PROJECT REPORT ON Case Study Of parle-g based on Rural marketing

RURAL MARKETING

Submitted in partial fulfillment of the requirements of the two year Post Graduate Programme (PGP)

Submitted To:
Mrs. KAVITA SHUKLA

Submitted By:
ANKIT TYAGI (PG20095049) ANKIT SHANDILYA (PG20095068) ARJUN DHARIWAL (PG20095151) CHANDAN SINGH (PGP2009)

IILM Institute for Higher Education

RURAL MARKET

THE OVERVIEW
In our country over 70% of the total population live in villages. There are states like U.P, M.P, Bihar, Rajasthan and Orissa where rural population varies form 80 to 90 per cent. Agriculture and agriculture related activities contribute to about 75% of the income in ruralareas. Over 6, 31,307 villages, 700 million people a myriad of languages many traditions anda rich culture. A vibrant land with a long History. Rural Indian people are known as much for their warmth as their diversity. The real ³BHARAT´.

³EXPLORE THE RURAL MARKETS DO NOT EXPLOIT THEM´

NDIAN ECONOMY

RURAL SECTOR

URBAN SECTOR

AGRICULTURAL

NON AGRICULTURAL

--CROP CULTIVATION --INDUSTRY --ANIMAL HUSBANDRY ±BUSINESS --DAIRYING --SERVICES --FISHERIES --POULTRY --FORESTRY ---INDUSTRY --BUSINESS,SERVICES

and Cavin Kare are all eyeing rural to capture the large Indian Market. social mobility. the changing life style and consumption pattern of villagers with increase in education. because of scientific agriculture. Rural marketing has become the latest mantra of most corporates. Philips.Till recently. coupled with increase in purchasing power. the purchasing power of the rural people has increased due to increase in productivity and better price commanded by the agricultural products. Palmolive. By and large this rise in purchasing power remains unexploited and with growing reach of the television. According to a recent survey conducted by National Council for Applied Economic Research (NCAER). rural India is attracting more and more marketers. Britannia. Coming to the frame work of Rural Marketing broadly involves reaching the rural customer. But now it is felt with the tempo of development accelerating in rural India. Coca Cola. Because of all these factors. L. . understanding their needs and wants. Companies like Hindustan Lever. improved means of transportation and its various satellite channels have exposed rural India to the outside world and hence their outlook to life has changed. carrying out after sales service that leads to customer satisfaction and repeat purchase/ sales. and even Multinational Companies (MNCs) like Pepsi. Increase in competition. Thus. it is now quite easy for the marketers to capture these markets. advertisers and multinational companies. the focus of marketers in India was the urban consumer and by large no specific efforts were made to reach the rural markets.G. Indian rural markets have caught the attention to many companies. Colgate. made the companies to think about new potential markets. saturated urban markets. supply goods and services to meet their requirements.. more and more new products demanding urban customers.

pricing. however. promoting. Rural marketing involves a two-way marketing process. . The process should be able to straddle the attitudinal and socio-economic disparity between the urban and rural consumers. Since demands¶ of urban and rural folks are different. the prevailing flow of goods and services from rural to rural areas cannot be undervalued. distributing ruralspecific goods and services leading to exchange between urban and rural markets which specifies consumer demand and also achieves organizational objectives. companies should manufacture products to suit the rural demand rather than dump urban products on rural consumers.CONCEPT OF RURAL MARKETING Rural marketing is a process of developing.

In fact. The policies of the government largely favour rural development programmes. This attractiontowards the rural markets isprimarily due to the colossal size ofthe varied demands of the 230million rural people. This is clearly highlighted by the fact that the outlay for rural development has risen from Rs 14000 crores in the 7th plan to Rs 30000 crores in the 8th plan period. Thus. This rate of growth of the rural market segment is however not the only factor that has driven marketing managers to go rural. any marketing manager will be missing a great potential opportunity if he does not go rural. better procurement prices fixed for the various crops and better yields due to many research programmes have also contributed to the strengthening of the rural markets. These figures also prove that the rural market is emerging stronger with a gradual increase in disposable income of the rural folk. . therural markets are expanding inIndia at such a rapid pace that they have overtaken the growth in urban markets. with the rural markets bulging in both size and volume. Further.RURAL MARKETING IN INDIA A thorough understanding of the rural markets has become an important aspect ofmarketing in the Indian marketingenvironment today. the vast untapped potential of the rural markets is growing at a rapid pace. competitive and saturated. The other compelling factor is the fact that the urban markets are becoming increasingly complex. In addition.

