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A ReportOn

Branding New Corn FlakesIn

Bangladesh

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A Report on BrandingGreen Heritage in Bangladesh

Prepared For

Mushtaque AhmedProfessor

&Nayeema Ahmed

LecturerDepartment of Business Administration

InstructorMKT 416

Prepared By

Asif Chowdhury

2004-1-10-120

Section 2

March 19, 2007

East West University, Dhaka

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East West University45/c, Mohakhali, Dhaka

March 19, 2007

Students to be concernedBrand ManagementDhaka, Bangladesh

Dear Students

Letter of authorization

As a part of your course requirement please undertake a study and prepare areport on the Brand Management course. This report will help you a lot for yourpractical experience.

Please have the report to me by July 16 that is your final day of submission.Further, if you need any help you can contact me on my number.

Sincerely

Mushtaque Ahmed&

Nayeema AhmedInstructorBrand Management (MKT 416)

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March 22, 2007

Mushtaque AhmedProfessor

&Nayeema AhmedLecturerDepartment of Business AdministrationEast West UniversityDhaka, Bangladesh

Dear Sir

Letter of transmittal

We the undersigned students of brand Management (MKT 416) were assigned tosubmit a formal report on individual brand. My main purpose was to providean overview of my brand and study on brand management different parts of theorganization. I enthusiastically tried to develop this formal report on the basis ofthe format given by you.

I followed your instructions, schedule, format and discipline obediently and sincerely. I also used your lecture, books andInternet to fulfill your requirements. I should like to express my gratitude to you, for your tiresome effort for us, which

provided us the opportunity to prepare this report.

We must mention here that we are extremely grateful to you for your valuablesupervision, tireless effort, and continuous attention as and when required inaccomplishing the report.

We, sincerely hope that you will be satisfied to study our report. And if you haveany query, we will be pleased to answer that.

With best regards

Asif Chowdhury2004-1-10-120

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ACKNOWLEDGEMENT

At first we present our due regards to the Almighty, who have provided me the brilliant

opportunity to build and complete this report successfully with good health & sound

mind. I would like to express my feelings & great affections along with our heartiest

appreciation Mushtaque Ahmed & Nayeema Ahmed, Course Instructor, and MKT 416

brand Management for his kind co-operation. I also thank her for kindly assigning to us

such a precious & significant program, which will always be remembered by us

gratefully. I would also like to thank the respondents who helped us to gather lots of

useful informations. At last I would like to thank the readers who have expended their

valuable time in reading this report

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TABLE OF CONTENTS

Page

1.0 Introduction

1.1 Origin of the report1 1.2 Objective of the report..........11.3 Scope.................11.4 Methodology...............11.5 Limitations......................................1

2.0 Define the Product.......2

3.0 Defining the value ...4

4.0 Developing the Marketing Strategy

...6

4.1 Identifying And Analysis of Target Market..64.2 Creating Market Segmentation..74.3 Look after on external environment: in term of Bangladesh..8

5.0Brand Element (Mix and Match)..95.1 Packaging the product11

5.2 Choice Criteria of Brand element.12

5.3 Mix and Match with Choice Criteria14

6.0Value Innovation Strategy147.0Value Innovation Strategy168.0Creating Value Innovation by BLUE OCEAN...179.0Five Dimension of Brand Sense.20

10.0Value Pricing.23

10.1 Setting price policy for Green Heritage..23

11.0 Value Delivery Chain...25

11.1 Value Delivery Network...25

12.0 Value proposition.27

12.1 IMC Story of Green Heritage.28

12.2 ROI of the story....28

12.3 Alternative Marketing communication Options for Green

Heritage. ....29

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13.0 Leveraging secondary brand association...29

13.1 Leveraging secondary brand association for Green Heritage30

14.0 Equity building Model.31

15.0Ten Guidelines FOR BUILDING STRONG BRAND..32

16.0Conclusion34

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1.0Introduction of the Report:1.1Origin of the report:

The report concept of the building the total flow of brand equity in theorganization was started by me under honorable sir Mr.Mushtaque Ahmed

and Madam Ms. Nyema course instructor of Brand Management (416), at themid of the semester and I have done this work individually.

1.2Objective of the Report:

The main objective of this report is to make an innovative product and service

which have novelty and which is different from others, with the formation ofthe brand and build the brand equity of that product or service.

