(a) Parle is one of the most widely distributed biscuit brands in India and has fantastic mass appeal. Many people love to have Parle with their evening tea or coffee. It is found in all nooks and corners of the country and is exported to several other countries as well. The turnover of Parle is the driving force behind all other products of Parle.
Heritage : Parle has a strong legacy of more than 70 years and its associations with people for such long time is helping the company in being competitively ahead of its competitors.
manufacturing locations, increasing efficiency of the factories and reducing transport cost which helped the company in emerging as the largest selling biscuits in the world by volume.
Economies of scale : Because Parle has become such a big brand, it enjoys fantastic economies of scale. A single Parle distributor can distribute many different products of Parle. The fixed costs remain the same whereas variable cost increases which is always good for a company.
(b) Brand equity is a marketing term that describes a brand’* value. That value is determined by consumer perception of and experiences with the brand. If people think highly of a brand, it has positive brand equity. When a brand consistently under-delivers and disappoints to the point where people recommend that others avoid it, it has negative brand equity.
Positive brand equity has value. Companies can charge more for a product with a great deal of brand equity. That equity can be transferred to line extensions – products related to the brand that include the brand name – so a business can make more money from the brand. It can help boost a company’* stock price.
(c) Companies are always trying to promote the products and services they offer. In what'* known as "brand promotion," the brand promotes itself. Shifting its focus to the brand as a whole, the company tries to drive awareness of what it is and what is does, with the overall idea that a more familiar brand is more successful than a brand no one has heard of.
Brand means a mark (symbol or sign) or design or some combination of these used to identify the products of one seller and to differentiate them from competitive products. A registered brand is known as trade mark. Brand promotion is that element of marketing mix which is designed to inform, remind, persuade and influence the customers so that they purchase the brands of the advertiser company. Brand promotion is applied and persuasive communication used for informing and reminding the customers of the company'* brands. It is primarily the responsibility of the manufacturer though wholesalers and retailers may also undertake it.
The main objectives of brand promotion are :
- To Promote Information To Differentiate the Product
- To Increase Demand l To Build Brand Equity
- To Stabilize Sales l To Offset Competitors' Marketing Efforts
- To Build Image The two method of Brand Promotion are :
- Organizing Contests : To attract the consumers, various contests are organized for consumers without having them to purchase the product and giving away gifts or prizes. l Promotion on Social Media : When the brand is promoted on social media, it is not perceived as “aggressively trying to sell”, rather as being able to communicate at a more personal level.
