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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

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