Individual Brand Development

Chapter 1: Selection of Product or Service

I have been assigned to create a value of a bulb which is unique, a category of its own, a novelty, differentiated enough to compete in a non-competitive environment.

Since I'm a brand, I love to take challenges. Since I'm an innovator, as I'm not an ape I would like to engineer enough value to delight my customers again in a non-competitive market space.

The uniqueness of the bulb will be it won't be for only day or night. It will be for 24/7. That is it will serve the purpose of both the normal bulb and the dim bulb and in an intelligent way. So the consumer don't need to take the hassle of switching on or off, rather they will just programmed it for once and it will serve accordingly. So I'm basically going to produce an intelligent lighting for consumer household & office. And the value that is going to differentiate it most from the existing lights is it is going to work on its own with its own produced energy. So in this era of energy consumption it is definitely going to save utility cost. So the core value of this intelligent bulb is it is going to cut electricity bill.

Chapter 2: Value in Brief

Fig: Approximate Shape of "Diei Quod Nox"

Before I define the "Discriminatory Factor" I should specify the working process of the intelligent bulb so that it will be easy to understand. In most of our household we have either carpet or mat as a floor covering. While we walk on the carpet or rub our foot against the carpet a sort of static electricity is produced due to friction. A wired panel from the "Diei Quod Nox" will be placed under the mat or carpet or "Paposh" (small version of the carpet used to clean dust and mud while entering house), which will use some of this static electricity to operate will store the rest for future use.

Core Value of the Product

The bulb is going to save cost in the following ways.

* No electricity consumption for the operation of the "Diei Quod Nox" as it is going to generate its own electricity.

* No needs to buy any more Aerosol or Insect Coil as "Diei Quod Nox" perform that function too.

* Cost of buying air freshener is saved too as "Diei Quod Nox" will act like an air freshener. And whenever it will perform automatic spray it will do so with beep sound.

Augmented Value of the Product

* The light intensity sensor will be able to sense the intensity of the light present in the room. So when the room will get dark (can be adjusted) automatically the quadrants of the normal light will get lighted. More it get darks more will be the number of the quadrants lighted. Can be done manually also.

* The dim light can be functioned to operate at a certain time of the night or can be done manually also. If functioned it is going to make your life punctual.

* When the dim light will be lighted or can be done manually also the Insect Repeller is going to create human inaudible sound that is going to kick the insects out of the room.

* The fragrance sprayer is going to spray fragrance after a certain interval as programmed or due to manual operation.

* Above all its sleek and stylish design is definitely going to be a showpiece of your wall.

* Each and every option can be turned off manually.

Chapter 3: Target Market

The target market of "Diei Quod Nox" in the beginning will be all the lower class and the middle class people of Bangladesh. The middle class people are targeted as the major sufferer of the load shedding. And the lower class people are those who don't have electricity in their house to operate an electric bulb.

Currently the lighting industry and their consumers can be identified as follows. One group (especially in the urban area) uses the electric bulb for their lighting need. On the other hand the people of the rural areas who don't have access to electricity of Bangladesh use lantern/hurricane for their lighting need. "Diei Quod Nox" is going to target this potential group of consumers.

When the successfully positioned in the mind of the people of Bangladesh it will launched internationally in the developing countries like India, Pakistan etc. who have a similar set of needs for lighting.

In the above targeting process both the 2nd and 3rd tier customers for electric lighting industry and the fuel run light industry are targeted. As a result a new market will be created in between them. And the target consumers to be more prйcised will be them.

Chapter 4: Mix & Match of the Brand elements

Brand Elements Memorability Meaningfulness Transferability Protectability Adaptability

Name Diei Quod Nox

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Rhythmic, can be remembered easily. 

In Greek the name means day & night. 

As the name is in one of the ancient language so it is transferable to any other language without defoliation. 

Due to the existing TM everything related to this brand is protected. 

Adaptable in almost all language having the origin in Greek.

Symbol/Logo TM

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Simple logo, so easy to remember. 

The inner black symbol stands for night and the second white circle stands for day while the blue eclipse stands for peace. 

Basic shape transferable in all language. 

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