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