Parle G is one of the most trusted names amongst 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 the year1929 and the company started the manufacturing of biscuits in the year 1939. After independence, ads were launched to project Parle G as an alternative to biscuits made by the British companies.
Earlier Parle G was known as Parle Glucose and in 1980,the word G was added to Parle in order to represent Glucose Or even Genius. Hence, the name Parle G came into existence. Times have changed, but one thing has remained unchanged, and that is the popularity of Parle G biscuits. One of the major competitors for Parle G are low cost Britannia biscuits like Marie, tiger and others.
Product in the Marketing mix of Parle G
Parle G biscuits are taken as snacks during tea times or any other time. The biscuits have a high nutritional value with amazing taste. Special attention is given to the fact that care and caution is exercised in the purchase of raw materials and high hygienic standards are maintained in all its manufacturing units.The international quality of the biscuits has made them a winner in the eyes of a common person.
Besides the original Parle G glucose biscuits, the company has launched a premium version of its biscuits. “Parle G Magix” which was launched in2002, and this premium quality biscuit is available in double tastes of ‘Cocoa’ and ‘Cashew’. The same year also saw a new product “Parle G Milk Shakti” biscuits for the southern markets that were a combination of honey and milk. Overall, the product Parle G is a low cost product targeted towards the general population.
Place in the Marketing mix of Parle G
Parle G has the merit of becoming the first Indian domestic brand that has crossed INR 5,000 crore figures in the sales at the retail market. Its success is primarily because of a very strong network of distributive channel that includes a whopping number of retail stores that are more than six million in numbers. Parle G has many manufacturing units for the production of its biscuits.
From here, the fifteen hundred wholesalers take over. 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 in every nook and corner of the country from a small-unknown rural area to a super market in a metro city.
The best part about the place in marketing mix of Parle G is its vast distribution network. As per statistics, Parle G is the widest distributed brand of biscuits in India. It beats all other brands in its distribution. During 26th July, when India was drowned due to rains, Parle G was the biscuit which was being distributed freely to all people tired from rains. Thus, the product has very strong distribution channels.
Price in the Marketing mix of Parle G
The low pricing policy of Parle G along with its qualitative products has helped the company to reach such heights and ward off competition. Its popularity and accessibility are maintained since earlier times as the pricing policy remains unchanged. Parle G has been emphasizing on quality and volume instead of high prices and that has resulted in revenues that have never decreased.
The packaging of 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 people. The pricing policy and its distribution channels are the reason that the company has been maintaining its growth and earnings through bad and good times equally.
Promotion in the Marketing mix of Parle G
Parle G has a very distinctive packaging that is easily recognizable. For many years, the product was packed in wax paper of yellow and white wrapper that featured a very young girl. Later the 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 a longer time.
The illustration of 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 common and widespread brand that has captured an important part of the market share in terms of biscuits.
Advertisements for this iconic brand started through the press and print media. Newspapers was the most common medium through which the people came to know about the benefits of eating biscuits as Parle G biscuits were rich in nutritional values thus providing instant energy. The “Dadaji” commercial released in 1989 and it took the visual media of television to unimaginable heights.
Parle G brand of biscuits is advertised through televisions, radio, newspapers and magazines. In1997, the company sponsored Shakti man, a tele-series. In 2002, the company introduced G-Man, who was the ambassador for Parle G. This advertisement was appreciated by the children and their parents and therefore went on to become hits.