Contemporary Brand Management

Contemporary Brand
Management

EXECUTIVE SUMMARY
Brand management is a important term associated with how a newly launched brand can
be managed in changing business environment. In present scenario, there has been sector
analysis of newly launched brand of juices Aloplum which is of people having preference for
healthy lifestyle. then market gaps have been identified that has created opportunities for this
new product and finally a marketing plan has been prepared that so helping in achievement of
various marketing objectives in given period of time.

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................2
INTRODUCTION...........................................................................................................................4
Sector analysis.................................................................................................................................4
Consumption trends and major opportunities.........................................................................4
Major competitive brands & market situation........................................................................5
Analysis of major brands in sector & positioning maps........................................................5
Development of a new brand...........................................................................................................7
Identification of market gaps & opportunities for new brand ...............................................9
Explanation of brand graphics ...............................................................................................9
New communication strategy.................................................................................................9
Discussion of various brand components.............................................................................10
Recommendations on how brands have to be managed in coming period of three years.............10
Marketing plan .....................................................................................................................10
CONCLUSION..............................................................................................................................12
REFERNCES.................................................................................................................................13

INTRODUCTION
Brand management is a process where there is maintenance and development of a brand
that s helpful in making positive results. It is a process that involves various factors such as cost,
customer satisfaction and competition in the market. In present report there is a brand that is
developed and launched in beverage sector named as “AloPlum” juices that has to be launched in
London initially and depending on its success it will be launched in other cities. This is a new
brand category that is being launched and it has many benefits such as main differentiation of
this brand is it consist of combination of different fruits but alovera and plum are two common
ingredient present in every combination (Reed, 2018). Present report discussed various aspects
such as consumption trends, major competitive brands, identifying market gaps and various new
opportunities. Further there is explantation of market gaps and brand graphics followed by a
marketing plan for the new brand that has to be launched.
Sector analysis
Consumption trends and major opportunities
Revenue in the juices segment is amounted to US dollar 2,823m in the year 2020. further
market is also expected to grow by 0.8 percent in coming years if 2020-2023. this figures has
lead to entrepreneur getting attracted towards these sector (van Zyl, Meyers, and Rybicki, ,
2017). Consumption trends of people in UK are completely changing with growing concern for
health there has been a complete shift way people are willing to live a healthy lifestyle.
Major opportunities:
Approximately half of young population in UK is preferring to drink juices at least once
in a day time. Younger consumer are willing to buy juices instead of aerated drinks reason
behind the sugar content in such soft drinks. There has been lot of experiments which exiting
juices are doing in terms of adding more smoothies, combination of vegetable juices to existing
ranges. These are less sugary options with high nutritional content in it. The plunge of fruits and
vegetable salads to positive results if used regularly by people.
Such aspects of juices are appealing customers especially millennials. Further, us eof
exiting flavours and adventurous are attracting more people towards such beverage brands.