Branding of Xxide

Target market: our main target market is consisting of youth mainly school, college and
university going students. We will also target office going professional who have a positive
feelings towards their lifestyle and who wants to enjoy their life. We will also target those people
who have a positive perception and want to hang out with their friend. Our brand Xxcide which
means enthusiastic and which will in tern goes with the young generation. Youths are mainly fun
loving people who want to enjoy their life at their own way, and the Brand Excide also goes
with them. So Xxcide will represent the youth.

Brand name: Excide

Slogan: XXCIDE makes it impossible to I- MPOSSIBLE
Brand personality: Excitement.

Brand Character: Xanti

Brand awareness

In order to create brand awareness we have to position our

brand as a distinctive product in the minds of the consumer..
In order to create awareness we should provide a unique
style as well as to promote the product heavily. The ultimate
awareness about the brand comes from Brand recognition
and Brand recall.
Brand recognitions:
The instant brand recognition is coming from the
logo and from the image of the advertising and brand
Character.
Brand Image: In order to create a successful brand we need to create a
distinctive brand image in the minds of the target customer. The ultimate Brand
image is dependent on Brand attributes and Brand Benefits.
Uniqueness of Brand associations: touch of style
Brand quality: High quality style of catchy look.
Brand promise: Excide, Excitement, Enthusiast, Life is what we believe in
Positioning:

We will position our brand as a means of enjoyment of life. As long as our main target market is
youth, and youth are the sign of enjoy and they want to enjoy their life in many ways. So our
Brand Xxcide will represent the one way of enjoying the life. Xxcide .

The reason for being attracting to the Brand: We have already known that our target customer
for Xxcide is the youth generation and our brand represent enjoy. So the youth will attract to our
brand because our positioning will goes with their lifestyle. They also attract to our brand
through unique design, color, brand character which will bear the sign of youth. Our unique
design and style will ultimately draw their attention towards the brand.

Solution to the failure of the parent brand: From our research we had come to know that
SunBike which is the parent brand cannot able to grab the market share due to its poor style and
design as well as distribution problem. From our analysis we also found that the positioning of
the parent brand SunBike does not relate to the target market. We also come to know that
advertisement quality is poor and the message is not appealing to the target market. These are
the major reason behind the failure of the parent brand SunBike . So keeping on this mind we
have decided to come up with an individual brand Xxcide which contain unique style,
innovative design and style and more target customer focused approach. Xxcide is developed
with this entire new concept and the target market can attach it with their lifestyle.
Style: From our research we have come to know that style and design of bike
matters a lot for the consumer purchase motivation and decision. So keeping on
this mind we will come with a unique design of bike and unique style. The style
will consist of mix with different color and scenario.

Distribution: From our analysis we have also found that the distribution of SunBike is not good
and it was not that much available. So for Excide we came up with a new distribution strategy.
In order to distribute the Excide we will implement the pull strategy, where the customer will
ask for the product to the retailer. Our creative advertising, brand name, logo, slogan, brand
character will create awareness in the minds of the customer. Our advertising will create
distinctive image in the minds of the target market and through that image the customer will feel
the longing for the product. For Excide we will follow the traditional distribution channel. The
distribution channel would be-

Manufacture
Whole seller

Retailer

Advertising: Our electronic media advertising include both the Television

commercial and Radio Commercial. The concept of Television commercial is
given bellow:
TV Commercial:
Scenario : A sad story of a guy who is unsuccessful in doing anything correctly.
A life with all signs of failure, he tries to do lots of thing but end up being a
dummy. He goes to propose his love of life and comes out with a slap. He sits
disappointed and upset and their comes his friend with a key in his hand and
keeps it in front of him, unintentionally, and goes to receive a call of his. The
dummy gives a ride in our Xxcide and transforms into some new, a one with a
high confidence, excitement, Excide hovering around him. Now, he goes to
propose the girl and surely he come out with a big YES from her.

Electronic media Ad (TV):

For electronic media we are going to use both broadcast TV and cable TV. We will allocate
different times to advertise our product to reach different targeted customers so that we can get
the best results from our TV ad.

Radio Advertising: We will also conduct radio advertising because now a days radio becomes
a popular medium for entertainment to the youth.

Radio media:
We will also promote our product Excide in radio. There are many radio channels in our
country which are Radio Foorti, Radio Today and so forth. We are deciding to promote our
product in FM radio channels.

