HIDUSTAN KI TAKAT PARLE-G

Largest manufacturer of biscuits since 80 years

Quality, nutrition and great taste.

More than 1500 Wholesalers an 1.3 Million retail outlets

Faith and trust

Example of marketing brilliance for Competitors

65 % of Glucose Biscuit market.

RURAL MARKET OF PARLE-G

Parle G is concentrating heavily on rural marketing to have high

growth rate in rural areas

Rural market penetration is 50 65%

Parle G market reach very high due to distribution network

Consumer psyche: Recognize Not as Parle G but as .. biscuit ka

puda.

Parle G is increasing awareness to know parle G as brand

Target young generation, i.e. school going children

Parle G is a market leader in glucose biscuit category in rural

marketing
Positioning of parle-g in rural market

Parle-G the company has used channel and image differentiation

tools in rural market

Parle G by far has the most intensive distribution coverage as

compared to any other biscuit company in Indian rural market

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

The value-for-money positioning helps to generate large sales

volumes for the parle-g

Positioning parle-g firmly in the consumer mindset was easy because

of healty and nutrious quality biscuits

The success of Shaktiman from Parle-G again has tremendous scope

in retailing, merchandising and event marketing. May be this was a
deliberate strategy from Parle to reposition its biscuits with a shakti
(power) aura against the much hyped biscuit brands.

Parle-G eventually might use the Shaktiman umbrella strategy to

replicate the success for its other brands in these markets.
Parle G has adopted the Market Penetration strategy i.e. low price
along with capturing of a large market

Also they focus on providing good quality products at the same

time, which means it uses the value pricing method.

The value-for-money positioning helps generate large sales

volumes for the products.

Parle G is available in Re 1,Rs 2, Rs 4 to Rs 25 packet Profit margin

for distributors is 4% and for retailers is 10- 12%