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A Sneak-Peek Into the Marketing Strategy of Parle

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

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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 biscuit and products under cold beverages. It manufactures products into various segments which makes them unique and successful. 

While knowing the brand it’s of vital importance to know about the company’s marketing mix.

 

Marketing Mix of Parle

Marketing mix is a marketing model that helps us understand a company on pillars of 4Ps: Product, Price, Place and Promotion. We will take a deep dive into the marketing aspects of the company and analyze the business model of Parle by looking at its marketing mix.  They are as follows:

 

Product Strategy of Parle

Parle has a wide variety of products to offer. It has categorized its offerings into Biscuits, Confectionery, Snacks and Premium Platina range. Through this, it offers niches in each category all at affordable prices.

Parle Biscuits:

Marketing Strategy of Parle - A Case Study - Marketing Mix - Product Strategy - Biscuits Portfolio

 

Parle Confectionery:

Marketing Strategy of Parle - A Case Study - Marketing Mix - Product Strategy - Confectionary Items Portfolio

 

Parle Snacks:

Marketing Strategy of Parle - A Case Study - Marketing Mix - Product Strategy - Snacks Portfolio

 

Parle Platina Collection:

Marketing Strategy of Parle - A Case Study - Marketing Mix - Product Strategy - Platina Products Portfolio

 

Above are the various products into different categories offered by Parle. Therefore products offered by Parle can be consumed by the lower or upper-middle-class as they are convenient and can be consumed at any time.

 

Price Strategy of Parle

The company follows a low-cost strategy to lead the position in the market. It eventually helps them to fight with the competitors. The pricing strategy is the backbone of the company. Also, it has been able to manage the low cost due to the high volume of production. It focuses on quality which helps them to reach a huge audience as Parle G keeps its pricing slightly lower focusing on the volume strategy. The company has been maintaining its growth and earnings through bad and good times equally reason being its pricing strategy. 

 

Place & Distribution Strategy of Parle

Parle products are available widely across the countries. The company has over 23 manufacturing units and over 1500 wholesalers all over  India. They also have depot agents which help them with the distribution channel. This is the reason Parle products are available in every corner of the country. It has a strong distribution channel, therefore, the products are available in every place from small shops, grocery, hotels to large retailers. 

Therefore people keep Parle as their first choice over other brands due to its wide distribution and availability. 

 

Promotion Strategy of Parle

Parle brand uses all sources of promotion like Tv, newspaper, online ads, etc. They are also very active on tv advertisements especially when Parle G biscuit had introduced the promotions were made by using its mascot, Neerja Despande, the young girl on the Parle G products. 

 

Marketing Strategy of Parle - A Case Study - Marketing Mix - Promotion Strategy - Brand Mascot

 

Parle has remained distinctive with its packaging that few of its products have been ingrained subconsciously just for its packaging which attracts consumer attention. The brand uses taglines such as ‘Bharat ka Apna Biscuit’ ‘Melody Itni Chocolaty Kyun Hai’ to excite the emotions of their customers.

 

Marketing Strategy of Parle - A Case Study - Marketing Mix - Promotion Strategy

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 & Collaboration of Parle

Parle has sponsored shows like Shaktimaan, Chotta Bheem and numerous others 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 the 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 which 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, Hritik Roshan to promote Monaco and Hide Seek biscuits respectively.

 

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 the conversation can be made among the audience and creating awareness about finding happiness by helping others.

 

 

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

You are my Parle-G campaign 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.

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

 

Competitive Background of Parle

The major competitors of Parle are Britannia tiger, Horlicks biscuits, and local glucose biscuits.  The market in which Parle operates is overcrowded with a large number of competitors overtaking each other. It has a competitive advantage over other companies.

They have a strong legacy of more than 70 years which is helping in being competitively ahead of its competitors. It has also kept the pricing the same for its products for many years. Without compromising on the quality this helps them in emerging as the largest selling biscuits in the world. 

Thus, to compete with their competitors the company has to be consistent in order to lead the market. 

 

SWOT Analysis of Parle

SWOT analysis of the company with its strengths, weaknesses, opportunities & threats. Strength and weaknesses are the internal factors whereas opportunities and threats are the external factors. Let us have a look at the SWOT analysis of Parle.

 

Strength of Parle

  • Parle is one of the most trusted & most popular brands.
  • It offers products at a very affordable price which gives them a price advantage over other companies.
  • They have a strong supply chain network.
  • Diverse portfolio including biscuits, sweets, and snacks.
  • Parle G is the most sold biscuit brand in the world. 
  • Various CSR activities initiated by the company.
  • Strong Digital Presence on Social Media

 

Weakness of Parle

  • Companies are producing similar products like Marie, bourbon, sweet and salty crackers, cream biscuits, etc. 
  • The company is dependent on its Parle G biscuit for most of its revenue.
  • There are many regional competitors in the market.
  • The same old taste of biscuits will make the consumer bored.

 

Opportunities of Parle

  • Increases its efforts in marketing communications.
  • Rising demand for innovative packaging.
  • New innovative promotion techniques.
  • Expanding in the rural market

 

Threats of Parle

  • It faces close competition from Britannia and ITC products.
  • Because of the rise in income, Parle has become outdated.
  • It has reached the mature market stage as the product has the same old taste.

Let us now understand its social media presence in the coming section.

 

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 their products through digital mediums.

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

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Conclusion

This case study of Parle talks about how successful the brand is. The consumers have immense trust in the brand therefore it is one of the leading brands of 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.

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

Until then, see you next time!

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]

Aditya Shastri

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