Parle Marketing Strategies

8/10/2019 Parle Marketing Strategies

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DISSERTATION REPORT

On

MARKETING SURVEY OF

PARLE REGARDING SALES IN INSTITUTES

Parle biscuits !t" Lt#"

Sub$itte# i% artial &ul&ill$e%t &'r t(e re)uire$e%t '& t(e a*ar# '& #e+ree i

MASTERS IN ,USINESS ADMINISTRATION -M,A.

Sub$itte# t'/ Sub$itte# b0/

Pr'&" Pita$bar D*i!e#i Pra#ee Gar+
http://www.brandsoftheworld.com/brands/0021/1370/brand.gif


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S(ar#a U%i!ersit01 Greater N'i#a

A2KNO3LEDGEMENT

I thank all those people who helped me in this summer training project. First of

would like to express my profound gratitude to who gave me this opportunity t

this project. He always remained a wonderful guide and supporter throughout

project.

I sincerely thank Operations who have been the constant source of guidance

encouragement.

I would like to thank my institute also where I got all the knowledge and skill requ

for this project. I also thank for his intellect stimulation moral support and con

inspiration throughout the project. !nder his guidance my project has attained the

reality and success.

In the end I wish to acknowledge my thanks to all the staff members of the "

"ariwar for providing all necessary assistance when required.

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DE2LARATION

I hereby declare that the project report entitled #TRAINING

DEVELOPMENT AT EUROT5ERM 5EMA RADIATORS LTD"-AN IN

GERMAN 6OINT VENTURE.$ %ubmitted in partial fulfillment of

requirements for the degree of &asters of business 'dministration to !

"radesh (echnical !niversity India is my original work and not submi

for the award of any other degree fellowship or any other similar titl

pri)es. I would like to category mention that all the information that h

been collected analy)ed and known for the project is entirely authe

possession of mine.

"lace* +,-'(-, OI/' 0%angeeta ,ana1

/ate* ,oll o* 2345462273

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Preface

T(ese #a07s i%stitutes (a!e starte# +i!i%+ $'re stress '% t(e researc( as it is t(e i%ter&a

$a%a+e$e%t stu#e%t *it( t(e culture '& t(e c'r'rate *'rl# a%# it als' +i!es t(e &irst (a%# e8er

t' use t(e 9%'*le#+e ac)uire# b0 t(e$ T(r'u+( t(eir &acult0 i% c'r'rate *'rl#"

T' c'!er t(e ractical asect '& $0 c'urse1 I (a!e t' +' t' c'$lete $0 su$$er r':ect '& ; *ee

Relia%ce 2'$$u%icati'%" Or+a%i


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INFORMATION S5EET

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Stu#e%t7s E>$ail ID * [email protected]

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" INDUSTY PROFILE

0isc$its a'd co'fectio'aries 'd$stry

3.1. #ist of 0isc$its a'd co'fectio'aries i' 'dia

4. "riyagold

=. :remica

D. 'nmol

7. %obisco

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3.2. Maret Share of Parle a'd other players i' 'dia

MARKET S5ARE Mar9et s(are H"arle D4.D2K

9ritannia D6.22K

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Mareti'g stre'gth

(he extensive distribution network built over the years is a major

strength for "arle products.

"arle 9iscuits and sweets are available in the most remote places and

in the smallest of villages with a population of just 522.

"arle has nearly 45222 wholesalers catering to 7 =5222 retail outlets

directly or indirectly.

' =22 strong dedicated field force services these wholesalers and

retailers.

'dditionally there are D4 depots and : P F agents supplying food to

the wide distribution network.

"arle masses philosophy emphasi)es catering to masses. (hey

constantly endeavor at designing products that provide nutrition and fun

to common man.

&ost "arle are now in low and mid range price segments.

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(his is based on their understanding of the Indian consumer psyche.

(he value for money positioning helps generate large sales volume for

the products.

However a "arle product also manufactures a variety of premium

products for the up market urban consumers.

'nd in this way caters a range of products to a variety of consumers.

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MR,+) M O6 PR#, PRO7/(+S #M+,7

PRODU2T S STRATEGY

4.2.1.1. PRO7/(+ #,,#S

41 :ore benefits ?(he core benefit of biscuits is to satisfy the hunger of

the consumer.

