Luxury Brand & Design Project Saluquia Gomes Neves


Published on

Entering premium energy drink market for women with natural and exclusive ingredients

Published in: Business
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Luxury Brand & Design Project Saluquia Gomes Neves

  1. 1. Luxury Brand & Design Management Executive MBA 2 2009-2010 Professor Mihailovich By Saluquia Gomes Neves Entering the market of Premium energy drink
  2. 2. Luxury brand concept “ The dream is not to own a crown. It is to be a king” Gian Luigi Longinotti Buitoni
  3. 3. Part I: Entering the market of Premium energy drink for women
  4. 4. Energy drink market size 2007 Statistics from Fact expert
  5. 5. Main competitors
  6. 6. How the current Energy drink market look like? Nearly $5 billion in 2007 Primary consumers under 35 years old Japan pionnered 35% over 35 years old Women represent a small market
  7. 7. Go Girl Product : energy drink offer 3 variety, good taste, herbal calcium and vitamin E containt, apetite suppressant, Communication :gogirl network, create buzz History awarness about breast and ovarian cancer Objectives increase brand loyalty and funds among teenagers Strategy : organise events like « Race fer her » and competition based on video or pictures, online shopping Clients perspectives: « love it », « very girly fit in the jean bag », « My boy friend loves it. He is hooked »
  8. 8. Live Product : Organic, all natural, no artificial sugar, colors or preservatives. Green tea, acai berry, pomegranate and cola flavours. 5o%of benefits to charity Communication: charity community website platform History: the entrepreneurs’ father passed away throught cancer, so he decided to dedicate his life offering product to consumers that meet their needs and profits used for others Objectives : heighten public awarness and raise fund for children cause Strategy :partnership and sponsors to related causes, tradeshows, various retailers and online shop Clients perspectives: «  Makes you feel good for helping others » « I really enjoy this flavor from Live and can see myself drinking it on a regular basis »
  9. 9. Bloom Product : Healthy energy drink, tastes great, made with real juice fruit, antioxidant, guarana and white tea, wild berry, cranberry and mango taste Communication: good energy events, myspace, share energy experience, youtube and community sites History:Launched by Maiden Lane from Del Monte Objectives : focused on weight loss Strategy : present on foodies magazine and highlight the 50% fruits quantity on the can Clients perspective: «  bloom energy drinks are actually delicious and don't have that " energy drink taste » « It’s got a little caffeine kick, but nothing near Red Bull »
  10. 10. Cougar Product : well designed zero calory energy drink, one regular version, one double shot, organic ingredients reduce stress and gives energy green tea, berry extracts, vitamins for independant women, sponsors dating events Communication: blogs, community website , History: the owner is passionate and she has fitness and health experience. Cougar tought her to enjoy life after her brother passed by. Objectives : gains sportive women and those who want to control their weight Strategy : offer receipes for cocktails, smothies, more aggressive approach, punchy Clients perspective: Probably one of the better tasting energy shots I have ever had, be it for male or female.
  11. 11. Current niche trend Sugar Free Healthy benefits Pink and white color Metal cans Small size Bio Respect the environment Cause to care about The new energy drink
  12. 12. They simply did not pay attention when they needed the most… What happened to my future competitors?
  13. 13. Major declining brand <ul><li>Why? </li></ul>Taurine rule Too girly Not enough health benefits Short kick period Boycott Artificial taste
  14. 14. Important attributes in women energy drink industry Health benefits Taste <ul><li>Charity contribution </li></ul><ul><li>Community website </li></ul>
  15. 15. Factors motivating the purchase Taste Packaging Reciepe Wealness
  16. 16. Part II: New product and new brand
  17. 17. The concept: Premium energy drink for women <ul><li>« The red Diamond » </li></ul>
  18. 18. Magic, dream, passion, Cultural: brand history Challenge Excellence Wellness Generosity Know-how Discretion Exclusivity Brand Aspirations
  19. 19. brand DNA strategy Anti aging Energy Nutrious Rarety Increase libido Diminish stress
