1. Product and Brand Management
Assignment#2
Vikram Kasbekar P1021
Kinnar Majithia P1026
Chintan Shah P1051
Ankit Tripathi P1058
2. Brand 1: Playmobil
• Playmobil (pronounced play-mo-beel) is a line of toys produced
by the Brandstätter Group (Geobra Brandstätter GmbH & Co
KG), headquartered in Zirndorf, Germany
• New products and product lines developed by a 50-strong
development team are frequently introduced by Brandstätter.
Some of these, such as promotional products, are only produced
in limited quantities
• There exists a sizable community of collectors for Playmobil.
Collector activities extend beyond collecting and free-form play
with Playmobil and include customization, miniature
wargaming, and creation of photo stories and stop motion films.
• Adult Playmobil people are approximately 3 inches tall and are a
1:22.5 scale
5. Market Communication
• As Playmobil happens to be a Toy manufacturer, the advertisements
shown are very vibrant and appealing to kids
• The product is main focus of the advertisements and kids are
shown highly engrossed in the toys
• Lego and Playmobil together are coming up with a Convention
event in Kleve, Germany in Dec 2011
• Although, Playmobil does not have a celebrity endorser, Hans Beck
their inventor sometimes plays a role in endorsements
• Playmobil in association with Growing Tree toys have come up with
a contest for teachers of grades K through 3, currently working at
an accredited elementary school in the U.S., to develop an
imaginative lesson plan around a specific Playmobil product theme
6. Tactical v/s Long Term Brand Building
• Playmobil has made use of occasions in the short run
• An example would be increase in promotional spend
on Army toys during time period of American
Independence day
• Also, they are in practice to come up with promotional
products as well. Example: Limited Edition airplane sets
sold aboard flights and in duty-free shops
• Over, long term it comes across as toys which help in
building imaginative power of children and a fruitful
play time as well
7. Brand Extensions
• As a part of Brand Extensions, Playmobil is
venturing into Amusement Parks
• After opening in Florida and New Jersey, they
are planning to open in Greece, France and
Germany
9. Suggestions for India launch
• Toy manufacturers like Fisher Price and Lego have
already established a firm foothold in India
• It may get difficult for Playmobil to compete
solely on superior quality as the others offer the
same
• Playmobil must thus, stick to its image of a child
development toy company and launch in India
• In the ever burgeoning middle-class households
and increasing attention to child development, a
product like Playmobil is sure to succeed
10. Brand 2: Cascade Dishwashing
• In 1953, Cascade entered the automatic dishwashing
market with claims of “spotless dishes” to the 4% of
households with dishwashers.
• This fast-moving world of household innovations was just in
its beginning stages, and Cascade stayed at the forefront for
the next 50 years by developing a range of automatic
dishwashing products perfect for families, needs, and
lifestyles.
• Today, with decades of experience and dishwashers in more
than 60% of households, Cascade continues to
grow, striving for immaculate dishes every time with its
brilliant automatic dishwashing powders, gels, tabs, and
additives.
13. Market Communication
• “Feature Oriented” is what we can say about
the advertisements for Cascade
• It uses creative angles to portray the features
of an effective dishwashing agent
• It has been in market since 1955 which is
apparent from the Illustration advertisement
• They ran a national survey asking people who
they thought would take the best care of their
homes as a PR activity
14. Tactical v/s Long Term Brand Building
• Cascade has maintained its image of effective
dishwashing solution provider
• Thus, we see the same message being
propagated from the time of its early in launch
in 1950s to present day commercials as well
15. Brand Extensions
• As a dishwashing solution, Cascade started off
with Cascade Powder then eventually
ventured into gels and finally into tablets
16. Brand Prism Analysis
• Physique: Dish Cleaner
• Personality: Strong Cleaner on delicate dishes
and cutlery
• Culture: Dynamic
• Self-Image: Cool and Smart
• Reflection: Reliable cleaner
• Relationship: Trusted with all kinds of dishes
17. Suggestions for India launch
• Cascade is into Dishwashing solutions primararily for
Dishwashers
• Before venturing into Indian markets it must
understand the Indian consumer’s take on dishwashers
• In India, average households employ maids to do
dishes rather than purchase a dishwasher
• Add to it the water cuts in major parts of the country
makes the situation even worse
• Thus, to make an entry in Indian markets it is essential
for Cascade to understand these risks and develop a
solution for niche market or go for masses with
handwash of dishes as a product
18. Brand 3: Klondike
• Klondike is a brand name for a dessert generally
consisting of a vanilla ice cream square coated
with a thin layer of chocolate-flavored coating.
• The first recorded advertisement for the Klondike
was on February 5, 1922 in the Youngstown
Vindicator.
• They are generally wrapped with a silver-colored
wrapper, upon which the mascot for the brand, a
polar bear, appears.
• In the UK, the generic name for this type of
dessert is choc ice.
21. Market Communication
• Klondike is positioned as a desirous brand
• All the advertisements (Print/TV) make use of the
tagline “What would you do for a Klondike bar?”
in them
• The product advertisements portray the desired
target audience as young males in age group 25+
• Unlike many similar frozen treats, the Klondike
bar does not have a stick, a point often touted in
advertising
22. Tactical v/s Long Term Brand Building
• The tagline of Klondike bar has remain
unchanged over the years
• It has been quizzing consumers on the extent till
which they are ready to go for a Klondike bar
• Klondike has made use of this concept in many
promotional activities wherein it runs a contest to
come up with innovative ideas to achieve a
Klondike bar
• In the Long Term, it has kept al its communication
confined to this concept has been doing quite
well
23. Brand Extensions
• Originally, Klondike was available in six Flavours
– Vanilla
– Strawberry
– Chocolate
– Grape
– Maple and
– Cherry
• Later, it came with may new flavours like Rice coating on
bars, Caramel, Mint chocolate etc
• Many Ice-cream bars were also introduced in the name of Klondike such
as
– Minis Snack Size Vanilla Ice Cream Bars
– Slim-a-Bear Premium Fudge Bar
– CarbSmart Ice Cream Bars
– CarbSmart Fudge Bars
24. Brand Prism Analysis
• Physique: Ice cream in biscuit, Famous since
1922
• Personality: Young, Fun, having a sense of
achievement
• Culture: Ambitious
• Self-Image: Cool and Smart
• Reflection: Youthful and Naughty
• Relationship: A prize after an achievement
25. Suggestions for India launch
• An ice-cream filling in between crispies is a
concept unique to India where only candy
bars, cones and cups have existed
• Manufacturers need to work on the pricing in
India so as to competitively place it in markets
• A pilot launch in a territory would give a good
overview of the minor changes that it may
have to do in its pan-India strategy
26. TOYS R US
• Founded by Lazarus
• The "R Us" name was derived as a pun on the
founder's last name, Lazarus.
• Started from his fathers cycle store when
customers used to ask if he kept any toys.
Grew from that cycle store to a multi-national
company.
• Most popular Jingle
“I don't want to grow up, I'm a Toys' R Us kid
There's a million toys at Toys 'R Us that I can
play with!
From bikes, to trains, to video games,
It's the biggest toy store there is! Gee whiz!
I don't want to grow, cuz baby if I did,
I wouldn't be a Toys 'R Us kid!”
27. TOYS R US-Nodal Diagram
Toys for specially-abled fun
children
Kids Apparel
Games
Spacious
TOYS R
Online Store US
HERITAGE/BRAND
All toys at one place NAME
experience
colorful
MASCOT: Geoffrey the Giraffe
Discounts
28. Qualitative Analysis
• Toys R Us is a socially responsible neighbor. This fact has been highlighted by
having a separate section catering to needs of Differently-Abled kids. It
publishes a guide featuring specially selected toys that aid in the development
of children with physical, cognitive or developmental disabilities.
• Partnering annually with Toys for Tots to host toy collections in stores
nationwide. All toys collected stay in the communities where they are donated.
• In 2008, Toys"R"Us, Inc. raised nearly $3 million and collected 200,000 toys to
help Toys for Tots provide more than 16 million toys to 7.6 million children in
need across the United States
• Presence for more than 3 decades, it strongly stands out as a fun place
exclusively for kids.
• Range includes toys, electronic games, movie
characters, barbies, cycles, apparel, books, movies, stuff toys, puzzles, outdoor
play, etc. Everything you can think with respect to kids is available.
