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Brand: Brand is the "name, term, design, symbol, or any other feature that identifies one seller's product distinct from those of other sellers" Initially, Branding was adopted to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot iron stamp, and was subsequently used in business, marketing and advertising. Re brand: Rebranding is a marketing strategy in which a new name, term, symbol, design, or combination thereof is created for an established brand with the intention of developing a new, differentiated identity in the minds of consumers, investors, and competitors.[1][2] Often, this involves radical changes to a brand's logo, name, image, marketing strategy, and advertising themes. Such changes typically aim to reposition the brand/company, occasionally to distance itself from negative connotations of the previous branding, or to move the brand up market; they may also communicate a new message a new board of director’s wishes to communicate. Re branded company: Globe Soft Drink Ltd. Re branded product: Beverage and soft drink. Previous Name: URO cola. Rebranded name: URO SIP. History of Globe Soft Drink Ltd

With the pharmaceutical background, in the year 2002 Globe Soft Drink Ltd. was come in the beverage market. Uro was the own prime brand to start the race, which tempted the market of Soft drinks by winning the customers' heart through revolutionary taste of Uro Cola, Uro Lemon and Uro Orange. Uro Lemon was the first brand introduced in the Bangladesh market as lemon flavor in carbonated soft drinks.

This success led the company to introduce new beverages in the market like soda drink Fizz Up, mineral juice Alma, which was also become very popular among the country. Being wholeheartedly focused on the research of what our people actually need to perform their daily activities, the company developed energy drink Tiger with the innovation in taste and flavor. For its enviable taste and tonic effect, Tiger has become the first selling and most remarkable brand all over the country. Our energy drink Black Horse has been also a very exciting brand among the teenagers.

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Significance of establishing a new brand To make position in the mind of target customers To draw the attention of customers To increase market demand To aware customers To create positive image about the company or its products or services To attract existing consumers as well as potential consumers

Rebranding existing brand

Brand Marketing Strategies A vital element of brand marketing strategies is to develop brand marketing programme. At core of building brand equity is marketing programs or strategies. Marketing activities can facilitate in increasing brand awareness as well as in creating the right brand image. Marketing activities can be weaved around product, pricing and distribution channel. But the way these marketing activities are carried out has gone under revolutionary change owing to the modern technological driven world. Brand Marketing Program considers two factors: Choosing brand elements Planning marketing mix based on brand

Product

Soft drinks

Brand Development

Brand

URO SIP

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Choosing brand elements There are six criteria for choosing brand elements:

• Memorability • Meaningfulness • Likability • Transferabilty • Adaptability • Protectability

Memorability Easily recognized & recalled. Easily pronounciated. Brand logo is simple & attractive.

Meaningfulness Descriptive or general factors. Persuasive or specific factor, which indicates attributes or benefits in naming a

brand. Likability Interesting factors. Affective advertising (emotional/touching). Pricing (reasonable/suitable).

Transferability Slogan. Package. Language. Culture.

Adaptability Flexibility. Updatable.

Protectability Legally recognized. Proper licensing. Trademark

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Based on these we chose our brand elements, which are given below,

• Brand name: URO SIP

• Logo & Symbol:

• URL: www.urosipbd.biz

• Character: “Sour Man”

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• Slogan

“Taste Sour”

• Jingle

“Urosip elo deshe khati kacha amer beshe Urosip er shad e amon Bodle debe jokhn tokhon.”

• Packaging

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reMarketing mix

There are 7 p’s in marketing. They are,

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Product Soft Drink Flavor Green Mango Price Tk. 30 per 250 ml. Promotion 360 degree Campaign (ATL, TTL & BTL) Place Primarily at towns Process A short description of finished products found in literature is as follows: URO Sip is prepared by mixing equal quantities of pulp (purée) and water together and adjusting the total soluble solids (TSS) and acidity to taste (12 to 15% TSS and 0.4 to 0.5% acidity as citric acid); Mango nectar containing 25% purée can be prepared using the following procedure.

Nectar components 15° 17° 20°

Purée 100 100 100

Sugar 45 43 40

Water 255 257 260

The pH is adjusted to approximately 3.5 by adding citric acid as a 50% solution. The time of heat processing will vary with filling temperature, can size and viscosity of the juice or nectar. Mango squash may be prepared according to flow-sheet described below; the finished product may contain 25% juice, 45% TSS and 1.2 to 1.5% acidity and may be preserved with sulphur dioxide (350ppm) or sodium benzoate (1000 ppm) in glass bottles.

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Mango squash simplified flow-sheet. Ingredients Mango pulp

900

900

Sugar 900 1100 Citric acid 18 15 Water 900 900 People Domestic people, students, employees, aristocratic & foreign customers. Physical Environment Use environment friendly machines to produce Uro sip with smart facilities and comfort environment. Market Segmentation A market segment is a sub-set of a market made up of people or organizations with one or more characteristics that cause them to demand similar product and/or services based on qualities of those products such as price or function. A true market segment meets all of the following criteria: it is distinct from other segments (different segments have different needs), it is homogeneous within the segment (exhibits common needs); it responds similarly to a market stimulus, and it can be reached by a market intervention. The term is also used when consumers with identical product and/or service needs are divided up into groups so they can be charged different amounts for the services. Examples Gender, Price, Interests, Location, Religion, Income, Size of Household etc.

