1.

1 Customer-Based Brand Equity Pyramid

1.4 A Brand Attributes Model

Product Attribute Resonance

Loyalty Attachment Engagement Carbonated soft drink Thirst Quenching Worth what it cost Every ware in the country Most popular soft drink in SL Fix with any moods

Functional Benefits
Saving Time Satisfy hunger & Thirst Everyone can enjoy Saving money

Judgments
Quality, various Moods, Trustworthiness, Market leader, Pure Sri Lankan Brand,

Feelings
Sense of calm, Joyous, Playful, Cheerful, Fulfillment, accomplishment

Icon
Luminas Green & White color 3D Logo

Emotional Benefits Soft drink Product Attribute Personality / Value

Play full Joyous Sense of calm Trustworthy Community oriented Sri Lankan Safe to drink Everyone have fun Pure Sri Lankan Brand Bond with heritage

Performance

Imagery

Natural Ingredients, widely available, Traditionally trusted company, Linked energy supplements, Product with Sri Lankan Cultures & Heritage, Goodwill, attractive colored flavors, suite for kids to elders, Rage of flavors bulk to take home market, Value for for deferent moods money

Salience
Different Moods (Romance/ Childish/ Fun etc.) Different Pack size, Thirsty with natural, Sri Lankan Brand

1.5 Different Product Level 1.2 Five-Dimensional Brand Model

1. Core Benefit Thirst Quencher on any time in the day Carbonated Soft Drink Consumers are expecting volume (ml), Value of the money, tasty , availability, brand recognition Various flavors for various circumstances, natural goodness, comes with plastic bottles A drink with a fruit-juice in artificial flavors and natural flavors
Kotler P., Keller, K.L. (2008) Marketing Management, 13th Edition, Prentice-Hall. pp318

SMELL
2. Generic Product 3. Expected Product

TASTE

TOUCH

4. Augmented Product 5. Potential Product

Soft drink Product Attribute

SOUND

SIGHT

1.6 Kapferers Brand Identity Prism

Physique
Logo Carbonated soft drink Thirst Quenching Natural

1.3 POP Vs. POD

Point of Parity Carbonated soft drinks Attractive packages Different package sizes Maintaining quality standard Point of Difference History and Heritage Excellence brand awareness Natural Ingredients Innovative Flavors Strong distribution changes Different flavors for different circumstance Truly Sri Lankan soft drink Most valuable brand in the Sri Lanka (LMD 2005) Mobile Outlets chain Relationship

Personality
Unique Flavors Sense of calm Traditional Community oriented

Quality & Heritage Trust & dependability Exclusives Consistent

Culture
Sri Lankan Heritage Commitment & Passion

Reflection
Traditional trustworthy Truly Sri Lanka Pioneering Prestigious

Self-Image
Relates more to competing than to wining Drive by inner passion Understanding sophisticate Looking after life

MSC-11-01-16

1.7 Brand Performance Analysis Chart

Sri Lankan Heritage Different Flavors

Decreasing importance

Differentiators

Natural Ingredients Strong Distribution Mobile Outlets

1.11 Brand Mantra

Emotional Modifier
Moods

Descriptive Modifier
Flavors

Brand Function
Thirst Quenching

Quality Standards

Attractive Packing Carbonated Soft drinks

Decreasing Importance

Basic

Different Pack size

Low 1

2 Coca Cola

High 6

Importance

Elephant House

Roll, M. (2006) Asian Brand Strategy, 1st Edition, Palgrave Macmillan. pp100

1.8 BAV Power Grid

Up & Coming/ Niche (Differentiation/ Relevance/ Energy) Leaders

1.12 Brand Fingerprints

Target Insight Competition Benefits
Carbonated Soft Drink Market Thirst Quenching with sufficient volume Coca Cola, Pepsi, My Cola, Sha Cola, Red Bull, Coool Truly Sri Lanka Brand with unique Product range with natural goodness. Most trusted & reputed soft drink brand/ value for money/ everywhere in island (have good distribution channel)/ various flavors for various moods/ made with natural ingredients. Most trusted natural goodness pure Sri Lankan carbonated soft drink Having different unique flavors for various moods of peoples.

RedBull Wild Elephant

Elephant House Declining Coca Cola

Leaders

Energized Brand Strength

Pepsi Ole
New/ Undeveloped Eroded/ Commoditized

Kik Cola Gatorade My power A&W Heladiv

My Cola Sha Cola 7Up Mirinda Lion Brand Stature

(Esteem/ Knowledge)

Proposition

Values Reason to believe Essence Properties

Shape, Size of the bottle, introducing cans,

1.9 Brand Mental Map 1.13 Brand Mind Space

Sri Lankan Natural Ingredients Heritage Value for money Health & Safety Playful & Joyous Carbonated Soft drink Functional Dimension Orange Barley Mental Dimension Suitable for different moods with different unique flavors

Different Unique Flavors Popular Accessibility

Trusted Brand

Brand Mind Space

Elephant House

Availability

1.10 Dominants Thought

Through every change of life best quality product reaching to the most discerning consumer preferences with new tastes and flavors or being Lankan to the last drop

Social Dimension Touch the hart of life in Sri Lanka from all corners of the island

