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Detailed Marketing Strategy of Parle – 2023 Update 

December 16, 2022 in Case Studies

Whatever sector entrusts strongly on technology for their market expansion. Marketing segments progress that shift rapidly. 

Parle brands that deal with Parle-G, Monaco, and Melody reached $2 billion annual gross in 2022 and qualified as India’s first food brand by making this. 

Parle is one of the widespread Indian food products companies. Parle-G is a perfect buddy with tea and one of the most prominent biscuit brands. 

The Parle identifies nutrients and is best in taste. How does the marketing strategy of parle-G build its brand? What is the structure plan leading them as a popular food manufacturing company? 

In this context, we will review the marketing strategy of Parle.

The Origin of Parle

Parle Products Private Limited, the company, was established by Mohanlal Dayal Chauhan and their family members. It started in Ville Parle, Mumbai, during India’s British rule in 1929. 

origin parle

The Chauhan family initiated the production of biscuits in 1939. A few years later, after India got independence, it started advertisements parle-G projects prepared by the Britishers. 

Parle is one of the largest selling globally and the oldest brand in India. It addresses an awareness of the Indian user’s psychology. 

Parle has executed well-being and taste, including a budget-friendly packet affordable for all kinds and age groups of consumers.

The marketing strategy of Parle-G refined its marketing strategy by observing the requirements of the Indian people. 

The Parle marketing strategy that leads to achievements

Parle has 150-plus products, 36 popular brands, and 21-plus transportation. It produces several fragments that build Parle as unique and productive. 

Parle Product Genre

The marketing strategy of Parle-G has introduced a genre of products in the marketplace. It has Parle biscuits, including Parle-G, 20-20, Krackjack, Monaco, Magix, Fab, Marie, Milano, Happy Happy, Milk Shakti, and many more. 

In snacks, Parles chips, FullToss, ChatKeens and hide and seek, Nutricrunch, and others. 

product genre

Eclairs, kaccha mango bite, mango bite, Melody, and Poppins are a few delicious confectionery products from the Parle brand. 

While looking at product costs based on an economical budget, this type of product is relatively easy to spend for lower-class people and middle or upper-middle-class families to these kinds of products.

The economical range of Parle products

Parle-G marketing strategy is to keep their products cost economical that more accessible for them to attract consumers.

The marketing strategy of Parle-G achieved a high ratio just because of their economic pricing segment. Parle enables it to maintain its marketing and supplies higher productions.

As per their marketing strategy to validate product standards, this method allows them to arrive at nearby large consumers. 

Parle has struggled with a low-high turnover, but their cost section is a positive side of their growth ratio. 

Locality and product delivery approach

Parle-G marketing strategy to reach every locality and different delivery plans of action is considered a profitable marketing strategy of parle-G.

In India, 70 -75% of people live in rural villages. Their Parle-G pack costs Rs 3, and they have ignored raising the price for many years. This plan of Parle biscuit marketing brought favorable results on their way. 

product delivery approach

The increase in small stores, Kirana stores, and retailing services brought a new ray to supplies of food and retail products and easy-to-reach rural consumers in their locality. 

The product delivery is in different regions, including hotels, restaurants, and malls. Parle product delivery quantities increased that way. 

The intelligent way of Ad promotion 

Parle food brand uses the advertisement method, including tv, newspaper and print media, and online advertisements. 

The way of Parle biscuit marketing ads is catchy to gain consumers’ minds. 

ad promotion

They have initiated their promotions through an advertisement mascot of a small girl over the Parle G biscuit packet. 

They used delightful taglines, including The tasty, healthy food and Bharat ka Apna biscuit. 

The association of sponsorships

Parle FMCG brand has made sponsorships with popular Tv shows, including Shaktiman, Chotta Bheem, and a few others shows. 

sponsorships

Their main objective is to drive children’s attention toward this product. 

Branding through celebrity

The brand ambassador of Parle products, including Twinkle Khanna for the Milano brand, and Amitabh Bachchan signed for Gold star cookies, Amir Khan for Monaco. 

Advertisements Campaigns Engaging context

Advertising campaigns create recognition, audience engagement, and sales conversion towards a service or brand. 

Parle G’s intelligent marketing strategy of Parle g assists them to strengthen their brand value and brand-building process. 

Here are a few primary vital points through their ad strategy;

G Maane Genius’s campaign is the central intent to obtain joy by helping others.

g maane genius

You are my Parle-G marketing campaign to dedicate the mother for their endless work and sacrifices for their children and family. 

Roko Mat Toko Mat campaign to bring awareness to understand a child’s psychology and their interest in doing or learning to achieve. 

Parle Agro promtion mix

The Parle-G subordinate brand Parle agro they have launched products like Frooti, Fizz, flavored milk, and Bisleri water. 

parle agro

So beverage company Parle agro can understand the audience that makes consumers’ choices listing.

The advertisement campaign parle agro promotion mix through Alia Bhatt, Ram Charan, and Varun Dhawan can attract consumers towards these beverages. 

Insights to Parle Ups and down

Parle has seen many ups and down, whether it gains in revenue or loss of revenues. They have gained success and simultaneously faced criticism too. 

insights

Here are a few pros and cons of the Parle brand. 

Pros:

  • Parle is gained more popularity and has been a reliable brand in India for years. 
  • It is an economical cost that can be avail by every class.
  • The distribution channel of Parle is significant and widespread globally. 
  • They facilitate consumers to take different tastes in their products which is part of the effective marketing strategy of parle-G. 

Cons:

  • The Parle brand collects more revenue from the Parle-G biscuits compared to other products selling ratio failed to impress consumers.
  • Parle needs to improve its consumer’s interest and identify that.
  • They require to effort more to challenge their popular FMCG competitors. 

See Also: Britannia’s Marketing Strategy & Marketing Mix (4Ps)

Frequently Asked Questions

What is one of the successful marketing strategies of the Parle brand?

Parle brand has taken the economic price of the products by observing the Indian consumers seriously. Keeping their product's price at a lower average that can be affordable by any class is one of the successful strategies of the Parle brand.

What are the famous products of the Parle brand?

Parle brand has several genre products, biscuits, confectionery, Platina ranges, and beverages from its subordinate brand. Parle-G, Hide and Seek, Monaco, Kaccha mango bite, Melody, Frooti, flavored milk, and Bisleri water are a few popular products from the Parle brand.

Who are the audiences of focus of the Parle-G brand?

The focus audiences of Parle-G centrally are 5 to 12 years old kids. Apart from this, the biscuit is widely adaptable to different age groups of people.

Conclusion

Therefore, a company or brand will reach audiences with a proper marketing strategy. Parle brand has one of the most reliable brands from India and also spreads services to locations abroad.

One needs to stay upgraded with technology and use the right strategies to grow in the marketplace. Parle has proved itself as a good brand in the FMCG industry. 

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Rahul Gupta More posts by Rahul Gupta