting customers by the tag line that is targeted towards children. The G in Parle G brand name means Genius and is targeted at the children.

Segment, Target and Positioning of Parle G

The segment that Parle G targets has been changed from children to every age group that consumes biscuits. The target group now includes all the age groups and customers of every demographic segment. The brand name has been positioned as such that it attracts the children and the youth of India by conveying the message of being genius to the target markets.

SWOT Analysis of Parle G

Strengths

The major strength of Parle G brand is that is of low cost which almost every individual can afford in India which makes it a brand that every individual prefers in India. Moreover, Parle G has also been able to make its advertising a ...