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Case Studies in Marketing by Jaydeep Mukherjee, Kanwal Nayan Kapil

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7

Parle’s Monaco Smart ChipsThe Smarter Way

BACKGROUND

The packaged snacks business is witnessing some real good time in India. People are trying to figure out more and more occasions to snack, whether at a party or a picnic, during a journey or just as daily teatime fun. Packaged snacks are getting wider acceptance for home consumption; bigger packs are becoming popular, and have become a regular item in the shopping basket. In the ever-escalating tussle for wooing the customers, marketeers are becoming innovative with their offerings, in terms of flavours, packaging, shapes and ingredients. One such prominent player in the Indian market is Parle Products. The company started its operations in the year 1929, in British-dominated India. Their ...

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