Brandwitz: Round 3

Brandwitz: Round 3Team SimplexThe brand:Bombay sweetsThe industryTypes of beveragesTakes up 60% of the beverage market

Juice marketMarket UnderstandingswotPorters 5 forcesMarket insightSWOTSWOTPorters 5 forcesinsightPeople usually take beverages/juices during the afternoon, because thats when most of the schools end and its also the lunch timeMost juice consumption occurs in the summerPeople are looking for healthier alternatives to soda drinks, but the next choice is usually bottled water, and not fruit juicesInsight (continued)People have certain priority preferences when it comes to purchasing juices:1- Taste2- Parent Company Reputation3- Flavor4- Packaging5- Advertising6- Color of the Beverage itselfKey issue & strategic objectivesKey issue

Juice as a product is not considered as a favoUriteStrategic objectivesSegmentation & Target Group identificationGeographic segmentation28.4%71.6%Demographic segmentation (income)Demographic segmentation (age)Target GroupsTarget GroupsMarketing mixproductpriceplacepromotionSpecial Packaging for special eventsThe Healthier Product

Innovative PackagingNatural Flavors (no Artificial Coloring)Healthy and of good QualityHygienic

ProductThirst quencherProduct: NEEDAvailabilityThirst QuencherWant something UniqueQuality and HygieneTrust: the NAME

Product: value proposition

Available anywhereGood will of Bombay SweetsUnique Packaging and offersStrong integration with social mediaNo artificial flavoursplacepriceOther fruit juices of 250ml range from Taka 12-15We set a premium of Taka 20 for 200mlReasons to believe for this premium rate is set in the packaging & the brandPromotional offers will be given throughout the campaignPromotion: (tools)Online (FB & YOUTUBE)Print mediaTv advertisementradioPersonal sellingbillboardsCanteen brandingBtl activationBrandingBrandJucy the BrandBrand logo

Juice flavorMighty mango maniaMighty mango maniaBrand tagline, , , , Mangomaniac

Brand mascotMangomaniacBrand essenceA healthy youthful juice that you can have anywhereYouthful generally encompasses fun, vibrant, strong !Brand color & identityThe colors orange, purple & redOrangeAssociation with mango PurpleA funky youthful fun colorRedGenerally signifies energy & strengthThe campaignThe campaign: Phase 1FoundationMake RJs from top 5 Radio Stations pre-endorse KRRUSH to create hypeMake sure guests in the radio shows also sample KRRUSH and talk about itensure shelf space for KRRUSH from nationwide distributors of Bombay SweetsEmploy a strong and efficient brand managerLaunch the facebook page of KRRUSH: KRRUSH ManiaStart the page and spread with sponsored ads and funny content2 monthsThe campaign: Phase 1Foundation

??Sample facebook contentThe campaign: Phase 1launching1 monthThe campaign: Phase 1launching

Sample billboard contentThe campaign: Phase 1Launching: 14th AprilAam stationTree brandingRally with mascotsHow mighty are you?KRRUSH paro!!stickers#Mango selfieThe campaign: Phase 2Buzz creation3 monthsBILLBOARDS & PRINT ADSKRRUSH star!HeatKRRUSHERZRural ReachKRRUSH Mania(FB PAGE)The campaign: Phase 2Buzz creation

Twist it, tear it, sip it!!Mighty mango mania!, , !

, ,

Mighty mango mania!The campaign: Phase 2Buzz creationHeat KRRUSHERZKRRUSHStar!Music CompetitionSpeaks to our Whats In? TGInvolves well known Band Shunno so gives mass awarenessMango shaped Juice Carts infront of schoolsReaches GenZ and InfluencersNew ConceptThe campaign: Phase 2Buzz creationThe campaign: Phase 3expansion7 monthsKRRUSH Mania (FB Page)Shop banners in Rural areasCricket World CupMovie CouponBillboards and Print AdsKRRUSH Health AppThe campaign: Phase 2expansion

Introduce Family Pack with 15 KRRUSHes at a discounted priceGive Player Cards with every purchaseAfter World Cup, host a Kids Choice Players AwardsSpeaks to both Gen-Z and Whats In?

