1. 1. Ankit Verma PGP30246 Analyzing BRAND EXTENSION by Parle Agro
2. 2. How the analysis works The STAGES 1 2 3 4
3. 3. Knowing about the Project - Introduction CAF CUBAPARLE AGRO CARBONATED DRINKS PARLE AGRO Manufacturer Category Brand Extension
4. 4. Going About It.... The Company The Category The Extension
5. 5. Going About It.... The Company
6. 6. PARLE AGRO The Company 6,00,000 Outlets 75 Manufacturing Facilities 3500 Channel Partners 2500 CR+ Company Est 1959
7. 7. PARLE AGRO The Market Share INDIAN SOFTDRINK MARKET 2014 2013 2012 2.8 % 60% 2.9% 3.00 % Parle Agro Market Share
8. 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. 9. Going About It.... The Category
10. 10. The Category - Carbonated Drinks Sales Volumes
11. 11. The Category - Carbonated Drinks Volumes Growths
12. 12. The Category - Carbonated Drinks Company Shares % Volume Coca-Cola Pepsico Parle Agro Others
13. 13. Going About It.... The Extension
14. 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. 15. The Extension CAFE CUBA Parles Product Share by Volume By % Volume Frooti Hippo Appy Fizz Bailley Caf Cuba
16. 16. The 4 Ps of Marketing for Cafe Cuba
17. 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. 18. The Price Rs 15 for 250 ml PET Bottle Rs 20 for 250 ml can Slightly Premium Pricing
19. 19. PLACE
20. 20. The Place Targeting Urban Areas Targeted at the Youth Hotels, Restaurants, Canteens, Sup 'markets, Big Retailers
21. 21. The Promotion Cafe Cuba Ad Campaign
22. 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. 23. Segmentation Based on Type of Soft- drink
24. 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. 25. Segmentation Based on Psychology Lifestyle Personalities Frequency of use Attitudes Image of Self-Expression Associating Cool with the product
26. 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. 27. Soft Drinks Carbonated Beverages Coffee with a Fizz
28. 28. Carbonated Drink Provides Refreshment Non-Alcoholic Thirst Quencher Modern and Inspirational
29. 29. Revolutionary Indias First Carbonated Coffee Different Taste Coffee with a Fizz
30. 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. 31. THANK YOU!!