BRAND BUILDING A Project on: - Launching a New Brand Done by: Vishaka Deepika Satya sharma Rohan Shetty

Radhika.M.Thakkar-45

Under The Guidance of: PROF.SHWETA BHATIA

A Paper Submitted under the Partial Fulfillment of the requirement for Brand Building, 5th Semester, TYBMM. Date of submission: 24th AUGUST, 2009

SIES College of Arts,Commerce and Science Sion (west),Mumbai-22.

ACKNOWLEDGMENT

On the successful completion of our project we would like to extend our sincere thanks to all the people who have helped us having done this. Firstly we would like to take this opportunity to thank Prof. Swetha Bhatia for giving us the opportunity to work on such an interesting project and helping us throughout. Special thanks to our parents, family and friends, who put up with us while we were going about our project and helping us with our work.

THANK YOU ALL.

Energy Drink
Energy drinks are soft drinks advertised as providing energy to improve physical activity of the drinker, as compared to a typical drink. Rather than providing food energy (as measured in calories), these drinks are designed to increase a user's mental alertness and physical performance by the addition of caffeine, vitamins, and herbal supplements which may interact to provide a stimulant effect over and above that obtained from caffeine alone Energy drinks in general, have been popular among both men and women in the past few years. In general, a combination of sugar and caffeine are what make these high energy beverages tick. From athletes to the everyday consumer, downing an energy drink during the day has helped many keep focused, alert and able to find the strength to make it throughout the workweek. In addition to sugar and caffeine, many energy drinks toss in ingredients that are known for their ability to provide natural energy and revitalization. Generally energy drinks include methylxanthines (including caffeine), vitamin B and herbs. Other common ingredients are guarana, acai, and taurine, plus various forms of ginseng, maltodextrin, carbonated water, inositol, carnitine, creatine, glucuronolactone and ginkgo biloba. Some contain high levels of sugar, and many brands also offer artificially-sweetened 'diet' versions. The central ingredient in most energy drinks is caffeine, the same stimulant found in coffee or tea, often in the form of guarana or yerba mate. As the popularity of energy drinks continues to grow, so does the number of different types of energy drinks. One or two in particular is now claiming to be fortified with ingredients suited for the female body. In terms of womens energy drinks, this formula is pretty much the same, with the exception of added ingredients that are fortified to work especially for the female body. In addition to providing a boost that doesnt feel like a boost, womens energy drinks contain natural herbs that are mixed with vitamins that are essential for keeping the female body in top

condition throughout the long day. Other ingredients that can be found include: Super-Citrimax (an ingredient that has been shown to suppress appetite and inhibit fat production), Pyridoxine (provides vitamin B6 for a strong immune system, growth of new cells, and also processes proteins, fats and carbohydrates, while controlling mood), Glucuronolactone (a natural metabolite that helps accelerate and eliminate harmful substances in the body), Riboflavin (provides vitamin B12 for a boost to the metabolism, and to maintain healthy eyesight and healthy skin), and Niacinamide (provides vitamin B3 for proper circulation, healthy skin and proper functioning of the nervous system). These beverages in a sense can be seen as a liquid form of supplements. For good measure, womens energy drinks also contain caffeine but not more than what can be found in one cup of regular coffee.

HER-CULES Our Brand

Every Women need energy today to meet up with her fast running life, to provide her energy to fight and compete with men, here our company FAVOURS launches a drink just for womenHER-CULES. In ancient era women used to get energy through the healthy food like ghee, butter, vegetables, etc. But women today think that they will put on more weight if they have them, so we have our HER-CULES to provide them with energy that will revitalize them and help them in strong, beautiful and healthy at the same time. HER-CULES-the name it self shows that it will provide the consumers with energy like that Hercules the strong man had.. Our company FLAVOUR is mainly going concentrate on female consumers wants and will satisfy them with the best energy drink. Our energy drinks are ideal not only for athletes but super moms, students with a hectic schedule and any other woman with a busy day on her hands. Through HER-CULES the company is trying to get a strong foothold in the Indian market. Energy drink market is growing rapidly and has a bright future. Even though there is stiff competition from brands like Red Bull, which is the leader in energy drink since the time it was introduced in the market in 2003, Horse Power which is the second best is in cut throat competition with one another. HER-CULES is a drink for women consumers as they dominate the large chunk of the Indian consumers. HERCULES is trying to carve a reputation for itself by being different.. One concern we found among female consumers was the fear of gaining weight by drinking energy drinks. Others worried about the excessive sugar and their health. In response, we released our drink is both sugar-free and fat-free, promising a boost that wouldnt work against women in the long run. With only a little bit of carbonation and light, fruity flavors, it will provide a relaxing feeling that still allows you to get that much needed boost without the jittery feeling that is commonly associated with traditional energy drinks.

