Exclusive | Quality, Distribution, Brand connect plays it all: Parle G's Mayank Shah

Parle Products, a company that has been serving the Indian market since 80 years is one of the largest manufacturer of biscuits and confectionery products. The name Parle symbolizes quality, nutrition and great taste. With a reach spanning even  the remotest villages of India, the company has definitely come a very long way since its inception.

Adgully caught up with Mayank Shah, Group Product Manager, Parle Products to know more about one of the oldest and strongest brands in the Indian market.

Speaking about the brands performance in 2012, he said, “The brand performed quite well last year. We were able to launch new products and also were able to reach the expected growth mark.”
Giving us a sense of the market Parle G exists in, Shah said that  there is  no doubt about the fact that the market is quite robust and active but challenging as well. “In the biscuits industry we hold around 40% share in the market, whereas ,where glucose market is concerned Parle G holds an 80% share ,” he adds.

Many of the Parle products - biscuits or confectioneries, are market leaders in their category.   With a 40% share of the total biscuit market and a 15% share of the total confectionery market in India, Parle has grown to become a multi-million dollar company. While to the consumers it's a beacon of faith and trust, competitors look upon Parle as an example of marketing brilliance.
Since the market is a F&B market it faces a lot of challenges and competition. So when asked what strategies make them stand ahead in competition, Shah explained saying that the quality of product holds utmost importance which is followed by distribution and lastly the brand connect.

When asked about key markets that have given best results, Shah proudly said, “For me key markets are the markets where my brand stands strong. When Parle G holds 80% share in the Glucose market it clearly indicates the brand’s presence.” In terms of investment strategies, though Shah refused to share numbers he said that they make quite good investments when it comes to marketing. He says, “As for our recent campaign we are taking huge initiatives. This campaign is really futuristic and connects really well with our brand.”
Shah believes that the importance of digital medium is increasing these days, hence the medium is being used extensively for this campaign.

In terms of marketing and promotional strategies that the brand has been adopting, Shah said, “We generally try covering all the aspects of marketing. Our recent campaign, though we have launched it through digital, it will be promoted on all forms of media. This campaign is more like a movement that we have created.” “Looking at all the steps taken by Parle G in the past and present in terms of marketing and promotions it is quite fair to say that Parle G strongly believes in brand connect and consumer engagement,” he added.

With regard to the new product line up  for 2013, Shah said, “Honestly speaking Parle G is more of a habit for consumers so we are not really looking at taking the brand anywhere in 2013 but surely we are looking at making a stronger brand connect.”  | By Aanchal Kohli[aanchal(@)adgully.com]