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Project of Brand Management

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Submitted to: Madam Sidra SUBMITTED BY: ALISHA EJAZ [-006]

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Iqra Sajid [-040] Hira Rameen [-046] Talia rehman [-048]

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B.B.A (vii th) Date of submission

20th January 2017

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Acknowledgement:

A work is never a work of an individual. I owe a sense of gratitude to the intelligence

and co-operation of those people who had been so easy to let me understand what I

needed from time to time for completion of this exclusive project.

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I want to express my special gratitude towards MADAM SIDRA lecturer, strategic

brand Management, for giving us such a unique project.

Last but not the least I would like to forward my gratitude to all the people who always

endured me and stood by me and without whom I could not have been envisaged the

completion of my project.

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INTRODUCTION:

INTRODUCTION TO PEPSICO:

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Pepsi is an American carbonated soft drink produced and manufactured by PepsiCo. Originally

created and developed in 1893 and introduced as "Brad's Drink", it was renamed as Pepsi-Cola

on August 28, 1898, and then as Pepsi in 1961. It is currently known in North America

alternatively as Pepsi-Cola as of 2014.

PepsiCo serves 200 countries and is a world leader in providing food and beverage products. Its

brands consist of Frito-Lay North America, PepsiCo Beverages North America, PepsiCo

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International and Quaker Foods North America. Some of PepsiCo's brands are over 100 years

old however the company was only founded in 1965 when Pepsi-Cola merged with Frito-Lay.

The company is focused on being the premier producer in supplying the world with convenient

foods. They offer a wide variety a food options as well, including healthy options.

PepsiCo stands out as a company because of its sustainable advantage. It includes widely known

brands, innovative products, and powerful market skills. The company also tries to benefit the

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community. To make themselves a sustainable company, they have put a focus on the

environment and benefiting society with their business. Recently, PepsiCo released information

of their plan to drive sustainable water practices and improve rural water in Africa, China, India,

and Brazil.

Public Relations people have great opportunities to improve the company's reputation because of

the size and financial stability of the company. PepsiCo is extremely well known in the world as

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a leading source of food and beverage products with immense revenue. The challenge for the

Public Relations people is that if something negative were to affect PepsiCo it would put a

damper on all of the products that the company makes. Therefore, the PR people would have a

lot of crisis management in their hands.

Brand strategy:

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Type of brand:

The brands are of different types but our brand is Fun Gala. This is the brand in which it is of

different type from other brands. In our brand, we introduced banana chips of honey and spicy

flavors. There are some of tasty ingredients in our product which will make it tastier. We make

three different sizes of brand packaging like small pack, medium pack and large pack. I hope that

our product attracts the youngsters or children ns will gain more profit.

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BRAND PORTFOLIO:

PepsiCo’s brand portfolio is made by hundreds brands in nearly 200 countries around the globe.

PepsiCo is involved in soft drink but also in other product such as snacks.

Pepsi:

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The firm’s main brand is Pepsi-Cola, which is well known all over the world thanks to its long

history of 100 years. The company owns other divisions such as:

Frito-Lay:

That is continuing to grow snacks all over the world.

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Tropicana:

A Products is another division of PepsiCo which is committed to produce and market fruit

juices.

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Quaker Brands:

These are a wide range of healthy food choices.

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Gatorade:

It is a division involved in sports nutrition research. It can be seen that PepsiCo’s brand portfolio

includes plenty of brand but not all of them are related to soft drink. Gatorade is now a beverage

brand which came about after the merger of PepsiCo and one of its competitors the name

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however still remained despite it being produced by a different company and also in this was

Tropicana. Pepsi produces a range of food staffs which are a total of about 20 beverages with

Pepsi-cola and 7Up being a amongst its highest selling brands in the United states common

amongst persons of all ages.

