Presentation

On

Group members

Brand Name

Slogan of the brand

Logo of the brand

Prototype of the product

Product Concept
A healthy natural drinks for young
and sports man, who are health
conscious and who wants to keep
fit, to drink as refreshment after
high exhaustiveness and boost up
health before going to work.

Mission of the brand

To capture about 50 percent of Bangladesh natural
drinks market within two years.
To give pure and healthy natural drinks to our
target consumer at reasonable price.
To give satisfaction and refreshment to our target
consumer
To take care of our consumer health who are
health conscious, by providing pure healthy drinks.

Vision of the Brand

We want to be at the leading position in
the
natural
drinks
market
of
the
Bangladesh.
To provide healthy natural drinks we want
to see a healthy and germs free nation.
We will commercialize our product to the
international market after three years.

Market Segmentation
&
Brand Communication

Market
Segmentation

Market Segmentation
There have four types of segmentation:
Geographic Segmentation
Demographic Segmentation
Psychographic Segmentation
Behavioral Segmentation

Geographic
Segmentation
Based on geographic segmentation our
brand segmentation is:
Region: Bangladesh
Density: Mass population.

Demographic
Segmentation
Based on demographic segmentation our
brand segmentation is:
Age: No age limit but not below six years
old.
Family life cycle: Young
married, single and others.
Gender: Male, Female

generation,

Demographic
Segmentation
Occupation: Sports man, Collage
and
University
students,
Professional persons and others
Religion: Every religion
Social class: Every social class

Psychographic
Segmentation
Based
on
Segmentation
segmentation is:

Psychographic
our
brand

Lifestyle: Sports-oriented, outdoororiented (Students, Employee etc)

Personality: Natural drinks lover.

Behavioral Segmentation
Based on Behavioral Segmentation our brand
segmentation is:
Occasion: Indoor, outdoor games, Dj party,
Open concert etc.
etc
Benefits: Keeping the body cool at the proper
temperature,
promoting
weight
loss,
detoxifying and fight viruses, boosting
immune system etc.
User Status: potential user, regular user.
Readiness stage: Unaware, intending to buy

Brand
Communication

Brand Communication
CooLUp will communicate
to its consumer by
100% natural drink slogan

Brand Communication
To communicate our brand our statement
will be:-

CooLUp
To young, active soft drink consumers who
are health conscious, CooLUp is the
natural soft drink that gives you the best
refreshment and sustenance because it has
highest level of nutrition. With CooLUp,
you can stay refresh and keep going even
when you havent been able to do your
work.

Differentiation tools

Differentiatio
n
Tools

Differentiation Tools
We differentiate our product from our target
consumer by the tools which is given below:
Form
Feature
Design
Style
Performance Quality
Channel
Image

Form Differentiation
Size: The size of cool up drinks
bottle will be 250ml.
Shape: The shape of the bottle will
be just as original coconut shape.
Color: Our products package color
will be original coconut color.

Features Differentiation
We mainly differentiate our product from our
competitor by 100% natural. Our product
features are:
Keeping the body cool at the proper
temperature
Carrying nutrients and oxygen to cells
Promoting weight loss
Boosting your immune system
Balancing your PH and reduce risk of cancer

Features Differentiation
Boosting poor circulation
Relieving muscle spasms
Low in carbohydrates
Low in calories
Low in naturally occurring sugar
High in Vitamin C

Performance quality
Cool Up drinks performance quality is superior.
Because it contains five essential electrolytes like
Potassium
Sodium
Magnesium
Calcium
Phosphorous
That your body needs to keep nerves firing, keep
muscles moving, and to manage stress thats why
cool up is the best way to refresh, and re-hydrate.

Style Differentiation
Our products bottle style will be
original coconut style and consumer
can get a real image of natural coconut
drink.

Design Differentiation
In terms of design differentiation our product
design is an innovative design. Because it looks
like real coconut, it is easy to open and drink.
The bottle there will have a hole and consumer
can put a straw inside it and drink. We will
make this bottle by plastic thats why it is easy
to dispose or consumer can hold it because the
bottle is attractive and well designed.

Channel differentiation
To
achieve
the
competitive
advantage we will use extensive
distribution coverage. Because it
will help us to make available of our
product in the market, so that
consumer can easily get it.

Image differentiation
Our product slogan is The best
natural drink of the town. So we
want to differentiate our product
from our competitor by this slogan.

Attributes of the Brand

Positioning
Test Marketing

Attributes
of
the Brand

Attributes of the Brand

The attributes of our
Nutritious
brand is:
Natural
Quality

Reasonable
price

Healthy

Refreshing

Friendly

Pure

Rational Attributes
Rational attributes of our brand is:
Quality
Reasonable price.
Refreshing
Natural
Nutritious

Emotional Attributes
Emotional attributes of our brand is:
Superiority as opposed to quality

Availability as opposed to
reasonable price
Friendly as oppose to refreshing
Healthy as opposed to nutritious
Purity as opposed to natural

Positioning
We have done two types of
positioning for our brand:

Product category positioning

Brand positioning

Product Category Positioning

Expensive

High
Quality

Low
Quality

Inexpensive

Brand Positioning
High Price

Natural

Artificial
Artificia

Low price

Test Marketing
From the method we have chosen Controlled test
marketing
In controlled test marketing the marketers generally
manages as panel of stores that will carry new product
for a fee. This research helps to know the marketer
whether the new product is match able to the given
geographical area and also with the target consumer.
Controlled test marketing will say weather our target
consumers are response to the product more or less. And
by the response rate we have to take proper action
about our product.

Packaging & Labeling

Packaging
For cool-up drinks we develop a package
which is very unique and attractive.
Convenience: Easy to Handel.
Promotion: An effective and attractive
package design can make promotion itself.
Cool Up drink also make its promotion itself
by:
Size: 250ml bottle size.
Shape: Cool-up drinks package is looks like
original coconut.

Packaging
Color: Light Green (Coconut Color)
Materials: The package will be made by the plastic.

Protection:
Cool-up package is made by the plastic so it can
give the best protection of the product. It can
maintain the proper temperature of the product
and help to protect coconut waters nutrients and
flavor.

Labeling
Labeling is the most important thing for a product.
Because it contains brand name, product
information, usages condition, ingredient etc.
Content Specification:
Specification
Servicing size 4fl oz(250ml)
Amount per serving
Carbohydrates

2 100mg

Calcium

60mg

Phosphorus

10mg

Sodium

3.8mg

Potassium

2.1mg

Magnesium

10mg

Total Fat

0g

Cholesterol

0g

Font Selection:
To write the brand name we use Abaddon font.
We will use Times New Roman font for other
information.

Labeling
Ingredient:

100% Natural Coconut Water.

User Information:
This drink is not suitable for children below six
years and for diabetic people.
Usage Condition: Store in a cool place, below 24C