Value to the customers of Parle Biscuits can be delivered in numerous ways such as – priming and pre purchase education provided by sales staff, convenience of availability, point of sale equity, financing plans to purchase the products, word of mouth references, installation and repair services, physical product, quality assuring brand name etc. In marketing strategy, product is not viewed as a tangible product, but the source of value to be delivered to the customers. Promotion (Communication Strategy of Parle Biscuits) – The emergence of social media and online advertising has changed the landscape of Parle Biscuits communication mix and communication strategy. Place (Channels of Distribution ) – Distribution mix of Parle Biscuits has taken a new dimension with the emergence of Online Retailing & domination of players such as Amazon.Ĥ. Price – Pricing strategy that Parle Biscuits is pursuing in various customer segments it is operating in.ģ. Product – The products Parle Biscuits is making or are in the pipeline to capture potential markets.Ģ. Jerome McCarthy consolidated the 12 elements of marketing mix and other critical component into a simplified framework – 4Ps of Marketing Mix.ġ. The 12 core elements of Neil Borden Marketing Mix are -ĩ - Marketing Research – Fact Finding and Analysis,Ĭonsolidation of 12 elements of Marketing Activities into 4Ps of Marketing Mix According to Neil Border, organizations blend the various elements of marketing mix into a marketing strategy that helps the organization to compete and developed a differentiated positioning in the market place. Neil Borden of Harvard Business School first used the term “Marketing Mix” to explain the set of activities that a firm uses to execute its marketing strategies. Marketing Mix of Parle-G – Definition & Explanation Our immersive learning methodology from – case study discussions to simulations tools help MBA and EMBA professionals to - gain new insight, deepen their knowledge of the Global Business field, Marketing Mix factors, Products related decisions, pricing strategies and more. It also touches upon business topics such as - Marketing Mix, Product, Price, Place, Promotion, 4P, Pricing.
The Parle-G (referred as “Parle Biscuits” from here on) case study provides evaluation & decision scenario in field of Global Business. Parle-G case study is a Harvard Business School (HBR) case study written by Chandra Sekhar Ramasastry, Miranda Goode.
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These plans needed to address segmentation, positioning and changing Indian demographics when considering a potential price increase for Parle-G biscuits.Ĭase Authors : Chandra Sekhar Ramasastry, Miranda GoodeĪt EMBA PRO, we provide corporate level professional Marketing Mix and Marketing Strategy solutions. Parle could not ignore the deeply entrenched perception of VFM when devising both short- and long-term marketing plans to retain Parle-G's success in the marketplace.
Parle subsequently addressed rising input costs by reducing the weight of the package, franchising production, reducing supply chain costs and reducing packaging costs. Pressure to restore margins led Parle to consider a price increase yet a previous attempt had caused dramatic reduction in sales. A looming problem in this brand category for Parle was that the input prices of two major raw materials for the Parle-G biscuits (which together accounted for 55 per cent of their input costs) had risen enough in the past 18 months to decrease margins from 15 per cent to less than 10 per cent. Parle-G biscuits sold for approximately US$1 per kilogram and as very few processed and ready-to-eat foods were available at this price point, Parle-G was strongly associated with offering value for money (VFM).
Limited (Parle), a leading Indian biscuit manufacturer, had the distinction of producing the largest selling glucose biscuit brand by volume in the world, the Parle-G.
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Introduction to Marketing Mix Analysis - Product, Price, Place PromotionĮMBA Pro Marketing Mix 4P Analysis for Parle-G case study
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