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Shampoo Brand ‘Finesses’ Its Look Course:::Brand Marketing Presenter:::Derrick Douglass 2 nd Year MBA Instructor:::Dr. School:::Clark Atlanta From bottom shelf to top of mind. A haircare icon is reborn – Little Big Brands

Finesse 97

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Product re-branding keeps a brand fresh and relevant. My presentation "Shampoo Brand ‘Finesses’ Its Look " presents my findings regarding the company's re-branding efforts. Derrick Douglass [email protected] Brand Position Statement “To the sexy sassy woman who takes pride in always looking her absolute best. Finesse has a complete line of hair care products for every woman who demands superior performance at a reasonable price. Our customer’s can return the product and receive a full refund if Finesse isn’t simply the best" –- Derrick Douglass, MBA

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Page 1: Finesse 97

Shampoo Brand ‘Finesses’ Its Look

Course:::Brand Marketing Presenter:::Derrick Douglass 2nd Year MBA

Instructor:::Dr. J. Pleasant School:::Clark Atlanta University

From bottom shelf to top of mind. A haircare icon is reborn – Little Big Brands

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In every retail venue, the battle is all about who gets to use the most attractive, best-located shelf space

Finesse:::A Crowded Marketplace

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Finesse:::Timeline

Lornamead – “Acquire well-known and trusted brands that enjoy high awareness, help consumers look and feel their best, and deliver superior product benefits and performance.”

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Finesse:::Brand Position Statement

“To the sexy sassy woman who takes pride in always looking her absolute best. Finesse has a complete line of hair care products for every woman who demands superior performance at a reasonable price. Our customer’s can return the product and receive a full refund if Finesse isn’t simply the best" –- Derrick Douglass, CAU MBA Student

“It was time [Finesse] to jump off that bottom shelf.” -- John Nunziato

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Finesse:::Brand Position • Target Segment

Women (High Hispanic Index)* Aged 25 to 55*

• Frame of Reference (FOR)

Value priced & superior performance hair care products

Shampooing is frequently followed by conditioners which increase the ease of combing and styling

* Source: Littlebigbrands

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Finesse:::Brand Position – Cont’d

• Points of Difference (POD)

Product breadth Value Performance Sophistication & Attitude

• Reason to Believe (RTB)Satisfaction Guarantee

“Our silk and soy protein formula adds volume by separating and lifting each strand for a great big boost of oomph!” -- Finesse Shampoo

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Finesse:::Product Line

“The total hair care market is expected to grow at a CAGR of 2.4% through 2010 reaching $8.5 bil” -- Hair Care Products in the U.S. Report

Shampoo

Volume Moisturizing Enhancing

Shampoo & Conditioner

Enhancing 2-In-1 Moisturizing 2-In-1

Conditioner

Volume Moisturizing Enhancing

Styling

Volume Mousse Extra Control Mousse Curl Defining Mousse Extra Hold Spray Maximum Hold Spray

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Finesse:::Time to Change Challenge: Repackage the brand to reduce costs &

heighten awareness

• Strategy Create a consistent brand image across at a low cost

• Color matching • Monotone Icon

Create a new modern brand that looks and feels proud• Bottle shape restyle• Graphic redesign • Enhance readability

Design Agency::::: Little Big Brands

“With the recession, we’re going to see some people jump from their $20 shampoo to the $3 brand they remember and love to smell” -- John Nunziato, Creative Director, Little Big Brands

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Finesse:::The Re-Do

The ‘OLD’ Pack The ‘Prototype’ Pack The ‘New & Improved’ Pack

How do you like me now?

::::: Started shipping to stores Jan 2009::::: One drug store chain reports a 30% increase

Source: Littlebigbrands

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:::CONCLUSION:::QUESTIONS:::COMMENTS:::THOUGHTS ANYONE?

“Now, the brand looks and feels proud” -- John Nunziato