Other brands:

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The other division is that of the food and snacks such as Mirinda, Kurkure; Red Rock including a

number of others all which are distributed all over the world. A sub brand can allow a master

brand with too broad an appeal to access niche segments. For example, Pepsi with hit huge,

broad brand basically hit a wall and needed to create sub brand around the Pepsi. By this it

means that Pepsi as a beverage grew from the competition from which it received and this

prompted it to come up with new products to counter it.  Coming up with sub brands makes it

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easy to have more identity to the main by also having a huge range to pick from and increase

purchase of its products.

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BRAND ARCHITECTURE:

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Brand architecture is the structure of brands within an organizational entity. It is the way in

which the brands within a company's portfolio are related to, and differentiated from, one

another.

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COUNTRY OF ORIGIN:

We produced and launched our new brand of chips under pepsicola in Pakistan. Because of

here’s suitable environment and its high demand in Pakistan. In the already cluttered snack

category, a profusion of new, better-for-you options has made it even more difficult for

challenger brands to capture consumers’ attention. Furthermore, the fruit snack category has

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historically been associated with chewy dried fruit or oil-laden chips. We saw an opportunity to

play up Fun gala satisfying crunch and get the credit they deserve for being.

BRAND STRTEGY:

FUN gala is single or individual brand name for banana chips. We have given individual brand

name for banana chips because its deal with the fruity snacks. In future possible extensions can

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be made and further fruity chips add i.e. apple, mango, and coconut chips with different flavor,

size and price. It also has high value in the brand portfolio of PepsiCo.

TYPE OF BRAND:

In our brand, we introduced banana chips of honey and spicy flavors. There are some of tasty

ingredients in our product which will make it tastier. We make three different sizes of brand

packaging like small pack, medium pack and large pack.

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STORE AND NATIONAL:

Our target city is Rawalpindi and we will keep our product in different stores of Rawalpindi for

selling. Different stores of Rawalpindi like City Super Store in Commercial Market, Utility Store

6th Road, Lucky Store in Commercial Market, Utility Store Chandni Chowk etc because mostly

of people came to purchase food items from there and I think so our brand is off good selling

there.

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BRAND POSITIONING:

We want to put an image of our product in the consumers mind as compare to competitor’s

product. We want to target the all children and youth who work hard and want enjoyment and

fun with healthy food. Positioned as a snack with fun and healthy with taglines such as

“HEALTYH CRUNCH”

MARKET SEGMENTATION:

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GEOGRAPHICAL:

FUN GALA geographic target area in RAWALPINDI is Supplying product to all areas of

Rawalpindi and has further divided the city into five zones.

Zone A: 6th road

Zone B: sadqa abad

Zone C: Gulazr e qaid

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Zone D: Shahi road

Zone E: Jinnah Park

DEMOGRAPHICS:

Age –Fun gala focuses heavily on children and young people

Sex – For both male and female

Income level-All Income group

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Style and standardized Product

PSYCHOGRAPHICS:

Lower middle class, upper class and upper middle class

The conscious people

BEHAVIORAL:

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People who have negative idea about traditional chips.

Those who seek good quality

The non user and regular users of chips

Those who aware from the bad effect of traditional chips

TARGETING

Children

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Youth

Families

COMPETITION:

Fun gala is owned by the company PepsiCo and has many competitors within the company like Lays, Doritos, Sun Chips, Ruffles and many more. Fun gala differentiates themselves from their competitors by their unique taste and

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packaging and by promoting them through TV ads. They make their chips seem more irresistible than other brands because of the classic taste from themFor this brand we have separate website where you can see Details about their product. On their website, they have nutritional information, how they get from unripe banana to chips, and it shows you the variety of different flavors that they have available to customers. POP AND POD:

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Points of parity are:

Prices are same with the category product and competitors products

Package size is same

Point of difference is:

Fresh banana are used.

Enhanced nutrition which is good for health

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New flavored i.e. honey introduced in this chips

Different package and logo from others

PERCEPTUAL MAP:

Perceptual Map of FUN GALA describes the relationships of the price and the quality of the

brand .how the consumer place the brand in the MAP.

