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Energizing Brand

KOHINOOR
Why ENERGIZE?
      Will it get you
MORE BANG FOR THE BUCK?
To evaluate whether there is a
need to ENERGIZE we initiated a
dipstick survey across Pharmacies,
Convenience stores, Heal...
THE DIP STICK
SURVEY COVERED




 Pharmacies (30)

 Convenience Stores (5)

 Health & Beauty Chains (3)

 Super Market...
THE DIP STICK
SURVEY AREAS




 Nungambakkam (SEC A & AB)
 Kodambakkam (SEC AB, B, C)                     Mogappair (SE...
WHAT WE ASKED?

1. Which are the FASTEST moving condom brands?
2. Which AGE GROUP prefers which brand?
3. What is the PURC...
WHAT WE ASKED?

5. Does PRICING play a decisive role in purchase?
6. Are consumers BRAND SPECIFIC?
7. Are the trade people...
WHAT THEY SAID?




FASTEST SELLING BRANDS IN ORDER
1. KS
2. Kohinoor
3. Moods / Chinese
4. Durex (Niche Urban Elite, No.1...
WHAT THEY SAID?




AGE GROUP & SEC PURCHASE PATTERN
1. KS :              20 – 30 yr   SEC A+, A, AB
2. Kohinoor :        ...
WHAT THEY SAID?




PACKAGING
•   Plays an important role in product placement at counters.
•   Sexual imagery used to hel...
WHAT THEY SAID?




PRICING
•   Not a very important factor.
BRAND AWARENESS
•   Consumers very brand specific but does no...
WHAT THEY SAID?




PROMOTING
•   Sellers are open to promote but not much sustained OOH / BTL
    promotional support fro...
BRAND PROMISE PERCEPTION




•   KS               Young and energetic, Fun, Erotic
•   KOHINOOR         Married man‟s choi...
BRAND PROMISE PERCEPTION

                                          MACHISMO

                                  Masti     ...
LEARNING


           •   Sex has evolved over the last 10 years
               with Internet and media explosion
        ...
CHALLENGE




•   360 Degree ENERGIZING of the KOHINOOR Brand Promise
•   Build on Romance and create differenciation, add...
THE SOLUTION

                        Efficient
                      Push & Pull
                       Strategies




  ...
THE PRODUCT SHELF




               What works,
               what doesn‟t
            LOST IN THE CROWD

              ...
KS PACKAGING

               Regular variants




    The
Pack Visuals
  Deliver                                        Br...
MOODS PACKAGING


                     Regular variants




                                           Clear variant
     ...
MANFORCE PACKAGING
                                 Positioned
                                   for the
                ...
KOHINOOR PACKAGING

                   The Brand Promise is not
             Positioned for the Married Couple
           ...
KOHINOOR PACKAGING




                           Variant
                       Differentiation




     Regular variant ...
KOHINOOR PACKAGING




       Why will a married man of SEC B want to buy
        soft porn images to make love to his wif...
KOHINOOR PACKAGING
                THE REMEDY




               LOVE & PASSION
THE LOVE ELEMENTS
    MASTER ELEMENT

                  ROSE                     CUPID
   The „HEART‟ is just not
   the u...
THE MASTER ELEMENT

   The „HEART‟ is just not
   the universal symbol for love      If it really was, why doesn’t it
    ...
THE UNIFICATION




                  Testicles
         Uterus
THE FEMALE SYMBOL




    The „HEART‟ also depicts the
     human female body, such as
   the female reproductive organ,
 ...
THE SILPHIUM

  Historians state one possible origin of the
   heart, is a seed pod, Silphium

  The Silphium, a type of...
HEART FOR LOVE
                                      Master
                                      Element




            ...
COLOUR MATTERS

 Marketing research indicates that over 80% of visual information is
 related to colour

 Colour conveys i...
REVIEW PARAMETERS
                       DYNAMIC & BOLD

                       MODERN & CONTEMPORARY

                   ...
THE COLOUR PALETTE
                                                                    Colour




                        ...
THE COLOUR PALETTE
                                                                      Colour




                      ...
THE COLOUR PALETTE
                                                                   Colour




