A strategy to take the brand leader towards its next level of growth.
Personally I felt that the brand did not capitalize upon its strengths early, and has been putting too much effort on product marketing. This strategic approach was recommended to shorten the distance between brand and product marketing.
(The creatives developed for the strategy have been consciously removed from this document, in order to protect interests of the people involved)
Presenting the SWOT analysis, the Marketing Mix, and the STP (Segmentation, Targeting, Positioning) for Sleepwell products, also the competitive strategy and future scope for the firm.
Brand Management Project on Maggi noodlesAnil Nandyala
• Brand Image Measurement using Brand Asset Valuator method
• Brand Equity Measurement using Colombo Morrison & Van Westendorps method
• Brand Value Measurement using Inter brand valuation method
Presenting the SWOT analysis, the Marketing Mix, and the STP (Segmentation, Targeting, Positioning) for Sleepwell products, also the competitive strategy and future scope for the firm.
Brand Management Project on Maggi noodlesAnil Nandyala
• Brand Image Measurement using Brand Asset Valuator method
• Brand Equity Measurement using Colombo Morrison & Van Westendorps method
• Brand Value Measurement using Inter brand valuation method
Marketing mix 4ps example Kotler principles of marketing project
Market Plan on “Nestlé food service”
Content
About Nestlé
Nestlé Product Strategy
Packaging and costumer's trust
Nestlé Pricing Strategy
Nestlé Place & Distribution Strategy
Nestlé Promotion & Advertising Strategy
Nestlé Product Strategy
Nestle sell and produce different kinds of food products as its marketing mix:
Instant preprepared meals, Milk and Dairy products, Chocolates and Beverages.
Preprepared dishes considered one category that is the most profitable however this segmentation made Nestle expand in this type of food. which include:
Maggie’s instant noodles, soup, cubes and pasta.
Costumer’s trust Nestle because they make guaranteed different kinds of tasty flavors in a good quality,
Nestlé Product Strategy
The other segmentation is production of milk. Such as:
Nedo, Nesquick and Milo Chocolate milk, Nestle everyday, Nestle slim, Nestle regular Milk, Sweetened condensed milk cans or squeezy bottles and lastly ice-creams.
Nestlé Product Strategy
Nestlé Product Strategy
Although the two previous markets are huge in size, they sell beverages like:
Nescafe, Nestea and Nestle’s Aqua Mineral water.
Packaging and costumer's trust
Moreover, to maintain loyal consumer relationships in this high expenses and competitive environment. Nestle keep products safe to use for the longest period possible and reducing the environmental impact of packaging. Nestle cereals cerelac and corn flakes are also popular but liquid and powdered beverages like Nesquik and Nedo are making selling increase which makes Nestlé consistently listed in the FTSE4Good Index since 2011 and was the first dairy substitute company to be included and won many more awards.
Nestlé Pricing Strategy
The price varies from different segments and depend on individual product; they use value and high priced,pull and fexiblity strategies…
Some products are priced with higher margins for the company as compared to competitors due to the lack of better substitutes for some products. The psychological pricing making the price say something about the good quality.
Nestle used different materials and recourses in the packaging process to ensure the products are delivered to customers hands in acceptable way safely and good quality.
Mark up pricing and depends on value perception.
Nestlé Pricing Strategy
Quantity discount
Competitive and consumption-based pricing both have great impact on the price. For Nescafe as well as Maggi, Nestle offers a lot of sizes and package options so that it becomes affordable to everybody. the variety of sizes available let customer decides what to buy depending on their personal consumption. But Nestle use competitor prices for Chocolate segment like KitKat due to the high competition with Cadbury.
Nestlé Promotion & Advertising Strategy
The most promoted products in the market on a ground level are KitKat and it have made sales
The presentation gives a detailed description about oreo case study. It onsist solutions to the problem oreo faced during its introduction. The case study also contains the SWOT Analysis of cadbury India.
