PRODUCT & BRAND MANAGEMENT

COMPANY: MILK MANTRA

SECTION X : GROUP 3

Introduction
Branding distinguishes your product.
Very little scope since attributes are almost same.
Positioning has to be smart
Important to measure customers perception.
Design the brand so that the perception is easy and
lasting.

Product Failure!! Ponds

Toothpaste

BRAND ELEMENTS

lk: Plastic pouch

aneer: Silver foiling and plastic
ew: Tetra Packing

Packagin
g

Brand Company Name: Milk Mantra

Name & Brand Name: Milky Moo
Logo: Green and White color
Logo
Brand
Character
and
Mascot
Character:
Happy Cow

RL: www.milkmantra.com
nteractive and informative
ebsite

URL

Slogan: Truly Pure

Slogan &
Jingle

Bases of segmentations:
Psychograph
ic

lifestyle
Personality

Behavioural

Usage rate
User status
Buying motives

Geographic

Region[urban/rural]
locality

Demographi
c
Sociographic

age
Gender
education

culture
Reference group

Which one to choose only on face

Value?

Market segmentation of Milky Moo

Customer based market segmentation

Kids
Women
Calorie conscious
Youth
Health
conscious

Research Methodology: Capturing

Consumer Mindset
Ethnography at points of purchase at OTCs in Saileshree Vihar, ID Market
etc
Free Association
What are the milk brands known to you?
What comes to your mind when you hear Milky Moo?
What do you find unique about this brand?
In what situations do you use the brand?
What are the advantages/disadvantages?
Brand Personality based on:
Sincerity
Excitement
Competent
Sophistication
Ruggedness

Customer-Based Brand Equity Model

The basic premise of the CBBE model is thatthe power of a

brand resides in the minds of its customers. The CBBE
model acts as abranding ladder, or building blocksto guide
a firms marketing programs.

Quality- High
Credibility- Competent,
Innovative, Interesting, Fun
Consideration- Medium
Superior for TG

Good Quality
Low Durability
Good Style and
Design
Relatively
Expensive

High loyalty and

attitudinal attachment in
Resona TG

nce
Judgme
nt

Performance

Feelin
gs

High Social approval,

Self respect, Purity, Fun,
Healthy

Imagery

Appeals to Non Odiya

population, Working
class
Fun, Happy Brand

Salienc
e
Depth of awareness: Medium- Green Omfed, New player
in the market
Breadth of awareness: Low- Limited perceived
consumption situations

AAKERS MODEL
Created by David A. Aaker (Marketing prof. at the University of California-Berkeley
and a Management Consultant at Prophet)
Views brand equity as a combination of brand awareness, brand loyalty and brand
associations, which add up to give the value provided by a product or service
Sees brand identity as consisting of 8-12 elements falling under four perspectives:

Brand as Product- consists of product scope, product attributes, quality or

value of the product, uses, users and country of origin.

Brand as Organisation- consists of organizational attributes, local workings

versus global activities.

Brand as Person- consists of brand personality and consumer brand

relationships.

Brand as Symbol- consists of audio and visual imagery, metaphorical symbols

and brand heritage.

INFERENCE & RECCOMENDATION

Communication : Use of
Cow

Intensive Branding: Mostly BTL

Lack of Exclusive Stores
Scope for concept of Tea/Coffee Joint
Green Omfed Problem

Product Positioning: Exposure &

Engagement

Need for Influence & Action

Product Differentiation:
Packaging Design & Material
More SKUs & Supply Chain
Development

Successful Milky Moo

THANK
YOU !