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KRRUSH mango juice Branding

The document discusses a marketing plan for a juice brand called Bombay Sweets. It analyzes the beverage industry and juice market in Bangladesh. The key issues identified are that juice is not considered a favorite product due to various factors. The strategic objectives are to gain 15% market share in 2 years and make juice a favorite by addressing the key issues. Four target groups are identified - Gen Z, young adults, rural residents, and influencers. The marketing mix proposed includes innovative packaging, natural flavors, point of sale placements, and an integrated promotion strategy. A new brand called "Jucy" is created with a logo, tagline, and flavor name.

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Brandwitz: Round 3 TEAM SIMPLEX
The brand: Bombay sweets
The industry
Types of beverages Fruit concentrates Carbonated soft drinks Bottled water Coffee & tea Sports and energy drinks Asian specialty drinks Fruit juices Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
Takes up 60%of the beverage market Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
Pran 43% ACME 17% Shezan 10% Akij 14% Danish 9% Others 7% Market Share distribution Pran ACME Akij Shezan Danish Others Juice market Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
Market Understanding swot Porter’s 5 forces Market insight
Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility Strengths • Strong Distribution Channels • Familiar and Recognized Parent Company • Modern, Innovative and Hygienic Packaging • Product is healthier than substitutes • Strong Financial and Management Support from management company • Modern Technology is used in the production process Opportunities • Can capitalize on the new ‘healthy’ food trend • Can make more flavors of different flavors and sizes • Can capitalize on the up and about trends SWOT
Industry Analysis & Market Understanding Buyer’s Behavior TG Identification Marketing Mix Branding Campaign Feasibility Monitoring & Evaluation SWO T Weaknesses • Parent Company (Bombay Sweets) is very strongly associated with chips and chanachur • Has a price disadvantage • New packaging style is hard to understand and use • Disconnect between current market activation and availability of product Threats • Market is very saturated • There are many substitutes • Very strong market leader
Industry Analysis & Market Understanding Bargaining Power of Buyers: HIGH Buyer’s Behavior TG Identification Marketing Mix Branding Campaign Feasibility Monitoring & Evaluation Porter’s 5 forces Competitiv e Rivalry: HIGH Threat of Substitutes: HIGH Bargaining Power of Suppliers: LOW Threat of New Entrants: moderate
insight • People usually take beverages/juices during the afternoon, because that’s when most of the schools end and it’s also the lunch time • Most juice consumption occurs in the summer • People are looking for healthier alternatives to soda drinks, but the next choice is usually bottled water, and not fruit juices Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
Insight (continued) • People have certain priority preferences when it comes to purchasing juices: 1- Taste 2- Parent Company Reputation 3- Flavor 4- Packaging 5- Advertising 6- Color of the Beverage itself Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
Key issue & strategic objectives
Key issue Juice as a product is not considered as a favoUrite Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
F • Flavors are Usually Artificial A • Availability of the product Is low V • Viable substitutes are many o • Overly saturated beverage and juice industry U • Unclear communication of brand message R • Reach is concentrated to certain areas I • Insignificant number of people know of its existence t • Trends affect consumer mentality e • Estranged Market Activation and Product Availability Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
Strategic objectives Get a 15% market share in 2 years Make the juice product a FAVORITE by addressing the mentioned issues Re-launch the product under a new name and clearer brand objective To revamp the image of the product entirely Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
Segmentatio n & Target Group identification
Geographic segmentation Geographi c urban Semi urban rural 28.4% 71.6% Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
incom e Low (10%) Consumes 4% of total consumption Monthly income is below 10,000 Medium (80%) Consumes 69% of total consumption Monthly income is between 10,000 – 2,00,000 High (10%) Consumes 27% of total consumption Monthly income is above 2,00,000 Demographic segmentation (income) Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
Demographic segmentation (age) Gen ‘Z’ • Age (5-12) • 33% of total population • Loves Colorful packaging • Consumer not the customer • Peer Pressure is strong • Monitored by Parents What’s in? • Age (13-24) • 19% of total population • Narcissistic • Tech-savvy • Current Trends determine buying behavior • Flavor and taste is very important to them • Less monitored by parents • Want to join the ‘health’ wave • ‘Hangouts’ are most important to them • Sport enthusiasts Influencers • Age (25 and above) • 48% of the total population • Have hectic lives • Don’t consume juice as much • Parents or guardians • Concerned about both personal and family health Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
