‘Genius Planning of

Parle – G’

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- Presented by -

1) Komal Dhantole 55

2) Nikhil Kadam 65

3) Pranit Khot 68

4) Nikita Mahire 69

5) Trupti Yadav 82

MMS – II Year

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‘Parle Glucose’

• Launched in the year 1939

• At the Mumbai factory, Vile Parle

• By 1949, Parle Glucose biscuits were available across the state

• In early 50s, they produced over 150 tones of biscuits in the Mumbai factory

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Looking at the

success of ,

a lot of other ‘me-too’

brands were introduced in the

market……

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“Genius Tales to be discussed”

1) Parle G’s capabilities

2) Product Mix of Parle

3) Parle’s Genius ways of Branding

4) Packaging & labelling

5) Price Mix strategies

6) Place Mix strategies

7) Promotion Mix

8) Consumer behavior for Parle-G

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1) “Parle G’s Capabilities”

1) Based on functional life

2) Based on price and quality

3) Based on utility- Convenience goods. Also they are partly impulse products.

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“Genius Tales to be discussed”

1) Parle G’s capabilities

2) Product Mix of Parle

3) Parle’s Genius ways of Branding

4) Packaging & labelling

5) Price Mix strategies

6) Place Mix strategies

7) Promotion Mix

8) Consumer behavior for Parle-G

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2) “Product Mix of Parle”

Biscuits Sweets Snacks

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“Genius Tales to be discussed”

1) Parle G’s capabilities

2) Product Mix of Parle

3) Parle’s Genius ways of Branding

4) Packaging & labelling

5) Price Mix strategies

6) Place Mix strategies

7) Promotion Mix

8) Consumer behavior for Parle-G

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3) ‘Parle’s Genius ways of Branding’

•              symbolizes quality, health

& great taste

• Uses Prefix i.e. Parle at the beginning..

• Follows both line extension & brand extension

• Line extension – Milkshakti, Magix

• Brand Extension – Introduction of snacks category 11

“Genius Tales to be discussed”

1) Parle G’s capabilities

2) Product Mix of Parle

3) Parle’s Genius ways of Branding

4) Packaging & labeling

5) Price Mix strategies

6) Place Mix strategies

7) Promotion Mix

8) Consumer behavior for Parle-G

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4) ‘Packaging & labeling’

• Initially recognized by its iconic white & yellow stripped wax paper wrapper with the baby face on it.

• Many competitors tried to sell their lower quality products by copying the packaging, to sell their biscuits with name Parle-Jee !!!

• Parle G now uses plastic wrappers for its packaging.

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Contd… 4) ‘Packaging & labeling’

• Parle-G comes in 8 different sizes: 25gms, 44gms, 93.5gms, 231gms, 340.5gms, 462gms, 577.5gms & 1kg pack just for Rs.30 which is not usually offered by other brands.

• Giving information about ….

ingredients used, nutrition facts, emailing addresses asking for feedback, phone number, packaging date etc. 14

“Genius Tales to be discussed”

1) Parle G’s capabilities

2) Product Mix of Parle

3) Parle’s Genius ways of Branding

4) Packaging & labeling

5) Price Mix strategies

6) Place Mix strategies

7) Promotion Mix

8) Consumer behavior for Parle-G

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5) Price Mix strategies

• The Parle marketing philosophy emphasizes catering to the masses

• Most Parle offerings are in the low & mid-range price segments

• based on Indian consumers’ psyche.

• Market Penetration strategy

• value pricing method

contd….16

Contd…

• For setting the price of Parle hide & seek biscuit, a survey was taken in the urban &semi-urban markets

• Potential consumers were ready to pay a premium price for an innovative product like chocolate chip biscuits.

• Thus, Parle adopted market skimming

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“Genius Tales to be discussed”

1) Parle G’s capabilities

2) Product Mix of Parle

3) Parle’s Genius ways of Branding

4) Packaging & labeling

5) Price Mix strategies

6) Place Mix strategies

7) Promotion Mix

8) Consumer behavior for Parle-G

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6) “Place Mix strategies”

• Parle has nearly 1,500 wholesalers, catering to 4, 25,000 retail outlets

• 200 field force, services these wholesalers &retailers.

• Additionally, there are 31 depots & C&F agents supplying goods to the wide distribution network

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6) “Place Mix strategies”

• Level 1 - availability to all departmental stores

• Level 2 - Since it’s an FMCG product this channel exists for customers scattered throughout the country

• Level 3 - Mass consumption & suitable for national & international coverage.

e.g. Middle East, Africa, South America, Sri Lanka, Australia, North America

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“Genius Tales to be discussed”

1) Parle G’s capabilities

2) Product Mix of Parle

3) Parle’s Genius ways of Branding

4) Packaging & labeling

5) Price Mix strategies

6) Place Mix strategies

7) Promotion Mix

8) Consumer behavior for Parle-G

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7) “Promotion Mix strategies”

• In the 80's it was advertised mainly through press ads

• In1989 released its Dadaji commercial

“Swadbhare Shaktibhare, Barso se…Parle G”

• Then in 2002…G-Man

& then……

‘G’ maane’GENIUS’’

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“Genius Tales to be discussed”

1) Parle G’s capabilities

2) Product Mix of Parle

3) Parle’s Genius ways of Branding

4) Packaging & labeling

5) Price Mix strategies

6) Place Mix strategies

7) Promotion Mix

8) Consumer behavior for Parle-G

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8) “Consumers’ behavior for ParleG”

• In India it is a habit to have biscuits along with chai or tea –

• Parle G is referred to as"biskut" in rural areas - thus when asked for biskut to a shopkeeper it simply meansParle-G biscuit in rural areas….

• Perception- consumers believe Parle-G to be a good quality product which is cheap too.

•  a great snack with tea24

8) “Why G mane Genius ???”

Because…….

• Today, Parle enjoys a 40% share of the total

biscuit market and a 15%share of the total

confectionary market, in India.

• enjoys a strong imagery & appeal amongst

consumers.

Be it a big city or a remote village of India,

the Parle name symbolizes quality,

health and great taste! 25

‘Thank you’

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