Dockers-Creating a Sub Brand

Presented by:Anant Kajaria (08FN-011) Abhay Ajitsaria (08FN-061)Arpeet Agarwal (08FN-065)Jatin Dev (08FN-070)Sugandha Sherwal (08FN-109)Vijay Nagraj (08FN-115)

Dockers’:Creating a Sub Brand

Timeline

The decline phase & fight back by Levi’s

The decline phase & fight back by Levi’s

Mid Life Crisis

Levi’s Dockers

CBBE Model

SalienceSalience

•Success of Levi-Strauss products (secondary brand associations)•First mover in ‘new casuals’ category•In-store concept shops•Strateic positioning and media strategies in both consumer and trade markets

•Success of Levi-Strauss products (secondary brand associations)•First mover in ‘new casuals’ category•In-store concept shops•Strateic positioning and media strategies in both consumer and trade markets

•Reliable•Value for Money•Diverse choice•Fantastic alternative for an optimum fit mid-way between formals and casuals

•Reliable•Value for Money•Diverse choice•Fantastic alternative for an optimum fit mid-way between formals and casuals

•Market leader in the segment•Superior Quality•Innovative conceptualizations- clothesline, stores and ad campaigns

•Market leader in the segment•Superior Quality•Innovative conceptualizations- clothesline, stores and ad campaigns

•Casual•Sophisticated•Urbane

•Casual•Sophisticated•Urbane

•Edgy•Comfortable•Less stuffy•Versatile; suitable for a variety of situations

•Edgy•Comfortable•Less stuffy•Versatile; suitable for a variety of situations

•High brand awareness•Strong market penetration•Channel support•Positive image across various demographic segments

•High brand awareness•Strong market penetration•Channel support•Positive image across various demographic segments

Resonance

Judgement Feeling

Performance Imagery

CBBE Model

Three Layers of Brand: Kernel, Codes and Promises

Culture

Good old American culture.American individualism.

Good old American culture.American individualism.

Personality

Casual, cool youth.Stand out in a crowd.Casual, cool youth.Stand out in a crowd.

Self-ImageAbility to buy, Independence.Ability to buy, Independence.

PhysiqueYouth, Elite class, TrendsettersYouth, Elite class, Trendsetters

Interlocked wings and anchor. “Dress to live”.

Interlocked wings and anchor. “Dress to live”.

Reflection

Relationship

Appreciating needs, empathy.Appreciating needs, empathy.

Brand Kernel

Brand Style

Brand Themes

Genetic CodeNice, comfortable pants.Nice, comfortable pants.

Brand Circle for DockersExtension Areas

Outer core

Inner core

Brand Circle: Dockers

Ques 1

Ans 1

Ans 1

Ans 1

Ques 2

Ans 2

Ques 3

Ans 3: The Brand Image

Ans 3: Dockers’ Brand Equity

Ans 3: Dockers’ New Product Line

Ques 4

Ans 4:Marketing Strategies

Marketing Strategies (Contd.)

Marketing Strategies (Contd.)

Ques 5

Ans 5

Ques 6

Ans 6: Decision

Ans 6: Short Sighted Decision

Ques 7

Ans 7: Priorities

THANK YOU!