BREFMARKETING PLANGROUP 6

BondingCustomer Loyalty

AdvantageValue add-ons

PerformanceHigh quality from experience

RelevanceImage- Henkel’s product, innovative

PresenceBrand awareness

Now

Aim

BRAND EQUITY

PART 1

VALUE PROPOSITION

COMPETITIVE ADVANTAGE

DEFINING THE MARKET

MARKET SHARE● Geographically different ● Germany: the 3rd player ● Slovenia: the leading brand● Belgium: the leading brand● France: small market share

MAIN COMPETITORS

MAIN COMPETITORS

WHERE BREF STANDS..

Perceptual mapping for repositioning/ new product opportunities.

ENVIRONMENT ANALYSIS

CUSTOMER NEEDS- Health care

- Time saving

- Effort saving

- Cost effectiveness

- Environment protection

- Fragrances

PORTER’S 5 FORCES

SWOT

SEGMENTATION

TARGETING -Regular/stable -Large segment size

-Healthy clean environment-Multi-purpose cleaning equipment-Convenient and efficient products

-Lower risk activity-Challenge-successful brand identity creation-Huge competition-Primary objective: gain loyalty

DEMAND

UNDIFFERENTIATED MARKET

TARGET CUSTOMERS

REPOSITIONING

PART 2

THE PRODUCT

STAGE● Home care product in a

maturity stage● Low growth in demand● Decreased profit growth● Fierce competition● Search for new market

segmentation

Price strategy● high-on-quality● relatively low-on-price● Product quality leadership

Promotional priceIncentives:

Customer / Financial / Product

Discriminatory pricing

In terms of: Location / Time / Channel / Product form

PRICE CONSIDERATION

Low PriceHighest

PriceLowest Price High Price

RelativePerceived

Quality

RelativeAdvertising

Budget

PRICE COMPARISON

BREF has cooperated with big e-commerce companies

• B to C

• B to B

• Discount websites

• YoutubeBrand Channel

MARKETING CHANNELS

PART 3

COMMUNICATION MIX

COMMUNICATION STRATEGY

http://youtube.com/v/d_E-EV-y4YY

BIG TIME promotions required!!

When only BREF is googled, look what comes up!

OBJECTIVES

PROMOTIONS..

CO-BRANDING & SPONSORSHIP

La Cornue

Toto

NEW PROMOTIONAL IDEASSOCIAL MEDIA

Bref-dream-balls

CORPORATE RESPONSIBILITY

● Responsibility towards people:○ Product safety (smell, touch,remains)

● Responsibility towards the environment:○ product should be environment friendly○ package reusable

● Closely follow the global warming○ Carbon footprint

● Labor rights○ women's rights○ anti-discrimination

- Health & environmental concerns

- Key-Brand awareness for competition

- Advantage-High cost effectiveness + all purpose cleaner

- Attention to new potential segments

- Unconventional promotions

- Repositioning- higher quality + popularity

- Innovation + product portfolio

- Segment pricing- Integrated channels →

increase cost effectiveness

- Traditional + unconventional promotion mix

BREF: All Purpose Cleaner

SITUATION STP 4 Ps

SUMMARY

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