REPOSITIONI

N G OF
 INDEX

•Objective of the project

•Appropriateness of the Methodology used

•Strategy for repositioning the brand

•Marketing plan and launch plan with timelines

 OBJECTIVE

•Increase the customer awareness

•To make the product more healthier and digestive

•More crispy and crunchy

•Magnify the sales volume

 METHODOLOGY

PRIMARY collected from survey of

the product, retailers etc.

SECONDARY Data from internet,

books
 REPOSITIONING STRATEGY

•Product innovation

•Distribution innovation

•Intensive adverting and promotion

 PRODUCT INNOVATION

•High fiber and low fat digestive biscuit

•More crispy and crunchy

•For the health conscious

 PLACEMENT

•Improving the supply channel.

•Presence in big shopping malls and retail houses.

•Improving availability in remote areas.

 PROMOTION

• JANATA CAMPAIGN(office and school).

•Increasing number of hoarding.(business places,

stations)

• “KHAO AUR DUSMANI BHUL JAO”- tag line

•Brand ambassador – Mamata Banerjee,

Buddhadeb Bhattacharya.
 YAHOO!!
! HMM!!!
PROMOTION

GOOD
SUCCESS IDEA
AT LAST

PARLE MARIE
“KHAO AUR DUSMANI BHUL JAO”
 MARKETING PLAN

• Marketing objective. 1

•Target segment

• Marketing mix

•Implementation plan
 TARGET SEGMENT

• focus on middle aged people

•Health conscious
 IMPLEMENTATION

• Pre launch activities.

•Launch activities.

•Post launch activities.

 PRE LAUNCH ACTIVITIES

•Advertisement.(hoarding, media..).-30 days

•Market survey. 30 days

 LAUNCH ACTIVITIES

• launched at the time of festive season.

•JANATA CAMPAIGN (20 days)..

• Inauguration activities. (30 days)

 POST LAUNCH ACTIVITIES

• Supply chain improvement.

•Taking feedback .

•Sale support.(dealer, distributor, malls, retailer)

 CONCLUSION

1. To increase the sales the product has to be

repositioned.
2. The product is changed to a more digestive, low fat
and nutritional one.
3. For promotion the brand ambassador is Buddhadeb
Bhattacharjee and Mamata Banerjee with a tag line
focusing on forgetting enemity.
4. The distribution level is more strengthened to make
it easily accessible.
5. JANATA CAMPAIN will allow us to take feed back
and will help to promote and improve the product.