coco splash

8/8/2019 Coco Splash

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The name of my company is Bangladesh Beverage, BB. And the new product I m

offering is Coconut water and the name is cocoSplash® primarily I will conduct my

business in Bangladesh and then I will go international marketing.

The head office of Bangladesh Beverage, BB is situated in Dhaka. And the factory will

be set up in Chittagong. So that all raw materials are available from the southern part of

Bangladesh. If needed coconut will be easy to import from Malaysia, Maldives, Srilanka,

and from some other countries.

Most economists assume that consumers

are economic men people who know all

the facts and logically compare choices interms of costs and value received to get

the greatest satisfaction from spending

their time ands money. Most consumers

do not have enough income to b

everything they want. So, most consumers

Bangladesh Beverage

Customer AnalysisCustomer Analysis

Company AnalysisCompany Analysis



want their money to stretch as it can. Economic needs are concerned with making the

best use of consumers’ time and money. Most consumers appreciate firms that offer

them improved value for the money they spend. But improved value doesn’t just mean

offering lower and lower price. Promotion can inform consumers about their choices or

explains product benefits in terms of measurable factors like operating cost or the length

of the guarantee. A product that one person sees a good value and is eager to buy no

interests to someone ease.

Everybody is motivated by needs and wants and the basic factors that motivate a

person to do something some needs involve a person’s physical well being. When aneed is not satisfied it may lead to a drive. The needs for liquid for example, leads to a

thrust drive a strong stimulus that encourages action to reduce a need. Drives are

internal they are the reason behind certain behavior patterns. In marketing a product

purchase results from a drive to satisfy some need.

Some critics imply that marketers can somehow manipulate consumers to buy products

against their will. But marketing managers cannot create internal drives. Most marketing

managers realize that trying to get consumers to act against their will is a wants of time.

Instead a good marketing manager studies what consumers’ drives, needs and wants

already exists and how they can be satisfied better. Identifying customer needs and

wants is of paramount importance.

In the customer survey we identified 5 different potential customers. They are players,

service holders, students, teenagers and children who are below 12. We have taken 5

potential customers from each segment, in total 25. After analyzing our potential

customers through market survey, we found out different needs and wants from them.

First of all, we have found out how many of them actually take fruit juice and then, how

many are interested in coconut drink.

Bangladesh Beverage



Table# 1 – Number of people interested about fruit juice & coconut drink

SegmentsNumber of people interested

about fruit juiceNumber of people interested

about coconut drink

Players 4 out of 5 3 out of 5

Service Holders 3 out of 5 3 out of 5

Students 3 out of 5 2 out of 5

Teenagers 2 out of 5 1 out of 5

Children below 12 4 out of 5 1 out of 5

From table 1 and 2, we see that players take more fruit juice and more enthusiastic

about coconut drink (Here, we referred players, who are directly linked with games and

urban joggers who are seriously concerned about their health). They are more health

conscious and want to take energizing drinks. Most of them are aware of the features

such as full of salts, sugars, vitamins demanded by both sweating urban joggers and

serious athletes.

Table# 2 – Valuable attributes of other drinks versus coconut drink

Segments Other Drinks Coconut drink

Players Sweetness & cool Nutritious, healthful

Service HoldersSweetness, better technology,

portabilitySafety, natural, freshness,

sweetness

Students Taste & color, coolNatural, safety, Taste (if real)

cool

Teenagers Flavor & sweetness Natural taste (most of them are not

aware of its taste)

Children below 12 Flavor & sweetness Not aware of its taste

Service holders are moderately interested about this drink. Two of them like to take cola

drinks just because of its better manufacturing technology. But they expressed their

interest about coconut drink if it will really come naturally without artificial flavor, used by

other fruit juice manufacturer. Three of the potential customers were really interested

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4. Freshness

5. Real taste of the fruit not being changed

6. Little bit pungency

7. Nutritious

8. Energizing

9. Anytime consumable

Today, competition is not only rife but growing more

intense every year. Many giant soft dr

companies like Coca-Cola, Pepsi and Fruit Juice

companies are setting up production in lea

developed countries and bringing cheaper goods to

market. Because markets have become s

competitive, understanding customers is no longer

enough. cocoSplash® must start paying keen

attention to their competitors. We want to be a

successful company that is why; we have created

Bangladesh Beverage

Competitor AnalysisCompetitor Analysis



design and operating systems for gathering continuous intelligence information about

competitors. A company is more likely to be hurt by emerging competitors or new

technologies than by current competitors, this is what we are exactly looking for to

challenge our competitors.

We have analyzed though questionnaire both consumers’ and sellers’ perception about

our competitors important features. Average results of the marking given by the

customers and sellers are given below-

Brand Name Price Packaging Promotion HealthinessSlice 4 5 3 3

Pran 5 3 4 1

Shezan 3 4 3 3

Sunfill 4 4 2 2

Danish 3 4 3 2

Starship 4 4 5 2

Non-fruit beverage 4 5 4 1

Here, 5 = very good

4 = good

3 = moderate

2 = poor

1 =very poor

In general, a company should monitor three variables

when analyzing competitors. They are share of

market, share of mind and share of heart.

Share of mind, share of heart and market share:

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We have asked 25 potential consumers to have an idea about our competitors’ share of

mind and share of heart that will give us the snap shot of their current market share.

