whiz : branding, marketing and brand management
Post on 09-Mar-2016
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Introduction
Presentation By:
Eeshan K Saha
Jyotika Bindra
Shruti Chowdhary
National Institute of Design
Module By: Deval Kartik
to Marketing
Grapefruit Juice
Core Benefit Customer
Value Hierarchy
Augmented Benefit
Potential
Benefit
The Product
Sugar
free
juice
Effective for
reducing
diabetics
Easily
available
Maintains
body Weight
Safe for
diabetics
Refreshing
nourishing and
tasty
100% natural
pure juice
Necessary
antioxidants
needed
Diet
welcome
health drink
Grapefruit Juice Competition
Product
Lifecycle
4P’s of
Marketing
Customer
And
Scenario Brand Management
Marketing
Objective
Future
Scope and
Expansion
Department Segmentation
1
2 3
4
5
6 7
8
Department
Segmentation
Accounts and Finance
Design
Production
Packaging
Distribution
Marketing
Research &Development
Production
Department Segmentation
Fruit Reception
Selection, washing and grading
Squeezing
Finisher to Pulp
O2 removal
Pasteurization
Concentration Water and Aromas
Concentrated grapefruit juice
Customers
Stakeholders
Investment Bankers
Sales Force
Suppliers
Customers
Employees
Consultants/Specialized Firms
Department Segmentation
Competition
Direct Competition
Indirect Competition
Grapefruit juice producers
Medicinal Products
King's Foods
Holista Tranzworld Ltd.
Sab Foods
Murti Food Establishment
Epicu Agro Products Pvt. Ltd.
Chenab Impex
Dir
ec
t C
om
pe
titio
n
Competition
Fruit/Vegetable Juice
Bottled Water
Carbonates
Concentrates
Tea and Coffee
Ind
ire
ct
Co
mp
etitio
n
Competition
Product Life
Cycle
Introduction Growth Maturity Decline Pre Launch to
Launch
Launch through
initial Year
Mid Life End of patent
Introductory Stage Product Not many direct Competitors Creating awareness will take time Takes time for selling in volume Slow growth
4 P’s of
Marketing
Functional benefit: healthy sugar free drink
Attributes: Tasty
Refreshing
Presentable
Flavored
Healthy
Tranquility
Vitality
Energy
Size:100ml, 300ml pack, 1000ml tetra pack
Product : Grapefruit Juice
4 p’s of Marketing
Part of Added cost
Profit margin
Value Based Pricing: Buyer’s perception of value
Cheaper than competitors’ price
Smaller Packs also available
Quantity: 1000ml
Cost of raw materials Price/unit: Rs 192
Production cost Price/ unit: Rs 6
Marketing Cost Price/ unit: Rs 4
Profit Price/ unit: Rs 5
Retailer’s Selling Price Price/ unit: Rs 210 (Rs 3 as profit margin)
4 p’s of Marketing
Launched in India
Distributed in food and beverage industry and Retail outlets
various outlets
Vending machines placed at sport, spiritual and health places
Food Service include: Fast Food joints
Caterers
Restaurants
Vending Machines
Others
Retailers include:
Supermarket
Medical Stores
Convenience Stores
Discounters
Small Neighborhood
Shops
Others
4 p’s of Marketing
The Company
Wholesaler
Distributor
Beverage Industry Food Industry
Buying Groups Food Service
Retailers
Consumers at home
Consumers away from home
Direction of flow of product, service and
communication
Direction of flow of information,
payment and ordering
B2C B2C
B2B
B2B
B2B
B2B
B2B B2B
Distribution Channels 4 p’s of Marketing
Purpose
Will help to introduce our new product
Will Generate awareness about the new product
It will help us stabilize the volume of sales
It will create confidence in the mind of customers regarding
quality
Will help to build long term relationship with customers
Media Chosen
Print Advertising
Outdoor Advertising
Broadcast advertising
Surrogate Advertising
Public Service Advertising
Public relation/Publicity
Sales promotion
Web Presene
4 p’s of Marketing
Print Advertising Newspapers health columns Health and other Magazines
Outdoor advertising Billboards Tradeshows and Events
Broadcast Advertising Television Radio Internet
Surrogate advertising Collaboration with other diabetes related industries like herbal centres, Ayurveda centres etc.
4 p’s of Marketing
Public Service Advertising Health awareness programmes like MARG, INDEPENDENCE FROM DIABETES, CHETANA.
Public Relation Media
Sales Promotion Objectives To introduce new product and attract customers Tools that we will apply for sales promotion Free samples Fairs and Exhibitions
4 p’s of Marketing
Web Presence Through website
Customers
Diabetic People and
Health Conscious Young People
Demographics:
Location: metros, tier1 cities
Age: 30-45 years
Income: personal disposable
income of 30,000 and above
per month
Economic Status: upper
middle income group
Occupation: well educated,
working class
Behaviour:
Lifestyle and Values: Taste,
Nutrition Alternative Drinkers,
Diet and Health conscious
Psychographic:
Professionals, on the go
parents, dieters, health
professionals
Maslow’s Need Hierarchy
model placement:
Our target group are pretty
well satisfied by our
physiological needs and are
concerned about safety and
health.
