1. NO MORE INFLATION

2. I AM BACK

3. S

4. SP

5. SPO

6. SPOT

7. SPOT O

8. SPOT OF

9. SPOT OFF

10. SPOT OFFE

11. SPOT OFFER

12. SPOT OFFER
G

13. SPOT OFFER
GO

14. SPOT OFFER
GOL

15. SPOT OFFER
GOLD

16. SPOT OFFER
GOLD I

17. SPOT OFFER
GOLD IS

18. SPOT OFFER
GOLD IS N

19. SPOT OFFER
GOLD IS NO

20. SPOT OFFER
GOLD IS NOW

21. SPOT OFFER
GOLD IS NOW A

22. SPOT OFFER
GOLD IS NOW AT

23. SPOT OFFER
GOLD IS NOW AT
2

24. SPOT OFFER
GOLD IS NOW AT
20

25. GOLD=20

26. Gold Spot
“The Zing Thing”
Submitted To, By,
Shubhadip Biswas
Prof. Sachin Sinha [FT-10-948]

27. 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 recall
2. Curiosity

28. GOLD SPOT
MEANING OF PREVIOUS AD
1. Why inflation?
Tropicana (our main competitor) recently
increased their price
2. GOLD SPOT is rejuvenating as orange juice—
back ground color symbolizes two things-
a)Orange b)brand name itself-GOLD
3. Why 20?
Cost leadership strategy-main competitor
Tropicana’s price-22

29.  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 the
the 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 colored
orange.  It was positioned in place of coke’s fanta
Gold Spot had a catchy punch
line - "The Zing Thing."
 Did not have the “muscle power” to fight the No 1 and No
2 cold drink companies in the world on a long-term basis).The
pact between Parle and Coca Cola was that Parle will phase out
its brand one by one so that Coke brands can win that
share.Unfortunately Gold Spot was one of the first brands Parle
stopped in this pact wherein you have still have their others
brands like Limca and Thumbs Up very freely available even
now in May 2011.

30. 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..

31. BRAND REJUVENATION-BLUEPRINT
BRAND
GOAL AUDIT
OBJECTIVE PRODUCT
ATTRIBUTE
BRAND
REJUVENATION
STRATEGIES BRAND STAKE
PURPOSE HOLDERS

32. 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

33. MARKETING STRATEGIES
TARGETING-
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 Spot
2. HEALTH CONSCIOUS: Between 18 to up year’s
old age; Health professionals and people who
are conscious or want to improve their health.

34. MARKETING STRATEGIES
POSITIONING-”GOLD SPOT PIO, MASTI ME JIO”
• ASP—Health, energy and original orange
juice, low price
• ESP- Happiness, Nostalgic memory

35. 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

36. PRODUCT AND PRICE
Product 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

37. BRAND LOGO AND PUNCH LINE
GOLD
SPOT
“GOLD SPOT PIO,MASTI ME
JIO”

38. 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

39. 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”

40. PROMOTION
Advertisement will show-
A middle aged person sitting alone in a park-depressed –lost in
old memory some snapshots of memory would be there—in black
and 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 and
gets his energy back…..
Another hot girl comes—and says-”hi handsome”…she kisses
him…our tag appears on the screen—”gold spot pio, masti me
jio”—”zing thing backs again”

41. 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

42. PROMOTION
• Feedback from customers-
Conducting focus group to analyze the Gold Spot
for future product development.

43. THANK
YOU