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Activity:
34 views;
last activity : 01 29 2011 09:28:26 +0000
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IDK
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Launching of cola brand
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rural branding
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REQUIREMENTS FOR LAUNCH OF COLA BRAND
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Find a consumer insight
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Placing it right !!
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Start with a piggy back approach
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Really I don't know the answer to the above Idea. Friends throw some light on the ways on how to compete against the giants with billions of advt budget and can throw u out of business overnight
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Since it is a matter of taste the taste should be unjque that is to start with should be available all over the country off course over a period of time with franchisee or local bottelers under quality supervision of the new entrant.
There has to be an USP for the product, to be decided by the advertising agency.
A normal advertising budjet is to the tune of 3% of the total turnover but for a start up operation the budjet can shoot up to 65% since the initial production/sales will be low.
If aggresive advertisenent is done with product availablity the gaints can be tackeled on.
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concentate on rural area and step by step to urban area i thnk area wise launching is more suitable bcoz car build a product from root level
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SOFT DRINKS MARKET IS HIGHLY SEASONAL,REQUIRING HUGE INVESTMENTS,SUSTAINING CAPABILITIES,EXCELLENT,DEDICATED, DISTRIBUTION MACHINERY,ENDURANCE TO WITHSTAND ONSLAUGHT OF BRAND,BOTTLES,CRATES, IN ADDITION TO A WIDELY ACCEPTABLE TASTY PRODUCT.PULL AND PUSH STRATEGY WILL HELP.IN SPITE OF ALL THESE CHANCES OF WINNING ARE LIMITED.
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Finding market share for a new Cola against a Pepsi or a Coke isn't all that difficult.
I am assuming that you have the resources to manufacture and distribute. Those are actually the bigger barriers.
Real Cola has managed to do it in Bangladesh. By spotting an insight that was true for Bangladesh. (Bangladeshi youth don't have much by way of entertainment. So they started a series of TVCs that could best be described as Bollywood Style Videos with their brand built in. Almost instant hit.)
Virgin's managed to do it in many markets where being "unconventionally risque" is quite acceptable.
In the MiddlEast there's a cola that is "anti-American". I hear it did quite well.
So start with a strong consumer insight of the market where you have the resources to manufacture and distribute. If those people already have a preference for 'cola', pretty easy to take a share off the big ones.
In all markets, there is always space for a third brand.
After that it gets difficult. Well not so difficult, but not very profitable.
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It is placing the product among the youth which will win your Cola a stance in the market. Must study how Coca Cola and Pepsico have understood the markets. Your positioning must be completely different to theirs. Positioning may include the name of the drink also. The name must be smashing.... and not very easy to forget. For example, Ground '0' or UA Cola (Spelled as "Your Cola") or something. This must be advertised at places like Schools, Colleges, On road at heavy traffic areas where getting water is not an easy task. Patience will certainly yield results. Market must be segmented based on the population density and prioritize areas based on the demographic analysis which is obvious.  Lilke Aircel built its strength in Tamilnadu before addressing the rest of the nation. This is a better way is what I think for any new product to have good roots in one part of the world and the branches must be extended slowly with sustainable growth...  And as Mr. Rathin Deb mentioned, the taste also plays a crucial role. And advertising through word of mouth is going to help the company a lot more than other forms of media.  sponsor for a cause. That way, your company will TOUCH people right at their hearts. Have an ever changing Ad campaign like the Vodafone and I am sure your cola shall have a fairly good bottling and distribution system. JIT inventory is always advisable as you must have already known.  Thank you. Let us discuss more. Krishna |
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Since we know that the soft drink market is strongly controlled by Coke and Pepsi and they would be in a position to thumb down any new entrants even if you lower the prices. However by adopting a piggyback technique or a co-branding strategy you minimize your initial risk and your brand gets recognition by getting associated with some other brands...for example get business deal with some of the major hotels or retail stores and start docking your drink at their kitchen or shelves respectively before getting out in open war against these soft drink giants...
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Its obvious sign of prosperity. Price only increase when there is demand and demand only comes when people have money. Inflation is much better than deflation but it should be in limit where people can afford the day to day things |
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