MAZALA FIZZ (a low calorie drink

)
MARKETING PROJECT PRESENTED TO:PROF.K.K.SRIVASTAV

SG2
GROUP 9 ROLL NOS. 49 50 51 52

NAMES SENJIT SHAGUN SHAILY SHRUTI

•THE PRODUCT
This is a lemon drink. It comes in one flavor only. People usually call it Banta. It can be taken with or without extra lemon. To further enhance the taste, Chat Masala is usually added, which adds a new flavour. This product is actually looking for the brand reorganization.

THE BRAND
 The

brand name of this product is “MAZALA FIZZ”, given by our advertising team. The punch line is “ MAZALA FIZZ GHOMA DE HAR CHEEZ ”.  It is made locally and has the potential to give strong competition to big brands like Coca Cola, Pepsi because of the strong segments like lower and middle class people, who prefer it.

•OBJECTIVES OF THE ADVERTISEMENT
 MARKETING

OBJECTIVE  COMMUNICATION OBJECTIVE

MARKETING OBJECTIVE

The objective of the Advertising Campaign is to highlight the digestive benefits of the MAZALA FIZZ. Moreover, the feeling of coolness which one is likely to get after consuming the drink. We also want that our target segment should know that this is the drink made for them with regards to the price, which is lower than other drinks and there is no compromise on quality with regards to taste.

COMMUNICATION OBJECTIVE

    

Category need exists because these people also have tendency to consume the MAZALA FIZZ but is a mild one. Though advertising we have to strengthen it. To create the awareness in terms of both recall and recognition about the MAZALA FIZZ. To change the perception/attitude from inferior quality to high quality. To establish a good report among the target audience. To create willingness among those who are non consumers. To create reminiscence among the customers. .

•TARGET AUDIENCE

The MAZALA FIZZ is targeted for middle and lower class people belonging to the age group of 15 to 35 years, because of its reasonable price that lower segments can afford easily. It is a good digestive drink and gives instant refreshment. So the people who are workers and work on daily wages will be the main targets for the product. This will include construction workers, parking maintenance people, government school children, sweepers, drivers (bus, rickshaw etc.), watchmen and shopkeepers.

PROFILE OF THE INDIVIDUALS
 Demographic:

The age group is very diverse includes children to old aged people. Thus the age group is between 10 to 50 years.  As our target segment mostly consists of lower class people and these people are not concerned about the quality, but are very price conscious. The same thing is promised by the MAZALA FIZZ.

•MESSAGE STRATEGY
  

 

Product: Soft Drink Brand Name: MAZALA FIZZ Punch Line: “MAZALA FIZZ GHOMA DE HAR CHEEZ”. Verbal Elements and their Purpose. The brand name and punch line has been chosen in Hindi. This is because the target audience of this product is not educated. To make them understand and believe in the product it has been done so.

MESSAGE STRATEGY

 

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Visual Elements and their purpose We will prefer electronic media. Young people, energetic environment or location, bright colors showing that consumers who consume MAZALA FIZZ are far ahead compared to those who are not using. Appeals used The advertisement campaign will use quality and price to beat the competition. In other words rationality will be shown than emotional appeal. Giving the moral message that more costly or expensive product does not only gives high quality or higher satisfaction, even normally priced product like MAZALA FIZZ can deliver the same.

•DESCRIPTION OF THE ADVERTISEMENT
 

Executional Style/Drama Rani Mukerjee will be shown as a simple college going girl and then in canteen she will have a mazala fizz which will make her dance that even salsa with professors of the college .Mazala fizz ghoma de har cheez.

•MEDIA STRATEGY
Vehicle selection: The advertisements will be telecasted using Zee Cinema, Star Gold, Set Max, Sahara Filmy and DD1. Also advertisement will feature in Radio Mirchi, Red Fm and AIR. This is because these people who are our target segment usually watch these channels

MEDIA STRATEGY
 Demographic

Reach: MAZALA FIZZ is targeted for youth. The age group is between 15-35.  Apart from that youth i.e. or school/college children between age group of 15-22 will form the main segment for the product and the company expects 70% of sales from the same group.

MEDIA STRATEGY
Geographic Reach: As MAZALA FIZZ is a low cost product and is targeted at lower class people. These people live mainly in rural areas. So the main aim will be to promote the product in this area and apart from this our target audience will be the school/college students so our target area will also be urban area.

MEDIA STRATEGY

Desired image of the vehicle: It will be entertaining because the product is low involvement and they should have fun in spending. Also as the advertisement will be aggressive showing young people who have lot of inclination towards entertainment. Desired Life Span of the Advertisement: The advertisement will be telecasted for a month in the electronic media. Initially the frequency of the shows/repetitions will be high so as to gain awareness and increase the visibility/recall.

MEDIA STRATEGY

Audience wise: School/College going children between age group of 15-22 will form the main audience. Linguistically: The advertisement will be shown in Hindi mixed with Punjabi Language for the north India; Bengali for the eastern language; and Tamil for the southern India. The main advertisement will be done in Hindi and Punjabi languages then the dubbing. This is done to reduce the costs.

MEDIA STRAREGY

Desired flexibility: The advertisement will be shown for a period of 15 seconds. As we want advertisement to show features like low cost, availability, better digestion and freshness. The minimum time required to throw this message to the audience will be between 12-15 seconds. Timing of the advertisement. As our target segment is youth which includes school/college going children together with lower class people (C &D) who usually watch TV after evening. Keeping these factors in mind the Ad will be telecasted from 5pm to 10pm. And after every half an hour the ad will be repeated.

ADVERTISING BUDGET
Creative charges -1.5 crore  Media spending is:  TV– Rs.5 crore  Radio - Rs. 3 crore

SCHEDULING OF THE ADVERTISEMENT

Duration of campaign will be of six months. It will continuous advertisement from the month of February to August. After that it will be twice a week for a rest of the year.

THANK YOU

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