Aaker’s Brand Equity Model- Appy Fizz

Appy Fizz, a brand of Parle Agro, was launched in 2005 as India’s first sparkling apple juice
drink and soon it became the talk of the town amongst youth with its bubbly, sweet, tangy and
refreshing taste. It has a sleek packaging with a mixture of bold red, black and white colors,
which conveys the message of ​youthful energy​. The drink can either be drunk alone or with
something else, totally up to the preferences of consumers. ​Appy fizz has positioned itself as
a fruit-based fizzy drink, which is a healthier alternative to cola and not just a plain fruit
juice​.

Appy Fizz, a 740cr brand, is the market leader with almost ​99% market share in the Sparkling
Fruit Drink​ segment. It is a brand that has been growing at nearly 60% across urban and rural
markets. It is available in​ 250ml, 1ltr and 1.5ltr PET, 200ml RGB and 250ml can​.

Aaker’s Brand Equity Model

Aaker’s brand equity model was developed by David Aaker. The model views the brand equity
as a combination of brand awareness, brand loyalty, brand associations, perceived quality and

other proprietary brand assets which provide the value provided by a product or service.
 Brand Equity = Brand Awareness + Brand Loyalty + Brand Associations + Perceived
Quality + Other Proprietary Brand Assets

According to Aaker, the brand value is controlled by five major components. The following
components will be discussed in detail w.r.t Appy Fizz.

Brand Awareness

This is the first step towards building brand equity. Awareness essentially means that customers
know about the existence of the brand and can recall the category of the brand.

Appy Fizz, from the day of its inception has tried to attract its customers via different campaigns
so that it helps in creating more awareness among different consumers in different areas.

1. #Riseup with new summer campaign

On March 15, 2019, Appy Fizz came up with a new summer campaign, urging
consumers to #FeelTheFizz by rising up and following their passion. A funding of Rs
75cr was assigned to this campaign. Parle Agro used hyper local marketing strategy to
further connect to its consumers of Appy Fizz. With ​Salman Khan as the brand
ambassador and Jr. NTR as the brand ambassador for Southern markets​, Parle
Agro tried to tap the huge fan base of these ambassadors to further connect to its
consumers.
Salman Khan was featured on all brand mediums including Television, Print, Digital and
OOH; while Jr. NTR was seen on all print and OOH communications in South India.

2. Hyperlocal Marketing strategy

To further connect with the consumers across India, Parle Agro adopted hyperlocal
marketing strategy. Multiple outdoor advertising of Appy Fizz was spotted in Delhi-NCR
including metro wraps.
Appy Fizz already being a market leader, sought to further boost visibility and
sales for the brand, in addition to enhancing the top of mind brand recall among
consumers​ through this #Riseup summer campaign.

Brand Association

Associations contribute to brand equity, as strong, high-quality associations set off brand
purchases, without producing precise word-of-mouth publicity. Such associations can also help
the employer in leveraging the brand, create sturdy limitations to entry for competitors, supply
exchange leverage to the company and enable the agency to reap a differential advantage.

In simple language,
Anything that is connected to the customer’s memory about the brand is an association.

Introduction
In the very beginning, ​Appy Fizz started with giving the product a personality.

Here, ​in 2005​, Appy Fizz was introduced as ​a cool drink with hands, legs and the ability to
talk​. It was called ​A cool drink to hang out with, ​and was given the personality of a ​cool
dude​. For many years, Appy Fizz was then associated with the ​bottle’s shape ​and the persona
given to it.

Until the brand tried to change the communication in 2016 with ​#FeelTheFizz, ​Appy Fizz was
associated with the same ​cool drink to hang out with ​persona.

In 2016, ​the brand changed its communication with a brand new campaign starring ​Priyanka
Chopra ​- ​#FeelTheFizz. ​Through this campaign, the product was ​communicated as a drink
that makes you alive and gives you energy​, and was ​positioned again as a drink fo​r the
youth.
In 2018, Salman Khan ​was replaced as the​ brand ambassador, ​for the same campaign
#FeelTheFizz. ​This way, the brand was ​directly associated​ with ​Salman Khan​, also known as
Bhai​, who a lot of people follow and are in love with. Along with the communication of
#FeelTheFizz​, the brand also included​ #OwnTheFizz​, through which they communicated a
sense of individualism.

In 2019, ​the brand launched another campaign ​#RiseUp​ starring Salman Khan. This campaign
was more of a collaborated version of all their previous communications, keeping the brand
message the same youth oriented. Here, the brand communicated the product as a fizzy drink
that ​keeps one​ ​alive, gives energy, gives a sense of individualism.
In a nutshell,​ Appy Fizz is Associated with a number of things including; ​the bottle’s shape,
cool dude, cool drink you hang out with, the fizz, the colour of the drink, the apple
flavour, the bold colours, a sense of freedom, individualism, happiness, craziness,
energy, Salman Khan, Priyanka Chopra and the list continues.

