MARKETING STRATEGY OF PARLE
Introduction
Parle Products Pvt. Ltd. is one of India's oldest and most trusted FMCG
brands, known for its flagship biscuit brand Parle-G, along with other snacks,
confectionery, and bakery products. Established in 1929, Parle has evolved
from a small confectionery manufacturer into a giant in the food industry,
competing with global and local players. Its marketing strategy is a fine
blend of affordability, wide distribution, emotional branding, and constant
innovation, making it a household name across India.
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1. Product Strategy
Parle has a diverse product portfolio catering to various customer segments.
Its product categories include:
Biscuits: Parle-G, Monaco, Krackjack, Hide & Seek, Fab!, Milano
Confectionery: Melody, Mango Bite, Kismi, Poppins
Snacks & Bakery: Wafers, rusks, cakes
Parle strategically offers both mass-market and premium products. Parle-G is
targeted at value-seeking consumers, while brands like Hide & Seek Fab! and
Milano cater to more affluent urban markets.
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2. Pricing Strategy
Parle uses a penetration pricing strategy for its mass-market products. For
decades, it retained a price point of ₹2 and ₹5 packs, making it highly
accessible across rural and semi-urban India. This low price-point ensures
high volume sales and builds strong brand loyalty.
For premium products, it uses a value-based pricing strategy, positioning
products like Milano and Hide & Seek Fab! as indulgent offerings.
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3. Place (Distribution) Strategy
Parle has one of the largest distribution networks in India, which is a key
strength:
Over 6 million retail outlets
Strong presence in urban and rural markets
Efficient wholesale and retail channel partnerships
Penetration into remote areas with small pack sizes
It uses direct distribution in metros and indirect distribution (via wholesalers)
in rural areas, ensuring that even the smallest stores stock Parle products.
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4. Promotion Strategy
Parle’s promotional strategy blends emotional appeal, nostalgia, and value-
driven messaging:
TV Ads and Jingles: “Bharat ka Apna Biscuit – Parle-G” resonates with
national pride.
Celebrity Endorsements: While not heavily reliant on celebrities, the brand
has used notable figures for specific campaigns.
Social Media & Digital Marketing: Parle engages audiences on platforms like
Instagram and YouTube, especially for its newer products.
In-store promotions: Offers, shelf placement, and bundling with other FMCG
goods in retail outlets.
The Parle-G girl is a classic brand mascot, symbolizing trust and familiarity
across generations.
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5. Segmentation, Targeting, and Positioning (STP)
Segmentation: Demographic (age, income), geographic (urban vs. rural),
behavioral (price-sensitive vs. indulgence buyers)
Targeting: Mass-market (Parle-G, Krackjack) and niche segments (Milano,
Fab!)
Positioning: Parle positions itself as affordable, high-quality, and emotionally
connected to Indian families.
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6. Branding Strategy
Parle emphasizes consistency and simplicity in its branding. The use of iconic
packaging (e.g., the Parle-G wrapper), memorable jingles, and nostalgic
storytelling has helped the brand stand out in a cluttered market.
It also maintains distinct sub-brands for its diverse product lines, reducing
brand dilution.
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7. Rural Marketing Strategy
Parle was one of the first FMCG brands to realize the potential of India’s rural
markets. Its rural strategy includes:
Low-cost packaging
Mobile vans for rural distribution
Local-language promotions
Participation in rural fairs and festivals
This strategy helped it achieve deep penetration and brand loyalty in non-
urban areas.
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8. Competitor Strategy
Parle faces competition from Britannia, ITC (Sunfeast), Nestlé, and regional
players. To counter this, Parle:
Innovates with new flavors and formats
Expands distribution aggressively
Offers competitive pricing
Focuses on emotional branding
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Conclusion
Parle’s marketing strategy is a classic example of understanding consumer
psychology, maintaining price sensitivity, and building trust. Its approach,
rooted in Indian values and tastes, allows it to remain a leader despite
intense competition. As the market evolves, Parle continues to innovate
while staying true to its brand ethos—affordable nutrition with a local soul.
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