=1 9asic products E in the second level the basic product is biscuit.

D1 -xpected product E the consumers expect the product to give taste

and also a good nutrition.

71 'ugmented product E "arle biscuits expect to increase the energy

levels. (his is not always expected by the consumers and thus it exceeds

the consumers expectations.

51 "otential product E in the future "arle is expected to come with

different products such as a snack which could be a combo of chocolate

and biscuits.

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4.2.1.2 (#SS6(+O O6 PRO7/(+

4. 9ased on tangibility E the "arle products are tangible. (hey can be

touched and seen.

=. 9ased on functional life E "arle biscuits are consumables since

biscuits form a part of food and have a short life.

D. 9ased on price and quality E most of "arle products like parle +

&onaco >rackjack are mass products but a few "arle biscuits like Hide

and %eek and &ilano are premium products.

7. 9ased on utility E they are convenience goods. (hey are staples

since they are bought regularly. (hey are often impulse products.

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4.2.1.3 PRO7/(+ M

7.=.4.D.4 GI/(H

"arle produces biscuits confectioneries and snacks. %o the width is D.

7.=.4.D.= 8-+(H

(he length of "arle products is as below

,iscuits S%ac9s 2'%&ecti'%eries

"arle g Jeffs &elody

&ilk shakti %ixer 9ites E tangy tomato

>rack jack >ismi toffee bar &arie choice

Hide and seek Orange candy :hox

&ango bite &arico ,ola cola

&onacco

Fun :entre

:hocolate butterscotch strawberry milk cream nimkin

"arle cream &ango orange elaichi bourbon pineapple /igestive marie

>rack jack cream &ayfair

7.=.4.D.D /-"(H

"arle + comes in @ different si)es. Hence the depth of "arle + is @

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For variants of "',8- +

"arle + &agix has = flavors i.e. :hoco and cashew. It comes in only one

si)e. i.e. 65 gms. %o the depth is =. "arle milk %hakti has no flavors. It

comes in just 4 si)e that is 452 gms.

%o the depth of "arle + is @B =B 4Q44

For "arle Hide and %eek and &ilano? "arle Hide and %eek comes in two

si)es. =5 gms and 422 gms. Hence the depth is two.

"arle Hide and %eek &ilano come in only 4 si)e. 'lso it has no flavors.

(he si)e is 422 gms. (he depth of "arle Hide and seek therefore is = B 4

Q D.

4.2.1.4 (OSS+,(8

(he product consistency generally depends on D parameters

4. production

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=. distribution

D. consumer end use

(he production process of every "arle biscuit follows the same basic

ingredients like wheat flour vegetable oil inverted syrups skimmed

milk etc. then depending upon the product extra ingredients are added

for example in &onaco there might be an extra pinch of salt to give in

that prominent salt taste . 8ike in hide and %eek chocolate chips are

added.

"arle uses the same distribution channel for all its products under the

biscuit category like the 4st =ndand Drd level of distribution channels.

(he basic end use of all "arle products remains the same?eating it simply

to satisfy the hunger. "roducts like "arle + may also be consume for

instant energy and strength.

4.2.1.5 0R7S

"arle biscuit brands such as "arle + &onaco and krack?jack earn a

strong imagery and appeal against the consumers. 9e it a big city or a

remote village in India "arle + name symboli)es quality health and

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great taste. 'nd yet this reputation has been built by constantly

innovating and catering to new tastes. (his can be seen by success of

new brands like Hide and %eek and Hide and %eek &ilano.

7.=.4.5.4 9,'/ '&- %(,'(-+C

"arle follows company brand name strategy since all the products are

named keeping the companys name as prefix such as "arle + "arle

Hide and %eek "arle &onaco "arle /igestive &arie etc.

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7.=.4.5.= 9,'/ %(,'(-+C /-:I%IO

"roduct category

Old ew

8I- -(-%IO 0 O8/1 9,'/ -(-%IO

&!8(I 9,'/ 0-G1 -G 9,'/

"arle follows both line extension and brand extension for its products.

