Report On Brand Management

Submitted to:

Sir Mohsin

Submitted by:

Group members:

Fatima idrees

Hassan Khadim

Jawad khan

BBA 8th

DERPARTMENT OF MANAGEMENT SCIENCES

NATIONAL UNIVERSITY OF MODERN LANGUAGES

INTRODUCTION

UNIQUE QUALITY OF THE PRODUCT “Sipahh..”

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Imagination is the foundation of Sipahh.

In 1997 Peter Baron, inventor of Sipahh™, questioned the flavored milk market - such a popular beverage but it was expensive, a mess to make and contained far too much sugar.Peter decided to create an alternative. His alternative would still use milk, but the design would be fun and there would be a wide variety of flavors. It had to be easy and enjoyable to use, have a great taste, and less sugar than other alternatives.It was quite a challenge but Peter had the ability and imagination required. So Peter started to design a straw and in October 2005 the first Sipahh Milk Flavoring straw was sold in Australia

What is Sipahh? 

Sipahh is a milk flavoring straw that wakes up milk.

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It makes milk fun and helps ensure kids get the vital calcium they need in their diets.Simply Dip into cold milk, Sip, and say Ahh!How does it work? Every Sipahh milkflavouring straw is filled with special UniBeads that contain all the flavor and excitement that Sipahh delivers.As the milk is sipped through Sipahh, the UniBeads dissolve and turn boring white milk into a healthy snack that everyone can enjoy.Simple and fun!What flavors are there?Around the world, Sipahh is available in a range of delicious flavors including:Chocolate

Choc Mint Choc Honeycomb

Strawberry

Cookies & Cream

Honeycomb

Banana Choc Banana Toffee AppleVanilla Caramel

How do I use Sipahh?  

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Sipahh is used like any other straw, except it flavors milk. Your Sipahh milk flavoring straw is fine the way it is. You don't have to cut, chew, burn or do anything else too tricky to it.All you have to do is . . . Rip, Dip, Sip & Say Ahh!Rip off the wrapper.Dip your Sipahh milk flavoring straw into a glass of cold milk (it doesn't make a difference which end you dip in).Sip. It's the most important step to remember. Sip away to your heart's content and let Sipahh wake up milk before your very eyes.Say Ahh – No you're not at the Doctor and it's not one of those ahh's with your tongue out anyway. Our ahh is a sigh of joy. As in:Ahh, I never knew milk could be so good!Ahh, it's like there's a party in my mouth and everyone's invited!Ahh, that's the way ahh-ha, ahh-ha, I like it!

How it works

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The uni straw delievery systemThe multi-award winning Unistraw™ Delivery System (UDS) is the good energy straw - our patented straw-drinking technology.  The UDS can add flavour, and soon energy, vitamins, nutrition - and even pharmaceuticals - to liquid sipped through it. The UDS is not just a new product – it is the basis of a whole new category of products. It will change the way people consume beverages globally, and have a positive impact on the lives of millions of people around the world.

The UDS is simple, yet ingenious. It has 3 parts: 1. A recyclable, transparent straw 2. Unique filters, at each end of the straw3. Hundreds of extraordinary and adaptable UniBeads inside each straw that deliver flavour and more to liquids sipped through the straw

Sipahh concept.

The Sipahh is a clear plastic straw containing

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flavour beads, which impart their yumminess as you drink. I tried a choc-mint Sipahh with their recommended amount of plain milk, 250ml. The first taste was surprisingly rich. It takes a while to get used to drinking from a glass of plain milk but tasting flavoured milk. For a while the strength was very good, but over time the beads dissolve, and the flavour becomes weaker. With about a third of the beads left I still had a third of the glass of milk left, but it was too weak to drink. I suspect that voracious children would drink fast enough that this would not be a problem, but people who like to savour their drinks may need to start with less milk.

The Sipahh packaging and advertising emphasises the health aspects of the product, with statements such as:

only 1/2 teaspoon of sugar natural colours no artifical flavours no preservatives

and the Sipahh web site mentions that it has been approved by FOCiS (The Federation of Canteens in Schools) for use in school canteens nationally (in Australia). However, I was slightly alarmed to find the reason for the low amount of sugar.

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Hidden away in the ingredients list is the artifical sweetener sucralose, which has only been approved in the EU since 2004. Personally, I'd want this more clearly noted on the packaging, giving parents the option to not expose their children to artificlal sweeteners.

