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Tooba Zaheer Shaikh
Product
Target Audience
Positioning
Brand Map
                                     Product
Brand Essence
PODs and POPs
Brand Elements       • Category – Popsicles
    Name
    Tagline
    Logo             • Low fat water based ice candy
    Packaging
                     made from real fruit pulp for fruit
    Celebrities
    Brand Elements   lovers.
CBBE Model
    Salience
    Performance      • Flavors: Strawberry, Mango, Red
    Imagery          Grapes
    Judgments
    Feelings
    Resonance
Opinion
Product
Target Audience
Positioning
Brand Map
                         Target Audience
Brand Essence
PODs and POPs
Brand Elements
    Name
    Tagline
    Logo
    Packaging         Young health conscious females
    Celebrities
    Brand Elements   with a sweet tooth belonging to SEC
CBBE Model
    Salience                   B+ and above
    Performance
    Imagery
    Judgments
    Feelings
    Resonance
Opinion
Product
Target Audience
Positioning
Brand Map
                             Positioning
Brand Essence
PODs and POPs
Brand Elements
    Name
    Tagline
    Logo
    Packaging        Ice candy made with real fruit juice
    Celebrities
    Brand Elements        and pulp for young adults
CBBE Model
    Salience
    Performance
    Imagery
    Judgments
    Feelings
    Resonance
Opinion
Product
Target Audience
Positioning
Brand Map
                                       Brand Map
Brand Essence
PODs and POPs
                                   Frozen      Less fattening
                                                                Energizing
Brand Elements
    Name
    Tagline
                         Cool                                   Less Calories
    Logo
    Packaging                                                                Strawberry
    Celebrities
                     Fruity
    Brand Elements
CBBE Model                                                                   Mango
    Salience
    Performance       Sweet
    Imagery
    Judgments
    Feelings          Refreshing                                    Young
    Resonance
                                     Vibrant        Fresh
Opinion
Product
Target Audience
Positioning
Brand Map
                       Brand Essence
Brand Essence
PODs and POPs
Brand Elements
    Name
    Tagline
    Logo
    Packaging
    Celebrities
                     As healthy and good as fruit
    Brand Elements
CBBE Model
    Salience
    Performance
    Imagery
    Judgments
    Feelings
    Resonance
Opinion
Product
Target Audience
Positioning
Brand Map                     PODs and POPs
Brand Essence
PODs and POPs
Brand Elements       Points of difference   Points of Parity
    Name
    Tagline          • Targeted at health   • Taste
    Logo               conscious young      • High Quality
    Packaging
                       adults               • Popsicle
    Celebrities
    Brand Elements   • Low fat              • Sweet
CBBE Model
                     • Low calorie
    Salience
    Performance      • Real fruit
    Imagery
                     • No added
    Judgments
    Feelings
                       preservatives
    Resonance
Opinion
BRAND ELEMENTS
Product
Target Audience
Positioning
Brand Map
                                       Name
Brand Essence
PODs and POPs
Brand Elements
    Name             • Fruttare
    Tagline
    Logo
    Packaging          – Descriptive and suggests the nature of the
    Celebrities
                         product
    Brand Elements
CBBE Model             – Shows it has something to do with fruits
    Salience
                       – There can be problems with pronunciation
    Performance
    Imagery
    Judgments
    Feelings
    Resonance
Opinion
Product
Target Audience
Positioning
Brand Map
                                      Tagline
Brand Essence
PODs and POPs
Brand Elements       • Fruit Hai Re
    Name
    Tagline
    Logo
    Packaging          – Captures the brand essence
    Celebrities
    Brand Elements     – Complements the idea that it can
CBBE Model               replace fruit
    Salience
    Performance        – Goes with the health notion as fruits
    Imagery
    Judgments
                         are healthy as well
    Feelings
    Resonance
Opinion
Product
Target Audience
Positioning
Brand Map
                                      Logo
Brand Essence
PODs and POPs
Brand Elements
    Name             • Exotic
    Tagline
    Logo
    Packaging        • Represents something associated with
    Celebrities
    Brand Elements
                       forests and trees.
