Project 1 - IIDE - Indian Institute of Digital Education

Project - IIDE

1. Click the link to view the PPT's introductory video.

2. P A L A K
R A N A
K A S H I S H
C H A N D A N I
V I R T I
N A N D U
V I N A Y
G A J J E L L I
S A N S K R U T I
P A R S H I V N I K A R
D E V A N S H I
G A N D H I
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3. Brand overview
Marketing Mix & USP’s
Market Research
SWOT Analysis
Key Takeaways
Marketing Gaps & Missed
Opportunities
Marketing Recommendations
& Tactical Suggestions
AGENDA
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4. BRAND
OVERVIEW
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5. JACOB SCHWEPPE
In the 1700s, Jacob Schweppe, a Swiss
watchmaker, turned carbonated water into a
bottled drink after being inspired by Joseph
Priestley.
In 1783, he founded Schweppes in Geneva — the
world’s first soda water brand, later liked across
England and the world.
Though he died in 1821, his name still fizzes on in
every Schweppes bottle today.
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6. Since 1783, Jacob Schweppe’s fizzy, refreshing drink
quickly gained popularity for its taste and health appeal.
As popularity grew, Schweppes moved to London and
impressed the world with a soda fountain at the 1851
Great Exhibition.
It soon became a favorite of royalty and high society,
known as a premium mixer—especially with gin—and a
key part of cocktail culture.
Today, Schweppes is enjoyed worldwide — a name that
still stands for elegance, fizz, and timeless refreshment.
The Rise of Schweppes...
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7. THE SCHWEPPES LOGO
Refined sans-serif font
that reflects its heritage
and legacy, evoking trust
and tradition
“A BLEND OF HERITAGE AND ENERGY”
The slanted ribbon
banner conveys
heritage, timelessness,
and premium appeal,
helping it stand out on
shelves.
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8. WHAT?
HOW?
WHY?
We create premium sparkling
beverages and mixers.
By blending heritage, innovation,
and expert craftsmanship.
To elevate everyday moments with
timeless fizz and sophistication.
GOLDEN CIRCLE
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9. "For those with a refined and discerning
palate, Schweppes is the original
premium mixer and refreshing drink in
one — adding cultivated taste and
timeless sophistication to every sip.”
BRAND POSITIONING
STATEMENT
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10. Marketing
Mix
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11. 7P’s
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12. Wide product range: Tonic Water,
Soda Water, Ginger Ale, etc.
Known as “The Original Mixer”.
Premium quality with consistent
carbonation and taste.
Attractive and iconic packaging
(cans, PET bottles, glass bottles)
Product
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15. Positioned in the premium segment
Price range: ₹60–₹75 for a 300 ml can
(Indian market)
Higher than regular sodas, but affordable for
urban millennials and Gen Z
Occasional bulk packs or multi-buy offers in
modern trade stores
Price
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16. Available in modern retail outlets,
supermarkets, online grocery apps
(BigBasket, Swiggy Instamart, Zepto)
Widely distributed across bars,
restaurants, and cafés
Growing presence on e-commerce
platforms like Amazon
Place
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17. Focus on digital campaigns, social
media marketing, and event
sponsorships.
Past iconic campaigns like
"Schhh...You Know Who".
In-store visibility through standees
and coolers.
Association with cocktail culture and
bartender communities.
Promotion
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18. Backed by brand ambassadors,
bartenders, and promotional
staff who enhance customer
interaction.
Employees, mixologists, and
marketing teams contribute to
crafting a premium brand
experience.
People
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19. Efficient manufacturing with
quality carbonation process.
Strong supply chain ensuring
product availability and
freshness.
Standardized production to
maintain taste consistency
globally.
Process
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20. Distinctive packaging (sleek cans,
branded glass bottles)
In-store displays, chillers, and bar menus
Brand’s digital footprint: Website, Social
media visuals
Event visibility: Branded bars, festival
activations
Physical Evidence
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21. Unique Selling
Proposition
(USP’S)
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22. Pioneer of
Carbonated
Beverages
Refined Taste with
Strong
Carbonation
Premium Mixers for
Cocktails, Trusted
Worldwide
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23. Schweppervescence
Burst (2008)
Schhh… You Know Who
- UK (1960s–1980s)
Take Your Time – Mission
to Mars (2025 Global)
Popular Campaigns
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24. Market
Research
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25. BLENDING ONLINE INSIGHTS
WITH REAL-WORLD
OBSERVATIONS — HERE’S WHAT
WE UNCOVERED ABOUT THE
BRAND.
