brand development ( cream cracker for skin beauty)

Key ObjectiveKey Objective

• Presenting our proposed strategies to building brand and activation programs to capture the Cream Cracker market initially as the third player in long term to be market leader in the cream cracker category

Guide LinesGuide Lines

• Largest Supper Market Chain CGL will launch the new product

• Find a potential in cream cracker biscuit domain.

• Positioning of a biscuit as just as confectionary product is no more valid

• Should be Rice base Cream Cracker

• Must adopt Blue Ocean strategies

Market Analysis Market Analysis -- Biscuit Biscuit

• Sri Lanka has a population of over 50 manufacturers in biscuit products

• Sri Lanka accounts for approximately 55,000 metric tons of snack foods each year.

• Valued at around Rs. 9.3 billion annually.

• The market achieves a growth rate of between 10% and 15% each year.

• Munchee accounts for 55% of the total biscuit market in Sri Lanka

Market et Analysis Cream Cracker Market et Analysis Cream Cracker

• Five players in the market

• Munchee is the market leader having Super Cream Cracker (a vitamin-enriched biscuit,) and Kurakkan Cracker (high fiber content has made it popular as a health snack).

• Munchee enjoying 73% of cream cracker market, Maliban is in the second place sharing the rest among other four players.

Market PotentialsMarket Potentials

• The per capita biscuit consumption in Europe is 32kgs a year while in Sri Lanka it is 2-3kgs. Therefore, there is much potential for expansion

• Biscuit manufacturers to grow as biscuits are a low cost, high energy product.

• At present customers are moving from sweet biscuits to semi sweet and cracker type biscuits.

• Growth in the biscuit and cracker market as people snack more due to their busy lifestyles which prevents them from having meals in the afternoon.

INDUSTRY ANALYSISINDUSTRY ANALYSIS

Cost Leader Possible Credit

Facility New VP

As CGL is the largest Modern trade chain Suppliers bargaining

power is still low

Establishing new plant cost is very high

Lot of Substitute available in the market

Threat of New Entry

Threat of Substitute

Bargaining power of Supplier

Intense competition within competitors in the biscuit market

PEST AnalysisPEST Analysis

SWOT AnalysisSWOT Analysis

Strengths:1. Available input materials – (entire Raw materials of product Rice, Funnels and Cummins are available locally)2. Low production cost3.Technological and marketing knowledge4. Strongest distribution channel 5. Easy manufacturing process6. Reasonable price (Persuade all the segments to perceive as Value added Product than others) Weaknesses:1. It is easy to copy the idea by others ( product will be patented)

Opportunities:1. Monopoly market2. Large market3. High demand

. Threats:1.High competition in future by copying the idea2.Entrance of new product3.Alternatives are un avoidable in some segment4.Uncertainty of launching a new

Opportunity Creation Opportunity Creation

Demography Demography

20.2 Million population of Sri Lanka isDistributed as below

Male 9.83M 48.5%Female 10.34M 51.5%Below 15 5 .22M 25.8%15 to 59 12.56M 62.0%Above 60 2.46M 12.2%

Common Problem of consumersCommon Problem of consumers

• Health Concerns and being beauty is spread across all the segment in general

• People spending their time and money through two different channels to be healthy and maintain the beauty irrelevant of the gender.

• Beauty & Health. Products addressing above problems are Beauty Care and Nutrition’s Supplements Products.

• All the beauty care products available in the market are for external use, that means it is kind of pigmenting the skin, Hair and nails

Draw backs Draw backs (Beauty care products and Vitamins Supplements(Beauty care products and Vitamins Supplements) )

• Research have revealed that nothing makes human body as beautiful on the outside as feeding your inside with a healthy diet.

• Being the largest organ of the body, skin deserves to be nourished with the right nutrients to sustain optimal health.

• Looking good need not cost a fortune, tastes great, doesn't require painstaking effort or involve too much time!

• More expose to chemicals therefore tendency to getting side effects are high

• Men also wanted to be beauty but reluctant to use beauty care product as it was use by ladies

• There are enough cases registered for skin allergies due to external application of cosmetic

Draw backs Draw backs Cont,,,,, Cont,,,,,

Respond to the Problem Respond to the Problem

• Required Vitamins and minerals to human body has a greater chances to get absorbed in the form of usual meal than the Supplement form

• Digestion metabolism activation is at optimal level in specific frequencies for which it used to get foods for digestion.

• Better digestion means better level of absorbance. Completely digested minerals and Vitamins obviously bring better results.

• Provide a Solution to the above identified problem, there is a need for a product which must be an Organic, healthy and enriched with vitamins and minerals which are instrumental to bring real and long lasting beauty at affordable price

Respond to the Problem Respond to the Problem

Background of the NPDBackground of the NPD

• Largest organ of Human body is skin it is a living, breathing, body-cleaning organ. If you stop it up, you're in trouble. And it deserves to be nourished with the right nutrients to sustain optimal health.

• Commercial creams, ointments and salves are not doing anything more than removing the symptoms of skin excretion. Nothing makes human as beautiful on the outside as feeding your inside with a healthy diet

• Treating symptoms is just trying to fool Nature. Coating over the body's cleansing efforts does not make you or your skin well.

• Radiant skin, shiny hair, healthy skin and beautiful appearance suggests health and self-nurture, and gives humans a sense of confidence when stepping out.

• An increasing number of studies have shown the benefits of eating certain foods to enhance a healthy looking skin and overall well being. And the best of all this? Looking good need not cost a fortune, tastes great, doesn't require painstaking effort or involve too much time!

• The ancient Greeks believed that if you were physically beautiful you were in happy and harmony with the universe, and that one’s own physical beauty was a miniature representation of the cosmos

Background of NPD Cont,,,Background of NPD Cont,,,

Justification of Raw materialJustification of Raw material

• Silica—a bioavailable form of silicon, is called the beauty mineral because it helps you grow lustrous hair and hard nails, fast. It also helps maintain bone density and strength by facilitating the deposit of calcium and other minerals into the bone

• After the end of 20 weeks study , the women taking silica had decreased skin roughness and less-brittle nails and hair, showing that silica had a significantly positive effect on nails, skin, and hair

• Silica is freely available in locally harvest RED RISE

Therefore CGL wanted to develop a product which needed to be identified by customer as “100% organic Rice base Cracker with specialized Vitamin and Minerals concentrated for the true and eternal beauty to Skin, Hair and Nail by making people Healthy”.

Offer to the actual demandOffer to the actual demand

Marketing Strategy Marketing Strategy

Marketing strategyMarketing strategy

VisionAs a responsible organization towards the society, Making people happy and harmony with universe by making them physically beautiful through providing Organic, healthy and nutritious Product as one’s own physical beauty was a miniature representation of the cosmos. MissionCapture market presence by 10% in the first 1st years, 2nd year 25% and end of five years time CGL’s Cream Cracker should be able to cater more than 60% of the Cracker Market by providing 100% Organic high nutrition and vitamins cracker made out of Local rice, Funnels, Cummins and Black Cummins Seeds.

ObjectivesObjectives

With aggressive marketing strategy and product positioning, New Brand is poised to take the National lead in Cracker Biscuit category in four years time.

Gain advantage of the positive press on the Health and energy benefits for beauty purposes which reduce level of exposure to chemical for organic Cracker to boost the sales of its product line.

To get 15% share of market for CGL’ New Brand Cracker in the cracker biscuit market in one year. To stimulate trail purchase by 35% and repeat purchase by 13% by offering incentives that encourage brand switching in 2014..

Strategy against CompetitorStrategy against Competitor

CGL adopt to black and white marketing strategy

Where CGL will keep a close eye on the competitors for certain time period but not investing a lot in developing so called unique competence,

All our financial strategies will be based on the basis that we will not allow our product to be matured instead, before it reach its peak come up with a new, updated or innovative product

by the time imitators copy our product and start penetrate to the dying market.

CGL deliberately let the competitors to enjoy our obsolete cost and in the mean time we will concentrate in growing with new product line

Brand building Brand building – 5 Steps– 5 Steps

1. Brand’s reasons-to-believe.

• Brand promise is irrelevant if the customers do not believe it.

• CGL promises potential customers that Organic Cracker is an "intelligent choice for eternal beauty.”

• Three reasons-to-believe... 100% Organic product for healthy and Beauty at the same time the product is value added additional vitamins and minerals.

