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1.0 Objective of the Study
Primary objective
Develop the branding strategies of Vroom Vacuum Cleaners in the light of consumer
behavior.
Secondary objectives
To attain the primary objective we had to pursue some secondary objectives:
To find out the rationale of selection for Vroom Vacuum Cleaners.
To find out the target customer of Vroom Vacuum Cleaners.
To analyze and identify environmental factors of Vroom Vacuum Cleaners.
To develop and mix & match the brand elements of Vroom Vacuum Cleaners.
To identify differentiation factors of Vroom Vacuum Cleaners.
To suggest blue ocean strategy for Vroom Vacuum Cleaners.
To develop brand sense for Vroom Vacuum Cleaners.
To suggest secondary brand association for Vroom Vacuum Cleaners.
To take care of 22 immutable laws of branding for Vroom Vacuum Cleaners.
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2.0 Methodology
The report was largely involved in accumulation of information that
comes partly from the Primary and partly from the Secondary sources.
Primary Sources
Primary sources were those friends, relatives, cousins and family members
around us who were familiar with Vacuum Cleaners.
To collect the information, structured questionnaires were prepared for the
respondents.
Sample size: Number of respondents = 20.
Secondary Sources
Secondary information was collected from the internet.
Statistical tools were used to analyze the information which has been presented in a
graphical format.
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3.0 Rationale for Product Selection
After going through several options, we finally picked vacuum
cleaner as our product and topic of interest. Our choice is not based on any
random thought or intuition but clearly indentified rationales which are as follows:
Climate: Bangladesh is a typical tropical country whose atmosphere is humid and
dusty. The surrounding air is so full of dust and mites that discovering dust on every
material and surface (covered or uncovered) is a common observation.
Cleaning dust once a day would not suffice. Its a matter of minutes before wind
blows again and brings in more dust to replace what has just been very recently
cleaned and disposed.
To fight with such dust prone climate, vacuum cleaner could prove to be a very
effective tool.
Carpet dcor:A vacuum cleaner will make cleaning much easier and is really a
necessity if people have many carpets. Dirt, dust, small bugs, and even pet hair can
become firmly entrenched in the fibers of carpets. Without periodic cleaning, their
house will become a haven for filth. Vacuums are the best tools they can buy for
pulling all the dirt up and out to not only make their carpet cleaner but also their air
healthier to breathe.
Industrialization: Bangladesh is rapidly moving towards becoming an
industrialized economy. With increasing population and decreasing land availability
for agriculture, Bangladesh is becoming more industry intensive than agriculture
intensive.
While such paradigm shift awaits us in future, it is not hard to conclude that the
existing problem of unavailability of maid is going to intensify even more as the
labor force starts working in the plants, factories, or production facilities of the
various industries.
Thus cleaning using traditional tools without maid would become a burden for
households and they might incline towards technology for their rescue. And a better
cleaning solution that technology can give them is vacuum cleaning.
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Poor health:With ever increasing pollution, the number of people suffering from
lung problems is climbing. Many people are found to be allergic to dust and mites in
the environment, sometimes even experiencing asthma attacks due to dust. People
belonging to every age range (from children to elders) are now found to be allergic
dust and the number is expected to rise as the pollution worsens every day.
Vacuum cleaner could be a life saver for such people.
Women empowerment: As increasing number of females are getting education
and becoming empowered, the association of the term home-maker with married
females could become old-fashioned. With more and more ambitious females
leading the nation by their skills and services; it is likely that they shall switch to a
better and time saving cleaning alternative. A vacuum cleaner could play such a
role in future making working females able to juggle their household chores and job
duties.
Dawn of the Generation Y era:As the era of generation X is coming to an end,
the generation Y or generation next (born from 1980s to 90s) is ready to take on the
full responsibility of the nation, technology, innovation and change is going to getmore attention and acceptance than that they got from the earlier generation.
Generation Y is more welcoming to novel technology and fresh ways of doing
things. They understand how technological advancement and modernization makes
life easier and effortless and they highly demand such lives. Generation Y have
been shaped by the rise of instant communication technologies made possible
through use of the internet, such as email, texting, and IM and new media used
through websites likeYouTube and social networking sites like Facebook, Myspace,
andTwitter. They have also been shaped by the use of computers, cell phone, mp3player and the like. Therefore it is very much apparent that the future families and
households of generation next will embrace a new way of cleaning---vacuum
cleaning, that would put their lives completely at ease.
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pressure (about 100 kPa) by 20 kPa. The higher the suction rating, the
more powerful the cleaner.
Many people misinterpret the power rating (in watts) of a vacuum cleaner as its
suction capacity. They think the more it has, the more effective it is in cleaning. The
power does not indicate the effectiveness of the cleaner; only how much electricity
it consumes.
5.0 Our Product
How it will work
It may look like a complicated machine, but the conventional vacuum cleaner is
actually made up of only six essential components:
An intake port, which may include a variety of cleaning accessories
An exhaust port
An electric motor
A fan
A porous bag
A housing that contains all the other component
When you plug the vacuum cleaner in and turn it on, this is what happens:
The electric current operates the motor. The motor is attached to the fan,
which has angled blades.
As the fan blades turn, they force air forward, toward the exhaust port.
When air particles are driven forward, the density of particles (andtherefore the air pressure) increases in front of the fan and decreases behind
the fan.
This pressure drop behind the fan is just like the pressure drop in the straw
when you sip from your drink. The pressure level in the area behind the fan
drops below the pressure level outside the vacuum cleaner (the ambient air
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pressure). This creates suction, a partial vacuum, inside the
vacuum cleaner. The ambient air pushes itself into the vacuum
cleaner through the intake port because the air pressure inside
the vacuum cleaner is lower than the pressure outside.
As long as the fan is running and the passageway through the vacuum
cleaner remains open, there is a constant stream of air moving through
the intake port and out the exhaust port. But how does a flowing stream of
air collect the dirt and debris from your carpet? The key principle is friction.
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Figure: The diagram illustrates the above described mechanism
Models
Wet/dryvacuuma form of vacuum cleaner that can be used to clean up
wet or liquid spills. They commonly can accommodate both wet and dry
spillage; they are equipped with a switch or exhaust port for reversing the
airflow, a useful function for everything from clearing a clogged hose to
blowing dust into a corner for easy collection.
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The basic design for this model: On its way through the cleaner, the air stream
passes through a wider area, which is positioned over a bucket. When it reaches
this larger area, the air stream slows down, for the same reason that the air
speeds up when flowing through a narrow attachment. This drop in speed
effectively loosens the air's grip, so the liquid droplets and heavier dirt particles can
fall out of the air stream and into the bucket. After done with vacuuming, the user
simply can dump out whatever has collected in this bucket.
Hypoallergenic vacuum cleaner a form of vacuum cleaner that removes
particles from flooring, carpet, and furniture, as well as the air surrounding
the cleaner by suction, creating a non-allergic state.
