BRAND MANAGEMENT ASSIGNMENT

Brand Name: The Green Kebab Factory

Taglines: Chicken sirf non vegtarians ka nahi hota,
Eat without guilt

Product:
Plant based frozen meats so that even vegetarians can get to taste meat without turning non
vegetarian.
It will initially cover dry snacks like chicken tikka, tandoori chicken, chicken kebab, mutton
seekh kebab, mutton galouti kebab etc.
All of them frozen with shelf life over two-three weeks.
Price:
It would cost a little more than the current packaged refrigerated products. Since our target
segment is niche ,we can charge a little premium for the desired product.
Place:
To be sold via three channels.
1. Specific General trade outlets in tier 1 and tier two cities
2. Modern Trade Outlets in tier 1 and tier two cities
3. E-commerce channels like Amazon, Big Basket, Grofers.

Target Audience:
Demographic and Geographic - Upper income groups in metropolitan and tier 2 cities.

Psychographic and Behavioural-

•These people were non vegetarian previously and want to turn vegetarian /vegan for various
reasons. Plant based meats can be a healthy compromise for them.

• Vegetarian by birth. These people want to try chicken but are very hesitant. Our vegetarian
chicken may help in removing the hesitation.
• Eco friendly people who believe that excess non vegetarian consumption is harming the
ecosystem thus they want to reduce their meat intake and would pay a little extra for plant-
based meats.

Packaging:
Green packets to focus on the vegetarian and eco-friendly aspect of the product.
Pictures of prepared dish on front of the package and price and ingredients on the rear end.

Promotion:
To be advertised in
-social media using influencers, targeted vegan groups
- targeted ads on YouTube
Also, modern trade and general trade outlets should place them above in their refrigerated
foods section.

Keller’s Customer Based Brand Equity Model (CBBE) shows how the brand’s success can
be aligned with how its customers perceive it.
Brand Identity: Who are you?

Brand Salience - it refers to degree out brand is thought of while consumers are making a
buying decision.
Our brand would be among the first movers in India hence it would be the first thing our
primary consumers would have in mind while making a purchase decision.
The secondary consumers would be those who would happen to see it in outlets’fridge and
would pick it on impulse.
Our product is specific because it caters to a niche.

Brand Meaning: What are you?

Brand Performance - Since our product is priced a little on the higher side, there would be no
compromise with the quality. People would buy it for the taste and health. And since the meat
is frozen plant based, it would be expected to have a long shelf life.

Brand Imagery - The green packaging would bring up associations of vegetarian food and the
delicious looking food picture would attract food enthusiasts.
Consumers would associate Green-o-Meat with the colours.
Our brand would encompass a healthy, long lasting, plant friendly personality.

Brand Response: What about you?

Brand judgment- As first movers in an entirely new category, our brand would be under a lot
of scrutiny.
As a quality product looking to increase visibility, our social media channels would be active
and engagement driven. There would also be endorsements of influencers and celebrities.
The brand would aim to satisfy its customers across levels.

Brand Feelings - Green-o-Meat would invoke feelings of taste, reliability and being nature
friendly. Its primary selling point is that it is not non vegetarian.
It helps vegetarian consumers experience something they may be missing out- the taste of
non-vegetarian food.
Brand Resonance

Brand Resonance tells us how well our customers relate to a brand ‘s products.
Green-o-meat would achieve brand resonance when customers have a good experience
cooking our packaged food and also feel nice about not killing animals.
Our website would have brand testimonials of some of the customers who enjoyed switching
to plant-based meats.