For a product like "arle + it followed line extension with introduction

of "arle + milk shakti and "arle + &agix E which has both the flavours

E choco and cashew. For "arle &onaco it too followed line extension

when a new flavour "arle &onaco Jeera was introduced.

%imilarly when it introduces any new product in biscuit category it

follows line extension.

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Initially "arle + used to produce only confectioneries. It followed brand

extension with introduction of products in biscuits and snacks category.

In this way by concentrating on consumer tastes and preferences and

concentrating on ,esearch and /evelopment the "arle brand grows from

strength to strength.

4.2.1.!. PRO7/(+ #6, (8(#,

4.2.1.!.1 6OR PR#,

PARLE G

ll

"arle as a company has reached its maturity stage in product life cycle as

since products such as "arle + "arle &onaco and parle >rackjack

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which form a major part of "arle products sales have captured most of

Indias market.

9ut for its premium biscuits like "arle Hide and %eek and "arle Hide and

%eek &ilano the products are in growth and introduction stages

respectively.

7.=.4.


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"arle Hide and seek was introduced in the year 433@ with flavors such as

mint orange and chocolate. 9ut it did not really succeed in capturing

consumers attention. %o after a few years It was re launched with just

chocolate flavor with new packaging.

'fter re launch it started getting attention of its potential buyers and

hence it is in the growth stage of its life cycle. It has to fight for its stand

in the market since it faces competition from 9ritannia +ood day choco

nuts.

4.2.1.% P()) 7 #0,##)

7.=.4.6.4 "':>'+I+

(he time spent by a customer in picking up a product from a retail outlet

is just a few seconds. (herefore the package should appeal to the

customer within such a small interval of time. In this both packaging

and labeling play an important role in attracting customers both visually

and psychologically"

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FOR PARLE G

"arle + was initially recogni)ed by its white and yellow wax stripped

wax paper wrapper with the baby face on it. &any competitors have tried

selling their products copying the packaging of "arle trying to sell their

biscuits as "arle +L "arle Jee parle + has started using plastic wrappers

for its packaging.

"arle + comes in @ different si)es.

=5 gms 77 gms 3D.5 gms

=D4gms D72.5 +ms 7


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FOR PARLE 5IDE AND SEEK

It initially came out in D variants mint chocolate and orange which was

not accepted by the masses. (hus the production of &int and Orange

flavors were stopped. :hocolate is the only flavor which is running

successfully till date as it is Indias first chocolate chip biscuit.

Hide and %eekMs current packaging has been modified with lower pricing

and better affordability rates. (hus there is a change in the si)e of the

product which is prevalent in the ads.

One of the advertisements show movie actor Hrithik ,oshan walking

with a hide and %eek packet comfortably put in the back pocket of his

trousers emphasi)ing on the small si)e of the product.

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FOR PARLE 5IDE AND SEEK MILANO

(his product of "arle has a flashy purple coloured packaging with the

complete look of Italian chocolate chip cookies.

@" LA,ELLING

Increasingly consumers are becoming more health conscious day by day.

(hus it is essential to display the content of every pack. Hence every

product of parle + "arle Hide and %eek and "arle Hide and %eek

&ilano has all mentioned in the packet right from the ingredients used

nutrition contents mailing and -mailing addresses asking for feedback

phone number packaging date etc.'ll this along with brand name and

directions are printed in Hindi too.

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B"@"? PRI2E MI

?" PRI2ING STRATEGIES>

parle marketing philosophies emphasi)e on catering to huge masses. It

constantly endeavors at designing products that provide energy to

common man. "ost parle products come in low and mid range price

segments. (his is based on the cultivated Indian consumer behaviour

psyche. ;alue for money positioning helps to generate large volume of

sales for the products.

"arle + adopted the marketing penetration strategy i.e. low price along

with capturing of a large market. 'lso they focus on low price and good

quality product at the same time which means it uses the value pricing

method. (his benefits "arle + by having a market share of 72K currently

in both rural and urban market .

For setting the price of their pemium product "arle Hide and %eek a

survey was conducted in urban and semi urban marketsL on the basis of

which Hide and %eek was introduced.

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It was found that the potential consumers were ready to pay a premium

price for an innovative product like choco chip biscuits.

