STP of Parle-G
MARKET SEGMENTATION:-
LEVEL OF MARKET SEGMENTATION:
Parle-G is consumed by people of all ages, from the rich to the poor, living in cities & in villages. While some have it for breakfast, for others it is a complete wholesome meal. For some it's the best accompaniment for tea, while for some it's a way of getting charged whenever they are low on energy. Parle Company practices mass marketing for Parle-G which appeals to masses. It is a product liked by everyone and does not cater only to a specific group or part of the whole market. Thus it is mass production, mass distribution and mass promotion of Parle-G for all buyers.
GEOGRAPHIC SEGMENTATION:
Parle-G is consumed by people staying in urban, semi urban and rural areas. People staying in the semi-urban & rural area are more using Parle G than people from urban area because of its price and people living in those areas prefer more quality in less cost.
Parle-G is the largest selling biscuit in the world. It has a 70% market share in India in the glucose biscuit category followed by Britannia, Tiger (17-18%) and ITC's Sunfeast (8-9%). The brand is estimated to be worth over Rs 2,000 crore (Rs20 billion), and contributes more than 50 per cent of the company's turnover
DEMOGRAPHIC SEGMENTATION:
The factors whose intensity differs from person to person are together termed as demographic segmentation. They are as follows: -
1) Age:
Parle-g is consumed maximum by the kids in the age group of 5-10 years i.e. the growing age group. Kids, who have formed the habit of having Parle-G in their early stages of life, continue this practice even after growing up. They continue their consumption of Parle-G even after they grow up.
2) Occupation:
The buying behavior of the consumer is influenced also by the occupation he or she belongs to. In case of Parle-G, the purpose for buying the product varies from a person with a high post in a M.N.C. to a poor laborer. For the executive employee, he may or may not buy the
LEVEL OF MARKET SEGMENTATION:
Parle-G is consumed by people of all ages, from the rich to the poor, living in cities & in villages. While some have it for breakfast, for others it is a complete wholesome meal. For some it's the best accompaniment for tea, while for some it's a way of getting charged whenever they are low on energy. Parle Company practices mass marketing for Parle-G which appeals to masses. It is a product liked by everyone and does not cater only to a specific group or part of the whole market. Thus it is mass production, mass distribution and mass promotion of Parle-G for all buyers.
GEOGRAPHIC SEGMENTATION:
Parle-G is consumed by people staying in urban, semi urban and rural areas. People staying in the semi-urban & rural area are more using Parle G than people from urban area because of its price and people living in those areas prefer more quality in less cost.
Parle-G is the largest selling biscuit in the world. It has a 70% market share in India in the glucose biscuit category followed by Britannia, Tiger (17-18%) and ITC's Sunfeast (8-9%). The brand is estimated to be worth over Rs 2,000 crore (Rs20 billion), and contributes more than 50 per cent of the company's turnover
DEMOGRAPHIC SEGMENTATION:
The factors whose intensity differs from person to person are together termed as demographic segmentation. They are as follows: -
1) Age:
Parle-g is consumed maximum by the kids in the age group of 5-10 years i.e. the growing age group. Kids, who have formed the habit of having Parle-G in their early stages of life, continue this practice even after growing up. They continue their consumption of Parle-G even after they grow up.
2) Occupation:
The buying behavior of the consumer is influenced also by the occupation he or she belongs to. In case of Parle-G, the purpose for buying the product varies from a person with a high post in a M.N.C. to a poor laborer. For the executive employee, he may or may not buy the