INDREGREDIATES that make HER-CULES Different

Iron Iron is the essential requirement of a Human body. It is a part of many proteins and enzymes that help in efficient functioning of human body. We need the correct amount of iron in our body because Iron is used by blood cells to carry oxygen to all cells in the body. It helps to build a strong immune system and release energy from food. Calcium Calcium is an essential nutrient our body needs every day. You may already know that it helps build and maintain healthy teeth and bones. But thats not all. Calcium also keeps your heart beating steadily, your blood, nerves and muscles working correctly. Calcium is a key factor to keeping your body running smoothly. Taurine Taurine is an amino acid that your body naturally produces. It helps regulate heartbeat, muscle contractions, and energy levels. Usually your body makes enough that you dont need to supplement. Its thought, but not proven, that under stress conditions like illness, physical exertion, or injury, the body does not create enough and supplements can help. Taurine might be a mild inhibitory neurotransmitter, some studies show it helps with excitable brain states. While this isnt exactly what we want, maybe it helps level us out so we function better with elevated levels of other stimulants.

B Vitamins These are essentially the things that help you convert food to energy, like sugar which is found in abundance in energy drinks. The jurys still out on whether or not they increase energy levels via supplementation. Search the interweb for info on proper dosing of the different vitamins. Common names for B vitamins are insotol, niacin, riboflavin, cyanocobalamin, and pyridoxine hydrochloride.

Ginseng Ginseng, an adaptogenic herb, is known to increase energy, has some anti-fatigue components, supposedly relieves stress, and increase memory. Right now its suspected that ginseng helps stimulate the hypothalamic and pituitary glands, which then secrete something called adrenal corticotropic hormone. With a name like that, it cant possibly be bad. Ginseng is nothing thats naturally created by your body, so having this in your drink certainly wont hurt. 200mg/day seems to be the standard dose, but you can safely take up to 2700mg. Rare side effects such as diarrhea and headache have been reported.

Sugars Glucose is the bodys preferred fuel. Thats why you get hyper with a lot of sugar. Energy drinks contain a ton of sugar. Therefore, energy. Its a carbohydrate, and a lot of exercise regiments suggest a good dose of carbs for workouts lasting more than an hour. However, to much sugar intake has been linked to diabetes. See the sugar in energy drinks database for a sortable table of beverage sugar content.

Anti-oxidants Anti-oxidants are things that help your body gracefully recover from the damage of free radicals. Vitamin C is an anti-oxidant, so claiming that your energy drink has a lot of anti-oxidants is like saying youre buying really expensive orange juice. But theyre good, they help fend off illness

and prevent cellular damage. Vitamins C and E, Vitamin A (aka retinol, beta-carotene), and selenium are all anti-oxidants. Glucuronolactone Glucuronolactone (DGL) occurs naturally in the human body as glucose is broken down by the liver. All connective tissue contains this compound. DGL is believed to aid in detoxification, freeing homones and other chemicals, and the biosynthesis of vitamin C. It is placed in energy drinks because it is believed to help with glycogen depletion by preventing other substances from depleting glycogen supplies in the muscles.

Study of HER-CLUES with respect to 4 Ps Product:

HER-CULES is an energy drink specially made for women consumer. It will provide energy and make them strong at the same time will also help them in being fit. It is a drink for women from all walk like housewives, young student, working women, sportswomen, women who go to gym etc. It will be launched in 3 favours like-strawberry, lemon and mint, which are usually liked by women. Product Strategy HER-CULES lies in the heart of marketing strategy. The prices fixed are high and promotional expenses are also heavy. We are entering a new market and consumers do not know the merits of our products. High prices will ensure the quality of the components used in our product. Quality promotion of the product will facilitate quick marketing and there will be continuous growth in total sales. The profit margin will grow with time. It will help us generate the sale of our product in the sales. Product Differentiation Our product HER-CULES is different from other rival ENERGY DRINKS present in the market so far because of its special for women and has ingredients like calcium and iron that will make them strong. It is a superior quality product giving eminence performance. Positioning HER-CULES is advertised by emphasizing on the use. It will provide energy and keep you healthy. The use of the product will attract a large number of customers. Thus HER-CULES as a product and FAVOURS as the company will enjoy a strong and competitive position in the market when it satisfies consumer needs better as compared to the other rival products present in the market.