In case of share of mind, about 70% of them have gone for non-fruit beverage (Coke,

Pepsi, RC and their other flavors) and rest of the 30% has chosen fruit juice products

(Slice, Pran, Shezan, Sunfill, Denish and Starship).

Share of heart is the percentage of customers who name the competitors’ product for

buying. In responds to our questions, we found that health conscious people prefer to

buy fruit juice. About 60% of them have gone for non-fruit beverage (Coke, Pepsi, RCand their other flavors), and rest of the 40% has chosen fruit juice products (Slice, Pran,

Shezan, Sunfill, Denish and Starship).

We know that, companies that make steady gains in market share and heart share will

inevitably make gains in market share and profitability. cocoSplash® is looking for

capturing the market share in fruit juice industry by gaining the share of mind first and

then share of heart among the prospective consumers.

In the figure below, here is a snap shot of market share we are looking for in future

through gaining the mind share and heart share of the consumers.

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Identifying brand competitors:

Coconut drink is a totally new concept in Bangladesh and ascoco

Splash

®

is all new inthis country, it has no direct brand competitors in the market.

Identifying industry competitors:

We are in the fruit juice industry. Thus all the fruit juice companies will be our industry

competitors. But we will consider only those companies, who are doing well in the

market. We have found out our competitors through the market survey in different

locations of Dhaka City. The main industry competitors of Coconut Drink are mango

flavor and next to orange, apple, lechee and others flavored fruit juice product.

In the competitor analysis we surveyed 16 different departmental stores of 4 different

areas of Dhaka city. We found that our close competitive flavors are mango and orange.

Bangladesh Beverage



Table# 3 – Number preference between mango and orange flavor

Areas Mango Orange Others

Mohakhali 3 out of 4 1 out of 4 0 out of 4

Farmgate 2 out of 4 1 out of 4 1 out of 4

Lalmatia 4 out of 4 0 out of 4 0 out of 4

Mohammadpur 3 out of 4 0 out of 4 1 out of 4

Basically, cocoSplash ® is has a number of industry competitors in the fruit juice

industry:

1. Slice

2. Shezan Juice

3. Pran Juice

4. Danish Juice

5. Starship Juice

6. Sunfill

Identifying form competitors:

We cannot ignore the form competition, because ignorance will lead us to Marketing

Myopia. Thus we need to be careful about our form competitors, which encompass

competitors like Coca-cola, Pepsi, RC and their other flavors; including their soda-based

drinks. We have to vie with different soft drinks companies, which are as follows:

1. Coca-cola

a) Sprite

b) Fanta

2. Pepsi

a) 7 up

b) Mirinda

Bangladesh Beverage

3. RC

a) RC lemon

b) Orange Crown

c) Upper 10

4. EURO

a) EURO lemon

5. Double Cola



We seek out from this market survey our main contenders as well as what features they

are giving, to create a position in the soft drinks market. But, we found that our

competitors have failed to give proper satisfaction to the customers, because their

ingredients are not wholesome. They are using artificial color and flavor; although it

gives them real taste of mango, orange and other flavors, but these are very much

harmful for human health. This will be our one of the greatest competitive feature to

capture the fruit drink industry. Recently, Pran launched lechee juice, which is using

detrimental ingredients that are very unwholesome for human health. Although it has

created demand in the fruit drink market, but conscious customers are not getting

proper value because of artificial flavor.

Owners and sellers of departmental stores and grocery shops who have direct

negotiation with the consumer, suggested that if we can launch real taste Coconut drink,

it should create great market demand in the fruit drink industry.

Customer value Analysis

We believe customers choose between competitive brand offerings on the basis of

which delivers the most customer value. Customer value is given by:

Customer value= customer benefits - Customers costs

Our competitors’ value = customer benefit - customer costs

= (Taste + sweetness) – (product price + health cost )

Here, health cost referrers to the side effect of the harmful artificial ingredients used by

the existing fruit juice manufacturers. It increases the customer cost and lowers the

overall customer value.

cocoSplash ‘s value = customer benefit - customer costs

= (Taste + sweetness + all natural flavor) – (product price)

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On the other hand, cocoSplash has no such side effects on the human body because

of real and all natural ingredients. It will increase customer benefits and reduce

customer costs; which will undoubtedly give a much higher customer value.

Market Challenger Strategy

cocoSplash® will be a market challenger in the fruit juice market. A market challenger

must first define its strategic objective. The challenger must decide whom to attack to

gain the market share.

Among the five different attacking strategies we will choose the Flank Attack strategy.

Flank attack is the major principle of offensive warfare is concentration of strength

against weakness. It works by spotting out areas where the oppo

underperforming. We will point out the bad effects of the existing beverage products on

human health and will give emphasis on the health curing features of cocoSplash®.

Common drawbacks of the existing beverage products includes, using artificial color

and flavor, unwholesome preservatives, harmful gas for making pungency

Moreover, no fruit juice in the market uses natural ingredients.

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cocoSplash® is a totally new fruit drink in Bangladesh. It has a bright future through

the invention of a new cold sterilization process that retained its flavor and all its

nutritional characteristics. Micro filtration technology, which filters the water through a

medium, such as porcelain or a polyacrylic gel - that retains all microorganisms.

