Advertising and Sales Promotion of Parle G

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

References: Industry Advertising, Marketing Founded 1917 (1917) Revenue 1.307 billion USD (2003) Employees 6,500