974140_634390252794692500
TRANSCRIPT
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PRESENTATION
ON
Launchin a new ProductLaunchin a new Product
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Group membersG
roup members
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BRAND NAME
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SLOGAN OF THE BRAND
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LOGO OF THE BRAND
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PROTOTYPE OF THE PRODUCT
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PRODUCT CONCEPT
³A healthy natural drinks for young and³A healthy natural drinks for young and
sports man, who are health conscioussports man, who are health conscious
and who wants to keep fit, to drink asand who wants to keep fit, to drink asrefreshment after high exhaustivenessrefreshment after high exhaustiveness
and boost up health before going toand boost up health before going to
work.´work.´
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MISSION OF THE BRAND
ToTo capturecapture aboutabout 5050 percentpercent ofof BangladeshBangladesh
naturalnatural drinksdrinks marketmarket withinwithin twotwo yearsyears..
ToTo givegive purepure andand healthyhealthy naturalnatural drinksdrinks totoourour targettarget consumerconsumer atat reasonablereasonable priceprice..
ToTo givegive satisfactionsatisfaction andand refreshmentrefreshment toto ourour
targettarget consumerconsumer
ToTo taketake carecare ofof ourour consumerconsumer healthhealth whowho
areare healthhealth conscious,conscious, byby providingproviding purepure
healthyhealthy drinksdrinks..
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V ISION OF THE BRAND
WeWe wantwant toto bebe atat thethe leadingleading
positionposition inin thethe naturalnatural drinksdrinks
marketmarket of of thethe BangladeshBangladesh..
ToTo provideprovide healthyhealthy naturalnatural drinksdrinks
wewe wantwant toto seesee aa healthyhealthy andand
germsgerms freefree nationnation..
WeWe willwill commercializecommercialize our our productproduct
toto thethe internationalinternational marketmarket after after
threethree yearsyears..
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Market Segmentation
&
Brand Communication
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MARKET MARKET
SEGMENTATION SEGMENTATION
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MARKET SEGMENTATION
There have four types of There have four types of
segmentation:segmentation:
GeographicGeographic SegmentationSegmentation
DemographicDemographic SegmentationSegmentation
PsychographicPsychographic SegmentationSegmentation
BehavioralBehavioral SegmentationSegmentation
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GEOGRAPHIC SEGMENTATION
BASED ON GEOGRAPHIC SEGMENTATIONBASED ON GEOGRAPHIC SEGMENTATION
OUR BRAND SEGMENTATION IS:OUR BRAND SEGMENTATION IS:
REGION: BANGLADESHBANGLADESH
DENSITY: MASS POPULATION MASS POPULATION..
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DEMOGRAPHIC SEGMENTATION
Based on demographic segmentation our Based on demographic segmentation our
brand segmentation is:brand segmentation is:
Age: NoNo ageage limitlimit butbut notnot belowbelow sixsix yearsyears
oldold..
Family life cycle: YoungYoung generation,generation,married,married, singlesingle andand othersothers..
Gender: Male,Male, FemaleFemale
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DEMOGRAPHIC SEGMENTATION
Occupation: SportsSports man,man, CollageCollage
andand UniversityUniversity students,students,ProfessionalProfessional personspersons andand othersothers
Religion: EveryEvery religionreligion
Social class: EveryEvery socialsocial classclass
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PSYCHOGRAPHIC SEGMENTATION
BasedBased onon PsychographicPsychographic
SegmentationSegmentation our our brandbrand
segmentationsegmentation isis::
Lifestyle: SportsSports--oriented,oriented, outdoor outdoor--
orientedoriented (Students,(Students, EmployeeEmployee etc) etc)
Personality: NaturalNatural drinksdrinks lover lover..
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BEHA V IORAL SEGMENTATION
Based on Behavioral Segmentation our brandBased on Behavioral Segmentation our brandsegmentation is:segmentation is:
Occasion: Indoor,Indoor, outdoor outdoor games,games, DjDj party,party,OpenOpen concertconcert etcetc.
Benefits: KeepingKeeping thethe bodybody coolcool atat thetheproper proper temperature,temperature, promotingpromoting weightweight loss,loss,detoxifyingdetoxifying andand fightfight viruses,viruses, boostingboostingimmuneimmune systemsystem etcetc..
User Status: potentialpotential user,user, regular regular user user..
