Emami brand-architecture

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<p>[ OVERVIEW OF BRAND ARCHITECTURE]</p> <p>[OVERVIEW OF BRAND ARCHITECTURE]-by-Arkaprava Ghosh</p> <p>1NAVRATNA OIL: BRAND OUTLOOKLargest brand of EMAMI Ltd.2010 saw a 25% volume growth driving 30% revenue growth15-20% growth momentum can be sustained on the back of new variants launched with aggressive promotions in North IndiaMarket 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 visible brand ambassadors (Amitabh Bachchan, Shahrukh Khan, and Mahesh Babu, Chiranjeevi and Upendra for South)Source: KRC research</p> <p>POSITIONING OF NAVRATNA OIL BRANDCOOLING is the core equity of the brandWith the induction of AMITABH BACHHAN as endorser of the brand NAVRATNA OIL saw a major shift in communication as a stress buster</p> <p>Navratna tel ki maalish se neend aa gayiNavratna tel lagaiye , sardard tension dur bhagiye</p> <p>POSITIONING OF NAVRATNA OIL BRAND</p> <p>Homogenous Preference Benefit:COOLING EFFECT relieving headache</p> <p>granting sound sleep aids to increase memory</p> <p>Eliminates tiredness </p> <p>prevent premature hair fall</p> <p>application on minor cuts and burnsClustered Preference BenefitPackaging promotes it as a unique blend of 9 herbs with multiple benefits</p> <p>BRAND SEGMENTATION:TARGET GROUP: 18+ SEC A.B.C.D ; SEC R1-R4Initially brand was targeted for predominantly male Key issue : unable to tap the female consumer marketTo rectify that NRO has recently launched an ad with housewives</p> <p>Brand setbacks were mainly faced in UP &amp; BIHAR where HIMGANGE ruled the market owing to its heavy marginsHIMGANGE offered cumulative margins of 40% whereas NAVRATNA was able to offer just 18%The target population there also found HIMGANGE to be more effective</p> <p>LAUNCH OF NAVRATNA EXTRA THANDA OIL</p> <p>Navratna as a brand with the top class brand ambassadors had a huge awareness all over IndiaNot being a huge brand himgange could not afford to spend on media and totally relied on distribution and word of mouthCompetitor pricing strategy was followedPrices &amp; margins remained the same , so no scope for comparison remains Endorser: Amitabh Bacchan a UpiiteSuperior feel and packagingExcellent availability</p> <p>Low packaging and feel led himgange to lose its market share to NRXTNAVRATNA EXTRA THANDAHIMGANGE</p> <p>MARKET GAPCool oils are just 15% of the total hair oil category</p> <p>Normal hair oil users do not prefer the strong fragrance &amp; stickiness of cool oilsKEY ISSUENAVRATNA LITE OIL launched with a mild fragrance and non stickinessTG: 25+ ALL SECs predominantly females</p> <p>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 1QFY11Source:IIFL researchBRANDSSKUMRPCOMPETITOR SNAPSHOTHIMGANGE3ml150ml25100ml47200ml78500ml175BANPHOOL3.5ml1100ml48200ml88HIMTAJ100ml48200ml88400ml145HIM RAHAT100ml48200ml85400ml155RAHAT ROOH50ml25100ml47200ml88500ml195HIMANAND200ml72400ml150BHIMSAR100ml30200ml50400ml150DULHAN 3.5ml150ml25100ml45200ml80500ml175NAVRATNA TODAYCool oil category is growing at 10-15% on an annual basisTarget of over 19% growth for NAVRATNA OIL for 2010-11 fiscalFocus on strengthening and popularisng NAVRATNA LITE OIL &amp; NAVRATNA COOL TALCRe 1-sachet of Navratna oil, aimed at semi-urban and rural markets, contributes around 30 per cent of total sales of Navratna Oil products</p> <p>BOROPLUS BRAND PORTFOLIOBOROPLUS ANTISEPTIC CREAM: BRAND OVERVIEWEstablished in 1984Market size of Rs. 2694 mn ($57 mn) Leader in the antiseptic cream market with a 74% shareLargest 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 Boroplus Brand has been ranked 77th in the Brand Equity Survey conducted by The Economic Times, India</p> <p>MARKET