It's easy to see why this would be popular at school canteens. They can stock a wide variety of long-lasting Sipahh straws for sale with their more perishable regular milk. Despite its high cost parents would probably appreciate the portion control that the straw brings over the venerable Nestle Nesquik products. However, as a consumer I can't recommend this product due to its use of artificial sweeteners

We assemble Unistraw products in state-of-the-art and high-capacity manufacturing facilities that meet the key international accreditations including

Quality standards

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.HACCP

.ISO

.IFS,

.BRCwith relevant products achieving international Kosher and Halal certifications.

Each Sipahh is manufactured according to strict quality standards and under HACCP (Hazard Analysis & Critical Control Point) conditions. Sipahh is also FDA (Food & Drug Administration) safety compliant in the USA.

SOME QUESTIONS RELATING TO QUALITY

Q1-What type of milk can I use with my Sipahh milk flavouring straw? Any type of milk or milk alternative is great with Sipahh:

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Full cream, reduced fat, skim or goats milk and milk alternatives such as soy.Just make sure that the milk is cold however, we don't recommend you sip hot milk through Sipahh.Q2-How much milk should I use with Sipahh? Each Sipahh milk flavouring straw will flavour 200 -250mL of cold milk (some variation can occur depending on how hard you sip).

Q3-How many times can I use my Sipahh milk flavouring straw? Use each Sipahh once only.And to enjoy Sipahh at its best, we recommend drinking it all up within 15 minutes.

Q4-Are my Sipahh milk flavouring straws recyclable? Yes! Each straw has a plastic ID code of 5. Just rinse it out when done and pop in the recycling bin.

Are those filter "thingy's" safe? Absolutely! It's our top priority.

To protect consumers and our Partners, and to ensure sustainable product development, we protect our Intellectual Property (IP) through the use of patents,

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trade marks, design rights, and copyrights in all key markets. For our current product ranges we have applied for a large number of patents, registered designs and trademarks worldwide, of which some have been registered. As we develop products, further IP applications will be filed to cover innovations in products based on the Unistraw Delivery System.Our IP protection strategy is one of “layering”. Covering the Unistraw Delivery System, our strategy layers multiple granted and pending IP protections worldwide. Potential violators who attempt to avoid infringement on one aspect of our IP may infringe another aspect of our IP portfolio. We call this our IP minefield and we will pursue any infringement of our product in any jurisdiction.

Technology

Unprecedented global interest generated in a 21st century approach to beverage consumption. A product that has won international awards, a design that lends

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itself to a multitude of applications. Australian company Unistraw International developed the ingenious Unistraw™ Delivery System – a unique drinking straw that has a myriad of applications, a drinking straw that is in the process of rapidly revolutionizing on a global scale the way people consume beverages. A drinking straw that applies exceptional technology and design, to give a great tasting, nutritious and convenient beverage delivery system. A drinking straw that is so simple to use that many have remarked ‘why didn’t I think of that’!

The Unistraw™ Delivery System

Australian Peter Baron, an award-winning graphic and industrial designer thought of the idea and then spent seven arduous and sometimes frustrating years refining the design, developing the production technology and consolidating the associated intellectual property. The final outcome, after those seven years of perseverance and US$10 million dollars is an ingenious product with a very bright future. A truly extraordinary creation that is the envy of many. Unistraw’s unusual business model is achieving exceptionally rapid global success. Distributors for 103 countries have committed to launching the unique Sipahh™ Milk Flavoring Straws to their retailers and consumers by late 2007. This is an almost unheard of phenomenon in terms of interest and speed of distribution for a new product. It is less than two years since the Sipahh™ Milk Flavoring Straw was first introduced to Australian consumers. Guided by the success and strength of the product in the Australian

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marketplace, the rest of the world is eager to follow suit. Sipahh straws are currently available in 25 countries, all of which are experiencing excellent sales.Distribution channels have been finalized for countries in Europe, Asia, the Middle East, Africa, North & South America and the Pacific region. In the cut -throat business of Fast Moving Consumer Goods (FMCG), Unistraw has successfully laid the foundations for exceptionally rapid global expansion and domination of its market segment.

Unistraw's solid foundations are due to a multi level business model that includes the following facets:

• Unistraw is one of a small number of food companies that manufacture and distribute a technology platform – the Unistraw™ Delivery System (UDS).

• Unistraw is one of only a few companies in the FMCG sector that licenses its brands and technology to other organizations, and earns royalties on sales from worldwide markets, with all royalties flowing back to Australia.

• Unistraw has a strong Intellectual Property portfolio covering the design and manufacture of the Unistraw(TM) Delivery System technology. It will aggressively pursue infringers in all markets.

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• Unistraw has established a global distribution network for its products in an extremely short period of time – less than 2 years, allowing near-simultaneous product launches in all key markets.

