UNDERSTANDING OF THE IMC STRATEGIES OF BRANDS FROM INDIAN

AND GLOBAL PERSPECTIVE

Presented by:

Ankita Derasaria

PARLE-G

I. BRAND IDENTITY

Analysis of the Brand Identity

The identity of brand has been significantly the yellow stripe packing and the girl on the cover of the Parle-G. The brand promise of Parle-G has always been met and hence there is an identity of trust and reliability which is portrayed very well in their communication and also felt in the features and experience with the brand. The company has captured the hearts of people

Smash-ability of the brand identity

The identity of brand has given it a distinct identity from the rest of its product. Also the presence of Parle-G as a brand is from many years and has made way for the company to be consistent and expand.

1. Color – the significant color combination from the birth of this brand has formed a possibility of the smash-ability where anyone can identify that it is a Parle-G.

2. Logo- The capital word and the baby3. Shape- The rectangular shape and now the frill wings on the sides and also the

shape of the biscuit.

4. Name – Parle-G the name with the significance of Ji as respect in it. 5. Behavior –Friendly, caring and fun6. Design – The design of the product to be simple and quality is achieved through

keeping the brand promise which Parle-G has done successfully

The 3V View of Brand Identity

Verbal

Category Association – biscuits and energizers

Brand Promise – To provide biscuits with energy and great taste

Source Cue – The pack represented by a glass

Phonetics – The childlike and voice of simple understanding

Socio-Cultural Context - The legacy of the brand has a very lasting memories attached to it

Baseline/Tagline: Swad Bhare Shakti Bhare

Tone & Manner: Child Like and fun and joy filled tone

Greeting Style/Welcome Message: Promising nutrition and great taste

Visual

Logo – The logo of Parle-G is the packaging of the product and the font type used by the company. The packet also contains the logo of the parent brand Parle in red color which has remained same over the years.

Symbol – The style and font of writing Parle-G

Mascot – Little girl on the pack of Parle-G

Brand Ambassador – There is no brand ambassador

Brand Color Family – Red and yellow color

Typography – Letters with big and capital font

Packaging – Originally the packaging of the biscuit used to be in wax paper but with the changing times it has changed its packaging to the contemporary premium BOPP Pack with attractive fins.

Retail Presence - The extensive distribution network (available to the consumer in the most remote place). The biscuits and sweets are available even at the remote places with a population of 500 people. It has about 1500 wholesalers and 425000 retail outlets directly or indirectly. Also there are 31 depots ad C&F agents supplying goods to wide distribution network.

Use of Space & Aesthetics:

Use of Size & Scale:

• Airtight packing

• Fresh and tastier biscuits for a longer period of time

• Special branded packs in larger festive tin pack

Value

Corporate Vision & Mission Statements: An in-depth understanding of the Indian consumer psyche has helped Parle develop a marketing philosophy that reflects the needs of the Indian masses. With products created bearing in mind both health and taste, Parle products equally appeal to fun loving kids & youth. Even today, the great tradition of taste and nutrition is consistent in every pack on the store shelves. The value-for-money positioning allows people from all classes and age groups to enjoy Parle products to the fullest. 

Corporate Value Framework: ensures consistent and perfect quality across the nation and abroad. Corporate Ethics Guidelines: Hygiene is the precursor to every process at Parle

Brand Promise & Purpose: quality, nutrition and great taste & The Quality Commitment

Scope of Brand & Role in Consumers’ lives: Pleasure to see their consumers enjoy and embrace Parle products on daily basis

Brand Personality & Image: care is taken at every step to ensure the best product of long-lasting freshness

Brand Mythology: Concentrating on consumer tastes and preferences

Brand Rituals & Practices: To spread joy and cheer to children and adults alike, all over the country with its sweets and candies

Coherence, consistency and synergy of the brand (Impact of 360 degree presence)

The name Parle conjures up fond memories across the length and breadth of the country. The reason for this is that since 1928, the people of India have been growing up on Parle-G biscuits. It has been an undisputed leader in market in biscuit category. It is best accompanied by chai and for some it is a way of getting charged when they feel low in energy.

Parle-G has found their way to people homes and to their hearts and it continues to spread happiness and joy among people of all ages. The consumer is the focus of all the activities at Parle maximizing value to them and enduring relationships

Marketing Strengths

The distribution network of the company has been the major strength for Parle. The biscuits and sweets are available even at the remote places with a population of 500 people. It has about 1500 wholesalers and 425000 retail outlets directly or indirectly. Also there are 31 depots ad C&F agents supplying goods to wide distribution network.

They have catered to masses designing products that are nutritious and fun for the common man targeting low and mid price segment and generating high volumes.

Communication: The brand was heading towards becoming an all-time great brand of biscuit. In 80’s it was generally advertised through ads. There communication basically spoke about energy and nutrition.

New adaptations:

The Dadaji Commercial was a big hit which went on for 6 years in the year 1989

Next level of communication was about positive values of life like honesty, sharing and caring.

Sponsor with Shaktimann in 1997 By 2002, it was brought closer to Child

by mera spna sach hoga and G-man

ESPRIT

I. BRAND IDENTITY

Analysis of the Brand Identity

The identity been very loud and in the minds of the consumer has created the right image of the company. They easily leverage the positives of the brands and introduce it in various sections of fashion brands as it has established its feature of being innovative and fresh and young each time relevant with the present time. Esprit licenses its logo to third-party licensees that offer products bearing the same Esprit quality and essence to consumers. Esprit also operates the Red Earth cosmetic brand which includes cosmetics, skin care and body care products.

