Você está na página 1de 16

Re launch of Gold spot

Team MICROSOFT

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 cokes 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 still have their others brands like Limca and Thumbs Up very freely available even now

SOME FACTS ABOUT GOLD SPOT


It was positioned in place of Cokes 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 occasion along with Campa Cola , Limca and thumps up :) Was massively liked by women due to its moderate taste...it was not so strong like Thumps Ups.. Its advertisement was damn cool..

Why re birth?
public demand Innovative offering (pulpy drink with a fizz) A dj-vu moment. Promising brand. To increase orange juice market share

BRAND LOGO AND PUNCH LINE:


GOLD SPOT GOLD SPOT PIO,MASTI ME JIO

Product Benefit
Available in two flavors orange and pineapple Keep blood vessels healthy. Help to prevent heart disease and improve heart health Reduce cardiovascular diseases. High antioxidant ability. Reduce retention of LDL . Slow down cholesterol Effective for hypertension.

SEGMENTS

BENEFITS

DEMOGRAPHICS

BEHAVIOUR

PSYCHOGRAPHIC S

ADULTS

Nutrition, Health, Price Convenience

25 50

Taste Drinkers Nutrition Alternative Drinkers Diet and Health Conscious Drinkers Long life oriented

Professionals On the Go Parents

HEALTH CONSCIOUS

Health, Nutrition, Less Calories, Controls Cholesterol.

18+

Dieters Health Professionals

YOUTH

Trendy Taste

14-18

Trendy drinkers Taste Drinkers Mobile

Not a child yet not an adult Possibly wanting to drink what adults drink but without the adult taste.

Targeting
Age group between 16 to 50 years old ageProfessionals and parents, Becoming more concern about their health, Prefer organic juices---nostalgia attached with Gold Spot HEALTH CONSCIOUS Health professionals and people who are conscious or want to improve their health.

POSITIONING
GOLD SPOT PIO, MASTI ME JIO ASP(average selling proposition)Health, energy and original orange juice, low price. ESP(Emotional selling proposition)- Happiness, Nostalgic memory

PRODUCT AND PRICE :


PRODUCT AND PRICE Orange/pineapple juice200 ml and 1 L pack Price-18/- and 70/ Packaging plastic bottleorange colorsticker would be also in orange/yellow color with a picture of fresh orange and pineapple. Tetra pack of 200ml and 1 ltr.

PLACE:
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
GOLD SPOT television commercial(20sec) will go live for 30 days on prime time during ipl season. Roping in RAJNIKANTH as an brand ambassador whatever Rajni touches turns gold. Print media.

Print ads

GOLD SPOT PIO , MASTI ME JIO

THANK YOU

Você também pode gostar