Opportunity Analysis:

The recent trend towards maintaining a solid platform by adding novelty imposes a challenge for majority ice cream companies in particular those, which are trying to conform their services to international standards in an erratic business environment. Tres Bon, believes in ensuring long-term existence by being profitable, successful and sustainable. We have wide length of opportunity as there are less number of premium brand, have attractive market, can provide superior value and customized product. Being a premium ice cream brand product, we have to focus on the opportunity analysis section of our project. Here is a huge opportunity. So it will be very much profitable. To strengthen our need analysis, we have conducted survey over 20 people. Those are presented graphically below-

90%

10%

Do you eat Ice-Cream?

Yes No

Local Shop; 10 Brand Out-

let; 5 From Fac-tory; 2

Some-where outside

Bangladesh ; 3

From where you usually buy Ice-Cream?

Low Prce Premium Brand LuxuryLow Prce; 1

Premium Brand; 17

Luxury; 2

What types of Ice-Cream do you prefer?

95%

5%

Do you think Ice-Cream business is profitable in Bangladesh?

YesNo

Once a week Once a month Religious Occations On Festivals All

11

5

21

2

When you usually eat Ice-Cream?

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Competitor profile:

In the ice cream market there are direct and indirect competitors for our brand “Tres Bon”. Now, we will be focusing on the direct and indirect competitors who exist in the market place-Direct competitors-

Igloo Polar Savoy Bellissimo Mi Amore Move N Pick Cream & Fudge New Zealand Naturals Yoberries (yoghurt) Andersons ice cream Club Gelato Baskin 31 Robins and etc

Indirect competitors:

Soft drinks such as- Coca Cola, Pepsi, Fanta, Mirinda, Sprite, 7up, Mountain Dew, Thums Up, RC Cola, Mojo, Virgin etc)

Different types of chocolates, Cake, pastry, brownie from Shumi’s hot cake, Mr. Baker, California pastry Shop, Brews and Bites and etc.

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Market Segmentation:

Segmentation

Demographic Segmentation

Age 0 - 10 10 - 20 20 -30 30 - 40

Gender Male Female

Income Below 5K 5K-10K 11K-20K 20K-40K 40K-60K 60K-80K 80K+

Socio Economic Cass

A B C D E

Religion Muslim Hindu Bodh Christian

Material status Married Unmarried

Geographic Segmentation

Division Dhaka Chittagong Shyllet

Areas Urban Sub Urban Rural

Psychographic Segmentation

Personality self-confidence dominance sociability autonomy aggressive

Lifestyle Healthy Trendy Adventures

Behavioral Segmentation

User status non-users ex-users potential users First time users

regular users

Buyer Involvement high-special effort low -minimum effort

Usage rate heavy user medium user light user

Benefit Segmentation Sensitive healthy economic

Target Market Analysis:

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Demographic Segmentation

Age 0 - 10 10 - 20 20 -30 30 - 40

Gender Male Female

Income Below 5K 5K-10K

11K-20K 20K-40K

40K-60K 60K-80K

80K+

Socio Economic Cass

A B C D E

Geographic Segmentation

Division Dhaka Chittagong Shyllet

Areas Urban Sub Urban Rural

Psychographic Segmentation

Personality

Self- Confidence

dominance sociability autonomy aggressive

Lifestyle Healthy Trendy Adventures

Behavioral Segmentation

User status

non-users

ex-users

potential users

First time users regular users

Buyer Involvement high-special effort

low -minimum effort

Usage rate heavy user

medium user

light user

Benefit Segmentation Sensitive healthy economic

Tres Bon’ marketing strategies aim to focus on concentrated marketing.We are focusing on those consumers who want premium branded diet ice cream. We will deliver our promotion only focusing on those consumers. We will not deliver different campaign. So our marketing activities will not be different for different people. As a premium brand we only try to capture share from those consumers.

