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Advertising & brand management.ppt

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Advertising & brand management.ppt

  1. 1. Advertising & Brand Management for Parle-G Biscuit To Mrs. Dr. Deepa Ingawale By Mr. Onkar Narale Roll no 37
  2. 2. Introduction  In 1929 a small company by the name of Parle products emerged in British dominated India.  Started with 12 workers in 60x40 feet area. Turn over is Rs 50000 per annum.  The intent was to spread joy and cheer to children and adults alike, all over the country with its sweets and candies.  A small factory was set up in the suburbs of Mumbai, to manufacture sweets and toffees.
  3. 3. Parle product  The year was 1929 and the market was dominated by famous international brands that were imported freely  A decade later, in 1939, Parle Products began manufacturing biscuits, in addition to sweets and toffees.  Parle Glucose and Parle Monaco were the first brands of biscuits to be introduced, which later went on to become leading names for great taste and quality.  Parle Products has surged ahead of Britannia Industries to become a clear leader in the Rs 11,000-crore-plus market.
  4. 4. Parle-G Biscuit  Parle G is not just a treat for the taste buds, but a source of strength for both body and mind.  For over 65 years, Parle G has been a part of the lives of every Indian.  The product was instantly recognized by its iconic white and yellow wax paper wrapper with the depiction of a young girl, Sonam
  5. 5. Objective of Advertising  Increase the sales  Sustain the performance  Built ambience  With products created bearing in mind both health taste  Maximizing customer satisfaction
  6. 6. Type of advertising Geographical spread Local Advertisement Advertisement plan designed for the local level Maharashtra state Target group The Parle-g biscuit is tested and popular in all age groups because its glucose biscuit and also get nutrition’s. But also target the age group 4 to 35 peoples.
  7. 7. Advertising budget  Advertising budget will be for year Rs34, 00,00,000 corer for the next quarter Rs8,50,00,000 corer. Appropriation spent Rs8,50,00,000 corers for the next quarter. Allocation Geographical area considered as the Maharashtra state with different media channels, print media, etc.
  8. 8.  Allocation Budget Allocated Amount Rs Budget Allocated For Print Media 40,15,296 Budget Allocated for Marathi Regional channels 4,82,41,446 Budget Allocated Marathi Regional News 3,11,50,548 channels Total Rs 8,34,07,290
  9. 9. Method Adaptive control method change the advertisement budget as per the requirement Media planning Print media Times of India, Economic Times, Maharashtra Times, Sakal
  10. 10.  Newspaper Budget Allocated For Print Media Newspaper Total copies Amount Frequency for quarter Amount Times of India 14,47,820 23,20,896 1 times 23,20,896 Maharashtra Times 5,22,000 10.56,000 1 times 10.56,000 Sakal 5,85,795 3,19,200 2 times 6,38,400 Total 25,55,615 36,96,096 5 times 40,15,296
  11. 11.  Electronic Media  Marathi Regional channels- Zee Marathi, E TV Marathi, Zee Talkies,  Marathi Regional News channels- IBM Lokamat, ABP Mahja.
  12. 12. Budget Allocated for Marathi Regional channelsChannel Monthly Frequency Zee In a Day Quarter Daily Amount Frequency 13 times 117 times 117*3=351 81,398 2,85,70,698 13 times 117 times 117*3=351 34,548 1,21,26,348 10 times 100 times 100*3=300 25,148 75,44,400 amount Marathi E TV Marathi Zee Talkies Total Rs 4,82,41,446
  13. 13. Budget Allocated For Marathi Regional News channelsChannels In a Day Monthly Quarter Frequency Frequency Frequency 117 times 117 times IBM Lokamat 13 times Amount (117*3)=351 81,398 2,85,70,698 (117*3)=351 7,350 25,79,850 13 times ABP Majha Daily amount Total Rs 3,11,50,548
  14. 14.  Media objective Create brand awareness Incite them to act, i.e. to purchase the product  Media tactics Step down schedule This schedule helps to the sales promotion activities.  Media message Emotional appeal

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