Download - gold spot 1.pptx
About
•Launched by Parle
•1993- Cola Cola company
•Gold spot- The Zing Thing
•Gold spot was withdrawn from the market for Coca Cola to launch Fanta
•The jingle was in English
•First orange drink
Segmentation
Geographic
World region Asia
Country India
Cities All major cities of India
Density Urban and some rural
Climate Hot and dry
Demographic
Age 14-35
Gender Male, female
Family size 1,2,3,4,5
Family lifecycle Married, unmarried
Income 10,000+ (Middle Class to Upper Class)
Education Schools, colleges, universities
Psychographic
Social class Middle class and upper class
Lifestyle Fullfilled, strivers, achievers, fun,
dramatic, makers, strugglers,
experience keepers, believers,
experimenters
Behavioral
Benefits Taste, quality
User status First time users
Loyalty status Faded
Readiness stage Unaware, some are aware
Targeting
By it’s nature the target market for Gold Spot is large, since it is still available in some
parts of the rural market in Maharashtra it encompasses the urban and rural market
and is mainly focused on functional needs (quenching thirst).
Through these ads we are trying to target:
1) The before users who are aware of the brand.
2) The users that need to be made aware and haven’t heard of the brand before.
AGE: 14 TO 35 INCOME- 10,000+
Positioning
Positioning Gold Spot as the first ever orange drink that everyone had fallen in love with
and bringing it back because one must miss it.
Beverages
Soft drinks - Pepsi, Gold spot, Coke Local drinks - Amrat cola, Macca cola
Juices - Real, Tropicana, Minute Maid Energy drinks - Red bull, Gatorade
Packaging
Idea
Pehla Pyaar Pehla Hi Hota hai India’s first orange drink is back
Print Ad 1
Print Ad 2
Print Ad 3
A man in his late 20’s is shopping at a supermarket with his wife. In front of them
appears an attractive young woman with a few grocery items in her hand. The man is
awe-struck as he looks at this woman and soon starts running towards her screaming
“Where Have You been my love?”. As he approaches her he grabs the bottle of Gold
Spot in her hand, hugs it and starts crying and then shows his wife the bottle, as if it
were a long-lost friend. Everyone around has a look of astonishment, including his
wife.
Then comes a voiceover saying “Pehla pyaar pehla hi hota hai!, Gold Spot India ki
sabse pehli orange drink.”
AV Ad 1
AV Ad 2
A man in his late 20’s is shown locking up his entire house. The main door, the windows,
the backyard door, the servant quarter door, the master bedroom door, the door that
opens up to the verandah. He locks the entire house on the inside with chains and locks
and keeps the keys in his front pocket while he fetches Gold Spot from the fridge and
settles down in front of the TV. In the meantime, the man’s wife comes home from work
and starts banging the door on the outside.
The man watching TV is shown with a smirk on his face.
Then comes a voiceover saying “ Pehla Pyaar Pehla Hie Hota Hai!, Goldspot India ki sabse
pehli orange drink.”
Viral
The viral video will have shots of people talking about their first love (like Kal Ho
Naa Ho). At the end of the video there’s an email-id given where people can
submit their entries talking about their first love and it will be added on to the
video.
Idea 2
Pehle bhi yehi karte the, abhi bhi yeh kartein hain
Idea 2
Pehle bhi yehi karte the, abhi bhi yeh kartein hain
Thank You!