Branding of Xeal Cola

Target market: our main target market is consisting of youth mainly school, college and

university going students. We will also target office going professional who have a

positive feelings towards their lifestyle and who wants to enjoy their life. We will also

target those people who have a positive perception and want to hang out with their friend.

Our brand Xeal which means enthusiastic and which will in tern goes with the young

generation. Youths are mainly fun loving people who want to enjoy their life at their own

way, and the Brand Zeal cola also goes with them. So Xeal cola will represent the youth

and enjoy of life which will also brings happiness to the life.

Brand Element

Brand name: Zeal cola

Slogan: XEAL makes it impossible to I- M- POSSIBLE

Tagline: Good till the last drop.

Logo:

Brand personality: Excitement.

Brand Character: Xanti

Brand awareness:

In our country Cola drink is a product consumed by all classes of people regardless of age

sex and income. In order to create brand awareness we have to position our brand as a

distinctive product in the minds of the consumer. In order to create awareness we should

provide a unique taste as well as to promote the product heavily. The ultimate awareness

about the brand comes from Brand recognition and Brand recall.

Brand recognitions:

The instant brand recognition is coming from the logo and from the image of the

advertising and brand Character and also our flashy packaging and our shape of the

products bottles, which have different packaging for the different target group.

Brand recall:

People can easily recall the brand by restoring the advertisement, Brand Character and

from the logo and here too our unique packaging comes into hand and our bottles shape.

Brand Image:

In order to create a successful brand we need to create a distinctive brand image in the

minds of the target customer. The ultimate Brand image is dependent on Brand attributes

and Brand Benefits.

Brand Attributes: Unique taste and Flavor, Colorful packaging and unique design of

bottle, easy to handle, and different look of the bottles targeting to different customer

group (for boys and girls).

Brand Benefits: Excitement with a touch of cool and enthusiasm.

Uniqueness of Brand associations: touch of style with unique taste that makes you

cool!!!!!!

Brand quality:

High quality in taste and style of catchy look.

Brand promise:

“Zeal, Excitement, Enthusiast, Life is what we believe in”

Positioning:

We will position our brand as a means of enjoyment of life. As long as our main target

market is youth, and youth are the sign of enjoy and they want to enjoy their life in many

ways. So our Brand Xeal cola will represent the one way of enjoying the life. Xeal cola

will also provide ultimate refreshment and makes them cooler. So our positioning for

youth will be “enjoy the life with a sip of XEAL”.

The reason for being attracting to the Brand:

We have already known that our target customer for Xeal cola is the youth generation

and our brand represent enjoy. So the youth will attract to our brand because our

positioning will goes with their lifestyle. They also attract to our brand through taste,

packaging and unique design of bottle, color, brand character which will bear the sign of

youth. Our unique design of bottle and packaging will ultimately draw their attention

towards the brand.

Through CSR:

Among the youth there was always a tendency to help others. They got their self

satisfaction when they got the opportunity to help others. So our particular brand Xeal

cola will provide them the opportunity to help others. We always see when there was a

disaster the youth are the first who come to help those victims. So we will attract our

target market based on the philosophy that 50 poisa will be donate to the government

fund to help stop the eve teasing which is a very talked issue in our society. When the

youth will know about that they will consider to purchase the zeal cola other than any

other cola which will gives them the opportunity to do something for the victims of eve

teasing. They will be very much loyal to the brand when they heard that for each

purchase they donate 50 poisa to the welfare of the poor people and intern they also get

psychological satisfaction by consuming the Xeal cola.

Through Ethnocentrism:

Another reason for buying the zeal cola would be the consumer ethnocentrism. To the

youth ethnocentrism means a lot. They always want to do better for their country. Since

Xeal cola cola is a desi brand that will create ethnocentrism appeal for the target

customer. They know that when they purchase the Xeal cola, they ultimately contribute

to the improvement of the country.

