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
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 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

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