Foreign brands

Product and Brand ManagementAssignment#2Vikram Kasbekar P1021Kinnar Majithia P1026Chintan Shah P1051Ankit Tripathi P1058

Brand 1: Playmobil

• Playmobil (pronounced play-mo-beel) is a line of toys produced by the Brandstätter Group (Geobra Brandstätter GmbH & Co KG), headquartered in Zirndorf, Germany

• New products and product lines developed by a 50-strong development team are frequently introduced by Brandstätter. Some of these, such as promotional products, are only produced in limited quantities

• There exists a sizable community of collectors for Playmobil. Collector activities extend beyond collecting and free-form play with Playmobil and include customization, miniature wargaming, and creation of photo stories and stop motion films.

• Adult Playmobil people are approximately 3 inches tall and are a 1:22.5 scale

Market Communication

Market Communication

• http://www.youtube.com/watch?v=7yUBpFB_RTQ&feature=related

• http://www.youtube.com/watch?v=GNKeCNRuAYA

• http://www.youtube.com/watch?v=mJx1Rr3_wrg

Market Communication• As Playmobil happens to be a Toy manufacturer, the advertisements

shown are very vibrant and appealing to kids• The product is main focus of the advertisements and kids are shown

highly engrossed in the toys• Lego and Playmobil together are coming up with a Convention event

in Kleve, Germany in Dec 2011• Although, Playmobil does not have a celebrity endorser, Hans Beck

their inventor sometimes plays a role in endorsements• Playmobil in association with Growing Tree toys have come up with

a contest for teachers of grades K through 3, currently working at an accredited elementary school in the U.S., to develop an imaginative lesson plan around a specific Playmobil product theme

Tactical v/s Long Term Brand Building

• Playmobil has made use of occasions in the short run • An example would be increase in promotional spend

on Army toys during time period of American Independence day

• Also, they are in practice to come up with promotional products as well. Example: Limited Edition airplane sets sold aboard flights and in duty-free shops

• Over, long term it comes across as toys which help in building imaginative power of children and a fruitful play time as well

Brand Extensions

• As a part of Brand Extensions, Playmobil is venturing into Amusement Parks

• After opening in Florida and New Jersey, they are planning to open in Greece, France and Germany

Brand Prism Analysis

• Physique: Toy, Creative• Personality: Young, Innovative, Fun• Culture: Young, Vibrant• Self-Image: Creative• Reflection: Emotionally attached• Relationship: Play companion

Suggestions for India launch

• Toy manufacturers like Fisher Price and Lego have already established a firm foothold in India

• It may get difficult for Playmobil to compete solely on superior quality as the others offer the same

• Playmobil must thus, stick to its image of a child development toy company and launch in India

• In the ever burgeoning middle-class households and increasing attention to child development, a product like Playmobil is sure to succeed

Brand 2: Cascade Dishwashing

• In 1953, Cascade entered the automatic dishwashing market with claims of “spotless dishes” to the 4% of households with dishwashers.

• This fast-moving world of household innovations was just in its beginning stages, and Cascade stayed at the forefront for the next 50 years by developing a range of automatic dishwashing products perfect for families, needs, and lifestyles.

• Today, with decades of experience and dishwashers in more than 60% of households, Cascade continues to grow, striving for immaculate dishes every time with its brilliant automatic dishwashing powders, gels, tabs, and additives.

Market Communication

Market Communication

• http://www.youtube.com/watch?v=x8ks28qfzXc

• http://www.youtube.com/watch?v=pQy2SiD2zPM&NR=1

Market Communication

• “Feature Oriented” is what we can say about the advertisements for Cascade

• It uses creative angles to portray the features of an effective dishwashing agent

• It has been in market since 1955 which is apparent from the Illustration advertisement

• They ran a national survey asking people who they thought would take the best care of their homes as a PR activity

Tactical v/s Long Term Brand Building

• Cascade has maintained its image of effective dishwashing solution provider

• Thus, we see the same message being propagated from the time of its early in launch in 1950s to present day commercials as well

Brand Extensions

• As a dishwashing solution, Cascade started off with Cascade Powder then eventually ventured into gels and finally into tablets

Brand Prism Analysis

• Physique: Dish Cleaner• Personality: Strong Cleaner on delicate dishes

and cutlery • Culture: Dynamic• Self-Image: Cool and Smart• Reflection: Reliable cleaner• Relationship: Trusted with all kinds of dishes