Target Groups • Urban and Semi Urban, Medium Income, Gen - Z TG-1 • Urban and Semi Urban, Medium Income, What’s In? Tg -2 • Rural, Medium Income, ALL Tg -3 • Urban and Semi Urban, Medium Income, Influencers Tg -4 Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
Target Groups Urban & Semi Urban Gen Z What’s In Rural Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
Marketing mix product price place promotion
• Special Packaging for special events • The Healthier Product • Innovative Packaging • Natural Flavors (no Artificial Coloring) • Healthy and of good Quality • Hygienic Product Thirst quencher Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
Product: NEED Industry Analysis & Market Understanding Trust: the NAME TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility Availability Thirst Quencher Want something Unique Quality and Hygiene
Product: value proposition Industry Analysis & Market Understanding No artificial flavours TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility Available anywhere Good will of Bombay Sweets Unique Packaging and offers Strong integration with social media
place • Schools, Coaching Centers, Various food shops, Toy and book stores, Amusement parks, Tiffin Breaks, Canteens Gen - z • College and Universities, Food Places, Movie theatres, Coaching centers, Sport Zones, Internet What’s in? • Village markets, point of sales rural Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
price • Other fruit juices of 250ml range from Taka 12-15 • We set a premium of Taka 20 for 200ml • Reasons to believe for this premium rate is set in the packaging & the brand • Promotional offers will be given throughout the campaign Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
Promotion: (tools) Online (FB & YOUTUBE) Print media Tv advertisement radio Personal selling billboards Cantee n branding Btl activation Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
Branding
Brand Jucy – the Brand Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
Brand logo Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
Juice flavor Miigghttyy maanggoo maaniiaa Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
Brand tagline যযেেখখাাননেে,, যযেেখখাাননেে,, েেববখখাাননেে।।।। Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
Mango maniac Brand mascot Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
Brand essence “A healthy youthful juice that you can have anywhere” Youthful generally encompasses fun, vibrant, strong ! Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
Brand color & identity The colors orange, purple & red Orang e Association with mango Purple A funky youthful fun color Red Generally signifies energy & strength Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
The campaign Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility Phase 5: rejuvenation Phase Phase 4: Stabilization Phase Phase 3: Expansion Phase Phase 2: Buzz Creation Phase Phase 1: Foundation & Launching Phase
The campaign: Phase 1 Foundation Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility Create Radio Buzz Create Liaisons and Strong Networks Launch FB page • Make RJs from top 5 Radio Stations pre-endorse KRRUSH to create hype • Make sure guests in the radio shows also sample KRRUSH and talk about it • ensure shelf space for KRRUSH from nationwide distributors of Bombay Sweets • Employ a strong and efficient brand manager • Launch the facebook page of KRRUSH: KRRUSH Mania • Start the page and spread with sponsored ads and funny content 2 months
The campaign: Phase 1 Foundation Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility আমরা কিন্তু ররক আপকি ররক র া ?? Sample facebook content
The campaign: Phase 1 launching Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility 1 month Release TVC 14th April: Main Launch Day Send Product to all distribution channels created in the launch phase Radio Buzz at its peak Billboards and Print Ads Send Facebook Page members automated messages
The campaign: Phase 1 launching Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility Sample billboard content
The campaign: Phase 1 Launching: 14th April Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility Aam station Tree branding Rally with mascots How mighty are you? KRRU SH paro!! stickers #Mango selfie
The campaign: Phase 2 Buzz creation Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility 3 months BILLBOARDS & PRINT ADS KRRUSH star! Heat KRRUSHERZ Rural Reach KRRUSH Mania (FB PAGE)
The campaign: Phase 2 Buzz creation Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Mighty mango mania! Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility Twist it, tear it, sip it!! রেখানি, রেখানি, েবখানি! ঝড় এন া, এন া ঝড় আম পড়, আম পড়।। Mighty mango mania!
