Quice, an old mix drink brand, needs revitalization through a new positioning targeting large, new market segments with potential. It aims to reposition the brand on a platform of patriotism by increasing brand awareness to 60% of non-users and creating associations with patriotism, excitement, and sociability. The brand will communicate the launch of a new ready-to-drink form of Quice through advertisements on TV, print, billboards, radio, and internet focusing on the green color and patriotic benefits.
Quice, an old mix drink brand, needs revitalization through a new positioning targeting large, new market segments with potential. It aims to reposition the brand on a platform of patriotism by increasing brand awareness to 60% of non-users and creating associations with patriotism, excitement, and sociability. The brand will communicate the launch of a new ready-to-drink form of Quice through advertisements on TV, print, billboards, radio, and internet focusing on the green color and patriotic benefits.
Quice, an old mix drink brand, needs revitalization through a new positioning targeting large, new market segments with potential. It aims to reposition the brand on a platform of patriotism by increasing brand awareness to 60% of non-users and creating associations with patriotism, excitement, and sociability. The brand will communicate the launch of a new ready-to-drink form of Quice through advertisements on TV, print, billboards, radio, and internet focusing on the green color and patriotic benefits.
Trade driven product struggling on its push force in the market. Brand needs to be revitalized through a new positioning targeting new and large market segments that hold enough potential.
DIRECT COMPETITION Jaam-e-Shirin Rooh Afza Naurus Mitchells INDIRECT COMPETITION Carbonated drinks Geographic World Region / Country Pakistan Density Urban, suburban, rural Psychographics Socio Economic Class B, C1, C2 Demographic Gender Male, female Age 15 and above Income Rs.20000 and above Behavioral Benefits Quality, Unique Ice cream flavor User rate Light user, medium user Most of young consumers arent even aware. Brand has no emotional associations to recall. Quice is an old mix with water drink. Consumers who are aware, think that its a not worthy brand because it is not appealing. Quice is a refreshing drink with a taste like no other drink. Quice consumers are brave, courageous and patriotic. Quice invokes the patriotism for our country.
Increase brand awareness by 60% non users. Reposition the brand on platform of patriotism Create brand associations like patriotism, excitement, gregariousness. Communicate the launch of a new ready to drink form of Quice. Brand Essence Patriotism Important Features Unique flavor Green color Competitive Advantage A brand that invokes patriotism Quality Key Benefits to Communicate Functional : Taste Convenience Emotional : Patriotism Reason to Believe Green color Refreshing taste Word of mouth Brand Image/ Personality Energetic Gregarious Responsible Courageous Campaign theme Invoke patriotism in the consumers by connecting the theme with Sports National holidays Social issues
Advertising Appeals Emotional, slice of life
Brand should be shown 3 times in TVC. Brand should be occupy 30% space in print ad. Pakistani flag and green color should be used in background Focus on green color. The ads should communicate benefits of a ready to drink form.
ADVERTISEMENTS TVC GEO, AAJ, HUM, ARY, RONAQ, MASALA PRINT AD Dawn, Jung, & magazines having heavy readership of youth BILLBOARD Promoting QUICE through patriotism on Places of heavy consumer traffic of SEC B & C. RADIO Pakistan special theme programs on FM 100 109 INTERNET Paid advertisements on facebook and websites
SALES PROMOTION BUNDLE OFFERS (Buy 3 get 1 free)
PUBLIC RELATIONS Sponsor local sports events Sponsor All national days Celebrations Fund raising events for social issues (concerts & seminars)
SOCIAL MEDIA: Facebook campaign : Facebook page development Page activity on social issues Page activities for invoking patriotism Paid and un-paid advertisements on famous fb pages Paid advertisements and activities on cooking shows pages making consumer aware of new usage occasions of product
Twitter : Presence on twitter as I am pakistani
Occasions Quice to has large share of Voice Sports National holidays Social issues 2 months 6 months 8 months Advertisement Sales promotion Social media Public relations Launch