Swot Analysis Of Parle

967 Words4 Pages
Since a very long time, Parle’s mantra has always been about repositioning the brand without changing the appearance and feel of the product. They have kept their designs for many products in the classic old wrappers and enjoyed success because of it. The illustration of the little girl on the Parle G packet remains the same after so many years and has become synonymous with the brand name. Parle continues with its G for Genius campaign which it started following after 1980s. In past one decade, the rural market has drastically changed. Back then, the rural market was not prioritized by corporates and also was more unstructured. Very few companies, chiefly the agro-based ones, were had concentration on this market. Lack of awareness and feeble…show more content…
Although, these products are promoted, even this line needs a little more aggressiveness in this regard because of tight competition prevalent in the market from established biscuit makers like Britannia, ITC, Priya Gold and relatively new entrants like Oreo (of Cadbury). Currently, in terms of market share of cookies, Britannia has surpassed Parle to the top with 28% market share. Parle has a market share of 27.5%. • Snack line of Parle: This is the most recent line after chocolates and rusk. In this line, Parle has introduced products like FullToss and Parle’s Wafers which are in direct competition with big giants like Kurkure and Lays. Initially both FullToss and Wafers received a poor response from the customers as it failed to promote their products to the right consumers. But eventually it stabilized. In 2014, Parle derived around Rs 450-500 crore from its snacks division, which it is looking to take to Rs 1,000 crore in four years. the company 's general manager, marketing, Pravin Kulkarni, said, “We 've been growing at a fairly fast pace in the last few years. We see this growth rate picking up even further given the sales traction we are now seeing in Indian snacks…show more content…
Depth: FullToss: Masala Munch, Tomato flavour Parle’s Wafers: Masala Masti, Classic Salted, Cream n ' Onion, Tangy Tomato, Piri Piri, Aloo Chaat Namkeen: Moong Dal, Hot n Spicy, Khatta Meetha, Aloo Bhujia, Bhujia Sev, Tasty Peanuts, Salted Peanuts, Sev Murmura, Ratlami Sev Mexitos: Salsa Tomatino, Classic Salted, Nacho Cheese • Chocolate and Rusk line of Parle: Under Chocolate line, Parle has started a new brand named Friberg. It is the latest brand launched by Parle (2015). Also, it is the only brand belonging to the ‘premium quality’ offering Swiss and Belgian chocolates. It has a very modern packaging, thus distinguishing it from Parle’s other products. It is a new step taken by Parle which focuses more on the upper-class section of the society. Depth: Friberg: Lait Suisse Chocolat, Noir Suisse Chocolat, Lait Caramel Chocolat, Wafer Thin Chocolates Lait, Wafer Thin Chocolates Noir In 2014, Parle introduced a new line in form of Rusk. Parle’s biscuits and snacks are a preferred choice across India and Rusk has been introduced to provide its consumers with their favorite tea time snack. The packaging has a contemporary look, giving it a distinctive and attractive place on every shelf. Depth: Premium Rusk: Real Elaichi,
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