Foreign brands


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  • 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.
  • Foreign brands

    1. 1. Product and Brand Management Assignment#2 Vikram Kasbekar P1021 Kinnar Majithia P1026 Chintan Shah P1051 Ankit Tripathi P1058
    2. 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
    3. 3. Market Communication
    4. 4. Market Communication• RTQ&feature=related• uAYA• wrg
    5. 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. 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. 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
    8. 8. Brand Prism Analysis• Physique: Toy, Creative• Personality: Young, Innovative, Fun• Culture: Young, Vibrant• Self-Image: Creative• Reflection: Emotionally attached• Relationship: Play companion
    9. 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. 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.
    11. 11. Market Communication
    12. 12. Market Communication• Xc• zPM&NR=1
    13. 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. 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. 15. Brand Extensions• As a dishwashing solution, Cascade started off with Cascade Powder then eventually ventured into gels and finally into tablets
    16. 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. 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. 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.
    19. 19. Market Communication
    20. 20. Market Communication• 4VE• qQ• PJfyKo&feature=related
    21. 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. 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. 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. 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. 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. 26. TOYS R US• Founded by Lazarus• The "R Us" name was derived as a pun on the founders 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 dont want to grow up, Im a Toys R Us kid Theres a million toys at Toys R Us that I can play with! From bikes, to trains, to video games, Its the biggest toy store there is! Gee whiz! I dont want to grow, cuz baby if I did, I wouldnt be a Toys R Us kid!”
    27. 27. TOYS R US-Nodal Diagram Toys for specially-abled fun children Kids ApparelGames Spacious TOYS R Online Store US HERITAGE/BRAND All toys at one place NAME experience colorful MASCOT: Geoffrey the Giraffe Discounts
    28. 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. 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. 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 DONT WANNA GROW UP, IM 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. 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. 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 imageTrust, variety, one stop Fun, enthusiastic, spacishop with variety for all ousage group Reflection Kids, Parents
    33. 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 childs backward writing of "R", which is short for "are". The "R" is the most distinctive part of the retailers colorful kid-friendly logo. Letter R is reversed to increase recognition n registration the stores
    34. 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. 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. Geoffreys 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. 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 childrens 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. 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:••••
    38. 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 Bees 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. 39. Peanut Butter & Co-Nodal Diagram fun Blue & yellow Sticky flavors kids Peanut Butter & Co. Special taste sandwich peanuts MASCOT: Monkey Online store
    40. 40. Qualitative Analysis•Company logo is in blue and yellow color. The shop isalso painted blue from outside and majorly yellow frominside in sync with colors of logo.•Though it is preferred more by kids because of its tasteand stickiness but people of all age group like it.•It started as a peanut butter sandwich and then startedselling its peanut butter in retail outlets and online.•It started in 10 flavors and now keeps on coming withnew flavors, shows an experimental culture.
    41. 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 eventslike super bowl, cycling targeting youths and sports enthusiast.• TV ads are very rare and mostly participates by showingproduct being used by protagonist as shown in TV seriesnamely Glee, True Blood, etc.
    42. 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 imageSpecial flavors, for all Fun, yummy taste.age group Reflection family place
    43. 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 morethan a decade now.
    44. 44. Peanut Butter & Co• The popularity of its taste and variety of its flavors, it has extended from peanut butter tobaking mixes, gifts, fluff store, apparels, portable and picnic packs , etc as shown below:
    45. 45. Peanut Butter & Co: India Launch1. 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. 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
    47. 47. Teavana-Nodal Diagram Tea bar Darjeeling aromaHerbal tea freshness Peanut Butter & Co. taste Tea Decor Iced tea Online store
    48. 48. Qualitative Analysis• Company logo has shades of green, red and yellowcolor. By such colors it is trying to reflect the colors oftea, colors that occur when tea is boiled and prepared.• The store offers to a wide range of tea from icedtea, green tea, black tea to herbal tea, Oolong andRooibos.• This caters to different tastes of different peoples aswell as those who want to experiment with tastes fromdifferent region.• Its main selling proposition besides wide variety is theexperience at tea store with all the tea Décor.
    49. 49. Qualitative Analysis• The company has advertised to create awareness onlyduring its inception and that too in form of print adwhich targeted the subliminal mind.• The only once it had its poster advertisement wasduring its public listing which simply focused on thecompanys logo and the tea business.• Since it is a niche market, it relies heavily on in-storepromotions and word of mouth publicity.•Its commands a good fan following on face book andtwitter.
    50. 50. Teavana- In-store and Facebook page
    51. 51. Teavana: Prism Personality Tea tattlers Culture Physique Royal Tea pots and tea offerings, Experimentatidécor, retail stores ve TOYS R USRelationship Self imageMeeting Joint Freshness, health Reflection Tea Lovers
    52. 52. Brand Identity: Prism•The firm focuses on offering Royal experience at its store chain where it offers itsexhaustive 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, keepthem engaged and promote sales.
    53. 53. The Extensions• Catering to the niches, the company has extended its offering from just tea to teapots, cups, iced tea pitcher, tea thermometer and timer, bowls, trays, cookies & mint teabreaths.• Teavana App: Teavana released their first iPhone/iPod touch Application through theiTunes Store in late December 2009 for free called "Teavana Perfect Tea Touch". The Appincludes a browse section entitled "Tea Touch", a musical timer for steeping tea, a teablending suggestor that advises mixing certain teas together, a store locator, and a favoritessection.
