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Most Trusted Brands
Why and on what basis ??
• Maaza
• Maggi
• Lux
Presented By:Abhishek Goyal
Brands have the Power to change the WORLD ..
2014 Rank 4th – MaazaParent Company Coca Cola
Category Beverage
Sector Food Products
Tagline/ Slogan Maaza lao Aam ki Pyaas bujhao
USP Mango flavored soft drink
Segment For all people seeking a soft drink for regular occasions, parties
Target Group All age groups Lower, middle and upper class people
Positioning It is the mango lover's first choice
Strength1.Excellent branding and advertising2.Excellent distribution and availability3.Long trust and love from the target group
Opportunity1.Leverage successful brand Coca Cola2.Advertise more3.Buy out competition4.More Brand recognition
Weakness1.People prefer fruit juices over Maaza
Threats1.Threat from other drinks competitors2.Threat from substitutes like fruit juices
2014 Rank 5th – Maggi Noodles
Parent Company Nestle
Category and Sector Food product
Tagline/ Slogan Taste bhi health bhi ;Good Food Good Life; Me n Meri Maggi
USP Can be cooked and prepared in 2 minutes
Segment People looking for a healthy snack when hungry
Target Group Young people and children from upper and middle class
Positioning Tasty and healthy snack which can be prepared in 2 minutes
Strength1.Market leader in noodles category with high brand loyalty2.Excellent advertising and visibility3.Good product distribution and availability4.Lots of flavors and varieties available
Opportunity1.Untapped rural markets2.DINKS, single professionals3.Newer tastes
Weakness1.Media generated news about health issues
Threats1.Price wars with other noodle brands
2014 Rank 6th – Lux Soap
Parent Company HUL (Unilever)
Category Personal Health Care – Soaps
Sector FMCG
Tagline/ Slogan Not Just Soap Its Skin Care; ab khubsuriti se darrkaisa; Lux brings out the star in you
USP Lux stands for the promise of beauty and glamour as one of India's most trusted personal care brands.
Target Group Urban & Semi Urban – Upper and middle class
Positioning Affordable Luxury Soap for the upper and middle class people
SWOT : LUX
Strength1. Strong market research (Door to door sampling – once in a year – Rural and Urban area)2. Many variants (Almond oil, Orchid extracts, Milk cream, Fruit extracts, Saffron sandalwood oil and Honey)3. Dynamically continuous innovations – New variants and innovative promotions (22 carat gold coin promotion – “Chance Hai”)4. Strong brand promotion but relatively lower prices –Winning combination5. Lux soap brand is sold in over 100 countries
Opportunity1.Soap industry is growing by 10% in India2.Liquid body wash is currently in growth stage – Luxshould come out with more variants in this segment3.Large market share – Strong hold over the market
WeaknessMainly positioned as beauty soap targeted towards women, lack unisex appeal2.Some variation like the sunscreen, international variant did not do well in the market3.Not much popular in rural areas
Threats1.High internal competition (Pears – Beauty segment)2.New entrants in this segment3.Maturity stage – threat of slipping down to decline stage – if constant reinvention is not carried out
Why & What makes these brands MOST TRUSTED ?
1. Reciprocity
2. Scarcity
3. Authority
4. Consistency
5. Liking
6. Consensus
Thank you !!