Bases for market segmentation

• Geographic segmentation • Demographic segmentation • Psychographic segmentation • Behavioral segmentation

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Geographic Segmentation

Market is segmented according to geographic criteria- nations, states, regions, counties, cities, neighborhoods, or zip codes. Geo-cluster approach combines demographic data with geographic data to create a more accurate profile of specific.

Demographic Segmentation

Age Consumer needs and wants change with age. The marketing mix may therefore need to be adapted depending on which age segment or segments are being targeted. Gender Dividing a market into different groups based on sex, has long been common for many products including cosmetics, clothing and magazines. In the 1960's car companies such as Toyota began to realize the purchasing power of women, creating marketing campaigns, and then cars, specifically targeted at the female market. Many suggest that the range of interior and exterior colors schemes, and emphasis placed on safety factors by car manufacturers today, is due to in no little part to their desire to market cars to women, as well as men. Life-cycle stage Dividing a market into different groups based on which stage in the life-cycle, presented in the table below, reflects the fact that people change the goods and services they want and need over their lifetime.

Life-cycle stages

Bachelor Stage young, single people not living at home Newly Married Couples young, no children Full Nest I youngest child under six Full Nest II youngest child six or over Full Nest III older married couples with dependent children Empty Nest I older married couples, no children living with

them Empty Nest II older married couples, retired, no children

living at home Solitary Survivor I in labor force Solitary Survivor II retired

Psychographic Segmentation

Psychographics is the science of using psychology and demographics to better understand consumers. Psychographic segmentation: consumer is divided according to their lifestyle, personality, values. People within the same demographic group can exhibit very different psychographic profiles.

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Behavioral segmentation In behavioral segmentation, consumers are divided into groups according to their knowledge of, attitude towards, use of or response to a product. Occasions Segmentation according to occasions. We segment the market according to the occasions. Benefits Segmentation according to benefits sought by the consumer. Secondary factors Company Name: Marketers Corporation Country of Origin: Bangladesh Other related brand: Mojo, Frutoo, Rc cola etc. Spokes person: Andaleev Rahman Product Category Structure

Beverage

Soft Drink

Non- Alcoholic

Flavored Water

Milk Juice

Hot beverage

Wine Beer

Alcoholic

Heavy Light

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Brand Personality There are several steps of creating brand personality, which are given below:

1. How am I currently perceived by my customers? 2. How do I want to be perceived by my customers? 3. How far apart am I from where I am currently being perceived to where I want to

be perceived? 4. What are my brand’s human characteristics? 5. If my brand was an actual person, what would be its name? 6. What is my brand’s “life story?”

Brand personality for URO sip

“Drink green, go green”

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Brand Building feelings There are four factors in brand building feelings: Fun Excitement Security Self-Respect

Brand building feelings for URO sip Feel different Health Security

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Brand positioning In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization. And what adds value to the customers. Five factors for brand positioning: 1. Brand Attributes What the brand delivers through features and benefits to consumers. 2. Consumer Expectations What consumers expect to receive from the brand. 3. Competitor attributes What the other brands in the market offer through features and benefits to consumers. 4. Price An easily quantifiable factor – our prices vs. our competitors’ prices. 5. Consumer perceptions The perceived quality and value of our brand in consumer’s minds (i.e., does our brand offer the cheap solution, the good value for the money solution, the high-end, high-price tag solution, etc.).

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Brand positioning for URO SIP Brand Attributes: Natural sour drink

Consumer Expectation: Pure green Mango juice

Competitor Attributes: Flavored ripe Mango juice

Price: Higher price, high quality

Consumer perception: Tasty, healthy but a bit Costly drink

Point of Difference (POD)

These are the attributes or benefits that consumers strongly associate with the brand and believe that the consumers could not find to the same benefit from competitive brand. The point of difference of Uro sip is, we provide natural green mango juice which no one provides.

Point of Parity (POP)

Point of parity is those associations that indicate the varieties of the brand through which consumers could believe that the brand is good enough. There are no similarities between our brands with the competitors, because it is unique in nature and for the first time we introduce green mango juice as a juice in Bangladesh.

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Brand Mantra

Tactics for Brand Development

Brand name Logo & symbol Character Jingle Slogan Packaging

Brand name

The compound brand name tactics is used for naming the brand. A compound brand name tactics is a combination of two or more words. We have used two words – URO SIP.

100% Natural

Healthy

Fun

Taste Different

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URL (Uniform Resource Locator)

www.urosipbd.biz Company name Marketers Corporation Company Logo

Logo & Symbol

We use both mark & pictorial presentation for selecting our logo because it makes our brand more recognizable and justifiable.

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Character

We use animated character named as “Sour man” to bring fun in our promotional campaign which is appropriate for brand building feelings of our brand.

“I would like to invite the world to taste me”

Jingle “Urosip elo deshe khati kacha amer beshe Urosip er shad e amon Bodle debe jokhn tokhon.” Our brand building jingle is the reflection of enjoyment, fun and security.

Slogan

“Taste Sour”

Our brand building slogan is derived from the taste of the juice we provide.

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Packaging

We package our product in such a way that can reflect the freshness of life. We use canned product because of environment friendliness. Promotional Factors We use 360 degree campaigning for our brand building promotion.

ATL (Above the Line)

TV ad Radio ad Internet ad Newspaper ad Yellow page

In our brand building campaign we use Internet ad, Newspaper ad & Yellow pages etc.

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TTL (Through the Line) Types of TTL are given below: Point of selling branding Shop sign Billboards Hording Trading incentives.

BTL (Below the Line)

Road Show Indoor – Outdoor events Concert Fashion show Exhibition Cultural Show Reality Show