HIGH QUALITY

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(Low price, high quality) (High quality, high price)

FUN GALA

LOW PRICE HIGH PRICE

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(Low price, low quality) (Low Quality, high price)

LOWQUALITY

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BRAND MANTRA:

The brand mantra of FUN GALA (banana chips ) is :

“CRIPS-QUALILTY-FUN”

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BRAND NAME Brand function Descriptive modifier Emotional Modifier

Fun -Gala Crisp Quality Fun

Brand function: “crisp” shows the banana chips are the crispy and tasty, which attracts the

customers, also describe the function of the brand as well.

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Descriptive modifier: “quality” shows the standard of the product. Fun gala delivers a quality

product to their customers. As chips are made up of fruit so they are good for health.

Emotional modifier: “fun” emotionally evokes the customers that chips makes them feel

different with delicious taste.

BRAND ELEMENTS:Brand elements, which are essential how the consumer identifies a brand, is important to the

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building of brand equity. The criteria for brand element to be effective are that they are

memorable, meaningful, likable, transferable, adaptable, and protectable.

NAME:

The name of brand is “FUN GALA”

Memorable:

Simple

Ease of pronunciation and spelling

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Meaningfulness:

Easy to understand

Especially foreign language

Expressions used by a particular group of people

Likability:

Friendly, precise

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Transferability:

New category

Adaptable

By changing tagline

Protect ability:

Can be protected by trademark

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LOGO:

Logo of our brand is simple and attractive color. We used purple color because it is cool color

and shows coolness and banana in logo shows the basic product which serves to customer. From

logo customer recognize the main product that it is ‘banana chip”. Purple represent the future,

the imagination and dreams, while spiritually calming the emotions.

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ULR:

https://biyach667.wixsite.com/fun-gala

https://usamamurtaza23.wixsite.com/fungala

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SLOGAN:

Slogan is the short phrase that communicates descriptive or persuasive information about the

brand. Slogan of our brand is “healthy crunch”. It has following characteristics.

Memorability:

Easy to recall

Easy to remember

Meaningfulness:

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persuasive

Communication

Likability:

Sophisticated

Persuasive

Transferability:

New category

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Protectability:

Can be protected by legal way i.e. we can be trade mark this logo.

PACKAGING:Style and design matter a lot on the outcome and response of the product. ‘FUN GALA’ as the

product (inside the pack and outside wrapper) has much attractive and catchy colors style

and design which attracts the customers a lot.Fun gala will available in the market in different

packing. Fun gala will comes in the air tight packing and packing material of Fun gala is of high

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quality so that product will remain fresh and its taste keeps secure up to more than four months.

Fun gala have different flavors in the market so that each flavor has its own unique packaging

color combination according to its taste. Basic color combinations are in yellow and light orange

shade colors which all are eye catching. Fun gala will also available to the consumer only in

primary packing. No secondary packing is using. However they will deliver in container packing

from production plant to shopkeepers or retailers, which carries 48 packs.

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Fun gala will available in three different sizes

50 gm

100 gm

150 gm

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BRAND MARKETING MIX:The marketing mix is the set of controllable, tactical marketing tools that a company uses to

produce a desired response from its target market. It consists of everything that a company can

do to influence demand for its product. There are four types of marketing mix which are as

follow:

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Product

Price

Place

Promotion

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PRODUCT STRATEGY:

There are following product strategies which are follow by the our brand

Develop the long term relationship with the customers

Give values to the customers to delighting them

Do whatever it takes not to satisfy the customers but retain our customers

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PRODUCT:

Product stands for goods and services that the company offers to target market. Pepsi Cola is

well known for the product quality and taste. Pepsi Cola introduce their brand that is “FUN

GALA” banana chips .It is lies in the snacks category. It is much satisfying customer needs and

wants. The shape and the color of the chips and make them quite attractive for the customers.

The labeling, packaging of the banana chips includes brand name and logo. The packaging

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includes an expiry date and time along with a manufacture date. Second part of labeling includes

the quantity of product in grams along with ingredients and contents chips.

Fun Gala is for every age group people.

