Vision Statement

“To be the leaders in

our business. We will
stand apart from the
competition by being
the first in the market
to innovate.”
Mission Statement

Maintaining high quality, introducing new and

innovative products, reaching every part of India,
remaining customer-centric, constantly upgrading
our knowledge and skills.
 Brand Identity

Parle has a unique brand identity having built its brand equity
through low price, high quality, a strong brand image with
strong perceived value, and right brand exposure through
advertisements. The iconic yellow color packaging with a little
girl on it helped keep the brand among the “evoked set” biscuits
brands in the consumers' minds. Its distinctive yellow colour
packaging and strong association with the customers through its
advertisements has created a strong brand identity. Its biscuit
brand has become so famous that all other products of parle are
being called by customers as Parle-G.
Parle G is branding itself as – ‘Bharat ka Apna Biscuit’. With its
effective TV and print ads, the brand has been creating memories
since 1939. It has been very effective with its advertising
campaigns and ensures that it targets all the segments: be it kids,
the youth or the elderly. One such campaign which targeted kids
and became a huge success was Parle-G’s – ‘G maane Genius’
campaign. Soon after the campaign, the biscuit brand saw a huge
increase in its sales and further strengthened its dominance in
the market.
Evolution of LOGO
Evolution of Slogan for Parle G
‘Swaad Bhare Shakti Bhare’ – 1982
‘G mane Genius – 2004
Parle-G Hindustan ki taakat – 2006
Kal Ke Genius – 2013
Genius Badal Raha Hai – 2018
 Brand Strategy
Parle employs psychographic and demographic strategies to streamline its
manufacturing strategy.Different classes of people have different purchasing capacity,
and Parle has internalized this concept in its brand formation. Parle manufactures those
products that win the approval of almost all the classes of society. For instance, it makes
Milano biscuits for premium customers and Parle-G for masses..

Demographic Segmentation is a strategy through which a company gauges how far it

needs to distribute its products. Parle, unequivocally, develops on this theme, and thus,
it keeps Parle-G for distribution to remote areas and marginalized areas; and products
like Melody and Appy for a relatively affluent section.

The brand emphasizes on the formula of mass production for mass consumption,
which makes the entire brand consumer-friendly. Let’s delve into the pricing strategy
used for up scaling the consumption of Parle-G biscuits.Parle-G biscuits are available in
different range of packets such as Rs. 1, Rs. 2, Rs. 5 to Rs. 25 packets, thus this price
range is suitable for every household. With such a flexible price system, it is able to
make its presence almost everywhere.
Parle products have a wide presence across India. Owing to a strong
distribution network, Parle has stretched its reach to almost 6 million retailers
all over India. In addition, Parle has over 23 manufacturing units that cater to
over 1500 wholesalers. Other than that, it has set its factories outside India too.
Parle brand ensures to make its presence felt through paper, television
commercials, and press media. Parle invokes emotions among all its
consumers by using taglines like ‘Naam to suna hi hoga,’ ‘bharat ka apna
biscuit,’ ‘Melody itni chocolatey kyu hai.’ Along with this, Parle also emphasises
on striking a chord with children. In the year 1997, Parle-G sponsored the
teleserial of the Indian superhero, Shaktimaan that went on to become a huge
success.
Parle realised that it should enter the premium market also as the taste of
consumers was changing and people were becoming more health-conscious.
Parle understood that a premium brand was the need of the hour to facilitate
the exclusive requirements of its customers who are driven by different tastes,
 Brand Image
Parle, the corporate brand, seems to have mastered the art of creating
multiple sub-brands that have become iconic in their own product categories
over the years; outgrowing its mother brand. Parle G is the only product that
consumers immediately connect with the corporate brand Parle and that is
going to change soon. Parle Products has launched a campaign to strengthen
the brand connect with its sub-brands. The company is spending around
Rs.50 crore on the ‘Naam Toh Suna Hi Hoga’ campaign.
Celebrity Endorsements
 Emotional Benefits
Mascot
The primary purpose of a mascot is to help build and strengthen brand identity. In the
case of Parle-G, the iconic white and yellow wax paper packaging of the biscuits boasted
the infamous chubby Parle-G girl.