• Three reasons in essence define "intelligent choice" and clearly set customer expectations. also give the company specific direction for designing the customer experience through tangible customer touch points

Brand Building Brand Building

2. Customer touch points.

• Each individual step in a business process contains a number of touch points when the customer comes in contact with our brand. Organization’s ultimate goal is to have each touch point reinforce and fulfil our marketplace promise.

• How CGL generate customer Demand: By carry out an aggressive brand awareness campaign, educate customer about the health benefit organic raw materials used produce the biscuit and How healthiness improve the beauty of the Skin, shine hair nail to generate customer demand

• How customers can buy the Brand: Product will be made available in nearly 700Supper markets and 85000 Retail shops for sale. Apart from that it will also be sold through online

• How the customers need to the products: Through an effective communication strategy company will educate customers the occasions and times in which the new cracker to be used

• Eg : people on the go, after meal as digest supporter and as snack

• How provide after-sales support. Company will have close repo with customer and continuously collecting feed back with regard to the new Bran which help customer to express their real experience and to company to do any updates or changes needed.

•


3. The most influential touch points.

• All touch points are not created equal. Some will naturally play a larger role in determining company’s overall customer experience. For example, if your product is ice cream, taste is typically more important than package design. Both are touch points, but each has a different effect on our customers’ experiences as a whole.

• Performance of the product means, credibility organic product’s product benefit to the improvement of health and beauty will be key touch point. Taste, shape and colour of packaging’s are other touch points

.


4. Optimal experience.• Determine how to express each reason-to-believe at each key

touch point. For example, how can organisation reinforce beauty through health improvement (a reason-to-believe) in product design, at the dealership, and in marketing campaigns (the influential touch points)

• Generate a high level Positive press about the benefits of organic product and specially, how the ingredient of the Organic cracker will improve the beauty of Skin and Shiny Hair and nails.

• Creative and intergraded promotional campaign to communicate the USP of New Cracker



5. Align the organization to consistently deliver the optimal experience.

• A holistic approach to align organization to consistently deliver the optimal experiences of customers through the right people, processes, and tools that drive each key touch point.

• The impacts of behind-the-scenes employees are less obvious but no less important. Similarly, the impact of workflow processes and tools (i.e. technology systems) on the customer experience may be less intuitive but crucial to consistent delivery.

• Identify which activities don't align with envisioned customer experience. Determine ways and means to address them so that these components can be brought into alignment.

•

Branding Branding

BrandingBranding

• Successful branding begins with a well-defined brand that is RELEVANT to the target market.

• Until organization have infiltrated the brand into every level of your organization and built the discipline of CONSISTENCY into every behaviour, action, or communication both internally and externally organizations are not yet on the path to a successful Brand Strategy

• Organization have to carefully considered and defined ALL five of the key brand elements—position, promise, personality traits, story, and associations

• The Brand Position is the part of the brand that describes what the organization does and for whom,

• what is unique value is and how a customer benefits from working with organization or its product/service.

• What key differentiation particular organization have from its competition.

Brand Position.

• The Brand Promise is the single most important thing that the organization promises to deliver to its customers EVERY time.

• To come up with the brand promise, consider what customers, employees, and partners should expect from every interaction with the organization. Every business decision should be weighed against this promise to be sure that,

a) it fully reflects the promise,

b) at the very least it does not contradict the promise.

Brand Promise Brand Promise

• Brand Traits illustrate what the organization wants its brand to be known for.

• Think about specific personality traits company want prospects, clients, employees, and partners to use to describe the organization.

• BP should have 4-6 traits (5 is ideal), each being a single term (usually an adjective).

Brand Personality Brand Personality

Brand Story Brand Story

• The Brand Story illustrates the organization's history, along with how the history adds value and credibility to the brand.

• It also usually includes a summary of the products or services.

Brand Association Brand Association

• Brand Associations are the specific physical artefacts that make up the brand.

• This is the name, logo, colours, taglines, fonts, imagery, etc.

• Brand associations must reflect the brand promise, ALL of the brand traits, and support organization's positioning statement.

BudgetingBudgeting

Price justification Price justification

• New Product brand will be sell at the same price as the market price of other cream cracker.