1.3Scope of the Report:

The scope of the report is to come up with new and innovative ideas to bring

the brand in the new stage of marketing. This report has made based onlaunching a new brand and the total flow of brand equity.

1.4Methodology of the Report:

This report has made by the primary and secondary data which are available

around us which I get from books, case, journals, internet and other sourcesrelated with brand and also marketing.

1.5Limitation of the Report:

The limitations of this report are:

This reports informations which is gathered by my

limited knowledge depends on accuracy of the data.Lack of in-depth understanding of certain terms.

Lacking of marketing researchTime limitations which is also there

These are some important point for which there may create some lacking

in my report.

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2.0Defining of the Product:The intend of this project is to coming up with a new Cough Solution which is

totally different from other cough syrup available in the market, because those are

synthetic or semi-synthetic drugs which are really doesnt work those are only depressed

our respiratory track and which create drowsiness, respetery contraction and renaldiseases, but my solution will be totally herbal product which is not provided before byany other company, so differentiation is already created in my product. This syrup can be

used in terms of cough, bronchitis, bronchial asthma, whooping cough. This product isspecially chosen by me because I was thinking about the brand which will have the value

innovation in such way so that the customers never ever get from others.

The ingredient of the SLUTION:

INGREDIENT QUANTITY

01.Zinzibural 0.10%

02.Euniten 0.30%

03.Euntonie 0.50%

04.Pinenine 0.2%

05.Elax 5%

These are the ingredient by which I will make the syrup .This ingredients will be takenfrom:

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(1)Ginger

(2)Garlic

(3)Basil leaves

(4)Black cumin

But there also need some preservative which will make the syrup more effective. Thepreservatives will be following:

Preservatives:

PRESERVATIVES QUANTITY

01.Methyl +Ethyl + Propylene + Para bone 0.1%

02.Benzoic acid 0.1%

Flavors:

Age Limitations Flavors

01. 5 to 10 years Orange

02. 11 to ~~ years Estrogen

Flavor will be different in different age because usually the syrup flavor will be estrogen

type but the children will not like the taste of that, for those reason I use orange flavor for

them.

My herbal syrup can also be taken by those people whom allays have to shout in their

work place or it may also taken by the singers to keep good sound. It will also encouragethose people who doesnt want to ignore the allopathic or synthetic drugs and they can

believe in my syrup because they are taking the same things (what they were take by theelders like ginger ,garlic, basil leaves, black cumin) in a different shape.

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3.0Defining the value:First of all I want to say about the core value of my product it is totally a herbal syrupwhich have no synthetic or semi-synthetic element. The side effect of my product is

almost nothing because it is made by those things which we can take without any

doctors prescription and those things was also taken by ourparents or grandparentsalso because it isnt harmful.

Advantages of the using element:

(1)Ginger:

Ginger is used as an aromatic stimulant, carminative, condiment and flavoring agent.

It is prescribed in dyspepsia, flatulent colic, vomiting spasms, as an adjunct to manytonic and stimulating remedies; for painful affection of the stomach, cold, cough and

asthma. Sore-throat, hoarseness and loss of voice are sometimes benefited bychewing a piece of ginger.

Ginger stimulates the flow of salvia, raises the tonus of the intestinal musculature,

and activates peristalsis.

(2)Garlic:

Garlic is carminative, aphrodisiac, expectorant, stimulant and used in fevers, coughs,

febrifuge in intermittent fevers, respiratory diseases such as chronic bronchitis,bronchial asthma, whooping cough and tuberculosis. It is also used in atherosclerosis

and hypertension.

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(3) Basil Leaves:

Leaves have expectorant, diaphoretic, antiperiodic, anticatarrhal, antiseptic and

spasmolytic properties and are used in catarrh, bronchitis, cold, cough, fever andgastric disorders. The leaves have been employed as aromatic, carminative, stimulant

and flavoring agent. Infusion of leaves is used as stomachic in gastric disorders ofchildren and in hepatic affections. Dried powered leaves are taken as stuff in ozena.

Seeds are demulcent and given in disorders of the genitor-urinary system. The plant isalso used in snake bite and scorpion-sting.

(4)Black Cumin:

Black cumin is used as aromatic, carminative, stomachic, lactagogue, flavoring agent

and as a spice.

