There are perhaps only a few in this country who have no memory of Parle-G biscuits, from the tiffin boxes of little school children or as part of the chai combo in tea stalls, outside office buildings. The same is true for Marie, which found a place of honor on the living room table with the tea, whenever there were guests over. Recent years have seen multiple brands vying for this spaceâ€”Sunfeast and Priya Goldâ€”and new formats like Digestives, Choco-fills, and many more. But which of these has made a mark to enter the Indian household most often?
Sunfeast, a relatively new entrant in the market, has successfully built Relevance and Knowledge, but has challenges in building Differentiation and Esteem for the mother brand. Being a heritage brand, Parle enjoys high scores on Relevance, Esteem, and Knowledge, and extremely poor scores on Differentiation, positioning it in the Fatigue space. Although Parle is the market leader in terms of volume and value, it needs to pay attention to the equity of its mother brand.