Course Title:

Course Code:
Section:
Semester:
Prepared to:

Prepared by:

Name ID

Date of Submission:

LETTER OF TRANSMITTAL

Name ID
ACKNOWLEDGEMENT
 EXECUTIVE SUMMARY

This term paper is about branding a physical product which doesn’t have a competitive
market or non existing brand. We chose our product in the shape of balloon with the brand
name HUE. In this term paper we talked about the following steps to make everyone
understand about our product. Evaluate Our Target Market (Segmentation and Targeting),
Analyze Uncontrollable Variables, Rationale about our product selection, Brand Elements:
Mix and Match, Value Innovation and Leveraging through Secondary Brand Strategy. These
steps will tell all about our product and our brand.
TABLE OF CONTENTS

Letter of Transmittal.................................................................................................................................................2

Acknowledgement....................................................................................................................................................3

Executive Summary.................................................................................................................................................4

Introduction..............................................................................................................................................................1

Rationale about product selection...........................................................................................................................2

Uncontrollable variables..........................................................................................................................................3

Segmentation, targeting & positioning.....................................................................................................................4

Segmentation:.......................................................................................................................................................4

Geographic Segmentation:...............................................................................................................................4

Demographic Segmentation:............................................................................................................................5

Psychographic Segmentation:..........................................................................................................................6

Behavioral Segmentation:.............................................................................................................................6

Target market:......................................................................................................................................................7

Positioning:..........................................................................................................................................................7

Choice Criteria.........................................................................................................................................................8

Brand Name:..................................................................................................................................................12

Logo:..............................................................................................................................................................13

Mascot:...........................................................................................................................................................14

Color:..............................................................................................................................................................15

Slogan:............................................................................................................................................................15

Package:.........................................................................................................................................................15

Primary...........................................................................................................................................................16

Secondary.......................................................................................................................................................16

Shipment........................................................................................................................................................16

Value Innovation............................................................................................................................................17

Differentiate or Die........................................................................................................................................17
Blue Ocean Strategy...............................................................................................................................................19

Three Tires of Non Customers...............................................................................................................................19

Four Actions Framework.......................................................................................................................................22

Reduce:...........................................................................................................................................................22

Create:............................................................................................................................................................22

Raise:..............................................................................................................................................................22

Eliminate:.......................................................................................................................................................22

Brand Sense............................................................................................................................................................23

USP (Unique Selling Proposition).....................................................................................................................23

ESP (Emotional Selling Proposition).................................................................................................................23

OSP (Organizational Selling Proposition).........................................................................................................24

MSP (Me Selling Proposition)...........................................................................................................................24

HSP (Holistic Selling Proposition)....................................................................................................................25

Value Pricing..........................................................................................................................................................27

Value Delivery.......................................................................................................................................................27

Value Proposition...................................................................................................................................................28

Company:...............................................................................................................................................................29

Country of origin:...............................................................................................................................................29

Channel of Distribution:.....................................................................................................................................29

Co-Branding:.......................................................................................................................................................30

Spokesperson:....................................................................................................................................................31

Sponsorship:.......................................................................................................................................................32

Third party sources:............................................................................................................................................33

Conclusion..............................................................................................................................................................33

References...........................................................................................................................................................34

Books:.............................................................................................................................................................34

Appendix................................................................................................................................................................34
INTRODUCTION

In the course Brand Management, we have learnt a lot of things about brand. We have learnt
about brand elements and how it is used in a product. We have also learnt how to develop
brand equity. Now, we are launching a new brand in the market. We are introducing branded

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“Balloon” under the label “HUE”. Through marketing tools, we have developed a new
product to grab the minds of the potential customers.

Objectives of the Study:

We have to build a physical product brand and for this we have to do some work and those
are like below:

 Build brand elements with their criteria.

 Build value innovation of the brand.
 Build blue ocean strategy of the brand.
 Build secondary association for developing brand equity.
 Build a true brand image by using all criteria.

