PRODUCT AND BRAND MANAGEMENTASSIGNMENT

PRODUCT ANALYSIS ON PARLE

SUBMITTED TO ,

Ms Sabeeha Fatima

SUBMITTED BY,

Raghavendra Mishra

MBA –IB (2009-11)

INTRODUCTION

Parle Products has been India's largest manufacturer of biscuits and confectionery for almost 80 years. Makers of the world's largest selling biscuit, Parle-G, and a host of other very popular brands, the Parle name symbolizes quality, nutrition and great taste. With a reach spanning even to the remotest villages of India, the company has definitely come a very long way since its inception.

Many of the Parle products - biscuits or confectioneries, are market leaders in their category and have won acclaim at the Monde Selection, since 1971. With a 40% share of the total biscuit market and a 15% share of the total confectionary market in India, Parle has grown to become a multi-million dollar company. While to the consumers it's a beacon of faith and trust, competitors look upon Parle as an example of marketing brilliance.

Available AnywhereToday, the great strength of Parle Products is the extremely widespread distribution network

About the Company

A cream colored yellow stripped wrapper with a cute baby photo containing

10 – 12 biscuits with the company’s name printed in Red and you know these are

Parle G biscuits. Times changed, variety of biscuits did come and go but nothing

has changed with these biscuits. Yes, the size of their packing has definitely

changed but for the consumers good as these are money savers pack.

The Parle name conjures up fond memories across the length and breadth of the

country. After all, since 1929, the people of India have been growing up on Parle

biscuits & sweets.

Initially a small factory was set up in the suburbs of Mumbai city, to

manufacture sweets and toffees. The year was 1929 and the market was dominated

by famous international brands that were imported freely. Despite the odds and

unequal competition, this company called Parle Products, survived and succeeded,

by adhering to high quality and improvising from time to time.

A decade later, in 1939, Parle Products began manufacturing biscuits, in

addition to sweets and toffees. Having already established a reputation for quality,

the Parle brand name grew in strength with this diversification. Parle Glucose and

Parle Monaco were the first brands of biscuits to be introduced, which later went on

to become leading names for great taste and quality.

For around 75 years, Parle have been manufacturing quality biscuits and

confectionery products. Over the years Parle has grown to become a multi million-

dollar company with many of the products as market leaders in their category. The

recent introduction of Hide & Seek chocolate chip biscuits is a product of

innovation and caters to a new taste, being India’s first ever chocolate-chip

biscuits.

All Parle products are manufactured under most hygienic conditions. Great care is

exercised in the selection and quality control of raw material and standards ensured at every

stage of the manufacturing process.

Parle Products has 4 manufacturing units for biscuits and confectionaries at Mumbai,

Haryana, Rajasthan and Karnataka. It also has 14 manufacturing units for biscuits & 5

manufacturing units for confectioneries, on contract. All these factories are located at strategic

locations, so as to ensure a constant output & easy distribution.

Today, Parle enjoys a 40% share of the total biscuit market and a 15% share

of the total confectionary market, in India.

Marketing Mix of Parle Products Limited

The marketing mix of Parle for this project has been studied from the point of

view of Parle biscuits; mainly Parle-G and Parle hide & seek.

Product strategy

Product Levels

1) Core benefit- the core benefit of biscuits is to satisfy hunger of the consumer

2) Basic product- in the second level, the basic product is biscuits.

3) Expected product- the consumers expect the product to have a good taste and

also give nutrition.

4) Augmented product- parle biscuits increase a person’s energy levels. This is not

always expected by the consumers and hence exceeds customer’s expectations.

5) Potential product- in the future parle could come up with different products such

as a snack which could be a combo of chocolate and biscuit.

Classification of products

1) Based on tangibility- Parle biscuits are tangible, i.e. one can see and touch them.

2) Based on functional life- Parle biscuits are consumables since biscuits form a

part of food and have a short life.