CLICK THE LINK
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26. 18 - 24
53%
25 - 30
38.7%
31 - 35
4.1%
MALE
53.1%
FEMALE
46.9%
GENDERAGE
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27. WORKING PROFESSIONAL
64.6%
STUDENT
33.3%
HOME MAKER
2.1%
RARELY
65.4%
2 - 3 TIMES A WEEK
21.1%
NEVER
9.6%
ALMOST DAILY
3.9%
OCCUPATION
How often do you consume beverages like tonic
water, ginger ale or soda?
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28. RS.30 - RS.60
35.4%
RS.60 - RS.100
27.1%
RS.100 AND ABOVE
20.8%
UNDER RS.30
16.7%
HOUSE PARTIES
43.2%
SOCIAL GET TOGETHERS
32.5%
BARS
24.3%
How much are you willing to spend for a
premium mixer per bottle?
Do you associate Schweppes with any of
the following occasions?
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29. AFFORDABLEEXPENSIVE
HIGH QUALITY
LOW QUALITY
PERCEPTUAL MAP
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30. Target
Audience
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31. Young Urban
Professionals Cocktail Enthusiasts
& Mixologist
Social Millennials
& Gen Z
Party Hosts &
Entertainers
Health-Aware
(Low Sugar)
Shoppers
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32. CUSTOMER
JOURNEY
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33. The combo feels
perfect for her
party setup.
While searching for
mixers, she comes
across Schweppes on
a quick commerce
site.
She reads a few
reviews and spots
their latest Instagram
campaign felt
attractive.
Shivani plans a
Saturday house
party with her IIDE
friends.
The refreshing
flavor names and
party vibe catch
her interest.
She notices a
discount on
Schweppes with a
10-minute delivery.
Shivani places
the order that
evening before
her guests arrive.
They enjoy
Schweppes in their
house party and
create fun memories
together.
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34. BUYER
PERSONA
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35. Sharansh is a professional working
in a fast-paced, creative industry.
He’s brand-conscious, socially
active, and experiments with
cocktails and mixers at home and
bars.
DESCRIPTION
Shops from Swiggy
Instamart, Nature’s Basket,
and Amazon
Picks brands with premium
look & taste
Follows bar trends on
Instagram and YouTube
BUYER BEHAVIOR
Instagram
YouTube
Pinterest
MEDIA COMMUNICATIONS
Unwind with premium drinks
at home
Host trendy weekend house
parties
Stay updated on lifestyle
trends
GOALS
Price sensitivity
Limited drink
knowledge
Hard to find in local
stores
BARRIERS
Instagram Reels showing drink
recipes
Friends recommending a good mixer
Spotting Schweppes in a premium
bar
TRIGGERS
Online Surveys
SOURCES OF INFO
Attending house
parties and social
events
Watching stand-up
comedy and Netflix
Exploring new bars
and restaurants
HOBBIES & INTERESTS
Easy availability
Stylish, aspirational packaging
Flavors that mix well with rum, gin,
or vodka
NEEDS
SUPPLY ANALYST
Age: 28
Location: New Delhi
Occupation: Supply Analyst
Income: 12 LPA
SHARANSH
SHARMA
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36. Elegant, health-conscious
homemaker who loves entertaining
guests and maintaining an updated
household.
