FreshZone is a proposed retail store that sells fruits and vegetables in Bangladesh. The report discusses branding FreshZone by outlining the brand elements including the name "FreshZone", logo featuring a turtle, tagline "100% Fruits and Vegetables, 0% anything else", slogan "Because we don't sell disease", and environmentally friendly packaging. It also examines the CBBE model and how integrated marketing communications can help build awareness for the new brand through advertising, sales promotions, publicity, and other tools. The challenges of the current produce market in Bangladesh are highlighted as an opportunity for FreshZone to provide customers with fresh, authentic products free of chemicals like formalin.

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Metropolitan University, Sylhet
Bachelor of Business Administration Program
An Assignment on ‘Branding ‘FreshZone’, a Retail Store ’
Submitted to: Md. Emran Uddin
Assistant Professor
Department of Business Administration
MetropolitanUniversity, Sylhet
Submitted by: Scavengers
Date of submission: April 13, 2017

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Prepared by:
Name ID
Kapil Uddin 141-116-051
Ruhit Anam 141-116-070
Anayetul Haque Chy. 141-116-082
AshfaqurRahman 141-116-102

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Letter of Transmittal
13th
April, 2017
Md. Emran Uddin
Assistant Professor
Department of Business Administration
Metropolitan University Sylhet.
Dear Sir,
With great gratification we submit our assignment report that you have assigned to us
as an important requirement of ‘Strategic Brand Management’ course. Please see
enclosed here with our report on `Branding a Retail Shop'. This is a great pleasure for
us to submit this report that you have assigned us. This report was worthwhile
experience for us. We have truly enjoyed our timeattachment with the preparation of
this report.
We have tried to make the report comprehensive one within the time. Any short of
suggestions regarding the paper would be greatly acknowledging and we would feel
gratified if our paper serves its purposes.
Sincerely yours,
Group: Scavengers

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Acknowledgement
Nothing can be accomplished alone. Without the help of the number of persons the
success remains silent. First and foremost, we want to thank Almighty Allah for giving
us the ability to conduct our regularities and complete the report within the due time
period. Without His grace and sympathy, all our tasks would have been impossible to
complete.
Secondly, we thank our respected course instructor Md. Emran Uddin for giving an
overall concept on the process of preparation of the report. Also we are really
acknowledged to you as without your instruction any of our endeavors couldn't be
possible. The guidance he has been providing us throughout the semester has been
enlightening and very helpful. Last but certainly not least, we thank each other in the
group because all of us came together as one in helping each other out in times of
stress and beyond.

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Executive Summary
FreshZone is a Vegetables and Fruits retail shop in Bangladesh. The ultimate objective
of FreshZone is to ensure access to a broader range of people of Bangladesh. It has a
special focus to serve the different income group of the country by providing services
that are convenient, affordable and reliable. The main competitors of FreshZone is
other retail shops such as Shwapno, Agora and traditional local market. FreshZone
promised to provide 100% fresh and authentic Fruits and Vegetables to its customer.

