Parle Products case study

1. PARLE PRODUCTS

2. ABOUT THE COMPANY

3. HISTORY

4. TIMELINE

5. OUR 4 BRANDS OF PARLE

6. ENVIRONMENTALANALYSIS
ENVIRONMENTAL
LEGAL
TECHNOLOGICAL
SOCIAL
ECONOMICAL
POLITICAL
FACTORPRODUCT
MEDIUM
LOW
HIGH
HIGH
HIGH
MEDIUM
PARLE-G
MEDIUM
LOW
LOW
HIGH
LOW
LOW
MELODY
MEDIUM
LOW
MEDIUM
LOW
MEDIUM
LOW
RUSK
MEDIUM
LOW
MEDIUM
LOW
MEDIUM
LOW
NUTRICRUNCH

7. PARLE- G

8. Parle G - STDP
SEGMENTATION
GEOGRAPHIC DEMOGRAPHIC PSYCHOGRAPHIC BEHAVIOURAL
consumed by both rural,
semi-urban and urban
area
Age- consumed mostly by
kids
Income- consumed by lower
and middle-income groups
to be a good quality
product which is cheap
too, also perceive it to be
a great snack with tea.
Benefit - Parle-G biscuits
provide instant energy as
G for Genius
TARGET MARKET
All Age Group that is from Smaller kids to Senior Citizen
Mostly used my Middle Class and Lower class as a Evening Snacks
DIFFERENTIATION
Intangible - Characteristics (Emotions)
For Parle-G the company has used channel and image differentiation tools.
Parle-G by far has the most intensive distribution coverage as compared to any
other biscuit company in India. Also, the name PARLE has an image that
generates respect and a belief of good quality in the minds of the buyers
POSITIONING
G mane Genius - Quick recognized by Picture of young girl in front
of wrapper of yellow and white

9. PRODUCTS DIFFERENTIATORS
20-20 Cookies Ingredients – Cashew/Butter/Cashew Almond/Choco-dip
Monaco Ingredients – Salt
Hide & Seek Ingredients – Choco-chip/ Vanilla/ Cocoa
Coconut Ingredients – Added Coconut
Fabio Sandwich Crème Biscuits
Krackjack Ingredients
Marie
Function - Considered a health biscuit, for calorie-conscious
people
Milk Shakti Ingredients – Milk biscuits/ 7 vitamins and 2 minerals
Top Spin Ingredients – Sugary Crackers
Happy Happy Ingredients – Choco-chip cookies
Magix Crème biscuits
Milano Premium choco-chip cookies/ Packaging
Top Ingredients – Buttery Crackers
Fab! Range Ingredients – Strawberry/ Black Currant Jam
Biscuits
•Parle-G is branded as a tea-
time snack
•Special Ingredients -Glucose
and Levulose

10. PARLE-G – 4P’s OF MARKET MIX
PRODUCT Non-durable Goods (FMCG) - Basic Product
PRICE
(50 GM)
Price​ Competitors Price​
Pricing-
Method/Approach/
Strategy​
Rs 4
Britannia Tiger Glucose
(50 gm) – Rs 5​
Sunfeast Glucose
Biscuit (48 + 12gm) –
Rs 5​
low-cost strategy​
PLACE
Manufacturing units over 1500 wholesalers
depot agents 6 million retailers/Online Retailers
PROMOTION
Tv, newspaper, Sales Promotion, Personal Selling, Public Relations, and
Digital Marketing
- Its mascot, Neerja Deshpande, the young girl on the Parle G products.
- Tagline G mane Genius
- Associated with positive emotions and has incorporated qualities like sharing and
caring

11. MELODY CHOCOLATY

12. MELODY
SEGMENTATION GEOGRAPHIC DEMOGRAPHIC
TARGET MARKET
GEOGRAPHIC DEMOGRAPHIC
Mostly consumed by urban and semi-
urban
Age – Kids and teenagers
DIFFERENTIATION Tangible Attributes-Based on Ingredients- Chocolate and caramel flavour
POSITIONING
Based on Taste The brand which has made a place for its position in the
market because of its unique quality and taste is making a comeback. Melody
is a unique 2 in 1 toffee with chocolate inside and caramel outside. The brand
which was premium priced

13. PRODUCTS DIFFERENTIATORS
Kaccha Mango
Bite
Bite-sized hard candy
Mango Bite Bite-sized hard candy/ Flavour
Poppins Fruit candies
Londonderry Ingredients – milk and caramel
Kismi Elaichi and caramel blend
2 in 1 Eclairs Ingredients – Éclair, soft caramel shell
Orange Bite Bite-sized hard candy/ Flavour
Rol.a.Cola Cola candies
Mango Zing Centre-filled flavoured candy
Mazelo Fruit candy
Cafechino Coffee toffees
Sweets (Confectionaries)
• Melody – Yeh Melody itna
chocolaty kyu hai?
• Type - Caramel Toffee
• Ingredients – Caramel

14. MELODY
PRODUCT Non-durable Goods (FMCG) - Basic Product
PRICE
Price Competitors Price
Pricing – Method/ Approach
Strategy
Re. 1
Cadbury Eclairs
– Re. 1
Alpenlibe by
Perfetti Van Melle –
Re. 1
Market based pricing model​
PLACE
Manufacturing units over 1500 wholesalers
depot agents 6 million retailers/Online Retailers
PROMOTION
Tv, newspaper, Sales Promotion, Personal Selling, Public
Relations, and Digital Marketing
a. Its unique taste
b. The brand recall and equity
c. The brand elements like its jingle and tagline and packaging.