Any real fruit juice cannot eat after 24 hours. So to sell the coconut water we should

preserve it so that it can be sell at some days after manufacturing. so we will use FDA

approved materials to preserve the coconut juice. And it is strongly recommended that

the cane of coconut juice will be kept in refrigerator.

cocoSplash ® will satisfy all its potential consumers because:

• cocoSplash® is more nutritious than whole milk - Less fat and NO cholesterol

• It is More Healthy than Orange Juice - Much lower calories

• It is Better than processed baby milk- It contains Lauric acid, which is present in

human mother's milk

• It is a naturally sterile - Water permeates though the filtering husk

• It is a universal donor- Its identical to human blood plasma

• It is a Natural Isotonic Beverage - The same level we have in our blood.

Bangladesh Beverage

Product AnalysisProduct Analysis



• It will save lives in 3rd world countries through Coconut IV.

Besides these benefitscocoSplash®

have a number of healthy features:

It will stop human cravings

for sugar,

It will aid digestion of all

foods,

It will have a tonifying

affect on the intestines,

It will cleanse the liver,

It contains high levels of

valuable minerals, including potassium, natural sodium, calcium,

magnesium, which will make hair, skin and nails stronger,

It appears to have a beneficial, cleansing effect on the endocrine system

(adrenals, thyroid, pituitary, ovaries).

Women find that their periods are cleaner and healthier; some who had

experienced early menopause have found this important monthly cleansing

returning again.

It will increase energy and will give people an overall feeling of good

health.

Core features/attributes of cocoSplash® :

cocoSplash® is a sweetened coconut water that contains shavings of young

coconut;

It is a surprisingly fun beverage that when poured into a glass clearly shows off

its coconut chunks;

Bangladesh Beverage

Product AnalysisProduct Analysis



It will collect water from the young coconut, unlike the dry, chewy mature coconut

many people of Bangladesh are used to;

The all-natural flavor of the coconut water is sweetened with a bit of added sugar;

This product should be a hit within communities that traditionally consume

coconut water.

Ingredients of Ingredients of cocococoSplashSplash ®::

Coconut water, young coconut pulp, sugar, sodium metabisulphite (as preservative)

Nutrition Facts:

Servings per container 1.5 ltr;

Calories 130; Total fat 2g; Saturated fat 1g; Cholesterol 0g;

Sodium 3.7g; Total carb 30g; Sugars 8g; Protein 0g;

Calcium 4%; Vitamin C 20%; Iron 2% Potassium 44.1g;

Chloride 17.7g; Magnesium 150mg

Strength

cocoSplash is the first ever company, who w

inaugurate Coconut Drink for the first time in the soft

drinks market of Bangladesh;

Bangladesh Beverage

SWOT analysis of SWOT analysis of

cocococoSplashSplash®



it has a great prospect as a sports drink in the playground with competitor

remaining in the soft drinks market;

We are the introducer for this product, which can be used for the physical

exercisers;

Benefit from this product for the above purposes is well guaranteed in the arena

of research people as a energy drink;

It also works as medicine for some diseases;

Marketing wizards have an explanation for the triumph of sports drinks over plain

water.

Weakness

Coconut Water is a newly invented product. So, customer awareness will be less;

Firstly, lot of promotional activities has to be done and it will increase initial cost,

which will turn into loss for this product in early stage;

Lots of competitors exist in soft drinks market, we have to vie with existing

competitors as well as potential competitors;

We have no direct competitors, who are supplying in the present market. That's

why; we don’t have a benchmark for our product to compare our standard. But,

we can compare standard with other form competitors;

People of the third world country like Bangladesh are not as much as health

conscious in comparison to developed countries;

Although children are the main customers of the fruit juice product but they don’t

have enough idea about the taste of coconut water.

Opportunities

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Simple production process gives tropical country like Bangladesh the key to a

booming market;

Sports drinks are now the most rapidly expanding sector of the world's soft drink

industry;

The Coconut Drink is a biologically pure, very tasty and full of the salts, sugars

and vitamins demanded by both sweating urban joggers and serious athletes;

Fresh coconut water is already highly valued in tropical countries;

A young coconut between six and nine months contains about 750 ml of water -

really, it's juice that eventually becomes the flesh;

It's a natural isotonic beverage, with the same level of electrolytic balance as we

have in our blood. It's the fluid of life, so to speak;

Coconut water as a natural contender in

the sports drinks market.

A recent study found that sports drinks

come in more than 30 flavors, including

from apple, banana, cherry, ginger,

ginseng, lichee and mango. It appearsnone is coconut flavored - yet.

In Bangladesh, there is very few sport

drink available in the market. So

Bangladesh it has a bright future.

Threats

Raw materials of Coconut Water are fully depending on environmental supports.

If environmental degradation is in front of us, we will fail to deliver our production;

If we will fail to arouse people's awareness for their health, we will not be able to

survive for a long run in the present market.

Bangladesh Beverage



In future, if the giant beverage companies like Coca-Cola, Pepsi introduce

coconut water in our growth stage, it will be difficult for us to operate in a rapid

motion.

Most commercial production today is carried out in Indonesia, the Philippines and

Thailand, using high-temperature/short-time pasteurization (the same technology used

in UHT long-life milk). But thermal processing has a drawback - it eliminates not only the

risk of bacteria, but also some of coconut water's nutrients and almost its entire delicate

flavor. This severely limits the product's marketability. Unfortunately, its mainstream

appeal on the Bangladesh market is going to be extremely limited.

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Targeting market requires marketers to take three major

steps:

1. Identifying and profile distinct groups of buyers who differ in their needs and

preferences (market segmentation).