(hus "arle adopted &',>-( %>I&&I+ where th price of the product

was high and also of high quality. 'll these show customer status which

is also one of the reasons why it was priced high.

' separate example of explaining the pricing strategy of "arle is its

product "',8- :,-'&%.

For this parle uses going rate method only as a reference rate. In this

case "arle creams were introduced after 9ritannia cream (reat with

similar variants but ,s.5 per packet of biscuit and not ,s.42 like that of

9ritannias cream treat.

@" PLA2E MI

(he extensive distribution network built over the years is a major

strength for "arle. It even reaches out to rural areas with as low as a

populace of just 522.

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25ANNEL LEVELS

"arle has nearly 4522 wholesalers catering to 7 =5222retail

outlets directly or indirectly.' =22 strong dedicated field force services

these wholesalers and retailers. 'dditionally there are D4 depots and :P

F agents supplying goods to the wide distribution network.

%o it seen that "arle has level4 level= and level D distribution channel

levels.

8-;-84 E availability to all department stores

8-;-8 =? since its a F&:+ product this channel exists for customers

scattered throughout the country.

8-;-8 D? mass consumption and suitable for national and international

coverage. For example "arles national and international operations

consist of serving markets in the &iddle -ast 'frica %outh 'merica%ri

8anka 'ustralia and orth 'merica for which D level distribution

channel exists.

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:H'-8 /C'&I:%

"arle has a multi channel marketing system since it uses more than =

marketing channels to reach all its customer segments.

" PROMOTION

T(e $ar9eti%+ $i8 use# b0 Parle is sales r'$'ti'%" Public relati'%s

a%# a#!ertisi%+"

1? ADVERTISING J

"arle + started being advertised in the @2s. it was advertised mainly

through press ads. (he communication spoke about the basic benefits of

energy and nutrition"

In 43@3 parle + released its dada ji commercial ad which went on to

become one of the most popular ads for "arle +. the commercial was

run for a period of < years.

"arle + grew by every minute. 9e it the pack sold the areas covered or

the number of consumers. It became a daily part of the lives of many

Indians. It was not a biscuit anymore. It had become an ico'"(he next

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level of communication associated the brand with the positive values of

life like honesty caring and sharing.

(he year =22= went down as a special year in the calendar of "arle Ms

events. It was an eventful year. It gave origin to a new character called +

man the new ambassador for "arle +. not justa hero but a super hero

that saves the entire nation especially children from all evil forces.

' campaign that was not just new to the audiences but one that involved

a completely new way of execution that was loved by children all over

the world.

' (; commercial that showed + man saving the children from the evil

force called (errolene launched this campaign. It was also supported by

print medium through posters and streamers put up at retail outlets.

'nother campaign that was launched by "arle + *as G $aa%e

=+e%i'us7. In this a small child after having "arle + is able to trick the

wise and experienced people.

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Just a few months back a reminder (; commercial was launched for

"arle where the product is called M5i%#usta% Ki Taa9at7.

&ost of the "arle + products tell us that brand awareness is done by

capturing consumer emotion.

Heavy promotions play a major role in creating brand awareness. %uch is

a case of "arle hide and %eek advertisements. (he ads of "arle hide and

%eek are portraying 5rit(i9 R's(a%. (his tells us that the product is

being promoted by celebrity endorsee to attract consumer attention and

to increase awareness of this product.

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1@SALES PROMOTION

"arle uses its sales force promotions for all its employees. -very year it

holds day fairs at branded venues where fun events and games are

employed for the employees there and their families where "arle

products are a take away pri)es for them.

1 PU,LI2 RELATIONS

"arle has done the following for enhancing the public relations.

In the year 4336 "arle + sponsored the tale serial of the Indian super

hero S5AKTIMAAN that went on to become a great success. (he

personality of the super hero matched the overall brand image of the

company. "arle extended its association withS5AKTIMAANand gave

a lot of merchandise of S5AKTIMAAN. (he children just could not get

enough of "arle + and S5AKTIMAAN.

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Institutional sales

Institutions means those outlets which buy a product in larger quantities

as compared to normal outlets due to high consumer inflow like

%.(.:anteens ,ailway :anteens %elf %ervice %tores Hospital :anteens

%chool :anteens :ollege canteens. ,esorts or for their intermal

consumption like Factory :anteens. Office :anteens or outlets who may

not buy in large quantities but where our product availability is a matter

of prestige like :lubs (heatres etc.