(Re)defining Eyewear Brands Through Human FundamentalsBRAND AVIATORS
This pioneering research redefines the way we market eyewear. Artificial segmentations based on personality differences offer weak foundations on which to build brand strategies. To deeply engage us, a brand must have a solid inner architecture deeply rooted in the fundamentals of humanity. Beneath all the phantasmagoria of global marketing communication, lies order and rhythm, the source code of our human behaviour.
Marketing mix 4ps example Kotler principles of marketing project
Market Plan on “Nestlé food service”
Content
About Nestlé
Nestlé Product Strategy
Packaging and costumer's trust
Nestlé Pricing Strategy
Nestlé Place & Distribution Strategy
Nestlé Promotion & Advertising Strategy
Nestlé Product Strategy
Nestle sell and produce different kinds of food products as its marketing mix:
Instant preprepared meals, Milk and Dairy products, Chocolates and Beverages.
Preprepared dishes considered one category that is the most profitable however this segmentation made Nestle expand in this type of food. which include:
Maggie’s instant noodles, soup, cubes and pasta.
Costumer’s trust Nestle because they make guaranteed different kinds of tasty flavors in a good quality,
Nestlé Product Strategy
The other segmentation is production of milk. Such as:
Nedo, Nesquick and Milo Chocolate milk, Nestle everyday, Nestle slim, Nestle regular Milk, Sweetened condensed milk cans or squeezy bottles and lastly ice-creams.
Nestlé Product Strategy
Nestlé Product Strategy
Although the two previous markets are huge in size, they sell beverages like:
Nescafe, Nestea and Nestle’s Aqua Mineral water.
Packaging and costumer's trust
Moreover, to maintain loyal consumer relationships in this high expenses and competitive environment. Nestle keep products safe to use for the longest period possible and reducing the environmental impact of packaging. Nestle cereals cerelac and corn flakes are also popular but liquid and powdered beverages like Nesquik and Nedo are making selling increase which makes Nestlé consistently listed in the FTSE4Good Index since 2011 and was the first dairy substitute company to be included and won many more awards.
Nestlé Pricing Strategy
The price varies from different segments and depend on individual product; they use value and high priced,pull and fexiblity strategies…
Some products are priced with higher margins for the company as compared to competitors due to the lack of better substitutes for some products. The psychological pricing making the price say something about the good quality.
Nestle used different materials and recourses in the packaging process to ensure the products are delivered to customers hands in acceptable way safely and good quality.
Mark up pricing and depends on value perception.
Nestlé Pricing Strategy
Quantity discount
Competitive and consumption-based pricing both have great impact on the price. For Nescafe as well as Maggi, Nestle offers a lot of sizes and package options so that it becomes affordable to everybody. the variety of sizes available let customer decides what to buy depending on their personal consumption. But Nestle use competitor prices for Chocolate segment like KitKat due to the high competition with Cadbury.
Nestlé Promotion & Advertising Strategy
The most promoted products in the market on a ground level are KitKat and it have made sales
The presentation gives a detailed description about oreo case study. It onsist solutions to the problem oreo faced during its introduction. The case study also contains the SWOT Analysis of cadbury India.
(Re)defining Eyewear Brands Through Human FundamentalsBRAND AVIATORS
This pioneering research redefines the way we market eyewear. Artificial segmentations based on personality differences offer weak foundations on which to build brand strategies. To deeply engage us, a brand must have a solid inner architecture deeply rooted in the fundamentals of humanity. Beneath all the phantasmagoria of global marketing communication, lies order and rhythm, the source code of our human behaviour.