                         ...
THE COLOUR PALETTE




                                                      JASMINE



  The colour green reflects nature...
THE COLOUR PALETTE




                                                       XTRA
                                       ...
THE COLOUR PALETTE



                                                     XTRA
                                          ...
KOHINOOR
PACKAGING
Package 1




            DYNAMIC & BOLD

            MODERN & CONTEMPORARY

            LOVE & PASSION AFFINITY

        ...
Package 2




            DYNAMIC & BOLD

            MODERN & CONTEMPORARY

            LOVE & PASSION AFFINITY

        ...
Package 3




            DYNAMIC & BOLD

            MODERN & CONTEMPORARY

            LOVE & PASSION AFFINITY

        ...
Package 4




            DYNAMIC & BOLD

            MODERN & CONTEMPORARY

            LOVE & PASSION AFFINITY

        ...
Package 5




            DYNAMIC & BOLD

            MODERN & CONTEMPORARY

            LOVE & PASSION AFFINITY

        ...
Package 6




            DYNAMIC & BOLD

            MODERN & CONTEMPORARY

            LOVE & PASSION AFFINITY

        ...
Touch Points

                         Bus Stand / Bus
      Railway Stations                     Medical Shops     Magazi...
The Kohinoor Couple
Television
Click here to open the full story board
Click here to open the full story board
Click here to open the full story board
PRINT
Intro Ad
Intro Ad
Intro Ad - Layout
Intro Ad - Hindi
Ad - Hindi
Ad - Hindi
Ad - Hindi
Ad - Hindi
Ad - Hindi
Ad - Hindi
Ad - Tamil
Ad - Tamil
Ad - Tamil
OUTDOOR & POS
Product Rack
Standee
Dangler
Paper Weight
BUS STOP SHELTER
“Ghar ja rahe ho…toh ab kya karoge?”
RADIO
Why go for Radio?

 Untapped medium by condom brands

 Permits to build a personality for the brand
  using sound and vo...
Radio Broadcast and Audienceship in Tamil Nadu


                                        Radio Mirchi
                    ...
Favorite song khatam toh Ab kya karoge?
 RJ voiceover after a every program
   “Program khatam toh ab kya karoge?”

 Af...
AMBIENT
VIRAL
KOHINOOR XTRA TIME
Television
Click here to open the full story board
Click here to open the full story board
PRINT
RADIO
Hindi   Tamil
PRESENTATION KHATAM




What about
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
Kohinoor - Repositioning Strategy
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Kohinoor - Repositioning Strategy

