The brand in recovery launched one of the most loved flavours among Indians, Mango. These new stocks were introduced through the modern trade and saw a huge success in the market. The strategy and advertisement plan behind the Mango flavour and an attempt to relate to the pleasure of eating a mango was relayed extensively in the market. This new wave went viral and scored the market figures in Tang’s favour.
The discussion was followed by the big fruit story and the revamped packaging and the minor elements involved which enhanced further the growth of the brand Tang. In order to further enhance the growth of this seasonal drink, the strategy to move from cupboard shelf to refrigerator or RTD (Ready to Drink) space was under consideration. This led to the new small 1 litre packaging that solved some very basic problems that were faced by masses. Another move of providing a free shaker to inculcate the culture of RTD was a commendable marketing strategy to ensure the perfect taste and ease of use. All of this, the great success story that this product had managed to achieve globally was a carefully thought out and brilliantly executed strategy by the management at Mondelez. It described the journey of a brand and gave us invaluable insights on the nuances of brand management.
The session ended with a Q&A round and was filled with extensive questions to which Mr. Shah gladly poured insights and registered new curiosities and interests in the marketing enthusiasts. The students were delighted to receive goodies and relished Mondelez products like Tang, chocolates and Oreo biscuits which Mr. Shah was very generous to bring along for the students.
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