Advertising & Sales Promotion


Submitted By: Varun Gupta Vikram Sharma

: PG20095696 : PG20095098

Content 1 2 3 4 5 6 7 8 9 10 11 Company and Brand Details Agency Details Consumer and Brand Positioning Consumer Response Model—Stage Source Message and Channel Factors Objectives for the Brand Consumer feelings (FCB Grid) and appeals recommended Designing Communication IMC—Recommended Mix for Parle-G Sales Promotions—Recommended options References Page Number 1 3 4 5 6 7 8 9 10 11 12 .Index S. No.

Company and Brand Details About Parle           Established in 1929 1st brands – Parle Glucose and Parle Monaco Market leader in many products Won acclaim at the Monde selection since 1970 35% share of the total biscuit market 15% share of the total confectionery market 14 manufacturing units for biscuits & 5 manufacturing units for confectioneries Parle has largest such manufacturing units in India Annual turnover 2000 crores It has provided its products to the mass with the affordable range. variety of biscuits did come and go but nothing has changed with these biscuits. Times changed. 1 . The great taste. Parle G      Parle –G has been a strong household name across India. and the international quality. It has been the undisputed leader in the biscuit category for decades. high nutrition. A cream colored yellow stripped wrapper with a cute baby photo containing 10 – 12 biscuits with the company‘s name printed in Red and you know these are Parle G biscuits. makes ParleG a winner.

Company and Brand Details Parle Products Biscuits Confectionaries Snacks 2 .

Everest Brand Solution still holds accounts for 80% of Parle Brands. Production 1.500 WPP Group Grey.307 billion USD (2003) 6. Direct marketing. Chairman & CEO Brand management. and Is a member of the WPP Group. The agency is 64 years old. Heekin III. Public relations.Agency Details The first agency. NY. Everest Brand Solutions      Founded in 1946. GHG. Grey Global Group Type Industry Founded Headquarters Key people Services Revenue Employees Parent Subsidiaries Website Subsidiary. Marketing strategy. However. WPP Group 3 . Public af fairs. U. MediaCom Worldwide. Marketing 1917 (1917) New York.grey. Creative devel opment. All iance. with offices in Mumbai and Delhi. WINGLATINO www. which handled the account was Everest Brand Solutions. Digital marketing. Everest Integrated Communications as of 2006 have been rechristened Everest Brand Solutions. Grey pitched for the Parle-G account in mid-2006 and has been handling the account since 2007. G WHIZ. G2. GCI Group. James R.S.

 For others it is a complete wholesome meal. Thus it is mass production. This was a huge success and was aired for 6 years. Famous Campaigns       Famous ―Dada Ji commercial‖. Synonymous to energy & nutrition.  While for some it's a way of getting charged whenever they are low on energy. living in cities & in villages. health and great taste.Consumer and Brand Positioning Consumer Parle-G is consumed by people of all ages. ―Hindustaan ki Takat‖ Sponsorship of ―Shaktiman‖.  While some have it for breakfast. It is a product liked by everyone and does not cater only to a specific group or part of the whole market. mass distribution and mass promotion of Parle. sharing and caring. from the rich to the poor.  Brand Positioning    Positive values of life like honesty. symbolize quality.G which appeals to masses. Parle company practices mass marketing for Parle. ―Parle-G Mera Sapna Sach Hoga‖ ―G = Genius‖ ―Mein Takat Hun‖ 4 . a TV series.  For some it's the best accompaniment for tea.G for all buyers.

It has become a part of the daily lives of many Indians. While for some it's a way of getting charged whenever they are low on energy. Inference     Parle-G is liked by a large customer base. Campaigns like ―G = Genius‖.e. for others it is a complete wholesome meal. The incredible demand led Parle to introduce the brand in special branded packs and in larger festive packs. from the rich to the poor.Consumer Response-Model Stage Parle G as a Brand      The brand is associated with the positive values of life like honesty. Be it a big city or a remote village of India. It is synonymous to energy & nutrition. i. sharing and caring. living in cities & in villages. buy the packs. The world‘s largest selling biscuits. Introduction of special branded festive packs also motivated the consumers to take action. Parle G have to continuously play on a mix of affective and conation stages to be the top of mind brand and to keep getting sales in order to defend the huge market share from competitors. ―Main takat hun‖ have largely impacted the consumer preference by generating liking for the brand. health and great taste. 5 . For some it's the best accompaniment for chai (tea). While some have it for breakfast. the Parle G symbolizes quality. It is the market leader and has been playing in Affection and Conation Stages. Consumer psyche     Parle-G is consumed by people of all ages.