Solution to the failure of the parent brand:

From our research we had come to know that Suncreast cola which is the parent brand

can not able to grab the market share due to its poor taste, packaging and design as well

as distribution problem. From our analysis we also found that the positioning of the

parent brand Suncreast cola does not relate to the target market. We also come to know

that advertisement quality is poor and the message is not appealing to the target market.

These are the major reason behind the failure of the parent brand suncreast cola. So

keeping on this mind we have decided to come up with an individual brand Xeal cola

which contain unique taste, innovative design and packaging and more target customer

focused approach. Xeal is developed with this entire new concept and the target market

and the target market can attach it with their lifestyle.

Packaging:

From our research we have come to know that packaging and design of bottle matters a

lot for the consumer purchase motivation and decision. So keeping on this mind we will

come with a unique design of bottle and unique packaging. The packaging will consist of

mix with different color and scenario.

Labeling:

Our packaging will contain big label of our “XEAL” brand name and will also provide

the manufacture information (in small front) as well as the manufacturing and expiring

date. It will also contain the maximum retail price. (Thin about the label color).

Distribution:

From our analysis we have also found that the distribution of suncreast cola is not good

and it was not that much available. So for Zeal cola we came up with a new distribution

strategy. In order to distribute the zeal cola we will implement the pull strategy, where

the customer will ask for the product to the retailer. Our creative advertising, brand name,

logo, slogan, brand character will create awareness in the minds of the customer. Our

different strategy such as associating the brand with CSR and Ethnocentrism will create

awareness and ultimately and provides a drive to the customer to ask for the product to

the retailer. Our advertising will create distinctive image in the minds of the target market

and through that image the customer will feel the longing for the product. For zeal cola

we will follow the traditional distribution channel. The distribution channel would be-

Manufacture Whole seller Retailer Customer.

Zeal cola will be found the entire retail store as well as the departmental store like

Agoara, Meena bazaar, PQS, Nondon, Almas, Shopno and so on. It will be also available

in the school, college and the university cafeteria. We know that consumer product the

availability of the product will carry a great deal for the success of the product. So we

will do the intensive distribution and try to make available the product almost everywhere

which will create consumer purchase and trail for the product.

Advertising: Our electronic media advertising include both the Television commercial

and Radio Commercial. The concept of Television commercial is given bellow:

TV Commercial:

Scenario : A sad story of a guy who is unsuccessful in doing anything correctly. A life

with all signs of failure, he tries to do lots of thing but end up being a dummy. He goes to

propose his love of life and comes out with a slap. He sits disappointed and upset and

their comes his friend with a cola in his hand and keeps it in front of him, unintentionally,

and goes to receive a call of his. The dummy gives a sip in our “Xeal” cola and

transforms into some new, a one with a high confidence, excitement, zeal hovering

around him. Now, he goes to propose the girl and surely he come out with a big “YES”

from her.

Electronic media Ad (TV):

For electronic media we are going to use both broadcast TV and cable TV. So we have

selected NTV, ATN, Channel, Boishakhi TV, to promote our product because these

channels have high audience reach and frequency in the country. We will allocate

different times to advertise our product to reach different targeted customers so that we

can get the best results from our TV ad. In the first three months for both types of TV, we

have selected the prime time which is from 8pm-11pm to transmit our ad. Prime time is

the best for getting maximum audience exposure because during the prime time most of

popular program like news, popular dramas, talk shows etc. are telecasted.

Radio Advertising:

We will also conduct radio advertising because now a day’s radio becomes a popular

medium for entertainment to the youth. Our radio commercial is-

Scenario: the scenario would be two friends are talking, one asking another – “ dost tui

sobsomoi eto cool ar fun loving thakis kevabe je meyera tor pichu chare na. The other

friend replied nothing and gives a zeal cola to his friends and says that eta try kor taholei

bujbi amr cool thakar rohosso ke.

