ANALYSIS OF BRAND POSITIONING STRATEGIES: A STUDY ON PARLE COMPANY

The article examines the brand positioning strategies of Parle Company, a leading player in the Indian biscuit industry since its establishment in 1929. It explores the historical context of the biscuit market, highlighting Parle's evolution from a luxury item to a staple in Indian households. The study identifies key strategies employed by Parle, including targeting family values, utilizing diverse media platforms, emphasizing nutrition and value, and maintaining an extensive distribution network. Through a review of relevant literature and research methodologies, the article underscores how Parle has successfully navigated the competitive landscape, fostering consumer loyalty and brand equity. The findings illustrate the importance of adaptability and consumer-centric approaches in sustaining market relevance. KEYWORDS: Parle Company, Brand Positioning, Biscuit Industry, Consumer Behaviour, Marketing Strategies, Nutrition.