The campaign: Phase 2 Buzz creation Industry Analysis & Market Understanding • Mango shaped Juice Carts infront of schools • Reaches GenZ and Influencers • New Concept TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility Heat KRRUSHE RZ KRRU SH Star! • Music Competition • Speaks to our ‘What’s In?’ TG • Involves well known Band Shunno so gives mass awareness
The campaign: Phase 2 Buzz creation Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility Introduce smaller packs Lowers cost Rural Value for money
The campaign: Phase 3 expansion Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility 7 months KRRUS H Mania (FB Page) Shop banners in Rural areas Cricket World Cup Movie Coupon Billboards and Print Ads KRRU SH Health App
The campaign: Phase 2 expansion Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility • Introduce Family Pack with 15 KRRUSHes at a discounted price • Give Player Cards with every purchase • After World Cup, host a Kid’s Choice Players Awards • Speaks to both Gen-Z and What’s In? • Set up HeatKRRUSHERS at Bashundhara City and Jamuna Future Park • For 5 purchases, offer a coupon for 20%off popcorn • Speaks to What’s In?
The campaign: Phase 2 expansion Industry Analysis & Market Understanding • Can be launched as a New Year’s Resolution • Helps us become known as a health and wellbeing brand • Speaks to the CONSUMERS (parents) TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
The campaign: Phase 4 stabilization Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility 8 months Schoo l activation Friends pack #Mango maniac Krrush mania (fb page) Strengthen the distribution channels 3d billboards
The campaign: Phase 4 stabilization Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility School Activation • 2 day Activation at 60 school • Awards uncharacteristic qualities of students • Sponsor school events • Speaks to Gen-Z
The campaign: Phase 4 stabilization Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility • Take selfies of oneself at outrageous situations while drinking KRRUSH • Share it from your profile tagging KRRUSH Mania and #MangoManiac • Ananto Jolil will take selfie with them • Trip to Cox’s Bazar with Friends • Speaks to GenZ #mangomaniac friends pack • KRRUSH Pack of 10 Will come with a food coupon, depending on the trend • Will happen at 2 weeks burst • Will speak to Whats In?
The campaign: Phase 5 rejuvenation Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility 3 months Viral video Friends pack continues Trade Fair
The campaign: Phase 5 rejuvenation Industry Analysis & Market Understanding Our mascot dances to Shakira’s Wherever, Whenever! TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility With random people in the streets “Whenever, wherever We're meant to be together I'll be there and you'll be near And that's the deal my dear”
Available everywhere and convenient Mela Launch Youthful and fun Music Competition KrRush Mania Player Cards School Activation #Mango Maniac Village Haat bazaars and tea stalls RURAL: smaller packs, lower value Family Packs MOVIES, special purchase offers Friend Pack Heat Krushers Campaign overview
Trade marketing
Trade marketing Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility Rural shop banners retail discount Heat krRusher z POS visibility Target Bonus for sales team Packagin g variations
The carnival
Carnival Zone 1 Zone 2 visibility activation
Carnival Target Group Understanding • Gen-Z • Prime Buying Instinct: POINT OF SALE • Focus on obtaining Highlights and front shelf as most children took what was in front of them • Visibility Focus mainly on zone 1, as in zone 2 there will be greater sales due to carnival anyways
Carnival 75.3% SHELF SPACE AND STALL VISIBILITY AMOUNT SPENT: ( out of 300,000) Billboard on Stall 2: 58,000 Highlights Stall 1: 30,000 Front Shelf 1: 30,000 Front shelf 2: 30,000
Carnival 24.7% ATL and BTL TOOLS TVC: To measure reception of advertisement by our TG Activation campaign: Near zone 2, hub of activity Interact with our TG directly AMOUNT SPENT: ( out of 300,000) TVC: 26,000 Activation campaign: 28,000