Our nation is classified in around 450 districts. distances from nearest towns. it should also be recognized that it is not that easy to operate in rural market because of several problems. penetration. which can be sorted in different parameters such as literacy levels. It is only natural that rural markets form an important part of the total market of India. This is different in different parts of the country. habits. income levels. fatalistic and believe in old customs. Two-thirds of countries consumers live in rural areas and almost half of the national income is generated here. etc. taboos and practices.DISTINCTIVENESS OF RURAL MARKETS The Indian rural market with its vast size and demand base offers great opportunities to marketers. Hence physical distribution becomes costly due to inadequate Infrastructure facilities. low savings. and financial facilities are inadequate in rural areas. Vast majorities of the rural people are tradition bound. warehouses. . · Diverse socio-economic backwardness: Rural consumers have diverse socioeconomic backwardness.communication system. Hence rural prosperity is tied with agricultural prosperity. accessibility. social backwardness. PROBLEM RELATED TO RURAL MARKETING Although the rural market does offer a vast untapped potential. Rural marketing is thus a time consuming affair and requires considerable investments in terms of evolving appropriate strategies with a view to tackle the problems. · Low standard of living: The consumer in the village area do have a low standard of living because of low literacy. traditions. etc. They do not prefer changes. low per capita income. · Traditional Outlook : The rural consumer values old customs and tradition. Thus underdeveloped people and consequently underdeveloped market by and large characterize the rural markets. The major problems faced are: y Underdeveloped People and Underdeveloped Markets : The number of people below poverty line has not decreased in any appreciable manner. and approximately 630000 villages. The features of Indian rural markets are: · Major income from agriculture: Nearly 60 % of the rural income is from agriculture. · Infrastructure Facilities : The Infrastructure Facilities like roads.

Low Per Capita Income: Even though about 33-35% of gross domestic product is generated in the rural areas it is shared by 74% of the population. Print y y y . which is far less when compared to the number of villages. y Dispersed Market : Rural areas are scattered and it is next to impossible to ensure the availability of a brand all over the country. y Media for Rural Communication : Among the mass media at some point of time in the late 50's and 60's radio was considered to be a potential medium for communication to the rural people. region to region and probably from district to district. This again leads to problem of communication for promotion purposes. is very expensive.y Lack of Proper Physical Communication Facilities: Nearly fifty percent of the villages in the country do not have all weather roads. Even though the number of recognized languages is only 16. Advertising in such a highly heterogeneous market. Even today most villages in the eastern parts of the country are inaccessible during the monsoon. the total number of which is placed at around 3. Seven Indian states account for 76% of the country¶s rural retail outlets. Low Levels of Literacy : . Many Languages and Dialects : The number of languages and dialects vary widely from state to state. Physical communication of these villages is highly expensive.7 million. which is widely spread. Statistics indicate that the rural areas account for hardly 2000 to 3500 mobile theatres. Another mass media is television and cinemas. The messages have to be delivered in the local languages and dialects. Hence the per capita incomes are low compared to the urban areas.The literacy rate is low in rural areas as compared to urban areas. the dialects are estimated to be around 850.