29. Qualitative Analysis
• Spacious & Experience: The store’s shop at
New York Times Square boasts of an area
of 110,000 square feet. It has become Big
Apple’s tourist attraction spot. Kids can take
a ride on the 60-foot Ferris wheel, hear the
roar of the life-sized T-Rex dinosaur or
make themselves at home in the 4,000
square-foot Barbie dollhouse.
• It hosts features such as Personal Shopping
and corporate sales.
• The mascot interacts with kids & makes it a
lively place to shop.
30. Qualitative Analysis
• Long term brand image of the Store is of Specialty
Retail store with exhaustive toys, games and
everything related to kids.
• It sells not just toys but the experience of toy store.
Its taglines: “I DON'T WANNA GROW UP, I'M A
TOYS R US KID” and “Where kids are a big deal”
aptly highlights this point
• The company is quick to catch on trends around
movies & characters and use it for advertising and
in-house promotional banners and hangers like
Titanic, Karate Kid, Spider man& Halloween
costumes.
Print Ads
In-Store Promotions
31. Qualitative Analysis
• Festivals like Christmas comes with heavy
print ad and in store promotions. Also in
order to compete with Wal-mart, the
company has started offering discounts on
various occasion, like back to
school, thanksgiving, reward points, free
masks.
• While these discounts help to get short
term sales it has diluted its brand image of
being a specialty toy store due to
discounts all round the year.
32. TOYS R US: Prism
Personality
Geoffrey the
Giraffe, lively
Culture
Physique
Love kids, helpful.
Playful , jovial kids
Caring neighbor
TOYS R US
Relationship Self image
Trust, variety, one stop Fun, enthusiastic, spaci
shop with variety for all ous
age group
Reflection
Kids, Parents
33. Changes in Brand Identity Prism: Physique
Evolution of Logos
1965-1970 1970-71 1971-1980 1980-1997
1997-1999 1999-2007 2007-present
Earlier logo included the mascot. Then logo without the mascot was created to
stress more on name. Since it targets kids, an improvement in form of more
colorful logo was introduced. The reverse "R“ imitates a small child's backward
writing of "R", which is short for "are". The "R" is the most distinctive part of
the retailer's colorful kid-friendly logo. Letter R is reversed to increase
recognition n registration the stores
34. Changes in Brand Identity Prism:
Reflection
• Customers see Toys R Us as specialty retail outlet for kids having games
and toys for children of all ages.
• However later the store started keeping other products like
nappies, electronic games, apparel for kids, food products, movies, music
books, puzzles, outdoor games, etc
• This enabled it to grow from a mere toy store to a store which fulfills all the
requirements of children of all ages.
• Also to compete with Wal-Mart, Toys R us had started offering discounts.
Eventually it ended up offering discounts on every occasion. This led to its
image dilution from a specialty retail store to a discount store. The
company has realized this and reduced the frequency of its discount offers.
35. Changes in Brand Identity Prism:
Personality
• Geoffrey the Giraffe conveys the brands personality.
• As we see In the 1960s, an anthromorphic giraffe cartoon character was introduced as
mascot.
• In 1973, Geoffrey was given a family with the addition of his wife Gigi. Geoffrey's
daughter, Baby Gee, & later his son Junior was introduced. This was an attempt to place
it as family store.
• Later it was reverted back to giraffe but a more lively picture indicating fun and joy to
target kids only.
• He then appeared not as a cartoon character, but rather as a real-life giraffe who talks.
• The current one has stars on its body which is in association of star in the name of the
logo.
36. TOYS R US: Brand Extensions
• Babies R Us: The company introduced an exclusive line of baby
essentials marketed under its trusted Babies“R”Us brand name. The
Babies“R”Us-branded assortment, includes infant formula, organic
puffed grain snacks, diapers, wipes, laundry detergent and purified
water. It also provides parents and caregivers a wide-range of infant
and toddler care products, gear and accessories for everyday needs
at a great value.