Smash-ability of the brand identity

1. Color – The brand has tried various color palate and the brand has its wide presence

2. Logo- The capital word but it plays around and the style of writing E.

3. Shape- The shape of the logo varies when in capital or running hand-writing 4. Name – The name has a significant role and has been around for a long time so it has

its presence in the minds which will not be affected by any change in the format of the name

5. Behavior – Trendy, Youthful, Latest

6. Design – The design of the product to be simple and quality is achieved through keeping the brand promise of being trendy and reaching everywhere.

The 3V View of Brand Identity

Verbal

Category Association – Apparel and fashion accessories

Brand Promise – The trendy and fashionable brand

Phonetics – The sound of young elegant music appeal youth

Socio-Cultural Context - The product and the latest accessories for the youth audience to always come up with something new, new collection

Baseline/Tagline: celebrate with friends

Tone & Manner: very young

Greeting Style/Welcome Message: attractive

Visual

Logo – The capital word but it plays around and the style of writing E.

Symbol – The logo

Brand Color Family – red and white, but the brand has moved into multicolor as well

Typography – block capital letters

Packaging – different attractive packaging

Retail Presence – 670 directly managed retail stores worldwide and distributes through over 10,000 wholesale points-of-sales internationally

Use of Space & Aesthetics: high on the designs of their store speaking for their brand

Value

Corporate Vision & Mission Statements: new every time and companion for upcoming time

Corporate Value Framework: high quality and trends in affordability

Brand Promise & Purpose: to target the largest chuck of people with mid range prices and has presence worldwide

Scope of Brand & Role in Consumers’ lives: new collection and trends

Brand Personality & Image: high on style

Brand Mythology: The charm of being in the life of consumers

Brand Rituals & Practices: processing with seasons

COHERENCE, CONSISTENCY AND SYNERGY OF THE BRAND (IMPACT OF 360 DEGREE PRESENCES)

Esprit is an international youthful lifestyle brand offering smart, affordable luxury and bringing newness and style to life. The Group operates more than 800 directly managed retail stores worldwide and distributes its products via more than 14,000 wholesale locations internationally, occupying total selling space of over 1.1 million square meters in more than 40 countries.

Since 1976 Esprit has been at home in Europe. Over the years the international brand has become a legend, in terms of lifestyle, image, design, markets and products. And the legend lives on. The Group operates approximately 670 directly managed retail stores worldwide and distributes through over 10,000 wholesale points-of-sales internationally, including around 700 franchise stores, occupying over 700,000 square meters of retail space in more than 40 countries, positioning Esprit in the premier league of global lifestyle players. 

Today Esprit is considered to be original in the young-fashion market overall presence, innovative communication strategy and consistent global image has made Esprit one of the strongest global brands in this market segment. 

In the financial year 2004/2005 (per 31.6. 2004) consolidated sales reached 2.1 billion Euro. In the first half of business year 2005/06 Esprit Holdings Limited has already achieved consolidated sales of 1.3 billion Euro (per 31.12.2005). The Net profit exceeded up to 206 million Euros, an impressive growth of 15, 7%.

Across the UK and Ireland, Esprit currently manages 13 franchise stores and operates 9 retail owned stores. Additionally, 30 shop-in-shops are managed in leading department stores including John Lewis. New Franchise openings are planned for this autumn/winter 2006 including: Croydon, Basingstoke, Brighton Perth in Scotland, as well as Letter Kenny and Drogheda in Ireland. Expansion plans aim to operate a total number of approximately 50 Stores by the end of 2008.

Marketing Strengths

An important factor for Esprit was and still is positioning in the high turnover, mid-price market segment, so that a broad target group can be reached. Esprit offers a first class brand that is affordable for many people. Esprit represents a lifestyle that is consistently reflected in all Esprit product lines, advertising, packaging and store design. This is the basis for Esprit successful marketing concept. 

Esprit offers a tried -and- tested marketing concept, packaged in various ways for implementation at the P.O.S. From a store front to a display unit, these systems use the interplay of architecture, display, visual merchandising and products to create a perfect projection of the Esprit brand image.

This means that an Esprit partner is given great opportunities to utilize the power of a strong brand to increase sales and to boost the image.

Communication:

It is generally about their stores and the design of their stores which has a big factor in the way their brand is perceived. Their communication is largely about what the brand is latest and trendy to suit the fashion of the people in the contemporary culture. Esprit was represented in 44 countries worldwide, and ranked 28th out of the 100 most recognized brands in the United States.

New adaptations:

Esprit officially opened the doors to the ‘World of Esprit’ in the largest Esprit store in the world

“Back to the Future” describes a look that brings the values of the international lifestyle brand - freshness, youth, spontaneity and sportiness – to life inside the store.

Esprit celebrated the first West coast store on the legendary Third Street Promenade in Santa Monica, sending out a clear signal for the brand’s global expansion

The first set of garments presented by de.corp ESPRIT URBAN CASUAL features a cool 80s inspired look.

The worldwide brand awareness grew, especially in Germany, by 84%, a record.