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RATIONALE ABOUT PRODUCT SELECTION

Balloon is a very common element to fabricate any ceremony. Moreover, it is considered as

inevitable elements in some occasions such as Birthday party. So there is a great opportunity
to flourish the market with the introduction of our new concept “customized version balloon”.
Hence, the reasons behind choosing balloon ‘HUE’ are:

1. The balloons that are available in our country are generic. We want to introduce the
trend of customized balloon in our country .So that we can grasp the untapped market
as we are the first introducer in Bangladesh.
2. The raw materials that are used to produce balloons in our country are toxic. So the
available balloons are unhygienic to our health. In order to solve the health issue we
are going to introduce a very hygienic balloon brand ‘HUE”.
3. We all know a very Bengali proverb "বারোমাসে তেরো পার্বণ" that means Bangladeshi
people are fond of celebrating different occasions. As balloon is used to furnish the
event, so that there is huge demand of balloon in our country.

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UNCONTROLLABLE VARIABLES

Political and Legal Environment

As the role of business grows in our society, the reactions of the populace, politicians and
government become more important to us. Political instability can’t hamper our business, as
our product is made for entertainment. On the other hand, the raw materials we will use are
hygienic & eco-friendly & our brand name, logo & mascot would be registered as our patent
so that legitimacy will be retained.

 Economic Environment

We must consider carefully all potential fluctuations in the level of economic activity in our
country. The people of our country have the trends to use balloons in different occasion. So
there is a huge untapped market for our brand. Moreover, maximum people also prefer a
particular product at an affordable price along with a great quality and ‘HUE’ will be
available at a reasonable price.

Social and Cultural Environment:

Bangladesh is a land of various occasions. Bengalese is very fond of celebrating their

ceremony with ecstasy. So the trends & culture of our country is favorable for our business.

Technological Environment

Technology plays a vital role now-a-days as there is a great concern of using advanced
machineries in order to produce the final goods in the best way possible. We will use very
advance technology because we have introduced our self as the first producer of customized
balloons in Bangladesh.

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SEGMENTATION, TARGETING & POSITIONING

SEGMENTATION:

Market segmentation is a marketing strategy involves dividing a broad target market into
subsets of consumers, businesses, or countries that have common needs and priorities, and
then designing and implementing strategies to target them. There are many ways to segment a
market.

GEOGRAPHIC SEGMENTATION:
Geographic segmentation involves dividing a market down into geographical areas and
features. We can geographically segment a market by unit, such as cities, counties, regions,
countries, and international regions. At the very beginning we will mainly include Dhaka,
Khulna and Chittagong in our geographic segmentation. We segment our market based on
some major area of Bangladesh where people wants some different and innovative experience

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DEMOGRAPHIC SEGMENTATION:

Demographic segmentation is market segmentation according to age, race, religion, gender,

family size, ethnicity, income, and education. It is a study of population based on some
statistics. With this type of segmentation we can categorize the needs of consumers.

Demographic Segmentation

Gender Since our product is “Balloon”, so both male and female is our target
customer.

Age 6 – 55 because we think this age range can be the customer for us.

Occupation Students, Businessman, Professionals, Service holder, Homemaker.

Income Income level is very important because of our product category. Our target
Level customer would be from upper and upper-middle class people who can afford
our product.

PSYCHOGRAPHIC SEGMENTATION:

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Psychographic segmentation divides the market into groups based on social class, lifestyle
and personality characteristics. It is based on the assumption that the types of products and
brands an individual purchases will reflect that persons characteristics and patterns of living.
According to our product we include interest, personality, social class, and lifestyle.
Considering these variable we offer new experience to our target market.

BEHAVIORAL SEGMENTATION:

Behavioral segmentation divides the market into groups based on their knowledge, attitudes,
uses and responses to the product. The following are commonly applied behavioral segments.
Occasions: Groups individuals according to the occasions when they purchase, use or think of
buying a product. So we create some different group for our product.

Behavioral Segmentation

Uses Our product is suitable for indoor/outdoor regular, special or seasonal

occasions.

Benefits Eco-friendly, trendy, unique, customization.

Consumer Both regular and irregular customer.

