Post on 10-Feb-2015
description
Brand Revitalization
Amadou Hampate Ba
Strategic Brand Positioning Statement
“Tradition is like a huge tree. It is a living organism. We should
not hesitate to trim the dead branches...
But we must not cut the trunk, for then we would lose our soul and our
identity!”
Brand Revitalization
Consumer Market Attractiveness Customer Intercepts Brand Identity Brand Book Strategic Brand Implementation
– New Products– New Store Design
Public Relations
Consumer Market Attractiveness
The U.S. personal care market is the largest in the world with 1994 sales of $24.2 billion
The product segments that Bath & Body Works is strong in are growing at a faster rate (6.1%) than the total personal care market (5.1%)
Mature women, aged 45-64 will be the fastest growing women’s age group through the year 2000
Mature women purchased 29% of all personal care products in 1994
Mature women have the highest per capita personal care expenditures and spend more on personal care purchases than any other consumer segment except apparel
Brand revitalization
Consumer Market Attractiveness
Mature women have a higher average annual income than any other consumer segment
Affluent women, with income over $40,000, represent 26% of the population and they shop primarily in department store and specialty store channels
Mature women purchase products through mail order at much higher rates than the national average (76% vs. 28%)
The mature woman’s psychographic profile fits well with Crabtree & Evelyn’s product offering
Brand revitalization
Customer Intercepts
Customer intercepts
“The packaging and merchandising needs help. Nothing draws
you in.”
Customer intercepts
“Good products.They’re just old
fashioned. Nothing really for
me.”
Customer intercepts
“Their people are very knowledgeable, that was impressive. There aren’t any price tags or they’re
hard to find. It’s very expensive.”
Customer intercepts
“I’d need samples before I bought anything for
those prices.”
Customer intercepts
“I just love the quality of their products.”
Customer intercepts
“I know whatever I buy will be good. The sales woman really knew a
lot about all the products.”
The Crabtree & Evelyn brand.
The business opportunity.
The Personal Care market is dominated by P&G type global conglomerates. Since the 1950’s the emphasis placed on rational product benefits by the marketing system of P&G has eroded the personal and caring nature of “personal care.”
Niche retailers have begun to exploit the opportunities left to them by the big conglomerates.
But no retailer or manufacturer has taken a holistic view of the consumer and created a brand that reflects the kind of needs and desires of the new generation of consumers.
Today’s consumer, a more sophisticated woman who cares about her life and those around her, is looking for a more enriched version of “personal care.” A care that is truly personal.
The Crabtree & Evelyn consumer.
The Crabtree & Evelyn consumer is a modern woman.A woman who has the time, the money and the inclination to really care about herself and those around her.
She believes that caring for herself is a very important element of her life. This is made especially true in a world that is as harsh and tense as the modern world she finds herself in.
She cares for her physical, mental and emotional well-being.
She cares for her home and her belongings.
She cares for her friends and family.
She cares about her relationships.
She cares about the way things are made and presented.
She cares about the world she finds herself in and hopes it can be improved.
What does she want from Crabtree & Evelyn?
She wants Crabtree & Evelyn to care also.
She wants Crabtree & Evelyn to care about her and all that she cares about.
She wants Crabtree & Evelyn to care as a manufacturer.
She wants Crabtree & Evelyn to care as a retailer.
She wants Crabtree & Evelyn to care about her interests, her aspirations, her desire to travel, her love of fine things, her fantasies.
She also wants to care about Crabtree & Evelyn. She wants Crabtree & Evelyn to be an important part of her everyday life.
The Crabtree & Evelyn brand promise.
Crabtree & Evelyn care.
The Crabtree & Evelyn brand promise.
Crabtree & Evelyn care about you and all the things that you care about.
Your physical, emotional and mental well being.Your home.Your family.Your friends
The Crabtree & Evelyn brand promise.
Crabtree & Evelyn care about the way they manufacture, package and sell their products.
Crabtree & Evelyn care about the experience you have in store.
Crabtree & Evelyn care.
Crabtree & Evelyn care.
No other brand owns this proposition although a few may encroach.
It is a way of running the company, presenting the brand, making the products, choosing suppliers and integrating into the broader community.
It is an idea that can travel across countries.
It is an idea that is borne out of the past at Crabtree & Evelyn and is relevant to the future.
It is also a challenge: an idea for the company to live up to. In so doing, we believe that the consumer will look up to Crabtree & Evelyn.
BRAND BOOK
BRAND BOOK
BRAND BOOK
English apothecary
Old world craftsmanship
Victorian ambiance
Individualized by location
High quality materials
Global Contemplative Unusual natural
materials High quality Unpretentious Clean lines -
streamlined Relevant to
today
Strategic Brand Implementation
BrAND IDENTITY
Old Design New Design
New store Design
New store Design
New store Design
New store Design
New store Design
New store Design
New store Design
Regency Mall
New store Design
Regency Mall
Products
New products
New products
New products