“Lever­age the par­ent brand”


The Brand Reporter - - INTERVIEW - Su­nit.roy@afaqs.com

Dur­ing the In­dian Pre­mier League (IPL) 2017, Parle Prod­ucts launched an ad cam­paign ‘Naam Toh Suna Hi Hoga’, in which it re­minded con­sumers that brands like Krack­jack and Monaco Bis­cuits, among sev­eral oth­ers, come from the house of Parle.

In its most re­cent burst of com­mu­ni­ca­tion ti­tled ‘Naam Toh Yaad Ra­hega’, the com­pany, again, re­it­er­ates the fact that brands such as Mango Bite, Kac­cha Mango Bite and Melody, among sev­eral oth­ers, be­long to Parle. The com­pany has been try­ing to make this point through its pack­ag­ing as well.

The ads are by Tap­root Dentsu. The films tar­get young­sters and kids. The ads will be vis­i­ble on GECs, movie, mu­sic and kid’s chan­nels — both na­tional and re­gional. Be­sides TV, other me­dia plat­forms in­clude print and dig­i­tal.

“About 85 per cent of our spends will be on tele­vi­sion, about 10 per cent on print and five per cent on dig­i­tal. Ear­lier, dig­i­tal was al­most not there; it used to be hardly one or two per cent but now the dig­i­tal com­po­nent is grow­ing,” Kr­ishna Rao, cat­e­gory head, Parle Prod­ucts, tells afaqs! Reporter

Edited Ex­cerpts...

Parle Prod­ucts has re­leased two TV-led cam­paigns in quick suc­ces­sion to the same end. Why is it so im­por­tant to re­mind con­sumers that th­ese brands be­long to Parle?

For the sec­ond phase of this cam­paign we iden­ti­fied a few con­fec­tionery and bis­cuit brands (within our port­fo­lio) and we looked for the chal­lenges th­ese brands face. We found that cer­tain brands are ex­tremely pop­u­lar in terms of sales but in terms of ‘mind re­call’ they are rel­a­tively low. That’s how we re­alised the need to come up with a cam­paign like this, to bind all the sub-brands... and to form clus­ters. For ex­am­ple, Mango Bite, Kac­cha Mango Bite and Melody form a clus­ter.

Now, the chal­lenge for th­ese brands is that there are a num­ber of pass-offs or looka­likes in the mar­ket, the sales for which are as high as the sales for the orig­i­nal brands. That’s why we are re­mind­ing peo­ple that th­ese orig­i­nal brands are ir­re­place­able.

Although th­ese snack and con­fec­tionery sub-brands are strong in­di­vid­u­ally, the con­nect with Parle is not there much. Through our ad­ver­tise­ments, we want to con­nect the mother brand with our in­di­vid­ual brands.

In the case of Kac­cha Mango Bite, are you feel­ing the heat from Pulse, a brand that has a sim­i­lar flavour (raw mango)? Is that partly why you feel the need to ride on the eq­uity of the mother brand?

Ac­tu­ally, ‘Kac­cha Mango Bite’ and ‘Pulse Candy’ op­er­ate at dif­fer­ent price points — Pulse is priced at `1 per unit while Kac­cha Mango Bite is sold at 50 paise per unit. So, while con­fec­tioner­ies com­pete with one another be­cause of their low price point, there is no di­rect com­pe­ti­tion be­tween the two. How­ever, there is al­ways the pos­si­bil­ity that a con­sumer of Kac­cha Mango Bite may shift to­wards Pulse Candy, and vice versa.

Kac­cha Mango Bite con­tin­ues to regis­ter good year-on-year growth. It has not been im­pacted by the launch of Pulse. Hav­ing said that, to take on Pulse Candy, last year we launched ‘Spicy Kac­cha Mango Bite’ in the mar­ket. The prod­uct is do­ing fine and we are plan­ning to in­crease the reach and pen­e­tra­tion for it.

It be­comes im­por­tant to lever­age the par­ent brand (ob­jec­tive of the cur­rent cam­paign) to take on the likes of Pulse.

The bis­cuit and bak­ery seg­ment is grow­ing in In­dia. Is this cam­paign, in part, spurred by the noise that your ri­val brands are mak­ing on mass me­dia?

Not at all. Com­pe­ti­tion has been there for sev­eral years due the pres­ence of brands such as Bri­tan­nia and ITC and also newer play­ers such as Mon­delez that oth­er­wise have had a very lim­ited play in the bis­cuit seg­ment.

What about Patan­jali? Has its pres­ence in the bis­cuit seg­ment changed the game?

Frankly speak­ing, as far as the bis­cuit mar­ket is con­cerned, Patan­jali has not been suc­cess­ful at all.

As far as Bri­tan­nia is con­cerned, we have been around for decades to­gether and we have had very healthy com­pe­ti­tion in the bis­cuit seg­ment. Over a decade ago, ITC also en­tered the seg­ment and they have also been able to carve their share. But in terms of vol­umes, we are by far the mar­ket lead­ers in the bis­cuit cat­e­gory. We lead with 33-34 per cent mar­ket share whereas Bri­tan­nia has 24-25 per cent mar­ket share. The third spot is held by ITC with 11-12 per cent share while Patan­jali holds less than one per cent. ■

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