Tata Gluco Plus: Building the Brand Identity
商品編號：9B17A061
出版日期：2017/11/27
再版日期：2017/11/27
商品來源：Ivey
商品主題：Entrepreneurship; Marketing
商品類型：Case (Field)
涵蓋議題：bottom of the pyramid;branding strategy;integrated marketing;communication
難易度：5 - MBA/Postgraduate
內容長度：15 頁
地域：India
產業：Accommodation & Food Services;
事件年度：2016
NourishCo Beverages Ltd.’s newest drink, Tata Gluco Plus, was an innovative ready-to-drink product that offered instant energy and wellness with a blend of dextrose, electrolytes, and iron. It was available in six different flavours and packaged in a 200-millilitre cup. The economical cup was targeted to consumers at the bottom of the economic pyramid. Despite strong initial sales and customer recognition, the brand was unable to build a distinct identity or a clear connection with consumers, and sales dropped by 11 per cent in 2014. In 2016, the vice-president of marketing and innovations, who was given the task of reviving the brand, was left with several questions to resolve. How would he create an image for the brand that could be adapted to local energy needs? Would the brand be able to relate locally while resonating nationally? Could the brand compete in territories where both regional and international cola brands dominated the market? NourishCo Beverages Ltd.’s business model emphasized operational efficiency and cost efficiency, but would the challenge of achieving a national presence be possible with a conservative promotional budget?
教學手冊：8B17A061;
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