Brand Positioning :

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Positioning is the act of designing the company’s offerings and image to occupy a distinctive place in the minds of the target market. Here this brand can be resided in the mind of the targeted customers with superior quality products and with the functional benefit of being remain fit and enjoy ice cream without having any calorie.

Value proposition

“YOUR LICKING DIET”- From this brand, consumer can get the delicious taste of ice cream from their every lick without taking any care about their diet. Our brand ensures customer balanced diet and so customers can enjoy this icecream freely. It can also enhance people’s status as they are concerned about health related issues. So, for this higher quality, higher price can be easily charged. So the value proposition of the brand is “More for more”.

Three Characteristics of Positioning

Desirability (Consumers’ perspective): Customers’ expectations are rising day by day. They want the best product which will value their money. Our superior value (i.e. low calorie ice cream but the same taste) is desirable by the customers as people in our country nowadays have become very health conscious, especially the women. Currently, people usually fear to get obese by consuming ice cream. But our ice cream will successfully eliminate that fear from the consumer’s mind forever.

Deliverability (Company’s perspective)We believe that our superior value can be successfully provided to the consumer as we will be using low calorie sugar and fat free skimmed milk as our raw material which will eliminate the calories from our ice cream. We would also use all other raw materials of superior quality so that our ice cream’s quality can be better.

DIFFERENTIATED (Competitors’ perspective): Our positioning is differentiated from all other present ice cream brands of Bangladesh. Our product is basically diet ice cream which is a completely new product in the Bangladeshi market. There are no other competing brands providing this attribute.

Positioning strategy

Positioning by Quality: All the products are calorie free which will enhance the quality of our product and also enhance social status. As a result our product will meet the desire of customers of possessing a superior quality and exclusive flavor. The main purpose of selecting quality positioning is to have the greatest impact with customers and grab a strong position relative to competitors.

Positioning by products attributes and benefits: Consumers can properly understand the functional benefit of the products. People who are taking traditional ice cream, may suffer from corpulency and obesity. to keep that in mind, as we provide the ice cream which is calorie free, it can be positioned by grabing customer attention. so the the main attributes is calorie free and functional benefits is to enjoy helathy life.

Positioning by products user: Our brand can create creditibility in customer mindset as our products are positioned for dietician and health conscious people. Today, health concerns rises. Teople are more conscious about their health and safety issues. They always looking forward to take helathy foods and away from obesity. So our job is to serve fitness lovers with tasty ice cream.

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Points of difference (POD)

This include the benefit/attribute that our ice cream is providing to the consumers which are unique and the consumers cannot find to the same extent in another brand. This benefit of our ice cream is low calorie which our consumers will not be able to find in our competitors’ products.

Diet Ice cream: People who are health concious, they take the ice cream. As this ice cream clearly fulfill their ice cream needs and doesn’t incur calorie, they will definitely go for repeat purchase. Through our quality control department, we will also ensure that the ice cream will be comfortable enough to cope up with the heat as the weather of our country is hot at majority of times in a year

Posh Ambience: In our every ice cream parlour, consumers get their fascination to enjoy ice cream from us. The surroundings of those ice cream parlour is snowy and consumers start freezing at the moment of entering into the parlour. So, when consumer get such an environment, they poss a classy perception over our brand.

Category POP

Like other brands our brand will also be designed according to this like-

Creamy Vanilla Flavor Chocolates Flavor Strawberry Flavor Grape Halva

Competitive POP

Different types of flavors: Our competitors in the market mostly focused on different types of ice cream in every market. Different types of ice cream in different flavor and design and we will ensure better quality which will enhance taste. This include the benefit or attribute that our brand is providing and is also provided by our competitors.. The ice cream would be sweet and have a creamy texture.

Brand Mantra

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The purpose of our brand mantra is to ensure that all employees within the organization and all external marketing partners understands what the brand most fundamentally is to represent with consumers so that they can adjust their actions accordingly.Our brand mantra will provide guidance as to what products to introduce under the brand, what ad campaigns to run, where and how the brand should be sold, and so on

Tres Bon

Parameters of Brand Mantra

Emotional Modifier

How exactly the brand provides the benefits and

in what ways?