Promotion

Use of Media: We are using print as well as audio-visual media to establish a distinctive image to our company and its newly launched product HER-CULES. Effective advertising campaign will be undertaken to boost our company image and our product in Indian market. Advertising: We are going to promote our product HER-CULES in print media, live media, and audio-visual media as it will help us communicate with the audience through non-personal approach. It will help the audience to identify the source of the message and will generate goodwill for our company. Personal Sale: Our product when launched will have a personal presentation of the information and the product to prospective buyers by a sales person of our company in front of the press. It will be a costly medium. And then we will organize a pre launch meet. We will invite Hundreds of retailers and stockiest to get their first hand on HER-CULES. To support this launch activity we have already designed excellent quality danglers, posters, shop signage and lots of other media. Considering our focus on youth we have already started promoting our publicity material in joints like CCD, Barista and Pubs, which is performing extremely well. Soon our activities in mega malls with radio as support media will take place. Plans are to launch the drink first in Mumbai and soon all other major metros will follow.

Sales Promotion: We will distribute free tetra packs of HER-CULES among common women from age group of 18 and above. Through this women will get an introduction to he product and hence the company will gain more trust of the consumers. Media Mix: It communicates with the audiences through personal or non-personal mediums which are not paid for. The audience is likely to consider the media rather than the company as a source of message. We have made hoardings and outdoor ambient which will be seen in every corner of the streets and in malls thus promoting our product. We have also arranges for print advertisement in magazines like Femina, Women Era, New Women etc. We will launch a commercial advertisement which will be telecasted on prime times like 1pm-3pm and 8pm-11pm on channels like COLOURS, STAR PLUS, and SONY TV and on channels like MTV and channel V for our young target audiences. We will be present at all major college festivals in the city like Tsunami at N.M College and Malhar at St. Xaviers.

Tie-ups We are gone tie-up with a BREAST CANCER NGO, who will get 2 Rs on each can we sell. Events We are planning to keep a marathon in Mumbai and Delhi that will be just for women in which they will get a prize money and will be provided HERCULES ENERGY DRINK for free, which will help us promote our BRAND.

Packaging:
Logo: Our logo is basically symbolizes our product her-cules.the logo has a female sign and a woman consumer showing her power. It shows that our product provides energy to the drinkers. And is totally women oriented drink, a drink which is just for the womens... Packaging: HER-CULES will be placed in specially designed in cans for easy use. The HER-CULES Trade logo will be present prominently on the can. The packaging will be done in three favours namely-Lemon, Strawberry, Mint. so the colour of the will differ from favour to favour like lemon favoured HER-CULES will be packed in yellow design, and strawberry in pink and Mint in Blue, this colours are liked usually liked by women. Packaging will be protected so that it reaches the market in sound condition. Branding: We have used one brand name worldwide. It will be helpful as our product is widely distributed. Use of the brand name HER-CULES will bring about greater identification, combination and consistency in advertising and promotion campaign worldwide. Our product has special mark (FOS NO) and will be registered to prevent brand privacy.

Price
If price is too high then a company may never sell a single item of it. If price is too low then one can lose money on every sale once all of costs of doing business are considered. Therefore the key is to price it in such way that it appears attractive to the customer as well as profitable to the company. Our product will be priced at 50rs/- only which will give competition to other brands. We have priced it like this because women from middle class to upper class can buy the product. And even young girls can afford the drink from their pocket money.

Place The need for a strong distribution network is imperative, since our purpose is to meet the everyday needs of people everywhere. network is one of the key strengths that help us reach the consumers. We shall launch our product in 4 metros and later expand all over India. We are planning to have 1000+ suppliers and associates 4,000 stockiest and direct coverage in retail outlets across India. To meet the ever-changing needs of the consumers.

