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The oldest Indian confectionery company wants people to know that their cookies and biscuits are from the “House of Parle”. The company finds it important to reinstate the credibility and familiarity of the brand. From now onwards, the company will advertise its products under the tagline “From the House of Parle”. Parle is sitting on a strong pedigree of many individual brands, with reference to brand equity, while the flagship Parle-G is worth ₹ 5000 Crore plus and by far the biggest brand in the portfolio combining nearly 30% of overall share, others like Parle 20-20 and Parle Magix Cream are among ₹ 1000 Crore and Crackjack, Monaco and Hide & Seek around ₹ 500 Crore. 

The fact that Parle is strongly associated with Parle-G, the world’s largest biscuit brand, is both a strength and a weakness. The company today suffers an image deficit compared to Britannia and ITC’s Sunfeast. With this latest campaign, Parle is careful enough not to take either of the two extreme routes – harping multiple brands or shifting focus on the corporate brand alone. Instead, it has opted for a more judicious mix. 

Researchers are comparing the current Parle strategy to the Titan strategy. The watch brand, in its early days, used the tagline “From the house of Tatas”. However, when it became a big brand itself, various sub-brands like Raga, Nebula, Edge, etc. all started using the tagline “From Titan”. In the same way, Parle is trying to bring fprth the main brand in the mindspace of consumers and make the sub-brands its subordinate. 

With reference to the above : 

(a) Explain the brand policy Parle has taken to advertise its products. 

(b) What is brand equity ? Explain the brand equity Parle products are measured in and mention the sub-brand which has the highest brand equity. 

(c) What is brand promotion ? Explain two methods of brand promotion.

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(a) The Parle adopt familiarity brand policy. The company advertise its product under the tagline “From the House of Parle”. It is a formal plan used by a business to create a particular image of itself in the mind of current and potential customers. Parle is sitting on a strong pedigree of many individual brands. They can build its prestige and goodwill by offering quality brands at reasonable prices. 

(b) Brand equity means the marketing effect of a brand. High brand equity provides a company with many competitive advantages. Brands have equity because they create high awareness, many, loyal customers and high reputation for perceived quality. It also refers to the result from the marketing of a particular product or service because of its brand name and that would not occur if product don’t have brand name. 

With reference to brand equity, while the flagship Parle-G is worth ₹ 5,000 Crore plus and by far the biggest brand in the portfolio combining nearly 30% of overall shares, other like Parle 20-20 and Parle Magix cream are among f 1000 Crore and Crackjack, Monaco and Hide & Seek around ₹ 500 Crore. 

(c) Brand promotion is that element of marketing mix that aims at informing, reminding, persuading and influencing the customers so that they purchase the brand. It is applied and persuasive communication used for informing and reminding the customers. Its aim is to persuade the customers to buy more and more products. So that it will increase the company’s sale. Brand promotion efforts seek, to stablize sales by minimising the impact of such fluctuations. It facilitates mass production which leads to economies of scale and lower costs. 

The two methods of brand promotion are given below : 

(i) Publicity : Publicity refers to the non-personal stimulation of demand for a brand by placing – important news about it in published medium. Public relations activities are typically designed by the firm to build image for the firm. For example, Reliance World Cup Cricket Tournament, ITC Sangeet Sammelan, etc. Good or Bad remarks or reviews appearing in newspapers or magazines about a film, book, a policy etc. are also called publicity. 

(a) Sales Promotion : It refers to the use of short term incentives to persuade the people to purchase the goods or services immediately. The basic purpose of sales promotion is to stimulate on the spot buying through short-term and non-recurring incentives which helps to increase the sales and profits. It also help to inform the prospective buyers about the availability, features and uses of product. There are some techniques of sales promotion i.e.,

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