Existing technology for this model: Hypoallergenic vacuum cleaners use a
system consisting of three components: the engine, filter, and bag or cup. Modern
hypoallergenic vacuum cleaners generally use HEPA (High-Efficiency
Particulate Air filtration) filters to trap a large amount of very small particles
that other vacuum cleaners would simply re-circulate back into the air of the home.Hypoallergenic vacuum bags differ a great deal from non-hypoallergenic bags.
While regular vacuum bags are designed to simply contain dirt and debris,
hypoallergenic vacuum bags will trap large amounts of the small particles that
typically get re-circulated back into the air. Hypoallergenic bags usually come in two
pieces, an inner and outer bag. The inner bag (which captures the dirt) will be
disposable and completely contained. Outer bags will sometimes take the place of a
filter, altogether filtering out dust and allergens out of the air. The most modern
hypoallergenic vacuum cleaners will use the two bag system with the outer bag
made up of high-performance HEPA type material treated with germicidal chemicals
to reduce the growth of mold, bacteria and viruses. High-efficiency particulate air
filtration (HEPA) filters attached combined with the special bags, are effective in
trapping almost 100% of allergens, including ragweed, dust mites, and grass pollen.
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Cordless upright vacuum cleaner These vacuums are perfect
for a quick cleanup and can even clean your entire home or
apartment when fully charged up. They are lightweight, portable,
and rechargeable, instead of using AC power.
6.0 About Walton
Walton HIL (Walton Hi-Tech Industries Ltd.) is the pioneer of Refrigerator, Freezer,
Air Conditioner and Motorcycle Manufacturing Technology in Bangladesh. R. B.
Group (Mother Company) is the country's top business Group in electrical and
electronics, Motorcycle, Electricity generating equipments and other household
electrical & electronics appliances using the brand name WALTON.
The company has been running its business with a great reputation since 1977.
Establishment of Walton HIL to Manufacture Refrigerator & Freezer, Air Conditioner
and Motorcycle etc. in Bangladesh is a milestone in the path of success and
reputation of the brand WALTON. Walton HIL has first introduced advanced research
and manufacturing technologies and equipments for household & commercial
Refrigerator & Freezer, Motorcycle and Air Conditioner etc. in Bangladesh. The
company desires to provide the latest technology based products with innovativedesign, excellent quality and many different models & capacities. In this concern,
Management of Walton HIL ensures their commitments for quality at any cost.
WALTON brands main products are different types of Television (CRT, LCD, and
LED), DVD Player, Motorcycle, Refrigerator & Freezer, Microwave Oven, Steam
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Oven, Domestic and Industrial Generator, Manganese & Alkaline Battery,
Air conditioner and various types of necessary and useful home
appliances etc.
Walton HIL is furnished with strong Research & Development (R&D) Division
comprising of a large team of dedicated highly skilled engineers & technical
personnel from home and abroad. It is fully
equipped industrial set- up with annual
production capacity of 0.8 million Refrigerator,
0.108 million Motorcycle and 0.3 million Air
Conditioners.
The Industry has its own Mold & Dye making
section, high precision molds & dyes are made
by the help of the state- of-the-art VMC, CNC Wire-
Cut, EDM etc. machines. The company has three Poly Urethane Foaming Plants,
three Thermoforming (Vacuum forming) Units; highly equipped Metal Forming Units
with Powder Coating, Nickel-Chrome Plant & Die-Casting Section, and Robot
operated Injection Plastic Molding Plant, Highly equipped Test Lab, Printing &
Packaging Section etc.
Walton HIL always emphasizes on supreme priority in achieving customer
satisfaction. The company always ensures product quality and renders the
innovative latest technologies in its products. It has a complete experienced
professional engineering team combined with both home and abroad to serve the
valued customers.
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7.0 PEST Analysis
This is also reasonably important for a company to analyze PEST (Political,
Economic, Socio-cultural and Technology) factors before beginning its marketing
process. Just alike SWOT, PEST analysis also consists of external and internal
factors.
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Political factors:
The political arena has a huge influence upon the regulation of businesses, and the
spending power of consumers and other businesses. We choose to consider few
questions here:
How stable is the political environment?
Governments position on business ethics
Economic policy of the govt.
No doubt that the political environment of Bangladesh is somewhat fluctuating, but
still the govt. encourages new investments, businesses, and innovative ideas for
which we can imagine that the govt. will allow us to do business successfully and
would help us to grow further. As we are a local firm, we are expecting of tax
rebates from govt. We would such prices that are reachable for the mass people but
still if govt. feels to reduce that, negotiation may occur between the govt. and us.The role of Bangladesh govt. in encouraging the private sectors is praiseworthy. We
would expect the govt. to take such initiatives that helps the local firms to do
business comfortably. As we know that political system is responsible for making
laws, we would encourage the officials and the authorized parties to not make any
law that hampers the business environment.
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Economic factors:
Here, we considered the state of a trading economy in the short and long-terms. We
have considered few sub-factors here:
Bank financing
Interest rates
Exchange rate mechanism (if required)
Inflation
Labor policies etc.
So far analyzing these sub-factors, we have found that the financing condition
should be friendlier for the new or emerging businesses especially for the local firm
in a sense that the locals will generate and circulate money within the country.
There is no chance that the money would go in foreign market unless any raw
material is imported. The interest rate is somewhat a bit high that should be
considered. We are satisfied with the labor policies of Bangladesh govt. The inflation
is currently double figured and should be controlled or else production should be
increased with necessary govt. aid or subsidies. The energy availability should bemore because that is a decider whether the production should go properly or not.
Govt. should focus on increasing the energy sector.
Socio-cultural factors:
The social and cultural influences on business vary from country to country. It is
very important that such factors are considered. In this regard, we have considered
few things as well:
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Demographics
Life style
Educational levels
Social hierarchy
Consumerism etc
We found that our targets lay in such demographic arena that are well established,
educated and occupied with various services that are giving them good money in
return. So apparently we should target niche segment. In the context of
consumerism, the govt. is pretty elastic. So we are looking for to serve the
consumers as well as earn profit. We have analyzed that our targets are almost in a
50-50 situation in gender case. There are females who choose the household
appliances and the males, on behalf of them purchase the product. In case of
lifestyle we have monitored the attitude of leading life of the targets. We have seen
different age groups in terms of their ideas and thoughts, beliefs, spending
patterns, their family background ( in terms of nuclear or extended families), their
willingness to accept the new innovations etc. After the research we found that the
current generation is more willing to accept the new and upcoming ideas and they
are potentially influencing the older generations in purchasing and decision making.
