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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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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
In every retail venue, the battle is all about who gets to use the most attractive, best-located shelf space
Finesse:::A Crowded Marketplace
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.”
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
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
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
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
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
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
:::CONCLUSION:::QUESTIONS:::COMMENTS:::THOUGHTS ANYONE?
“Now, the brand looks and feels proud” -- John Nunziato