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BRANDING OF
SOFTDRINK
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GROUP MEMBER
Meetesh Chaudhary 1530Sunil Yadav 1460
Shailesh Yadav 1520Sachin Patil 1440Athar Khan 1510
Dharm Veer Singh 1450
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What is Br and ?
A brand is a name, term, sign, symbol, or designor combination of them, intend to identify thegoods and /or services.
A brand is an identifiable entity that makesspecific promises of value.
A brand also stands for the immediate image,
emotions, or message people experience whenthey think of a company or a product.
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Br and ing s tr ategy
BR AND DEVELOPMENT
BR AND EXTENSION
BR AND R EJUVENATION
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BRAND DEVELOPMENT
Market Attractiveness
H igh
Medium
Low
S cope forBrandS tretching
Low Medium H igh
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BRAND EXTENSION
It is a useful strategy which creates a lot of goodwill in the market.
This strategy is reduction of launching mediacost.
With increasingly competitive market and scaling
media cost.
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BRAND REJUVENATION
It keeps adding value to an existing brand by improving its product quality.
It helps to overcome the consumers boredom inseeing the same product on the shelves againand again.
It has a strong R& D base.
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BRAND PIRACY
Well known B rands face B rand Piracy indomestic market as well as foreign marketsis counterfeiting.
Three forms of Piracy ImitationFakesPreemption
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PEPSI-COs
SOFTDRINK
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SLICE
Company : Pepsi-coB rand : Slice
Type : Fruit Flavored soft drink
Introduced : In 1994 in INDIAB rand Ambassador : Katrina Kaif Available Pack Size : 200-ml & 250-ml inreturnable glass bottles, 200-ml in tetra pack, 500-
ml & 1.2 liter in Pet bottles.
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SLICE (Contd.)
T arget Group Till 2007- People Age B etween the age of 18-24 years.
From 2008- People aged 22 years andabove.
C ompetitor of Sl ice Mango
Coca-cola India (Maaza)Parle-Agro (Frooti)
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SLICE : A am su tr a
Slice was relaunched in 2008 in a newAvataar.With a new look, a new three-
dimensional logo, reformulation of thetaste and a fresh concept :-Aamsutra : the art of experiencingmango pleasure.Slice also sign the B ollywood Diva
Katrina Kaif as the B rand Ambassador.
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R ea so n of R ep osi tio n ing
Slice lost its focus from mango drink & introduce many flavors.Slice tried to become an umbrella brand for all
fruit based drink while competitorsconcentrated on mango flavor.Promotional investment behind brand wasnever consistent.
There was no ad support for the brand from2002-2006.
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M a rk et Grow th
After relaunched, Slice has grown by a good marginand doubled volumes in the last three years.Largest market for mango category in India :-
Andhra-Pradesh, Tamil Nadu, Maharashtra & U.P. TN alone accounts 16% of the all India market forSlice .
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SLICE IN MUMBAI
PepsiCo announced thelaunch of its popularmango juice drink brandSlice in Mumbai.
Will also offer toMumbaikars a day full of uninterrupted pure
pleasure - a non-stop musicentertainment partneredwith R adio Mirchi 98.3FM.
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MAAZA
Ex istence in Market :- 1976
I ntroduced by :- Union B everages Factory, basedin the United Arab Emirates .
About the Brand :- Its launch in 1976, acquiredby Coca-Cola in 1993. Its a Mango fruit drink andcurrently dominate in fruit drink market.
About the C ompany :- 3000 Product over the200 countries.
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MAAZA (contd.)
Brand va l ue :- Maaza is the market leader in theR s 600 crore Indian Fruit drinksmarket.
Advertising Agency :- Leo B urnett
C ompetitor :- Frooti and Slice Mango
T he core brand va l ue :- Wholesome Fun filledR eal Fruit Experience.
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MAAZA (contd.)
