PRESENTATION ON THE

BRANDING ASPECTS OF

DRINCOOL
BY
BRAND U S

ABSTRACT
PART 1: (SADDAM)
Product structure
Products levels
Brand hierarchy

PART 2: (FAIZAN)
Segmentation
Targeting
Positioning
PART 3: (MUZAMMIL)
Brand mantra
Brand elements
Brand inventory

PART 4: (USMAN)
Brand exploratory
PART 5: (SHEHROZE)
Brand exploratory
Conclusion

PART 1 BY SADDAM

NOTE
Whole of the presentation concepts
of that brand are assumed & in
actual there is no reality of that
brand.

PRODUCT HIERARCHY
JUICE
healthy
drink
drink

DRIN

PRODUCT LEVELS
Core:
It is a drink, which remove thirst.

Actual:
It is a juice.

Expected:
Pure, fresh, healthy, tasty & economical price juice.
Augmented:
Sugarcane juice in disposable bottle , in low price.

Potential:
In future provide sugarcane juice in powder form.

BRAND HIERARCHY
DRINCOOL
JUICES
DRINCOOL

DRINCOOL

DRIN

PART 2 BY FAIZAN

Drincool Positioning:
Positioning is the perception of a product or service in the mind of the
people.
Drincool international has positioned drincool as a low quality
affordable juice drink, tasty. To support this positioning strategy,
Drincool has been priced reasonably well below the competing high
quality juices like nestle Mostly Drincool juices can be seen at small
retail stores, school cafe and canteens. The presence of Drincool in
super stores and big markets is nonexistent .This may be due to the
placement strategy or due to the shelf space in stores . The company has
also created this perception through various advertisements showing
young teenagers drinking and getting refreshed by the juice. School
and college going students are also symbolize. T The juice is made from
sugarcane Drincool flavors and sweeteners thus making its taste give a
perception of quality juice. The packaging has also contributed to this
type of positioning. The juice disposable bottle is very basic in design.

 Targeting:
Target Market :
- A specific group of consumers at which a company aims its products
and services
Focusing on a target market makes it easier to develop products
people want.
The target market for our product will be upper class, middle class,
and the lower class.
Sugarcane juice is a type of product which everybody wants to have.
But the price of our product is lower, so every class can afford it
easily.
Following segments in the market will be targeted:
Students of schools , colleges and universities
Sportsmen
Specially the patients of hypatitis C , it is an auspicious thing for their
liver
People of all age groups

Segmantation:
Buyers in any market differ in their wants, resources locations
.buying attitude and buying practices
Market segmentation:
First of all we are introducing our product in big cities. First we
will make segments of this city. We will make each segment on
such basis.
Geographic segmentation:
In geographic segmentation we will divide the city into different
segments according to Areas, Regions, and Markets. First of all
we made the division in city in different segments. With these
segmentation we can easily understand the Needs, Wants, and
Demands of the people of Faisalabad. With the help of a short
survey we finalized this decision. We made a questionnaire for
the general public. It was the only tool for us to know the people
that what they want?

 Demographic Segmentation:
In Demographic segmentation we will divide people according to their ages
and life cycle. We will divide our customers regarding their ages as
teenagers, twenty five plus, thirty five plus, and so on.

Age Groups:
17-24 years
25 34 years
35-44 years
Above 45 years
Gender segmentation:
We need not to make the search on gender segmentation because our juice
is for both male and female.
Income Segmentation:
Through the income segmentation we divide the people into different levels
of groups regarding their income. Such like
Below then 15000
Above then 15000

 Psychographic Segmentation:
To analyze the psyche of the people we divide them in social class,
Lifestyle, and Personality. According to the social class the available
types in Faisalabad are three which are
Upper class
Middle class
Lower class
For making the best marketing structure we set a reasonable price
which suits all types of social classes.
Behavioral Segmentation:
Behavioral segmentation divides buyers into groups, based on their
Knowledge, Attitude, Uses, or Responses to a product. We also believe
like many marketers that behavior variables are the best starting
point for building the best market segmentation. We see the behaviors
of the people with the help of the questionnaire. After filling the
questionnaire we easily determine the values like Occasions,
Benefits, User Status, User Rates, and Attitude towards the product.

SURVEY QUESTION
A new drinks company name DRINCOOL, offer a new
brand in market that is sugarcane juice in disposable bottle
Mililitres
Prices
form.
250
20
350
25
1000
50
1500
70
2250
90

Are you interested to buy this brand, reply with yes

or no.

PART 3 MUZAMMIL

Brand personality statement:

Drincool is a young energetic boy, who always encourage and
support us in our adventure activities. He provide us cool,
fresh and energetic feelings to face the hard strongly in our
adventure activities. He is also our health trainer, guiding and
caring us to enjoy the nutritive and purity of nature.

Brand name analysis

In brand name drincool, cool is one of the supplementary
characteristics of the drink which provides cool and freshness
to consumer.

Brand Color Analysis

Orange : orange is a feelings of excitement, energetic,
advanturies and aggression.
Brown : Brown color represents the calmness, coolness,
freshness and strong personality.

Brand characteristics:
Ease of memorizing : brand name drincool is
easy to memorize for both elders and children.
Spelling and pronunciation : drincool is also easy
to spell and pronounce, and everyone can easily
judge and understand it easily.
Different from competitors : yes, its highly
differentiable from its competitors because no one
is providing sugarcane juice in bottles.
Translate in other languages : yes everyone can
easily understand the meanings of drincool and it
can easily translate in other languages.

