Parle

Executive summary (100)

Company background (150-200)

Product:

The core benefit of Parle G was always aimed at consumer’s nutrition level and to satisfy their hunger. The product is a nutrition based biscuit containing wheat and barley which acts as a substitution for the regular rice intake. Parle products are tangible products. Parle G pricing varies on the volume of each pack and the price varies from 4 to 10 INR. Parle G comes in 8 different sizes 25, 44, 93.5, 231, 340, 462, 577.5, and 1000 grams hence the product depth is 8.

[11] Parle G biscuits are low to mid-range in pricing. The market segments targeted are all the masses but since Parle-G is a nutrition biscuit it is more targeted towards growing youth and young mothers.

In India, where regular food consumption is rice, kids are given Parle-G to make up for the other nutrition food like cereals. It is easily accessible to the consumers anywhere in the country.

Actual Product

Branding:

[22] Parle G is the dominating brand when it comes to volume based biscuit market. Their brand has been following the same packaging, which makes the consumer’s recognise the brand easily. In country like India, where the population is more inclined towards rural areas, the brand loyalty is stronger towards the brand [The Financial Express, 2004].

Quality Level:

Parle G is consumed for taste, nourishment and energy [Parle Products Ltd., 2011]. Pradeep Kashyap, Team Leader of rural marketing and research agency mart India, relating to the rural areas mentions that cost of quality increases as the brand moves away from the cities [Sachitanand, R., Sharma, E.K., Srivastava, P. & Varadarajan, N., 2007].

Packaging:

[9] Parle G’s Value For Money (VFM) based marketing causes reduction in packaging costs and size due to the rising input costs of the products. In order to counter these issues company changed their approach towards addressing segmentation, positioning itself and altering demographics [Goode, M.,...