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Real Juice Company: Presented by

The document discusses Real Juice Company, an Indian juice brand. It analyzes the company's target market segmentation, including geography, demographics, psychographics, and behaviors. It also presents a perceptual map of the juice brand market. The document then discusses Real Juice's brand identity, the functions of advertising, strategies for Real Juice advertising including hard and soft sell approaches, effective advertising messages, and recommended media channels.

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Sonu Chhaparwal
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93 views11 pages

Real Juice Company: Presented by

The document discusses Real Juice Company, an Indian juice brand. It analyzes the company's target market segmentation, including geography, demographics, psychographics, and behaviors. It also presents a perceptual map of the juice brand market. The document then discusses Real Juice's brand identity, the functions of advertising, strategies for Real Juice advertising including hard and soft sell approaches, effective advertising messages, and recommended media channels.

Uploaded by

Sonu Chhaparwal
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Real Juice Company

Presented By:-
Mangi Lal
Sunil Dela
Introduction

•Conflict about headline

“The best fitness plan for you –real fruit, honest juice, no

sugar” or “I trust Real juice for my fitness and good health”

•Legal issue

•Issue about freshness


Marketing Segmentation
Geographic:-
Country - India
Area - Urban, Semi-urban
Demographic:-
Income -Middle,
-Upper middle
Psychographic:-
Life style- -Culture-oriented,
-Outdoor-oriented
Cont….
Behavioral:-
Occupation –Regular
Benefit - Fresh juice,
-Healthy, Natural
-Sugar free
User status- First time, Regular
Perceptual Map
Economic
•Real juice

•Mirinda

•Maza
•Pepsi

Natural Carbonated

•Amul cool

•Tropicana •Red bull

Expensive
Brand identity Prism
Physique
•Tetra pack

Relationship Personality
•Culture-oriented, •Sugar free
•Outdoor-oriented •Healthy
•Same as fruit

Culture
•Cool
Reflection
•Young attitude •Regular
•Enjoy
•Active
Self Image
•Healthy
•Natural
•Easy to carry
The Functions of Advertising
Creates a brand image
Provides product and brand information
Builds awareness of products and brands
Provides brand reminders
Persuades people

7
Strategy for advertising
Combination of both Hard- and Soft-Sell strategies

Hard-Sell
-Sugar free, Natural

Soft-Sell
-Healthy, Equal as fruit
Effective message
Short but meaningful
Message as simple as possible
Clear meaning
Be original
Specific
Single mind and single focused
Indirect message is more powerful
Relevant
Real Juice Advertising
Headline must be Indirect-action headlines

“Real is India’s No. 1 juice brand”

Type of advertising
Brand advertising
Media Channel
Print media

-Specialty magazines
Broadcast media

Telecast media

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