CBBE Model
    Salience
    Performance
                     • Fun fonts
    Imagery
    Judgments
    Feelings         • Association with Walls is clear
    Resonance
Opinion
Product
Target Audience
Positioning
Brand Map
                                      Packaging
Brand Essence
PODs and POPs
Brand Elements       •   Aesthetically pleasing
    Name
                     •   Shows lots of fruits, goes with the brand image
    Tagline
    Logo             •   Colorful and vibrant
    Packaging
                     •   Attractive
    Celebrities
    Brand Elements   •   Different from the rest of ice candies.
CBBE Model
    Salience
    Performance      • Problem: Fruttare might fail to stand out among
    Imagery            other colorful popsicles.
    Judgments
    Feelings
    Resonance
Opinion
Product
Target Audience
Positioning
Brand Map
                                  Celebrities
Brand Essence
PODs and POPs
Brand Elements       • Ayesha Omar and Naveen Waqar
    Name
    Tagline
                       – Huge fan following , specially for
    Logo
                         Naveen Waqar after recent success
    Packaging            of Hamsafar
    Celebrities
    Brand Elements
CBBE Model
                       – Both are charismatic and vibrant
    Salience
    Performance
                       – Both are presented to be health
    Imagery
                         conscious.
    Judgments
    Feelings
    Resonance
Opinion
Product
Target Audience
Positioning
Brand Map
                                       Brand Elements
Brand Essence                          Name       Tagline    Logo   Packaging   Celebrities
PODs and POPs
                     Memorable         Yes        Yes        Yes    No          No
Brand Elements
    Name
                     Meaningfulness    Yes        Yes        No     Yes         Yes – Both
    Tagline
                                                                                are vibrant,
    Logo
                                                                                young and
    Packaging                                                                   charismatic
    Celebrities      Likeability       Not        Not        Yes    Yes         Yes
    Brand Elements                     highly     highly
CBBE Model                             likeable   likeable
    Salience
    Performance      Transferability   Limited    Limited    Yes    Yes         Not
    Imagery
                                                                                significant
    Judgments        Adaptability      Yes                   Yes    Yes         Not
    Feelings                                                                    significant
    Resonance        Protectable       Yes                   Yes    Yes         Not
Opinion                                                                         significant
CBBE MODEL
Product
Target Audience
Positioning
Brand Map
                                            Salience
Brand Essence
PODs and POPs        • High awareness
Brand Elements
    Name             • Recall building
    Tagline
    Logo             • Tasty yet healthy         Resonance
    Packaging        (brand identity)
    Celebrities
    Brand Elements                         Judgments   Feelings
CBBE Model
    Salience
    Performance                          Performance    Imagery
    Imagery
    Judgments
    Feelings                                   Brand Salience
    Resonance
Opinion
Product
Target Audience
Positioning
Brand Map
                                       Performance
Brand Essence
PODs and POPs        Characteristics                             Style and Design
Brand Elements       • Real fruit                                • Aesthetically pleasing
    Name             • Tasty                                     design, representative of
    Tagline          • High quality                              the product
    Logo             • Low calorie             Resonance         • Good and natural taste
    Packaging
    Celebrities      Price
    Brand Elements   High in the ice      Judgments   Feelings
CBBE Model           candy category
    Salience         (Rs. 20)
                                                    Brand
    Performance                        Performance    Imagery
                                                 Performance
    Imagery
    Judgments
                                                         Brand Salience
    Feelings                                  Brand Salience
    Resonance
Opinion
Product
Target Audience
Positioning
Brand Map
                                              Imagery
Brand Essence
PODs and POPs        Personality and values                 Purchase and usage situation
Brand Elements       Exotic, cheerful and                   When a sweet craving hits, but
    Name             fresh through the use                  consumer is afraid of gaining a
    Tagline          of celebrities (Naveen                 high amount of calories.
