SALES PROMOTION CAMPAIGN:-(idea use karna

aisa)

Mango Slice Brings In The Mango Season With Its New Campaign Featuring Katrina Kaif

Sabr Ka Phal Meetha Hota Hai…Your wait is over… Mango Slice brings in the mango season with its
new campaign featuring Katrina Kaif, Announces the launch of New Mango Slice Handy Pack at Rs.
22

Katrina Kaif in Mango Slice Ad

New Delhi, February 2011: It is that time of the year again… the time to indulge in pure mango
pleasure… PepsiCo’s mango drink, Slice brings in this mango season with the launch of its new
campaign featuring Katrina Kaif. Every year, mango lovers patiently wait for their favourite fruit and
the new campaign celebrates the thought of ‘Sabr Ka Phal Meetha Hota Hai’ as the first chapter in
Aamsutra. Shot in the exotic locales in Thailand, the new TV commercial brings alive the sweetness
of savouring the true fruit of patience. The campaign also coincides with the launch of new Mango
Slice Handy Pack, priced at Rs 22.

Mango Slice ‘Aamsutra’ celebrates mango indulgence with its great taste and brand proposition
personified by its brand ambassador Katrina Kaif.

“I am very excited to be a part of the new Slice campaign as it beautifully highlights the concept of
indulgence for all mango lovers including me. Set in a magical, dream like forest, the campaign
celebrates mango as the sweet fruit of patience. I also relate to the theme of ‘Sabr Ka Phal Meetha
Hota Hai’ as it holds true to my life and my journey in Bollywood”, said Katrina Kaif.

Homi Battiwalla, Director, Juices & Juice Drinks, PepsiCo India said, “Mango Slice continues to enjoy
strong growth in the juice and juice based drinks category and we are looking forward to another
exciting mango season with the launch of our new campaign and the 350ml Handy Pack. The
Aamsutra series has been very well received by mango lovers and has carved a distinct brand
identity in its category. With this new campaign, we have taken the concept of indulgence and
pleasure to another level and look forward to creating more excitement amongst consumers.”

The on-air campaign will be supported by robust outdoor and on-ground activation. Mango Slice will
soon roll out its largest ever experiential activity called ‘Mango Lounge’ to directly reach out to over
1.5 million people across India.
Apart from the new Mango Slice Handy Pack priced at Rs. 22, Mango Slice is available in various pack
sizes of 200ml returnable glass bottles (Rs.9 / 10), 250ml returnable glass bottles (Rs.12), 500ml &
1.2L PET bottles at Rs. 28 and 50 respectively and 200ml Tetrapack at Rs.12.

Talking about the new communication campaign, Soumitra Karnik, Vice President and Executive
Creative Director, JWT said, “The current film builds on the already popular Slice Aamsutra
campaign. Aamsutra was designed as a brand idea to give the consumer a differentiated and
superior mango experience. In the current TVC, the importance of ‘waiting’ is highlighted as one of
the ways by which one can truly enhance the pleasure of enjoying the real taste of mango. The
insight is true to the mango fruit which is seasonal, and we eagerly await rest of the months for it to
arrive.”

------------------------------------------------------------------------------------------------------------

SEGMENTATION

Segmentation is very important process. It is defined as dividing the total market into homogeneous
group of people depending upon their needs and characteristics.

Several methods are adopted for this purpose.

We have used hybrid segmentation for this purpose. As it is dividing the market on the basis of more
than one characteristics. We have divided the market on the basis of behavioral, demographic and
income.

TARGET MARKET

Although our juice is for all ages and for all kinds of people. But the youth is our main target. As this
segment is maximum in number in population and it is more fun loving and excitement seeking so it
is our best target market.

------------------------------------------------------------------------------------------------------------

(Reference aur idea use karna aisa)

Coca-Cola Co. is running a mobile campaign via the ChaCha mobile answer service to generate
interest in its loyalty program and Coke Zero soft drink. The soft drinks giant is one of ChaCha's first
advertisers. ChaCha has been charged with enabling a conversational relationship between Coca-
Cola and the millions of users of its answer service.