Advertising and Sales Promotion of Parle G

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Advertising & Sales Promotion
“Parle-G”
Submitted By:
Varun Gupta : PG20095696
Vikram Sharma : PG20095098
Index
S. No.
Content
Page Number
1
Company and Brand Details
1
2
Agency Details
3
3
Consumer and Brand Positioning
4
4
Consumer Response Model—Stage
5
5
Source Message and Channel Factors
6
6
Objectives for the Brand
7
7
Consumer feelings (FCB Grid) and appeals recom-mended
8
8
Designing Communication
9
9
IMC—Recommended Mix for Parle-G
10
10
Sales Promotions—Recommended options
11
11
References
12
1
 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 confec-tioneries  Parle has largest such manufacturing units in India
 Annual turnover 2000 crores
 It has provided its products to the mass with the affordable range. About Parle
 Parle –G has been a strong house-hold name across India.  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.  The great taste, high nutrition, and the international quality, makes Parle-G a winner.  Times changed, variety of biscuits did come and go but nothing has changed with these biscuits.  It has been the undisputed leader in the biscuit category for decades. Parle G

Company and Brand Details
2
Parle Products
Company and Brand Details
Biscuits
Confectionaries
Snacks
3
Everest Brand Solutions
Agency Details
 Founded in 1946,
 Everest Integrated Communications as of 2006 have been rechristened Ev-erest Brand Solutions.  The agency is 64 years old, and
 Is a member of the WPP Group, with
 offices in Mumbai and Delhi.
Grey Global Group
Type Subsidiary, WPP Group
Industry Advertising, Marketing
Founded 1917 (1917)
Headquarters New York, NY, U.S.
Key people James R. Heekin III, Chairman & CEO
Services Brand management, Marketing strategy, Creative devel opment, Direct marketing, Public relations, Public af fairs, Digital marketing, Production Revenue 1.307 billion USD (2003)
Employees 6,500
Parent WPP Group
Subsidiaries Grey, G2, GHG, GCI Group, MediaCom Worldwide, All iance, G WHIZ, WINGLATINO Website www.grey.com
The first agency, which handled the account was Everest Brand Solutions. Grey pitched for the Parle-G account in mid-2006 and has been handling the account since 2007. However, Everest Brand Solution still holds accounts for 80% of Parle Brands. 4

Consumer
Consumer and Brand Positioning
 Parle-G is consumed by people of all ages, from the rich to the poor, living in cities & in villages.  While some have it for breakfast,
 For others it is a complete wholesome meal.
 For some it's the best accompaniment for tea,
 While for some it's a way of getting charged whenever they are low on en-ergy. Parle company practices mass marketing for Parle- G which appeals to masses. It is a product liked by everyone and does not cater only to a specific group or part of the whole market. Thus it is mass production, mass distribution and mass promotion of Parle- G for all buyers. Brand Positioning

 Positive values of life like honesty, sharing and caring.  Synonymous to energy & nutrition.
 symbolize quality, health and great taste.
Famous Campaigns
 Famous ―Dada Ji commercial‖. This was a huge success and was aired for 6 years.  ―Hindustaan ki Takat‖
 Sponsorship of ―Shaktiman‖, a TV series.
 ―Parle-G Mera Sapna Sach Hoga‖
 ―G = Genius‖
 ―Mein Takat Hun‖
5
Parle G as a Brand
Consumer Response-Model Stage
 The brand is associated with the positive values of life like honesty, shar-ing and caring.  The incredible demand led Parle to introduce the brand in special branded packs and in larger festive packs.  It is...
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