NaurusAuthors:

Jazib IqtidarUzair Ghani

Shiraz Manzoor

Introduction• Naurus (Private) Limited, NPL, as a

company was established in 1979

• Its Products include, besides Naurus

Syrup, other food items like Jams, Spices

etc.

• Positioned as the national drink of

Pakistan

• Leading food and syrup manufacturers.

• 1997 Naurus launched a wide variety of

food products under the name Sundip.

• ISO certifications of 9001.

Guiding Principles

• People• Product• Innovation• Ethics

Website old Naurus : www.naurus-sundip.com

Introducing The New Naurus

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The Branding Process

• Naurus juices being rebranded with a more modern approach.

• One great flavor; Mango.• Idea behind choosing mango flavor.• Healthy.• 100% original ingredients.

Points of Parity & Differentiation

Points Of Parity Points Of Differentiation

• It is a beverage like any other.• Delivered to consumers through the

same channel.• Similar flavors in the market.

• 100% natural ingredients.• No added sugars or other additives.• No chemicals.

Target Audience

• It is targeted to the general populace, kids, teenagers, adults.

• Diabetic people.

The Brand Essence• The Logo

The Bottle Design•Aesthetically pleasing design.•Minimal approach.•Easy identification.•Differentiation.

SWOT Analysis

StrengthTaken as Pakistan’s National DrinkHealthy and non-carbonatedMade from Natural Mangoes (organic)

Weaknesses Limited to major cities only.

Opportunities Sugar free products range is less in the market.And healthy/organic juices range is very low in the market.

ThreatsA lot of barriers to entry in the market.A lot of competition.

Brand Architecture

• Audience Diversity• Brand Elasticity• Product Positioning • Brand Equities • Geographic Needs • Purchase Criteria • Brand Performance • Distribution Channels

The Creative Brief

• Current Situation• Consumer Problem• Advertising Objective• Competition

Concept

• Idea behind Naurus.• Shape/Design.• Ingredients and Taste.

Application

TaglineHealthy Living

Corporate Strategy

• We will meet & wherever possible exceed our customers' expectations by delivering superior quality products translating into high value for our customer's money.

• We will innovate at all the levels of our operations & shall continuously strive to improve our position in the industry we operate.

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Implementation

• Prioritize• Pictures• Production• Printing & Programming• Protect

Questions And Answers?