3) Based on price and quality- most of Parle biscuits such as Parle-G, Monaco,

Krackjack are mass products but a few Parle biscuits such as Parle hide and seek

and Milano are premium or prestige products.

4) Based on utility- Parle biscuits are convenience goods. They are staples since

they are bought by consumers regularly. Also they are partly impulse products.

Product mix

• Width- Parle produces biscuits, snacks and sweets. So the width is 3.

• Length- the length of Parle products is as below

PARLE BISCUITS-

Parle biscuits are linked with factors of power and wisdom providing nutrition and strength. Parle

biscuits are indeed much more than a tea- time snack, they are considered by many to be an important

part of their daily food. Parle can treat you with a basket of biscuits which are not only satisfying but are

also of good and reliable quality. Parle biscuits cater to all tastes from kids to senior citizens. They have

found their way into the Indian hearts and homes

Get your biscuit goodies:

Parle - G Hide and Seek

Krackjack Hide & Seek Milano

Magix Digestive Marie

Monaco Parle Marie

Kreams Milk Shakti

Parle 20-20 Cookies Golden Arcs

Nimkin Kreams Gold

Chox Monaco Jeera

Hide & Seek Bourbon

PARLE SWEETS

Right from candies to toffees, the sweet 'n' treat category of the Parle product range is a genuine treat for every snack lover. This category can satisfy one's taste and at the same time create a desire for more. These confectioneries are a sheer delight to the taste buds and have a universal appeal. Parle Biscuits and confectioneries, continue to spread happiness & joy among people of all ages.

Grab Your Sweets:

Melody Kismi Gold

Mango Bite Orange Candy

Kaccha Mango Bite Xhale

Poppins 2 in 1 Eclair

Kismi Toffee Golgappa

Kisme Toffee Bar Melody Softee

Mazelo Parle Lites

PARLE SNACKS-

Salty, crunchy, chatpata and crispy caters to the bunch of Parle snacks. You can now treat your loved ones with this yummy lot.Parle snacks are a complete delight to the taste buds and can create the desire for more and more. These snacks will not only satisfy your tummy but will also sustain a feel in your mouth to associate you with the bond of Parle.

Get Your Snacks:

Musst Bites Jeffs

Cheeslings Musst Stix & Musst Chips

Sixer Sixer Zeera

Monaco Smart Chips

The product consistency generally depends on 3 parameters

PRODUCTION PROCESS-

The production process of every parle biscuit follows some basic

ingredients like wheat flour, vegetable oil, inverted syrups, skimmed milk

powder, etc. then depending upon the product, extra ingredients are

added for e.g. in Monaco there might be an extra amount of salt put in to

give it that prominent salt taste, to hide & seek, chocolate chips are

added. Etc.

THE MARKETING STRENGTH – DISTRIBUTION AND SUPPLY CHAIN

The extensive distribution network, built over the years, is a major

strength for Parle Products. Parle biscuits & sweets are available to

consumers, even in the most remote places and in the smallest of villages

with a population of just 500.

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

directly or indirectly. A two hundred strong dedicated field force services

these wholesalers & retailers. Additionally, there are 31 depots and C&F

agents supplying goods to the wide distribution network.

The Parle marketing philosophy emphasizes catering to the masses. They

constantly endeavor at designing products that provide nutrition & fun to

the common man. Most Parle offerings are in the low & mid-range price

segments. This is based on their understanding of the Indian consumer

psyche. The value-for-money positioning helps generate large sales

volumes for the products.

However, Parle Products also manufactures a variety of premium

products for the up-market, urban consumers. And in this way, caters a

range of products to a variety of consumers

Parle uses the same distribution channels for selling all its products

under the biscuit category i.e. 1st, 2nd & the 3rd level of the distribution

channels.

CONSUMER END TO USE –

The basic end use of all parle products remains the same – eating it

simply to satisfy hunger. Products like parle-g may also be consumed for

the intake of high glucose levels for immediate strength & energy.