Brand Box 5 - How To Say It - The Marketer's Ultimate ToolkitAshton Bishop
http://www.stepchangemarketing.com/
In this Slideshare presentation:
1. Brand Box 5 - How to say it 2. Actions from Insights 3. How to say it 4. Ogilvy on Advertising 5. Reason and Emotion 6. Cialdini's tools of influence 7. Advertising 8. Uses of advertising 9. Advertising: Broad definitions 10. The advertising cycle 11. The advertising cycle cont... 12. Neuromarketing 13. The typical major league baseball pitch 14. Decision making 15. Major league baseball pitch cont... 16. The new model for decision making 17. Why do we need somatic markers 18. When is one faculty used over the other 19. How does this sell things 20. Classic media theory 21. Neuromedia theory 22. Example: Share of mind case study 23. A couple of examples 24. A couple of examples cont... 25. Direct response 26. Styles of direct response marketing 27. Direct Response 28. Direct Response Implementation 29. The BOSCH Formula 30. The 5 step (POWER) copywriting process 31. Single Mindedness 32. Defining great communication 33. Essence of Communication 34. Ideas vs. Information 35. What makes a great idea 36. Example: Papa John's pizza 37. Example: Copenhagen Zoo 38. Example: Belgium Cancer foundation 39. Example: Australian Red Cross 40. Example: BBC World 41. Example: Seeing eye dogs Australia 42. Example: Global Coalition for Peace 43. Example: Panasonic 44. Example: Summerville 45. Example: Karate Bushido 46. Example: Heinz 47. Example: Jobs in town 48. Example: Colgate 49: Example: Yoga center 50. Keeping it simple 51. Assessing Ads 52. Assessing communication 53. AIDA(S) 54. Tools for driving great advertising 55. The 3 part brief 56. The 9 questions 57. Testimonials 58. Power of testimonials 59.
Rue La La, a leading force in the evolution of online/mobile commerce, is also pushing the bounds of People practices, starting with the Why. This deck was recently personally rolled out to all Rue La La Associates. We hope you dig it.
(Re)defining Trainer Brands Through Human FundamentalsBRAND AVIATORS
Did you know that we buy trainers because they act as self-maximisers, potential enhancers, means of halting the aging process, therapeutic devices, signs of freedom, personality transformers, character compliments, artistic manifestations, measures of perfection, means of self-discipline, life shapers, epitomes of informality and equality, and desire builders? Did you know that we prefer trainers because they make us feel formidable combatants, unbeatable winners, strong, adequate, in control, intelligent, balanced, part of the family of athletes and runners and unconventional? This pioneering research cracks the code of buying behaviour related to trainers and puts forward a framework for shaping brand strategy and for growing revenue.
What is Hidden Disruption? What is the greatest challenge to companies worldwide? It is not about technology or competitors. It is about behavioral change, even on the smallest of scales.
Design Thinking is a creative approach to problem solving. Therefore I feel that there are more reasons why this approach / attitude should be utilized for solving marketing and communications problems. In this short presentation, I introduce a framework of adopting design thinking for Comms Planning.
Project Save Power - Communication Strategy to save powerShantanu Sengupta
This is an overall approach strategies drawn out for Electricity Board, to generate awareness for saving Electricity in Oman. Three possible approaches are suggested. This was a part of EHC Oman's global tender submission.
This is a preliminary approach presentation for developing a monolithic brand for EHC-Oman. It flags in the various factors that contributes towards the development of a mother brand, and as such should be taken more as a framework - rather than a recommendation.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
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⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
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➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
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"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
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3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
3.0 Project 2_ Developing My Brand Identity Kit.pptx
Sleepwell - Charting the Next Level of Brand Growth
1. Taking the brand to the next level!
Strategic Creative Directions
Dec 2013
2. Sleep is that golden chain that ties health and our bodies together.
THOMAS DEKKER
3. For many of us Good Sleep is a Luxury…
We get up early, go through the daily drill, catch up on TV…
read a book, go to bed late, and finally try to sleep...
By the time we’re really asleep, it’s time to get up!
And the ritual repeats!
SLEEPWELL Strategic Directions
4. Sleep need has become more important than ever…
More demanding working hours. Multitasking…
Reduced personal spaces – esp. in big cities.
“Lifestyle Demands” that keep us awake more!
