MKT.

344 FINAL REPORT

Consumer Behavior Report on the Brand Launching Plan of Greenco.”

Submitted By
The Next Marketers
Section - 6
Name ID
Md. Ashraf Uddin Anik 1631618030
Afnan Al Reza 1713121039
Md. Muzammel Hoque 1631332030
Zanin Al Zami 1712133630
Nabila Tahsina 1620523630
Tanzid Ahmed Tonmoy 1621361030
Al Jubayed Talukder 1612565030

Submitted To
Aunima Nazmun Nahar
Lecturer
Department of Marketing & International Business
North South University
Letter of transmittal

8th December, 2018

Aunima Nazmun Nahar
Lecturer, Marketing and International Business

School of Business and Economics

North South University

Subject: Submission of the Consumer Behavior report project on the Brand launching plan of
“Greenco”

Dear Madam,

The report is a summary of the consumer behavior pattern of the consumers, of the
brand Greenco, a new juice which is going to be launched in the Bangladesh market.

We have gone through extensive research regarding this project and worked hard to
finish the project before the deadline. Thank you for giving us the opportunity to work on this
project.

We hope that you will find this report useful and it will be appropriate per the
requirements. We have tried our best level to make the report as worthful as possible. We would
appreciate you contacting us if you have any further queries.

Sincerely, Signature:

Mohammad Muzammel Hoque

Afnan Al Reza

Md. Ashraf Uddin Anik

Nabila Tahsina

Tanzid Ahmed Tonmoy

Zanin Al Zami
Al Jubayed Talukder

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Table of Contents

Letter of transmittal.................................................................................................................................. i
Executive Summary ................................................................................................................................ 1
Introduction ............................................................................................................................................. 2
Market Segmentation and Strategic Targeting........................................................................................ 2
Segmentation....................................................................................................................................... 2
Segmentation Strategy ........................................................................................................................ 4
Differentiation Strategy ...................................................................................................................... 4
Consumer Motivation ............................................................................................................................. 5
Greenco fulfilling the acquired needs ................................................................................................. 5
Greenco can be reached by approach goal .......................................................................................... 5
Two types of direction motive are applicable to Greenco .................................................................. 5
Greenco will be fulfilled emotional motivation and rational motivation ............................................ 5
Greenco will be fulfilled by three needs from Maslow's needs hierarchy stage ................................. 6
Murray's list of psychogenic needs ..................................................................................................... 6
Trio of Needs ...................................................................................................................................... 6
Personality and Consumer Behavior ....................................................................................................... 6
Social task fulfilled by Greenco according to Adler’s Neo Freudian Theory ................................................ 6
Greenco Consumer Trait ..................................................................................................................... 7
Brand Personality Framework ............................................................................................................ 7
Logo Explanation of Greenco ............................................................................................................. 8
Learning .................................................................................................................................................. 8
Motivation ........................................................................................................................................... 8
Cues .................................................................................................................................................... 9
Reinforcement ..................................................................................................................................... 9
Application of Classical Conditioning .............................................................................................. 10
Application of Operant Conditioning ............................................................................................... 11
Application of Vicarious Learning ................................................................................................... 11
Brand Loyalty ................................................................................................................................... 12
Conclusion ............................................................................................................................................ 12
Appendix ............................................................................................................................................... 12

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Executive Summary

Greenco is new natural fruit juice brand which is going to be launched in Bangladesh
market by positioning as a healthy, refreshing and energized juice which helps to keep our
mind and body refresh, fit and active. Greenco is being launched by taking several consumer
behavior aspects like market segmentation, targeting, positioning, consumer motivation,
consumer learning, their lifestyle, psychology, purchasing power, social status and way of their
thinking. So that Greenco will have in-depth market knowledge which will help it to grab the
market position easily. There is an adage that if you want to exist in the market, you have to
know the consumers’ needs and wants and based on that you have to provide value to them.
So, in the era of switching, Greenco will penetrate the market and get loyal customers as it
knows what consumers want.