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TARGET MARKET:

We are targeting upper and upper-middle class people. Children, teenagers, adults, and
people are in professions like Student, Businessman, Professionals, Service holder,
Homemaker who can afford our product.

POSITIONING:

HUE is the first and only balloon band in the market. We can sell any kind of balloons
because we can customize the balloons. This is how we are differentiating our product from
other balloon manufactures. We have differentiated Hue by using two tools of positioning,
Product and Image.

First, Hue is the first balloon brand introduced in Bangladesh.

Second, our logo carries text Hue which is actually our brand name and inside Hue we used 3
balloons red, yellow and blue which represents the primary colors. These can create any color
we want.

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CHOICE CRITERIA

Memorablity Explanation

Brand Name Our brand name is “Hue” Which can be easily remembered and easy to
recalled. It is a smart name and it's very easy to utter. That's why it's very
memorable to customers.

Logo/ Symbols Our logo type is text and symbol logo. If someone sees our logo they can
see that, there are three balloons and our colorful brand name, which is
very easy to remember.

Color Our “Hue” logo colors are yellow, blue and red which people can easily
remember.

Mascot Our mascot “Mr. Balloonee” can easily memorable to everyone.

Slogan Our Slogan is "Lets color our life", which is easily to remember.

Jingle Our jingle is soft and catchy that is very easy to remember.

Package Our package is beautiful with our logo on it. People will love our
package and that’s why they will remember it

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Meaningfulness Explanation

Brand Name Our brand represents its meaning by its name, which is Hue. It is a
synonym of color.

Logo/ Symbols In our logo there are three balloons which are yellow, blue and red.
These three colors represent the primary colors. These colors and convert
into any color.

Color In our logo we mainly used yellow, blue and red. Yellow which
represents cheerful, fun, energetic, friendly. Blue which represents smart,
trust, freedom. Red which represents passion, love, exiting.

Mascot Mr. Balloonee is a smart looking funny guy (mascot) who can easily
attract children as well as adults.

Slogan Our Slogan is "Let’s color our life", which means Balloon city will
provide happiness to our customers.

Likability Explanation

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Brand Name Our brand name “Hue” is simply likable.

Logo/ Symbols Our logo is smart and eye catching. As it shows our principle and target
customers which are children as well as adults, expected to like it.

Color Our logo is simply colorful which makes it very likable to all.

Mascot Mr. Balloonee is a smart looking funny guy. He can easily attract children
as well as adults.

Slogan Our Slogan is "Let’s color our life". In our slogan we used the word
"OUR" as we think of our customers as a family. Through our slogan we
want our customers to fill their lives with happiness just like colors. That's
why it's very likable to everyone.

Package We have our package with beautiful logo on it which is likable for
everyone.

Transferability Explanation

Brand Name The word “Hue” is the synonym of “color”, so it is transferable.

Logo/ Symbols Because there is no negative meaning in our logo so that it is easily
transferable.

Color Yellow, blue and Red has the same meaning in almost every region so it
is easily adaptable.

Mascot Our mascot has no negative image so it has transferability criteria.

Adaptability Explanation

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Brand Name Our brand name is very flexible to any situation.

Logo/ Symbols We can update our logo easily if the future demands.

Color Yellow, blue and red have the same meaning almost in every scope so it
is easily adaptable.

Mascot Our mascot has no negative observations so it is adaptable to our target

customers.

Slogan Our slogan is "Lets color our life" which is adaptable.

Jingle Our jingle is adoptable according to situation.

Protectability Explanation

Brand Name Our brand name is “HUE”, which is generic. We registered our brand
name globally and there is no name existing as "HUE". So we will have
legal protection.

Logo/ Symbols We will protect our logo and symbols by registering globally.

Mascot We registered our mascot globally. So no company can use our mascot.

Slogan Our slogan is unique, and no one can use it because we registered it.

Jingle Our jingle is copyrighted.

Brand Elements

BRAND NAME:

Our brand name is “Hue”. It is the synonym of color.

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 Easy to Say Easy to Spell
Easy to recall
“Hue” is an easy name so
“Hue” is a word which is “Hue” People can easily
that anyone can easily
easy to say. spell recall.

