Uploaded byTooba Shaikh
Fruttare
The document proposes a new popsicle brand called Fruttare targeted at young, health-conscious females. It would position itself as an ice candy made from real fruit juice and pulp for adults, with flavors like strawberry and mango. Key brand elements discussed include the name "Fruttare", tagline "Fruit Hai Re", colorful logo and packaging featuring fruits. Celebrities Ayesha Omar and Naveen Waqar would endorse the brand to appeal to its young, vibrant audience. The brand aims to build salience through its tasty yet healthy proposition and performance through high quality ingredients at a moderate price point.
Fruttare
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- 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
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- 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
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- 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
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