‘Consumer behavior

of
Parle – G’

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- Presented by -

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 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

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 Looking at the
success of parle,
a lot of other ‘me-too’
brands were introduced
in the market……

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“Genius Tales to be discussed”
1) Parle G’s capabilities
2) Product Mix of Parle
3) Parle’s Genius ways of Branding
4) Packaging & labelling
5) Price Mix strategies
6) Place Mix strategies
7) Promotion Mix
8) Consumer behavior for Parle-G

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(1)Parle G’s Capabilities

1) Based on functional life

2) Based on price and quality

3) Based on utility- Convenience goods. Also

they are partly impulse products.

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2) Product Mix of Parle
Biscuits Sweets Snacks

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3) Parle’s 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

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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.

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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.

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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…. 12
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

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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

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Contd..
• Level 1 - availability to all departmental stores

• Level 2 - Since it’s 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

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7) Promotion Mix strategies

• In the 80's it was advertised mainly through

press ads

• In1989 released its Dadaji commercial

“Swadbhare Shaktibhare, Barso se…Parle G”

• Then in 2002…G-Man & then……‘G’

maane’GENIUS’’

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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

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9) “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!

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‘Thank you’

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