θĹĨΛΞcandy

“Shower of sour”

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 Branding Plan on:
“O-live candy”

Prepared for:

Md. Anamul Hoque Rubai

Senior lecturer
Business administration
East West University

Prepared by:
Iqbal Mahmud

Date of submission: December 15, 2010

Section: 1

Letter of transmittal

December 15, 2010

Md. Anamul Hoque Rubai

Senior Lecturer
Department Of Business Administration
East West University.

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Dear Sir,
We are grateful to submit you our branding plan on “O-live candy” that you have assigned us as
a part of our MKT- 416 course. Our branding plan is about the “O-live candy” which will be sold
in a different target market.

The whole process of preparing this branding plan has helped us to have a touch of real
marketing during our academic life.

Thank you for letting us to have the opportunity to acquire this real experience.

Thank you.

Sincerely yours.
Mahmudul Hassan ______________________

Imtiaz Uddin Kajal ______________________

Nesar Uddin Ahmed ______________________

Ismail Ferdous ______________________

Md. Abdullah Al-Rajib ______________________

Acknowledgment

Preparing a term paper is really copious task. We required enormous time & attention in every
step of it. But it gave us a true feeling of creation & helps us to understand our ability of work.

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No work is completely done without the help of others and our work is no exception. We owe
thanks to some of our seniors who have given their effort to get this work done. Thanks also go
to other students of our section who helped us in many ways.

Finally, we want to thank the almighty Allah for keeping me fully free from any disaster.

Executive summary:

We are interested to introduce the first ever olive candy in Bangladesh, which name is “o-live
candy”. It is actually a new taste offer to the consumer, first ever in our country. Basically we
are targeting the common people of all over the country. To fulfill peoples individual need and
demand, also we prefer- ‘natural taste with lower price’

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We expect that our target consumer will give us enough support to serve them through satisfying
their individual taste preference.

Table of content
Sl# Particulars Page no.

1 Introduction 07

2 Our product 07

3 Environmental Analysis 08

4 Target Markets: 09
4.1: Identifying Product segmentation base

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 4.2: requirement for effective Segmentation
4.3: Evaluation of Market segments:
5 Brand elements: Mix and Match 12
5.1: Memorable
5.2: Meaningful
5.3: likeability
5.4: transferability
6 Value Innovation: 14
6.1: Seven Parameter
6.2: Differentiation:
6.2.1.1: Product differentiation
6.2.1.2: Service Differentiation
6.2.2: Positioning
6.2.3: Promotional Strategy
7 Brand Sense 18

8 Brand Evaluation 21

9 Secondary Brand Leveraging 23

10 Blue Ocean Strategy: 25

11 Conclusion: 20

1. Introduction:

Candy has always been a popular item all over the world. People of all ages love candy.
Bangladeshi people are also fond of candy. It does not matter that “you” belong to which age
groups. As it is an impulse good, people prefer to have candy without even thinking. Although in
our country we can get some of the popular candy from roadside outlets, those are common,
milk, chocolate, mango etc flavor. That’s why when people heard the name of candy they think
those common tastes. And people are bored with those familiar tastes. So a new taste is needed,
and is offering a new taste completely new flavor in Bangladesh. It is quit safe for us because as

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this is candy, we are not using any fat, and that why it can be welcomed by the health conscious
people, and at the same time it won’t create ant religious issue.
We are the firs one who will come up with the idea of natural taste.

2. Rational for our product selection:

Branding posses is challenging decision to the market. In order to create a strong brand image in
the favor of customer mind, we have chosen the brand name “O-live candy”.

Now, why we have chosen this name for our candy is-first of all when we talk about any candy,
the first thing is its taste. As we prefer- ‘the natural taste’. Because olive is a fruit that people
use to think as natural, no chemical needed for olive. And as we always think about the best taste
with good quality.

