Post on 10-Apr-2018
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Freshmate Co.
Brand Management
EVERFRESH
Submitted By: Essa Iqbal 7140
Submitted To: Mr. Samin Ahmad 1
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Overview
Pakistan is a tropical country and has accorded a favorable
reception to thirst quenchers such as fruit juices and aerateddrinks. Ready To Drink Freshmate·s EVERFRESH JUICES is a new
brand launch by the company which will serve as a nutritious
and refreshing drink to the 170 million population of Pakistan.When chilled the RTD beverage makes for a nutritious andrefreshing drink. The nutritive value of real fruit beverages is far
greater than that of synthetic products, which are beingbottled and sold in large quantities throughout the country. Ifreal fruit juices could be substituted for these synthetic
preparations, it would be a boon to the consumer as well asthe fruit grower. Drinking fresh juice is not a part of our culture.
We generally drink water or fizzy drinks with our meals but inthe West one starts the day with breakfast and a glass of juice.
Juice is to a great extent considered as a luxury not anecessity in our society, surely but slowly things are changingmainly in the urban and semi urban areas, where the
population is getting more and more health conscious andare realizing the important nutrient values of fruit and aremaking them a part of their daily diet. Freshmate·s Everfresh is
pure and nutritious fresh juice which consists of many qualitiesthat would not only create a competitive advantage but alsodelight the customers. The new brand launch, ¶Everfresh· byFreshmate Co aims to provide the highest quality fresh fruit
juices to its customers by concentrating on products growththrough innovation, and consistency in quality.
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Introduction
The company was formed in 2006 with the vision
to provide consumers across the globe fast and
fabulous convenient food made from natural &
selected ingredients.
The management of the company has business
experience of more than 50 years in different
fields which include textiles, pharmaceuticals,
fruit & poultry farming.
Freshmate introduced its Tayyar Mazaydar,Ready to Eat Meals range in Pakistan in the year
2007. (Alhamdolillah) after successful test
marketing of one year has moved to offshore
markets.
Freshmate is now launching a new brand, EVERFRESH ±Fruit Juices, in the Pakistan
Market to cater to the 170 million consumers
which is based on quality, freshness and health.
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The Brand
Brand Name: ́ EVERFRESHµ
Tagline: ´100% refreshment«.Naturally !µ
Logo:
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EVERFRESH·s VISION
To evolve as a brand leader of
quality juice across the globe. Our
hallmark will be the high qualitynatural products, initiative andteamwork of our people, and our
ability to anticipate and effectivelyrespond to the changing consumer
needs.
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Mission
Our mission is to provide the
highest quality fresh fruit juices to our customers. We
intend to accomplish this by
solely concentrating on our
product·s growth throughinnovation, and consistency
in maintaining its quality .
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Product Line
Apple Juice
Coconut Water
Grape Juice
Lemon Juice
Mango Juice
Pomegranate Juice
Orange Juice
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Category
Identification
RTD (Ready-to-drink)
bottled juice, to beestablished within theSweet Drinks sector
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Category Needs
The product will cater to
both physiological needs (hydrating andnutritional value) andsocial needs
(perception of a social,fun drink with a sense ofbelonging within peer
consumer groups)
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Category Trend
The current trends include a shift
away from junk foods and
carbonated drinks, a growinginterest for healthier / beneficialproducts for the ´mind and bodyµ,
the trend towards the availability ofon-the-go products for those with
an active lifestyle, as well as thetrend for personalization throughcustomization (or for beverages,through variety-seeking in a wideintroduction of flavours ²
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Competitor Analysis
Manufactures and Producersof: ² Aerated Drinks
² Pepsi, Coca Cola, Pakola
² Branded and unbranded fruit juices
² Shezan, Nestle, Tang, Frooto Jam-e-Shireen, Rooh Afza
² Fruit based milk drinks ² Pakola flavored milk, Engro Foods,
² Natural mineral water ² Nestle, Aquafina, Kinley
² Fruit shakes ² Branded and unbranded
coconut water
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Marketing Plan
Marketing Plan has to be S.M.A.R.T.
The objectives of the marketing
plan are strategically centeredaround 3 criteria:
To create a strong consumer awareness towards a completelynew fruit juice EVERFRESH fromFreshmate Co.
To establish a wide brandrecognition through the capture ofmarket share in the drinks segment
To become the top market leader in that particular segment
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7 Ps
Product
Price
Place
Promotion
People
Packaging
Proposition
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7 Ps Cont«
Product
Based on quality, freshness,
hygiene and health.
Price
Affordable to all income groups.
PlaceEnsure Availability and develop
attractive POS displays.
Promotion
Constantly in line with the USPquality, freshness and health
Packaging
Unique and Attractive Packaging15
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Segmentation
Geographic Segmentation
² Rural areas
² Urban areas
² Densely populated regions
² Regions with predominantlyhot and arid climates
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Contd«..
Demographic
Segmentation
± Individual s with age 5 year s and
above.
± Individuals across all income groups
± Working and non-working individuals
± Students
± In stitution s and office s.
± Restaurants & hotels
± Retail shop s
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Contd«..
P sychographic Segmentation
± Health concious consumers
± Con sumer s who have inclination
toward s nature and natural product s
± Quality concious consumers
± Con sumer s who have diver se
ta ste s and seek variety ± N on-users and potential users
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TargetMarket
All health conscious
individuals
Students (primary level touniversities)
Employees
Households and Passengers
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Positioning Statement
´For ever y individual, who
want s a 100% natural
product that offer s rejuvenation and fre shne ss ,
F re shmate·s Everfre sh are
bona fide fruit juice s , that provide energy and
refre shment at affordable
price s , be st quality and
value for your money.µ
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Positioning Strategy
Eye-catching bottle,
attractive packaging, cool,
new and unusual, uniquedrinking experience, variety
of flavors and a healthier alternative to heavy-sugar drinks.
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Benefits
COMMUNICATION BENEFITS
-Nutritional information
-Informational text on historyof product
FUNCTIONAL BENEFITS
-Healthier than soft drinks
-Convenient, easy to takeout
PERCEPTUAL BENEFITS
-Quality/Premium price
-Social standing/good-
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Communication Plan
The marketing manager·s
perspective of transferring
value to the consumersusing the Holistic approach.
Should know:» How
» What To Say
» To Whom and
» How Often
Personal as well asMass
Communication Strategy
ATL and BTL advertising
techniques
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THANK YOU
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