regional and religious affiliations and local sensitivities. The mass media brings change wherever they go. · Television.Television is extremely popular where it is available. Prevalence of spurious brands and seasonal demand: . · Radio is the medium with the widest coverage. therefore. Most often finding the right mix that will have a pan-Indian rural appeal is the greatest challenge for advertisers.we need to go to these markets and spend time there in understanding them. To understand the way the rural markets work . The result: advertising that is rooted in urban sensitivities and do not touch the hearts and minds of the rural consumer.y y Medium becomes ineffective and to an extent irrelevant in rural areas since its reach is Poor and so is the level of literacy. more desirable to villagers. almost. Studies have recently shown high levels of exposure to radio broadcasting both within urban and rural areas. which are cheaper. but change does not have to be random. At best. whether or not listeners actually own a set. video and films expose viewers to a common window on styles of life and behaviour. Television increasingly exposes viewers to a wide range of national. marketers throw in the towel going in for simplistic solutions: such as going in for a mere transliteration of advertising copy. We live in surroundings where the things are . their impact on attitudes and behavior has been profound. · But Advertising to rural consumers continues to be a hit and miss affair . The rural customer usually has 2 or 3 brands to choose from whereas the urban one has multiple choices. and.There is a vast difference in the lifestyles of the people The kind of choices of brands that an urban customer enjoys is different from the choices available to the rural customer. from basic literacy to health care and family planning. Rural exposure to television has been lower by far than radio. Surveys indicate that in rural areas more than a one third of the married women of reproductive age have listened to a radio within the last week. regional and international viewpoints. Many people listen to other people's radios or hear them in public places.For any branded product there are a multitude of µlocal variants¶. Different way of thinking: . Since these are. Successful media campaigns have changed attitudes and behaviour in a variety of areas. by definition urban media at present is an overwhelmingly urban portrayal of life and values. But more often than not. it is an exercise where communicators grapple with issues of language. an impact increased by the supranational reach of the media. MASS MEDIAM The past two decades have seen a dramatic expansion of exposure to mass media in rural areas.

providing innovative incentives to retailers and organizing demand generation activities among a host of other things. To effectively tap the rural market a brand must associate it with the same things the rural folks do . Therefore. it will be difficult for competitors to take away your customers. The winning combination will be a good product with consistent quality and availability. volumes and market share. maintaining favorable trade relations. rural marketing involves more intensive personal selling efforts compared to urban marketing. And we can't understand him unless we go and spend time there. which is widely practiced. Now it is on the retailer to push whatever brand he wants to push as they can influence the buyer very easily and very strongly on the preferences. The rural customer goes to the same shop always to buy his things. In rural areas. Data on rural consumer buying behavior indicates that the rural retailer influences 35% of purchase occasions. Once you earn the villagers' loyalty (and they are known for their brand loyalty). This high shop loyalty is Accentuated by the "khata" system. We need in depth studies of the market. Marketers need to understand the psyche of the rural consumers and then act accordingly. So the retailer plays a very big role in the purchase decision. The buying behavior is also such that the customer doesn't ask for the things by brand but like "paanch rupey waali chaye dena". · RETAILERS: -For the rural customer the choices available are limited. · RURAL FOLK MEDIA: -As a general rule. the message and the rural customer in center of all these to understand the rural markets completely. etc need to be studied and customer needs to be understood. And there is a very strong bonding in terms of trust between the two. . he would buy some other available brand. if the product is not available at the place where the consumer shops. Also these studies need to be passed on so others can also benefit from the ground works done and enhance them further. the place where consumers prefer to shop is very important. the medium. Hence. Thus distribution is the key factor for the success of rural marketing. because it has been found that they buy their requirements from the same shop. This includes. Things like what time does he get up. sheer product availability can determine brand choice.completely different from what the rural customer experiences.

What attracts her is the freshness of the produce. These markets (haats and shandies) have high potential that corporate are now waking up to. melas and other activities where they assemble. Besides this when the advertisement is couched in entertainment it goes down easily with the villager. · TRADITIONAL MEDIA can be used to reach these people in the marketing of new concept. Frugal though the rural consumer is success from these weekly outlets is that much more pertinent. the manner in which symbols and icons are used. can be deployed to grab their attention. This would require local level goods creation and social negotiation skills. Distribution is clearly the key to rural marketing. buying in the bulk for a week and the bargaining power. perhaps linguistics could provide a new approach to tackling communication issues and arriving at a better understanding of rural consumers. Thus. can do this. which provides insights and clues into the mindsets of rural audiences. The best choice comes from weekly bazaars. one shop or few shops cannot really cater to all the needs of the consumers. Marketers should think up games and events. festivals. Also. With varying populations. The scope that these markets offer to distribution is something that has to be seriously considered. celebrations. Though television and radio fare better then print. powerful input and personalized communication system will help in realizing the goal. talks to them in their own idioms and tells them what this product offers. In the Indian rural marketing context. The traditional media with its effective reach. . which would attract the attention of the villagers from all professions uniformly.Utilizing the various rural folk media to reach them in their own language and in large numbers so that the brand can be associated with the myriad rituals. Where the company meets and interacts with the audience. it makes sense to have weekly outlets that caters to the needs of the consumers in these regions. the best way to kick start sales are events.

