Parle-G is consumed by people of all ages, from the rich to the poor, living in cities & in villages. While some have it for breakfast, for others it is a complete wholesome meal. For some it’s the best accompaniment for tea, while for some it’s a way of getting charged whenever they are low on energy. Parle Company practices mass marketing for Parle-G which appeals to masses. It is a product liked by everyone and does not cater only to a specific group or part of the whole market. Thus it is mass production, mass distribution and mass promotion of Parle-G for all buyers. GEOGRAPHIC SEGMENTATION:
Parle-G is consumed by people staying in urban, semi urban and rural areas. People staying in the semi-urban & rural area are more using Parle G than people from urban area because of its price and people living in those areas prefer more quality in less cost. Parle-G is the largest selling biscuit in the world. It has a 70% market share in India in the glucose biscuit category followed by Britannia, Tiger (17-18%) and ITC’s Sunfeast (8-9%). The brand is estimated to be worth over Rs 2,000 crore (Rs20 billion), and contributes more than 50 per cent of the company’s turnover DEMOGRAPHIC SEGMENTATION:
The factors whose intensity differs from person to person are together termed as demographic segmentation. They are as follows: – 1) Age:
Parle-g is consumed maximum by the kids in the age group of 5-10 years i.e. the growing age group. Kids, who have formed the habit of having Parle-G in their early stages of life, continue this practice even after growing up. They continue their consumption of Parle-G even after they grow up. 2) Occupation:
The buying behavior of the consumer is influenced also by the occupation he or she belongs to. In case of Parle-G, the purpose for buying the product varies from a person with a high post in a M.N.C. to a poor laborer. For the executive employee, he may or may not buy the product. He may buy a more expensive or an imported biscuit brand because he can afford it. Also he may buy it only to be one of the many snacks available to him. On the other hand, a poor laborer would buy a packet of Parle-G simply to satisfy his hunger. For him, it is not matter of choice or luxury, but a necessity because it’s the easiest & the cheapest he can get.6 3) Income:
Income of a person decides its core expenditure segment. If a laborer earns a fixed amount & if a biscuit like parle-g which for sure ensures high level glucose content & immediate energy regained, he would defiantly opt to buy a parle biscuit packet & not spend even that minimal amount of Rs.4 on anything else. But since Parle-G is a low-priced, value for money product a person’s income does not really play a role in influencing the purchase of the product. Consumers of all income groups do buy the product. Psychological Segmentation:
Psychographic is the science of using psychology and demographic to better understand consumers. 1) Motivation:
For Parle-G the main & the basic motivation which pulls consumers towards buying it is simply hunger. This is what pulls the consumers towards the purchase of Parle-G. Also, since biscuits are perceived as snacks, when a consumer is drinking tea he or she is motivated to buy Parle-G at that time. 2) Perception:
Consumers believe Parle-G to be a good quality product which is cheap too. They also perceive it to be a great snack with tea.
PATTERN OF MARKET SEGMENTATION:-
Preference: Clustered
If we divide the whole market on basis of their preferences foe sweetness and saltiness in the biscuits then the possible outcome would be that the preferences are clustered near some tastes i.e. the consumers would not like to have something really vague like 50%salty, 25%sweet and25%creamy.That is why the preferences are clustered and not diffused wherein the preferences have to be very extreme and vague. Parle as a company makes use of this clustered preferences and manufactures biscuits for each and every cluster. For e.g. Monaco for entirely salty biscuits and its latest product Krackjack-cream is for sweet and salty taste. PARLE Company as a whole
inculcates SELECTIVE MARKET SPECIALIZATION strategy. TARGET MARKET:-
Parle-G is consumed by people of all ages, from the rich to the poor, living in cities & in villages. While some have it for breakfast,
For others it is a complete wholesome meal.
For some it’s the best accompaniment for tea,
While for some it’s a way of getting charged whenever they are low on energy. Parle company practices mass marketing for Parle- G which appeals to masses. It is a product liked by everyone and does not cater only to a specific group or part of the whole market. Thus it is mass production, mass distribution and mass promotion of Parle- G for all buyers. POSITIONING:-
Parle-G is positioned in the minds of people as a value for price product and also as a low-priced product. Also the name PARLE has an image that generates respect and a belief of good quality in the minds of the buyers.