• Toys R us Express Store: For the 2009 holiday shopping
season, Toys "R" Us decided to try a smaller store concept to attract
customers. To that effect, 90 "Holiday Express" stores across
the United States and Canada were opened .These are much smaller
than regular Toys "R" Us locations, often located in malls, and offer
a more limited selection of merchandise than would be available at
a normal sized standalone Toys "R" Us store. The original plan was
to keep the Holiday Express stores open until early January 2010
and close them shortly thereafter, but the success of many of them
prompted the company to reconsider and several were kept open.
• Kids "R" Us : A store chain no longer operating independently as of
2003, Kids "R" Us sold children's clothing. Kids "R" Us stores now
are co-branded with some Toys "R" Us stores, located inside most
Toys "R" Us locations. Kids "R" Us is also the brand name label of
kids' clothing found at the Geoffrey Stores.
37. TOYS R US: India Launch
• The company can open a spacious store like its Times Square store to
provide an experience to kids. At a location like Phoenix mills in Mumbai
• Also it must promote itself through print ads, on cartoon channels and tie-
up with schools and kinder garden.
• The market and preference in India is quite different. It is not possible for
parents to take their kids for shopping toys and games after travelling long
distance. So Toys R Us Express Stores, which are the Mom n Pop stores
should be opened up more and extensively to targets different pockets
throughout the country while restricting Toys R Us spacious stores to
Metros areas.
• Other Videos for reference:
• http://www.youtube.com/watch?v=VJJ-ZLdrTwY
• http://www.youtube.com/watch?v=Fxw_ioDUN0Y&feature=related
• http://www.youtube.com/watch?v=zLkHxpVFm0k&feature=related
• http://www.youtube.com/watch?v=E9fAjGR5y_k&feature=related
38. Peanut Butter & Co
• Founded by Lee Zalben in 1998
• Peanut Butter & Co. is sold in ten delicious flavors in over 10,000
stores in the USA, Canada, the U.K., Japan, and Hong Kong
• Peanut Butter & Co.'s line of all-natural peanut butter contains no
hydrogenated oils, no cholesterol, no trans-fats and, no high
fructose corn syrup.
• The flavors are gluten-free, vegan (except for The Bee's Knees which
is vegetarian), and certified kosher
• They believe in making peanut butter an indulgent treat that
appeals to adults as well as kids
39. Peanut Butter & Co-Nodal Diagram
fun
Blue & yellow Sticky
flavors
kids
Peanut
Butter &
Co.
Special taste
sandwich
peanuts
MASCOT: Monkey
Online store
40. Qualitative Analysis
•Company logo is in blue and yellow color. The shop is
also painted blue from outside and majorly yellow from
inside in sync with colors of logo.
•Though it is preferred more by kids because of its taste
and stickiness but people of all age group like it.
•It started as a peanut butter sandwich and then started
selling its peanut butter in retail outlets and online.
•It started in 10 flavors and now keeps on coming with
new flavors, shows an experimental culture.
41. Qualitative Analysis
• The Store has relied on word of mouth publicity.
• Its main promotion is thorough its website only.
• It is present on social media like face book and Twitter.
• The company promotes itself by sponsoring sporting events
like super bowl, cycling targeting youths and sports enthusiast.
• TV ads are very rare and mostly participates by showing
product being used by protagonist as shown in TV series
namely Glee, True Blood, etc.
42. Peanut Butter & Co: Prism
Personality
the mascot: Monkey
Culture
Physique
Interactive buzzing
Happiness
place for a quick snack
, snacks, merchandise
Peanut
Butter &
Relationship Co. Self image
Special flavors, for all Fun, yummy taste.
age group
Reflection
family place
43. Brand Identity: Prism
•The Mascot is a live character at its shop which plays with the kids.
•Kids like the after taste of the butter and parents find it as a family snacking jaunt.
•It has been successful in maintaining its niche market and preserving its identity for more
than a decade now.
44. Peanut Butter & Co
• The popularity of its taste and variety of its flavors, it has extended from peanut butter to
baking mixes, gifts, fluff store, apparels, portable and picnic packs , etc as shown below:
45. Peanut Butter & Co: India Launch
1. The perception in many Indians about peanuts is of being not good for
health. Through mass advertisement this must be reversed.
2. Further the company must allow for sample offering at low price just
to attract consumers lie McDonalds did with its softy ice creams.
3. The shops must be near by to market place, residential areas and
colleges.
4. Promotional activities within colleges can be undertaken distributing
coupons.
46. Teavana
• Teavana is a specialty tea and tea accessory retailer based in Atlanta, Georgia.
• Teavana currently operates over 150 company-owned stores in 35 U.S. states and
Mexico.
• Teavana started in Atlanta, Georgia in 1997, with the opening of the first teahouse
at Lenox Square Mall.
• The husband and wife team that created Teavana invested their life savings into
the teahouse concept after traveling abroad, noticing the gravitation of Americans
towards fine wines and coffees in the United States.
• In July 2011, Teavana filed terms with the SEC to raise $100 million in an initial
public offering
48. Qualitative Analysis
• Company logo has shades of green, red and yellow
color. By such colors it is trying to reflect the colors of
tea, colors that occur when tea is boiled and prepared.
• The store offers to a wide range of tea from iced
tea, green tea, black tea to herbal tea, Oolong and
Rooibos.
• This caters to different tastes of different peoples as
well as those who want to experiment with tastes from
different region.
• Its main selling proposition besides wide variety is the
experience at tea store with all the tea Décor.
49. Qualitative Analysis
• The company has advertised to create awareness only
during its inception and that too in form of print ad
which targeted the subliminal mind.
• The only once it had its poster advertisement was
during its public listing which simply focused on the
company's logo and the tea business.
• Since it is a niche market, it relies heavily on in-store
promotions and word of mouth publicity.
•Its commands a good fan following on face book and
twitter.
51. Teavana: Prism
Personality
Tea tattlers
Culture
Physique
Royal
Tea pots and tea
offerings, Experimentati
décor, retail stores
ve
TOYS R US
Relationship Self image
Meeting Joint Freshness, health
Reflection
Tea Lovers
52. Brand Identity: Prism
•The firm focuses on offering Royal experience at its store chain where it offers its
exhaustive variety.
• Freshness and experimentation with tastes of different countries is its key.
• It also allows customization by blending two mixes to create your own flavor.
• Various in store and online promotion include “Tea of the Week”, “Wake up to your Cup”.
• Apart from its website, it has its own blog. This helps to connect with consumers, keep
them engaged and promote sales.
53. The Extensions
• Catering to the niches, the company has extended its offering from just tea to tea
pots, cups, iced tea pitcher, tea thermometer and timer, bowls, trays, cookies & mint tea
breaths.
• Teavana App: Teavana released their first iPhone/iPod touch Application through the
iTunes Store in late December 2009 for free called "Teavana Perfect Tea Touch". The App
includes a browse section entitled "Tea Touch", a musical timer for steeping tea, a tea
blending suggestor that advises mixing certain teas together, a store locator, and a favorites
section.
54. Teavana : India Launch
• The Indian market is not yet fully evolved for tea consumption at tea
bars like the coffee chains. It offers early mover advantage with few
competitors like Wagh Bakri Chai but at same time has to invest
considerably to create awareness and consumer preference.
• Stores near commercial complexes would be a good location to target
office-goers.
• Extensive print and TV advertisements during prime time shows and
news channels would be required.
55.
56. Print Advertisements
Born in 1966, K-Swiss did not advertise till mid 1980’s. They had
no TV spots, radio or magazine ads. They did not put out new
models every season. They relied only on word of mouth publicity.
59. K-Swiss Video Advertisements
• http://www.youtube.com/watch?v=nlBr9Q9hIrQ
• http://www.youtube.com/watch?v=rTI-
JphKbkk&feature=related
60. K-Swiss Nodal Diagram
Fitness
Tennis Fast
Roger
White
Federer K
Swiss
Weird On the
Name move
Nike Swiss
61. Tactical Promotion Schemes
• The K-Swiss online shop features regular updates and
promotions ensuring consumers have access to widest
assortment of shoes and apparel available.
• Seasonal collections are updated on a quarterly basis with
increased site exposure and quick and secure delivery options
available.
• The affiliate programme presents a competitive, tiered
commission strategy up to 9%, based upon the level of
monthly sales transaction made by their affiliate partners.