  1. 1. Energizing Brand KOHINOOR
  2. 2. Why ENERGIZE? Will it get you MORE BANG FOR THE BUCK?
  3. 3. To evaluate whether there is a need to ENERGIZE we initiated a dipstick survey across Pharmacies, Convenience stores, Health & Beauty Chains and Super Markets across different socio-economic areas in Chennai…
  4. 4. THE DIP STICK SURVEY COVERED  Pharmacies (30)  Convenience Stores (5)  Health & Beauty Chains (3)  Super Markets (2)
  5. 5. THE DIP STICK SURVEY AREAS  Nungambakkam (SEC A & AB)  Kodambakkam (SEC AB, B, C)  Mogappair (SEC AB, B)  Royapettah & Thousand Lights (SEC A, AB, B)  Porur (SEC AB, B, C)  Velacherry (SEC A, AB, C)  Adyar (SEC A, AB, B)  Ambattur (SEC AB, B, C)  Koyambedu (SEC B, C)
  6. 6. WHAT WE ASKED? 1. Which are the FASTEST moving condom brands? 2. Which AGE GROUP prefers which brand? 3. What is the PURCHASE PATTERN for condoms? 4. Does PACKAGING play an important role in purchase?
  7. 7. WHAT WE ASKED? 5. Does PRICING play a decisive role in purchase? 6. Are consumers BRAND SPECIFIC? 7. Are the trade people open to the idea of PROMOTING condoms? 8. Why more PROMINENCE is given to certain brands?
  8. 8. WHAT THEY SAID? FASTEST SELLING BRANDS IN ORDER 1. KS 2. Kohinoor 3. Moods / Chinese 4. Durex (Niche Urban Elite, No.1 at Health & Beauty Chains)
  9. 9. WHAT THEY SAID? AGE GROUP & SEC PURCHASE PATTERN 1. KS : 20 – 30 yr SEC A+, A, AB 2. Kohinoor : 30 – 45 yr SEC AB, B, C 3. Moods / Chinese : 20 – 35 yr SEC AB, B, C 4. Durex : 20 – 45 yr SEC A+, A, AB (Urban Elite)
  10. 10. WHAT THEY SAID? PACKAGING • Plays an important role in product placement at counters. • Sexual imagery used to help in product visibility but currently it is full of clutter with all brands except KS and Durex following sexual imagery packaging. • Sexual imagery causes embarrassment for the Indian family-man
  11. 11. WHAT THEY SAID? PRICING • Not a very important factor. BRAND AWARENESS • Consumers very brand specific but does not refuse if other brands are offered at Pharmacies. Factors are lack of knowledge about quality difference, brand value, does not matter etc.
  12. 12. WHAT THEY SAID? PROMOTING • Sellers are open to promote but not much sustained OOH / BTL promotional support from any company. BRAND SPECIFIC PROMINENCE • KS at Pharmacies since off take is more, Durex at Health & Beauty Chains, All kept mixed at other places.
  13. 13. BRAND PROMISE PERCEPTION • KS Young and energetic, Fun, Erotic • KOHINOOR Married man‟s choice, Durable, Functional, Value-for-money • MANFORCE (Advt) Young, Raw Eroticism, Experimental, Fantasy • MOODS Young, Fun, Cheap
  14. 14. BRAND PROMISE PERCEPTION MACHISMO Masti Zaroor Ustad Manforce Durex Kama Sutra Nirodh CARING FOR EROTICISM THE FAMILY Nirodh Deluxe Durex Pleasuremax Kohinoor Moods Kohinoor Kohinoor Pink XTRA Time LOVE AND PASSION
  15. 15. LEARNING • Sex has evolved over the last 10 years with Internet and media explosion • Fun factor is now attached to sex…even in the Indian married man‟s mind • Romance – Marriage – Sex is now Romance – Sex - Marriage • Awareness is high and experimentation is the next step forward • Sex is now a natural culmination of Romance
  16. 16. CHALLENGE • 360 Degree ENERGIZING of the KOHINOOR Brand Promise • Build on Romance and create differenciation, add X-Factor • From Married Male‟s choice move closer to Every Male‟s choice • Stage 2 - Every Male to Every Consenting Adult (make woman the decider the chooser…) • From Night time to Romance time, Anytime, Every time… There is no specific time for Love & Romance…
  17. 17. THE SOLUTION Efficient Push & Pull Strategies Mass Effective Superior & Media Brand Differenciated Exercise Packaging Energizing New & Ambient Media
  18. 18. THE PRODUCT SHELF What works, what doesn‟t LOST IN THE CROWD and why?
  19. 19. KS PACKAGING Regular variants The Pack Visuals Deliver Brand Clear variant Promises The differentiation Fun & Erotic Promises Sex & Experiences Premium variants
  20. 20. MOODS PACKAGING Regular variants Clear variant differentiation Premium variants For the Male buyer – No Trying to promises but Position along assures sex with Durex