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INTRODUCTION
Standing motionless, raising head to theopen sky, staring aimlessly, having tears rolled
inside the heart, expecting for customers, who will approach followed by purchasing
the product, but returning home selling his merchandise at below the production cost
most often leaving those merchandise unsold at the end of the day due to lack of
buyer, a farmer from a typical Bazar in Bangladesh passes his every day for his
livelihood. There are millions of farmers scattered across Bangladesh have this sort of
gruesome and untold experience in their life leading them to take different such
unproductive occupation as pulling rickshaw, thus dragging our agro based economy
to down and making us more dependent on imported food. Ironically, most of us do
not know that silent cry is going in the families of those hapless farmers. Most farmers
spend their day in suspicion thinking whether they can sell their products at fair price
as well as sell those all, even if they have bumper production in their field. Hardly do
they get fair price and sell those altogether, ironically. What a great humiliation for
farmers, who work all day long under scorching sun devoting his happiness and meet
the daily vegetable and grain needs of urban people. Likewise, fisherman and meat
producer encounter this type of fate in their life. Most of the farmers, fisherman and
meat producer of our country are the victim of typical interest business “Dadan”,
which exploit them instead of benefiting them. Lots of vegetables decay in rural area
because farmers do not find enough buyers who will buy their goods, whereas city
dwellers pay extra to meet their vegetable need. Besides, poor transportation
infrastructure and transportation system attribute to inefficient flow of agriculture
goods from rural area to urban. While producers are on one extreme of value chain,
consumers are on other extreme.
Shopping in untidy ambiance such as muddy floor, insufficient space to move,
unhygienic arrangement of product, bargaining process, inconsistence price, a
shopper in urban area lose his or her interest to shop in market and get panicked
subsequently. Shopping in kitchen and supermarket is no longer a pleasant experience
rather nightmare for shopper. As a result, home service is getting popularity among
urban people. Customers in urban area are being deceived everyday by shopkeepers
with selling inferior goods, charging excessive price and incorrect measurement. In
other words, consumers are one sort of hostage to these shoppers, who form one kind
of syndicate and dictate the market. The agony of the consumer compound with
exorbitant price, inferior quality of the products, and long bargaining custom in
Bangladesh, inaccurate measurement, traffic jam, and so forth triggered by lose of
interest for shopping, whilst shopping is a pleasant experience in most of the
countries.

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Objective of the Study
Objective of this report includes two types of objectives. They are broad objective and
specific objectives. A broad objective and some specific objectives are included in this
report. They are given below-
Broad Objective:
The main objective of this report is to find out the challenges and opportunities of
Branding a business.
Specific Objectives:
The specific objectives of this report are given below:
 To describe the information gathered from practical experience of working in
Marketing Department.
 To relate the practical knowledge with theoretical knowledge.
 To have a clear view of current scenario of branding.
 To find out what kind of major challenges a business is facing and to identify
their opportunities.
 To make a comparison about the challenges and opportunities with the
competitor company.
.

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What is Marketing?
Marketing is an organizational function and a set of processes for creating,
communicating and delivering value to customers and for managing customer
relationships in ways that benefit the organization.
 Value
 Relationship marketing
 Mass customization
 Customer relationship management (CRM)
CoordinatedMarketing Mix Elements BuildImage

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Brand Elements:BrandName
Why FreshZone?
Beyond just a memorable logo, good branding increases the value of a company,
provides employees with direction and motivation, and makes acquiring new
customers easier. ... A brand represents thesum of people's perception of a company's
customer service, reputation, advertising, and logo.
As our store sells Vegetables and fruits and we promise 100% authentic products,
without any chemicals like ‘Formalin’.
We think ‘FreshZone’ is a suitable match for our Brand name. Because it is easy to
pronounce and easily understandable. And also people can easily remember
‘FreshZone’.
Brand Elements:Logo
Your logo is a visual cornerstone of a company's brand. Your company's identity is
visually expressed through its logo, which, along your company's name', is one of the
main things that makes your business memorable.
In our logo we use our Brand Name and our Brand Symbol which is a ‘Turtle’ along
with our Brands Tag line ‘100% Fruits and Vegetables, 0% anything else.

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Brand Elements:Tag Line
A brand tagline says who you are and why you’re in business
‘100% Fruits and Vegetables, 0% anything else.’
By this tag line we try to give a message that we sell 100% fresh authentic fruits and
vegetables, with 0% chemicals like ‘Formalin’.
Brand Elements:Symbol and Character
Rob Frankel, a branding expert and author, believes the goal of branding isn't just to
make customers consider doing business with your company; rather, it makes them
want to do business only with your company. Branding creates an image of your
company in the mind of your customer. It differentiates your company from your
competition, portraying it in a way that is worth more than just the services and
products you supply. It is the visual and emotional representation of your mission
statement.
We choose a happy muscular Turtle as our Brand Symbol and Character.

