Few sucessful brand story and their communication transistion

transcript

SUCCESSFUL BRAND STORIES

BRANDS CONSIDERD

• Nike was previously known as Blue Ribbon Sports (BRS) founded in 1964

• Founded by track athlete Philip Knight and Bill Bowerman

• Initially operated as distributor of Japanese shoe maker “Otinsuka tiger”

• 1971 BRS-Otinsuka relationship ended and officially became “Nike”

BACKGROUND

• Pronounced NI-KEY, is the winged goddess of victory according to

Greek mythology.

• The goddess Nike had the power to fly

• Nike logo Known as the SWOOSH logo is a graphic design created in

• Swoosh represents Motion and speed.

• The NIKE 'swoosh' embodies the spirit of the winged goddess .

NIKES HERITAGE

Tag Line: Just Do it

LOGO TRANSITION

Nike has grown into the world’s largest athletic footwear and apparel

company.

Started with a shoe and a t-shirt.

• Today a diversified and complex global organization

• selling products in 170 countries.

• have more than 30,000 worldwide employees.

• have a dozen brands that serve more than 30 major sports and consumer

lifestyles.

• work with 600+ factory partners.

• Serve millions of consumers with thousands of products.

FROM A LITTLE TOWN IN OREGAON TO GLOBAL BRAND

Brands reaching across multiple sports, lifestyle categories, and price

points.

In addition to the Nike and Jordan brands

Subsidiaries include:

• Cole Haan (luxury shoes, handbags, accessories and coats)

• Converse (athletic and lifestyle footwear, apparel and accessories)

• Hurley (action sports and youth lifestyle footwear, apparel and

accessories); Nike Golf, and Umbro (a leading U.K.based

football/soccer brand).

NIKE’S BRAND PORTFOLIO

SEGMENTATION

• Primarily targeted towards the athletes

• Brand is looked upon more as youth fashion

MARKETING THE BRAND AT EARLY STAGE

• Nike did aggressive brand marketing started during 1980s

and 1990s right from its introductory stage.

• Big-time spending on endorsements and sponsoring events

• Advertising during the Atlanta Olympics in 2004 and will be the official US sponsor for the 2008 Beijing Olympics.

• More sending on research and product development.

SPONSORSHIPS & TECHNOLOGICAL ADVANCEMENTS

• Sponsoring professional sports.

• Sponsors professional leagues like the National Football League, National

Hockey League and National Basketball Association.

• Nike was the pioneer in selling sports footwear online.

• Opened its web site as early as in 1999 and has since then provided

multiple channels for selling all its products online.

• Entered into a marketing arrangement with United Postal Service to deliver

products ordered through mail order or the internet.

• E-commerce and internet technology made the brand move beyond

traditional segmentation.

• Mass customization strategy adopted by Nike(color, design or size)

POSITIONING

• Nike opted for sponsoring sportspeople wearing the brand rather

than event sponsoring.

• This provided the company a far more publicity mileage than the

traditional marketing techniques

• Logo was first advertised in a basketball championship

• Its advertising slogan “Just do it” has been a great hit with the

young customers.

• The Air Jordan commercials during the 1980s and 1990s increased

Nike's market share compared with Adidas and Reebok

INNOVATION @ NIKE

Creating game-changing technologies and products.

Few innovations from Nike

• Nike Fly wire support system-(Reducing weight)

• Lunar lite-(Reduces painful pressure on foot)

• Hyper dunk basketball shoe-(Speed, Lateral cutting ability and elevation)

Support for technological advancements

• Nike Sport Research Lab.

