Post on 20-Jan-2015
description
Introducing:
The zing is back !!
PRESENTED BY :
Roll No Name
11 Bhavyesh Ashar13 Darshan15 Dipesh Thakkar17 Divya Gandhi19 Faraz Patel
Introduction
• Gold Spot was initially launched in India by Parle in 1977.
• Parle sold Gold Spot to Coca-Cola in 1993.• In spite of its wide popularity, Gold Spot was
withdrawn by Coke from the market.
SURVEY ANALYSIS
Do you drink soft drinks?
Do you Drink Soft Drinks
20
2
yes No
Which type of soft drink do you prefer?
Type of Soft Drink
8
5
9
Chart Title
Carbonated Fruit Both
What quantity do you prefer?
3
9
10
Quantity preferance
65 ml
200 ml
500 ml
What do you prefer to get the soft drink in ??
45%
14%
41%
Packaging preference Pet Bottle Glass Bottle Tetra Pack
Are you influenced by advertisement?
64%
36%
Advertisment No Advertisment
Which is your favorite fruit drink?
Maaza18%
Slice14%
Frooti41%
Real27%
Sales
Which product makes you feel value for money
Frooti25%
Maaza8%
Pepsi 25%
Thumps up 25%
Others 17%
Column2
Segmentation
Geographical DEMOGRAPHICS
• Country: India
• Metro city
• Mini metros
• AGE:- Above 15 years (Cola spot); Above 5 Years (Gold spot)
• GENDER:- male/ female.
• INCOME:- 5000 per month and above.
• EDUCATION:- primary, secondary, undergraduate, graduation, post graduation, uneducated.
• SEC:- lower middle, middle, upper middle.
Targeting
• Target customers – Adults, Youngsters, Kids• Gold spot will currently be into
Undifferentiated marketing
Positioning
• Gold spot would be positioned as a drink for aam admi mango people who would go with our tagline for that drink ‘aam aadmi aam cold drink”
• Cola drink would be positioned as refreshing and a heart touching which would go with our tagline that is ‘chill your dil’
Product line
• Gold Spot (Mango)
• Cola spot
About the product
• It is available in tetra packs and pet bottles, in variations of 200ml, 500ml, 1.2 ltr and 2.5 ltr.
• Soft drinks may lose some flavor over time so our freshness date tells consumers when the product is freshest and best in taste.
IngredientsGOLD SPOT COLA SPOT
•Water, sugar•Concentrated mango pulp•Alphonso mango pulp
• carbonated water•Sugar•Acidity regulator (E338)•Natural color (150d)•Added flavors ("natural, nature-identical and artificial flavoring substances")
Place
• Will be available in A small kirana shops, big kirana shops, general stores, super markets, Panwala Shop, Stations etc.
• Thus have one strong distribution channel to provide products to the retailers
Distribution channel
Gold
Spot
Bottler
s
Retailers
Consumers
Distributors
Retailers
Wholesaler
Retailers
Price
• Tetra pack-Rs 7• Tin –Rs 15• 600ml bottle- Rs 25• 1.2 lit bottle-Rs 35• 2.5 lit bottle-Rs 55
Pricing of Gold Spot• Tetra pack- Rs 6 • 600 ml- Rs 30• 1.2 lit bottle- Rs 45• 2.5 lit bottle- Rs 60
Pricing of Cola Spot
We are following penetrating pricing strategy as we are coming with lesser price then our competitors at the beginning.Our concept is : Lesser Margin, More Sales
Medium Includes Approx. cost
Magazines Meri Saheli, Femina, Elle India 5,58,000
Radio Radio One, Radio Mirchi, Big Fm 38,15,600
Tvc’s Star network 7,73,89,680
Tvc’s in theatre Cinimax (5 theatres) 50,00,000
Hoardings on Railway stations
Borivali, Andheri, Dadar, Churchgate 51,00,000
Entire train 12 choaches 4,00,000
Social networking sites
Facebook pages and twitter NIL
Promotional events Free sampling, mall events, Sponsorships, sport competition.
5,00,00,000
Total cost 14,22,63,280
Promotions: