PRODUCT AND BRAND MANAGEMENT

ASSIGNMENT

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 Anywhere
Today, 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