Absolutely final

8/7/2019 Absolutely final

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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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