Perceived Quality
1) Positioning- India's first sparkling apple juice drink​.
● Healthier alternative to colas.
● It has both colour and fizz.
● It's also been positioned as the drink which serves as a substitute to alcohol.
● Champagne of all fruit drinks.

2) Reason to buy
● Packaging : It comes in champagne style pet bottles.
● There are consumers who are health conscious and yet want their demand for
drinks to be satisfied by something that's healthy and also has the taste and feel.
● Appy fizz is used to make cocktails so it has entered pubs as well bars &
restaurants for the same. It mixes well with a wide range of drinks.

3) Price

250ml- Rs.15
1 ltr- can- Rs.55
1.5ltr PET-
RGB & 250ml can- Rs.25

4) Channel member interest

● Through OOH
● Television
● Radio
● Digital
● Print
Brand Loyalty

A customer is brand loyal when he purchases one brand from among a set of alternatives
consistently over a period of time. In the traditional sense, ​brand loyalty was always
considered to be related to repetitive purchase behaviour.

For some products such as purchasing a house or an automobile, repetitive purchase behaviour
may not occur. In these situations, attitudinal brand loyalty, i.e., consumer feelings about the
brand that was purchased, and their inclination to recommend the brand to others are
measured.

Appy Fizz has a strong consumer base when they seek for apple based drinks. Not only that
whenever anybody thinks of having something apple based the first thing that comes in their
mind is appy fizz and that's because other brands which are coming up with apple based drinks
such as Alo fruit juice or Raw pressery are new to the market. ​Appy fizz takes a lead here
because of how old the brand is.

When Appy Fizz was introduced to the market it was altogether a different concept because of
the fizz it was. So, ​when a customer seeks to have something fizzy the first drink that
comes in their mind is Appy Fizz.

Brand loyal customers form the bedrock of a company. Higher loyalty levels lead to a decrease
in marketing expenditure as such customers act as positive advocates for the brand. Besides, a
company can introduce more products in its portfolio that are aimed at the same customers at
less expenditure.

It also acts as a potential barrier to entry for new players and gives time to the company to
respond to competitive threats.

The fruit-based beverage market can be broadly classified into two segments - packaged
fruit-based beverages and unpackaged fruit-based beverages (fresh juice). Although the Indian
fruit-based beverage market has traditionally been dominated by the unpackaged segment the
recent past has seen an enormous growth potential in the packaged category. ​The
contribution of packaged fruit-based beverages to overall fruit-based beverages in terms
of volume consumption has increased from 2010 to 2014.

Dabur, PepsiCo, Coco-Cola, Parle Agro are some of the major players in the packaged
fruit-based beverages market​. While Dabur’s Real Activ and Real and PepsiCo’s Tropicana
100% and Tropicana are the major brands operating in the 100% juices and nectars segment,
Coco- Cola’s Maaza, PepsiCo’s Slice and Parle Agro’s Appy fizz are the major brands catering
to fruit drinks segment. Coco-Cola is the market leader in the packaged fruit-based beverages
market in India followed by PepsiCo, Parle Agro, and Dabur.

Apart from all of these brands such as Alo fruit juice or Raw pressery juice pack also have a
share in the market. But what makes​ Appy Fizz stand strong is the market base along with
how old the brand is.
Other Proprietary Brand Assets
Proprietary assets include patents, trademarks and channel relationships. These assets are
valuable as they prevent competitors from attacking the company and prevent the erosion of
competitive advantages and loyal customer base.

Appy Fizz has already got a big​ first mover advantage​ in the Sparkling Fruit Drink segment.
With almost 99% market share, Appy Fizz continues to grow at over 60% across urban and rural
areas. It is one of its kind drink, which can be drunk alone as well as a mixture with other drinks.

Time and again, through its different campaigns, Appy Fizz has strengthened its foothold in the
market of fizzy fruit drink. Parle Agro has used ​aggressive marketing strategy​ since its
inception to connect with consumers across India.

With the help of​ Sagmesiter & Walsh, creative partner of Parle Agro​, Appy Fizz has come up
with effective campaigns such as #feelthefizz and #Riseup to enhance brand recall among
consumers. It makes use of​ hyperlocal marketing strategy by using OOH​, such as metro
wraps, to remain on the top of top of the minds of consumers.

Salman Khan is the brand ambassador and Jr. NTR is the brand ambassador for
Southern markets​ for Appy Fizz. With a huge fan base, these ambassadors help the brand to
connect into the deeper markets and extend its consumer base.

Parle Agro makes use of all the​ channels of communication​ to effectively communicate the
message of Appy Fizz. The consumers can come across the advertisements on ​Television,
Radio, OOH, Print as well as Digital​.
Also, the ​channels of distribution​ of Appy Fizz is very strong. The product is available in small
retail shops in rural areas as well as in the supermarkets of urban areas.

Such moves ascertains that there is very little gap left for any competitor to invade the market
monopoly of Appy Fizz.

All these factors combined increase the brand value, hence increasing the brand equity of Appy
Fizz.