  21. 21. MANFORCE PACKAGING Positioned for the Male Market Guarantees RAW SEX No Correlation between the PACKAGE REVAMP Brand Promise and the Logo IMPROVED INCREASE BRAND IN IDENTITY SALES
  22. 22. KOHINOOR PACKAGING The Brand Promise is not Positioned for the Married Couple delivered on the packs. as a Companion for Love & Passion The Promise is entirely different from the actual product appearance The packs says But the packs says SEX!!! SEX!!! SEX!!! SEX!!! SEX!!! Affects theis the LOVE? Where consumer behavior and the purchase pattern Where is the PASSION?
  23. 23. KOHINOOR PACKAGING Variant Differentiation Regular variant Premium variant 0%
  24. 24. KOHINOOR PACKAGING Why will a married man of SEC B want to buy soft porn images to make love to his wife? ONE MAJOR ELEMENThave EAT UP SALES What does these visuals TO to do with love and passion? Wouldn‟t the consumers feel a little embarrassed because of the packs?
  25. 25. KOHINOOR PACKAGING THE REMEDY LOVE & PASSION
  26. 26. THE LOVE ELEMENTS MASTER ELEMENT ROSE CUPID The „HEART‟ is just not the universal symbol for love An ancient The symbol for personification love and for love and beauty courtship WHAT ARE THE VISUAL REPRESENTATIONS OF LOVE? ROMANTIC HEART COUPLE The most Depicts the extreme and closeness and prevalent bonding symbol between representing partners love
  27. 27. THE MASTER ELEMENT The „HEART‟ is just not the universal symbol for love If it really was, why doesn’t it even come close to the appearance of the human heart? The „HEART‟ is a stylized symbol that unifies the male and the female reproductive organs
  28. 28. THE UNIFICATION Testicles Uterus
  29. 29. THE FEMALE SYMBOL The „HEART‟ also depicts the human female body, such as the female reproductive organ, the Sumerian cuneiform or its mound. And some maintains a resemblance to the shape of the female breasts or buttocks.
  30. 30. THE SILPHIUM  Historians state one possible origin of the heart, is a seed pod, Silphium  The Silphium, a type of fennel, which seeds are distinctly heart-shaped, but has been extinct for over two millennium  It can be seen engraved on the ancient coins of the city of Cyrene And for why the seed pod possibly rank itself as the premiere symbol of love and romance? Silphium was the main ingredient for the most highly effective natural birth-control medicine of its time. It was used as an herbal contraceptive or abortifacient
  31. 31. HEART FOR LOVE Master Element Since the existence of man the heart-shaped symbol represents love and adoration
  32. 32. COLOUR MATTERS Marketing research indicates that over 80% of visual information is related to colour Colour conveys information and provides the user with some other operational benefit Psychological Effects • Symbolism • Associations Aesthetic Effects Functionality • Attractive • Effective Design Visual Effects • Eye-catching • Legibility
  33. 33. REVIEW PARAMETERS DYNAMIC & BOLD MODERN & CONTEMPORARY LOVE & PASSION AFFINITY BRANDING VISUAL APPEAL / ATTRACTIVENESS Master Element Visual Elements Colour Branding
  34. 34. THE COLOUR PALETTE Colour PINK Pink compliments the variant and on a lager scale avoids a colour text brain teaser In general Pink is associated with love and romance Pink shows a reluctance to grow-up in sexual matters
  35. 35. THE COLOUR PALETTE Colour DOTS Blue is described as a favorite color of both men and women of all ages, and is the color most preferred by men The colour of water is perceived to be blue, the water bubbles are therefore also perceived in the colour of blue, bubbles form the shape of circles or large dots, this will aid to the functionality of the pack design
  36. 36. THE COLOUR PALETTE Colour RIBS The elements that the Indian psyche associates to the colour brown is to wood and earth. Wood are trees. The texture of the barks are uneven and bumpy, this very much applies to the texture of the product variant Men are more apt to say brown is one of their favorite colours
  37. 37. THE COLOUR PALETTE JASMINE The colour green reflects nature and naturalness Even though white is the colour of jasmine, green is very popularly attached to it, because the colour white is considered to have a weak visual representation. The alternative is green, hiring the colour of the peduncle