Carnival Real money • Most spent on packaging for aesthetic appeal • It’s an “impulse” product • Banner was printed for stall 2 only to increase visibility in that zone • Tug of War represented Mighty-ness • Stickers were given out, as will be continued in our national campaign
Monitoring & Evaluation
Monitoring & Evaluation Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility Match them to the Targets Tally Sales after every Phase Calculate Reach after every Phase
Monitoring & Evaluation: Foundation phase Reach not acquired: • Monitor radio channels broadcast and vary frequency • Give commission • More Facebook page posts and sponsored ads Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
Reach not acquired:  Take up more billboard space  show TVC with greater frequency Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility Monitoring & Evaluation: buzz creation phase Sales not acquired: Send agents to distributors to see if products are reaching properly. Identify prime sales locations to increase supply there and redistribute Compare sales with competitors during event
Reach not acquired:  FB page updates with greater frequency  Make sure carts are stationed properly  Calculate cart and shop visits  Calculate if buzz is to reach ration is according to target ( 15%) Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility Monitoring & Evaluation: expansion phase Sales not acquired: Agents will monitor efficacy of smaller packs Carts will be stationed in prime locations identified and product supply redistributed Sales count obtained through event managers
Reach not acquired:  Billboards only concentrated in prime locations  Give sponsored adds for app Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility Monitoring & Evaluation: stabilization phase Sales not acquired:  Evaluate efficacy of new packs and offers and vary supply  Send agents to tally returns
Reach not acquired:  More FB activity  Increase stall billboards in Rural areas Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility Monitoring & Evaluation: rejuvenation phase Sales not acquired:  Agents will monitor efficacy of friend packs and identify sales hubs  Sales count obtained through event managers  Monitor coupon availability and distribution and vary distribution of offer accordingly
Implementation feasibility
Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility Implementation feasibility: Challenges Radio: Difficult to make sure guests are talking about product, may require commission Aam Station and Heat Krrushers: Permission issues regarding placement School activation and awards ATL ( Billboards, TV ads, etc.): High cost but massive reach Variation in Packaging: May become confusing but price discrimination ensures greater impact Distributors may not maintain proper shelf spacing
Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility Implementation feasibility GAANDT Chart
Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility Implementation feasibility GAANDT Chart
Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility Implementation feasibility: REACH Phase Cost Actual reach Cost Per actual Reach Organic Reach Cost Per organic Reach Total 333,554,460 71,802,74 4 4.65 99,211,750 3.36 Phase 1 5,734,880 12,420,27 7 1.19 15,578,550 0.95 Phase 2 9,126,100 12,475,63 6 2.46 15,653,550 1.95 Phase 3 30,666,600 14,640,27 7 2.34 8,634,550 3.97 Phase 4 37,163,200 25,967,77 7 1.43 46,652,550 0.79 Phase 5 4,971,280 6,298,777 0.79 12,692,550 0.39
Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility Implementation feasibility: ROI Estimated Total cost 333,554,460 Estimated Total revenue 1,793,926,7 20 Estimated roi 5.38
Thank you! YOUR QUESTIONS ARE WELCOME

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KRRUSH mango juice Branding

  • 1.
    Brandwitz: Round 3 TEAM SIMPLEX
  • 2.
  • 3.
  • 4.
    Types of beverages Fruit concentrates Carbonated soft drinks Bottled water Coffee & tea Sports and energy drinks Asian specialty drinks Fruit juices Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
  • 5.
