Branding and Marketing of Kooler Refresh Essay Example | Topics and Well Written Essays - 1750 words

Branding and Marketing of Kooler Refresh - Essay Example This paper analyzes the branding concept in relation to the launch of a new product and is realized in the development of a soft drink. The product under consideration is Kooler Refresh that is meant to be a competitive drink against the existing products within the U.S. market. With the desire for the market to experiment on newly developed products, Kooler Refresh has been advanced to compete against the established products like Coca-cola and Pepsi that dominate the market share. Brand Positioning Kooler Refresh is a new product to be launched within the U.S. market under the soft drink category to counter the development of a dominant market share by existence products. The product has been based on the need to deliver affordable brand with familiar flavor and quality as compared to the existing brands. The product also seeks to target a defined demographic with the contents within the brand promising added incentive to the consumer. Why Kooler Refresh The soft drink is produced based on the natural fruits as the sole ingredient with the only additive being sugar and glucose. The component comes in variable flavors with the tropical mango, orange and strawberry expected to dominate sales. The new brand targets the demographic that requires valuable taste, health and energy. The target is included in energetic youth and elderly individuals who present the need in delivering satisfactory consumption rate. The product had also been launched based on the principle of affordability after conducting research on the three leading flavors on the demographic. This had been done in three local schools that offered preference to the brand as compared to the other competitors. The leading brands within the market have been in Coca-Cola with Pepsi taking the second position. These brands have utilized the concept of endorsement from celebrity and leading functions in marketing the product. The other paramount position had been realized in the period applied by their mar keters to gain the market share. These brands minimize the prevalence of a new product through promotional campaign and the preference of the customers on a familiar taste of brand. These have been most dominant propositions with customers failing to purchase alternative products at lower products for the recognized brands (Gelder, 2005). However, Kooler Refresh is planning to take advantage of the current market trend. With the catchy phrase that is based on the marketing campaign to promote the healthy product, the competition would be sustained with the realization of the harmful carbonated drinks. The brand targets majority of the customers to be the youth and young energetic children. These are the target that requires added flavor to the drink with positive implications to developing their health. The company also wishes to maximize on generating profit through investing on affordable prices on the established quantities. Kooler Refresh not only rejuvenates the health presenta tion, but also presents a quality taste to be linked to the natural fruit composition that lacks in the competitors drink Moreover, the packaging would be in recyclable material with a uniquely designed ? liter bottle to be used for extended purposes like holding water. Brand Concept The proposed applied strategy to achieve the market position had been in the development of an outstanding brand name. Kooler Refresh is a name that does not share similarity to any other soft drink product in the