About

•Launched by Parle

•1993- Cola Cola company

•Gold spot- The Zing Thing

•Gold spot was withdrawn from the market for Coca Cola to launch Fanta

•The jingle was in English

•First orange drink

Segmentation

Geographic

World region Asia

Country India

Cities All major cities of India

Density Urban and some rural

Climate Hot and dry

Demographic

Age 14-35

Gender Male, female

Family size 1,2,3,4,5

Family lifecycle Married, unmarried

Income 10,000+ (Middle Class to Upper Class)

Education Schools, colleges, universities

Psychographic

Social class Middle class and upper class

Lifestyle Fullfilled, strivers, achievers, fun,

dramatic, makers, strugglers,

experience keepers, believers,

experimenters

Behavioral

Benefits Taste, quality

User status First time users

Loyalty status Faded

Readiness stage Unaware, some are aware

Targeting

By it’s nature the target market for Gold Spot is large, since it is still available in some

parts of the rural market in Maharashtra it encompasses the urban and rural market

and is mainly focused on functional needs (quenching thirst).

Through these ads we are trying to target:

1) The before users who are aware of the brand.

2) The users that need to be made aware and haven’t heard of the brand before.

AGE: 14 TO 35 INCOME- 10,000+

Positioning

Positioning Gold Spot as the first ever orange drink that everyone had fallen in love with

and bringing it back because one must miss it.

Beverages

Soft drinks - Pepsi, Gold spot, Coke Local drinks - Amrat cola, Macca cola

Juices - Real, Tropicana, Minute Maid Energy drinks - Red bull, Gatorade

Packaging

Idea

Pehla Pyaar Pehla Hi Hota hai India’s first orange drink is back

Print Ad 1

Print Ad 2

Print Ad 3

A man in his late 20’s is shopping at a supermarket with his wife. In front of them

appears an attractive young woman with a few grocery items in her hand. The man is

awe-struck as he looks at this woman and soon starts running towards her screaming

“Where Have You been my love?”. As he approaches her he grabs the bottle of Gold

Spot in her hand, hugs it and starts crying and then shows his wife the bottle, as if it

were a long-lost friend. Everyone around has a look of astonishment, including his

wife.

Then comes a voiceover saying “Pehla pyaar pehla hi hota hai!, Gold Spot India ki

sabse pehli orange drink.”

AV Ad 1

AV Ad 2

A man in his late 20’s is shown locking up his entire house. The main door, the windows,

the backyard door, the servant quarter door, the master bedroom door, the door that

opens up to the verandah. He locks the entire house on the inside with chains and locks

and keeps the keys in his front pocket while he fetches Gold Spot from the fridge and

settles down in front of the TV. In the meantime, the man’s wife comes home from work

and starts banging the door on the outside.

The man watching TV is shown with a smirk on his face.

Then comes a voiceover saying “ Pehla Pyaar Pehla Hie Hota Hai!, Goldspot India ki sabse

pehli orange drink.”

Viral

The viral video will have shots of people talking about their first love (like Kal Ho

Naa Ho). At the end of the video there’s an email-id given where people can

submit their entries talking about their first love and it will be added on to the

video.

Idea 2

Pehle bhi yehi karte the, abhi bhi yeh kartein hain

Idea 2

Pehle bhi yehi karte the, abhi bhi yeh kartein hain

Thank You!