• Though CGL’s New Brand is value added premium product it can not mark a premium price as our Major strength is modern chain network

• Modern trade networks in Sri Lanka is being positioned for high quality product at lower price. People go to super market to buy product at lower price and not to buy expensive premium product

MarginMargin

• Higher Bargaining power of CGL over the supplier,

• Entire raw materials sourced locally

• Better advantage in making higher visibility through CGL’s own outlets at low distribution cost urge the products to adopt Cost leader ship,

• Trough the cost leader ship CGL create higher margin

Budgeted SalesBudgeted Sales

Expected Sales(Per year) Packs (24 Biscuits)

First Year 4000000

Second Year 4500000

Third Year 5500000

Fourth Year 6000000

Fifth Year 8000000

Expected sales and growth for the coming five years:

Revenue ProjectionRevenue Projection

Item Year 1 Year 2 Year 3 Year 4 Year 5

Total Sales 200,000,000.00

225,000,000.00

275,000,000.00

300,000,000.00 400,000,000.00

Total Cost(-) 141,760,000.00

159,480,000.00

194,920,000.00

212,640,000.00 283,520,000.00

Total Profit 58,240,000.00 65,520,000.00 80,080,000.00 87,360,000.00 116,480,000.00 Discount + Tax(-)

32,000,000.00 36,000,000.00 44,000,000.00 48,000,000.00

64,000,000.00 Promotional(-) 25,000,000.00 22,000,000.00 25,000,000.00 25,000,000.00 25,000,000.00 Net Profit 1,240,000.00 29,520,000.00 36,080,000.00 39,360,000.00

52,480,000.00

How to Achieve the Budget How to Achieve the Budget

Segmentation ProfileSegment Age Benefit Life style Occation Product Type

S1 Kids 8 to 14Taste, Digestion, and Glowing

SkinHappy and Sporty

Snack time and Tea time

Rice + Funnels with sweet

S2 Young Ladies 15 to 25Taste, Digestion, Vitamin A , Glowing Skin, Shiny Hair and

Nails and anti aging

Happy ,Sporty, Social and Out

going

while Studying, Get to gather, leisure

time

Rice + Cummins with Sour Taste ( Natural Tamarind)

S3 Young Males 15 to 25

Taste, Digestion, High Potassium for Bone Strengthening Vitamin

A , Glowing Skin and shiny Hair and anti aging

Happy ,Sporty, Social and Out

going

while Studying, Get to gather, leisure

time

Rice + Funnels with Spicy Taste

( Natural Spicy )

S4 Adults M & F 26 to 55

Digestion, High Potassium for Bone Strengthening Vitamin A,

Glowing Skin and shiny Hair, Cholesterol Control and maintain

blood Pressure

sporty ,Working and Normal

while Working, tea time and after meals

Rice + Black Cummins with

general cracker Taste

Value Addition Value Addition

With core benefit of Silica CGL decided to offer four different Value added product specifically targeting above said segments. The value added properties of Cummins Seed, Funnel seed and Black Cummins

Cummins SeedsCummins Seeds

• This is an excellent source of iron , a mineral that plays many vital roles in the body.

• Iron is an integral component of hemoglobin, which transports oxygen from the lungs to all body cells, and is also part of key enzyme systems for energy production and metabolism.

• Iron is instrumental in keeping the immune system healthy.

• Iron is particularly important for menstruating women, who lose iron each month during menses.

• Growing children and adolescents have increased needs for iron, as do women who are pregnant or lactating.

Funnel SeedsFunnel Seeds

• Fennel symbolizes longevity, courage, and strength.

• Its use as medicinal values, fennel has much health benefiting nutrients, essential compounds, anti-oxidants, dietary fiber, minerals, and vitamins.

• Fennel seeds indeed contain numerous flavonoid anti-oxidants like kaempferol and quercetin.

• Removing harmful free radicals from the body thus protect from cancers, infection, aging and degenerative neurological diseases.

• Fennel seeds are rich source of dietary fiber. Much of this roughage is metabolically inert insoluble fiber, which helps increase bulk of the food by absorbing water throughout the digestive system and easing constipation condition.

Black Seed Black Seed

• Super Powers & Health Benefits of Black Seeds

• Cancer Fighting, Immune Boosting, Anti Allergy, Opiate Withdrawal and Anti Microbial properties

• Nutritional Value of Black Seed

Calories 22

Fat 1gm

Sodium 1mg

Potassium 91mg

Total carbohydrates 3gm

Dietary fiber 3gm

Protein 1gm

Value PropositionValue Proposition

Competitors VPCompetitors VP

Creating VPCreating VP

New Brand’s VPNew Brand’s VP

New Brand Of CGL is very clearly moved away from the prevailing completion by setting itself unique Value Preposition.

