Integrated Marketing

Communication
TATA GLUCO PLUS: BUILDING THE BRAND
IDENTITY

Presented by – Group #4
Abhishek Gupta 18BM60003
Eira Kochhar 18BM60037
Prashant Prabhakar 18BM60081
Rohit Jindal 18BM60095
Shobhit Singh 18BM60107
Shravya Goyal 18BM60108
Shreyas Sawarkar 18BM60109
Virendra Suryawanshi 18BM60129
Brand Architecture of NourishCo
• NourishCo follows House of Brands architecture
• It is home to numerous brands, each independent of one another, and each with its
own audience, marketing, look and feel.

Product Portfolio(Water)
 NourishCo brand’s business strategy
Himalayan Tata Water Plus Tata Gluco Plus

Description • Every bottle was packed at the source • Provide additional dietary nutrients • Designed to satisfy energy gap that
and transported to various parts of the such as zinc and copper in a treated existed in the Indian beverage space
country water beverage

Packaging • Transparent PET bottles in three • 200 ml pouch, • 200-ml plastic cup
different sizes • 500 ml and 1 l PET bottles
• Unique pink cap • copper colour on the labels and on the
bottle’s cap

Price • ₹55 per litre • ₹2 in a pouch (200 ml) • ₹10 for 200 ml cup
• ₹220 per litre for sparkling himalayan • ₹20 per litre

Target • Premium niche product
• Starbucks outlets in India and
Market Singapore
• Institutional Customer Segment:
hotels, airlines, theaters and fine
dining restaurants
• Consumer Segment: class of people
willing to pay higher price, are health
conscious and educated.
• Selected states as a hydrating
supplement that provide zinc and
copper to reduce the deficiency
diseases in human
• Aimed to mitigate nutrition gaps in avg
Indian Consumer.
• Customer Base consists of lower SEC,
travellers and people not willing to
spend more for packaged water.
• Started with selected Indian states
(Andhra Pradesh and Tamil Nadu)
• 18 to 30 year-old male, who spends a
significant amount of time outside the
home
• It is targeted at mass consumer
segment including office goers,
hospitals, college students.

Tagline • The natural mineral water • Pyaas bujhao health se • Instant Energy Anytime Anywhere
• Gas Minus—Energy Plus
Essence of TGP marketing pre-campaign

Attributes
Personality composed of glucose,
Boring and electrolytes, and iron
functional Multiple flavours
Novel packaging

Vision Benefits
Deliver real Healthy – No caffeine
energy to the Affordable
consumer Good taste

Value Positioning
Instant Energy
Anytime
Anywhere
TGP Tasty, thirst
quenching
Role of different media platforms and elements of IMC

Branding and Television Sampling and Point of

Digital Campaign
Packaging Communication Sales Activation
• New flavour names - • A story full of “gas” – • Hiring Mycollegefest • Facebook page to
Mangoey Rush, used exaggeration to to create student emphasize the
Lemony Zing, differentiate TGP engagement with the energy engagement
Orangey Burst, from carbonated brand between the brand
Applez Cinnamon, drinks and position it • Energy Dash – and the consumer
and Rosey Surge to as healthy energy augmented reality • Youtube channel
convey ENERGY as a drink without gas game. player had to • regular social
core benefit • Use of humour to control his virtual engagement with Gas
• Packaging changes to effectively deliver the avatar by running, Minus—Energy Plus
shift from dairy message dodging, and clearing content
category to delightful • Ad high on familiarity obstacles
taste of energy drink and context in order • Engaged with 90000+
• Sales force required to deliver the only students
to say “This is Gluco important message
Plus, this is energy, “Gas minus Energy
please taste it” to plus”
new retailers
Effectiveness of communication strategy
GOAL
To tell consumers that Tata
Gluco Plus was a non-
carbonated energy drink
that delivered instant
energy
Objectives
• To reposition the brand as an
affordable energy drink
• The brand image should be
cool and fun rather than
functional and boring
• To differentiate the brand
from being a dairy like product
or as carbonated drink
Evaluation
• The communication strategy is moderately effective
Brand perception results
• The brand had achieved recognition as – Good for summers,
Anytime Anywhere, Instant energy, Long lasting energy, More
energy
• But it had failed on affordability, High quality, Hygienic drink
Brand imagery comparison results
• Scored high on – Quenches thirst, Trust, Affordability and
Meant for young people
• Scored low on – Energy, Fun and cool drink, Taste
Going National

Acting at right time (Promotion / Mycollegefest)

Replicating to other states – Speed

Youth brand ambassador – Sports/Athlete personnel

Gradual expansion to the states

Alternative to water (Sirf paani kyun)

Incorporating Campaign Insights

Core - Energy Product

Taste perception (Saffola)

Secondary tagline - Taakat Bhi, Taste Bhi

Taste enhancement refreshing flavors - based on feedbacks

Dual Packaging

Remove white portions – looks dairy

More ads – not a popular brand

Venturing New States

Core – Energy Drink

Region specific ads (Kabaddi, Wrestling, Cricket)

Localized flavours (aam panna)

More practical ads (Popeye Vs GluconD)

Showcase as anytime anywhere (working professionals+sports)

THANK YOU!