SNAPSHOTKEY MARKETSUP , MP , Chhattisgarh , Rajasthan , Bihar , OrissaUrban India(35% )Rural India(75%)WEAKEST MARKETWest Bengal ; mostly dominated by BOROLINETarget consumer18+ SEC: B,C,D,E (urban)SEC: R1 R4 (rural)BORO segment is a 269 crore market of which 169 crores is dominated by BOROPLUS</p> <p>Major competitor BOROLINE dominates 69 crores of the total pie</p> <p>Source: interview with boroplus brand teamBRAND POSITIONING</p> <p> Branded 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 cleanHerbalProblem solution (for cuts &amp; burns)</p> <p> Positioned Boro Plus AC as Your Personal First-Aid box.</p> <p> Re-position the other Boro Plus offerings on the platform Dedicated Skin CareBRAND POSITIONING</p> <p>Need gapDespite being a power brand, Boroplus was not present in the categories that had become popularmarket offerings to niche segment i.e. Teens in this case</p> <p>With rising per capita incomes , BOROPLUS decided to upgrade its consumers to new offerings with 2 new launches in 2010Healthy &amp; fair winterness creamMoisturizing + protection + fairnessIntensive skin therapynourishing knees, elbows and anklesEXTENSION OF BRAND EQUITY TO OTHER CATEGORIESBRAND STRATEGYresearch had revealed that there was a need for a low unit product (LUP) in the antiseptic categoryTAPPING THE GAPEmami launched the 8 gm variant of Boroplus priced at Rs 5 in October 2002AFFORDABLE PRICE POINTTRIGERRING IMPULSE PURCHASEBoroplus from 2003 started a surge in its rural marketing :</p> <p>Decorated vans have been travelling from village to village in Uttar Pradesh, Madhya Pradesh and West Bengal selling &amp; promoting the brandGAP IDENTIFICATIONBoroline s distribution was strong only in west bengal in key areas like KolkataGap was there in distribution to the rural areas</p> <p>BRAND SNAPSHOTWinter care is a Rs 8 bn segment consisting of creams , lotions &amp; petroleum jellyAccelerated turnover for Boroplus winter lotion from Rs.8.5 Crore (2007-2008) to Rs.14 Crore (09-10)Launched in october 2006Boroplus as a brand was growing at 14% ; hence the objective was to increase its penetration by diversifying into new areasKareena kapoor as brand ambassador</p> <p>Source: saket govind. Former brand executive , linkedin.com</p> <p>BRANDSVARIANTSSKUMRPSCHEMESPONDStriple vitamin moisturising lotion100 ml45300 ml9950 gm ponds face wash freeNIVEAmoisturising fresh lotion75 ml74UV protection lotion250 ml198moisturising body lotion75 ml84250 ml179400 ml249AYURherbal moisturizer100 ml40200 ml75VASELINEvaseline total moisturizer100 ml45buy 2 @99 rs and get 1 free alongwith vaseline 25g( modern trade offer)vaseline white100 ml45dove soap 30g free(retail offer)300 ml110vaseline pink100 ml60vaseline green100 ml49400 ml160LAKMElakme peach milk120 ml125pears pure 80 gm soap DABURgulabari moisurizing lotion50 ml20VLCClavang moisturiser100 ml115200 ml205honey moisturiser100 ml170200 ml275GARNIERbody coccon moisturiser lotion 250 ml145Rs 25 offBOROPLUSadvanced winter lotion 6 ml5100 ml39emami pure skin swiss apple 45 gms free300 ml115emami pure skin swiss apple 75 gms freeBRAND POSITIONINGBRANDSSPECIFICATIONSREASON TO BELIEVEEMOTIONAL CONNNECTPONDSGlycerin , triple vitaminTriple vitamin B,C,E gives a glow to skinWoman needs to be beautifulVASELINEGlycerin , retinol , grape seed extracts , soya,oat proteinTotal protection for 24 hoursHealthy skin ; happy skinBOROPLUSGlycerin , badam , saffron , milk cream2 X softer and silkier skinTestimonials from men: soft skin to drive your man crazy</p> <p>BOROPLUS PRICKLY HEAT POWDERBRAND SNAPSHOTBrand extension of the FLAGSHIP BRAND boroplusLaunched in 1992The PHP category is a specialized category valued at more than Rs.240 crorePHP