Descriptive Modifier

To whom are we going to provide the benefits?

Brand Function

What is the nature of the product or what are the

benefits?

Stay slim and feel the confidence in you

Social Class A & B Diet Ice cream

Brand Elements

Brand elements are the elements of a brand that effectively build a successful foundation of the Customer based brand equity (CBBE) model and thus can initiate strong, favorable and unique brand associations to elicit positive judgments and feelings. Achieving the right brand identity involves creating brand awareness, which initially involves linking the brand elements such as brand name, logo, symbol and so forth, to certain associations in memory. Differentiating approach of different brand elements always cause a high level of brand awareness and familiarity among target consumers. This brand element later on works individually or collectively as clue to consumers to recall and recognize the brand. The proposed functioning brand elements for this brand are given below.

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Brand Elements

Brand Name: The brand name holds the central premise of the brand. From the different types of brand names techniques, we adopted descriptive technique to name the brand. The name of the brand is “Tres Bon”. It’s a french word which means “very good”. We will offer customers unique quality products with taking care of health conciousness where competitors are focused on traditional and normal ice cream. So here our brand name indirectly explains that our customers will have the benefit of superior product much better than the competitor which in turn establishes our points of different.

Uniform Resource Locator (URL): Also known as domain names. It is used to specify addresses on the World Wide Web (WWW). A URL is the fundamental network identification for any resource connected to the web. The name of our URL will beWWW.Tresbon.com. We kept our domain name very simple so that consumer will recall it very easily which in turn will facilitate brand awareness.

Logo: Visual brand elements often play a critical role in building brand equity, especially in terms of brand awareness. A visual interpretation of the brand helps to develop a highly memorable, easily recognizable. In our brand logo each alphabet is covered by another alphabet which signifies our points of parity of keeping bodyfit.

Slogan: Slogans are short phrases that communicate descriptive or persuasive information about the brand. Our brand slogan is “FREEZE YOURSELF WITH TRES BON”. The slogan of our brand declares that customers will get the opportunity to lick this ice cream freelyand they definitely will feel special. So through our brand

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Name URL Logo Slogan Packaging

slogan we are enhancing the brand knowledge and customer-brand relationship of our consumers by telling them that they are getting the privilege to have of our unique quality products withlow calories which in turn will also enhance their social status and by attaching them with the “special feeling” factor.

Packaging: We will provide cup, stick and box ice cream in an eco-friendly paper box along with bag. This box & bag are not like normal. This would be thick and have thin shape of plastic inside. This box can hold its temperature low. For stick and con ice cream, package will be vertical shaped. At the top of the package, it will be closed by a wooden clip. So it will be easy to pick up any lick the ice cream “Tres Bon”

Product Strategy:

Core customer Values: It signifies a benefit that a brand provides to its customers. In our case, core customer value is the benefits provided by our brand to the target audience. Our brand ‘très bon’ provides all the benefits of ice cream but at low calories. It is a healthy substitute of ice cream. The taste of our ice cream would be the same as that competitors’ products. It can be used a dessert after meal. Actual Product Level: It signifies the actual product that provides the benefits to its customers. At actual product level, our brand ‘très bon’ is ice cream manufacturer that provides ice creams which have lower calorie content than all other competing premium ice cream producing brands such as Movenpick, Cream & Fudge and so on. This product specially made for people who are very health conscious especially the women.Augmented Product Level: Augmented product level signifies the additional customer services/benefits that a brand provides to its customers. At augmented product level, our brand will have own ice cream parlors where the consumers can come, sit and have the different variety of our ice creams with great pleasure. Our parlors will also have Wi-Fi services which will enable the visitors to go online the browse the web.