Suggestions for India launch

• Cascade is into Dishwashing solutions primararily for Dishwashers

• Before venturing into Indian markets it must understand the Indian consumer’s take on dishwashers

• In India, average households employ maids to do dishes rather than purchase a dishwasher

• Add to it the water cuts in major parts of the country makes the situation even worse

• Thus, to make an entry in Indian markets it is essential for Cascade to understand these risks and develop a solution for niche market or go for masses with handwash of dishes as a product

Brand 3: Klondike

• Klondike is a brand name for a dessert generally consisting of a vanilla ice cream square coated with a thin layer of chocolate-flavored coating.

• The first recorded advertisement for the Klondike was on February 5, 1922 in the Youngstown Vindicator.

• They are generally wrapped with a silver-colored wrapper, upon which the mascot for the brand, a polar bear, appears.

• In the UK, the generic name for this type of dessert is choc ice.

Market Communication

Market Communication

• http://www.youtube.com/watch?v=FODjA6IX4VE

• http://www.youtube.com/watch?v=qalOYQrgxqQ

• http://www.youtube.com/watch?v=TxC9-PJfyKo&feature=related

Market Communication

• Klondike is positioned as a desirous brand• All the advertisements (Print/TV) make use of

the tagline “What would you do for a Klondike bar?” in them

• The product advertisements portray the desired target audience as young males in age group 25+

• Unlike many similar frozen treats, the Klondike bar does not have a stick, a point often touted in advertising

Tactical v/s Long Term Brand Building

• The tagline of Klondike bar has remain unchanged over the years

• It has been quizzing consumers on the extent till which they are ready to go for a Klondike bar

• Klondike has made use of this concept in many promotional activities wherein it runs a contest to come up with innovative ideas to achieve a Klondike bar

• In the Long Term, it has kept al its communication confined to this concept has been doing quite well

Brand Extensions• Originally, Klondike was available in six Flavours

– Vanilla– Strawberry– Chocolate– Grape– Maple and – Cherry

• Later, it came with may new flavours like Rice coating on bars, Caramel, Mint chocolate etc

• Many Ice-cream bars were also introduced in the name of Klondike such as – Minis Snack Size Vanilla Ice Cream Bars – Slim-a-Bear Premium Fudge Bar– CarbSmart Ice Cream Bars – CarbSmart Fudge Bars

Brand Prism Analysis

• Physique: Ice cream in biscuit, Famous since 1922

• Personality: Young, Fun, having a sense of achievement

• Culture: Ambitious• Self-Image: Cool and Smart• Reflection: Youthful and Naughty• Relationship: A prize after an achievement

Suggestions for India launch

• An ice-cream filling in between crispies is a concept unique to India where only candy bars, cones and cups have existed

• Manufacturers need to work on the pricing in India so as to competitively place it in markets

• A pilot launch in a territory would give a good overview of the minor changes that it may have to do in its pan-India strategy

TOYS R US

• Founded by Lazarus• The "R Us" name was derived as a pun on the

founder's last name, Lazarus. • Started from his fathers cycle store when

customers used to ask if he kept any toys. Grew from that cycle store to a multi-national company.

• Most popular Jingle

“I don't want to grow up, I'm a Toys' R Us kidThere's a million toys at Toys 'R Us that I can play with! From bikes, to trains, to video games, It's the biggest toy store there is! Gee whiz!I don't want to grow, cuz baby if I did, I wouldn't be a Toys 'R Us kid!”

TOYS R US-Nodal Diagram

TOYS R US

HERITAGE/BRAND NAME

DiscountsMASCOT: Geoffrey the Giraffe

Spacious

Kids

All toys at one place

colorful

Online Store

fun

experience

Games

Apparel

Toys for specially-abled children

Qualitative Analysis• Toys R Us is a socially responsible neighbor. This fact has been highlighted by

having a separate section catering to needs of Differently-Abled kids. It publishes a guide featuring specially selected toys that aid in the development of children with physical, cognitive or developmental disabilities.

• Partnering annually with Toys for Tots to host toy collections in stores nationwide. All toys collected stay in the communities where they are donated.

• In 2008, Toys"R"Us, Inc. raised nearly $3 million and collected 200,000 toys to help Toys for Tots provide more than 16 million toys to 7.6 million children in need across the United States

• Presence for more than 3 decades, it strongly stands out as a fun place exclusively for kids.