Second thing is “O-live” also carries the meaning of live that means something that is happening,
current situation. The idea is when you put the candy on your mouth you will fee like you have
putted an olive in your mouth. We describe this meaning in this way-we believe that once
customer have it they will feel good.. If some one is feeling lonely or depressed or having a
mood suing other, he or she should have it and after having this he or she will feel light and a
smile will be on his or her face. He will get the magic to impress others. The main thing is once
he or she has it, then they will be on our side. And they will try out more because; they will also
feeling the fact. That is why we select the product for better performance with the competitive
candy of the country.

3.1: Environment analysis:

• strengths:
1) “O-live candy” is the firs comer with the olive taste.
2) “O-live candy” is using modern technology.

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 3) Employees are customer oriented and are thinks of keeping conformity.
4) Delivers superior customer value.
5) Available at every store.

• weaknesses:
1) Inexperienced management.
2) Limitation of capacity.
3) New in the market.

• opportunities:
1) Impulse good so people will not think much to buy it when they found something special.
2) There are one or two established competitors in Bangladesh.
3) Candy has a big demand.
4) Changes in lifestyle can not hamper the demand of candy
5) Other candies of current market are not advertising effectively.

• Threats:
1) Quit tough to expand market in rural areas.
2) Little brand value.
3) Of new entrants.

4.0: analyzing target market:

4.1: Identifying product segmentation base:

Different pastry shops segment their market from different segmentation base. But we would
segment our market on the basis of demographic and behavioral segmentation.

MARKET
SEGMENTATION

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 DEMOGRAPHIC

AGE INCOME

• Demographic segmentation:

In demographic segmentation we segment our market on the basis of a consumer’s age, family
size, income, religion, occupation, and benefits.

Income: we segment our market according to different consumers of lower income groups, but
that doesn’t mean that it is of lower quality.

Age: though candy is suitable for all age. But we won’t make candy of different color, flavor,
different taste and different shape. One taste will be offered. Taste of olive. Our main target
customers are females and health conscious people, along with the kids. As each and every
people of Bangladesh are very familiar with its hot taste, it will attract people from all aged
groups.

• Behavioral segmentation:

Benefits: we will divide the market into groups according to the different benefits. Like -quality,
convenience, low fat reasonable price, and service product on different occasion.

Psychographic:

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In psychographic segmentation we segment our market according to various occasions and
benefits.

Social class: all class of people can afford it.

4.2: Requirement for effective segmentation:

• Measurable: our first target is to get the customers of Dhaka city, then the other central
towns of the country. That is why it is not that much difficult to measure their user rate
and user status. After getting the popularity among the customers, then we go for a mass
production throughout the country.

• Accessible: now this is very special sector. As we are new concept in the market we have
to be very careful about our outlets distribution. We will have used the roadside outlets, if
we can ensure that each and every shop contains our “o-live candy” then we can
effectively reach and serve to our target customer.
• Substantial: as it is a very low costing impulse good, and we will go for mass production
of our “o-live candy” so our target customers are huge enough to increase sales and
maximize
• Actionable: we have sufficient financial and human resources to continue our business in
our target market.
• Differentiable: again it’s not necessary for us to differentiate our segments as our
product is for all kinds of segment with same price.

4.3: Evaluation of market segments:

Segments size and growth: at very beginning we have targeted a small part of our total
population but this portion is large enough to maximize our profit and to sustain in the business.
Then we will go for the whole country market capture. That will help us to sustain for a long

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time. On the other hand as people has a tend to seek variety of test, our target consumers have
definitely a high growth.

Segment’s structural attractiveness: we are the first ever-offering olive candy in

Bangladesh “o-live candy”. We almost have no competitors from the point of Bangladeshi
producers’ view. Again we would provide 100% color flavors, taste. But the price of our product
would generally like the other brands of the market. That is why our main target would be the all
the people who like to take candy.

Company objective and resources: our main objective is to provide a better test experience
through mass marketing. The segments (mainly female) we have chosen we can easily serve
them with our available resources and gain advantages over competitors.

4.4: Selecting Target Market Segments:

After evaluating different segments we will now decide which and how many segments it will
target. A target market consists of a set of buyers who share common needs or
characteristics that our company decides to serve. Evaluating our market segment we
decide to choose both undifferentiated marketing and local marketing from micro -
marketing.