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4.0 Developing the Marketing Strategy:

The market of the cough syrup are generally captured by those companies which are

generally selling as usual synthetic or semi-synthetic drugs, so people are unwillinglyforced to buy those drugs. In term of this situation my product came up as a

revolution in this market, where I am using only herbal ingredients there is not asingle touch of synthetic or semi-synthetic ingredients, rather I try to introduce

traditional herbal elements with a new shape through my product. The marketingstrategy will be based on the two parts of any product or services. The target market

is most crucial, changing and uncontrollable variables needed to be identified whilelaunching any brand or products as I have analyzed my target market in terms of

various specification and with in depth understanding of the characteristics of myproduct. The target market will be developed by me under various important

considerations. So we will start the marketing mix with the following concept:

4.1 Identifying And Analysis of Target Market:

The target market of my cough solution will be based on the following criteria

which will also needed to make the brand identification or the type of brands I amtrying to sell. So the target market will be considered under the following things:

As my product is cough solution so my identifiable targetaudience will be those people who are suffering from cough,

cold, fever.

It is totally an herbal product so any people who have faced

any types of problem in his throat can take this because thereis no side effect of my product.

My product can be taken by those people also who must haveto take care of their voice like; singers, teachers, etc.

Those people also can take my solutions who havent anyproblem but want to be feet always.

So these are the consumers who can be the target market of my product and they

will be segmented in the following sections according to the various types ofsegmentation base. I have targeted these people and as they are the one to whom I can

sell the products and they are the market of my brands. Thus this cluster of people will besegmented in one or more than one segment where the brand will be targeted to them, so

the target market will be based on these characteristics where the people are sufferingfrom cold, cough, fever; etc. So the brand is creating the value in term of of

differentiating the brands from others from the very beginning of my project. Now I willset this target market into the proper segmentation of the brand, like I will be defining the

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target market and I will be divided the target group into the various market segmentationwhich falls under my category of product.

4.2 Creating Market Segmentation:

As I have defined, identified and analyzed the target market now I am going to do thesegmentation of my brand. The target market is going under more or less that

category of people whom are suffering from cold, cough, fever, or have someproblem in throats. They should also willing to pay Value Pricing for the value that

they are getting from my product. The market segments that have been identified canbe created under the following types of reason:

Identifying: The targeted group of people of my product can be easilyrecognized because my product is a cough solution which will

be used in terms of that situation when anyone is suffering from

cold, cough, fever and also those types of people who believedin herbal product rather than the synthetic drugs.

Size: The target market size of my product will be substantially varies on the

basis of seasonal changes, which means season will caused a bigimpact on my product. Because though my product is a cough solution

so it will be taken by only those people who are suffering from cold,cough etc and mostly it occurs in terms of seasonal change when

people fail to adjust with the change.

Accessibility: My brand will have theefficient distribution and value chain to

be provided to the customers and to make them efficient thecustomers will be getting the communication and other

relational marketing things to be easily access with the targetmarket and the customers.

Responsiveness: The responsiveness of my brand will be allays there wherepeople will suffered for cold or cough and want to shift

from synthetic drugs to herbal solution which is innovativeand have novelty.

There are the various criteria and reasons under which the brand will be segmentedamong the group of people thus we have got two types of segmentation these are givenbelow with the logical justification with it.

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Demographic Segmentation:The people who are under the demographic segmentations are them who are

willing to purchase the herbal cough solution. But in terms of my product incomewill not act as an important factor because though my product is a cough solution

so from lower class to upper class both types of people can buy my product. Sex,

race will have not any impact on my product.

Psychographic Segmentation:This type of market segments has been considered under the various

psychological approaches of the customers and the target market these are like;values and opinion in which term we consider the values and opinions of the

customers, my product will be chosen by those people who likes to ignore thesynthetic drugs rather want to take the herbal drugs. Another term which is also

considered in psychological segmentation is attitudes and activities in terms of myproduct though it is herbal product so there is no side effect and it is more

applicable then other synthetic drugs.

4.3 Look after on external environment: in term of Bangladesh: To enter intoBangladeshi market for herbal cough solution, we should look after on thisexternal factor.

Technology: so far we are develop enough technically to develop a newproduct, especially in Bangladesh new technology are coming.

Competitive structure:As a domestic product for the very first time, mycompany will launch herbal cough solution in Bangladesh. Even we see Beximco,Square; they did not come with herbal cough solution in Bangladesh.

But new competitors come into the market any time so we must have to considerthe competitive factor.

Economy:Bangladesh is a country, where people are ready to give money. Nomatter whats their income level in terms of drugs. Though it is a developingcountry but it is a nation of spenders. We can also sell it to that customer whose

income level is below the Benchmark because most of the people can afford it.