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Why Turtle?
As we know Turtle is one of the animal who is capable of living 150 years
approximately. We tried to create a positive conception about our brand in
consumer’s mind by using Turtle, that if you eat fresh fruits and vegetables you can
live a long life too.
Brand Elements:Slogan
Slogans are a vital part of marketing and have been used to help promote business
and engage with customers for many years. That is why companies are always
tinkering with this aspect of their branding. And it IS branding as your company name
is always sandwiched between the slogan and a tag line.
Our Brand Slogan is ‘Because we don’t sell Disease’.
As we know Bangladesh’s Vegetables and Fruits market are now poisoned because of
Chemicals like ‘Formalin’ which is dangerous for our health. In this situation we will
provide 100% guaranteed any kind of poison free Vegetables and Fruits. We will also
provide on store Formalin checking facilities in our every retail outlet.
Brand Elements:Packaging
Packaging is just packaging, right? After all, it’s the product that really matters.
If you’re thinking this way as a business owner, you might be setting yourself up for
failure. Product packaging plays a more important role in consumer decisions than you
might think. A product’s packaging communicates many things, from what theproduct
can do for your customers to your company’s values. Some would argue that the
packaging is as important as the product itself because it’s a crucial marketing and
communication tool for your business.
Our brand will use environment friendly bags which are made by jute. Which is
recyclable.

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CBBEModel for FreshZone
Loyalty
Attachment
Good value, Secure
Trustworthy Positive social
Approval
Low Price, For Everyone,
Fresh and Health Conscious
Formalin Free People
Environment friendly packaging
Fruits and VegetablesRetail Store
Breadthand Depthof Awareness
We try to create Breadth and Depth of Awareness by our slogan ‘Because we
don’t sell disease.’ Nowadays in our Fruits and Vegetables market is almost everything
poisoned by Formalin, it’s more likely to buy disease when you buy fruits and
vegetables from untrusted source. In this situation we will provide 100% Formalin free
Fruits and Vegetables. Whenever someone see or watch our slogan ‘Because we don’t
sell disease.’ they will think about Formalin. Or whenever they think about Formalin,
they will remember our Brand Slogan and our Brand name.
Points of Parity and Difference
 Our points of parity are Fresh fruits and vegetables.
 And the points of Difference Are We provide 100% Formalin free fruits and
vegetables. And in our every retail store there will be Formalin checking facility.
We also try to create points of difference by environment friendly packaging,
which is recyclable and don’t have any negative impact on environment.

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Traditional Approachto Marketing Communications
Contemporary IMC Approach
Point of
purchase
Special
events
Publi
c
Direct
marketing
Interactive
marketing
Packaging
Direct
response
Media
Adver-
tising

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Contemporary IMC Approach
Point of
purchase
Publicity
Interactive
marketing
Public
relations
Direct
marketing
Special
events
Packaging
Sales
promotion
Direct
response
Media
Adver-
tising

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Defining IMC
IMC is a strategic business process used to plan, develop, execute and evaluate
coordinated, measurable, persuasive brand communication programs with
consumers, customers, prospects employees and other relevant external and internal
audiences.
The goal of IMC is to generate short-term financial returns and build long-term brand
value.
A Contemporary Perspective of IMC
Demand for accountabilityDemand for accountability and
Measurement of Outcomes
Recognized as a business process
Importance of relevant audience
Recognized as a business process
Multiple relevant audiencesIMC

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Reasons for the Growing Importance of IMC
From Toward
Media Advertising Multiple forms of Communication
Mass Media Specialized media
Manufacturer dominance Retail Dominance
General focus Data-based marketing
Low agency accountability Grater agency accountability
Traditional compensation Performance-based compensation
Limited Internet availability Widespread Internet availability
IMC and Branding
Brand Identity is a combination of factors: Name, logo, symbols, design, packaging,
product or service performance, and image or associations in the consumer’s mind.
IMC plays a major role in the process of developing and sustaining brand identity and
equity.
Basic Elements of the Promotional Mix
Personal
Selling
Advertising
Direct Marketing
Interactive/
InternetMarketing
Sales Promotion
Publicity/Public
Relations

