Presentation On

Launching a new Product

Group members

Brand Name

Slogan of the brand

Logo of the brand

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 consumerTo take care of our consumer health who are health conscious, by providing pure healthy drinks.

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.

We will commercialize our product to the international market after three years.

Market Segmentation

&

Brand Communication

MarketSegmentation

Market SegmentationThere have four types of segmentation:

Geographic Segmentation

Demographic Segmentation

Psychographic Segmentation

Behavioral 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, outdoor-oriented (Students, Employee etc)

Personality: 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.

Readiness stage: Unaware, intending to buy

Brand

Communication

Brand Communication

CooLUp will communicate to its consumer by

“100% natural drink” slogan

Brand CommunicationTo communicate our brand our statement will be:-

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 haven’t been able to do your work.

Differentiation tools

Differentiation

Tools

Differentiation ToolsWe differentiate our product from our target consumer by the tools which is given below:

Form

Feature

Design

Style

Performance Quality

Channel

Image

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

Balancing your PH and reduce risk of cancer

Features Differentiation

Boosting poor circulation

Relieving muscle spasms

Low in carbohydrates

Low in calories

Low in naturally occurring sugar

High in Vitamin C

Performance qualityCool Up drinks performance quality is superior. Because it contains five essential electrolytes like

PotassiumSodium Magnesium CalciumPhosphorous

That your body needs to keep nerves firing, keep muscles moving, and to manage stress that’s why cool up is the best way to refresh, and re-hydrate.

Style Differentiation

Our product’s 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 that’s 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.

Attributes of the BrandPositioningTest Marketing

Attributes of

the Brand

Attributes of the BrandThe attributes of our

brand is: Natural

Quality

Healthy

Friendly

Nutritious

Reasonable price

Refreshing

Pure

Rational AttributesRational 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” Purity as opposed to “natural”

PositioningWe have done two types of positioning for our brand:

Product category positioning

Brand positioning

Product Category Positioning

Expensive

Inexpensive

HighQuality

LowQuality

Brand PositioningHigh Price

Low price

Natural Artificial

Test MarketingFrom 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.

Packaging & Labeling

PackagingFor 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 original coconut.

PackagingColor: 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 water’s nutrients and flavor.

LabelingLabeling is the most important thing for a product. Because it contains brand name, product information, usages condition, ingredient etc.

Content Specification:

Servicing size 4fl oz(250ml)Amount per serving

 Carbohydrates 2 100mg

 Calcium 60mg

 Phosphorus 10mg

 Sodium 3.8mg

 Potassium 2.1mg

 Magnesium 10mg

Total Fat 0g

Cholesterol 0g

LabelingFont 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 24ºC