• K-Swiss normally offers 8-10% commission on all products
through the year
62. Event Association
• An Ironman Triathlon is one of a
series of long-distance triathlon
races organized by the World
Triathlon Corporation (WTC)
consisting of a 2.4-mile (3.86 km)
swim, a 112-mile (180.25 km) bike
and a marathon (26.2 miles 42.195
km) run, raced in that order and
without a break.
• High mileage and visibility due to
association with K-Swiss running
shoes and hence this brand
association became a huge success
63. K-Swiss Brand Tidbits
• Nike spends more on the salary of one of their athlete
endorsers than the entire annual advertising budget for K-
Swiss.
• Since 1990 K-Swiss has been publicly traded on the NASDAQ:
KSWS
• K-Swiss, Inc. is one of the fastest-growing athletic shoe
companies in the footwear industry.
• K-Swiss also owns Royal Elastics, and Australian-born
footwear company focused on innovative shoes that require no
laces.
• Through Royal Elastics, K-Swiss also produces footwear for
L.A.M.B., a clothing line founded by singer Gwen Stefani.
64. K-Swiss - India Launch
• Carrying forward with its association with Tennis, K-Swiss can
launch itself in a big way in India through a brand ambassador
like Somadev Devvarman
• Presence in only a select high end departmental stores would
help increase the brand equity of K-Swiss
• Exclusive Standalone stores should also be opened in suburbs
of metros and other Tier 1 cities for better visibility
• Should be competitively priced as compared to its globally
competitive yet locally successful rivals like Nike and Adidas
• Sponsorship in key cricketing events involving India which
would lead to easier connect with the audience
71. Crest Nodal Diagram
Tooth
USA P&G
Colgate Crest White
Fluoride Dentist
Times
of India
72. Tactical Promotion
• ‘Bundling’ of two brands into one package (at a discount) was
started by P&G through Crest
• This tactic is usually used when one company owns both
brands. E.g. Procter & Gamble offer their Crest toothpaste
together with their Oral-B toothbrushes.
• Launch of Crest Coupons. Crest coupons can conserve your
cash on any type of crest product.
• When Crest introduced its fourth flavor, Wintergreen Ice, it
engaged its fans to come up with the brand’s new slogan via
Social Networking sites like Facebook, Twitter and Youtube
73. Crest Brand Extension
• The market in 1980 was highly fragmented with brands for
smokers, tooth-whitening brands, mint-gel brands, baking-soda
brands, natural brands, children’s brands, flavoured brands, brands
for the elderly.
• Also, fluoride and cavities were not that big a selling point since it
was present in all brands
• Crest launched more and more varieties including a tartar control
toothpaste in 1985. However this product bombed in the market.
• This was because Crest had so many different toothpastes that the
anti-tartar variety was thought of as just one Crest among many
• Also, Colgate launched Colgate Total which came with a
combination of fluoride, tartar control and gum protection which led
to further misery for Crest
74. Crest - India Launch
• India has the lowest usage around the world i.e. 150gm/yr
• Strategy should be to produce Quality product at an aggressive
pricing and more focus on rural
• Rope in a celebrity like Salmaan Khan which would give it an
instant brand identity (Strength i.e. Strong Teeth)
• Aggressive advertising in GEC’s (including Doordarshan’s
channels) to reach out to more people at the same time
• Undertake massive dental cleanliness drive in association with
commercial structures and malls to promote awareness of the
brand
81. Woolite Nodal Diagram
Wool
Bai Detergent
Fresh HUL
Woolite
Clean Daag
Rakesh
Light
Kapoor
82. Woolite Tactical Promotions
• The Woolite- Rob Zombie commercial was epic in more ways
than one
• Memorable messaging that leaves a lasting impression on
Woolite’s customers and prospective customers.
• Collaboration with E-tailing sites
like Coupee to hand out free
samples to lucky winners
thereby increasing its visibility.
83. Woolite Tactical Promotions
By Launching the page – Woolite Washing Wisdom, Woolite
provides simple yet efficient tips which go a long way in helping a
person perform effective washing while at the same time
consuming lesser resources
84. Woolite Brand Extension
• Basically into fabric wash, Woolite entered into Carpet
Cleaner Spray
• It engaged in heavy promotion with
massive discounts ranging from 25-90%
during End of Season sale.
