Branding of Xxide

Target market: our main target market is consisting of youth mainly school, college and
university going students. We will also target office going professional who have a positive
feelings towards their lifestyle and who wants to enjoy their life. We will also target those people
who have a positive perception and want to hang out with their friend. Our brand Xcide which
means enthusiastic and which will in tern goes with the young generation. !ouths are mainly fun
loving people who want to enjoy their life at their own way, and the "rand #cide also goes
with them. $o Xcide will represent the youth.
Brand name: Excide
Slogan: XXCIDE makes it impossible to I- M-
POSSIBLE
Brand personalit: Excitement!
Brand Character: Xanti
Brand awareness
%n order to create brand awareness we have to position our
brand as a distinctive product in the minds of the consumer..
%n order to create awareness we should provide a uni&ue
style as well as to promote the product heavily. The ultimate
awareness about the brand comes from "rand recognition
and "rand recall.
Brand recognitions:
The instant brand recognition is coming from the
logo and from the image of the advertising and brand
'haracter.
Brand Image: In order to create a successful brand we need to create a
distinctive brand image in the minds of the target customer. The ultimate Brand
image is dependent on Brand attributes and Brand Benefts.
"ni#$eness o% Brand associations : touch of style
Brand #$alit: High quality style of catchy look.
Brand promise: !"cide# !"citement# !nthusiast# $ife is what we believe in%
Positioning:
We will position our brand as a means of enjoyment of life. (s long as our main target market is
youth, and youth are the sign of enjoy and they want to enjoy their life in many ways. $o our
"rand Xcide will represent the one way of enjoying the life. Xcide .
The reason for being attracting to the Brand: We have already known that our target customer
for Xcide is the youth generation and our brand represent enjoy. $o the youth will attract to our
brand because our positioning will goes with their lifestyle. They also attract to our brand
through uni&ue design, color, brand character which will bear the sign of youth. Our uni&ue
design and style will ultimately draw their attention towards the brand.
Solution to the failure of the parent brand: )rom our research we had come to know that
$un"ike which is the parent brand cannot able to grab the market share due to its poor style and
design as well as distribution problem. )rom our analysis we also found that the positioning of
the parent brand $un"ike does not relate to the target market. We also come to know that
advertisement &uality is poor and the message is not appealing to the target market. These are
the major reason behind the failure of the parent brand $un"ike . $o keeping on this mind we
have decided to come up with an individual brand Xcide which contain uni&ue style,
innovative design and style and more target customer focused approach. Xcide is developed
with this entire new concept and the target market can attach it with their lifestyle.
Stle: &rom our research we have come to know that style and design of bike
matters a lot for the consumer purchase motivation and decision. 'o keeping on
this mind we will come with a unique design of bike and unique style. The style
will consist of mi" with di(erent color and scenario.
Distribution: )rom our analysis we have also found that the distribution of $un"ike is not good
and it was not that much available. $o for #cide we came up with a new distribution strategy.
%n order to distribute the #cide we will implement the pull strategy, where the customer will
ask for the product to the retailer. Our creative advertising, brand name, logo, slogan, brand
character will create awareness in the minds of the customer. Our advertising will create
distinctive image in the minds of the target market and through that image the customer will feel
the longing for the product. )or #cide we will follow the traditional distribution channel. The
distribution channel would be*
+anufacture
Whole seller
,etailer

&d'ertising: )ur electronic media advertising include both the Television
commercial and *adio +ommercial. The concept of Television commercial is
given bellow:
() Commercial:
Scenario : , sad story of a guy who is unsuccessful in doing anything correctly.
, life with all signs of failure# he tries to do lots of thing but end up being a
dummy. He goes to propose his love of life and comes out with a slap. He sits
disappointed and upset and their comes his friend with a key in his hand and
keeps it in front of him# unintentionally# and goes to receive a call of his. The
dummy gives a ride in our -"cide% and transforms into some new# a one with a
high confdence# e"citement# !"cide hovering around him. .ow# he goes to
propose the girl and surely he come out with a big /!'% from her.
Electronic media Ad (T!:
)or electronic media we are going to use both broadcast T- and cable T-. We will allocate
different times to advertise our product to reach different targeted customers so that we can get
the best results from our T- ad.
"adio Ad#ertising: We will also conduct radio advertising because now a day.s radio becomes
a popular medium for entertainment to the youth.
"adio media:
We will also promote our product /#cide 0 in radio. There are many radio channels in our
country which are ,adio )oorti, ,adio Today and so forth. We are deciding to promote our
product in )+ radio channels.
$rint media%s creati#e strateg&
We will high light our brand character in our media strategy, /Xanti0 and our brand celebrity
model /1ohn 2main vocal of black band3.
Print media &d *ne+spaper,:
0e have decided to put our print ads on di(erent newspaper one week before
the launch of the product and it will continue for ne"t 1 months. 0e will also
promote our product in the national newspapers.
-ace book Comm$nit:
0e will also create a community for !"cide as well as a fan page in face book.
)n that community there will be a discussion board and the members have the
chance to do chat with others through online and can also share their minds. It
will help to create awareness as well as the market coverage. It will also
increase the word of mouth about the brand which will intern make the brand
stronger in the market.
Celebrit& Endorsement: Our celebrity endorsement will be 1on 2the lead vocal of black band3.
4e also works for spoke person.
'ew (ear night: We will arrange a concert featuring the 5ew !ear night which will be
sponsored by Xcide . We will arrange it in )6 park which is situated at %slamabad. $o far it is a
popular meeting place for youth we choose that place for the concert.
)uture plans of extension of our Xxcide brand: we have plans to launch a new brand targeting
solely the young female segment with a brand name 7*Xcide. 5ot the bike but others products.
$"*C*'+ ,B-ECT*ES
The pricing ob2ectives of our produst must be identifed in order to determine
the optimal pricing. The pricing ob2ective is to ma"imi3e the market share. The
pricing of -"cide will be similar or less to our main strong competitors like Hero#
Honda etc.
Competitive pricing: ,re your prices competitive compared to similar
products4 5o you o(er added value4 5o you have su6cient margins to cover
your costs and give incentive to your distributors4
$.ACE/E'T
8lacement is accomplished through efficient and sufficient channels of distributions. There are
various channels through which Xcide can distribute its output.
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9.< Why does the market buy your product;
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1.1 @uestionnaires
1.= 8roup survey
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1.> !"pert opinions
1.A 9ailBorder catalogue
1.C Test market
1.D Trade shows
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Conclusion:
%n this project we have given all the necessary details of the branding of a product as well as the
necessary things to modify a eisting product and re launch that into the market. (t this project
we have discussed about the entire necessary brand element that is needed to brand a product.
We have also discussed about advertisement and other media strategies to promote our product.
We have also discussed necessary strategy to modify our eisting product. We also talked about
different types of strategy such as '$,, ethnocentrism to get customer loyalty. 4ere we also
come up with a new individual brand under the parents brands with more customer focused
approach which will help us to gain more market share. $o with all our effort that was discussed
throughout the whole project we believe that our individual brand Xcide as well as the
modified brand 5ew $un"ike will gain the market popularity.