    Logo             Waqar and Ayesha           Resonance
    Packaging        Omar)
                                                                         User Profile
    Celebrities
                                                                         Young
    Brand Elements                        Judgments     Feelings         Vibrant
CBBE Model
                                                                         Fresh
    Salience
                                                                         Health conscious
    Performance                       Performance       Imagery
    Imagery                       Brand           Brand
    Judgments                  Performance       Imagery
    Feelings                                 Brand Salience
    Resonance
                                       Brand Salience
Opinion
Product
Target Audience
Positioning
Brand Map
                                          Judgements
Brand Essence
PODs and POPs
Brand Elements
                     Quality                                         Consideration
    Name
                     Good, due to                                    Low, as other diet
    Tagline          association with                                frozen desserts are
    Logo             Walls and Unilever           Resonance          available. Also price
    Packaging                                                        contradicts with the
    Celebrities                                                      image created.
                     Credibility
    Brand Elements                          Judgments   Feelings
                     High, as Walls is
CBBE Model
                     expert in frozen
    Salience
                     desserts
    Performance                           Performance      Imagery
    Imagery
    Judgments
    Feelings                                    Brand Salience
    Resonance
Opinion
Product
Target Audience
Positioning
Brand Map
                                         Feelings
Brand Essence
PODs and POPs
                     • Fun
Brand Elements
    Name
                     • Excitement
    Tagline
    Logo
                     • Self Respect           Resonance
    Packaging
    Celebrities      • Original
    Brand Elements                      Judgments   Feelings
CBBE Model
    Salience
    Performance                       Performance      Imagery
    Imagery
    Judgments
    Feelings                                Brand Salience
    Resonance
Opinion
Product
Target Audience
Positioning
Brand Map
                     Resonance
Brand Essence                                   • High involvement
PODs and POPs                                   product (calorie
Brand Elements
                                                conscious people keep
                                                track of calorie intake)
    Name
    Tagline
                                                • Repeat purchase
    Logo                     Resonance          expected on the basis
    Packaging
                                                of taste only
    Celebrities
    Brand Elements     Judgments   Feelings
CBBE Model
    Salience
    Performance      Performance      Imagery
    Imagery
    Judgments
    Feelings               Brand Salience
    Resonance
Opinion
Product
Target Audience
Positioning
Brand Map
                          Opinion – The Goods
Brand Essence
PODs and POPs
                     • Icecream – fattening and unhealthy
Brand Elements
    Name
    Tagline
                     • Market of low calorie icecream/popsicles was untapped
    Logo
    Packaging
                     • Imported low calorie/ low fat options are available but are
                       not advertised as such.
    Celebrities
    Brand Elements
CBBE Model
                     • Local ones aren’t advertised and aren’t easily available.
    Salience
    Performance
                     • All other ice candies are targeted towards kids.
    Imagery
    Judgments        • Fruttare also claims to be made of real fruit.
    Feelings
    Resonance
Opinion
Product
Target Audience
Positioning
Brand Map
                       Opinion – The problems
Brand Essence
PODs and POPs
Brand Elements       • The inherent idea that ice candies are for kids.
    Name
    Tagline
    Logo             • The suggested TA can have concerns about
    Packaging          quality on knowing the low price.
    Celebrities
    Brand Elements
CBBE Model           • Brand elements do not stand out exceptionally.
