Critical Thinking

MARKETING juices or cold drinks since it has

MARKETING
MANAGEMENT

FUNDAMENTALS

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INDIVIDUAL ASSIGNMENT

 

BRAND REPORT OF APPY FIZZ

CONTENTS:

1. INTRODUCTION

2.TARGET SEGMENTATION AND
POSITIONING

3.PRODUCT AND PRICING
STRATEGY

4.MARKET SHARE AND PROFIT

5.COMPETITION AND
CHALLENGES

6.MARKETING INSIGHTS

 

 

 

SHIVAKUMAR.R

17MBA1011

 

 

 

1.INTRODUCTION

·      
Appy fizz is a product of Parle agro and
is a champagne in the fruit drinks segment.

·      
Appy fizz India’s
sparkling juice drink introduced first.

·      
Starting out in 2005 as a
great-tasting, healthier alternative to colas, ‘Fizz’ soon became a favourite
amongst the Indian youth.

·      
Appy Fizz standed out because
of its mascot – an opinionated, walking, talking character with a quirky sense
of humour which clicked with the youth almost instantly.

 

ABOUT
THE COMPANY

·       Parle Agro is an offshoot of Shaunak’s Parle Products, which
was founded in 1929 in British India. It was owned by the Chauhan family
of Vile Parle, Mumbai. 

·       Parle Agro commenced operations in 1984.

·       Frooti, the first product rolled out of Parle Agro in 1985, became
the largest selling mango drink in India.

·       The original Parle group was amicably segregated into three
non-competing businesses.

1.   
Parle Products,

2.   
Parle Agro

3.   
Parle Bisleri

 

·       Parle
Agro works under three main categories:

1.   
Beverages

2.   
Water

3.   
Foods

 

 

2.SEGMENTATION
TARGETING AND POSITIONING

(STP)

 

Segmentation:

·       Mass
population whose income is more than 10000.

·       Product
found a segment in market due to its low price, healthy drink, non-carbonated
drink nature.

·       Due
to cheap price the customer segment for the product increased.

 

Targeting:

·       The
major target was kids, Indian youth, fitness and sports people.

·       The
primary market targeted was kids, teen, youth, working people and women.

·       The
secondary market targeted was the recreational centres and travel industry.

 

Positioning:

·       Parle
Agro positions their product in the market through cool, trendy, youthful
legendary and iconic like Shah rukh khan, Priyanka chopra for frooti and appy
fizz respectively.

·       They
constantly update their packing structure by introducing tetra packs, PET
bottles etc.

·       Advertisements
and campaigns are being conducted often to showcase how consumer gets connect
with FIZZ.

·       Their
tagline is “A cool drink to hang out with”.

·       Their
advertising is unique and done in a way such that brand does not lose its
identity.

 

3.PRODUCT AND PRICING STRATEGY

 

·       Appy
fizz has a good quality than other juices or cold drinks since it has apple
juice which is good for the human body.

·       The
strategy of the company was to attract the young customer and aware them about
this healthy drink.

·       The
product is made available in the market in three different size namely
300ml,500ml and 1 litre.

·       Appy
fizz is made available in the market with different price segment depending on
its level as 15rs, 25rs and 48rs.

·       Price
of appy fizz is 10% higher than other competitors like real apple, fanta etc…

·       Appy
fizz is promoted with advertisements projecting them as a heathy fruit juice
meant for young people.

·        They promote more through Tv ads, internet,
posters, banners etc…

·       “A
cool drink to hang out with” tagline of appy fizz was more impressive and
attracted more youth towards it.

·       The
tagline was used mostly in their ads after some jokes and it has also became a
part of their packaging which has become a part of appy fizz.

·       Another
tagline for small size packaging of appy fizz (15Rs) was ” what’s the price of
the party” attracted the younger people to enjoy their party at home.

4.MARKET SHARE, PROFIT AND SALES

·       Appy
fizz holds a market share of nearly 70% being a leader in the apple nectar
category.

·       Frooti
of Parle Agro holds a share of 85% and 33% in the tetra pack and PET category
respectively.

·       Beverages
sector of the Parle Agro holds a market share of 81.25%.

·       Appy
fizz launched its product in returnable glass bottles in the rural as well as
small towns.

·       This
initiative was taken by the company to penetrate into the unreachable market
and increase their market share.

·       RGB’S
contribute to the 40% of the total volume of 
Rs.15000 crore of the Indian beverage market.

·       Their
sales is in a increasing pace, in 2016 it was around 1364 crores.

·       They
have a profit margin of around 525 crores in 2016.

·       The
company is hoping to cross the Rs.5000 crore mark by 2018.

5.COMPETITION AND CHALLENGES

·       The
major challenge product faced was with the mango flavoured drinks in the
market. Apple juice is preferred very less.

·       Compared
to appy, frooti had a very high advertising and a higher marketing budget.

·        Appy was perceived as drink for children but
the actual plan was that it was introduced as a drink for teenagers.

·       Price
elastic nature of the Indian softdrinks market is also a greater challenge for
the company.

·       The
competitor from company itself is the latest Frooti fizz which will have a
greater market share.

·       Frooti
fizz has reached 3.2 lakh outlets in a rapid manner whereas appy fizz is in 3.5
lakh outlets.

·       The
latest product from the parle agro is Grappy fizz which is a grape juice has
also became a competitor for appy fizz.

 

 

·       The
other competitors for appy fizz are:

 

1.    Minute
maid apple

2.    Real
apple

3.    Tropicana
apple

4.    Det
monte apple

5.    Paperboat
apple

6.MARKETING INSIGHTS

·       The
new marketing campaign of appy fizz repositioned things:

·       The
package was changed.

·       The
logo was tweaked and the design was in line with the Frooti logo design.

·       The
tagline was changed to “Feel the Fizz”.

·       The
appy fizz character has been discarded.

·       New
celebrity Priyanka Chopra has been endorsed.

·       Feel
the Fizz tagline has been felt old and not that much attractive so anytime the
company may be forced to use the previous tagline.

·       Appy
fizz is by nature a niche product.

·       The
current campaign shows the celebrity more in ads rather than the product which
is not a good measure of promoting the product.

·       The
latest campaign was done in such a way to increase the curiosity among the
people.

7.RECOMMENDATIONS:

·       Proper
campaign with better tagline should be done.

·       More
marketing has to be done alongside other parle products.

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