Technological factors:
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Technology is vital for competitive advantage, and is a major driver of
globalization. Todays world is considered as a global village, so
technological advancement is definitely required. Advancement of
technology in terms of economies of scale is a vital issue because it would not only
increase production, but also help the firm to gain competitive advantage over its
competition. New discoveries and innovation are our all time endeavor. We always
strive for that. But at the same time the cost of transferring technology shall be
considered and how fast can it be possible for us to do it. Rate of obsolesce is
another issue that we should look for. As technology is updating almost every day,
is it rational for us to run for updated technologies or should we innovate the
procedures of making things of more quality through modification based on
consumer preferences.
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8.0 SWOT Analysis
A firms SWOT analysis is the widely used framework for organizing and
using data and information gained from situation analysis that encompasses both
internal and external environments. The objective of SWOT is to generate
information that will help to match the organizations goals and objectives with the
social environment where the business operates.
Factors affecting a SWOT analysis can be classified as:
Internal factors (Strength and Weakness) and
External factors ( Opportunities and Threats)
Product Category:
No doubt that vacuum cleaner is a home cleaning appliance type product but many
people of our country possess an idea that it is kind of specialty product. They think
in this way because of its high price, technology, and unpopularity.
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Strength:
I. Need based marketing force and expertise: We have a very
dedicated and highly trained professional group of marketing expertise that
will enhance and assure our sales and strategy makings regarding our
product, target market etc. As we have realized that vacuum cleaner is a kind
of specialty product to our people, the sales force needed to be more
enhanced as experts. The demand of consumers is latent. They are feeling a
change but cant communicate properly. The change they want is regarding
the cleaning procedures and mechanism.
II. Quality process and procedures: We maintain a highly standardized
production system that is certified as per the ISO 9001 certificate. So
consumer reliance would be greater. They would realize that our vacuum
cleaner would perform better. The customers would have a platform to rely
on us.
COMPETITIONS: We dont have any direct competitions around but the
current users import product from abroad through friends and relatives which
costs them more. Still we are cautious of having competition with thoseindirect competitors. For which we have taken some measures. They are:
III. New innovations: Our R&D team is continuously engaging their hardship to
improve the product quality, finding new innovations.
IV. Scale of economy production: As the cost of labour is low in our country,
we have successfully achieved the economies of scale in production.
V. Size and financial resources: We have a significant number of financial,
intellectual, informational, legal, relational, reputation and human resource.
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SIGNIFICANCE of The above measures:
The significance comes due to the demand the respondents have
prescribed. The demand is latent and the customers would prefer vacuum
cleaner if:
It is cheap More quality product Soundless/ less sound producing Lightweight More variations in colour More suction power etc.
Other factors of strength could be:
VI. Changing climate: Changing climate offers us to make the consumer
understand the realities and importance of the vacuum cleaner because, in
many parts of our country, the traditional cleaning tools are producing with
such material that the people find susceptible to nasal allergy. Besides
changing weather pattern changed the dust pattern that made it difficult for
the traditional cleaning tools to clean the dust.VII. Our collaboration with our stakeholders: We have close attachments
with all our stakeholders that make us strong to get quick information
regarding new ideas and market pattern.
Weakness:
I. Time management: Regarding time management, we have to be tight
especially in meeting orders.
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the price is high. So their spending pattern in that sense, is still a
bit unfriendly towards these products.
IV. People may lack in realizing the importance of the product
Wrapping up:
To wrap up the SWOT of Vroom, I would like to signify the whole scenario under
some specific points.
The category of product: Home cleaning appliance
Product need:
Latent in type
Unavailability of maid servant
rapid industrialization
low performance of maids etc
Benefits sought:
Consumers prefer soundless product
more cleaning
no sharp edge
electric shock protecting
lightweight
Low price
More variations in design and colour etc.
Competitions:
No direct competitions
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Some indirect competitions may exist
Price:
Consumers feel that it is somewhat high
It should be lowered
Within a range of Tk. 6,000 to Tk. 14,000.
Fears of consumers:
Unsafe for children
Heat protection
Electromagnetic
Shock protection
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9.0 Target Market Analysis
For every business plan or product launch, there should be the idea of putting or
selecting a distinct target group or groups for whom the business will take place.
Target customers are the key portion that will generate profit for the firm. Targets
are basically those people who might use a product in future (prospects), or there
are some who are already in using a product (current users), depending on their
user status.
However, vacuum cleaner is such a product that is not being used by mass number
of the countrys population. In case of big cities of Bangladesh, it has been used by
people who are very niche and selective in number. We have gone through a survey
of our own to find out the rationale of the users of this product, the approximate
number of people, and their thoughts regarding this product and so on.
To find out the probable scenario regarding our targets we have tried to find some
answers through the following steps:
1. Defining our Product Markets
A market is a group of potential customers who have similar needs and are willing
to purchase goods or services to satisfy those needs. A product market is a
market of customers with very similar needs. An example of a product market
would be for laptop computers, where customers have the choice between products
from Microsoft, Dell, Apple, Fujitsu, etc. We have considered four important aspects
when defining the product market:
1. What - Product Type
2. To Meet Customer Needs
3. Who - Customer Segments
4. Where - Geographic Region
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Early Adopter/Follower
Require Referrals
Decision Making Process
Behavioral:
Purchase History
Where They Shop
Type of Store Preferences
Association Memberships
Internet Usage
Impulsiveness
Environmental:
Country of Residence
Payment Methods
Currency
3. Group Customers into Homogeneous Micro Segments
In this stage of the segmentation process, our goal was to find customers who have
similar needs that will respond to a marketing mix in a predictable manner.
Following are 4 criteria that strong market segments have in common:
1. Homogeneous - customers in a market segment should be very similar in
both their segment dimensions and their likely response to a marketing mix.2. Heterogeneous - customers in different market segments should be as
divergent as possible with other segments.
3. Economic Upside - the segment needs to be large enough, or predicted to
grow sufficiently, to be profitable.
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4. Operational - the segment dimensions should be helpful for
understanding & identifying customers and making decisions
regarding the marketing mix.
4. Final Step: The target market analysis
Following are 5 criteria that indicate whether one has selected a viable target
market: size, expected growth, competitive position, cost to reach, and
compatibility.
1. Size - how large is this target market? Worth pursuing?
2. Expected Growth - even if the market is small, it may be profitable if there
are indications that it will grow.
3. Competitive Position - low competition equals attractive market.
4. Cost to Reach - is this market accessible with our tactics?
5. Compatibility - how aligned is this market to our goals?
We have followed the above cited methods to reach into a final conclusion
regarding our targets. For that, we have gone through depth interview,
questionnaire method and also into a focus group discussion with the housewives
and different expertise.
On the above we have shown which methods we have followed, now we are going
to reveal the results we have found.
Analysis of the dimensions of the target market
We have gone through a survey having a sample of 20 people. We have conducted
this survey in many parts of the Dhaka city namely; Gulshan, Banani, Baridhara,
DOHS, Shantinagar, Mirpur, Banasree and Uttara. After conducting the survey we
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Gender
50%50%
Female
Male
Out of these huge numbers of people we have found a proportion of gender as 50-
50.
