Presented by: Holly Lambrianou Darryl Hall Sylvia Thomas
PANDA POPS Panda Pops have been on the soft drinks market for many years.
Point of sales currently include Supermarkets and News-agents
Panda Pops Background Information • Who owns Panda Pops? • Does it have food safety approval? • Only sold in the UK and British Isles. • Now not in production.
Re-Branding Objectives • Expand the product into a new market • Change target audience • New point of sales • Become established in new market.
Research has been conducted on.. • Labels • New Names & Logos • Bottle size & pricing • New & suitable locations (POS) • Effective advertising methods
• Interviews & Vox pops
The Old Logo Advantages
Disadvantages
• Simple and colorful • Colorful causes design difficulty in • Panda can be located on all the
ranges • Childlike font style
distinguishing the product • Congested layout
Previous product promotion • Community Events • Competitions • Posters
• Merchandise • Price and Quantity Promotions
RESEARCH The statistics were done with an even Male:Female ratio, the average age of all participants was 19. What Influences The Buyer, Before Purchasing? (Part A)
27%
Price
Taste
22%
12% 8% 3%
Packa ging
2% 7% 0%
Soft Drink Preference
8%
17% 17%
8%
Co la Pepsi Fanta Sprite Dr Pepper Tango Lilt O the r
Re co m me nd
18%
Spe cial O ffers
7%
3%
Locatio n on shelf
Can or Bottle?
Co lour of Drink
41%
O the r
Ca ns Bottle s
RESEARCH Point of Sale
12%
0% 5% 2% 37%
12%
32%
Opinions on Price Range
0%
Super Market Newsagent W ork / C ollege Vending Pubs Cinem a O the r
38%
0p - 50p 50p - 75p 75p - £1 £1 - £1.50 52%
What Influences The Buyer, Before Purchasing? (Part B)
2% 29%
27%
15% 5%
10%
22%
Co lour Logo Font Sha pe The Drink O the r
New Product Designs
Final Design
This is our final design. It is meant to appeal to a new & fresh target audience.
Vox Pop’s Feedback
Vox Pops created new ideas / improvements Suggestions included packaging & the label typography was changed
Expert Opinions Objectives: •
To gain a professional opinion
•
Could the new brand image capture a new audience?
•
Is the packaging suitable for this audience?
•
Are the prices reasonable?
•
Receive advice on relaunching and re branding
•
Their opinions on how successful the relaunch could be
Interviewee Briefing M. Malik Azizah Bank Dip, BA Fin, MA, MCIM Chartered Marketer, PGCLT (HE)
Marketing Tutor
Aubrey Olden Chartered Marketer, Behavioral Aspects of Marketing Tutor