Branding and Marketing of Kooler Refresh - Essay Example

? The products launched within the market have to be accorded the desired identity to identify with the consumers. For a new product to be successful in the market there should be a unique market strategy applied to present the features to the clients. The existence of similar products and services mandate the need to offer a different approach in marketing and distribution of the produced items. Branding has proved to be the ideal marketing strategy over the century with properly applied mechanisms leading to the needed profit for the business. This paper analyzes the branding concept in relation to the launch of a new product and is realized in the development of a soft drink. The product under consideration is Kooler Refresh that is meant to be a competitive drink against the existing products within the U.S. market. With the desire for the market to experiment on newly developed products, Kooler Refresh has been advanced to compete against the established products like Coca-cola and Pepsi that dominate the market share. Brand Positioning Kooler Refresh is a new product to be launched within the U.S. market under the soft drink category to counter the development of a dominant market share by existence products. The product has been based on the need to deliver affordable brand with familiar flavor and quality as compared to the existing brands. The product also seeks to target a defined demographic with the contents within the brand promising added incentive to the consumer. Why Kooler Refresh The soft drink is produced based on the natural fruits as the sole ingredient with the only additive being sugar and glucose. The component comes in variable flavors with the tropical mango, orange and strawberry expected to dominate sales. The new brand targets the demographic that requires valuable taste, health and energy. The target is included in energetic youth and elderly individuals who present the need in delivering satisfactory consumption rate. The product had also been launched based on the principle of affordability after conducting research on the three leading flavors on the demographic. This had been done in three local schools that offered preference to the brand as compared to the other competitors. The leading brands within the market have been in Coca-Cola with Pepsi taking the second position. These brands have utilized the concept of endorsement from celebrity and leading functions in marketing the product. The other paramount position had been realized in the period applied by their marketers to gain the market share. These brands minimize the prevalence of a new product through promotional campaign and the preference of the customers on a familiar taste of brand. These have been most dominant propositions with customers failing to purchase alternative products at lower products for the recognized brands (Gelder, 2005). However, Kooler Refresh is planning to take advantage of the current market trend. With the catchy phrase that is based on the marketing campaign to promote the healthy product, the competition would be sustained with the realization of the harmful carbonated drinks. The brand targets majority of the customers to be the youth and young energetic children. These are the target that requires added flavor to the drink with positive implications to developing their health. The company also wishes to maximize on generating profit through investing on affordable prices on the established quantities. Kooler Refresh not only rejuvenates the health presentation, but also presents a quality taste to be linked to the natural fruit composition that lacks in the competitors drink Moreover, the packaging would be in recyclable material with a uniquely designed ? liter bottle to be used for extended purposes like holding water. Brand Concept The proposed applied strategy to achieve the market position had been in the development of an outstanding brand name. Kooler Refresh is a name that does not share similarity to any other soft drink product in the market. Moreover, the ingredients within the composition of the drink are purely healthy with natural fruit and glucose composing the content of the drink. The soft drink aspires to introduce the leading brands in strawberry, mango and orange flavor as the pioneers of the subsequent flavors. The other concept to be applied that offers the needed marketing skills would be, to introduce the milk compositions of cooler fresh with vanilla and chocolate flavors to help gain the added profit. With the packaging and advertising strategy to be applied in commercials and billboard advertising, Kooler Refresh is expected to present the strategies to the market. The packaging in recyclable material is also expected to gain the favor among environmentalist who would endorse the products. With the target, among those needing energy and relating to the younger demographic, sport celebrity endorsement would be applied to promote Kooler Refresh. The brand also expects to establish branches in other environments like Asia and Africa that appreciate the entrance of new affordable product within the market. Kooler Refresh presents the ideal beverage to promote both health and satisfaction. The Strategy The strategy to be applied in the marketing process need to present the measures required to generate the added profit and establish a noticeable market share. Without the needed presentation to market the product, there may be limited growth within the set period and offer the competition to the existing brands. With the right market mix, Kooler Refresh is capable of providing the right counter measures to become a leading supplier within the soft drink industry. The strategy is to apply variable methods in advertising to articulate the best measures in communicating with customers (Gelder, 2005). With the new product set to be launched soon in the market, the fluctuating consumer trend accords the application of both traditional and new media form of advertising that had been adopted by the competitors to penetrate the market. Traditional promotions The traditional methods apply advertising to offer the demands needed to satisfy the consumers’ need for the desired products. Kooler Refresh needs to analyze the market trend and apply the use of the 4Ps to articulate the measures needed to gain competition to accord the larger market share (Austin, 2012). To achieve successful traditional promotions, there should be the achieved link between the physical product and the application within the market. The consumers determine the value of the product within the market, and the consumption rate would be applied to record the market share needed. Product The traditional marketing concept applied in the market is based