All of us ASPIRE for a good night’s sleep
– regardless of our economic status.
SLEEPWELL Strategic Directions
5. One thing that plays a crucial role in sleep…
Our Comfortable Bed
With its very own matching Mattress!
SLEEPWELL Strategic Directions
6. What do we know about the industry?
Indian Mattress industry is still developing…
90% of market driven by small-scale and unorganized firms, which specialize in coir, cotton and foam mattresses.
Spring Mattresses segment is yet to develop.
SLEEPWELL Strategic Directions
7. Importance of good mattress is largely unknown.
Majority of consumers are oblivious of technologically advanced sleep systems…
Ignorant that an investment in a good mattress is an investment for good health.
SLEEPWELL Strategic Directions
Marketing messages and promos often confuse consumers, into choosing wrong kind of mattress.
8. Therefore, it’s hardly surprising that…
Consumers are indifferent to brands
Dealer push drives the volume of sales for all brands.
Purchases are typically Occasion-Linked
(Festive, Wedding, Shifting, Setting-up, etc.).
SLEEPWELL Strategic Directions
9. In this scenario, Sleepwell has many positives working for it…
40 years in the mattress industry.
Brand name synonymous with Good Sleep.
Market Leader in PUF – supplier to many industries.
Prominent Retail presence
380 Exclusive – 1100 multi-brand outlets
SLEEPWELL Strategic Directions
10. Our Task
Strengthen Sleepwell’s Market Leadership:
-Convert higher TOM recall into admiration & respect
-Create more differentiation and bring in preference
SLEEPWELL Strategic Directions
11. Our Approach
SLEEPWELL Strategic Directions
Consumer Truths
Competitive
Claims
Communication Challenges
Strategic Directions
Brand level
Retail level
Home level
Personal level
S I T U A T I O N A N A L Y S I S
13. Online Dipstick Survey
Objective
Gain basic understanding of consumer
awareness / attitudes towards mattresses.
Total Respondents – 93 (70% Males)
18 to 24 yrs.
28%
25 to 34 yrs.
39%
35 to 44 yrs.
22%
45 to 54 yrs.
10%
65+ yrs.
1%
Age Break-up
City Break-up
14. Unaided Recall Vs. Ownership
SLEEPWELL Strategic Directions
Ownership
Recall
All Unaided responses
Higher Recall translates into Higher Ownership;
Substantial % are “not sure” or don’t recall the mattress they are using.
15. Unaided responses
33%
11%
11%
10%
8%
7%
5%
3%
3%
1%
7%
Comfortable
Durability
Back Support / Reduce Back Pain
Good Sleep
Softness
Quality
Price
Good Posture
Takes Body Shape
Firmness
Others
14% 12%
Key Benefit / Value recalled
SLEEPWELL Strategic Directions
33% Comfort
14% Softness / Takes Body
Shape / Good Posture
12% Firmness / Back Support
/ Reduces Back Pain
10% Good Sleep
Majority don’t bother about technicalities of “Good Sleep”.
However “Comfort” is better associated with.
16. Important Considerations…
SLEEPWELL Strategic Directions
Compelling Factors to Buy Perceived Benefit of Sleep
Choices are primarily feature-driven.
Multiple Perceptions exist on Good Sleep for Benefit.
Refreshes
Me
19%
Reduces
Stress
16%
Relaxes Me
13%
Makes me
feel Good
14%
I feel
Happy
14%
Restarts
me
13%
Any Others
11%
Features /
Attributes
69%
Price
14%
Others
17%
17. However, overall behavior is undergoing change…
“Globally, people are more aware of the importance of good sleep than ever before, and also of the link between good mattresses, good sleep and better overall health.”
“Awareness among Indian consumers about the link between good sleep and good mattresses is gradually evolving, especially among the younger generation…”
“People’s expectations of how long a mattress should last remain virtually unchanged.”
