Case Analysis Report on Tata Gluco Plus

: Building the Brand Identity

Group – 2A (TECH.COM)

GROUP MEMBERS –

• (140002) ABHISHEK PANDEY

• (140019) KUMAR ANAND

• (140022) MD ASIF ALI

• ( 140037) SHIKHA PATEL

• ( 140042) SUPRIYA JAISWAL

Guided By Professor – Nilamadhab Mohanty

 
 Executive Summary

Nourish Co Beverages Limited, established in 2010 and started its

business operations in 2011, is a joint venture between Tata Global Beverages
Ltd and PepsiCo India Holdings which aims to provide meaningful hydration
solution in the non-carbonated, ready to drink beverages segment in India.

The company had introduced 3 different products along the non-carbonated

beverage segment:

 Himalayan Natural – a pure, unprocessed mineral water packaged directly

from the aquifer from Himalayan regions.
 And its unique brand ‘Tata Gluco plus’, an energy drink which composed
of Glucose, electrolytes and Iron.
 Tata water plus, nutrient water which is an innovative product that seeks
to provide essential nutrients like zinc and copper.

In starting Tata Gluco plus has gained a good market share despite a low
marketing but by the end of 2014, sales were slowed down due to low brand
recognition. So, K.S. Kuttiah, the vice president of the company decided to
Revamp the Brand’s image. In doing so, first they selected Tamil Nadu for
Target market. Then they changed the Branding and Product’s Packaging
design. They started advertising its brand on TV in which a message was
delivered that this product “Tata Gluco Plus” is not gas but a full of real energy.
Now for the support of packaging and communication, Digital campaign like
Tata Gluco plus Facebook page created to engage customers with Brand and a
series of sales activities along with sampling were carried out at 76 colleges in
Tamil Nadu.

So Due to this effort, Large population were becoming aware about the Brand.
And also, Company had a competitive advantage as Carbonated drinks were
being recognised as Unhealthy. But Kuttiah was in dilemma about the brand
proposition of Tata Gluco Plus on the national Scale.

So, the question in front of him was whether the company should further
enhance its Brand ‘Tata Gluco Plus’ as energy drink nationally or should focus
more on Taste.
 Introduction
Tata Gluco Plus is a non-caffeinated energy drink with a unique blend of health
and taste. An innovative ready to drink product that offered instant energy and
wellness with a balance of dextrose, electrolytes and iron.

Tata Gluco Plus was product of NourishCo Beverage Ltd. A joint venture
between Tata Global Beverage limited (Tata) and PepsiCo India Holdings
PepsiCo.

In 2011 Manufacturing plant is set up in Aurangabad to produce the beverage.

And the same years Lehar Gluco plus was re-named to Tata Gluco plus.

In 2012 Tata Gluco plus launches its two new variants Orange and Mango.

In 2013 and 2014 both the years company introduced two new flavours apple
and cinnamon.

In 2015 first time Tata Gluco plus changes its packaging. and also, first
television advertisement.

In 2016 Nourish plans to expand the Tata Gluco plus Nationally. And also, Tata
Gluco launches the new flavour variant panner soda in Tamil Nadu

Central Issue

 The brand failed to recognize themselves as the only energy brand

delivering the real energy.
 Its taste was not so good as expected by the customer.
 The brand failed on ability to pay.
 Need of investment for building the brand.
 The brand of the manufacturing unit cost was high.
 The brand redesigning packaging was a big issue.
 Better communication towards brand message is required.
 Recommendation

After analyzing the case we have to suggest that merging of marketing and
advertising and also procedure would not sufficient for possible action as a
result of the vast distinction between both departments as we know that
currently Lewis's handling both of the department. While drive up the
manufacturing function might be the best action for the advertising and
marketing separation. The assimilation of the advertising and marketing
department is the best option in terms of getting the better result from the
separation.

Following are some of the important terms that can implement as suggestion.

Lewis has to take the charge of role of EVP, and Judith Shapiro has to take the
place of Lewis as SVP of marketing and advertising. And Lewis will also divide
herself from operation.

Advertising and marketing department both will have to merge.

Under marketing and advertising function, production feature will remain the
part of advertising.

In advertising department, we will utilize, a self-governing management design

with staff member empowerment.

One last most important point is that, if we would separate the production
feature from the marketing function to reduce the lots on SVP of advertising
and marketing. if in case Judith Shapiro didn’t get hired, Lewis will have to
control advertising department without an SVP because case the production
feature will definitely be divided by placing it under an SVP.
 Contingency Plan
 The company should acquire the PepsiCo's stake and use the sales
channel of PepsiCo in best way.
 Nourish Co should focus on Building Brands in the healthy hydration
space and has
 Nourish Co should contact the entrepreneurs in villages and urban areas
in order to meet the demand.
 Nourish Co can offer some incentives to the retailers that put some
specific amount of the product on counter in order to push the product to
customers.