The incredible demand led Parle to introduce the brand in special branded packs and in larger festive tin packs. University of Toronto Press. Parle-G — Genesis of a Genius Retrieved 02, , from http: Skip to main content. A proper verification of identity and financial background are done for a better structure of the human resource in the company. Company should start a program for the loyal retailers and wholesalers to reduce their complaints by providing timely supply and replacement.

Goode , Ramasastry Chandrasekhar. This case exposes students to the strategic complexities underlying a major pricing decision. Parle-G, the price warrior Retrieved fromhttps: They constantly endeavor at designing products that provide nutrition and taste to the common man. Hence Parle Company should opt for innovative techniques to maintain the brand of Parle-G.

Innovating new products, especially non-glucose type biscuits, and its test marketing in the rural market with its existing distribution channel would help them establish a new market in rural India. Thus company is facing threat due to the new substitute products.

Patle relaunched its Glucose-D biscuit as Tiger in and boasts of per cent share, while ITC’s Sunfeast glucose has captured per cent, according to industry sources. Now, using more modern techniques for capacity expansion, they have begun spreading their wings and are going global. Parle-G maintained its price of Rs.

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Specifically, in this context, in the urban sector Parle can create a new image of itself in the confectionary market by catering to high end. Parle G is available in Rs. The factory in Mumbai was the first to be set up, followed soon by the one in Bangalore, Karnataka. Parle-G, the price warrior Retrieved fromhttps: Sales and Marketing executives are selected through a special process. The company should take proper measures that the schemes and offers are not gulped by the middlemen, and that it benefits the retailers and customers.


parle g case study ivey

Many of the Parle products – biscuits or confectioneries, are market leaders in their category and have won acclaim at the Monde Selection, since Always, the accent was on self-sufficiency. This case study also looks back into the history of this brand and highlights the ideals on which it was formed. Log In Sign Up.

parle g case study ivey

The market share is highest with Parle-G because of the Value for Money it awards to its consumers. Parle bisuits and confectionaries are fast gaining acceptance in international markets, such as, Abu Dhabi, Africa, Dubai, South America and Sri Lanka.

Parle-G Harvard Case Solution & Analysis

This is based on their understanding of the Indian consumer psyche. An in-depth understanding of the Indian consumer psyche has helped Parle develop a marketing philosophy that reflects the needs of the Indian masses. Parle G biscuits are available to consumers, even in the most remote places and in the smallest of villages with a population of just So, it’s not for nothing that Parle-G is the world’s largest-selling studdy by volumes.

The replacement of the damaged and expired biscuits should be prompt and without any hassles, so that retailer can be saved from the loss of the expired and damaged goods.

These plans needed to address segmentation, positioning and changing Indian demographics when considering a potential price increase for Parle-G biscuits. The value-for-money positioning allows people from all classes and age groups to enjoy Parle products to the fullest.


Some of our best habits, as we say, are also our fase. Earlier it was just the biscuit which was available as snacks item.

parle g case study ivey

Parle constantly endeavors at creating products that provide nutrition and fun to the common man. Even though the Parle is market leader in the segment, others are also trying to capture the chunk of market share. Marketing strategy is all about marketing a product.

(PDF) Case Study of an Indigenous Brand – Parle-G | Harish Raman –

To enable students to appreciate that tactical decisions such as pricing are stud made or, at least, are not made effectively in isolation of bigger picture marketing strategy To encourage students to explore the challenges surrounding the sustainability of a value-for-money positioning To provide students with the opportunity to devise both short- and long-term marketing plans. Even today, the great tradition of taste and nutrition is consistent in every pack on the store shelves.

Last fiscal, Parle had sales of Rs 3, crore Rs 35 billion. Economic Times, 13 February As ofit is the largest selling brand of biscuits in the world according to Nielsen. This product is suitable to all Income groups.