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- 1. Ankit Verma PGP30246 Analyzing BRAND EXTENSION by Parle
Agro
- 2. How the analysis works The STAGES 1 2 3 4
- 3. Knowing about the Project - Introduction CAF CUBAPARLE AGRO
CARBONATED DRINKS PARLE AGRO Manufacturer Category Brand
Extension
- 4. Going About It.... The Company The Category The
Extension
- 5. Going About It.... The Company
- 6. PARLE AGRO The Company 6,00,000 Outlets 75 Manufacturing
Facilities 3500 Channel Partners 2500 CR+ Company Est 1959
- 7. PARLE AGRO The Market Share INDIAN SOFTDRINK MARKET 2014
2013 2012 2.8 % 60% 2.9% 3.00 % Parle Agro Market Share
- 8. PARLE AGRO The 'Growth Rate INDIAN SOFTDRINK MARKET 60%
Parle Agro Growth Rate 2012 2013 2014 12.2 % 14.2% 22.4% 2012 2013
2014 23.3% 20.2% 19.1% Soft Drinks Industry Growth Rate
- 9. Going About It.... The Category
- 10. The Category - Carbonated Drinks Sales Volumes
- 11. The Category - Carbonated Drinks Volumes Growths
- 12. The Category - Carbonated Drinks Company Shares % Volume
Coca-Cola Pepsico Parle Agro Others
- 13. Going About It.... The Extension
- 14. The Extension CAFE CUBA Parle Agro's re-entry into the
Carbonated Soft Drinks Operations Started Carbonated Drinks sold to
Coca-cola Launched Appy Fizz Launched Hippo Launched Spiced Soda
Launched Caf Cuba 1959 2005 2009 20121993 2013
- 15. The Extension CAFE CUBA Parles Product Share by Volume By %
Volume Frooti Hippo Appy Fizz Bailley Caf Cuba
- 16. The 4 Ps of Marketing for Cafe Cuba
- 17. Caf Cuba First-of-its-kind - New Concept, entirely new
category in the beverage segment Revolutionizing - a revolution'
born of coffee beans Strong Product - The identifiable taste, not
competing with other products Coffee Flavored Soft Drink -
Combination of roasted coffee beans with carbonated fizz The
Product
- 18. The Price Rs 15 for 250 ml PET Bottle Rs 20 for 250 ml can
Slightly Premium Pricing
- 19. PLACE
- 20. The Place Targeting Urban Areas Targeted at the Youth
Hotels, Restaurants, Canteens, Sup 'markets, Big Retailers
- 21. The Promotion Cafe Cuba Ad Campaign
- 22. The Promotion Cafe Cuba COFFEE REVOLUTION Targeting Urban
Areas Targeted at the Youth Pan-India marketing & brand
communication campaign introducing 'The Coffee Revolution' Edgy,
bold & rebellious promotion, targeting experimental mind-set of
the progressive Indian youth TV played the lead medium Aggressive
focus on Digital Brand Building Supported by Print, Outdoor, Cinema
Ads Aim to connect with evolving youth of today Delivering the
message of 'The Coffee Revolution' with the edginess of an
underground movement
- 23. Segmentation Based on Type of Soft- drink
- 24. Segmentation Based on Demographics Demographics Youth
(10-19 yrs.) -Majority of Consumers - Spending Power - Loyalties
develop with age Adults (25+ yrs.) - For diet and caffeine free
products Young Adults (20-24 yrs.) - For diet purpose
- 25. Segmentation Based on Psychology Lifestyle Personalities
Frequency of use Attitudes Image of Self-Expression Associating
Cool with the product
- 26. TARGET SEGMENTS - Targeting Individuals, not Families -
Targeting the Youth segment - Creating a passionate experience - A
Revolutionary campaign to create loyal customers - 70% of
carbonated beverage market still located in urban areas - Initially
targeting major urban areas in India - Edgy, Bold and Rebellious -
Targeted at the experimental mind- set of the progressive Indian
youth Target Segments and Consumers for Cafe Cuba
- 27. Soft Drinks Carbonated Beverages Coffee with a Fizz
- 28. Carbonated Drink Provides Refreshment Non-Alcoholic Thirst
Quencher Modern and Inspirational
- 29. Revolutionary Indias First Carbonated Coffee Different
Taste Coffee with a Fizz
- 30. www.cafecuba.in www.parleagro.com/cafe-cuba.html GMID -
www.portal.euromonitor.com/portal/statistics/tab
http://articles.economictimes.indiatimes.com/2013-09-24/news/42361327_1_new-
product-frooti-market-share
http://www.livemint.com/Companies/TsSmeRi8MRhSkpXXgsQQvJ/Parle-
reenters-fizzy-drinks-market-with-Cafe-Cuba.html
http://www.campaignindia.in/Video/383045,cafe-cuba-takes-colas-head-on-
beckons-youth-to-join-the-revolution.aspx
http://www.business-standard.com/article/management/we-aren-t-targeting-
families-but-individuals-with-cafe-cuba-prakash-chauhan-113092401002_1.html
- 31. THANK YOU!!