Parle G presentation

1. ParleG

2. GROUP 10
NAME ROLL NO.
SURESH MER 46
NITIN MAKWANA 48
MAYANK MACHHAREKAR 49
DIPIN CHAVDA 50
SUBMITEDTO DR. KUNAL JOSHI

3.  Index
NO TOPIC NAME
1. Introduction
2. Target Segmentation.
3. Position Strategy
4. Distribution Channel
5. Close Competitor
6. 4ps
7. Product Hierarchy
8. Global Strategy
9. Pricing Strategy
10. 5 Level Of Product
11. Marketing Communication Strategy
12. Brand Extension Strategy
13. CSR Activity

4. Introduction
• Parle-G is a brand of biscuits manufactured by Parle Products in India.
• 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-G biscuits were earlier called 'Parle Gluco' Biscuits until the 1980s.
• A 2011 Nielsen survey reported it is the best-selling brand of biscuits in the world.
• In 2013, Parle-G became India's first FMCG brand to cross the ₹5,000 crore mark in retail sales.

6. TARGET SEGMENT
• Parle uses psychographic and demographic segmentation strategies to understand the different set
customers and their respective needs.
Geographic
• Rural.
• Urban.
• Semi Urban.
• Metro.
 Demographic:- Demographic segmentation is majorly used for standard range of biscuits which
have to be distributed far and wide.
 Psychographic:- Psychographic segmentation is used for premium range of biscuits such as
Milano, Hide & Seek, Hide & Seek Fills targeted towards the SEC A and SEC B classes.
• It’s customer targeting process both differentiating and undifferentiated segmentation strategies
depending on the kind of product.
• Like it has Parle –G which is a product for customers of all group and income while it has premium
biscuits brand also meant for middle/upper-middle income customers.

7. POSITIONING STRATEGY
Point Of Parity Point Of Differentiation
Taste Price
Flavor Quantity
quality Packaging

8. DISTRIBUTION CHANNEL OF PARLE-G
• Intensive Distribution:- Parle uses Intensive Distribution for Parle G. This is the ideal strategy for the
market leader as intensive distribution has the following advantages.
 1 Increases coverage and sales.
2. Increases product availability.
3. Encourages retailers to compete aggressively. Higher competition leads to narrower margins for the
retails hence, increases the ultimate margin for the manufacturer.
• The Channel Members of Parle:- The Parle distribution network for biscuits has essentially four
levels as enlisted below - 1. Parle Depots. 2. Wholesalers and Distributors. 3. Carry Forward Agents (if
required). 4. Retailers.

9. DISTRIBUTION CHANNEL OF PARLE-G
• Logistics of Parle:- Parle has nearly 1500 wholesalers, catering to 425000 retail outlets directly or
indirectly. A two hundred strong dedicated field force services these wholesalers and retailers.
Additionally, there are 31 depot sand Carry and Forward agents supplying goods to the wide
distribution network. Parle has level 1, level 2, level 3 distribution channels levels.
Level 1:- Availability of Parle G biscuits at all departmental stores across the length and breadth of the
country.
Level 2:- Since it's an FMCG product this channel exists for customers scattered throughout the
country.
Level 3:- Mass consumption and suitable for National and International coverage. For e.g. Parle's
international operations consist of serving markets in the Middle East, Africa, South America, Sri
Lanka, Australia, and North America for which the 3 level distribution channel exists.
• Dynamics:- Parle has a multi-channel marketing system since it uses more than two marketing channels
to reach all its customer segments.

10. Manufacturing Unit of Parle-G At Various
Location
Parle- G Depots Agents
Wholesalers And Distributors
Transportation To Next Level
Retailers Small Shop/city Stores
Procurement Customers

11. COMPETITORS OF PARLE-G
COMPANY PRICING
STRATEGY
TARGET
SEGMENT
PRICING PRODUCT
STRATEGY
PARLE-G LOWER
MEDIUM
LOWER MIDDLE
CLASS
CHEAPER ONLY IN
BISCUITS &
SNACK
SEGMENT
BRITANNIA
TIGER
MEDIUM
HIGHER
MIDDLE AND
HIGHER CLASS
COSTLY VARIOUS
PRODUCTS
AVAILABLE
VEG & NON-VEG

12. 4Ps Of Parle-G
• PRODUCT
• PRICE
• PROMOTION
• PLACE

13. PRODUCT
• Parle brand is one of the most recognized biscuit manufacturing company in India.
• Though famous for Parle G.
• They offers best quality and tasty products.
• Parle products offer various options in other segments and even in the biscuit category.
• It offers many other products like KrackJack, Monaco, Kreams, Golden Arcs, Parle Marie, Milk Shakti,
Parle Hide & Seek, Bourbon, Top, Happy Happy, 20-20, simply good, Namkeen parle magix,
cheeselings.
• Hence all the products of Parle are such that they can be consumed at any point of time and by anyone.

14. PRICE
• They focus on low pricing strategy.
• It came with its smallest packets of 100gm at 3.75rs in 1993 then they increase the price at 4rs.
• Then they increase their price in 2003 but their sales started decline so they take their price back.
• To control their cost they started to decrease the weight of the packet for the same price.
• 1993 – 100gm at 4rs
• 2003 – 88gm at 4rs
• 2022 – 65gm at 5rs

15. PROMOTION
• After independent in 1947 they started SWADESHI MOVEMENT.
• They highlight good taste and full of energy.
• In 1998 made SHAKTIMAN as a brand ambassador.
• After that they came with the campaign of G maane Genius.
• Parle – G G MAANE GENIUS.
• Currently they are running a new campaign #youaremyparleg

16. PLACE
• They have 1500+ Wholesalers who provide parle-g to more than 4.5 lakhs retailers in the country.
• They also have depot agents which helps them with the distribution channel.
• This is the reason parle products are available in every corner of the country.
• They do not sell the biscuits just to the retailers, they have a very special distribution chain for
themselves that is the chaiwala’s.
• You don’t find a single chaiwala across the country that didn’t sell parle-g as a compliment to tea.

17. PRODUCT
HIERARCHY

18. PRODUCTTYPE
SWEET SALTY BISCUITS
PRODUCT LINE
BISCUITS
PRODUCT CLASS
READYTO EAT PACKAGED FOOD
PRODUCT FAMILY
SNACKS
PRODUCT
ITEM
PARLE G
PRODUCT NEED
HUNGER SATISFACTION

19. PARLE-G GLOBAL
• Parle-G world's No 1 selling biscuit.
• The Nielsen study adds India is the world’s leading market for biscuits, ahead of the US, Mexico,
China, Argentina, France, Italy, Germany, Turkey and Spain.
• India showed a volume market share of 22%, the second slot was occupied by the US at 13%. The top
three countries -- India, US and Mexico -- contribute over 40% of the total biscuits 10 largest markets
for biscuits in volumes sales.
• Parle now has manufacturing units in 7 countries outside of India- Cameroon, Nigeria, Ghana, Ethiopia,
Kenya, Ivory Coast, Nepal. In 2018, we also added a new manufacturing plant at Mexico.
• For the country like USA parle-g use the biggest offline store of USA WALMART as a selling medium
for parle g.
• The price of parle-g in USA is $1.65 which = 124 inr.

20. PRICING STRATEGY
• The company follows a low-cost strategy to lead the position in the market.
• The pricing strategy is the backbone of the company.
• Also, it has been able to manage the low cost due to the high volume of production.
• It's a brand that has held its price line at Rs 5 for 25 years.
• Parle is not doing it for charity.
• They reduce the weight of the biscuit than increasing the price.
• Regular customers would have noticed the number of biscuits in a pack come down from 16 to 15 even
as each biscuit became lighter.

21. PRICING STRATEGY
• Strict cost control in its supply chain also helped.
• Parle entered into forward contracts with suppliers, outsourced production, increased the number of
manufacturing locations to 60 and consolidated buying.
• They also started packing in plastic bag rather than paper, to control cost.
• At this price point, price becomes more important than the weight of the biscuit.
• They all are came with high price or we can say that price higher than normal parle products.

22. 5 LEVEL OF PRODUCT
POTENTIAL
PRODUCT
AUGMENTED
PRODUCT
EXPECTED
PRODUCT
BASIC
PRODUCT
CORE
BENEFIT
New Flavour
Biscuits.
Easily Available.
Various Range Of
Product.
Biscuits.
Hunger satisfaction.

