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Gold spot

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Faraz Patel
Faraz Patel

This document presents a marketing plan for the re-launch of the soft drinks Gold Spot and Cola Spot in India. It includes details on the brand's history, market research findings, segmentation, targeting, positioning, product details, distribution, pricing, and promotional strategies. The key points are: - Gold Spot was previously popular in India but was withdrawn by Coke; this plan is for its re-launch. - Market research found that most people drink soft drinks occasionally and prefer fruit drinks like Frooti. - The drinks will target adults, young people and kids with undifferentiated marketing initially. - Gold Spot will be positioned as an affordable drink for everyone while Cola Spot will have a

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Introducing: The zing is back !!
PRESENTED BY : Roll No Name 11 Bhavyesh Ashar 13 Darshan 15 Dipesh Thakkar 17 Divya Gandhi 19 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 In spite of its wide popularity, Gold Spot was withdrawn by Coke from the market.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? Maaza 18% Slice 14% Frooti 41% Real 27% Sales
Which product makes you feel value for money Frooti 25% Maaza 8% 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.
Ingredients GOLD 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 Bottlers 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
Gold spot
Gold spot
Medium Includes Approx. cost Magazines Meri Saheli, Femina, Elle India 5,58,000 Radio Radio One, Radio Mirchi, Big Fm 38,15,600 Tvcs Star network 7,73,89,680 Tvcs 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:
Gold spot

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Gold spot

  • 2. PRESENTED BY : Roll No Name 11 Bhavyesh Ashar 13 Darshan 15 Dipesh Thakkar 17 Divya Gandhi 19 Faraz Patel
  • 3. 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.
  • 4. SURVEY ANALYSIS Do you drink soft drinks? Do you Drink Soft Drinks 20 2 yes No
  • 5. Which type of soft drink do you prefer? Type of Soft Drink 8 5 9 Chart Title Carbonated Fruit Both
  • 6. What quantity do you prefer? 3 9 10 Quantity preferance 65 ml 200 ml 500 ml
  • 7. What do you prefer to get the soft drink in ?? 45% 14% 41% Packaging preference Pet Bottle Glass Bottle Tetra Pack
  • 8. Are you influenced by advertisement? 64% 36% Advertisment No Advertisment
  • 9. Which is your favorite fruit drink? Maaza 18% Slice 14% Frooti 41% Real 27% Sales
  • 10. Which product makes you feel value for money Frooti 25% Maaza 8% Pepsi 25% Thumps up 25% Others 17% Column2
  • 11. 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.
  • 12. Targeting Target customers Adults, Youngsters, Kids Gold spot will currently be into Undifferentiated marketing
  • 13. 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
  • 14. Product line Gold Spot (Mango) Cola spot
  • 15. 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.
  • 16. Ingredients GOLD 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")
  • 17. 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
  • 18. Distribution channel Gold Spot Bottlers Retailers Consumers Distributors Retailers Wholesaler Retailers
  • 19. 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
  • 22. Medium Includes Approx. cost Magazines Meri Saheli, Femina, Elle India 5,58,000 Radio Radio One, Radio Mirchi, Big Fm 38,15,600 Tvcs Star network 7,73,89,680 Tvcs 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: