46105845 Emami Brand Architecture

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[OVERVIEW OF BRAND ARCHITECTURE]-byClick to edit Master Arkaprava Ghosh

subtitle style

4/13/12

NAVRATNA OIL: BRAND OUTLOOKEMAMI Ltd. Largest brand of2010 saw a 25% volume growth driving 30% revenue growth 15-20% growth momentum can be sustained on the back of new variants launched with aggressive promotions in North India Market size of Rs. 5507 mn ($117 mn) Market leader with 48% market share Rated as one of the most trusted brands by ORG Marg Commissioned some of the most 4/13/12Source: KRC

POSITIONING OF NAVRATNA OIL BRAND

COOLING is the core equity of the brand With the induction of AMITABH BACHHAN as endorser of the brand NAVRATNA OIL saw a major shift in communication as a stress busterNavratna tel ki maalish se neend aa gayi Navratna tel lagaiye , sardard tension dur bhagiye

4/13/12

POSITIONING OF NAVRATNA OIL BRAND it as a unique blend of 9 herbs Packaging promoteswith multiple benefits prevent premature hair fall granting sound sleep Homogenous Preference Benefit: COOLING EFFECT aids to increase memory

Eliminates tiredness

Clustered Preference Benefit application on minor cuts and burns 4/13/12

relieving headache

BRAND SEGMENTATION:

TARGET GROUP: 18+ SEC A.B.C.D ; SEC R1-R4 Initially brand was targeted for predominantly male Key issue : unable to tap the female consumer market To rectify that NRO has recently launched an ad with housewives

4/13/12

Brand setbacks were mainly faced in UP & BIHAR where HIMGANGE ruled the market owing to its heavy margins HIMGANGE offered cumulative margins of 40% whereas NAVRATNA was able to offer just 18% The target population there also found HIMGANGE to be more effectiveLAUNCH OF NAVRATNA EXTRA THANDA OIL

4/13/12

NAVRATNA EXTRA THANDA Navratna as a brand with the top class brand ambassadors had a huge awareness all over India

HIMGANGE Not being a huge brand himgange could not afford to spend on media and totally relied on distribution and word of mouth Prices & margins remained the same , so no scope for comparison remains

Competitor pricing strategy was followed

Endorser: Amitabh Bacchan a Upiite Superior feel and packaging Excellent availability

Low packaging and feel led himgange to lose its market share to NRXT

4/13/12

MARKET GAP

Cool oils are just 15% of the total hair oil categoryNormal hair oil users do not KEY prefer the ISSUE strong fragrance & stickiness of NAVRATNA LITE OIL launched with a mild fragrance and cool oils non stickiness

TG: 25+ ALL SECs predominantly females

4/13/12

Steep fall in sales in 4QFY10 can mainly be accounted to high sales during 4QFY09(the company reintroduced the Re.1 sachet). Growth targets are set to rise by 1QFY11 4/13/12 Source:IIFL

BRANDS

SKU 3ml 50ml 100ml 200ml 500ml 3.5ml 100ml 200ml 100ml 200ml 400ml 100ml 200ml 400ml 50ml 100ml 200ml 500ml 200ml 400ml 100ml 200ml 400ml 3.5ml 50ml 100ml 200ml 500ml

MRP 1 25 47 78 175 1 48 88 48 88 145 48 85 155 25 47 88 195 72 150 30 50 150 1 25 45 80 175

HIMGANGE

BANPHOOL

HIMTAJ

HIM RAHAT COMPETITOR SNAPSHOT RAHAT ROOH

HIMANAND BHIMSAR

DULHAN

4/13/12

NAVRATNA TODAY

Cool oil category is growing at 10-15% on an annual basis Target of over 19% growth for NAVRATNA OIL for 2010-11 fiscal Focus on strengthening and popularisng NAVRATNA LITE OIL & NAVRATNA COOL TALC Re 1-sachet of Navratna oil, aimed at semi-urban and rural markets, contributes around 30 per cent of total sales of Navratna Oil products

4/13/12

BOROPLUS BRAND PORTFOLIO

4/13/12

BOROPLUS ANTISEPTIC CREAM: BRAND OVERVIEW

Established in 1984 Market size of Rs. 2694 mn ($57 mn)

Leader in the antiseptic cream market with a 74% share Largest selling antiseptic cream not only in India but also in Ukraine, Russia and Nepal Sales grew by 15% in FY 10 Growing at CAGR of 18% in last 5 years

4/13/12

MARKET SNAPSHOTBORO segment is a 269 crore market of which 169 crores is dominated by BOROPLUS Major competitor BOROLINE dominates 69 crores of the total pie Target consumer 18+ SEC: B,C,D,E (urban) SEC: R1 R4 (rural) UP , MP , Chhattisgarh , Rajasthan , Bihar , Orissa West Bengal ; mostly dominated by BOROLINESource: interview with boroplus

Urba n India (35% )

Rura l Indi a (75 %)

KEY MARKETS WEAKEST MARKET 4/13/12

BRAND POSITIONINGBranded as Himani Boroplus to align it with the ayurveda lineage The equity of BoroPlus is rooted in antiseptic Brand building on its strengths

Antiseptic: Anti germ Keeps skin Hygienic and clean Herbal Problem solution (for cuts & burns)

Positioned Boro Plus AC as Your Personal First-Aid box.

Re-position the other Boro Plus offerings on the 4/13/12 platform Dedicated Skin Care

BRAND POSITIONINGNeed gap

Despite being a power brand, Boroplus was not present in the categories that had become popular

market offerings to niche segment i.e. Teens in this case With rising per capita incomes , BOROPLUS decided to upgrade its consumers to new offerings with 2 new launches in 2010 EXTENSION OF BRAND EQUITY TO OTHER CATEGORIES Healthy & fair winterness cream Moisturizing + protection + Intensive skin therapy fairness nourishing knees, elbows and 4/13/12 ankles

BRAND STRATEGYTAPPIN G THE GAP research had revealed that there was a need for a low unit product (LUP) in the antiseptic category TRIGERRI AFFORDAB NG LE PRICE IMPULSE POINT PURCHAS Boroline s distribution was strong only in west bengal E in key areas like Kolkata Gap was there in distribution to the rural areas

Emami launched the 8 gm variant of Boroplus priced at Rs 5 in October 2002 GAP IDENTIFICATI ON

Boroplus from 2003 started a surge in its rural marketing : Decorated vans have been travelling from village to village in Uttar Pradesh, Madhya Pradesh and West Bengal selling & promoting the brand 4/13/12

4/13/12

BRAND SNAPSHOT

Winter care is a Rs 8 bn segment consisting of creams , lotions & petroleum jelly Accelerated turnover for Boroplus winter lotion from Rs.8.5 Crore (2007-2008) to Rs.14 Crore (09-10) Launched in october 2006 Boroplus as a brand was growing at 14% ; hence the objective was to increase 4/13/12 its penetration by Source: saket govind. Former brand executive ,

BRAND S

VARIANTS triple vitamin PONDS moisturising lotion moisturising fresh lotion UV protection lotion NIVEA moisturising body lotion AYUR herbal moisturizer vaseline total moisturizer VASELI NE vaseline white vaseline pink vaseline green LAKME lakme peach milk gulabari moisurizing lotion lavang moisturiser VLCC honey moisturiser

SKU 100 ml 300 ml 75 ml 250 ml 75 ml 250 ml 400 ml 100 ml 200 ml 100 ml 100 ml 300 ml 100 ml 100 ml 400 ml 120 ml 50 ml 100 ml 200 ml 100 ml 200 ml

MRP 45 99 74 198 84 179 249 40 75 45 45 110 60 49 160 125 20 115 205 170 275 145 5

SCHEMES 50 gm ponds face wash free buy 2 @99 rs and get 1 free alongwith vaseline 25g( modern trade offer) dove soap 30g free(retail offer) pears pure 80 gm soap Rs 25 off

DABUR

GARNIE body coccon moisturiser R lotion 250 ml 4/13/12 6 ml BOROP

BRAND POSITIONINGBRANDS PONDS SPECIFICATIONS Glycerin , triple vitamin REASON TO BELIEVE EMOTIONAL CONNNECT Triple vitamin Woman needs to B,C,E gives a glowbe beautiful to skin Healthy skin ; happy skin

VASELINE

Glycerin , retinol , Total protection grape seed for 24 hours extracts , soya,oat protein Glycerin , badam ,2 X softer and saffron , milk silkier skin cream

BOROPLUS

Testimonials from men: soft skin to drive your man crazy

4/13/12

BOROPLUS PRICKLY HEAT POWDER BRAND SNAPSHOT

Brand extension of the FLAGSHIP BRAND boroplus Launched in 1992 The PHP category is a specialized category valued at more than Rs.240 crore PHP segment contributes about 20% to the total talcum market in India

4/13/12

BRAND SNAPSHOT MARKET VALUE AT Rs 180 crores MARKET Grew by 34% in FY10 GROWTH Grown at a CAGR of 13% in Last 3 years

Aag bujha de thandak la de

Target consumer

AGE :1544 SEC : A,B,C

4/13/12

BRAND POSITIONINGCooling thus emerged as the major differentiator for the new brand Key distinguishers of the launch communication: Consumer insight : consumers desire a sensation of cooling to Migrate the feeling of burning & pricking caused by prickly heat

By highlighting the acute burning sensation suffered during an attack of prickly heat By creatively exploiting the instant and unique cooling sensation that BPPHP provides for

relief BPPHP quickly garnered 4 % of the total market share and became the 3rd largest in the category after NYCIL & DERMI COOL

RESULT S:

4/13/12

TACKLING COMPETITIONThe then only competition present was dermi cool KEY ISSUE: Customer conversion from dermicool To BPPHP very low Boroplus in its launch offer gave a 1+1 scheme & continued with that offer till 2007

However, Nycil & DermiCool were perceived to be delivering better than BPPHP on relief from pricking / burning and itching / scratching BPPHP changed their REASON TO BELIEVE from cooling To INSTANT RELIEF WITHIN 10 SECONDS

To get further Conversions

To increase market share the company perceived customer benefits ; absorption of sweat 4/13/12 with fragrance , relief from prickly sensation remaining the core equity

TACKLING COMPETITION

market share in % (end 200

Diversifying their portfolio Launch of 2 new non ice

variants : FRENCH SANDAL & FRENCH LAVENDERResults End 2001

BPPHP s share remained stagnan