Geography & Infrastructure:

Infrastructure plays a major role to create a

product. We know in Bangladesh, Dhaka city and Chittagong city quite strong interms of Infrastructure. So Manufacturing of cough solution will be done in

Dhaka city and Chittagong city. And control unit will be sated at Dhaka.

Social Issue:my product should be socially accepted and I have to make surethat my product wont hamper the society.

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Religious: This is a Muslim country and I should produce 100% halal herbalcough solution for my target audience.

Cultural:Herbal cough solution is totally a new concept in Bangladesh. But thecustomers in Bangladesh have relation with its ingredient for a long period of

time. Especially those who believe in herbal product.

Legal environment: Our legal environment is a little bit fluctuated. So myproduct should be protected through its intellectual property right.

5.0Brand Element (Mix and Match):The brand element have been chosen according to the own personality and to thevarious types ofcharacteristics and the feature related with the brands, so the brand

elements are really very important things to make the right combination together andto get the best blend out of the elements. The various combinations and the part of

brand elements are given below with the exclusive demonstration and theexplanation.

Brand Name:

GREEN HERRITAGEThis brand name suggests that whatever the people will see the name will be stuckin this word. There is the another point to give this name is, the product is totally

herbal and there is no other synthetic ingredients so I use here the term greenand the another term heritage come for those ingredients which I use in my

product like; ginger, garlic, black cumin, basil leaves which are taken by us for along period without any doctors prescription.

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Brand Logo:

This logo is specially designed for the name and the mark of the brand,where the whole theme is given and the brand Green Heritage not just

suggesting that the logo and the color but also the meaning of the logo alltogether, so the whole theme can be understood by the logo.

Brand Slogan:

Make sure the green security

This slogan identifies that the brand is not the old and generic one, so that

the people who are taking the other cough syrup from a long time shouldnow take a look something new and innovative.

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Brand Color:

Green

Though my product is herbal so I use green as a color in my brand

because by this color I want to express that in my product there is nosynthetic ingredient which used in my product.

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5.1Packaging of the product:

To achieve the marketing objectives for the brand and satisfy the desiresof consumers, the aesthetic and functional component of packaging must be

chosen correctly. The aesthetic consideration relate to package shapes and size,material, color, text and graphics. In terms of my product packaging I must

have to think about the security of my herbal cough solution and givingcustomers assurance of a good product.

So these are the various brand elements which has been mixed match in a very interesting

manner, so that the brand and the values of these elements are created in the market andthe novelty can be found easily from these brand elements.

5.2 Choice Criteria of Brand element:

Choice Criteria: in general there are five choice criteria in choosing brand elements.

1. Memorable2. Meaningful

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3. Transferable4. Adaptable

5. Protect able

Figure1.9: Choice Criteria of Brand element for baby boomers

1. Memorable:

Easily recognized & easily recalled

2. Meaningful:

Descriptive, persuasive, fun & interesting, rich visual &

verbal imaginary

3. Transferable:

With in and across product categories

Across geographic boundaries and culture

4. Adaptable:

Flexible & updateable.

5. Protectable:

Legally & competitively

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5.3 Mix and Match with Choice Criteria:

Mixed match ofGreen Heritage

So this is the choice criteria of the brand element those we have discussed below, wherewe have got so many things but also we have got some problems with the specific things

like; protectability of the name, logo and slogan, so there is always some problems in mixand matching.

6.0Value Innovation Strategy:The value innovation is the most important and the effective part of this report wherethe brand is providing the value that no one has ever offered before. This value

innovation has come under the certain stages. So we need to discuss all those stagesin order to make the value innovation more clear.

1. Performance:The level at which the products primary characteristics operate. The

performance level should be high with the minimum requirement of theproduct. Performance quality is associates with the primary and

Brand Element:

Choice Criteria

Name Logo Slogan Color Packaging

Memorable

Meaningful

Transferable

Adaptable

Protectable + + +

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secondary quality of a particular product. In the term of GreenHeritage I am using here nothing synthetic or semi-synthetic ingredient

rather I am using some very much common herbal ingredient like;ginger, garlic, black cumin and basil leaves which have no side effects.

2. Features:Features that supplement the product basic function. In my cough solutionthe basic function is that, it is totally a herbal product with almost zero sideeffect.