• Research committees

• Advisory boards made up of athletes, coaches, trainers, equipment

managers, rthopedists, podiatrists and other experts who consult with Nike

and review designs, materials and concepts for product improvement

BRAND IDENTITY PRISM

PERSONALITY:

• Sportive spirit

• Athlete

• Life Style

CULTURE

• Sports and Fitness

PHYSIQUE

• Just Do It

RELATIONSHIP

• Comfort

• Daring

USER SELF IMAGE

• Im athelete

• Im brand cautious

• Im cool

REFLECTED USER

• Full of energy

• Aggressive

• Competitive

• Brand cautious

Experience

OOH Advt

Social media

TV/Print

Endorsements

Events

Media Relations

Mobile

Word of Mouth

CELEBRITIES CONTRIBUTION FOR NIKE’S SUCCESS

Brand Ambassadors for • Product • Nike Training Club(Mobile app) • Nike Running(Mobile app)

Mikhel Jordan-Basket ball Kobe Bryant-Basket ball

Lebron James-Basket ball Cristiano Ronaldo-Football

Wayne Rooney-Football

Rory Mcllory-Golf

Tiger Woods-Golf

Maria Sharapova-Tennis

Rafael Nadel-Tennis

Roger Federer-Tennis

Allyson Felox-Sprinter

• Swoosh as one of the most recognizable logos that symbolizes athletic

excellenceSpirit of determination,

• Strong Brand recognition

• Strong distribution

• Strong R&d

• High customer satisfaction

• Nike is not just shoes. It is Shoes + Technology.

• Created superior brand value by using endorsers to represent the

brand.

• Best example for creating, protecting and maintaining the brand

Nike Success

Founded in Madras by K M Mammen Mappillai in 1946,

The leader in Tyre Industry since 1946.

• Tyres

• Toys

• Sport goods

• Conveyer belts

• Paints and coats

MRF PRODUCT RANGE

CATOGERIES OF MRF TYRES

• Heavy duty track

• Light truck

• Cars

• Motorcycles

• Military Service

• Farm service

HERITAGE

• First Indian company to export tyres to US .

• Collaborated with Hasbro International and launched funschool India in

• Collaboration with vapoure polyurethane for “Muscheflex conveyer and

Elevator belting” .

• Jawaharlal Nehru cricket trophy sponsorship.

• Accessories worn by players

• F3 Car Industry entry

J D POWER ASIA PACIFIC

MRF won the award for customer satisfaction not 12 times till date

AWARDS

PRODUCT POSITIONING OF MRF

MRF’S FOCUS:

High Quality,High Endurance,Brand Loyalty,Strong Hold in

replacement.

COMMUNICATION:

Superior endurance & strength.

Sposors cricket and Rally racing to position the tyres with high

endurance and strength.

POSITIONING STATEMENT:

“TYRES WITH MUSCLES”

POSITIONING STRATEGY OF MRF

Benefit positioning “ Functional benefits of tyres”

• Quality

• Stability

• Tread design

• Long life

• Replacement

DISTRIBUTION STRATEGY

Skimming :Setting high price first and setting low price.

Penetration: Lowered price to gain customer base in the market.

Channels:

Factory to Regional distribution center(RDC)

RDC to CFA

Dealers

Over 3000delers in India

ADVERTISING STRATEGY OF MRF

• Print

• TV

• Outdoor

• Sports

• Rally

• Cricket bat

MRF PCE FOUNDATION(1987 Australian pace Dennis Lillee)

Set up by MRF to discover, nurture and train fast bowlers in Cricket.

Exchange program for coaches, bowlers and other staff helping them

share both talent and expertise.

STRATEGIES TO TAKLE COMPETITION

• Pad attention to two wheelers and heavuy duty trucks to differentiate

form competition(Bridgestone ,Appolo-4wheelers)

• First wheel care complex in 1989 “MRF TRREDROME”

• Opened Tires ad sales store

• Eco friendly tires 2007

• Choosen for Fighter jet tyre “ SUKHOI 30MKI”

• Replcement market Brand loyalty.

• ARPC “Asia pacific rally championship”rallies and victories

STRATEGIES TO TAKLE COMPETITION

Advertising through sports.

Few Brand ambassadors

• Sachin

• Brian Lara

• Virat Kohili

• Shikar dhavan

• Took customer‟s opinion on a tyre and met a few truck-drivers, and

understood that according to them tyres should be strong and

should replicate power.

