Gold Spot “The Zing Thing”Submitted To, By, Shubhadip BiswasProf. Sachin Sinha [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 recall2. Curiosity
GOLD SPOTMEANING OF PREVIOUS AD1. Why inflation? Tropicana (our main competitor) recently increased their price2. GOLD SPOT is rejuvenating as orange juice— back ground color symbolizes two things- a)Orange b)brand name itself-GOLD3. Why 20? Cost leadership strategy-main competitor Tropicana’s price-22
Gold Spot: A Snapshot To keep the brand alive, Gold-It was basically launched in Spot is sold as a soda in these markets.1977 around by Parle ...to cater It was introduced in India when all thethe space left after the exit of foreign brands like Coca Cola, Pepsi,coke from India. It was etc. were taken back to the US.artificially flavored and coloredorange. It was positioned in place of coke’s fantaGold Spot had a catchy punchline - "The Zing Thing." Did not have the “muscle power” to fight the No 1 and No2 cold drink companies in the world on a long-term basis).Thepact between Parle and Coca Cola was that Parle will phase outits brand one by one so that Coke brands can win thatshare.Unfortunately Gold Spot was one of the first brands Parlestopped in this pact wherein you have still have their othersbrands like Limca and Thumbs Up very freely available evennow 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..
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 STRATEGIESTARGETING-1.ADULTS: Between 25 to 50 years old age- Professionals and parents----Becoming more concern about their heath----Prefer organic juices---nostalgia attached with Gold Spot2. HEALTH CONSCIOUS: Between 18 to up year’s old age; Health professionals and people who are conscious or want to improve their health.
MARKETING STRATEGIESPOSITIONING-”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 color- sticker would be also in orange color– with a picture of fresh orange tree• Features: Combination of rich minerals
PRODUCT AND PRICEProduct 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 line-“Gold spot pio, masti me jio”
PROMOTIONAdvertisement will show-A middle aged person sitting alone in a park-depressed –lost inold memory some snapshots of memory would be there—in blackand white—an 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 girl’s hand…..he drinks andgets his energy back…..Another hot girl comes—and says-”hi handsome”…she kisseshim…our tag appears on the screen—”gold spot pio, masti mejio”—”zing 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 customers-Conducting focus group to analyze the Gold Spotfor future product development.