3. Conformance Quality:Which is the degree to which all the produced units areidentical and meet the promised specification? Basically it is

the expected quality by the consumer. I have provided at theoptimum level of quality that can be expected by my target

audience.

4. Reli abil ity:It is a measure of the probability that a product will not malfunction or failwithin a specified time period. In terms of this situation my product is veryreliable to all of my customers because they can trust my all of ingredient

very easily which are very much common in our country.

5. Durability:A measure of the products expected operating life under natural orstressful conditions is a valued attribute for certain products.

6. Service ability:combination of ordering ease, customer training and consulting.

7. Style and design:Design is the combination of features that affect how a productlooks and the function in terms of customer requirements. Style

describes the products look and feel to buyers.

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7 parameter of Product Engineering

Product engineering Green Heritage

1.performance

2.features

3.Conformance Quality

4.Reliability

5.Durability +

6.Service ability +

7.Style & Design

7.0Differentiation of the brand:The brand Green Heritage has got its parameter under which it is needed to be

differentiated, thus we are using the differentiation strategies suggest by Jack Troutin his bookDiffertiation or die where they are going to make sure about the

brands various dimensions to make them to different from other brands to make themdifferent from the other in terms of the value and the services given to them. So here

we will give the brand which will be giving the various identities and reasons to bedifferentiated from others.

Being First Can Be A Differentiating Idea ForGreen Heritage:

My brand is getting in to the mind of the customers for the first time so the brandidea which is to create herbal cough solution, no synthetic or semi-syntheticingredient is differentiating from the other brands that have not come up yet

with these proposition to be the first one in giving the green security withoutusing any synthetic ingredients.

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Differentiating By Attribute Ownership In Terms OfGreen Heritage:

The brand will be taking the ownership of giving green security in terms of coughsolution for the first time. This attribute was not been given before and these

features will be only bringing for the first time in the world as this can be the

attribute or the feature related ownership. So this is really very important to makesure that giving customers those features.

Differentiating By Being The Latest One In Terms OfGreen Heritage:

The brand is the latest in terms of giving herbal cough solution concept and ideas

so the brand can be the different one that the customers may accept and play thevalue innovation role in terms of the herbal cough solution for those customers

whom wanted to be with the herbal solution.

So these are the differentiating concept taking from Jack Trout through which

we can go foreword and can do my product different from others which areavailable in the market.

8.0Creating Value Innovation byBLUE OCEAN:There is several driving force to raise the creation of Blue Ocean. Technological

advantages in the industry even help to build Blue Ocean, in terms of productivity.When ever you have technological support, then less time require for production. So

value delivery chain becomes easier.

Value innovation is the corner stone of Blue ocean strategy. We call it valueinnovation because instead of focusing on beating the competition, you focus on

making the competition irrelevant by creating a leap in value for buyers and yourcompany, thereby opening up new and uncontested market space. Value innovation

places equal emphasis on value and innovation. Value without innovation tends tofocus on value creation on an incremental scale, something that improves value but

is not sufficient to make you stand out in the market place. Innovation with out valuetends to be technology-driven, market pioneering, or futuristic, often shooting

beyond what buyers are ready to accept and pay for it.

Value innovation occurs only when company align innovation with utility, price andcost positions. It is a new way of thinking about and executing strategy that results in

the creation of a blue ocean and break from the competition. Importantly, valueinnovation defies one of the most commonly accepted dogmas of competition-based

strategy: the value cost trade-off.

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Blue Ocean in terms of my product is its value what I am giving to the target audiencethe herbal cough solution for the first time which is made by ginger, garlic, black

cumin and basil leaves.

Value innovation

The four-action Framework:

To reconstruct buyer value elements in crafting a new value curve, we have developedthe four-action framework. The four-action framework tries to show the breaking trade

off between differentiation and low cost and to create a new value curve. Elements thatused in this model are Eliminate, reduce, raise, and create.

Reduce

Cost

I ncrease buyer

Value

Value innovation

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1. Eliminate: Factors that industry can grant for elimination.

2. Reduce: Factors that should be reduced the well below of the industries standard.

3. Raised: Factors that should be raised all above the industrys standards

4. Created: Factors should be created that the industry has never offered.

Reduce

CreateEliminated

A new value

Curve

Raise

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The Four Action Frame Work In Terms ofGreen Heritage

(1)Reduce:Reducing cost of producing cough solution

Reducing price of my herbal cough solution

Reducing side effects.

