Brand Concepts

Transcript

1. Brand Concepts
2. Brand Structure Basics Enablers Distribution Equity Trial Brand Concept Value Product
3. Why are concepts used? PRIMARY To develop new brands SECONDARY Basis for communication strategy and its execution
4. When are Concepts used? 5 situations 1. Introduce New Brands – Tresemme Shampoo 2. Line extensions – Surf Blue, Surf Excel 3. Brand Extension – Santoor Deo, Santoor Hand Wash 4. Brands making changes to their strategic benefits - With product improvement/ enhancement – Colgate Sensitive to Colgate Sensitive Pro Relief; Clinic to Clinic +; Knorr Soupy Noodles 5. Reposition existing brands– Kellogg, Bournvita
5. It starts with Facts & Insights Product Facts Ø Based on product needs/ functional benefits/ or differentiated ability to solve consumer problems. Ø Based on habit change/ behavior change Product Facts/ Insights work best in cases when you have product superiority/ are first movers introducing initial brand communication.
6. Consumer Insights Psychological Insights Ø Empathize for consumers' psychological makeup and reason for their behavior. Ø Helps find an emotional connect Psychological Insights helps create brands and their communication when you are a ‘me too’ product/ have no functional superiority/ operating in cluttered markets/ habitual purchases.
7. Creating Brand Concepts Accepted Consumer Belief (ACB) Benefit Reason to Believe (RTB) Other relevant information Insight into target consumer’s desires. The statement that gets approval from consumers/ Pain Point/ Tension What does the product do for you? (F/E) Brand promise that solves consumer’s frustrations/ fulfills desires Statement of product attributes/features Which makes it possible for brand to deliver its promise/benefit Size, Price, packaging, variants etc To help consumers understand complete proposition
8. The concept for Lemon tree liquid bleach Liquid Chlorine Bleach is frequently used in Europe as a part of laundering clothes at home. Consumers believe that you need Chlorine bleach to remove tough stains and provide extra whiteness to clothes. The most commonly used brand is Clorex. Consumers do not like its strong chlorine smell and, in general, have great dissatisfaction with stain removal and feel they require different treatments to address the same.
9. Concept Testing Concept No. ACB Benefit RTB 1 You need liquid chlorine bleach to get whites and remove stains but need to put up with strong chlorine smell Cleans without chlorine smell Had distinct lemon fresh formulae 2 You can’t have a better bleach but Clorex Superior whitening than before Unique formulae with active bleaching ingredient 3 Nothing can take out every stains – I have tried..not all works always Superior stain removal in one step Unique formulae with active bleaching ingredient 4 Chlorine bleach is needed to get whites white. But will fade my coloured clothes Cleans and removes stains without fading Unique non-chlorine bleach formulae
10. Lemon Tree Chlorine Bleach ACB You need liquid chlorine bleach to get white (clothes) really white and remove stains but need to put up with strong chlorine smell Benefit Now you can get chlorine clean but without chlorine smell RTB Because only Lemon Tree has distinct lemon fresh formula Other relevant Info Comes in pack of 3 …just squeeze to drop
11. Creating Brand Concepts: Lakme Iconic Kajal Accepted Consumer Belief (ACB) Benefit Reason to Believe (RTB) Other relevant Information/ Sign off My days are busy and long and I want my eyes to look fresh. I wish there was a kajal that could give me a black finish that lasts all day. A deep black kajal that lasts all day A twist up kajal with smudge proof formulae giving you deep black finish lasting 22 hours Deep Black finish lasting 22 hours
12. HOW IT WORKS
13. Need Scope Analysis Estimating size of the need and opportunity Consumer Needs in Hair Care Size of the Need Market size of the Need CAGR Current Company play Current brand play
14. Personality Assessment Assessing Brand Archetype
15. Brand Concepts