BRANDBUILDING

The ProductProduct Description :The product is a stapler, which doesn’t staple but sticks two

papers together with a USP ( Unique Selling Point ) of ‘invisible attachment’.

The stapler is sold with a marker, which has a laser light at one end, to detach the papers ( if and when required ).

The product shall be targeted at consumers like teachers, school staff, home tutors, etc. in a few cities of Uttar Pradesh.

Product Design :The stapler is like a Pacman stapler – round and small.The working is similar to that of a normal stapler, except, in

place of the staple pins, a glue stick is inserted. This glue stick can be renewed with new ones.

The stapler is sold as a combo pack, along with a marker, which has a laser light at one end.

The product packaging is made attractive and easily – to produce in bulk.

SWOT AnalysisSTRENGTHS:

1. COMBO PRODUCT [STAPLER AND MARKER]

2. FINANCIALLY SOUND

3. RESULT ORIENTED PRODUCTS

4. CAPABLE OF SURVIVING IN LONG RUN

OPPORTUNITIES:

1. INNOVATIVE

MARKETING

2. STRONG DISTRIBUTION

NETWORK

3. BRAND AWARENESS

WEAKNESSES:

1. PRESENCE OF LOW PRICE PRODUCTS MAKES MARKET

WEAKER IN SOME AREAS

2. LACK OF GOODWILL

THREATS:

1. COMPETITION FROM WELL ESTABLISHED

BRANDS IN THE MARKET

2. COMPETITORS ARE EQUALLY HARD

PRESSED ON DELIVERING INNOVATIVE

PRODUCTS AND SERVICES

Target Group ( TG )Target Audience :

Primary Teachers in Uttar Pradesh*

( Home tutors/ tuition teachers, school teachers, college professors, teaching staff in universities )

*Cities targeted : Lucknow, Kanpur, Allahabad, Noida

Secondary Students and children in Uttar Pradesh*

( Home schooled children, school children, college students, students in universities )

*Cities targeted : Lucknow, Kanpur, Allahabad, Noida

Language of TG :Hindi Urdu English Minimal Bhojpuri

STP – Process in Marketing

Segmentation - Targeting -Positioning

Step 1: 

Segment your market.

Step 2: 

Target your best

customers.

Step 3: 

Position your offering.

STEP - 1

Behavioral ( usage )Frequency – Frequently usedSubscriber/single ticket – Both Plan-ahead/impulse – Both

PsychographicLikes/Dislikes – Based on necessityPreferences – Based on VarianceValues -

Segmentation

STEP - 2

Competitive PositionVarious adhesive products are available. Many markers are available too. But, the advantage of this brand is that it sets a new trend with its two in one effective USP.

Compatibility ( with goals )The background of Uttar Pradesh needs to be studied carefully in order to match the brand promotions up to the expected goals set by the brand.

Target Market

STEP - 3

Positioning

Differentiation

Credibility

Relevance

Positioning Statement : An economical two in one solution for you!

The Brand Brand Name & Logo :

Stap-Stick / स्टै�प-स्टिस्टैक

Brand Tagline :Dabao. Chipkao. Mitao.

Packaging & Pricing of the Brand :- Attractive and bright colors used for packaging, to appeal to both

students as well as teachers- Packaging in both languages ( English & Hindi ) due to wide TG- The product is sold as a combo pack ( Stapler and Marker )- Price of the combo is Rs. 20/-

Features of the Brand :- Easy dry- Ease of use ( No chip-chip )- Adequate Flow- Attractive Packaging- Combo pack of Stapler and Marker

USP :- Invisible Attachment & Detachment- The main quality and benefit of the brand is that it doesn’t leave a mark

of untidiness after its use. Many adhesives leave a mark once they dry up. This glue dries super fast and passes through the papers in the form of a staple pin, making the attachment invisible and neat.

How does it work?- Staple with glue- Attaches the two papers like a staple pin does, but the glue flows

through the holes made in the paper.- The marker can be used with its laser light pointing at the paper, to melt

the glue and detach the papers.

Brand Personality

Sincerity

[ Wholesome, Original ]

Excitement

[ Trendy, Unique, Contemporary ]

Competence

[ Reliable, Technical, Corporate ]

Ruggedness

[ Tough, Rugged ]

Dimensions suitable for the brand :

Marketing Strategy :

Establishment of 4 Ps of Marketing – Product, Price, Place (TG), Promotion.

