CASE ANALYSIS

BRAND DEVELOPMENT TWIZZ COLA

Study of the different stages of brand development from conception to brand activation

[TYPE

THE COMPANY ADDRESS]

GROUP MEMBERS: ZAHRA HASSAN ALAM ATIFA NOOR MADEEHA KHAN SHEIKH TAIMOOR HAROON ABDUL BASIT IMRAN SAEED SYED IQBAL

SUBMITTED TO: SIR BASEER ALI DURRANI COURSE: BRAND MANAGEMENT SECTION: THURSDAY

This paper exhibits the achievement by reacting to the challenges of the new evolving soft drink market of Pakistan. With the help of research the new brand called TWIZZ was launched and which was a success, not only in terms of brand activation but also generated positive feedback from the customers. INTRODUCTION Soft drinks are gradually overtaking hot drinks as the biggest beverage sector in the world, with consumption rising by around 5 percent a year according to a recent report from Zenith International. But while the US remains the biggest market for now, Asia is likely to be the main driver of sales growth in the future. In the modern urban culture consumption of soft drinks particularly among younger generation has become very popular. Soft drinks in various flavors and tastes are widely patronized by urbane population at various occasions like dinner parties, marriages, social get together, birthday calibration etc. With the growing popularity of soft drinks, the technology of its production, preservation, transportation and or marketing in the recent years has witnessed phenomenal changes. The so-called competition for this product in the market is from different other brands. Mass media, particularly the emergence of television, has contribute to a large extent of the ever growing demand for soft drinks the attractive jingles and sport make the large audience remember this product at all times. It is expected that with the sort of mass advertising, reaching almost the entire country and offering various varieties annual demand for the product is expected to rise sharply in the times to come. In any marketing situation, the behavioral / environmental variables relating to consumers, competition and environment are constantly influx. The competitors in a given industry may be making many tactical maneuvers in market all the time. They may introduce or initiate an aggressive promotion campaign or announce a price reduction. The marketing man of the firm has to meet all these maneuver and care of competitive position of his firm and his brand in the market. The only route open to him for achieving this is the manipulation of his marketing tactics. The industry on the whole is encountering new opportunities and challenges. Changing consumer demands and preferences require new ways of maintaining current customers and attracting new ones. Amid ever-increasing competition, beverage companies must intensely court customers, offer high quality products, efficiently distribute them, ensure safety, and keep prices low all while staying nimble enough to exploit new markets by launching new products.

Market trends for the soft drink industry can be characterized by six fundamental themes: 1. Changing consumer beverage preferences, featuring a shift toward health-oriented, wellness drinks 2. Growing friction in the distribution system, induced by bottlers and manufacturers with conflicting interests 3. Continually increasing retailer strength and a corresponding decrease in the power of soft drink companies 4. Fierce competition, fueled by growth of private labels and product/packaging proliferation A complex sales environment, composed of multiple channels all with unique management requirements 5. Beverage safety issues, driven by newly enacted US and EU regulatory requirements each soft drink company must take these industry challenges into consideration, as well as its own strengths and market position, when looking for ways to drive innovation, accelerate growth and increase margins. The issues penetrated in the local market were; Lack of innovation and increasing prices stifle growth: Major players focused on cost efficiency and profit maximization and did not launch any significant new products or innovations in the market to boost growth as the outlook of the market remained dull. International brands and manufacturers continue to dominate: International brands and manufacturers continued to dominate across all categories as domestic brands failed to make a significant mark on the market, with their weak brands and marketing campaigns keeping them far below par as compared to their international counterparts. Consumers continued to show a preference for international brands and some categories were exclusively held by international brands as there were no domestic manufacturers marketing their products in those categories in 2011. But still there is a positive outlook for the future which is the faster growth is expected in the forecast period as consumers, retail outlets and manufacturers adjust to the new dynamics in the economy. New product innovations and increased penetration of Local brands is expected to revitalize the industry. In todays highly competitive market place, two players have dominated the industry; The New York based Pepsi Company Inc and The Atlanta based Coca- Cola. Through the globe, these major players have been battling it out for a bigger chunk of the ever growing soft drink market. Soft drink industry is on amazing growth; ultimately these are only one person who will determine their fortunes, the Pakistani consumer the real War to quench his thirst has just begun.

NEED IDENTIFYING SYSTEM The needs of customers revolve around : Functional needs Identity needs Emotive needs

Brand image includes: Symbology Social Values Product features

The first layer of this model caters the customer needs : Functional Needs At this point of time where there are so many health issues in society thats why TWIZZ came up with the solution that can counter the unhealthy image of the cola industry. The low sugar formula made the drink less harmful than other beverages. The mineral water base gave it a better taste and 60% lower calories. Identity Needs The need to identify children and young adults and their particular groups in society, which can reflect their ways of enjoying life and how they share happiness among each other. Emotive Needs Core drivers of our brand are our main values and product features which are designed to associate our customers in different activities through which they can experience the fun loving and excitement with their peers and friends. The second layer relates to how brand image is created: Symbology The terminologies which can relate us with our customers are fun, freedom of expression which is clearly defined and explained through our tag line i.e. TWIZZ KHOLO DIL KI BOLO

Social Values Young people who wish to express their feelings and want to share their memories and feelings with friends. Product Features Our product features are 60% less sugar, high caffeine, mineral water based (hygienic in nature) and extra fizz.

