Building Brand Resonance for Close Up Bangladesh
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Transcript of Building Brand Resonance for Close Up Bangladesh
2
A BRAND MANAGEMENT (M406) PRESENTATION
PREPARED FOR
KHALED MAHMUD
ASSISTANT PROFESSORINSTITUTE OF BUSINESS ADMINISTRATION,
UNIVERSITY OF DHAKA
PREPARED BY
GROUP 8, BBA 21st
MD. DANIAL RAFI, ZR-27MUHTASIM SAROWAT RAYED, ZR-61
JOHAN AHMED, ZR-79MD. ABRAR NAKIB, ZR-115
3
CLOSE-UP
01 02 03 04 05 06INDUSTRY OVERVIEW
THE BRAND REBRANDINGCONSUMER PERCEPTION
BRAND AUDIT
STRATEGY RECOMMENDATIONS
6
INDUSTRY OVERVIEW
1
-1
-1
1
HERBAL
ANTI-CAVITY
MEDICINAL
TASTE
PRICE
MOUTH WASH
CLEANLINESS
CLOSE-UPPEPSODENT
SENSODYNE
MESWAK
COLGATE
MEDI-PLUS
AM-PM
KEYA ACTIVE
Traditionally, Close-Up has had an unique positioning as a mouth freshening toothpaste.
It is the leader of the gel toothpaste sub-segment with 96% market share.
7
INDUSTRY OVERVIEW
THREAT OF NEW ENTRANTS
BARGAINING POWER OF BUYERS
BARGAINING POWER OF SUPPLIERS
THREAT OF SUBSTITUTION
EXTENT OF COMPETITIVE RIVALRY
HIGH HIGH
LOW
MODERATE MODERATE
9
THE BRAND
20 Brands
Market Leader in 7Categories
Reaches 98%of all households
A Heritage of 50 Years
10
THE BRAND
Focus on Freshness instead of Protection
‘Kache Esho’-Most Famous
Tagline
Emotion Based
Approach in Promotion
Fun, Active Brand
Personality
11
THE BRAND
GEOGRAPHICSEGMENTATIONMostly urban and semi-urban youth
(satchets and smaller packets pushed more in
rural areas)
AGE GROUPSPrimarily Young Adults (18-25)
INCOME SEGMENTATION
Lower income class to middle class
OCCUPATIONUndergrad Students, Young Professionals
12
THE BRAND
PRODUCTDeep Action Mouth
Wash Gel Toothpaste (3 Flavor Variants)
PRICE85 BDT for 145 gm
packet
PLACEAvailable at retail and super stores
PROMOTIONMain focus is TVCs, then print ads, billboards, social media. RDCs for rural areas
18
CONSUMER PERCEPTION
1
Highest selling brand varies from
area to area
2
In smaller shops and lower income
areas, people prefersmaller packs and
satchets3
People in higher income areas preferpricier brands such
as Sensodyne
19
CONSUMER PERCEPTION
4.154.67
4.22
FRESHNESS CLEANLINESS GERM PROTECTION
Close Up is at an disadvantage since ‘Fresh Breath’ is one of its core brand elements.
How Important Are the Following Factors For You in a Toothpaste?
(Rank Out of 5)
20
CONSUMER PERCEPTION
34%
53%
3%8%
Personal preference
Preference of parents
Preferences of younger members in the family
Preferences of older members in the family
Main Deciding Factor in
Toothpaste Purchase
5%
87%
3% 5%
Myself
Parents
Domestic Worker
Other Family Members
Who Makes the
Purchase?
Promotion directedexclusively at theyouth may not be aseffective as it maynot have much swayon parents.
21
CONSUMER PERCEPTION
Almost all of our respondents know of Close-Up and have tried it at least once.
PE
PS
OD
EN
T
98% 95% 95% 94% 62% 62% 53%
CL
OS
E-U
P
CO
LG
AT
E
SE
NS
OD
YN
E
DA
BU
R
ME
SW
AK
WH
ITE
PL
US
ME
DI
PL
US
Which of the following toothpaste brands are you familiar with?
PE
PS
OD
EN
T
98% 97% 97% 84% 45% 43% 41%
CL
OS
E-U
P
CO
LG
AT
E
SE
NS
OD
YN
E
DA
BU
R
ME
SW
AK
WH
ITE
PL
US
ME
DI
PL
US
Which of these toothpaste brands have you used at least once?
