TATA GLUCO PLUS:

BUILDING THE BRAND IDENTITY

BY: - THE KINGPINS

INTRODUCTION
• launched in 2012.
• Setup manufacturing plant in Aurangabad(Maharashtra) in 2011.
• Glucose based drink contain glucose, electrolytes and iron.
• Initially launched in two different flavors.
PROBLEM STATEMENT

• How to create a clear and strong brand positioning of the product to

facilitate nation-wide brand expansion?
• How to strengthen the brand’s:
• Uniqueness
• Affordability
DECISION MAKING CRITERIA

• Limited marketing budget.

• Increase revenue and profit.
SOLUTION
Develop effective communication
Target audience: - young (18-30 years) and aspirational who work
outdoor
Communication objective:- create clear image of brand in consumers
Design the communication
-Message strategy/appeal:- Informational appeal through advertising
-Central idea:- To establish our product as energetic and tasteful drink.
Communication channel:- television and digital campaign
Marketing communication budget:- ₹ 10-15 million.
CONCLUSION
• Designing the proper communication strategy was the best solution
solve the problem while launch the product in the new territories.
• A proper communication strategy could only help in reaching the target
market, to make aware of the product, building an identity in the mind
of the people which achieved with proper communication mix
strategies.