Snake brand marketing communication

1. Marketing
Communications
Varitch Klamkham
2B6209

2. Company Profile – Snake Brand
oThai brand having more than 120 years of
history
oUsed to be market leader until Protex, a brand
under Colgate-Palmolive took the position
oRebranding was done in 2005 but it failed to
catch any attention due to unsuccessful
marketing communications
oCurrently has 25% market share (Marketeer,
2015)in 2015

3. Brand Image and Consumer Insight
• High brand awareness but
cannot leverage into
sales
• Packaging remained the
“same” for almost a
decade with little to no
development
• Customers perceived as a
brand for 35+ years old
people
• Offered products are
limited
• Failure to educate
customers
Problems
o Perceived as a product
for older people
o Gen Y and Millennial
deemed the brand as
“uncool”
o Packaging is made from
thin metal
Brand Image

4. Brand Logo, Slogan, and Target
o Utilizes modern
figure and does
not change the
unique brand value
o Existing  I know you use it too
o Revised  An escape from the tropical
o Customers of varying ages and also appeal
more to younger generation
Brand Logo
Brand Slogan
Brand Target

5. Old
Image
Brand Positioning –
Perceptual Mapping
PODs
o Regarded as Coolest
cooling powder in
the market
o Combat not only
rash but also
effective in acne
treatment
o Lab approved for
all skin types
High Price
Young
Image
Low Price

6. Every aspect of the company should undergo repositioning to
fit with the new image. The sites, content, creative and
branding should also be revamped
How to achieve the new image?
Holistic approach
TV commercials are the best way to inform customers about the
brand repositioning; it does not only educate customers about
the new image but also about the new logo
Advertisements
Marketing Campaigns
Thai people spend their grocery shoppings in big super markets
like Big C and Tesco Lotus. Gondola End is a very effect shelf
space which can greatly increase brand awareness
Gondola Ends
Places :
o Shopping Mall
o Community Mall
o Events at Conventional Hall
o Shopping Town
re
Activities :
o Games
o Photo Booths
o Product Sampling
re

8. Company Profile – Snake Brand
oThai brand having more than 120 years of
history
oUsed to be market leader until Protex, a brand
under Colgate-Palmolive took the position
oRebranding was done in 2005 but it failed to
catch any attention due to unsuccessful
marketing communications
oCurrently has 25% market share (Marketeer,
2015)in 2015

9. Brand Image and Association
oPerceived as a product for
older people
oGen Y and millennial deem
the brand as “uncool”
oPackaging is made from thin
iron

10. Customer Insight
Problems
o High brand awareness but cannot
leverage into sales. Despite high
awareness, it does not trigger
purchase because the brand make
buyers look “old”
o The brand uses the same metal
packaging for a decade! They claimed
that it will hold the coolness
better but the competitors are using
plastic packaging and have no
problem with that issue
o The brand only offers cooling powder
which is disliked by many customers
o Some customers can not withstand the
“extreme coolness”, as a result, they
switched to other brand
o Failure to effectively communicate to
consumers about other benefits of the
product such as acne treatment and
the effect of reducing body
temperature up to 3°c when used after
shower
o Lab approved for all skin types

11. Brand Pyramid
Resonance
Judgments Feelings
ImageryPerformance
Salience
o Brand loyalty
o Refreshment
o Healthy skin
o Relaxation
o Anti rash
o Anti prickly heat
o Affordable Product
o Perceived as High-
quality
o Variety of odors
o Suitable for all age
range
o Trust and reliability
o Answer to rash
o Over 120 years of
history
o First company in the
“world” to create
cooling powder
o High Brand awareness

12. Overall Brand Strategy
Enriching better
quality of life by
offering products with
highest quality
Combat heatwave
and live life to
the fullest
Vision
Mission Core Value
Empowering - Empower
everyday life and
activities regardless
of the heat

13. Point of Differences
oQuality – Products are of high-quality
oCoolness – Regarded as “coolest” cooling powder
oHistory – Since it has been on market for a
decade, old people are accustomed with the
brand and tend to buy this brand over any other
brands

14. Perceptual Mapping
Old
Image
High Price
Young
Image
Low Price

15. Brand Promise
We promise only to produce
products of the finest
quality that will change
“sweaty” to “pleasant”
day

16. Brand Archetype
oSnake Brand is associated as
“The Caregiver”
oMain goal to is rejuvenate
the brand to attract both
younger and, at the same
time, retain older generation
oThe brand survives and will
continue to help customers
relieve from rash and prickly
heat
oThe brand will continue to
help others and grow at the
same time

17. Brand Logo and Color Association
Current
o Looks old
o Looks unattractive to
younger generation
o Does not look exciting
Revised
o Looks more alive
o Looks more modern
o Maintain the
original value and
meaning
o Can attract larger
array of customers
o The snake color
remained unchanged
while the arrow
becomes green due to
better color fitting

18. Brand Slogan
Current I know you use it too
Revised An escape from a tropical

19. Brand Target
Customers of varying agesCurrent
Revised
Customers of varying ages and also
appeal more to younger generation

20. Every aspect of the company should undergo repositioning to
fit with the new image. The sites, content, creative and
branding should also be revamped
Achieving new image?
Holistic approach
TV commercials are the best way to inform customers about the
brand repositioning; it does not only educate customers about
the new image but also about the new logo
Advertisements
Marketing Campaigns
Thai people spend their grocery shopping in big super markets
like Big C and Tesco Lotus. Gondola End is a very effect shelf
space which can greatly increase brand awareness
Gondola Ends
Places :
o Shopping Mall
o Community Mall
o Events at Conventional Hall
o Shopping Town
re
Activities :
o Games
o Photo Booths
o Product Sampling
re