NO MORE INFLATION

I AM BACK

SP

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SPOT OF

SPOT OFF

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SPOT OFFER

SPOT OFFER G

SPOT OFFER GO

SPOT OFFER GOL

SPOT OFFER GOLD

SPOT OFFER GOLD I

SPOT OFFER GOLD IS

SPOT OFFER GOLD IS N

SPOT OFFER GOLD IS NO

SPOT OFFER GOLD IS NOW

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SPOT OFFER GOLD IS NOW AT

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20

GOLD=20

Gold Spot The Zing Thing

Submitted To, Prof. Sachin Sinha
By, Shubhadip Biswas [FT-10-948]

GOLD SPOT
This television commercial will go live for 20 days on prime time. Span of ad-20 secs It will create curiosity in viewers mind. That is our 1 st objective. Result 1. Brand recall 2. Curiosity

GOLD SPOT
MEANING OF PREVIOUS AD 1. Why inflation? Tropicana (our main competitor) recently increased their price 2. GOLD SPOT is rejuvenating as orange juice back ground color symbolizes two thingsa)Orange b)brand name itself-GOLD 3. Why 20? Cost leadership strategy-main competitor Tropicana s price-22

Gold Spot: A Snapshot -It was basically launched in 1977 around by Parle ...to cater the space left after the exit of coke from India. It was artificially flavored and colored orange. Gold Spot had a catchy punch line - "The Zing Thing."

To keep the brand alive, Gold Spot is sold as a soda in these markets. It was introduced in India when all the foreign brands like Coca Cola, Pepsi, etc. were taken back to the US. It was positioned in place of coke s fanta

Did not have the muscle power to fight the No 1 and No 2 cold drink companies in the world on a long-term basis).The pact between Parle and Coca Cola was that Parle will phase out its brand one by one so that Coke brands can win that share.Unfortunately Gold Spot was one of the first brands Parle stopped in this pact wherein you have still have their others brands like Limca and Thumbs Up very freely available even now in May 2011.

SOME FACTS ABOUT GOLD SPOT

It was positioned in place of Coke s Fanta Was introduced by parle along with Thumps Up-in place of Coke, Gold Spot -in place of Fanta n Limca as a new (back then) cold drink. Was a compulsory available drink in social ocassion along with Campa Cola ,Limca and thums up :) Was massively liked by women due to its moderate taste...it was not so strong like Thums Ups.. Its advertisement was damn cool..

BRAND REJUVENATION-BLUEPRINT
GOAL OBJECTIVE BRAND AUDIT PRODUCT ATTRIBUTE

BRAND REJUVENATION

STRATEGIES

BRAND PURPOSE

STAKE HOLDERS

GOAL AND OBJECTIVE

Goal: To increase orange juice market share and product awareness. OBJECTIVE: To obtain 19% market share of the orange juice market in India in 2012 CORPORATE OBJECTIVES: We aim for a ROI of at least 17% over the next year. OVERALL MARKETING OBJECTIVES: I. Predicting and satisfying customer needs. II. Analyzing marketing trends. III. Monitoring competition. IV. Anticipating change and overcoming its effects. V. Increasing positive perception among its customers. VI. To identify distinctive, compelling and competitive positioning

MARKETING STRATEGIES
TARGETING1.ADULTS: Between 25 to 50 years old ageProfessionals and parents----Becoming more concern about their heath----Prefer organic juices---nostalgia attached with Gold Spot 2. HEALTH CONSCIOUS: Between 18 to up year s old age Health professionals and people who are conscious or want to improve their health.

MARKETING STRATEGIES
POSITIONING- GOLD SPOT PIO, MASTI ME JIO ASP Health, energy and original orange juice, low price ESP- Happiness, Nostalgic memory

PRODUCT AND PRICE

Orange juice-200 ml and 1 L pack Price-20/- and 80/ Packaging plastic bottle orange colorsticker would be also in orange color with a picture of fresh orange tree Features: Combination of rich minerals

PRODUCT AND PRICE

Product Benefit: Keep blood vessels healthy Help to prevent heart disease and improve heart heath Help to prevent cancer Reduce cardiovascular diseases High antioxidant ability Reduce retention of LDL Slow down cholesterol Effective for hypertension, premature aging, Alzheimer s disease

BRAND LOGO AND PUNCH LINE

GOLD SPOT
GOLD SPOT PIO,MASTI ME JIO

PLACE
It will be introduced in whole India. Distribution channel of CocaCola would be used. Vending machine would be provided at places such as sport, spiritual, health places. Special store in multiplex

PROMOTION
Tv advertisement, print media advertisement previously mentioned ad will run for 20 days same ad will be appeared in print media in various famous newspapers of all languages across India. After 20 days new ad will come with tag lineGold spot pio, masti me jio

PROMOTION
Advertisement will showA middle aged person sitting alone in a park-depressed lost in old memory some snapshots of memory would be therein black and whitean orange color would be there in all the snaps. Suddenly a beauty comes in picture --drinking Gold Spot She asks-suniye-----suniye uncle Our man snatches the bottle out of girls hand..he drinks and gets his energy back.. Another hot girl comesand says-hi handsomeshe kisses himour tag appears on the screengold spot pio, masti me jiozing thing backs again

PROMOTION
Sales promotion-Free t-shirt[ Gold Spot=Masti ] will be distributed if customers purchase it from selected stores. Public relation-we would try to create its image as energy, health and relate to longer life. Direct marketing-Television, Radio, newspapers and magazines will be use to advertise happiness ,energy and health will be main focus of advertisement

PROMOTION
Feedback from customersConducting focus group to analyze the Gold Spot for future product development.

THANK YOU