Then the RJ said Zeal cola the ultimate cola ja apnake rakhbe dinvor cool and enthusiast.

At last another dark voice will appear and says that Zeal cola “XEAL makes it

impossible to I- M- POSSIBLE”

Radio media:

We will also promote our product “Zeal Cola” in radio. There are many radio channels in

our country which are Radio Foorti, Radio Today and so forth. We are deciding to

promote our product in FM radio channels which are Radio Foorti, Radio Today and

Radio Amar and ABC radio.

Print media’s creative strategy

We will high light our brand character in our media strategy, “Xanti” and our brand

celebrity model “John (main vocal of black band)” both holding our cola in one hand and

giving a thumps up in other hand.

Print media Ad (newspaper):

We have decided to put our print ads on different newspaper one week before the launch

of the product and it will continue for next 3 months. We will also promote our product in

the national newspapers like Prothom Alo, The Daily Star, Bangladesh Protidin, Kaler

Kontho and The Dialy Jugantor at the day of re-launching the product. From our

searching we have found that Prothom Alo have the maximum audience exposure in

respect to reach and frequency. Now-a-days Kaler Kontho is the most popular newspaper

and has the 2nd highest circulation in the country. Another popular and also cheapest

newspaper is Bangladesh Protidin which is mainly selling in public place like road, bus,

terminal etc.

Magazine Ad:

We will also promote our ad in magazines. We have decided to put our ad at the back

page of weekly Daily Star magazine which has a very high audience exposure. Since it is

a weekly magazine so we have decided to give our ad 2 times in a month (6 times in 3

months).

Face book Community:

We will also create a community for Zeal cola as well as a fan page in face book. On that

community there will be a discussion board and the members have the chance to do chat

with others through online and can also share their minds. It will help to create awareness

as well as the market coverage. It will also increase the word of mouth about the brand

which will intern make the brand stronger in the market.

Celebrity Endorsement:

Our celebrity endorsement will be Jon (the lead vocal of black band). He also works for

spoke person.

Consumer promotion:

In order to involve our brand to our desired consumers, we will promote the brand with

occasional promotion like; we will include prizes like Chocolates, cash discount, Cell

phone etc inside the cap. The prize will be put under the cap of the bottle and it will

entirely base on the luck of the customers.

Sponsorship:

In order to increase awareness and market coverage we will sponsor different kinds of

concert in front of the public as well as gaming competition that was organized by

School, college and university.

Cause related marketing:

In order to increase the image of the brand we will also do Cause related marketing by

associating the brand with different social issue such as AIDS, against eve teasing, green

marketing etc. This strategy will help us to gain the market acceptance and increase the

image of the product which in tern makes the product more acceptable to the customers.

Lounge Display: we will also promote our product through lounge display. We know

that lounge is a popular meeting place of the young generation. We will place our product

in the most prominent lounge in Bangladesh such as Cozmo lounge, Mynt, H2O, X-

lounge. Which in increase the exposure of our product as well as generate awareness

among the target market.

New Year night:

We will arrange a concert featuring the New Year night which will be sponsored by Xeal

cola. We will arrange it in Robindro Sorobor which is situated at Dhanmondi. So far it is

a popular meeting place for youth we choose that place for the concert.

Future plans of extension of our Xeal brand: we have plans to launch a new brand

targeting solely the young female segment with a brand name G-Xeal. The design, shape

the packaging, color, taste (soft touch), distribution will all solely be customized to target

our targeted young female group.

Brand Name (parent brand): New Suncrest cola

Target market: Lower income and lower middle income people.

Competitors in our target market (strong competitor): RC cola, Mojo, RC Lemon (very

strong competitors because of similar low pricing strategy to capture the lower class

market, which is also our one of the main strategy)

Coca Cola, Pepsi, Sprite, 7-up (direct competitors)

Strategies for launching New Suncrest cola Lower income and lower middle income

people.