    Takes up 60%of the beverage market Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
  • 6.
    Pran 43% ACME 17% Shezan 10% Akij 14% Danish 9% Others 7% Market Share distribution Pran ACME Akij Shezan Danish Others Juice market Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
  • 7.
    Market Understanding swot Porter’s 5 forces Market insight
  • 8.
    Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility Strengths • Strong Distribution Channels • Familiar and Recognized Parent Company • Modern, Innovative and Hygienic Packaging • Product is healthier than substitutes • Strong Financial and Management Support from management company • Modern Technology is used in the production process Opportunities • Can capitalize on the new ‘healthy’ food trend • Can make more flavors of different flavors and sizes • Can capitalize on the up and about trends SWOT
  • 9.
    Industry Analysis & Market Understanding Buyer’s Behavior TG Identification Marketing Mix Branding Campaign Feasibility Monitoring & Evaluation SWO T Weaknesses • Parent Company (Bombay Sweets) is very strongly associated with chips and chanachur • Has a price disadvantage • New packaging style is hard to understand and use • Disconnect between current market activation and availability of product Threats • Market is very saturated • There are many substitutes • Very strong market leader
  • 10.
    Industry Analysis & Market Understanding Bargaining Power of Buyers: HIGH Buyer’s Behavior TG Identification Marketing Mix Branding Campaign Feasibility Monitoring & Evaluation Porter’s 5 forces Competitiv e Rivalry: HIGH Threat of Substitutes: HIGH Bargaining Power of Suppliers: LOW Threat of New Entrants: moderate
  • 11.
    insight • Peopleusually take beverages/juices during the afternoon, because that’s when most of the schools end and it’s also the lunch time • Most juice consumption occurs in the summer • People are looking for healthier alternatives to soda drinks, but the next choice is usually bottled water, and not fruit juices Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
  • 12.
    Insight (continued) •People have certain priority preferences when it comes to purchasing juices: 1- Taste 2- Parent Company Reputation 3- Flavor 4- Packaging 5- Advertising 6- Color of the Beverage itself Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
  • 13.
    Key issue & strategic objectives
  • 14.
    Key issue Juiceas a product is not considered as a favoUrite Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
  • 15.
    F • Flavorsare Usually Artificial A • Availability of the product Is low V • Viable substitutes are many o • Overly saturated beverage and juice industry U • Unclear communication of brand message R • Reach is concentrated to certain areas I • Insignificant number of people know of its existence t • Trends affect consumer mentality e • Estranged Market Activation and Product Availability Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
  • 16.
    Strategic objectives Geta 15% market share in 2 years Make the juice product a FAVORITE by addressing the mentioned issues Re-launch the product under a new name and clearer brand objective To revamp the image of the product entirely Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
  • 17.
    Segmentatio n & Target Group identification
  • 18.
    Geographic segmentation Geographi c urban Semi urban rural 28.4% 71.6% Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
  • 19.
    incom e Low (10%) Consumes 4% of total consumption Monthly income is below 10,000 Medium (80%) Consumes 69% of total consumption Monthly income is between 10,000 – 2,00,000 High (10%) Consumes 27% of total consumption Monthly income is above 2,00,000 Demographic segmentation (income) Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
  • 20.
    Demographic segmentation (age)Gen ‘Z’ • Age (5-12) • 33% of total population • Loves Colorful packaging • Consumer not the customer • Peer Pressure is strong • Monitored by Parents What’s in? • Age (13-24) • 19% of total population • Narcissistic • Tech-savvy • Current Trends determine buying behavior • Flavor and taste is very important to them • Less monitored by parents • Want to join the ‘health’ wave • ‘Hangouts’ are most important to them • Sport enthusiasts Influencers • Age (25 and above) • 48% of the total population • Have hectic lives • Don’t consume juice as much • Parents or guardians • Concerned about both personal and family health Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
  • 21.
