Marketing Department of Parle: Biscuits

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MARKETING DEPARTMENT OF PARLE

parle owns more than a total of 202 products from three categories, representing 90-
100% of parle products estimated 2018 retail sales, were included in product profile.

Biscuits Snacks Confectionary Cake Platina Hand


s Range Sanitizer
Parle-G Fulltoss Kismi Happy Hide&seek Suraksha
Happy
cakes
20-20 Parle’s Londonderry Nutricrunch
Milano Mexitos melody Fusian
Monaco Chatkeens Mango bite Cuppa
Magix Mazello Cerelac
Hide&seek Poppins Pazzta
DISTRIBUTION CHANNEL OF PARLE

Intensive

Distribution: Parle uses Intensive Distribution for Parle G. This is the ideal


strategy for the market leader as intensive distribution has the following
advantages- 1. Increases coverage and sales. 2. Increases product
availability. 3. Encourages retailers to compete aggressively. Higher
competition leads to narrower margins for the retails hence, increases the
ultimate margin for the manufacturer.
 The Channel Members of Parle: The Parle distribution
network for biscuits has essentially four levels as enlisted below - 1. Parle
Depots. 2. Wholesalers and Distributors. 3. Carry Forward Agents (if
required). 4. Retailers.
 Logistics of Parle: Parle has nearly 1500 wholesalers, catering to 425000
retail outlets directly or indirectly. A two hundred strong dedicated field
force services these wholesalers and retailers. Additionally, there are 31
depot sand Carry and Forward agents supplying goods to the wide
distribution network. Parle has level 1, level 2, level 3 distribution
channels levels - Level 1: Availability of Parle G biscuits at all
departmental stores across the length and breadth of the country. Level 2:
Since it's an FMCG product this channel exists for customers scattered
throughout the country. Level 3: Mass consumption and suitable for
National and International coverage. For e.g. Parle international operations
consist of serving markets in the Middle East, Africa, South America, Sri
Lanka, Australia, and North America for which the 3 level distribution
channel exists.
 Dynamics: Parle has a multi-channel marketing system since it uses more
than two marketing channels to reach all its customer segments.

PRODUCT LIFE CYCLE


The concept of product life cycle (PLC) concerns the life of a product in the market
with respect to business/commercial costs and sales measures. The product life
cycle proceeds through multiple phases.

1) INTRODUCTION - This is the stage in which the product has been introduced
first time in the market and the sales of the product starts to grow slowly and
gradually and the profit received from the product is nominal and non-
attained. And do advertisement for awareness about the product to the
consumers. Cost is very high • Slow sales volumes to start • little or no
competition • Demand has to be created • Makes little money at this stage.
2) GROWTH • in the growth stage, the product is present already in the market
and the consumers of the products are habitual of the product. The customers
are becoming satisfied from the product and they bought it again and again. •
Sales volume increases significantly • Profitability begins to rise • Public
awareness increases • Competition begins to increase with a few new Players
in establishing market • Increased competition leads to price decreases.
3) MATURITY • in maturity stage, the cost of the product has been decreased
because of the increased volume of the product and profit also. Also, more
and more competitors have seen to be leaving the market. In this way very
few buyers have been left for the product and these results in less sales of the
product. • Costs are decreased as a result of production volumes increasing •
Sales volume peaks and market saturation is reached • Increase in
competitors entering the market • Prices tend to drop due to the proliferation
of competing products.

4) DECLINE • in this stage, the profit as well as the sales of the product has
started to decline because of the deletion of the product from the market. The
market for the product in this stage, started to show negative rate of growth
and corroding cash flows. • Costs become counter-optimal • Sales volume
decline •

Price Strategy of Parle

The company follows a low-cost strategy to lead the position in the market. It
eventually helps them to fight with the competitors. The pricing strategy is the
backbone of the company. Also, it has been able to manage the low cost due
to the high volume of production. It focuses on quality which helps them to
reach a huge audience as Parle G keeps its pricing slightly lower focusing on
the volume strategy. The company has been maintaining its growth and
earnings through bad and good times equally reason being its pricing
strategy. 
PROMOTIONAL STRATEGIES OF PARLE

Parle brand promotes through all medium like print, TVC, online ads etc. as a part of its
promotion and marketing strategy. Parle brand has always incorporated qualities like sharing and
caring positive emotions. By sponsoring shows like Shaktimaan where Parle started giving out
merchandise for the same, Parle was able to connect with the children very easily. Parle has been
active when it comes to TV advertisements or promotions. 

Parle G was a prime product that the company promoted using the logo of a young girl. All the
products have distinct and attractive packaging which attracts the target group. Apart from Parle G,
all other products of the company are also promoted extensively with innovative marketing
campaigns. Parley has practively been involved in press and print media. Hence, this concludes the
Parle marketing mix.

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