This is another potential low cost distribution channel available to the marketers.The traditional media like folk/street plays. HAATS AND MELA The countries oldest tradition holds the key to rural penetration. which he will be ready to spend. 500 crore. Also. so the villager has enough money. home-to-home contacts and product demonstrations can be effectively used for this purpose. Demonstration at Haat is essential to convert customers at haats since their attitude is far more utilitarian than that of visitors to a fair. Rural markets have the practice of fixing specific days in a week as Market Days when exchange of goods and services are carried out. annual melas organized with a religious or festive significance are quite popular and provide a very good platform for distribution. wall signs/shop paintings. In rural India. The average daily sale at a Haat is about Rs. one satellite town where people prefer to go to buy their durable commodities generally serves every region consisting of several villages. Haats serve a good opportunity for promotion after brand building has been done at Meal. melas. Rural markets come alive at these melas and people visit them to make several purchases. van campaign/Haat events (weekly fairs). Melas are organized after harvest season. around 8000 such meals are held in rural India every year. If marketing managers use these feeder towns they will easily be able to cover a large section of the rural population. According to the Indian Market Research Bureau. .25 Lacs while the annual sales at melas amount to Rs.3.2.

This is of paramount importance in the Indian marketing environment as rural and urban markets in our country are so very diverse in nature that urban marketing programmes just cannot be successfully extended to the rural markets.PROFILE OF RURAL CONSUMAR This however raises a fundamental problem of fathoming the differences between urban and rural markets in India. and in certain cases. the consumers may perceive the range in villages as limited. In the case of biscuits. toilet soaps and washing powders. These help to generate information upon which a marketer can create bases to segment the rural market taking the following factors consideration: Environment of the consumer Geographical Influences Influence of Occupation Place of Purchase Creative use of Products Obviously rural consumers do make some purchases from urban areas (twinset) because there are a few product categories where rural distribution is still comparatively low and therefore the consumers buys from towns. influence buying behavior and the variations to behavior. the consumer seeks variety. .

A product that has no boundaries. Its charging only Rs 5 for Bistix. some for their health factor. Salty. Kwality and even International Brands like Kellogg¶s. They are more or less Counterfeiters or Cloners. And if you look at the history of biscuits. Some have it for their taste. The battle being led by stalwarts like Britannia and Parle with close competition from other companies like ITC. A product that is consumed almost daily. Britannia is undoubtedly the leader with Brands like Tiger. Sweet and Salty etc are the various kinds of biscuits that are available in today¶s market. Britannia's Tiger biscuits are doing a world of good to the company. Orange will surely generate a kind of curiosity in the minds of biscuit consumers. Sweet. Sara Lee. Not to forget the Market niches coming in the form of Hll and ITC. Parle G has indeed become a household name. Whereas. such those in Western Europe. and Milk Bikis etc. ITC Sunfeast brand of biscuits with a new and peppy flavour of Marie. But in the Glucose segment Parle G is the market leader.when they were sealed in airtight containers to last for months at a time. In fact. Creamy. Nestle.ITS BISCUIT TIME FOLKS Biscuits are something that doesn¶t need an introduction as such. It is indeed selling like hot pancakes in the rural areas which actually constitute 56% of the biscuit market. ITC's foray into the world of Biscuits seems to be paying off good. Biscuits really boomed during the seafaring age. As people started to explore the globe. This market is indeed interesting to study. some to fulfill their hunger and so on. Nutrine. Everyone everyday have them. It consists of "n" number of companies. because they stayed fresh for long periods. . The pricing adopted by HLL is also kind of unique. Semi Sweet. the countries where biscuits are most popular today. Little Hearts. HLL Kissan. led the seafaring charge. The present biscuits scenario in India looks like a battle front. it dates back to second century Rome and it comes from the Latin word "bis coctum" which mean twice baked. Hll bistix(biscuits sticks that can be dipped into flavours like Strawberry and Chocolate) is indeed an innovation and will surely have and is surely having a lot of takers. fitting all kinds of mood. There are biscuits for all kinds of teeth. United Biscuits etc. biscuits became the ideal traveling food. The toughest competition for these established players come from the unorganized market.