    Target Groups •Urban and Semi Urban, Medium Income, Gen - Z TG-1 • Urban and Semi Urban, Medium Income, What’s In? Tg -2 • Rural, Medium Income, ALL Tg -3 • Urban and Semi Urban, Medium Income, Influencers Tg -4 Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
  • 22.
    Target Groups Urban& Semi Urban Gen Z What’s In Rural Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
  • 23.
    Marketing mix product price place promotion
  • 24.
    • Special Packagingfor special events • The Healthier Product • Innovative Packaging • Natural Flavors (no Artificial Coloring) • Healthy and of good Quality • Hygienic Product Thirst quencher Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
  • 25.
    Product: NEED IndustryAnalysis & Market Understanding Trust: the NAME TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility Availability Thirst Quencher Want something Unique Quality and Hygiene
  • 26.
    Product: value proposition Industry Analysis & Market Understanding No artificial flavours TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility Available anywhere Good will of Bombay Sweets Unique Packaging and offers Strong integration with social media
  • 27.
    place • Schools,Coaching Centers, Various food shops, Toy and book stores, Amusement parks, Tiffin Breaks, Canteens Gen - z • College and Universities, Food Places, Movie theatres, Coaching centers, Sport Zones, Internet What’s in? • Village markets, point of sales rural Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
  • 28.
    price • Otherfruit juices of 250ml range from Taka 12-15 • We set a premium of Taka 20 for 200ml • Reasons to believe for this premium rate is set in the packaging & the brand • Promotional offers will be given throughout the campaign Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
  • 29.
    Promotion: (tools) Online (FB & YOUTUBE) Print media Tv advertisement radio Personal selling billboards Cantee n branding Btl activation Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
  • 30.
  • 31.
    Brand Jucy –the Brand Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
  • 32.
    Brand logo IndustryAnalysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
  • 33.
    Juice flavor Miigghttyymaanggoo maaniiaa Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
  • 34.
    Brand tagline যযেেখখাাননেে,,যযেেখখাাননেে,, েেববখখাাননেে।।।। Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
  • 35.
    Mango maniac Brand mascot Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
  • 36.
    Brand essence “Ahealthy youthful juice that you can have anywhere” Youthful generally encompasses fun, vibrant, strong ! Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
  • 37.
    Brand color &identity The colors orange, purple & red Orang e Association with mango Purple A funky youthful fun color Red Generally signifies energy & strength Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
  • 39.
    The campaign IndustryAnalysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility Phase 5: rejuvenation Phase Phase 4: Stabilization Phase Phase 3: Expansion Phase Phase 2: Buzz Creation Phase Phase 1: Foundation & Launching Phase
  • 40.
    The campaign: Phase1 Foundation Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility Create Radio Buzz Create Liaisons and Strong Networks Launch FB page • Make RJs from top 5 Radio Stations pre-endorse KRRUSH to create hype • Make sure guests in the radio shows also sample KRRUSH and talk about it • ensure shelf space for KRRUSH from nationwide distributors of Bombay Sweets • Employ a strong and efficient brand manager • Launch the facebook page of KRRUSH: KRRUSH Mania • Start the page and spread with sponsored ads and funny content 2 months
  • 41.
    The campaign: Phase1 Foundation Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility আমরা কিন্তু ররক আপকি ররক র া ?? Sample facebook content
  • 42.
    The campaign: Phase1 launching Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility 1 month Release TVC 14th April: Main Launch Day Send Product to all distribution channels created in the launch phase Radio Buzz at its peak Billboards and Print Ads Send Facebook Page members automated messages
  • 43.
    The campaign: Phase1 launching Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility Sample billboard content
  • 44.
    The campaign: Phase1 Launching: 14th April Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility Aam station Tree branding Rally with mascots How mighty are you? KRRU SH paro!! stickers #Mango selfie
  • 45.
    The campaign: Phase2 Buzz creation Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility 3 months BILLBOARDS & PRINT ADS KRRUSH star! Heat KRRUSHERZ Rural Reach KRRUSH Mania (FB PAGE)
  • 46.
