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.

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.

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”.

Make the audience buy the product.

Promote the products during puja.

Provide maximum exposure for the audience.

Create a “TOMA” effect.

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.

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.

Britannia

Bisk Farm

Anmol

Priya

ITC

SOURCE: http://media2.intoday.in/btmt/images/stories//May2013/parle-biscuits-trade

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

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)

Newspapers where advertisements were given:

Anandabazar Patrika, The Telegraph.

Magazines where advertisements were given:

Anandamela, Sananda, Anandalok.

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

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SEPTEMBER OCTOBER NOVEMBER

OUTDOOR TV PRINT

Sample Size : 200

Sample Method : Questionnaire

Sample Data : Primary Data

64%10%

26%

0%

Billboard

Print

Television

Transit

9%4%

8%

79%

Not interested in ADs

Couldn't figure out

because of Clutter

Engrossed in queing

up before pandals

Liked the Ads

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.

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.

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.

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.

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

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 activitiesD) All of these.

9. If yes, Why?A) Aggressive/carpet bombing/no way outB) Brand endorsersC) Total presentation/AttractiveD) 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