blu energy drink

51
To know is nothing… To IMAGINE is EVERYTHING

Upload: fortune-cookie-marketing-solutions-pvt-ltd

Post on 19-May-2015

3.829 views

Category:

Documents


0 download

TRANSCRIPT

Page 1: Blu energy drink

To know is nothing…

To IMAGINE is EVERYTHING

Page 2: Blu energy drink
Page 3: Blu energy drink

3

Why do you need a Branding strategy?

• To complement the overall business plan• To identify ways in which PR can help achieve organizations

objectives • To focus and manage all the communications of an

organization- internal and external• To ensure maximum benefit from all 360 degrees activities• For startups- VISIBILITY

An organization is only as strong as its reputation. A brand is a tool that is used in the business world to describe all

the information or perceptions that are connected with a product or service.

Page 4: Blu energy drink

Corporate credibility

• Plays an important role in Indian psyche.• Risk taking capability is usually less.• Products stand because the corporate does

Page 5: Blu energy drink

7 Steps to Building your Brand

1. Self-reflection 2. Continuous Efforts3. Prepare marketing strategy4. Build relationships5. Prepare marketing pieces6. Develop your pitch7. Follow up

Page 6: Blu energy drink

6

Step1:Self Reflection?– Where are we now?– Where do we want to be?– To whom are we talking (audiences)?– What do we want them to do?– Why do we want them to do it?– What are we going to say to them (messages)?– Where are we going to reach them?– When are we going to reach them?– Which techniques (methods) are we going to use?– How much are we going to spend?– What if there are unforeseen problems?– ROI?

Page 7: Blu energy drink

7

Step2: Continuous Efforts • You want customers to know you exist;• You want customers to know your products• You want the media to publish your news releases• You want to help secure future ……….growth….etc.

Media coverage helps you attract "quality" prospectsBecause public relations increases credibility, it helps you attract

those who want the best. When people have heard of you and have a favorable impression of you, it is easier to attract and

hold their attention while you tell your story.

Page 8: Blu energy drink

8

Step3: Marketing Strategy• Create a marketing plan for BLU/Homeland• Be visible to enhance your Brand

– PR – Above the line Advertising– Online advertising– Internal communication– Events

Page 9: Blu energy drink

USP of BLU/Homeland

• Segment has been created• Product is great• Need exists in the market

Page 10: Blu energy drink

What do we need to do ?

• Differentiate• Market innovatively• Position distinctly

Page 11: Blu energy drink

The strategy

In the Indian market, BLU/Homeland will primarily have to do three things:

• Educate• Elucidate• Elevate

Page 12: Blu energy drink

Educate

• The first strategic imperative for BLU/Homeland team would therefore be to educate its prospective audience about the brand – What does the brand stand for? What makes it different? Why would you prefer BLU/Homeland ?

Page 13: Blu energy drink

Recommendations

• Online Webinars, • Blogs, Networking• Online Directories• Banner ads in Google, other public faces• Films

Page 14: Blu energy drink

Elucidate

• After establishing brand BLU/Homeland, we will have to demonstrate how the offering is in every sense an extension of the brand promise.

Page 15: Blu energy drink

Recommendations

• Bulk Emails, Sms campaign• Niche films• Testimonials promotion• POP branding

Page 16: Blu energy drink

Elevate • Create a perception (strongly rooted in fact):• amongst the customers that it is this company that can be

the ultimate solution for your services.• It will be our intent to generate a ‘local’ vs ‘global’ divide

in this stage of communication. All communication must, at this point, result in a call to action. And generate for the Team not just numbers and not just premium, but waiting lists.

Page 17: Blu energy drink

Recommendations

• Loyality programs• TV commercials• Road activations• PR• Events

Page 18: Blu energy drink

18

Step4: Build Public RelationsMedia coverage increases credibilityPaid advertising increases name recognition; media relations increases credibility. When people read a story about the excellence of your organization in a newspaper or see a story praising your company on television, they are much more likely to have a favorable opinion of your organization.