• Range includes toys, electronic games, movie characters, barbies, cycles, apparel, books, movies, stuff toys, puzzles, outdoor play, etc. Everything you can think with respect to kids is available.

Qualitative Analysis• Spacious & Experience: The store’s shop at

New York Times Square boasts of an area of 110,000 square feet. It has become Big Apple’s tourist attraction spot. Kids can take a ride on the 60-foot Ferris wheel, hear the roar of the life-sized T-Rex dinosaur or make themselves at home in the 4,000 square-foot Barbie dollhouse.

• It hosts features such as Personal Shopping and corporate sales.

• The mascot interacts with kids & makes it a lively place to shop.

Qualitative Analysis• Long term brand image of the Store is of Specialty

Retail store with exhaustive toys, games and everything related to kids.

• It sells not just toys but the experience of toy store. Its taglines: “I DON'T WANNA GROW UP, I'M A TOYS R US KID” and “Where kids are a big deal” aptly highlights this point

• The company is quick to catch on trends around movies & characters and use it for advertising and in-house promotional banners and hangers like Titanic, Karate Kid, Spider man& Halloween costumes.

Print AdsIn-Store Promotions

Qualitative Analysis• Festivals like Christmas comes with heavy

print ad and in store promotions. Also in order to compete with Wal-mart, the company has started offering discounts on various occasion, like back to school, thanksgiving, reward points, free masks.

• While these discounts help to get short term sales it has diluted its brand image of being a specialty toy store due to discounts all round the year.

TOYS R US: PrismPersonality

Geoffrey the Giraffe, lively

CultureLove kids, helpful. Caring neighbor

Self imageFun, enthusiastic, spacious

ReflectionKids, Parents

PhysiquePlayful , jovial kids

RelationshipTrust, variety, one stop shop with variety for all age group

TOYS R US

Changes in Brand Identity Prism: Physique Evolution of Logos

1965-1970 1970-71 1971-1980 1980-1997

1997-1999 1999-2007 2007-present

Earlier logo included the mascot. Then logo without the mascot was created to stress more on name. Since it targets kids, an improvement in form of more colorful logo was introduced. The reverse "R“ imitates a small child's backward writing of "R", which is short for "are". The "R" is the most distinctive part of the retailer's colorful kid-friendly logo. Letter R is reversed to increase recognition n registration the stores

Changes in Brand Identity Prism: Reflection

• Customers see Toys R Us as specialty retail outlet for kids having games and toys for children of all ages.

• However later the store started keeping other products like nappies, electronic games, apparel for kids, food products, movies, music books, puzzles, outdoor games, etc

• This enabled it to grow from a mere toy store to a store which fulfills all the requirements of children of all ages.

• Also to compete with Wal-Mart, Toys R us had started offering discounts. Eventually it ended up offering discounts on every occasion. This led to its image dilution from a specialty retail store to a discount store. The company has realized this and reduced the frequency of its discount offers.

Changes in Brand Identity Prism: Personality

• Geoffrey the Giraffe conveys the brands personality.

• As we see In the 1960s, an anthromorphic giraffe cartoon character was introduced as mascot.

• In 1973, Geoffrey was given a family with the addition of his wife Gigi. Geoffrey's daughter, Baby Gee, & later his son Junior was introduced. This was an attempt to place it as family store.

• Later it was reverted back to giraffe but a more lively picture indicating fun and joy to target kids only.

• He then appeared not as a cartoon character, but rather as a real-life giraffe who talks.• The current one has stars on its body which is in association of star in the name of the

logo.

TOYS R US: Brand Extensions• Babies R Us: The company introduced an exclusive line of baby

essentials marketed under its trusted Babies“R”Us brand name. The Babies“R”Us-branded assortment, includes infant formula, organic puffed grain snacks, diapers, wipes, laundry detergent and purified water. It also provides parents and caregivers a wide-range of infant and toddler care products, gear and accessories for everyday needs at a great value.

• Toys R us Express Store: For the 2009 holiday shopping season, Toys "R" Us decided to try a smaller store concept to attract customers. To that effect, 90 "Holiday Express" stores across the United States and Canada were opened .These are much smaller than regular Toys "R" Us locations, often located in malls, and offer a more limited selection of merchandise than would be available at a normal sized standalone Toys "R" Us store. The original plan was to keep the Holiday Express stores open until early January 2010 and close them shortly thereafter, but the success of many of them prompted the company to reconsider and several were kept open.

