The summertime of 2013 is witnessing a mega state of war inwards the mango potable segment. With Frooti launching their displace alongside SRK, Maaza roping inwards Imran Khan, Slice is facing the heat. The construct has responded alongside a taste-challenge inwards their novel displace featuring the celebrity Katrina Kaif.
Watch the displace - Slice 2013
The novel displace has ditched the before positioning of Aamsutra together with has gone retro alongside the blind gustation examination - literary !. The advertizing shows Katrina along alongside the competing brand's model taking a hunk inwards to the heart together with individual of the wood ( why ??) , blind-folded him together with perform the taste-test. I didn't knew that Katrina was a market-researcher. The advertizing finishes alongside a heavy Hindi tagline " Iske Saamne Sab Pheeka Padh Jayega " which a South Indian similar me discovery it difficult to decipher.
From the ad, I empathise that Slice is peculiarly worried nigh Maaza rather than Frooti. My supposition is based on the visual showing bottle similar to Maaza inwards the novel Slice TVC. Maaza together with Slice are both positioned based on the " existent mango taste". Here through the novel displace Slice is desperately trying to convince the client that it tastes amend than the competitor. How ever, field Slice is telling that it tastes amend than competitor, Maaza says it is having the existent mango taste. So Slice has made a strategic mistake inwards the message. "Real gustation of mango " is a powerful positioning than " tastes amend than the competitor". So yesteryear ditching the Aamsutra, Slice has conceded a valuable infinite to its rival especially Maaza.
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