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Introduction

Bangladesh is a developing country with a fast-economic growth. Meantime, the

amount of the Middle and Affluent Class (MAC) both in terms of size and purchasing power
is increasing at a significant rate. Fruit juice is a favorite kind of drink to all classes’ people.
Juice has a high demand, especially during the summer time. There are lots of local juice brands
existing in the Bangladesh market like PRAN (Frooto, Sun Drop, Fazlee, latina, etc.), AFBL
(Frutika, aafi, etc.), Sajeeb (Shezan), Globe (Mangolee). After all, they titled them as pure fruit
drinks in the place of juice as there is a shortage of mango pulp used by the rules of BSTI.
Consequently, there is a huge market gap exist for a natural, healthy juice and hence we are
going to launch Greenco.

“Greenco” is a mixture of fresh green apple, cucumber, and lime which is completely
healthy without compromising the taste. It is positioned as a healthy, refreshing and energized
juice which helps to keep our mind and body refresh, fit and active.

Initially, as a new green juice, Greenco will have a single flavor that will make from
natural ingredients. The packaging will be in a 250 ml, 500 ml, and 1litre bottle. In terms of
pricing, Greenco’s price position will be higher than the local fruit juices that average cost of
22 Taka for 250 ml and lower than the foreign juice brands that average cost 85 Taka for 250
ml.

Greenco is a symbol of natural which promotes refreshment, fitness, energized by

ensuring a healthy and active life. When customers prefer to buy a juice, initially a word that
comes to their mind is “natural” which will completely indicate to Greenco and they will able
to connect their needs with Greenco easily.

Market Segmentation and Strategic Targeting

Segmentation
Geographical Segmentation:

• Urban and sub-urban area

Demographical Segmentation:

• Age: 16 to 60

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 • Sex: Male and Female both
• Income: 15000 to 80000 above
• Occupation: Student, white collar, blue collar

Psychographic Segmentation:

Lifestyle: Health Conscious, Active, Outdoor enthusiasts, Achievement seekers, and Fitness
seekers.

Personality: Under psychographic segmentation in the personality category we have total 8

VALS categories: -

• Thinkers:
➢ Thinkers tend to be well educated and information seeker so they will
understand our product’s value as it is made from natural ingredients.
➢ As they are open to new ideas that’s why they will accept our newcomer
drink Greenco.
➢ They are also practical and price conscious. Greenco made from natural
ingredients, and its price is also standard.
➢ They seek information and are not brand loyal so it will be easy to attract
them through our product as it is a new and unique health-conscious item.
• Achiever:
➢ They seek for a product that demonstrates their success to peers. Greenco as
a natural juice it helps a person to be refreshed and to keep fit himself/herself
as well as to lead a healthy, active life.
➢ As they lead hectic lives, so they don’t get proper time to go for exercise.
That’s why they will purchase our product as it will help to keep them fit.
➢ They love their family; to keep the family members healthy and fit they will
prefer our product as it is made from natural ingredients.

• Striver:
➢ Our one of the primary target is the striver consumers as they prefer new,
trendy, and enthusiastic products. The Greenco will perfectly fit into their
needs as it is a new product which promotes energy, enthusiasm.
➢ They love show-off. They will buy Greenco as a show-off juice to others
who consume local juice.

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 ➢ They prefer stylish products. Greenco’s unique packaging and the stylish
bottle will attract them to buy.
• Experiencer:
➢ This consumer category is also one of the most targeted group for Greenco.
As this type of consumer is always enthusiastic and impulsive, they always
want to experience new that’s why they will prefer the new Greenco juice.
➢ Experiencer are mostly young and seek for trendy stuff like the strivers so
the Greenco can be one trendy product for them.
➢ Experiencer like to involve them in sports, outdoor activities and they are
also socially active people. Greenco will be a suitable product for them as it
promotes refreshment, energy, fitness, enthusiasm and active life.