• Was a huge success since the makers
ventured into a related area where people
could identify and take positive attributes
from the primary product
85. Woolite - India Launch
• Target housewives, housemaids and laundry men to garner
wider recognition from the masses
• Print Ad should include innovation E.g. make one page whiter
than the rest with a small tagline saying ‘Woolite Bright’
• Media Advertisements should also compare its whiteness with
its rivals (without giving names) and induce the target
segment to make a purchase
• Effective and extensive distribution system to ensure
availability of the product in every nook and corner of the
country
86. Dippin’ Dots
• About Dippin’ Dots
In 1988, Dippin' Dots Founder and Chairman Curt Jones, a
microbiologist, pioneered the process of cryogenic encapsulation...a
scientific way of saying he used super-cold freezing methods to make
little beads of ice cream. Not only were the ice cream beads delicious
and fun to eat, Jones knew that flash-freezing the ice cream
ingredients would lock in flavor and freshness. With those qualities
established, Dippin' Dots were ready to take on the world!
A retail store in Lexington, Kentucky...gatherings of friends and family
in Jones' hometown in Pulaski County, IL...and locations inside one of
the nation's premiere amusement parks, Opryland USA, helped form
what Dippin' Dots is today
Dippin' Dots are made at the company's
Administrative, Sales, Franchising, and production headquarters
in Paducah, Kentucky
87. Dippin’ Dots
• About Dippin’ Dots
The ice cream now has a home in thousands of locations worldwide in
theme parks, fairs & festivals and franchised store locations
While serving, ice-Cream is first poured into a cup in the form of beads
which are ‘tingly and almost crunchy’ and kit melts in the mouth of
the person consuming it
Dippin' Dots are made from fresh dairy ingredients flavored with
fun, fruity, enticing and even exotic flavors. The mixture is frozen
almost instantly in liquid nitrogen, a common element in the
atmosphere used commercially for flash freezing
After production, Dippin' Dots are packaged and shipped worldwide
88. Dippin’ Dots
• Timeline
2002 – Online Sales begin, Becomes
a regular menu offering for
McDonald’s restaurants in San
Francisco Bay area 2007 - Dippin' Dots available in
2003 – Largest -50°F commercial Colombia
walk-in freezer in North America at 2010 - Dippin' Dots has 3 million
its Kentucky facility Facebook Fans!
2004 - Dippin' Dots
Global, Inc., formed to coordinate
international business activities
2005 - Dippin' Dots first produced
in Canada
2006 - Dippin' Dots available in The
Netherlands
92. Dippin’ Dots
Events, Fairs and Festivals
Sporting Events
Dippin’ Dots is represented at
many sporting events including
many regional aussie rules, rugby
and league football matches as
well as little athletics, softball
and netball tournaments
Fetes/Fairs/Festivals
Dippin’ Dots can be found at
many popular festivals and fairs
including the Melbourne
Show, Brisbane (EKKA)
Show, Perth Show, Hobart Show
as well as many other regional
shows, music festivals, and
special events
93. Dippin’ Dots
Sponsorships
Title Sponsor of Celebrity
Grand Slam Paddle Jam –
Celebrity Ping Pong
tournament in Hollywood.
Proceeds went to benefit St.
Jude Children's Research
Hospital in Memphis, Tenness
ee
Dippin' Dots most recently
collaborated with the newest
adaptation of Journey to the
Center of the Earth, awarding
the winner a trip to
Iceland, the location of the
film
96. Dippin’ Dots
• In-Movie Placements
Dippin' Dots product and trademarks can be found
in motion pictures and television shows ("Coach
Carter," "Fat Albert," "Kicking & Screaming,"
"Cheaper by the Dozen" to name a few).