There is lots of popular soft drink brands exist in the market. Instead of some

international brands, some local brands also very popular. Some of the local brands like

mojo, pran cola etc. are doing a lots of advertising. So it will be a great challenge for

New Suncrest to launching in rural areas.

PRICING OBJECTIVES

The pricing objectives of New Suncrest cola must be identified in order to determine the

optimal pricing. For New Suncrest cola, the pricing objective is to maximize the market

share. The pricing of New suncrest cola will be similar to our main strong competitors’

RC cola, RC lemon and Mojo.

Packet Size Price (Tk)

250 ml (Pet Bottle) 12

500 ml 20

1 liter 35

2 liter 68

PLACEMENT

Placement is accomplished through efficient and sufficient channels of distributions.

There are various channels through which New Suncrest can distribute its output.

We can apply the push strategy to sell New suncrest cola. We can give our product with

lower prices to retailers for promoting our product to our desired customers when they

come to buy cola barbarizes from the retailers shop. New Suncrest cola is a local brand,

so we can easily give retailers our product with comparatively lower prices. That would

not be possible in Pepsi or Coca cola.

CHANNELS OF DISTRIBUTION

New Suncrest cola should use the both indirect and direct distribution channels to make

sure the feasible availability of the product.

1. Indirect Distribution

The company should use the indirect marketing channel

PRODUCER DISTRIBUTOR RETAILER WHOLESALER CONSUMER

2. Direct Distribution

The less the channel members the less will be the cost and vice versa. To cut the cost the

management should implement direct distribution to retailers where there is possible and

feasible.

SPECIAL POINTS

Other than these some special points should also be looked after by direct sales vehicles

such as hotels, shops, marriage ceremonies, political groupings (jonoshoba) etc.

PROMOTION

Suncrest cola can mix of these activities is important to communicate the brand and

message to the target market. The following strategies should be used for promotion

purpose:

TEASERS:

Last few years we did not watch any kinds of attractive advertisement of New Suncrest

cola. Most of the rural peoples do not remember the brand. So first we have to make

some attractive teaser ad which actually creates a positive impact on customer’s mind. In

the first phase teaser will be launched to create curiosity among the people. The teaser

will be run for around 5 to 6 months on various channels and billboards will also be used

for this purpose

Bill Board: We make a teaser ad where a thirsty man watching to the sky. He is watching

something which is getting down from the sky but the product is not shown. In the side of

the bill board there are some written things to attract the people. That is- “ Apnar trishna

metate asche………..opekhkha korun”. We just want to influence the people by

informing that we are coming with a product which can full fill his thirstiness. When

people watch the ad daily, there will be a curiosity to taste the product.

Awareness:

In the second phase awareness regarding the brand and previous misconceptions will be

corrected. For example blame against New Suncrest cola was that it was not available in

all areas. Some people told that the taste was not so good. So there is a need that

awareness should be created through ads that there is nothing wrong in selling the brand

name New Suncrest cola.

The production of old suncrest cola was lower than other competing brands. So it was

not available everywhere before. So first, with our New suncrest cola we try to increase

our production. We have to take risk to launching it high for lower income group. For

example, if I will go to any shops in some areas, I see RC cola and Mojo is available and

customers buy those brands that are in easy reach. So we make sure to increase our

production and availability of New Sun crest cola. That can remove the blame. We have

to make a change in taste and flavor. We inform consumer that we are coming with a new

flavor which they must like, a cola rejuvenated to New suncrest cola.

Brand Personality:

In this phase promotional ads will be launched to persuade the target consumers. Actors

are very famous in rural areas. So we can hire one of them to promote our product.

Lower class people like Bangla Cinema. They like actor and actress of the cinema very

much. Shakib Khan is now very famous actor in Bangla Cinema. So we can choose

Shakib Khan to promote Suncrest to lower class people. When Shakib Khan promotes the

product, people will be encouraged to buy Sun Crest cola.

