A Sneak-Peek Into the Marketing Strategy of Parle

Updated on: Mar 7, 2023
Marketing Strategy of Parle - A Case Study

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My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

Practical assignments, case studies & simulations from Business Review helped the students from this course present this analysis.

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Parle Private Limited is an Indian food company that owns the famous biscuit brand Parle G. It is also known as the perfect tea companion for Indian families. The company is known for manufacturing biscuits with quality, nutrition, and superior taste. It has come a long way in the last 8 decades. 

In this case study, we’ll go through the marketing mix, the marketing strategy of Parle and its campaigns initiated by Parle, and its SWOT analysis. Let us begin the case study by learning more about Parle.

Digital Marketing Academic Challenge 2024 - DMAC

About Parle

Marketing Strategy of Parle - A Case Study - About

 

Parle is known as one of the largest-selling biscuit brands in the world. The company was founded by the Chauhan family, headquartered in Mumbai, Maharashtra. They have a 150+ product range, 36 popular brands, and 21+ export destinations.

They are also known as one of the oldest brands in India. It is called a well-known brand following the success of its products like Parle-G biscuits and products under cold beverages. It manufactures products in various segments which makes them unique and successful. 

What’s New:

Much like India itself, Parle had to reinvent itself decade after decade, keeping its legacy alive. This is a brand loved by people, much because of its nostalgic connection while remaining contemporary and very much a ‘common (wo)man’s brand.

Buyer Persona

Buyer’s Persona

Name:

Sam

Place:

Mumbai

Age:

25 years

Profession:

Office Worker

Motivation

  • ready-to-eat snacks.
  • variety in flavors
  • Huge variety to choose from.
  • Quality Products.
  • tasty and flavorful snacks

Interest & Hobbies

  • Reading.
  • Playing Soccer.
  • Playing Guitar.
  • Surfing Quora.

Pain Points

  • Concerns about health and nutrition in processed snack options
  • Difficulty in finding healthier snack alternatives
  • Managing portion control and not overindulging in snacks

Social Media Presence

  • Instagram
  • Pinterest
  • Facebook
  • Tinder
  • Twitter

Let us now understand its promotion strategy in detail by going through the marketing strategy of Parle

Marketing Strategy of Parle

Parle uses various marketing strategies to promote and market itself. It does sponsorship activities, it uses brand ambassadors, and a variety of advertising campaigns such as the use of celebrity speakers within their product’s packaging or in-store displays, use of in-store advertising flyers as well as social media advertisements, etc.

Sponsorships & Collaborations of Parle

Parle has sponsored shows like Shaktimaan, Chotta Bheem, and numerous other events across multiple channels. These shows and events bring in targeted audiences potentially interested in the brand.  Collaborations with Shaktimaan and Chootta Bheem have helped it connect with children as its potential audience for its products.

Marketing Strategy of Parle - A Case Study - Sponsorships and Collaborations

The objective of such interactions is to understand the audience, find common ground, and sponsor opportunities that fit together – all while building relationships that produce results.

Brand Ambassadors of Parle

Parle has signed many brand ambassadors over the years for its products. These include personalities mostly from Bollywood & related industries. These ambassadors have helped Parle spread its message across the globe. Each Parle brand ambassador is an individual with their own unique story to tell about a Parle product that has helped immensely in the growth of the respective brands.

It has currently signed Twinkle Khanna for the Milano brand, Amitabh Bachchan for Gold Star Cookies, and Ahsaas Channa for Melody Chocolate.

Marketing Strategy of Parle - A Case Study - Brand Ambassadors

It has previously signed popular names such as Aamir Khan, and Hrithik Roshan to promote Monaco and Hide Seek biscuits respectively.

Social Media Presence of Parle

The digital presence of the company refers to how a company appears online which includes the content that you can control like your websites and social media platforms and things that you cannot control like online reviews from customers.

Previously Parle company used only televisions and newspapers as a source to promote their products and as it is necessary to follow the change the company has increased the amount to be spent on digital promotion to 15-20%. The company has dedicated pages on various social media platforms for Parle-G which is used to connect with young customers. Following are the social media handles of the company.

Social Media Overview

Facebook Instagram Twitter
Marketing Strategy of Parle - A Case Study - Digital Presence - Facebook Marketing Strategy of Parle - A Case Study - Digital Presence - Instagram Marketing Strategy of Parle - A Case Study - Digital Presence - Twitter

As a brand, the company wants to capture the audience therefore they are creating interesting and targeted content to promote its products through digital mediums.

These are the marketing strategies implemented by the Parle Company which help them to achieve the company goals as marketing is important for the growth of the company and it can be concluded as follows.

Marketing and Advertising Campaigns of Parle

Marketing Campaigns are the heart and soul of any business. They drive traffic, lead conversion rates, product awareness, acquisition, and retention. They can be time-consuming and expensive but when done right, they can help a business grow as well as create a strong brand impression.

Here are some of the popular ad campaigns of Parle:

G Maane Genius – A Marketing Campaign of Parle G

The main objective of this campaign is how a conversation can be made among the audience and create awareness about finding happiness by helping others.

You Are My Parle G – A Marketing Campaign of Parle G

You are my Parle-G campaign was all about the relationship with the brand. There were various versions of this campaign. One of them was On Mother’s Day, Parle G tributes to mom resilience. 

This campaign was launched during the Indian Premier League (IPL) 2018 season, of which Parle Products was the associate sponsor.