2. Select one or more market segments to enter (market targeting).

3. For each targeted segments, establish and communicate the key distinctive

benefits of the company's market offering (market positioning)

Marketing segmentation is the process of dividing the total market in to market groups

consisting of people who have relatively similar products needs. The purpose is to

design a marketing mix that more precisely matches the needs of individuals in a

selected market segment.

Bangladesh Beverage

Market SegmentationMarket Segmentation



A marketing segment consists of individuals, groups, or organizations with one or more

similar characteristics that cause them to have relatively similar products needs. We

divided our market in five groups.

The segmentation approach differs from the total approach because it aims one

marketing mix at one segment of a total market rather than directing a single marketing

mix at a total market.

Segmentation processSegmentation process

Needs based segmentation:

To find out customers' latent needs and wants, we have commenced a market survey

among the potential segments. We came into knowledge that these potential segments

are not getting any fruit drink from natural ingredients. Rather, they have fruit drinks in

the market full of artificial color and flavor. We have grouped customers based on some

specific needs and benefits. One group wants nutritious and healthful drink; one group

wants safe, natural and fresh drink; and other groups want only natural flavor.

Customers were quite indifferent for the all-natural flavor.

Segment Identification:

We have identified five different segments. They are players, service holders, students,

teenagers and children who are below 12. Players are health conscious and want to

take energizing drinks. Service holders want coconut drink to come totally naturally

without artificial flavor, used by other fruit juice manufacturer. Their preference features

were basically safety, natural, freshness and sweetness. Color and sweetness of other

juice attract students most. Teenagers are interested to take a fruit drink, which will be

tasty, sweet, cool, and pungent. Children below 12 also want their drink to be tasty,

Bangladesh Beverage



sweet and flavored with real fruit. These wants are easily identifiable and distinct from

segment to segment.

Segment Attractiveness:

cocoSplash® has identified its market segment opportunities, we have evaluated the

various segments and decided how many and which ones to target. In evaluating

segments we have to look at the segments attractiveness indicators. To find out the

segment attractiveness we have considered some characteristics of the segments.

Through our market survey, we found three segments to be most attractive and

appropriate. They are players, service holders and children below 12.

Segment Profitability:

From the segment attractiveness, we see that three segments to be most attractive and

appropriate. They are players, service holders and children below 12. Players will buy

this product more because of its energizing and nutritious features. Moreover, sports

drinks are now the most rapidly expanding sector of the world's soft drink industry.

Safety and natural flavor will drive service holders to purchase cocoSplash. It will be a

sweetened real coconut flavor drink with coconut chunks, which will attract children

below 12 more. Along with the growth of sales volume, total profitability will go up.

Segment Positioning:

We found out a unique customer needs and characteristics, which emphasizes on the

all-natural flavor of coconut water. cocoSplash® focuses on the Value proposition, the

one thing that makes it different than any other fruit drinks. It is the one reason we think

consumers will by the product. The central benefit of cocoSplash® is its all natural

Bangladesh Beverage



freshness that other products in the market failed to provide to the customers. It will

deliver this particular customer value proposition to a definable market in order to exist.

Competition is all about value: creating it and capturing it.

Base of SegmentationBase of Segmentation

We have segmented our market on the basis of demographic segm

Demographic segmentation is dividing the market into groups on the basis of such

variables as age, family, size, gender, income, occupation, education, religion etc. On

the basis of the definition we have segmented our market on the basis of occupation

and age.

Pattern of market segmentationPattern of market segmentation

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Our segmentation pattern is close to Clustered preference. The market might reveal

distinct preference clusters called natural market segments. cocoSplash® will position

itself in the center of the market hoping to appeal to all groups.

We have segmented our market into five groups. They are players, service holders,

students, teenagers and children who are below 12. Besides these 5 segments we have

another prospective segment, doctors. Doctors may prescribe cocoSplash® as a

curing medicine for diarrhea, dehydration, cravings for sugar, digestion, intestines

disease or for cleansing the liver. This can be meeting by the feature “nutritious”.

cocoSplash® cannot serve all customers in a broad market like soft drink market. The

customers are too numerous and diverse in their buying requirements. cocoSplash®

needs to identify the market segments it can serve effectively. We have examined levels

of segmentation, patterns of segmentation, market-segmentation procedures, and

Bangladesh Beverage

Market TargetingMarket Targeting



bases for segmenting consumer and business markets and requirements for effective

segments.

cocoSplash® is embracing target marketing. Here sellers distinguish the major market

segments, target one or more of these segments and develop products and marketing

programs tailored to each. Instead of scattering our marketing effort, we focus on the

buyers; we have the greatest chance of satisfying.

Selective specialization:

In Selective Specialization the

firm selects a number of segments

each objectively attractive and

appropriate. There may be little or

no synergy among the segments

but each promise to be

moneymaker. Primarily,

coco

Splash®

is going to targetmainly three segments, Players,

service holders and children below 12. Because, through our market survey, we found

these three segments to be most attractive and appropriate. Players are health

conscious and want to take energizing drinks. Service holders want coconut drink to

come totally naturally without artificial flavor, used by other fruit juice manufacturer.

Three of the potential customers were really interested about coconut drink. Their

preference features were basically safety, natural, freshness and sweetness. Coconut

water is very health friendly and works as medicine. Children who are below 12 might

be most prospective consumers. Children love fruit juice very much. But in this case

also they are not yet familiar with the taste of coconut drink. Test marketing will be

needed to make them familiar with the taste of coconut drink for the first time. They

want their drink to be tasty, sweet and flavored with real fruit.