Ge had been in a shortage situation upto a few years from now due towhich institutions were not really looked to as a potential source of

getting assured regular and quantum business. Ghichever institutions

were coming in our route or an institution who inquires with us was

tapped and serviced. In the year =22= we realised that we were really

losing out on this huge potential and this was the time when we went

about systematically listing and tapping all types of institutions. Inspite

of doing this exercise diligently for a year we are presently covering 52K

of the available institutions and getting sales which contribute to around5K of the territory sales. In towns where the potential is high we can also

appoint a separate wholesaler to cater only to institutions.

Our aim is to get 45 to =2K of territory sales from institutions.

Outlet %elf %ervice* (hey are outlets where all the products theysell are visible to the consumer and generally there is no influence of the

retailer in selling a product. %elf service outlets ask for some discount to

be given for keeping our products on specific racks which have morevisibility. Ghenever a new self service outlet is veing started it should

ve catered to as an M' class outlet without offering any sort of discount.

However after a few visits we can negotiate for doubling the existing

sale or for giving our products prominent display in the shop or both and

can offer him a discount of up to =K by taking prior permission from

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your senior. Ge can also take up some in?shop promotiions to be done

during any festival within this budgetbut against prior sanction. Our

service levels to such outlets should be of very high level because if

stocks are not there on the shelf the consumer will buy some competitor

brand. -very Drd

day the unit should visit them and after booking ordersensure all products are available on the shelves. (%R%, should visit all

self service outkeft on every visit to a visiting town and in HS once a

week . whollesaler owner should visit minimum once a weed. In GR%

(% and %, visit the objective should ve to get at least one more shelf or

jar and to sell minimum one more product than what the outlet is already

buying. !pdated status of visits and availability should be there with the

(%R%, and 'F&.

%.(. :anteensR,ailway :anteens R Hospital :anteens*(hese are outlets where the flow of customers is very high. (he

cusstomers who frequent these outlets are not regulars but they are

travelers who do not have much time to waste. In the little time a

consumer has he picks up or asks for products which are seen so in such

type of outlets also visibility plays a very important role. (he potttential

of these outlets is very high. If our service level and visiblity in these

types of outlets is high we can get good volume of business from them.

!nit should visit them every D days. Gholesaler owner should visitminimum once a week. In GR% (% and %, visit the objective should be

to get at least one more shelf or jar and to sell minimum one more

product than what the outlet is already buying. For getting higher

volumes than what we are already getting from such outlets we can offer

discount up to =K on prior sanction from your seniors or this amount can

bi utili)ed to put up dealer board or getting his most prominent shelves as

a permanent display for us.

8ist of hospitals can be got from the medi?claim office of insurance

companies.

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Hospital >itchens* +enerally most of the hospitals serve biscuits totheir patients along with tea =ce a day. Here the patients dont have a

choice but the hospital authorities do. (his is a very good sales outlet for

us since oour product is going directly to the end user and also it gives us

a lot of publicity. In this case we have to approach the /eanRatrition in?charge and convince them to buy our product. In such outlets you haave

to give your best try if not once on quite a number of occasions because

once you get a breakthroughyou get quantum and assured vusiness for a

very long time. !nit and wholesaler owner should visit minimum once a

week. In (% and %, cisit to any town they should make it a point to cisit

such outlets for introducing more range. o discount to be extended.

%choolR:ollage :anteens* (hese canteens are either run by theauthorities or they are given to private vendors against a monthly rental.

9ut even in cases where it is given to private vendors the school R college

"rincipal will be the deciding authoruty as to what products should be

should ve sold since it is a matterof health of the children. %o to get

through in such outlets we have to approach the "rincipal first. In any

case if it is okayed by the "rincipal then the vendor has to keep the

product. !nit and GR% owner has to visit minimum once a week. (%R%,should visit such outlets on every =ndvisit to visiting town and on HS

minimum once a fortnight with the objective of increasing minimum one

jar or shelf.

8ist of schools R colleges can be got from the local district level

authorities.

