The Birth of a Brand Brand development in the detergent market in Serbia. Essay is good for using it as a guidline for structuring a marketing communications plan

EXECUTIVE SUMMARY The product development of Talas Ekonomic was a long and hard process as well as an exciting one. It started from market research and went through all of the textbook phases of product development. The initial investment in the project was 3.75 million Euros and 270000 Euros in the initial, ten month, media campaign. The main goal of the project is for Talas to become the leader in the detergent market of domestic detergents however …

…think that whatever they say they are exploiting cheap labor too much and we cannot allow ourselves to become a part of their moneymaking machine. Unfortunately it is probable that we will suffer for quite some time because of our inertness and the mentality of our people. TABLE OF CONTENTS Executive summary………………………………………………………………………1 Introduction………………………………………………………………………………2 Detergent market research and focus group studies……………………………………...5 Brand development and positioning……………………………………………………..15 Launch campaign and media plan……………………………………………………….21 Packaging and advertisements…………………………………………………………...25 Future of Talas…………………………………………………………………………...28