Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Crabtree & Evenlyn brand revitalization,ppt


Published on

Transformation from Old English Apothecary to Global Modern Lifestyle Brand

Published in: Lifestyle
  • Be the first to comment

  • Be the first to like this

Crabtree & Evenlyn brand revitalization,ppt

  1. 1. Brand Revitalization<br />
  2. 2. Amadou Hampate Ba<br />Strategic Brand Positioning Statement<br />“Tradition is like a huge tree. It is a living organism. We should not hesitate to trim the dead branches...But we must not cut the trunk, for then we would lose our soul and our identity!”<br />
  3. 3. Brand Revitalization<br />Consumer Market Attractiveness<br />Customer Intercepts<br />Brand Identity<br />Brand Book<br />Strategic Brand Implementation<br />New Products<br />New Store Design<br />Public Relations<br />
  4. 4. Consumer Market Attractiveness<br />The U.S. personal care market is the largest in the world with 1994 sales of $24.2 billion<br />The product segments that Bath & Body Works is strong in are growing at a faster rate (6.1%) than the total personal care market (5.1%)<br />Mature women, aged 45-64 will be the fastest growing women’s age group through the year 2000<br />Mature women purchased 29% of all personal care products in 1994<br />Mature women have the highest per capita personal care expenditures and spend more on personal care purchases than any other consumer segment except apparel<br />Brand revitalization<br />
  5. 5. Consumer Market Attractiveness<br />Mature women have a higher average annual income than any other consumer segment<br />Affluent women, with income over $40,000, represent 26% of the population and they shop primarily in department store and specialty store channels<br />Mature women purchase products through mail order at much higher rates than the national average (76% vs. 28%)<br />The mature woman’s psychographic profile fits well with Crabtree & Evelyn’s product offering<br />Brand revitalization<br />
  6. 6. Customer Intercepts<br />
  7. 7. Customer intercepts<br />“The packaging and merchandising needs help. Nothing draws you in.”<br />
  8. 8. Customer intercepts<br />“Good products.They’re just old fashioned. Nothing really for me.”<br />
  9. 9. Customer intercepts<br />“Their people are very knowledgeable, that was impressive. There aren’t any price tags or they’re hard to find. It’s very expensive.”<br />
  10. 10. Customer intercepts<br />“I’d need samples before I bought anything for those prices.”<br />
  11. 11. Customer intercepts<br />“I just love the quality of their products.”<br />
  12. 12. Customer intercepts<br />“I know whatever I buy will be good. The sales woman really knew a lot about all the products.”<br />
  13. 13. The Crabtree & Evelyn brand.<br />
  14. 14. The business opportunity. <br />The Personal Care market is dominated by P&G type global conglomerates. Since the 1950’s the emphasis placed on rational product benefits by the marketing system of P&G has eroded the personal and caring nature of “personal care.”<br />Niche retailers have begun to exploit the opportunities left to them by the big conglomerates.<br />But no retailer or manufacturer has taken a holistic view of the consumer and created a brand that reflects the kind of needs and desires of the new generation of consumers.<br />Today’s consumer, a more sophisticated woman who cares about her life and those around her, is looking for a more enriched version of “personal care.” A care that is truly personal.<br />
  15. 15. The Crabtree & Evelyn consumer. <br />The Crabtree & Evelyn consumer is a modern woman.A woman who has the time, the money and the inclination to really care about herself and those around her.<br />She believes that caring for herself is a very important element of her life. This is made especially true in a world that is as harsh and tense as the modern world she finds herself in.<br />
  16. 16.
  17. 17. She cares for her physical, mental and emotional well-being.<br />She cares for her home and her belongings.<br />She cares for her friends and family.<br />She cares about her relationships.<br />She cares about the way things are made and presented.<br />She cares about the world she finds herself in and hopes it can be improved.<br />
  18. 18. What does she want from Crabtree & Evelyn?<br />She wants Crabtree & Evelyn to care also.<br />She wants Crabtree & Evelyn to care about her and all that she cares about.<br />She wants Crabtree & Evelyn to care as a manufacturer.<br />She wants Crabtree & Evelyn to care as a retailer.<br />She wants Crabtree & Evelyn to care about her interests, her aspirations, her desire to travel, her love of fine things, her fantasies.<br />She also wants to care about Crabtree & Evelyn. She wants Crabtree & Evelyn to be an important part of her everyday life.<br />
  19. 19.
  20. 20. The Crabtree & Evelyn brand promise.<br />Crabtree & Evelyn care.<br />
  21. 21. The Crabtree & Evelyn brand promise.<br />Crabtree & Evelyn care about you and all the things that you care about.<br />Your physical, emotional and mental well being.Your home.Your family.Your friends<br />
  22. 22.
  23. 23. The Crabtree & Evelyn brand promise.<br />Crabtree & Evelyn care about the way they manufacture, package and sell their products.<br />Crabtree & Evelyn care about the experience you have in store.<br />Crabtree & Evelyn care.<br />
  24. 24.
  25. 25. Crabtree & Evelyn care.<br />No other brand owns this proposition although a few may encroach.<br />It is a way of running the company, presenting the brand, making the products, choosing suppliers and integrating into the broader community.<br />It is an idea that can travel across countries.<br />It is an idea that is borne out of the past at Crabtree & Evelyn and is relevant to the future.<br />It is also a challenge: an idea for the company to live up to. In so doing, we believe that the consumer will look up to Crabtree & Evelyn.<br />
  26. 26. BRAND BOOK<br />
  27. 27. BRAND BOOK<br />
  28. 28. BRAND BOOK<br />
  29. 29. Global<br />Contemplative<br />Unusual natural materials<br />High quality<br />Unpretentious<br />Clean lines - streamlined<br />Relevant to today<br />English apothecary<br />Old world craftsmanship<br />Victorian ambiance<br />Individualized by location<br />High quality materials<br />Strategic Brand Implementation<br />Old Design<br />New Design<br />BrAND IDENTITY<br />
  30. 30. New store Design<br />
  31. 31. New store Design<br />
  32. 32. New store Design<br />
  33. 33. New store Design<br />
  34. 34. New store Design<br />
  35. 35. New store Design<br />
  36. 36. New store Design<br />Regency Mall<br />
  37. 37. New store Design<br />Regency Mall<br />
  38. 38. Products<br />
  39. 39. New products<br />
  40. 40. New products<br />
  41. 41. New products<br />