Readiness stage: Unaware,Unaware, intendingintending totobuybuy
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BRANDBRAND
COMMUNICATIONCOMMUNICATION
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BRAND COMMUNICATIONBRAND COMMUNICATION
CooLUp will communicate
to its consumer by
³100% natural drink´ slogan
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BRAND COMMUNICATION
To communicate our brand our statementwill be:-
CooLUpToTo young,young, activeactive softsoft drinkdrink consumersconsumers whowhoareare healthhealth conscious,conscious, CooLUpCooLUp isis thethenaturalnatural softsoft drinkdrink thatthat givesgives youyou thethe bestbest
refreshmentrefreshment andand sustenancesustenance becausebecause itit hashashighesthighest levellevel of of nutritionnutrition.. WithWith CooLUpCooLUp,youyou cancan staystay refreshrefresh andand keepkeep goinggoing evenevenwhenwhen youyou haven¶thaven¶t beenbeen ableable toto dodo your your workwork..
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Differentiation toolsDifferentiation tools
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DIFFERENTIAT DIFFERENTIAT IONION
TOOLS TOOLS
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DIFFERENTIATION TOOLS
WeWe differentiatedifferentiate our our productproduct fromfrom our our targettarget
consumer consumer byby thethe toolstools whichwhich isis givengiven belowbelow::
FormFormFeatureFeature
DesignDesign
StyleStyle
PerformancePerformance QualityQuality
ChannelChannel
ImageImage
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FORM DIFFERENTIATION
Size: TheThe sizesize of of coolcool upup drinksdrinks
bottlebottle willwill bebe 250250mlml..
Shape: TheThe shapeshape of of thethe bottlebottle willwill
bebe just just asas originaloriginal coconutcoconut shapeshape..
Color: Our Our productsproducts packagepackage color color
willwill bebe originaloriginal coconutcoconut color color..
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FEATURES DIFFERENTIATION
WeWe mainlymainly differentiatedifferentiate our our productproduct fromfrom our our competitor competitor byby ³³100100%% natural´natural´.. Our Our productproduct featuresfeaturesareare::
Keeping the body cool at the proper temperatureKeeping the body cool at the proper temperature
Carrying nutrients and oxygen to cellsCarrying nutrients and oxygen to cells
Promoting weight lossPromoting weight loss
Boosting your immune systemBoosting your immune system
Balancing your PH and reduce risk of cancer Balancing your PH and reduce risk of cancer
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FEATURES DIFFERENTIATION
Boosting poor circulationBoosting poor circulation
Relieving muscle spasmsRelieving muscle spasms
Low in carbohydratesLow in carbohydrates
Low in caloriesLow in calories
Low in naturally occurring sugar Low in naturally occurring sugar High in Vitamin CHigh in Vitamin C
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PERFORMANCE QUALITY CoolCool UpUp drinksdrinks performanceperformance qualityquality isis superior superior..BecauseBecause itit containscontains fivefive essentialessential electrolyteselectrolytes likelike
Potassium
SodiumMagnesium
Calcium
Phosphorous
ThatThat your your bodybody needsneeds toto keepkeep nervesnerves firing,firing, keepkeepmusclesmuscles moving,moving, andand toto managemanage stressstress that¶sthat¶s whywhycoolcool upup isis thethe bestbest wayway toto refresh,refresh, andand rere--hydratehydrate..
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STYLE DIFFERENTIATION
Our product¶s bottle style will be originalOur product¶s bottle style will be originalcoconut style and consumer can get a realcoconut style and consumer can get a real
image of natural coconut drink.image of natural coconut drink.
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DESIGN DIFFERENTIATION
InIn termsterms of of designdesign differentiationdifferentiation our our productproduct designdesign
isis anan innovativeinnovative designdesign.. BecauseBecause itit lookslooks likelike realrealcoconut,coconut, itit isis easyeasy toto openopen andand drinkdrink.. TheThe bottlebottle
therethere willwill havehave aa holehole andand consumer consumer cancan putput aa strawstraw
insideinside itit andand drinkdrink.. WeWe willwill makemake thisthis bottlebottle byby
plasticplastic that¶sthat¶s whywhy itit isis easyeasy toto disposedispose or or consumer consumer
cancan holdhold itit becausebecause thethe bottlebottle isis attractiveattractive andand wellwell
designeddesigned..
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CHANNEL DIFFERENTIATION
ToTo achieveachieve thethe competitivecompetitive
advantageadvantage wewe willwill useuse extensiveextensivedistributiondistribution coveragecoverage.. BecauseBecause itit
willwill helphelp usus toto makemake availableavailable of of our our
productproduct inin thethe market,market, soso thatthat
consumer consumer cancan easilyeasily getget itit..
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IMAGE DIFFERENTIATION
Our Our productproduct sloganslogan isis ´The bestnatural drink of the townµ. SoSo wewe
wantwant toto differentiatedifferentiate our our productproduct
fromfrom our our competitor competitor byby thisthis sloganslogan..
