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 synonymous to energy & nutrition.

It has become a part of the daily lives of many Indians.

Be it a big city or a remote village of India, the Parle G symbolizes qual-

ity, health and great taste.

Consumer psyche

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 chai (tea).

While for some it's a way of getting charged whenever they are low on en-

ergy.

Inference

Parle-G is liked by a large customer base.

It is the market leader and has been playing in Affection and Conation

Stages. Campaigns like ―G = Genius‖, ―Main takat hun‖ have largely impacted

the consumer preference by generating liking for the brand.

Introduction of special branded festive packs also motivated the consum-

ers to take action, i.e, buy the packs.

The world‘s largest selling biscuits, 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.

6

Source

Source, Message and Channel Factors

Parle G is one of the most popular Brands. So the Brand can speak for it

self and the message will be delivered.

However, due to competition and use of celebrities by competitors to at-

tract customers, use of celebrities like ―Amir Khan‖ as source is a great

move.

Message

Message revolves around the positioning catering to the following:

Positive values of life like honesty, sharing and caring.

Synonymous to energy & nutrition.

symbolize quality, health and great taste.

Channel

Non-personal channels are preferred as the Brand caters to mass market.

Gee, it’s Genius - Agency’s take on Brand Parle-G

Mithun Roy, AVP – Director Client Servicing, Grey, said, ―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. 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. 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. The energy could be in various dimensions like intangible and implied, physical

and quantified, instant, etc. The situation/ outcome is usually humorous. In the same way, for the ‗Supermarket‘ ad, Darsheel Safary and Aamir Khan are the protagonists, who plan

themselves out of a sticky situation by using their ‗geniusness‘, thanks to Parle-G.‖

Roy further said, ―The core positioning has always been ‗G for Genius‘. It‘s the snack/ bis-cuit that gives kids and adults alike nutrition and energy, thereby giving them the power to

win/ achieve.‖

On the association of Aamir Khan with Brand Parle-G, Roy said, ―Aamir is known as the

intellectual actor in the film industry. His intellect is reflected in his movies, endorsements and also the social work that he does, thereby making him an apt endorser for Parle-G.

Aamir‘s ‗Supermarket‘ commercial has in essence the ‗G for Genius‘ positioning with a

twist – ‗Do Genius Ek Taakat‘, which basically means that every Parle-G kid and adult is a ‗Genius‘ in their own way. In this commercial, both Aamir and Darsheel are the geniuses,

who have one common factor of strength – Parle-G.‖

Source: http://www.exchange4media.com/brandspeak/brandspeak_FS.asp?Section_id=42&News_id=35514&Tag=31230(22, July 2010)

7

1. Defend Market Share

Objectives for the Brand

Parle G has around 35% of market share which makes it the market leader.

Parle G has to have a similar high share of voice as well to defent its cus-

tomer base

Competitors like Britania (31% market share) and Sunfeast started using

celebrities and other innovative means to be top of mind brand. Hence, one

of the major objectives has to be to defend market share.

2. Increase Consumption

Parle G‘s 35% market share belongs to the 60% organized market.

Getting share from Unorganized market is too difficult. However increas-

ing consumption through sales promotion can be easier when compared.

3. Increase Market Share

Competing head on with Parle G, many of the competitors are trying there

best to get more and more market share. Parle G could use its current posi-

tion to further increase its market share.

8

Consumer Feelings (FCB Grid) and appeals recommended

1

Self—Satisfaction

The Reactor

1

Informative

The Thinker 2

Affective

The Feeler

3

Habit Forma-

tion

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.

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.

Hence, Model: Do Learn Feel

Appeals Recommended

Humorous Appeal

This is because the product is a low involvement product and is getting

old now. 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.

Image differentiation

Through campaigns as ―G = Genius‖, ―mein takat hun‖ and Public

Relation Campaigns like

Lo

w I

nvo

lvem

ent

Hig

h I

nvolv

em

ent

Thinking Feeling

9

Designing Communication

Source

Message Encoding

Channel Selection

Feed Back

The Brand Itself has enough

Credibility

Attractiveness

Power

Still for keeping up with competition a celebrity should be used to increase Attrac-

tiveness as it is a low involvement product category.

The message encoded (using humorous appeal) should speak about the :

Nutrition and Energy associated with consuming the product.

Health

Compatibility with beverages.

Sharing, &

Taste

Non-personal channels

Print Media

Broadcast Media

Public Relation Campaigns for

Word of Mouth

Feed Back shall be taken from:

Participations at PR events

Increase in Sales, both volume and number.

10

IMC—Recommended mix for Parle G

11

Sales Promotions—Recommended options

1. Festive/Large Packs

Large packs would motivate consumers to buy n store the product for con-

sumption at tea time, arrival of guests.

Ease of storing: one pack in place of numerous small packs.

2. Free Gifts (inserts)

For penetration in rural market through small toys.

Insert puzzle games in urban market

―Color me‖ inserts

3. Consumer Franchise Programs

Inserts with specific theme.

Prizes on collecting the whole collection.

Small packs inserts may have games as prizes, while large packs may have

holiday packages and price waivers for next purchase etc.

12

Refrences

www.exchange4media.com (22nd July, 2010)

www.parleproducts.com

en.wikipedia.org/wiki/Grey_Global_Group

www.ineverest.com/about.htm