04-06-2013, 03:26 PM
Biscuit industry in India
Biscuit industry.doc (Size: 66 KB / Downloads: 18)
Brand name
The Parle Biscuit brands, such as, Parle-G, Monaco and Krackjack enjoy a strong imagery and appeal amongst consumers. Be it a big city or a remote village of India, the Parle name symbolizes quality, health and great taste. And yet, this reputation has been built, by constantly innovating and catering to new tastes. This can be seen by the success of new brands, such as, Hide & Seek and Hide & Seek Milano.
Brand name strategy
Parle follows company brand name strategy , since all its products are named using the company’s name as a prefix such as Parle-G, Parle- Monaco, Parle hide&seek, Parle digestive Marie, etc Parle follows both line extension and brand extension for its products. For a product like Parle-G it followed line extension with the introduction of Parle-G milk Shakti and Parle-G magix which has 2 flavors- choco and cashew. For Parle Monaco too it followed line extension when a new favor Monaco jeera was introduced. Similarly when it introduces any new product in the biscuit category, it follows line extension. Initially Parle used to produce only confectionaries. Parle followed brand extension with the introduction of products in the biscuits and snacks category.