Launching the brand on different media platforms, creating awareness in the market.

Cost effective marketing Introductory stage - free samples, trials, demonstrations in schools and colleges, making the TG aware about the brand and the working of the new product/s.

BRAND STRATEGY

Sales Strategy :

Pricing the product after careful consideration of alternative existing products in the market.

Stress on the price of the product, to appeal to a mass audience.

Increasing brand loyalty amongst customers, to keep their faith in the brand, and to keep them coming back for more.

Statistical research of the sales of the brand, based on the information provided by local retailers.

Stationery shops in target cities - Lucknow, Kanpur, Allahabad, Greater Noida.

Kinara shops and utility stores in small districts -most effective tool in creating mass awareness.

Stalls at fairs, educational and utility based exhibitions, local events.

Kanpur : Vaibhav Stores, Pustak Sudan Stationery, Sagar Stationery

Lucknow : Techno Centre, Rastogi Stationery, Rohit Stationery, Modern Deepak Store

Allahbad : Sethi Stores, Bookwalla Store, ABC Centre, Abhishek Stationery

Greater Noida : Ganesh Agency, Pawan Stationery, Standard Stationers

DISTRIBUTION CHANNELS:

Television TV Channels Star Plus, Sony Tv, Sab TV, Colors TV, Bindaas TV Disney Channel, Discovery Channel TLC, Travel XP, Homeshop18 NDTV India, Aaj Tak DD Uttar Pradesh ( Regional ) Mahuaa TV ( Bhojpuri )

TVC Idea -

Advertising Strategy [IMC – Integrated Marketing Communications mix]

Print Media1. Newspapers – Danik Jagran (hindi), Amar ujala (hindi),

The Times Of India (english)

2. Newsletters - College/ University/ School Newsletter

3. Magazines – Education based

4. Posters outside shops – cross promotion strategies using the posters of the brand on related categories of shops.

OOH (Outdoor Advertising)1. Locations Near or outside educational institutions Market locality University campus

1. Hoardings

2. Billboards

3. Bus Panels

4. Danglers in shops - traditional and most effective tool

Internet

1. Social media platforms – Facebook and Twitter used to advertise the product, videos from YouTube shared on these platforms to show the working of the product.

2. E-mail marketing – Subscriptions through the provision of free resources of massive value, and encouraging people to sign up for our e-mail list to receive it.

3. E-commerce web portals – Making the product available on websites like Flipkart, Ebay, etc.

4. Digital Media – Advertising the brand on websites related to product category.

PR & Promotional Events

1. Craft Competition ( in schools )

2. Pacman game ( in malls ) – the winner/s get the product as a prize after playing the game.

3. Pacman game setup ( school/college fair ) – A setup of the game and its working on a table at an educational fair to grab attention of the TG and appeal to the young generation making it a widely known and used product.

4. Locations for networking - School functions Local chamber of commerce Social events Community functions

Sales Promotion1. Fliers and leaflets – given out at locations

mentioned in the previous slide

2. Tie ups with related products/services – like newspapers ( everyday use products ), Scissors, Punching machines, etc.

3. Free samples at stationery shops, university campus stationeries – to introduce the brand on a large scale in a wide market, and to promote the working and use of the product.

Guerilla Advertising/ Aggressive Marketing1. Admission offices ( admission time ) – A huge poster

across the wall outside the admission hall, with 4-5 samples of the product are kept on tables, with instructions of use written on the poster. This is to help the people use the product and be aware of it.

2. Corporate exhibitions – Samples and demonstration of the working of the product

3. Campus parks of universities – Making students and teachers aware of the product through some activity which grabs their attention

Research Strategy:

InterviewsSurveysMobile SMSMobile ApplicationsRecall Value – most appealing quality or

function of the product

Brand RecallWanting the consumer to remember the brandTo find out the one quality or function of the brand

which keeps them coming back for more.Creating the positioning in the minds of the

consumersThe USP of Invisible Attachment and Detachment

could be a major tool in the Brand Recall of the product.

The USP can be highlighted in print advertisements, posters, television commercials. This will help in promotion of brand recall and efficient sales of the brand.

THANK YOUSupriya – Roll no. 42 Mrinal – Roll no. 22