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E d u c a t
40
55
5%
Q . 3 ( E d u c
P o s t G ra d
Under gr ad
H S C / A L e
The ratio of the education level of the respondents is given here. Here we can see
that 55% are undergraduates and the rest are from graduate and below graduate
level.
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15%10%
25%30%
5% 5% 5% 5%
Hou
sewife
Businessm
an
Priva
teService
Holder
Student
Intern
Doctor
Retire
d
Lecturer
OccupationHouse wife Businessman
Private Service Holder Student
Intern DoctorRetired Lecturer
We conducted the survey to a variety of people among which a broad number
(15%) were house wives, 25% were private service holders, the rest were others.
Besides we conducted a separate survey in East West University where a significant
number (30%) of students attended the survey that we have taken.
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0%
10%
20%
30%
40%
tk. 100,000+ tk. 25,000 to
tk. 40,000
tk. 40,000 to
tk. 55,000
tk. 55,000 to
tk. 65,000
tk. 65,000 to
tk. 100,000
Family Income
Income is a crucial factor in choosing the respondents of such product that is not
currently so popular in a country because many of us are still habituated with our
traditional cleaning tools. In considering the class that earns a significant amount of
money, is our first choice as targets. Among our respondents, above 40% are in the
groups of Tk. 55,000-65,000 earners whereas a large number (25%) are falling in
the groups of Tk. 25,000-40,000 earners. About 15% are falling in the groups of Tk.
65000-100,000 earners. As an outlier group with only 10% contribution, at present
we are considering the above Tk. 100,000 groups because they can afford almost
anything they want.
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Psychographic
Do you use vacuum clea
No
65%
Yes
35%
We have asked people despite their social class that whether they use vacuum
cleaner or not, among them 65% replied as No and only 35% replied as Yes.
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54%
15% 15% 15%
It is expensive Handling is difficult Bad noise Prefer traditional
cleaning tools
Why not use vacuum cleaner?
There was obvious reason for those 65% to not use this product. The reason those
65% respondents gave us are given on this graph where we can see that, 54% says,
this is an expensive product which a significant numbers and (15% each) says, theyhave difficulties in handling it, or they are irritated for its bad noise or they prefer
traditional cleaning tools.
Why use vacuum cleaner?
71%
29%
It saves time
It's a durable cleaning tool
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For those, who already are using this product, also have suggested the
reasons why they are using it. Among them, 71% says, vacuum cleaner
saves time and the rest (29%) say it is a durable cleaning tool having a
onetime investment for long run service.
Does the noise irritate you
Yes
55%
No
45%
No doubt vacuum cleaner produces a harsh noise. For which almost 55% of our
respondents replied us that the sound irritate them whereas the rests (45%) are not
bothered about sound.
Are you allergic to dust?
Yes65%
No
35%
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Among the respondents, 65% are reported to be susceptible to dust
allergy and rest (35%) said they are ok with dust. The respondents
reported that the changing tropical weather and moist atmosphere are
the reasons why they are vulnerable to dust allergy. The group also replied that,
small bugs like mites are giving them trouble regarding nasal allergy.
Behavioral
Spending Pattern on Vacuum Cl
65%
35%
Less than tk.10,00
Tk.10,000 to tk.20,
People showed us their passion regarding cleaning tool where they have put
remarkable thoughts regarding their spending pattern on vacuum cleaning
machine. Among them almost 65% told that they would purchase this machine
when it is less than Tk. 10,000 and 35% of them said that they would purchase it
when it is in the range of Tk. 10,000 to 20000.
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Brand Name Important
Yes
55%
No
45%Yes
No
55% of the total respondents replied that they prefer brand name and feel like to
purchase branded goods whereas the rest (45%) reported to be less brand loyal and
does not bother about purchasing branded goods. The brand purchasers reported
that they purchase branded goods because of prestige, good quality and warranty
whereas the other party is more apt to purchasing low priced or discounted goods.
Final touch
As per our research with different people belonging to different social class earning
different ranges of money with a divergent status of education level; we can come
to a conclusive decision. We have found that we have a significant amount of
prospects in the areas of Gulshan, Banani, DOHS and Baridhara where the trend
shows that the market shall grow in future in more different areas of Dhaka city and
perhaps, eventually in other metropolitan cities. It is a homogenous market where
the need for the cleaning machine like vacuum cleaning is to clean the household
items. But there are some exceptions that a significant number are demanding
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sound free or less noise making vacuum cleaner that is making us think
of it. The current users are purchasing these types of products from
abroad via their relatives or friends which are taking a longer time their
hands. So we can conclude that we have no direct local or foreign competition
around us. So it would be wise to launch our cleaner within the shortest possible
time because where there is no vacuum cleaner and the customers desire it within
a desirable budget; we can provide them with such vacuum cleaners that will satisfy
their needs and it would be easier for us to position our product and its value into
the minds of consumer.
10.0 Brand Elements: Mix & Match
Brand elements or brand identities such as brand name, logo, color, slogan,
jingle, and package are those trademarkable devices that serve to identify and
differentiate the brand.
Each of these brand elements must fall under one or more or all of the following
crireria:
Memorability
Meaningfulness
Likability
Transferability
Adaptability
Protectability
Here follows the discussion regarding our brand elements mix & match with the
above criteria:
Our brand name is Vroom. It has the subsequent criteria:
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It is memorable because people will associate Vroom with
the typical sound of a working vacuum cleanervrooooomm!!!
Therefore the name Vroom can be easily recognized and
recalled by the customers.
It is meaningful as it describes the nature of our product. Vroom has
been derived from the words Broom and Vacuum. We replaced B of
Broom with the V of Vacuum to create a new word (neologism)
Vroom which means Vacuum Brooma new broom!!!
It is likable as the name sounds fun, interesting and creates verbal
imagery. When people will hear Vroom they will conjure mental images
of a vacuum cleaner cleaning while making a vrooooomm sound.
It is transferable across geographic boundaries and the cultures.
Vroom is a made-up word with no literal meaning and could mostly be
perceived as a type of sound. Therefore, it is highly unlikely that it would
have any negative connotations in other cultures.
It is protectable. As it a new word (neologism) with no literal meaning, it
could be legally and competitively protected by registered trademark.
Our logo is . It has the subsequent criteria:
It is memorable because it is simple and has a unique typography (V has
been written in a distinctive typeface). People can easily recognize and recall
it.
It is meaningful. V stands for Vroom which in turn means Vacuum
Brooma new broom!!!
It is likable because it is visually rich and is aesthetically pleasing. The logo
is a rich green in a distinctive typeface and if it is rotated 90 degrees
clockwise it shall reveal the contour of a birds face (sidewise) --
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It will be transferable within and across product boundaries but not across
all geographic boundaries and cultures. Some country could give it a positive
connotation (victory) while others could attach negative connotation
(offensive sign).