• Undifferentiated marketing:

Since we decide to target large several market segments and design same offer for each. So
evaluating our market segment we decide to choose undifferentiated marketing. Though micro
marketing includes local marketing and individual marketing, we have chosen local marketing to
serve our customers.

• Local marketing:

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We can also follow some strategy which will follow the concept of local marketing from micro
marketing point of view. Because we will go for local customer groups-cities, neighborhood and
even specific roadside stores as initially our outlets will be available in farm gate, Mahakhali,
Motijheel etc busy area where all kinds of people gather.

5.0: Brand Elements: Mix and Match

Brand elements sometimes called brand identities, are those trademark able device that serve to
identity and differentiate the brand. The main brand elements are brand name, logo, color,
slogan, jingle, and package. According to mix match of brand elements our products have all the
elements with out jingle. In initial stage we don’t have any jingle but after launching the brand
we establish a jingle for our target customer group. Our product details are:
• Name: o-live
• Color: olive, green. Pink.
• Logo: text logo
• Slogan: “shower of sour” …
• Packaging: plastic pack.

5.1: Memorability:

A necessary condition for building brand equity is achieving a high level of brand awareness.
When a product called whether memorable or not then our product name is ‘o-live”. We think
that which is easily recognized and easily recalled. And also our brand elements are memorable
to our target market. The way it is going to be pronounced, and the way it is going to be
advertised, must help people to memorize it.

5.2: Meaningful:

A besides choosing brand elements to build awareness, brand elements can also be chosen whose
inherent meaning enhances the formation of brand association. Brand elements may take on all
kinds of meaning, varying in descriptive, as well as persuasive, content. The meaning of the

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 word “o-live” is ‘live that is not the replay of something, not the same thing that you are already
known. Our slogan is ‘shower by sour” which means if u takes one times then the taste will give
you taste of olive, make you freshness like u are taking a shower. This is descriptive and
meaningful.

5.3: Likeability:
Our product name, color, slogan, logo and packaging are likable. Because of the name of our
brand is related with full of fun and interesting. Our brand name "o-live” is almost pronounced
and mentioned like olive, and our tongue will get wetted. Which attract the girls more that the
boys. Where our slogan is to be pointed so might be likeable to our segmented market. So our
product is likeable because of its visual and verbal imagery.

5.4: Transferability:
Not like that only people of Bangladesh are familiar with the olive. Olive is available all over the
world and all are known of the taste of olive. It has no other meaning at any other culture of
other countries of the world. So we can operate our candy in our country cultures and across
geographic boundaries. And most important thing is that, it has no religious barrier. So, “o-live”
candy is easily transferable.
Memorable

Meaningful

Likability

Transferability

Adaptability

Brand Protectability
element

Name O-love candy Yes Yes Yes Yes Yes Yes

Logo Θĺĩλξcandy Yes Yes Yes Yes Yes Yes

Color Olive green, green Yes Yes Yes Yes Yes Yes
and pink

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Slogan Yes Yes Yes. Yes Yes Yes
“Shower of sour”
Sound “Shhhhhhh” Yes Yes Yes Yes Yes Yes
Packaging A plastic made bag Yes. Yes Yes Yes Yes Yes
which is carrying our
posted logo and
slogan.

5.0: Value innovation:

5.1: The seven parameter checklist:

#a. Performance
• It serves high quality candy.
#b. Features
• Completely new taste in the market.
#c. Conformance quality
• To a high extent
#d. Reliability
• Reliability is present to a high extent due to very little chance of failure probability. As
• we are claiming that we are not using harmful chemical.
#e. Durability
• It remains like not melted until to reach the customer.
#f. Serviceability
• Can be found at every locality shop, beside the home.
• Meet your demand whenever you need.
#g. Style and design
• Different types of packaging for different types of candy.