We already know that a strong brand equity can never be built on poor quality product. If the brand performance is up to the mark, a brand can effectively and efficiently create a brand equity. Therefore, as the brand managers of ‘très bon’, we would definitely want our consumer have a better perceived quality about our brand. Perceived quality is the perception or understanding about the quality of a product. To evaluate the performance of our brand, we need to consider two important points:

i. Primary Ingredients: This includes the attributes/features of a product that are required for the product to serve its purpose. For example, our ice cream needs to served cold and also be sweet in taste.

ii. Secondary ingredients: These are the additional benefits/features of the product that makes the product more appealing to the consumers. For example, our ice cream will have low calorie contents which will enable the health conscious people to consume and stay fit at the same instance.

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Our brand will further have reliability attribute of brand performance as well in terms of guaranteeing consistency in the ice cream’s quality in the long run.

We’ll also be charging a price taking into consideration the price charged by our competing ice cream brands. We’ll make sure that the price charged is similar to that of our competitors so that people cannot perceive our brand as poor quality brand. Thus, whenever competing brands will increase their price, we will increase our price as well.

We’ll be establishing brand imagery with the help of user profiles. The friends of our ice cream brand would be the health conscious population of our country.

After knowing the performance of the brand, the customers will have an opinion about our brand. This is the referred to as the brand judgments. If the performance of our ice cream in terms of taste and other benefits is higher than their expectation, then customer satisfaction will occur.

If the customer evaluates the benefit of our brand and evaluates the benefit of the competitors’ brand and then compares these two brands according to the price they need to pay for each brand. If our brand gives more benefit than that of the competitors’ brand, then the consumer will buy our brand over our competitors’ brand as customer value of our brand is greater. Our company may gain a credibility overtime if it is good at what it does (i.e. it have the expertise) and have the customer’s interest at heart (trustworthiness) and it is plain likable. Sooner, many prospective customers might consider to purchase our brand thus developing brand consideration. Our brand might be considered superior as well than that of our competitors.

Pricing Strategy:

Price is the only revenue generating element of a product of the marketing mix because all other elements make the brand incur costs. As our brand “très bon” is a premium ice cream manufacturer, we need to have a stronger

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brand equity which will enable us to charge a higher price i.e. we can charge a premium price for stronger brand equity. Moreover, if we can deliver the ice cream at a superior quality, we can also charge a superior price which will generate us a higher sales revenue.

We will be implementing value based pricing strategy which will take into consideration the company’s perspective as well as the consumer’s perspective. The price set will be affordable by our target consumers and it will also allow the company to generate profit for sustainability. It will be a win-win situation. We will be carrying out a research where we will be collecting individual opinion about the price to be set. On the other hand, we will also be calculating the cost of production and thus set the price accordingly by putting a profit on top.

To pursue value based pricing, we have to take into consideration 3 important points:

1. Product Design and Delivery: Nowadays, people are becoming very health conscious so the demand for foods with low calorie contents is increasing rapidly. In the Bangladeshi market, various soft drinks are available that has the low calorie attribute but there is no ice cream with such similar attribute. So we are coming up Bangladesh’s first local brand “très bon” to produce such an item to meet the increasing need of the people. We would make sure that the quality is up to the mark to effectively and efficiently satisfy the customer need for the low calorie ice cream.

2. Product Cost: We would try to keep our manufacturing cost low so that a good profitability could be ensured. At the same time, we will have to make sure that our quality is not sacrificed in order to cut down on costs.

3. Product Price: Finally, by conducting a research at the consumer level, we will take their opinion on the price they are willing to pay for our product. In that way we will be able to collect individual opinion and thus set the price.

We will also be employing competition based pricing strategy to determine the appropriate price for our ice cream. We will be looking at the competitor’s price and set the price accordingly so that we do not lose out in competition for being overpriced or suffer loss for charging a lower price. Currently Movenpick is the market leader for premium ice cream in our country. Thus we would be looking at their price and set appropriate price for our ice creams.