Page 19: Blu energy drink

Press kit

A press package is the foundation of any media relations program. • Description of the organization, • key facts and figures,• a history, • and two or three stories on current trends and issues. • Photography.

Page 20: Blu energy drink

Media List• The Times of India Samna• Pudhari Punyanagri• Navbharat Deshonnati• Gavkari Aaj Ka Anand• Divas Ratri Sanj Samachar • Sanj varta Sandhya• Aikya Sandhyanand• Power of Voice Rashtratej• Tarun Bharat Bharat Diary• Pune metro Bhagya Darpan• Navin Sandhya The Indian Express• Hindustan Times Sakaal Times• DNA Economic Times• The Financial Expres Business Standard• Hindu Business Line Mid Day• Sakal Lokmat• Loksatta Kesari• Prabhat

Page 21: Blu energy drink

• Electronic Media- Z 24hrs, Star Maza, NDTV Profit, AAj tak, Sahara Samay, Etv Marathi, Sam Marathi, etc.

• Wire Agencies - PTI, UNI.

Page 22: Blu energy drink

Announcements

• Brief press releases should be issued on such topics as promotions or hiring of new executives, openings of new office and the addition of new products. These typically result in one- to two-paragraph stories in publications, and keep your name in front of the target audience.

Page 23: Blu energy drink

“Trend” Press Releases

• These are usually the most valuable to the news media, and will help you establish a reputation as a source. These are about developing trends in your industry and contain information that would otherwise be difficult for the media to obtain.

• Analytics and data mining are as it is not-so-known topics to talk about

Page 24: Blu energy drink

Video news release

• You may want to do a complete video news release (VNR) when there is an important announcement, or simply have background footage available for various television stations to put together their own stories. Footage must be in professional Betacam format, rather than VHS.

Page 25: Blu energy drink

Press Conference

• A press conference can be done to disseminate the right information, growth plan….etc…

Page 26: Blu energy drink

Director Profiling

• One on ones• Interviews in business magazines

Page 27: Blu energy drink

27

Step5: Marketing Collaterals• Your promotional pieces should include:

– Banner Ads– Newsletters– USP based Designs

• Consider how you will incorporate your mission/vision into your marketing collaterals

• Consider how you will distribute these pieces– Job search engines or other online based promotion– Internally within employees– Interactive events– ATL-Hoardings, print ads

Page 28: Blu energy drink

28

Step6: Develop a pitch• Your designs speak a lot about what you intend

to say-your messages.• Your PR initiatives should simultaneously couple

up brand initiatives.• It is important to identify and spread this “one”

thought that sums up the existence of the company

Page 29: Blu energy drink
Page 30: Blu energy drink
Page 31: Blu energy drink
Page 32: Blu energy drink
Page 33: Blu energy drink
Page 34: Blu energy drink
Page 35: Blu energy drink
Page 36: Blu energy drink
Page 37: Blu energy drink
Page 38: Blu energy drink
Page 39: Blu energy drink
Page 40: Blu energy drink
Page 41: Blu energy drink
Page 42: Blu energy drink
Page 43: Blu energy drink
Page 44: Blu energy drink
Page 45: Blu energy drink
Page 46: Blu energy drink

Sponsorship

• College canteens, college fests…..

• Job fairs.

Page 47: Blu energy drink

Malls & multiplexes

• Young audience can be reached out easily through these places

• Slide branding

Page 48: Blu energy drink

Hoarding

• The same messages could be converted into a hoarding.

• Mobile Hoarding can be used• Branding on cars,taxis can be done

Page 49: Blu energy drink

Mobile Hoarding

• Consistent message• Interactive vans

Page 50: Blu energy drink

50

Step7: Follow up• Good follow-up communication will

assist in creating a positive association with your brand

• Also is it important to assess the ROI.

Page 51: Blu energy drink