It is adaptable because it is flexible. The logo would work in black & white as
well. It could also be updated with time if necessary using other color or
typography (variety of weights, widths, and proportions).
It is protectable. Its typographys uniqueness will enable it to be legally and
competitively protected.
Our color is a lighter shade of green (the color of fresh new leaves).It has the
subsequent criteria:
It is memorable. This shade of green is catchy and could be associated with
the color of fresh new leaves of spring. Therefore, it can be easily recognized
and recalled by people.
It is meaningful. For our brand, the color green stands for environment,
nature, optimism and relaxation. Vacuum cleaner is an environment friendly
product that would clean the surroundings and preserve the nature. People
will feel more optimistic about cleaning with a vacuum cleaner because it will
save valuable energy and time. Vacuum cleaner will remove the hassles of
cleaning with traditional tools and will bring relaxation into life.
It is likable. It will create verbal imagery by making the association of the
color with fresh new leaves of spring.
It is transferable within & across product boundaries but not as transferable
cross geographic boundaries & cultures. In Indonesia, it is a forbidden color.
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South America and countries with dense jungle area could
perceive it as the color of death.
Our slogan is Its the new broom!!! It has the subsequent criteria:
It is memorable. It is absolutely unique and simple and so people can
easily recognize and recall.
It is meaningful. It describes the nature of our product and reflects its
benefit (it is a new and better cleaning tool that will take the place of a
broom). It is also persuasive as it creates interest by emphasizing on the
words new broom.
It is likable. It sounds totally fun and interesting because it is different. It
will create verbal imagery as people will try to imagine a new broom.
It is transferable across geographic boundaries and cultures because it
is different and unique and will not have any negative connotation in
English speaking nations.
It is legally and competitively protectable because of its uniqueness (this
has not been used as a slogan before).
Ourjingle is as follows:
Leave the gloom,
Take the vroom,
Make the room,
Feel the bloom,
Because its the new broom!!!
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It has the subsequent criteria:
It is memorable as the jingle rhymes very well. People will be able to easily
recognize and recall it.
It is meaningful. It describes the benefit that customers will gain from using
the product. Each of the lines means as such
Leave the gloom ---leave behind your discomfort for cleaning
Take the Vroom ---try vroom vacuum cleaner instead of a broom
Make the room ---clean your room with a vroom vacuum cleaner
Feel the bloom ---feel the joy of a new and better cleaning experience
Because its the new broom --- adopt vroom as the new means of
cleaning
It is also persuasive as it highlights the product benefit in a rhyming manner.
It is likable as the jingle sounds fun and interesting and will conjure verbal
imagery in people regarding a better cleaning solution that will bring ease in
life.
It is transferable across geographic boundaries and cultures especially
across English speaking nations because it will not have any negative
connotations there.
It is legally and competitively protectable as it is new and has not been
used before.
11.0 Webpage & Mascot
We designed a webpage for our product. Its purpose is to give prospects and
customers information regarding Vroom vacuum cleaners.
We also designed a mascot for our product a bird. We have chosen it as our
mascot because it has an important and common association with our product. Bird
is a friendly creature and like a bird our product (Vroom Vacuum Cleaner) is also a
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friendly product that will help people to make their life easier. We named
our mascot as Vroom Bird. Though Vroom Bird will look sober and
friendly to humans but it will have an aggressive nature towards dirt that
will remind the consumers about Vroom.
12.0 Differentiation or Die
Whatever you are selling, the level of competition is increasing. So, how to survive
and prosper in this competitive marketplace? How do I market to a segment that is
not price oriented? The answer is, the cornerstone of any marketing program must
be based on a product or a services point of difference. Despite my best efforts,
many companies dont understand this or they dont know how to do it. An ugly fact
of life is, if you make mistakes, your competitors quickly get your business. What is
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our country. People may feel a bit awkward thinking that, Whats
of worth in buying a vacuum cleaning machine? for them, the
answer could be easy and time saving cleaning through our latest
soundless and liquid dust suction capacity. It is kind of two in one
situation here. You dont have to wash your floor every day.
4. The Leadership psychology: Humans tend to equate bigness with
success and social status. Leadership is the most direct way to establish the
credentials of any brand. And credentials are the collateral you put up to
guarantee your performance. So, as the first vacuum cleaner provider, would
it be very tough to consider us as leader in this monopoly market?
Now, the mentioned points are just what Psychology says about human patterns
of perceiving things that are out of the box. There are of course, some
common criteria that we have considered to differentiate our product to that of
our indirect competitions. These are mentioned below.
Common product differentiation tools:
We have considered few target factors here that have to be served. These are:
Features
Durability
Repair ability
Ordering ease
Customer training
Customer consulting
Installation
Features: Features are immutable desire of customers of any type. No doubt
people purchase something to meet their needs. So providing something of
unique these days is as important as making profit, because, without providing
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sufficient benefits, it is foolishness to expect something in return.
Keeping this in mind, we have tried to modify our product as much as
possible. We have considered few factors that the consumers
reported as annoying to them, say for instance the harsh sound the cleaner
makes. We have attached a sound protecting silencer that will completely
reduce the harsh sound that irritates the user. The most unique of our feature is
liquid dust cleanser that automatically cleans liquid dust on the floor.
Durability: It is also our concern to provide durable goods to consumers. We
are providing duration of 5 years at a time service with rechargeable batteries
with warranty.
Repair ability: We have our own technology experts that are dedicated to
serve our customers on their need. We dont take charges for any repairing
within 5 years of warranty. In some cases, we can provide completely new
product to our consumers.
Ordering ease: We always think about our consumers. We have targeted such
class that are well educated and users of internet. For the betterment of
consumers, we have developed our own Web Page providing adequate
information about the vacuum cleaner and the option the customer may get
from us. Besides internet, we take order through mail and telephone numbers.As a common ordering system, our outlets are always there.
Customer training: Here actually come the roles of our dedicated sales force
who relentlessly work for the customers. Customers may have problem
regarding the technical aspects or using of the product. So, we provide customer
training through direct contact in their houses. For this purpose, every sales rep
is trained to have technical knowledge regarding the product.
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Customer consulting: In this era of extreme competition and
vulnerable economy, providing training is not enough. We are also concerned
about the post purchase phenomena of the consumers. For that, we provide a
toll free number to them to contact us any time they need. We always believe of
making long term profitable relationships with our customers. We believe that
selling more having a broken relationship is of no worth. It may increase
temporary sales but in the long run it will give us nothing. So, if we can make
sustainable relationships with our consumers, it will give us more benefits.
Installation: We provide the installation service to customers if required. We
take a charge on that but that is really insignificant in amount.