15. PARLE RUSK

16. PARLE RUSK
SEGMENTATION
GEOGRAPHIC DEMOGRAPHIC PSYCHOGRAPHIC
Consumed by Urban
population
Age- Elderly People
Income – Middle or Upper-
middle class group
Seen as a tea-time snack
and family get together
TARGET MARKET To people who like a munch a snacks with Tea/Coffee
DIFFERENTIATION Tangible Attributes-Based on Ingredients- Real Elachi (Cardamom )
POSITIONING
They have framed that with Tea Rusk taste good with tagline " Chai ko
bhi hai rusk se pyaar"

17. PRODUCTS DIFFERENTIATORS
Milk Rusk Hard, dry-biscuit or twice-baked bread
Happy Happy Egg
Cakes
Ingredients – Egg
Flavours – Vanilla/ Tutti Frutty/ Chocolate
Happy Happy Veg
Cakes
Ingredients – No Egg added
Flavours – Tutti Frutty/ Pineapple
Bakery Products
Elaichi Rusk – Light tea-time snack

18. PARLE RUSK
PRODUCT Non-durable Goods (FMCG) - Basic Product
PRICE
(273 GM)
Price​ Competitors Price​
Pricing-
Method/Approach/
Strategy​
Rs 42​
Britannia Toastea
Premium Bake Rusk
(273 gm – Rs. 40​)
Haldiram Rusk
(300 gm)- Rs 40​
Value based Pricing​
PLACE
Manufacturing units over 1500 wholesalers
depot agents 6 million retailers/Online Retailers
PROMOTIO
N
Tv, newspaper, Sales Promotion, Personal Selling, Public Relations
& Digital Marketing
- Existence of the product, price of the product, differentiating features of the
product and finally how consumers can effectively use the products or services.

19. NUTRICRUNCH
DIGESTIVE

20. NUTRICRUNCH DIGESTIVE
SEGMENTATION
GEOGRAPHIC DEMOGRAPHIC BEHAVIOURAL
Metro and mini metro
Income- Upper class
Education-
highly-educated audience.
Health benefit-
1. Vitamins and minerals, Source of
iron, High fibre, Zero cholesterol
2. Can be consumed by diabetics
TARGET MARKET
Majorly to health-conscious person who want to discard Sugar and to diabetes
patients
DIFFERENTIATION
Tangible Attributes-Based on Ingredients .Parle Digestive is filled with 5x more fibre
(and 67% less fat).
POSITIONING
Based on Health specially for diabetes people– It’s a Premium Product

21. PRODUCTS DIFFERENTIATORS
20-20 Cookies Ingredients – Cashew/Butter/Cashew Almond/Choco-dip
Monaco Ingredients – Salt
Hide & Seek Ingredients – Choco-chip/ Vanilla/ Cocoa
Coconut Ingredients – Added Coconut
Fabio Sandwich Crème Biscuits
Krackjack Ingredients
Marie
Function - Considered a health biscuit, for calorie-conscious
people
Milk Shakti Ingredients – Milk biscuits/ 7 vitamins and 2 minerals
Top Spin Ingredients – Sugary Crackers
Happy Happy Ingredients – Choco-chip cookies
Magix Crème biscuits
Milano Premium choco-chip cookies/ Packaging
Top Ingredients – Buttery Crackers
Fab! Range Ingredients – Strawberry/ Black Currant Jam
Biscuits
•Nutricrunch is a digestive
biscuit.
•It is high in fibre,
minerals and vitamins.

22. NUTRICRUNCH DIGESTIVE
PRODUCT Non-durable Goods (FMCG) - Basic Product
PRICE
(100+20 GM)
Price​ Competitors Price​
Pricing-
Method/Approach/
Strategy​
Rs 20​
Britannia NutriChoice Digestive
(100gm – Rs20)​
McVitie's Digestive
(100gm- Rs20)​
Mix of Value based
Pricing ​and Market based
Pricing model
PLACE
Manufacturing units over 1500 wholesalers
depot agents 6 million retailers/Online Retailers
PROMOTION
Tv, newspaper, Sales Promotion, Personal Selling, Public Relations & Digital Marketing
- 'health is not a choice’ philosophy and good health must not be compromised.
- Mutiple healthier Options for people with different taste like Nutricrunch Lite Cracker, Nutricrunch
Digestive, Nutricrunch Honey & Oats
- Each of these variants have unique health benefits and make for a brilliant healthy snacking option.

23. Biscuits Sweets(Confectionery) Snacks Bakery Products Gifts Range Hand Sanitizer Atta Cereal
14 13 7 4 1 1 1 1
Parle G 3 Kaccha Mango Bite 4 Parle Wafers 22
Happy Happy Egg
Cakes
6 Occasions 4 Suraksha 1 Chakki Atta 1
Hide&Seek
Fills
1
20-20 Cookies 6 Melody 7 Chatkeens 48
Happy Happy Veg
Cakes
4
Monaco 4 Mango bite 5 Full Toss 11 Milk Rush 2
Hide&Seek 15 Poppins 3 Mexitos 6 Elaichi Rusk 5
Nutricrunch 5 Londonderry 7 Cheeslings 6
Coconut 1 Kismi 9 Monaco jeffs 2
Fabio 6 2 in 1 Eclairs 5 Monaco Sixers 2
Krack Jack 3 Orange bite 2
Marie 3 Rol.a.Cola 2
Milk Shakti 1 Mango Zing 6
Top Spin 1 Mazelo 10
Magix 7 Mazelo Fruit Gang 10
Happy Happy 1 Cafechino 2
Milano 6
Top 1
Fab! Range 4
146 72 97 17 4 1 1 1
Product Line Analysis Product Width = 8
Product Depth = 339

24. THANK YOU!!