Date post: | 18-Nov-2014 |
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Business |
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Brand Fatigue
Key Facts & Figures
• Total tea consumption in the country ranges between 200,000-225,000 tonnes.
• Tea is accorded an essential food status at taxed at 4% in India, while Pakistanis bear 16% GST and 10% import duty.
• High government levies create an incentive to evade.
• Porous borders make smuggling easy, consequently half the tea consumed in the country is smuggled.
Market Share
18%
32%
24%
The Power of Lipton.
• 1649 cups of Lipton Tea are enjoyed every second
• 8245 cups of Lipton Tea are enjoyed every time you blink
• 1252 cups of Lipton Tea are drunk every time your heart beats
• 52 billion cups of Lipton Tea are drunk each year
• 45.75 billion Tea Bags are produced by Lipton Tea each year
BRAND FATIGUE• Brand fatigue is not that people
become tired of a brand, but rather that a business becomes prematurely tired of their own brand presentation, and as a result, push to change it before it has been able to build power in the mind’s of their brand consumers.
BRAND FATIGUE
• If a brand is authentic, true and well executed, it means it exhibits brand health,
Aligns to the key attributes of the products or services,
then a brand will never become a victim of brand fatigue.
And yet there is a drive to keep changing things.
• Sometimes this makes sense. • People do get tired of the same TV
commercial. • For essential brand matters,
however, the race is won by those who are
most consistent.
Great brands are not born over night
The more consistent a brand isthe more that brand will stick into the minds of
consumers.
But…
Lipton has become a victim of
Brand Fatigue
Why????• Lipton has violated the Law of
Consistency.
• Initially the single idea behind Lipton is: Light premium priced tea with best
quality.
Confused Positioning
• But Lipton has repositioned itself several times resulting in confused positioning.
• Mind is a limited container and no one really knows what Lipton actually stands for
Repositioning in Different Times
– Chai chahye. Kaun sy janab– Clear the mind – Regular medium and strong
And Now
– Mega Daana
So what is it that a brand like
Lipton is missing?
Let’s have a look at the Brand Value Pyramid of Lipton
FEATURE: Light/Strong, best quality
EMOTIONAL VALUES: This is what is missing,,,
emotional connectivity with the consumer
BENEFIT: Healthy, finest drinking
tea experience, nutrition, hygiene with taste
Tapal Video
Perceptual Map
Strong
High price
Light
Low price
Entire platform of premium quality, premium price light tea is available to Lipton
Tapal
Supreme
Pearl Dust
Lipton needs to realize …
The Changing practice of drinking tea
from as fashion to nation wide habit
Tea has become a part of our lives.
• At breakfast• During lunch breaks at the workplace• In the evening at home. • Evening tea may be consumed with
biscuits or cake. • Guests are typically offered a choice
between tea and soft drinks. • It has become a common practice for
homeowners to offer tea breaks to hired labor, and sometimes even provide them with tea during the breaks.
Whom should Lipton Target?
Women Are Decision-Makers;
Lipton should Better Be Talking
to Them
Lipton should
Keep to its brand essence of being a light tea with premium price and high quality
However
• It should associate itself to
its customer by creating
emotional connection of
beliefs and values.
The need is …
To associate Lipton (a sophisticated and premium tea)
with Sophisticated
Stylish and
Successful women.
StrongEnergetic
LoyalKind
ResponsibleHonest
Cheerful
Successful and Aspiring Woman
Sharmeen Obaid - 1st Pakistani to win an Oscar
Samina Zaheer– Woman behind the great Cricket Player Zaheer Abbas
Successful Married Woman with a complete family
Bushra Ansari
• Successful Actress, Loving Mother and Supporting Wife
• A Complete Woman
Repositioning strategy
• Recall the Perceptual Map
• Associating Lipton Tea with successful women having successful professional and family lives.
Campaign
• Apni Chai Faaslay Mitaye• Hamari Chai Hamara Ghar• Laajawab Chai Laajawab Loog• Choice of Classy Woman• Kaamyaab loogon ky pasand• Chai jo sath nibahye zindagi bhar• Chai jo rishtay banaye
Thank You