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Introduction Pankaj

Objective
Data analysis
http://www.managementparadise.com/mujtabakhan/documents/3521/consume
r-perception-on-purchasing-parle-g/ you will get both the things in this website
do t op rite it i ur ords
then. IN DATA ANALYSIS THERE IS A QUESTIONNAIRE YOU PLEASE WRITE IT ALL
QUESTIONS BRIEFLY AND EASY LANGUAGE.

Introduction of parle g 1st paragraph of the picture below and some more if u
could find.
3.SAKSHI YOU USE ALL OTHER INFORMATION AND FORM SOME GOOD
HEADINGS ABOUT FINDING

ParleG has adopted the Market Penetrating Strategy i.e low price along with
capturing the market. Parle, in order to create large potential market, employs
mass marketing for Parle-G.

Mass-production, mass-distribution and mass-promotion allows Parle to maintain


low-price for Parle-G while targeting all segments of the market.
It is available to customers from big metropolitan cities to the remotest and
smallest of villages with population of 1500.

However, when compared to its competitors, it has more focus and penetration in
rural and sub-urban areas than city areas. The major reason being the strategic
location of its manufacturing units, which are closer to rural and sub-urban areas.

Through five-level of distribution channel, it has been able to meet its high
nationwide demands. Its distribution channel consists of 14 manufacturing units,
31 depots and C&F agents, close to 1,500 wholesalers, 425,000 retailers and 2.5
million outlets

Now consider a 2 rupee Parle G packet.


A bundle has 30 packets in it, which comes in a cardboard box which consists 12
bundles.
Ideally a bundle costs 60 rupees.(that's the M.R.P, wholesale rate differs based on
the discount the company has to offer the wholesaler).
Your local Kirana guy purchases it for 55.(yes 55 in Hyderabad)

Simple.
If you have noticed the pack has become smaller over the years.
They keep the price same but reduce the quantity .
The did it o e is uit at a ti e a d ou did t e e oti e.
The size of biscuits also decreased along with the number.
Then they introduced GoldJust like the origi al pa k, But it sells for Rupees.
2. mission and vision
Vaibhav you have to find and write then marketing mix.. in your
own words MARKETING MIX SHOULD BE IN CORRECT ORDER

Product in the Marketing mix of Parle G


Parle G biscuits are taken as snacks during tea times or any other
time. The biscuits have a high nutritional value with amazing taste.
Special attention is given to the fact that care and caution is
exercised in the purchase of raw materials and high hygienic
standards are maintained in all its manufacturing units.The
international quality of the biscuits has made them a winner in the
eyes of a common person.
Besides the original Parle G glucose biscuits, the company has
lau hed a pre iu ersio of its is uits. Parle G Magi hi h
was launched in2002, and this premium quality biscuit is available
i dou le tastes of Co oa a d Cashe . The sa e ear also sa a
e produ t Parle G Milk Shakti is uits for the southern
markets that were a combination of honey and milk. Overall, the
product Parle G is a low cost product targeted towards the general
population.

PLACE
Parle G has the merit of becoming the first Indian domestic brand
that has crossed INR 5,000 crore figures in the sales at the retail
market. Its success is primarily because of a very strong network of
distributive channel that includes a whopping number of retail
stores that are more than six million in numbers. Parle G has many
manufacturing units for the production of its biscuits.
From here, the fifteen hundred wholesalers take over. They are
responsible for the products to reach the market or retailers in
time. The manufacturing units are under extreme hygienic
conditions. Parle G products are available in every nook and corner
of the country from a small-unknown rural area to a super market
in a metro city.
The best part about the place in marketing mix of Parle G is its vast
distribution network. As per statistics, Parle G is the widest
distributed brand of biscuits in India. It beats all other brands in its
distribution. During 26th July, when India was drowned due to
rains, Parle G was the biscuit which was being distributed freely to
all people tired from rains. Thus, the product has very strong
distribution channels.

Price in the Marketing mix of Parle G


The low pricing policy of Parle G along with its qualitative products
has helped the company to reach such heights and ward off
competition. Its popularity and accessibility are maintained since
earlier times as the pricing policy remains unchanged. Parle G has
been emphasizing on quality and volume instead of high prices and
that has resulted in revenues that have never decreased.
The packaging of the product has also helped, as instead of
changing prices, the product has been repackaged with lesser
quantities to keep it affordable for even the lower class people. The
pricing policy and its distribution channels are the reason that the
company has been maintaining its growth and earnings through
bad and good times equally.

Promotion in the Marketing mix of Parle G


Parle G has a very distinctive packaging that is easily recognizable.
For many years, the product was packed in wax paper of yellow
and white wrapper that featured a very young girl. Later the
packaging changed from wax paper to plastic wrapping but the
design remained the same. The new packing is airtight and keeps
the biscuits fresh for a longer time.
The illustration of the little girl remains the same after so many
years as the girl has become synonymous with the brand
name. The a e Parle is deri ed fro the Vile Parle statio
where the factory of Parle production is situated and G is both for
genius and glucose. The brand name Parle G is a common and
widespread brand that has captured an important part of the
market share in terms of biscuits.
Advertisements for this iconic brand started through the press and
print media. Newspapers was the most common medium through
which the people came to know about the benefits of eating
biscuits as Parle G biscuits were rich in nutritional values thus
pro idi g i sta t e erg . The Dadaji o er ial released i
and it took the visual media of television to unimaginable heights.
Parle G brand of biscuits is advertised through televisions, radio,
newspapers and magazines. In1997, the company sponsored Shakti
man, a tele-series. In 2002, the company introduced G-Man, who
was the ambassador for Parle G. This advertisement was
appreciated by the children and their parents and therefore went
on to become hits.

4. PURNIMA ill be writing the whole part of consumer


behavior and conclusions
Consumer behaviour consists of activities/process followed in making any buying
decision of goods as well as a service.

The starting with need recognition, which leads to information search, once
information is obtained from different sources next step, is the evaluation and intent
where in consumer evaluates various parameters of the product or service. The next
step in five-step activity is the purchase decision where in intent is converted into an
actual purchase of the good or the service. The final step is post-purchase reaction
where in customer if she is satisfied with goods or services recommends to other
prospective customers or repeat the purchase. If the customer is not happy with
purchase, a bad word of mouth follows, and she looks for alternative product or service.
5. SUBODH YOU PLEASE FIND SOME GOOD
RECOMMENDATIONS WRITE IT IN YOUR LANGUAGE AND
FIND SOME RETAILERS NUMBER.

IF ANYBODY IS HAVING MORE CONTENT FIND IT AND


START WORKING ON IT.

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