Distribution Strategy:

We will be utilizing a winning channel strategy to distribute our product. It means that we will be employing both the direct channel and the indirect channel to sell our ice creams. 11 | P a g e

As direct channel strategy, we will be having our own ice cream parlors at various locations in Dhaka via which we will be selling our products. We’ll be setting up our parlors in various posh locations in Dhaka city to keep the premium image of our brand.

As indirect channel strategy, we will be selling our ice creams only in some selected departmental stores across the country. We’ll not be selling our products at just any grocery stores at the corner of the street because it might hamper our brand image. Our ice cream will be available at stores which have an image of selling good quality products (such as Agora, Meena Bazaar and Shopno) so that our brand can leverage the image of good quality.

We would be utilizing both the conventional marketing channel and vertical marketing system. In conventional marketing channel, our ice cream would be available with third party retailers such as Agora, Meena-Bazaar, Shopno and so on. They are the indirect channel. In vertical marketing system, we as the manufacturer of the ‘Tres Bon Premium Ice Creams” would have our signature ice creams parlors via which we will be selling our products. Thus we as the manufacturer will sell our own products.

Brand equity could be enhanced through indirect channels in the following manner:

i. The retailers would be provided with incentives to spread positive word of mouth about our brand to the end consumers. As a result, brand equity is enhanced.

ii. Retail shops may have their own brand image. For example, people may be perceive that good quality products are sold at Agora. So if our brand is sold at Agora, it can leverage that image of good quality and thus enhancing the brand equity.

Brand equity could be enhanced through direct channels in the following manner:

As we ourselves can be in direct communication with the end consumers, we can ensure good service, spread positive publicity and ensure customer satisfaction which can thus establish stronger brand equity.

Integrated Marketing Communication

ATL and BTL:To launch our premium brand ice cream, we will be focusing on both the ATL and BTL communication as a part of our IMC campaign. As we know, ATL signifies the traditional way of marketing where marketers use mass marketing strategy. In our ATL section, we have covered some of the things that we will be utilizing as communication tool. For ATL, we will be focusing on TVC and print media. We may hire Mr. Amitabh Reza to make our TVC for the ice cream. The print media means the print advertisement will be made in such a way that would focus on the premiumness of the brand and attracting the target consumer. Again, BTL is such a communication tool via which we will be communicating with our target consumer only. For BTL, we will be sponsoring different health programs on television such as “ShusthoThakun” and others. We will be further setting up small kiosks of our ice cream brand at hospitals like Apollo Hospitals, Square Hospitals and United Hospitals in the dietitians’ chambers so that it attracts the target consumers. We have also thought of setting up small kiosks at Gulshan Park and Baridhara Park (diplomatic zone). In gyms like Gold gym and Jamuna Future Park gym, we may put our banners as it will be able to grab consumer’s attention. As our ice cream will be a diet ice cream, it will be easier for us to grab the consumer’s attraction in those places. A

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spokesperson will also be hired to promote our brand. In this case we have thought of Doctor Shampa who is the chief dietitian at Shamorita Hospitals, Panthapath, and Dhaka. As she has not been promoting any other brand previously, it will create a good opportunity for our brand to be promoted by a well-known doctor. BTL may further include press conference in Hotels like Hotel Radisson or Hotel Westin.

Promotionaltools: Among the five different promotional tools, we have chosen advertising, direct marketing, sales promotion and public relations.

i. Advertising: In advertising, we will be utilizing TVC, billboards, print ad and internet ad. We will be airing the TVC on television channels such as Channel I, NTV, Independent TV, ShomoyTV etc. in terms of billboards, we will be having our billboards in Gulshan circle 2 and Baridhara(diplomatic zone). The print advertisement will be seen on the Daily Star Newspaper, ProthomAlo newspaper, and magazines such as- Mirror, Splash and Canvas. In terms of internet advertisement, we will utilize social network site such as sponsored ad in Facebook, bdnews24 or Dhaka Tribune for advertising. If our target consumers get to see the advertising of our brand everywhere or in other words if they are surrounded by the advertisements, it will create brand awareness. The advertising will not only create functional benefits, but also emotional benefits. It will create brand performance and imagery. Hence it will enhance brand equity.