New Brand Promises a Biscuit which is made out 100% Local and organic Raw Materials with full Nutritional and Minerals which are very essentials for real Beauty of the human Skin, Shiny hair and nails. Also it has some vital minerals healthy life and anti aging properties.

New brand is in called Blue ocean where it has no completion and it will be positioned as 100% Organic and Healthy beauty product in form of Biscuit rather a Cracker

New Brand’s VP MappingNew Brand’s VP Mapping

Brand Personality Brand Personality

An individual looks very smart and happy all the time also very charm. He/she never missed to do the right thing to context. He/she always decides intelligently. This individual is very conscious on organic foods, being very carefull about pesticide and chemical fertilizer and also finding best vitamins and minerals rich foods which are freely available in the market. Because of his/her particular food habit he/she always being healthy, this leads healthy Skin, Hair and nails to that individual to be looked beauty/handsome. Further, Because of his/her natural beauty /handsome that individual feels enhanced Confidence when stepping out. He/she associates with everyone and everybody likes him/her too to be friendly with them.

New Brand’s VPNew Brand’s VP

USPUSP

The ultimate expectation through effective marketing is convert the organization’s Value preposition in to cash by changing potential customer in to acquired customer. Through this process organization enjoy better sales and as consequence a healthy bottom line.

A business can peg its USP on product characteristics, price structure, placement strategy (location and distribution) or promotional strategy. These are what marketers call the "four P's" of marketing.

USPUSP

New Brand’s USPNew Brand’s USP

Product; a Cracker which is made out of 100% organic local raw material with some unique Vitamins and menials which are vital for the healthy life as well as eternal beauty of Skin, Hair and nails Price; same price as other cream cracker available in the market in the mean time the product offering better value to the marker price than the competitors products. Place; it will be available in all the super markets of around 800 out lets in the island including CGL modern trade out lets and in another 80000 Domestic corner stores and boutiques across the island.

Promotions; When it comes to communicate the product to target audience it is very important to have good name to the product which should be able express the entire picture of the product.

Brand NameBrand Name

"What makes a good brand name?" judge the desirability of a brand name upon three basic dimensions are that should have ability of Memorable , strategic fit and legal protection

Brain is a busy machine, constantly computing information. The easier you make it for people to memorize your name, the more successful you will become. Let’s see what characteristics our brain like


Short names. should have two syllables. (Google, Wal-mart).Difference. As long as a name is different in its frame of reference, our brain will go the extra mile to remember it. (Kodak, Exxon)Meaning. associate a mental image with your product/service, it will remember it better. (Ford Mustang)Emotions. Scientists prove that emotions enhance memory. (Pampers)Actionable tip #1: People name their dogs and babies and they think naming a brand should be easy. Naming is a deceptively difficult task.


O r g a n i c C r a c k e r Happy & Healthy

PackagingPackaging

Packaging plays an important role in the marketing mix

As medium in the marketing mix

In promotion campaigns, as a pricing criterion,

In defining the character of new products, as a setter of trends

As an instrument to create brand identity and shelf impact in all product groups.

PackagingPackaging

KMA’s of KMA’s of O r g a n i c C r a c k e rO r g a n i c C r a c k e r

Promotional StrategiesPromotional Strategies

Promotional StrategiesPromotional Strategies

To acquire a strong position in the market

Need to give special emphasis on effective

promotional activities.

Use all four tools of marketing promotion.

Advertising through mass media will support a lot.

Advertise Advertise

Brand should clearly specify the product category

Demonstrate how the product differ from competitor and

benefits for consumers

Have to show what are our promises to the consumers

For the initial stage will stick to below the line advertising

activities

AdvertiseAdvertise

IMC Consistent communications of information using channels include salespeople, advertising, public relations, sales promotions and publicity.

Benefitsintegrated marketing approach assure that the right target market is reached at the right time through the right channels with the correct message.