Market Segmentation

Geographical Segmentation We are new entrants in the market of energy drinks, so we are planning to launch at all four metropolitan cities of India. All these cities have diverse population. People of these cities are more dynamics, easily accepts the changes. And they also have more of a younger crowd. Demographic Segmentation: Sex We have chosen our target audience is only women. As in India till now the energy drinks which is present is consumed preferably more by men. Till now there is no particular drink especially for women. As we can see that half of the market is covered by women products. Women are considered to be multi-tasking personality who works 24 x7, so she needs energy. Age We are targeting age group of women above 16 to 45. This age group is workaholic in nature and are engaged in some or the other activity, working throughout the day. And nowadays woman of this age group has become more health conscious. They are very particular about what they have to eat or drink for their diet. So we are providing them a complete suitable product is energy drinks. Occupation, Education, and Income Occupation, education and income tend to be closely in almost a cause and effect relationship. High level occupation that produces high income usually requires advanced educational training. Hence, the occupation of women can be college going girl, a working women, and it can be high class housewives. Depending upon their occupation we can see that they are educated as well as have good income.

Socio-cultural Segmentation Metropolitan cities population is urbanized. It is consist of middle class and upper class. They are more towards western culture and highly socialized people. They are more conscious about class, status recognition in society. So they are very particular about their looks and personality etc. This is the perfect segment where product like energy dink only for women will work. In short, our product is basically targeted to women above 16 to 45 age group. They live in the metropolitan cities with high education, good occupation and income. They are very much conscious about health, looks and related to that their status and class in the society.

SWOT Analysis

Strength

USP:

Our USP is we are mainly targeting female for our product. We mainly target females above 16 years, its a product for females who work throughout the day and get tired and our drink would provide them the energy they need.

Our Ingredients:

Women are more health conscious now a day they check with the ingredients. We have ingredients which provide necessary vitamins and nutrients to them which are very essential. Iron and Calcium which are essential for women but which is found less in them.

Low calories and No sugar

Our drink is fat free with less calories which prevents our consumers from putting on weight or extra calories getting added, there is no added sugar we have used sugar free cubes for as it would be easy for the health conscious people.

No harmful chemicals

We dont have any harmful chemicals in our drink. All the ingredients are completely safe and they are essential nutrients and vitamin which is necessary for them. There is no side effects for our drink

No Caffeine

We dont have caffeine in our drink, since the synthetic caffeine in energy drinks purges water out from your body, making you feel dehydrated. Exercising already makes you lose body fluids through sweating and drinking an energy drink which contains caffeine after your routine makes you lose more fluids.

Available in three flavour

Our product is available in three flavours like lime, strawberry and mint. Basically lime is normal flavour which everyone drinks, mint is liked most women and strawberry is favourite by women. Affordable price

Our drink is affordable middle and upper middle class as it is only 50 rs per can. We give our consumers the value for money with the best content provided.

Taste and Quality

The taste of the drink would be much better than the energy drinks available in the market. Our drink would be made of superior quality and enriched with nourishing natural flavours.

Weakness

New entrant in the market

We are new company launching our product. Being completely in the market, there wont be much recognition from the consumers side so we have to create brand awareness that a such product exist in the market and should be recognized widely amongst the people instead getting lost in the clutter. Some times people may not know that a brand of energy drink completely dedicated to women exist in the market so they need to be create aware of our product Saturation of carbonated soft drink segment

Due to the countless number of brands available on the market, it becomes increasingly difficult in the energy drinks segment to innovate and create new products that genuinely stand out from their competition. The growth in the energy drinks market becomes difficult and challenging when the conditions and consumer trends cause a market demand that stays stagnant.

Targeted at Women Only

HER-CLUES is mainly positioned as energy drink towards women, hence it lacks unisex appeal.

Opportunities
New product introductions

The functional drinks market is one that particularly allows more innovation opportunities and gives greater freedom for creativity in the design, production, manufacturing, distribution, promotion and retailing choices and processes. Line extension

Probably with more variants favours like orange, chocolate etc. More promotion by selling it in socializing places like HOOKA PARLOUR, CLUBS etc.

Threats
Major competition in the market

Our major competitors are the energy drinks which preferably used by men they are Red bull, Gatorade, Cloud 9 which available in the market, there are also small competitors in the market didnt get proper recognition. Red bull has acquired major market share in the market, it has better taste, Gatorade is comes next of better quality and then Cloud 9 which is in the least position in the market because of its bad taste in the available flavours.

New entrants/local competitors in women oriented energy drinks.

OUR PRODUCT PACKAGING

Print ads Idea In the first frame we are going to show that a Guy is lifting a Girl. Then after that in the second frame we show that the Girl is lifting the Guy and the secret behind that would be HER-CULES that is our energy drink after having our energy drink she gets the strength i.e. the power to lift a Guy though she might be very slim.