brand elements of

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BRAND ELEMENTS OF GLUCON-D

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BRAND ELEMENTS OF GLUCON-D

• Glucon-D was introduced in 1933 and has been the category creator and dominant market leader ever since.

• Glucon-D is a glucose based beverage and is available in powder form. With 99.4 % of pure glucose it is easily absorbed by the body and is available for energy instantly.

• Glucon-D was adjudged as the 16th most trusted brand in the Brand Equity Survey 2008. It stood at No.3 amongst beverages

• Glucon-D consumption cuts across Socio Economic Classes, Age groups and geographies and reaches out to more than 4 Crore Households today.

• Glucon-d is the leader in the instant energy drink category and enjoys a 70 per cent market share as against Dabur's Glucose and Wipro's Gluco-Vita.

• Heinz Glucon-D Isotonic Drink FSU• The brief to Integra Retail for designing this stand was quite exciting - Heinz wanted us to

design an FSU for Modern trade which would bring out the 3 key salient features of Glucon D Isotonic energy Drink:

• Rehydrates Fluids• Replenishes Vital salts• Recharges Glucose• Glucon D Isotonic mainly targeted at fitness conscious people and people in the field of

sports had to have an FSU which would highlight the key branding elements very well and have dispensing ease, hence the entire FSU has been done in black, and the key features and the brand name are boldly highlighted, the dispensing trays, have been kept at a good height, each tray dispenses one flavour of the product. Overall the FSU has been kept sleek and trimmed, keeping up to the fact that it is for dispensing an energy drink.

• The FSU was made using powder coated metal, 3 mm Foam board and 3mm Thermoformed HIPS.

No of different variants in product line• Glucon-d tangy orange• Glucon-dFruit energy- pineapple• Glucon-d nimbu pani• Glucon-d Fruit energy orange• Glucon-d regular

• This product is segmented on both low end and high market.

• Glucon-d has undifferentiated marketing• Glucon-d is targeting all groups of buyers• Glucon-d is mainly concentrating during

summer season• Glucon-d….. Replenishes lost energy• Glucon-d is positioned as energy drink with

strong brand image.

COMPETITORS

• GLUCOSE-D• GATORADE

SLOGANS

• Glucon-D : “Rehydrates, replenishes and recharges”

• Gatorade : “Rehydrate Replenish Refuel”• Glucose-d: Instant energy for all

• Glucon D vs Glucose D

• Business Standard / New Delhi December 27, 2006• Multinational Heinz has dragged Dabur India to court seeking a

restraint order against the latter, prohibiting it from manufacturing its energy drink, Glucose D. Heinz has claimed that since Glucon D is its copyright, Dabur should not be allowed to use the expression Glucose D

• According to Dabur India, it has been manufacturing the product since 1989. In its arguments before the lower court and high court, the company denied to have infringed the copyright of Heinz.

• It further claimed that Glucose D is a generic expression and there can be no injunction against a company for using such an expression.

URL

• Glucon-d :http://www.heinz.co.in/about-brand/glucond.aspx

• Glucose-d :http://www.glucosed.com/products.html#glucose

• Gatorade:http://www.gatorade.com/default.aspx#gseries?s=gseries