EVOLUATION OF PARLE PRODUCTION LTD Parle-G has been a strong household name across India. A decade later. Launched in the year 1939. makes Parle-G a winner. While some have it for breakfast. The great taste. by adhering to high quality and improvising from time to time. in addition to sweets and toffees. It was manufactured at the Mumbai factory. Looking at the success of Parle-G. Because of this. over 150 tonnes of biscuits were produced in the Mumbai factory. in 1939. By the year 1949. Parle Products began manufacturing biscuits. high nutrition. No wonder. By the early 50s. It was called Parle Gluco Biscuits mainly to cue that it was a glucose biscuit. Parle Gluco biscuits were available not just in Mumbai but also across the state. The year was 1929 and the market was dominated by famous international brands that were imported freely. Parle-G is consumed by people of all ages. For some it's the best accompaniment for chain. for others it is a complete wholesome meal. The incredible demand led Parle to introduce the brand in special branded packs and in larger festive tin packs.INTRIDUCTION A long time ago. when the British ruled India. and the international quality. which later went on to become leading names for great taste and quality. the Parle brand name grew in strength with this diversification. Vile Parle and sold in units of half and quarter pound packs. living in cities & in villages. it's the undisputed leader in the biscuit category for decades. to manufacture sweets and toffees. Parle Glucose and Parle Monaco were the first brands of biscuits to be introduced. It was also sold in parts of North India. it was one of the first brands of Parle Products. a lot of . Having already established a reputation for quality. this company called Parle Products survived and succeeded. Despite the odds and unequal competition. while for some it's a way of getting charged whenever they are low on energy. from the rich to the poor. a small factory was set up in the suburbs of Mumbai city. Parle-G is the world's largest selling brand of biscuits.

This forced Parle to change the name from Parle Gluco Biscuits to Parle-G. the areas covered or the number of consumers. The promo was all about fulfilling the dreams of children. Parle extended this association with Shaktimaan and gave away a lot of merchandise of Shaktimaan. etc. Parle-G sponsored the tele-serial of the Indian superhero. Parle-G released its Dadaji commercial. Shaktimaan that went on to become a huge success. sharing and caring. A campaign that is not just new to the audiences but one that involves a completely new way of execution that is loved by children all over the world . Parle-G started being advertised in the 80's. The next level of communication associated the brand with the positive values of life like honesty.`Parle-G Mera Sapna Sach Hoga' was run for a period of 6 months. Dreams that were fulfilled ranged from trips to Disneyland at Paris & Singapore. It had become an icon. There were over 5 lakh responses and of that. The communication spoke about the basic benefits of energy and nutrition. Originally packed in the wax paper pack. especially children from all the evil forces. Be it the packs sold. The new airtight pack helps to keep the biscuits fresh and tastier for a longer period. In the year 2002. A national level promo . Parle-G was the only biscuit brand that was always in short supply. a special cricket coaching camp with the Australian cricketer . which was supported by POS and press communication. Not just a hero but also a super-hero that saves the entire world. free ride on a chartered plane. It became a part of the daily lives of many Indians.000. A year that saw the birth of G-Man . It wasn't a biscuit any more. The year 2002 will go down as a special year in Parle-G's advertising history. The children just could not get enough of Parle-G and Shaktimaan. And these brands had names that were similar to Parle Gluco Biscuits so that if not by anything else. the consumer would err in picking the brand. In 1989. The commercial was run for a period of 6 years. it was decided to bring the brand closer to the child who is a major consumer.Animation.other me-too brands were introduced in the market. premium BOPP pack with attractive side fins.Ricky Ponting. In the year 1997. It was heading towards becoming an all-time great brand of biscuit. which went on to become one of the mostpopular commercials for Parle-G. over 300 dreams were fulfilled. today it is available in a contemporary. Parle-G grew bigger by the minute. The personality of the superhero matched the overall superb benefits of the brand. meeting their favorite film star Hrithik Roshan. It was advertised mainly through press ads.a new ambassador for Parle-G. . 20 scholarships worth Rs 50.

