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Parle-G's Market Position Analysis

Parle-G, launched in 1939, remains the world's largest selling biscuit brand, known for its quality and taste, despite a recent decline in sales growth. The Indian biscuit industry is valued at Rs.82bn and has seen significant growth, with major players including Britannia and ITC. The glucose-biscuit segment, where Parle-G holds a 61% market share, is a key focus of the analysis, highlighting the competitive landscape and consumer behavior.

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43 views1 page

Parle-G's Market Position Analysis

Parle-G, launched in 1939, remains the world's largest selling biscuit brand, known for its quality and taste, despite a recent decline in sales growth. The Indian biscuit industry is valued at Rs.82bn and has seen significant growth, with major players including Britannia and ITC. The glucose-biscuit segment, where Parle-G holds a 61% market share, is a key focus of the analysis, highlighting the competitive landscape and consumer behavior.

Uploaded by

Prince Sahu
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Introduction

Journey of Parle-G started in 1939, when Parle Product Pvt. Ltd launched its first biscuit brand in
India. A cream-coloured, yellow-stripped, wax-paper wrapper with a photo of a cute young girl,
containing 10-12 biscuit with the company’s logo on it and you would know these are Parle-G
biscuits. Over the years, many varieties of biscuit came and went but nothing much has changed
with this biscuit, except for packs. Even after 70 years of its birth, it is still known for its superior
quality and taste across the length and depth of the country.

Parle-G, being the world’s largest selling biscuit brand, accounts for more than half of the total
revenue of the company (Business Standard, 2009). Although past few years, there has been a
consistent decline in its sales growth, it still maintains the superior position in the biscuit market.
This essay tries to analyze its current situation and position in the biscuit market, particularly in
glucose-biscuit market segment. Entire essay is structured into five sections. The next section
puts some light on Indian biscuit industry along with glucose-biscuit market segment; whereas
third section analyzes the behavior of Parle-G’s consumers. Situation and positioning of Parle-G
together is studied in the fourth section; finally essay is concluded with summary of issues in
fifth section.

Biscuit industry overview


Indian biscuit industry:-

Indian biscuit industry, worth Rs.82bn, has been growing steadily in past ten years. In 2008-09,
industry grew by 15% in current-value terms and is expected to grow by 9% constant value
CAGR in 2009-10 (GMID, 2009a). Despite of being moderately attractive industry (Appendix-1),
there has been a significant growth in numbers of domestic and international biscuit companies
in the industry. Current top biscuit manufacturers in the industry are Britania, Parle and ITC, with
Britania is leading with 35% of total biscuit market (Fig.1). All these companies have range of
biscuit varieties in their biscuit-portfolio.

Glucose-biscuit market segment:-

Broadly, biscuits can be categorized into Glucose, Cream, Crackers, Cookie and Marie (fig.2).
Glucose-biscuit segment accounts for more than half the size of total biscuit market. Parle-G
overwhelmingly leading the front with 61% share of total glucose-biscuit market segment and
its rivals Tiger Glucose and Sunfeast Glucose have been steadily growing in last few years,
through aggressive marketing and product innovations. Fig.2 shows the position of top biscuit
brands in glucose-biscuit segment

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