Genius Planning of Parle G

- Presented by 1) 2) 3) 4) 5) Komal Dhantole Nikhil Kadam Pranit Khot Nikita Mahire Trupti Yadav 55 65 68 69 82

MMS II Year

Parle Glucose
Launched in the year 1939 At the Mumbai factory, Vile Parle By 1949, Parle Glucose biscuits were available across the state In early 50s, they produced over 150 tones of biscuits in the Mumbai factory

Looking at the success of , a lot of other me-too brands were introduced in the market
5

Genius Tales to be discussed

1) 2) 3) 4) 5) 6) 7) 8) Parle Gs capabilities Product Mix of Parle Parles Genius ways of Branding Packaging & labelling Price Mix strategies Place Mix strategies Promotion Mix Consumer behavior for Parle-G
6

1) Parle Gs Capabilities
1) Based on functional life
2) Based on price and quality 3) Based on utility- Convenience goods. Also they are partly impulse products.

Genius Tales to be discussed

1) 2) 3) 4) 5) 6) 7) 8) Parle Gs capabilities Product Mix of Parle Parles Genius ways of Branding Packaging & labelling Price Mix strategies Place Mix strategies Promotion Mix Consumer behavior for Parle-G
8

2) Product Mix of Parle

Biscuits Sweets Snacks

Genius Tales to be discussed

1) 2) 3) 4) 5) 6) 7) 8) Parle Gs capabilities Product Mix of Parle Parles Genius ways of Branding Packaging & labelling Price Mix strategies Place Mix strategies Promotion Mix Consumer behavior for Parle-G
10

3) Parles Genius ways of Branding

symbolizes quality, health & great taste Uses Prefix i.e. Parle at the beginning.. Follows both line extension & brand extension

Line extension Milkshakti, Magix Brand Extension Introduction of snacks category

11

Genius Tales to be discussed

1) 2) 3) 4) 5) 6) 7) 8) Parle Gs capabilities Product Mix of Parle Parles Genius ways of Branding Packaging & labeling Price Mix strategies Place Mix strategies Promotion Mix Consumer behavior for Parle-G
12

4) Packaging & labeling

Initially recognized by its iconic white & yellow stripped wax paper wrapper with the baby face on it.

Many competitors tried to sell their lower quality products by copying the packaging, to sell their biscuits with name Parle-Jee !!! Parle G now uses plastic wrappers for its packaging.
13

Contd 4) Packaging & labeling

Parle-G comes in 8 different sizes: 25gms, 44gms, 93.5gms, 231gms, 340.5gms, 462gms, 577.5gms & 1kg pack just for Rs.30 which is not usually offered by other brands. Giving information about . ingredients used, nutrition facts, emailing addresses asking for feedback, phone number, packaging date etc.

14

Genius Tales to be discussed

1) 2) 3) 4) 5) 6) 7) 8) Parle Gs capabilities Product Mix of Parle Parles Genius ways of Branding Packaging & labeling Price Mix strategies Place Mix strategies Promotion Mix Consumer behavior for Parle-G
15

5) Price Mix strategies

The Parle marketing philosophy emphasizes catering to the masses Most Parle offerings are in the low & mid-range price segments based on Indian consumers psyche. Market Penetration strategy value pricing method contd.
16

Contd

For setting the price of Parle hide & seek biscuit, a survey was taken in the urban &semi-urban markets

Potential consumers were ready to pay a premium price for an innovative product like chocolate chip biscuits.
Thus, Parle adopted market skimming

17

Genius Tales to be discussed

1) 2) 3) 4) 5) 6) 7) 8) Parle Gs capabilities Product Mix of Parle Parles Genius ways of Branding Packaging & labeling Price Mix strategies Place Mix strategies Promotion Mix Consumer behavior for Parle-G
18

6) Place Mix strategies

Parle has nearly 1,500 wholesalers, catering to 4, 25,000 retail outlets 200 field force, services these wholesalers &retailers. Additionally, there are 31 depots & C&F agents supplying goods to the wide distribution network
19

6) Place Mix strategies

Level 1 - availability to all departmental stores Level 2 - Since its an FMCG product this channel exists for customers scattered throughout the country Level 3 - Mass consumption & suitable for national & international coverage. e.g. Middle East, Africa, South America, Sri Lanka, Australia, North America
20

Genius Tales to be discussed

1) 2) 3) 4) 5) 6) 7) 8) Parle Gs capabilities Product Mix of Parle Parles Genius ways of Branding Packaging & labeling Price Mix strategies Place Mix strategies Promotion Mix Consumer behavior for Parle-G
21

7) Promotion Mix strategies

In the 80's it was advertised mainly through press ads In1989 released its Dadaji commercial Swadbhare Shaktibhare, Barso seParle G Then in 2002G-Man & then G maaneGENIUS

22

Genius Tales to be discussed

1) 2) 3) 4) 5) 6) 7) 8) Parle Gs capabilities Product Mix of Parle Parles Genius ways of Branding Packaging & labeling Price Mix strategies Place Mix strategies Promotion Mix Consumer behavior for Parle-G
23

8) Consumers behavior for ParleG

In India it is a habit to have biscuits along with chai or tea Parle G is referred to as"biskut" in rural areas - thus when asked for biskut to a shopkeeper it simply meansParle-G biscuit in rural areas. Perception- consumers believe Parle-G to be a good quality product which is cheap too. a great snack with tea
24

8) Why G mane Genius ???

Because. Today, Parle enjoys a 40% share of the total biscuit market and a 15%share of the total confectionary market, in India. enjoys a strong imagery & appeal amongst consumers. Be it a big city or a remote village of India, the Parle name symbolizes quality, health and great taste!
25

Thank you

26