Tata Gluco Plus: Building the Brand Identity

NourishCo Beverages Ltd.’s newest drink, Tata Gluco Plus, was an innovative ready-to-drink product that offered instant energy and wellness with a blend of dextrose, electrolytes, and iron. It was available in six different flavours and packaged in a 200-millilitre cup. The economical cup was targeted to consumers at the bottom of the economic pyramid. Despite strong initial sales and customer recognition, the brand was unable to build a distinct identity or a clear connection with consumers, and sales dropped by 11 per cent in 2014. In 2016, the vice-president of marketing and innovations, who was given the task of reviving the brand, was left with several questions to resolve. How would he create an image for the brand that could be adapted to local energy needs? Would the brand be able to relate locally while resonating nationally? Could the brand compete in territories where both regional and international cola brands dominated the market? NourishCo Beverages Ltd.’s business model emphasized operational efficiency and cost efficiency, but would the challenge of achieving a national presence be possible with a conservative promotional budget?

The case is suitable for post-graduate management courses on product and brand management, strategic brand management, and marketing to the bottom of the pyramid consumers.<br><br>Working through the case will give students the opportunity to<ul><li>understand how the different elements of a brand make up a company’s brand architecture;</li><li>learn how to leverage and enhance the critical elements of a brand to help the product resonate with the customer; and</li><li>understand the importance of designing an integrated marketing communication plan for brand positioning.</li></ul>

• bottom of the pyramid , Branding startegies, integrated marketing communication