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candyShower of sour

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Branding Plan on:

O-live candy

Prepared for:

Md. Anamul Hoque Rubai

Senior lecturer

Business administration

East West University

Prepared by:

Iqbal Mahmud

-

Date of submission: December 15, 2010

Section: 1

Letter of transmittal

December 15, 2010

Md. Anamul Hoque Rubai

Senior Lecturer

Department Of Business Administration

East West University.

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Dear Sir,

We are grateful to submit you our branding plan on O-live candy that you have assigned us as

a part of our MKT- 416 course. Our branding plan is about the O-live candy which will be sold

in a different target market.

The whole process of preparing this branding plan has helped us to have a touch of real

marketing during our academic life.

Thank you for letting us to have the opportunity to acquire this real experience.

Thank you.

Sincerely yours.

Mahmudul Hassan ______________________

Imtiaz Uddin Kajal ______________________

Nesar Uddin Ahmed ______________________

Ismail Ferdous ______________________

Md. Abdullah Al-Rajib ______________________

Acknowledgment

Preparing a term paper is really copious task. We required enormous time & attention in every

step of it. But it gave us a true feeling of creation & helps us to understand our ability of work.

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No work is completely done without the help of others and our work is no exception. We owe

thanks to some of our seniors who have given their effort to get this work done. Thanks also go

to other students of our section who helped us in many ways.

Finally, we want to thank the almighty Allah for keeping me fully free from any disaster.

Executive summary:

We are interested to introduce the first ever olive candy in Bangladesh, which name is o-live

candy. It is actually a new taste offer to the consumer, first ever in our country. Basically we

are targeting the common people of all over the country. To fulfill peoples individual need and

demand, also we prefer- natural taste with lower price

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We expect that our target consumer will give us enough support to serve them through satisfying

their individual taste preference.

Table of content

Sl# Particulars Page no.

1 Introduction 07

2 Our product 07

3 Environmental Analysis 08

4 Target Markets:

4.1: Identifying Product segmentation base

09

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4.2: requirement for effective Segmentation

4.3: Evaluation of Market segments:

5 Brand elements: Mix and Match

5.1: Memorable

5.2: Meaningful

5.3: likeability

5.4: transferability

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6 Value Innovation:

6.1: Seven Parameter

6.2: Differentiation:

6.2.1.1: Product differentiation

6.2.1.2: Service Differentiation

6.2.2: Positioning

6.2.3: Promotional Strategy

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7 Brand Sense 18

8 Brand Evaluation 21

9 Secondary Brand Leveraging 23

10 Blue Ocean Strategy: 25

11 Conclusion: 20

1. Introduction:

Candy has always been a popular item all over the world. People of all ages love candy.

Bangladeshi people are also fond of candy. It does not matter that you belong to which age

groups. As it is an impulse good, people prefer to have candy without even thinking. Although in

our country we can get some of the popular candy from roadside outlets, those are common,

milk, chocolate, mango etc flavor. Thats why when people heard the name of candy they think

those common tastes. And people are bored with those familiar tastes. So a new taste is needed,

and is offering a new taste completely new flavor in Bangladesh. It is quit safe for us because as

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this is candy, we are not using any fat, and that why it can be welcomed by the health conscious

people, and at the same time it wont create ant religious issue.

We are the firs one who will come up with the idea ofnatural taste.

2. Rational for our product selection:

Branding posses is challenging decision to the market. In order to create a strong brand image in

the favor of customer mind, we have chosen the brand name O-live candy.

Now, why we have chosen this name for our candy is-first of all when we talk about any candy,

the first thing is its taste. As we prefer- the natural taste. Because olive is a fruit that people

use to think as natural, no chemical needed for olive. And as we always think about the best taste

with good quality.

