Appy Fizz : Cool Drink To Hang Around
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.
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. 6:04 AM Nisha Jayadas said... appy 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... 9:39 AM tanu varshney said... appy 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 8:51 PM prakash said... CAN I HAVE A CLEAR ANSWER ON THIS........ BCOZ 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- [email protected]
5:58 PM deep said... Hello Dear Frineds, I 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. 10:26 AM chhuana said... its total hoax. pl go to: http://www.kenneyjacob.com/2009/02/07/mythbustingfwd-mails/ 10:27 PM Prince Gaur said... Dear Prakash, As 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 1:43 PM Anonymous said...
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 10:42 AM Arun Narayanan ( U109011) said... Sir , I 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? 7:14 AM Sonam Shethia said... I believe the packaging of the drink has also affetced to build its image with the consumer's. The 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.
Task: Fighting the Freebie War To create a hot consumer promo for Appy Fizz during summer. To come up with a relevant attractive freebie, and compete in the freebie war with large multi-national beverage brands with practically one-tenth of their budgets. And to create communication that really stands out in the cacophony of freebie announcements. Background: A Cool Youth Icon and a Hot Summer A few years back Appy Fizz walked out a of a refrigerator and into the hearts of millions of oung Indians. The communication we created for Appy Fizz personified the drink as a young and opinionated colle drink to hang out with Market Scenario: Nothing is hotter than an Indian summer. Barring perhaps the sales of cold beverages during those three months. To get a bigger share of the pie, every brand comes up with exciting consumer promotions. The cola giants especially offer some big prizes on every purchase. Process: Global Chilling In FreeThinking™ sessions on the brand, we laid out a few parameters for the promo. One, be true to the brand. We decided that we wouldn’t give away any random freebie with Appy Fizz. He was a youth icon with a tremendous following. Everything he did or said was seen and heard. The promo definitely had to have stature. Two, be true to the consumer. The Appy Fizz consumer was forward thinking, intelligent and formed his own opinions. It was imperative that the promo cannot be mindless. During one of the sessions, we realized that thanks to global warming, this particular summer was hotter than ever before. Another truth, tied in pretty well. Indian families are large, and most refrigerators in India come with one ice tray, and they run out of ice quickly. An ice tray as a freebie sounded just right. Appy Fizz’s spirit of activism then took over. We created a mock social campaign against Global Warming to promote the free ice maker trays. We called it the “Make Ice. Not warm” movement. It was a 360 degree guerrilla campaign in true propaganda style asking people to get the free ice maker and make more ice to keep Global Warming away. We turned Appy Fizz into the Indian Al Gore and the ice makers – his weapon against Global Warming. What followed was just mind blowing! And the promotion, of course, was a huge success. Consumers stopped looking at the ice tray as a freebie. It had become a collectible and a symbol of the fight against Global Warming. Appy Fizz conquered the freebie war and somewhere contributed at least a wee bit to the fight against Global Warming.
Parle Agro hopes ‘Appy' in PET bottles will boost sales Our Bureau Chennai, Sept. 24 Parle Agro hopes to expand the market for Appy, its apple nectar, with the launch of an SKU (stock-keeping unit) in PET bottles. Priced at Rs 13 for a 250 ml pack, the format is expected to widen the consumer base as it would appeal to youth, cater to a need for onthe-go consumption and to retail outlets that use ice and not refrigerators to chill the drinks. The drink was launched in cartons in 1986. Speaking to Business Line, Ms Nadia Chauhan, Joint Managing Director and Chief Marketing Officer, Parle Agro, said the customer base of Frooti, which was originally launched in cartons and was primarily a children's drink, really expanded after the PET stock-keeping unit was introduced, bringing teenagers, youth and all members in a family into its fold, and creating multiple occasions for consumption. On-the-go consumption in beverages is 75 per cent and within this segment, the PET format is growing at the fastest pace of around 55 per cent. Appy is the first apple drink in PET packaging and hopes to enjoy a first-mover advantage, said Ms Chauhan. Parle Agro claims a market share of 75 per cent in the apple beverages market – it also produces Appy Fizz and Saint Apple Juice. There is also a general shift towards PET, as it enables consumers to see the beverage before it is consumed, and enhances visibility at points of sale, says Ms Chauhan. Also, drinking the beverage over a period of time is easier as the packaging is sturdier, the chances of spillage are lower and hence, more convenient to carry. Further, one can just take a swig from the bottle and need not use a straw, which is necessary with a carton. As for home consumption, the advantage is the availability of bottles for larger quantities; in cartons, the maximum size available is a 1-litre SKU. The company is also considering a bout of advertising for Appy, which has never been advertised since its launch, says a note from the company. According to Ms Chauhan, the fruit nectar never needed any advertising as it was widely available and did well from the start. It is sold across 8 lakh outlets. really like to drink sparkling juice because it is so refreshing and I like how it looks like a Champagne especially Appy Fizz Sparkling Apple Drink. The taste was unique from any other apple drink because this kind of beverage is really something that you can fake a champagne look. Although Appy Fizz is only good at the moment you open the bottle because after a day or two, the bubble will be gone and the taste would be so sweet. But personally, I really like Appy Fizz Drink and I would definitely buy it be it in small tetra pack which is easy
