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Parle-G
Parle-G is a biscuit that has been associated with the Indian masses from the 1930s onwards (Bhatt, 2013). In terms of value, Parle-G is valued at around `32 crore, and is one of the top brands in India in terms of the frequency and quantity of purchase. Much before the days of segmentation, most brands associated themselves with market aggregation. Market aggregation involves trying to market the offering to the entire market without much segmentation (Schiffman, Wisenblit, & Ramesh Kumar, 2019).
The conceptual learning with respect to Parle-G is that even while being a mass product (it will be difficult to find 10–15 biscuits offered at a fraction of a US dollar anywhere in the world), the brand also straddles several premium offerings. ...
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