Second thing is O-live also carries the meaning of live that means something that is happening,

current situation. The idea is when you put the candy on your mouth you will fee like you have

putted an olive in your mouth. We describe this meaning in this way-we believe that once

customer have it they will feel good.. If some one is feeling lonely or depressed or having a

mood suing other, he or she should have it and after having this he or she will feel light and a

smile will be on his or her face. He will get the magic to impress others. The main thing is once

he or she has it, then they will be on our side. And they will try out more because; they will also

feeling the fact. That is why we select the product for better performance with the competitive

candy of the country.

3.1: Environment analysis:

strengths:

1) O-live candy is the firs comer with the olive taste.

2) O-live candy is using modern technology.

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3) Employees are customer oriented and are thinks of keeping conformity.

4) Delivers superior customer value.

5) Available at every store.

weaknesses:

1) Inexperienced management.

2) Limitation of capacity.

3) New in the market.

opportunities:

1) Impulse good so people will not think much to buy it when they found something special.

2) There are one or two established competitors in Bangladesh.

3) Candy has a big demand.

4) Changes in lifestyle can not hamper the demand of candy

5) Other candies of current market are not advertising effectively.

Threats:

1) Quit tough to expand market in rural areas.

2) Little brand value.

3) Of new entrants.

4.0: analyzing target market:

4.1: Identifying product segmentation base:

Different pastry shops segment their market from different segmentation base. But we would

segment our market on the basis of demographic and behavioral segmentation.

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MARKET

SEGMENTATION

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DEMOGRAPHIC

Demographic segmentation:

In demographic segmentation we segment our market on the basis of a consumers age, family

size, income, religion, occupation, and benefits.

Income: we segment our market according to different consumers of lower income groups, but

that doesnt mean that it is of lower quality.

Age: though candy is suitable for all age. But we wont make candy of different color, flavor,different taste and different shape. One taste will be offered. Taste of olive. Our main target

customers are females and health conscious people, along with the kids. As each and every

people of Bangladesh are very familiar with its hot taste, it will attract people from all aged

groups.

Behavioral segmentation:

Benefits: we will dividethe market into groups according to the different benefits. Like -quality,

convenience, low fat reasonable price, and service product on different occasion.

Psychographic:

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INCOMEAGE

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In psychographic segmentation we segment our market according to various occasions and

benefits.

Social class: all class of people can afford it.

4.2: Requirement for effective segmentation:

Measurable: our first target is to get the customers of Dhaka city, then the other central

towns of the country. That is why it is not that much difficult to measure their user rate

and user status. After getting the popularity among the customers, then we go for a mass

production throughout the country.

Accessible: now this is very special sector. As we are new concept in the market we have

to be very careful about our outlets distribution. We will have used the roadside outlets, if

we can ensure that each and every shop contains our o-live candy then we can

effectively reach and serve to our target customer.

Substantial: as it is a very low costing impulse good, and we will go for mass production

of our o-live candy so our target customers are huge enough to increase sales and

maximize

Actionable: we have sufficient financial and human resources to continue our business in

our target market.

Differentiable: again its not necessary for us to differentiate our segments as our

product is for all kinds of segment with same price.

4.3: Evaluation of market segments:

Segments size and growth: at very beginning we have targeted a small part of our total

population but this portion is large enough to maximize our profit and to sustain in the business.

Then we will go for the whole country market capture. That will help us to sustain for a long

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time. On the other hand as people has a tend to seek variety of test, our target consumers have

definitely a high growth.

Segments structural attractiveness: we are the first ever-offering olive candy in

Bangladesh o-live candy. We almost have no competitors from the point of Bangladeshi

producers view. Again we would provide 100% color flavors, taste. But the price of our product

would generally like the other brands of the market. That is why our main target would be the all

the people who like to take candy.

Company objective and resources: our main objective is to provide a better test experience

through mass marketing. The segments (mainly female) we have chosen we can easily serve

them with our available resources and gain advantages over competitors.

