Group 4: Pratishtha Gulati, Mitali Priya, Swati George, Varun Mehta and Anjali

Aaker’s Brand Equity Model – Appy Fizz

Brand Loyalty
Appy Fizz is the first apple drink of its kind in the Indian soft drink market that attracts the
consumers at a very large scale. It is the first drink available in a champagne shaped PET
bottle and also loved by people for its unique taste. Parlo Agro, the parent company of Appy
Fizz has been investing money year after year in this brand and the response has been
positive. According to research conducted, Appy Fizz is growing at a rate of 45% across
urban and rural markets. Salman Khan has been roped in as the new brand ambassador of
Appy Fizz, replacing Priyanka Chopra. With him, Appy Fizz is targeting 1.8-2 million points of
sales in India and creating a balance in customers of both high earning population and
middle-class families.
Attracting New Customers:
Now Appy Fizz is looking to target the middle-aged audience for Appy Fizz and this is one of
the reasons for choosing Salman Khan as the brand ambassador. As we all know that the fan
base of Salman Khan is large and loyal towards whatever he chooses to do, hence, this is the
great move by Appy Fizz to target more customers.
To catch the attention of the customers, Appy Fizz has spent huge money on marketing
through IPL campaigns and Bigg Boss. Bigg Boss is one of the most popular shows on Indian
television while cricket is the most popular sport in the country. Advertising during the IPL
and Bigg Boss has helped create a top-of-the-mind recall for Appy Fizz, with the daily format
of both serving as a constant reminder for the brand.
Responding to Competitive Threats:
Appy Fizz was released at an opportune time, i.e. when the pesticide controversy had
rocked the carbonated beverages sector. Also, people were looking for healthier
alternatives, and Appy Fizz fulfilled this requirement too and it did not take long for it to
garner attention.
Parle Agro gave special attention to the packaging of Appy Fizz, which was done in
champagne-style PET bottles, shedding the tetra packs used by Appy. It also gradually
became popular in pubs, restaurants and bars as it could be used as the base for mocktails
and cocktails.
Appy Fizz has become bigger than the mother brand in many metros. As per distributors,
the sales of Appy Fizz have doubled and is beating seasonality and becoming a year-round
drink with a whopping 45% increase in sales in non-summer sales.

Brand Awareness
As of 16th March 2020, Appy Fizz has 2,42,777 followers on Facebook and 8,477 followers on
Instagram. Unfortunately, it does not have a profile on Twitter.
In recent years, one campaign that garnered attention was the one done in partnership with
Dentsu Aegis Network’s Posterscope India. Building upon the given objective to create reach
and awareness for Appy Fizz, Posterscope India meticulously created a campaign using the
media formats of bus shelters, gantries, billboards, unipoles, metro pillars and bus wraps to
generate impact. This campaign was executed in 2017 and targeted 30 cities that included
the top 8 metros, the tier 1 and tier 2 cities
To give the brand a much-needed boost, Appy Fizz took Salman Khan on board as the brand
ambassador in 2018 as well as rolling out a new campaign featuring him. To further raise the
awareness in South India, they took Junior NTR on board as their brand ambassador for
South India. Frooti, a brand from the same stable, i.e. Parle Agro, did the same thing with
taking Allu Arjun with the brand ambassador for South India and Alia Bhatt and Ranbir Singh
as the brand ambassadors for rest of India. Nadia Chauhan, Joint MD and CMO, Parle Agro
gave her reasoning for opting for Salman Khan and Junior NTR, “Appy Fizz, a 740 Core brand,
has grown by 70% in last year, witnessing this phenomenal acceptance from consumers has
fueled our desire to chalk an aggressive marketing strategy and build this category to ₹4,000
Crore. Both Salman Khan and Jr. NTR have a huge fan base that will help us connect with our
consumers and actualize this feat.”
Appy Fizz is also making large-scale investments to build awareness through its presence on
the Indian Premier League (IPL), ‘Bigg Boss’ in Hindi on Colors and ‘Bigg Boss’ in Telegu on
Star Maa.
Appy Fizz’s latest marketing campaign urges consumers to #FeelTheFizz by rising up,
following their passion, unleashing their true potential and #RiseUp while achieving their
goals in life. For this campaign, Salman Khan will feature on all brand mediums including
television, print, digital and OOH; while Jr. NTR will be seen on all print and OOH
communications in South India.
According to Nadia Chauhan, Parle Agro plans on coming up with a separate campaign
meant for the people of Uttar Pradesh. This is because UP is the biggest state for Appy Fizz
with a turnover of 740 crores and it also is the fastest-growing markets with around 60%
growth. She also added that Appy Fizz is available in over 1.2 lakh outlets in UP. As per
Chauhan, Appy Fizz clicked in UP because of several reasons like its taste, which is made for
the Indian palate; and the move of roping in Salman Khan as the brand ambassador, who’s
equity rubbed off on Appy Fizz, due to his huge popularity in the Hindi heartland.

