BRAND REPORT OF APPY FIZZ
2.TARGET SEGMENTATION AND
3.PRODUCT AND PRICING
4.MARKET SHARE AND PROFIT
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.
· 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
Agro works under three main categories:
TARGETING AND POSITIONING
population whose income is more than 10000.
found a segment in market due to its low price, healthy drink, non-carbonated
to cheap price the customer segment for the product increased.
major target was kids, Indian youth, fitness and sports people.
primary market targeted was kids, teen, youth, working people and women.
secondary market targeted was the recreational centres and travel industry.
Agro positions their product in the market through cool, trendy, youthful
legendary and iconic like Shah rukh khan, Priyanka chopra for frooti and appy
constantly update their packing structure by introducing tetra packs, PET
and campaigns are being conducted often to showcase how consumer gets connect
tagline is “A cool drink to hang out with”.
advertising is unique and done in a way such that brand does not lose its
3.PRODUCT AND PRICING STRATEGY
fizz has a good quality than other juices or cold drinks since it has apple
juice which is good for the human body.
strategy of the company was to attract the young customer and aware them about
this healthy drink.
product is made available in the market in three different size namely
300ml,500ml and 1 litre.
fizz is made available in the market with different price segment depending on
its level as 15rs, 25rs and 48rs.
of appy fizz is 10% higher than other competitors like real apple, fanta etc…
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…
cool drink to hang out with” tagline of appy fizz was more impressive and
attracted more youth towards it.
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.
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
fizz holds a market share of nearly 70% being a leader in the apple nectar
of Parle Agro holds a share of 85% and 33% in the tetra pack and PET category
sector of the Parle Agro holds a market share of 81.25%.
fizz launched its product in returnable glass bottles in the rural as well as
initiative was taken by the company to penetrate into the unreachable market
and increase their market share.
contribute to the 40% of the total volume of
Rs.15000 crore of the Indian beverage market.
sales is in a increasing pace, in 2016 it was around 1364 crores.
have a profit margin of around 525 crores in 2016.
company is hoping to cross the Rs.5000 crore mark by 2018.
5.COMPETITION AND CHALLENGES
major challenge product faced was with the mango flavoured drinks in the
market. Apple juice is preferred very less.
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.
elastic nature of the Indian softdrinks market is also a greater challenge for
competitor from company itself is the latest Frooti fizz which will have a
greater market share.
fizz has reached 3.2 lakh outlets in a rapid manner whereas appy fizz is in 3.5
latest product from the parle agro is Grappy fizz which is a grape juice has
also became a competitor for appy fizz.
other competitors for appy fizz are:
new marketing campaign of appy fizz repositioned things:
package was changed.
logo was tweaked and the design was in line with the Frooti logo design.
tagline was changed to “Feel the Fizz”.
appy fizz character has been discarded.
celebrity Priyanka Chopra has been endorsed.
the Fizz tagline has been felt old and not that much attractive so anytime the
company may be forced to use the previous tagline.
fizz is by nature a niche product.
current campaign shows the celebrity more in ads rather than the product which
is not a good measure of promoting the product.
latest campaign was done in such a way to increase the curiosity among the
campaign with better tagline should be done.
marketing has to be done alongside other parle products.