Emotional connect
A product is quickly outdated… but a brand is timeless. Thus, it takes years of hard work
for a product to metamorphose into a brand and strong brands are built on intangible
attributes, ones that emotionally connect with consumers. Most marketers follow a
series of steps to build strong brands to move up and grab maximum consumer mind
space, especially when the market is nothing short of a war between brands.
The brand is associated with the positive values like loyalty, trust, sharing and caring.
It wasn't a brand anymore, it became an icon for the people and had a emotional connect
with the public.Parle sponsored a tele-serial of an Indian superhero, company also
promoted the fulfilling of dreams of many children. Attracting more and more public,
forming a family.
 SWOT Analysis
STRENGTHS
1. Low price as compared to competitors.
2. Sizeable market share in the country: With a 40% share of the total biscuit
market and a 15% share of the total confectionery market in India, Parle has
grown to become a multi-million dollar company.
3. Largest distribution system: The extensive distribution network, built over
the years, is a major strength for Parle-G. Parle-G is available to consumers,
even in the most remote of places. Parle has nearly 1,500 wholesalers,
catering to 4, 25,000 retail outlets directly or indirectly.
4. Wide coverage area of manufacturing units:Parle Products has one factory at
Mumbai that manufactures biscuits and confectioneries while another
factory at Bahadurgarh, in Haryana manufactures biscuits. Apart from this,
Parle has manufacturing facilities at Neemrana, in Rajasthan and at
Bangalore in Karnataka. The factories at Bahadurgarh and Neemrana are the
largest such manufacturing facilities in India.
 WEAKNESS

1. Breakage of biscuits while delivering to retailers.

2. No proper replacement system for broken biscuits to retailers: There is no
proper replacement system for broken biscuits to retailers. Company should
start a program for the loyal retailers and wholesalers to reduce their
complaints by providing timely supply and replacement. This will help in
increasing their sales.
3. Improper and irregular supply: There is improper supply of products to
retailers and distributors. The replacement of the damaged and expired
biscuits should be prompt and without any hassles, so that retailer can be
saved from the loss of the expired and damaged goods.
4. Poor packaging in family pack of glucose biscuits.
5. Dependent on its flagship brand, Parle-G: The major income source for Parle
Company is the Parle-G biscuits. The biggest concern for Parle-G is that the
brand shouldn’t become outdated as it is a historic brand.
6. Lack of schemes for retailers and distributors.
OPPORTUNITIES

1. Rising demand for innovative packaging in packaged foods: Parle should

adopt new innovative packaging techniques. Due to proper packaging the
quality of the biscuits will be retained and will not suffer loss if goods are
spoiled before it reaches their place.
2. Retaining loyal retailers or wholesalers: Parle can motivate retailers and
wholesalers with good incentives and programs.
3. Innovation and Rural Market: Innovating new products, especially non-
glucose type biscuits, and its test marketing in the rural market with its
existing distribution channel would help them establish a new market in
rural India.
4. Improving supply system for established brands: As discussed in the
earlier point the company can attract more retailers and wholesalers. Due
to this the company can expand the supply system and attract more
customers.
THREATS

1. Highly advertised brands such as Britannia: Parle faces the adverse

competition from Britannia. Britannia has adopted intensive advertisement
such as through media to promote their products. This can result in less
attraction for the brand products of Parle.
2. Ever increasing competition from multinationals and local companies.
3. Increase in sale of cheap local bakery products: There is sudden increase in
bakery products for past certain period of time in the market. Due to this
the Parle biscuits are facing competition. This can affect the performance of
the company.
4. Emerging substitutes like wafers, snacks and toast:Earlier it was just the
biscuit which was available as snacks item. Now there are many other
products like wafers and toast. Thus company is facing threat due to the
new substitute products.
 Covid-19 Impact
Parle-G registered its best sales figures in over eight decades during the COVID-19 lockdown
period.while many businesses struggled to survive, this home-grown glucose biscuit hasn’t
seen its sales dip even for a day. In fact, Parle-G broke its own sales record by selling the
maximum number of biscuits during lockdown in eight decades. Parle saw its overall market
share increasing by nearly 5% in May and 80-90% of this growth came from Parle-G sales.
Various NGOs and welfare organizations included Parle-G in their donation kits when Cyclone
Amphan hit West Bengal and Odisha. Many people stocked it at home for emergencies.
Another reason why Parle-G saw an uptick in sales is because the whole country was home
and needed something healthy to snack on. “We have witnessed that during natural
calamities and during COVID, there is an urgent need to supply rations to people and Parle-G
has always been the go-to product and comfort food in any situation or location. It has a
longer shelf life and the packaging keeps the biscuits fresh, thereby making it an ideal storage
item,” said Mayank Shah, Sr. Category Head, Parle Products.
 Social Media
The lockdown pushed even a traditional brand like Parle to embrace digital and explore
the options available to reach out to its customers. Parle has around 58k followers on
Parle products and 57k followers on parle-G page on instagram and 44k on twitter.
In News
Customer Reviews