5.2: Differentiation or die:

5.2.1Differentiation:

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Basically, our main target customers are mainly from high, upper middle class & middle social
class background mostly kids, teenagers and females. But as there is lots of chocolate company
in the market, we need to differentiate us to get them. By differentiating our candy from our
competitors, we’ll try to create an image on the consumer mind which will create a position of
our brand name in the existing market and what’ll lead us to a bright future.

Our product would be much better than our competitors on the following grounds-

5.2.1.1: Product differentiation:

We will produce the best quality candy in Bangladesh. We are not saying this only to promote
our candy, but each and every candy that we would produce will carry out our love and affection
toward customer.

• Fresh ingredients: there is no need to say that we will use the freshest ingredients
available, because to us, using fresh ingredients will be the signature mark of ensuring
quality. Hygiene is another thing we would never bargain with. We will maintain a
hygienic kitchen because hygiene and quality are related to each other. Some ingredients
like, sugar, corn syrup, buffer lactic acid, permitted color(e-133), added flavor(olive) etc.

• Style and design: in our regular product we will not emphasize in style and design. But
we will try to carry out peoples feeling and emotions by providing natural taste candy.

• Taste texture flavor: we won’t offer a wide range of candy, we will offer one single
product so we can give our 100% effort to this specific product and offer best quality to
delight our customers. Our product “O-live candy” means ‘taste the new, recent, that is
happening. We hope that customers would want to come back to us for a second time
because we would serve them the taste that is sour, flavor that is hot and texture that is
very smooth.

• Quality consistent: we would never make a deal with our quality. Maintaining good
quality will be our number one priority.

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 5.2.1.2: Service differentiation:

Products are not the only things that help an organization to be successful, good services are
also needed to grab the attention of the customers. So we would also offer various services
that help our customers to understand their needs. Our services are:

• Free sample test: we would offer our customers with free samples. We want them to
understand what the standard we live and the olive flavor he likes or not.

• Consultancy service: sometimes customers get a little confused by all the diversity of
test flavor and texture. So for them we have opened a consultancy service. This service
will help them to understand their needs, and help to choose the best candy for them.

People differentiation:

In “O-live candy” we will not only do business but also will enrich the people who will work
for us. We will be like a family and will stick together. We would have a very strong human
resource team who will work very hard to bring out the best from our employees. Proper training
would be given to all our workers to make our customer happy then our competitors do. Our
employees will be very friendly and co-operative. The will build a strong relationship with the
distributor, suppliers, shopkeepers etc. Co-operation would be the key of our success. Our
employees will work as a team, and they will always there to help our customers. Quality will be
a key factor in our business and to maintain that, we would have a group of specialized, to make
our candy. That is why customers will prefer our candy.

• Latest technology: we’ll use foreign automatic machine to produce the candy so that no
human touch can be take place there. This updated technology will also help us to be
efficient.

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 • Social responsibilities: “a boy can’t continue his study due to the poor family
background. He got 4.5 in his ssc. Now, either he has to maintain his family or continue
his study.” This kind of scenario is very common in our society. Our production
department would have more than 60% student employee. First of all we can use their
talent and youth, and by motivating and giving them guidance we can create a dynamic
workforce. Our culture is so sympathetic and emotional. If we contribute to their study
and make them self- dependent it will create a good impression to our customer.
• Brand name: our brand name is “o-live candy” which indicates the live, freshness.
• Logo: our logo is very simple. We’ve used some colors in this logo. The green color
means its fresh, the olive color means it’s nothing but a piece of olive, pink color means
it is a better option for female customers.

5.2.2: Positioning :

Promotion for positioning:

We will mainly focus on home delivery and latest technology.

• Effective promotion: our main focus would be to create effective promotion for our
target market. Mainly our target market is common people. So, we’ll paste our posters in
front of the busy area like Mahakhali, farm gate, Motijheel etc. Where we’ll give them
ideas about our services.
• Personal communication: our team will go for a campaign where we’ll distribute free
sample in roadside campaign to attract people.
• Word-of-mouth advertisements and buzz marketing: we’ll invite celebrities and well-
known personality from the society and it will create a word of mouth advertisement in
the society about our branches. We will create a motivating workforce who’ll also create
some word-of moth advertisements.
• Online advertisements: in these days social networking websites are getting very
popular. E.g. - face book, twitter etc. We’ll advertise our service through creating fan
page group and etc.

