Presentation on

Marketing Analysis on failure of New product of a Market Leader

New Product
 INDIAN CARBONATED SOFT DRINK INDUSTRY

Source: https://www.statista.com/outlook/cmo/non-alcoholic-drinks/soft-drinks/india#revenue
 VISION BEHIND BISLERI POP
 INDIAN SOFT DRINK INDUSTRY - EXPECTED GROWTH RATE 4.4%

 LARGE SCOPE FOR CARBONATED PRODUCTS

 CONSUMERS BORED OF STANDARD FLAVOURS

 MARKET LEADER TO ENTER RANGE EXPANSION

 GOODWILL OF MOTHER BRAND

 NEW FLAVOURS DIFFERENT FROM AVAILABLE PRODUCTS

 HAD CRETAED SUCCESSFUL BRANDS IN PAST

COMPETITOR
PROUDUCT USP
 Company: Involvement of top management , operations management, raw product
and assets, financial analysis, research development, employee's motivation ,
training and advancement

Competitors: Coca- Cola ,Pepsi Co , Parle Agro, Manpasand Beverage, Campa, etc.

Micro Market: Market targets young generation, millennial (generation Y), children
Environmental and low middle class individuals.

Factors Marketing Intermediaries: Retail and distributor network, Transport network.

Suppliers: Plastic suppler, chemicals/ resin suppliers

Public: Environment specialist, Banks, stakeholders.

 Political-licenses/ permissions, political decisions against
plastic ban.

Economic- Diesel prices increases frights, packaged

product in right size, quantity and affordable price
Macro
Environmental Technological-Supply chain and the production process,
Factors: sustainability, climate change, carbon foot print.

Legal-regulations and tests to qualify product. labour

rules , Transport permission.

Environmental-Plastic recycling, ozone treatments, rain

water harvesting
ANALYSIS THROUGH ANSOFF MATRIX
 MARKETING MIX OF BISLERI POP

Product

P
• Carbonated Soft Drink
• Four Flavours – Fonzo, Spicy,
Limonata & Pina Colada
P Price
Affordable Pricing
• 200ml bottle – Rs. 10
• Available in 200ml & 300ml • 300ml bottle – Rs. 15
PET bottles & 250 ml can • 250ml can – Rs. 20

MARKETING
MIX
Promotion

P
•
Place
Solid Supply Chain & Distribution
P
• Initially mix of digital and BTL
campaign. ATL campaign to follow.
• All four flavours launched together.
• TV Advertisement featuring
Network
• Company has large distribution • Mika Singh
network and trucks for greater
and fast reach of products
BRANDING APPROACH

• UMBRELLA BRANDING APPROACH USED

• MOTHER BRAND NAME – “BISLERI”

• UNDERLYING GENESIS OF PARENT

BRAND UTILIZED IS PURITY &
AUTHENTICITY

• PROMOTION MIX INCLUDES PERSONAL

SELLING, PR, MEDIA PUBLICATION, TV
COMMERCIALS & THROUGH
BILLBOARDS
 WHY POP DIDN’T TASTE THE
THUNDER……?
 COULD NOT RESONATE WITH MOTHER BRAND PRODUCT

 COULDN’T TARGET THE RIGHT CUSTOMERS

 LACK OF INTEREST AMONG DISTRIBUTORS

 LESS FOCUS ON ADVERTISING

 LACKING OF BRAND IDENTITY

 COULDN’T BREAK HABITUAL BUYING BEHAVIOUR

RE-LAUNCH STRATEGY
RECLASSIFICATION OF PRODUCT PORTFOLIO

Lemon Based Drink Mango Based Drink

Major Target Audience – 18 – 35 years Major Target Audience – All age groups
Positioning as an Tasty Tangy Drink Positioning as an Healthy Drink
ENDORSEMENT BRANDING
NEW EYE CATCHY TAG LINE TO CAPTURE
SENTIMENTS OF TARGET AUDIENCE

“AB INDIA GARV SE PIYEGA,

INDIA KA APNA DRINK”

ASSOCIATION WITH SPORTS
EVENT/SHOWBIZ
 BRAND
PERSONALITY
 BRAND
PERSONALITY
 OTHER MEASURES

• PRICING TO BE MADE COMPETITIVE

INITIALLY
• PACKAGING SIZE AS PER
COMPETITORS
• PRODUCT BUNDLING – SANITIZER
FREE
• SOCIAL MEDIA CAMPAIGN/NETWORK
MARKETING
Thank you