AWARENESS

Television and Cinema are the main media to reach the rural audience
Print media - It was advertised mainly through press ads. The
communication spoke about the basic benefits of energy and
nutrition.
In 1989 Parle-G released its Dadaji commercial which was a huge
success and was aired over a period of 6 years.
The communication spoke about the basic benefits of energy and
nutrition
Sponsored the tele-serial of the Indian Superhero Shaktimaan

 Sales promotion:Every year it holds day fairs at branded

venues where games and fun events are organized for
the employees of Parle and their families; where Parle
products are giveaway prizes.
Public relations:Parle has done the following for
enhancing public relations:
In the year 2002, a national level promo: Parle-G Mera
Sapna Sach Hoga was run for a period of 6 months. The
promo was all about fulfilling the dreams of children.

 Parle Saraswati Vandana, one of its initiatives, is an interschool contest based on the Saraswati Puja celebrations.
Since it started in 2002 it has seen a tremendous increase
in participating each year, with entries coming from
schools of West Bengal.
Parle had introduced the novel promotion called Parle Golu
Galata contest in 2005. (Golu means Doll & Galata means
Dhammal.)

PARLE GOLU GALATA CONTEST

It started in the year 2005 as a small initiative by Parle to revive fading custom
of making Golus in Tamil Nadu and thereby preserve the heritage and culture
has grown into a big movement.
In Tamil Nadu, traditionally, women decorate various dolls (kolus) made of clay
during Navaratri celebrations.This display is well decorated and friends and
relatives are invited to witness this custom. It was found that due to time
pressures and lack of interest in younger generations, this tradition was slowly
dying and getting restricted to a select few households.
Thus, to revive the fading tradition, Parle introduced this promotion called Parle
Golu Galata contest. The festival of Durga, Lakshmi and Saraswathi started as a
house visit project.
The journey began with house visits, appreciating people who keep Golu in
their houses by visiting them and selecting the best Golus, which were given
prizes in a grand function.
During Navaratri, From year 2008 to 2010, Parle sent more than 60 teams of
judges to visit more than 15000 homes across ten cities of Tamil Nadu.
In 2011 a community Golu was organized, and people were invited to display

 The next level of communication associated the brand

with the positive values of life like honesty, sharing and
caring.
A TV commercial was launched for Parle-G where the
product is being called Hindustan Ki Takat
Parle G has also used celebrities in their advertisements
A campaign featured Aamir Khan and Darsheel Safary
along with many situational ads around G maane Genius
ad campaign.

AUDIO WALA BUS STATION

The objective of itwas to create awareness & popularize
about Brand Parle Marie amongst masses in small towns
and rural market
Their main aim was to tap the travelers who stop by the
canteen to have tea.
By having the tie ups with the canteen and tea stalls they
successfully started their Parle Marie pe chai free offer. The
promotion of the offer through catchy jingles in the local
languages created a lot of buzz among the people.
Increased sales from 60 packets per day to 600 packets
Parle Marie sold 40000 thousands packets in just 7 day in 30
district location through the ST bus stands of Maharashtra

AFFORDABILITY
Parle G has adopted the Market Penetration strategy i.e.
low price along with capturing of a large market
Low price range, as low as Re 1, Rs. 2 and Rs. 4
Product available in 8 different sizes
16.5G, 38.5G, 60.5G, 82.5G, 99G, 209G, 313.5G, 418G,
825G
70% of total sales volumes comes from products priced
Rs. 5 and below

SMALL GIVES VALUE

Small is convenient
Small is affordable
Price
Small is to attract
Non-users
One time users
New users
Small saves the space

SMALL IS BIG
For customers, small packs mean
Affordably priced products
Less investment
Reduced risk of buying
And for companies, it translates into
Large volumes
Helps address diverse customer segment
Attracts non-users
Single-serve packs are expected to find more prominence in
low penetration categories like health food, baby products
and more