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  • Unilever Case Study - Handout

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    jagaveera
    44 vues12 pages
    Pears is a seasonal brand with heavy upward swings in winter, introducing variants have helped retain brand shares even in summer. In 2011 Steady upward growth seen on brand. New Campaign being planned to grow Pears further Issues and Opportunities for Pears - grow penetration with new proposition to try appealing to new consumers - Keep growing through SOR growth among existing users.

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    Pears is a seasonal brand with heavy upward swings in winter, introducing variants have helped retain brand shares even in summer. In 2011 Steady upward growth seen on brand. New Campaign being planned to grow Pears further Issues and Opportunities for Pears - grow penetration with new proposition to try appealing to new consumers - Keep growing through SOR growth among existing users.

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    Attribution Non-Commercial (BY-NC)
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    Signaler comme contenu inapproprié
    44 vues12 pages

    Unilever Case Study - Handout

    Transféré par

    jagaveera
    Pears is a seasonal brand with heavy upward swings in winter, introducing variants have helped retain brand shares even in summer. In 2011 Steady upward growth seen on brand. New Campaign being planned to grow Pears further Issues and Opportunities for Pears - grow penetration with new proposition to try appealing to new consumers - Keep growing through SOR growth among existing users.

    Droits d'auteur :

    Attribution Non-Commercial (BY-NC)
    Téléchargez comme PPT, PDF, TXT ou lisez en ligne sur Scribd
    Signaler comme contenu inapproprié
    sur 12

    The Root of the Brand

    Till the 50s Matchless for the Complexion

    In the 70s and 80s Some Complexions never grow up

    In the 90s Pears mein Kuchh Nahin.

    Way Forward

    Pears keeps your skin Innocent

    Product
    Pure and Gentle Oil Clear Germshield

    platform variant

    Gentle Care
    Pure and Gentle

    Oil Control
    Oil Clear

    Germ Germshield Control

    benefit rtb
    Brand Benefit

    Innocent Skin

    Oil-Clear Skin

    Germ Free Skin

    Gentleness of Glycerine + Natural Oils

    Gentleness of Glycerine + Lemon Flower Extracts

    Gentleness of Glycerine + Mint Extracts

    Keeps Skin in its Pristine, Innocent State

    Packaging

    Contemporary, Premium, Minimalist Packaging

    Pricing

    Priced at 200 Index to market average always Competition pricing


    Discount soaps (Lifebuouy, Godrej No. 1, Nirma)
    75-85 Index

    Lux 100 Index Santoor 100 Index Dettol 150 Index Dove 270 Index Nivea 200 Index Palmolive 150 Index

    Competitive Brands

    Dove : Not a soap .. 1/4th moisturising cream Lux International The right care for your skin Palmolive Extra Care Soft skin that you can feel Camay International For soft, smooth skin Nivea Creamy care for soft skin

    Pears 10 years performance


    Pears:MSVAL
    4.8 in 2011

    3.4
    3

    3.6

    3.9 3.5

    4.0

    3.8

    4.0

    2.9 2.4 2.6 2

    1 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 YTD 2010 Oct

    Steady upward growth seen on brand While it is a seasonal brand with heavy upward swings in winter, introducing variants have helped retain brand shares even in summer

    Penetration trend After peaking with Masoom film,


    penetration of Pears has not grown
    6 5.5 4.9 4.8 4.2 4 3.7 3.7 3.5 3.3 2.9 2 1.4 0.9 1.4 1.0 0.9 3.3 3.3 3.2 4.9

    4.0 4.3 3.8

    4.0

    3.8

    HH (%)

    1.5

    1.3 0.8 0.7 0.06 Q3'10

    0.13 0 Q3'08

    0.13

    0.14

    0.09

    0.05 Q3'09

    0.06 Q4'09

    0.08

    0.06 Q2'10

    Q4'08

    Q1'09

    Q2'09

    Q1'10

    Pears

    Pears Minis

    Pears Singles

    Pears MLPs

    Decline has slowed down after significant drops in previous 2 quarters, however usership levels lower than YA Similar trends seen for Singles and Minis; MLPs maintain penetration on a low base

    2011 onwards

    New campaign being planned to grow Pears further Issues & Opportunities for Pears
    Grow penetration with new proposition to try appealing to new consumers Keep growing through SOR growth among existing users

    New Campaign

    Wear the Brand Managers Cap

    Look at the campaign in entirety & propose an IBC plan for the new Pears campaign Make a plan that convinces your Category head to release extra budgets for your campaign
    TV advertising for next 40cr You want to ask for extra money on top of this to grow the brand

    Campaign Summary Objective New users or SOR? Campaign Idea: [ Target group for the campaign Channels to use Executions:
    1. 2. 3. 4. _____________ _____________ _____________ _____________ Rationale for the budgeting

    Budgeting for activity

    Execution
    What is the idea? What is the evidence, it will work? What are the risks?

    What is the business case ?


    What is the cost, what is the potential return?

    What is the scale?


    Will my idea reach enough people to make a difference to brand growth and sales?

    Thats it!

    A few tips
    Remember to nurture ideas Be business minded, yet creative Make sure you have explored every P to see if you are doing enough Create scalable plans

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