4.4: Selecting Target Market Segments:

After evaluating different segments we will now decide which and how many segments it will

target. A target market consists of a set of buyers who share common needs or

characteristics that our company decides to serve. Evaluating our market segment we

decide to choose both undifferentiated marketing and local marketing from micro -

marketing.

Undifferentiated marketing:

Since we decide to target large several market segments and design same offer for each. So

evaluating our market segment we decide to choose undifferentiated marketing. Though micro

marketing includes local marketing and individual marketing, we have chosen local marketing to

serve our customers.

Local marketing:

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We can also follow some strategy which will follow the concept of local marketing from micro

marketing point of view. Because we will go for local customer groups-cities, neighborhood and

even specific roadside stores as initially our outlets will be available in farm gate, Mahakhali,

Motijheel etc busy area where all kinds of people gather.

5.0: Brand Elements: Mix and Match

Brand elements sometimes called brand identities, are those trademark able device that serve to

identity and differentiate the brand. The main brand elements are brand name, logo, color,

slogan, jingle, and package. According to mix match of brand elements our products have all the

elements with out jingle. In initial stage we dont have any jingle but after launching the brand

we establish a jingle for our target customer group. Our product details are:

Name: o-live

Color: olive, green. Pink.

Logo: text logo

Slogan: shower of sour

Packaging: plastic pack.

5.1: Memorability:

A necessary condition for building brand equity is achieving a high level of brand awareness.

When a product called whether memorable or not then our product name is o-live. We think

that which is easily recognized and easily recalled. And also our brand elements are memorable

to our target market. The way it is going to be pronounced, and the way it is going to be

advertised, must help people to memorize it.

5.2: Meaningful:

A besides choosing brand elements to build awareness, brand elements can also be chosen whose

inherent meaning enhances the formation of brand association. Brand elements may take on all

kinds of meaning, varying in descriptive, as well as persuasive, content. The meaning of the

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word o-live is live that is not the replay of something, not the same thing that you are already

known. Our slogan is shower by sour which means if u takes one times then the taste will give

you taste of olive, make you freshness like u are taking a shower. This is descriptive and

meaningful.

5.3: Likeability:

Our product name, color, slogan, logo and packaging are likable. Because of the name of our

brand is related with full of fun and interesting. Our brand name "o-live is almost pronounced

and mentioned like olive, and our tongue will get wetted. Which attract the girls more that the

boys. Where our slogan is to be pointed so might be likeable to our segmented market. So our

product is likeable because of its visual and verbal imagery.

5.4: Transferability:

Not like that only people of Bangladesh are familiar with the olive. Olive is available all over the

world and all are known of the taste of olive. It has no other meaning at any other culture of

other countries of the world. So we can operate our candy in our country cultures and across

geographic boundaries. And most important thing is that, it has no religious barrier. So, o-live

candy is easily transferable.

Brand

element

Memorable

Meaningful

Likability

Transferability

Adaptability

Protectability

Name O-love candy Yes Yes Yes Yes Yes Yes

Logo candy Yes Yes Yes Yes Yes Yes

Color Olive green, green

and pink

Yes Yes Yes Yes Yes Yes

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Slogan

Shower of sour

Yes Yes Yes. Yes Yes Yes

Sound Shhhhhhh Yes Yes Yes Yes Yes Yes

Packaging A plastic made bag

which is carrying ourposted logo and

slogan.

Yes. Yes Yes Yes Yes Yes

5.0: Value innovation:

5.1: The seven parameter checklist:

#a. Performance

It serves high quality candy.

#b. Features

Completely new taste in the market.

#c. Conformance quality

To a high extent

#d. Reliability

Reliability is present to a high extent due to very little chance of failure probability. As

we are claiming that we are not using harmful chemical.

#e. Durability

It remains like not melted until to reach the customer.

#f. Serviceability

Can be found at every locality shop, beside the home.

Meet your demand whenever you need.

#g. Style and design

Different types of packaging for different types of candy.