• Thus the MRF Muscle Man was born in 1964.

• The „Muscleman‟ Indicated the image of the strength of the tyres

manufactured by MRF.

• Muscleman was then used on TV commercials during the 1980‟s

along with signature music, which quickly went on to become an

image that everyone could relate to.

• The Company has also hugely invested into a wide range of

Motorsports, Cricket across the world.

• Distribution and reach across the country in the form of dealers is

one of the success for MRF.

• Building loyal dealer network by various promotional schemes.

• Tyres made to match the road conditions.

MRF Success

FIRST LOGO

The Newton Crest: 1976-1976

Newton sitting under an apple tree

The phrase on the outside border

“Newton… A Mind Forever Voyaging Through

Strange Seas of Thought … Alone.”

SECOND LOGO

• Rainbow stripes of the logo

• to “humanize” the company.

• No rhyme or reason behind the placement of the colors themselves,

• Green at the top “because that‟s where the leaf was.”

Apple logo is bitten to differentiate from Cherry

LOGO TRANSITION

Think different campaign-Restoring apples reputation in 1997

1970 Desktop

1990 Laptop

2001 I Pod

2007 IPhone

2010 I pad

2014 Watch

PRODUCT HISTORY

CORE COMPETENCY

• Exceptional customer experience

• User Interface

• Simplicity of use

BRANDING STRATEGY

• Focus on emotions

• Product experience

• Makes the customer feel the product

BRAND PERSONALITY

• Lifestyle

• Imagination

• Innovation

• Passion

• Hopes

• Dreams/aspirations

• Power to people through technology

DISTRIBUTION

• Own retail outlets with direct brand experience

• Visitors can discover and experience the products.

• Purchase after evaluation and fitment in their lives.

The iPod is a simple, stylish and innovative portabledigital music

device that appeals to young adultswho are tech savvy and have a

passion for music.The iPod is a market leader among MP3 devices

based on its functionality, originality and extensiveproduct range..

Ipod positioning statement

BRAND IDENTITY PRISM

PHYSIQUE

• Logo

• Easy access GUI

PERSONALITY

• Lifestyle

• Imagination

• Passion

• Dreams

• Aspirations

• Innovative RELATIONSHP

• Friendliness

• Emotional

• Heart Felt

connection

REFLECTION

• Self enhancement

• Connected

CULTURE

• Believe in bringing

change

• Power to people

through

technology

• US Culture

SELF IMAGE

• Younger

• Fun making

• Customer feel

special

• Products- easy to use

• Keep things simple:

Minimizes the decision making process for the consumer by

making things simple.

• Offer great customer service and in-store experiences

• Apple only makes a product if Apple can do it better

• Apple stays at least two years ahead of its competitors

Apple Success

• Established Parech Dychem Industries in 1961.

• Name changed to PDI industries after merger with Kondivita Industries 1989

• Merged with Pedilite Industries in 1989.

• Has become largest manufacturer of adhesive

Industrial adhesives

Organic pigments &preparations

Industrial resins

Art materials & others

Construction,paint chemicals

Adhesivs& sealants

PEDILITE PRODUCT RANGE

• Adhesive brand owned by the company Pedilite

• One of the largest adhesive selling brand in Asia

• First launched as easy to use glue for carpenters in 1961.

• First collapsible tube in 1970.

• Presently available in multiple pakages.

• Enjoys 70% of the market share

• Sold in 50 countries across.

Initial

Identity

An ultimate adhesive

POSITIONING

TARGET GROUP

• Carpenters

• Interior designers

• Architects

• Dealers

• House Hold owners

COMMUNICATION DESIGN

Message strategy:

Fevicol can join things so strongly so that no one can break them.

Mostly showing carpenters by application is for all set of people.