QUALITY:

Fun Gala is unique in Quality, Flavor, taste and quantity. It’s totally fulfilling the need of the

people.

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FLAVORS:

Fun gala offers two flavored

1. Spicy

2.Honey

FEATURES:

Here are some features of our product:

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Fresh original banana used

Provides proteins and potassium

Provides vitamins

Beneficial for health

Excellent in taste

Give freshness

protecting packing

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SHAPE AND SIZE OF CHIPS:

Shape and size matter a lot on the outcome and response of the product .chips are available in

round shapes and thin in size which makes them more crispy and crunchy.

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PACKAGING:

PepsiCo are offering their Chips Fun Gala in a quite attractive packaging and unique coloring

scheme, which attracts the customer eyes and convince them to buy. Generally different size of

chips packet is to be produced for customer. These are:

Small

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Medium

Big Size

PRICE:

Our pricing strategies for the product are for total cost which includes customs services and other

expenses. Pricing strategies usually changes as the product passes through its life cycle. The

price should be set at moderate level in order to attract a large number of buyers and to gain large

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market share. Fun Gala goals are to provide good quality snack at fair prices so as to attract

customers. PepsiCo always wanted to provide a better quality product, with innovative features

and in reasonable prices. Fun Gala having high quality and rich taste which will give high profit

margin. The price of Fun Gala varies increases with the increase in its size. Pricing policy for its

product due to the following reasons:

Distinctive Packaging

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Brand Name

Cost of raw materials

Fun gala packs available at different price

Small pack is in rupees 15

Medium pack is in rupees 30

Big pack in rupees 60

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PLACE: Fun Gala is available everywhere, including canteen, gas station, newsstands, super markets,

parks and schools. .The complete distribution process is followed. It uses indirect channels for

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distribution like:

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Manufacturer -> Distributor -> Wholesaler -> Retailer -> Consumer.

PROMOTION:

Actually the promotion is a first step when we are launching a new product but we make its

strategies in last. We want to make a good product image in mind of customers, so that they will

buy only our product. It plays an important role in the exchange process by informing customers

of an organization’s product or service and convincing them of its ability to satisfy their needs or

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wants.

CRITERIA PROMOTION:

Awareness

Knowledge

Liking

Preference

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Purchasing

MAIN SOURCE OF PROMOTION:

Electronic media

Print media

Cable network

Bill boards

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Hoardings

ELECTRONIC AND PRINT MEDIA:

In the newspaper advertising, the company will know or inform the people about the bad effect

of the traditional chips and inform about the good sides of the Fun Gala. In their TV commercial

they will also try to build awareness in the minds of the customers and try to acquire a strong

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position in the minds of the customers. In the electronic media’s advertising the company can

present famous and renowned doctors to inform people about the difference between traditional

chips and PepsiCo fun gala.

ELECTRONIC MEDIA:

Channels Time Duration

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Geo Tv Prime Time,Post Prime

Time

1 Min

AAG Tv Prime Time,Early Day 1Min

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AAJ Tv Early Day,Prime Time 1Min

Hum Tv Post Prime,Pre-Prime 1Min

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ARY Tv Early Time,Prime Time 1Min

PRINT MEDIA:

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News paper

&magazines

Page Colored or

black and

white

Size Daily

basis

Weekly basis

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Jang Front Colored Standard

size

Daily

Express Mid Colored Standard

size

Daily

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Din Front Colored Standard

size

Daily

The Daily

Times

Back Colored Standard

size

Daily

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Nawa-e- waqt Back Colored Standard

size

Daily

Akhbar-e-

jahan

Back Colored Full size Weekly

BILL BOARDS:

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Location Size Duration

6TH road 20*60 1 month

Sadder road 20*60 1 month

Commercial 20*60 1 month

Sadqa abad 20*60 1 month

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DIRECT MARKETING:

Fun Gala Use direct marketing and media like, Facebook and YouTube to promote their brand

and its offering. We can also promote our brand by directing mail and sending message to target

customers.

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