You are an intern for a major beverage distributor that is considering launching a new beverage product in the crowded beverage industry, BUT they want this beverage to be aligned with an existing personality: YOU. It is your job to align YOURSELF with this new beverage and create a brand wheel and marketing strategy to bring to market.
This case is meant to deepen your understanding of personal branding and how to explore the many dimensions of a brand. You will use YOURSELF as the personality behind the new beverage and create a brand wheel that will identify the key brand proposition (based on YOUR person/personality and the product) and then fan out to define the rest of the aspects that make up your brand. (See the example brand wheel, but you are welcome to search “Brand Wheel” in Google for many more examples.)
You will then discuss a strategy for bringing this product to market.
Key Project Moments:
Person/Personality that you selected (WHO ARE YOU?)
Product you are recommending (why, how does this fit with YOU)
Define main brand proposition, and fill out BRAND WHEEL completely
Brand Proposition
Facts and Symbols (create a logo or find one that aligns with your brand vibe)
Brand Personality
What the brand does for buyer
How they buyer describes the brand
How does the brand make the buyer look
How does the brand make the buyer feel
Discuss marketing strategy for introduction into market
Consumer, category, competition, trends, pricing
Media – where would you invest in; any integration you would think of doing; any partnerships/collabs (digital, tv, OOH, print)
PR – what sort of brand acts or moments that are unique to help bring this to life
Experiential – how could you create an event and activate
Off premise programming (below the line) – how does this show up in store (displays, case cards, recipe cards)
On premise programming – or other sales location
Design and copy – logo, fonts, style, tone
Above the line – photography and videos – what should they be? You can take examples from the market/internet
PRODUCT: You will suggest what the beverage should be (and why). Discuss all of the details about the drink.
PRICE: Suggest a price that is in line with current prices on the web or in stores
PLACE: Where it should be sold
PEOPLE: Who is your target audience? Be specific, do research! Understand the beverage market overall
PROMOTION: THE CAMPAIGN. Discuss position in the market, how to market the new beverage, where to market it
Submission details:
You should prepare your project in PPT form. Include all of your pertinent details on the slides (not in the notes section). Craft your presentation as if you were going to present to the stakeholders at the company.Consider not only quality content but also the design and the delivery – your presentation should have valuable, useful suggestions, clearly defined ideas and easy to understand text. You should come up with a product and a comprehensive marketing strategy minding as many of the elements in the list above as possible. Use images to illustrate your point where possible.
Have fun with this and get creative!