Sociocultural Segmentation:

• Social Class: Middle class and upper middle class.

• Family life cycle: All types of family and also including bachelors.

Behavioral Segmentation:

• User status
• Benefit seekers

Segmentation Strategy

From the market research, we found that Bangladeshi people have a very significant
trust issue while they prefer to buy any beverage. For instance, a few days ago food and
beverage lab testing has found that mango juice available at Bangladesh market contain only
5% of mango pulp on average, which is less than half of the requirements with Bangladesh
Standard Specifications (BDS). Evermore our primary target was to find out the root problem
of the current juice market in Bangladesh and launch something as a solution to the problem.
For that, we come up with our 100% natural and healthy juice Greenco for all.

Differentiation Strategy
We choose differentiation as our targeting strategy. If we talk about Greenco’s unique
selling proposition (USP), anyone can differentiate Greenco from its competitor in terms of
natural juice that made from natural ingredients which help to be refreshed, keep all healthy,

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fit and active. Customers also are able to differentiate Greenco through its taste, color, and
stylish bottle.

Consumer Motivation

Greenco fulfilling the acquired needs

The acquired need is fulfilled by Greenco. By forming the psychological factor of
Greenco in the mind of the consumer is that they can be benefited on being fit, healthy and
energized if the consumer consumes the product. Thus, Greenco is related to acquired needs
by fulfilling the need for self-esteem need of consumers.

Greenco can be reached by approach goal

Approach goal is reached by Greenco because of its positive direction. Consumers who
are stressed with their work or college life and worried about their health which going to a
negative direction can consume Greenco to gain a positive goal towards being fit, healthy and
energized. Hence, Greenco aids consumer to achieve a positive goal.

Two types of direction motive are applicable to Greenco

For the positive direction, consumer of Greenco juice has a driving force towards being
fit, healthy and energized. As the juice is made of natural and organic ingredients, which will
aid the consumer to look fit and healthy.

For the negative direction, consumer of Greenco juice has a driving force away from
being obese or fat. The natural ingredients of Greenco juice are explicitly selected in order to
reduce fat and as well as to stay healthy, fit and energized.

Greenco will be fulfilled emotional motivation and rational motivation

The rational motive is fulfilled by Greenco due to its advantages. Greenco provides a
unique and quality juice with healthy ingredients which ensure consumer to fit, healthy and
energized. Another advantage of Greenco is the price is lower than foreign brands and
relatively higher than local brands.

As Greenco is a unique juice with the quality of foreign brands with the price range of
local juice, Greenco reaches the emotional motive of consumers. As Greenco can be associated
with the lifestyle of consumer and the desire to fit, healthy and energized.

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Due to the vast consumer market and vast consumer behavior, Greenco is associated with both
rational and emotional motive.

Greenco will be fulfilled by three needs from Maslow's needs hierarchy stage
Physiological needs: As Greenco is a juice which fulfills thirst, nutrition’s to be healthy. Which
covers Physiological needs.

Safety needs: Greenco is made up of healthy and organic ingredients with no harmful
chemicals and won’t have any side effects to the consumers. Drinking Greenco is good for
health and will feel fit and energized.

Ego needs: Self-esteem needs are fulfilled by Greenco, which are the needs to fulfill
consumer’s inner self-status such as achievement, status, dominance, and respect from others.
Esteem needs are accomplished by drinking Greenco which the consumers can have fit, healthy
and energized. And also, the consumer will get self-confidence and be socially accepted in
society.

Murray's list of psychogenic needs

Greenco will achieve exposition (educating others) due to social intercourse from the
“Murrays lists of psychotogenic needs.” Greenco will educate the consumer about the
usefulness of the juice. The consumer will drink Greenco and realize the benefits of the juice,
and then they will educate other consumers about the benefit of Green through positive word
of mouth.

