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Team MICROSOFT
Why re birth?
public demand Innovative offering (pulpy drink with a fizz) A dj-vu moment. Promising brand. To increase orange juice market share
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
25 50
Taste Drinkers Nutrition Alternative Drinkers Diet and Health Conscious Drinkers Long life oriented
HEALTH CONSCIOUS
18+
YOUTH
Trendy Taste
14-18
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
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
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