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Teenagers and Students are not our primary concern to target because most of them

prefer cola and other soda-based drinks. In future we will try to capture them by alerting

about the bad effects of these drinks that use unwholesome ingredients.

Management’s ability to position a product appropriately in the market is a major

determinant of company profit. A product’s position is the image that the product

projects in relation to competitive products. Positioning is the act off designing the

Bangladesh Beverage

PositioningPositioning



company’s offering and image to occupy a distinctive place in the mind of the target

market. The end result of positioning is the successful creation of a customer- focused

value proposition that means why the target market should buy the product.

Unique Selling Proposition:

It means promoting one central benefit. cocoSplash has a

lucrative central benefit that other products in the market failed to

provide to the customers, that is, its all natural freshness. This

central benefit will be reflected by our Slogan-

“essence of natural freshness” “essence of natural freshness” ®®

We can choose a combination of the following positioning strategies:

Positioning in relation to competitors:

For some products the best position is directly against the competition.

cocoSplash is looking for position itself by capitalizing the drawbacks

competitors. By making the consumers aware of the bad sides of other fruit drinks and

the side effects on human body cocoSplash will get the position in the market as a

safe, natural and energizing drink.

Positioning in relation to benefit:

cocoSplash® can position itself as the leader in a certain benefit. As we mentioned

before, our central benefit is the all natural drink of young coconuts. Its natural

refreshing flavor of coconut will not only give the consumers the taste but also many

more healthy and nutritious features. These are:

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It will stop human cravings for sugar,

It will aid digestion of all foods,

It will have a tonifying affect on the intestines,

It will cleanse the liver,

It contains high levels of valuable minerals, including potassium, natural

sodium, calcium, and magnesium, which will make hair, skin and nails stronger,

It appears to have a beneficial, cleansing effect on the endocrine system

(adrenals, thyroid, pituitary, ovaries).

Women find that their periods are cleaner and healthier; some who had

experienced early menopause have found this important monthly cleansing

returning again.

It will increase energy and will give people an overall feeling of good

health.

One of the most profound statements made on the subject

of positioning comes from Louis Carroll's “Alice In the

Wonderland”. When Alice asks the Cheshire Cat which

path to take, he responds, "If you don't care where you're

going, it doesn't make a difference which path you take ."

From a management perspective, positioning is t

heartbeat of an effective communications plan. We should

not confuse a positioning statement with market position.

As Harry Beckwith states so clearly in his book Selling the

Invisible, "A position (or statement of position) is a cold-

hearted, no-nonsense statement of how you are perceived

in the minds of your prospects. A positioning statement, by contrast expresses how you

wish to be perceived. It is the core message you want to deliver in every medium ."

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Today's economies are afflicted with surpluses, not shortages. In a Bangladesh market,

there are not only several brands of Soft Drinks but one brand just for example, Coca-

cola offers a four or five different varieties. Danish or Shezan mango Juice Companies

are also marketing different types of flavors.

No company can win if its product and offering resembles the offerings. Today, most

companies are guilty of strategy convergence- namely undifferentiated stra

cocoSplash® must pursue meaningful and relevant positioning and differentiation.

This Coconut drink’s offering must represent a distinctive big idea in the mind of the

target market. This will also bring new features, new convenience and enjoyments.

Yet even when a company succeeds in distinguishing itself, the differences are short-

lived. Competitors are quicker than ever copying good ideas; therefore cocoSplash®

constantly think up new value-adding features and benefits to win the attention and

interest of choice-rich, price prone consumers.

cocoSplash® will normally reformulate its marketing strategies and offerings with

Economic conditions change, competitors’ launch of new assaults and product passes

through new stages of buyer interest and requirements. Consequently, strategies

appropriate to each stage in the product's life cycle will develop. The goal is to extend

the product's life and profitability, keeping in mind that the product will not last forever.

ChoiceCriteria

Elements

Memorability Meaningful Adaptability Transferabilit

y

Protact-

ability

Name

Logo

Bangladesh Beverage

Mix and Match of the Elements of Brand



Slogan

Color

Package

cocoSplash®

Memorability:

The name cocoSplash is easy to keep in memory. Because it is and is a very easy

word and easy to pronunciation. So people will not find difficulties to remind the name

when they go to the market.

Meaningful:

cocoSplash® has a good meaning. Here the wordcoco comes from the word coconut,

the main raw material and the word Splash means spray or wet. The ultimate meaning

of cocoSplash® stands the soft wet spray of coconut water. So we can say there is a

good meaning of the product name which is an uncommon and match with the product.

Adaptability:

The name cocoSplash® is not related with culture, religion, emotion politics or any bad

symbol. So it has a great chance to be adapted with any country, any culture, to any

religion or any location of the world. So we can say the name has the adaptability

dimension.

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Name:



Transferability: The meaning of the name says whether the name is transferable or

not. Because the transferability of a name depends on the meaning of that name. If the

meaning varies across culture or country the name will not be transferable to that

country. That means if the name has some thing bad or odd meaning in any particular

geographic area within a nation or in any other country the name will not be acceptable.

Ultimately it ends with the result that the customer will through out the product. Here the

meaning of the name is related with nature. And nature is accepted with allover the

world. So we can say that the name is transferable to all over the world.

Protactability:

The name is registered that’s why there is a ® with the name so the name looks like

cocoSplash®. So it is the intellectual property right of the company. No other company

will be able to use the name. If any other company tries to do so it will give the right to

go for legal steps.