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13.0 Blue Ocean Strategy
Value Innovation
Value Innovation is the cornerstone of blue ocean strategy. Value innovation is the
simultaneous pursuit of differentiation and low cost. Value innovation focuses on
making the competition irrelevant by creating a leap of value for buyers and for the
company, thereby opening up new and uncontested market space. Because value
to buyers comes from the offerings utility minus its price, and because value to the
company is generated from the offerings price minus its cost, value innovation is
achieved only when the whole system of utility, price and cost is aligned.
In the Blue Ocean Strategy methodology, the Four Actions Frameworkand ERRC
gridassist managers in breaking the value-cost tradeoff by answering the following
questions:
What factors can be eliminatedthat the industry has taken for granted?
What factors can be reduced well below the industrys standard?
What factors can be raised well above the industrys standard?
What factors can be createdthat the industry has never offered?
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Red Ocean Strategy vs. Blue Ocean Strategy
Unlike blue ocean strategy, red ocean strategy does not allow value innovation by
breaking the trade-off between value & cost and does not enable a company to
pursuit differentiation and low cost simultaneously.
Needless to say that, companies pursing a blue ocean strategy over a red ocean
strategy are more successful, long-running , profitable and often emerge as the
market leader.
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Three tiers of Non-customers
Blue Ocean strategy calls for focusing on the non-customers. The non-customers for
Vroom could be divided into 3 tiers:
Tier 1: Soon-to be non-customers who are on the edge of your market waiting to
jump ship. In our case, first tier non-customers would be house wives who are
looking for a better cleaning tool at reasonable price. They want to their save time
and efforts behind cleaning.
Tier 2: Refusing non-customers who consciously choose against your market. Inour case, second tier non-customers would be technophobic females who are
uncomfortable with technology. Though technology can make life easier for them,
their lack of ease with technology makes them avoid it.
Tier 3: Unexplored non-customers who are in market distant from ours. In our
case, third tier non-customers would be males. Traditionally females are expected
to take care of the cleaning job of households. Male psychology does not perceive
cleaning as manly. The reason behind this accepted norm is quite predictable. How
do you think the mental picture of males holding brooms appeal to people? Funny
and unusual of course! But does the idea of males using a vacuum cleaner seem
irrational and indecent? We guess not! We could certainly try to change the
viewpoint of males regarding cleaning if we introduce a vacuum cleaner as a means
of cleaning.
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Sequence of Blue Ocean Strategy
We are following this sequence for our blue ocean strategy. We are providing
exceptional buyer utility through innovative features (fluid suction, hypoallergenic
vacuum cleaning, electric mop, etc.) at prices which are reasonable (wet/dry
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vacuum cleaners at tk. 14,000, hypoallergenic vacuum cleaners at tk.
10,000 and cordless upright vacuum cleaners at tk. 6,000). We have set
our strategic prices such a way so that they attain our cost target to
profit. And finally we have overcome our adoption hurdles within the organization
(cognitive hurdle, resource hurdle, motivational hurdle and political hurdle) to
actualize our business idea.
We tried to overcome the hurdles in the following ways:
Cognitive hurdle: Break status quo by promoting change in the organization.
Handling disgruntled stakeholders.
Resource hurdle: Redirect resources from cold spots to redistribute resources
to hot spots.
Motivational hurdle: Zoom in on key influencers to get the organization to
change itself
Political hurdle: Leverage angels to silence devils. An advocate placed in the
top management team.
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The Eliminate-Reduce-Raise-Create Grid (ERRC) for Vroom Vacuum
Cleaners
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For Vroom Vacuum Cleaners, we eliminated the following:
Heat conduction: The vacuum cleaner will not heat up while
being used. The body would remain normal to touch.
Sound: The vacuum cleaner will have a sound-control system that would
eliminate harsh sound emission.
For Vroom Vacuum Cleaners, we reduced the following:
Price: We will offer vacuum cleaners at lower prices than the industrystandards.
Weight: We will produce light-weight cleaners that would be easily portable.
These portable cleaners will be rechargeable instead of using AC power.
Size: We will produce smaller vacuum cleaners so that they take less space
to store and could be moved around easily.
Power consumption: We will make narrower attachments for our vacuum
cleaners. The speed of the vacuum fan will be constant; the amount of air
passing through the vacuum cleaner per unit of time will also be constant.
But due to narrower opening at the intake port, individual air particles will
have to move much more quickly in order for all of them to get through in
that amount of time. At the point where the air speed increases, pressure
decreases, there it translates into a greater suction force at the intake port.
This way dirt could be cleaned faster without consuming more power.
For Vroom Vacuum Cleaners, we raised the following:
Suction power: Same reason as power consumption. Narrower attachments
would lead to more suction power without consuming extra electricity.
Safety: Vroom vacuum cleaners will be heat and shock resistant.
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HEPA filters: Our cleaners will consist of HEPA (High-Efficiency
Particulate Air filtration) filters to trap a large amount of very
small particles that other vacuum cleaners would simply re-
circulate back into the air of the home.
Hypoallergenic vacuum bags: Hypoallergenic bags will come in two
pieces, an inner and outer bag. The inner bag (which captures the dirt) will be
disposable and completely contained. Outer bag will sometimes take the
place of a filter, altogether filtering out dust and allergens out of the air. Our
modern hypoallergenic vacuum cleaners will use the two bag system with the
outer bag made up of high-performance HEPA type material treated with
germicidal chemicals to reduce the growth of mold, bacteria and viruses.
High-efficiency particulate air filtration (HEPA) filters attached combined with
the special bags, are effective in trapping almost 100% of allergens, including
ragweed, dust mites, and grass pollen.
For Vroom Vacuum Cleaners, we created the following:
Fluid suction: Out special wet/dry vacuums will be able to clean both dirt
and fluid spillage.
Electric mop: Our vacuum cleaners will include an electric mop in the same
machine, for a dry and a later wet clean.
Exhaust port: Our wet/dry vacuums will be equipped with a switch or
exhaust port for reversing the airflow, a useful function for everything from
clearing a clogged hose to blowing dust into a corner for easy collection.
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14.0 Brand Sense
Brand Sense is a holistic way of understanding, deconstructing and building a brand
by taking into account how, and where, it impresses each of our five senses. How
does a brand look? How does it taste and smell? Is it soft to the touch like
cashmere, or does it evoke the sizzle of the summer? Is your brands soundtrack
closer to Barry White or Bach? Well show you how a sensory approach cuts away
the jargon typically associated with marketing and branding efforts, leaving only the
base elements, or building blocks, that make up a perception.
So we can assume that brands these days shall be able to not just differentiate
themselves through services or quality rather they would be able to do such thing
that actually grabs attention in our five sensory systems. The humans process
information through brain but capture the image of any materials through their
sensory systems (i.e. Sight, smell, touch, taste and hear). So, influencing the
imagery and sensory systems is also vital because through the sensory systems,
people make decision.
