Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Articles Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Parle Products: The Journey of Budget Brand Toward Premiumization Subject The topic of the resource budget/value brand; premium brands and brand transformation; Premiumization; segmentation Description An account of the resource Parle Products has been one of the foremost pioneers of the biscuit and confectionery industry in India. Since its inception in 1929, Parle has been synonymous with quality, nutrition, taste, and affordability in India. Having more than 40 brands across different product categories in its portfolio, Parle Products has come a long way. Due to the enormous success of brand Parle-G, the mother brand Parle has been associated with values of affordability and quality. Parle has always been a strong player in the value segment and thus customers associate all brands of the company as being the affordable brand with quality. While the industry peers such as Britannia and Indian Tobacco Company (ITC) have positioned themselves as a champion of premium segments, Parle Products is still known as an affordable or budget brand among Indian masses. Considering the increasing demand for premium biscuits among the new generation of consumers, Parle Products has introduced the new division Parle Platina in 2017. But the transformation of value or budget brand into the luxury and premium brands is not easy, as the legacy of value brand among the masses is not easy to shake off. This becomes more difficult and challenging in a highly fragmented, competitive, and price-sensitive biscuit market like India. Another problem for the Parle Products is to hit the sweet spot between the mass market and the premium demographic which the brand is currently missing out in a highly fragmented and competitive Indian biscuit market. 2020 K. J. Somaiya Institute of Management. Creator An entity primarily responsible for making the resource Shetty A.S.; Anand K.; A. N R. Source A related resource from which the described resource is derived Business Perspectives and Research, Vol-9, No. 1, pp. 159-181. Publisher An entity responsible for making the resource available SAGE Publications Ltd Date A point or period of time associated with an event in the lifecycle of the resource 2021-01-01 Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1177/2278533720923519" target="_blank" rel="noreferrer noopener">https://doi.org/10.1177/2278533720923519</a> <br /><br /><a href="https://www.scopus.com/inward/record.uri?eid=2-s2.0-85085694566&amp;doi=10.1177%2F2278533720923519&amp;partnerID=40&amp;md5=76486a7b29b727e570190d9dd8fe7c7a" target="_blank" rel="noreferrer noopener">https://www.scopus.com/inward/record.uri?eid=2-s2.0-85085694566&amp;doi=10.1177%2f2278533720923519&amp;partnerID=40&amp;md5=76486a7b29b727e570190d9dd8fe7c7a</a> Rights Information about rights held in and over the resource Restricted Access Relation A related resource ISSN: 22785337 Format The file format, physical medium, or dimensions of the resource Online Language A language of the resource English Type The nature or genre of the resource Article Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant Shetty A.S., School of Business and Management, Christ University, Bangalore, Karnataka, India; Anand K., School of Business and Management, Christ University, Bangalore, Karnataka, India; A. N R., School of Business and Management, Christ University, Bangalore, Karnataka, India