    Salience
    Performance
    Imagery
    Judgments
    Feelings
    Resonance
Opinion
Thank you

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Fruttare

  • 2. Product Target Audience Positioning Brand Map Product Brand Essence PODs and POPs Brand Elements • Category – Popsicles Name Tagline Logo • Low fat water based ice candy Packaging made from real fruit pulp for fruit Celebrities Brand Elements lovers. CBBE Model Salience Performance • Flavors: Strawberry, Mango, Red Imagery Grapes Judgments Feelings Resonance Opinion
  • 3. Product Target Audience Positioning Brand Map Target Audience Brand Essence PODs and POPs Brand Elements Name Tagline Logo Packaging Young health conscious females Celebrities Brand Elements with a sweet tooth belonging to SEC CBBE Model Salience B+ and above Performance Imagery Judgments Feelings Resonance Opinion
  • 4. Product Target Audience Positioning Brand Map Positioning Brand Essence PODs and POPs Brand Elements Name Tagline Logo Packaging Ice candy made with real fruit juice Celebrities Brand Elements and pulp for young adults CBBE Model Salience Performance Imagery Judgments Feelings Resonance Opinion
  • 5. Product Target Audience Positioning Brand Map Brand Map Brand Essence PODs and POPs Frozen Less fattening Energizing Brand Elements Name Tagline Cool Less Calories Logo Packaging Strawberry Celebrities Fruity Brand Elements CBBE Model Mango Salience Performance Sweet Imagery Judgments Feelings Refreshing Young Resonance Vibrant Fresh Opinion
  • 6. Product Target Audience Positioning Brand Map Brand Essence Brand Essence PODs and POPs Brand Elements Name Tagline Logo Packaging Celebrities As healthy and good as fruit Brand Elements CBBE Model Salience Performance Imagery Judgments Feelings Resonance Opinion
  • 7. Product Target Audience Positioning Brand Map PODs and POPs Brand Essence PODs and POPs Brand Elements Points of difference Points of Parity Name Tagline • Targeted at health • Taste Logo conscious young • High Quality Packaging adults • Popsicle Celebrities Brand Elements • Low fat • Sweet CBBE Model • Low calorie Salience Performance • Real fruit Imagery • No added Judgments Feelings preservatives Resonance Opinion
  • 9. Product Target Audience Positioning Brand Map Name Brand Essence PODs and POPs Brand Elements Name • Fruttare Tagline Logo Packaging – Descriptive and suggests the nature of the Celebrities product Brand Elements CBBE Model – Shows it has something to do with fruits Salience – There can be problems with pronunciation Performance Imagery Judgments Feelings Resonance Opinion
  • 10. Product Target Audience Positioning Brand Map Tagline Brand Essence PODs and POPs Brand Elements • Fruit Hai Re Name Tagline Logo Packaging – Captures the brand essence Celebrities Brand Elements – Complements the idea that it can CBBE Model replace fruit Salience Performance – Goes with the health notion as fruits Imagery Judgments are healthy as well Feelings Resonance Opinion
  • 11. Product Target Audience Positioning Brand Map Logo Brand Essence PODs and POPs Brand Elements Name • Exotic Tagline Logo Packaging • Represents something associated with Celebrities Brand Elements forests and trees. CBBE Model Salience Performance • Fun fonts Imagery Judgments Feelings • Association with Walls is clear Resonance Opinion
  • 12. Product Target Audience Positioning Brand Map Packaging Brand Essence PODs and POPs Brand Elements • Aesthetically pleasing Name • Shows lots of fruits, goes with the brand image Tagline Logo • Colorful and vibrant Packaging • Attractive Celebrities Brand Elements • Different from the rest of ice candies. CBBE Model Salience Performance • Problem: Fruttare might fail to stand out among Imagery other colorful popsicles. Judgments Feelings Resonance Opinion
  • 13. Product Target Audience Positioning Brand Map Celebrities Brand Essence PODs and POPs Brand Elements • Ayesha Omar and Naveen Waqar Name Tagline – Huge fan following , specially for Logo Naveen Waqar after recent success Packaging of Hamsafar Celebrities Brand Elements CBBE Model – Both are charismatic and vibrant Salience Performance – Both are presented to be health Imagery conscious. Judgments Feelings Resonance Opinion