Engaging with core target audience – the carpenters

Creative advertising targeted towards the retail segment

BRANDING STRATEGY

CONNECT WITH CARPENTERS

Fevicol Furniture Books:

showcases to the carpenters the current

styles & trends with illustrations in furniture market

Fevicol Champion’s Club (FCC) :

(Activities that focus on uplifting their lifestyle)

• Swatch Bharat Abhiyan,

• FCC Maha Milan (a networking opportunity

for various office bearers of various chapters),

• Blood donation camps,

• free dental check-ups

• celebrations during festivals have been organized under the FCC

initiative.

• Shram Daan Diwas :30,000 +woodworkers & contractors repaired &

refurbished furniture at government schools & local NGOs free of

Shram Daan Diwas

Creative advertising

Ogilvy and Mather (O&M) has been handling the Fevicol account since

the 1970s and over the past 20 years.

Together bagged more than 99 awards (Cannes, Abby, Asian Ad awards

& Clio to name a few)

Strategy adopted by O&M for Fevicol

• To make bonding a Fevicol attribute

• Indian flavour in the communication

with a touch of humour/fun

Some memorable Fevicol tvc’s

• Bob christo chair wrestling

• Fevicol ka majboot jod hain….tutega nahi(1989)

• Fevicol Truck Ad

• Fevicol Hen & Egg Ad(1998)

• Moochwali Ad

Some memorable Fevicol tvc’s

Govinda Ek, Dahi Handi Anek

BILL BOARDS

Objective: To bring the strength of the adhesive.

Ocassion:Ganesh chaurthi

Property created: Fevicol Room

Devotees walking into the room are treated to an illusion of them 'walking

on walls' and 'hanging by the ceiling'.

To reinforce the position of Indias Reliable Glue

BTL Free Store: Fun store

• Store was set up in one of India‟s hottest malls and glued the objects

to the stand.

• If a person could take it and break the bond, it was free!

• Everything from the smallest spoon to the flowers in the vase, was

glued down by Fevicol.

Agency:

Ogilvy & Mather, Mumbai

IN STORE

• Placed acrylic sheets on

ceiling of shops.

• Mirror image of Fevicol

logo on floor.

• Customers then they look

up and the feel upside

This is to communicate as

An ultimate adhesive

Man Hangs from ceiling

Fevicol Song in Dabangg 2 :

An item song featuring Kareena Kapoor was shot for the film which used the

word „fevicol‟ in its lyrics .

In-film placement

-Golmaal & Son of Sardaar.

Star Sports Pro Kabaddi League (2014)

The line “Fevicol ki pakad chootegi nahin” was used for on-air & on-ground

promotions every time a kabaddi player was caught.

This turned out to be a good strategy for Fevicol for its brand promotion as the

league‟s viewership was around 128 Million.

OTHER MEDIUMS

• The product‟s ease of application worked as a unique selling proposition for

the brand.

• Fevicol‟s initial strategy was to help carpenters realize the importance of using

quality products, since one does not save too much by using cheaper

unbranded alternatives.

• Fevicol, approached carpenters directly.

• This direct marketing initiative was one of the most successful strategies

employed by the company and helped the brand gain a strong foothold in

the white glue market.

• Apart from product quality, maintaining close contact with its primary target

audience, the carpenters, has helped Fevicol sustain its leadership position in

the white glue market.

• The Fevicol Champion‟s Club (FCC) -served as a platform for carpenters to

increase their social contacts and be part of a social network.

• Organizing free dental checkups, blood donation camps, or celebrations

during festivals like Independence Day played its part to build strong brand

equity for Fevicol.

• Intelligent humor in advertising has helped keep the brand alive

Pedilite Success

One of the leading player in Indian oral care market with a history of 200years.

From New york to 200 countries

Foot Print

Founded by William Colgate in NewYork to

make starch, soap, and candles under the

name William Colgate & Company.

1857: William colgate died and company was

recognized as Colgate & Company.

First toothpaste was launched sold in jars.

Colgate Palmolive milestones

Colgate Soaps and perfumes(1866) Toilet Soap(1872)

Perfumes/Talc powder

Ads - Perfumes/Talc powder

Colgate First Newspaper ad: (1817)

1896: Colgate Dental cream

Colgate and Palmolive-Peet merge

the company moved into India.

