Blogs Posted on 2024-09-13

Parle's Marketing Strategies | Complete Marketing Strategies

While most people associate Parle with its famous biscuit, Parle-G, the company offers a vast portfolio of more than 150 products spanning various categories such as snacks, confectionery, beverages, and biscuits.

Parle Products, founded in 1929 by Mohanlal Chauhan and his family in Vile Parle, Mumbai, has built a long-standing trust with consumers, especially due to the success of Parle-G. Over the years, Parle has managed to create products that resonate with consumers across different generations, regions, and economic backgrounds. 

With over 400 million Parle-G biscuits produced daily, the brand has grown into the world’s top-selling biscuit.

How has Parle stayed relevant for nearly a century? Let's explore. A significant part of their success lies in their understanding of evolving consumer needs. Parle has consistently offered high-quality yet affordable products, aligning perfectly with the preferences of the Indian consumer. The brand's ability to stay grounded in its core values while adapting to changing demands has played a key role in its sustained success.

Parle Products Overview:

In 2022, Parle Products generated over INR 162 billion in net sales. Their flagship product, Parle-G, remains a household favorite, while their broader portfolio includes a range of offerings. The value segment includes staples like KrackJack, Monaco, and Marie, while premium options like Hide & Seek, Milano, and Platina cater to higher-end tastes.

On the BCG Matrix, Parle’s products fall into several categories:

Stars: Parle-G, Monaco, and Hide & Seek enjoy a high market share and growth.

Cash Cows: Parle Marie and KrackJack are strong performers with steady, if slower, growth.

Question Marks: Parle G Gold, Kismi, and Parle G Chhota Bheem have potential but aren’t as dominant.

Dogs: Products like Hide & Seek Fab, Parle G Royale, and Parle Coconut Cookies face low growth and market share.

Quality and taste have remained consistent across Parle's products, ensuring a loyal customer base.

Pricing Strategy:

Parle's strategy revolves around affordability. They have positioned their products at competitive prices, offering quality without compromise. By leveraging high production volumes, Parle can offer products like Londonderry and Cafechino starting from just 1 rupee. This price advantage, combined with quality, has helped Parle maintain a dominant market position and foster strong customer loyalty.

During the COVID-19 pandemic, Parle witnessed substantial growth, outpacing the previous 3-4 decades. As the company's affordable pricing made it a preferred option for distribution among NGOs and government agencies supporting migrant workers, Parle-G's sales soared. This surge raised Parle’s market share to 29.1%, closing in on Britannia, which held 30.8% of the market at the time.

Distribution Network:

Parle’s extensive distribution network reaches over 6 million retailers across India, supported by 23 manufacturing units and 1,500 wholesalers. Their products are found in kirana stores, supermarkets, and even tea stalls and dhabas, where Parle-G biscuits are often served alongside tea or coffee. This widespread availability has been crucial in solidifying the brand’s presence across rural and urban areas alike.

Promotional Strategies:

Parle has employed numerous promotional campaigns across platforms like TV, print, and digital media. In the 1990s, Parle launched a successful marketing campaign in Tamil Nadu featuring the then-famous superhero Shaktiman, drawing over a lakh people to meet him and boosting sales of Parle-G biscuits from 50 tons to 2,000 tons per month.

More recently, the brand has invested in digital marketing, with campaigns like “You are my Parle-G” effectively engaging consumers on social media. Parle’s “G Maane Genius” campaign, launched in 2004, remains one of the most iconic. This campaign highlighted the importance of creativity and intelligence, resonating with changing parental attitudes toward children’s career choices.

In 2021, the campaign evolved to focus on emotional intelligence, with ad films celebrating selflessness and thoughtful actions. These messages have helped maintain Parle’s strong emotional connection with its audience.

In Summary:

Since its inception, Parle has remained relevant by staying true to its core values while adapting to shifting consumer preferences. Its ability to offer quality products at affordable prices, coupled with strong distribution and impactful promotions, has made Parle a household name across India. Today, Parle continues to be one of the most accessible and popular brands in the country, setting a high standard in an ever-competitive market.

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