Each Parle brand ambassador is an individual with their own unique story to tell about a Parle product that has helped immensely in the growth of the respective brands. These ambassadors have helped Parle spread its message across the globe. These include personalities mostly from Bollywood & related industries.
Parle has signed many brand ambassadors over the years for its products. The objective of such interactions is to understand the audience, find common ground, and sponsor opportunities that fit together – all while building relationships that produce results. Collaborations with Shaktimaan and Chootta Bheem have helped it connect with children as its potential audience for its products. These shows and events bring in targeted audiences potentially interested in the brand. Parle has sponsored shows like Shaktimaan, Chotta Bheem and numerous others events across multiple channels. It does sponsorship activities, it uses brand ambassadors and a variety of advertising campaigns such as the use of celebrity speakers within their product’s packaging or in-store displays, use of in-store advertising flyers as well as social media advertisements, etc. Parle uses various marketing strategies to promote and market itself. Let us now understand its promotion strategy in detail by going through the marketing strategy of Parle The brand uses taglines such as ‘Bharat ka Apna Biscuit’ ‘Melody Itni Chocolaty Kyun Hai ’ to excite the emotions of their customers. Parle has remained distinctive with its packaging that few of its products have been ingrained subconsciously just for its packaging which attracts consumer attention.
#Parle g biscuit old paper packaging tv
They are also very active on tv advertisements especially when Parle G biscuit had introduced the promotions were made by using its mascot, Neerja Despande, the young girl on the Parle G products. Parle brand uses all sources of promotion like Tv, newspaper, online ads, etc. Therefore people keep Parle as their first choice over other brands due to its wide distribution and availability. It has a strong distribution channel, therefore, the products are available in every place from small shops, grocery, and hotels to large retailers.
This is the reason Parle products are available in every corner of the country. They also have depot agents which help them with the distribution channel. The company has over 23 manufacturing units and over 1500 wholesalers all over India. Parle products are available widely across the countries. The company has been maintaining its growth and earnings through bad and good times equally reason being its pricing strategy. It focuses on quality which helps them to reach a huge audience as Parle G keeps its pricing slightly lower focusing on the volume strategy. Also, it has been able to manage the low cost due to the high volume of production. The pricing strategy is the backbone of the company. It eventually helps them to fight with the competitors. The company follows a low-cost strategy to lead the position in the market. Therefore products offered by Parle can be consumed by the lower or upper-middle-class as they are convenient and can be consumed at any time. Through this, it offers niches in each category all at affordable prices.Ībove are the various products in different categories offered by Parle. It has categorized its offerings into Biscuits, Confectionery, Snacks and Premium Platina range. Parle has a wide variety of products to offer. We will take a deep dive into the marketing aspects of the company and analyze the business model of Parle by looking at its marketing mix. Marketing mix is a marketing model that helps us understand a company on pillars of 4Ps: Product, Price, Place and Promotion.
While knowing the brand it’s of importance to know about the company’s marketing mix. It manufactures products in various segments which makes them unique and successful. It is called a well-known brand following the success of its products like Parle-G biscuits and products under cold beverages. They are also known as one of the oldest brands in India. They have a 150+ product range, 36 popular brands, and 21+ export destinations. The company was founded by the Chauhan family, headquartered in Mumbai, Maharashtra. Parle is known as one of the largest selling biscuit brands in the world.
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