CONSUMER NEEDS

FUNCTIONAL NEEDS

IDENTITY NEEDS EMOTIVE NEEDS

SYMBOLOGY SOCIAL VALUES

PRODUCT FEATURES

BRAND IMAGE

BLIND TASTE TEST

Product tests on consumers are commonly performed by companies for a variety of reasons. Most commonly, taste tests are used to test new product formulations, and engage in comparative advertising versus an entrenched competitor. We too used taste test to test Twizz as it was a new product formulation and to use this test as a way to promote the product. The basic tenets of good marketing research in product testing, as in every other domain, are: Valid: that is, asks the right question, Reliable: that is, gets the right answer; and Generalizable: the answers are from the right people,

We used the taste test to study how consumers evaluate both product formulations and designs. The taste testing may also be used to advertise taste claims, and to understand the impact of branding on the evaluation of the physical product. In the case of Twizz, taste testing has received a considerable amount of attention by all the respondents. The accurate interpretation of taste test results rests on three main presumptions: one, a person has to have the ability to discriminate prior to being able to show a preference; two, they need to consistently prefer the same product across repeated trials; and three, any overall numbers reflect both a true ability to discriminate and show consistent preferences, and a guessing element, for which the data needs to be corrected. One major drawback of a tasting test is that respondents may opt for the competitors product instead of ours. In our tasting test, there were a few who chose the competitors product over Twizz.

Pros and Cons of Alternative Taste Test Designs: Following are the different taste test designs used in the food and beverage industry. We, however, used Identification Tasked Paired Comparison. The competitors product was much sweeter as compared to Twizz. Many respondents identified the difference, but there were many who were unable to identify the difference.

Types of Tests Preference task paired comparison

Key Features Respondents choose which product they prefer from two options, on multiple trials. The consistency of their choices is used to assess their discrimination ability.

Estimated Biases It is simpler than a triangle test. However, respondents with discriminating ability may have no preference between the two products; may change their preferences across trials, or may learn across trials. This would upwardly bias discrimination estimates. It requires sufficient product knowledge to make a correct identification. Has high measurement bias as respondents are influenced by their prior beliefs as to the likelihood of a difference existing. Those who have unrealistic prior beliefs make more incorrect judgments, downwardly biasing measures of discrimination ability.

Identification task paired comparison

Discrimination Yes/ No task paired comparison

A respondent tests two product samples and identifies which one has a specific characteristic. Discrimination ability = Proportion of correct answers. Respondents test two products and judge whether they are the same or different.

BRAND ACTIVATION

DSA Brand Activation Model:

Product Awareness Information Message Motivation Knowledge Advertising

Direct Consumer Connection Interactive Channels

Interest Incentive

Decision

Product Trial

Brand Positioning Consumption Manufacturer Purchasing Behaviour

Brand Experience Association Consumer Linkage Involvement

Brand Loyalty Customer Retention Brand Equity

The above given DSA Brand Activation Model explains the complete activation process. It explains the complete activation process from manufacturer to trial generation followed by experience, resulting in customer loyalty. The model explains, customer loyalty can be established once the product trail is generated and added with the brand experience which customer is exposed to by getting involved in various brand activation programs.

Elements of a Successful Activation Plan

Situation analysis. Identify key issues, key opportunities, key shareholders and any important trends. Identification of resources. Staff, time, budget, etc. Create a marketing team that is representative of overall brand. Competitive analysis. Identify any competition, such as another competitors brand activities that will also be of interest to the target audience. Goals. Identify attendance and awareness level goals which can help in catering target audience and meeting their desired level. Identification of target markets. Identify groups of individuals to whom the activity could be successfully promoted i.e. youth who are full of energy, excitement and who always wish for something new in life. SEGMENTS CLEARLY DEFINED

TARGET SELECTED NICHE(S) SELECTIVE TARGETING PRODUCT SPECIALIZATION

TARGET MULTIPLE SEGMENTS EXTENSIVE TARGETING Product variety

SEGMENT NOT CLEARLY DEFINED

Our segments are clearly defined as we went for selective targeting. Our selected target market is niche. It consists of those aging between 8-25 i.e. fun loving children and young adults. We developed this product for this target market because we wanted to come up with something which is new and more hygienic in nature. Full of excitement and fun filled. Development of plans for reaching each target market. Develop a strategic plan for promoting the activity to identified target audience. Development of evaluation tools. Measure the success of your program during and after the activity. Include short-term and long-term measurable outcomes.

EXPERENTIAL MARKETING
Our main motive was how to get customers to sense, feel, think, act and relate. The three phenomenons signaling an entirely new approach in marketing are; The presence of Information technology The supremacy of the brand The importance of communication and entertainment

The five customer experiences that formed the basis of our experiential marketing; 1. Sense Twizzs advertisement has a sensory appeal. The advertisement exploits and expands the Tag line TWIZZ kholo, Dil ki bolo, the advertisement shows two girls getting bored and sitting quietly and as soon as they drink TWIZZ they become energetic and start talking. 2. Feel It is important to generate feelings in the target consumers in order to be successful. Twizz generated a feeling of excitement and sharing through the different activation activities which were conducted. The first activity, which was the launch of the brand created a sense of excitement among the target consumers and the second activity, The Gaming Zone generated feelings of sharing and excitement. 3. Think The essence of think marketing is to appeal to customers creative thinking about a company and its brands. Twizzs think marketing was done on social media, with every event upload target consumers were left thinking what is going to happen next and what will Twizz come up with this time.

4. Act The medium of interaction used by a service provider is also of great importance. Twizz was faced with a challenging question, which was, To automate or to personate? The answer was simple, a balance of both interaction methods. Hence Twizz used personal interaction during most of its activation and automated activation wherever necessary. 5. Relate Relate has been used very successfully in many recent marketing campaigns. Twizz used relate marketing to relate itself to the idea of being youthful, energetic and playful. This was evident in their brand activation and their advertising.