BRAND BUILDING

SUGARCANE JUICE

Group members

Debendu NagKripa Subramanian

Mehrin ZebaNeha Tiwari

Yogesh Nahata

The Product

The variants…..

Mint

Ginger Chat Masala

Lemon

About Us

We are CANE – O – COOL, a company that believes that “Customer service is more than just keeping customers happy.”

VISION

To evolve as one of the best Producer of quality sugarcane which is organically grown, extract juice scientifically and serve a totally natural, healthy and hygienic DESI refreshment in the world and continue to retain the position through constant education analysis, development and implementation as required by social, scientific, economic and humanitarian perceptions.

Customer Understanding

Huge customer potential

• Consumption of sugarcane in the form of juice is the preferred choice of many.

Growing awareness of health

• Consumption of health drinks and fresh juices have pushed the fizzy drinks aside. This has opened the market for natural fresh juices. Today people do not mind spending a little more on health drinks and if offered in a natural form at the right price, other branded drinks will likely fizzle out.

Contd….

Lack of exposure

• Customers love the taste of sugarcane but are not really aware of its many natural ingredients that help to boost energy levels.

The existing “MINDSET”

• Sugar cane juice in India -Synonymous with Road side vendors”• Indians have always loved cane juice, but earlier, it was available only with roadside vendors, with dubious hygiene standards• The pavement vendor usually serves the juice in unclean glasses, the ice is probably made of contaminated water, and there is dust and pollution

from the traffic and the unavoidable, innumerable flies around the machine. Due to all these reasons, the number of vendors is on the decline.

And so………..

Looking at the scenario from a marketing perspective, there is a huge demand for sugarcane juice that is hygienic, and of the best quality offered at the right price.

Our product – What it seeks to offer ??

ATTRIBUTES•Hygienically extracted •Rich in organic salts•Contains 15% natural sugar•Low glycemic index•No artificial sweetener•Rich in carbohydrates, vitamins and roughage•Low calorie juice with medicinal properties.•Available in multiple flavours – Mint, Ginger, Chat Masala and Lime

BENEFITS•Natural thirst quencher•Instant rejuvenation•Innocuous to health•Prevents cold n flu•Cures jaundice•Cures eye disorders•Prevents cancer

Our Competitors

• Manufacturers and producers of:– Aerated drinks– Branded and unbranded fruit juices– Fruit based milk drinks– Natural mineral water– Fruit shakes – Branded and unbranded coconut water

Segmentation

Geographic Segmentation

– Rural areas– Urban areas– Densely populated regions– Regions with predominantly hot and arid climates

Contd…..

Demographic Segmentation

– Individuals with age 3 years and above.– Individuals across all income groups– Working and non-working individuals– Students– Institutions and offices.– Restaurants & hotels– Retail shops

Contd…..

Psychographic Segmentation

– Health concious consumers– Consumers who have inclination towards nature

and natural products– Quality concious consumers– Consumers who have diverse tastes and seek

variety– Non-users and potential users

Target Audience

• All health conscious individuals• Students at every level (From school level to

universities)• Employees who work the entire day in hot

conditions.• Households and passengers. All the above targets are assumed to be living

in hot, dry weather conditions.

Our USP

Quality,

hygiene

&

health

Positioning statement

For every individual, who wants a 100% natural product that offers rejuvenation and freshness, the Cane-o-cool is a packaged drink, that provides energy and refreshment at affordable prices, best quality and value for your money.

The Brand

• Brand name : Cane-O-cool• Tagline :

100% refreshment…..Naturally !!!

• Logo :

Customer touch points1 • Promotion

2 • Point of sale

3 • Product

4 • Price

In a nutshell……

Promotion

– Constantly in line with the USP of quality, hygiene and health

– Advertisements in television and radio would also convey the brand promise by highlighting the USP.

– Sponsorship of TV and radio telecasts to aid in brand building and creating top of mind recall.

– Use of trade promotion to an extent.

Contd….

Place

– Use attractive POS displays at all retail outlets– Ensure availability to keep up with the brand

promise of quality service

Contd…

Product

– Pure and tasty product packaged in attractive eco-friendly packages which are convenient to use.

– Packages would use attractive colour schemes and would highlight the brand name and the logo with all mandatory information about its nutritive value.

– Different colour schemes to be used for different variants mentioned earlier.

Contd….

Price

– Each unit would cost the customer between Rs.8 to Rs.10 depending on the flavour chosen and the local taxes of the corresponding state.

– Price should be clearly printed on the package.

And Finally…..

• Cane-O-Cool and all its employees shall align themselves with the brand promise and strive constantly to deliver it in the best possible way at each point of consumer contact.

• Every touch point shall deliver the promise of the brand in the best possible manner.

• Further improvements shall be made on the basis of customer feedback, complaints and market research findings.

Thank – You