Critical Success FactorsCorrectly identify market segmentsRight target Markets and position

Sales PromotionSales Promotion

Provide short term incentives to

Consumers traders

To encourage to purchase or trail the product at initial stage.

Pull Strategy –Consumer Promotion

Give free samples (supermarkets ,Sports events)

Price offs

Special offers –buy 2 and get 1 free

Sales Promotion Cont,,,,,Sales Promotion Cont,,,,,

Push Strategy -Trade Promotion

1.Quantity discounts up to 15%

2.Display Racks

3.Offer shop salesmen Incentives

4.Branded T-shirts, Caps for shop sales people

Advertise Objective Advertise Objective

Informative advertising specific communication task to be accomplished with a specific target audience at a specific period of time.

Primary purpose is to inform and build primary demand.

Objective

First 12 Week Make awareness about the product

Capture 10% of Cream Cracker market in first year and 25% market share by Second year with sales volume of 400000 Packs/Month on the first year

Reach 65% of our target audience by Mostly TV and News papers and hoardings

Media PlanMedia Plan

In order to achieve above objective we will stick to clearly define plan which will shows the

Channels & Paper having higher viewer rate particular segment

Channels and News Papers having less comparative ratio

Airing appropriate programmed to reach target audience

Number of frequencies of an add

Suitable Places for placing hoarding

Budgeting for each elements of activity

Measuring Criteria for each activity


Channel Selection

TV – Sirasa, MTV, CSN, Shakthi TV ,Rupavahini, ITN, Swarnawahini,

Radio –SLBC, Sirasa FM, Shree FM, Hiru FM, Y FM, YES FM, Derana FM, E FM ,Shakthi FM ,Gold FM and Lite FM

News Papers –Lankadeepa, Rivira, Lakbima, Divaina (Sunday & Daily), Daily News. Daily Mirror, the Nation, Sunday Observer, Sunday Times, Tharunaya

Distribution planDistribution plan

O r g a n i c C r a c k e rAdopted Stage -2 & 3 Distribution strategy

Short Term (In first 6 Month)

GT - 45000 Outlets MT - 800 OutletsFS - 1975 Outlets

Long Term (Within 2 Years)

GT - 80000 OutletsMT - All availableFS - All available

Distribution Channels Distribution Channels

GT - DISTRIBUTION

MAP

Distribution Channels Distribution Channels

Main Towns of each Territories

Western Province

Central 1 - Kandy, Matale,

Gampola

Central 2 - Gampaha, Nittabuwa

North - Wauniya, JaffnaNorth Central - A’ Pura, Puttlam

North Western - Dambulla, Kurunegala Kegalle

North East - Polonnaruwa, Trinco

Hill Country - Nuwara Eliya, Hatton

South - Galle, Matara, Hambantota

Sabaragamuwa - R’pura, Awissawella

Financial AnalysisFinancial Analysis

Financial AnalysisFinancial Analysis

Three major criteria are evaluated.

Projected demand

Profitability

Return on investment

Initial marketing expenditures to build awareness and trial were extremely high.

Companies with deep pockets and many successful brands at different stages of the life cycle can sustain new products and long-term viability and profitability.

Costing Costing

Our Price (MRP)(24 Biscuits) Pack` - Rs. 50.00Trade MarginsGT Retailer12.00% - Rs. 6.00 ND 5% (from Trade Price) - Rs. 2.20

Rs.41.80NBT 2% - Rs.00.84

Rs.40.94Transfer Price (From Factory) - Rs.30.44 Selling & Distribution OH -Rs. 5.00 Total Cost - Rs.35.44GP (Rs) - Rs 6.50 GP % - 18.37%

Activation Activation

Brand Activation Brand Activation

Brand Activation is the seamless integration of all available communication means in a creative platform in order to activate consumers. Activation means stimulating.

1.Interest 2.Trial 3.loyalty

Why Brand Activation Why Brand Activation

Shifts the focus to the core of marketing.

Stimulating the buying process.

Brand activation addresses the key issues in marketing.

Brand Activation of Brand Activation of O r g a n i c C r a c k e rO r g a n i c C r a c k e r I. Conduct a one week programme to offer a complementary Organic

Cracker Packet to all customers of CGL who do Purchase for minimum Rs. 500.00

II. CGL’s entire out lets Chain will be design with Organic Cracker Advertising materials for one week during the activation programme.