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Sales PromotionTools
Consumer-oriented[For end-users]
1. Free samples: In this case, small units of free samples are delivered door to
door, sent through direct mail, attached to another product, or given along with
the purchase of some other product. Free samples are normally provided
during the introductory stage of the product.
2. Coupons: This involves offering price reduction or saving to customers on the
purchase of a spe-cific product. The coupons may be mailed or enclosed along
with other products, or inserted in a magazine or newspaper advertisement.
3. Discounts: It refers to reduction in price on a particular item during a particular
period. It iscommon during festival season or during off-season period. It is very
stimulating short-term sales, especially when the discount provided is genuine
one. For instance, the Hawkins pressure cooker manufacturer announced an
attractive price reduction, up to Rs.150 off, on a new Hawkins in exchange for
any old pressure cooker. The advertisement specified that the offer was open
only up to a particular date.
4. Premium offers: These can be extra quantities of the same product at the
regular price. Premium offers are used by several firms selling FMCG goods such
as detergents, soaps and food items. For instance, Colgate offered 125 g in a
tube for the price of 100 g.
5. Personality promotions: This type of promotion is used to attract the greater
number of customers in a store and to promote sale of a particular item. For
instance, a famous sports personality may be hired to provide autographs to
customers visiting a sports shop.
6. Installment sales: In this case, consumers initially pay smaller amount of the
price and the bal-ance amount in monthly installments over a period of time.
Many consumer durables such as refrigerators and cars are sold on installment
basis. For example, Washotex came up with a scheme to pay 20 per cent now
and take home Washotex washing machine. The consumers were offered the
facility of paying the balance in 24 equal monthly installments.

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Trade-oriented [For resellers]
Trade-oriented sales promotion programmers are directed at the dealer network of
the company to motivate them to the sell more of the company’s brand than other
brands. It is also known as push strategy, which is directed at the dealer network so
that they push the brand to the consumers by giving priority over other competitor
brands.
1. Cash bonuses: It can be in the form of one extra case for every five cases
ordered, cash discounts or straight cash payments to encourage volume sales,
product display, or in support of a price reduction to customers.
2. Stock return: Some firms take back partly or wholly the unsold stocks lying
with the retailers, and distribute it to other dealers, where there is a demand
for such stocks.
3. Credit terms: Special credit terms may provide to encourage bulk orders from
retailers or dealers.
4. Dealer conferences: A firm may organize dealer conferences. The dealers may
be given information of the company’s performance, future plans, and so on.
The dealers can also provide valuable suggestions to the company at such
conferences.
5. Dealer trophies: Some firms may institute a special trophy to the highest-
performing dealer in a particular period of time. Along with the trophy, the
dealer may get a special gift such as a sponsored tour within or outside the
country.
6. Push incentives: It is a special incentive given to the dealer in the form of cash
or in kind to push and promote the sale of a product, especially a newly
launched product.

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Publicity Vehicles
Public Relations Tools
Publicity Vehicles: A marketing vehicle can be thought of as a specific marketing
channel included within a marketing medium that is used to transfer the message. In
this context, a medium is a form of communication such as television, print
magazines, radio, social media posts and so forth.
Corporative Advertising: A form of institutional advertising focusing not on a
particular product or product range but on theorganization itself. The primary purpose
is promoting the name, image, personnel, or reputation of a company, organization,
or industry.
Cause-related marketing: Cause marketing or cause-related marketing refers to a type
of marketing involving the cooperative efforts of a for-profit business and a non-profit
organization for mutual benefit.
Interviews
Press
Conferences
Feature
Articles
Special
Events
News
Releases
Publicity
Vehicles

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Public Affairs Activities: Public affairs work combines government relations, media
communications, issue management, corporate and social responsibility, information
dissemination and strategic communications advice. Practitioners aim to
influence public policy, build and maintain a strong reputation and find common
ground with stakeholders.
Special Event Sponsorship: Sponsorship is the fastest growing form of marketing in
the It is still very much in its infancy, especially in the trade show arena. With this in
mind, you can find unlimited opportunities to broaden your competitive advantage by
increasing your credibility, image, and prestige in sponsoring events attracting your
target market.