Concept Proposal Report
Concept Proposal Report
MARK2313-2010-Y Brand Management
Tutor: Lynn Stainsby
Student name: Xuefang Geng
Student ID number: P09011557
Submission date: 16 March, 2010
Contents
Introduction 2
1. Product description 3
2. Brand Equity Analysis 3
2.1 Brand name 3
2.2 Brand image 4
2.3 Brand awareness & Brand-added value 5
2.4 Image Transfer 5
3. Marketing Plan 6
3.1 Market Gap and Competitors’ Performance 6
3.2 Market segmentation, positioning and targeting 7
Conclusion 9
Reference 10
Appendix 1. 12
Perceptual Map 12
Appendix 2. 13
Stress-release office toy: Screaming chicken 13
Appendix 3. 13
Advertising copy 13
Concept Proposal Report
Introduction
With respect to the modernized lifestyle, more and more city residents are suffering from sub-health. To avoid the sequence of sub-health, conscious consumers demand more natural and healthier products. Innocent is a remarkable brand of healthy food. It is marked by the pure fruits ingredients and has become the market leader of fruit smoothies. Innocent targets young professionals and Innocent smoothies are popular as healthy drinks at lunch. However, from the target’s consideration, healthy drinks can’t fulfil their psychological needs namely stress release and inspiration. Based on recent research, a quarter of workers feel stressed a lot of time. Those in the £15,500-24,999 income bracket are particularly worried (Mintel, 2009). It means that there is a large, potential demand of stress release product but a scarcity of supply.
To capture this niche market, Innocent is supposed to reinforce its brand identity by stretching its brand-added value. This report presented a concept proposal for Innocent brand extension. It recommended the method of co-branding and creating a new co-branded article that could satisfy target customers’ ultimate needs. In the first part of the report, it gave a brief introduction of the
MARK2313-2010-Y Brand Management
Tutor: Lynn Stainsby
Student name: Xuefang Geng
Student ID number: P09011557
Submission date: 16 March, 2010
Contents
Introduction 2
1. Product description 3
2. Brand Equity Analysis 3
2.1 Brand name 3
2.2 Brand image 4
2.3 Brand awareness & Brand-added value 5
2.4 Image Transfer 5
3. Marketing Plan 6
3.1 Market Gap and Competitors’ Performance 6
3.2 Market segmentation, positioning and targeting 7
Conclusion 9
Reference 10
Appendix 1. 12
Perceptual Map 12
Appendix 2. 13
Stress-release office toy: Screaming chicken 13
Appendix 3. 13
Advertising copy 13
Concept Proposal Report
Introduction
With respect to the modernized lifestyle, more and more city residents are suffering from sub-health. To avoid the sequence of sub-health, conscious consumers demand more natural and healthier products. Innocent is a remarkable brand of healthy food. It is marked by the pure fruits ingredients and has become the market leader of fruit smoothies. Innocent targets young professionals and Innocent smoothies are popular as healthy drinks at lunch. However, from the target’s consideration, healthy drinks can’t fulfil their psychological needs namely stress release and inspiration. Based on recent research, a quarter of workers feel stressed a lot of time. Those in the £15,500-24,999 income bracket are particularly worried (Mintel, 2009). It means that there is a large, potential demand of stress release product but a scarcity of supply.
To capture this niche market, Innocent is supposed to reinforce its brand identity by stretching its brand-added value. This report presented a concept proposal for Innocent brand extension. It recommended the method of co-branding and creating a new co-branded article that could satisfy target customers’ ultimate needs. In the first part of the report, it gave a brief introduction of the