Trio of Needs
According to a trio of needs, Greenco will fulfill the consumer need for both
achievement and affiliation. As Greenco is made from the ingredients of natural and organic
ingredients. Consumers will be fit, healthy and energized and also have the goal be free from
health issues for being obese and other diseases. So, the consumer can be socially accepted and
personal accomplishment. Thus, this will be connected with achievement and affiliation.

Personality and Consumer Behavior

Social task fulfilled by Greenco according to Adler’s Neo Freudian Theory

• Occupational Task: Greenco can be a part of the occupational tasks. As Greenco
provides refreshment and energy to the office workers in their work time and also in

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 their stress time to refill their energy. Greenco can also be a quick snack between and
during class breaks for all kinds of students.
• Societal Task: Greenco can be seen as a part of societal tasks, as Greenco helps the
consumers to be healthy and fit also which remove the inferiority complex of being fat
like obese people struggle to make friends. Thus, the consumers can be accepted in the
society and have friend circle.
• Love Task: Greenco can also be a part of the love tasks. An example of this can be a
consumer of Greenco can easily find their life partner as they are healthy and fit which
makes the consumer look attractive.

Greenco Consumer Trait

Innovativeness

Greenco is a new type of natural juice with a unique flavor which would attack
consumers who are always ready to accept new products and have very innovativeness in their
personality trait.

Social Character

A consumer who has Inner-directedness would choose Greenco with a perception of

his or her own fitness, on the other hand, a consumer who has other-directedness would look
to others who have a healthy and fit life as well as they are energized because they will choose
Greenco as their regular juice. This would motivate them to buy the product.

Optimum stimulation level (OSL)

Greenco is targeted for the middle to the upper class with standard pricing which
would represent Greenco as a prime product to them and also as a newcomer product in the
market will create an appeal to consumers who accept complexity.

Brand Personality Framework

As Greenco is being positioned as a healthy, refreshing and energized juice its brand
personality reflects Excitement and Competence. The targeting of Greenco to the middle to
upper class and especially to the urban people and sub-urban people makes the product as
Sophistication brand. And due to positive personality, Greenco’s sincerity as a brand is
moderate and because of its targeting Greenco’s ruggedness as a brand is low.

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Logo Explanation of Greenco
The logo of Greenco is green in color which describes the product
as natural with vibrant and healthy ingredients. In the logo different
forms of green color is also used to make it more attractive and to
interpret freshness and full of energy.

Learning

Motivation
Motivation is the factor that arises from needs and goals which a consumer wishes to
fulfill. Individual customer will have individual motivation for consuming Greenco. One of the
primary motivations would be to lead a healthy, fit and active life. A white or blue collar worker
would drink Greenco to maintain good health and to be refreshed by removing stress in their
day to day busy schedules. Like that a student would want to keep himself/herself refresh and/or
fit during studies as well as during hangouts with friends. Also, a mother who is always concern
about her children’s health would encourage her children to consume Greenco as maximum
juice in the market is harmful to health. Beside the others, the standard pricing of Greenco
could be another major motivation to drink it. Although its price is comparatively higher than
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the local brand’s products, it provides foreign brands quality. Greenco is steady with its quality.
Moreover, there can be few motivations among customers like its taste, natural product, and
innovative product. Lastly, as it is a low involvement product, consumer’s motivation is likely
to be low without extensive and effective promotions.

Cues
Cues, also called stimulus, a minor influence that affects the consumer buying behavior.
Placing advertisements through different media and channel will work as cues to purchase
Greenco. Eye catchy bottle of Greenco will draw the attention of customers in a store.
Activation booth, poster, free sampling, shelves displays, Vendor machine will work as other
cues which will influence to purchase the juice. Satisfied consumers positive word of mouth
known as reinforcement will influence others to purchase the juice.