MARKETING MIX FOR PARLE G

PRODUCT: Parle-G

Parle-G or Parle Glucose biscuits are one of the most popular confectionary biscuits in India. Parle-G is one of the oldest brand names in India and is the largest selling brand of biscuits in India. For decades, the product was instantly recognized by its iconic white and yellow wax paper wrapper with the depiction of a young girl covering the front. Many counterfeit companies have attempted to recreate and sell lower quality products of similar names and virtually identical package design.

Ingredients: Wheat Flour,

Sugar,

Partially Hydrogenated Edible Vegetable Oils,

Invert Syrup,

Leavening Agents [ 503 ( Ii ), 500 ( Ii ) ],

Salt, Milk Solids, Emulsifiers [ 322 or 471 & 481 ( i ) ]

Dough Conditioners [223].

Contains Permitted Natural Color [Artificial]

Pack Size & Price:For 19grams:Rs.1/- For 44grams:Rs.2/-For 93.5grams:Rs.5/-For 231.5grams:Rs.12/-

Place:It is available in mostly every retail shop.

Promotion: It is relish a delectable experience as they melt in your mouth. PARLE-G’s tag line is:

“Hindustan Ki Taakat”

Product Life Cycle For Parle

Parle as a company has reached the maturity stage in its products life cycle; since products such

as parle-G, parle Monaco, parle Krackjack which form a major part of parle products’ sales have

captured most of India’s market.

But for its premium biscuits parle hide and seek and parle hide and seek Milano

the products are in the growth and introduction stages respectively.

For parle hide and seek:

PRODUCT: Hide & seek

A choco biscuit hatflirts with your taste buds.Seek out the chocolate chips that aren't really hidden. And relish a delectable experience as they melt in your mouth.

Ingredients: Wheat Flour,

Cocoa Solids,

Sugar,

Partially Hydrogenated Edible Vegetable Oils,

Invert Syrup,

Leavening Agents [ 503 ( Ii ), 500 ( Ii ) ],

Salt, Emulsifiers [ 322 or 471 & 481 ( i ) ] and

Dough Conditioners [223].

Contains Permitted Natural Colour [150 b]

Added Flavor (Artificial).

Pack Size & Price: For 25 grams: Rs.5/-For 50 grams: Rs.8/-For 100 grams: Rs.14/-

Place:It is available in mostly every retail shop.

Promotion: It is relish a delectable experience as they melt in your mouth. Hide seek tag line is:

“TASTY ITANA, KI DIL AAJAYEE.” It is also most famous tag line and it they make advertising through TV advertising and signboards.

Parle hide and seek was introduced in 1998 with favors such as mint, orange and chocolate. But

it did not really succeed in capturing the consumer’s attention. So after a few years it was re

launched with just one flavor i.e. chocolate flavor with new packaging. After the re-launch it has

started gaining attention of its potential buyers and hence is in the growth stage of its life cycle.

It has to fight for its stand in the market since it faces competition from Britannia’s good-day

choco nuts.

Brand

The Parle Biscuit brands, such as, Parle-G, Monaco and Krackjack enjoy a

strong imagery and appeal amongst consumers. Be it a big city or a remote

village of India, the Parle name symbolizes quality, health and great taste. And

yet, this reputation has been built, by constantly innovating and catering to new

tastes. This can be seen by the success of new brands, such as, Hide & Seek and

Hide & Seek Milano.

• Brand name strategy

Parle follows company brand name strategy, since all its products are named

using the company’s name as a prefix such as Parle-G, Parle- Monaco, Parle

hide&seek, Parle digestive Marie, etc.

• Brand strategy decision:

Parle follows both line extension and brand extension for its products.

For a product like Parle-G it followed line extension with the introduction of

Parle-G milk Shakti and Parle-G magix which has 2 flavors- choco and cashew.

For Parle Monaco too it followed line extension when a new favor Monaco jeera

was introduced. Similarly when it introduces any new product in the biscuit

category, it follows line extension.