    54. 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. 55. Print AdvertisementsBorn in 1966, K-Swiss did not advertise till mid 1980’s. They hadno TV spots, radio or magazine ads. They did not put out newmodels every season. They relied only on word of mouth publicity.
    56. 56. K-Swiss on
    57. 57. Celebrities endorsing K-Swiss
    58. 58. K-Swiss Video Advertisements•• JphKbkk&feature=related
    59. 59. K-Swiss Nodal Diagram Fitness Tennis Fast Roger White Federer K Swiss Weird On the Name move Nike Swiss
    60. 60. 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
    61. 61. 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
    62. 62. 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.
    63. 63. 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
    64. 64. Print Advertisement
    65. 65. Outdoor Advertising
    66. 66. Crest on
    67. 67. Celebrities endorsing CrestArthur O’Connell Shawn Johnson
    68. 68. Crest on•• re=related•
    69. 69. Crest Nodal Diagram Tooth USA P&G Colgate Crest White Fluoride Dentist Times of India
    70. 70. 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
    71. 71. 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
    72. 72. 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
    73. 73. Woolite Print Advertisements
    74. 74. Woolite Outdoor ads
    75. 75. Woolite on Woolite has no presence on Twitter
    76. 76. Woolite on••
    77. 77. Celebrities endorsing WooliteStacy London – American Fashion Consultant and Media Personality
    78. 78. Woolite Nodal Diagram Wool Bai Detergent Fresh HUL Woolite Clean Daag Rakesh Light Kapoor
    79. 79. 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.
    80. 80. Woolite Tactical PromotionsBy Launching the page – Woolite Washing Wisdom, Wooliteprovides simple yet efficient tips which go a long way in helping aperson perform effective washing while at the same timeconsuming lesser resources
    81. 81. 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
    82. 82. 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
    83. 83. 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 nations premiere amusement parks, Opryland USA, helped form what Dippin Dots is today  Dippin Dots are made at the companys Administrative, Sales, Franchising, and production headquarters in Paducah, Kentucky
    84. 84. 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
    85. 85. Dippin’ Dots • Timeline2002 – 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 Colombiawalk-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
    86. 86. Dippin’ Dots
    87. 87. Dippin’ DotsPrint Advertisements
    88. 88. Dippin’ DotsTV Commercial Dippin Dots Rock!•
    89. 89. Dippin’ DotsEvents, 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
    90. 90. Dippin’ DotsSponsorships  Title Sponsor of Celebrity Grand Slam Paddle Jam – Celebrity Ping Pong tournament in Hollywood. Proceeds went to benefit St. Jude Childrens 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
    91. 91. Dippin’ DotsA few more Sponsorships and Affiliations
    92. 92. Dippin’ DotsOutdoors – Schools, Mobile Vans, Six Flag Theme Park
    93. 93. 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
    94. 94. Dippin’ Dots Brand Extension Dippin’ Dots Coffee Dippin’ Dots Merchandise Frozen Dot Maker ToyDippin’ Dots coffe has been launched just recently and hence the success isn’t known. TheMerchandise and toys, on the other hand, are a great hit amongst the kids
    95. 95. Dippin’ Dots Physique Personality Small round Cheerful,Playful, bub Dots, crisp, melt in bly kids mouthRelationship Dippin’ Dots Culturewith the Brand Identity Western culture of itsconsumer is of Prism country of origin-USAfun andenjoyment 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
    96. 96. Dippin’ Dots Merchandise Journey to the centre of Coffee the EarthForty Below Despicable Zero Club Me Dippin’ Dots Six Flags Crucnhy Theme Park Ice Cream Mobile Van Balls
    97. 97. 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 worlds 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 founders 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
    98. 98. 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
    99. 99. IKEA• IKEA in 2011
    100. 100. 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
    101. 101. IKEA• Print Ads
    102. 102. IKEA• IKEA TV Advertisements – IKEA Commercial - Home – IKEA Kitchen Ad, USA
    103. 103. IKEA• Outdoor Ads
    104. 104. IKEA• Outdoor Ads
    105. 105. IKEA• IKEA on Social Media Platforms
    106. 106. IKEA IKEA HomesReady-to- Blue andassemble Yellow IKEAEconomical Sweden Ingvar Kamprad
    107. 107. 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
    108. 108. IKEA• Brand Extension – Apart from Stylish and affordable furniture, IKEA also sells Home Furnishings which have been very successful and popular among the people
    109. 109. 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
    110. 110. Secret• Secret Print Advertisements
    111. 111. Secret• Video Campaigns – ‘Mean Stinks’ Campaign• Secret on Facebook
    112. 112. Secret• Audience Connect Tagline – Mean Stinks, It revolves around women apologising for body odour
    113. 113. Secret • Brand AmbassadorsCate Blanchett – Internationallyacclaimed Australian actor Diana Nyad – Record holder in swimming – 103 miles
    114. 114. Secret Roll-on and Aerosol Procter & Fearlessness GambleWomen SECRET Diana Nyad Stronf enough for a Mean Stinks man, made for women Apologies
    115. 115. 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
    116. 116. Thank You