  38. 38. THE COLOUR PALETTE XTRA THIN The usage of colour red grabs attention and gets people to take action The colour red is related from passionate love to violence and warfare. The colour red reflects heat. Condoms when wore are smooth reducing friction and claimed to eat-up sensation. This product variant allows to fetch back the lost sensation and heat things between the couple
  39. 39. THE COLOUR PALETTE XTRA TIME TRIPLE XTRA The Indian psyche relates the colours black and gold to premium and luxury, this understanding will be applied to the premium variants
  40. 40. KOHINOOR PACKAGING
  41. 41. Package 1 DYNAMIC & BOLD MODERN & CONTEMPORARY LOVE & PASSION AFFINITY SENSUOUS COLOURS & BRANDING VISUAL APPEAL / ATTRACTIVENESS
  42. 42. Package 2 DYNAMIC & BOLD MODERN & CONTEMPORARY LOVE & PASSION AFFINITY SENSUOUS COLOURS & BRANDING VISUAL APPEAL / ATTRACTIVENESS
  43. 43. Package 3 DYNAMIC & BOLD MODERN & CONTEMPORARY LOVE & PASSION AFFINITY SENSUOUS COLOURS & BRANDING VISUAL APPEAL / ATTRACTIVENESS
  44. 44. Package 4 DYNAMIC & BOLD MODERN & CONTEMPORARY LOVE & PASSION AFFINITY SENSUOUS COLOURS & BRANDING VISUAL APPEAL / ATTRACTIVENESS
  45. 45. Package 5 DYNAMIC & BOLD MODERN & CONTEMPORARY LOVE & PASSION AFFINITY SENSUOUS COLOURS & BRANDING VISUAL APPEAL / ATTRACTIVENESS
  46. 46. Package 6 DYNAMIC & BOLD MODERN & CONTEMPORARY LOVE & PASSION AFFINITY SENSUOUS COLOURS & BRANDING VISUAL APPEAL / ATTRACTIVENESS
  47. 47. Touch Points Bus Stand / Bus Railway Stations Medical Shops Magazines Television Panels Cinema Halls Shopping Malls Roads Restaurants Pubs Parking lots Trains Airports Tickets/Receipts Subways Gyms Beauty Saloons Libraries IT parks Supermarkets Telephone Website Logout Fuel Stations Elevators Restrooms Booths Pages & more…
  48. 48. The Kohinoor Couple
  49. 49. Television
  50. 50. Click here to open the full story board
  51. 51. Click here to open the full story board
  52. 52. Click here to open the full story board
  53. 53. PRINT
  54. 54. Intro Ad
  55. 55. Intro Ad
  56. 56. Intro Ad - Layout
  57. 57. Intro Ad - Hindi
  58. 58. Ad - Hindi
  59. 59. Ad - Hindi
  60. 60. Ad - Hindi
  61. 61. Ad - Hindi
  62. 62. Ad - Hindi
  63. 63. Ad - Hindi
  64. 64. Ad - Tamil
  65. 65. Ad - Tamil
  66. 66. Ad - Tamil
  67. 67. OUTDOOR & POS
  68. 68. Product Rack
  69. 69. Standee
  70. 70. Dangler
  71. 71. Paper Weight
  72. 72. BUS STOP SHELTER “Ghar ja rahe ho…toh ab kya karoge?”
  73. 73. RADIO
  74. 74. Why go for Radio?  Untapped medium by condom brands  Permits to build a personality for the brand using sound and voices  Most inexpensive medium for the masses  High audienceship and rapid expansion  Higher creative variants
  75. 75. Radio Broadcast and Audienceship in Tamil Nadu Radio Mirchi 34,18,000 Big FM 7,03,000 Suriyan FM Hello FM 1,27,54,000 Radio One 23,72,000 3,54,000 Radio City 5,44,000 Aahaa FM 2,33,000 Coverage Chennai Puducherry Coimbature Madurai Triunelveli Tuticorin Trichy
  76. 76. Favorite song khatam toh Ab kya karoge?  RJ voiceover after a every program “Program khatam toh ab kya karoge?”  After time updates, Traffic updates, score updates in radios like „Now the time is 7o clock…Ab kya karoge?  Separate program could be created in various FM stations ex: 9.30 – 10.30 pm playing romantic/sexy songs and the program could be called „Kohinoor time‟/ ‟Kohinoor – Ab kya karoge?‟  And the same program could be extended for 10mins and those ten minutes could be named as „Kohinoor Extra Time‟ to promote our rising star brand!
  77. 77. AMBIENT
  78. 78. VIRAL
  79. 79. KOHINOOR XTRA TIME
  80. 80. Television
  81. 81. Click here to open the full story board
  82. 82. Click here to open the full story board
  83. 83. PRINT
  84. 84. RADIO
  85. 85. Hindi Tamil
  86. 86. PRESENTATION KHATAM What about
  • MohammedAbdullah140

    Dec. 19, 2018
  • greg5050

    Jun. 7, 2017
  • dhempe

    Oct. 4, 2016
  • woolike

    Jun. 19, 2013

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