Print medias creative strategy

We will high light our brand character in our media strategy, Xanti and our brand celebrity
model John (main vocal of black band).
Print media Ad (newspaper):
We have decided to put our print ads on different newspaper one week before
the launch of the product and it will continue for next 3 months. We will also
promote our product in the national newspapers.
Face book Community:
We will also create a community for Excide as well as a fan page in face book.
On that community there will be a discussion board and the members have the
chance to do chat with others through online and can also share their minds. It
will help to create awareness as well as the market coverage. It will also
increase the word of mouth about the brand which will intern make the brand
stronger in the market.

Celebrity Endorsement: Our celebrity endorsement will be Jon (the lead vocal of black band).
He also works for spoke person.
New Year night: We will arrange a concert featuring the New Year night which will be
sponsored by Xxcide . We will arrange it in F9 park which is situated at Islamabad. So far it is a
popular meeting place for youth we choose that place for the concert.

Future plans of extension of our Xxcide brand: we have plans to launch a new brand targeting
solely the young female segment with a brand name G-Xxcide. Not the bike but others products.

PRICING OBJECTIVES
The pricing objectives of our produst must be identified in order to determine
the optimal pricing. The pricing objective is to maximize the market share. The
pricing of Xxcide will be similar or less to our main strong competitors like Hero,
Honda etc.

Competitive pricing: Are your prices competitive compared to similar

products? Do you offer added value? Do you have sufficient margins to cover
your costs and give incentive to your distributors?

PLACEMENT
Placement is accomplished through efficient and sufficient channels of distributions. There are
various channels through which Xxcide can distribute its output.

OTHER POINTS ON BULLETS.

SEGMENTING YOUR MARKET AND IDENTIFYING CONSUMER BEHAVIOR
1. SEGMENTATION
2. SEGMENTING USING DEMOGRAPHICS AND PSYCHOGRAPHICS
2.1 Benefits segmentation
2.2 Gender
2.3 Other variables
RESEARCHING YOUR MARKET
1. AREAS TO RESEARCH
1.1 Who is your market?
1.2 What products do they buy?
1.3 When do they buy?
1.4 Who is involved in the purchase decision?
1.5 Where is your market?
1.6 Where should you sell your product?
1.7 Why does the market buy your product?

2. SECONDARY DATA
2.1 Government
2.2 Trade, professional, and business associations
2.3 College, university, and research organizations
2.4 Libraries
2.5 Marketing firms
2.6 Consultants

3. PRIMARY DATA
3.1 Sales records
3.2 Sales representatives
3.3 Questionnaires
3.4 Group survey
3.5 Telephone survey
3.6 Expert opinions
3.7 Mail-order catalogue
3.8 Test market
3.9 Trade shows

SELLING AS A MARKETING TECHNIQUE

1. ORGANIZATION
1.1 Office location
1.2 Reception
1.3 Layout and decor
1.4 Dress code
2. WHO SHOULD YOU HIRE TO SELL?
3. PERSUASION

4. MAKING CONTACT
5. HOW TO SELL EFFECTIVELY
5.1 Pre-approach
5.2 Appraisal
5.3 Presentation
5.4 Objections
5.5 Closing
5.6 Follow-up
6. HOW TO MAKE THE SALES JOB EASIER

IMPLEMENTING THE MARKETING PLAN

1. CONTROLLING IMPLEMENTATION
2. SETTING A SCHEDULE
3. STAYING ON SCHEDULE
4. DIFFERENT RESULTS THAN EXPECTED? BECOME AN MD
4.1 The diagnostic process
4.2 Getting well again

Conclusion:
In this project we have given all the necessary details of the branding of a product as well as the
necessary things to modify a existing product and re launch that into the market. At this project
we have discussed about the entire necessary brand element that is needed to brand a product.
We have also discussed about advertisement and other media strategies to promote our product.
We have also discussed necessary strategy to modify our existing product. We also talked about
different types of strategy such as CSR, ethnocentrism to get customer loyalty. Here we also
come up with a new individual brand under the parents brands with more customer focused
approach which will help us to gain more market share. So with all our effort that was discussed

throughout the whole project we believe that our individual brand Xxcide as well as the
modified brand New SunBike will gain the market popularity.