Brand Building Of Sugar Cane Juice

BRAND BUILDING

SUGARCANE JUICE

Group members 

Debendu Nag Kripa Subramanian  Mehrin Zeba  Neha Tiwari  Yogesh Nahata 



The Product

The variants…..

Le m o n

M in t G in g e r

C hat M a sa l a

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

Contd….

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 ??

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….. D e m o g ra p h ic S e g m e n ta tio n –In d ivid u a ls w ith a g e 3 ye a rs a n d a b o ve . –In d ivid u a ls a cro ss a llin co m e g ro u p s –W o rkin g a n d n o n -w o rkin g in d ivid u a ls –S tu d e n ts –In stitu tio n s a n d o ffice s. –R e sta u ra n ts & h o te ls –R e ta ilsh o p s

–

Contd….. Psych o g ra p h ic S e g m e n ta tio n –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 points

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.

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

Thank – You