SLEEPWELL Strategic Directions
Source: Supportbiz.com
18. Did the changing behaviour affect brand promises?
(Review of Competitive Claims)
SLEEPWELL Strategic Directions
19. “Good Sleep” has been explored by many…
SLEEPWELL Strategic Directions
BRANDS
Message cues
Tagline
Kurlon (Old)
“Difference between Sleep and pure Sleep”
Pure Sleep. Nothing Else
Centuary
“No Chinta, No Worry. Sirf Chain Ki Neend”
“Achchhi Neend Kya Hai?”
India Ka Sleep Specialist!
Refresh
“Jaagiye Nayi Taazgi ke Saath”
We Innovate. You Rejuvenate
PEPS
“World Class Spring Mattresses”
Sleep Great
Restolex
“Live Life. Rest Assured.”
Wake up Refreshed
Relaxwell
(Visual Effects of Bad Sleep)
----
Sleepwell
“It Shows when you don’t sleep.”
Wake Up Fresh!
20. But some brands are consciously moving away…
SLEEPWELL Strategic Directions
BRANDS
Message Cues
Tagline
KURL-ON (new)
Rishtey wahin sanwarte hain, jahan comfort hota hai…
Rishton Ka Comfort Zone
Bindal
Har sapne mein jeet ka ahsaas
Live Your dreams
Duroflex (old)
(Memories; Nostalgia)
Touching Lives with Love
Duroflex (new)
(Growing up, Living Life, etc.)
I Love my Bed
Hi-Sleep
(Dreaming of future)
--
Sulfex
----
Love’s to Sleep
Springfit
(Great feeling on bed)
Life feels great on Springfit
21. 3 Broad directions explored by competition…
SLEEPWELL Strategic Directions
Good Sleep PLUS the results of bad Sleep
Live; Love; Dream
Comfort
The “After Effects”
The “Overall Experience”
The “Feel-good” Effect.
Sleep Zone
Non Sleep Zone
22. With this perspective, let’s review our communication challenges
SLEEPWELL Strategic Directions
(i.e. Critical factors affecting Sleepwell’s Communication)
23. 1. Higher Recall – Lower Loyalty
Dealer Push at the outlets highly influence decisions.
Brand communication largely aids recall.
Differentiation however, usually gets a back seat.
SLEEPWELL Strategic Directions
24. 2. Rational Association – generic disposition
Sleepwell’s association with “Sleep” is strong, but not exclusive, since similar benefit is explored by many.
“Good Sleep” has become a hygiene factor.
SLEEPWELL Strategic Directions
25. 3. Sleepwell’s dilemma
Being synonymous with “Good Sleep”,
Sleepwell can’t stray away from “SLEEP Zone”…
Yet Sleepwell needs to stay away from the me-toos, to establish a clearer differentiation.
SLEEPWELL Strategic Directions
26. Strategic Mandates for various levels
•Brand Level :
–How can we sustain and capitalize on high Awareness?
–How do we take a leap / go to the next level?
•Retail Level
–Is there any way we can influence purchase behaviour?
–Can we improve buyer experiences during the shop visits?
•Home Level
–How to add value before customer visits store?
–Can we change the involvement level of customers?
•Personal Level
–Is there any way to engage customers more?
–How can we harness digital / online platforms?
SLEEPWELL Strategic Directions
29. How strong is Sleepwell in promoting Good Sleep?
Though our name is Sleepwell, how strong is our association with Good Sleep?
Can we explore / go further up on Sleep?
HOW?
SLEEPWELL Strategic Directions
30. Sleepwell’s past 2 campaigns proved a point through excellent use of humour…
Perhaps one of the reasons for the brand’s higher recall!
Can we explore this further?
SLEEPWELL Strategic Directions
31. Taking a Leap from the usual.
Using Exaggerated Humour, which is UNBELIEVABLE.
Yet proves a point, creating a strong ASSOCIATION.
SLEEPWELL Strategic Directions
32. Creative Expression
“Dekhte hi Neend Aa Jaye”
The name itself is the guarantee for Sleep.
