INDIAN INSTITUTE OF MANAGEMENT OF SAMBALPUR

Mid-Term Assessment Answer Sheet

MBA First Year 2021-2023

Name Siddhant Nakhale

Roll Number 2021MBA163
Subject Marketing Management- II
Term End-term
Date 13/01/2021

Answer 1

Value Proposition: Instant Energy Anytime Anywhere

Brand Personality: Boring and functional

Brand Positioning: Tasty, Thirst quenching

Organizational Structure:

• Equal Partnership between Tata and Pepsico

Brand Attributes:

• Composed of Glucose, Electrolytes, zinc, and iron

• Multiple flavours
• Novel Packaging

Brand Benefits:

• Energy without Caffeine

• Affordable
• Good Taste

Brand vision and Objectives:

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Name Siddhant
Roll Number 2021MBA163

• Deliver real energy to the Indian consumers as most parts of India have hot climates
• Aims to target consumers age 18-30

Brand Name & Symbol:

Tata Gluco + is a delightful glucose-based ready-to-serve drink with the goodness of fruit
juice & iron.

1B

The difficulties that Tata Gluco + faces in reaching its target consumers:

• Brand Positioning: Brand was not able to create a clear image of the product for its
consumer
• Business Model: NourishCo Business model was based on Operational efficiency
and cost-effective strategies
• Pricing Strategy: Company wanted to keep the price at a stringent minimum
• Multi-culture: As India is diverse in culture Company wanted to blend culture into
the drink

Answer 2:
Role of different media platforms and elements of Integrated Marketing Communication:
Branding and Packaging:
New flavor names Mangoey Rush, Lemony Zing Orangey Burst, Applez Cinnamon, and
Rosey Surge to convey ENERGY core benefit.
Packaging changes to shift from dairy category to delightful taste of energy drink
Television communication:
A story full of "gas" - used exaggeration to differentiate TOP from carbonated drinks and
position it as healthy energy drink without gas
Use of humor to effectively deliver the message
Ad high an familiarity and contest in order to deliver the only Important message "Gas minus
Energy

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Name Siddhant
Roll Number 2021MBA163

Sampling and point of sales activation:

Hiring influencers and campus ambassadors to create student engagement with the brand
Energy Dash-augmented reality-game player had to control his virtual avatar by running,
dodging, and clearing obstacles

Digital campaign: Facebook page to emphasize the energy engagement between the brand
and the consumer
YouTube channel for regular social engagement with Gas Minus Energy Plus content.
2B

Effectiveness of the communication strategy in sharpening the TGP brand positioning.

Provide supportive arguments for your conclusions.
The GOAL
Tell the consumers that Tata Gluco was not a carbonated drink. It provided instant energy.
The OBJECTIVES
Reposition it as an energy brand. The brand image should be cool and fun. For this they
needed to differentiate the brand from a dairy product
The EVALUATION:
Communication strategy is moderately effective.
Brand Perception Result: Brand achieved recognition as a instant drink that can be drunk
anytime anywhere that provides long lasting energy. It but failed on affordability, Quality and
Hygienic drink
Brand Imagery and comparison result:
It scored high on Quenches thirst, Trust, appeal young people and affordability. Score low on
Fun, energy and taste

Answer 3
Market level Research – it’s imperative to first know the sentiments of the customers and
their acceptance level on a global level prior to our product launch on a national scale. For
this the we conduct the surveys territory wise- dividing the zones as east west north south.
o Once we got the surveys and feedbacks- the regions in which the acceptance level is low-
effective campaigns cold be carried out and frequency of the advertisements could be
increased which would help in dispersing the value proposition offered.

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Name Siddhant
Roll Number 2021MBA163

o The target segment should be changed from young and aspirational to young hustlers
encompassing (sportsperson, college students (boys & girls), farmers, working people
etc).
o Repeat customer- To sustain this, its imperative that the cost of per unit product offered
should not be increased at least for a quarter.
o The company needs to simultaneously go with First Mover advantage as well as fast
mover advantage by implementing feedbacks taken from the customers in improvising its
product.
Tata Gluco Plus is in a situation where they are stuck whether to rectify the product's taste or
to focus on expansion of product throughout all states of India.
(a)
The points to keep in mind for effective expansion for the brand are to focus on areas where
the brand is currently performing poor From exhibit 7b, the following are the observations;

Reliability

Responsiveness Assurance

Servqual
model

Empathy Tangibles

Dimension Factors considered Scale

Provides more energy compared to other
Reliability drinks 8
Has no added preservatives
Gives essential vitamins & minerals to body
Gives me instant energy when I am tired

Is a brand I Love
Assurance Is a brand I trust 10
has an appealing advertising
Is the most popular brand
Will recommend to other friends/relatives
Is something I will pay an extra price for
Offers something different than other
brands
is meant for young people
Is good value for money

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Name Siddhant
Roll Number 2021MBA163

Comes in an attractive packaging

Tangibles Really quenches the thirst 7
Lifts / improves my mood
Is fun to drink
Is fun
Is tasty
Is refreshing
Is convenient to drink
Is available in various flavours
Empathy Is healthier than other drinks 8
Has fruity taste
Is hygienic
Is of high quality

Is easily available
Responsiveness Is affordable 7
It can be consumed anytime / anywhere
It provides long lasting energy / instant
energy
Is expensive
Sets the trend in market

(b)
•When moving to other states, TGP can use the trivial flavor preferences of the population
and imbed it in their product offerings and offer the population the same.
•The Promotion Advertisements could be done by their favorite and most renowned
personalities of the state.
•The culture of the state can be reflected in the packaging of the product. this way it can help
in connecting the brand to the people and create a sense of belongingness.
•Free testing can be carries out at urban as well as rural areas. Free distribution can be done
atleast in the initial phase at different outlets.
•TGP can also show via campaigns as how the profit earned by the TGP is used for
addressing the social causes of the state and how its playing a role in reviving the economic
condition of the people especially in rural areas

Answer 4
Applying the AIDA model by taking data from Exhibit 7, we get the below observations:

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Name Siddhant
Roll Number 2021MBA163

From the AIDA analysis only 19.4% of the population is aware of the product but over 73%
of the population who are aware of the product purchased it. Hence Awareness part of the
marketing funnel is where the core problem lies.
The Company is trying to portray too many things: Health, Refreshing, Portable, Outdoor
Drink, For Hustlers, etc at the same time. This will confuse the customers and leads to them
not forming clear image in the customers mind.

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Name Siddhant
Roll Number 2021MBA163

Since the product Tata Glucose+ is for mass market and sells in Popular size SKU, mass
marketing should be used and multiple point of sale activation with retailers using colourful
placards should be used.

• Proactive Marketing:
o Responsive anticipation by introducing energy bites or candies with the same
energy on the go packed in the form of a candy/snack.
o Sponsor sports teams before other brands to capture the sporty area of the
customer’s mind before other brands
o Using tetra Pak and other innovative packaging as a differentiator from local
brands.
• Defensive Marketing:
o Position Defence: Make relatable and memorable advertisements to create an
image of tasty health drink for hustlers.
o Change tagline by removing the word gas as it might not give a clear image.

• Pre-emptive defence:
o Launch the product in more locations before other brands as this prevents
other local brands from gaining market share and gaining first mover
advantage.
o Advertise and launch more flavours.

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