CCS Submission

8/20/2019 CCS Submission

http://slidepdf.com/reader/full/ccs-submission 1/7

INTRODUCTION



Brand Archetype of Benny & Sil The Innocent

“ Innocent “ archetypes are as follows

1. Oers a simple solution to a prolem!. Associated with "oodness# simplicity# nostal"ia#

childhood$. %ow or moderate pricin". Strai"ht forward 'alues

(. Superior )uality product compared to other rands

*ey traits which this rand should li'e up to are as follows:Optimistic# Simple# Truthful# +onest# Strai"ht,forward# -eliale



Pepsi & Coca-Cola Case

The enter for Science and /n'ironment 0S/# issued the test results that foun2epsio and oca,ola rands across the city contained pesticide residues that"loal standards y $3,$4 times.

Reaction: The Indian "o'ernment e'entually anned all o5e and 2epsi products in 2arliaschools soon followed suit.

Strategy followed:1. 6in ac5 former customers.!. Satisfy in'estors.

$. ut salaries y 13percent for all oca,ola India employees.. 7ain notoriety as a champion of social ser'ice and en'ironmental protection(. 2romotion throu"h i" shot celerities.4. Tar"etin" the rural crowd “Thanda 8atla oca, ola9



Strengths• “Benny9 is the product of a 133 years old

multinational company 2/ST%/; which has panIndia acceptance.

• It has a "reat rand 'alue and has dominated theinstant noodle mar5et of Asia and /urope.

• It has 4(< mar5et share in the noodle se"ment inIndia.

Opportnities

• /=tensi'e ad'ertisement will help Benny; to

resurrect its rand ima"e.

• It should try to rin" eminent personalities for itsad,campai"n.

• 2estle >ew ?ealand should try to con'ince parentsas the drin5 is nutritious.

!ea"nesses• $ times the permissile amount of lea

found in sa

• 2oor response from the mana"emen

Threats

• @arious >7O;s are "i'in" undue im

• 2rolon"ed an on sales of the product withe product an

• 8ar5et share of 2est



Reco##endations $PestleIndia%

• The company should apolo"ie for the incon'enience created consumers and for the time ein" it should pull its entire product

the mar5et.• The company should not "o for the unconditional apolo"y.

• The /O in a press conference should emphasie on the fa

company is testin" its products as per accepted international mindependent las.

• 2estle India can outsource ad wor5 for restorin" rand ima"e to a t



Reco##endations $Pestle New ealand%

• 2estle should "o ahead with the new composition and plan to

same chan"e in Australia.

• 2estle should construct a well dened ad campai"n that ma5es theaware of the potential enets that the new product would oer 0sustainaility.

• A female celerity mother can e made rand amassador to pr

product



Than5 Cou

Documents

CCS Submission