Success Stories

Parle G Is Not A Biscuit But, An Integral Part Of Indian Culture #VocalForLocal

Due to the exemplary nature of the product, other companies also began to replicate Parle-G's strategy. However Parle-G took the competition in a very professional manner. He relocated his product from the "Energy Biscuits brand" to "Tasty, Healthy Food for All" and thus became Parle Gluco Parle-G (G means Genius).

By garima

Parle G Is Not A Biscuit But, An Integral Part Of Indian Culture #VocalForLocal

Parle G, is an iconic brand that has evolved over time over 75 years into the best-selling biscuit brand worldwide. It is a brand that never discriminated on the basis of income of its customers. It is a brand that was born before the country became independent. Parle-G's manufacturing was first done in Mumbai in 1929 on a very small scale but was quickly accepted by biscuit lovers.

Parle started advertising in 1947 (soon after India's independence) to compete for foreign biscuits and promote Indian biscuits, given its initial success and good growth opportunities. The ad campaign highlighted the patriotic feelings of Indian consumers as it became a masterstroke and took the brand to new heights. Parle G became an instant hit and was embraced by the Indian people who considered it a native brand.

Due to the exemplary nature of the product, other companies also began to replicate Parle-G's strategy. However Parle-G took the competition in a very professional manner. He relocated his product from the "Energy Biscuits brand" to "Tasty, Healthy Food for All" and thus became Parle Gluco Parle-G (G means Genius). 

Parle-G is priced at Rs 5 and is considered one of the most affordable biscuits. Along with its low-cost strategy, Parle-G ensured that it was easily available to people living in far off areas. Although inflation in India increases every year, in the last decade Parle-G ensured that with his new innovations, he would not let his price rise above a certain level. For such a low price the estimated value for customers is high resulting in an increase in sales.

Though the product was well-liked by the people due to the low price of Parle-G, but another reason behind its much success was its good taste and quality of biscuits. The taste of this biscuit is so common that people of all ages like it. The best evidence that people have liked it so much is that when someone goes to drink tea at a tea stall, he uses the word Parle-G as a verb ('Brother, give a Parle-G'). The biscuits of this brand are delicious and suit all customers.

The packaging Parle-G biscuits are wrapped in red and yellow paper with wax paper on which a small girl's picture is made. The image on the packet is used to create brand associations and connect with people. Parle-G has not done any new experimentation with packaging in all these years and has kept it very simple and subtle. This has helped the brand differentiate itself from competitors and makes it easy for customers to remember it as well.

Parle G does its own branding like this - "India's own biscuits". (Biscuits of India) own effective T.V. And through print advertisements the brand has been making memories since 1939. It has been very effective with its advertising campaigns and ensures that it reaches people of all ages, be it children, youth or the elderly. One such campaign in which children were targeted and gained much success was Parle-G's "G Mane Genius" campaign. This campaign saw a huge increase in sales of this brand of biscuits and further strengthened its dominance in the market.

Parle-G has established a high value for its customers due to its low price, high quality and strong brand image. As a result, the brand has a 78-year-old history and has made Parle-G an undisputed leader in the biscuit industry. In a country like India, where new brands of biscuits are being launched every day with little difference, it seems inconceivable to keep running this brand for so long. However, Parle-G has shown that if people like your product then you should not panic. Parle-G is the most consumed in India, which provides happy moments to those who want to eat something good and those who get good food are economically weak in the society. Parle-G has proved to be an iconic brand in every sense, focusing on giving value to customers rather than making money out of the pocket of the Indian public. This is what makes this brand different from its competitors and that is why it has gained so much success.


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