1.0 Executive Summary Bayan and Brothers (B&B), is a fresh juice company, offering 100% organic juices with no added ingredients. The founders of the company are Bayan Dotchev and brothers Mourad and Kareem Awad. They started up their business in the beginning of 2010, with the financial help of an investor who had an interest in their product. He helped us by investing 1 million Pounds for the launch of our company. We are expecting to launch our products in the end of December 2013. Our product line include organic juices that come in 10 different flavours, ranging from classic orange juice, to pomegranate and strawberry juice or passion fruit and coconut juice. In order to market our products efficiently, we will undergo an Integrated Marketing Planning, to find our mission statement, our target market and how we will reach that target market. We will develop a brand and make sure the way it is perceived by the customer to match the brand positioning we have chosen to go with. 2.0 Corporate and Brand Strategies 2.1 Corporate Image Strategy Our mission statement is to make our consumers enjoy organic juices more than they ever did, giving them enjoyment, health and happiness throughout the day. Our products vary; we are big enough for the UK market as we offer many different flavours of organic juice. The ten types are: mango, orange, pineapple, kiwi, banana, multivitamin, peach, carrot, orange and mango and carrot and peach. The sizes of our bottles are designed for all needs and ages; the smallest bottle is 0.25 ml while the largest is a bottle of 1l . B&B is an iconoclastic company name; it is not directly related with the services or products provided by our company. However, B&B is easily recognizable and easily remembered for children and older consumers alike. The logo consists of green flowers around an orange which has the inscription B&B. The first B looks to the left, and it stands next to a normal B. The green symbolizes tranquillity, health, freshness, stability and appetite. Orange symbolizes fun, cheerfulness, warmth and youth. The opposite B’s in our company logo have a deep message underlying it. The first B, which faces the left side, shows life without having tried the best organic juice in the United Kingdom. It symbolizes that something is upside down and missing from your life. The second B shows the unique pleasure that customers feel after consuming our product. 2.2 Brand Development Strategy We are a group that offers products related one another under one name. We are therefore a family brand. We aim to build an integrated relationship with our customers, pushing to offer them positive emotions, values and experiences. 2 of our goals are to have complementary branding with Nike, as well as cooperative branding with Whole Foods. 2.3 Brand Positioning Strategy Our Brand positioning strategy is quality positioning. We emphasize the fact that we offer the best quality in the juice market (100% organic , no added ingredients), for a reasonable price. The brand positioning fits due to the large range in the target market. Our target market consists of anyone looking to stay healthy, more specifically young adults in between the ages of 18 and 30, mothers, and grandmothers, and anyone who plays sports. 2.4 Public Relations Our Public Relation deals with building a reputation as a trustworthy company that really cares about a better lifestyle. The campaign is going to offering free samples in supermarkets and locations that offer fresh food, like by quality restaurants. Looking at the example of Innocent, a smoothie producer that was founded in 1998 in the UK, collaborations will be very important to the growth of the company. Innocent has collaborated with McDonald’s and Coca-Cola, and has since that move, see a rapid growth in sales and in worldwide reputation. Still looking at Innocent, the Scandinavian market can be a big opportunity as the smoothies gained rapid reputation in Sweden and Norway mainly. 3.0 Promotion Opportunity Analysis 3.1 Communication Market Analysis To understand buyers’ behaviour, it is important to first evaluate the necessities of the customers, understand what motivates them to purchase a product. It makes it easier to influence the buying process to ensure that they make preference to our products. The first step of identifying buying behavior is to identify the need or problem a consumer might have. Nowadays, consumers can obtain product information easier than ever before due to mass media and advertising. Therefore, it is harder to our product as consumers’ favorite. Usually, people prefer taking advice from friends or family before purchasing a product, rather than getting influenced by advertisements. Therefore, one of our goals is to increase mouth to mouth marketing with aggressive advertising in the beginning so people are aware of our product. Our 100 percent organic juice corresponds to physical needs for the customers, but