GOLD SPOT

Mission: To provide affordable and nutritional orange refreshment.

Product: Gold spot will be a fortified orange drink, with competitive pricing directly in
competition with Fanta and Mirinda. Fortified orange drink is non aerated drink with Vitamin A,
Iodine and iron (even healthy for pregnant women), similar to taste of aerated drinks but it is not
a Juice.

Market research: Only 5% of Indian beverage industry is made up of aerated beverages.

Moreover people are looking for healthier alternatives to aerated drinks like Fanta & Mirinda and
at the same time more affordable alternative to fruit juices like Real & Tropicana.

Target market: This product is for the health conscious public targeting customers across all
age groups.

Market Positioning: Category positioning, it is healthier option to aerated drink and a cheaper
option to costly orange juices.

Re-Branding strategy: Gold Spot was a Cult Brand but belonged to the stable of those Heritage
Cold Drinks which even though orange flavored carried the baggage of being carbonic acid and
artificial colors boosted. When we need to reintroduce the Brand in the market we need to have a
two pronged approach. Firstly we need to leverage on its Old Cult Brand Status and repackage it
in a manner that it immediately captures the consumer mind space. The packaging is an
important aspect and should be based on the demographic factors . We need to make sure that
product according to pricing is available in the form of tetra packs, bottles, cans and jars .
Secondly we need to break the shackles that an orange flavored drink can’t be healthy. Backed
by Scientific evidence 1 we will position that Gold Spot as a drink is having nutritious value and
is a Complete Family Drink and can cater to children, old aged and women (even pregnant
women). All this at the price of an ordinary cold drink is the product differentiation that we
would be banking upon. The direct competitors would be Aerated Drinks Segment and Juices
Segment. On the advertising front we needn’t need any celebrity to endorse the brand initially as
the product is for the Common man and by watching the advertisements (print, electronic)
people should be able to relate to it. It should be devoid of any whims and fancies but at the same
time touches the emotional side of the common man. Later on however if need arise celebrities
could be roped in for endorsing purpose. Thus if we rebrand the Cult Brand Gold Spot as a Value
for Money Nutritious Health Drink, we can altogether open a blue ocean in the Health Drinks
segment.

1
Lang, S. S. (n.d.). Fortified orange drink, a success with Third World children, now shown to ease
'hidden hunger' in mothers and babies. Cornell News.