Set up HeatKRRUSHERS at Bashundhara City and Jamuna Future ParkFor 5 purchases, offer a coupon for 20% off popcornSpeaks to Whats In?The campaign: Phase 2expansion

Can be launched as a New Years Resolution Helps us become known as a health and wellbeing brandSpeaks to the CONSUMERS (parents)The campaign: Phase 4stabilization8 monthsSchool activationFriends pack#MangomaniacKrrush mania (fb page)Strengthen the distribution channels3d billboardsThe campaign: Phase 4stabilization

School Activation2 day Activation at 60 schoolAwards uncharacteristic qualities of students

Sponsor school events

Speaks to Gen-ZThe campaign: Phase 4stabilization

Take selfies of oneself at outrageous situations while drinking KRRUSHShare it from your profile tagging KRRUSH Mania and #MangoManiacAnanto Jolil will take selfie with themTrip to Coxs Bazar with FriendsSpeaks to GenZ

#mangomaniacfriends packKRRUSH Pack of 10 Will come with a food coupon, depending on the trendWill happen at 2 weeks burst Will speak to Whats In?The campaign: Phase 5rejuvenation3 monthsViral videoFriends pack continuesTrade FairThe campaign: Phase 5rejuvenationOur mascot dances to Shakiras Wherever, Whenever!With random people in the streetsWhenever, whereverWe're meant to be togetherI'll be there and you'll be nearAnd that's the deal my dear

Available everywhere and convenientYouthful and funMela LaunchPlayer CardsKrRush ManiaMusic CompetitionSchool Activation#Mango ManiacVillage Haat bazaars and tea stallsRURAL: smaller packs, lower valueFamily PacksMOVIES, special purchase offersFriend PackHeat KrushersCampaign overviewTrade marketingTrade marketingRural shop bannersretail discountHeat krRusherzPOS visibilityTarget Bonus for sales teamPackaging variationsThe carnivalCarnivalCarnivalTarget Group Understanding Gen-ZPrime Buying Instinct: POINT OF SALEFocus on obtaining Highlights and front shelf as most children took what was in front of themVisibility Focus mainly on zone 1, as in zone 2 there will be greater sales due to carnival anyways

Carnival75.3%SHELF SPACE AND STALL VISIBILITYAMOUNT SPENT: ( out of 300,000)Billboard on Stall 2: 58,000Highlights Stall 1: 30,000Front Shelf 1: 30,000Front shelf 2: 30,000

Carnival24.7%ATL and BTL TOOLSTVC: To measure reception of advertisement by our TGActivation campaign: Near zone 2, hub of activityInteract with our TG directly

AMOUNT SPENT: ( out of 300,000)TVC: 26,000Activation campaign: 28,000

CarnivalReal moneyMost spent on packaging for aesthetic appealIts an impulse productBanner was printed for stall 2 only to increase visibility in that zoneTug of War represented Mighty-nessStickers were given out, as will be continued in our national campaignMonitoring & EvaluationMonitoring & Evaluation Reach not acquired:Monitor radio channels broadcast and vary frequencyGive commissionMore Facebook page posts and sponsored adsMonitoring & Evaluation: Foundation phase Reach not acquired: Take up more billboard spaceshow TVC with greater frequencyMonitoring & 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 redistributeCompare sales with competitors during eventReach not acquired: FB page updates with greater frequency Make sure carts are stationed properlyCalculate cart and shop visitsCalculate if buzz is to reach ration is according to target ( 15%)Monitoring & Evaluation: expansion phase Sales not acquired: Agents will monitor efficacy of smaller packsCarts will be stationed in prime locations identified and product supply redistributedSales count obtained through event managersReach not acquired: Billboards only concentrated in prime locationsGive sponsored adds for appMonitoring & Evaluation: stabilization phase Sales not acquired:Evaluate efficacy of new packs and offers and vary supplySend agents to tally returnsReach not acquired: More FB activityIncrease stall billboards in Rural areas

Monitoring & Evaluation: rejuvenation phase Sales not acquired:Agents will monitor efficacy of friend packs and identify sales hubsSales count obtained through event managersMonitor coupon availability and distribution and vary distribution of offer accordingly

Implementation feasibilityImplementation feasibility: ChallengesImplementation feasibility

GAANDT ChartImplementation feasibility

GAANDT ChartImplementation feasibility: REACHPhaseCostActual reachCost Per actual ReachOrganic ReachCost Per organic ReachTotal333,554,46071,802,7444.6599,211,7503.36Phase 15,734,88012,420,2771.1915,578,5500.95Phase 29,126,10012,475,6362.4615,653,5501.95Phase 330,666,60014,640,2772.348,634,5503.97Phase 437,163,20025,967,7771.4346,652,5500.79Phase 54,971,2806,298,7770.7912,692,5500.39Implementation feasibility: ROIEstimated Total cost333,554,460Estimated Total revenue1,793,926,720Estimated roi5.38Thank you!Your questions are welcome