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ii. Direct marketing: As a premium brand, we will be having our own ice cream parlours at different locations such as Gulshan 2, Dhanmondi and Uttara. In our ice cream parlors, we will be maintaining a consumer data base. The consumers who will be visiting our parlors, we will be having their information such as name, address, mobile phone number, e-mail id, occupation, birthday etc. In special occasions such as Eid, Puja, Christmas and other holidays, we will be greeting them through e-mail. Again, on their birthdays we will be wishing them. As direct marketing is a personal communication, stronger personal relationships will be developed with the consumers. Hence it will create attitudinal loyalty. That’s how it enhances brand equity.

iii. Sales promotion: We will be arranging coupon systems for our consumers who will be visiting our parlors and purchasing our ice cream. They will be given the offer via coupons which will give them the chance to redeem after every 6th purchase. This will lead to repeated purchase which means behavioral loyalty. Behavioral loyalty will lead to attitudinal loyalty. Hence it will enhance brand equity.

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iv. Public relations: In PR, we will be arranging programs once or twice in a year which will be sponsored by us. The dietitians will be the chief persons who will be discussing about healthy life style and the program will focus on the healthy and posh lifestyle. Our consumers will be invited to enjoy the program and they will be given the opportunity to participate in it with their ideas. This enhances attitudinal loyalty. Another thing named brand community can be developed for the brand. The consumers will feel closer to the brand being a member in brand community and it will enhance brand equity.

v. MediaWe have utilized various medias and mediums and we have done it in order to reach our target consumers from every aspect. We have utilized the advertising tool to communicate with our target consumers. Through huge advertising they will be surrounded by our message. TVC, print ad, internet ad all will be surrounding them and even we will be reminding our consumers with regular mails on occasions. Sponsoring different programs with our brand name is a thing that will create brand awareness. Our target consumers will see the programs and recognize our brand as it will be sponsoring it. Again, small kiosks at different places have also made the exposure easier for the consumers. They are everywhere surrounded by our message. Wherever they go, whatever they see, they will be seeing the message around them. So it is possible for the brand to surround its consumers with its message. That’s what the 360 degree branding approach says. As we have surrounded our consumers with the brands message, we are able to utilize the 360 degree branding approach effectively.

Association with CBBE model to build brand equity

Now, we will be explaining how our IMC campaign has strengthen the CBBE model. In the CBBE model first we have brand salience. Brand salience is the foundation of CBBE model. In order to create brand salience we have given our ice cream a brand name. Then a link is created between the brand name and the category that its belongs to that is ice cream; and the need that it satisfies that is need for diet ice cream. A link is created between the brand and the purchase situation and the usage situation. Purchase situation is when the consumer will be at the superstore, at that time they will remember only our ice cream brand to satisfy its need. The usage situation is when the consumers will consume our ice cream brand. This is called the breadth of brand awareness. Now, the ease of recalling our brand happens when, the category ice cream is mentioned, the need for a diet ice cream arises, during the purchase situation that is remembering our ice cream brand for purchasing at superstore and during usage situation that is when consuming our brand. This is called the depth of brand awareness. Hence, the brand creates brand salience.

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In terms of brand performance, we may say that our brand is a premium brand and it can never be made with a poor quality. At the heart of every strong brand, there is strong quality. Being a strong brand, we are providing good quality ice cream to our consumers. Here, the primary ingredients can be named as the tasty, creamy texture ice cream. The secondary/supplementary ingredients can be defined as the diet feature of the ice cream.

In terms of brand imagery, it says that how we humanize a brand. To what extent we can give our brand human characteristics. Among all the brand personalities, we have chosen an intelligent, reliable and successful personality for our brand. Since it’s a premium brand and it is proving good quality ice cream with unique feature called diet ice cream and the brand is reliable in terms of quality; this also tends to be a successful one. Like humans, brands can have friends as well. For our ice cream brand, the target consumers who are health conscious and lead posh and elegant lifestyle, they may be termed as the brands friends; which is termed as user profiles.