DESCRIPTION
Shops from BigBasket,
Nature’s Basket, or Reliance
Smart
Follows word-of-mouth and
health-based
recommendations
Prefers brands with family-
safe ingredients
BUYER BEHAVIOR
Instagram
YouTube
Pinterest
Whatsapp Groups
MEDIA COMMUNICATIONS
Serve premium drinks for
guests
Choose less sugary, healthier
beverages
Buy trusted, reputable brands
GOALS
Unfamiliarity with mixer
use
Prefers non-alcoholic
options
Perception that
Schweppes is only for
cocktails
BARRIERS
TV shows and WhatsApp forwards
featuring recipes
In-store displays during festive
seasons
A friend using Schweppes in a mocktail
TRIGGERS
Online Surveys
SOURCES OF INFO
Hosting kitty parties and
brunches
Watching cooking shows
and TV serials
Following home décor
and recipe blogs
HOBBIES & INTERESTS
Elegant packaging
Affordable family-sized options
Recipe guidance on packaging
NEEDS
HOME MAKER
Age: 43
Location: Punjab
Occupation: Housewife
Income: None
NEHA SHOOR
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37. Social, aesthetic-driven Gen Z
student who loves sharing what she
consumes online. Curious, image-
conscious, and always looking for
trendy drinks to try.
DESCRIPTION
Tries new drinks from café
menus or after seeing them
online.
Chooses based on packaging
and peer influence
Prefers ready-to-drink.
BUYER BEHAVIOR
Instagram
YouTube
Pinterest
Snapchat
MEDIA COMMUNICATIONS
Be seen as cool and trendy
Enjoy fizzy drinks without
alcohol
Share experiences online
GOALS
Budget limitations
No alcohol
consumption
Doesn't know much
about mixers
BARRIERS
Reels featuring Schweppes in
aesthetic setups
A café adding Schweppes to a
mocktail menu
Peer influence
TRIGGERS
Online Surveys
SOURCES OF INFO
Creating Reels and
posting on Instagram
Visiting cafés and trying
new beverages
Attending college fests
and open mics
HOBBIES & INTERESTS
Small packs that are budget-friendly
Aesthetic appeal and social-media
friendly branding
Flavors that taste good on their own
NEEDS
COLLEGE STUDENT
Age: 23
Location: New Delhi
Occupation: College
Student
Income: Intern
(Uncertain)
PRIYANJANA
GUPTA
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38. SWOT
Analysis
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39. Premium pricing may deter price-
sensitive Tier 2 & 3 consumers.
Low brand awareness beyond
metros.
Perceived as classic & old-
fashioned by Gen Z.
Limited visibility in general trade
and non-alcoholic settings.
Strength
240+ years of global
heritage and legacy trust.
Backed by Coca-Cola’s
strong distribution network
across India.
Wide range of mixers.
Consistent brand
messaging through modern
campaigns.
Weakness
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40. Rising competition from craft
mixer brands.
Sugar regulations & changing
health norms affecting
carbonated drinks.
Risk of brand dilution if Coca-
Cola prioritizes its other portfolio
brands.
Opportunity
Collaborate with mixologists,
bartenders, and lifestyle
influencers.
Launch health-focused variants.
Engage Gen Z & millennials
through experiential & digital
marketing campaigns.
Expand into Tier 2 cities with
targeted digital strategies.
Threats
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41. Consumer and Brand
“Pain Points”
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42. What’s frustrating our consumers?
Bitterness / Acquired Taste
Artificial Ingredients / Too Sugary
Lack of Brand Story / Emotional
Connection
Lack of Product Education
Limited Access in Small Cities
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43. Where is the brand losing fizz?
No Clear Standout USP vs.
Competitors
Inconsistent Brand Voice
Boring Packaging
Perceived as “Old” or “Outdated”
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44. Competitor
Research
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46. Sepoy&Co.
Sepoy & Co is a premium Indian mixer brand founded in 2018 by Angad Soni.
Crafted in London and brewed in India using Himalayan water and natural
botanicals, it offers low-sugar, bar-quality mixers with heritage-inspired design—
available in upscale bars, retail outlets, and online.
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47. USP’s
India-first botanical mixer built for
discerning cocktail lovers.
International taste & design awards
across packaging and flavor.
Natural, low-sugar, sustainable
beverage crafted with premium Indian
and imported ingredients.
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48. Competitor’s - 7P’s
Glass‑bottled
botanical mixers
made with natural
ingredients,
Himalayan water, and
sugar crafted in
London & brewed in
India
Product
Premium pricing
(₹89–95 per 200 ml),
strategically filling the
gap between mass-
market tonics and
expensive imports.
