Amazing Beverages Inc Report

Amazing Beverages Inc.

Interoffice Memo

DATE:               March 7, 2016

TO:                    Estrella Hortada, Vice-President

FROM:              Tasha C. Meeuwenoord, General Manager

SUBJECT:        Brand name proposal for new cola-based soft drink

Amazing Beverages Inc. has developed a new cola-based soft drink that requires an effective brand name that will highlight its great taste and differentiate it from other soft drinks. I’ve created a brand name and have consulted with my lawyers regarding the authenticity of the name.  Field research was conducted amongst the target audience to assess their preference and favor towards the recommended names provided.

Recommendations

To feature the unique qualities and brand personality of the new soft drink amongst the primary audience, three names have been considered. However, the first listed name below is the chosen recommendation to represent the soda product.

• Keen!: a simple, modern and fresh name.

• Fizz/Bang: characterizes the soda taste.

• OK Cola: a traditional and familiar name.

Facts and Findings

A taste test was given to our target market, comprising of males and females, age 15 to 34.

In January, a field research survey was conducted by Market Research Inc. involving 1,000 participants. An equal ratio of males and females of the target audience were surveyed regarding their brand name preference.

Survey findings below:

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Discussion and Analysis

The taste test of the targeted group revealed that the participants enjoyed the beverage with positive feedback. Participants stated that the beverage embodies a bolder and fizzier taste than other cola drinks.

From the field research survey, the data gathered concluded that a higher percentage of females (more than half at 60%) preferred the name “Keen!”. The highest percentage of males at 45% preferred “Fizz/Bang”. “OK Cola” generated the lowest preference percentage amongst males and females. Ultimately, “Keen!” is a favourable name among our target group and I believe it expresses the brand’s personality and the language of younger consumers. “Keen!”  by definition is having or feeling eager, enthusiastic or a desire. What better way to describe and relate to the target audience. Younger consumers are energetic, optimistic, eager and enthusiastic to start planning and working towards their future goals. “Keen!” isn’t just a name that represents the characteristics of the target audience but also their lifestyle and the great taste of the new beverage. It’s a simple, modern and fresh name.