Initially Parle used to produce only confectionaries. Parle followed brand

extension with the introduction of products in the biscuits and snacks category.

In this way, by concentrating on consumer tastes and preferences and

emphasizing Research & Development, the Parle brand grows from strength to

strength.

Packaging and Labeling

Packaging:

The time spent by a customer for picking up a product from a retail outlet is a few

seconds; therefore a package should appeal to a customer within such a small

interval of time. In this, both packaging & labeling play an important role in

attracting customers both visually & psychologically.

For Parle G: Parle G was initially recognized by its iconic white and yellow stripped

wax paper wrapper with the baby face on it. Many competitors have tried to sell

their lower quality products by copying the packaging, trying to sell their biscuits as

Parel-G; Parle-Jee etc. Due to increasing competition Parle G now uses plastic

wrappers for its packaging. Parle-G comes in 8 different sizes: 25gms, 44gms,

93.5gms, 231gms, 340.5gms, 462gms, 577.5gms and a 1kg pack just for Rs.30

which is not usually offered by other brands.

Parle Hide & Seek: It initially came out with 3 variants: Mint, Orange & Chocolate

which wasn’t accepted by the masses. However, the production of Mint & orange

flavors was stopped. Chocolate is the only flavor that is running successfully since

it is India’s first chocolate chip biscuit. . Hide & seek biscuit's current

packaging has been modified along with lower prices & better affordability rates.

Thus there is a change in size of the product which is prevalent in the ads. One of

the advertisements shows movie actor, Hrithik Roshan walking with a pack of hide

& seek biscuits in the back pocket of his jeans emphasizing on the small size of the

product.

Parle hide & seek Milano: This product of Parle has a flashy purple coloured

packing which attracts customers with the whole look of Italian chocolate chip

cookies.

As in all other biscuits, packing plays an important role in Parle-G too. The basic small packs are packed mechanically using automated machines and are sealed using the Polly bag sealing machine. These small packs are then manually packed into small boxes and are sent through the conveyor belt to be packed in large cartons. 160 packets are packed per minute. And in one big box there are 160 Parle-G packets packed.

Before, they used to bring the packaging material from outside the company but now it is produced in the factory premises itself. For export purpose the packets have different languages print on them depending upon the geographical location & demand of the people. Each factory has state-of-the-art machinery with automatic printing & packaging facilities.

Labeling:

Consumers are becoming increasingly health conscious. So it is essential to display the contents

of every product. Every packet of Parle G, Parle hide & seek, Parle hide & seek Milano has

information about the ingredients used, nutrition facts, mailing & emailing addresses asking for

feedback, phone number, packaging date etc. All this along with the brand name and directions

are printed in Hindi too.

Pricing Strategies

The Parle marketing philosophy emphasizes catering to the masses. It constantly

endeavors at designing products that provide nutrition & fun to the common man.

Most Parle offerings are in the low & mid-range price segments. This is based on its

cultivated understanding of the Indian consumer psyche. The value-for-money

positioning helps generate large sales volumes for the products.

Parle G has adopted the Market Penetration strategy i.e. low price along with capturing

of a large market Also they focus on low prices and provide good quality products at

the same time, which means it uses the value pricing method. This benefits Parle G by

having a competitive edge in terms of large market share which is around 40%: both

rural and urban presently.

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

semi-urban markets; on the basis of which hide & seek was introduced. It was found

that the potential consumers were ready to pay a premium price for an innovative

product like chocolate chip biscuits. Thus, Parle adopted market skimming where the

product is high priced and also of high quality. It includes the cost of chocolates,

packaging & other processing cost. All these show customer status, which is also one

of the reasons for parle hide & seek’s high price.

A separate example for explaining the pricing strategy of Parle is its product Parle

Creams

For this product Parle uses going rate method only as a reference rate. In this case,

Parle Creams were introduced after Britannia’s Cream Treats with similar variants but

at Rs.5 per packet of biscuit and not Rs.10 like that of Britannia’s cream treats.