Customers
Customer Needs
Health
Consumers have become
increasingly health conscious
creating a demand for
healthier products. They
choose fruit juice or water
over carbonates, as
beverage alternatives.
Increase in diabetes over last
5 years has made India the
largest in diabetes and
people are fighting against
it.
Convenience
Customers demand easy
availability and varied
packaging for different
time and place of
consumption.
Taste
Taste is essential for all
consumers as it is among
one of the important
reasons of purchasing a
drink.
Customer
Customers
Customer Profile
Persona: He is 37 years old having diabetes. A GM of an MNC with a monthly income of 3 lac per month. He has a busy schedule during the day and the time dedicated to himself is the time when he takes meals. He is conscious about his health and is open to trying new effective solutions when it comes to health.
“ ” Stay healthy and grab all opportunities
Customer
Use Scenario
He goes to the office and attend a board meeting. The meeting breaks for lunch, during which, he goes to his cabin and takes out his lunch. He feels thirsty and feels like drinking some juice/drink which doesn’t harm him in diabetes. He looks at his bag and finds a 300ml bottle of Whiz Juice, which his wife had put into the bag an feels relieved after having it. He calls his wife for choosing whiz for him and putting it in his bag.
Customer
Brand
Management Product SWOT Analysis Revenue Model Brand Identity Brand Architecture Sub-Brand Identity Sub Brand Personality Sub Brand Image Sub Brand Equity Sub Brand Essence Brand Audit
Customers
Product SWOT Analysis
Strengths
Fresh
Energetic
Drink for diabetics
High on minerals
Attractive
packaging
Brand Equity
Health conscious
image
Antioxidant
Weakness
High Price
New Flavor
Acceptance by the
Target Audience
Opportunity
Extensive ongoing
research on
grapefruit juice
Very few number
of similar product
in market
Sold mostly online
Brand Management
Threats
Established image
of other fruit
juices in the
market
Less availability of
grapefruit in India
Revenue Model
Brand Management
Selling the juice to
clients
Advertising
Merchandising
Distributing
Sustainability
through
recycling
Venture Capital
Brand Identity
Brand Management
TM
Customers
Brand Essence
Responsible for Health
Brand Management
Customers
Brand Architecture
Credence : The Brand
Whiz : The Sub Brand
Brand Management
Customers
Sub Brand Identity
Brand Management
TM
Customers
Sub Brand Personality
Brand Management
Healthy
Savior
Trustworthy
Eco Friendly
Sincere
Exciting
competence
Sophisticated
Customers
Sub Brand Essence
Life Savior
Brand Management
Customers
Sub Brand Positioning
Brand Management
Youth
Health Conscious People
School Children
Mothers
Existing Old age group
Customers
Sub Brand Communication
Brand Management
Look and Feel: Fun, Attractive, Classy, Modern, Transparent, Informative
Through: Brand identity, packaging and POS promotions, Other Promoting Material
Packaging: 300ml, tetra pack 1000ml
Free Sample: Sample pack 100ml
POS promotion: Posters and Display
Promoting Material: Billboards, Hoardings, Bus stand etc
Customers
Packaging
Brand Management
Packaging Information
Identity (Logo, Image,
Tagline)
Nutritional Facts
Bar code
Main Brand
Some other facts
Benefits
Manufacturing Date
Best Before
100ml: Tetra Pack
300ml: Bottled
1000ml: Tetra Pack
MRP
Quantity
Manufactured By
Imported By
Batch No.
Recyclable
FDI
Use Direction
Storage Direction
Marketing
Objective
Marketing Goals
Marketing Objectives
Other Benefits
Customers
Marketing Goals
Brand Management
To increase grapefruit juice market share and product awareness
Capturing 25% of total market share in next three year
Expected the sales will be Rs 5.50 Crores(approx.) in next year
The expected return on investment is 20%
Increase earnings per share by at least 10% every year
Build customer database of at least 250,000 households within the next
12 months.
Achieve a market share of 10%.
Achieve 75% customer awareness for our brand in our target market.
Customers
Marketing Objective
Brand Management
Improving the customer satisfaction through good quality of products
Turning profits from the first year of operations
Creating unique, innovative and healthy products
Becoming the Best New Juice Company in India
Assure good shelf space and dually filled.
Customers
Drivers to Success
Brand Management
Employee training to insure the best juices preparation techniques
Marketing strategies aimed to build a solid base of loyal customers
Customer satisfaction with high quality juices and services
Management that treats every employee equally
Creating unique, innovative, upscale atmosphere that will differentiate
Customers
Challenges
Brand Management
Indians do not follow much of a culture to drink juice with meals etc.
Evaluation for the right setup cost
Compete with innovative technical ways
Careful analysis of country’s economic status
Using improved technological and technical support
Justifying legal concerns in appropriate way
Clear concept of market and industry demand
Expansion
Strategy
Strong Innovation Programme: Introducing Product Variants Through introduction new product range Brand Renovation to keep older products salient
Expanding across geographic: Overseas Market
Acquisitions and Mergers
Dividend: Better Return on Investments from Retained Profits and Surplus for a better shareholder image.
Investment through Financial Institutions: Further Long Term Finances for long term Investments
Thank You…
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