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    Health Drink - MKT

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    Gunjan Bhatt
    The presentation summarizes the launch of a new natural drink brand called CoolUp. The target market segment is young, health-conscious individuals. CoolUp positions itself as the best natural drink that provides refreshment and nutrients. It will differentiate itself through its coconut bottle design and 100% natural ingredients. Initial test marketing will be conducted to evaluate consumer response in select areas.

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    Health Drink - MKT

    Uploaded by

    Gunjan Bhatt
    803 views46 pages
    The presentation summarizes the launch of a new natural drink brand called CoolUp. The target market segment is young, health-conscious individuals. CoolUp positions itself as the best natural drink that provides refreshment and nutrients. It will differentiate itself through its coconut bottle design and 100% natural ingredients. Initial test marketing will be conducted to evaluate consumer response in select areas.

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    Health Drink - MKT PPT

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    The presentation summarizes the launch of a new natural drink brand called CoolUp. The target market segment is young, health-conscious individuals. CoolUp positions itself as the best natural drink that provides refreshment and nutrients. It will differentiate itself through its coconut bottle design and 100% natural ingredients. Initial test marketing will be conducted to evaluate consumer response in select areas.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    803 views46 pages

    Health Drink - MKT

    Uploaded by

    Gunjan Bhatt
    The presentation summarizes the launch of a new natural drink brand called CoolUp. The target market segment is young, health-conscious individuals. CoolUp positions itself as the best natural drink that provides refreshment and nutrients. It will differentiate itself through its coconut bottle design and 100% natural ingredients. Initial test marketing will be conducted to evaluate consumer response in select areas.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
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    Presentation

    On

    Click to edit Master subtitle style

    Launching a new Product

    Group members

    Brand Name

    CoolUp

    Slogan of the brand

    "The best natural drink of the town"

    Logo of the brand

    CoolUp

    Prototype of the product

    Product Concept
    A healthy natural drinks for young and sports man, who are health conscious and who wants to keep fit, to drink as refreshment after high exhaustiveness and boost up health before going to work.

    Mission of the brand


    To capture about 50 percent of Bangladesh natural drinks market within two years. To give pure and healthy natural drinks to our target consumer at reasonable price. To give satisfaction and refreshment to our target consumer To take care of our consumer health who are health conscious, by providing

    Vision of the Brand


    We want to be at the leading position in the natural drinks market of the Bangladesh. To provide healthy natural drinks we want to see a healthy and germs free nation.

    Click to edit Market Segmentation Master subtitle style

    & Brand Communication

    Market Segmentation

    Market Segmentation
    There have four types of segmentation: Geographic Segmentation Demographic Segmentation Psychographic Segmentation

    Geographic Segmentation
    Based on geographic segmentation our brand segmentation is: Region: INDIA Density: Mass population.

    Demographic Segmentation
    Based on demographic segmentation our brand segmentation is: Age: No age limit but not below six years old. Family life cycle: Young generation, married, single and others. Gender : Male, Female

    Demographic Segmentation
    Occupation: Sports man, Collage and University students, Professional persons and others Religion: Every religion Social class: Every social class

    Psychographic Segmentation
    Based on Psychographic Segmentation our brand segmentation is: Lifestyle: Sports-oriented, outdoororiented (Students, Employee etc) Per sonality: Natural drinks lover.

    Behavioral Segmentation
    Based on Behavioral Segmentation our brand segmentation is: Occasion: Indoor, outdoor games, Dj party, Open concert etc. Benefits: Keeping the body cool at the proper temperature, promoting weight loss, detoxifying and fight viruses, boosting immune system etc. User Status: potential user, regular user.

    Brand Communicatio n

    Brand Communication
    CooLUp will communicate to its consumer by 100% natural drink slogan

    100% Natural drink

    Brand Communication
    To communicate statement will be:our brand our

    CooLUp
    To young, active soft drink consumers who are health conscious, CooLUp is the natural soft drink that gives you the best refreshment and sustenance because it has highest level of nutrition. With CooLUp, you can stay refresh and keep going even when you havent been able to do your work.