Place Mix

The extensive distribution network, built over the years, is a major strength for

Parle Products. Parle biscuits & sweets are available to consumers, even in the most

remote places and in the smallest of villages with a population of just 500.

Promotion mix-

The year 2002 went down as a special year in Parle-G's advertising history. A year

that saw the birth of G-Man - a new ambassador for Parle-G. Not just a hero but

also a super-hero that saves the entire world, especially children from all the evil

forces. A campaign that was not just new to the audiences but one that involved a

completely new way of execution that was loved by children all over the world -

Animation. A TV commercial that showed G-Man saving the children from the evil

force called Terrolene launched this campaign. It was also supported by print

medium through posters and streamers put up at the retail outlets.

Another campaign that was launched by Parle for Parle-G was - ’G’ maane

’GENIUS’’. For this a series of ads were shown in which a little kid eats Parle G and

tricks the wise and experienced people.

Just a few months back a reminder TV commercial was launched for Parle-G where

the product is being called ‘hindustan ki takat’ ( link for the ad:

http://www.youtube.com/watch?v=Kxb4bLq35mg ). Most of the Parle-G TV

commercials tell us that brand awareness is being done by capturing consumer

emotion.

Heavy promotion plays a major role in creating brand awareness. Such is the case of Parle hide

& seek biscuit’s television advertisements. The ads of parle hide and seek are portraying actor

Hrithik Roshan. This tells us that the product is being promoted by celebrity endorsement to

increase awareness of this product and help capture the consumers’ attention.

Sales Promotion

Parle uses the Sales force promotion tool for all its employees.

Every year it holds day fairs at branded venues where games and fun events are

organised for the employees of Parle and their families; where Parle products are

giveaway prizes.

Public Relations

Parle has done the following for enhancing public relations:

In the year 1997, Parle-G sponsored the tele-serial of the Indian superhero,

Shaktimaan that went on to become a huge success. The personality of the

superhero matched the overall superb benefits of the brand. Parle extended this

association with Shaktimaan and gave away a lot of merchandise of Shaktimaan.

The children just could not get enough of Parle-G and Shaktimaan.

In the year 2002, it was decided to bring the brand closer to the child who is a

major consumer. A national level promo - `Parle-G Mera Sapna Sach Hoga' was

run for a period of 6 months. The promo was all about fulfilling the dreams of

children. There were over 5 lakh responses and of that, over 300 dreams were

fulfilled. Dreams that were fulfilled ranged from trips to Disneyland at Paris &

Singapore; meeting their favorite film star Hrithik Roshan; free ride on a chartered

plane; 20 scholarships worth Rs 50,000; a special cricket coaching camp with the

Australian cricketer - Ricky Ponting; etc.

Golu Galata contest- In Tamil Nadu, traditionally, women decorate various dolls

made of clay during Navaratri celebrations by setting up 7-9 steps. This display is

well decorated and friends and relatives are invited to witness the same. Through a

detailed research, Parle found that due to time pressures, this tradition is slowly

dying and is getting restricted to a select few households.

Thus, to revive the fading event, Parle had introduced the novel promotion called

Parle Golu Galata contest in 2005. After the encouraging response and resounding

success of the 2005 Golu Galata contest, in 2006 Parle Products Pvt. Ltd took the

contest to Chennai, Madurai, Trichy, & Kumbakonam. (Golu means Doll & Galata

means Dhammal.)

Consumer behavior

For Parle-G:

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 means

Parle-G biscuit in rural areas.

Understanding consumer behavior is tough. The study of consumer behavior

includes the knowledge about the consumer, his buying motives & buying habits.

Parle-G being a consumable product is not influenced by factors like cultural

factors. As shown above, social factors are further sub divided into 3 parts namely

reference groups, family & social role & status.

