product and brand project
TRANSCRIPT
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Project of Brand Management
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Submitted to: Madam Sidra SUBMITTED BY: ALISHA EJAZ [-006]
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Iqra Sajid [-040] Hira Rameen [-046] Talia rehman [-048]
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B.B.A (vii th) Date of submission
20th January 2017
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Acknowledgement:
A work is never a work of an individual. I owe a sense of gratitude to the intelligence
and co-operation of those people who had been so easy to let me understand what I
needed from time to time for completion of this exclusive project.
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I want to express my special gratitude towards MADAM SIDRA lecturer, strategic
brand Management, for giving us such a unique project.
Last but not the least I would like to forward my gratitude to all the people who always
endured me and stood by me and without whom I could not have been envisaged the
completion of my project.
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INTRODUCTION:
INTRODUCTION TO PEPSICO:
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Pepsi is an American carbonated soft drink produced and manufactured by PepsiCo. Originally
created and developed in 1893 and introduced as "Brad's Drink", it was renamed as Pepsi-Cola
on August 28, 1898, and then as Pepsi in 1961. It is currently known in North America
alternatively as Pepsi-Cola as of 2014.
PepsiCo serves 200 countries and is a world leader in providing food and beverage products. Its
brands consist of Frito-Lay North America, PepsiCo Beverages North America, PepsiCo
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International and Quaker Foods North America. Some of PepsiCo's brands are over 100 years
old however the company was only founded in 1965 when Pepsi-Cola merged with Frito-Lay.
The company is focused on being the premier producer in supplying the world with convenient
foods. They offer a wide variety a food options as well, including healthy options.
PepsiCo stands out as a company because of its sustainable advantage. It includes widely known
brands, innovative products, and powerful market skills. The company also tries to benefit the
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community. To make themselves a sustainable company, they have put a focus on the
environment and benefiting society with their business. Recently, PepsiCo released information
of their plan to drive sustainable water practices and improve rural water in Africa, China, India,
and Brazil.
Public Relations people have great opportunities to improve the company's reputation because of
the size and financial stability of the company. PepsiCo is extremely well known in the world as
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a leading source of food and beverage products with immense revenue. The challenge for the
Public Relations people is that if something negative were to affect PepsiCo it would put a
damper on all of the products that the company makes. Therefore, the PR people would have a
lot of crisis management in their hands.
Brand strategy:
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Type of brand:
The brands are of different types but our brand is Fun Gala. This is the brand in which it is of
different type from other brands. In our brand, we introduced banana chips of honey and spicy
flavors. There are some of tasty ingredients in our product which will make it tastier. We make
three different sizes of brand packaging like small pack, medium pack and large pack. I hope that
our product attracts the youngsters or children ns will gain more profit.
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BRAND PORTFOLIO:
PepsiCo’s brand portfolio is made by hundreds brands in nearly 200 countries around the globe.
PepsiCo is involved in soft drink but also in other product such as snacks.
Pepsi:
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The firm’s main brand is Pepsi-Cola, which is well known all over the world thanks to its long
history of 100 years. The company owns other divisions such as:
Frito-Lay:
That is continuing to grow snacks all over the world.
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Tropicana:
A Products is another division of PepsiCo which is committed to produce and market fruit
juices.
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Quaker Brands:
These are a wide range of healthy food choices.
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Gatorade:
It is a division involved in sports nutrition research. It can be seen that PepsiCo’s brand portfolio
includes plenty of brand but not all of them are related to soft drink. Gatorade is now a beverage
brand which came about after the merger of PepsiCo and one of its competitors the name
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however still remained despite it being produced by a different company and also in this was
Tropicana. Pepsi produces a range of food staffs which are a total of about 20 beverages with
Pepsi-cola and 7Up being a amongst its highest selling brands in the United states common
amongst persons of all ages.
