Advertising & brand management.ppt
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This document discusses the advertising and brand management strategy for Parle-G biscuits in Maharashtra, India. It provides background on Parle Products, which was established in 1929 and launched Parle-G in 1939. The objectives of the advertising campaign are to increase sales, sustain performance, build brand awareness, and maximize customer satisfaction. The campaign's ₹8.5 crore budget for the next quarter will be allocated to print, television, and digital media targeting Maharashtra. The key messages will focus on emotional appeals to create brand awareness and promote sales.
Advertising & brand management.ppt
- 1. Advertising & Brand Management for Parle-G Biscuit To Mrs. Dr. Deepa Ingawale By Mr. Onkar Narale Roll no 37
- 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. 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. 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. Objective of Advertising Increase the sales Sustain the performance Built ambience With products created bearing in mind both health taste Maximizing customer satisfaction
- 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. 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. 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. 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. 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. Electronic Media Marathi Regional channels- Zee Marathi, E TV Marathi, Zee Talkies, Marathi Regional News channels- IBM Lokamat, ABP Mahja.
- 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. 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. 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