In terms of brand judgment, when the consumers will be consuming our brand will be developing an opinion for the brand and that is known as brand judgments. If the consumers perception is greater than the expectation that they formed about the ice cream brand, they will be called satisfied consumers. Our focus will always be on satisfying the consumers with our good quality ice cream. In terms of customer value, the customer will evaluate the benefits that they are getting from our brand against how much money they have to pay for the ice cream. In terms of brand credibility, the consumers will feel that the company has expertise at what it makes and they have the consumer interest at their heart. Again, brand consideration will take place when the consumers will consider our brand over other competitors brands as our premium brand will be providing the benefits which are strong and unique. Brand superiority occurs when the consumers will feel that the ice cream we are providing is better than the competitors. Brand feelings occurs when the consumer will have emotional response/reaction to our brand. It means that they will feel emotional attachment to the brand. Our consumers will have an emotional attachment toward the brand and they will feel that they are part of the brand.

Brand resonance is establishing a relationship between the brand and its consumers. The relationship can be intense and active. Intense includes attitudinal loyalty and brand community. The consumers are given offers to redeem after a certain purchase, they are communicated through e-mails, there is personal relationships built between the brand and its consumers. This leads to attitudinal loyalty. They love the brand and they feel that the brand is their favorite possession. Brand community comprises of a group of consumers who are attitudinally loyal towards the brand and they have a deep connection with the brand. Again, brand community is formed with the consumers who are attitudinally loyal to our brand and they have feelings to the brand. In active section, there is behavioral loyalty which means repeat purchase. Repeat purchase of our ice cream will generate a huge profit for the company. Those who do repeat purchase are said to be behaviorally loyal to the brand. Active engagement means Word of mouth. If the quality of the ice cream is good, the consumers will spread positive word of mouth which will enhance the brand image of the ice cream brand. Our brand possesses both functional and emotional side. As marketers, our main aim is to establish brand resonance that is establishing relationship with the consumers. As the existing consumers will be a source for the company to generate profits, we should more focus on the consumers. Again, as a premium brand, our target is to retain the consumers and make them realize a part of the brand with a feeling being special with the brand.

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CBBE Model

Brand salience

It is the foundation of building brand equity. It talks about letting the consumer know what the brand is or in other word it gives us the identity of the brand. The four steps of building of brand salience is given below-

We gave our product a brand name and that is Tres Bon. This will help us to create brand awareness in the mind of customer because the consumer will now know the brand and will also remember the brand when they see or hear the brand name Tres Bon.

We will also try to create a linkage between consumer need and product category with our brand Tres Bon. This is when consumer need for ice cream arises they first think about their health, Their Diet and they can find a linkage between their need and our brand Tres Bon. Moreover, when consumer wants any product from Ice cream category, the first name they create linkage between their desired categories is ‘Tres Bon –Your Licking Diet’.

The third step of brand salience is known as breadth of brand awareness. We will try to create a linkage between our brand Tres Bon and consumer purchase situation and their usage situation. When a consumer will go to retail store to buy ice cream, they will be able to create a linkage with our brand ‘Tres Bon’ because of its unique brand name, brand character and brand association that it possesses. Moreover, during the usage situation, consumer will also find a linkage with our brand ‘Tres Bon’ as well because of it is Only Diet Ice Cream in Bangladesh.

The fourth step of brand salience is known as depth of brand awareness or ease of recall. This is when consumer need for ice cream will arise they will be able to remember our brand Tres Bon. Moreover, when product category will be mentioned then consumer will remember our brand. Furthermore, during purchase situation consumer will find it easy to remember this brand. At the end, consumer will also find it easy to remember during usage situation as well.

Brand performance

It describes how well the product or service meet customers functional need. The functional need of our brand will be meet by premium quality product by using resources like modern equipment, trained worker, and specialized scientist, chief dietician. Besides, we will use special ingredients such as- Zero Calories sugar, Fat-free skimmed milk as our primary ingredient.