Other brands:
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The other division is that of the food and snacks such as Mirinda, Kurkure; Red Rock including a
number of others all which are distributed all over the world. A sub brand can allow a master
brand with too broad an appeal to access niche segments. For example, Pepsi with hit huge,
broad brand basically hit a wall and needed to create sub brand around the Pepsi. By this it
means that Pepsi as a beverage grew from the competition from which it received and this
prompted it to come up with new products to counter it. Coming up with sub brands makes it
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easy to have more identity to the main by also having a huge range to pick from and increase
purchase of its products.
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BRAND ARCHITECTURE:
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Brand architecture is the structure of brands within an organizational entity. It is the way in
which the brands within a company's portfolio are related to, and differentiated from, one
another.
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COUNTRY OF ORIGIN:
We produced and launched our new brand of chips under pepsicola in Pakistan. Because of
here’s suitable environment and its high demand in Pakistan. In the already cluttered snack
category, a profusion of new, better-for-you options has made it even more difficult for
challenger brands to capture consumers’ attention. Furthermore, the fruit snack category has
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historically been associated with chewy dried fruit or oil-laden chips. We saw an opportunity to
play up Fun gala satisfying crunch and get the credit they deserve for being.
BRAND STRTEGY:
FUN gala is single or individual brand name for banana chips. We have given individual brand
name for banana chips because its deal with the fruity snacks. In future possible extensions can
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be made and further fruity chips add i.e. apple, mango, and coconut chips with different flavor,
size and price. It also has high value in the brand portfolio of PepsiCo.
TYPE OF BRAND:
In our brand, we introduced banana chips of honey and spicy flavors. There are some of tasty
ingredients in our product which will make it tastier. We make three different sizes of brand
packaging like small pack, medium pack and large pack.
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STORE AND NATIONAL:
Our target city is Rawalpindi and we will keep our product in different stores of Rawalpindi for
selling. Different stores of Rawalpindi like City Super Store in Commercial Market, Utility Store
6th Road, Lucky Store in Commercial Market, Utility Store Chandni Chowk etc because mostly
of people came to purchase food items from there and I think so our brand is off good selling
there.
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BRAND POSITIONING:
We want to put an image of our product in the consumers mind as compare to competitor’s
product. We want to target the all children and youth who work hard and want enjoyment and
fun with healthy food. Positioned as a snack with fun and healthy with taglines such as
“HEALTYH CRUNCH”
MARKET SEGMENTATION:
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GEOGRAPHICAL:
FUN GALA geographic target area in RAWALPINDI is Supplying product to all areas of
Rawalpindi and has further divided the city into five zones.
Zone A: 6th road
Zone B: sadqa abad
Zone C: Gulazr e qaid
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Zone D: Shahi road
Zone E: Jinnah Park
DEMOGRAPHICS:
Age –Fun gala focuses heavily on children and young people
Sex – For both male and female
Income level-All Income group
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Style and standardized Product
PSYCHOGRAPHICS:
Lower middle class, upper class and upper middle class
The conscious people
BEHAVIORAL:
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People who have negative idea about traditional chips.
Those who seek good quality
The non user and regular users of chips
Those who aware from the bad effect of traditional chips
TARGETING
Children
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Youth
Families
COMPETITION:
Fun gala is owned by the company PepsiCo and has many competitors within the company like Lays, Doritos, Sun Chips, Ruffles and many more. Fun gala differentiates themselves from their competitors by their unique taste and
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packaging and by promoting them through TV ads. They make their chips seem more irresistible than other brands because of the classic taste from themFor this brand we have separate website where you can see Details about their product. On their website, they have nutritional information, how they get from unripe banana to chips, and it shows you the variety of different flavors that they have available to customers. POP AND POD:
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Points of parity are:
Prices are same with the category product and competitors products
Package size is same
Point of difference is:
Fresh banana are used.
Enhanced nutrition which is good for health
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New flavored i.e. honey introduced in this chips
Different package and logo from others
PERCEPTUAL MAP:
Perceptual Map of FUN GALA describes the relationships of the price and the quality of the
brand .how the consumer place the brand in the MAP.