Effective
Brand
Name

Communicates, Legal Protection, & Be distinctive, No

product uses, benefits
By our name "Hue" we show
our service benefits.
consider media usage negative connotations
We will register our brand
“Hue” is a distinctive name and
name globally. There is no it has no negative
service name existing in the
connotations.
our country.

LOGO:

A logo is an iconic symbol, graphic mark or emblem designed to represent a company,

product or service. It also depicts an organizations personality.

 Logo and symbol are easily recognized

 Across culture easily well transferable.
 Logos can be relevant and appropriate in a range of product categories.

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  Unlike brand names, logos can be changed over time.

Our logo is Text and Symbol logo. In our logo there are three balloons which are yellow, blue
and red. These three colors represent the primary colors. These colors and convert into any
color.

MASCOT:

Character branding personalizes the relationship between the individual consumer and the
organization through the dynamic personality of a graphic character that represents the
organizations of products values and overall characteristics.

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Our mascot name is Mr. Balloonee, is a smart looking funny guy (mascot) who can easily
attract children as well as adults.

COLOR:

We mainly use Yellow, Blue and red color which are the primary colors. Color will match
our brand and slogan which will create a smile on our customers face.

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SLOGAN:

Slogans are short, often memorable phrases used in advertising campaigns. They are claimed
to be the most effective means of drawing attention to one or more aspects of a product. Our
slogan is: "Let’s color our life"

PACKAGE :

Packaging is the activity of designing and producing containers or wrapper for a product and
it always remains in the consumer mind and by packaging consumer identify the product.
There are 3 stages of our packaging which are primary, secondary and shipment.

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PRIMARY

We are offering the robber which help the balloon grow when it is blown.

SECONDARY

A transparent secondary packaging of our product with our logo on it.

SHIPMENT

We are using carton for moving our product from one place to another place.

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VALUE INNOVATION

Ignoring the competition and focusing on the buyer will help create value for everyone.

DIFFERENTIATE OR DIE

Differentiate or die means survive in the competitive market.

There many ways to differentiate brand from competitors and from there we are using few.
Our differentiate idea are given below that we are using.

 Being First: We are the first in Balloon industry of BANGLADESH as we are

manufacturing customize balloons.

 Attribute Ownership: Our product is not only about customization or giving bundle
of benefits in a balloon but also our product is about eco friendly and hygiene.

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 Leadership: As we are the only company with bundle of benefits so we want to claim
and become the market leader, of this industry.
 Market Specialty: We are extremely specialized in customization with our product.
No one else is as good as us in this area.

 Hotness: As we are doing branding on balloon which is new concept in Bangladesh

so we are going to be hot in this market.

Another main differentiation our product is we are concentrating on health and hygiene
which is totally a new concept. A person who will buy our balloon will never have to be
affected by any unhealthy problems. No one will get any germs while blowing the
balloon and keep his/her hygiene in check. This attribute of our organization would
differentiate us from our competitors.

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BLUE OCEAN STRATEGY

There are 2 oceans in this strategy, first one is Blue Ocean and second one is Red Ocean. So
we are using Blue Ocean strategy because it’s an Unknown Product, a New Market & New
Demand and we have No Competition.

THREE TIRES OF NON CUSTOMERS

For “Hue” we are going to focus on all three tiers of non customers. Here, we are talking
about the non customers of our market competitors.

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Soon to be Non Customers

Consumers of 7 metropolitan cities of Bangladesh who are currently served by following

market competitors –

 Upper and Upper-Middle class people

 Unsatisfied people
.

We have found that, they are currently buying ordinary balloons as better alternatives are not
available. But they will become non customers for such products soon as ours will be offered.

Refusing Customers

Customers who cannot afford (money + time + effort) the existing solutions to the existing
cleaning problems are in our center of attention. Existing services as below are such
offerings-

 Lower class people

 Not interested to buy

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For these people we have to go decrease our price as much as possible or do something
special to capture these customers.

