BPMM 3113 BRAND MANAGEMENT (FIRST SEMESTER, 2016/2017 SESSION) CRITICAL BRAND REFLECTIONS PREPARED FOR: DR HASNIZAM BIN SHAARI PREPARED BY: NAME: TAN WAN WEN MATRIC NO: 239443 1
TABLE OF CONTENT Descriptions Page Number 1.0 Favourite Brand- 100 PLUS 3-6 1.1 100 PLUS History 1.2 100 PLUS Logo 1.3 100 PLUS Products 1.4 100 PLUS Brand Positioning 1.5 100 PLUS Marketing Tools 2.0 Bad Brand- NOKIA 7-9 2.1 NOKIA History 2.2 NOKIA Logo 2.3 NOKIA Tagline 2.4 NOKIA Products 2.5 NOKIA Marketing Strategy 2.6 NOKIA Failure 3.0 Major Competitor of 100 PLUS 10-12 3.1 Comparison of Brand Positioning 3.2 Points of Parity 3.3 Points of Differences 4.0 References 13-14 1.0 Favourite Brand- 100 PLUS Figure 1.0 100 PLUS Logo 2
Formulated by Fraser & Neave Limited (F&N), 100 PLUS is my favourite brand for isotonic drinks. 100 PLUS was introduced to Malaysia’s market dated back in 1983 and it is the leading isotonic drink brand in the market for more than 30 years till now. 100 PLUS besides being the Malaysians favourite isotonic drink it has also propelled to be a top selling brand within the ready-to-drink beverage market with a strong brand reputation. 1.1 100 PLUS History Dated back to 1883, John Fraser and David Chalmers forged a partnership and formed Fraser & Neave (F&N). Fraser & Neave Ltd was formed later in 1898 and the company had branches in Kuala Lumpur, Malacca, Seremban, Ipoh, Penang, Bangkok and various agent offices during 1913. 1983 marks the birth of 100 PLUS (pronounced as HUNDRED PLUS) which made its mark as the Number 1 isotonic drink in Malaysia. The isotonic drink was named as 100 PLUS in conjunction with the commemoration of Fraser & Neave Ltd 100th years in Asia. 1.2 100 PLUS Logo A logo is a brand recognition that has value, it grabs consumer’s attention. Figure 1.0 shows 100 PLUS logo that consists of red, blue and green colour with edgy wordings. Blue is associated with the depth and stability of sky and sea and makes us feel calm, comfort and confident. Red colour resembles active, aggressiveness, passionate while green colour associates with calm and relax. Those 3 colours and the wordings combined makes up 100 PLUS logo that I can easily recalled. I can recognize the logo instantaneously since young because of pops of colours and reason of my purchase. 1.3 100 PLUS Products 3
Figure 1.1 100 PLUS Products Based on Figure 1.1, 100 PLUS comes with a variety of flavours such as Original, Tangy Tangerine, Lemon Lime, Berry, Aqtiv and the newly introduced 100 PLUS EDGE. 100 PLUS is uniquely loaded with electrolytes, carbohydrates and minerals that keeps the body rehydrated for speedy body recovery and optimum level of body function. I personally like that F&N company’s research and development unit is innovative by formulating different varieties of 100 PLUS flavours. With the introduction of different 100 PLUS flavours, it is able to cater to wider customer markets that have different tastes and preferences. In 2012, F&N launched 100 PLUS EDGE , an enriched Vitamin B non- carbonated drink that aids in energy boost and speed up after sports recovery.
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