Parle-G has been the largest manufacturer of biscuits in India for over 80 years, controlling 65% of the glucose biscuit market. It focuses heavily on rural marketing, achieving 50-65% rural market penetration through its extensive distribution network of over 1.5 million retail outlets. Parle-G positions itself as a trusted, nutritious, and value-for-money brand in rural consumers' minds, and targets young consumers through school marketing programs.
Parle-G has been the largest manufacturer of biscuits in India for over 80 years, controlling 65% of the glucose biscuit market. It focuses heavily on rural marketing, achieving 50-65% rural market penetration through its extensive distribution network of over 1.5 million retail outlets. Parle-G positions itself as a trusted, nutritious, and value-for-money brand in rural consumers' minds, and targets young consumers through school marketing programs.
Parle-G has been the largest manufacturer of biscuits in India for over 80 years, controlling 65% of the glucose biscuit market. It focuses heavily on rural marketing, achieving 50-65% rural market penetration through its extensive distribution network of over 1.5 million retail outlets. Parle-G positions itself as a trusted, nutritious, and value-for-money brand in rural consumers' minds, and targets young consumers through school marketing programs.
Parle-G has been the largest manufacturer of biscuits in India for over 80 years, controlling 65% of the glucose biscuit market. It focuses heavily on rural marketing, achieving 50-65% rural market penetration through its extensive distribution network of over 1.5 million retail outlets. Parle-G positions itself as a trusted, nutritious, and value-for-money brand in rural consumers' minds, and targets young consumers through school marketing programs.
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HIDUSTAN KI TAKAT PARLE-G
Largest manufacturer of biscuits since 80 years
Quality, nutrition and great taste. More than 1500 Wholesalers an 1.3 Million retail outlets Faith and trust Example of marketing brilliance for Competitors 65 % of Glucose Biscuit market. RURAL MARKET OF PARLE-G
Parle G is concentrating heavily on rural marketing to
have high growth rate in rural areas Rural market penetration is 50 65% Parle G market reach very high due to distribution network Consumer psyche: Recognize Not as Parle G but as .. biscuit ka puda. Parle G is increasing awareness to know parle G as brand Target young generation, i.e. school going children Parle G is a market leader in glucose biscuit category in rural marketing
Positioning of parle-g in rural market
Parle-G the company has used channel and image
differentiation tools in rural market Parle G by far has the most intensive distribution coverage as compared to any other biscuit company in Indian rural market Also the name PARLE has an image that generates respect and a belief of good quality in the minds of the buyers The value-for-money positioning helps to generate large sales volumes for the parle-g Positioning parle-g firmly in the consumer mindset was easy because of healty and nutrious quality biscuits The success of Shaktiman from Parle-G again has tremendous scope in retailing, merchandising and event marketing. May be this was a deliberate strategy from Parle to reposition its biscuits with a shakti (power) aura against the much hyped biscuit brands. Parle-G eventually might use the Shaktiman umbrella strategy to replicate the success for its other brands in these markets. Parle G has adopted the Market Penetration strategy i.e. low price along with capturing of a large market Also they focus on providing good quality products at the same time, which means it uses the value pricing method.
The value-for-money positioning helps generate large
sales volumes for the products. Parle G is available in Re 1,Rs 2, Rs 4 to Rs 25 packet Profit margin for distributors is 4% and for retailers is 10- 12%