(2)Raise:Raise distribution efficiency

Raise production capacity and speed

Raise better performance and quality

(3)Create:Non synthetic ingredient utility

Herbal care utility

Production utility

(4)Eliminate:Eliminate time through just in time

Own backward linkage

Eliminate complexities of the brands

9.0Five Dimension of Brand Sense:The brand sense of Martin Lindstrom is providing the various ways through which a

brand can be recognized as the brand is going to be a part of the holistic sellingproposition of the market so the brand will have the sensory organ dimension through

which we can recognize my brand and the customers will get the holistic proposal ofthe brand. So the five dimensional of the brand will be discussed below:

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Brand sense of Baby Boomers

Branding will move beyond the MSP into an ever more sophisticated realm. That is

called HSP or Holistic Selling Proposition. HSP brands are those that not only anchor

themselves in tradition but also adopt some of the characteristics of religions to leveragethe concept of sensory branding as a holistic way of spreading the news. Holistic brandsare smash able. They have their own identity, which is expressed in its every message,

shape, ritual, and tradition.

Sight:

The sight of the brand will play the role to remember the brand through theproducts packaging and design with its color and also with its different types of

solutions colors for children and older people will also get the brand to make thesight.

Taste:

Taste will play an important role in my product though it is a cough solutionrather it must have a good taste which is very important for generally children

whom are often doesnt like to take drugs so if we want to reach our product tothem then we must have to give attention on taste.

Taste

Smell

SoundTouch

Sight

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Smell:

Smell is also a very big factor in my product though it is nothing but a coughsolution. In sense of my product it is totally herbal so its smell will be as similar

as other herbal product and we doesnt mixed any synthetic fragrant with it.

Touch and Sound:

Touch and sound play a small role in my product for the recognition andunderstanding of the brand, so in terms of my herbal cough solution there is no

touch and sound to identify the brand.

The HSP philosophy recognizes the interconnectedness of all the elements that go tomake up the brand. Every communication it sends out through every channel is related to

the brands core philosophy. Every component is a vital piece that creates the full holisticpicture.

0%

5%

10%

15%

20%25%

30%

35%

40%

1st Qtr

Tast

Sme

Sigh

Touc

Soun

Five senses in terms ofGreen Heritage

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Now we can get the whole idea of Brand Sense by Martin Lindstrom. After developingthe 5 dimensions ofGreen Heritage, it smashes out through brand and perceiving the

value of customers. Finally come Green Heritage up with the Holistic SellingProposition.

10.0 Value Pricing:Price is the one element of the marketing mix that produces revenue; the other

elements produce cost. Prices are the easiest marketing mix element to adjust;product features, channels, and even promotion take more time. Price also

communicates to the market that companys intended value proposing of itsproduct or brand.

10.1 Setting price policy forGreen Heritage: To select a price, firm has to

consider some factors. Even pricing goes through a series of steps.

1. Selecting the pricing objective

2. Determining demand

3. Estimating costs

4. Selecting a pricing method

5. Selecting the final price

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Selecting the pricing objective:

A company can peruse any of five major objectives through pricing: survival,maximum current profit, maximum market share, maximum market skimming, or

product quality leadership. In perspective ofGreen Heritage, I want to focus on

maximization of market share. Because my price is less. When higher sale volumewill lead to lower unit cost and higher long run profit. My pricing objective willbe penetrating the whole pharmaceuticals market.

Determining demand:

Price and demand are inversely related. And for the pharmaceuticals market,demand is there at the same time, market is price sensitive. Pharmaceuticals are

the items, which need not to be purchased on frequent basis. From customerspoint of view, they are highly price sensitive at the matter of non-regular

purchase.

Estimating cost:

I want to charge such a price that covers my production cost, distribution, andselling the product. Initially adding the fixed cost and variable cast of production,

will give the benchmark of pricing.

Selecting a pricing method:

Select a price quite depends on how much customer can afford to pay my herbal

cough solution. In term of my product I will choose the value pricing.

Value Pricing = Value Innovated + Getting moderate cost +

Charging Lower Price + Winning Loyalty Of The Customers

= Value Pricing Of The Brand

Value pricing ofGreen Heritage:

After analysis of the method, I have come to know the minimum level of mypricing. I am providing high quantity of herbal cough solution with a less

amount of price, so I am charging fewer prices with high level of quality.

