PRODUCT LIFE CYCLE COMPARISON OF PARLE-G

AND GOOD DAY

PARLE-G Good Day
Launched in year the year 1939, it was Good Day Biscuits is a flagship product of
one of the first brands of Parle products. It its owner company Britannia Industries. It
was called Parle gluco biscuits mainly to is an Indian company and the product was
cue that it was a glucose biscuit. It was launched in the consumer market in the
manufactured at the Mumbai factory, vile year 1986. Brand Good Day is associated
Parle and sold in units of half and quarter with food products industry and it deals in
pound packs. They expand their business making of very tasty biscuits.
very quickly and in right manner.

INTRODUCTION STAGE
PARLE-G Good Day
It was introduced in year 1939 even before Sunil Alagh, former Managing Director and
independence when the market was CEO of Britannia Industries Ltd, the man
dominated by famous international brands who spearheaded the launch of the brand
that were imported freely and no Indian in 1986, says Good Day was born out of
brands. Parle-g followed the price both hindsight and foresight.
skimming strategy, thus keeping the price In the indulgence category, his team
of the product low and gained larger launched two varieties of biscuits but
market. received a tepid response as consumers
found them ‘hard' to bite. “It led them to
develop a softer cookie in the form of
Good Day in October 1986.

GROWTH STAGE
PARLE-G Good Day
It growth stage continued from 1949 Good Day is the second largest biscuit
to1997. By the year 1949, Parle gluco brand in the country, next to Parle G,
biscuits were available not just in Mumbai which clocked sales of Rs 2,000 crore last
but also across the state. It was also sold year.
in parts of north India. By the early 50s The initial step change in growth came
over 150 tons of biscuits were produced in with the brand and packaging revamp in
the Mumbai factory. Looking at the the late 1990s, when the ‘Eat Healthy,
success of Parle-g, a lot of other me-too Think Better' campaign was launched in
brands were introduced in the market. July 1997.