• Kids "R" Us : A store chain no longer operating independently as of 2003, Kids "R" Us sold children's clothing. Kids "R" Us stores now are co-branded with some Toys "R" Us stores, located inside most Toys "R" Us locations. Kids "R" Us is also the brand name label of kids' clothing found at the Geoffrey Stores.

TOYS R US: India Launch• The company can open a spacious store like its Times Square store to

provide an experience to kids. At a location like Phoenix mills in Mumbai• Also it must promote itself through print ads, on cartoon channels and tie-

up with schools and kinder garden.•   The market and preference in India is quite different. It is not possible for

parents to take their kids for shopping toys and games after travelling long distance. So Toys R Us Express Stores, which are the Mom n Pop stores should be opened up more and extensively to targets different pockets throughout the country while restricting Toys R Us spacious stores to Metros areas.

• Other Videos for reference:• http://www.youtube.com/watch?v=VJJ-ZLdrTwY• http://www.youtube.com/watch?v=Fxw_ioDUN0Y&feature=related• http://www.youtube.com/watch?v=zLkHxpVFm0k&feature=related• http://www.youtube.com/watch?v=E9fAjGR5y_k&feature=related

Peanut Butter & Co• Founded by Lee Zalben in 1998

• Peanut Butter & Co. is sold in ten delicious flavors in over 10,000 stores in the USA, Canada, the U.K., Japan, and Hong Kong

• Peanut Butter & Co.'s line of all-natural peanut butter contains no hydrogenated oils, no cholesterol, no trans-fats and, no high fructose corn syrup.

• The flavors are gluten-free, vegan (except for The Bee's Knees which is vegetarian), and certified kosher

• They believe in making peanut butter an indulgent treat that appeals to adults as well as kids

Peanut Butter & Co-Nodal Diagram

Peanut Butter &

Co.

Special taste

Online storeMASCOT: Monkey

kids

sandwich

fun

peanuts

flavors

StickyBlue & yellow

Qualitative Analysis

•Company logo is in blue and yellow color. The shop is also painted blue from outside and majorly yellow from inside in sync with colors of logo.

•Though it is preferred more by kids because of its taste and stickiness but people of all age group like it.

•It started as a peanut butter sandwich and then started selling its peanut butter in retail outlets and online.

•It started in 10 flavors and now keeps on coming with new flavors, shows an experimental culture.

Qualitative Analysis• The Store has relied on word of mouth publicity.• Its main promotion is thorough its website only.• It is present on social media like face book and Twitter.• The company promotes itself by sponsoring sporting events like super bowl, cycling targeting youths and sports enthusiast.• TV ads are very rare and mostly participates by showing product being used by protagonist as shown in TV series namely Glee, True Blood, etc.

Peanut Butter & Co: PrismPersonality

the mascot: Monkey

CultureInteractive buzzing place for a quick snack

Self imageFun, yummy taste.

Reflectionfamily place

PhysiqueHappiness , snacks,

merchandise

RelationshipSpecial flavors, for all age group

Peanut Butter &

Co.

Brand Identity: Prism

•The Mascot is a live character at its shop which plays with the kids.

•Kids like the after taste of the butter and parents find it as a family snacking jaunt.

•It has been successful in maintaining its niche market and preserving its identity for more than a decade now.

Peanut Butter & Co

• The popularity of its taste and variety of its flavors, it has extended from peanut butter to baking mixes, gifts, fluff store, apparels, portable and picnic packs , etc as shown below:

Peanut Butter & Co: India Launch

1. The perception in many Indians about peanuts is of being not good for health. Through mass advertisement this must be reversed.

2. Further the company must allow for sample offering at low price just to attract consumers lie McDonalds did with its softy ice creams.

3. The shops must be near by to market place, residential areas and colleges.

4. Promotional activities within colleges can be undertaken distributing coupons.

Teavana• Teavana is a specialty tea and tea accessory retailer based in Atlanta, Georgia.

• Teavana currently operates over 150 company-owned stores in 35 U.S. states and Mexico.

• Teavana started in Atlanta, Georgia in 1997, with the opening of the first teahouse at Lenox Square Mall.