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 • Positional statement: We always believe that once you have a putted our candy in your
mouth, will never be able to forget its taste. Every time they eat candy they will feel like
taking the taste of fresh olive and having shower. So our positioning statement will be
“shower by sour”
5.2.3: Promotional strategy:
As we are just launching our new business, we are initially emphasizing on letting people know
about our product that means creating awareness among the people.
We will reach our targeted customers through the following media’s:

• Opinion leader: displaying our exclusive creations in the media by an opinion leader.
• Life style magazine: in print advertisements in the pages of best selling life style
magazines.
• Press conference: arrange a press conference just before lunching our product.
• Media: we pass our message with the help of radio, TV, print media. We will create
some humorous ad and play it on TV at the same way on fm radio ad will go on.

6.0: Brand sense:

Brand sense means Building powerful brand through touch, taste, smell, sight, and sound.
Combination of this five is a complete multi sensory brand. For our product “o-live candy” we
know candy is something which includes all the necessary senses we need to identify and also
build a powerful brand.

• Touch: in case of service touch does matter. The feel of product is essential in forming
the perception we have of the brand. For our product “o-live candy” touch generates
more excitement and fun. First touch is the plastic pack of the candy. That the surface of
our candy which is smooth.
So touch is important when our consumers going to buy candy they are having touch and feel it.

• .Sight: in the matter of sight consumer looking for an attractive packaging of candy
which tends to buy this product. For our product “O-live candy” we are trying to give

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 consumer different packaging of candy than the other competitors. Whenever a consumer
look at the packet of the candy, he/she will find an olive tree and some olives are there.
So it will bring some positive emotional attachment with the candy. The old taste in
modern technology.

• Taste: the taste is our “O-live candy” is awesome. If any consumer takes first time our
O-live candy they can’t forget the taste. So the slogan of our smack candy is “shower of
sour”.

• Sound: sound is the sense that is already integrated in every aspect of marketing.
Traditionally sound has focused on appealing to our hearing at the expense of our
listening capabilities. When our consumer put it in his/her mouth, he/she will feel like
olive is here and unconsciously a sound of “shhhhhhh” can come. Also with the help of
tongue, there may be more different sound that will ensure that a person is enjoying the
candy or not. So it creates great feelings in the mind of consumer.

• Smell: in case of smell, our o-live candy is having a distinct smell of olive than the
common smell of the competitors. Having this great smell consumers are more attracted
to buying the candy. Our o-live candy melts in the mouth with a rich tempting aroma and

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 an intense sour taste. We see it as a treat, a comfort food, a reward and a naughty taste.
Our product “o-live candy” means ‘new, happening not the old. We hope that customers
would want to come back to us for a second time because we are offering them a natural
sour taste.

Figure: Brand sense of “O-live candy”

7.0: Brand evolution:
It has several steps. It starts from the unique selling proposition strategy to an msp-me selling
proposition strategy. Another method named hsp holistic selling proposition is likely to dominate
the next decade pf brands that are heavily inspired by sensory and religious trends.

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 • Unique selling proposition:
Physical performance and functional benefit of the brand. The factor or consideration presented
by a seller as the reason that one product or service is different from and better than that of the
competition. Before you can begin to sell your product to anyone else, you have to sell yourself
on it. This is especially important when your product is similar to those around you. By applying
this method marketers try to convince and motivate their targeted consumer by presenting their
products one feature which is unique. Here O-live candy focusing one functional benefit is
offered by natural taste of olive which is completely new and unique for the consumer.

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 • Emotional selling proposition:
It is replaced by another method. It is the level that people take it not for the functional benefit
for the emotional attachment towards their desired products. Here products were perceived as
different primarily because of an emotional attachment. For our o-live candy, as olive is popular
ad very attractive item, and most of the people take it, so when the find the olive taste in front of
them as a chocolate they will feel emotional attachment with the o-live candy. As we prefer-
‘natural taste, people will tend to be attracted more. As all of us likes to have natural taste.

