Advertising & Brand Management

for Parle-G Biscuit

To Mrs. Dr. Deepa Ingawale

By Mr. Onkar Narale

Roll no 37

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.

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.

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

Objective of Advertising

Increase the sales Sustain the performance Built ambience With products created bearing in mind both health taste Maximizing customer satisfaction

Type of advertising Geographical spread

Local AdvertisementAdvertisement 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.

Advertising budget

Advertising budget will be for year Rs34, 00,00,000 corer for the next quarter Rs8,50,00,000 corer.

 

Appropriationspent Rs8,50,00,000 corers for the next quarter.

Allocation Geographical area considered as the Maharashtra state with different media channels, print media, etc.

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

channels

 

 3,11,50,548

 Total Rs  8,34,07,290

MethodAdaptive control method change the advertisement budget as per the requirement

Media planning Print mediaTimes of India, Economic Times,

Maharashtra Times, Sakal

NewspaperBudget 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

Electronic Media

Marathi Regional channels- Zee Marathi, E TV Marathi, Zee Talkies,

Marathi Regional News channels- IBM Lokamat, ABP Mahja.

Budget Allocated for Marathi Regional channels-

Channel In a Day

Frequency

Monthly

Frequency

Quarter Daily

amount

Amount

Zee

Marathi

13 times 117 times 117*3=351 81,398 2,85,70,698

E TV

Marathi

13 times 117 times 117*3=351 34,548 1,21,26,348

Zee

Talkies

 

10 times 100 times 100*3=300 25,148 75,44,400

Total Rs 4,82,41,446

Budget Allocated For Marathi Regional News channels-

Channels In a Day

Frequency

Monthly

Frequency

Quarter

Frequency

Daily amount Amount

IBM

Lokamat

 

13 times117 times (117*3)=351 81,398 2,85,70,698

ABP Majha

 

13 times 117 times (117*3)=351 7,350 25,79,850

Total Rs 3,11,50,548

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