More Related Content
What's hot
What's hot (20)
Similar to Ad Campaign and Marketing Strategy - PARLE G
Similar to Ad Campaign and Marketing Strategy - PARLE G (20)
Recently uploaded
Recently uploaded (20)
Ad Campaign and Marketing Strategy - PARLE G
- 2. WOODGROVE BANK Evolution of Parle • It was founded in 1929 by Mohan Lal Dayal under the name of ‘Parle Products Private Limited’. • Mr.Dayal who got influenced by the swadeshi movement in India during British raj in India. • He aspired to make candy within India so that middle-class Indians can taste it. • Since candy was belonged to elite class at that time. • He imported the Candy Making equipment from Germany and established a factory in Vile-Parle in Mumbai. • He kept his product name Parle based on the location of the Factory. First Parle Factory in Vile Parle
- 3. WOODGROVE BANK Biscuits – A breakthrough for Parle • In 1939, Mr. Mohan started manufacturing biscuits and named it as Parle Gluco. • During the colonial period, biscuits were meant for elite class and Britishers only. • After the end of the second world war, Parle became a massive brand in the Indian Market. • The Parle production was stopped in 1947 [1] because of a shortage of wheat after independence. • In 1982 Parle changed its brand name from Parle Gluco to Parle G in order to avoid duplication • Parle biscuits are consumed daily by the majority of Indians as a tea time snack. • From Kashmir to Kanyakumari and from Biggest Grocery Store to Remote Village Pan Shop.
- 4. WOODGROVE BANK 4 Growth • Parle started its supplement products in Confectionary market like Mango Bite, Londonderry, Poppins, 2 in 1, Eclairs, Mazelo, Kismi Toffee Bar, Kaccha Mango Bite, Melody which holds 15% share of the total confectionery market in India. • Parle expanded its products in snacks comprises 3% share in total snacks market. • As of today, there are 400 million Parle G biscuits being produced daily. 14,600 crore biscuit packets are sold every year. • In 2003 it was mentioned as the biggest biscuits brand in the world by Nielsen.
- 5. WOODGROVE BANK 5 • Competition in market. • Duplication of product. • Internal Disputes in the Chauhan Family divided brand into Parle and Parle Agro. • No aggressive ad campaign. • Less share in the premium biscuit market. Hard Ships
- 6. WOODGROVE BANK 6 Mystery Girl • There was a buzz around girl image on Parle G packing cover. Many rumors revolve around it. • From Neeru Deshpande, Sudha Murthy (Wife of IT Industrialist Narayan Murthy) and to Gunjan Gandhania was rumored as a Parle girl. • The media stressed that baby girl as Neeru Despande. • Mayank Shah, [2] product manager of Parle, beyond all of these rumors mentioned in an interview that a girl picture on the cover is an illustration. • It was made by an artist named Maganlal Dahiya in the early '60s. • Since the packing and logo is very crucial in Parle growth.
- 7. WOODGROVE BANK 7 Other Parle products • Products like Krack jack, Monaco and Nimkin all have familiar salty flavor with slight variations. • Out of high competition, Parle has expanded its market by manufacturing a wide variety of products. • With little variations and make room for competition within its brand itself so that people will not go for another brand
- 8. WOODGROVE BANK 8 Marketing Strategy • Low-Profit Margin • Quantity is getting reduced by maintaining quality • Buying intelligence • Low cost of Packaging • Strategic locations of factories • Multiple price variants • Future Strategy
- 9. WOODGROVE BANK 9 • Low-Profit Margin Parle - G is treated as Driver Product of the brand by keeping a minimum profit margin. While doing so, other products of the brand are being used to balance the profit. • Quantity is getting reduced by maintaining quality There was a time when 100 grams of Parle g pocket used to get at Rs.5. At present, the same-priced pocket comes with a weight of 65 grams. In that too it is being printed on the packet as 50 gram + 10 gram extra. • Buying intelligence Raw material cost is reasonable. So the price at the consumer level can be balanced. • Low cost of Packaging In 2001, the Parle - G changed its packing from wax paper to BOPP (biaxial – oriented polypropylene) which is the plastic paper. It was a successful makeover by Parle and also an economical one. First Parle-G pack cover BOPP Parle-G Cover Marketing Strategy
- 10. WOODGROVE BANK 10 • Strategic locations of factories While Mumbai is the primary location of the factory, other locations are kept strategic in order to Save logistics cost Save warehousing cost Save miscellaneous cost Supply product quickly Increase inventory rotation yearly Rotate the fund more • Multiple price variants From nuclear to joint family, each type of consumer being covered by maintaining different prices of the products. For, e.g., Rs.2, Rs.50, and Parle g tin as a family pack. • Future Strategy Parle-G can survive as a desh ka biscuit with its quality and price. However, the brand Parle explored different varieties of products (other biscuits, rusk, chocolates, and fresh harvest pulses, etc.) to sustain in the market. Marketing Strategy
- 11. WOODGROVE BANK AD Campaigns • Before 2003, Parle g was primarily considered as energy giving biscuits which made it one dimensional. In order to go beyond this identity, the brand came up with a campaign called Parle-G. G maane Genius . • This AD showcases how Parle biscuits are offering not only physical strength but also mental strength for making kids smart and all-rounders. G- manne Genius AD
- 12. WOODGROVE BANK 12 AD Campaigns This campaign of 2014 showcases nostalgia associated with the brand, How things changes over the years but this one brand that has not changed. • Strategy Behind the AD: building a relationship with consumers • Intended Audience: mostly adults • Convincing or Not? Yes • Attention Seeking Element of the AD: an emotional aspect of the ad. Vo hi Pehle wali baat AD
- 13. WOODGROVE BANK 13 AD Campaigns • This pan-India campaign ran extensively during Indian Premier League(2017) season, of which Parle was also an associate sponsor . • This campaign showcases the portfolio of its different products and their connection with its mother brand, Parle. It tries to convey how people are evident of some things just like they do not realize multiple products under the family of Parle. • Strategy Behind the AD: creating value with awareness about their products • Intended Audience: Audience of all age groups • Convincing or Not ?: yes • Attention Seeking Element of the AD: seeking consumer’s attention with a humorous touch Nam tho Suna hi Hoga AD
- 14. WOODGROVE BANK 14 AD Campaigns • This AD Campaign (2018 IPL) tries to establish a compelling connection with the brand by highlighting how we tend to take the familiar for granted. • However, critics of the ad compare this campaign of Parle with Meri Maggi campaign by instant noodles by brand Maggi. • Strategy Behind the AD: building a relationship with consumers • Intended Audience: from kids to adults • Convincing or Not ?: Yes • Attention Seeking Element of the AD: an emotional aspect of the ad You are my Parle-G AD
- 15. WOODGROVE BANK 15 Design for the change: Children’s movement which addresses topics such as education, employment environmentalism, health, and more. It creates an environment where they can feel, imagine, and share the changes they would like to make in their communities. Olympic Gold Quest: Supporting Indian sportsperson who has the potential to win medals at the Olympics. Public Relations Initiatives
- 16. WOODGROVE BANK 16 Conclusion • Starting from a rural village of Maharashtra, this Parle-G brand reached almost all places in the Sub-continent. • One cannot merely say that it is possible only because of price and quality, but another essential factor that influenced its success is Advertising and Marketing. • Though Parle was not a part of massive AD campaign all the time like others whenever it campaigned, it managed to stay in people hearts.