5.2: Differentiation or die:

5.2.1Differentiation:

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Basically, our main target customers are mainly from high, upper middle class & middle social

class background mostly kids, teenagers and females. But as there is lots of chocolate company

in the market, we need to differentiate us to get them. By differentiating our candy from our

competitors, well try to create an image on the consumer mind which will create a position of

our brand name in the existing market and whatll lead us to a bright future.

Our product would be much better than our competitors on the following grounds-

5.2.1.1: Product differentiation:

We will produce the best quality candy in Bangladesh. We are not saying this only to promote

our candy, but each and every candy that we would produce will carry out our love and affection

toward customer.

Fresh ingredients: there is no need to say that we will use the freshest ingredients

available, because to us, using fresh ingredients will be the signature mark of ensuring

quality. Hygiene is another thing we would never bargain with. We will maintain a

hygienic kitchen because hygiene and quality are related to each other. Some ingredients

like, sugar, corn syrup, buffer lactic acid, permitted color(e-133), added flavor(olive) etc.

Styleanddesign:in our regular product we will not emphasize in style and design. But

we will try to carry out peoples feeling and emotions by providing natural taste candy.

Taste texture flavor: we wont offer a wide range of candy, we will offer one single

product so we can give our 100% effort to this specific product and offer best quality to

delight our customers. Our product O-live candy means taste the new, recent, that is

happening. We hope that customers would want to come back to us for a second time

because we would serve them the taste that is sour, flavor that is hot and texture that is

very smooth.

Quality consistent: we would never make a deal with our quality. Maintaining good

quality will be our number one priority.

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5.2.1.2: Service differentiation:

Products are not the only things that help an organization to be successful, good services are

also needed to grab the attention of the customers. So we would also offer various services

that help our customers to understand their needs. Our services are:

Free sample test: we would offer our customers with free samples. We want them to

understand what the standard we live and the olive flavor he likes or not.

Consultancy service: sometimes customers get a little confused by all the diversity of

test flavor and texture. So for them we have opened a consultancy service. This service

will help them to understand their needs, and help to choose the best candy for them.

People differentiation:

In O-live candy we will not only do business but also will enrich the people who will work

for us. We will be like a family and will stick together. We would have a very strong human

resource team who will work very hard to bring out the best from our employees. Proper training

would be given to all our workers to make our customer happy then our competitors do. Our

employees will be very friendly and co-operative. The will build a strong relationship with the

distributor, suppliers, shopkeepers etc. Co-operation would be the key of our success. Our

employees will work as a team, and they will always there to help our customers. Quality will be

a key factor in our business and to maintain that, we would have a group of specialized, to make

our candy. That is why customers will prefer our candy.

Latest technology: well use foreign automatic machine to produce the candy so that no

human touch can be take place there. This updated technology will also help us to be

efficient.

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Social responsibilities: a boy cant continue his study due to the poor family

background. He got 4.5 in his ssc. Now, either he has to maintain his family or continue

his study. This kind of scenario is very common in our society. Our production

department would have more than 60% student employee. First of all we can use their

talent and youth, and by motivating and giving them guidance we can create a dynamic

workforce. Our culture is so sympathetic and emotional. If we contribute to their study

and make them self- dependent it will create a good impression to our customer.

Brand name: our brand name is o-live candy which indicates the live, freshness.

Logo: our logo is very simple. Weve used some colors in this logo. The green color

means its fresh, the olive color means its nothing but a piece of olive, pink color means

it is a better option for female customers.

5.2.2: Positioning:

Promotion for positioning:

We will mainly focus on home delivery and latest technology.

Effective promotion: our main focus would be to create effective promotion for our

target market. Mainly our target market is common people. So, well paste our posters in

front of the busy area like Mahakhali, farm gate, Motijheel etc. Where well give them

ideas about our services.

Personal communication: our team will go for a campaign where well distribute free

sample in roadside campaign to attract people.