segment contributes about 20% to the total talcum market in IndiaBPPHP has just a 11% share in the PHP pie</p> <p>22BRAND SNAPSHOT </p> <p> MARKET VALUE AT Rs 180 croresGrew by 34% in FY10Grown at a CAGR of 13% in Last 3 yearsMARKET GROWTH</p> <p>Aag bujha de thandak la deTarget consumerAGE :15-44 SEC : A,B,CBRAND POSITIONINGConsumer insight : consumers desire a sensation of cooling toMigrate the feeling of burning &amp; pricking caused by prickly heatCooling thus emergedas the major differentiator for the new brandKey distinguishers of the launch communication:</p> <p>By highlighting the acute burning sensation suffered during an attack of prickly heatBy creatively exploiting the instant and unique cooling sensation that BPPHP provides for reliefRESULTS:BPPHP quickly garnered 4 % of the total market share and became the 3rdlargest in the category after NYCIL &amp; DERMI COOL TACKLING COMPETITION</p> <p>The then only competition present was dermi coolKEY ISSUE:Customer conversion from dermicool To BPPHP very lowBoroplus in its launch offer gave a 1+1 scheme&amp; continued with that offer till 2007However, Nycil &amp; DermiCool were perceived to be delivering better than BPPHP on relief from pricking / burning and itching / scratchingTo get furtherConversions BPPHP changed their REASON TO BELIEVE from cooling To INSTANT RELIEF WITHIN 10 SECONDSTo increase market share the company perceived customer benefits ; absorption of sweatwith fragrance , relief from prickly sensation remaining the core equity TACKLING COMPETITIONDiversifying their portfolio Launch of 2 new non ice variants : FRENCH SANDAL &amp; FRENCH LAVENDER</p> <p>Results End 2001BPPHP s share remained stagnant despite new launches and the 1+1 free scheme Company research showed that customers perceived the 1+1 offer to be low class brand image</p> <p>Sales of non-ice category was also dropping since to the users PHP category had become synonymous with coolingCOMPETITOR SNAPSHOTBRANDSVARIANTSSKUMRPEMOTIONAL CONNECTNYCILexcel150 gm58child emerging as winnerdeo fresh150 gm58husband-wife connect lavender 150 gm58DERMI COOLregular150 gm57sweltering heat dermi cool's coolness equal to freshnesssandal150 gm60lime150 gm57cucumber slice150 gm60BRAND COMMUNICATION POST 20072008 saw 1+1 free scheme being taken off from the market and Rs. 7 price off schemes were launched on the icy cool variants</p> <p>To trigger impulse purchase , a 20 gm variant of the icy cool powder was launched </p> <p>REASON TO BELIEVE statement was changed in 2008 form cool relief to the 5 power formula</p> <p>In 2009 , the non ice variants were taken off from the market ; since fragrant cooling was the demand for the summer</p> <p>2010 saw BPPHP targeting children with its hugely popular ALL IZZ WELL ad</p> <p>BIRTH OF THE BRANDWith not-so-good sales turnover of BPPHP , the company thought of diversifying in the talc category under its flagship brand NAVRATNA</p> <p>KEY IDEA :To introduce the idea of coolness along with sweat absorption &amp; Fragrant deo properties Year 2006 saw the launch of NAVRATNA COOL TALC</p> <p>Emami banked on the fact that navratna being a market leader will attract that segment of customers towards this product</p> <p>BRAND HIGHLIGHTS 2009-10The brand registered an astounding growth of over 100% An extensive all-India TV campaign with commercials of Shahrukh Khan and Mahesh Babu for A.P. was launched in April 2009 commercial launched in Tamil Nadu featuring superstar Surya in March 2010launch of a new `Sandal' variant in Maharashtra and the southern states of A.P., Tamil Nadu, Karnataka and KeralaNew 50g SKU was introduced across India in `Regular' and `Active Deo' variants</p> <p>Talcum powder is a Rs 