TERM ASSIGNMENT
CONSUMER BEHAVIOUR
POST GRADUATE DIPLOMA IN MANAGEMENT
(Term-IV; Batch 2019-21)
Under the Guidance Of
Dr. Rajesh Sharma
Associate Professor Manager
Submitted By
Name: RUCHIKA SINGH
Roll No. PGFC1955
“JAIPURIA INSTITUTE OF MANAGEMENT”
“A-32 A, SECTOR-62, Institutional Area,”
“Noida- 201309 (U.P.)”
BRAND POSITIONING OF PARLE- G
One of India's most popular confectionary biscuits is Parle-G or Parle Glucose
biscuits. A strong household name throughout India, Parle G has become one of
the most popular tea time snacks in India. The excellent taste, high nutrition and
international quality all contributed to Parle G being India's largest selling
biscuit brand. The company was used to manufacture sweets and toffees. After
some time parle products began manufacturing biscuits in addition to sweets
and toffees. It was called parle glucose. It was one of the first brands of biscuits
to be introduced, which later went on to become a leading name for great taste
and quality. Parle Glucose Biscuits has changed its name to Parle-G where in
the G stood for the main ingredient- glucose.
Parle G is consumed by urban as well as rural masses. It is consumed by all
income groups, but is mostly consumed by the lower and middle income
groups. It is generally the lower middle, middle and to a certain extent the
higher middle class that consume Parle G. But overall, Parle G is a product
liked by everyone and does not cater only to a specific group or part of the
whole market.
Strategy of parle G:
Parle G catering to the masses. It is a product that is designed to provide
nutrition & fun to the common man. Parle G comes under the low price
segments. This is based on the parent brand, Parle understands of the Indian
consumer psyche. The value-for-money positioning helps generate large sales
volumes for the products. Parle G biscuits along with other Parle sub-brands,
have reached even the most remote villages of India.
Positioning OF Parle-G:
Positioning refers to the place that a brand occupies in the minds of the
customers and how it is distinguished from the products of the competitors.
In case of parle-G. it has positioned itself as as a :
Great taste, high nutrition and the international quality
Healthy snack for children of all ages and classes
Complete wholesome meal for a common man
Value for money positioning
In previous era parle-g had positioned itself as” common man biscuit” as its
come within the price range of a common Indian man. And at that time there
was very few biscuit manufacturer company and they sold at a premium price
the parle had come up with the parle glucose biscuit.
Repositioning of parle-G
Repositioning is the task of implementing a major change the target market’s
perception of the product’s key benefits and features, relative to the offerings of
competitive products.
Sometimes, marketers feel the need to change the present position of the brand
to make it more meaningful to the target segment. This change in position, and
finding a new position for the brand
In 1982, Parle G launched its first-ever TVC for Doordarshan with the
slogan ‘Swaad Bhare Shakti Bhare’ conceptualized by Everest Brand
Solutions. The spot featured Dadaji and his grandchildren singing the slogan.
The brand targeted not only kids but also managed to grow affinity in the older
generation too, keeping its targeted audience not restricted to any age group.
From this advertisement parle had positioned itself as that the product was not
only for kids but for all age group people.
Currently, Parle G is India’s No.1 brand of biscuit. The mantra of Parle has
always been about repositioning the brand without tweaking the product's look
and feel. In people's minds, Parle-G is primarily positioned as a value for price
product and also as a low-priced product. Parle G is also one of the country's
few FMCG brands whose customers are stretched across income segments.
Price, however, is not its sole USP. What makes the Parle G brand tick is also
that it has been placed on the health platform. The brand meets various
customer requirements like taste, energy, nutrition and value for money
calories. In the various ads, the brand's messages that it is a healthy and
nutritious biscuit and earlier its tag line were: swadh bhare, Shakti bhare.
When Britannia Tiger threatened Parle G, the latter gained popularity in the
children's segment by featuring Sachin Tendulkar in parle G ad campaign. It
was then that Parle G repositioned itself and, with a new punch line, G mane
Genius, which was an instant hit, came up with innovative commercials
involving young children. Since 2004, G for Genius has been the placement line
of parle-G
In this advertisement, parle – g tried to push the idea of ‘let them explore if they are
curious’.
The line was changed to 'Hindustan ki Taakat' in 2006-07, to assume a larger
platform as the biscuit that in and for India stands for strength (taakat). But
Parle-G reverted to its 'G for Genius' line in early 2008 and Because of its right
and successful positioning strategies parle-G has now become the undisputed
leader in the biscuit industry.