Distributed across
top-tier HoReCa
outlets, premium
retailers, e‑commerce,
and exported to cities
like London, Singapore.
Price Place
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49. Wins awards, markets
through lifestyle
campaigns, social
media, onsite tastings,
and positions as
“pairing partner” for
cocktails and mocktails
Promotion
Rigorous R&D with 1.5
years of development;
uses natural botanicals,
FDA‑certified automated
production, sustainable
glass & packaging.
People Process
Led by founder Angad
Soni, supported by a
nimble 11–50 member
team, backed by
bartenders/mixologist
Competitor’s - 7P’s
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50. Elegant, fluted glass bottles with soft pastel
labels and refined typography—designed to
reflect Indian heritage and modern bar
aesthetics, creating a standout, premium
shelf presence.
Physical Evidence
Competitor’s - 7P’s
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51. Jimmy’s Cocktail
Jimmy’s Cocktails is a premium Indian mixer brand launched in 2019 by Ankur
Bhatia. Crafted by top mixologists, Jimmy’s offers bar-style, non-alcoholic cocktails
and Cosmopolitan. Perfect to mix with your favorite spirit or sip as a mocktail.
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52. USP’s
Bar-Quality Taste – Crafted by top
mixologists using real ingredients.
Easy & Effortless – Just pour, mix, and
enjoy anytime.
Stylish & Gift-Ready – Sleek bottles
perfect for parties or presents.
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53. Wide reach through
online presence in
6,000 retail outlets
across 50+ cities, and
exports to Australia,
Nepal, South Africa.
Ready-to-mix, non-
alcoholic cocktail
mixers crafted by
expert mixologists.
Product
Positioned as
affordable premium
pricing around
₹99/250ml, making
cocktails at home
significantly cheaper
than bar prices.
Price Place
Competitor’s - 7P’s
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54. Runs the “Bring the Bar
Home” campaign,
influencer marketing,
and fun, party-driven
social media content.
Promotion
Led by founder Ankur
Bhatia and Nitin
Bhardwaj, supported by
a core team and
mixologist Yangdup
Lama, with bartenders
acting as brand
champions.
In-house R&D and
manufacturing in Nashik;
pilots began Sept 2019,
pivoted quickly to D2C
during the pandemic,
enabling rapid scale-up
and agile rollout of new
SKUs.
People Process
Competitor’s - 7P’s
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55. Sleek 250ml glass bottles featuring a
colourful, modern design, attractive
packaging. Also, available in HoReCa and retail
settings to convey bar-level sophistication.
Physical Evidence
Competitor’s - 7P’s
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56. KEY
TAKEAWAYS
Heritage mixer brand targeting urban, social drinkers and
mocktail enthusiasts.
Known for global legacy and mixer variety, with a focus on
bars and quick commerce.
Positioned to own the premium mass mixer space between
craft and budget brands.
Uses celebs, influencers, and digital-first campaigns like
#MixItUpWithSchweppes.
Strong legacy recall, but needs better festive, Gen Z, and
flavor relevance.
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57. Marketing Gaps &
Opportunities
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58. Perceived only as a mixer, not a
mainstream beverage
Low investment in mass advertising
Unclear and inconsistent brand identity
Limited distribution reach
Global positioning with weak local relevance
Opportunity to target teetotalers with “Social
without Alcohol” messaging.
MARKETING GAPS AND
OPPORTUNITIES
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59. Marketing
Recommendations &
Tactical Suggestions
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60. Focus on creating more region-specific
content.
Introduce a campaign like #TasteTheSpark.
Increase Out-of-Home (OOH) branding
efforts.
Share more behind-the-scenes content
(e.g., “Chaos Behind the Fizz” style videos).
Prioritize storytelling formats for content.
Strategy
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61. Weak brand voice
Packaging lacks aspirational appeal
Social media missing cultural
relevance
Poor cultural localization
Weak brand voice
Packaging lacks aspirational appeal
Social media missing cultural
relevance
Poor cultural localization
Marketing Agency vs In-House Team
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Recommendation: We suggest marketing Agency

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