Company : Parle
Agency : Grey Worldwide
Brand Analysis Count : 302
Parle has launched a new unique confectionery : Parle Golgappa. Parle these days are very active in the confectionery business. Along with Mintrox, Parle has launched Golgappa . Golgappa is a traditional chaat dish which is very popular in North India .
Golgappa otherwise known as Paanipuri is a crispy dough "puri" filled with a watery mixture of potato , tamarind and chilli. This is a famous street snack in the North.
The launch of this flavor is a move by Parle to take on the ethinic route to increase its share in the confectionery market. As we know, confectionery is a low involvement product and often customers make spontaneous decisions rather than a planned purchase decision. Hence to survive in the market, one has to innovate in taste and come out with new flavors at regular intervals. Parle has been successful in its experiment with flavors like Kacchaa Mango ( raw mango).
It is a common trend among marketers to introduce traditional flavors in the market to attract the customers. Maggi introduced Sambar masala flavor for its noodles while Mcdonald also adapted to suit the Indian palate. Lays and Bingo build its popularity around ethnic flavors.
What I liked about this new product is its commercial.
Watch it here : Parle Golgappa TVC
This TVC is a simple one with powerful execution. The message is perfectly delivered and I am sure that the ad will prompt trial purchases. The tagline " Goli Mein Golgappa " ( Golgappa in the candy) also is simple funny and descriptive.
Since the flavors can be easily copied by the competitors, Parle Golgappa if successful will see many competitors launching similar tastes. For example Parle Mangobite Kacchaa Mango saw immediate competition from Candyman who launched a similar taste in no-time The fact to look for in this paanipuri flavor is whether the customer will buy this flavor repeatedly. But it is good to see Parle building its lost glory in the Indian market.
Golgappa otherwise known as Paanipuri is a crispy dough "puri" filled with a watery mixture of potato , tamarind and chilli. This is a famous street snack in the North.
The launch of this flavor is a move by Parle to take on the ethinic route to increase its share in the confectionery market. As we know, confectionery is a low involvement product and often customers make spontaneous decisions rather than a planned purchase decision. Hence to survive in the market, one has to innovate in taste and come out with new flavors at regular intervals. Parle has been successful in its experiment with flavors like Kacchaa Mango ( raw mango).
It is a common trend among marketers to introduce traditional flavors in the market to attract the customers. Maggi introduced Sambar masala flavor for its noodles while Mcdonald also adapted to suit the Indian palate. Lays and Bingo build its popularity around ethnic flavors.
What I liked about this new product is its commercial.
Watch it here : Parle Golgappa TVC
This TVC is a simple one with powerful execution. The message is perfectly delivered and I am sure that the ad will prompt trial purchases. The tagline " Goli Mein Golgappa " ( Golgappa in the candy) also is simple funny and descriptive.
Since the flavors can be easily copied by the competitors, Parle Golgappa if successful will see many competitors launching similar tastes. For example Parle Mangobite Kacchaa Mango saw immediate competition from Candyman who launched a similar taste in no-time The fact to look for in this paanipuri flavor is whether the customer will buy this flavor repeatedly. But it is good to see Parle building its lost glory in the Indian market.
As a very heavy user of confectionery i have my own views regarding Parle Golgappa.In my opinion Parle Golgappa will be successful only if parle makes sure the availability of the product. More over the tase of the product is not that compelling. So if the product is made available the customers who like may buy it. i dont think that customers just because of the tase will go in to different stores to get Parle Golgappa.
ReplyDeleteHi Harish,
ReplyDeleteJust a little correction to what you've m
mentioned. Mintrox, the mint brand, has been
launched by the Parle Confi Company, a division of Parle Agro - the manufacturers of Frooti and Appy and Appy Fizz. They've also recently launched ButterCup, a butter toffee.
While Parle Golgappa has been launched by Parle Products, the company that makes Parle-G.
ReplyDelete