Introduction

Parle was set up in 1929 in the suburbs of Mumbai city, to manufacture sweets and toffees. At that time market was dominated by famous international brands. Despite unequal competition, this company called Parle Products, survived and succeeded, by adhering to high quality and improvising from time to time. In 1939, Parle Products began manufacturing biscuits, in addition to sweets and toffees. Parle Glucose and Parle Monaco were the first brands of biscuits to be introduced, which later went on to become leading names for great taste and quality. Parle Products has been India's largest manufacturer of biscuits and confectionery, for almost 80 years. Makers of the world's largest selling biscuit, Parle-G, and a host of other very popular brands, the Parle name symbolizes quality, nutrition and great taste. With a reach spanning even the remotest villages of India, the company has definitely come a very long way since its inception

Core Values
An in-depth understanding of the Indian consumer psyche has helped Parle evolve a marketing philosophy that reflects the needs of the Indian masses. With products designed keeping both health and taste in mind, Parle appeals to both health conscious mothers and fun loving kids. The great tradition of taste and nutrition is consistent in every pack on the store shelves, even today. The valuefor-money positioning allows people from all classes and age groups to enjoy Parle products to the fullest.

Parle as a brand  The brand is associated with positive values of life like Honesty, Sharing, and Caring.

Parle-G released its Dadaji commercial. It became a part of the daily lives of many Indians. Health and great Taste. It wasn¶t as biscuit it has become an Icon. It was advertised mainly through press ads. The commercial was run for a period of 6 years. which went on to become one of the most popular commercial for Parle. Ad which stated Parle as ³HINDUSTAN KI TAKAT´. The communication spoke about the basic benefits of energy and nutrition.  The next level of communication associated the brand with the positive values of life like honesty sharing and caring. It is synonymous of energy and nutrition. Shaktimaan that went on to become a huge success. In the year 1997.  It has become the part of lives of many Indian families.  In the year 2002. Parle-G grew bigger by the minute. Parle-G sponsored the tele-serial of the Indian superhero. it was decided to bring the brand to the child who is a major consumer.  Parle-G started being advertised in the 80¶s. It wasn¶t a biscuit any more. The personality of the superhero matched the overall superb benefits of the brand. The . It had become an icon. In 1989. A national level promo ± µParle-G Mera Sapna Sach Hoga¶ was run for a period of 6 months.  Be it a big city or a small remote village Parle symbolizes Quality.

. Hrithik Roshan.  The year 2002 will go down as a special year in Parle-G¶s advertising history. Not just a hero but also a superhero that saves the entire world.  To enhance its brand it signed in personality like Ricky Pointing. especially children from all the evil forces. and Aamir Khan as its brand ambassador. A year that saw the birth of G-Man ± a new ambassador for Parle-G.promo was all about fulfilling the dreams of children. over 300 dreams were fulfilled. There were over 5 lakhs responses and of that.

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