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Parle-G
Miranda R. Goode; Ramasastry ChandrasekharCase IVEY-9B10A022-EMarketing, StrategyIn 2009, Parle Products Pvt. Limited (Parle), a leading Indian biscuit manufacturer, had the distinction of producing the largest selling glucose biscuit brand by volume in the world, the Parle-G. Parle-G biscuits sold for approximately US$1 per kilogram and as very few processed and ready-to-eat foods were available at this price point, Parle-G was strongly associated with offering value for money (VFM). A looming problem in this brand category ...Starting at €8.20