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Branding

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  • The Indian baby care market has substantially grown over the past few years and caught the attention of international players. It showed impressive performance last year (2009), which indicates to the nonexistence of economic slowdown effects.Aggressive marketing strategies and consumer acceptance of branded premium baby care products (especially in baby food and skin care segments) will enable the industry to register a CAGR of more than 11% during 2010-2013.The total market for baby care products in India is estimated at INR 15 bn in 2008. It is expected to witness a CAGR of 17% and reach INR 28 bn by 2012. Market comprises of four segments Baby Food, Skin Care, Toiletries and Diapers, and Hair Care. Baby care market in India is overwhelmingly dominated by the unorganized sector.

Branding Branding Presentation Transcript

  • Bubbles
    Soft & smooth
    Presented By:
    • Jitesh Jain
    • Sonali Vaze
    • Darshana Chaube
    • Heena Maheshwari
  • Flow of the presentation
  • Indian Baby care segment
  • Major competitors in the market
  • Our competitor
    Johnson & Johnson Baby Soap
  • Johnson & Johnson
  • J & J Baby Soap
  • Our Product
    Bubbles
  • Introduction to Bubbles
    Mechanical Specification of our product
    Baby soap
    Baby liquid soap
    Milk lotion, Natural palm extracts (gentle washing base), Cold Cream (glycerin, beeswax and castor oil), Ceramides (key lipids of the skin)
    Milk Lotion, Saponified Organic Coconut & Olive oils (w/ retained Glycerin), Organic Hemp Oil, Organic Jojoba Oil, Citric Acid, Vitamin E, Water.
  • Technical Specification
    The Kettle Process
    Boiling
    Salting
    Pitching
  • Properties: Baby Soap
  • USP
    Hypoallergenic
    100% natural made of organic oils
  • Place
    Bubbles
  • Promotion
    Bubbles
  • Branding Elements
  • Brand Symbol
    Brand Name + Logo
  • Brand association & Image
    Brand Association: Pamper your child with motherly care
    Brand image:
    Brand Association: Pamper your child with motherly care
    Brand Personality: Gentle & mild on every type of skin
  • Brand Relationship
    Brand Relationship:
    Brand Image
    Brand attitude: Soft & Healthy
  • Brand Identity Prism
  • Sub-dimensions of brand building
    Resonance
    • Motherly care.
    Judgments
    • Quality soap- superior, trustworthy
    Feelings
    • Fun, security, warmth, caring
    Performance:
    Hypo allergenic
    Gentle soap with cold cream nutri-protective
    100% natural made from organic oils.
    Imagery:
    0 to 3 yrs( infant & babies)
    Personality: Soft, smooth, gentle, applicable for all skins
    Category identification: FMCG
    Needs satisfied: Baby soap
  • Segmentation, Targeting, Positioning & Differentiation
    Assuming India's population in 2010 to be 1.2 billion
    With birth rate of : 21.72 births/1,000 population
    Babies in the age group of 0-3 years= 0.021*3*1.2 billion= 7.56 Cr
    Number of population using baby products: Assuming 50 %
    Potential market: 3.78 Cr
    Target group: 8 % of potential market 31.5 lakhs
  • PLC Strategies
  • Financials
  • Financials : (All Figs in Lacs)
  • Market Share projection:
  • Contribution Per unit:
  • Media Planning: