A Case Study on Parle G brand

1. ACASESTUDY
ONPARLE-G
BRAND
Pranali Milind Yengde
Daram Tej Kumar

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Evolution of Parle
• It was founded in 1929 by Mohan
Lal Dayal under the name of ‘Parle
Products Private Limited’.
• Mr.Dayal who got influenced by the
swadeshi movement in India during
British raj in India.
• He aspired to make candy within
India so that middle-class Indians
can taste it.
• Since candy was belonged to elite
class at that time.
• He imported the Candy Making
equipment from Germany and
established a factory in Vile-Parle in
Mumbai.
• He kept his product name Parle
based on the location of the Factory.
First Parle Factory in Vile Parle

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Biscuits – A breakthrough for Parle
• In 1939, Mr. Mohan started manufacturing
biscuits and named it as Parle Gluco.
• During the colonial period, biscuits were
meant for elite class and Britishers only.
• After the end of the second world war, Parle
became a massive brand in the Indian
Market.
• The Parle production was stopped in 1947 [1]
because of a shortage of wheat after
independence.
• In 1982 Parle changed its brand name from
Parle Gluco to Parle G in order to avoid
duplication
• Parle biscuits are consumed daily by the
majority of Indians as a tea time snack.
• From Kashmir to Kanyakumari and from
Biggest Grocery Store to Remote Village Pan
Shop.

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Growth
• Parle started its supplement
products in Confectionary market
like Mango Bite, Londonderry,
Poppins, 2 in 1, Eclairs, Mazelo,
Kismi Toffee Bar, Kaccha Mango
Bite, Melody which holds 15%
share of the total confectionery
market in India.
• Parle expanded its products in
snacks comprises 3% share in total
snacks market.
• As of today, there are 400 million
Parle G biscuits being produced
daily. 14,600 crore biscuit packets
are sold every year.
• In 2003 it was mentioned as the
biggest biscuits brand in the world
by Nielsen.

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• Competition in market.
• Duplication of product.
• Internal Disputes in the Chauhan
Family divided brand into Parle and
Parle Agro.
• No aggressive ad campaign.
• Less share in the premium biscuit
market.
Hard Ships

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Mystery Girl
• There was a buzz around girl image on
Parle G packing cover. Many rumors
revolve around it.
• From Neeru Deshpande, Sudha Murthy
(Wife of IT Industrialist Narayan Murthy)
and to Gunjan Gandhania was rumored as
a Parle girl.
• The media stressed that baby girl as
Neeru Despande.
• Mayank Shah, [2] product manager of
Parle, beyond all of these rumors
mentioned in an interview that a girl
picture on the cover is an illustration.
• It was made by an artist named Maganlal
Dahiya in the early '60s.
• Since the packing and logo is very crucial
in Parle growth.

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Other Parle products
• Products like Krack
jack, Monaco and
Nimkin all have familiar
salty flavor with slight
variations.
• Out of high competition,
Parle has expanded its
market by
manufacturing a wide
variety of products.
• With little variations
and make room for
competition within its
brand itself so that
people will not go for
another brand

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Marketing Strategy
• Low-Profit Margin
• Quantity is getting reduced by
maintaining quality
• Buying intelligence
• Low cost of Packaging
• Strategic locations of factories
• Multiple price variants
• Future Strategy

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• Low-Profit Margin
Parle - G is treated as Driver Product of the brand by
keeping a minimum profit margin. While doing so, other
products of the brand are being used to balance the profit.
• Quantity is getting reduced by maintaining quality
There was a time when 100 grams of Parle g pocket
used to get at Rs.5. At present, the same-priced pocket comes
with a weight of 65 grams. In that too it is being printed on the
packet as 50 gram + 10 gram extra.
• Buying intelligence
Raw material cost is reasonable. So the price at the
consumer level can be balanced.
• Low cost of Packaging
In 2001, the Parle - G changed its packing from wax
paper to BOPP (biaxial – oriented polypropylene) which is the
plastic paper. It was a successful makeover by Parle and also an
economical one.
First Parle-G pack cover
BOPP Parle-G Cover
Marketing Strategy

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• Strategic locations of factories
While Mumbai is the primary location of the factory, other locations are
kept strategic in order to
 Save logistics cost
 Save warehousing cost
 Save miscellaneous cost
 Supply product quickly
 Increase inventory rotation yearly
 Rotate the fund more
• Multiple price variants
From nuclear to joint family, each type of consumer being covered by
maintaining different prices of the products. For, e.g., Rs.2, Rs.50, and Parle g tin
as a family pack.
• Future Strategy
Parle-G can survive as a desh ka biscuit with its quality and price.
However, the brand Parle explored different varieties of products (other biscuits,
rusk, chocolates, and fresh harvest pulses, etc.) to sustain in the market.
Marketing Strategy

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AD Campaigns
• Before 2003, Parle g was primarily considered as
energy giving biscuits which made it one dimensional.
In order to go beyond this identity, the brand came up
with a campaign called Parle-G. G maane Genius .
• This AD showcases how Parle biscuits are offering not
only physical strength but also mental strength for
making kids smart and all-rounders.
G- manne Genius AD

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AD Campaigns
This campaign of 2014 showcases nostalgia
associated with the brand, How things changes
over the years but this one brand that has not
changed.
• Strategy Behind the AD: building a
relationship with consumers
• Intended Audience: mostly adults
• Convincing or Not? Yes
• Attention Seeking Element of the AD: an
emotional aspect of the ad.
Vo hi Pehle wali baat AD

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AD Campaigns
• This pan-India campaign ran extensively during Indian Premier
League(2017) season, of which Parle was also an associate
sponsor .
• This campaign showcases the portfolio of its different products
and their connection with its mother brand, Parle. It tries to
convey how people are evident of some things just like they do
not realize multiple products under the family of Parle.
• Strategy Behind the AD: creating value with awareness
about their products
• Intended Audience: Audience of all age groups
• Convincing or Not ?: yes
• Attention Seeking Element of the AD: seeking consumer’s
attention with a humorous touch
Nam tho Suna hi Hoga AD

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AD Campaigns
• This AD Campaign (2018 IPL) tries to establish a
compelling connection with the brand by highlighting
how we tend to take the familiar for granted.
• However, critics of the ad compare this campaign of
Parle with Meri Maggi campaign by instant noodles by
brand Maggi.
• Strategy Behind the AD: building a relationship
with consumers
• Intended Audience: from kids to adults
• Convincing or Not ?: Yes
• Attention Seeking Element of the AD: an
emotional aspect of the ad
You are my Parle-G AD

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 Design for the change: Children’s
movement which addresses topics such as
education, employment environmentalism,
health, and more. It creates an
environment where they can feel, imagine,
and share the changes they would like to
make in their communities.
 Olympic Gold Quest: Supporting Indian
sportsperson who has the potential to win
medals at the Olympics.
Public Relations Initiatives

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Conclusion
• Starting from a rural village of Maharashtra,
this Parle-G brand reached almost all places
in the Sub-continent.
• One cannot merely say that it is possible
only because of price and quality, but
another essential factor that influenced its
success is Advertising and Marketing.
• Though Parle was not a part of massive AD
campaign all the time like others whenever
it campaigned, it managed to stay in people
hearts.

17. WOODGROVE
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Queries ?