22
CONSUMER PERCEPTION
Respondents are also highly aware of Close-Up’s marketing activities, especially TVCS and Kache Ashar Golpo.
How aware are of you Close Up's Marketing Activities in the Following
Mediums?
How aware are of you Kache Ashar Golpo?
(Rank out of 5)
3.86 2.8 3.03 2.02 3.2 1.91 3.81T
V A
DS
NE
WS
PA
PE
RS
AN
D
MA
GA
ZIN
ES
SO
CIA
L
ME
DIA
LO
CA
L
WE
BS
ITE
S
BIL
LB
OA
RD
S
RA
DIO
SP
ON
SO
RE
D
DR
AM
AS
/C
OM
PE
TIT
ION
S
64% 63% 47% 29%
SE
EN
TH
E
TV
CS
AN
D
PR
INT
AD
S
SE
EN
TH
E F
B
PO
ST
S
SE
EN
TH
E
NA
TO
KS
AN
D
TE
LE
FIL
MS
ON
LY
H
EA
RD
OF
T
HE
NA
ME
23
CONSUMER PERCEPTION
Close-Up is seen as ‘good but not great’ in comparison to germ-protection oriented brands such as Colgate and Sensodyne. Furthermore, as many are dissatisfied with the
marketing campaign as those who are highly satisfied with it.
Average Rankings of the Toothpaste Brands
(Rank out of 10)
7.49 7.06 7.67 7.59 4.72 3.78 4.2
PE
PS
OD
EN
T
CL
OS
E-U
P
CO
LG
AT
E
SE
NS
OD
YN
E
DA
BU
R
ME
SW
AK
WH
ITE
PL
US
ME
DI
PL
US
Overall how satisfied are you with Close Up's marketing activities?
(Rank out of 10)
2% 8% 24% 17% 13% 21% 9%
10 9 8 7 6 5 LESS THAN 5
24
CONSUMER PERCEPTION
Fresh Breath
Smiles
Couples
White Teeth
Colorful
Youth
Others
What First Comes to Your Mind when you think about Close Up?
Healthy
White Teeth
Colorful
Good Morning
Confidence
Others
Which of these elements do you think Close Up is weakest in?
Current promotion strategy reinforces strongest brand
association (fresh breath) but does not
address weakest associations
(healthiness and white teeth)
26
BRAND AUDIT
RESONANCE
JUDGEMENTS FEELINGS
PERFORMANCE IMAGERY
SALIENCE
HIGH SALIENCE
LOW RESONANCE
Current promotion strategy use emotion based approach.
Focus is on Brand Imagery (Colors, Fresh Breath) and Brand Feelings (Bringing Couples Together).
However customers use logic based approach.
Close Up suffers inBrand Performance (not
as healthy as others) and Brand Judgement (thus not as good as Pepsodent,
Colgate and Sensodyne).
28
STRATEGY RECOMMENDATIONS
OLD NEW
Over the years, Pepsodent and other germ protection focused brands such as Colgate have slowly integrated Close Up’s mouthwash aspect into their products and also spiced up their packaging
and taste.
For our new strategies we have to be be careful not to cannibalize Pepsodent’s market share so we cannot launch a direct counter-attack. Rather Close-Up can act as a flanker brand to Pepsodent.
29
STRATEGY RECOMMENDATIONS
01
New Promotional Campaign Focusing on Adventure
“Get Closer. Get Out. Be Bold.” Promote Close Up as a product that keeps young people both fresh and healthy in their active lives.
02
Higher Priced Variant Focusing on Healthiness
Low price has very little advantage; the higher priced the product, the more valuable it is seen in high income areas.
03
Expanded Focus on Teens (13-16)
Targeting future young adults early will help
build stronger resonance.
04
Address Parents in Promotion
Influencing parents will significantly affect
purchase decision and brand preference.
30
STRATEGY RECOMMENDATIONS
RISK RETURN
Brand dilutionFlanker brand that
attacks Pepsodent’scompetitors
Cost of new promotional
campaign
Risk of Cannibalizing Pepsodent’s
Market Share
Greater brand resonance through
combined emphasis on
freshness healthiness