The importance of PR campaign... "Grappo Fizz"

Just a week back, I wrote about Parle Agro’s new refreshing brand, LMN. But soon I found that, Parle Agro have also introduced a new brand named, “Grappo Fizz”. It seems they are going aggressive this summer. After the success story of Appy Fizz, the product is been extended to Grappo Fizz. As the name suggests, Grappo Fizz is a carbonated Grape- flavored beverage. Grappo Fizz comes in two SKUs — 300 ml (priced at Rs 20) and 500 ml (at Rs 27). I am yet to see its TVC and more importantly, yet to taste it.

Nadia Chauhan, Joint Managing Director and CMO, Parle Agro, says, “Grappo Fizz is targeted at the youth who is constantly looking for ‘new options’. Parle Agro plans to tap into this segment through various activities including a television commercial, which will be on air this weekend. The TVC will weave an “entire brand persona around” Grappo Fizz who is introduced as a “Youthful rapper” and the cousin of the Appy Fizz character."

But I am disappointed by few things. When I tried searching about Grappo Fizz on internet, I found only one article listed in Business Line and Money Control. I also tried to get the image of Grappo Fizz, but even that was unavailable. Thus, it means, a pro-active PR campaign is missing out. The only reason could be, Grappo Fizz may still be in experimental stage. I believe, Parle should aggressively market their new products to catch consumer’s attention. But the saddest thing was, one cannot find any information about these new products of Parle Agro even on their official website. Neither have they mentioned LMN as their new product nor Grappo Fizz. I guess Parle Agro have really forgotten to update its website.

Parle expects youth to buy Grappo Fizz, who is constantly looking for 'new options'. But they have forgotten that these new-product exploring customers will like to grab more information through either retail stores, or newspapers or internet. But due to lack of poor PR campaign, no information could be found in newspapers or internet. Neither Grappo Fizz is extensively distributed into markets, just after its launch. Parle doesn’t even care to inform their inquisitive customers through its website.

Parle Agro needs to be proactive in marketing and should be a step ahead. Moreover, they should realize the importance of PR campaigns to create successful brands in future.