Marketing Research for Determining Current Position of Parle-G

Abstract

This marketing research study was undertaken in order to assess and quantify Parle-G's market position among today's market, one of India's most emblematic and enduring biscuit brands. With a presence in the Indian FMCG scenario spanning more than eight decades, Parle-G has created a very strong emotional association among customers cutting across age and demographical profiles. But with growing competition, changing consumer tastes, and the emergence of healthy and premium substitutes, it has become imperative to evaluate Parle-G's context and positioning in the fast-changing market of the day. The study employed a mixed-method research strategy by using both primary data collection via structured questionnaires and secondary data from market reports, industry journals, and company updates. The sample size of 100 respondents, urban consumers in the main, were used to elicit feedback on parameters like purchase frequency, brand awareness, product satisfaction, packaging, recall of advertisements, and comparison with Britannia and SunFest. Key insights reveal that although Parle-G remains extremely well-known and trusted, with a strong recall value and value for money, there are growing threats in product innovation, freshness of branding, and ad reach. The brand is still identified most with childhood memories and pocket-friendly snacking by most consumers, but newer packing and healthier options are where expectations are growing. The study also conducted a SWOT analysis and pointed out Parle-G's strengths (brand heritage, price sensitivity, extensive distribution), weaknesses (poor product innovation, old-age branding), opportunities (increasing rural consumption, health segment), and threats (high-end biscuit players, evolving urban taste). In summary, Parle-G holds a strong position, particularly in Tier II and III cities, but to stay relevant among youth and urban consumers, strategic changes in marketing communications, product innovation, and brand revitalization are suggested. The study explores the basis for future strategic planning and repositioning to ensure Parle-G market leadership in the changing FMCG landscape.