Word-of-mouth advertisements and buzz marketing: well invite celebrities and well-

known personality from the society and it will create a word of mouth advertisement in

the society about our branches. We will create a motivating workforce wholl also create

some word-of moth advertisements.

Online advertisements: in these days social networking websites are getting very

popular. E.g. - face book, twitter etc. Well advertise our service through creating fan

page group and etc.

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Positional statement: We always believe that once you have a putted our candy in your

mouth, will never be able to forget its taste. Every time they eat candy they will feel like

taking the taste of fresh olive and having shower. So our positioning statement will be

shower by sour

5.2.3: Promotional strategy:

As we are just launching our new business, we are initially emphasizing on letting people know

about our product that means creating awareness among the people.

We will reach our targeted customers through the following medias:

Opinion leader: displaying our exclusive creations in the media by an opinion leader.

Life style magazine: in print advertisements in the pages of best selling life style

magazines.

Press conference: arrange a press conference just before lunching our product.

Media: we pass our message with the help of radio, TV, print media. We will create

some humorous ad and play it on TV at the same way on fm radio ad will go on.

6.0: Brand sense:

Brand sense means Building powerful brand through touch, taste, smell, sight, and sound.

Combination of this five is a complete multi sensory brand. For our product o-live candy we

know candy is something which includes all the necessary senses we need to identify and also

build a powerful brand.

Touch: in case of service touch does matter.The feel of product is essential informing

the perception we have of the brand. For our product o-live candy touch generates

more excitement and fun. First touch is the plastic pack of the candy. That the surface of

our candy which is smooth.

So touch is important when our consumers going to buy candy they are having touch and feel it.

.Sight: in the matter of sight consumer looking for an attractive packaging of candy

which tends to buy this product. For our product O-live candy we are trying to give

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consumer different packaging of candy than the other competitors. Whenever a consumer

look at the packet of the candy, he/she will find an olive tree and some olives are there.

So it will bring some positive emotional attachment with the candy. The old taste in

modern technology.

Taste: the taste is our O-live candy is awesome. If any consumer takes first time our

O-live candy they cant forget the taste. So the slogan of our smack candy is shower of

sour.

Sound: sound is the sense that is already integrated in every aspect of marketing.

Traditionally sound has focused on appealing to our hearing at the expense of our

listening capabilities. When our consumer put it in his/her mouth, he/she will feel like

olive is here and unconsciously a sound of shhhhhhh can come. Also with the help of

tongue, there may be more different sound that will ensure that a person is enjoying the

candy or not. So it creates great feelings in the mind of consumer.

Smell: in case of smell, ouro-live candy is having a distinct smell of olive than the

common smell of the competitors. Having this great smell consumers are more attracted

to buying the candy. Ouro-live candy melts in the mouth with a rich tempting aroma and

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an intense sour taste. We see it as a treat, a comfort food, a reward and a naughty taste.

Our product o-live candy means new, happening not the old. We hope that customers

would want to come back to us for a second time because we are offering them a natural

sour taste.

Figure: Brand senseofO-live candy

7.0: Brand evolution:

It has several steps. It starts from the unique selling proposition strategy to an msp-me selling

proposition strategy. Another method named hsp holistic selling proposition is likely to dominate

the next decade pf brands that are heavily inspired by sensory and religious trends.

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Unique selling proposition:Physical performance and functional benefit of the brand.The factor or consideration presented

by a seller as the reason that one product or service is different from and better than that of the

competition. Before you can begin to sell your product to anyone else, you have to sell yourself

on it. This is especially important when your product is similar to those around you. By applying

this method marketers try to convince and motivate their targeted consumer by presenting their

products one feature which is unique. Here O-live candy focusing one functional benefit is

offered by natural taste of olive which is completely new and unique for the consumer.

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Emotional selling proposition:

It is replaced by another method. It is the level that people take it not for the functional benefit

for the emotional attachment towards their desired products. Here products were perceived as

different primarily because of an emotional attachment. For ouro-live candy, as olive is popular

ad very attractive item, and most of the people take it, so when the find the olive taste in front of

them as a chocolate they will feel emotional attachment with the o-live candy. As we prefer-

natural taste, people will tend to be attracted more. As all of us likes to have natural taste.