• The husband and wife team that created Teavana invested their life savings into the teahouse concept after traveling abroad, noticing the gravitation of Americans towards fine wines and coffees in the United States.

• In July 2011, Teavana filed terms with the SEC to raise $100 million in an initial public offering

Teavana-Nodal Diagram

Peanut Butter &

Co.

taste

Online store

freshness

DarjeelingTea bar

Iced tea

Herbal tea

aroma

Tea Decor

Qualitative Analysis

• Company logo has shades of green, red and yellow color. By such colors it is trying to reflect the colors of tea, colors that occur when tea is boiled and prepared.

• The store offers to a wide range of tea from iced tea, green tea, black tea to herbal tea, Oolong and Rooibos.

• This caters to different tastes of different peoples as well as those who want to experiment with tastes from different region.

• Its main selling proposition besides wide variety is the experience at tea store with all the tea Décor.

Qualitative Analysis

• The company has advertised to create awareness only during its inception and that too in form of print ad which targeted the subliminal mind.

• The only once it had its poster advertisement was during its public listing which simply focused on the company's logo and the tea business.

• Since it is a niche market, it relies heavily on in-store promotions and word of mouth publicity.

•Its commands a good fan following on face book and twitter.

Teavana- In-store and Facebook page

Teavana: PrismPersonalityTea tattlers

CultureRoyal offerings, Experimentative

Self imageFreshness, health

ReflectionTea Lovers

PhysiqueTea pots and tea décor,

retail stores

RelationshipMeeting Joint

TOYS R US

Brand Identity: Prism

•The firm focuses on offering Royal experience at its store chain where it offers its exhaustive variety.

• Freshness and experimentation with tastes of different countries is its key.

• It also allows customization by blending two mixes to create your own flavor.

• Various in store and online promotion include “Tea of the Week”, “Wake up to your Cup”.

• Apart from its website, it has its own blog. This helps to connect with consumers, keep them engaged and promote sales.

The Extensions• Catering to the niches, the company has extended its offering from just tea to tea pots, cups, iced tea pitcher, tea thermometer and timer, bowls, trays, cookies & mint tea breaths.• Teavana App: Teavana released their first iPhone/iPod touch Application through the iTunes Store in late December 2009 for free called "Teavana Perfect Tea Touch". The App includes a browse section entitled "Tea Touch", a musical timer for steeping tea, a tea blending suggestor that advises mixing certain teas together, a store locator, and a favorites section.

Teavana : India Launch

• The Indian market is not yet fully evolved for tea consumption at tea bars like the coffee chains. It offers early mover advantage with few competitors like Wagh Bakri Chai but at same time has to invest considerably to create awareness and consumer preference.

• Stores near commercial complexes would be a good location to target office-goers.

• Extensive print and TV advertisements during prime time shows and news channels would be required.

Print Advertisements

Born in 1966, K-Swiss did not advertise till mid 1980’s. They had no TV spots, radio or magazine ads. They did not put out new models every season. They relied only on word of mouth publicity.

K-Swiss on

Celebrities endorsing K-Swiss

K-Swiss Video Advertisements

• http://www.youtube.com/watch?v=nlBr9Q9hIrQ

• http://www.youtube.com/watch?v=rTI-JphKbkk&feature=related

K Swiss

Fitness

Fast

White

On the move

SwissNike

Weird Name

Roger Federer

Tennis

K-Swiss Nodal Diagram

Tactical Promotion Schemes

• The K-Swiss online shop features regular updates and promotions ensuring consumers have access to widest assortment of shoes and apparel available.

• Seasonal collections are updated on a quarterly basis with increased site exposure and quick and secure delivery options available.

• The affiliate programme presents a competitive, tiered commission strategy up to 9%, based upon the level of monthly sales transaction made by their affiliate partners.

• K-Swiss normally offers 8-10% commission on all products through the year

Event Association

• An Ironman Triathlon is one of a series of long-distance triathlon races organized by the World Triathlon Corporation (WTC) consisting of a 2.4-mile (3.86 km) swim, a 112-mile (180.25 km) bike and a marathon (26.2 miles 42.195 km) run, raced in that order and without a break.

• High mileage and visibility due to association with K-Swiss running shoes and hence this brand association became a huge success

K-Swiss Brand Tidbits• Nike spends more on the salary of one of their athlete

endorsers than the entire annual advertising budget for K-Swiss.