1) Reference Group

People, especially kids are always influenced by the people around them.

They are influenced by friends, relatives, family members specially elder siblings,

etc. so if they see anyone around them having parle-G biscuit, they too want to eat

it.

2) Family

In his case also, if it’s a usual habit of the family members to have pale-G

with tea or coffee, the kids in the growing stage or any new member joining the

family for tea will form a similar habit or the later will be offered the same biscuit.

Personal Factors

The factors whose intensity differs from person to person are together termed as

personal factors. They are as follows: -

1) AgeParle-g is consumed maximum by the kids in the age group of 5-10 years i.e.

the growing age group. Kids, who have formed the habit of having Parle-G in

their early stages of life, continue this practice even after growing up. They

continue their consumption of Parle-G even after they grow up.

2) Occupation

The buying behavior of the consumer is influenced also by the occupation he

or she belongs to. In case of Parle-G, the purpose for buying the product varies

from a person with a high post in a M.N.C. to a poor laborer. For the executive

employee, he may or may not buy the product. He may buy a more expensive or

an imported biscuit brand because he can afford it. Also he may buy it only to be

one of the many snacks available to him. On the other hand, a poor laborer

would buy a packet of Parle-G simply to satisfy his hunger. For him, it is not

matter of choice or luxury, but a necessity because it’s the easiest & the

cheapest he can get.

3) Income

Income of a person decides its core expenditure segment. If a laborer earns a

fixed amount & if a biscuit like parle-g which for sure ensures high level glucose

content & immediate energy regained, he would defiantly opt to buy a parle

biscuit packet & not spend even that minimal amount of Rs.4 on anything else.

But since Parle-G is a low-priced, value for money product a person’s income

does not really play a role in influencing the purchase of the product.

Consumers of all income groups do buy the product.

Psychological Factors

1) Motivation

For Parle-G the main & the basic motivation which pulls consumers towards

buying it is simply hunger. This is what pulls the consumers towards the

purchase of Parle-G. Also, since biscuits are perceived as snacks, when a

consumer is drinking tea he or she is motivated to buy Parle-G at that time.

2) Perception- consumers believe Parle-G to be a good quality product which is

cheap too. They also perceive it to be a great snack with tea

For Parle hide & seek:

Social factors

1) Reference groups- parle hide & seek is targeted at the youth. So for this product

consumers are influenced by their friends and siblings.

2) Status- Parle hide & seek is a high priced product. So consumers in the higher

income groups would prefer to buy the product over other brands since it would be

a matter of higher status.

Personal factors

1) Age- the advertisements of this product are such that people in the age group

from 15 to 28 are likely to be influenced to buy this product. But at the same time,

since this product has been endorsed by a celebrity (Hrithik Roshan) and since it is

made of chocolate chips, children are also likely to be major consumers.

2) Occupation- Major Consumers for Parle hide & seek are students.

3) Income- since it is a high-priced product; the potential consumers for this

product are high income earners. A person who is earning more is more likely to

buy this product than a person who earns comparatively lower income.

Psychological factor

Perception-

Consumers perceive this brand as ’tasty and crispy’ ...chocolate not very sugary.

It is perceived as a brand leader in this segment and some firmly believe that there

is no competitor while mostly people regarded ’Britannia bourbon’ as its main

competitor ; very few consumers know that ’good day- choco nuts’ is its

competitor..

Market Segmentation

Level of market segmentation

Parle-G is consumed by people of all ages, from the rich to the poor, living in cities

& in villages. While some have it for breakfast, for others it is a complete wholesome

meal. For some it's the best accompaniment for tea, while for some it's a way of

getting charged whenever they are low on energy.

Parle company practices mass marketing for Parle- G which appeals to masses. It is

a product liked by everyone and does not cater only to a specific group or part of

the whole market. Thus it is mass production, mass distribution and mass

promotion of Parle- G for all buyers.

