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KRRUSH mango juice Branding
- 1. Brandwitz: Round 3 TEAM SIMPLEX
- 2. The brand: Bombay sweets
- 3. The industry
- 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 • 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
- 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 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
- 15. 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
- 16. 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
- 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 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
- 25. 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
- 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 • 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
- 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. Branding
- 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 Industry Analysis & Market Understanding TG Selection Marketing Mix Brand Building Trade Marketing Strategy Monitoring & Evaluation Implementation Feasibility
- 33. Juice flavor Miigghttyy maanggoo 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 “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
- 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 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
- 40. 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
- 41. 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
- 42. 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
- 43. 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
- 44. 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
- 45. 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)
- 46. 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!
- 47. 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
- 48. 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
- 49. 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
- 50. 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?
- 51. 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
- 52. 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
- 53. 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
- 54. 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?
- 55. 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
- 56. 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”
- 57. 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
- 58. Trade marketing
- 59. 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
- 60. The carnival
- 61. Carnival Zone 1 Zone 2 visibility activation
- 62. 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
- 63. 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
- 64. 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
- 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
- 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
- 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! YOUR QUESTIONS ARE WELCOME