It is no secret that the first thing a consumer pays attention to is the packaging itself– its color, shape, printing technology, bright and large images. And if he is interested in the product, he begins to study the packaging in more detail. In this case, various texts on the package – the name of the brand, a line of titles, a unique selling proposition and various inscriptions supporting positioning – help to fix in the mind a positive image of the brand.
Those who have experienced the development of a new vodka brand know that registering a new vodka name is very problematic – almost all names are already registered trademarks, even if they are not released on the market. That is why, if the manufacturer still managed to create a new brand of vodka, he tries to make the maximum emphasis on the name itself. And the vodka name can be reinforced with utp and positioning.
UTP should reflect the very essence of product positioning, and should interest a person to buy the product. Let’s look at examples of how to successfully reinforce the name of a brand.
1. TM “Belogorie”
When interviewing people, the first thing people call the word combination “white mountains”. However, if we compare the survey of people in the Belgorod region, where vodka of this brand is bottled and sold, people already have more associations with the city of Belgorod. Some residents also mention the word “chalk” in connection with the word combination “white mountains” (Belgorod region is a large deposit for chalk mining).
That is why it is not surprising that for the Belogorie trademark was developedUTP“Natural filtration with chalk”. When producing vodka, water prepared by a unique chalk filtration technology is used, which makes the vodka really soft and pleasant to taste.
Belogorie vodka is a souvenir vodka. Such a UTP associated with Belgorod will be appropriate.
2. Perepelka TM
It is quite logical that the first associations with the bird quail. It was possible to emphasize the name and offer consumers a unique positioning with the help of utp “On quail eggs”. The best specialists of the “Institute of Natural Products” developed for the manufacturer a unique technology of vodka purification – filtration of vodka with quail eggs protein.
Due to the unique technology, successful positioning and strong support in the media channels, consumers liked TM “Perepelka” vodka, which made the brand very successful in sales. This success attracted a lot of attention, which became the reason for the appearance of other analog products: mayonnaise “Korolevsky Smak” on quail eggs, mayonnaise “Ryabya” on quail eggs, mayonnaise “Sloboda” on quail eggs and others.
3. TM “Dubrovka”
People associate the name Dubrovka with oak, oak forest and acorns. As a result – a unique selling proposition and positioning that no one has used before – vodka on acorns, which ensures memorability. The idea is that acorn flour can be used as a bonifier (flavor enhancer).
4. “Serebroff” TM
The first association that the name of the trademark “Serebroff” evokes is: silver and purity.
This is whySerebroff vodkais positioned on the market as silver purified vodka. CBP is quite common and quite often used, which is not a good thing. But people are used to it and trust it. And another UTP for the name “Serebroff” is simply not suitable.
5. Avant-garde TM
The logo of the Avant-garde trademark is made in the form of large letters “Ag”, which gives consumers a direct association with silver. Therefore, Avant-garde vodka is also positioned as silver-filtered vodka.
6. Absolute Standard TM
The brand name creates an image of absolute quality, so this image is supported by the positioning of the Total Fluid Control and in the form of the slogan “Absolute quality. Absolute standard. Absolute vodka”.
7. Belogor TM
One of the best examples of well-developed utp and positioning of vodka can be considered vodka of Belogor brand. The front of the label reflects utp in the form of a badge and as a toast: for new trees, for new roads, for clean water and forests.
The counter-label fully discloses the essence of the utp:
8. Talka TM
The name of vodka brand “Talka” is directly associated with melted, melted water. That is why the USP of this vodka is “wheat infusion on melted water”. The manufacturer also emphasizes that the vodka is produced in Siberia, the land of crystal streams.
9. TM “Cranes”
Vodka “Cranes” is positioned in the market as a vodka “light as a feather, soft as a cloud” (the UTP is depicted on the collarette), and to reinforce the premiumity are used inscriptions “Produced by a unique technology “stream” and “Product of high ecological purity” (many people associate cranes with lightness, grace and purity).
10. Five Lakes TM
Vodka “Five Lakes” is a real Siberian vodka, for the production of which natural “living” water of taiga lakes of Siberia is used.
The vodka’s UTP is written on the cap, while the essence of the UTP and positioning is fully disclosed in the “little book” that hangs on the neck of the bottle. The essence of the UTP of the trademark “five lakes” is that for its production it uses water that feeds taiga lakes. This water is not just pure, it contains silver and can heal. People call it “living” water.
Examples of unsuccessful vodka positioning
– TM “Veterok”. Lightness, airiness, breeze – that’s how people perceive the name of TM “Veterok” vodka. Its reflection and the essence of the name is revealed in the slogan “A sip of pure sky” and in the “airy” design.
Despite the interesting positioning, consumers did not accept the brand. Many note that the slogan “A breath of clear sky”, “The drink will allow you to breathe in the purest Baikal air” sounds a bit absurd and is more suitable for advertising medicines. Many people perceive “Veterok” vodka with humor: “Veterok” will carry you away, a bottle of vodka will quench your thirst, and so on.
– Vodka “Stolichny Doctor”, strangely enough, has a medical positioning. The label of the vodka uses the doctor’s “prescription”: “Take the elixir not every day. Together with a meal.” The idea behind this positioning is to reinforce to consumers the image of alcohol and a healthy lifestyle. But nevertheless, the expected backlash was not received by the brand. Apparently, no inscriptions and advertising will create an impression of the positive effect of vodka on the human body.
Based on these two bad examples of positioning, we want to tell you that coming up with a twist is really not that hard. The difficulty lies precisely in how the new product will be perceived by the consumer. For this purpose, it is necessary to conduct a competent research of the target audience and consumers, to determine the motives that guide their choice of vodka.
Knowing these factors, motives, will allow you to determine the positioning and unique selling proposition for your own brand.
5 factors (motives) influencing the choice of vodka
1. Brand reliability is the most basic and most effective factor. Buyers, for whom brand reliability is the main criterion of choice, try to minimize risks and buy “proven” brands of alcohol.
2. Brand prestige – purchase of alcohol is made on the basis of symbolic meaning, image of a trademark. Buyers guided by this principle buy vodka based on the popularity and prestige of a trademark, brand.
3. originality of the brand – the buyer is interested in self-actualization, he wants to stand out from the general mass of people. Such people like to buy new products distinguished by their originality (unusual flavor additives, original label design, non-standard bottle shape).
4. Rationality – the buyer chooses a brand based on his own rational decision on the ratio of quality and price. One of the types of rational approach to buying vodka can be attributed to the purchase of vodka for cocktails (the consumer considers vodka not on the principle of price, but on the principle of functional possibility of use for the initial purpose).
5. Experimentation – Experimental shoppers like to buy new brands. At the same time, they are not looking for a brand to stop at, they are interested in trying all options.
So, you’ve identified the motive, developed the UTP and positioning, what do you do next? It’s simple – next you need to understand how the target audience will perceive the new product. You can do this with the help of a focus group survey.
Branding agency KOLORO will help you create a successful brand. Along with name development, package or label design, corporate identity design, we provide comprehensive marketing support – we conduct competitor research, consumer analysis, focus group surveys.
Call and contact us right now! Our contacts:
057-760-26-05,
057-760-26-06,
099-618-87-50,
info@lkoloro.ua
We’d be happy to help!