Memorability:

The Logo is easy to memories. Because there is a combination if fun and color in the

logo. Fun is the presence of snapped coconut to represent “O” which makes the logo

more attractive. The large& red S in the middle of the logo. So people will be able to

remember the logo.

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Logo:



Meaningful:

Here the logo is a combination of name and slogan. But the name is in a different style.

The ”O”s of cocoSplash® are replaced with the snapped coconut. And “S” of Splash is

in a large font and in read color to make it attractive. In the logo slogan is also present

to make it strong. In the background there is a picture coconut tree with coconut, which

represents that, the water of coconut is real which comes from real coconut.

Adaptability:

In the logo there is no symbol of any specific culture, religion or any other bad sign or

symbol. So is easy to adapt to anywhere in the world to adapt.

Transferability:

The logo is transferable to anywhere in the world. Because it does not carry any bad

symbol. And the meaning of the logo will be same allover the world. The coconut is

edible to anywhere of the country as well as anywhere of the world. The meaning is that

thecoco

Splash®

comes from nature (coconut) so people will attract by the clarity andpurity of the beverage.

Protactability:

The logo is also registered so that there is a ® in the top of the logo. So the company

has an intellectual property right. So no other company will be able to copy the logo. If

so cocoSplash®has the right to go for legal action.

Bangladesh Beverage

Slogan



“…Essence of natural freshness” “…Essence of natural freshness” ®®

Memorability: The slogan is memorable. Because it says something different things

different. In the slogan the company is promising to provide the pure and fresh drink.

This slogan is also present in the logo. So it is easy to take a place in the mind of the

customer.

Meaningful:

Here the slogan is “….essence of natural freshness”. It has a good meaning that canHere the slogan is “….essence of natural freshness”. It has a good meaning that can

attract customer. The meaning says that this drink is from the core of nature. Thatattract customer. The meaning says that this drink is from the core of nature. That

means the drink comes from coconut. It says all it’s are fresh and that fresh is from themeans the drink comes from coconut. It says all it’s are fresh and that fresh is from the

core of nature.core of nature.

Adaptability:

In the slogan the cocoSplash® is promising to give the freshness in the drink from the

core of nature. Natural things are always acceptable in all over the world. So the slogan

with such promise is expected to be adaptable all over the world.

Transferability: The promise of the slogan is transferable. Because in the slogan, the

company is promising to customer to give the touch of freshness from the core of the

nature. This promise is expected and accepted to all people. So we can say that the

slogan is transferable.

Protactability:

The slogan is registered so that there is a ® at the end of the slogan. So it gives the

intellectual right so that no other company can copy the slogan.

Bangladesh Beverage

Color:



Memorability:

Color of the drink cocoSplash® is something different from other drink in the market. It

is not clear like water but little white. So people will remember the color.

Meaningful:

The meaning of such color is that it is not artificial. The color says that the product is

real.

Adaptability:

The color may be moderately adaptable. Some people may not accept the color as it is

not 100% clear. But some people will accept. So we can say it is moderately adaptable .

Transferability:

The color of coconut water is same allover the country as well as all over the world. So

as like its adaptability, transferability is also moderate.

Protactability:

The color of a drink is not protractable because it cannot be registered. So the color of

cocoSplash® not protactable. Any other company can launch this business and this

company will not be able to protect it.

Bangladesh Beverage

Package:



Memorability:

The Package is memorable among all other beverage because it is somehow different

from other beverage. So people will remember it.

Meaningful:

The cane says the meaning of the package in the package there is a picture of coconut

tree and coconut and the color is green matched with green coconut. That means it

everything in the cane is coconut water.

Adaptability:

The cane is acceptable. Because it can protect the quality of the beverage and the color and design is matched with the main product.

Transferability:

This type of cane is common allover the world so people of any corner of the world of

the country will accept it.

Protactability:

The package is not possible to register. So it is not possible to protect

Bangladesh Beverage



The reasons of choosing newspaper as a print media:

coco

Splash®

has decided to give its advertisement on TV, Outdoors and in newspaper.Some reasons for choosing newspaper are as follows:

Extensive Penetration: One of the primary advantages of newspaper is the high

market coverage. The extensive penetration of newspapers makes this media as a

mass media and provides advertisers with an excellent opportunity to reach all

segments with the message.

If we analyze the target customers of cocoSplash® we can say that, most of them are

educated and newspapers are the necessary part of their lives. As cocoSplash® has

target customers more than one geographic location of the country, by newspaper they

can reach to its target customers with their advertisement. So, they must be informed in

a polite manner. So, newspaper can play an important role to do it.

Flexibility : Newspaper has flexibility on the advertisements they offer. First, they are

flexible in terms of requirements for producing and running the advertis

Newspaper ad can be written laid out, and prepared in a shorter time then many other

media.

Acceptance: It is natural that people has more trust on something written and if it is in

any reputed newspaper its trustworthiness reaches to very high. And this tradition is

more in Bangladeshi people. So by using newspaper cocoSplash® can have a good

acceptance to its target customers.

The newspapers that cocoSplash® has decided to give their

advertisement:

Bangladesh Beverage



The newspaper that cocoSplash® has decided to give their advertisement is The Daily

Prothom Alo and The Daily Star. cocoSplash® has chosen this newspaper to put their

advertisement because it has the highest circulation and this newspaper has a good

acceptance to the middle class and upper middle class people and to lots of other

people. So it will be easy to reach its target customers by using The Daily Prothom Alo

and The Daily Star. In Bangla newspaper class, The Daily Prothom Alo and in the

English newspaper class, The Daily Star has the highest circulation.