Organization selling proposition:

Corporation behind the brand in fact became the brand. It includes all the functional and

emotional benefit with the proposition of the organization.

Brand selling proposition:

Branding should purpose the brand or product. The brand is stronger than the physical

dimensions of the product. Branding posses is challenging decision to the market. In order to

create a strong brand image in the favor of customer mind, we have chosen the brand name

should be o-live candy. The meaning of the word live is new, current not the reply of older

taste.

Me selling proposition:

Consumer taking ownership of their brands. No longer consumer they become prosumer

(producer+consumer). They give suggestion and want customize product. Brand is owned by the

customer and advocates the brand. We describe this meaning in this way-we believe that once

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customer have it they will feel good. If some one is feeling lonely or depressed or having a mood

suing other, he or she should have o-live candy and after having this he or she will feel light and

a smile will be on his or her face.

Holistic selling proposition:

The group effort is much better than individual effort. Feature of brand is the 5 sense. The

brand sense study shows clear correlation between the numbers of senses. Branding is about

forming an emotional attachment between brand and consumer. The meaning of the word

live is new, current not the reply of older taste.

8.0: Secondary Brand Leveraging:

As o-live candy in a new brand in the market we need to leverage it brand image in many

ways. Secondary leveraging is important here. We use some celebrity to leverage our brand

image. We position our candy as nutritious food. It has protein, calcium, and combination of

vitamin a, b and c.

We use here Sharmeen lucky who has a positive impression as a food specialist and model.

Sharmeen lucky tell in front of mass media that its has nutritious value thats why it is best and

she is quit relax when her child eat this candy as she has reliability on this candy. This message

conveys a positive meaning to customers mind. Parents those who deny giving candy to theirchild for health issue they are now starting to purchase

o-live candy as it helps their child growing up.

: i am relaxedyou????

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Here Sharmeen lucky tell to the mass people about o-live candy.

Now we try to position our brand to young peoples mind so we choice the celebrity dighi, she

has a nice acceptability. She will come and say about its taste. Its mouth watering tasty, she will

promote the message that

Oooooooooooooooolive.

And we will leverage the image of model and actress shokh to attract the female and as well as

teenagers.

Why sweet always???

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9.0.Blue ocean strategy:

When we do not know any market or it is unknown to us then it is called blue ocean market.

Competition is irrelevant. It focuses on non-customer. It creates uncontested market space. It

always attracts the targeted consumer by creating and capturing their new market demand. It

breaks the value-cost trade-off. Though chocolate is a european food but it is very popular in our

country. One cant even think of celebrating an especial occasion without it. The good chocolate

is increasing at an increasing rate not only our country but also all over the world. So to meet up

this demand we would like to come up with our products which will have- no animal fat, low

price for only our country, best quality and so on. We will focus on children, teenagers, and

health conscious people, mostly females. Besides regular packs, gift box will be available. There

are four actions blue ocean strategy need to apply which breaks the trade of between

differentiation and low cost and create a new value carve.

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Guided by the blue ocean strategy:

The value curve

Raise items:

Number of outlets in Dhaka then all over the country.

The taste of candy

Reduce items:

Not to use harmful ingredients or powerful chemical in color.

Reduce the hastle of finding as we will be available anywhere.

Create items:

New taste.

New flavor.

QualityEliminate items:

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The valueCreateEliminate

Raise

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Limitation of capacity.

10.0: Conclusion:

Candy is an impulse good. People tend to by it not because they need it. Rather they use to buy it

for the taste, for there deserve of taste. Lots of brands are offering lots pf candy. We are first

offering olive candy with the name of O-live candy. As this is a new concept so we think this can

be very potential because no other brand is offering this taste ever to the consumer.