Factory R Office :anteens * (here are some factories who have

employees consumer societies in which the deciding authorities are theunion members who have their monthly R fortnightly meetings to decide

any new product introduction. %o in such cases we would have to

approach these union members give our samples and prices and keep a

regular follow up with them. In some cases the factories have canteens

which are given to private contractors to run. (hese contractors run

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canteens in many factories R offices. %o getting a breakthrough in even

of them would give you an easy entry in many other factories offices

automatically. In other cases the concerned factory gives biscuits to their

employees along with tea as a welfare measure.

In such cases the deciding authority would be the personnel manager. In

both cases these cases the final sale will not happen in a single visit. Ge

will have to visit them frequently to finally clinch the sale.

:lubs* &ost clubs have %elf %ervice shops within their premises.:lubmembers are generally people who have some standing in society or the

upper class. Hence in such outlets our products being available is a

matter of pride and prestige. Our service levels to them should be same

as for self service outlets.

(heatres* In theatres the sale happens only during intervals andbefore start of the show. Here consumers dont have much choice

exept whatever is sold by the canteen. (hese canteens sell at rates

much above &.,." because of the high rentals of their stalls so

emphasi)ing on &.,." would not help here rather we can emphasi)e on

how much the product can be sold at and what rupee value profit thevendor will get. &aking our products available in theatres is very

important as the off?take of product is sure shot because of less or no

competetion. -ven in this case the canteen owners generally run

canteens in many theatres so if you get an entry in 4 of them it will be

easy in the others. %ervice levels should be the same as for %.(.

canteens.

,esortsRHotels* &any good hotels keep biscuits in the rooms fortheir guests and also offer it during conferences which they have. In

hotels and resorts people go for holidays they have leisure time they

have a good look at that is being offered by the hotel which in other

cases they whouldnt have the time to do so. Hence keeping or offering

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biscuits of our company would also enhance the image of their resort and

for us it would be publicity and an image building to say that we are also

supplying to Mx chain of hotels etc. &aking our products available may

take the same effort as that of factories . Our service levels should also

be the same as that for factories.

Overall remember institutions can help you a great deal in achieving

your targets month after month and being in grade I quarter after

quarter.

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In the year =22= it was decided to get the child closer to the brand who

is a major consumer. ' national level promo Parle G $era sa%a sac(

('+a " the promo was run for < months. It was all about getting the

desires in children to fulfill their wishes and wants. (here were over

522222 responses and out of which D22 were fulfilled. (hese dreams

were fulfilled ranging from a trip to /isneyland and %ingapore meeting

their favourite film hero Hrithik ,oshan free ride on a charter plane =2

scholarships worth ,s. 52222 a special cricket coaching camp with the

'ustralian cricketer ,icky "onting etc.

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+O8! +'8'((' :O(-%(

In (amil adu women generally decorate their homes with toys made of

mud and clay in a step down ladder for all the 3 days in the period of

avratra. (he steps are generally in odd numbers from a minimum of D

and a maximum of 3.

'll relatives and friends are invited over for the same to each others

place to witness this event called as +olu .

/ue to increasing work pressure in the offices and hard pressed for time

and little time to celebrate this function thus it soon became a fading

event. "arle rightly tapped its importance amongst the south Indian

households and vigorously promoted an event what was called the #+olu

+alatta contest in =225$.after the warm response from large number of

households and thus the success of the promotional event "arle in year

=22< took this contest to the interiors of south including &adurai (richi

>umbakonnam etc. 0 +olu means doll and +alatta refers to /hamaal1.

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2ONSUMER ,E5AVIOUR

?"FOR PARLE G? In India it is a tradition to have biscuits with tea.

"arle + is referred to as0isc$it in rural areas. (hus when asked for a

9iscuit to a shopkeeper it simply means that the consumer wants a

"arle +.

!nderstanding the consumer behaviour is tough. Its challenging to

comprehend their buying motives and buying habits.

>eeping all this in mind the factors influencing the consumer behaviour

are "arle + being a consumable product is not being influenced by

cultural factors. 's a component of buying behaviour social factors are

sub divided into ,eference groups family P social role P status.