on the product under consideration. Kooler Refresh has been introduced as new soft drink that offers health and energy rejuvenation at tasty natural flavors. The new product branded under the clear recyclable bottle promises to reflect the colors of the flavor with strawberry and mango being the leading taste. The Kooler Refresh name has been applied to stress on the quality of the product and ability to rejuvenate the health of the user. The product is best served chilled to accord the natural taste of the fruits. Through presenting the ingredients of the product to be compared to the carbonated drinks, the focus is accorded to the presentation in the quality of the product. Kooler Refresh holds the greatest quality of nutrient per milliliter as compared to the established soft drinks in the market. Pricing The pricing strategy to be applied includes relaying the affordability of the new product. The market research conducted not only registers preference in the taste of the product, but also includes the pricing of alternative products. Coca-Cola and Pepsi have created brands in variable quantities with different prices. Kooler Refresh intends to reduce the prices of similar quantity of beverages by 10% and regain the value through increased sales, especially among teenagers who prefer the taste as the determining factor. Moreover, the brand wishes to reduce the production and sales cost through distribution to leading stores and in schools through the food delivery system. The strategy is to target the grass root consumers and expand based on product popularity. Place The environment that supports the beverage is used to determine the place selection of traditional marketing. The area to be accorded the new product is expected to include the U.S. society with the demographic of an energetic audience. The place value offers distribution of the product from the producer to the consumer. The selected strategy includes using a diversified place in Superstores and supermarket. These would be the leading suppliers with schools and selected stores in health institutions composing the least suppliers. Promotion The leading promotional strategy is witnessed in advertising the product. These are mostly visual with the audio incentives applied in ventures like radio and live broadcasting. The leading channels in advertising the Kooler Refresh brand had been through televisions and print advertisements. These channels offer the needed venues to relay the visual aspect of the product and identify the packaging applied. Kooler Refresh seeks to reflect the color of the flavor in the packaging that has been the chief strategy applied in other brands. However, the striking green, blue and yellow font in the writings in the label is expected to be kept constant. With these strategies implemented in the appropriate manner, the brand would gain recognition within the market and counter the dominance in the other popular brands through word of mouth after the first test within the market. The other promotional strategy would be through heath activists and celebrity endorsement that help popularize the brand. These are all mechanisms meant to sell the product to consumers on a short scale term during the initial stages of implementation within the market. However, with expansion expected to be the leading profit generation mechanism, free samples would be offered to pilot the brand in new environments. New Media Promotions With the expansion of the fresh technology and the globalization aspect, new media technology has been developed to help present easier measures in advertising products. The global industry has been reduced to inclusion of online services in marketing. Social media has been realized to hold the necessary provision to boost the globalization aspect with consideration given to both developed and developing societies. The bulk of the process to offer traditional promotions has been countered in the new media that is capable of incorporating all the other forms in a single platform. Moreover, with Kooler Refresh applying this technology to familiarize the product, the importance is accorded to the expense applied. Huang (2008) suggest that the traditional promotional methods have been replaced by more appealing measures to articulate the emotional satisfaction of the consumers. The website and social networks like Facebook and Twitter have advanced the new media technology. These have delivered the needed attributes to deliver the message to the growing consumer demand. Kooler Refresh expects to advertise the flavors through posting samples on their websites that are linked to all the social networking sites for access. Moreover, the application of measures to predict future sales of products has been applied to set the consumer trend in accessing the services. Kooler Refresh promises to deliver vibrant products to be displayed in the new media promotion that would drive the curiosity of consumers to adopt the drink in their lifestyle. The venues would also be appropriate for the target market that is composed of the youth. Conclusion Through the proper marketing strategy and branding techniques, the new product in Kooler Refresh is expected to register added sales and provide the needed competition. Although the market is dominated by popular brands like Coca-Cola and Pepsi, Kooler Refresh seeks to take advantage of the demand for healthy product. With the carbonated drinks losing popularity within the market, and the energetic youth requiring alternative measures to present energy acquisition, the competition would be realized in the launch of Kooler Refresh. BMW Message The commercial offers the customer the opportunity to identify with the popular brand in implementing the new brand, BMW F10 M5. The strategy applied is a gradual process that confirms the stylish features of the brand before focusing on the performance of the car. The commercial states that the vehicle contain added international features, and the performance surpasses that of existing models, because the vehicle is constructed for class, style and speed. The display of the features and performance are self-explanatory limiting the need to apply verbal communication message. The commercial confirms the strength of advertising to lie in the brand knowledge to the client (Gelder 2005). References Austin, B. (2012). What Is Traditional Advertising & Promotion? Chron. Retrieved 11 May 2012, from: Gelder, S. V. (2005). Global brand strategy: Unlocking brand potential across countries, cultures & markets. London [u.a.]: Kogan Page. Huang, P. (2008). The Adoption of Emotional Branding Dimensions Psychological Effects of Brand Story, Brand Association, Brand Uniqueness, and Brand Experience. Universiteit Maastricht. Retrieved 11 May 2012, from: Read More