Brand Logo Analysis :

Uniqueness : The logo of DrinCOOL is unique and
different as compare to its competitors.
Communicate the nature of product : The Logo of
DrinCOOL also communicate with the nature of the
product. Because its a drink keep the user cool and fresh.
Color Scheme : it is identify by Brown and Orange Colors
which means energetic and coolness of drink.
Readable : It is easily readable.
Brand Personality Trait
Core Dimension : The Core dimension of DrinCOOL are
Coolness, freshness, energetic, nutritive, healthy and pure.
Traits : DrinCOOL natural, fresh, cool, healthy, energetic and
unique.

Brand elements:

Brand elements are those characteristics which

differentiates your brand with other competitors
Logo/Symbol : The logo of DrinCOOL is So simple and
easily understandable and differentiable.
Name: The name of juice is DrinCOOL, it is easily
pronounce and understandable.
Slogan: The Slogan of DrinCOOL is drincool Karo life
cool because the main function of DrinCOOL is the keep
cool and fresh the mind of the consumer.
Tagline : The Tag line of DrinCOOL is Piyo aur COOL
Hojao. Because it refresh and energize the mind of
consumer.

BRAND Mantra:
Basically BRAND MANTRA is 3 to 5 word phrase,
which describe the Core And primary functions of
a Brand. It is not for the customers , it is specially
for the internal employees of a organization to
know and follow the Brand Mantra of a product.
The Brand Mantra of DrinCOOL is,
COOL------------------------ Healthy
-----------------------Drink
DrinCOOL is a healthy drink and it energize the
mind of customer and keep him fresh and Cool.

PART 4 USMAN

BRAND
INVENTORY

History:
Drincool sugarcane juice is one of the most popular
brands in Pakistan. The brand was created on 14th
august, 2011. Drincool is Pakistan's national drink but
its might is spread all over globe. Its the only Pakistani
juice which is available in other countries also.

Owned by:

Pakitani company Drincool private limited. The names of

board of directors are as follows:
Muhammad Usman Minhas
Hafiz Shehroze Shamim
Muhammad Muzammil
Saddam Hussain
Faizan Muslim

Slogan:

DRINCOOL kro life cool

Logo:

DRINCOOL
Tag line:

peo aur cool hojao

Attributes:
cool, fresh, juicy, tasty, pure, healthy, energetic,
nutritive, disposable, economical, natural & in
different sizes.

Brand portfolio: (Drinks)

Drincool juices
Sugarcane
Mango
Grapes
Apple

Drincool Soft drinks milks

Cola
Chocolate
Lemon
Banana
Orange
Strawberry

Competitors:
Primary: Frooto, Maaza, Rani, Slice, etc.
Secondary: Pepsi, Coca Cola, Pakola, Rooh Afza, etc.

Pops & Pods:

Pops
Juice
Tasty
Energetic
Healthy

Pods
Sugarcane disposable juice
Pure
Low price
Medication also

Pricing:
Mililitres
250
350
1000
1500
2250

Prices
20
25
50
70
90

Distribution:
Drincool is distributed internationally through our
network of vehicles and distributors. The company
maintains a fleet of trucks for operations in the
Karachi base market. But distribution is
comparatively inefficient among competitors.

Communications:
Through T.V. , Newspaper, banners, online orders,
pamphlets, etc.

Why
?

DRINCOOLWe are providing fresh OUR

peo aur cool
hojao
Cool
fresh
Juicy
Tasty
Pure
Healthy
Energetic
Nutritive
Disposable
Economical

sugarcane juice first

time

DRINCOOL

in
market in modernized
form,
which is perfectly
hygienic, amazingly
tasty,

PRICESRupee

MileLiters

250
350
1000
1500
2250

20
25
50
65
85

A 124, korangi

industrial area, Karachi

naturally healthy
satisfies

www.drincool.com
drincool@yahoo.com

021-12345678,

all ages 1234567

0313-

PART 5 SHEHROZE

Brand exploratory
Brand exploratory is a research
activity conducted to understand
what consumer actually thinks
about brand.

Associative network memory

model
Associative network memory
modelis a conceptual representation
that views memory as consisting of a
set of nodes and interconnecting links
where nodes represent stored
information or concepts and links
represent the strength of association
between this information or concepts.

Mental Mapping
-halal
-non
alcoholic

-Other aspects

Healthier
aspects

-sugar
-healthier
-Energy
drink
Good
taste

Physica
Drinking aspect
l
-pure aspects

Economical
Aspect
-Cheap
reasonabl
e

Nationa
l drink

Healthier
aspects

nutritiou
s
-healthy
-fresh

-Sports
-parties

Brand building
blocks
-High

loyalty

-high
quality
-Credibility
-PODs
-Functionally
constant
-Inexpensive
-High quality

-Societal
factor
-warmth
-Energy drink
-Sports and parties

Unique and positive

association

SWOT analysis
-longer

shelf life
-safe and hygienic
-Distribution network

-Product

improvement
-expanding
packaging &
taste
-Awared
customer

-Sourness in
taste
-wrong
perception

-Competitors
-unbranded
loose milk

RECOMMENDATIO
NS

Thanks for coming, sitting &

listening.