Spiritual Dimension To develop rural farming community through purchase natural ingredients consistently

MSC-11-01-16

1.14 Brand Perceptual Map

Volume (High) Pepsi Ole Elephant House Heladiv My Cola Ole Pepsi Coca Cola Elephant House Price (High)

My Cola

Coca Cola

Gap
Flavor (Low) Flavor (High) Availability (Low) Availability (High)

Gap
Heladiv

Gap

Volume (Low)

Price (Low)

1.15 Brand Positioning Statement

Elephant House Brand Is better than any of other carbonated soft drinks For The Kid, Younger, Older beginners level audience to fulfill their thirst in different moods with Unique flavors, Passion, Pleasure to suite all the customers which gives a unforgettable taste for life time Because it A Sri Lankan brand. Traditionally trusted for over 100 years in excellent service together with trust and safely moves to peoples heart with a natural heritage. With the result that Exciting superior products, whenever and wherever choose to do whatever the situation you are Elephant House provides the unique flavors for different moods, not only the carbonated water which includes natural ingredients with full of trust in Health and safely

1.17 Brand Concept Map

All age groups Fix with any moods Different unique flavors High Volume

Popular brand in Sri Lanka

Leader in carbonated SD

Knowing island wide Island wide distribution Natural goodness

1.16 BrandDynamic Model

Bonding
Highly recognized the only Sri Lankan brand for over 100 years of excellent serve

Different pack sized

Help rural farmers

1.18 Ages Profile of Generations

Generation GI Generation Silent Generation Baby Boomers Generation X Generation Y Millennial Soft drink unique flavor
N/A Orange Barley, Soda, Ginger Ale Orange Barley, Soda, Ginger Ale Ginger bear, Orange Crush, Soda, Lemonade, Cream Soda Ginger bear, Orange Crush, Cream Soda, Soda, Lemonade Ginger bear, Orange Crush, Cream Soda, Wild Elephant, Necto, Lemonade, Apple Soda

Advantage
Sri Lankan Heritage product with traditionally trusted which offers unique flavors to fulfill all your thrust hunger to any group category.

Performance
Blend with natural ingredients to make you feel the taste and product availability in every part of the country with exports as well. .

Relevance
Unique flavors for different moods to all consumers with high volume for less price.

Presence
Traditionally trusted brand & the most popular award winning beverage brand Sri Lanka.
Kotler P., Keller, K.L. (2008) Marketing Management, 13th Edition, Prentice-Hall. pp244

MSC-11-01-16

1.19 The Brand Value Chain

Marketing Program Investment

Carbonated soft drink New features TV/ Radio commercial Cutouts Paper advertisements Event sponsoring Retails trade to modern trade Seminars Trainings CSR activities

Customer Mindset

Market Performances

Shareholder Values

Sri Lankan Heritage No 1 brand Natural goodness Balanced Diet Healthy joyful life Positive Attitude Sense of community Active engagement

Premium price 45% market share Island wide distribution New product introduction success Profitable Vary effective cost structure

Shareholder returns (185.48%) Market price of share (336%) Market capitalization (336%) Dividend Payout ratio (5.55%)

Program Quality

Marketplace Condition

Investor Sentiment

Clarity Relevance Distinctive Consistency

High competition Pull strategy Island wide coverage 45% Loyal Customers Health Conscious Partners

1.20 Brand Positioning Strategies

Brand Positioning by product features or benefit
As a superior product in the market it creates values of natural goodness for young, professional and elderly segments to serve better with unique flavors for different moods blend with natural ingredient.

Market Dynamics High Growth Facilitating factors Hindering factors o Inflation o Power Crisis Risk Profile (Low) Brand Contribution (Stand 1st Place in portfolio

Keller, K.L. (2008) Strategic Brand Management, 3rd Edition, PrenticeHall. pp317

1.21 Brand Works

Occasion Image
Elephant House captures younger & sophisticated professionals looking for a emotional thirst quenching to fulfill with a unforgettable situations.

Brand Positioning by competitors

Elephant House brand has been successful in winning the peoples most popular beverage brand for four consecutive years with traditionally trusted and to be the no 1 brand in the Asia Brand.

Personality
Elephant House passion is to deliver pleasure and nutrition throughout enlisting peoples lives.

Salience
Affordable, hassle free, trusted, natural grate options to suite every instance.

Brand Positioning by application or use

Elephant House is a brand with Sri Lankan heritage which creates emotional benefits of carbonated soft drinks & Daily product as a one stop manufacture in the market in thirst quenchers.

Brand Positioning by product use

Beginners, youngers, professional & Elderly generation been bond with the brand for many decades as Sri Lanka to the last drop.

User Image Product Image

Contains unique flavors, high quality, availability, natural goodness, affordable price, unforgettable test. Elephant House is the best assured brand provides great values with greater options to individuals

Brand positioning by product Class or Category

Elephant house is no longer simply a carbonated soft drink provider which understand peoples emotions and relational feelings throughout providing the range of products with deferent categories and class.

Brand positioning by price or quality

High quality, best competitive price again competitors

Service Image
Elephant house specialized well qualified staff provides the best service to customer from new innovations in order to achieve long term stability in the market

MSC-11-01-16