• The company’s first product, Sipahh™ Milk Flavoring Straws, will be on sale in approximately 100 countries by late 2007 – less than 2 years after the product’s premiere on the Australian market.

• The company’s second brand, Mai’a™ Iced Coffee Straws, has the potential to launch in overseas markets during 2007. It is currently on sale in Australia. • Involvement with McDonald's - Sipahh™ Milk Flavoring Straws are currently onmenu across McDonald’s in Germany, South Africa, New Zealand, Poland and Egypt. McDonald's Australia have included the Sipahh™ straw with a serve of reduced fat milk as the beverage component of their new Pasta Zoo Happy Meal throughout their 747 Australian restaurants. The Pasta Zoo Happy Meal has been designed to give customers more variety and is targeted at parents and children concerned with rising child obesity. Sipahh™ are very pleased to be part of an initiative that is actively addressing rising obesity levels in Australian children.

• More than 40 talented people with varying backgrounds have been recruited to assist with the actualization of Unistraw International Limited’s

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strategic plan for global expansion and for the introduction of subsequent new products based on the Unistraw Delivery System.

The product range so far……….

Sipahh™ Milk Flavoring Straws

100% distribution at time of launch in Australian and New Zealand grocery stores. Sipahh has over 20% of market share in the kids’ flavored milk modifier category in Australia and is expected to generate similar market share in all new markets. Sipahh Milk Flavoring Straws fit perfectly into the global food consumption trend toward healthy and convenient products that deliver nutritional benefits in a novel way. Children of all ages enjoy the wide range of flavors available and the ability to use the straw in all types of milk. These flavours include Chocolate, Banana, Caramel, Strawberry, Cookies & Cream, Honeycomb, Choc-Banana and Choc-Mint. The plan is to

further expand the flavor range in the future to maintain consumer interest. Mai’a™ Iced Coffee Straws Building on the consumer enthusiasm for Sipahh, Unistraw launched a second exciting product in Australia last September. Mai’a™ Iced Coffee Straws are aimed at 18-30 year old adults. The Iced Coffee straws come in four coffee flavors – Espresso, Cappuccino, Latte and Mocha. Mai’a’s approach is to take some ‘time-out’ - a moment

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to refresh the spirit within achieved by simply slipping a Mai’a straw into cold milk and enjoying its’ iced coffee taste innovation!

Where to next………..?

It is Unistraw's vision that everyone, everywhere, everyday will use one of their products. Unistraw has the ability via its technology to potentially shape future global beverage consumption by filling its straw with numerous health relatedadditives; flavors, vitamins, medications, and more.

The key consumer trends for the global food industry have been identified as health and convenience. These trends provide the perfect conditions for the continued development and future introduction of the Unistraw Delivery

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System to products that simultaneously offer consumers health benefits and convenience, and the ability to choose their preferred flavor and liquid base. Unistraw has been congratulated internationally, winning 5 international ‘Best New Product’ awards for the innovative nature and potential of its Sipahh product. Global trend spotting publications and market research surveys have also heaped praise on the Sipahh product. It has also been recognized for the multitude of opportunities for further product expansion across a wide range of applications. A wide variety of market segments have expressed great interest in the Unistraw Delivery System, realizing its potential to revolutionize food, beverage and pharmaceutical product distribution. To meet both the current and forecast global requirements for both Sipahh™ Milk Flavoring Straws and the recently launched Mai’a™ Iced Coffee Straws, Unistraw International Limited has opened a manufacturing facility in China, achieving ISO 9001,

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HACCP, British Retailer Consortium, and International Food Standard certifications.

Unistraw maintains its research and development facilities in Australia. Unistraw International Limited is based in Sydney, Australia.

Our futureTo date more than 40 talented people have been recruited to actualiseUnistraw’s strategic plan for global expansion, and to develop new products based on the Unistraw™ Delivery System.

It is our vision that everyone, everywhere; everyday will use one of our products. Our technology platform has the potential to shape the future of global beverage consumption.

The key consumer trends for the global food industry are health and convenience. This provides perfect conditions for the continued development and application of the Unistraw™ Delivery System  - in products that offer consumers health benefits, convenience, and the ability to choose their preferred flavour and liquid base.

We have been recognised internationally for the innovative nature and potential of the Unistraw™ Delivery System. In light of this, a

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wide variety of market leaders have expressed their interest in the Unistraw™ Delivery System as a platform to revolutionise their food, beverage and pharmaceutical product brands.Investing in Unistraw

Mai’a™ Iced Coffee Straws are an exciting, new category of product that turn plain milk into a delicious iced coffee - simply by drinking through a straw! As cold milk passes through the straw, special beads dissolve to deliver a refreshing iced coffee experience unlike any other on the market.

