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Branding ‘fresh zone’ retail store
- 1. Branding ‘FreshZone’ Retail Store A PRESENTATION BY: SCAVENGERS
- 2. Introduction FreshZone is a Fruits and Vegetables retail shop in Bangladesh. The ultimate objective of FreshZone is to ensure access of Fresh Fruits and Vegetables 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.
- 3. CBBE Model 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 Vegetables Retail Store
- 4. Coordinated Marketing Mix Elements Build Image
- 5. Brand Elements: Brand Name Why FreshZone? 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’.
- 6. Brand Elements: Tagline A brand tagline says who you are and why you’re in business ‘100% Fruits and Vegetables, 0% anything else.’ is our tagline By this tag line we try to give a message that we sell 100% fresh authentic fruits and vegetables, with 0% chemicals like ‘Formalin’ .
- 7. Brand Elements: Logo In our logo we use our Brand Name and our Brand Symbol which is a ‘Turtle’ along with our Brands Tagline ‘100% Fruits and Vegetables, 0% anything else.
- 8. Brand Elements: Symbol and Character We choose a happy muscular Turtle as our Brand Symbol and Character. 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 consumers mind by using Turtle, that if you eat fresh fruits and vegetables you can live a long life too.
- 9. Brand Elements: Slogan 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 outlets.
- 10. Brand Elements: Packaging Our brand will use environment friendly bags which are made by jute. Which is recyclable.
- 11. Breadth and Depth of 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, its 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.
- 12. Points of Parity and Difference Our points of parity is Fresh fruits and vegetables. And the points of Difference is 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.
- 13. 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.
- 14. 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.
- 15. Traditional Approach to Marketing Communications Point of purchase Public relations Direct marketing Interactive marketing Special events Packaging Direct response Media Adver- tising
- 16. Contemporary IMC Approach Point of purchase Publicity Interactive marketing Public relations Direct marketing Special events Packaging Sales promotion Direct response Media Adver- tising
- 17. A Contemporary Perspective of IMC Demand for accountability Demand for accountability and Measurement of Outcomes Recognized as a business process Importance of relevant audience Recognized as a business process Multiple relevant audiencesIMC
- 18. Reasons for the Growing Importance of IMC Traditional compensation Performance-based compensationTraditional compensation Performance-based compensation Media advertising Multiple forms of communication Mass media Specialized media Manufacturer dominance Retailer dominance General focus Data-based marketing Low agency accountability Greater agency accountability Limited Internet availability Widespread Internet availability Media advertising Multiple forms of communication Mass media Specialized media Manufacturer dominance Retailer dominance General focus Data-based marketing Low agency accountability Greater agency accountability From Toward
- 19. Advertising Direct Marketing Interactive/ Internet Marketing Sales Promotion Publicity/Public Relations Personal Selling Advertising Direct Marketing Interactive/ Internet Marketing Sales Promotion Publicity/Public Relations Basic Elements of the Promotional Mix
- 20. Sales Promotion Tools • Consumer- oriented • [For end-users] • Trade- oriented • [For resellers] EventsEvents Loyalty ProgramsLoyalty Programs Bonus PacksCoupons Refunds/RebatesInstallment Sales Contests/SweepstakesDiscounts PremiumsPremiums SamplesSamples Coop AdvertisingCash bonuses Trade ShowsPush Inventories Training ProgramsDealer trophies Dealer conferenceDealer conferences Trade Allowances
- 22. Public Relations Tools Corporate Advertising Corporate Advertising Cause-related Marketing Cause-related Marketing Publicity Vehicles Public Affairs Activities Special Publications Special Event Sponsorship Publicity Vehicles Public Affairs Activities Special Publications
- 23. The Marketing Plan 1. A detailed situation analysis 2. Specific marketing objectives 3. A marketing strategy and program 4. A program for implementing the strategy 5. A process for monitoring and evaluating performance 1. A detailed situation analysis 3. A marketing strategy and program 4. A program for implementing the strategy 2. Specific marketing objectives
- 24. Thanks for listening! ANY QUESTION?