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Lowe
Friday, July 30, 2004
The structure
To understand…
Where am I now?
Why am I there?
2003 - 04
Good Day
Volume Shares
2001-02 2002-03 2003-04
Delhi U+R 60.2 50.9 53.4
Pun-Har U+R 62.0 42.3 44.1
North
Rajasthan U+R 50.6 28.6 32.6
UP U+R 37.2 18.2 25.5
Assam U+R 83.2 83.2 76.1
Bihar U+R 64.5 31.7 29.1
East
Orissa U+R 71.0 52.4 44.3
WB U+R 59.2 25.7 24.4
Gujarat U+R 66.3 62.9 56.0
West MP U+R 58.6 37.1 35.2
Maharashtra U+R 80.2 62.6 64.3
AP U+R 78.3 79.1 80.8
Kerala U+R 61.3 73.8 69.8
South
TN U+R 73.7 78.2 80.3
Karnataka U+R 80.7 77.6 79.5
The overall market leader, but not where it matters the most
.
Bleeding in major markets to regional brands. Under siege in
strong markets
Good Day a big fish in small pond and a small fish in big
pond.
Where is Good day?
Good Day among core users
Well Being
BRAND PERSONALITY
Popular
Smart
Performance
Relaxation
To start off, the non-users are in awe of Good day This could
be attributed to
The fact that it is more expensive
It truly delivers on the taste platform (“gets over when ever
opened”