Available in four coffee flavours - Espresso, Cappuccino, Latte and Mocha - Mai’a Iced Coffee Straws provide an instant, iced coffee hit without the hassle, without the preparation, without the mess – without the kitchen or café! Mai’a Iced Coffee Straws will change the way people think of iced coffee.

Take a moment to refresh the spirit within - simply slip a Mai’a Iced Coffee Straw into cold milk and

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appreciate this iced coffee innovation! 

Future products

The dynamic nature of the Unistraw™ Delivery System (UDS) gives it the potential to diversify across numerous product categories. The UDS can accommodate the current world wide consumer trends toward health and convenience. Consumers in the fast paced 21st Century are looking for ‘quick–fix’ solutions that contribute to good health and well being. The ‘functional’ food category (which includes food and beverages that provide a specific health or general nutritional benefit) is experiencing a massive surge in interest and

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sales. With such interest in this product category, the UDS can be adapted to products that simultaneously offer consumers convenience and functional food benefits, in their choice of liquid base.

Sipahh™ Milk Flavouring StrawsWe are committed to extending the flavour range in our flagship product, Sipahh Milk Flavouring Straws. The addition of new flavours and features to the existing range will continue to generate excitement and exceed consumer expectations.

Energy & Sports DrinksIn the not too distant future, consumers will have the ability to boost energy levels, rehydrate, quench thirst and replenish lost electrolytes in a convenient, take anywhere straw. An energy straw that targets the professional/amateur sports and lifestyle markets is just one of the many future directions of the Unistraw Delivery System.

WaterThere are numerous brands, packages, sizes and styles of water on the market. Straws which add flavour, goodness or energy to water would be enjoyed by both children and adults around the world.

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Therapeutic ApplicationsAneutraceutical is a food or beverage enhanced with vitamins, minerals, probiotics or herbal supplements. The Unistraw Delivery System will offer consumers the ability to add neutraceuticals to their diets by offering a convenient, long shelf life, straw-based, consumer product.

Imagine the ease and safety of administering over-the-counter medicines and even prescription pharmaceuticals to the young and the elderly via the Unistraw Delivery System - a convenient, measured and portable option to deliver even large doses comfortably.

AlcoholThe Unistraw Delivery System has been identified as a perfect way to add flavour, fun, variety and increase sales in the alcohol ready-to-drink market.

Packaging

This blog is venturing into new territory with its first food product review, but the technology of the Sipahh flavouring straw caught my eye. I have

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a fondness for flavoured milk, so a leapt at the chance to try this new gadget when it appeared on my supermarket shelf (I purchased a packet of 10 straws for AUD$4).

I first became aware of the product when it appeared on the New Inventors, which kindly provides an online video of the Sipahh's appearance. There are further close-ups at theUnistraw web site which provide a good idea of the Sipahh concept.

The Sipahh is a clear plastic straw containing flavour beads, which impart their yumminess as you drink. I tried a choc-mint Sipahh with their recommended amount of plain milk, 250ml. The first taste was surprisingly rich. It takes a while to get used to drinking from a glass of plain milk but tasting flavoured milk. For a while the strength was very good, but over time the beads dissolve, and the flavour becomes weaker. With about a third of the beads left I still had a third of the glass of milk left, but it was too weak to drink. I suspect that voracious children would drink fast enough that this would not be a problem, but people who like to savour their drinks may need to start with less milk.

The Sipahh packaging and advertising emphasises 22

the health aspects of the product, with statements such as:

only 1/2 teaspoon of sugar natural colours no artifical flavours no preservatives

and the Sipahh web site mentions that it has been approved by FOCiS (The Federation of Canteens in Schools) for use in school canteens nationally (in Australia). However, I was slightly alarmed to find the reason for the low amount of sugar. Hidden away in the ingredients list is the artifical sweetener sucralose, which has only been approved in the EU since 2004. Personally, I'd want this more clearly noted on the packaging, giving parents the option to not expose their children to artificlal sweeteners.

It's easy to see why this would be popular at school canteens. They can stock a wide variety of long-lasting Sipahh straws for sale with their more perishable regular milk. Despite its high cost parents would probably appreciate the portion control that the straw brings over the venerable Nestle Nesquik products. However, as a consumer I can't recommend this product due to its use of artificial sweeteners

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LABELLING

Unistraw International’s Sipahh Milk Flavouring Straws have gained international success since its launch 18 months ago. Since late 2005, contracts with food and beverage distributors in more than 100 countries, including all the G8, have been successfully negotiated.