?"REFEREN2E GROUP>people especially kids are always influenced

by the people around them especially their kins and realtives. 'nd thus if

any of those are having "arle + then they too want it.

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@"FAMILY> in this case too if there is a practice in the family of

regularly taking "arle g along with tea then its obvious that growing

children would too form a habit of regular consumption of "arle +

biscuits. 'lso any additions made to the family would too be used to it

in no time.

"PERSONAL FA2TORS?(he factors whose intensity differs within

each individual is termed as personal factors. they are *

3.1.), *"arle + is consumed maximum in the age group of 5?45 years

i.e. the growing age group. >ids who have formed the habit of eating

"arle g biscuits continue to eat even after they have grown up.

3.2. O((/P+O? the buying behaviour of an individual is influenced

by his or her profession too. In case of "arle + the purpose of buying the

product would differ for a &: job holder and a labourer.

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Ghile for the executive the reason to but simply may be to have a

variety of biscuits available at home or just as a casual alternative.

However in the case of a labourer it may be to simply satisfy his hunger.

For him thus its not a matter of choice or luxury the very matter of

survival.

3.3. (OM,9income of an individual is the deciding element for any

expense. For a labourer whose income is low and fixed and for whom

the product would be an instant energy booster he would definitely opt

for "arle + and for no other product even if the same range.

However since parle + is extremely low priced the cost of the product is

often not a consideration. 'nd thus all level of income groups purchase

it.

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@" PSY25OLOGI2AL FA2TORS

2.1.MO++O9the main aim to purchase and the motivating factor

to consume "arle + is simply hunger. (his is what draws the consumer to

take the product. 'lso twilight is especially the time when the Indian

households have tea and so often "arle + acts as a snack too.

2.2.P,R(,P+O9 the consumers have a perception of "arle being a

quality product with immense glucose product and since it is priced low

too it is generally purchased"

FOR PARLE 5IDE AND SEEK

"SO2IAL FA2TORS

D.4.,-F-,-:- +,O!"?"arle hide and %eek is targeted at the youth.

For this product an influence is often sibling or a friend. (hese act as

references to an individuals decision making .

3.2.S++/S? "arle Hide 'nd %eek is a high priced product. %o

consumers in the higher income groups would prefer to buy this product

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over other less expensive product as it gives a touch of royalty in your

living.

B"PERSONAL FA2TORS

4.1.),9the advertisements are such the adolescents especially in the

age group of 45?=@ years get highly carried by the world of

advertisements . and it often acts in their conscience and thus they

quickly purchase the product. (o add on the endorsements have Hrithik

,oshan consuming just the same.

4.2.O((/P+O? &ajor consumers for parle Hide and %eek are

students.

4.3.(OM,? since its a high ranged productthe potential customers

for this product are high income holders. (he chances of a lower income

strata individual buying the product is lower than that of a highly paid

individual.

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C"PSY25OLOGI2AL FA2TORS

5.1.P,R(,P+O? :onsumers perceive the brand as tast0 a%# cris01

c('c'late %'t !er0 su+ar07"

Its perceived as a brand leader in this segment and some firmly believe

that there is no competitor. Ghile some regard Mbritannia 9ourbon as the

only stiff competitor. ;ery few know that its real competitor is =G''#

#a0 2('c' Nuts7"

MARKET SEGMENTATION

?"LEVEL OF MARKET SEGEMENTATION

"',8- + is consumed by people of all ages from rich to poor living in

cities and villages. Ghile some have it as breakfast others have it as a

wholesome meal. For some its the best accompaniment for tea while for

some its a way of getting charged whenever they are low on energy.

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"arle company practices mass marketing for "arle + which appeals to

masses. It is a product liked by everyone and does not cater only to a

specific group or part of the whole market. (hus it is mass production.

&ass distribution and mass promotion of "arle + for all buyers.

However parle follows niche &areti'g for Hide and %eek. Its a

premium product and since its chocolate flavour its liked by all

chocolate lovers. when Hide and %eek was first launched there was no

other biscuit of that kind.

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@" MARKET SEGMENTATION

"arle + is consumed by people in urban areas and rural areas both.

However "arle Hide and seek being a premium product and highly

priced is only consumed in urban and semi urban areas.