    The campaign: Phase2 Buzz creation Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Mighty mango mania! Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility Twist it, tear it, sip it!! রেখানি, রেখানি, েবখানি! ঝড় এন া, এন া ঝড় আম পড়, আম পড়।। Mighty mango mania!
  • 47.
    The campaign: Phase2 Buzz creation Industry Analysis & Market Understanding • Mango shaped Juice Carts infront of schools • Reaches GenZ and Influencers • New Concept TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility Heat KRRUSHE RZ KRRU SH Star! • Music Competition • Speaks to our ‘What’s In?’ TG • Involves well known Band Shunno so gives mass awareness
  • 48.
    The campaign: Phase2 Buzz creation Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility Introduce smaller packs Lowers cost Rural Value for money
  • 49.
    The campaign: Phase3 expansion Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility 7 months KRRUS H Mania (FB Page) Shop banners in Rural areas Cricket World Cup Movie Coupon Billboards and Print Ads KRRU SH Health App
  • 50.
    The campaign: Phase2 expansion Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility • Introduce Family Pack with 15 KRRUSHes at a discounted price • Give Player Cards with every purchase • After World Cup, host a Kid’s Choice Players Awards • Speaks to both Gen-Z and What’s In? • Set up HeatKRRUSHERS at Bashundhara City and Jamuna Future Park • For 5 purchases, offer a coupon for 20%off popcorn • Speaks to What’s In?
  • 51.
    The campaign: Phase2 expansion Industry Analysis & Market Understanding • Can be launched as a New Year’s Resolution • Helps us become known as a health and wellbeing brand • Speaks to the CONSUMERS (parents) TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
  • 52.
    The campaign: Phase4 stabilization Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility 8 months Schoo l activation Friends pack #Mango maniac Krrush mania (fb page) Strengthen the distribution channels 3d billboards
  • 53.
    The campaign: Phase4 stabilization Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility School Activation • 2 day Activation at 60 school • Awards uncharacteristic qualities of students • Sponsor school events • Speaks to Gen-Z
  • 54.
    The campaign: Phase4 stabilization Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility • Take selfies of oneself at outrageous situations while drinking KRRUSH • Share it from your profile tagging KRRUSH Mania and #MangoManiac • Ananto Jolil will take selfie with them • Trip to Cox’s Bazar with Friends • Speaks to GenZ #mangomaniac friends pack • KRRUSH Pack of 10 Will come with a food coupon, depending on the trend • Will happen at 2 weeks burst • Will speak to Whats In?
  • 55.
    The campaign: Phase5 rejuvenation Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility 3 months Viral video Friends pack continues Trade Fair
  • 56.
    The campaign: Phase5 rejuvenation Industry Analysis & Market Understanding Our mascot dances to Shakira’s Wherever, Whenever! TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility With random people in the streets “Whenever, wherever We're meant to be together I'll be there and you'll be near And that's the deal my dear”
  • 57.
    Available everywhere andconvenient Mela Launch Youthful and fun Music Competition KrRush Mania Player Cards School Activation #Mango Maniac Village Haat bazaars and tea stalls RURAL: smaller packs, lower value Family Packs MOVIES, special purchase offers Friend Pack Heat Krushers Campaign overview
  • 58.
  • 59.
    Trade marketing IndustryAnalysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility Rural shop banners retail discount Heat krRusher z POS visibility Target Bonus for sales team Packagin g variations
  • 60.
  • 61.
    Carnival Zone 1Zone 2 visibility activation
  • 62.
    Carnival Target GroupUnderstanding • Gen-Z • Prime Buying Instinct: POINT OF SALE • Focus on obtaining Highlights and front shelf as most children took what was in front of them • Visibility Focus mainly on zone 1, as in zone 2 there will be greater sales due to carnival anyways
  • 63.