Tres Bon will be a highly reliable as a product as it will provide the same and consistence performance for time and time out. Every time a consumer eats our Ice cream, he or she will receive the same taste and quality.

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Brand Imagery

In terms of brand imagery, it says that how we humanize a brand. To what extent we can give our brand human characteristics. Among all the brand personalities, we have chosen an intelligent, reliable and successful personality for our brand. Since it’s a premium brand and it is proving good quality ice cream with unique feature called diet ice cream and the brand is reliable in terms of quality; this also tends to be a successful one. Like humans, brands can have friends as well. For our ice cream brand, the target consumers who are health conscious and lead posh and elegant lifestyle, they may be termed as the brands friends; which is termed as user profiles.

Brand judgment

It talks about the consumer’s opinions about the evaluation of the brand which consumer forms by putting together all the different brand performance and imagery association. Brand judgment of the brand will be very high and positive. This is because our product performance will be higher than the consumer expectation. Our brandbeing the first premium brand will provide the customer with unique expertise of Diet Ice cream or low calorie Ice cream which our consumers will not be able to find in our competitors’ products. This was never there in any product which a consumer will understand whenconsumer eats our Ice cream and thus brand judgmentwill be higher in the mind of customer.

Tres Bon will have certain attributes which will help it to gain positive brand judgment. TresBon should be very credible to its consumer. This is because Tres Bon will leverage certain positive association fromDr. Shampa, who is the chief dieticianat Samorita Hospital. As a spoke person trustworthiness and likability of Dr. Shampa will all be leveraged and hence brand credibility will be created. Moreover brand consideration and brand superiority will also be very much higher than our competitor due to our unique quality of providing ice cream to the customer and the consumers cannot find to the same extent in another brand. Besides the differentiated association of the product will also help Tres Bon to have better brand consideration and brand superiority.

Brand feeling

It is the customer’s emotional response and reaction to the brand. Customer’s emotional response will be very high because our brandislow calorie ice cream but the same taste. As people in our country nowadays have become very health conscious, especially the women. People usually fear to get obese by consuming ice cream. But our ice cream will successfully eliminate that fear from the consumer’s mind forever. Thus when consumer will need Ice cream they will start to imagine about Tres Bone.

Brand resonance

It describes exactly how intense (deep) and active is the consumer’s relationship with the brand. Consumer of our brand will be attitudinal loyal. This is because consumer will be purely satisfied with the brands quality, taste, promises, packaging etc which will create a strong personal attachment to the brand. Moreover, consumer

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will also become behavioral loyal towards Tres Bon as they will find the price they pay for Tres Bonis based on quality and their desired satisfaction. Furthermore, consumers will also become a part of brand community. As our target group is from 16-30 years of age,our brand personality of being (Competence, reliable, intelligent, and successful, Sincerity) completely matches with our target group. Thus they feel like to be a part of brand community by eats Our Ice cream and hence this entire factor will lead to spread positive word of mouth by our target group and build strong brand ties with others. Our brand introduces differentinteractive health programs on television that will engage the customers take part actively in the conversations and health related programs in different hospitals will also create active engagement and also the events sponsored by Tres Bon will create a sense of community creating Brand resonance in the consumers.

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Appendix

Survey on Ice-Cream Business

Age :

Occupation :

Gender :

Do you eat Ice-Cream?o Yes o No

Do you think Ice-Cream is healthy?o Yes o No

From where you usually buy Ice-Cream?o Local shopo Brand Outleto From Factoryo Somewhere outside BangladeshWhat types of Ice-Cream do you prefer?

o Low priceo Premium Priceo Luxury

What is your perspective about Bangladeshi premium branded Ice-Cream?o Good qualityo Low qualityo Attractiveo Designs are not catchyo Others____________________

When you usually eat Ice-Cream?o Once a weeko Once a montho On Festivals

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