  20. 20. Brand name <ul><li>Berryxir </li></ul><ul><li>As Time Goes By </li></ul><ul><li>Suggests infinite, magic, mystery, love and enchanting, charming and emotional … </li></ul>
  21. 21. Berryxir brand Story <ul><li>Since the early 21st century there has been rapidly growing attention for Wolfberries from Ningxia Hui Autonomous Region of North China known also uner the name of Goji Berry for their nutrient value and antioxidant content, leading to a profusion of consumer products. </li></ul><ul><li>Such rapid commercial development extends from wolfberry having a high ranking among superfruits expected to be part of a multi-billion dollar market by 2011 </li></ul>
  22. 22. For whom <ul><li>Women who care about their health </li></ul><ul><li>They want infinite youth </li></ul><ul><li>Women on the go </li></ul><ul><li>Desire to control their life </li></ul>Personnality Age
  23. 23. Brand equity and awarness <ul><li>Educational program «  Saluquia cares for Ningxia  » each 10 bottles bought = 1 Ningxuan recieve free school support </li></ul><ul><li>Partnership with UNICEF </li></ul><ul><li>Furnish material for extrating berries to local </li></ul>
  24. 24. Part III: Design Brief
  25. 25. Packaging: <ul><li>Recycle material use </li></ul><ul><li>Made out of transparant </li></ul><ul><li>Must be light to carry </li></ul><ul><li>With cap </li></ul><ul><li>Easy to handle </li></ul><ul><li>Very attractive </li></ul>
  26. 26. Design Brief <ul><li>Taste: </li></ul><ul><li>Wolfberry base </li></ul><ul><li>Different natural flavours: herbal, honey </li></ul><ul><li>Can be drunk hot or cold </li></ul>
  27. 27. Designer choice: Michael Young Nikka Wisky designed by Michael Young Passanha oil by M.Y Why this choice? Great British designer lives in Hong Kong blend of futurist design and technology oriented Desire to bring something new into the already oversaturated energy drink market.
  28. 28. End with….. <ul><li>The Berryxir </li></ul><ul><li>or </li></ul><ul><li>wolf berry bar </li></ul>
  29. 29. <ul><li>Will probably be launched in New York, Lower East Side </li></ul><ul><li>Magic athmosphere, Dark and red athmosphere, the time must stop when we enter in the place. </li></ul><ul><li>& Why not a perfume : as time goes by </li></ul>
  30. 30. Berryxir Experience <ul><li>Experience with Berryxir energy drink </li></ul><ul><li>Fun </li></ul><ul><li>Delivers energy </li></ul><ul><li>Delivers memorable moments </li></ul><ul><li>Confidence </li></ul><ul><li>Noosing </li></ul><ul><li>Good taste </li></ul><ul><li>Can be shared with families and friends </li></ul><ul><li>Decrease diseases </li></ul>
  31. 31. Brand value: care of the body inside <ul><li>Nutrient </li></ul><ul><li>Antioxydant </li></ul><ul><li>Prevent from diseases: cancer… </li></ul><ul><li>Natural source of vitamin </li></ul><ul><li>Good and relaxed sensation </li></ul>
  32. 32. Brand value: care of the body outside <ul><li>Skin </li></ul><ul><li>Aging </li></ul><ul><li>Deliver good body feeling </li></ul><ul><li>Beauty </li></ul><ul><li>Protects from sun and pollution </li></ul>
  33. 33. Berryxir market segmentation Besoins Expérience Exclusivité Rareté Tradition, Histoire lifestyle Accomplissement de soi Elitistes       Aspirationnels   Upper class  
  34. 34. This illustration is a part of ”Racing Greyhounds”. See the whole presentation here Berryxir Perspectives Competitors
  35. 35. It's all about standing out... Go Girl Live Bloom Cougar Berryxir This illustration is a part of ”Spheres”. See the whole presentation here
  36. 36. Care of the body outside BRAND CORE VALUES BRAND VISION Care of the body inside Brand sphere First in the luxury market Customer confidence
  37. 37. Arrow Process Why use graphics from ENGAG EMENT Packaging Leave an impact on customer Know-how and expertise Eternity EASE TO USE IMPRESS IVE PROFESSIONAL SAVE TIME BERRYXIR POWER Customer feel younger
  38. 38. Why should you choose for Berryxir? <ul><li>Natural </li></ul><ul><li>Tastes good </li></ul><ul><li>Looks good </li></ul><ul><li>Feel good </li></ul><ul><li>Look beautiful </li></ul><ul><li>Share your experience </li></ul><ul><li>Premium energy </li></ul><ul><li>People will envy you…. </li></ul>
  39. 39. Berryxir energy future <ul><li>National: selling in the USA first </li></ul><ul><li>International perspectives: North America, European and emerging countries </li></ul>
  42. 42. Thank you for your attention Hope you are looking forward to taste it…… For more details and information about this project contact me at [email_address]