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Parle media project
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Parle media project
- 2. Parle Products companywas founded in 1929 in British India. It was owned by the Chauhan family of Vile Parle, Mumbai. Parle began manufacturing biscuits in 1939. In 1947, when India became independent, the company launched an ad campaign, showcasing its Gluco biscuits as an Indian alternative to the British biscuits. The Parle brand became well known in India following the success of products such as the Parle-G biscuits and the Thumbs Up soft drink.
- 3. During the Pujasit is very easy to reach the target audience because more and more people are generally on the streets hopping pandals. Hence, the exposure of the advertisements can be increased through OOH(Out of Home) i.e. hoardings, billboards, and etc. Therefore Parle used these such strategies to reach the target audience.
- 4. PARLE is amultinational company of biscuits and confectioneries. Its advertising plan is intact but still great things have loopholes. So in this project we have plucked out the insignificant loopholes and tried to cover it up with “IDEAS”.
- 5. Make theaudience buy the product. Promote the products during puja. Provide maximum exposure for the audience. Create a “TOMA” effect.
- 6. Strength -Advertisements (hoardings, billboards) were given throughout the city during the puja to create a “TOMA” effect. No other advertisement were as widespread as PARLE was during the pujas. Moreover Parle was renowned and multinational company. Limitations – OOH advertisements were only given in urban areas of Bengal during the pujas. No special television ad was forecasted during the pujas. Print ad was used but it was less.
- 7. Opportunity –As Parle products target audience was heterogeneous, puja was the perfect time to get their exposure. During the pujas it was a piece of cake for Parle to reach their desired audience and they did it marvelously specially through OOH. Threat – There was obviously threat from the competitors but their immediate threat was ignorance of the audience about their product’s ad.
- 8. Britannia BiskFarm Anmol Priya ITC
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- 12. Hazra Crossing Rashbihari Crossing Elgin road Tollygunge(near metro station) Desun Crossing(near Ruby Hospital) Behala Chowrasta Kasba Kakurgachi Sobha Bazar metro station Dhakuria Garia main road Ballygunge Phari Khederpore (opposite to St. Thomas School) Behala Parnasree Bus Stand
- 13. Behala 14no.Bus Stand Sakher Bazar Haridevpur Durgapur Bridge, Chetla, Harish Mukherjee crossing(near Tapan Theater) Triangular Park Chittaranjan Avenue Saltlake (opposite to Karunamayi Bus Stand) Maddox Square Deshapriya Park Mohd. Ali Park College Square New Alipore Crossing (Near Petrol Pump)
- 15. Newspapers whereadvertisements were given: Anandabazar Patrika, The Telegraph. Magazines where advertisements were given: Anandamela, Sananda, Anandalok.
- 16. OOH -Hoardings(Panchami-Ekadashi) , Billboards(started 15 days before pujas for 3 months). PRINT - In Anandabazar(3rd page bottom right) and The Telegraph(in T2 in 3rd page bottom right)and it was from Ashtami to Dashami.In Anandalok,Anadamela and Sananda in their special puja edition. TELEVISION – Ads of Parle were given in the Commercial Bengali channels such as Star Jalsa,Etv Bangla,Zee Bangla.In News channels such as 24 Ghanta and Star Ananda commercials of Parle were broadcasted. The frequency was “FLIGHTING”. SOURCE: http://media2.intoday.in/btmt/stories //october2013/parle-biscuits-trade
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- 18. Sample Size: 200 Sample Method : Questionnaire Sample Data : Primary Data
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- 20. 9% 4% 8% 79% Not interested inADs Couldn't figure out because of Clutter Engrossed in queing up before pandals Liked the Ads
- 21. A strictpolicy was followed by Parle which was to advertise through ATL activities. Their main objective was to create “TOMA”. They wanted to promote both their BDI and as well as CDI through the advertisements. Radio broadcast of Parle ads were not given during the pujas.
- 22. Avoidance ofClutter. Organizing fun games(such as: quizzes, antakshari, throwing the ball) to publicize the Brand. Events may be organized and named as “PARLE TOBE PARLE PABE” to distribute gift hampers to the pandal hoppers.
- 23. Distribution ofcomplimentary gift hampers, specialty to pandal hoppers queuing up. Significant presence of the Brand Endorser in all the events sponsored by the brand, to make the audience more aware and get their concerned exposure and attention. Collaborating with any tea company and providing free cup of tea with biscuits to pandal hoppers. Radio broadcast of Parle sponsoring an event may have been more frequent. Special puja edition programs in television may have been sponsored by Parle and would have hosted by the brand endorser.
- 24. As PARLE belongsto the FMCG family, it has a wide and heterogeneous target audience. So, the promotional strategies opted by the brand provides them an edge over other competitors. But more measures could have been implemented to enhance the awareness and growth of the brand, PARLE.
- 25. Name: Age: A) 14-16yrs B) What biscuit do you like? A)Parle B) Horlicks C) Britannia D) All of them Which attributes makes you buy the product? A)Taste B) Availability C) Packaging D) Advertising Is advertising making you buy the product? A)Yes B) No Which ad do you like of Parle in which media? A)Television B) Hoarding C) Print D) Transit Have you noticed any Parle ad specially in pujas? A)Yes B)No
- 26. 6. Ifyes, where? A) In billboard B) Print C) Television D) Transit 7.Do you like the ad Which you have seen hoardings during the pujas? A) Yes B) No 8. If no, why not: A) No mood/not interested B) Clutter C) Engrossed in other activities D) All of these. 9. If yes, Why? A) Aggressive/carpet bombing/no way out B) Brand endorsers C) Total presentation/Attractive D) All of them 10. Which of the activities would have been much better in your opinion. A) Publicity B) Sales promotion C)Advertising D) Direct Selling