23. MARKETING COMMUNICATION STRATEGY
• Parle brand uses all sources of promotion like Tv, newspaper, online ads, etc.
• Parle has remained distinctive with its packaging that few of its products have been ingrained
subconsciously just for its packaging which attracts consumer attention.
• The brand uses taglines such as Bharat ka Apna Biscuit, Melody Itni Chocolaty Kyun Hai to excite the
emotions of their customers.
• They started campaign like PARLE-G, G MAANE GENIUS.
• Parle has sponsored shows like Shaktimaan, Chotta Bheem and numerous others events across multiple
channels.
• These shows and events bring in targeted audiences potentially interested in the brand.
• Collaborations with Shaktimaan and Chootta Bheem have helped it connect with the children as its
potential audience for its products.

24. CSR ACTIVITIES
• Parle donated 3 crore packs of Parle G biscuits through government agencies.
• We maintain that the success of tomorrow, begins today. Through the Olympic Gold Quest, we support
Indian sportspersons who have the potential to win medals at the Olympics. In a bid to build an
international reputation for our athletes, we work to bring about a positive change in the perception of
sports in the country.
• We encourage teenagers to create the spaces they want to enjoy. Through the Parle MTV Junkyard
Project, we mobilize the youth to take a stand on local sanitation.
• The program supports the Prime Minister's Swachh Bharat Campaign and has been awarded Gold at
the Appies Asia Conference as one of the most effective CSR activities across Asia.
• Every year, Parle organizes Saraswati Vandana in the state of West Bengal during the festival of
Saraswati Puja, inviting schools from all across the state to participate.
• Thousands of families participate and celebrate the occasion on a grand scale.

25. BRAND EXTENSION STRATEGY
• Parle-G launch PARLE-G GLOD.
• The variant adds the premium edge to the humble glucose biscuit, which is the USP of Parle-G and
key to its success.
• The product is targeted at keeping in mind the urban markets.
• The glucose segment has not seen any action or any significant launch in last few years, thus
making it a good time to launch Parle G Gold.
• With the consumer preferences and needs changing with time, we would like to offer them an
option of premium glucose biscuit with richer formulation.
• This product will be placed as premium glucose biscuit in their product portfolio.

26. BRAND EXTENSION STRATEGY
• After spending years turning kids into geniuses, Parle G has decided to go a step further.
• Parle Products, Indian biscuits, snacks and confectionery manufacturer, announced that it was
expanding its portfolio with the launch of Parle-G Chakki Atta in India.
• Parle-G Chakki Atta's distribution has already started in the northern and western parts of the country
under three SKUs – 2 kg, 5 kg and 10 kg, with competitive pricing.
• By tapping into the flour category, the company aims to capture urban and rural markets with 100 per
cent wheat atta.
• In India, the brands that make up the packaged wheat flour are national players like Aashirvaad,
Pillsbury, Nature Fresh, Annapurna, Shakti Bhog, Patanjali, Fortune etc.
• In India, during the last one-and-a-half years, ever since the COVID-induced lockdown started, people
prefer to buy packaged atta from a brand they trust.
• 75-80 per cent of the people who buy atta either get it milled, or purchase unbranded loose atta.

27. NEW BRAND

28. POSITIONING STRATEGY
Point Of Parity Point Of Differentiation
Quantity Taste
Quality Price

29. 4Ps Of Parle-G
• PRODUCT
• PRICE
• PROMOTION
• PLACE

30. PRODUCT
• This new product gives you taste of wafer as well as biscuit.
• It will double your taste experience.
• It is crunchy with the taste of sweet and spicy.
• Through parle-g is already had a huge market in India and the world it will boost fast.

31. PRICE
• As we all know parle-g is focused in low cost pricing strategy.
• We will sell the product at price of JUST RS.15.
• This product will also come with low cost compare to other brands will sells this type of biscuit at
higher price.
• The packaging of the product is simple to decrease the cost of the product.

32. PROMOTION
• As we have built a trust for so many years as a parle-g as a brand so we need to do promotion in that
point of view.
• We will run a campaign like “BISCUIT ME WAFER KA SWAD”
• For promotion we will run some ads and make a popular celebrity as a brand ambassador.

33. PLACE
• As parle-g has very big distribution channel in India.
• We will use their distribution channel as to reach everywhere in the country.
• We will make sure that the parle-g waff+bisc will available at every corner of the country.
• With the help of parle-g distribution channel we will also cut the distribution cost.

34. TARGET SEGMENT
• Demographic
Age:- 5 to 50.
Income:- Lower level And Middle level.
• Geographic
 Rural.
Urban.
Semi Urban.
Metro.

35. CSR ACTIVITIES
• We will do some competition activities in some districts of India.
• School building.
• Sponsorship.
• Donating books to the village children.