SLEEPWELL Strategic Directions
33. Approach 2
SLEEPWELL Strategic Directions
Getting far away from the Sleep Zone:
Gaining Higher Ground
34. What do you do when your name itself suggests the category benefit?
When your TOM recall is almost highest in the category… When people start seeing you as a leader…
SLEEPWELL Strategic Directions
35. What do you do, when every word / benefit associated with ‘sleep’ is being used by one brand or the other?
When every other brand claims ‘Good sleep’?
You bring in a ‘Paradigm Shift’
36. Bringing in a Paradigm Shift by adding the Social Dimension…
A Higher Ground
A bigger platform
A larger Cause
Beyond the physical benefits. Beyond an individual.
And way beyond the competition!
37. The Opportunity…
The word sleep is a powerful word.
It represents more than just the act of sleeping.
It symbolizes peace, security, contentment, satisfaction.
Sleepwell has an opportunity to be the custodian of this feeling of security, peace, tranquility on a larger level by adopting cause marketing to establish leadership.
SLEEPWELL Strategic Directions
38. Making the brand socially relevant…
Sleepwell is all about giving good sleep; so we can champion the factors that give us sleepless nights.
Through a well directed communication, we can make our brand represent a state of mind …give it a socially relevant outlook.
Create dialogues to make consumers feel that Sleepwell goes beyond just its immediate commercial interest.
This way the brand becomes a social influencer.
SLEEPWELL Strategic Directions
39. Many brands have already been successful by taking a leap of this kind …
SLEEPWELL Strategic Directions
Unilever’s Project Sunlight
40. How we can benefit from this approach?
It opens up newer possibilities.
Gives clearer Differentiation within the category.
Distances Sleepwell from the me-toos.
Strengthens Sleepwell’s category leadership position.
Even reduces future threats to some extent.
SLEEPWELL Strategic Directions
41. Creative Expression – Stage 1
“A Good Deed deserves a Good Sleep”
(You really deserve to sleep well, because you’ve done something Good)
SLEEPWELL Strategic Directions
42. Creative Expression – Stage 2
Paying Tributes to the Unacclaimed
(You really deserve to sleep well, for everything you did for us)
SLEEPWELL Strategic Directions
43. Creative expression – Stage 3
“Helping the country sleep better!”
(Let’s make every nook and corner of India Sleep Well)
SLEEPWELL Strategic Directions
45. Sleepwell “Mattress MATRIX”
Creating a Mattress tailored to your need
When a customer visits an outlet, the salesman asks a few questions – Bed Size, Body Weight, Sleep pattern, Pillow type, Budgets, etc.
The info. is fed into a system to identify the type of material required for a mattress, and its cost.
SLEEPWELL Strategic Directions
46. Sleepwell “Personal Demo”
QR Codes printed on Mattress packaging can be scanned to see a video demo, while still at the retail outlet,.
Different video demos could be set as per type of mattress.
SLEEPWELL Strategic Directions
Landing YouTube Page / WebsiteQR Codes pasted on ProductsScanning QR Codes at the Retail Outlet
47. Strategic Recommendations : HOME Level
Promoting higher awareness and involvement within the category.
Educating customers on characteristics of a good mattress
SLEEPWELL Strategic Directions
48. Introducing a new Expert…
1800-MATTRESS
(1800-62887377)
A toll-free dedicated number to address all your mattress needs – anytime before, during or after your mattress purchase…
SLEEPWELL Strategic Directions
49. How Does it Work?
•Call 1800-MATTRESS, from any non-qwerty phone, and register address
•For MATTRESS REPLACEMENT:
–An Expert visits home, reviews old mattress, recommends best repair / replacement solutions (including Sleepwell), and leaves a behind a contact card.
•For NEW MATTRESS:
–An Expert visits home, asks for a few info. (e.g. Bed Size, Body Weight, Sleep pattern, Pillow type, Budgets, etc.)
