Description
PRESENTATION ON BRAND POSITIONING OF GARNIER
EMOTIONAL BRANDING
Brand positionin of Garneir
Prepared By:
Mehul Rasadiya
K.K.Parekh Institute Of Management
Creating the Brand Position
Positioning
The act of designing a company’s offering and image to occupy a distinctive place in the minds of the target market.
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 3 of 24
Brand Positioning
Quality
• Customer wants and needs
Brand A
• Company capabilities • Competitive actions
Price
E F B
D G C
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Slide 4 of 24
Value Proposition
What the brand is
What the brand could be
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Slide 5 of 24
Value Proposition Examples
Company (Product) Perdue (chicken) Volvo (station wagons) Domino’s (pizza) Target Customers Quality-conscious consumers Key Benefit Tenderness Price Value Proposition Premium 10% More tender golden chicken at a moderate price The safest, most durable wagon in which your family can ride. A good hot pizza, delivered promptly to your door, at a moderate price.
Safety-conscious upscale families
Convenienceminded pizza lovers
Durability and safety
Delivery speed and good quality
20%
15%
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 6 of 24
Brand Positioning
Frame of Reference
Points of parity / difference
Brand mantra
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Slide 7 of 24
Brand Mantras
Nike – “authentic athletic performance” Disney – “fun family entertainment”
Brand Mantra Criteria:
• Communicate • Simplify • Inspire
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 8 of 24
Establishing Brand Positioning
Communicate
Internally Category Membership • Category Benefits • Compare to exemplars • Product descriptor
Points of difference Points of parity
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 9 of 24
Emotional Branding Lovemarks
• Mystery • Sensuality • Intimacy
Emotional
Rational
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Emotional Branding
Share of Market
Share of Mind
Share of Heart
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Slide 11 of 24
Emotional Branding
Market Share
Mind Share
Heart Share
2011 2012 2013 2011 2012 2013 2011 2012 2013 Competitor A Competitor B Competitor C 50% 30 20 47% 34 19 44% 37 19 60% 30 10 58% 31 11 54% 35 11 45% 44 11 42% 47 11 30% 53 8
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 12 of 24
Alternative Positioning Approaches
Brand Narratives / Storytelling
Brand Journalism
Cultural Branding
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 13 of 24
Small Business Positioning
• • • • • • Creative, low-cost research Focus on fewer, stronger brands Integrated brand elements Create buzz Build a brand community Secondary associations
Creativity
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Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 15 of 24
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 16 of 24
INTRODUCTION TO GARNIER
? Garnier is a division of L'Oreal that produces hair care products, including the Fructis line, and skin care products under the name, Nutritioniste, that are sold
around the world.
? L’Oreal entered in India in 1992 with its Garnier Ultra Doux range of shampoos. ? Garnier accounts for almost 90%of the company’s turnover in India. ? Having entered the country in 1992, the company revolutionised its tactics by rolling out Garnier Colour Naturals, a low-cost hair dye developed specifically for the Asian nation.
BRAND POSITIONING AND REPOSITIONING
INITIAL POSITIONING Garnier Ultra Doux Shampoo -
REPOSITIONING Ultra doux to Garnier Fructis
Ayurveda and natural ingredients
Competitive pricing devoid of any differentiation
Garnier Synergie to Garnier
Skin naturals The prices were set at a slight premium over mass brands Garnier Fructis Shampoo + Oil which eliminated the need of two separate hair-care routines.
STRATEGY ADOPTED
Distribution Segmentatio n Sales Promotion
Advertisement
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 22 of 24
doc_551131874.ppt
PRESENTATION ON BRAND POSITIONING OF GARNIER
EMOTIONAL BRANDING
Brand positionin of Garneir
Prepared By:
Mehul Rasadiya
K.K.Parekh Institute Of Management
Creating the Brand Position
Positioning
The act of designing a company’s offering and image to occupy a distinctive place in the minds of the target market.
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 3 of 24
Brand Positioning
Quality
• Customer wants and needs
Brand A
• Company capabilities • Competitive actions
Price
E F B
D G C
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 4 of 24
Value Proposition
What the brand is
What the brand could be
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 5 of 24
Value Proposition Examples
Company (Product) Perdue (chicken) Volvo (station wagons) Domino’s (pizza) Target Customers Quality-conscious consumers Key Benefit Tenderness Price Value Proposition Premium 10% More tender golden chicken at a moderate price The safest, most durable wagon in which your family can ride. A good hot pizza, delivered promptly to your door, at a moderate price.
Safety-conscious upscale families
Convenienceminded pizza lovers
Durability and safety
Delivery speed and good quality
20%
15%
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 6 of 24
Brand Positioning
Frame of Reference
Points of parity / difference
Brand mantra
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 7 of 24
Brand Mantras
Nike – “authentic athletic performance” Disney – “fun family entertainment”
Brand Mantra Criteria:
• Communicate • Simplify • Inspire
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 8 of 24
Establishing Brand Positioning
Communicate
Internally Category Membership • Category Benefits • Compare to exemplars • Product descriptor
Points of difference Points of parity
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 9 of 24
Emotional Branding Lovemarks
• Mystery • Sensuality • Intimacy
Emotional
Rational
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 10 of 24
Emotional Branding
Share of Market
Share of Mind
Share of Heart
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 11 of 24
Emotional Branding
Market Share
Mind Share
Heart Share
2011 2012 2013 2011 2012 2013 2011 2012 2013 Competitor A Competitor B Competitor C 50% 30 20 47% 34 19 44% 37 19 60% 30 10 58% 31 11 54% 35 11 45% 44 11 42% 47 11 30% 53 8
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 12 of 24
Alternative Positioning Approaches
Brand Narratives / Storytelling
Brand Journalism
Cultural Branding
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 13 of 24
Small Business Positioning
• • • • • • Creative, low-cost research Focus on fewer, stronger brands Integrated brand elements Create buzz Build a brand community Secondary associations
Creativity
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Slide 14 of 24
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 15 of 24
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 16 of 24
INTRODUCTION TO GARNIER
? Garnier is a division of L'Oreal that produces hair care products, including the Fructis line, and skin care products under the name, Nutritioniste, that are sold
around the world.
? L’Oreal entered in India in 1992 with its Garnier Ultra Doux range of shampoos. ? Garnier accounts for almost 90%of the company’s turnover in India. ? Having entered the country in 1992, the company revolutionised its tactics by rolling out Garnier Colour Naturals, a low-cost hair dye developed specifically for the Asian nation.
BRAND POSITIONING AND REPOSITIONING
INITIAL POSITIONING Garnier Ultra Doux Shampoo -
REPOSITIONING Ultra doux to Garnier Fructis
Ayurveda and natural ingredients
Competitive pricing devoid of any differentiation
Garnier Synergie to Garnier
Skin naturals The prices were set at a slight premium over mass brands Garnier Fructis Shampoo + Oil which eliminated the need of two separate hair-care routines.
STRATEGY ADOPTED
Distribution Segmentatio n Sales Promotion
Advertisement
Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall
Slide 22 of 24
doc_551131874.ppt