As we are planning to launch a new brand of vacuum cleaner, we are therefore
match our product with the five sensory system humans have. However, not
necessarily we are matching our product only but also some of our services and
outlet plans. Let us see how we are planning to do these.
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Sight:
Under the sight system, we are planning to do a range of diversified
things that may grab and influence peoples attention and the decision making.
Under this criterion, we are planning to make a unique entrance of the showroom
itself where a big logo of Vroom shall appear. The logo would persistently make the
consumers aware of a new brand that we are launching. At the entrance we are
planning to put a big V as our logo for Vroom is kind of a V. Besides when a
customer will enter the outlet they would see many carts from ceiling that will grab
their attention. We are planning to develop our own mascot/character for Vroom
which we named as Vroom Bird (as the product is vacuum cleaner). Though
Vroom Bird will look sober and friendly to humans but it will have an aggressive
nature towards dirt that will remind the consumers about Vroom.
Product demonstration is another thing that we may consider under this particular
criterion. For such a specialty product like vacuum cleaner, a demonstration is
must. People are willing to see how these sorts of product actually work because
these are highly complex and technical product. The body type and design will grab
peoples sight because the texture is somewhat glossy. As our logo is green, we are
planning to decorate our showroom with green balloons. We can associate the color
green as environment friendly, technical product and also with our green
motherland (as we tell people that Walton is our product). So it might create some
patriotic and emotional attachment as well.
Summary of sight:
Prominent logo shaped entrance
Cart from ceiling
Vroom Bird the mascot/character
Product demonstration
Body texture of vacuum cleaner
Green balloon.
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Sound:
Sound is something that the customers prefer like anything because the
customers while purchasing an electrical device that they would use almost
regularly are more willing to test the product in terms of sound. So under this
particular sector, we are also considering a number of factors. These are:
Soft music in the outlet: We are thinking of playing soft music with slow
tempo to make the shopping environment more comfortable, soothing and
relaxing for our customers.
Character or mascot sound: Just alike Intel, we are experimenting to
create a unique sound for our mascot/character Vroom Bird that people willassociate with our product Vroom.
Mild buzz: This is more about the product actually. The product would have
a mild buzz while running or using as we have promised to reduce harsh
sound and provide a cleaner with low sound.
Catchy chime: When the product is activated through Start button, a very
mild and catchy chime will be there that will allow you to know that the
product is ready for cleaning. However, this factor is more relevant with
product demonstration.
Touch:
Touch is important for vacuum cleaner because if people find it uncomfortable to
handle or touch, they are not supposed to purchase it. So considering this term in
mind we have determined such factors that may help us to let our customers feel
our product. The factors we have identified here are:
Heat resistance: Many of our respondents told us that they are not willing
to purchase vacuum cleaner because of its heat emitting. So we are
providing the first ever heat resistant cleaning machine through fiber
hydrogenated plastic coating that stops the emission of heat. We will provide
guarantee on that and also we will show a demonstration on that.
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Hand grip: We are having a hand shaped gripping system that
will allow the user to grab the machine more comfortably.
Texture: The texture itself is so smooth that has no sharp edge.
So consumers can be assured of its touch safety.
Smell:
Smell is the least important actually if you consider vacuum cleaner as the product.
But still we can associate some of the factors with smell and vacuum cleaner. These
are:
Centrally perfumed outlet: We are thinking of maintaining a centrally
perfumed outlet so that the consumers find it relaxing and easy to shop.
Free perfume: We are providing a vacuum cleaner that reverse air after
cleaning dust. That is, as we know that vacuum cleaner sucks the dust
through sucking the air, it again delivers the sucked air to its natural
environment through an exhaust port. So we have made a compartment
attaching to that port that will contain a jar of perfume that will emit
perfumed air while cleaning. It will give the user not only a clean room or
environment but also a fresh feeling. We are purchasing the perfume from
some other company that is insignificant to mention.
Taste:
Perhaps the least important factor because there is nothing to taste actually on
vacuum cleaner. But we can greet our beloved prospects and our current customers
with coffee or some other drink. That will create favorable impression about us and
also help us to make close relationship with our targets.
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15.0
Leveraging through Secondary Brand Strategy
Our brand VROOM is totally a new brand. Generally people do not have much trust
on new brands. Again Bangladeshi people do not like to take risks rather they are
very much emotional and become motivated when hear something good about theproduct or the brand. Here 55% people say that brand name is important for buying
a product. If our brand is associated with other brand which is already established
that will help people to take decision about the product as brand name is important
for them.
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From our survey we found, the use of vacuum cleaner in household is
very few though they have idea about the product.
Do you use vacuum cleaner?
No
65%
Yes
35%
Our product is new and also the rand, so to reach to the consumer mind and to
establish a trustworthy place, a medium is very necessary. And the medium will be
other established brand which has already a trustworthy place in consumer mind
and linking to the brand to other information in memory will convey meaning to
consumers. In a word, we try to pull out our new idea for giving people a healthy,
neat and clean life.
Company as secondary brand
We are using WALTON company as our secondary brand. Its a known and also a
popular brand in Bangladeshi market. From 1977, it has been serving people. It has
own production center to make TV, motor cycle, refrigerator, generator etc. where
maximum company of Bangladesh depends on importing goods in this sector. The
research center of Walton is very much enriched which ensure the quality of the
product. This company is a pride for Bangladeshi people as its serving withBangladeshi goods. This has created a positive feeling for it. A Bangladeshi
company producing such kind of quality products in Bangladeshi plant is also
enriched the brand equity of WALTON.
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Country of origin as secondary brand
Generally brand use country of origin that time when the country is famous for
producing the product. But here country of origin is for two reasons.
Patriotism
Production of the vacuum cleaner is held in Bangladesh. So its our own product.
Now we are able to using this technology. Its not imported good , so when
consumer buy this there will be a flavor or feelings of buying own good. Here a
proud for the country will also be activated.
Low price
As this is made in Bangladesh, so tax cost will be lower, so that price will be lower.
For this product, most of the resources coming from Bangladesh, so these things
have also effect on price. The price becomes reasonable and reachable for the
consumer. We have found that most important reason to not to buy vacuum cleaner
is expensiveness.
54%
15% 15% 15%
It is expensive Handling is
difficult
Bad noise Prefer traditional
cleaning tools
Why not use vacuum cleaner?
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Spokesperson as secondary brand
We will use spokesperson for branding. We will select different types of
spokesperson.
Female of different profession
Female are more involved in doing household works and its a general belief that
female are more sensitive about cleanliness. Another thing is female are becoming
more busy as they are joining different professions. The numbers of working class
women are increasing. So they are depending more on those products which are
easy and takes less time to use. This is the reason selecting women of different
professions as spokesperson.