Perceived Quality
People prefer Appy Fizz because it tastes different as compared to other carbonated soft
drinks and is a fruit-based carbonated drink. The packaging also attracts consumers.
They say that they are “the champagne of fruit drinks”. With their sleek packaging, bold
colours, and glamorous campaigns they have positioned themselves as a youth-oriented
drink.
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 humour, which clicked with
the youth almost instantly.
Although, the bubbly, sweet and tangy, with a light refreshing taste; its packaging was one
of the major reasons for people to consider it different from other carbonated drinks,
another reason is that it is India’s first-ever sparkling apple juice drink.
Being the first carbonated apple drink in India, it is priced attractively. The price ranges
between ₹15 for a 250ml bottle, ₹85 for 1.5l pet bottle. The company has also launched a
smaller ‘pick me up’ 160ml PET bottle priced ₹10 to further drive penetration.
After the success of Appy Fizz in the market, Grappo Fizz was launched. It was targeted at
the youth who are constantly looking for new options. The purple-red in colour juice was
launched in a premium PET pack shaped like a champagne bottle.

Brand Association
Parle Agro roped in Salman Khan as the brand ambassador for its sparkling fruit drink brand,
Appy Fizz; with an eye on taking Appy Fizz to a wider audience through the mass appeal of
Salman Khan.
Appy Fizz has established a strong foothold in the market over the years and with this
collaboration, they wanted to further build the brand through aggressive marketing
initiatives. Salman Khan’s magnetic personality seamlessly reflects the brand’s identity, and
with his popularity along with the power of Appy Fizz, they aim to make this brand a
household name.
The association with Salman Khan seems like an effort to shift the perception of Appy Fizz
from being a fruit drink to a cola drink. The brand will also benefit from Salman Khan’s
popularity making Appy Fizz a more mass brand.
Salman Khan features on all brand mediums including Television, Print, Digital and OOH;
while Jr. NTR is generally seen on all print and OOH communications in South India. Since
Salman Khan is the brand ambassador people have started to associate Appy Fizz with
Salman Khan. Earlier, it was Priyanka Chopra and before that, it was Saif Ali Khan.
Appy Fizz was the title sponsor of Bigg Boss's recently concluded season. The association
helped them see the impact that Appy Fizz created through Bigg Boss.
Apart from these two, one attribute for its brand association is its mascot, who happens to
be the bottle itself. The mascot is projected as an opinionated, walking, talking character
with a quirky sense of humour. This mascot can be easily recognized by the existing
consumers as well as potential consumers.
Other Proprietary Brand Assets
With nearly 99% market share in the Sparkling Fruit Drink category, Appy Fizz has the first-
mover advantage in the segment of fruit plus fizz category. The ₹650 crore brand has been a
market leader in the category of fruit + fizz drinks and it was predicted that 2018 will see
one of the largest marketing budget allocated to the brand since its launch aiming to further
strengthen the brands connect with millions of consumers across India. Appy Fizz has been
consistently seeing over the past few years while solidifying it as the leader of the Fruit plus
Fizz category.
Patent and Trademark:
Appy Fizz bottles are champagne-bottle shaped and Appy has a trademark over that.
Appy Fizz (Label) is a Device Trademark filed on 26 March 2008 in Maharashtra through
Mumbai IP Office. The Trademark was registered to Parle Agro Pvt. Ltd.Body Incorporate
and is valid till 26 March 2018.

Appy Fizz (Device of Apple) is a Device Trademark filed on 25 February 2011 in Maharashtra
through Mumbai IP Office. The Trademark was registered to Parle Agro Pvt. Ltd.Body
Incorporate and is valid till 25 February 2021.