Parle conducted market research on its biscuit products. Through interviews with distributors, they learned about their product portfolio, distribution channels, areas supplied, and competition issues. Parle faces rising costs but aims to maintain its brand image and the perception of value for money through its flagship Parle-G biscuits. Consumer surveys found Parle to be one of the top recalled biscuit brands in India with good perceived quality and glucose being seen as the main attribute of Parle-G biscuits.
Parle conducted market research on its biscuit products. Through interviews with distributors, they learned about their product portfolio, distribution channels, areas supplied, and competition issues. Parle faces rising costs but aims to maintain its brand image and the perception of value for money through its flagship Parle-G biscuits. Consumer surveys found Parle to be one of the top recalled biscuit brands in India with good perceived quality and glucose being seen as the main attribute of Parle-G biscuits.
Parle conducted market research on its biscuit products. Through interviews with distributors, they learned about their product portfolio, distribution channels, areas supplied, and competition issues. Parle faces rising costs but aims to maintain its brand image and the perception of value for money through its flagship Parle-G biscuits. Consumer surveys found Parle to be one of the top recalled biscuit brands in India with good perceived quality and glucose being seen as the main attribute of Parle-G biscuits.
Parle conducted market research on its biscuit products. Through interviews with distributors, they learned about their product portfolio, distribution channels, areas supplied, and competition issues. Parle faces rising costs but aims to maintain its brand image and the perception of value for money through its flagship Parle-G biscuits. Consumer surveys found Parle to be one of the top recalled biscuit brands in India with good perceived quality and glucose being seen as the main attribute of Parle-G biscuits.
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TITLE
MARKETING STUDY OF PARLE
PRODUCTS DETAILS • NAME- • Roll no.- • Course- MBA Ivth • SPECIALISATION- MARKETING MARKETING MIX OF PARLE PRODUCTS • The term marketing mix refers to unique blend of Product, Place, Promotion & Pricing strategies designed to produce mutually satisfying exchanges with a target market. Marketers have to make many decisions in developing a marketing mix that will satisfy their target customers. However, all of the variables that make up the marketing mix can be reduced to four basic categories. TALK WITH THE DISTRIBUTOR
• I had visited a distribution unit of Parle Biscuits, which is situated in JP nagar.
He proved to be very co-operative and resourceful. He gave me adequate information, which is required in the project. Below is the information gained through the visit :- • • Which are the products of parle you distribute? • Answer- Parle –G, Krack Jack, Monaco, Milk-Shakti, Hide N Seek , Fun Center, Cheeslings, Jeffs, Marie Choice, Parle Magic, Monaco Bites etc. • • 2. What are the yours distribution channel? • Answer- We distribute product through salesman Whose supply products in nearby area as per customers order. • • 3. In which areas you supply the products of parle? • Answer- We supply only in JP Nagar. • Cont.. • 4. How do you tackle competition? • Answer- Parle faces competition by just keeping up the quality and prices as per the pre defined standards. There are no levels in it. It has stable marketing strategies.
5. Problem faced, if any?
Answer- There used to be some problem due to imitation brands like, Parole G, Parale G, Parel G, etc. But now people identify the brand very well. They recognize by the sweet girl’s image on the pack and the PARLE on it written in Red. It acts as the logo. So, now this drench is cleared off. Conclusion • CONCLUSION • I want to conclude my project by saying that marketing strategy is 4ps such as product, promotion, price and place. These are all important aspects of marketing strategy. Without these aspects marketing is not possible. Marketing strategy is all about marketing a product. In these marketing mix sellers, retailers, buyers, and wholesalers play an important role. There is lot of scope in marketing strategy. Parle company had made huge profit by marketing there products in India and in foreign countries. • It was concluded that Parle is the first preference of both the customers and retailers (Organized and unorganized both) because of its price and brand image. • The Parle Biscuit brands, such as, Parle-G, Monaco, Krack jack, Marie Choice, Hide and Seek enjoy a strong imagery and appeal amongst consumers across the world. Which has resulted into Parle-G being the “world’s largest selling biscuit".
• Cont.. • The Parle name symbolizes quality, health and great taste. Constantly innovating and catering to new tastes PARLE-G has built its reputation. • Parle Products Pvt Ltd. is now lagging in services to retailers because of improper supply and distribution in some areas and competitors taking advantage of these points .Parle Company should take into consideration the opportunities and threats as discussed above. This will help the company to maintain its brand image for long time. • Parle Agro is a leading Indian Food and Beverage Company, the only Indian transnational giant with the past experience of having successfully launched leading soft drinks like Frooti, Appy, and Bailley. Toady its brand portfolio consists of No.1 brands like frooti along with Appy, and Bailley. • Case Study • In 2009, Parle Products Pvt. Limited (Parle), a leading Indian manufacturer of biscuits, had the honor of producing the best-selling brand of glucose biscuits in the world by volume, Parle-G. Parle-G biscuits sold for about U.S. $ 1 per kilogram, and as very few processed and ready-to-eat products were available at that price, Parle-G was closely associated with the offer value for money (VFM). Impending problems in this brand category for Parle was the fact that the prices of raw materials from the two main raw materials for the Parle-G biscuits (which account for 55 percent of their value inputs) rose enough in the past 18 months to reduce the field from 15 percent to less than 10 percent. Pressure to restore fields led Parle to consider price increases more previous attempt caused a sharp decline in sales. Parle later turned increase production costs by reducing the weight of the package, franchise production, reducing supply chain costs and reduce packaging costs. Parle could not ignore the deep- rooted perception of VFM in the development of short-and long-term marketing plans to maintain the success of Parle-G in the market. These plans are required to address segmentation, positioning, and changing demographics Indian when considering potential rise in Parle-G biscuits. • Leading biscuit and confectionary-maker Parle Products is all set to extend its promotional campaign for its flagship brand Parle G into the digital arena. With this, the campaign enters into its next phase and ropes in renowned author Ruskin Bond as a guest blogger to write for its microsite – TheFutureGenius.com. The edutainment site, TheFutureGenius.com is an interactive portal where parents can interact and share videos, audio clips and documents to showcase their child’s talent. Conclusion Of Surveys • 1. What are the brands of biscuit can you recall in your shop? --- In this survey 8% consumer recall parle biscuit and 7 % for ITC and 5 % for Priya Gold • 2. What is frequency of Parle biscuit you take from the distributer? • Conclusion- In this survey frequency of consumer takes thrice in a week. • What is the quality of Parle biscuit you think? • Conclusion- In this survey the most of the consumer think about quality is very good. • What attribute do Parle G belonged? • Conclusion- As per this survey the Glucose attribute is most suitable for Parle G.