Unexplored Customers

There are customers those have not been explored by our market and industry competitors-

 Street kids
 Orphaned kids
 Working kids (labor)

These kids are untouched in the market as customer. “Hue” will manufacture some balloon
which will be very cheap so that these kids can afford it, if not then we will give them some
free balloons.

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FOUR ACTIONS FRAMEWORK

REDUCE:

We can reduce the unhygienic elements from the balloons. So while blowing the balloon
customers won’t be harmed by these harmful elements.

CREATE :

 Flexible size and shape

 A nice smell
 Very smooth to touch
 Picture on the balloon

RAISE:

 Increase hygienic material

 Long Lasting Relationship

ELIMINATE:

We eliminated to manufacture ordinary balloons for our customers

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BRAND SENSE

Since the very beginning the branding concept evolved from a USP (Unique Selling
Proposition). Then came ESP (Emotional Selling Proposition) and after that
OSP( Organization Selling Proposition) then MSP( Me selling proposition) and lastly and
will call the future is HSP( Holistic Selling Proposition).

The Senses that we are using

USP (UNIQUE SELLING PROPOSITION)

We are using customization as our main USP because it is providing a bundle of benefits like
shape, size, picture etc.

ESP (EMOTIONAL SELLING PROPOSITION)

We are manufacturing our products just the way our customers want. This is a great way for
the customers to get emotionally attach with our product.

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OSP (ORGANIZATIONAL SELLING PROPOSITION)

We are selling our product with Asia tech Company so OSP is very high in this country
because of company name.

MSP (ME SELLING PROPOSITION)

We are all about customization, fusion with balloon. That’s why Me Selling Proposition suits
us the most.

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HSP (HOLISTIC SELLING PROPOSITION )

HSP represents everything. We can’t left anything now a days. It also includes touch, smell,
sight, sound and taste which are 5 senses of a brand. We are trying to give all of these
elements in our product.

Touch: Our product is soft and smooth, so when people touch our balloon they feel a
smoothness and softness in it.

Taste: When someone blows a balloon of ours they can taste bit sweetness while blowing.
No balloon manufacturers have this unique attribute.

Smell: We use a specific spray on our product which is only registered by us.

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Sight: As we sell customize balloons customer will see our products just the way they like.

Sound: When consumers open our secondary package they will hear a sweet and smooth
sound, there will be no tearing sound and if any reason the balloon blasts then the sound will
be less than an ordinary balloon.

Sound

Taste Sight

Smell Touch

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VALUE PRICING

The term used when prices are based on the value of a product as perceived from the
customers perspective. The value pricing determines the customer’s willingness to pay and
thus the maximum price a company or brand can charge for its product.

HUE charge different prices for different balloons and for different volumes. Customers still
gladly pay the price as they are getting their desired balloon just the way they want.

VALUE DELIVERY

VALUE DELIVERY = BENEFITS/COST

There are various interpretations of what is meant by customer value. The term may mean
low price, receiving what is desired, receiving quality for what is paid, or receiving
something in return for what is given.

HUE always thinks about our customers. We not only sell our balloons but also we provide
value. We always try to provide balloons with any shape and any size the customers want,
soft and smooth balloons, any picture which customer desires, and many more. So by judging
these attributes the value is much more than the cost, even the cost is higher than normal
balloon price.

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VALUE PROPOSITION
A value proposition can apply to an entire organization or customer accounts, or products or
services. Creating a value proposition is a very important part of marketing strategy. 
Developing a value proposition is based on a review and analysis of the benefits, costs and
value that an organization can deliver to its customers, prospective customers, and
other constituent groups within and outside the organization. It is also a positioning of value,
where Value = Benefits – Cost.

When customers hear our brand name they will expect the great customization they will
receive, the memory they will cherish and a good hygiene we promise. These will create a
good value proposition among the customers. The cost will be much lower than the benefits.

Secondary Brand Association through Leveraging:

There are various ways to create brand equity. Brand elements offer many alternatives style,
logo unique selling proposition etc. Marketers have various options available for leveraging
process. So we have chosen this process to increase our brand equity.