and very handy to carry. It is still healthy to drink Appy Fizz instead of soft drinks so I really opt to buy this kind of juice drink. What we usually store in the fridge was the big bottle of 1000ml which my hubby and I can consume within two days. We don’t want to keep it longer because the taste would be different aside from the fact that the bubbles will also be gone. I really enjoy putting it in a champagne glass because it does look like one when you pour it out. Fresh, clear and crisp and I personally like the sound of it once we open the bottle. Although it is not with a cork and it will never pop loudly when you open it in their plastic bottle container, at least the taste and smell of apple was really there. You can purchase Appy Fizz Sparkling Apple Drink at selected Stores and Malls in India for an affordable price of Rs50 on the bigger bottle. You can enjoy drinking Appy because it is healthy, refreshing apple drink and is non alcoholic drink. came across Appy Fizz during the last summer and since then I have become a sort of regular. Almost daily I drink a can of Appy Fizz. It is a drink which is made of pure apple. Though there are many products in the market which claims to be of pure apple, I think only this drink comes straight what it says. As it says, it is made of handpicked apples from the best apple garden of India. I also experienced some acidic taste in this. I found that it is all due to the mixing of some acids. With the mixing of these acids like Malic and Citric, the nutritional value of this drink increases. It also helps in retaining the juice fresh for months. Despite all this, I think the best before written on the cane is more than what it should be. I have experienced that the taste started to change when I kept this juice more than one month in my refrigerator. However, the best before date written on the cane is about three months. I feel that one should not use it after two months of manufacturing. Barring this anomaly, the drink is quite tasty and serves the purpose of body in terms of health. It also helps that Appy Fizz is available in the market in five cases. No matter how much you have in your pocket, you can always afford a drink of Appy Fizz. I also experienced that when one returns from the hot Sun, a drink of Appy Fizz gives more relaxation than anything else.
Appy fizz by hariram
I like Appy brand of artificial apple juice very much, primarily because of its royal taste. So when I heard about the new product by Appy Appy Fizz,, I decided to giver it arty as well. But this one tastes awful. It tastes more like a poor cola drink, and the soda tastes a bit to acute for my tongue. I bought a half liter bottle, which comes is an attractive
packing, and coasted me 30 Rs. Or 75 cents, but I can not even have it full. I just sipped a few times, and the taste was too much for me. However, my family members are fine with it, so fortunately the bottle was not wasted, as my son drank the rest of it. But I swear, I have not tasted anything yuckier than this one. I also would not like to have it in future. I will stick to the old Appy apple juice, I think they should not experiment too much with flavor, Appy Fizz is quite strong in its taste, and is only for those who like such actuate taste. As for me, I dint liked it a bit. One more thing, I do check the expiry of such drinks, and I won’t have them if they are more than a week old, and I would also like to suggest everyone to follow this.
Appy fizz by baba Appy fizz is a new drink which is an apple juice, introduced in the market recently. It is a cool drink to hang up with. I have tasted this drink and it is good for adults. It simply tastes like the apple and some what like the hard drinks but it is not a hard drink and is very safe for any one who would like to have it. It comes in a very beautiful bottle, which is neatly and beautifully packed. The packing looks great and even the juice tastes good. If some one is fed up of having the same old traditional cool drinks then the Appy fizz can be a good choice to have a change. It also costs within our planned budget. Just try it and tell me how u liked it. Appy is one of my favorite fruit drinks, as the name says it is an apple flavored fruit juice which comes in a flat black box packed, which is use and throw. The taste is really good, and flavors has been added in a perfect way. The bad thing is that this is not natural, and this the sugar content of the product will be much more than the one with the real Apple juice. But I must say, this is the best artificial Apple fruit juice brand that I have ever tasted, and I have seen quite a few of them! A 200 ml bottle costs 10 Rs or 25 cents. This is one of the most tasty fruit drink available in market along with fruity (which does not offers apple flavors). Although I am not sure abut its nutritious value but it is highly recommended for anyone who is interested in fruit drinks but bottle flavored can never be substitute. SO you can have it for once in a while, but I still recommended natural fruit juices that the bottled and artificial one. But this is surely a try if you are looking for a substitute. This tops my list . We can rate it 70 on scale of 10