A

Presentation on
Brand Audit of
PARLE
Presented to : Presented By :
Prof.Krunal Joshi GROUP NO: 3
A-43 Mineshkumar.K.Prajapati
A-56 Jayeshkumar G Thummar
B-08 Siddharth V Dhadhal
B-37 Amitkumar C Patel
B-50 Zeel R Sharma

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•Brand name strategy
• Brand strategy decision
• line extension and brand extension
• Packaging:
For Parle G:
Parle Hide & Seek:
Parle hide & seek Milano:
• Labeling:
• Pricing Strategies

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•  Public Relations
a. Shaktimaan
b. Parle-G Mera Sapna Sach Hoga'
c. Golu Galata contest-
Positioning Strategy of PARLE
• Positioning strategy
• Differentiation strategy 
• THE STRENGTH OF THE BRAND

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 COMPETITOR ANALYSIS

Figure: Biscuit Market Share (By % Volume)

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 Figure: Biscuit Market Share (By % Value)

Figure: Biscuit Market

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 Figure: Market share in Glucose category
(Source: rediff.com, indiainfoline.com-2008)

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 Competitor analysis
• POINT OF PARITY (POP)
• 1500 whole sellers & 4, 25,000 retail outlets.
• Its ingredient (glucose)
• POINT OF DIFFERENTIATION (POD)
• No Compromise on Quality
• Mass Production i.e. Volume
• Cost Cutting: They are in Backward Integration so that to
cover
• The profit by introducing sugar plants, Maida plants as well as
• Packaging Plant.
• Taste
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 Competitor analysis(cont..)
• PERCEPTUAL MAPPING
• Parle-G is consumed by people of all ages, from the rich to the poor, living in cities
& in villages.
• While some have it for breakfast, for others it is a complete wholesome meal.
• For some it's the best accompaniment for chai
• While for some it's a way of getting charged whenever they are low on energy.
• REPOSITIONING (When, How ,Why)
• “The core positioning has always been ‘G for Genius’.
• It’s the snack/ biscuit that gives kids and adults alike nutrition and energy, thereby
giving them the power to win/ achieve.”
• Aamir’s ‘Supermarket’ commercial has in essence the ‘G for Genius’ positioning
with a twist – ‘Do Genius Ek Taakat’, which basically means that every Parle-G kid
and adult is a ‘Genius’ in their own way. In this commercial, both Aamir and
Darsheel are the geniuses, who have one common factor of strength – Parle-G.”
•

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CBBE(consumer based brand equity)
Model

Resonance

judgment
feelings

Performance Imagery

Salience

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 CBBE(cont…)
• Resonance
• High level of repeat purchase
• Regular engagement
• Low community
• Judgment
• Quality according to price
• Innovative and competent brand
• Feelings
• Warmth

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 CBBE(cont…)
• Resonance
• High level of repeat purchase
• Regular engagement
• Low community
• Judgment
• Quality according to price
• Innovative and competent brand
• Feelings
• Warmth

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 CBBE(cont…)
• Performance
• Primary ingredients
• Good package design
• Medium priced
• Imagery
• Repeat purchase
• User profile- Middle class
• All age group and both gender
• Strong past
• Salience
• Very high awareness
• High recall

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 CUSTOMER- BRAND KNOWLEDGE STRUCTURE

• Image
• Means of snacks
• Available anywhere
• High level of familiarity
• People
• For all age groups
• Both gender
• Performance
• Tasty
• Safe to eat

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 External Environment analysis
• PEST ANALYSIS:
Political
• • Taxes
• • Production and Distribution licenses
Economical
• • ↑ in per capita income
• • India’s GDP growing at an average 8%
Social
• • ↑ in per capita consumption
• • India is 3rd largest producer of biscuit
• • Age
• • Lifestyle
• • Perception
Technological
• • Innovation
• • R&D
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 External Environment
analysis(cont..)
•  
• SWOT ANALYSIS:
• Strengths
• • Parle Brand,
• • Diversified product range,
• • Extensive distribution network.
• • Low and mid price range
• • Catering to mass,
• • Better understanding of consumer psyche
• Weakness
• • Dependence on retailers & grocery Stores for displaying diversified Parle
Products on shelf, induce impulsive buy
• • Dependence on Parle G
• • (flagship brand)

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 Cont..
• Opportunities
• • Estimated annual growth of 20%
• • Low per capita consumption,
• • Changing consumer preference,
• • Increasing demand for sugar free,
• • Diet biscuit,
• Threats
• • Hike in cost of production due to hike in Raw material cost.
• • Increasing distribution cost.
• • Local bakery products.
• • Entry of various new entrant, ITC etc.
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