Their public relations efforts have recently
resulted in segments produced for Food TV, The
Travel Channel, and The Oprah Winfrey Show
97. Dippin’ Dots
Brand Extension
Dippin’ Dots Coffee Dippin’ Dots Merchandise Frozen Dot Maker Toy
Dippin’ Dots coffe has been launched just recently and hence the success isn’t known. The
Merchandise and toys, on the other hand, are a great hit amongst the kids
98. Dippin’ Dots
Physique Personality
Small round Cheerful,Playful, bub
Dots, crisp, melt in bly kids
mouth
Relationship Dippin’ Dots Culture
with the Brand Identity Western culture of its
consumer is of Prism country of origin-USA
fun and
enjoyment
Reflection Self-Image
Consumers think of it as of the consumer having
a fun companion for the ice-cream is that of a
celebration bubbly and cheerful
person
99. Dippin’ Dots
Merchandise
Journey to
the centre of Coffee
the Earth
Forty Below Despicable
Zero Club Me
Dippin’
Dots
Six Flags
Crucnhy
Theme Park
Ice Cream
Mobile Van
Balls
100. IKEA
• About IKEA
– IKEA is a privately held, international home products company that
designs and sells ready-to-assemble furniture such as beds and
desks, appliances and home accessories
– The company is the world's largest furniture retailer
– Founded in 1943 by 17-year-old Ingvar Kamprad in Sweden, the
company is named as an acronym comprising the initials of the
founder's name (Ingvar Kamprad), the farm where he grew up
(Elmtaryd), and his home parish (Agunnaryd, in Småland, South
Sweden)
– The chain has 313 stores in 38 countries, most of them in
Europe, North America, Asia and Australia
101. IKEA
• About IKEA
– Originally, IKEA sold pens, wallets, picture frames, table
runners, watches, jewelry and nylon stockings
– Furniture was first added to the IKEA product range in 1948
– In 1955, IKEA began to design its own furniture. The company motto is:
"Affordable Solutions for Better Living”
– At first, Kamprad sold his goods out of his home and by mail order. Later a
store was opened in the town of Älmhult
– On March 23, 1963, the first store outside Sweden was opened in
Asker, Norway
103. IKEA
• IKEA Methodology
– IKEA retailers buy in such large volumes that they get lower prices
– IKEA supplier gains long-term contracts, technical advice and leased
equipment from the company; IKEA demands exclusive contract and low-
prices
– The furniture and home furnishings are designed “knock-down” form and
shipped flat at a much lower transportation cost
– The customer drives the furniture home, which saves delivery cost
– The customer assembles the furniture
– The IKEA concept works on low markup
109. IKEA
IKEA
Homes
Ready-to- Blue and
assemble Yellow
IKEA
Economical Sweden
Ingvar
Kamprad
110. IKEA
• IKEA Brand Identity Prism
Physique Personality
Knocked-down, ready- Simple and Reliable
to-assemble
Relationship IKEA Brand Culture
with the Identity Prism Swedish, its country of
consumer trust Origin
Reflection Self-Image
Consumers think of it as of the consumer having
an affordable but trendy furniture at low
reliable brand prices
111. IKEA
• Brand Extension
– Apart from Stylish and affordable furniture, IKEA
also sells Home Furnishings which have been very
successful and popular among the people
112. Secret
• About Secret (from P&G)
– Secret is an antiperspirant/deodorant for women
manufactured by Procter & Gamble. It is sold in the
United States, Canada, and Mexico. Secret was
launched as the first female deodorant in 1956, after
more than 10 years of research that began in 1945
– Secret is the only female brand
antiperspirant/deodorant in Procter & Gamble’s
portfolio of products
– There are currently more than 55 different
antiperspirant/deodorant products sold under the
Secret brand
115. Secret
• Audience Connect Tagline – Mean Stinks, It
revolves around women apologising for body
odour
116. Secret
• Brand Ambassadors
Cate Blanchett – Internationally
acclaimed Australian actor Diana Nyad – Record holder in swimming – 103
miles
117. Secret
Roll-on and
Aerosol
Procter &
Fearlessness
Gamble
Women SECRET Diana Nyad
Stronf
enough for a
Mean Stinks
man, made
for women
Apologies
118. Secret
• Secret Brand Identity Prism
Physique Personality
Bottled, sprays, Roll- Fresh and fragrant
ons
Relationship Secret Brand Culture
with the Identity Prism Western, its country of
consumer origin being USA
fearlessness
Reflection Self-Image
Consumers think of it as of the consumer having
an reliable for long- fearlessness and
lasting freshness freedom
Shawn Machel Johnson - American artistic gymnast, 2008 Olympic balance beam gold medalist and all-around, and floor exercise silver medalist, the 2007 all-around World Champion. She also won the eighth seasonof Dancing with the Stars.
