Brand : Appy Fizz 
Company : Parle Agro
Agency: Grey World Wide
In the 7000 crore Indian Soft drinks industry dominated by the cola majors, Parle Agro is fighting for its share with its mango- drink Frooti and the apple drink Appy Fizz. I have talked about Frooti in one of my earlier blogs.
Appy was launched in 1986 as an apple drink in tetra pack after the mega success of Frooti. But Appy was not that successful compared to Frooti. This year we saw the new avatar of Appy in Appy Fizz. Appy changed in to nectar based drink in 1993.Appy was launched with a new bottle and communication this summer trying its luck in this large Indian market.
In the fruit based soft drinks, Apple drink is perhaps at the lowest in the hierarchy. The taste is less popular compared to the Orange, lemon, mango and pineapple flavors and in all these flavors there is cut throat competition among the cola majors. So Parle is trying hard to create a new segment with this drink.
As a customer, I was never attracted to apple drinks. The only branded apple drink I remember seeing is the Himachal Pradesh Apple drink counter at the railway station. May be the popularity of apple drink is low in South India because of the availability and price factor.
Since there is less popularity for this flavor, even after 20 years, Appy has not become a major brand in the SD market. That may be one of the reasons why Cola majors are not looking at this flavor.
Appy Fizz is now being relaunched as a “Cool Drink to Hang Around With”. With its champagne shaped bottle and smart advertising, Parle has succeeded in creating a Fizz in the segment, which is basically the Indian Youth. Going by the demand in the College canteen for this drink, Appy Fizz has been able to catch the fancy of the early adapters.
The ads created by Grey World Wide are cool and projects some thing unique about this drink that forced the TG to experience this product. The product itself is good hence there is a possibility of positive word of mouth.
But it has to be seen whether Appy Fizz can be a volume player competing with Orange and Mango flavors. It is difficult because Appy is a heavy drink compared to Fanta or Mirinda. The taste may be popular with only a segment of the market hence limiting the scope of this brand. I would prefer cola or other flavors to this drink when I feel thirsty but will take a sip of this drink once in a while for a change (my personal opinion). In my home I feel it is risky to serve this drink to the guests because you never know how many will like this taste.
These factors limit this brand to be a niche player but a profitable proposition if this brand is promoted seriously and positioned as a premium drink. Appy can ride on the health factor too in comparison with the other SD’s. Another advantage of this brand is the golden color of the drink, which makes it an ideal party drink as a welcome drink or a drink for those “tea totallers”.
The brand will succeed if it can win the palette of the TG and with the current promotions, customers will give it a try.
Company : Parle Agro
Agency: Grey World Wide
In the 7000 crore Indian Soft drinks industry dominated by the cola majors, Parle Agro is fighting for its share with its mango- drink Frooti and the apple drink Appy Fizz. I have talked about Frooti in one of my earlier blogs.
Appy was launched in 1986 as an apple drink in tetra pack after the mega success of Frooti. But Appy was not that successful compared to Frooti. This year we saw the new avatar of Appy in Appy Fizz. Appy changed in to nectar based drink in 1993.Appy was launched with a new bottle and communication this summer trying its luck in this large Indian market.
In the fruit based soft drinks, Apple drink is perhaps at the lowest in the hierarchy. The taste is less popular compared to the Orange, lemon, mango and pineapple flavors and in all these flavors there is cut throat competition among the cola majors. So Parle is trying hard to create a new segment with this drink.
As a customer, I was never attracted to apple drinks. The only branded apple drink I remember seeing is the Himachal Pradesh Apple drink counter at the railway station. May be the popularity of apple drink is low in South India because of the availability and price factor.
Since there is less popularity for this flavor, even after 20 years, Appy has not become a major brand in the SD market. That may be one of the reasons why Cola majors are not looking at this flavor.
Appy Fizz is now being relaunched as a “Cool Drink to Hang Around With”. With its champagne shaped bottle and smart advertising, Parle has succeeded in creating a Fizz in the segment, which is basically the Indian Youth. Going by the demand in the College canteen for this drink, Appy Fizz has been able to catch the fancy of the early adapters.
The ads created by Grey World Wide are cool and projects some thing unique about this drink that forced the TG to experience this product. The product itself is good hence there is a possibility of positive word of mouth.
