Overview of Parle-G

 India's leading manufacturer of biscuits and confectionery

 World's largest selling biscuit
 Parle-G symbolizes quality, nutrition and superior taste
 Value-for-money positioning that allows people from all classes and age
groups
 Reach spanning the remotest villages of India and major cities across the
world,
 Market share – 65%
 CAGR 15 -18%
 Industry is stagnant
 Parle -G acquires a comfortable position in the glucose biscuits segment

Key business challenges

 Protect Parle G against new variants & products
 Retain Retailer recommendations

Marketing objective

 Primary objective is to strengthen the emotional appeal of the brand and achieve
higher retail visibility
 Brand Communication should aim to connect the nostalgic feeling
 Communication should render the brand relevant and friendly to the target
audience

Communication Challenge
  Increase the emotional appeal of the brand
 Increase the use cases
 Improve brand relevance – Communication objective should prevent brand erosion
and strengthen its old image as a affordable healthy product

Target group & Positioning strategy

TG

 Primary target audience – Health conscious mother and children aged between 1-60
years of age
 Current positioning #My_Parle-G didn’t appealed to the consumers as the
perception of Parle -G that ads showed didn’t matched consumers perception

Positioning Strategy

 Parle -G's positioning needs to highlight the fact that Parle-G was with them
throughout their growing phases
 Positioning strategy needs to differentiate the brand by strengthening the
nostalgic appeal of the brand while making it relevant to the consumers

Budget Recommendations

 The marketing budget is approximately $50 million.

 Offline – 80% Online 20%