• Since 1990 K-Swiss has been publicly traded on the NASDAQ: KSWS

• K-Swiss, Inc. is one of the fastest-growing athletic shoe companies in the footwear industry.

• K-Swiss also owns Royal Elastics, and Australian-born footwear company focused on innovative shoes that require no laces.

• Through Royal Elastics, K-Swiss also produces footwear for L.A.M.B., a clothing line founded by singer Gwen Stefani.

K-Swiss - India Launch

• Carrying forward with its association with Tennis, K-Swiss can launch itself in a big way in India through a brand ambassador like Somadev Devvarman

• Presence in only a select high end departmental stores would help increase the brand equity of K-Swiss

• Exclusive Standalone stores should also be opened in suburbs of metros and other Tier 1 cities for better visibility

• Should be competitively priced as compared to its globally competitive yet locally successful rivals like Nike and Adidas

• Sponsorship in key cricketing events involving India which would lead to easier connect with the audience

Print Advertisement

Outdoor Advertising

Crest on

Celebrities endorsing Crest

Arthur O’Connell

Shawn Johnson

Crest on

• http://www.youtube.com/watch?v=wAyY8CUfseU

• http://www.youtube.com/watch?v=F_fASr_F2R8&feature=related

• http://www.youtube.com/watch?v=V3-rINpiza4

Crest

Tooth

P&G

White

Dentist

Times of India

Fluoride

Colgate

USA

Crest Nodal Diagram

Tactical Promotion

• ‘Bundling’ of two brands into one package (at a discount) was started by P&G through Crest

• This tactic is usually used when one company owns both brands. E.g. Procter & Gamble offer their Crest toothpaste together with their Oral-B toothbrushes.

• Launch of Crest Coupons. Crest coupons can conserve your cash on any type of crest product.

• When Crest introduced its fourth flavor, Wintergreen Ice, it engaged its fans to come up with the brand’s new slogan via Social Networking sites like Facebook, Twitter and Youtube

Crest Brand Extension• The market in 1980 was highly fragmented with brands for

smokers, tooth-whitening brands, mint-gel brands, baking-soda brands, natural brands, children’s brands, flavoured brands, brands for the elderly.

• Also, fluoride and cavities were not that big a selling point since it was present in all brands

• Crest launched more and more varieties including a tartar control toothpaste in 1985. However this product bombed in the market.

• This was because Crest had so many different toothpastes that the anti-tartar variety was thought of as just one Crest among many

• Also, Colgate launched Colgate Total which came with a combination of fluoride, tartar control and gum protection which led to further misery for Crest

Crest - India Launch

• India has the lowest usage around the world i.e. 150gm/yr

• Strategy should be to produce Quality product at an aggressive pricing and more focus on rural

• Rope in a celebrity like Salmaan Khan which would give it an instant brand identity (Strength i.e. Strong Teeth)

• Aggressive advertising in GEC’s (including Doordarshan’s channels) to reach out to more people at the same time

• Undertake massive dental cleanliness drive in association with commercial structures and malls to promote awareness of the brand

Woolite Print Advertisements

Woolite Outdoor ads

Woolite on

Woolite has no presence on Twitter

Woolite on

• http://www.youtube.com/watch?v=vnFIOj2dZRQ

• http://www.youtube.com/watch?v=mCaRKqtu92k

Celebrities endorsing Woolite

Stacy London – American Fashion Consultant and Media Personality

Woolite

Wool

Detergent

HUL

Daag

Rakesh KapoorLight

Clean

Fresh

Bai

Woolite Nodal Diagram

Woolite Tactical Promotions

• The Woolite- Rob Zombie commercial was epic in more ways than one

• Memorable messaging that leaves a lasting impression on Woolite’s customers and prospective customers.

• Collaboration with E-tailing sites like Coupee to hand out free samples to lucky winners thereby increasing its visibility.

Woolite Tactical Promotions

By Launching the page – Woolite Washing Wisdom, Woolite provides simple yet efficient tips which go a long way in helping a person perform effective washing while at the same time consuming lesser resources

Woolite Brand Extension

• Basically into fabric wash, Woolite entered into Carpet Cleaner Spray

• It engaged in heavy promotion with massive discounts ranging from 25-90% during End of Season sale.