However, Parle follows Niche marketing for Hide & Seek. It is a premium product

since it is priced at a high price and also with its chocolate flavor it is accepted by

most chocolate lovers. When hide & seek was first launched, there were no other

biscuits of its kind in the market.

market segmentation

Geographic segmentation:

Parle-G is consumed by people staying in urban, semi urban and rural areas.

Hide & Seek however, being a premium product having a high price is consumed only

in urban and semi urban areas

Demographic segmentation:

• Age-Hide n Seek is mainly for youth and children. Parle-G is however consumed

by everyone.

• Income-Hide n Seek being highly priced is consumed only by high income group. Whereas

Parle-G is consumed by all income groups, but is mostly consumed by the lower and middle

income groups.

Social class-Hide & Seek is meant for middle class and rich class families.

However one can also say that Parle-G is consumed only by lower n middle class

consumers because rich class can afford more expensive biscuits.

Behavioral segmentation:

• Benefit sought-The benefit sought in Parle-G is mainly replenishing energy and for

Hide & Seek it is good taste.

Pattern of market segmentation

Preference:Clustered If we divide the whole market on basis of their preferences foe sweetness and

saltiness in the biscuits then the possible outcome would be that the preferences are clustered near some tastes

i.e. the consumers would not like to have something really vague like 50%salty, 25%sweet and 25%creamy.That is why the preferences are clustered and not diffused wherein the preferences have to be very extreme and vague. Parle as a company makes use of this clustered preferences and manufactures biscuits for each and every cluster. For e.g. Monaco for entirely salty biscuits and its latest product Krackjack-cream is for sweet and salty taste.

Positioning Strategy of PARLE

Positioning strategy

Parle is positioned in the minds of people as a value for price product

and also as a low-priced product.

Differentiation strategy

For Parle-G the company has used channel and image differentiation tools. Parle-G by far has the

most intensive distribution coverage as compared to any other biscuit company in India. Also the

name PARLE has an image that generates respect and a belief of good quality in the minds of the

buyers.

A product’s position is the way the product is defined by the

consumers on important attributes; it is the place the product occupies in consumers’ minds relative

to competing products. It involves implanting the brand’s unique benefits and differentiation in

customers’ minds.

To simplify the buying process, consumers organize products, services,

and companies into categories and “position” them in their minds. A product’s position is a

complex set of perceptions, impressions, and feelings that consumers have for the product

compared with competing products.

Consumers will position products with or without the help of marketers.

So marketers must plan positions that will give their products the greatest advantage in selected

target markets, and then must design marketing mixes to create these planned positions.

THE STRENGTH OF THE BRAND

Over the years, Parle has grown to become a multi-million US Dollar

company. Many of the Parle products - biscuits or confectionaries, are

market leaders in their category and have won acclaim at the Monde

Selection, since 1971.

Today, Parle enjoys a 40% share of the total biscuit market and a 15%

share of the total confectionary market, in India. The Parle Biscuit brands,

such as, Parle-G, Monaco and Krackjack and confectionery brands, such as,

Melody, Poppins, Mangobite and Kismi, enjoy a strong imagery and appeal

amongst consumers.

Be it a big city or a remote village of India, the Parle name symbolizes

quality, health and great taste! And yet, we know that this reputation has

been built, by constantly innovating and catering to new tastes. This can be

seen by the success of new brands, such as, Hide & Seek, or the single twist

wrapping of Mango bite.

In this way, by concentrating on consumer tastes and preferences and emphasizing Research &

Development, the Parle brand grows from strength to strength.

CONCLUSION

Parle G market leader in Glucose sector and is one of the best manufacturing company of

Biscuits and other products among their Competitors. PARLE Company using new technology.

That is the key point of Success of PARLE. The consumer is the focus of all activities at Parle.

Maximizing value to consumers and forging enduring customer relationships are the core

endeavors at Parle.

Bibliography-

www.parleproducts.com

www.wikipedia.org

www.info.shine.com