Parle G
Parle-G
Rural Marketing
Presented by:
Sujit Ranmale (P14045)
Aniket Kalode (M14052)
Kshitij Sarode (P14047)
Introduction
• Established: 1929 (Vile Parle, Mumbai)
• Parle Products: 35% share of Indian biscuit market
• Largest biscuit selling brand in the world
(ref: Nielsen)
• Famous brands: Parle-G, Parle-Monaco
• Products
– Biscuits
– Sweet confectionery
– Snacks
Brand Milestones
• G stands for Glucose, originally
• After 1947: ad campaign as Gluco brand of biscuits and Indian alternative to British biscuits • Ad campaign: G means Genius
• 2013: first domestic FMCG brand to cross
Rs. 5000 cr in retail sales
Strategy
• High market penetration with low pricing
– Mass-production
– Mass-distribution
– Mass-promotion
• Jan 2013: distribution network covered over 6 million retail stores
• Target metropolitan cities to remotest village with population as low as 1500
• SKUs: Rs. 2,3,4,5,10,20,60
Production to consumption
•
•
•
•
•
•
5 level distribution model
14 manufacturing units
31 depots, C&F agents
~15000 wholesalers
4.25 lakh retailers
2.50 mn outlets
Competitors- comparison
• Did not increased price (1998-06) from
Rs.4 compared to its competitor Britnnia
Tiger
Positioning
• Next level of values communicated with brand such as: honesty, sharing, caring
• TheFutureGenius.com
• Aao banaye kal ke genius ad
PARLE-G1 _ KAL KE GENIUS - (Title- Balloon) Tvc.mp4
• Consumer psyche: recognize not as ParleG, but as ‘biscuit ka puda’
Other Initiatives
• 50-56% sales come from rural market
• Associated with government initiatives as:
– Primary Education Scheme
– National Rural Health Mission Centers
– Mid-day Meal Scheme
• Others:
– Parle-G mera sapna sach hoga
– Parle Saraswati Vandana
References
• http://www.parleproducts.com/brands/parle g/ • http:// www.quora.com/Biscuits/Parle-G-pricing-st rategy
• http://en.wikipedia.org/wiki/Parle-G
• https://
www.youtube.com/watch?v=sADzIi4lOC8
Rural Marketing
Presented by:
Sujit Ranmale (P14045)
Aniket Kalode (M14052)
Kshitij Sarode (P14047)
Introduction
• Established: 1929 (Vile Parle, Mumbai)
• Parle Products: 35% share of Indian biscuit market
• Largest biscuit selling brand in the world
(ref: Nielsen)
• Famous brands: Parle-G, Parle-Monaco
• Products
– Biscuits
– Sweet confectionery
– Snacks
Brand Milestones
• G stands for Glucose, originally
• After 1947: ad campaign as Gluco brand of biscuits and Indian alternative to British biscuits • Ad campaign: G means Genius
• 2013: first domestic FMCG brand to cross
Rs. 5000 cr in retail sales
Strategy
• High market penetration with low pricing
– Mass-production
– Mass-distribution
– Mass-promotion
• Jan 2013: distribution network covered over 6 million retail stores
• Target metropolitan cities to remotest village with population as low as 1500
• SKUs: Rs. 2,3,4,5,10,20,60
Production to consumption
•
•
•
•
•
•
5 level distribution model
14 manufacturing units
31 depots, C&F agents
~15000 wholesalers
4.25 lakh retailers
2.50 mn outlets
Competitors- comparison
• Did not increased price (1998-06) from
Rs.4 compared to its competitor Britnnia
Tiger
Positioning
• Next level of values communicated with brand such as: honesty, sharing, caring
• TheFutureGenius.com
• Aao banaye kal ke genius ad
PARLE-G1 _ KAL KE GENIUS - (Title- Balloon) Tvc.mp4
• Consumer psyche: recognize not as ParleG, but as ‘biscuit ka puda’
Other Initiatives
• 50-56% sales come from rural market
• Associated with government initiatives as:
– Primary Education Scheme
– National Rural Health Mission Centers
– Mid-day Meal Scheme
• Others:
– Parle-G mera sapna sach hoga
– Parle Saraswati Vandana
References
• http://www.parleproducts.com/brands/parle g/ • http:// www.quora.com/Biscuits/Parle-G-pricing-st rategy
• http://en.wikipedia.org/wiki/Parle-G
• https://
www.youtube.com/watch?v=sADzIi4lOC8
References: • http://www.parleproducts.com/brands/parle g/ • http:// www.quora.com/Biscuits/Parle-G-pricing-st rategy • http://en.wikipedia.org/wiki/Parle-G • https:// www.youtube.com/watch?v=sADzIi4lOC8