1. ESSENCE OF MARKETING OVER ITS
IMMEDIATE CHALLENGING
RIVALS(PRODUCT BASED)
BY :- ILENDRA VYAS

2. PARLE-G VS.TIGER

3. MARKET SHARE OF 2012-2013

Market Share of Parle – G is 70% while that
of Britannia Tiger is 17% in the glucose
biscuits segment
Sunfea
st
8%
Others
5%
Tiger
17%
Parle G
70%

4. ANNUAL REVENUE (2012-13)
The annual revenue of Parle – G is Rs 2000
crores.
 The annual revenue of Britannia Tiger is Rs
540 crores.


5. SEGMENTATION VARIABLES
Geographic
Region
All Over India
Rural & Urban Areas
Rural 50 -65%, Urban 75-85%
Demographic
Age
All Age Groups
Family
Child, Young, Married, Older
Gender
Male, Female
Income
All Income Groups

6. Psychographic
Lifestyle
Personality
Behavioral
Occasions
Benefits
Usage rate
Loyalty Status
Readiness Stage
Attitude Towards
Product
Sports-oriented, Outdoor-oriented
Common man, Middle Class, Upper
Class
Regular
Quality, Economy
Medium - Heavy
Strong
Interested, Intending to Buy
Positive

7. CUSTOMER WANTS
Functional – Reasonable, Healthy
 Value – Good Value for Money
 Self Image – Want of People
 Availability – Easily Available, Quick to Buy
 Service – Better & Quick Service
 Risk / Awareness – Trustworthy, No Risk


8. MARKETING MIX VARIABLE
MARKETING MIX
VARIABLE
PARLE - G
BRITANNIA TIGER
GLUCOSE BISCUITS
Rs 5, Rs 10, Rs 25, Rs
50
Symbolises 'G' as
Genius
GLUCOSE BISCUITS
All over India
SERVICING
All over India
Easily available at
any retail shop
GUARANTEE
Crispy and Crunchy Moist at times
PRODUCT
PRICE
ADVERTISING
DISTRIBUTION
Rs 5
Symbolises Strength of a Tiger
enacted by Salman Khan
Available at almost every retail shop

9. COMPARISION
Differential advantage of Parle G over
Britannia Tiger is LARGE because of
dominating market share of 70% in
comparision to 17%.
 Parle G generates 2000 crores revenue
alone for Parle which has a total of 5000
crores revenue whereas Britannia tiger
generates 540 crores out of 2200 crores for
Britannia.


10. FUTURE PREDICTION

Parle G will continue to dominate the market
over other brands due to high popularity and
image value for the upcoming years.

11. THANK YOU