But it has to be seen whether Appy Fizz can be a volume player competing with Orange and Mango flavors. It is difficult because Appy is a heavy drink compared to Fanta or Mirinda. The taste may be popular with only a segment of the market hence limiting the scope of this brand. I would prefer cola or other flavors to this drink when I feel thirsty but will take a sip of this drink once in a while for a change (my personal opinion). In my home I feel it is risky to serve this drink to the guests because you never know how many will like this taste.
These factors limit this brand to be a niche player but a profitable proposition if this brand is promoted seriously and positioned as a premium drink. Appy can ride on the health factor too in comparison with the other SD’s. Another advantage of this brand is the golden color of the drink, which makes it an ideal party drink as a welcome drink or a drink for those “tea totallers”.
The brand will succeed if it can win the palette of the TG and with the current promotions, customers will give it a try.
I wonder why companies in the US don't cash in on Apple juice like the way it has been done so by Parle agro.
ReplyDeleteappy fizz has failed to join the biggies in soft drink Market.I feel one of the main reasons is the ambiguity...neither does appy fizz come under"fizz drinks" nor in the " fruit drink",...but it claims to be a part of both these markets.if appy can work on these grounds n work on the same to advantage it surely has the chances of ruling both the markets...
ReplyDeletehello call me 9295509740 iam suraj innani from nizamabad i want delarship appy and pleas tel me agent number
Deletehello iam want delarship pleas give me agent number
Deletenisha jayadas pleas give me agent number iam surajinanni from nizamabad i want delarship appy drink
Deleteappy fizz is attracting d fizzy youngsters towards itself... becoming really a popular drink nowadays.. but as long as lemon , colas are present, i dnt think it'll go too high in market. i think parle agro should come out with more new flavours - lemon fizz .etc
ReplyDeleteCAN I HAVE A CLEAR ANSWER ON THIS........
ReplyDeleteBCOZ I AM A REGULAR USER OF THIS DRINK........
I GOT A MAIL FROM MY FRIEND....
THIS WAS THE CONTENT...
1) APPY FIZZ
Do not drink APPY FIZZ . It contains cancer causing
agent.
PARLE TEAM PLS. DO REVERT ABOUT THIS.....
PRAKASH..
MY MAIL ID- eg.prakash@gmail.com
Hello Dear Frineds,
ReplyDeleteI purchased appy form Mohali ( Near Chandigarh)& found fungus Etc. I tried to contact with company toll free no 1800227772 but it was engaged.
Pls do care of appy fizz i have pic which i will send to parle agro.
its total hoax. pl go to: http://www.kenneyjacob.com/2009/02/07/mythbusting-fwd-mails/
ReplyDeleteDear Prakash,
ReplyDeleteAs u said about the Appy Fizz Drink that it contains a cancer Causing Agent, These all the fake notions and Myths which spread by the bad word of mouth, So dont be worried about the Lame things,
As I the Marketing Personnel of Parle Agro Pvt Ltd like to tell my opinon that appy classic or appy fizz that dnt contain any kind Cancer causing Ingretients.
Regards
Prince Gaur
i don't now about cancer from appy becoz i like appy , i drink once in week i like compared to colds drink like pepsi,thums up etc
ReplyDeleteSir ,
ReplyDeleteI would like to add a small comment on the Colas not taking the Apple flavors. When the Fanta's apple flavor was launched , why it didnt become popular ?
I would like to get ur views on the reasons for failure of the Fanta's apple brand?
I believe the packaging of the drink has also affetced to build its image with the consumer's.
ReplyDeleteThe package is dark, and the purity of the apple drink cannot be reflected in this packahing.
Also when we know the market has not adopted to the taste of apple juice, creating that need should have been the top priority and communication could have improved in a better manner.
Also i believe, this drink was targeted towards non alcoholic consumer's who do not feel left out while their folks enjoy consuming alcohol, as the colour resembles the shampagne colour and to an extent the taste also.
This could have made the brand create a new category
There is no basis for this argument and no cases whatsoever have been reported. Appy fizz is just plain apple juice which is carbonated. It may contain some preservatives and coloring agents, but they are all approved and for that matter, all fruit drink products from all companies have them.
ReplyDeleteTo be frank, we have no clue about what preservatives are added to drinks, and thus, if you really want to play it safe, simply drink tender coconut. I have been a non-drinker for the last 12 years, and I drink only Appy Fizz if I'm with drinkers. I will not believe this report, for that matter Cola drinks are more dangerous.
ReplyDelete