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Attributes of the BrandAttributes of the Brand
PositioningPositioningTest MarketingTest Marketing
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ATTRIBUTESATTRIBUTES
OF OF
THE BRAND THE BRAND
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ATTRIBUTES OF THE BRAND
The attributes of our brand
is:
NaturalNatural
QualityQuality
HealthyHealthy
FriendlyFriendly
NutritiousNutritious
Reasonable priceReasonable price
RefreshingRefreshing
PurePure
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RATIONAL ATTRIBUTES
Rational attributes of our brand is:Rational attributes of our brand is:
QualityQualityReasonable price.Reasonable price.
RefreshingRefreshing
NaturalNatural
NutritiousNutritious
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EMOTIONAL ATTRIBUTESEmotional attributes of our brand is:
Superiority as opposed to
´qualityµ
Availability as opposed to
´reasonable priceµ
Friendly as oppose to
´refreshingµHealthy as opposed to
´nutritiousµ
Purity as opposed to ´naturalµ
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POSITIONINGPOSITIONING
We have done two types of We have done two types of
positioning for our brand:positioning for our brand:
Product category positioningProduct category positioning
Brand positioningBrand positioning
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BRAND POSITIONINGHighHigh PricePrice
Low priceLow price
NaturalNatural ArtificiaArtificial
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TEST MARKETING TEST MARKETING
From the method we have chosenFrom the method we have chosen ³Controlled test³Controlled testmarketing´marketing´
InIn controlledcontrolled testtest marketingmarketing thethe marketersmarketers generallygenerally managesmanages asaspanelpanel of of storesstores thatthat willwill carrycarry newnew productproduct for for aa feefee.. ThisThisresearchresearch helpshelps toto knowknow thethe marketer marketer whether whether thethe newnew productproduct isismatchmatch ableable toto thethe givengiven geographicalgeographical areaarea andand alsoalso withwith thethetargettarget consumer consumer..
ControlledControlled testtest marketingmarketing willwill saysay weather weather our our targettarget consumersconsumersareare responseresponse toto thethe productproduct moremore or or lessless.. And And byby thethe responseresponseraterate wewe havehave toto taketake proper proper actionaction aboutabout our our productproduct..
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PackagingPackaging & Labeling& Labeling
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PACKAGINGPACKAGINGFor coolFor cool--up drinks we develop a packageup drinks we develop a packagewhich is very unique and attractive.which is very unique and attractive.
Convenience: Easy to Handel.Easy to Handel.
Promotion: AnAn effectiveeffective andand attractiveattractivepackagepackage designdesign cancan makemake promotionpromotion itself itself..CoolCool UpUp drinkdrink alsoalso makemake itsits promotionpromotion itself itself byby::
Size: 250250mlml bottlebottle sizesize..
Shape: CoolCool--upup drinksdrinks packagepackage isis lookslooks likelikeoriginaloriginal coconutcoconut..
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PACKAGING
Color Color:: LightLight GreenGreen (Coconut(Coconut Color)Color)
Materials: TheThe packagepackage willwill bebe mademade byby thethe plasticplastic..
Protection:
CoolCool--upup packagepackage isis mademade byby thethe plasticplastic soso itit cancan
givegive thethe bestbest protectionprotection of of thethe productproduct..I
tI
t cancanmaintainmaintain thethe proper proper temperaturetemperature of of thethe productproduct andand
helphelp toto protectprotect coconutcoconut water¶swater¶s nutrientsnutrients andand flavor flavor..
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LABELINGLABELING
LabelingLabeling isis thethe mostmost importantimportant thingthing for for aa
productproduct.. BecauseBecause itit containscontains brandbrand name,name,
productproduct information,information, usagesusages condition,condition,
ingredientingredient etcetc..
ContentContent SpecificationSpecification:
Servicing size 4fl oz(250ml)
Amount per serving
Carbohydrates 2 100mg
Calcium 60mg
Phosphorus 10mg
Sodium 3.8mg
Potassium 2.1mg
Magnesium 10mg
Total Fat 0g
Cholesterol 0g
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LABELING
FontFont SelectionSelection::
ToTo writewrite thethe brandbrand namename wewe useuse ³Abaddon³Abaddon´́ fontfont..WeWe willwill useuse µTimesµTimes NewNew Roman´Roman´ fontfont for for other other
informationinformation..IngredientIngredient::
100100%% NaturalNatural CoconutCoconut Water Water..
User User InformationInformation::
ThisThis drinkdrink isis notnot suitablesuitable for for childrenchildren belowbelow sixsix yearsyearsandand for for diabeticdiabetic peoplepeople..
UsageUsage ConditionCondition:: StoreStore inin aa coolcool place,place, belowbelow 2424ºCºC