Question

Topic: Student Questions

Building A Brand From Scratch

Posted by Anonymous on5/11/2006 at 1:12 PM ET 250 Points
In this competitive world we see that there is hardly any category where number of brands doesnt exist.

So considering the above fact, it becomes really tough for anybody to launch new brands from scratch.

As a part of my MBA, i am working on a project on brand buliding of "Zero Calorie Sweetener" from scratch in Indian Market.

Can you experts tell me how to approach the above project?

Thanks in Advance.
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RESPONSES

  • Posted on5/11/2006 at 1:14 PM Author
    Hope to get lots of responses in short time.
  • Posted bywnelsonon5/11/2006 at 1:55 PM Member
    幸运的是,答案是几乎相同的if there is one brand in the world or a million and wherever you are in the world. The answer is rather lengthy and I have written it before so I will provide a link to the past question:

    //www.369da.com/ea/qst_question.asp?qstID=12700

    Page down to see my three responses in a row for the three part answer.

    I hope this helps.

    Wayde
  • Posted on5/12/2006 at 2:56 AM Accepted
    Hi,

    Wayde is definately comprehensive - a detailed marketing strategy.

    In this situation i would use two models:

    1. customer based brand equity model
    2. competitive strategies for Market Leaders

    Let me first elaborate on point 1. The 4 steps are:

    A) Brand Salience
    B) Brand Meaning
    C) Brand Response
    D) Brand Relationships

    In point 2, i want to mention there are 4 types of players:

    A) Market Leader
    B) Market Challenger
    C) Market Follower
    D) Market Nicher

    Now i would try to relate the above concepts with "Zero Calorie Sweetner"

    Market Leader is Sugar Free (70% market share) - with the higest reach - distribution. If there is one zero calorie sweetener in a kirana or grocery store, it is Sugar Free from Zydus Cadilla.

    Market Challenger is EQUAL. Then price of the above brands is same.

    Market Followers are Sweetex, SugaRite (a new product in market made from stevia)

    The new aggressive player/ brand is "Zero". BY positioning itself as a lifestyle product, Alembic Consumer Healthcare aims to establish itself as the leader of the Rs 60-crore low-calorie sweetener market with its `Zero' brand within the next two years.

    Future of this market
    Some experts believes that the sweetener market can be easily doubled to Rs 120 crore through aggressive marketing and proper brand positioning.

    Positioning
    1. Sugar Free:
    2. Equal:
    3. Zero: for pro-active health-conscious consumers

    The marketers cannot stop just by introducing sugar free tablets. Their endeavours has always been to launch new products for heath conscious people.

    Sugar Free launched Delite - initial campaigns positioned as "85% low calories" and latest one is "10 calories"

    Alembic recently launched Zero Bake and Cook, which can be used during cooking. Most sweeteners available in the market today cannot be used so but only added later. Alembic is planning to spend close to Rs 4.5 crore by the end of this fiscal on marketing and advertising to drive ahead its lifestyle positioning.

    They have done a lot of in-shop promos as well as organised sampling of Bake and Cook at gyms. They have touch the right cord by lifestyle positioning.

    I will post the details on branding in next post.
  • Posted on5/12/2006 at 3:15 AM Member
    Hi again,

    It is very important the positioning of different brands in the market. There are 3 parts of positioning:

    1. Point of Parity - POP
    2. Point of Difference - POD
    3. Target Audience

    For a new brand in zero calories categorie, you have to come up with a POD - a USP - a term which we interchangeably use.

    You have to understand that your target audience is health conscious people ... not only old people. So first off all look at diff ads of sugar free Delite. They have used youth in this ad. I would suggest you to have an emotional angle.

    Have a punchline like that of delite - "Tasti bhi, healthy bhi"

    Start with a brand identity i.e. Brand recall and recognition - it means that whenever people think of Zero calorie sweetener - they think of ur brand.

    Then the next stage is they start having a meaning of ur brand - product attributes and imagery and then some feelings/ judgements will come into the mind of consumers.

    This will finaly lead to Brand resonance - when customer will have a long term relationship.

    I think this customized answer for ur query will help you.
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