Reinforcement
Greenco will take part in a vast number of positive reinforcements that will help to
make the relationship strong between brand and customers. In the future, it will help to increase
sales. Few of them are mentioned below: -

Reinforcement Reinforcement Schedule Comment

Natural Ingredients and taste
will be ensured like which be
shown in ads.
Free sampling taste in front
of super-shops
Total Quality and taste will be
considered in the top always
to earn customer satisfaction
Random Only for first two months
after launching Greenco

Buy 1 liter and get 250 ml Random Offer will applicable for
free some schedules over the year

Awareness campaign- Booth Random Different major universities

will be set up in the in different convenient time.
Universities area with foot Participants will get Greenco
driven treadmills to engage as a reward for participation.
students, promote healthily
and fitness

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 Occasional offer- Trade fair, Total Offered different occasion
Ramadan, Eid, World Health based on schedules
Day/Week, World Cup
Greenco vendor machine in Systematic Branded vendor machine
Schools, Colleges, will be provided on every
Universities nth school, college and
university over the years
Customer Feedback- Total Always concerned
positive or negative
feedback will be taken
seriously and for negative
feedbacks or complains
effective action will be taken
immediately

Application of Classical Conditioning

Classical conditioning is a learning theory where customer learned by the repetitive
association between the response and the stimulus. Greenco will use the following applications
of Classical Conditioning:

• Repetition
➢ After the launch of Greenco, an ad on television will be aired and shown on a
regular basis. This repetition will establish a stimulus of Greenco as the ideal
brand for health, freshness, and energy in the mind of customers. Cosmetic
variations will show the same idea in different ads to the different Target
group (Students, Households and office worker). Tangible social media posts
and mentioned campaigns will prevent ad wear out
• Stimulus Generalization
➢ Me-Too: The packaging can be associated with a foreign and more expensive
brand, which also gives an acquisitive appeal.
➢ Production Extension: As a start-up brand, Greenco is generalized as 250ml,
500ml and 1litre bottle to the market with a product line extension.

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 • Stimulus Discrimination:
➢ Geenco will discriminate other competing drinks in the market on its campaign
as a juice and will differentiate itself as a 100% natural and healthy juice made
up of natural and health supported ingredients.

Application of Operant Conditioning

• Consumer Satisfaction
➢ As a start-up brand to satisfy the customer and grab their attention, Greenco will
open some booth in various shopping malls along with a brand promoter which
will offer moving customers sample juice in cups and convince them to buy the
whole bottle. Also, providing free samples can increase consumers’ trial of
Greenco and hence increase the likelihood of being conditioned to it.
• Masses vs. Distributed learning
➢ As Greenco is a start-up brand, to hasten consumer learning, it will use massed
advertising process, but Greenco’s goal is for long-term and want their
customers to buy the product on a regular basis so after three months distributed
advertising process will be scheduled.
• Shaping
➢ Use of promotional tools such as innovative stores, posters, brand promoters
and positive word of mouth will likely to shape the mind of the customer to
prefer Greenco.

Application of Vicarious Learning

• Mashrafee Bin Mortoza as a celebrity endorsement is used to influence people to drink

Greenco to be fit and energized.
• Positive reviews from the current users of Greenco on social media like Facebook will
enhance the brand image, and goodwill of the brand will influence others to try the
product of first time.
• Children will learn about the brand from their elder sibling or parents and will imitate
the behavior and might be future consumers.
• Reference videos from Greenco trucks would likely influence more potential customers
to consume Greenco.

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Brand Loyalty
The goal of Greenco is long-term and to create high attachment and ensure high repeat
purchases. Thus Greenco wants to gain Premium brand loyalty. But as a start-up, the goal is to
create Inertia brand loyalty among 80% of the targeted group, who will purchase Geenco as a
habit and other 20% as Premium loyalty for the first year. With the intention to increase the
percentage of Premium loyalty in the following years on business.

Conclusion

After taking all the consumer behavior aspects into consideration, Greenco has fulfilled
all the criteria those are highly required to capture the customer mind. It has been developed
considering all the elements that will be able to meet the needs of consumers. We the team of
Greenco believe that consumers will highly accept and purchase our juice Greenco.

Appendix

The packaging of the Greenco:

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