Transformation from Traditional to Digital Marketing Communications: A Case Study on Parle-G Brand

Abstract

This article has been positioned as a research case. The objective of this study is to capture the journey of Parle-G, a household biscuit brand of India from traditional to digital mode of marketing communication. Four decades i.e. 1982 to 2021 marketing communication journey of Parle-G has been reviewed in this case study. This research case targeted to exemplify adopting innovative methods of marketing communication strategies undertaken by Parle-G to promote its biscuit brand in emerging economies like India. To comply with the contemporary marketing communication, it has been found in the study that during the period of 2016-2021, an emphasis has been provided by Parle-G towards digital marketing communication and there is also a paradigm shift observed from traditional to a digital model of marketing communication model of Parle-G for establishing digital connect between the consumer and the organization with the help of digital marketing.