BRAND MANAGEMENT

PRESENTATION

November 13, 2009

ON

“SKIN DEEP LOYALTY”

Abhinav Das 03
1 Arpita Bhandari 19
Barneet Pal Singh Kohli
24
Jatin Dilawari 36
November 13, 2009
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ABOUT THE CASE
 November 13, 2009
COMPETITORS OF TARU
 Revlon
 Coty

 Oriflame

 Shehnaz Hussain

 Biotique

 Lakme

 Ponds

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 November 13, 2009
WHAT IS THE STORY EVENT ?
 It has been proposed to change the brand
name of the company

 The story revolves around the fact whether

brand loyalty has anything to do with the
sales of the product

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 November 13, 2009
SYMPTOMS

 Younger generation loosing interest in the

brand

 Youth comprises of 50% of total population

 Customers are no longer brand loyal

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 November 13, 2009
PROBLEMS

 Company loosing market share

 Customers switching over to big global

brands

 Pressure on the bottom-line

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 November 13, 2009
ISSUES
 Delaware had tied up with Progg of Germany
to launch its premium Lara range of skin care
products.

 “Taru” had tremendous brand equity but

there were questions on “Lara” as a brand

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BRAND BUILDING BLOCKS

November 13, 2009

4.
Relationship
What about
you & me?
3.
Response
What
2. about
Meaning
you?
What are
you?
1. Identity
8
Who are
you?
 November 13, 2009
BRAND AWARENESS: WHO ARE YOU?
 Customers ability to recall and recognize the brand
under different conditions. Also link brand name,
logo, symbol.

 There was hardly any investment done for building

the brand. Though the people are aware of the brand
but since it is not doing anything further to retain its
customers, people have actually stopped paying
attention on the brand.

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BRAND BUILDING BLOCKS

November 13, 2009

4.
Relationship
What about
you & me?
3.
Response
What
2. about
Meaning
you?
What are
you?
1. Identity
10
Who are you?
 November 13, 2009
BRAND MEANING: WHAT ARE YOU?
 Brand Performance: How well the product or service meets
customer’s functional needs.

 Reliability: Consistency of performance over time and

purchase to purchase.

 Service effectiveness: Your requirements would be met

exactly.

 Brand Imagery: It would be based on associations

about the type of persons or organization who uses the brand.

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BRAND BUILDING BLOCKS

November 13, 2009

4.
Relationship
What about
you & me?
3.
Response

2.What about
Meaning
you?
What are
you?
1. Identity
12
Who are you?
 November 13, 2009
BRAND JUDGMENT: WHAT ABOUT YOU?

Customer’s personal opinion about evaluation of the brand,

which consumers form by putting together all the different
brands performance and imagery associations.

 Brand Quality: Conformance with the customer’s needs

 Brand Credibility: Trustworthiness

 Brand Superiority: Competitive Advantage

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BRAND BUILDING BLOCKS

November 13, 2009

4.
Relationship
What about
you & me?
3.
Response
What
2. about
Meaning
you?
What are
you?
1. Identity
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Who are you?
 BRAND FEELINGS: WHAT ABOUT

November 13, 2009

YOU & ME?

 Excitement: Taru as a brand was unable to

excite consumers as they were not offering any
incentive to the consumers (no schemes, no
imagery)

 Social Approval: Taru was unable to keep up

with the trend, big global are given more social
approval

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 BRAND RESONANCE

November 13, 2009

 Describes the nature of relationship and extent to
which customers feel that they are “in Sync” with
the brand.

Behavioral Loyalty: There were very less repeated

purchases as the brand had very little to offer

Attachment: Consumers were not able to attach

themselves with the brand

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November 13, 2009
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Thank You!!!