This brand management report discusses Tang, a powdered beverage brand owned by Mondelez International. It provides background on Mondelez and describes Tang's brand journey in Pakistan, where it has the largest market share. The report proposes extending the Tang brand into ice lollies. It outlines criteria for the brand elements of the new product and discusses a marketing strategy including packaging, pricing, distribution, and promotional activities like surveys, print ads, and in-store campaigns. The goal is to launch Tang ice lollies in 2018 to expand the brand and reduce dependency on the powdered drink.

1. BRAND
MANAGEMENT
REPORT 2017

2. Brand we
Choose is

3. Owners of
Tang

4. About
Mondelez
International
Mondelēz International, Inc., is an American multinational
confectionery, food, and Beverage Company based in Illinois.
It consists of the global snack and food brands of the former Kraft
Foods
 It manufactures chocolate, biscuits, gum, confectionery, and
powdered beverages.
portfolio includes several billion-dollar brands such as
Oreo, TUC, LU, Club Social, Peek Freans (cookies and crackers);
Milka, Terry's, Toblerone, Cadbury, Marabou, Lacta (chocolate),
Trident, Dentyne, Chiclets, Halls, Stride (gum and cough drops) and
Tang (powdered beverages).

5. Famous
ProductOf
Mondelez

6. BrandJourney
Of TANG
 Owned by Mondelez International (formerly Kraft
Foods)(One of the largest food/beverage company in the
world)
 Tang has largest market share in the powdered soft drink
portfolio in Pakistan
 Tang started selling in Pakistan in Mid -1990s
 Currently targeting Women (especially mothers) and
Children

7. AboutTang
 Over the years, Tang has maintained the same theme in its TVCs
 Mothers/Housewives Preparing Tang For entire family (Especially
Kids)
 The TVC used in 2006 has the same concept as compared to Tang’s
latest T VC
 Tang has used same tagline “Maa Kay Hatho Ka Pyaar” in multiple T
VCs
 All TVCs star t with sound of spoon striking the Tang Jar (Smashed
Sound)

8. SWOT
ANALYSISOF
TANG
Strengths:
Maintains water - electrolyte balance and provides instant energy
Acts as a source of essential nutrients and provides immunity
from diseases
Sold in small packs wwhich are more convenient for shopkeeper s
as it takes less shelf space .
Competitively economic and easy to buy
Strong distribution network
Economic price
Weaknesses:
Seasonal variation with respect to sales ( Ramadan and summers )
Advertisements lack creativity
Lac k of variety in flavors

9. Our Brand
Extension

10. PACKAGING
OF ICE LOLLY

11. OUR
COMPETITORS

12. Some
Additional
Flavors

13. BRAND
EQUITY
PYRAMID

14. CRITERIA FOR
BRAND
ELEMENTS:
MEANING
 EMOTIONALCONNECTION

15. CRITERIA FOR
BRAND
ELEMENTS:
MEANING

16. CRITERIA FOR
BRAND
ELEMENTS:
MEMORABILITY

17. CRITERIA FOR
BRAND
ELEMENTS:
LIKEABILITY
LIKEABILITY:

18. CRITERIA FOR
BRAND
ELEMENTS
TRANSFERABILITY AND PROTECTABILITY:
Tang is associated with fruit it’s easier to introduce
new products
All the legal procedures will be followed

19. CRITERIA FOR
BRAND
ELEMENTS:
ADAPTABILITY

20. 4P’sOFTANG
ICE LOLLY
 PRODUCT
 PRICE
 PLACE
 PROMOTION

21. BRAND
POSITIONING
TARGET MARKET
FRAME OF REFERENCE
POINT OF DIFFERENCE
REASONTO BELIEVE

22. REASONS
FOR
EXTENSION
1) Will help in reducing cost associated with
launching a new product
2) Lower advertising investment and targeted
messaging
3) Will help in growing customer base across
the country
4) Will reduce company’s dependency on a
single product

23. Survey

24. Survey

25. Survey

26. Survey

27. Survey

28. Survey

29. PrintAd

30. InitialActions
 Tang Ice Lolly will be launched in start of summers
season of 2018
Product awareness will be done through
advertisement
 It will launch with basic flavors
Schools and Malls visits to for public awareness
Organize some campaigns & activities in Schools &
Malls for people engagement
We will make sure to place and keep our Ice lolly in
every small retail and leading departmental stores
through our distribution channels
Ice lolly will be first launch in Karachi , Lahore ,
Peshawar & Islamabad.