Here the circulation of some leading newspapers is given:

Name of the Newspaper Number of Circulation

The Daily Prothom Alo 250000-300000

The Daily Star 60000-70000

The Advertisement

Message:

In an advertisement the target people should be attracted by the USP (Unique Selling

Proposition). The Message that is presented to the Target Customers should have the

link with that USP.

The USP of cocoSplash® is that “……essence of natural freshness”“……essence of natural freshness”®®

Bangladesh Beverage



The Advertisement will be published on the right corner on the front page of newspaper.

The size of the advertisement is 9.5 // X7.5//, which covers the four column of newspaper.

The advertisement will go to the newspaper in a sequentially, not in a sudden day. In

the first day there will be the first ad that will not flash all the messages. It will just say “

For the first time ever in Bangladesh.” “Freshness taste and health all together

naturally?

Between these two sentences there is a picture of a man standing under the open skyspreading two hands. This picture says that the customers are happy and are freed to

choice.

In the second day same picture will go in newspaper but with a picture of the cane of

cocoSplash® with more information of the cocoSplash® and instruct to go to page

three.

Where the main newspaper advertisement will be printed.

In this advertisement there is a picture where the cane is in water that means the

cocoSplash® is as pure as water and all the information about the cocoSplash®

and some pictures of coconut tree is also present.

The color combination of the advertisement makes it more attractive. The color is

mainly dominated by green and watercolor.

About VIPS (Visibility, Identity, Promise, Simplicity)

Visibility: The advertisement has the highest visibility. The size and color combination

make the advertisement more attractive. It will take two days first day just in the first

Bangladesh Beverage



page In the first day there will be the first ad that will not flash all the messages. It will

just say “ For the first time ever in Bangladesh.” “Freshness taste and health all together

naturally? The area of placement (Front Page) of the advertisement in the newspaper

makes it more visible to our target consumer.

In the second day there will be an ad in the front page and in the 3 rd page there will be

the main advertisement. So visibility will be high. The pictures and color combination

and the placing of the advertisement make the advertisement more visible.

Identity : cocoSplash®

has it’sown identity in the market.

Promise: in the advertisement we are promising to give the natural freshness. It also

promises to give iron calcium protein calories Vitamin C and magnesium. It also

promises for no fat no artificial color and no artificial flavor. And also some promises

about health.

Simplicity: The advertisement got the simplicity. The whole advertisement is easily

described by a simple picture format.

Frequency:

The advertisement will placed once a month in two different newspapers to get the

maximum reach.

Cost:

The cost will be approximately Tk.160000 (Tk.5000 per Column X Inch) including

commission in The Daily Prothom Alo.

Bangladesh Beverage



The reasons of choosing Television media:

cocoSplash® has decided to give its advertisement on TV, Outdoors and in

newspaper. Some reasons for choosing Television are as follows:

Bangladesh Beverage

Television media:



cocoSplash® target customers are the Players, Service Holders, Students,

Teenagers and Children below 12 and patient. All these are reachable by newspaper.

So the advertisement media that is to be used should have the ability to reach the target

customers and can attract and influence those customers. That means the media must

have a good access by the target customers and has a great trustworthy.

TV is such a media, which has all these qualities and matches with the target

customers.

Creativity and impact:

In the Television advertisement it is possible to show the product in realistic manner by

presenting in an audio visualized form. It is possible to convey a mood or image of the

brand and as well as to develop emotional, threat or fun appeal.

In the TV advertisement it is possible to demonstrate the product fully in a short time.

Coverage and Cost effectiveness:

Now a days TV is considers as a mass media, any TV advertisement can reach a lot of

people. So it can say that the coverage of TV is high. It is also true that the cost of TV

advertisement is not that much high in this day.

Captivity and Attention:

It is possible to reach customers by providing TV advertisement at the time when the

customers watch their favorite program. So if the advertisement is so attractive It will bevery much possible to get the attention.

Selectivity and flexibility:

Bangladesh Beverage



Although it is said that Television advertisement can’t reach the selective media. But it is

also possible to reach and influence the target customers by TV advertisement with

good broadcast time and with some creativity on the advertisement.

Different TV channels where the Advertisement will be aired:

We have chosen ATN Bangla, Channel-I, N-TV and BTV for the advertisement media.

The ad will be placed under a package. The advertisement will be placed before the

News. The cost of giving advertisement is almost same in every cannel. The 30-second

advertisement will be cost approximately tk.13000. We will give the advertisement total

30 minutes in a month in every channel. Which means the advertisement will be air

twice a time in everyday.

[Source: www.atnbangla.tv/advertisement_information.htm

www.ntvbd.com/rate_card.htm]

The following story will be made as a television advertisement.

In a hot summer a man wearing shirt pant (ruff &tuff) is walking in

the street at noon. He is feeling thirsty. There are lots of dewdrops

in his face and his all body is wet. He is trying to wet his lips by his

tongue. But his tongue is also dried, he is loking around. Suddenly

he sees a coconut tree. He goes under the tree, looks around with a

Bangladesh Beverage

The Story

http://www.atnbangla.tv/advertisement_information.htm

http://www.ntvbd.com/rate_card.htm



motive in eyes and starts to climb on the tree. Whenever he is on

the half of the tree the gardener comer with a large bamboo. catch

him and tight him with a rope and taking him to the road. People

are looking at him. But there are some young cricket player are

coming from the play ground with bat and ball are drink

cocoSplash® and smiling at his foolishness. Their eyes says “hey

foolish why have u gone to steel the coconut although u can get it

from store”.