The year 2002 also witnessed the launch of Parle-G Milk Shakti. which has the nourishing combination of milk and honey. all domestic biscuit production was diverted to assist the Indian soldiers in India and the Far East. Parle¶s efforts to make biscuits affordable to all? Biscuits were very much a luxury food in India.biscuits or confectionaries. Apart from this. so that people could enjoy the price benefits. G-Man. And will be supported by a campaign that will see many a new creative in the future so as to keep the children excited and generate pride in being a consumer of Parle-G. STRENGTH OF THE PARLE BRAND Over the years. Monaco and . since 1971. After all that's what you would expect from the Parle-G World's Largest Selling Biscuit. Many of the Parle products . However. a new superhero of Parle-G has the potential of making it big. such as. Thankfully today. Parle did offer a wide variety of brands.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. Parle has grown to become a multi-million US Dollar company. especially launched for the southern market. To make the brand much more interesting and exciting with children. made Parle decide to concentrate on the more popular brands. the shortage of wheat in those days. Apart from Glucose and Monaco biscuits. Today. there's no dearth of ingredients and the demand for more premium brands is on the rise. are market leaders in their category and have won acclaim at the Monde Selection. Take a look at the global market where it is being exported. Parle-G continues to climb the stairs of success. The Parle Biscuit brands. An Indian brand. First came the Middle East then USA followed by Africa and then Australia. when Parle began production in 1939.µChoco¶ and µCashew¶. Parle-G. we now have a wide range of biscuits and mouthwatering confectionaries to offer. in India. that's exported to almost all parts of the world. it was decided to launch a premium version of Parle-G called Parle-G Magix in the year 2002. Parle enjoys a 40% share of the total biscuit market and a 15% share of the total confectionary market. That's why. Parle-G Magix is available in two exciting tastes . during the Second World War.

QUALITY COMMITMENT . or the single twist wrapping of Mango bite. such as. This can be seen by the success of new brands.Krackjack and confectionery brands. Melody. the Parle name symbolizes quality. In this way. health and great taste! And yet. this reputation has been built. Mangobite and Kismi. Be it a big city or a remote village of India. Poppins. such as. enjoy a strong imagery and appeal amongst consumers. the Parle brand grows from strength to strength. by constantly innovating and catering to new tastes. by concentrating on consumer tastes and preferences and emphasizing Research & Development. Hide & Seek.

packaging materials & rigid quality standards are ensured at every stage of the manufacturing process. Parle has manufacturing facilities at Neemrana. doing personal selling. in Rajasthan and at Bangalore in Karnataka. other functions of staffing. Marketing is an essential function because unless the firm has a market. The factories at Bahadurgarh and Neemrana are the largest such manufacturing facilites in India. on contract. in Haryana manufactures biscuits. and merchandising. To facilitate the above we will strive to continuously train ou employees and to provide them an open and participative environment. so as to ensure a constant output & easy distribution. Each factory has state-of-the-art machinery with automatic printing & packaging facilities. using the most modern equipment. A part from this. Parle Products also has 14 manufacturing units for biscuits & 5 manufacturing units for confectioneries." PARLE¶S RURAL MARKETING MANAGEMENT Marketing management refers to distribution of the firm¶s product or service to the customers in order to satisfy their needs and to accomplish the firm¶s objectives. Meeting customer¶s needs Learning customer¶s needs Conscious about the firm¶s image . advertisement. Every batch of biscuits & confectioneries are thoroughly checked by expert staff. for its product or service. distribution. Great care is exercised in the selection & quality control of raw materials. or can develop a market. All these factories are located at strategic locations. promoting and directing sales and service to customers. producing and financing are futile Developing rural marketing Strategies for Parle: Determine what the customer¶s needs are and how those needs can be satisfied. Decide what advantage that will give a competitive edge over other firms. All Parle products are manufactured under the most hygienic conditions. Marketing includes developing the product.Parle Products has one factory at Mumbai that manufactures biscuits & confectioneries while another factory at Bahadurgarh. Select the market that would be served. "Parle Products Limited will strive to provide consistently nutritious & quality food products to meet consumers' satisfaction by using quality materials and by adopting appropriate processes. pricing.

To determine the firm¶s market segment.Looking for danger signals These are the questions which arise while introducing a new product. So. it Becomes easy for them as the Company is known for its branded products all ove the country. When they launch a new product. education. ³As Parle is a well established brand. the fundamental aspects are summarized: What is the place of the firm in the industry and how it can compete with others? Whether the firm is known for its quality or price. such as HIDE n SEEK. age. occupation and location. The best opportunity is to identify a market segment that is not well served by other firms. Image of the firm among the customers. its Products are not new to the people. STRATEGIC MARKETING POLICIES OF PARLE Formulation of strategic marketing policies for certain areas of the Parle Are: . Market Segmentation: A market should be defined in terms of various characteristics such as economic status.