T ag l ine :-1. Botal Main AAM, Maaza hai Naam 2. Taaza Mango, Maaza Mango 3. Bina guthli wala aam 4. Yaari dosti, Taaza Maaza
About Branding C ompany Ex ecutive OpinionInnovative packaging, catchy commercials,competitive pricing and more flavors to promotethe brand.
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MAAZA (contd.)
T arget C ustomer :- Family, Children andYoungster.
I dea behind the T ag l ine :-Taaza Mango, Maaza Mango
S uccessfu l C ommercia l :-
Taaza Mango, Maaza Mango" and"Botal mein Aam, Maaza hain Naam
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BRANDING STREATEGY
P romotion Mi x :-1. Public R elation2. Advertising
3. SponsorshipS a l es P romotion :-
1. Personal Selling2. Trade Fairs and Exhibitions
3. Push Strategy 4. Pull Strategy
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BRANDING STREATEGY
P rice :- R ecently company increase the price of it all product except Maaza in R ural marketbecause 30% total volumes currently come fromR ural market and this holds true for the Maaza
brand as well.Availability PriceP et 1.2 lite r Rs.45
P et 600 ml Rs.25
Pet
250
ml
Rs.15
RGB 2 00 ml Rs.8
RGB 25 0 ml Rs.1 0Tet r a P ac k 2 00 ml Rs.15
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BRANDING STREATEGY
P ackaging :-
a) R eturnable Glass B ottleb) PET bottles
c) Tetra Pack
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BRANDING STREATEGY
Merchandising Assets :-Items are as follows:
1. Fridges
2. Coca-Cola / Maaza Stands3. Display bottles / PostersCoca-Cola provide the above things to the retailersto use them in promoting companies brands andproducts.
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co mpa riso n
All three concentrates on mango
The creative routes adopted may bedifferent but they all lead to similarconclusion.
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Co ntd .
Maaza and Frooti in the samesegment are very clear in their brandidea and have a strong positioningMaaza and Frooti have been very aggressive in their advertising andpromotion
Slice had no clear personality, noclear idea, no strong positioning.
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Co ntd .
New advertising strategy
B rand Ambassador: Satish shah
B ina Gutli Wala aam
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F rooti
Mango frooti,fresh & juicy
Target consumer:Children
R epositioning: Target consumer: youth
Ad campaign is all about attitude
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SLICE
New Promotional Strategy
Celebrate the joy of simplicity
The objective was to capture the new
essence and manifest it into productbranding.
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S lice
R epositioning
Target Consumer:Youth
Slice kick off the 2009 session withits ad campaign featuring brandambassador Katrina Kaif
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Wea k ne ss e s
Le ss br and lo yaltyHealth co nce r nS ame p ro du ct for all age pe o pleTr ad itio nal p r e s e rv at io n
S tr engthPur cha si ng pow e r B a si c co n su me r needDiff e r ent f lavors i n
d iff e r ent pac k age
High br and a w a r ene ss
O pp or tu n itie sSo c ial o cca sio n s
N e w ma rk et in de v elo p ing cou nt r y
C limate -ho t w eathe r
T h r eat sCo nsu me r pe r cept io n of
healthCo mpet itio nF a s h io n tr end
S WOT ANALYSIS OF SOFT DRINKS
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RECOMMENDATION IN SOFT DRINKS
Pri ce s en si tiv eC alori e and add itiv e r ed u ceB e a w a r e of teen s tr end sBr and exten sio nPro m o te low or no cal ori e d rinksand Health a w a r ene ss
A dv e r tis e in IPL
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Li m itat io n
Br and
exten
sionPri ce s en si tiv e
C alori e r ed u ct io n
Sus p ic io n of add itiv e
R ec o mmendat io n
B e a w a r e of teen str end s
A dv e r tis e in IPLPro m o te low or no
cal ori e d rinksHealth a w a r ene ss
RECOMMENDATION IN SOFT DRINKS
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TH ANK YOU