–Then he recommends a solution, giving a quote and an incentive to purchase
SLEEPWELL Strategic Directions
50. 1800-MATTRESS - A strategic advantage…
Currently no manufacturer in India has this number,
which not only offers a service, but also
owns the MATTRESS zone!
Promoting the number would make Sleepwell
uniquely associated with everything that is mattress.
SLEEPWELL Strategic Directions
51. Promoting 1800-MATTRESS
We propose to latch on to the primary brand communication in multiple media platforms – e.g. print, TV, digital, outdoor, etc. – to promote the number.
SLEEPWELL Strategic Directions
54. Which can be used in any printable medium…
SLEEPWELL Strategic Directions
Print Media
Online Banners
55. And could be promoted on Facebook too!
Facebook
Stamp Ads
Sponsored
Stories
3,911,100 people in Delhi-NCR
5,185,240 people Mumbai
817,440 in Chandigarh
777,140 in Jaipur
3,072,280 people in Bangalore
POTENTIAL AUDIENCE
56. Strategic Recommendations : PERSONAL Level
Promote higher engagement with the audience.
SLEEPWELL Strategic Directions
57. Playing Sleepwell TVC from Print media
QR Codes printed on Print Ad can be scanned to instantly
see the brand TVC, anytime on the smartphone.
It also gives opportunity to use different TVCs / Demo films
as per changing requirements
SLEEPWELL Strategic Directions
QR Code Appearing on the Print Ad
can be scanned by Smartphone
The code links to a Youtube
Video of the brand TVC
58. Sleepwell branded “SLEEP App”
Branded utility app for IOS / Android:
• Measures Amt & Quality of sleep
• Tracks Good & Bad Sleep periods
• Shares interesting tips of sleeping
• Interesting wake up alarm options
• Option to connect thru social media
SLEEPWELL Strategic Directions
A unique opportunity to OWN the SLEEP Zone and
get closer to people who need GOOD SLEEP.
WHY? - Use of Mobile Apps = 6x than websites.
Utility apps are the most downloaded apps in 2012 & 2013.
59. Creating Sleep Community @ Facebook
•Built around distribution of content on elements revolving SLEEP and HEALTHY LIVING.
•Branded Content
–Brand awareness, Product range.
•Generic Content
–Indirectly influencing Sleepwell
–Examples:
•Choosing right mattress,
•Time to replace mattress
•Importance of sleep,
•Sleep quality factor,
•Healthy Waking up, Happy living, etc.
Sleepwell20% Product Range25%Happy Living30% Sound Sleep25% Distribution of Content Pillars
60. Sleepwell YouTube Channel
Objective:
Directing customers to one location to access Sleepwell generated TVCs and other AV content
•TVCs
•Corp. AV
•Slideshows with embedded links connected to website
Proprietary
Testimonials
•Existing Customers
•In-store
•Home Delivery
•Dealers
Video CONTENT
61. SEM for Sleepwell on Google
• Currently 20,000+ searches p.m on MATTRESS related keywords
– 6600 searches are for “Sleepwell Mattress”
• It’s possible to lead all these searches to SLEEPWELL
SLEEPWELL Strategic Directions
RECOMMENDED SEARCH TERMS
sleepwellmattress Dunlop mattress Mattress buy mattress
buy sleepwellmattress Kurlonmattress ortho mattress buy mattress
sleepwell mattress india Duroflexmattress spring mattress , coir mattress buy mattress India
sleepwell mattress price Godrej mattress memory foam mattress buy best mattress
Century mattress air mattress
Rubcomattress latex mattress
Futon mattress mattress brands
mattress price
mattress india
BRANDED COMPETITORS GENERIC HIGHLY SEARCHED KEYWORDS
Generic Buy Keywords
62. In conclusion…
Take a Higher Ground to strengthen Leadership.
Involve Customers at every communication level.
SLEEPWELL Strategic Directions