The oldest Indian confectionery company wants people to know that their cookies and biscuits are from the "House of Parle". The company finds it important to reinstate the credibility and familiarity of the brand. From now onwards, the company will advertise its products under the tagline "From the House of Parle".
Parle is sitting on a strong pedigree of many individual brands. With reference to brand equity, while the flagship Parle-G is worth ₹5,000 Crore plus and by far the biggest brand in the portfolio combining nearly 30% of overall share, others like Parle 20-20 and Parle Magix Cream are among ₹1,000 Crore and Krackjack, Monaco and Hide & Seek around ₹500 Crore.
The fact that Parle is strongly associated with Parle−G, the world's largest biscuit brand, is both a strength and a weakness. The company today suffers an image deficit compared to Britannia and ITC's Sunfeast. With this latest campaign, Parle is careful enough not to take either of the two extreme routes - harping multiple brands or shifting focus on the corporate brand alone. Instead, it has opted for a more judicious mix.
Researchers are comparing the current Parle strategy to the Titan strategy. The watch brand, in its early days, used the tagline "From the house of Tatas". However, when it became a big brand itself, various sub-brands like Raga, Nebula, Edge etc. all started using the tagline "From Titan". In the same way, Parle is trying to bring forth the main brand in the mindspace of consumers and make the sub-brands its subordinate.
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