MAZALA FIZZ

(a low calorie drink)

MARKETING PROJECT
PRESENTED TO:-
PROF.K.K.SRIVASTAV
SG2

GROUP 9
ROLL NOS. NAMES
49 SENJIT
50 SHAGUN
51 SHAILY
52 SHRUTI
•THE PRODUCT

This is a lemon drink. It comes in one flavor

only. People usually call it Banta. It can be
taken with or without extra lemon. To further
enhance the taste, Chat Masala is usually
added, which adds a new flavour. This
product is actually looking for the brand
reorganization.
THE BRAND

 The brand name of this product is “MAZALA

FIZZ”, given by our advertising team. The
punch line is “ MAZALA FIZZ GHOMA DE
HAR CHEEZ ”.
 It is made locally and has the potential to
give strong competition to big brands like
Coca Cola, Pepsi because of the strong
segments like lower and middle class people,
who prefer it.
•OBJECTIVES OF THE
ADVERTISEMENT

 MARKETINGOBJECTIVE
 COMMUNICATION OBJECTIVE
MARKETING OBJECTIVE

 The objective of the Advertising Campaign is to

highlight the digestive benefits of the MAZALA FIZZ.
Moreover, the feeling of coolness which one is likely
to get after consuming the drink.
 We also want that our target segment should know
that this is the drink made for them with regards to
the price, which is lower than other drinks and there
is no compromise on quality with regards to taste.
COMMUNICATION OBJECTIVE
 Category need exists because these people also have
tendency to consume the MAZALA FIZZ but is a mild one.
Though advertising we have to strengthen it.
 To create the awareness in terms of both recall and recognition
about the MAZALA FIZZ.
 To change the perception/attitude from inferior quality to high
quality.
 To establish a good report among the target audience.
 To create willingness among those who are non consumers.
 To create reminiscence among the customers.
.
•TARGET AUDIENCE

 The MAZALA FIZZ is targeted for middle and lower

class people belonging to the age group of 15 to 35
years, because of its reasonable price that lower
segments can afford easily. It is a good digestive
drink and gives instant refreshment.
 So the people who are workers and work on daily
wages will be the main targets for the product. This
will include construction workers, parking
maintenance people, government school children,
sweepers, drivers (bus, rickshaw etc.), watchmen
and shopkeepers.
PROFILE OF THE INDIVIDUALS

 Demographic: The age group is very diverse

includes children to old aged people. Thus
the age group is between 10 to 50 years.
 As our target segment mostly consists of
lower class people and these people are not
concerned about the quality, but are very
price conscious. The same thing is promised
by the MAZALA FIZZ.
•MESSAGE STRATEGY

 Product: Soft Drink

 Brand Name: MAZALA FIZZ
 Punch Line: “MAZALA FIZZ GHOMA DE HAR
CHEEZ”.
 Verbal Elements and their Purpose.
 The brand name and punch line has been chosen in
Hindi. This is because the target audience of this
product is not educated. To make them understand
and believe in the product it has been done so.
MESSAGE STRATEGY

 Visual Elements and their purpose

 We will prefer electronic media. Young people, energetic
environment or location, bright colors showing that consumers
who consume MAZALA FIZZ are far ahead compared to those
who are not using.
 Appeals used
 The advertisement campaign will use quality and price to beat
the competition. In other words rationality will be shown than
emotional appeal. Giving the moral message that more costly
or expensive product does not only gives high quality or higher
satisfaction, even normally priced product like MAZALA FIZZ
can deliver the same.
•DESCRIPTION OF THE
ADVERTISEMENT

 Executional Style/Drama
 Rani Mukerjee will be shown as a simple college
going girl and then in canteen she will have a
mazala fizz which will make her dance that even
salsa with professors of the college .Mazala fizz
ghoma de har cheez.
•MEDIA STRATEGY

Vehicle selection: The advertisements will be

telecasted using Zee Cinema, Star Gold,
Set Max, Sahara Filmy and DD1. Also
advertisement will feature in Radio Mirchi,
Red Fm and AIR. This is because these
people who are our target segment usually
watch these channels
MEDIA STRATEGY

 Demographic Reach: MAZALA FIZZ is

targeted for youth. The age group is between
15-35.
 Apart from that youth i.e. or school/college
children between age group of 15-22 will
form the main segment for the product and
the company expects 70% of sales from the
same group.
MEDIA STRATEGY

Geographic Reach: As MAZALA FIZZ is a low

cost product and is targeted at lower class
people. These people live mainly in rural
areas. So the main aim will be to promote the
product in this area and apart from this our
target audience will be the school/college
students so our target area will also be urban
area.
MEDIA STRATEGY
 Desired image of the vehicle: It will be entertaining
because the product is low involvement and they
should have fun in spending. Also as the
advertisement will be aggressive showing young
people who have lot of inclination towards
entertainment.
 Desired Life Span of the Advertisement: The
advertisement will be telecasted for a month in the
electronic media. Initially the frequency of the
shows/repetitions will be high so as to gain
awareness and increase the visibility/recall.
MEDIA STRATEGY

 Audience wise: School/College going children

between age group of 15-22 will form the main
audience.
 Linguistically: The advertisement will be shown in
Hindi mixed with Punjabi Language for the north
India; Bengali for the eastern language; and Tamil
for the southern India. The main advertisement will
be done in Hindi and Punjabi languages then the
dubbing. This is done to reduce the costs.
MEDIA STRAREGY
 Desired flexibility: The advertisement will be shown for a
period of 15 seconds. As we want advertisement to show
features like low cost, availability, better digestion and
freshness. The minimum time required to throw this message
to the audience will be between 12-15 seconds.
 Timing of the advertisement. As our target segment is youth
which includes school/college going children together with
lower class people (C &D) who usually watch TV after
evening. Keeping these factors in mind the Ad will be
telecasted from 5pm to 10pm. And after every half an hour
the ad will be repeated.
ADVERTISING BUDGET

Creative charges -1.5 crore

 Media spending is:
 TV– Rs.5 crore
 Radio - Rs. 3 crore
SCHEDULING OF THE
ADVERTISEMENT

 Duration of campaign will be of six

months. It will continuous advertisement
from the month of February to August.
After that it will be twice a week for a rest
of the year.
THANK YOU