PARLE-G

CATEGORY ANALYSIS Parle-G is worlds largest seller of glucose biscuits. It is clearly a leader in this category. As far as biscuits category is concerned, in terms of company shares it is way ahead of its closest competitors Britannia and ITC. There is 80-90% penetration of biscuits in urban markets. While, there is just 6070% penetration of biscuits in rural markets. According to Technopak report, the total size of biscuits market is Rs 12,500 crore annually. The market share of Parle in biscuits is around 45 per cent. The per capita consumption of biscuits in India remains low according to estimates it is about 2 kg per person a year compared with 15 kg/person/year in the US. Glucose biscuits are perhaps the oldest and the most popular segment in the biscuit market, contributing close to 35 per cent in volume. It is aimed largely at rural markets, while the consumption in the urban markets is driven mostly by crackers, cookies and cream biscuits. This is driven by high acceptance, affordable price points and wide distribution. Currently, Parle-G is by far the leader in the organised glucose biscuits category with 80 per cent market share. Other major players in this category are Britannia, ITC, Cadbury, Horlicks. With this new ad, it has tried to position itself for children who are genius and have ability to find solutions to problems if they are given free rein.

COMPETITIVE ANALYSIS Biscuit major Parle and Britannia both are overhauling their brands with new ad campaigns and formulations. In this context, Parle-G has come up with a new ad to cement its market leadership and strengthen its bond with its consumers, particularly the newer generation of parents and children; Parle Products has launched the second phase of its Kal ke Genius campaign by rolling out the Roko Mat Toko Mat television commercial. The first phase of the campaign had used the digital medium extensively. The creative agency behind the campaign is Ogilvy & Mather. Parle-G has taken a competitive edge against its competitors to be first mover in using digital platform to promote its product and make it more appealing to a larger base. The campaign was launched in two phases. In the first phase there was a teaser which was released on December 39, 2012 across YouTube, Facebook and Twitter. This was followed by releasing the Roko Mat Toko Mat TVC around the concept of Aao Banaye Kal ke Genius. The TVC was launched online on January 2 and went on air from January 4, 2013. Its competitors mainly are Britannia Tiger and Horlicks biscuits.