Marketing Communications

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
• Perceived as a product
for older people
• Gen Y and Millennial
deemed the brand as
“uncool”
• 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
Brand Logo
Brand Slogan
Brand Target

5. Old
Image
Brand Positioning –
Perceptual Mapping
PODs
oRegarded as
Coolest cooling
powder in the
market
oCombat not only
rash but also
effective in acne
treatment
oApproved by
dermatologists
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 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

8. Company Profile – Snake Brand
oThai brand having more than 120 years of history
oUsed to be market leader until Protex, a brand
under Unilever took the position
oRebranding 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 brand high
awareness, customers do not purchase
because it makes them 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
turned to other brand
o Despite high awareness, the brand failed
to educate consumers about other benefits
of the product such as Acne treatment and
the effect of reducing body temperature
up to 3°c
o Lab approved for all skin type

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
High Price
Old Image 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
other 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
Customers of varying agesRevised

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