• Was a huge success since the makers ventured into a related area where people could identify and take positive attributes from the primary product

Woolite - India Launch

• Target housewives, housemaids and laundry men to garner wider recognition from the masses

• Print Ad should include innovation E.g. make one page whiter than the rest with a small tagline saying ‘Woolite Bright’

• Media Advertisements should also compare its whiteness with its rivals (without giving names) and induce the target segment to make a purchase

• Effective and extensive distribution system to ensure availability of the product in every nook and corner of the country

Dippin’ Dots• About Dippin’ Dots

In 1988, Dippin' Dots Founder and Chairman Curt Jones, a microbiologist, pioneered the process of cryogenic encapsulation...a scientific way of saying he used super-cold freezing methods to make little beads of ice cream. Not only were the ice cream beads delicious and fun to eat, Jones knew that flash-freezing the ice cream ingredients would lock in flavor and freshness. With those qualities established, Dippin' Dots were ready to take on the world!

A retail store in Lexington, Kentucky...gatherings of friends and family in Jones' hometown in Pulaski County, IL...and locations inside one of the nation's premiere amusement parks, Opryland USA, helped form what Dippin' Dots is today

Dippin' Dots are made at the company's Administrative, Sales, Franchising, and production headquarters in Paducah, Kentucky

Dippin’ Dots• About Dippin’ Dots

The ice cream now has a home in thousands of locations worldwide in theme parks, fairs & festivals and franchised store locations

While serving, ice-Cream is first poured into a cup in the form of beads which are ‘tingly and almost crunchy’ and kit melts in the mouth of the person consuming it

Dippin' Dots are made from fresh dairy ingredients flavored with fun, fruity, enticing and even exotic flavors. The mixture is frozen almost instantly in liquid nitrogen, a common element in the atmosphere used commercially for flash freezing

After production, Dippin' Dots are packaged and shipped worldwide

Dippin’ Dots

2002 – Online Sales begin, Becomes a regular menu offering

for McDonald’s restaurants in San Francisco Bay area

2003 – Largest -50°F commercial walk-in freezer in North America

at its Kentucky facility

2004 - Dippin' Dots Global, Inc., formed to coordinate

international business activities2005 - Dippin' Dots first

produced in Canada2006 - Dippin' Dots available in

The Netherlands

2007 - Dippin' Dots available in Colombia

2010 - Dippin' Dots has 3 million Facebook Fans!

• Timeline

Dippin’ Dots

Dippin’ Dots

Print Advertisements

Dippin’ Dots

TV Commercial

Dippin Dots Rock!

• http://www.youtube.com/watch?v=lmJbi1pawXs

Dippin’ DotsEvents, Fairs and Festivals

Sporting EventsDippin’ Dots is represented at many sporting events including many regional aussie rules, rugby and league football matches as well as little athletics, softball and netball tournaments

Fetes/Fairs/FestivalsDippin’ Dots can be found at many popular festivals and fairs including the Melbourne Show, Brisbane (EKKA) Show, Perth Show, Hobart Show as well as many other regional shows, music festivals, and special events

Dippin’ Dots

Sponsorships

Title Sponsor of Celebrity Grand Slam Paddle Jam – Celebrity Ping Pong tournament in Hollywood. Proceeds went to benefit St. Jude Children's Research Hospital in Memphis, Tennessee

Dippin' Dots most recently collaborated with the newest adaptation of Journey to the Center of the Earth, awarding the winner a trip to Iceland, the location of the film

Dippin’ Dots

A few more Sponsorships and Affiliations

Dippin’ DotsOutdoors – Schools, Mobile Vans, Six Flag Theme Park

Dippin’ Dots

• In-Movie Placements Dippin' Dots product and trademarks can be found

in motion pictures and television shows ("Coach Carter," "Fat Albert," "Kicking & Screaming," "Cheaper by the Dozen" to name a few).

