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- 8
mended
8 Designing Communication 9
9 IMC—Recommended Mix for Parle-G 10
10 Sales Promotions—Recommended options 11
11 References 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 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.

Parle G

 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.

1
Company and Brand Details

Parle Products

Biscuits

Confectionaries

Snacks

2
Agency Details

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.

Everest Brand Solutions

 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

3
Consumer and Brand Positioning

Consumer

 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‖

4
Consumer Response-Model Stage

Parle G as a Brand

 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.

5
 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 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)

6
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 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.

7
 Consumer Feelings (FCB Grid) and appeals recommended

Thinking Feeling
High Involvement

1
Informative
The Thinker
2
Affective
The Feeler

3 1
Low Involvement

Habit Forma- Self—Satisfaction

tion The Reactor
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

8
Designing Communication

Source
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.

Message Encoding
The message encoded (using humorous appeal) should speak about the :
 Nutrition and Energy associated with consuming the product.
 Health
 Compatibility with beverages.
 Sharing, &
 Taste

Channel Selection
 Non-personal channels
 Print Media
 Broadcast Media
 Public Relation Campaigns for
 Word of Mouth

Feed Back
Feed Back shall be taken from:
 Participations at PR events
 Increase in Sales, both volume and number.

9
IMC—Recommended mix for Parle G

10
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.

11
Refrences

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

 www.parleproducts.com
 en.wikipedia.org/wiki/Grey_Global_Group
 www.ineverest.com/about.htm

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