    Click to edit Master subtitle style

    Differentiation tools

    Differentiati on Tools

    Differentiation Tools
    We dif fer entiate our pr oduct fr om our tar get consumer by the tools w hich is given below:

    Form Feature Design Style Performance Quality

    Form Differentiation
    Size: The size of cool up drinks bottle will be 250ml. Shape: The shape of the bottle will be just as original coconut shape. Color : Our products package color will be original coconut color.

    Features Differentiation
    We mainly differentiate our product from our competitor by 100% natural. Our product features are: Keeping the body cool at the proper temperature Carrying nutrients and oxygen to cells Promoting weight loss Boosting your immune system

    Features Differentiation
    Boosting poor circulation Relieving muscle spasms Low in carbohydrates Low in calories

    Performance quality
    Cool Up drinks performance quality is superior. Because it contains five essential electrolytes like Potassium Sodium Magnesium Calcium Phosphorous That your body needs to keep nerves firing, keep muscles moving, and to manage stress thats why cool up is the best way to refresh, and re-hydrate.

    Style Differentiation

    Our products bottle style will be original coconut style and consumer can get a real image of natural coconut drink.

    Design Differentiation
    In terms of design differentiation our product design is an innovative design. Because it looks like real coconut, it is easy to open and drink. The bottle there will have a hole and consumer can put a straw inside it and drink. We will make this bottle by plastic thats why it is easy to dispose or consumer can hold it because the bottle is attractive and well designed.

    Channel differentiation
    To achieve the competitive advantage we will use extensive distribution coverage. Because it will help us to make available of our product in the market, so that consumer can easily get it.

    Image differentiation

    Our product slogan is The best natural drink of the town. So we want to differentiate our product from our competitor by this slogan.

    Click to edit Master subtitle style


    Attributes of the Brand o Positioning o Test Marketing
    o

    Attributes of the Brand

    Attributes of the Brand


    The attributes of our Nutritious brand is:
    o

    Natural Quality Healthy Friendly

    Reasonable price Refreshing Pure

    Rational Attributes
    Rational attributes of our brand is:

    Quality Reasonable price. Refreshing Natural Nutritious

    Emotional Attributes
    Emotional attributes of our brand is:

    Superiority as opposed to quality Availability as opposed to reasonable price Friendly as oppose to refreshing Healthy as opposed to nutritious

    Positioning
    We have done two types of positioning for our brand:

    Product category positioning Brand positioning

    Product Category Positioning


    Expensive

    High Quality

    Low Quality

    Inexpensive

    Brand Positioning
    High Price

    Natural

    100 % CoolUp natur al

    Artificial

    Low price

    Test Marketing
    From the method we have chosen Controlled test marketing

    In controlled test marketing the marketers generally manages as panel of stores that will carry new product for a fee. This research helps to know the marketer whether the new product is match able to the given geographical area and also with the target consumer. Controlled test marketing will say weather our target consumers are response to the product more or less. And by the response rate we have to take proper action about our product.

    Click to edit Master subtitle style

    Packaging & Labeling

    Packaging
    For cool-up drinks we develop a package which is very unique and attractive. Convenience: Easy to Handel. Promotion: An effective and attractive package design can make promotion itself. Cool Up drink also make its promotion itself by: Size: 250ml bottle size. Shape: Cool-up drinks package is looks like

    Packaging
    Color: Light Green (Coconut Color) Materials: The package will be made by the plastic.

    Protection: Cool-up package is made by the plastic so it can give the best protection of the product. It can maintain the proper temperature of the product and help to protect coconut waters nutrients and flavor.

    Labeling
    Labeling is the most important thing for a product. Because it contains brand name, product information, usages condition, ingredient etc. Content Specification: 4fl oz(250ml) Servicing size
    Amount per serving
    Carbohydrates Calcium Phosphorus Sodium Potassium Magnesium Total Fat Cholesterol 2 100mg 60mg 10mg 3.8mg 2.1mg 10mg 0g 0g

    Labeling Font Selection:


    To write the brand name we use Abaddon font. We will use Times New Roman font for other information. Ingredient: 100% Natural Coconut Water. User Information: This drink is not suitable for children below six years and for diabetic people. Usage Condition: Store in a cool place, below 24C

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