Birthday Party – A Marketing Campaign of Parle G

The latest Parle-G campaign showcases children using their quick thinking and empathy to bring joy to their loved ones, embodying the brand’s image of a genius. The three films by Thought Blurb Communications convey this message without an aggressive tagline, simply stating that a true genius finds happiness in the happiness of others.

Therefore, all the products of the company are promoted by innovative marketing campaigns to grab consumer attention. Parle outstands the tough competition that it faces. Let’s understand its competitive background.

How does this brand use Digital Marketing in its Strategy?

  • Content Marketing: Parle-G produces high-quality and valuable content, including blog posts, tutorials, webinars, and e-books, to educate and engage their target audience. They position themselves as industry thought leaders and offer valuable insights to professionals in creative and digital marketing fields.
  • Social Media Presence: Parle-G might have established a strong presence on popular social media platforms like Facebook, Instagram, Twitter, and YouTube. They could use these channels to engage with their audience, share product updates, run contests, and encourage user-generated content.
  • Content Marketing: Parle-G might create and share valuable content related to recipes, snacks, kids, and nutrition. They could use blog posts, videos, and infographics to establish themselves as a go-to source for snack-related information.
  • Online Advertising: Digital marketing allows Parle-G to run targeted advertising campaigns to reach specific demographics or geographic regions. They might utilize pay-per-click (PPC) ads on search engines and social media platforms to drive traffic to their website or promote special offers.
  • Influencer Marketing: Collaborating with social media influencers who have a significant following, especially in the food and snacks niche, could help Parle-G reach a broader audience and enhance brand awareness.
  • Website and Mobile App Optimization: Parle-G could focus on optimizing its website and mobile app for a seamless user experience. This includes ensuring the site is mobile-friendly, easy to navigate, and features useful tools like store locators and product information.
  • Email Marketing: Parle-G might use email campaigns to keep their customers informed about new product launches, promotional offers, and engaging content related to their products.
  • Data Analytics: By leveraging data analytics, Parle-G can gain insights into customer behavior, preferences, and buying patterns. This information can help them tailor their marketing strategies and improve customer engagement.

It’s essential to remember that digital marketing strategies are subject to change over time, and companies continuously adapt their approach based on market trends, consumer behavior, and technological advancements. For the most up-to-date information on Parle-G’s digital marketing strategies, I recommend checking their official website and social media channels or looking for recent news articles and industry reports.

Competitive Background of Parle

The Indian food products company known for its biscuits and confectionery, faces competition from various brands in the market. Here are five of its competitors:

  • Britannia Industries is one of the leading players in the Indian biscuit and confectionery market. Britannia offers a wide range of products, including biscuits, cakes, and dairy products, catering to different consumer preferences.
  • ITC Limited (Sunfeast) is a significant competitor to Parle in the biscuit segment. ITC’s Sunfeast offers a diverse portfolio of biscuits, including both traditional and innovative flavors.
  • Mondelez India (formerly Cadbury India), the global confectionery giant, has a strong presence in the Indian market through its subsidiary, Mondelez India. Mondelez‘s product portfolio includes popular brands like Cadbury Dairy Milk, Bournvita biscuits, and Oreo cookies.
  • Anmol Industries is another prominent player in the Indian biscuit market. Anmol Industries offers a variety of biscuits and cookies, catering to different consumer segments.
  • Patanjali Ayurved, a well-known Indian brand founded by Baba Ramdev, has also entered the biscuit and confectionery market. Patanjali offers a range of ayurvedic and herbal biscuits along with other food products.

Example of a Failed Campaign Or Backlash from Viewers?

As of my last update in September 2021, I don’t have information on any failed campaigns or significant backlashes from viewers specifically related to Parle, the Indian food products company known for its biscuits and confectionery. Parle is a well-established and popular brand in India, and they have run numerous successful marketing campaigns over the years.

However, it’s important to note that companies can face challenges in their marketing efforts, and any failed campaign or backlash from viewers can have varying degrees of impact. Companies may encounter criticism or negative feedback due to various reasons, including misinterpretation of advertisements, cultural insensitivity, or controversial messaging.

Brands must be vigilant in their marketing strategies, conduct thorough market research, and ensure their campaigns resonate positively with their target audience. In the event of a campaign receiving negative feedback or backlash, a responsible brand should address the concerns, apologize if necessary, and take corrective actions to rectify the situation.

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Conclusion

This case study of Parle talks about how successful the brand is. Consumers have immense trust in the brand therefore it is one of the leading brands in India. Instead of selling the same old products, the brand should introduce new products and variants in the market. The company is mainly dependent on one goodwill revenue generated from the Parle-G biscuit. The popularity of Parle products has remained unchanged for many years. 

Liked our work? Interested in learning further? Do check our website for more. Also, if you’re interested in Digital Marketing, you can check out our Free Digital Marketing Masterclass by Karan Shah.​ If you want to have a look at the case study of the Britannia brand, here you go.

Let us know your thoughts on this case study in the comment section below. Thank you for reading, and if you liked our then do share this in your circle. Until then, see you next time!

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]

2 Comments

  1. Tanmay ghodke

    marketing strategy parle! It has ruleed for 8 decades it’s the most trust food company all over the world with perfect quantity and quality Parle is known for his taste and the trust which he has made in every indian families.

    Reply
  2. Shruti Mohanty

    Quite interesting! Learned about Parle marketing strategy- no wonder why it’s gained widespread fame.

    Reply

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