Marketing Mix of Parle G and 4Ps (Updated 2023)

The Marketing mix of Parle G analyses the 4Ps of Parle G, including the Product, Price, Place, and Promotions. Parle G is one of the most trusted names among Indian brands. According to a recent poll, the company is one of the largest manufacturers and sellers of biscuits. Its parent company, Parle Products, was established in 1929 and started manufacturing biscuits in 1939. After independence, ads were launched to project Parle G as an alternative to biscuits made by British companies.

Earlier, Parle G was known as Parle Glucose, and in 1980, the word G was added to Parle to represent Glucose Or even Genius. Hence, the name Parle G came into existence. Times have changed, but one thing has remained unchanged: the popularity of Parle G biscuits. One of the major competitors for the Parle brand G is low-cost Britannia biscuits like Marie, tiger, and others.

About Parle-G

• Type: Biscuit manufacturer
• Industry: Food and beverage
• Founded: 1929
• Founders: The Chauhan family
• Headquarters: Mumbai, India
• Area served: Worldwide
• Current CEO: Vijay Bhatia
• Number of employees: Over 20,000
• Major products: Parle-G biscuits, Hide & Seek snacks, Happy Happy cakes

Parle G Product Strategy

Parle G biscuits are taken as snacks during tea or any other time. The biscuits have a high nutritional value and a fantastic taste. Special attention is given to the fact that care and caution are exercised in purchasing raw materials and that high hygienic standards are maintained in all its manufacturing units. The international quality of the parle hide biscuits has made them a winner in the eyes of an ordinary person.

Besides the original Parle G glucose biscuits, the company has launched a premium version of its biscuits. “Parle G Magix” was launched in 2002, and this premium quality biscuit is available in double tastes of ‘Cocoa’ and ‘Cashew.’ The same year, the parle company also saw a new product, “Parle G Milk Shakti,” a biscuit for the southern markets that combined honey and milk. Overall, Parle G is a low-cost product targeted towards the general population.

The new Product Mix of Parle G in 2023 is as follows (Source).

1. Parle G Biscuit: The iconic glucose biscuit is known for its distinct taste and high energy value. It’s a staple in many Indian households and is widely recognized for its affordable price and accessibility.
2. Other Biscuits: Parle’s product range includes a variety of other biscuits, such as cream biscuits (available in different flavors like orange, pineapple, and chocolate), Marie biscuits, sweet and salty crackers, and cookies enriched with different ingredients like butter, nuts, and chocolate.
3. Confectionery: Parle also has a significant presence in the confectionery market, offering a range of candies and toffees in various flavors. These include mints, fruit-flavored candies, and traditional Indian-flavored sweets.
4. Snacks: Expanding beyond biscuits and confectioneries, Parle has ventured into the snack industry, offering a range of savory snacks like chips and traditional Indian snacks.
5. Cakes and Rusk: The brand has diversified into cakes and rusk (a dry, crisp bread), catering to different tastes and occasions. These products come in various flavors and pack sizes.
6. Health-Focused Products: Recognizing the growing health consciousness among consumers, Parle has introduced a range of biscuits and snacks that are marketed as healthier options, such as whole wheat biscuits, sugar-free biscuits, and multigrain snacks.
7. Beverages: Parle has extended its product line to include beverages like fruit juices and flavored drinks in some markets. However, this is a relatively more minor part of their product mix than biscuits and confectioneries.

Parle G Place Strategy

Parle G has the merit of becoming the first Indian domestic brand that has crossed INR 5,000 crore figures in sales at the retail market. Its success is primarily because of a robust distribution network and network of distributive channels that includes a whopping number of retail stores that are more than six million. Parle G has many manufacturing units for the production of its biscuits.

From here, the fifteen hundred wholesalers take over the strong distribution network. They are responsible for the products to reach the market or retailers in time. The manufacturing units are under extreme hygienic conditions. Parle G products are available everywhere in the country, from small, unknown rural areas to supermarkets in metro cities.

The best part about Parle G’s place in the marketing mix is its vast distribution network. As per statistics, Parle G is India’s widest-distributed brand of biscuits. It beats all other brands in its distribution. On 26th July, when India was drowned due to rains, Parle G was the biscuit being distributed freely to all tired people. Thus, with a parallel marketing strategy, the product has powerful distribution channels.

Here’s Parle G’s place strategy.