Parle has always followed this principle of making the product as the most important thing rather than spending more on advertising and promotions. They fulfill the demands of the consumers by supplying adequate quantities to them. As the Parle Biscuits don¶t have the targeted market as such. the profit margins are increasing substantially. It has even reached the interior most part of the rural areas. because it is a product consumed by all. prices and services are constantly examined to determine whether the Company can build a better product. · Market Market policies are designed to clarify with geographic areas Parle wishes to serve and other marketing characteristics appropriate for it. So. they followed penetration policy of pricing. · Product Parle often finds its most effective competitive weapon in the field of product strategy. It may concentrate on narrow product line. they don¶t have to spend much on advertisements. As the biscuits of Parle are well known.Morality and public service Product Market Profit Customer relations Promotion Credit Policies · Morality and Public Service: Policies on morality and public service consist of general statements expressing Parle¶s desire to be honest in its dealings with public and its customers. They feel that if the product has quality. The market policies are framed as per the market segmentation. Initially. there are market strategies as per the potentiality to cover the markets And the biggest achievement for Parle is that. Competitor¶s products. . And they follow morality by providing products at good and acceptable quality. develop a highly specialized product service or provide a product containing an unusual amount of advantage and satisfaction. the price is too low to be affordable by the common man. And it worked. Still. than it will be promoted on its own. This has been possible only by the foolproof distribution system · Profit Profit policies may require that sales goals be specified that will provide Parle a sufficiently large sales volume or profit as percentage of sales may be specified which calls for low marketing costs. It will itself act as publicity. So. it is available in ³Every Nook and Corner´ of the country.

This pricing policy refers to as Skimming the Cream. . It always follows a policy of tasteful advertising at all times. · Promotion The pattern of Parle¶s advertisement may reveal the promotion policies. This is a useful policy as it attracts the consumers and the retailers. · Customer Relations Parle¶s relationship with its customers may be indicated with a question Should the firm have a policy that customer is always right? Parle. And in turn they will give credit to consumer. They follow the feedback by the consumers and do as they want. The consumers are always right because they are the sources through which a company comes to know about its performance. also like other company¶s feel that consumers are the most important aspect. Sales promotion may be restricted to trade shows or to industrial publications or to some other advertising media. scholarships. an appropriate credit policy is essential to be successful in granting credit.But. customer should be provided with credit. to increase their profits even more. Because. They consider the consumers views as of prime importance. However. etc. if the consumers are satisfied no one can stop the growth of Parle. And also increases their confidence in the brand. · Credit Policies In order to stimulate sales. Same is the case with Parle. The credit can be given by the company to the whole sellers or retailers. now they are planning to increase the prices of the biscuits. There are different promotion techniques like free samples.

· Due to competition. These retailers included the General stores and the Kiryana Stores available there. MONACO. . The questions are related to the demand analysis of the Parle products. After retaining the information from the Parle Company itself. local brands and imitation brands. · All the retailers were satisfied with the demand of Parle. Methodology The survey worked got started by preparation of the Survey form (Questionnaire). I did the survey of retailers in Vadgaon. Findings: · Surprisingly. the sale of PARLE G is being affected. but just ask for³PARLE´. 4 retailers which are the smaller ones got some less demand as compared to others. They don¶t ask for biscuits. · To find out its effect on sales of Parle. And the brands of Parle are known very well to the people (consumers).This was said by 6 retailers. The questionnaire format was produced as below: OBJECTIVES OF SURVEY: · The basic objective of the survey was to understand the concept of rural marketing clearly by means of Parle biscuits demand analysis. such as HIND n SEEK. · Due to Britannia¶s TIGER. · To find out the competitor¶s. and CHEESELINGS. They said that Parle is the most selling biscuits amongst all. · But. MILK SHAKTI. a survey to gain primary data was being performed by me.SURVEY IN RURAL AREA ± VADGAON To enhance the project. Not all the brands but most of them. The survey was being conducted by the method of interviewing the sample size of 15 retailers at random. All the retailers have in common PARLE G. The Questionnaire is given in the Annexure. FUNCENTRE. MARIE and KRACKJACK. · To find out the consumer behaviour in relation to the biscuits of Parle. · But the rest 9 retailers said that the sales have been decreased only by 7-10%. near by Pune. I have approached. the Parle¶s demand is being decreased to 15-20%. it made me curious to find out the demand of Parle biscuits in the near by village. About 15 retailers. · About 9 retailers have with them the other brands of PARLE as well along with the above four. all the 15 retailers have Parle biscuits available with them. But still people retain to the Parle brands. I had collected the information from the various retail shops present in that area.

