There also have been strategic ads like the one above across social media and T.V to reinforce, enable brand records in the minds of the consumers. And Parle G become associated with an evening cup of chai (Tea), good memories, and positive vibes that helped keep customers loyal to the brand. Association and Positive reinforcements- As consumers, we tend to associate a certain experience with either a brand or an emotion.Here is an example of an ad of Parle G that talks about changing times but the biscuit remains the same and tries to capture the emotional aspect of the consumer through nostalgia. The iconic yellow color packaging with a little girl on it helped keep the brand among the “evoke set” biscuits brands in the consumers' minds. Brand Identity & Brand Equity – Parle G has a unique brand identity having built its brand equity through low price, high quality, a strong brand image with strong perceived value, and right brand exposure through advertisements.If a brand with such history decided to change its packaging the consumers would probably lose confidence in the product and perceive it as a new product. This proved to be a key factor in making consumers feel it’s the same brand they've had growing up. Trust is key – The fact that there was no redesigning of the packaging or any major changes over the years.The target audience was always the lower and mid-class, with a large distribution channel it helped reach most of the underprivileged people. Affordability- A packet of biscuit costs 5 Indian Rupees (AUD 0.095), most migrant workers traveling back to their hometowns, and NGOs were able to afford it, and this became their source of food in such distressing times.Our emotional receptors play a crucial role when making a purchasing decision and if a brand manages to tap into it, this goes a long way. I am a Parle G loyalist and my purchasing decision is always an emotional one. Most migrant workers were able to afford it and NGOs too made sure it was distributed to the needy. This was a catalyst to bring back memories and ended up reminding people of their childhood. With the lockdown being enforced almost every household stocked up on supplies. Some brands can reach consumers at an emotional level and can resonate with them. Nostalgia – Parle G was regarded as a tea-time snack and most Indians like myself grew up either having it with a cup of chai (Indian Tea) or without it. Here are my two cents on why I think this happened.
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