Varun, a student at LM Thapar School of Management, founded the brand "SharpShooters" to provide entertainment, fun, snacks and beverages to students and faculty on campus. The brand's goal is to fulfill basic entertainment needs as the school is located far from the city. Varun surveyed students to choose the best name from options like "Eagle Eye" and "Corner Pocket". "SharpShooters" was the most popular. Varun plans to launch the brand after Diwali by engaging customers through social media, pamphlets and conversations as he has a small budget. His strategy is to define the brand as an elegant, cutting-edge club and engage customers through gaming events while they

1. PRODUCT & BRAND MANAGEMENT
Creative Project

2. “SharpShooters” is the brand founded by Varun student of
LM Thapar School of Management. Aim of this brand is to
provide “entertainment and fun” to all the students and
faculty of the School along with the other residence of the
campus, also serving them with the basic food stuff i.e.
snacks and the beverages. Motive behind the establishment
of this brand is to fulfill the basic necessities for
entertainment at the door step , because this school is 6-7
km far from the city.

3. Other names for the brand
1. Eagle Eye
2. snookie snooker
3. Corner Pocket
4. 8's in the Hole
5. Right on Cue
6. Cafe n snooker pool club
7. Snooz n snooker pool club
8. Young guns
9. Smashers!!!
10. Rack N Roll
11. SharpShooters
12. The Rolling Stones
13. Bull's Balls
14. Sticks & Stones

4. Strategies for choosing right name
1. Product’s Features
2. Connect the words
3. Try it

5. Product’s Features
1. Strategic thinking
2. Hand eye coordination
3. Affordable
4. Reading Others
5. Played almost anywhere
6. Self-esteem enhancement
7. Healthy
8. Offers
9. Optimistic
10. Tailor-made
11. Entertaining
12. Relax even though enjoying the game
13. Stackable
14. interact with others
15. Understanding of statistics and probability
16. pleasure and social enjoyment
17. concentrate and coordination
18. panic amid crisis
19. Recyclable
Before choosing names, I build a list of product's
characteristics. Those can be product's features, market
specifications, keywords related to the product and its
usage or brand's values.

6. Connect the words
1. Strategic thinking
2. Hand eye coordination
3. Affordable
4. Reading Others
5. Played almost anywhere
6. Self-esteem enhancement
7. Healthy
8. Offers
9. Optimistic
10.Tailor-made
11.Entertaining
12.Relax even though enjoying the game
13.Stackable
14. interact with others
15. Understanding of statistics and probability
16. pleasure and social enjoyment
17. concentrate and coordination
18. panic amid crisis
19. Recyclable
Then I took keywords list and select 10 to 15 words that
either represent your product best or that sound best.
Tried to connect those words together to create a list of
possible names. Tried to use only the words coming from
the list , but not necessary.

7. Connect the words
Things I Kept In Mind while naming:-
•Easy to remember
•Easy to identify
•Sounds good
•Trendy
•“Talks" to the market representatives (is the name meaningful for its target market?)
•Corresponds to the brand's image (does the name reflect your values and the image you want to communicate?)
•Easy to export to other markets (will other languages be able to pronounce it? does it has a meaning in other
languages?)

8. Try It
After that i have selected a small number of possible names, it was time for me to try them.
• Create some simple "prototype" packaging of my product with their name on it then ask for a sample of students to
give their first impression regarding the name of my product.
• First, simply told them the name without showing anything and note their first impression: what does this name
evoke to them? What kind of product do they expect to get after hearing its name?
• Then, showed them my sample packaging and ask for their first impression again: which one is more appealing? If
they had to choose one only based on the name, which product would they pick?
• Then i gather the received feedback and comments and estimate which name has the best impact on people.