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COMPANY:

Asia tech is the best event management company in Bangladesh. We have decided to work
with them. As they have established a position in the mind of the consumers already and it is
world of event management. Here, Asia tech and Hue are working together to lift each other.
Basically Hue is borrowing some brand equity from Asia tech.

COUNTRY OF ORIGIN:

Many countries have become known for expertise in certain service categories or for
conveying the particular type of image. Balloons are so not any different. Malaysia, China,
France and USA are best known for producing quality balloons. That’s why we bring the
latex rubber and many raw materials from Malaysia. Customers also have a tendency to buy
those products which are from foreign countries.

CHANNEL OF DISTRIBUTION:

We are selling our products from well-known retail stores like Archies, Pink city, Khazana
and many more. People will think if these stores allow Hue to sell their products then it must
be a good product, which will enhance our brand equity.

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CO-BRANDING:

Co-Branding is also known as brand alliance or brand bundling. Here two companies share
their value, asset, service and their specific brand image.

 Reach and awareness Co-branding: Hue can work with Asia tech and aware the
customers about our product, for example: in any event of Asia tech there will be a logo
of Hue just to aware the customers about us.

 Value Endorsement Co-branding: As a new comer in the market our target is to capture
maximum market share and for this we like to co-brand Dutch bangla bank because of
their social activities. It will create a position in the customers mind.

 Ingredient Co-Branding: Hoovers which is one of the best rubber companies in the
world can combine their ingredients to create like gloves and pipes. These products and
alone enhance our brand equity.

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 Complementary Co-branding: In Complementary Co-branding two complementary
brands come together and combine their product to increase their own band equities. Hue
can do co-branding with Archies and if a customer purchase at a certain price then they
will get a Hue balloon free. Or just like otherwise.

SPOKESPERSON :

Well-known and admired people to promote product is a widespread phenomenon which

bring immediate attention to the brand and shapes the perception of the brand by virtue of the
inference.

This is the reason Hue has chosen former Bangladeshi cricket captain Mushfiqur Rahim as
the spokesperson of our brand. He is a popular figure to everyone. He always has a wide
smile on his face. As our spokesperson we can borrow some brand equity from him.

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SPORTS,CULTURES,EVENTS:

HUE has the planning to sponsor several Social events like BPL cricket tournaments, football
tournaments, anti aids protest, no smoking protest as their optimal sponsorship program.

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THIRD PARTY SOURCES:

HUE is a certified balloon brand under ISO 9000 (Quality management). A sanction from a
third party like this will increase our brand equity.

CONCLUSION

To create a successful brand marketer must understand the needs and wants of the customers.
On the basis of that a brand is needed to be developed. And with the developing strategies
marketers should think about more providing value to customers rather going into
competition. The brand is how the customer thinks about the product or service and connects
with it emotionally.

For the new brand of balloon “HUE”, has done all the essential terms which should be done
by a new brand. The ingredients we have and the will-power which all of us have, we are
extremely hopeful that we will become the market leader in the balloon industry very soon
and will be known as a powerful brand.

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REFERENCES

BOOKS:

Principles of Marketing (A South Asian Perspective) by Philip Kotler, Gary Armstrong, P.Y.
Agnihotri, Ehsan ul Haque 13th Edition.

Marketing Management (A South Asian Perspective) by Philip Kotler, Kevin Lane Keller,
Abraham Koshy, Mithileshwar Jha 14th Edition.

Strategic Brand Management by Kevin Lane Keller 3rd Edition.

APPENDIX

Rationale about Product Selection:

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The STP Process:

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Market Segmentation:

Blue Ocean Strategy

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Brand Elements

Easy to Say Easy to Spell

Easy to recall
“Hue” is an easy name so
“Hue” is a word which is “Hue” People can easily
that anyone can easily
easy to say. spell recall.

Effective
Brand
Name

Communicates, Legal Protection, & Be distinctive, No

product uses, benefits consider media usage negative connotations
We will register our brand
By our name "Hue" we show “Hue” is a distinctive name and
name globally. There is no
our service benefits. it has no negative
service name existing in the
connotations.
our country.

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Three Tires of Non Customers

Four Actions Framework

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Co-Branding

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