Title: Is there any impact of digital marketing on marketing communication?: evidence from a FMCG company

Authors: Mithun Nandy; Soma Sinha Roy

Addresses: Department of Business Administration, Vidyasagar University, PS Srijan Sonargaon, Block-V, Flat No. 1B, 321 Sonarpur Station Road, Narendarapur, Kolkata-700103, West Bengal State, India ' Department of Management, J.D. Birla Institute, Kolkata (Affiliated to Jadavpur University), 106, Baghajatin Place, Kolkata-700086, West Bengal, India

Abstract: In this article, a research case is presented. This study explores the transition of Parle-G from a traditional mode of marketing communication to a digital mode. The case study reviews Parle-G's marketing communication journey over the past four decades, i.e., 1982 to 2021. The purpose of the case study was to demonstrate how Parle-G has adopted innovative marketing communication strategies to promote its FMCG brand (biscuit) in emerging economies like India. It has been found in the study that Parle-G has focused on digital marketing communication during the period 2016-2021 in order to comply with contemporary marketing communication requirements. A paradigm shift has also been observed in Parle-G's marketing communication model for establishing a digital connection between the consumer and the organisation by using digital marketing.

Keywords: FMCG; digital marketing; digital marketing communication; emerging economies; consumer; brand.

DOI: 10.1504/IJEB.2023.132191

International Journal of Electronic Business, 2023 Vol.18 No.3, pp.320 - 345

Accepted: 20 Feb 2023
Published online: 12 Jul 2023 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article