PRODUCT & BRAND MANAGEMENTCreative Project

“SharpShooters” is the brand founded by Varun student ofLM Thapar School of Management. Aim of this brand is toprovide “entertainment and fun” to all the students andfaculty of the School along with the other residence of thecampus, also serving them with the basic food stuff i.e.snacks and the beverages. Motive behind the establishmentof this brand is to fulfill the basic necessities forentertainment at the door step , because this school is 6-7km far from the city.

1. Eagle Eye2. snookie snooker3. Corner Pocket 4. 8's in the Hole 5. Right on Cue6. Cafe n snooker pool club7. Snooz n snooker pool club8. Young guns 9. Smashers!!! 10. Rack N Roll11. SharpShooters12. The Rolling Stones13. Bull's Balls14. Sticks & Stones

Other names for the brand

Strategies for choosing right name

1. Product’s Features

2. Connect the words

3. Try it

Product’s Features

1. Strategic thinking 2. Hand eye coordination3. Affordable4. Reading Others5. Played almost anywhere6. Self-esteem enhancement7. Healthy8. Offers9. Optimistic10. Tailor-made11. Entertaining 12. Relax even though enjoying the game13. Stackable 14. interact with others15. Understanding of statistics and probability16. pleasure and social enjoyment17. concentrate and coordination18. panic amid crisis19. Recyclable

Before choosing names, I build a list of product'scharacteristics. Those can be product's features, marketspecifications, keywords related to the product and itsusage or brand's values.

Connect the words1. Strategic thinking

2. Hand eye coordination

3. Affordable

4. Reading Others

5. Played almost anywhere

6. Self-esteem enhancement

7. Healthy

8. Offers

9. Optimistic

10.Tailor-made

11.Entertaining

12.Relax even though enjoying the game

13.Stackable

14. interact with others15. Understanding of statistics and probability16. pleasure and social enjoyment17. concentrate and coordination18. panic amid crisis19. Recyclable

Then I took keywords list and select 10 to 15 words thateither represent your product best or that sound best.Tried to connect those words together to create a list ofpossible names. Tried to use only the words coming fromthe list , but not necessary.

Things I Kept In Mind while naming:-

•Easy to remember

•Easy to identify

•Sounds good

•Trendy

•“Talks" to the market representatives (is the name meaningful for its target market?)

•Corresponds to the brand's image (does the name reflect your values and the image you want to communicate?)

•Easy to export to other markets (will other languages be able to pronounce it? does it has a meaning in otherlanguages?)

Connect the words

Try It

After that i have selected a small number of possible names, it was time for me to try them.

• Create some simple "prototype" packaging of my product with their name on it then ask for a sample of students togive their first impression regarding the name of my product.

• First, simply told them the name without showing anything and note their first impression: what does this nameevoke to them? What kind of product do they expect to get after hearing its name?

• Then, showed them my sample packaging and ask for their first impression again: which one is more appealing? Ifthey had to choose one only based on the name, which product would they pick?

• Then i gather the received feedback and comments and estimate which name has the best impact on people.

No. Of Students Like Brand

Eagle Eye 10

Snookie snooker 7

Corner Pocket 5

SharpShooters 20

Young Guns 2

Sticks & Stones 6

Smashers!!! 9

Right on Cue 1

No. Of Students Like Brand

Eagle Eye Snookie snooker Corner Pocket SharpShooters

Young Guns Sticks & Stones Smashers!!! Right on Cue

Note:-Survey done on 60 students of LMTSM Derabassi

Try It

Elements define brand’s personality

A set of human characteristics that are attributed to abrand name. A brand personality is something to whichthe consumer can relate, and an effective brand willincrease its brand equity by having a consistent set oftraits. This is the added-value that a brand gains, asidefrom its functional benefits.

1. Strategic thinking

2. Hand eye coordination

3. Affordable

4. Reading Others

5. Played almost anywhere

6. Self-esteem enhancement

7. Healthy

8. Offers

9. Optimistic

10.Tailor-made

11.Entertaining

12.Relax even though enjoying the game

13.Stackable

Already Discussed Earlier

Brand Positioning strategies if Competitor Exist

Things I will Keep In Mind:-

• Understanding how each competitor is positioning their business today (e.g. claiming to be the fastest, cheapest, largest, the #1 provider, etc.).

• Documenting the provider's own positioning as it exists today.

• Comparing the company's positioning to its competitors' to identify viable areas for differentiation.

• Developing a distinctive, differentiating and value-based positioning concept.

• Creating a positioning statement with key messages and customer value propositions to be used for communications development across the Business.

Brand Positioning strategies

Points-of-difference (POD)•The aspects of the product offering that arerelatively distinct to the offerings of likecompetitors.

Points-of-parity (POP)•The aspects of the product offering that arelargely similar to the offerings of like competitors.

Similar Tables, cards,building

Organic products

Sound System

Flexible Timings

Centrally Air

Condition

Brand Positioning strategies

Pricing Strategy

Launch the Brand

1. Define the Brand to the customers“Sharpshooters” is the elegant , cutting-edge club. Its target customers are the people of

Thapar University. We want to engage our customers in gaming events, we want our customers to spendthere free time with us, we are providing customers with the in door facilities for the fun and entertainmentalong with the food and beverages.

2. How to reach the customers• Personal Meetings• Pamphlet distribution• Internet & Social Media• Telephonic Conversations

Note:-I have a small budget, that’s why i focus on new channels such as social media, which is more affordable than traditional media outlets.

Launch the Brand

1. Events to launch my brand-- I will launch my brand after the Diwali festival when new session start.

-- Students will be excited to see the new brand near the campusand will definitely try it.

2. Keep workingLaunching a brand is not a one-day activity. Successful brands work tirelessly to capture and

maintain the public's attention. I will spend time each day doing something to promote my business. Whether it's engaging with customers on social media sites, sending out pamphlets or offering promotions and incentives.

The best brands have one thing in common: Brands remain actively engaged with their customers.

Offerings & Recall

1. Develop and Use a Brand Icon

Use of an iconic character or visual identity can clearlyincrease brand recall, particularly when the icon becomesan equity thru repeated usage over time.

2. Create an Acoustic Identity• Icons are not limited to visual characters of identities. Music can be iconic, too.• I will use a particular list of songs that will make the environment while playing.

Offerings & Recall

3. Show and Tell Brand Early and Often

if there exist any competitor of mine , I will launch my brand early as possible then that of competitorbecause Research has usually shown that showing your brand early and often enhances consumers abilityto recall your brand. Showing and telling also works to improve brand recall.

4. I will make using my products a daily habit

Offerings & Recall

5. Use word of mouth marketing

6. Link my product attributes with something relevant

e.g.:- use of “Strategic thinking” attribute with the regular study concepts.

7. Flexible timings from 10:00am to 10:00pm

Videos & References

https://www.youtube.com/watch?v=UCRzA19-pUI

https://www.youtube.com/watch?v=JzewjRf_TfI

Brand Positioning:-Strategies for Competitive Advantage(2nd Edition) BySubroto Sengupta

Strategic Brand Management(3rd Edition) ByKevin Lane KellerM.G. ParameswaranIsaac Jacob

THANK YOU