9. No. Of Students Like
Brand
Eagle Eye 10
Snookie snooker 7
Corner Pocket 5
SharpShooters 20
Young Guns 2
Sticks & Stones 6
Smashers!!! 9
Right on Cue 1
No. Of Students Like Brand
Eagle Eye Snookie snooker Corner Pocket SharpShooters
Young Guns Sticks & Stones Smashers!!! Right on Cue
Note:-Survey done on 60 students of LMTSM Derabassi
Try It

10. Elements define brand’s personality
A set of human characteristics that are attributed to a
brand name. A brand personality is something to which
the consumer can relate, and an effective brand will
increase its brand equity by having a consistent set of
traits. This is the added-value that a brand gains, aside
from its functional benefits.
1. Strategic thinking
2. Hand eye coordination
3. Affordable
4. Reading Others
5. Played almost anywhere
6. Self-esteem enhancement
7. Healthy
8. Offers
9. Optimistic
10.Tailor-made
11.Entertaining
12.Relax even though enjoying the game
13.Stackable
Already Discussed Earlier

11. Brand Positioning strategies if Competitor Exist
Things I will Keep In Mind:-
• Understanding how each competitor is positioning their business today (e.g. claiming to be the fastest, cheapest,
largest, the #1 provider, etc.).
• Documenting the provider's own positioning as it exists today.
• Comparing the company's positioning to its competitors' to identify viable areas for differentiation.
• Developing a distinctive, differentiating and value-based positioning concept.
• Creating a positioning statement with key messages and customer value propositions to be used for
communications development across the Business.

12. Brand Positioning strategies
Points-of-difference (POD)
•The aspects of the product offering that are
relatively distinct to the offerings of like
competitors.
Points-of-parity (POP)
•The aspects of the product offering that are
largely similar to the offerings of like competitors.

13. Similar Tables, cards,
building
Organic
products
Brand Positioning strategies
Sound
System
Flexible
Timings
Centrally
Air
Condition
Pricing
Strategy

14. Launch the Brand
1. Define the Brand to the customers
“Sharpshooters” is the elegant , cutting-edge club. Its target customers are the people of
Thapar University. We want to engage our customers in gaming events, we want our customers to spend
there free time with us, we are providing customers with the in door facilities for the fun and entertainment
along with the food and beverages.
2. How to reach the customers
• Personal Meetings
• Pamphlet distribution
• Internet & Social Media
• Telephonic Conversations
Note:-I have a small budget, that’s why i focus on new channels such as social media, which is more affordable than traditional media outlets.

15. Launch the Brand
1. Events to launch my brand
-- I will launch my brand after the Diwali festival when new session start.
-- Students will be excited to see the new brand near the campus
and will definitely try it.
2. Keep working
Launching a brand is not a one-day activity. Successful brands work tirelessly to capture and
maintain the public's attention. I will spend time each day doing something to promote my business.
Whether it's engaging with customers on social media sites, sending out pamphlets or offering promotions
and incentives.
The best brands have one thing in common: Brands remain actively engaged with their
customers.

16. Offerings & Recall
1. Develop and Use a Brand Icon
Use of an iconic character or visual identity can clearly
increase brand recall, particularly when the icon becomes
an equity thru repeated usage over time.
2. Create an Acoustic Identity
• Icons are not limited to visual characters of identities. Music can be iconic, too.
• I will use a particular list of songs that will make the environment while playing.

17. Offerings & Recall
3. Show and Tell Brand Early and Often
if there exist any competitor of mine , I will launch my brand early as possible then that of competitor
because Research has usually shown that showing your brand early and often enhances consumers ability
to recall your brand. Showing and telling also works to improve brand recall.
4. I will make using my products a daily habit

18. Offerings & Recall
5. Use word of mouth marketing
6. Link my product attributes with something relevant
e.g.:- use of “Strategic thinking” attribute with the regular study concepts.
7. Flexible timings from 10:00am to 10:00pm

19. Videos & References
 https://www.youtube.com/watch?v=UCRzA19-pUI
 https://www.youtube.com/watch?v=JzewjRf_TfI
 Brand Positioning:-Strategies for Competitive Advantage(2nd Edition) By
Subroto Sengupta
 Strategic Brand Management(3rd Edition) By
Kevin Lane Keller
M.G. Parameswaran
Isaac Jacob

20. THANK YOU