1. Extensive Distribution Network: Parle G has established one of India’s most extensive distribution networks, ensuring its products are available in urban and rural areas. This network includes many retailers, from supermarkets to small local shops, reaching even the most remote locations.
2. Global Reach: Beyond India, Parle G biscuits are available in international markets, catering to the Indian diaspora and local populations across continents. This global presence is facilitated through exports and local distribution partnerships.
3. Strategic Placement in Retail Outlets: Parle G products are strategically placed in retail outlets for maximum visibility. They are often positioned at eye level on shelves and near checkout counters to encourage impulse purchases.
4. Manufacturing Facilities in Key Locations: Parle G operates multiple manufacturing facilities across India, strategically located to minimize distribution time and costs. This ensures a consistent supply of fresh products across the country.
5. E-commerce and Online Platforms: Recognizing the growing trend of online shopping, Parle G has made its products available on various e-commerce platforms. This approach caters to the convenience of urban and tech-savvy consumers, expanding their reach to a broader customer base.

Parle G Pricing Strategy

Parle G’s low pricing policy and qualitative products have helped the market leader position the company to reach such heights and ward off competition. Its popularity and accessibility have maintained since earlier times as the pricing policy remains unchanged. Parle G has been emphasizing quality and volume instead of high prices, resulting in revenues that have never decreased.

The company’s packaging promoting the product has also helped, as instead of changing prices, the product has been repackaged with lesser quantities to keep it affordable for even the lower class. The pricing policy and distribution channels are why the company has maintained its growth and earnings equally through bad and good times.

Parle G’s pricing and marketing strategy is a classic example of an effective combination of penetration and competitive pricing. It is aligned perfectly with its brand identity as an affordable and value-for-money product. Here’s an expert perspective on their approach:

1. Economical Pricing Model: Parle G is known for its highly economical pricing. The brand has maintained a low-price strategy for decades, making it one of the most affordable biscuits in the market. This pricing model caters to all income segments, especially targeting lower and middle-income consumers.
2. High Volume, Low Margin Strategy: Parle G operates on a high-volume, low-margin strategy. By keeping the profit margin per unit low and focusing on selling large volumes, they have successfully captured a significant market share in the biscuit industry.
3. Price Consistency and Brand Trust: Despite market fluctuations and inflation, Parle G has remarkably maintained a consistent price for its flagship product over the years. This consistency has built immense brand trust and loyalty among consumers.
4. Strategic Packaging Sizes and Pricing: Parle G offers biscuits in various packaging sizes, priced strategically to cater to consumer needs and purchasing power. This flexibility allows consumers from all economic backgrounds to buy their products, from individual packs to family-sized offerings.
5. Psychological Pricing Techniques: Parle G often uses psychological pricing strategies, like pricing their products slightly below a whole number (e.g., ?4.99 instead of ?5), making the product even more attractive to price-sensitive customers.
6. Cost Leadership through Efficient Operations: Parle G maintains low pricing through efficient production processes, economies of scale, and effective supply chain management. This operational efficiency allows them to keep costs low while maintaining product quality.
7. Adapting to Market Conditions: While keeping the base price low, Parle G strategically adjusts prices or package sizes in response to changes in raw material costs or economic conditions, ensuring business sustainability without significantly impacting the customer.

Parle G Promotion Strategy

Parle G has an easily recognizable and very distinctive packaging. For many years, the product was packed in wax paper of a yellow and white wrapper that featured a very young girl. Later, the parle marketing packaging changed from wax paper to plastic wrapping, but the design remained the same. The new packing is airtight and keeps the biscuits fresh for longer.

The illustration of Parle Marie, the little girl, remains the same after so many years, as the girl has become synonymous with the brand name. The name Parle is derived from the ‘Vile Parle station’ where the factory of Parle production is situated, and G is both for genius and glucose. The brand name Parle G is a widespread brand that has captured an essential part of the market share in terms of biscuits.

Advertisements for this iconic brand started through the press and print media. Newspapers were the most common medium through which people learned about the parle marketing mix and the benefits of eating biscuits. Parle G biscuits were rich in nutritional value, thus providing instant energy. The “Dadaji” commercial was released in 1989, and it took the visual media of television to unimaginable heights.

Parle G’s brand of biscuits is advertised through televisions, radio, newspapers, and magazines. In 1997, the company sponsored Shakti Man, a tele-series. In 2002, the company introduced Parle G’s marketing mix, he-Man, the ambassador for Parle G. The children and their parents appreciated this advertisement, and it became a hit.

Some Recent Video ads and Print ads for Parle G are:

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