Parle-G positioning strategies- Review of advertisements

Parle-G Advertisement evaluations

The value of marketing

The company's growth depends on its marketing ability. 

HDFC, a private bank in India consistently clocks better performance in the banking and investment sector due to their marketing abilities. The company clocks 30% profit growth year on year even in difficult times. This growth is a result of their change in marketing strategy. HDFC reduced its corporate loans and increased the retail loans lending such as automobile, commercial vehicles, business banking, home loans, and personal loans to maintain the growth. 

 

A good marketing strategy creates demand for products and services and in turn increases employability.

 Bindu, is an aerated beverage brand in India. It is a mix of traditional jeera drink with a soda. The Shankar group from Mangalore that owns the brand moved to the third position after Pepsi and Coca-Cola in South India. In the beginning Bindu had made shopkeepers to taste the soda free of cost and asked them to spread the message. The company employs strength has increased from 8 in 2008 to 250 in 2012. Today,the traditional drink market in India is not only limited to jeera, but extended to Kokum aamras, Jaljeera etc…

The marketing builds value of a form by creating loyal customers and strong Brands 

Parle-G, Indian biscuit in confectionery manufacturer, began its journey in the year 1929. The company was incorporated by Mohan Lal Dayal. Since then the company's marketing efforts have made it to reach the tag of world's largest selling biscuit company. Today, the company's persuasiveness helped it to build the image of a quality nutrition and superior taste brand among consumers. Its value for money positioning strategy created a loyal customer base. Further, It's health and taste benefits created trust among customers and who in turn created a global brand.

Transfer pricing in India: Issues and Challenges

What is transfer pricing? 

Transfer pricing is the price paid by the foreign parent company or foreign entity to the local

 When it was introduced in India? 

 Transfer pricing introduced in 2001 in India

 What is the current mark up to the local companies by their parent companies like Google, IBM, and Microsoft? 

14-16%

 

What is Arms length pricing? 

This is international standard pricing method in which the price of the parent company to their local parts compared with independent entities. 

 

What are major areas of transfer pricing? 

Advertising, marketing, and promotion expenses(AMP) 

Some of the AMP expenses are

A. Increasing the brand value of MNC by its subsidary in India. For example, expenses incurred for increasing brand value of Unilever by Hindustan Unilever limited. 

B. Creation of supply chain

Example: Cost of developing distribution network in India by Vodafone. 

C. Conducting market research in India

Illustration: Coca-Cola cola marke research on Diet coke in India. 

Issues

 

. 

1. These are not included in the international transactions. 

Intra group transactions
Centralized procurement. 
Location savings

Gross domestic happiness ( GDH) and Gross Domestic Wellbeing (GDW) and their effects on marketing.

Gross domestic happiness or Gross Domestic wellbeing developed by Sicco Mansholt in the year 1972.

The philosophy of this measure is to promote happiness. 

It covered broad areas like economic, environmental, physical, mental health, social and political environment. 

The theory of leisure class and Pandemic effect

Degrowth activism and marketing 4.0

Customers groups concerned about aspirations of poor nation customers to possessing luxury of rich nations. These aspirations are exploited by many marketers by giving fake products or fake promises. Thus, Customer group began their activities known as degrowth activism in which the group discourage customer to buy unnessary products that harm mother nature. 

life simplifiers and post covid 19 days of marketing.

Corona covid19 has changed customers lifestyles. Today, customers are eating less and buying less too. This is move away from popular materialistic nature to minimalist lifestyle. 

In India, the financial pressure due to covid 19 has made customers to abandon or postpone their decision to buy car or house. This segment is looking for take a car or house on a rent basis. Thus, Rent space industry in India is growing very fast. 

Customer community confirmation and marketing 4.0

Marketing managers sweat out to segment and target their customers. However, digital technologies allowed customer to create their own horizontal groups. To illustrate, customers in social networking site, WhatsApp created their own groups. These groups are having influence of marketing on their members. Hence, marketers must market their solutions to such groups. This emerging phenomena is called as customers community confirmation. Thus, Now marketers must develop strategies around such groups by identifying influencers among them. This has led to the growth of new marketing called as Influencer marketing. 

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