6 bn categoryNRCT sales crossed Rs 500mn in FY10 registering 80% growth YoYHUL is the major competitor having 65% share but has not renovated in the recent pastAnother large player is Johnson &amp; Johnson with 15% market share but operates mainly in the baby care segment NRCT HAS AROUND 20% SHARE IN THE PHP CATEGORY WHERE ITS MAJOR OMPETITOR IS DERMICOOLBRAND POSITIONING</p> <p>FILLING THE NEED GAP A offering what the body really craves for in the sweltering heat - icy cool breeze, a long lasting freshness and the feel of a slight drizzleThe cool talc category was the first of its kind in the market &amp; cooling factor is the Core equity and differentiating factor for this brandThe brand banks heavily on the success of its flagship product Navratna oil and the Launch aim was to get the thanda oil users to use this product</p> <p>NRCTs launch saw a revamp in the packaging of NRO &amp; promotion of the NRCT through navratna oil packsBy 2006 end the brand had given a YoY growth of 20% and was a 10 cr. brandDuniya ka sabse chota ACBRAND POSITIONING</p> <p>Duniya ka sabse chota ACSouthern states like AP , Tamil Nadu and western states like Maharashtra prefer the application of sandal after bath as sandal is believed to have a cooling effect on the body &amp; keeps the mind relievedWith this in mind Emami has launched a navratna cool sandal talcAnd positioned it as coolness with the goodness of sandalCOMPETITOR SNAPSHOTBRANDSVARIANTSSKUMRPEMOTIONAL CONNECTPONDSmagic100 gm36smell drive the men crazy400 gm97sandal100 gm40300 gm93orange extract100 gm36400 gm97dreamflower20 gm5100 gm36400 gm95NIVEAmusk talc100 gm39pure talc100 gm39400 gm99AXEdenim100 gm50400 gm99pulse100 gm50BRAND DIFFERENTIATIONMarket leaders like PONDS were connecting to the customers with khushboo jo deewana bana deEmami in order to gain further market share in 2007 launched a new variant NAVRATNA COOL TALC 24 hrs ACTIVE DEO</p> <p>CORE EQUITYCooling + freshness + fragranceKEY ISSUEThe talcum powder industry growth in India has been stagnant now </p> <p>With the huge penetration of deodorants , customers are slowly upgrading themselves and warming up to the use of deodorants to battle odor</p> <p>RUBEFACIENT CATEGORY SNAPSHOT</p> <p>HIMANI FAST RELIEFMarket share increased from 11% to 13% Grew by 6% in FY10. However, the Brand has grown at a CAGR of 20% in last 5 years. Brand revamped with enhanced formulation in new packaging as Himani Fast Relief ultra fast formula New TVCs got wide appreciation and won 3 awards, including Silvers for Best film and best direction and Bronze for Music in Goa Fest 2009 Amitabh Bachchan is the Brand Ambassador Widely accepted in the states of Delhi, UP and Punjab</p> <p>Source: annual report 08-09COMPETITION</p> <p>Source: prateek kanodia IBS HYDERABAD, dissertation report 09Despite growth , HFR has still a very low market share in the rubificient categoryHimani Fast Relief currently has a single ointment form product for pain relief solutions available in different sizes. </p> <p>The competitors in the pain relief category have different forms of products available such as Sprays and Gels</p> <p>HFRs presence across all pain relief verticals is lacking</p> <p>To capture market share of IODEX , The 10 gm SKU was launched in 2008KEY MARKETS:BIHAR , MAHARASHTRA , MP , UPPRODUCTHIMANI FAST RELIEFMOOVIODEXVOLINIConceptAyurvedic Pain Relief OintmentAyurvedic Pain SpecialistAyurvedic Pain BalmPain Reliever GelCompositionPudina ka Phool Gaultheria ka Tel KapoorNilgiri ka Tel Tarpin ka Tel Ointment base Waxes, Color &amp; OilsOil of wintergreenPudina ka PhoolNilgiri ka Tel Tarpin ka Tel Oil of wintergreenPudina ka PhoolNilgiri ka Tel Tarpin ka Tel Lavang k...</p>