DEMOGRAP5I2 SEGMENTATION

A+e J "arle Hide and %eek is eaten mainly by youth and growing

children for they have a fetish for it. "arle + is however consumed by

everyone.

I%c'$eE "arle Hide and %eek is consumed by high income group while

"arle + consumed by all income groups.

S'cial class? Hide and %eek is meant for rich class and middle class

families. However "arle + can be consumed by only lower P middle

class due to lack of funds with the and lower strata groups.

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?"@" ,E5AVIOURAL SEGMENTATION

?1?1@" ,e%e&it s'u+(t> In case of "arle + there is instant source of

energy and in case of hide and %eek there is good taste.

"PATTERN OF MARKET SEGMENTATION

?"PREFEREN2E/ 2lustere#

If we divide the whole market on the basis of sweetness and

saltiness in biscuits then the possible outcome would be that

the preferences would be clustered near some tastes i.e. the

consumer would not like to have something really vague like

52K salt =5K creamy and =5K sweet. (his is why the

preferences are clustered and not diffused wherein the

preferences have to be really extreme and vague.

"arle as a company makes use of the clustered

preferences and manufactures for each cluster.

-g &onaco for extremely salty biscuits and its latest product >rackjack

cream is for sweet and salty taste.

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/I'+,'&

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TARGET MARKETING STRATEGY

/I'+,'&

9lue 9lue 9lue

+reen

Orange Orange

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PARLE 2OMPANY AS A 35OLE ENGAGES IN

SELE2TIVE MARKET SPE2IALIATION STRATEGY

(he above diagram the blue colour explaining the extent of

"arle +. it is 4 product for all the D market.

9ut for Hide and %eekits the green colour where it is aproduct

for only 4 market.

Ghereas the orange colour is for >rackjack biscuits where it

is for = markets.

POSITIONING STRATEGY

"arle + is positioned in the minds of the people as a low cost

product and as value for price product. Ghereas Hide and %eek

has tapped a new market.

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DIFFERENTIATED STRATEGY

For "arle the company has used channel and image

differentiation tools. "arle + has by far the most intensive

distribution coverage as compared to any other biscuit

company in India.

'lso the name "arle generates a lot of respect and belief of

good quality in the minds of the buyers.

PA2KING

's in all other biscuits "arle products packing is similarly

important. (he basic small packs are done mechanically using

automated machines and are sealed using the polybag sealing

machine. (hese small packs are then manually packed into

small boxes and then it is sent on the conveyor belt to be

packed in large cartons.

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C" RE2OMMENDATIONS

Its seen that "arle is very particular on its brand image and the

quality of making its products. (hus that being a brand

differentiation in itself

It must maintain that at any given time. (here must be proper

quality management techniques that help in constantly

upgrading the products worth.

It was seen that even in the times of inflation when the cost of

manufacturing the product increased it made sure that the

burden did not fall on the consumers. ,ather it came with a

unique strategy of reducing the quantity of 422 gms of its

product to almost @@gms but with the same pricing.

'lso "arles product coverage is weak in -astern India and

(amil adu. (hus it must constantly come up with promotional

offers to improve its sales.

'lso 9ritannia has a wide coverage almost equaling "arles

market share. (hus it must always be very competitive.

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" 2'%clusi'%

Over the years parle has become a multi million !% dollar

company. &any of the market leaders in the range of biscuits

and confectioneries are market leaders in the category and have

won acclaim at the &onde %election since 4364.

(oday parle enjoys a 72K share of the total biscuit market and

45K share in the total confectionery market. (he parle biscuit

brands such as "arle + &onaco and >rackjack and

confectionery brands such as &elody"oppins &ango bite

>ismi enjoy a strong imagery amongst customers.

9e it a big city or a remote village in India "arle enjoys the

reputation of quality health and great taste. 'nd yet we know

this reputation has been built by constantly innovating and

catering to new tastes.

(his can be seen in the success of new brands like Hide and

%eek or simple wrapper twisting like mango bite.

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" ,ibli'+ra(0

www.parleproducts.com

www.indiainfoline.com

"hilip >otler ? &arketing management

www .Gikipedia.com
http://www.indiainfoline.com/http://www.indiainfoline.com/

Parle Marketing Strategies

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