
Parle Agro has re-entered the carbonated fizz drinks market with the launch of Café Cuba, a fizzy drink with a coffee flavor. The launch of new categories has become a trend and helps invigorate a jaded brand. Category building can be tricky for a brand that already has an identity in the market. A report by Nielsen reveals that 50 per cent of the buyers, globally, are willing to switch to a new brand if a new product category is offered to them.
“With café Cuba, this new category will not only strengthen our market share but also increase the carbonated beverage market pie, leading to more flavor options for consumers,†says Nadia Chauhan, Joint Managing Director and Chief Marketing Officer, Parle Agro. The product marks the re-entry of Parle Agro into the Carbonated Soft Drink segment after nearly two decades.
A new category can prove to be profitable. While market development and ramp-up costs can be high and results will take long, eventually it can translate to high ROI. Once established, the category-dominant brand is likely to have a high and profitable market share. Due to these advantages, brands over the years have been struggling to create something new every now and then.
Ford did the same as it launched an “urban SUV†called EcoSport. Its a compact SUV that delivers the features of a SUV at the convenient price of a hatchback. “The SUV market is a separate entity altogether. The cars were huge and expensive. So, catering to the need of owning a SUV that can be used more for personal use inspired Ford to launch an ‘urban SUV’ that is sporty and also appeals to the younger generation,†says auto expert, Murad Ali Baig.
A brand should not enter a category where it can lose its salience. The message that needs to be sent across should be clear and concise so that the customers know the need for that category to be created. With creativity and research going hand-in-hand, brands are leaving no opportunities to become leaders across all the categories.
By Gunjan Verma
-
-
99acres.com Unveils New TVC #NoTwistOn99acres
February 26, 2021 By Team PITCH -
Experience Apple like never before @ Croma with #AppleYou&Croma
February 26, 2021 By Team PITCH
-
Reliance Industries tops Fortune India 500 list for second year in a row
December 10, 2020 By Team PITCH -
-
AdLift Wins Creative Mandate for PayU India
June 10, 2020 By pitchteam
-
THE ROAD AHEAD TRADITIONAL MARKETING- “DIGITAL MARKETING”
July 25, 2019 By Anam Khan -
Marketing Herbal, the Lotus Way
July 25, 2019 By Sanstuti Nath -
Archives
- February 2021
- January 2021
- December 2020
- November 2020
- October 2020
- September 2020
- August 2020
- July 2020
- June 2020
- May 2020
- April 2020
- March 2020
- February 2020
- January 2020
- December 2019
- November 2019
- October 2019
- September 2019
- August 2019
- July 2019
- June 2019
- May 2019
- April 2019
- March 2019
- February 2019
- January 2019
- December 2018
- November 2018
- October 2018
- September 2018
- August 2018
- July 2018
- June 2018
- May 2018
- April 2018
- March 2018
- February 2018
- January 2018
- December 2017
- November 2017
- October 2017
- September 2017
- October 2015
- September 2015
- August 2015
- July 2015
- June 2015
- May 2015
- April 2015
- March 2015
- February 2015
- January 2015
- December 2014
- November 2014
- October 2014
- September 2014
- August 2014
- July 2014
- June 2014
- May 2014
- April 2014
- March 2014
- February 2014
- January 2014
- December 2013
- November 2013
- October 2013
- September 2013
- August 2013
- July 2013
- June 2013
- May 2013
- April 2013
- March 2013
- February 2013
- January 2013
- December 2012
- November 2012
- October 2012
- September 2012
- August 2012
- July 2012
- June 2012
- May 2012
- April 2012
- March 2012
- February 2012
- January 2012
- November 2011
- February 2011
- December 2010
- February 2010
- January 2010
- July 2009
- February 2009
- January 2009
- February 2008
- January 2008
- September 2007
- January 2007
Leave a reply
You must be logged in to post a comment.