parle g advertising and sales promotion
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Advertising & Sales PromotionParle-G
Submitted By: Varun Gupta Vikram Sharma
: PG20095696 : PG20095098
S. No. Content 1 2 3 4 5 6 7 8 9 10 11 Company and Brand Details Agency Details Consumer and Brand Positioning Consumer Response ModelStage Source Message and Channel Factors Objectives for the Brand Consumer feelings (FCB Grid) and appeals recommended Designing Communication IMCRecommended Mix for Parle-G Sales PromotionsRecommended options References
Page Number 1 3 4 5 6 7 8 9 10 11 12
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.
Parle G has been a strong household name across India. A cream colored yellow stripped wrapper with a cute baby photo containing 10 12 biscuits with the companys name printed in Red and you know these are Parle G biscuits. The great taste, high nutrition, and the international quality, makes ParleG 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.
Company and Brand Details Parle Products Biscuits
Agency DetailsThe 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.
Everest Brand Solutions
Founded in 1946, Everest Integrated Communications as of 2006 have been rechristened Everest Brand Solutions. The agency is 64 years old, and Is a member of the WPP Group, with offices in Mumbai and Delhi.
Grey Global GroupType Industry Founded Headquarters Key people Services Revenue Employees Parent Subsidiaries Website Subsidiary, WPP Group Advertising, Marketing 1917 (1917) New York, NY, U.S. James R. Heekin III, Chairman & CEO Brand management, Marketing strategy, Creative devel opment, Direct marketing, Public relations, Public af fairs, Digital marketing, Production 1.307 billion USD (2003) 6,500 WPP Group Grey, G2, GHG, GCI Group, MediaCom Worldwide, All iance, G WHIZ, WINGLATINO www.grey.com
Consumer and Brand Positioning ConsumerParle-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 energy. 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.
Positive values of life like honesty, sharing and caring. Synonymous to energy & nutrition. symbolize quality, health and great taste.
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
Consumer Response-Model Stage Parle G as a Brand
The brand is associated with the positive values of life like honesty, sharing 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 quality, health and great taste.
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 energy.
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 consumers to take action, i.e, buy the packs.
The worlds 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.
Source, Message and Channel Factors Source
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 attract customers, use of celebrities like Amir Khan as source is a great move.
MessageMessage 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.
Non-personal channels are preferred as the Brand caters to mass market.
Gee, its Genius - Agencys take on Brand Parle-GMithun 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. Its the snack/ biscuit 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. Aamirs 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)
Objectives for the Brand 1. Defend Market Share
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 customer 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 Gs 35% market share belongs to the 60% organized market. Getting share from Unorganized market is too difficult. However increasing 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 position to further increase its market share.
Consumer Feelings (FCB Grid) and appeals recommendedThinking High Involvement Feeling
1 Informative The Thinker 2 Affective The Feeler3 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. 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
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 its 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
1 SelfSatisfaction The Reactor
SourceThe 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.
Message EncodingThe message encoded (us