• Organization selling proposition:

Corporation behind the brand in fact became the brand. It includes all the functional and
emotional benefit with the proposition of the organization.

• Brand selling proposition:

Branding should purpose the brand or product. The brand is stronger than the physical
dimensions of the product. Branding posses is challenging decision to the market. In order to
create a strong brand image in the favor of customer mind, we have chosen the brand name
should be “o-live candy”. The meaning of the word “live” is ‘new, current not the reply of older
taste.
• Me selling proposition:
Consumer taking ownership of their brands. No longer consumer they become prosumer
(producer+consumer). They give suggestion and want customize product. Brand is owned by the
customer and advocates the brand. We describe this meaning in this way-we believe that once

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customer have it they will feel good. If some one is feeling lonely or depressed or having a mood
suing other, he or she should have o-live candy and after having this he or she will feel light and
a smile will be on his or her face.

• Holistic selling proposition:

The group effort is much better than individual effort. Feature of brand is the 5 sense. The
brand sense study shows clear correlation between the numbers of senses. Branding is about
forming an emotional attachment between brand and consumer. The meaning of the word
“live” is ‘new, current not the reply of older taste.
8.0: Secondary Brand Leveraging:

As “o-live candy” in a new brand in the market we need to leverage it brand image in many
ways. Secondary leveraging is important here. We use some celebrity to leverage our brand
image. We position our candy as nutritious food. It has protein, calcium, and combination of
vitamin a, b and c.
We use here Sharmeen lucky who has a positive impression as a food specialist and model.
Sharmeen lucky tell in front of mass media that it’s has nutritious value that’s why it is best and
she is quit relax when her child eat this candy as she has reliability on this candy. This message
conveys a positive meaning to customers mind. Parents those who deny giving candy to their
child for health issue they are now starting to purchase
“o-live candy” as it helps their child growing up.

: i am relaxed…you????

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Here Sharmeen lucky tell to the mass people about o-live candy.
Now we try to position our brand to young people’s mind so we choice the celebrity dighi, she
has a nice acceptability. She will come and say about its taste. Its mouth watering tasty, she will
promote the message that

“Oooooooooooooooolive”.

And we will leverage the image of model and actress “shokh” to attract the female and as well as
teenagers.

Why sweet always???

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9.0. Blue ocean strategy:

When we do not know any market or it is unknown to us then it is called blue ocean market.
Competition is irrelevant. It focuses on non-customer. It creates uncontested market space. It
always attracts the targeted consumer by creating and capturing their new market demand. It
breaks the value-cost trade-off. Though chocolate is a european food but it is very popular in our
country. One can’t even think of celebrating an especial occasion without it. The good chocolate
is increasing at an increasing rate not only our country but also all over the world. So to meet up
this demand we would like to come up with our products which will have- no animal fat, low
price for only our country, best quality and so on. We will focus on children, teenagers, and
health conscious people, mostly females. Besides regular packs, gift box will be available. There
are four actions blue ocean strategy need to apply which breaks the trade of between
differentiation and low cost and create a new value carve.

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Guided by the blue ocean strategy:

Raise

The value Create

Eliminate

Reduce

The value curve

Raise items:

• Number of outlets in Dhaka then all over the country.

• The taste of candy

Reduce items:
• Not to use harmful ingredients or powerful chemical in color.

• Reduce the hastle of finding as we will be available anywhere.

Create items:
• New taste.

• New flavor.

• Quality

Eliminate items:

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 • Limitation of capacity.

10.0: Conclusion:
Candy is an impulse good. People tend to by it not because they need it. Rather they use to buy it
for the taste, for there deserve of taste. Lots of brands are offering lots pf candy. We are first
offering olive candy with the name of O-live candy. As this is a new concept so we think this can
be very potential because no other brand is offering this taste ever to the consumer.

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