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Running at front in the competition: Parle’s Chatkeens Namkeen Unique Promotion Elevates Sales in a Competitive E-commerce Landscape

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Parle Company

Parle Products is an Indian multinational food processing company, based in Mumbai. It is best known for the biscuit brand Parle-G, which is the best-selling biscuit brand in the world, according to a 2011 Nielsen report.

Before the Promotion

  • Sales were below 3,00,000.
  • Highly rigid norms as Parle is the only Indian Brand.
  • Running slow in the snacks category.
  • Competitors were very actively promoting their brands.

The Transformation:

Planning and Execution

  • Maharashtra was considered demographically.
  • Middle Class households with groups 25–60 years of age were the target group.
  • It was planned to position the brand as a Traditional FMCG Brand known for its quality, freshness and purity.
  • Planned and executed the brand activation in Maharashtra.
  • Coordinated with the brand team on scheme details and Creative designs.
  • Suggested Ways to communicate the scheme through Media mix.
  • Ensured smooth execution of the campaign for the entire scheme period by regularly keeping in touch with regional brand Team.
  • Worked on the design and Creative of the Talk Time voucher.

The Campaign:

  • Conceptualised the first of its kind campaign in Snacks Category.
  • Rolled out a Free Talk Time offer for Chatkeens Namkeen respectively.
  • Parle became the very FIRST brand to launch this innovative campaign with Chatkeens.
  • The Talk time credited to the Customer’s number.
  • Assisted in Designing Food Grade Coupons for the offer, since they were to be inserted inside the pack.
  • The Perceived Value of the Talk time was up to Rs. 250/-with different SKU sizes involved in the campaign.
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After the Promotion: Team Promotions Magic!

  • Campaign was initially implemented for 3,00,000 Units considering the previous months Sales. 20,000 more vouchers were procured seeing the demand. As a result New Sales Figures were recorded during the entire schema period.
  • Increased Customer satisfaction led to repeated purchase which was again a new height for the brand.
  • Increased Penetration and brand awareness in the market since the number of queries raised during the period.
  • Increased Penetration and brand awareness in the market since the number queries raised during the period.
  • Campaign ensured brand loyalty and also enjoyed word of mouth publicity.
  • The Overall Sales Increase Was Between 6.5%(Approx).
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