Parle: to boost market share

Parle offers more biscuits to boost market share

In a bid to take on its rivals as well as gain market share, Parle Products is offering more biscuits to its customers at no extra cost. Beginning September 2010, the company has increased the weightage of the packets of its flagship Parle-G and “Parle Marie” brands by at least six per cent without any change in MRP (maximum retail price).

Accordingly, the “Parle-G” biscuits - sold only in packets of Rs 5 - now weigh 99 grams up from 94-95 grams. Similarly, the weight of “Parle Marie” packets of Rs 10 and Rs 22 was increased to 144 grams and 392 grams, respectively. The company was previously selling 132 grams and 372 grams of “Parle Marie” for Rs 10 and Rs 22, respectively.

Sources said the company was hopeful of compensating the reduction in margins in per pack sales by enhancing sales volumes. “This is a volume game played with long-term interests in mind,” a source said.

REBRANDING:

Meanwhile, to capture the growing health food market, the company has decided to re-brand its “Parle Cream-Cracker” biscuits to “Parle Active Fit Cream Crackers” next month. The new brand will include sugar-free variants.

Parle at present has over 12 major biscuit brands with Parle G and Marie being its flagship products. The other prominent brands are “Monaco”; “Hide and Seek” and “KrackJack”.

Other than biscuits, Parle has interests in the confectionary and snacks businesses.