Presentation

On

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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.

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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.

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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.

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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