MARKETING MIX OFPARLE - G

Introduction :• About Parle• About Parle-GMarketing Mix :• Price• Place• Product• Process• Promotion

CONTENTS

Established in 1929 1st brands – Parle Glucose and Parle

Monaco 35% share of the total biscuit market 14 manufacturing units for biscuit Annual turnover 2000 crores

ABOUT PARLE

ABOUT PARLE - G• Parle-G is consumed by people of all ages.

• While some have it for breakfast, for others it is a complete wholesomemeal.

• For some it's the best accompaniment for chai

• While for some it's a way of getting charged whenever they are low on energy.

• Low price along with capturing of a large market• Uses the value pricing method.• Parle G is available in Re 1,Rs 2, Rs.4 to Rs.25 packet• Profit margin : Distributors -4% & Retailers - 10-12%• Parle-G maintained its price of Rs.4.00 for the last 12 yr & has seen thevariation in its sales due to increase in price by mere 50p.

PRICE

PRICE DISTRIBUTION

• The extensive distribution network.• Available to consumers, in Remote & Village places.• Nearly 1,500 wholesalers, catering to 4,25,000 retail outlets directly or indirectly.• 31 depots and C&F agents supplying goods.• Factories at strategic locations & Establishment of manufacturing units in rural areas

PLACE

Parle-G is one of the most popular, oldest and largest selling brands in India. Has been a symbol of health, quality and taste.

Introduce recently two of its variants, Parle-G Milk Shakti and Parle-G Magix.

Introduced in 1998, Parle's own Hide & Seek (cream) biscuit.

Being a basic product as biscuit, its core-benefit is to satisfy the consumer's hunger. It gives expected milky and sweetish taste with rich nutrition, along with quick energy from augmented glucose-content.

PRODUCT

For decades, consumers recognize Parle-G instantly by its packs, which used to consist of yellow wax paper wrapper with a baby face on the front, along with its brand name and company's red- coloured logo 'Parle'.

Parle-G now comes in low cost plastic covering. Using the automatic packaging and printing facilities, its manufacturing unit now produces 160 packets/minute.

Its size ranges from 16.5gm to 825gm with prices range of Rs.1/- to Rs.50/- .

Catchy and distinctive packaging with informative labelling.

PROCESS

NUTRITION CONTENT BRAND

Advertising - In 1989 Parle-G released its “Dadaji” commercial which was a huge success and was aired over a period of 6 years. The communication spoke about the basic benefits of energy and nutrition.

Just a few months back a reminder TV commercial was launched for Parle-G where the product is being called ‘hindustan ki takat’. Recently Parle G has started the use of celebrity in their advertisements.

Sales Promotions : In order to give momentary sales boost-up during festival seasons, it often tends to offer seasonal discounts. For example, increase the size of the packs but sell it at the same price (i.e. 10% extra free on 82.5gm at 4Rs/-).

PROMOTION

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ADVERTISING TECHNIQUE

THANK YOUVaibhav ParabShaikh AshiqueAbdulla AnsariAsif SiddiqueSatyam DubeySingh Vipesh