1966: Palmolive dishwashing liquid is introduced

1937: launch first toothpaste Colgate dental cream

1949: launch tooth powder and toothbrush

1950: Palmolive shave cream

1976: Aquires Hill pat nutrition

Colgate winter fresh gel toohpaste

1983: Colgate plus tooth brush

1989: Palmolive extra care soap launched.

2003: launch oral health month program

Colgate Palmolive milestones

1897-1963

1963-1980

1980-2001

2001-present

Identity Transition

• Oral Care

• Personal care

• Home Care

• Pet Nurtition

Colgate Palmolive Product Range

Product Share contribution

• Launched food product “Colgate Kitchen Entrees”

• Idea: Consumers would eat their meal and brush teeth

• This idea not only failed but also reduced toothpaste sales

Unsuccessful Brand Extension

Brand Equity

• Body

• Soul

• Inner Voice

Focuses on mainly health and comfort of its products:

4 categories

1. Oral Care: trying to prevent any types of gum diseases, cavities,

while maintaining fresh breath

2. Personal Care:

helping to clean your body, making you feel fresh and clean all

through the day

3. Home Care:

Products that help insure a clean household

4. Pet Nutrition:

Nutrition products for your beloved pets giving them a long, happy,

and healthy life

The soul of this brand is geared toward comfort and

happiness within a family home

•Example, Colgate Kid‟s toothpaste

-Parents know that it is very difficult to get children to brush

their teeth correctly

-Creating a flavor that tastes good to them makes parents

feel confident and proud that their children want to brush

their teeth

•Care for pets and proud to make pet food can that make a

difference in pets life

Conscience

Inner Voice Happiness and the well being of all family members within the homes

The Colgate Promise

Oral Care:

Products that make users smile brighter and healthier

Personal Care:

Quality personal care for the people you care about the most

Home Care:

Making the brands that make a home

Pet Nutrition:

Care for pets and proud to make pet food can that make a

difference in pets life

Marketing Mix of Colgate Toothpaste

PRODUCT RANGE/INNOVATION

PRODUCT BENIFIT

• Whitening

• Cavity protection

• Sensitivity

• Germ protection

• Breath freshening

• Enamel protection

• Tartar control

• For children

Product-Cateogery wise

Dispatch

Manufacturer

Wholesaler

Retailer

Customers

Marketing Strategy • Quick Delivery • Easy Availability

Product Access • Rural • Semi urban • Urban

Network Strength • Dental associations • Dentists • Medical stores • Departmental stores • Cooperative stores • Kirana • Retail shops

• Similar or at a slightly higher range than other products

• As dentists also recommend the product, the extra costs do not feel a burden

to the buyer

• Products available in various pack sizes like 50g, 100g, 200g, 500g, and in

combo packs which look attractive to the customers

Offers • Prices are constant but consumers receive added benefits like extra quantity

of product

• Another Colgate product with the main product as an offer.

• Other value added offers (schemes, cross industry offers).

Company has advisors who are in touch with market. And revise pricing policy

Offers

Promotion

• Innovative Schemes

• Attractive packaging

• Easy familiarity of products with color “Red”

• In store arrangements.

• TV

• Radio

• Print (Newspapers, magazines)

• Bill boards

• Hoardings

• One to one relations(My Space ,Twitter,Facebook)

• Celebrity endorsements(Lara Dutta, Kareena Kapoor Khan, Sonam

Kapoor and Priyanka Chopra.)

What Colgate did?

• Sponsorship for dental conventions

• Working closely with dental professionals

Exhibit-American dental ass(annual session)

Many More

Attractive packaging

Easy Familiarity with Red color

• Colors used: Red , white& Blue

• The only colors used on the website

Red - energy and happiness

White- shine and sterility

blue - cold freshness of stream water and confidence.

In Store

Few sucessful brand story and their communication transistion

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