Roy said.Source. both Aamir and Darsheel are the geniuses. sharing and caring. thereby giving them the power to win/ achieve. who plan themselves out of a sticky situation by using their ‗geniusness‘. His intellect is reflected in his movies. It is about genius kids who demonstrate their genius power by achieving a difficult task or by way of being able to overcome a difficult/ tricky situation. ―Aamir is known as the intellectual actor in the film industry. for the ‗Supermarket‘ ad.exchange4media. Darsheel Safary and Aamir Khan are the protagonists. Grey. Message and Channel Factors Source   Parle G is one of the most popular Brands. due to competition and use of celebrities by competitors to attract customers. In this commercial. The energy could be in various dimensions like intangible and implied. However.‖ Roy further said.Agency’s take on Brand Parle-G Mithun Roy. use of celebrities like ―Amir Khan‖ as source is a great move. said. health and great taste. AVP – Director Client Servicing. ―The ad was conceptualized on the fact that Parle-G has always been about fortified nourishment that nurtures an overall development of mind and body and enables mental and/or physical agility. endorsements and also the social work that he does.asp?Section_id=42&News_id=35514&Tag=31230(22. It is typically a combination of physical and mental energy – the mental smartness to come up with a plan and the physical energy to execute it. So the Brand can speak for it self and the message will be delivered. Aamir‘s ‗Supermarket‘ commercial has in essence the ‗G for Genius‘ positioning with a twist – ‗Do Genius Ek Taakat‘. Message Message revolves around the positioning catering to the following:  Positive values of life like honesty. In the same way.  Synonymous to energy & nutrition. etc.‖ Source: http://www. thereby making him an apt endorser for Parle-G. Gee. instant. which basically means that every Parle-G kid and adult is a ‗Genius‘ in their own way. physical and quantified. who have one common factor of strength – Parle-G. Channel  Non-personal channels are preferred as the Brand caters to mass  symbolize quality. It‘s the snack/ biscuit that gives kids and adults alike nutrition and energy. The situation/ outcome is usually humorous. July 2010) 6 .‖ On the association of Aamir Khan with Brand Parle-G. thanks to Parle-G. ―The core positioning has always been ‗G for Genius‘. it’s Genius .

Parle G could use its current position to further increase its market share. 7 . However increasing consumption through sales promotion can be easier when compared. Increase Market Share  Competing head on with Parle G. Defend Market Share    Parle G has around 35% of market share which makes it the market leader. 2. 3. Increase Consumption   Parle G‘s 35% market share belongs to the 60% organized market. Parle G has to have a similar high share of voice as well to defent its customer base Competitors like Britania (31% market share) and Sunfeast started using celebrities and other innovative means to be top of mind brand. many of the competitors are trying there best to get more and more market share.Objectives for the Brand 1. Getting share from Unorganized market is too difficult. Hence. one of the major objectives has to be to defend market share.

―mein takat hun‖ and Public Relation Campaigns like Low Involvement 1 Self—Satisfaction The Reactor 8 .  Thinking The category falls in to thinking half on x-axis as it is based on a functionality of satisfying hunger in-between meals or tea snacks. So to remain top of mind brand and defend it‘s market share Parle G has to rely on humorous appeal to keep reminding of the brand.Consumer Feelings (FCB Grid) and appeals recommended Thinking High Involvement Feeling 1 Informative The Thinker 2 Affective The Feeler 3 Habit Formation The Doer Parle G falls in Habit Formation quadrant(3rd) due to its related:  Low Involvement Glucose Biscuits category falls in to low-involvement half on y-axis as not much of research to do for making such a purchase. As the prices are not to high also use is short duration. Hence. Image differentiation Through campaigns as ―G = Genius‖. Model: Do Learn Feel Appeals Recommended   Humorous Appeal This is because the product is a low involvement product and is getting old now.

 Sharing. both volume and number. 9 . Message Encoding The message encoded (using humorous appeal) should speak about the :  Nutrition and Energy associated with consuming the product.  Health  Compatibility with beverages. &  Taste Channel Selection      Non-personal channels Print Media Broadcast Media Public Relation Campaigns for Word of Mouth Feed Back Feed Back shall be taken from:  Participations at PR events  Increase in Sales.Designing Communication Source The Brand Itself has enough  Credibility  Attractiveness  Power Still for keeping up with competition a celebrity should be used to increase Attractiveness as it is a low involvement product category.

IMC—Recommended mix for Parle G 10 .

Small packs inserts may have games as prizes. 2. Prizes on collecting the whole collection. while large packs may have holiday packages and price waivers for next purchase etc. Ease of storing: one pack in place of numerous small packs. Insert puzzle games in urban market ―Color me‖ inserts 3.Sales Promotions—Recommended options 1. Free Gifts (inserts)    For penetration in rural market through small toys. arrival of guests. Consumer Franchise Programs    Inserts with specific theme. Festive/Large Packs   Large packs would motivate consumers to buy n store the product for consumption at tea time. 11 .

Refrences     (22nd 12 . 2010) www.

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