HIGH QUALITY
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(Low price, high quality) (High quality, high price)
FUN GALA
LOW PRICE HIGH PRICE
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(Low price, low quality) (Low Quality, high price)
LOWQUALITY
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BRAND MANTRA:
The brand mantra of FUN GALA (banana chips ) is :
“CRIPS-QUALILTY-FUN”
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BRAND NAME Brand function Descriptive modifier Emotional Modifier
Fun -Gala Crisp Quality Fun
Brand function: “crisp” shows the banana chips are the crispy and tasty, which attracts the
customers, also describe the function of the brand as well.
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Descriptive modifier: “quality” shows the standard of the product. Fun gala delivers a quality
product to their customers. As chips are made up of fruit so they are good for health.
Emotional modifier: “fun” emotionally evokes the customers that chips makes them feel
different with delicious taste.
BRAND ELEMENTS:Brand elements, which are essential how the consumer identifies a brand, is important to the
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building of brand equity. The criteria for brand element to be effective are that they are
memorable, meaningful, likable, transferable, adaptable, and protectable.
NAME:
The name of brand is “FUN GALA”
Memorable:
Simple
Ease of pronunciation and spelling
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Meaningfulness:
Easy to understand
Especially foreign language
Expressions used by a particular group of people
Likability:
Friendly, precise
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Transferability:
New category
Adaptable
By changing tagline
Protect ability:
Can be protected by trademark
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LOGO:
Logo of our brand is simple and attractive color. We used purple color because it is cool color
and shows coolness and banana in logo shows the basic product which serves to customer. From
logo customer recognize the main product that it is ‘banana chip”. Purple represent the future,
the imagination and dreams, while spiritually calming the emotions.
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ULR:
https://biyach667.wixsite.com/fun-gala
https://usamamurtaza23.wixsite.com/fungala
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SLOGAN:
Slogan is the short phrase that communicates descriptive or persuasive information about the
brand. Slogan of our brand is “healthy crunch”. It has following characteristics.
Memorability:
Easy to recall
Easy to remember
Meaningfulness:
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persuasive
Communication
Likability:
Sophisticated
Persuasive
Transferability:
New category
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Protectability:
Can be protected by legal way i.e. we can be trade mark this logo.
PACKAGING:Style and design matter a lot on the outcome and response of the product. ‘FUN GALA’ as the
product (inside the pack and outside wrapper) has much attractive and catchy colors style
and design which attracts the customers a lot.Fun gala will available in the market in different
packing. Fun gala will comes in the air tight packing and packing material of Fun gala is of high
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quality so that product will remain fresh and its taste keeps secure up to more than four months.
Fun gala have different flavors in the market so that each flavor has its own unique packaging
color combination according to its taste. Basic color combinations are in yellow and light orange
shade colors which all are eye catching. Fun gala will also available to the consumer only in
primary packing. No secondary packing is using. However they will deliver in container packing
from production plant to shopkeepers or retailers, which carries 48 packs.
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Fun gala will available in three different sizes
50 gm
100 gm
150 gm
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BRAND MARKETING MIX:The marketing mix is the set of controllable, tactical marketing tools that a company uses to
produce a desired response from its target market. It consists of everything that a company can
do to influence demand for its product. There are four types of marketing mix which are as
follow:
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Product
Price
Place
Promotion
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PRODUCT STRATEGY:
There are following product strategies which are follow by the our brand
Develop the long term relationship with the customers
Give values to the customers to delighting them
Do whatever it takes not to satisfy the customers but retain our customers
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PRODUCT:
Product stands for goods and services that the company offers to target market. Pepsi Cola is
well known for the product quality and taste. Pepsi Cola introduce their brand that is “FUN
GALA” banana chips .It is lies in the snacks category. It is much satisfying customer needs and
wants. The shape and the color of the chips and make them quite attractive for the customers.
The labeling, packaging of the banana chips includes brand name and logo. The packaging
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includes an expiry date and time along with a manufacture date. Second part of labeling includes
the quantity of product in grams along with ingredients and contents chips.
Fun Gala is for every age group people.
