Thank you for the feedback. I will work to improve my summarization skills.

2. Parle Products company was 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 Pujas it 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 a multinational 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 the audience 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
 Bisk Farm
 Anmol
 Priya
 ITC

9. SOURCE:
http://media2.intoday.i
n/btmt/images/stories/
/May2013/parle-
biscuits-trade

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 where advertisements 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

17. 0
1
2
3
4
5
6
SEPTEMBER OCTOBER NOVEMBER
OUTDOOR TV PRINT

18.  Sample Size : 200
 Sample Method : Questionnaire
 Sample Data : Primary Data

19. 64%
10%
26%
0%
Billboard
Print
Television
Transit

20. 9%
4%
8%
79%
Not interested in ADs
Couldn't figure out
because of Clutter
Engrossed in queing
up before pandals
Liked the Ads

21.  A strict policy 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 of Clutter.
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 of complimentary 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 belongs to 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) 14-16 yrs 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. If yes, 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