Their public relations efforts have recently resulted in segments produced for Food TV, The Travel Channel, and The Oprah Winfrey Show

Dippin’ Dots

Brand Extension

Dippin’ Dots Coffee Dippin’ Dots Merchandise Frozen Dot Maker Toy

Dippin’ Dots coffe has been launched just recently and hence the success isn’t known. The Merchandise and toys, on the other hand, are a great hit amongst the kids

Dippin’ Dots

PhysiqueSmall round Dots, crisp, melt in mouth

ReflectionConsumers think of it as a fun companion for celebration

CultureWestern culture of its country of origin-USA

Relationship with the consumer is of fun and enjoyment

PersonalityCheerful,Playful, bubbly kids

Self-Image of the consumer having the ice-cream is that of a bubbly and cheerful person

Dippin’ Dots Brand Identity

Prism

Dippin’ Dots

Dippin’ Dots

Merchandise

Coffee

Despicable Me

Crucnhy

Ice Cream BallsMobile Van

Six Flags Theme Park

Forty Below Zero Club

Journey to the centre of

the Earth

IKEA

• About IKEA

– IKEA is a privately held, international home products company that designs and sells ready-to-assemble furniture such as beds and desks, appliances and home accessories

– The company is the world's largest furniture retailer

– Founded in 1943 by 17-year-old Ingvar Kamprad in Sweden, the company is named as an acronym comprising the initials of the founder's name (Ingvar Kamprad), the farm where he grew up (Elmtaryd), and his home parish (Agunnaryd, in Småland, South Sweden)

– The chain has 313 stores in 38 countries, most of them in Europe, North America, Asia and Australia

IKEA

• About IKEA

– Originally, IKEA sold pens, wallets, picture frames, table runners, watches, jewelry and nylon stockings

– Furniture was first added to the IKEA product range in 1948

– In 1955, IKEA began to design its own furniture. The company motto is: "Affordable Solutions for Better Living”

– At first, Kamprad sold his goods out of his home and by mail order. Later a store was opened in the town of Älmhult

– On March 23, 1963, the first store outside Sweden was opened in Asker, Norway

IKEA

• IKEA in 2011

IKEA

• IKEA Methodology

– IKEA retailers buy in such large volumes that they get lower prices

– IKEA supplier gains long-term contracts, technical advice and leased equipment from the company; IKEA demands exclusive contract and low-prices

– The furniture and home furnishings are designed “knock-down” form and shipped flat at a much lower transportation cost

– The customer drives the furniture home, which saves delivery cost

– The customer assembles the furniture

– The IKEA concept works on low markup

IKEA

• Print Ads

IKEA

• IKEA TV Advertisements

– IKEA Commercial - Home

– IKEA Kitchen Ad, USA

IKEA

• Outdoor Ads

IKEA

• Outdoor Ads

IKEA

• IKEA on Social Media Platforms

IKEA

IKEA

IKEA Homes

Blue and Yellow

Sweden

Ingvar Kamprad

Economical

Ready-to-assemble

IKEA

• IKEA Brand Identity PrismPhysiqueKnocked-down, ready-to-assemble

ReflectionConsumers think of it as an affordable but reliable brand

CultureSwedish, its country of Origin

Relationship with the consumer trust

PersonalitySimple and Reliable

Self-Image of the consumer having trendy furniture at low prices

IKEA Brand Identity Prism

IKEA

• Brand Extension– Apart from Stylish and affordable furniture, IKEA

also sells Home Furnishings which have been very successful and popular among the people

Secret

• About Secret (from P&G)– Secret is an antiperspirant/deodorant for women

manufactured by Procter & Gamble. It is sold in the United States, Canada, and Mexico. Secret was launched as the first female deodorant in 1956, after more than 10 years of research that began in 1945

– Secret is the only female brand antiperspirant/deodorant in Procter & Gamble’s portfolio of products

– There are currently more than 55 different antiperspirant/deodorant products sold under the Secret brand

Secret

• Secret Print Advertisements

Secret

• Video Campaigns– ‘Mean Stinks’ Campaign

• Secret on Facebook

Secret

• Audience Connect Tagline – Mean Stinks, It revolves around women apologising for body odour

Secret

• Brand Ambassadors

Cate Blanchett – Internationally acclaimed Australian actor Diana Nyad – Record holder in swimming – 103

miles

Secret

SECRET

Roll-on and Aerosol

Fearlessness

Diana Nyad

Stronf enough for a man, made for women

Apologies

Mean Stinks

Women

Procter & Gamble

Secret

• Secret Brand Identity PrismPhysiqueBottled, sprays, Roll-ons

ReflectionConsumers think of it as an reliable for long-lasting freshness

CultureWestern, its country of origin being USA

Relationship with the consumer fearlessness

PersonalityFresh and fragrant

Self-Image of the consumer having fearlessness and freedom

Secret Brand Identity Prism

Thank You