Marketing Stratagy of parle and sunfeast

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BRAND BUILDING:

BRAND BUILDING Marketing Strategy : Parle G v/s Sunfeast

Parle G:

Parle G India's largest manufacturer of biscuits and confectionery, for almost 80 years. Also is the largest selling biscuits of India. The company's slogan is popular among the Indian consumer population, reading “G mane Genius” Most Trusted Brand of biscuits.

Product:

Product Core benefit of the product is to satisfy hunger of the consumer. The consumer expect the product to have a good taste and also give nutrition. In future Parle could come up with new flavors under Parle G brand.

Product Life Cycle:

Product Life Cycle

Price:

Price The marketing philosophy emphasis catering mainly to the masses. Main motive is to design a product that provides nutrition and fun to the common man at a very low price. Value-for-money positioning helps generate large scale profits. Parle G has adopted Market penetration strategy ie low price along with capturing a large market share

Place:

Place The extensive distribution network is a major strength for parle products. Parle G is available even in the most remote places and in the smallest of villages with a population of just 500. 3 main distribution channel levels:- Available to all departmental stores. Available to all small retail outlets. International operations consists serving countries like Middle East,Africa,North America and South America.

Promotion:

Promotion Promotion takes place mainly through advertising. Parle G started being advertised in the 80`s mainly through press ads. Later after becoming a brand it did not actually need advertising since it had a monopoly in the market. Much later after products like Tiger and Sunfeast entered the market it felt a need for advertising. Now Aamir Khan is the Brand ambassador for Parle G.

Parle G TV Commercial:

Parle G TV Commercial

Parle G:

Parle G Product -Parle G Quantity -1Box(209gm X 60 packs) Manufacturer Distributor Retailer Selling Price Rs 528.65 Rs 545 Rs 600 Profit Earned - Rs 16.35 Rs 55

Sunfeast Glucose Biscuit:

Sunfeast Glucose Biscuit Sunfeast is a brand introduced by ITC Foods India Ltd. The launch of “Sunfeast” marks ITC Foods entry into the branded biscuit market with a range of offerings in both basic and value added segments. 'Sunfeast', with the Brand Essence “Spread the Smile,” connotes happiness, contentment, satisfaction and pleasure one would derive from the biscuits. Sunfeast`s entry in the market was a tough competition for the existing brands like Parle G and Tiger.

Product:

Product The core benefit of the product is to give good quality to the customers. The consumer needed a change in the taste from Parle G which was consumed from years long. The product looks promising in terms of look,taste and features.

Product Life Cycle:

Product Life Cycle

Price:

Price Unlike Parle G Sunfeast does not focus on the low price funda It mainly concentrates on offering a good quality and a change in the taste for the consumers.

Place:

Place Unlike Parle G Sunfeast markets its products mainly in metros and small cities. Its strong distribution network is a major strength of sunfeast biscuits Its distribution channel includes:- Departmental stores Small retailers

Promotion:

Promotion Promotion of sunfeast biscuits mainly takes place through Advertising. Advertising mainly include TV Commercials and print ads Superstar Shah Rukh Khan is the brand ambassador for the brand "Sunfeast". Shah Rukh has a universal appeal that extends to everyone across age groups, just as the brand Sunfeast.

Sunfeast Commercial:

Sunfeast Commercial

Sunfeast Glucose Biscuit:

Sunfeast Glucose Biscuit Product - Sunfeast Glucose Biscuit Quantity - 1 Box(196gm X 60 packs) Offers -One pack free on placing an order for 20 packs Manufacturer Distributor Retailer Selling Price Rs 528 Rs 545 Rs 600 Profit Earned - Rs 16.35 Rs 55

Market Share:

Market Share

Conclusion::

Conclusion: Product : Parle has the trust of the consumers in the brand. Consumers go for sunfeast for change in taste. Price : Price is constant but the quantity differs Parle G provides more quantity and sunfeast provides less quantity at same price. Place : Parle is available every where, where as Sunfeast is available only in cities and towns. Promotion : Sunfeast comes up with offers at regular intervals.

THANK YOu:

THANK YOu

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