Austrade’s regional director for Europe, the Middle East and Africa, Leith Doody said Austrade has been working with Unistraw in many markets.

“The G8 economies are all large, highly competitive and established markets, so innovation and tapping the resources that exist for companies in those markets will help your business achieve success in these regions - as Unistraw has discovered,” Doody said.

Unistraw’s CEO, Martin Chimes said the company is determined to make history by changing the way people flavour and fortify beverages globally.

“The Unistraw Delivery System straw technology has a multitude of applications. It also fits with the current growing consumer trend for products that combine health and convenience,” Chimes said.

According to the company, the research and development team are finalising a number of

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unique products including straws that will flavour water, as well as deliver medication, probiotics and neutraceuticals.

Unistraw’s trading model has attracted interest from overseas partners who represent Unistraw branded products in a specific country or market. In the near future companies will be able to license the Unistraw Delivery System to deliver their own product formulations and brands in new ways. Several international market leaders are interested in engaging Unistraw as a platform to revolutionise their own food, beverage and pharmaceutical product brand

Goods and/or Services:

Drinking Straws Containing Nutritional Supplements For Medical Purposes Drinking Straws Drinking Straws Containing Flavouring For Beverages

Serial Number:

79029537

Registration Number:

3344462

Filing Date:

Mar 21, 2006

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Last Applicant(s)/Owner(s) of Record

Unistraw Patent Holdings LimitedU0195, Jalan Merdeka87007 Federal Territory of Labuan MY

Related Products:

Pharmaceuticals, Furniture and Articles Not Otherwise Classified, Staple Foods

This is a brand page for the SIPAHH trademark by Unistraw Patent Holdings Limited  in FEDERAL TERRITORY OF LABUAN, ,  . Write a review about a product or service associated with this SIPAHH trademark. Or, contact the ownerUnistraw Patent Holdings Limited of the SIPAHH trademark by filing a request to communicate with the Legal Correspondent for licensing, use, and/or questions related to the SIPAHH trademark.

On Thursday, August 05, 2004, a U.S. federal trademark registration was filed for SIPAHH by Unistraw Patent Holdings Limited, FEDERAL TERRITORY OF LABUAN. The USPTO has given the SIPAHH trademark serial number of 79006227. The current federal status of this trademark filing is REGISTERED. The correspondent listed for SIPAHH  is Shelston

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IP of Level 21,, 60 Margaret Street, Sydney NSW 2000, Australia . The SIPAHH trademark is filed in the category of Furniture Products , Staple Food Products . The description provided to the USPTO for SIPAHH  is Drinking straw containing flavouring for beverages or pharmaceutical, medicinal or health products.

Word Mark: SIPAHH

Status/Status Date:

REGISTERED3/28/2006Estimated Renewal Deadline: March 28, 2012See Trademark Renewal Services

Serial Number: 79006227

Filing Date: 8/5/2004

Registration Number:

3073732

Registration Date: 3/28/2006

Goods and Services:

Drinking straw containing flavouring for beverages or pharmaceutical, medicinal or health products

Mark Description: NOT AVAILABLE

Type Of Mark: TradeMark

Published For Opposition Date:

1/3/2006

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Last Applicant/Owner:

Unistraw Patent Holdings LimitedFEDERAL TERRITORY OF LABUANWhy is this contact information displayed?

Mark Drawing Code:

Standard Character Mark

Design Search: (NO DATA)

Register Type: Principal

Disclaimer: (NOT AVAILABLE)

Correspondent:

Shelston IPLevel 21,60 Margaret StreetSydney NSW 2000, Australia

Classification Information

International Class Code(s):

020

US Class Code(s):

002, 013, 022, 025, 032, 050

Primary Class:

Furniture, mirrors, picture frames; goods (not included in other classes) of wood, cork, reed, cane, wicker, horn, bone, ivory, whalebone, shell, amber, mother-of-pearl, meerschaum and substitutes for all these materials, or of plastics.

Class(es) Status:

Active

First Use Anywhere:

NOT PROVIDED

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First Use In Commerce:

NOT PROVIDED

 

International Class Code(s):

030

US Class Code(s):

046

Primary Class:

Coffee, tea, cocoa, sugar, rice, tapioca, sago, artificial coffee; flour and preparations made from cereals, bread, pastry and confectionery, ices; honey, treacle; yeast, baking powder; salt, mustard; vinegar, sauces (condiments); spices; ice.

Class(es) Status:

Active

First Use Anywhere:

NOT PROVIDED

First Use In Commerce:

NOT PROVIDED

 

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