Primary as well as Secondary Research has been done for this Marketing Project with talks about 4Ps, STP , Swot analysis of Parle-G buscuit giving few recommendations for future .

1. MARKETING PROJECT
PRODUCT: PARLE-G
BY GROUP 3
Deepak Sunderrajan
Harshit Gupta
Jithin Mohan
Krati Jain
Manvi Jain
Nainika Behl

2. G MANE GENIUS

3. INTRODUCTION
 First product introduced by the company Parle.
 Production began in 1939.
 Its original manufacturing unit is in Mumbai.
 For Parle, Parle G remains the flagship and the number one
brand.
 The illustration of the little girl remains with Parle for now like
80 years.
 Currently Parle G is valued over Rs. 2000Cr.
 Its current market share is 70% of the entire glucose biscuit
industry.

5. PRODUCT
 Parle-G has been a
source of all-round
nourishment for the
nation since 1939.
 Parle-G was declared
the world’s largest
selling biscuit brand by
Nielsen in 2003.
PRICE
 Market Penetrating
Strategy- Low price
 Volume strategy

6. PLACE
 Big metropolitan
cities to the remotest
and smallest of
villages.
 Focus more on rural
and sub urban areas
PROMOTION
 Packaging that is easily
recognizable, the girl
has become
synonymous with the
brand name.
• Parle-G uses all media
likeTV, print, online ads
• Target children by
sponsoring shows like
Shaktiman.

7. STPs
SEGMENTATION
 Geographic
 Demographic
 Age
 Occupation
TARGETING
 All age groups
 Rich or poor
 Urban as well as rural
POSITIONING
 Loyal customers
 Good quality
 Value for price ( Low
cost)

9. STRENGTHS
• Indian connection
• Customer satisfaction
• Desi image
• pricing
OPPORTUNITY
• Increase marketing
communications
• Start a premium range
• Use distribution for more mass
products
• Widen manufacturing base to
more countries
WEAKNESS
*Missing premium range biscuit
* Manufacturing bottlenecks
* Regional players
THREATS
• Consistent competition
• Rising Income
• Rising cost
• Mature market

10. PORTER’S FIVE FORCES MODEL
THREATOF NEW
ENTRANTS
 Low as entry barriers are
high.
THREATOF SUBSTITUTES
 Household snacks
 Bakery biscuits
 Toasts
BARGAINING POWER OF
SUPPLIERS
 Less as large number of
sellers are present
BARGAINING POWER OF
BUYERS
 High bargaining power
due to excellent
competition
 Low switching cost
COMPETITORS
Large number of
competitors
 BritanniaTiger
 ITC’S Sunfeast

11. PROJECT OBJECTIVES
• To comprehensively research and study about Parle G.
• The study aims to analyse the market share and growth of the
product and also conduct a SWOT analysis.
• The stress has been put to know about the perception and
behaviour of customers and retailers towards Parle G.

12. RESEARCH METHODOLOGY
• Primary and Secondary data
• Mix of customers and retailers responses recorded in a questionnaire.
• Secondary sources such as various internet websites.

13. CUSTOMER ANALYSIS
• Price most important factor while purchasing
biscuits
• Parle G price and taste most favourable
factors
• Rated 3/5 in overall favourability rating

16. RETAILER ANALYSIS
• Parle G and Hide and seek highest selling
Parle biscuits
• On an average 10,000 units are sold in a
month per retailer.

17. RECOMMENDATIONS
• Market the product as a healthier alternative to its competitor products
• Improvising packaging of biscuits
• Improve distribution network

18. THANKYOU