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    Parle G Marketing Project

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    Soumya Talwar
    Parle G is one of the most widely distributed biscuit brands in India with strong mass appeal. It has been in the market since 1929 and has created a strong brand identity through its iconic yellow packaging and advertisements featuring the "Parle girl". Parle G earns around $1.5 billion annually and has become synonymous with biscuits in India, with all other Parle products often referred to as "Parle-G" by customers. The brand has established itself as an affordable and mass-market product through consistent low pricing and wide distribution across India.

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    Parle G Marketing Project

    Uploaded by

    Soumya Talwar
    334 views8 pages
    Parle G is one of the most widely distributed biscuit brands in India with strong mass appeal. It has been in the market since 1929 and has created a strong brand identity through its iconic yellow packaging and advertisements featuring the "Parle girl". Parle G earns around $1.5 billion annually and has become synonymous with biscuits in India, with all other Parle products often referred to as "Parle-G" by customers. The brand has established itself as an affordable and mass-market product through consistent low pricing and wide distribution across India.

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    Marketing Term 1 project on Parle G

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    Parle G is one of the most widely distributed biscuit brands in India with strong mass appeal. It has been in the market since 1929 and has created a strong brand identity through its iconic yellow packaging and advertisements featuring the "Parle girl". Parle G earns around $1.5 billion annually and has become synonymous with biscuits in India, with all other Parle products often referred to as "Parle-G" by customers. The brand has established itself as an affordable and mass-market product through consistent low pricing and wide distribution across India.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    334 views8 pages

    Parle G Marketing Project

    Uploaded by

    Soumya Talwar
    Parle G is one of the most widely distributed biscuit brands in India with strong mass appeal. It has been in the market since 1929 and has created a strong brand identity through its iconic yellow packaging and advertisements featuring the "Parle girl". Parle G earns around $1.5 billion annually and has become synonymous with biscuits in India, with all other Parle products often referred to as "Parle-G" by customers. The brand has established itself as an affordable and mass-market product through consistent low pricing and wide distribution across India.

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    PARLE - G

    GROUP 10

    SNEHA BARUA
    SOMAL SAGAR
    SOUMYA
    SOUMYA TALWAR
    SRIKANTIAH SHIKHAR SATISH
    2

    Parle G is one of the most widely


    distributed biscuit brands in India and
    has fantastic mass appeal. Many people
    love to have Parle G with their evening
    tea or Coffee. It is found in all nooks and
    corners of the country and is exported to
    several other countries as well. The
    turnover of Parle G is the driving force
    behind all other products of Parle.

    The iconic brand with its distinctive


    yellow colour packaging and strong
    association with the customers through Heritage: Parle has a strong legacy of
    its advertisements has created a strong more than 70 years and its associations
    brand identity. Its biscuit brand has with people for such long time is helping
    become so famous that all other products
    of parle are being called by customers as the company in being competitively
    Parle-G. ahead of its competitors
    3
    HISTORY OF PARLE-G
    Parle earns a
    Parle-G started as a Parle launched an According to a Nielsen yearly revenue of
    competition brand ad campaign to survey of 2011, it is the $1.5 Billion from
    to Jacob’s Biscuit from compete with foreign best-selling brand of Parle-G biscuits
    UK in 1929 brands and promote biscuits in the world alone today
    Indian biscuits

    1929 1939 1947 1982 2011 2013 2019

    During the crisis of To avoid the confusion Parle-G became India's


    World War 2, the first and competition from first FMCG brand to cross
    Parle G biscuit was similar brands, Parle the ₹ 5,000 crore mark in
    produced in 1939 Gluco changed the retail sales in 2013
    name to Parle-G in
    1982
    4
    PROMOTION STRATEGIES
    1939 2017-
    Came out as Parle Bharat ka Apna
    Gluco- a glucose Biscuit showing the
    biscuit in the age of evolution and journey
    new packaged foods through the time in
    India
    1980
    To distinguish itself 2014
    from the horde of me- Kal Ke Genius
    too glucose biscuit campaign to focus on
    brands entering the how eating a Parle-G
    market, renamed as ignites innovative
    Parle-G minds

    1998 2004
    Since no Bollywood G for Genius
    star could fit the campaign to revamp
    brand’s positioning, the idea of the brand
    they chose Indian for the
    superhero new millennium
    Shaktimaan
    5
    MARKETING MIX
    PRODUCT PROMOTION
     Parle brand is one of the  Through values and
    most recognized biscuit emotions
    manufacturing company in  TV Advertisements
    India  Social Media
     Products like Parle-G are  Media Releases
    such that they can be  Media Mix
    consumed at any point of  Brand Advocacy
    time and by anyone

    PLACE PRICE
    Parle-G is widely available  Parle has followed a low-
    cost strategy in order to
    across all geographies across establish a market leader
    India. With a presence of position
    very strong distribution  The low price of the Parle
    network, Parle-G has been products along with the
    able to reach over 6 million promise of high quality
    helps in fighting the
    retailers all over India.
    competitors
    6
    MARKETING STRATEGY(1/2)
     The brand makes perfect use of the visual association it
    has established for itself with the help of the iconic
    “Parle girl”
     Advantage of this is that consumers are able to identify
    and connect with the brand immediately as soon as they
    see the Parle girl. This image is forever etched in the
    minds of biscuit consumers all over India
     The reason of its success is the way Parle G has
    positioned itself as a glucose biscuit that almost
    everybody can afford
     Since its inception, the brand has kept its prices at the
    entry level only which makes it affordable for the masses
    7
    MARKETING STRATEGY(2/2)
     Parle G has created a niche for itself in the biscuit
    market as the go-to biscuit whenever you are having tea,
    coffee or milk.
     The brand’s distribution channels are also extensive
    which enhances the effect of its marketing strategy.
     Parle G biscuits are available in the markets of even the
    remotest villages and towns. It is widely consumed by
    people who don’t even know how to read showing how
    successful the brand has been in penetrating into the
    biscuit market through its unique marketing strategy,
    packaging and iconic Parle girl.
    THANK YOU!

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