emami brand architecture

  • View
    646

  • Download
    8

Embed Size (px)

DESCRIPTION

a presentation on emamis products & their market strategies

Text of emami brand architecture

[OVERVIEW OF BRAND ARCHITECTURE]-byArkaprava Ghosh

NAVRATNA OIL: BRAND OUTLOOK Largest brand of EMAMI Ltd. 2010 saw a 25% volume growth driving 30% revenue growth 15-20% growth momentum can be sustained on the back of new variants launched with aggressive promotions in North India Market size of Rs. 5507 mn ($117 mn) Market leader with 48% market share Rated as one of the most trusted brands by ORG Marg Commissioned some of the most visible brand ambassadors (Amitabh Bachchan, Shahrukh Khan, and Mahesh Babu, Chiranjeevi and Upendra for South)Source: KRC research

POSITIONING OF NAVRATNA OIL BRAND COOLING is the core equity of the brand With the induction of AMITABH BACHHAN as endorser of the brand NAVRATNA OIL saw a major shift in communication as a stress busterNavratna tel lagaiye , sardard tension dur bhagiye

Navratna tel ki maalish se neend aa gayi

POSITIONING OF NAVRATNA OIL BRANDPackaging promotes it as a unique blend of 9 herbs with multiple benefits prevent premature hair fall aids to increase memory

granting sound sleep Eliminates tiredness Homogenous Preference Benefit: COOLING EFFECT

Clustered Preference Benefit application on minor cuts and burns

relieving headache

BRAND SEGMENTATION: TARGET GROUP: 18+ SEC A.B.C.D ; SEC R1-R4 Initially brand was targeted for predominantly male Key issue : unable to tap the female consumer market To rectify that NRO has recently launched an ad with housewives Lifestyle of consumer : need to succeed leads to a race with which comes unlimited and every going stress and anxieties for the modern man

Key phsycograpic

Brand setbacks were mainly faced in UP & BIHAR where HIMGANGE ruled the market owing to its heavy margins HIMGANGE offered cumulative margins of 40% whereas NAVRATNA was able to offer just 18% The target population there also found HIMGANGE to be more effective

LAUNCH OF NAVRATNA EXTRA THANDA OIL

NAVRATNA EXTRA THANDA Navratna as a brand with the top class brand ambassadors had a huge awareness all over India

HIMGANGE Not being a huge brand himgange could not afford to spend on media and totally relied on distribution and word of mouth Prices & margins remained the same , so no scope for comparison remains

AWARENESS

Competitor pricing strategy was followed

AFFORDABILITY

Endorser: Amitabh Bacchan a Upiite Superior feel and packaging Excellent availability

ACCEPTABILITY

Low packaging and feel led himgange to lose its market share to NRXT

MARKET GAP Cool oils are just 15% of the total hair oil categoryKEY ISS E Normal hair oil users do not prefer the strong fragrance & stickiness of cool oils

NAVRATNA LITE OIL launched with a mild fragrance and non stickiness

TG: 25+ ALL SEC s predominantly females

Navratna oil revenue growth (YOY)YoY growth

30%

16%

16%

15%

0% 1QFY10' 2QFY10' 3QFY10' 4QFY10' 1QFY11'

Steep fall in sales in 4QFY10 can mainly be accounted to high sales during 4QFY09(the company reintroduced the Re.1 sachet). Growth targets are set to rise by 1QFY11Source:IIFL research

BRANDS

SKU 3ml 50ml 100ml 200ml 500ml 3.5ml 100ml 200ml 100ml 200ml 400ml 100ml 200ml 400ml 50ml 100ml 200ml 500ml 200ml 400ml 100ml 200ml 400ml 3.5ml 50ml 100ml 200ml 500ml

MRP 1 25 47 78 175 1 48 88 48 88 145 48 85 155 25 47 88 195 72 150 30 50 150 1 25 45 80 175

HIMGANGE

BANPHOOL

HIMTAJ

HIM RAHAT COMPETITOR SNAPSHOT RAHAT ROOH

HIMANAND BHIMSAR

DULHAN

NAVRATNA TODAY Cool oil category is growing at 10-15% on an annual basis Target of over 19% growth for NAVRATNA OIL for 2010-11 fiscal Focus on strengthening and popularisng NAVRATNA LITE OIL & NAVRATNA COOL TALC Re 1-sachet of Navratna oil, aimed at semi-urban and rural markets, contributes around 30 per cent of total sales of Navratna Oil products

BOROPLUS BRAND PORTFOLIO

SKIN CARE ESSENTIALS BOROPLUS