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An Aircare brand business case. Marketing approach for repositioning the brand and gaining market share with a detailed time and actions schedule. The work starts with the problem identification and it is followed by users insight for elaborating communication and in-store actions. All the initiatives are encompassed in bigger marketing strategy which focus on events planing for linking the brand to a different image. Social media tools are also employed going with all the other marketing levers.
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Agenda
• Executive Summary• The Problem• Research Methodology• Data Analysis• Positioning• Brand Identity• Communication• Trade Marketing• Wrap up
Executive summary
The Problem
• Decreasing market share Low differentiation among brands in
consumer perceptions Consumers confused by products distribution
in stores’ shelves Low brand loyalty
Research Methodology
• Focus group: 6 volunteers talk about their relationship with deodorant and ways of consumption.
Methods: ZMET, Moon Board.
• 113 quantitative survey: to test the main insights from the focus group.
Surveys outputs
Quantitative surveys aim at gaining more precise preferences in order to elaborate the new brand positioning.
Interviewed aircare products users proportions
Answer Response %
Yes 41 36%
No 72 64%
Total 113 100%
36%
64%
Sample survey=113
Users insights
Aircare importance
61%
37%
3%
Reasons behind aircare products usage
Ideal aircare product
63%
21% 16%
63%
8%
29%
Favorite fragrances
84%
16%
Homedecor appealing green Create atmoshpere for social events
Users insights
Brand Choice
For non users interviewed, what should a deodorant have to be bought?
8%
27%
16%27%
22%
15%
50%35%
The consumer insight
The consumer is looking for a NATURAL deodorant, that means:
• Made with natural ingredients
• Healthy
• Mild fragrances
A deodorant that “takes care of you”
“Fanno venire il cancro”“Non li uso perché respirerei roba chimica”
“Hanno un profumo artificiale”
How to manage the insight
BRAND MANAGEMENT:
Reinforce the sense of “Natural”
Changing the slogan and the “call to action”
Using lighter colors and recycled materials
Improve links with healthy, such as “nature” and “wellness”
Acting on CBBE
Improve unique and strong associations
Positioning
Funzionale Emozionale
Home decor
Fragranza
Bazar Brands
PLs
Others
Others
Where we started
Positioning
Funzionale Emozionale
Home decor
Fragranza
Bazar Brands
PLs
Others
Others
Where we aim to go
LEVERS
How to reach our new positioning?
Brand Identity
• Change pay-off, from “c’è qualcosa nell’aria” to
• Packaging and products with lighter colors to convey a more natural idea
• Using recycled materials for packaging and display stands
“LA NATURA IN CASA TUA”
Communication
• Air Wick –marathon&bike tours
• Air Wick is wellness
• Advertising
• Ecofriendly initiatives
• Below the line communication
Communication schedule
Initiatives spanned during the year, according to seasons and weather.
Reduce seasonality
MarchJanuary June September DecemberAir Wick Is wellness
Air Wick Is wellness Air Wick Is wellnessAir Wick Is wellnessMarathones&Bike ToursMarathones&Bike Tours
AdvAdvAdvAdv Ecofriendly IniziativesEcofriendly Iniziatives
Below the line communicationBelow the line communication
Bike & marathons tours
• Increasing brand identification with “feeling good”
• Eco - friendliness• Word of mouth and mass
media attention
AppGAMING
SOCIALIZING
Bike & marathons tours
Milano TorinoBolognaPadovaRomaNapoliPalermoTrentoBariFerrara FirenzeGenovaModenaSalerno
Elected citiesCosts breakdown:
Flyers € 2000
App € 5000+ € 300 per month maintenance
Stickers € 100
Photographers € 1000
Bibs € 250
Assumptions:
Participants 500 per city per event
2 bike tours + 2 marathons per city
Unitary cost per event € 3.600Cost per city per two events € 14.400
Total costs € 201.600,00
Air Wick is Wellness
Air Wick is Wellness
WHY ?Association between the brand and wellness feeling
HOW ?
Sponsoring fresh air in gyms through partnerships with the main wellness
centers in Italy. Providing Airwick Freshmatic and stickers”
Air Wick is Wellness
• How long? 6 months
• Where? 500 in total among which the 3 major players in the wellness industry in Italy– Curves – 13 clubs– Fitness first – 16 clubs– Tonic – 10 clubs
• 320.000 individuals reached
Air Wick is Wellness
N. Clubs involved 500
N. People reached 320.000
N. Airwick Freshmatic per club 5
Promotion time span 6 months
Air Wick Freshmatic € 60.000 5 units x 500 clubs x 12 refills x 2* €
Stikers € 5.000 n. club involved 500
n. people reached 320.000
N. Airwick Freshmatic per club 5
TOTALE € 65.000 Promotion time span 6 months
Advertising
Posters & banners14 cities
2 times per year € 310.000 (€210.000 for public billposting + € 100.000 for printing & creativity)
Displays on public transport€ 50.000
Ecofriendly initiative
We launch a fragrance to be used with automatic autosprays and electric dispensers
The fragrance will be produced on a limited time span
Part of the profits will be devolved to realise ecofriendly projects
•City gardens •Plant trees
Assuming the profit is €1 for each item, €0,50 could be devolved ;
The initiative would be limited to 500.000 itemsthus the cost is € 250.000
Digital communication
Viral Video to exploit buzz marketing and the virality spreading coefficient€ 50.000
App to support social events and for gaming € 5000+ € 300 per month maintenance (already budgeted)
Online tv channels website advertisings € 50.000Banner on Home Care Websites € 14.000
Develop a software on Airwick website for the contest “design your dispenser”€ 10.000
Increasing traffic by uploading pictures of marathons & bike tours Organize contests for increasing brand awareness such as “what fragrance descibes you”
Total communication budget
• Marathon & bike tours € 201.600
• Airwick is wellness € 65.000
• Advertising:• Posters & banners € 310.000• Displays on public transport € 50.000
• Ecofriendly initiatives € 250.000
• Digital comunication:• Viral video € 50.000• On-line software development € 10.000 • Online tv channels website advertisings € 50.000• Banner on Home Care Websites € 14.000
TOTAL = € 1.000.000
In-Store Support
• Designing a new display for spreading the idea of nature and to gain an increased visibility within the stores in order to have a greater distinction from other products
Estimated cost 150 k
• Incentives to GDO sales managers accoring to vertical diplays compliance
Estimated cost 150 k
Total= € 300.000
Positive externalities
Our initiatives generate some resource spillovers which will be devoted to the city public administrations to realize some Green projects.There will be a positive effect on the brand reputation and the nature of these projects, being consistent with our chosen positioning, will act as a reinforcement.
TOTAL AMOUNT € 306.000Marathons&bike tours € 56.000Ecofriendly fragrance € 250.000
Wrap up
New Brand Positioning New Brand Proposition
Integrated Marketing campaign
Q&A?
Thank you
APPENDIX 1
• Informants table.
APPENDIX 2COSTS BREAKDOWN
APPENDIX 3COSTS BREAKDOWN
