Parle-G-the Price Warrior
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Some Highlights
It's a brand that has held its
price line at Rs 4 for 25 years now -- the price was last raised in 1994 by 25 paise. So, it's not for nothing that Parle-G is the world's largest-selling biscuit by volumes.
Parle-G caters to the masses and have consciously tried not to increase the price. Parle-G is available f
or Rs 50 a kg.
Parle G brand has been positioned on the
health platform (a single pack of biscuit offers 450 calories).
Its earlier punchline was Parle-G: swadh bhare, shakti bhare (full of taste and energy). Currently, the brand uses two punchlines. Parle-G: G for Genius and Hindustan ki Taakat (the country's strength).
Parle-G enjoys close to
70 per cent market share in the glucose biscuit category and has the deepest reach.
It reaches
2.5 million outlets, including villages with a population of 500 people.
The brand is estimated to be worth over Rs
2,000 crore (Rs 20 billion), and contributes more than 50 per cent of the company's turnover.
Last fiscal, Parle had sales of Rs 3,500 crore
(Rs 35 billion)
Competitors: Britania's Tiger with 17-18 per cent share, ITC's Sunfeast Glucose which captured 8-9 per cent.
What would be interesting to see is whether it will be able to retain its leadership in the coming years as income grows in the hinterlands and consumers upgrade and develop new tastes.
source: business.rediff.com