* to appreciate that tactical decisions such as pricing are not made (or, atleast, are not made effectively) in isolation of bigger picture of marketing strategy. * to encourate the participants to explore the challenges surrounding the sustainability of a value-for-money positioning. * to provide participants with the opportunity to devise both short and long term marketing plans. * Following question are supposed to be answered (hand written) and to be submitted in our next class. This case is ideal for illustrating the complexities that emerge when making a pricing decision in the context of a brand and product category strongly associated with a value-for-money proposition. Answer your view point on following points in relation to the case of Parle G: * Complexity of the pricing decision w.r.t Value-for-Money perception * Decisions beyond pricing
* Take a position of either maintaining the price or increasing the price. Outline your rationale for the pricing decision * Suggest a marketing plan for the future of Parle-G biscuits. Also prepare a Projected P&L account considering four scenario (i.e. 15%, 205, 25% & 30% growth in production and sales) – you can assume Rs.47.60 price per kilogram.
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