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Selecting the final price:

On the basis of my companys value-based proportion of price, influence me toput a very value based price. That can adjust the other marketing mix element of

Green Heritage. So the price will be forGreen Heritage;

GREEN HERRITAGEFor 100 ml the price will be 12 Tk

11.0 Value Delivery Chain:

When we define about value delivery chain that means it is a system of partnershipand alliances that a firm creates to source, augment and deliver its offerings.

Where marketing channels are sets of interdependent organizations involved in theprocess of making a product or service available for use of consumption.

For the consumer goods marketing channel need be changed. At same time whenit is about industrial product marketing, then marketing channel totally modified.

11.1 Value Delivery Network:

As I have coming up with a herbal cough solution and it is a consumer goodso I must have to give importance that the product is available in almost

every where. In terms of my product I have almost eighty percent controlfrom raw materials to retailers. Because I am doing my own backward

linkage and seventy percent control over foreword linkage. The way throughwhich I am trying to reach my product to the customers is given below;

(1)Raw Materials:Though I am already said that I am providing my own backward linkagein my product, so I in my firm I produce the ginger, garlic, cumin, basil

leaves and there is another industry of my company where I makepreservatives for my cough solution.

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(2)

Operation And Work-in-process:

Supply Chain Management

MaterialManage-

mentLogistics

Raw

MaterialOperation

Work

In

Process

Finished

Good

Product

GreenHeritage

Warehouse

WholesalerRetailers

Consumer

1. Ginger

2. Garlic

3. Black Cumin

4. Basil Leaves

5. Preservatives

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(3)Operation ,Work-in-process And Finished goods:The main factor of a successful operation is efficient labor and high tech

Machine which will help to make the production process easier, I am

using both things in my own company. And in terms of W-I-P the halffinished goods is the cough solution without packaging then I dopackaging also in my company.

(4)Warehouse:In terms of my product I have a single national warehouse which issituated in Dhaka from where I sent my product in every wholesaler.

(5)Wholesaler:

I have sixty wholesalers in each and every district by whom I can send

my product through allover the country.

(6)Retailers:

Into the whole process only this part is done by those persons who have

good communication with us and who are ready to sale my product to

the final consumers.

12.0 Value proposition:

IMC or integrated marketing communication is a vehicle value proposition, its position in

the mind of the prospect. And its main objective is to build brand equity.

We consider the final and perhaps most flexible element of the marketing mixes.

Marketing communication are the means by which firms attempt to inform, persuade, andremind consumers, directly or indirectly, about the brands that they sell. In a sense,

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marketing communications represent the voice of the brand and are a means by whichit can establish a dialogue and build relationships with consumers.

IMC revolves around a story, which should be a believable or a novelty story based on

value proposition. The story obviously follows the process of ROI. That is a story shouldbe relevant to the product, should have originality and must create an impact in the mindof the prospect. Actually we have to do value proposition in viewpoint of David Aker.

12.1 IMC Story Of Green Heritage:

In the first scene it will be shown that one doctor is talking with his one of the oldpatient .The doctor is asking the old man why dont he take the medicine what he is

prescribed for his cough. The old patient said that he doesnt like to take theallopathic drugs as the answer doctor said that if he dont take that then how will he

get well at that time one another character will enter into the scene who is also adoctor and friend of the first doctor he will said at that moment your patient will off

course get well because there comes a new cough solution in the market called,GreenHeritage and which will totally an herbal solution which is made by those

things that are taken by us previously without any doctors prescription.

12.2 ROI of the story

Relevancy: From the story we can see that the story focuses on two aspects. One is the

thought on allopathic drugs and other one is trust of herbal solution. As we are focusingon herbal cough solution so we highlighted on herbal ingredients.

Originality:The story and the whole idea is new in the context of Bangladesh for our

product Green Heritage the herbal cough solution.

Impact fullness: The story focuses on the rational benefit. So it will create grate impacton sales. And can influence a customer through mind share to heart share. At the end of

the process it leads a customer to share his or her wallet.

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12.3Alternative Marketing communication Options for Green Heritage:

We will choose above the media to reach our target customer. We will make

television commercials & News paper advertisement. Our aim is to provide thissingle-minded message through out these media.