QUALITY:
Fun Gala is unique in Quality, Flavor, taste and quantity. It’s totally fulfilling the need of the
people.
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FLAVORS:
Fun gala offers two flavored
1. Spicy
2.Honey
FEATURES:
Here are some features of our product:
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Fresh original banana used
Provides proteins and potassium
Provides vitamins
Beneficial for health
Excellent in taste
Give freshness
protecting packing
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SHAPE AND SIZE OF CHIPS:
Shape and size matter a lot on the outcome and response of the product .chips are available in
round shapes and thin in size which makes them more crispy and crunchy.
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PACKAGING:
PepsiCo are offering their Chips Fun Gala in a quite attractive packaging and unique coloring
scheme, which attracts the customer eyes and convince them to buy. Generally different size of
chips packet is to be produced for customer. These are:
Small
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Medium
Big Size
PRICE:
Our pricing strategies for the product are for total cost which includes customs services and other
expenses. Pricing strategies usually changes as the product passes through its life cycle. The
price should be set at moderate level in order to attract a large number of buyers and to gain large
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market share. Fun Gala goals are to provide good quality snack at fair prices so as to attract
customers. PepsiCo always wanted to provide a better quality product, with innovative features
and in reasonable prices. Fun Gala having high quality and rich taste which will give high profit
margin. The price of Fun Gala varies increases with the increase in its size. Pricing policy for its
product due to the following reasons:
Distinctive Packaging
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Brand Name
Cost of raw materials
Fun gala packs available at different price
Small pack is in rupees 15
Medium pack is in rupees 30
Big pack in rupees 60
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PLACE: Fun Gala is available everywhere, including canteen, gas station, newsstands, super markets,
parks and schools. .The complete distribution process is followed. It uses indirect channels for
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distribution like:
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Manufacturer -> Distributor -> Wholesaler -> Retailer -> Consumer.
PROMOTION:
Actually the promotion is a first step when we are launching a new product but we make its
strategies in last. We want to make a good product image in mind of customers, so that they will
buy only our product. It plays an important role in the exchange process by informing customers
of an organization’s product or service and convincing them of its ability to satisfy their needs or
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wants.
CRITERIA PROMOTION:
Awareness
Knowledge
Liking
Preference
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Purchasing
MAIN SOURCE OF PROMOTION:
Electronic media
Print media
Cable network
Bill boards
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Hoardings
ELECTRONIC AND PRINT MEDIA:
In the newspaper advertising, the company will know or inform the people about the bad effect
of the traditional chips and inform about the good sides of the Fun Gala. In their TV commercial
they will also try to build awareness in the minds of the customers and try to acquire a strong
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position in the minds of the customers. In the electronic media’s advertising the company can
present famous and renowned doctors to inform people about the difference between traditional
chips and PepsiCo fun gala.
ELECTRONIC MEDIA:
Channels Time Duration
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Geo Tv Prime Time,Post Prime
Time
1 Min
AAG Tv Prime Time,Early Day 1Min
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AAJ Tv Early Day,Prime Time 1Min
Hum Tv Post Prime,Pre-Prime 1Min
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ARY Tv Early Time,Prime Time 1Min
PRINT MEDIA:
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News paper
&magazines
Page Colored or
black and
white
Size Daily
basis
Weekly basis
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Jang Front Colored Standard
size
Daily
Express Mid Colored Standard
size
Daily
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Din Front Colored Standard
size
Daily
The Daily
Times
Back Colored Standard
size
Daily
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Nawa-e- waqt Back Colored Standard
size
Daily
Akhbar-e-
jahan
Back Colored Full size Weekly
BILL BOARDS:
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Location Size Duration
6TH road 20*60 1 month
Sadder road 20*60 1 month
Commercial 20*60 1 month
Sadqa abad 20*60 1 month
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DIRECT MARKETING:
Fun Gala Use direct marketing and media like, Facebook and YouTube to promote their brand
and its offering. We can also promote our brand by directing mail and sending message to target
customers.
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