ICSE Class X Commercial Applications 2018 Solved Papers
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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 nearly30 %
The fact that Parle is strongly associated with Parle− G
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.
With reference to the above:
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
The fact that Parle is strongly associated with Parle
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.
With reference to the above:
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Question : 33
Total: 33
What is brand promotion? Explain two methods of brand promotion.
Solution:
Brand promotion comprises all the activities which a business performs to persuade and motivate people to buy the brands of the company. It is done by the manufacturer but sometimes wholesalers and retailers may also undertake brand promotion. The main purpose is to build a market for a brand and to meet competition. For example, several brands are advertised on TV like Pepsodent toothpaste, Lux soap, Titan watches, and so on. In short, brand promotion means making a brand popular.
Methods used for brand promotion are:
(i) Advertisements : It is a widely used medium for brand promotion. Advertisements on TV, radio, newspapers and magazines reach a large number of people. It is due to repeated advertisement that Pepsodent toothpaste, Rin detergent powder, Surf Excel, Hero Honda bike, Maruti car, Nokia mobile, Maggi noodles, Horlicks and other brands have become popular in the market.
(ii) Maintaining and Improving Quality: In order to promote their brands, business firms are continuously maintaining and improving the quality of their brands. Brands continue to enjoy confidence of consumers only when their quality is maintained and improved.
Methods used for brand promotion are:
(i) Advertisements : It is a widely used medium for brand promotion. Advertisements on TV, radio, newspapers and magazines reach a large number of people. It is due to repeated advertisement that Pepsodent toothpaste, Rin detergent powder, Surf Excel, Hero Honda bike, Maruti car, Nokia mobile, Maggi noodles, Horlicks and other brands have become popular in the market.
(ii) Maintaining and Improving Quality: In order to promote their brands, business firms are continuously maintaining and improving the quality of their brands. Brands continue to enjoy confidence of consumers only when their quality is maintained and improved.
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