INDIAN CONFECTIONERY

COMPANIES AND THEIR

POSITING STRATEGIES
 POSITIONING STRATEGIES:
• Positioning: A marketing strategy that aims to
make a brand occupy a distinct position,
relative to competing brands, in the mind of
the customer.
• Positioning strategies are used to occupy a
market niche for a brand, product or service by
using traditional marketing placement
strategies (i.e. price, promotion, distribution,
packaging, and competition).
COMPANIES ANALYZED
 PARLE-COMPANY DETAILS:
• Parle Products company was founded in 1929 in
British India.
• Parle began manufacturing biscuits in 1939. In 1947,
when India became independent, the company
launched an ad campaign, showcasing its Gluco
biscuits as an Indian alternative to the British
biscuits.
• The Parle brand became well known in India
following the success of products such as the Parle-G
biscuits and the Thums Up soft drink.
PARLE CONFECTIONERY PRODUCT
PORTFOLIO
COMPETITVE POSITIONING STRATEGIES
ADOPTED BY PARLE
– KACCHA MANGO BITE: In this ad Green mango is put in a
photo copy machine and kaccha mango bite is comes out
as Xerox. So it is being positioned as a substitute for a raw
mango.
• LONDON DERRY: In this ad London Derry is
being positioned as a toffee made out of pure
milk.
• MELODY: With the famous tag line ‘MELODY ITNI
CHOCOLATY KYUN HAI?’ melody is being positioned
as a toffee which tastes very chocolaty.
• MANGO BITE: Since its launch, mango bite is
being positioned as a toffee gets the person
indulge into its taste and is fun filled.
 • It is also being positioned as vitamin rich
toffee.

• Comics by the name of “FUN FACTS” based on mango are

released by Parle to attract children
 ITC LTD-BACKGROUND
• ITC Limited is an Indian conglomerate which has its
business diversified to FMCG, Hotels, Paperboards &
Packaging, Agri Business & Information Technology.
• This company was founded 1910 as the Imperial
Tobacco Company of India Limited.
•  ITC's strategic intent is to secure long-term growth
by synergising and blending the diverse pool of
competencies residing in its various businesses to
exploit emerging opportunities in the FMCG sector.
PRODUCTS OFFERED
COMPETITIVE POSITIONING
STRATEGIES ADOPTED BY ITC LTD
For both these products the target
segement is the “Youth”.
Mint-o
It is a popular mint candy. It was acquired
from Candico by ITC in March 2002. IT
describes this brand as ‘youthful cool’.

Mint-o Fresh
In October 2004 ITC extended the brand
and launched another product ‘Mint-o
Fresh’.
The target segment for Min-o and Mint-o
Fresh being the youth – both these brand
exudes a ‘bindas’ youthful image.
 Candy man
• This is another product from ITC in the candy category.
• The target segment for this is the children which is very clear from the ad .

• This product from ITC has the in to different varieties (flavours) and the
packaging is also done in such a way that children get attracted.
ITC website says the following about this brand:
• “The 'Candyman' range of confectionery is targeted at ‘fun-filled, naughty kids’
who seek a delightful candy experience through a range of candy types and
flavours.” Candyman also has a website www.mycandymanclub.com which is
ideally targeted towards the children.(Games, fun centre, mind teasers etc.)