  • 14. Product Target Audience Positioning Brand Map Brand Elements Brand Essence Name Tagline Logo Packaging Celebrities PODs and POPs Memorable Yes Yes Yes No No Brand Elements Name Meaningfulness Yes Yes No Yes Yes – Both Tagline are vibrant, Logo young and Packaging charismatic Celebrities Likeability Not Not Yes Yes Yes Brand Elements highly highly CBBE Model likeable likeable Salience Performance Transferability Limited Limited Yes Yes Not Imagery significant Judgments Adaptability Yes Yes Yes Not Feelings significant Resonance Protectable Yes Yes Yes Not Opinion significant
  • 16. Product Target Audience Positioning Brand Map Salience Brand Essence PODs and POPs • High awareness Brand Elements Name • Recall building Tagline Logo • Tasty yet healthy Resonance Packaging (brand identity) Celebrities Brand Elements Judgments Feelings CBBE Model Salience Performance Performance Imagery Imagery Judgments Feelings Brand Salience Resonance Opinion
  • 17. Product Target Audience Positioning Brand Map Performance Brand Essence PODs and POPs Characteristics Style and Design Brand Elements • Real fruit • Aesthetically pleasing Name • Tasty design, representative of Tagline • High quality the product Logo • Low calorie Resonance • Good and natural taste Packaging Celebrities Price Brand Elements High in the ice Judgments Feelings CBBE Model candy category Salience (Rs. 20) Brand Performance Performance Imagery Performance Imagery Judgments Brand Salience Feelings Brand Salience Resonance Opinion
  • 18. Product Target Audience Positioning Brand Map Imagery Brand Essence PODs and POPs Personality and values Purchase and usage situation Brand Elements Exotic, cheerful and When a sweet craving hits, but Name fresh through the use consumer is afraid of gaining a Tagline of celebrities (Naveen high amount of calories. Logo Waqar and Ayesha Resonance Packaging Omar) User Profile Celebrities Young Brand Elements Judgments Feelings Vibrant CBBE Model Fresh Salience Health conscious Performance Performance Imagery Imagery Brand Brand Judgments Performance Imagery Feelings Brand Salience Resonance Brand Salience Opinion
  • 19. Product Target Audience Positioning Brand Map Judgements Brand Essence PODs and POPs Brand Elements Quality Consideration Name Good, due to Low, as other diet Tagline association with frozen desserts are Logo Walls and Unilever Resonance available. Also price Packaging contradicts with the Celebrities image created. Credibility Brand Elements Judgments Feelings High, as Walls is CBBE Model expert in frozen Salience desserts Performance Performance Imagery Imagery Judgments Feelings Brand Salience Resonance Opinion
  • 20. Product Target Audience Positioning Brand Map Feelings Brand Essence PODs and POPs • Fun Brand Elements Name • Excitement Tagline Logo • Self Respect Resonance Packaging Celebrities • Original Brand Elements Judgments Feelings CBBE Model Salience Performance Performance Imagery Imagery Judgments Feelings Brand Salience Resonance Opinion
  • 21. Product Target Audience Positioning Brand Map Resonance Brand Essence • High involvement PODs and POPs product (calorie Brand Elements conscious people keep track of calorie intake) Name Tagline • Repeat purchase Logo Resonance expected on the basis Packaging of taste only Celebrities Brand Elements Judgments Feelings CBBE Model Salience Performance Performance Imagery Imagery Judgments Feelings Brand Salience Resonance Opinion
  • 22. Product Target Audience Positioning Brand Map Opinion – The Goods Brand Essence PODs and POPs • Icecream – fattening and unhealthy Brand Elements Name Tagline • Market of low calorie icecream/popsicles was untapped Logo Packaging • Imported low calorie/ low fat options are available but are not advertised as such. Celebrities Brand Elements CBBE Model • Local ones aren’t advertised and aren’t easily available. Salience Performance • All other ice candies are targeted towards kids. Imagery Judgments • Fruttare also claims to be made of real fruit. Feelings Resonance Opinion
  • 23. Product Target Audience Positioning Brand Map Opinion – The problems Brand Essence PODs and POPs Brand Elements • The inherent idea that ice candies are for kids. Name Tagline Logo • The suggested TA can have concerns about Packaging quality on knowing the low price. Celebrities Brand Elements CBBE Model • Brand elements do not stand out exceptionally. Salience Performance Imagery Judgments Feelings Resonance Opinion