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Vijay K. Y C Deveshwar. Mr. Owner Chauhan ) Wadia Groups and ( Chairman & M. Shri Ballabh Prasad Agarwal Chairman & Managing Director ( Priyagold Biscuits ) .D. Market Share Trend( last five year analysis ) Major Mkt Share Others 10% Priyagold 15% Parle G 35% Sunfeast 9% Britania 31% Competitors K. K Vaidyanath &K N Grant (Ceo & Directors of Sunfeast ) . Simon Scarff . Rajan Pillai & Wadia Group (Britannia). Zubair Ahmed for Horlicks . Mr. .
Parle Products«« Snacks.PRODUCT CATEGORY Parle Products«« Biscuit. . Parle Products«« Confectionaries.
2)-Parle has initiated the process of getting ISO 9000 certification. . Benefit Hygiene is the precursor to every process at Parle. Today. right from the beginning. the Parle brands have found their way into the hearts and homes of people all over India & abroad. From husking the wheat and melting the sugar to delivering the final products to the supermarkets and store shelves nationwide. care is taken at every step to ensure the best product of long-lasting freshness.6 LEVEL OF BRAND MEANING Attributes 1)-As part of the efforts towards a larger share of the global market. Every batch of biscuits and confectioneries are thoroughly checked by expert staff. Culture / Personality / User How Parle G has utilized the power of advertisement to attach with people s emotions. Values 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. 3)-The Parle name symbolizes quality. using the most modern equipment hence ensuring the same perfect quality across the nation and abroad. health and great taste. which has resulted into Parle-G being the Worlds largest selling biscuit".
who have one common factor of strength Parle-G. Repositioning ( When. which basically means that every Parle-G kid and adult is a Genius in their own way. While some have it for breakfast. Why )The core positioning has always been G for Genius . Aamir s Supermarket commercial has in essence the G for Genius positioning with a twist Do Genius Ek Taakat . from the rich to the poor. both Aamir and Darsheel are the geniuses. 6). In this commercial.BRAND POSITIONING POP ( Point of Parity ) 1500 WHOLESELLERS & 4. living in cities & in villages. ITS INGREDIENT (GLUCOSE) POD ( Point of Differentiation ) 1)-No Compromise on Quality 2)-Mass Production i.000 RETAIL OUTLETS .Taste Perceptual Mapping Parle-G is consumed by people of all ages.e. . It s the snack/ biscuit that gives kids and adults alike nutrition and energy. Maida plants as well as 5)-Packaging Plant. How. For some it's the best accompaniment for chai While for some it's a way of getting charged whenever they are low on energy. for others it is a complete wholesome meal.25. Volume 3)-Cost Cutting: They are in Backward Integration so that to cover 4)-The profit by introducing sugar plants. thereby giving them the power to win/ achieve.
TARGETING & POSITIONING STATEMENT Targeting Parle-G is consumed by people of all ages.G for all buyers. In 2006-07. the line was changed to Hindustan ki Taakat . Parle company practices mass marketing for Parle.(all segment) Brand positioning. But in early 2008. from the rich to the poor.G for Genius has been Parle-G s positioning line since 2004. living in cities & in villages. Parle-G reverted to its G for Genius line with a little twist Do Genius . mass distribution and mass promotion of Parle. 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. to assume a bigger platform as the biscuit that stands for strength (taakat) in and for India. .G which appeals to masses.