· 2 retailers have the complaint that the brands like HIDE n SEEK and FUNCENTRE don¶t have much demand because people are not known to these brands as much. · All the retailers have no complaint about the Parle among the consumers. The imitation brands are PAYAL G. by Bunty Food Product ± not a known to name) markets Parle G. I do not think this product is targeted for any age group. That too to a limited extent. I trust them not because of Swadeshi feeling but due to their endeavor to give their best to consumer. PRIYA G. 2 retailers who have less demand of some products should make the brand known to the people by giving them informed about the new brands which come up. View Of Consumers On Parle Biscuits! Here are some views of the consumers for Parle G biscuits which are collected on the basis of questioning them in the rural area of Vagabond . (Mfg. Priceand consistency in quality of Parle G reflects tells about their attitude. So there is no chance of fake sale. Suggestions: · Some of the retailers. Rajeshri says. So. we need many other things for survival and good health. · And the rest 12 retailers were very sure about the Parle¶s brand as they had no imitation brands with them. etc. PARAL G. Parle is reputed old business house and incidentally the only Indian big player in this field. · All the retailers should have all the products of Parle. some of the essentials are there in this biscuit like many other varieties. However.· Only 3 retailers said that the imitation brands take away the Parle¶s sales. . · So. should not buy the imitation brands as this is a wrong thing done to the consumers as well as to the Company. PAREL G. Ltd. · And also. the retailers who buy the imitations should stop buying. that are 3 of them. But we cannot expect all essential from one pack of biscuit. Parle Products Pvt. · The retailers who have the imitation brands available with them should make the consumers aware about the fakeness of it.

J martin says. As the famous advertisement goes¶¶ swaad bhare. It is best for students and patients. They are more than 50 years old and have been rated as the largest selling Glucose biscuit in the whole world in terms of volume. 1 . Sushma says.The taste is excellent and small children love it. I always buy a packet or two when I am traveling by train as they are not only tasty but also nutritious. 3. alternate flavours out here you get plenty the only one that beats it is the Danish cookies.a trusted company is always rely.My advice to Parle would be keep up the product. 5. I will end by saying that you should try out this biscuit and once you have bitten it you will always eat it. Believe me I cannot resist it. So Parle¶s here¶s a brand I vouch for. there¶s no doubt I eat it because I like it.no age barrier. You see out here we get so many types of biscuits that if you¶re new out here you won¶t know what to buy. I am very much always an Indian at heart and try never to forget that. swaasthya bhara¶¶ aptly describes this biscuit.and i and . young or old Parle biscuit¶s are gold. I know as said by me my opinions will be downright honest. But also preferred in party and for day to day use. Another thing if possible always carry a packet it saves you from hunger till you reach wherever you want to. as it will always keep them full and it softens very fast for babies. If I do not get Parle¶s then only. I used do it in India and still do. they should reduce the sweetness a bit as it is good for diabetics who have to eat a little at a time to get their energy. I like the short bread biscuits as they are less sweet. Parle G Biscuits which are manufactured by Parle¶s in India. 2. 4. In market many other glucose biscuits have come. patel says. Hey This is one brand of Parle I vouch for. only sugar a bit less then it¶s a must for all. Give it to your kids they will cry less. I should say people of all ages can eat it as an energizer instead of glucose. This biscuit is one of the cheapest and tastiest. Parle g is best for health and hunger.H. but Parle the name stands for quality and guarantee.we can offer it to any body. This biscuit is recommended by doctors for convalescing children but you need not worry any age will enjoy this biscuit. Which is my second best. The lingering taste and flavour I like. it is best to any other outside food what we always doubt and fall sick.

cream biscuits we buy of other company but. Yes. to my children i prefer to put Parle glucose.my family always like to buy glucose d of only Parle Company. And its Time for players to understand the rules. Play the game«and Win! . The game has just begun«. and they also love it.

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