    Carnival 75.3% SHELFSPACE AND STALL VISIBILITY AMOUNT SPENT: ( out of 300,000) Billboard on Stall 2: 58,000 Highlights Stall 1: 30,000 Front Shelf 1: 30,000 Front shelf 2: 30,000
  • 64.
    Carnival 24.7% ATLand BTL TOOLS TVC: To measure reception of advertisement by our TG Activation campaign: Near zone 2, hub of activity Interact with our TG directly AMOUNT SPENT: ( out of 300,000) TVC: 26,000 Activation campaign: 28,000
  • 65.
    Carnival Real money • Most spent on packaging for aesthetic appeal • It’s an “impulse” product • Banner was printed for stall 2 only to increase visibility in that zone • Tug of War represented Mighty-ness • Stickers were given out, as will be continued in our national campaign
  • 66.
  • 67.
    Monitoring & Evaluation Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility Match them to the Targets Tally Sales after every Phase Calculate Reach after every Phase
  • 68.
    Monitoring & Evaluation: Foundation phase Reach not acquired: • Monitor radio channels broadcast and vary frequency • Give commission • More Facebook page posts and sponsored ads Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
  • 69.
    Reach not acquired:  Take up more billboard space  show TVC with greater frequency Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility Monitoring & Evaluation: buzz creation phase Sales not acquired: Send agents to distributors to see if products are reaching properly. Identify prime sales locations to increase supply there and redistribute Compare sales with competitors during event
  • 70.
    Reach not acquired:  FB page updates with greater frequency  Make sure carts are stationed properly  Calculate cart and shop visits  Calculate if buzz is to reach ration is according to target ( 15%) Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility Monitoring & Evaluation: expansion phase Sales not acquired: Agents will monitor efficacy of smaller packs Carts will be stationed in prime locations identified and product supply redistributed Sales count obtained through event managers
  • 71.
    Reach not acquired:  Billboards only concentrated in prime locations  Give sponsored adds for app Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility Monitoring & Evaluation: stabilization phase Sales not acquired:  Evaluate efficacy of new packs and offers and vary supply  Send agents to tally returns
  • 72.
    Reach not acquired:  More FB activity  Increase stall billboards in Rural areas Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility Monitoring & Evaluation: rejuvenation phase Sales not acquired:  Agents will monitor efficacy of friend packs and identify sales hubs  Sales count obtained through event managers  Monitor coupon availability and distribution and vary distribution of offer accordingly
  • 73.
  • 74.
    Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility Implementation feasibility: Challenges Radio: Difficult to make sure guests are talking about product, may require commission Aam Station and Heat Krrushers: Permission issues regarding placement School activation and awards ATL ( Billboards, TV ads, etc.): High cost but massive reach Variation in Packaging: May become confusing but price discrimination ensures greater impact Distributors may not maintain proper shelf spacing
  • 75.
    Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility Implementation feasibility GAANDT Chart
  • 76.
    Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility Implementation feasibility GAANDT Chart
  • 77.
    Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility Implementation feasibility: REACH Phase Cost Actual reach Cost Per actual Reach Organic Reach Cost Per organic Reach Total 333,554,460 71,802,74 4 4.65 99,211,750 3.36 Phase 1 5,734,880 12,420,27 7 1.19 15,578,550 0.95 Phase 2 9,126,100 12,475,63 6 2.46 15,653,550 1.95 Phase 3 30,666,600 14,640,27 7 2.34 8,634,550 3.97 Phase 4 37,163,200 25,967,77 7 1.43 46,652,550 0.79 Phase 5 4,971,280 6,298,777 0.79 12,692,550 0.39
  • 78.
    Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility Implementation feasibility: ROI Estimated Total cost 333,554,460 Estimated Total revenue 1,793,926,7 20 Estimated roi 5.38
  • 79.
    Thank you! YOURQUESTIONS ARE WELCOME