Final Project 1 Proposal:

Company: Parle-G
Parle-G is a brand of biscuits which is manufactured by parle products in India.
It started out in as a confectionary maker in Vile Parle suburb of Mumbai in 1929 and started making
biscuits in 1939. When India got freedom, the company launched an ad campaign showing its Gluco
brand of biscuits as an Indian alternative to Britisher company’s biscuits.
Baked food and confectionary market is a forever growing industry with factor of migration of
people from one part of the world to another. This market is growing at a fast pace due to changing
lifestyle and eating habits. According to a survey of 2011, it is the bestselling brand of biscuits in the
world. Parle-G has used only conventional marketing strategies to advertise its products like
television, newspapers etc.

Criteria it falls under:

Parle-G has not used any digital marketing tools to affect its marketing vision. It has only used
primitive means of marketing to deliver its products to the audience. Parle-G is advertised through
televisions, radio, newspapers and magazines. In 1997, the company had sponsored Shakti man, a
tele series. Also, in 2002, the company introduced G man who was ambassador of Parle-G. This
advertisement was appreciated by children and the parents and became a trendy brand.

Parle-G has plans to introduce its brand to the world instead of getting it limited only in India.
Parle-G is a booming biscuit brand in India, with a widespread from North India to south India .
Widespread promotion gets it a new audience and it also has a vision to get a new group of audience
for its particular sweet taste. It is found at any Nuka or chai shop in India.

Parle-G uses demographic segmentation strategies to understand the different group of customers
and their demands. Demographic segmentation is generally used for pointing range of standard
biscuits which are distributed to far places and widespread demands.

Parle has repositioned itself as a value-oriented brand and offers biscuits that are made in India and
are of Indian origin and is known for its particular taste appreciated by all age groups and is famous
for creating memories. Its customer targeting process is unique and hugely appraised by all age
groups.

Parle-G has a very distinctive packaging and is easily recognizable. A few years before from today, it
used a wax paper of yellow and white wrapper that featured a small girl. Later, the packaging was
changed from wax paper to plastic wrapper and the design remained the previous one only. The
new packing is airtight and keeps the biscuits fresh for a longer time.
How digital marketing will affect the Company Marketing Strategy?

Parle-G would benefit a lot from digital marketing tools to expand its already so huge audience.

Parle-G can use content marketing based on a particular taste-based promotion and can be hyped as
a sweet taste biscuit which can be eaten as snacks with tea or can be eaten as a quick break snack.

Parle-G has used data to grow its business over the years and has done advertisement campaigns to
promote its biscuit brand to the audience.

People use internet to search about things that they are curious about. Marketing involves search
engine optimization strategies to promote the brand and count the number of searches done on it.

Parle-G social media presence is less but still it is top biscuit brand due to its distinct and unique
taste and packaging.