1. Media Advertising:

TV

Radio

Newspaper

Magazine(health)

2. Direct Response Advertising

Mail

Broadcast media

Media related

3. Consumer Promotions

Samples(to the Doctors)

4. Event Marketing and Sponsorship

Causerelated

5. Publicity and Public Relations as well

13.0 Leveraging secondary brand association

Leveraging Secondary Brand Associations to build Brand Equity:

We will consider the following eight different means by which secondary associations

can be created by linking the brand to:

1. Companies (e.g., through branding strategies)

2. Countries or other geographical areas (e.g., through identification of product

origin)

3. Channels of distribution (e.g., through channels strategy)

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4. Other brands (e.g., through co-branding)

5. Characters (e.g., through licensing)

6. Spokespeople (e.g., through endorsements)

7. Events (e.g., through sponsorship)

8. Other third-party sources (e.g., through awards or reviews)

13.1 Leveraging secondary brand association for baby boomers

1. Country-of-Origin and Other Geographical Areas:

A number of brands are able to create a strong point of difference in part because of

consumers identification of and beliefs about the country of origin. Besides thecompany that makes the product, the country or geographic location from it is seen as

originating may also become linked to the brand and generates secondary association.

Green Heritage is a domestic product and Made in Bangladesh. So in global marketing,

country like Bangladesh may create an impact in terms of the association the countrywith the brand.

2. Channels of Distribution

We consider how retail stores can indirectly affect brand equity through this image

transfer process. Retailers create these associations through the products and brandsthey stock, the means by which they sell them, and so on. To more directly shape their

image.

Customers want to perceive the Retailers as if they are the producer of the product.Even a store has created a perception about a brand in the mind of the prospect. So for

this reasons, in every single point distribution need to be clearly associates with thebrand, Green Heritage. If any channels communicate inefficiently, then the brand

equity will start decreasing.

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14.0 Equity building Model

Equity building model forGreen Heritage

1. Idea generation

about cough

solution

2. Look on the market of

cough solution and

external factors

3. Mixing the brand

element ofGreen

Heritage

4. Value innovation

strategy

5. Value

pricing

6. Value

delivery chain7. Value

proposition/

IMC

8. Leveraging

secondary brand

association

Brand

Equity of

Green

Heritage

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15.0 Ten Guidelines FOR BUILDING STRONG BRAND :

Brand identity: Have an identity for each brand. Consider the perspectives of thebrand-as-person, brand-as-organization, and brand-as-symbol, as well as the brand-as-product. Identify the core identify. Modify the identity as needed for different

market segments and products. Remember that an image is how you are perceived,and an identity is how you aspire to be perceived.

Brand identity ofGreen Heritage; it has a brand personality that is innocent. Cough

solution is the core product and theGreen Heritage has got an identity by its name,and logo. Also establish a relationship between brand and its customer by generating

the functional and emotional benefit.

Value proposition: Know the value proposition for each brand that has a driver role.Consider emotional and self-expressive benefits as well as functional benefits. Know

how endorser brands will provide credibility. Understand the brand-customerrelationship.

A brands value proposition is a statement of the functional, emotional, and self-

expressive benefits delivered by the brand that provides value to the customer. Aneffective value proposition should lead to a brand customer relationship and drive

purchase decision.

The central concept of Green Heritage is the fusing of functional and emotionalbenefits: a strong brand identity has both functional and emotional benefits. This

dual concept strongly pushes a brand.

Brand position: For each brand, have a brand position that will provide clear

guidance to those implementing a communication program. Recall that a position isthe part of the identity and value proposition that is to be actively communicated.

Brand position is the part of the brand identity and value proposition that is to be

actively communicated to the target audience and that demonstrates an advantageover competing brands.

Green Heritage position targets a specific audience. Basically the primary customers

of this brand are those who suffer from cough or cold.

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Consistency over time: Have as a goal a consistent identity, position, and executionover time. Maintain symbols, imagery, and metaphors that work. Understand and

resist organizational biases toward changing the identity, position, and execution.

It creates a bad impression about a brand, if its name, symbol, or logo is change indifferent perspective. So consistency is necessary about a brand name, slogan, logo,and its positioning as well. We cannot change Green Heritage to another name. That

will loose the brand identity. To keep Green Heritage brand image we have toconsistence in every element of brand management. Another thing is to keep the

ownership of brand, brand position and symbol, we have to consistence. But to someextent we need to be change in terms of global marketing.

16.0 Conclusion:

The brand is creating, reducing eliminating and raising some important factors of

the controllable variable of the product by doing that entire thing I am creating thebrand equity of my product. In this report I also discuss with differentiate or die

of Jack Trout , Five sense and also try to follow the ten guidelines of David Akar tosee the building of my brand equity.