III. Sponsoring National Level inter school and inter universities Sports and athletic Competition

IV. Gaining Mass level Press Benefit through a Press conference in collaboration with health Ministry

V. Conducting a Miss. O r g a n i c and Mr. O r g a n i c Competition

VI. One month long Raffle Draw and offering return air ticket with entry tickets to winners for an international beauty culture competition.

VII. Carry out intensive ATL and BTL advertisement campaign using prominent celebrities and sports personalities.

Brand EquityBrand Equity

Brand Equity Brand Equity

BE is The value of a brand is defined by its ability to stand apart from other brands.


Differentiation is a brand’s ability to stand apart from others. It is the degree to which the public finds a brand unique, different and distinctive and is able to gain consumer choice, preference and loyalty.

Relevance is a measure of appropriateness (is the brand meaningful to me?) which relates to a brand’s appeal. Relevance reflects consumer choice. Highly differentiated brands with low relevance can still be very successful.

Esteem measures the degree to which the target audiences regard and respect a brand – in short, how well it is liked.

Knowledge measures whether there is a true understanding of what a brand stands for. Awareness is a sub-component of knowledge


Brand strength is determined by differentiation and relevance and relates to a brands future value rather than it’s past.

Brand stature relates to a brands past performance and is determined by brand esteem and brand knowledge.


Goal of branding is to properly analyze and understand the current situation a brand finds itself in and then to apply relevant branding solutions which target the problems the brand is currently facing in order to increase the brand’s equity.


Relationship between the 4 dimensions in the 4 pillars of brand equity model.


1. Lower left quadrant.Brands usually begin their life in this quadrant, where appropriate differentiation strategies must first be developed in order to establish their reason for being in the eye of the consumer.

2. Top left quadrantGrowing brands will initially focus on building brand strength by differentiating themselves from their competitors and becoming more relevant.

For brands targeting a mass market this stage represents the brand’s emerging potential.

Niche brands can also be found in this quadrant and usually tend to stay here.


3. Upper right quadrantLeadership brands are characterized by both high levels of brand strength and high levels of brand stature.

Brands which find themselves in this position are very interested in applying brand management strategies to maintain their competitive edge.

4. Lower right quadrantDeclining brands are characterized by brands which fail to maintain their brand strength.

In this stage brands become vulnerable to both emerging leadership brands and discount brands, losing both loyal customers and potential customers.

Action, Measurement and control Action, Measurement and control

Action PlanAction Plan

3 Ws for the Launching of O r g a n i c C r a c k e r

what ( Activity) Who When Priority Results

Product Development R & D team July High OK

Pricing Finance Team Aug Medium OK

Budgeting Finance Team Aug High OK

Packaging Finalize Marketing Team Sep Medium OK

Finalize Marketing Plan Marketing Team Oct High OK

Test Market Sales & Marketing Team Nov Medium Will be Launched

Complete Test Evaluation Marketing + Finance Team Jan Low Will be carried out

Product Launch Whole Team Feb Medium Need to be Done

Promotional Activity Marketing May High To be deployed

Post Product Launch Evaluation Marketing + Finance Team June Medium To carried out

Measurement Measurement

The balanced scorecard approach for monitoring company performance

The scorecard is a "strategic planning and management system

monitoring overall performance and ensuring daily work is focused on the strategic objectives.

used to align business activities to the vision and strategy of the organization, improve internal and external communications, and monitor organization performance against strategic goals".

Measurement and Control Measurement and Control

scorecard system views the business from four external perspectives to gain a more relevant approach to performance metrics

Learning & growth – How we are innovating and improving to meet our goals

Business process – How critical processes are measuring up

Customer perspective – usually measured in terms of time, quality, performance and cost

Financial perspective – financial performance from the stakeholder point of view

Key Performance Indicators Key Performance Indicators

Market share analysis

Sales analysis

Financial results

Market research

Marketing information systems

For Organic Crackerbelow metrics which determine success

CRM - New customers acquired retention

Brand awareness

Competitor performance

Profitability

O r g a n i c C r a c k e r O r g a n i c C r a c k e r PromisesPromises

brand development ( cream cracker for skin beauty)

Marketing

cream cracker market

market leader

market munchee

total biscuit market

monopoly market

large market

market analysismarket

cream cracker biscuit