Marketing Mix

1) Product:

Appy Fizz is a product by Parle Agro, introduced in India in 2005.

Appy Fizz consists of carbonated apple juice, and is used as the basis for cocktails.
Appy Fizz is also manufactured and marketed in Bangladesh by Global Beverage Co Ltd.
under license from Parle Agro.
What made Appy Fizz stand out was its mascot, who happens to be the bottle itself - an
opinionated, walking, talking character with a quirky sense of humor which clicked with
the youth almost instantly.

2) Place:

Appy fizz only serves to Indian customers.

The distribution system of Appy Fizz follows FMCG distribution pattern.
Appy fizz mainly available in Tier-1 and Tier-2 city.
Parle agro should target cinema halls, fast food chains and campuses.

3) Price:

Being the only carbonated apple juice it is priced attractively in indian market.
Being the only carbonated apple drink available it is priced a little higher than other soft
drinks.
For 250ml, 300ml, 500ml and 1000ml it is priced at 15rs, 20rs, 28rs, and 52rs. In indian
market.

4) Promotion:

Appy fizz adopts various advertising and promotional strategies to create an increase
demand in market by associating with life style and behavior and mainly targeting value
based advertising.
It employs both push strategy by promotions and pull strategy through advertisement and
campaigns.
Priyanka Chopra is currently a celebrity endorser of Appy fizz, which appeals to more
youth generation.
Their slogans A cool drink to hang out with attract youth and party goers.