To successful in marketing the story should have Relevance, Originality and Impact

fullness. (ROI.)

Relevance: the story is related to the product here the intention to steel of coconut

and players with cocoSplash® are relevant with the product.

Originality: This story was not presented in any other advertisements.

Impact fullness: This advertisement story will be impact full because it has fun appeal.

The steeling of coconut, climbing on the coconut tree, presence of gardener made of

funny. and this funny things may impact on the customers mind.

Bangladesh Beverage



The reasons for going outdoor advertisement:

cocoSplash® has decided to give its advertisement on TV, Outdoors and in

newspaper for this moment. Some reasons for choosing Outdoor advertisement are as

follows:

Wide coverage of local market: If the board can be placed in perfect place it ispossible to make it effective for twenty four hours that means for days and night. A GRP

showing that could yield exposure to an equivalent of 100 percent of the marketplace

daily.

[Source: Advertising & Promotion: An integrated marketing Communication Perspective,

G E Belch and M A Belch, 6th Edition]

Bangladesh Beverage

Outdoor advertisement



Frequency: It is expected that cocoSplash® Outdoor advertisement will be placed in

road side wall and in the sideboard of stadium.

F

Location flexibility: Outdoors can be placed any place where there is no restriction of

government or any other organizations.

Creativity: In the outdoor advertisements there are lots of chances to present of

creativity in a limited place. The billboard must have a good humor and threat appeal,

which must be bring with creativity

Ability to create awareness: It is planned to place the Outdoor advertisement will be

placed in roadside wall and in the sideboard of stadium.

Less cost: Although outdoor advertisement is very costly in international context but in

Bangladesh perspective outdoor advertisement is less costly than many other media.

In out door advertisement we will go for billboards and posters.

In the billboard there is a man standing spreading his two hands under the open sky.

And bellow the picture there is a sentence “ Human body urges for natural touch” and

below this sentence there is a picture of cane of cocoSplash® and a glass of coconut

water. That represents that this demand of body will be meet by cocoSplash®

In the poster there are more information about cocoSplash® . About coconut water its

benefits. There is a picture of a cane in the water and some pictures of coconut trees.

These posters will be posted all over the country

To enhance our IMC Mixing we will also do trade promotions.

Bangladesh Beverage

Trade promotion:



Traders will get point-of-purchase display allowance, buying allowance. Under buying

allowance there will be a discount for the retailers,

We will arrange free sampling in school, college and universities to inform about this

new product and to give them real taste we will offer them cocoSplash® and a real

coconut to taste and thus we will prove our novelty.

Creating value for the product by quality dimeelements, to create differentiation and competitive edge.

Element

Product

Performance

Features

Confor mance

Reli-ability Dur-ability Service Styleanddesign

cocoSplash®

Taste is

goodand ittasteslike realcoconutwater asit istaken of realvirginCoconut.

This is a

beverage.It is liquidso it hasno fixedsize.

This is real

coconutwater. Noartificialcolor or artificialflavor isincluded in

cocoSplash® only

FDA

approved

chemical isadded topreserve.So we cansay

cocoSplash® is

cocoSplash®

is using FDAapprovedchemical topreserve.

cocoSplash®

has alsotaken BSTIpermission tomarketcoconutwater. again

in thepackage themanufacturing date andexpire date isalsomentioned.So it is

cocoSplas

h® is usingFDAapprovedchemical topreserve.After bottling it isedible up to30 days.

Makes

hair. Skinand nailsstronger.it stopshumancravingfor sugar,cleanwomen’speriod,notify the

intestines,cleansthe liver and givestheoverallfeeling of good

The

producthas nostyle asit isliquid.but thecane isgoodenoughtopreserve

thecoconutwater.

Bangladesh Beverage

Product reengineeringProduct reengineering

Consumer Promotion:



almost100%natural.

reliable As itis new in thiscountrypeople maynot rely. Butby strong IMCmixingwe shouldinformcustomers itsreality.

health.

There are eight ways to do secondary brand association. these are:

1. Company

2. Countries or geographical are

3. Channel of distribution

4. Other brands

5. Character

6. Spoke person

7. Event

8. Third party sources

Among these eight we will use company, geographical area channel of distribution,

spokesperson, event and Third part sources.

1. Company: we will attach the company name Bangladesh Beverage will be

mentioned in the package. Because whenever we will go for international marketing it

will carry the identity of Bangladesh.

Bangladesh Beverage

Selecting Secondary brandSelecting Secondary brand

associationassociation



2. Geographical area: Primarily for domestic market we will use Coconut from south

Bangle and it will not be mentioned. but when we will go for international marketing we

may use coconut of Srilanka and Indonesia. Then it will be mentioned.

3. Channel of distribution:

4. Spoke person: primarily we will hire Bangladeshi Cricket sensation Mohammad

Ashraful as our spoke person.

5. Event: We will organize concert for music. And sometimes we will organize sportsprograms. We can arrange some events in school, college and in university.

6. Third party sources: We will give award to the man of the match in different sportsprograms and in international sports events.

Bangladesh Beverage

coco splash

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