Male
Now a days male also help his wife in household chores. They are becoming
educated and their look towards household chores also changing. The respect
toward womens work is increasing and they try to do work equally in house.
Doctors
We can use them as spokesperson. From our survey we found many people have
dust allergy problem and the work of vacuum cleaner is to remove dust. These
words will be more effective if doctor say these.
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Are you allergic to dust?
Yes
65%
No
35%
Through sponsorship as secondary brand
Many programs held in Bangladesh where various doctors prescribe patients and
sometimes discuss on diseases. We can sponsor such programs as cleanliness is a
very important issue here. We can also sponsor those programs where decoration of
house is the subject. Cleanliness is also a related issue with every religious
program. So we can sponsor them.
Other third party sources as secondary brand
We can relate our brand with any doctors association, so that we can gather
consumers trust quickly and easily.
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16.0 22 Immutable Laws of Branding
Today, most of the products or services are bought, not sold. Realizing the fact that
consumers may want such product or service that will not only satisfy the needs
only but also create an identity for the consumer as well as for the company, each
company should build their brands. So, in developing brand properly each company
should follow some guidelines or rules that are unavoidable. These laws are known
as immutable laws of branding. Let us have a look on the idea we are thinking of
regarding the 22 immutable laws of branding and our product Vroom.
1. The law of expansion:The power of a brand is inversely proportional to
its scope. Trying to be all things to all people undermines the power of the
brand. The strength of brands lies in becoming synonymous with a single
category. Brands that spread themselves across categories lose brandfocus, identity, and ultimately market share. Considering this fact we are
actually concentrating on the vacuum cleaning solution only, not on any
other extension of it. We, as the first provider of vacuum cleaning
machine want to position ourselves to the minds of customers through
only our vacuum cleaning solution not with any other issues.
2. The law of contraction: A brand becomes stronger when you narrow its
focus. By narrowing the focus to a single category, a brand can achieveextraordinary success. So, we may consider different color of the product
but product line should be same. Considering vacuum cleaner as a
particular product line, we are considering different colors and product
type under one roof.
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3. The law of publicity: The birth of a brand is achieved with
publicity, not advertising. A new brand must be capable of
generating favorable publicity in the media or it won't have a
chance in the marketplace. We may focus more on PR for this purpose.
Column writing can be an important source for publicity of our product.
Walton may consider arranging some game show, coupon or contest as
well to create massive promotion for Vroom. Most importantly WOM can
be a great source of promotion as well. As we are providing the first ever
hypoallergenic, heat resistant, lightweight, less power consuming and
soundless vacuum cleaning solution, we are expecting that the WOM will
spread our products attributes and it will make us renowned. At the last,
we can surely be positioned as the first ever provider of vacuum cleaner
in Bangladesh.
4. The law of advertising: Once born, a brand needs advertising to stay
healthy. Sooner or later, a brand leader has to shift its branding strategy
to publicity to advertising. By raising the price of admission, advertising
makes it difficult for the competitor to carve out a substantial share of the
market. As a later consideration we should go for ads as well because at a
primary stage it would be wise to create hype among people through PRand later on the ads would continue to push consumers thinking about us.
In order to do that we may tag the ads with our motto or tagline or with
our slogan for a certain campaign (e.g. Its the new broom )
5. The law of the word: A brand should strive to own a word in the mind of
the consumer. If you want to build a brand, you must focus your branding
efforts on owning a word in the prospect's mind, a word that nobody else
owns. For example: Volvo owns safety or FedEx owns overnight etc.
So, considering this fact we are also looking for such word or phrase that
would only be associative with our product, not with anything else. For
this purpose, we are thinking of our tagline as Its the new broom where
we are focusing more on new broom phrase, where it shows the way
people once perceived the traditional methods or tools as the best ever
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solution of house cleaning whereas we are changing the notion
through our product.
6. The law of credentials: The crucial ingredient in the success of any
brand is its claim to authenticity. The brands credentials in its category as
authentic, real, original, or the leader is powerful indeed. Now consider
our product Vroom in terms of originality, reality and as a leader. At
first we are saying that we are providing soundless, heat resistant,
lightweight and hypoallergenic product that will spread a perfumed air
while cleaning; is it really for the second time in the market? If we
consider originality and reality, we are promising such features because
we can promise those. The promises are not fake. We are not promisingsuch things that we wont be able to meet. Now as the very first provider
for vacuum cleaner in Bangladesh and as the first penetrating company is
it really unrealistic to denote us as leader? Hope not so.
7. The law of quality: Quality is important, but brands are not built by
quality alone. Does a Rolex keep better time than a Timex? Does Hertz
have better service than Alamo? Does a Mont Blanc pen write better than
a Cross? Are you sure? The perception of quality, more than quality itself,
is what builds a brand. And the best way to build a quality perception in
the mind of consumers is by following the laws of branding. We are
launching our cleaner under different category keeping different prices.
Because of high specialization in the category we can assume high price
as well. As from the previous laws we can assume some promises we are
making for our targets, those promised however does not come under one
particular machine. The more the consumer pays the more they get
benefits. Of course realizing the respondents we have developed a low
price edition vacuum cleaner as well but with limited benefits.
8. The law of category: A leading brand should promote the category, not
the brand. The most efficient, most productive, most useful aspect of
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12. The law of Generic: One of the fastest routes to failure is
giving a brand a generic name. The problem with a generic
brand name is its inability to differentiate the brand from the
competition. Majority of brands communication takes place verbally not
visually. Researchers say that a person almost nine times as much time
listening to radio or television than just to read something. So a brand
name shall be chosen out of the box. A touchy and catchy connotation of
word may make the consumers remember the name easily. Vroom is
however such a name that is easy and energetic to pronounce and it
comes from the inside.
13. The law of Company: Brands are brands. Companies are companies.There is a difference. Customer's think of brands, not companies. Procter
and Gamble isn't Tide. General Motors isn't Cadillac. The brand itself
should be the focus of our attention. We are planning to use the company
name in case of secondary brand association. The usage of both company
and product name may create confusion in customers mind. So we are
avoiding using the name of our company.
17.0 Conclusion
In this report, we developed brand strategies for Vroom to build up brand equity
based on environmental and target market analysis. We provided a holistic picture
of the current industry conditions in which Vroom will operate and created brand
elements and value innovation to create unique brand association. We also profiled
the sources of brand equity for Vroom.
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18.0 Bibliography
http://www.blueoceanstrategy.com/
http://www.waltonbd.com/
http://en.wikipedia.org/wiki/Vacuum_cleaner
http://www.blueoceanstrategy.com/abo/vi.htmlhttp://www.waltonbd.com/http://en.wikipedia.org/wiki/Vacuum_cleanerhttp://www.blueoceanstrategy.com/abo/vi.htmlhttp://www.waltonbd.com/http://en.wikipedia.org/wiki/Vacuum_cleaner
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