NEWSPAPERS:

There should be the newspaper advertising campaign for creating the brand awareness in

the introductory phase

Now a day’s ‘Bangladesh Protidin’ and ‘Amader somoy’ are more popular for lower

class people. The cost is only two taka. So we can give our ad in those two papers

mainly. We can also consider others popular local news papers

BILLBOARDS

As an effective promotional tool billboards should also be used. The main purpose is to

grasp the attention of the large population in shape of individuals and families by

familiarizing them with the brand. We will place in bill boards mainly in bus stops, rail

station, near to colleges and universities, near to areas of haat. People are often going to

those places and it will attract them.

SALES PROMOTION

In the beginning phase New suncrest cola should use different competitions in schools,

colleges and universities with rewarding New Suncrest cola’s T-shirts as prize and other

lucrative prices. It will act as one of the most effective promotion tool. Further, we can

promote mainly in different annual ceremony of school, college and universities. We can

also arrange the competition in different festivals relating to our branding philosophy,

like asking my customers to note a comment for our brand and put the coupon in the

basket and the lucky winner will get a lucrative price. The time is depending on different

occasions. Time frame will be shorter. Every ceremony and festivals is most probably

lasting for one or two weeks. So we need to do our competition between these times.

TVCs

Now a day’s TV are available in all areas. People of all areas having no TVs can also

watch it in different shops and other places. So, specific promotional budget should be

allocated on TVCs. The most important slots of the most viewed channels like BTV

should be booked and the entertainments programs like dramas, musical shows etc should

also be targeted in order to communicate the message to the people and we will also

target many private channels too, which are getting fast popularity.

Radio ad:

Radio is a popular form of mass media in rural areas. So we can use radio as marketing

tools to promote Suncrest cola in rural areas. The most popular radio channels like Radio

Foorty, Radio Amar, Radio Today, ABC Radio etc. should be booked in proper time and

popular program targeted for radio ad

Promotions on Cinema halls: I will promote my brand at the start of the cinema, in the

middle of the cinema. Cinema halls as we know for lower earning market segment are an

entertainment place.

Other Promotional techniques:

Colorful packaging: Lower income people always like colorful packaging. When they

see a new product with colorful packaging, they buy the product and tell others about the

product.

Different size of bottles: As mentioned earlier we will launch bottles of different size, to

satisfy the demand of different consumers.

Ensure availability: If our product will be available in rural areas than other brands,

people must buy New Suncrest Cola.

Promoting in special occasion:

As our lower income people are mostly in rural areas. We can also promote our product

in a “haat day”. We know mainly in rural areas and some urban areas, there will be a

“haat day” once or twice in a week. A “haat day” is a tradition of our country. In that day

different people are come to a particular place to sell their product. Most of the people are

going there to buy products. We can send our product to those areas, so people buy it and

people know about our brand.

Why people buy Suncrest: There are several reasons for people to buy Suncrest.

▪ It is available than others

▪ more attracting packaging

▪ promote as local brand

▪ Reasonable pricing

▪ Different bottles

▪ New Suncrest cola is a local brand so we can use our connectivity to push retailers to

promote our brand on behalf of us. They will not promote freely, but we can be more

flexible with our pricing strategy with retailers, reducing the price to retailers with

flexible way, depending on our strategy and the situation.

Conclusion:

In this project we have given all the necessary details of the branding of a product as well

as the necessary things to modify a existing product and re launch that into the market. At

this project we have discussed about the entire necessary brand element that is needed to

brand a product. We have also discussed about advertisement and other media strategies

to promote our product. We have also discussed necessary strategy to modify our existing

product. We also talked about different types of strategy such as CSR, ethnocentrism to

get customer loyalty. Here we also come up with a new individual brand under the

parents brands with more customer focused approach which will help us to gain more

market share. So with all our effort that was discussed throughout the whole project we

believe that our individual brand xeal cola as well as the modified brand New suncreast

cola will gain the market popularity.