Bilal Hamid

BME-1599

Waqas Ahmed
Aziz Bimani Ahmedullah Owais Ur Rehman

BME-1429
BME-1596 BME-1667 BME-1600

Presenting to: Mrs. Sobia Bano

BRAND REPOSITIONING
Comfort Fabric Conditioner

PART 1

INTRODUCTIONS

Introduction To Presentation
The Brand Positioning Is Comprised Of Its Brand Associations. The Brand Associations Are Unique USPs Of Product Which Are Communicated To Consumer Through Promotion. Whereas, The Repositioning Of The Brand Is Created When There Is An Conflict Or Error Occurs In The Current Positioning Of The Brand. The Brand Repositioning Can Be Done Several Ways. One Of The Way Is To Redefine The Brand Associations According To The Current Market Scenario.

Introduction To Presentation
In This Presentation We Propose The Brand Repositioning Of CFC Because We Think That There Is An Error In Current Positioning Of CFC. Steps in Repositioning: 1. We First Explain The Conflicts Between The USPs Of CFC And The USPs Of Detergents. 2. Then We Change The Conflicting USPs Of CFC 3. And Finally Propose The New Promotion Mix To Communicate New Positioning To The Target Consumers.

Contents Of Presentation
Part : 1 Introduction Part 2: Explaining Positioning Error Of CfC Part 3: Cfc Brand Repositioning

Introduction To Unilever
Mission Statement: To add vitality to life Founded In Pakistan In 1948 Serves Home & Personal Care, Food & Beverages Categories H.P.C Sales Grew 18% Profit After Tax 5.4 Billion (34% Increase In Year 2012)

Sales Home & Personal Care

Introduction To Comfort Fabric Conditioner (CFC)

Prevents Static Cling Benefits Soft, Wrinkle-free Clothes. Energy Efficiency Launched In 2010 In Pakistan Represents Emerging Category 87% Incremental Investment On Emerging Category In 2012 (Advertisement.)

Distribution Channel Strategy

Direct Distribution

Marketing Intermediary

Segmentation, Targeting , Positioning

(According To Unilever Pakistan)
1
Segmentation

2
Targeting

3
Positioning

Detergent Pre Wash Softener

Consumers Who Use Detergents

Shine & Fragrance.

Pricing And Packaging Strategy

Value Pricing Strategy Available in Three SKUs
200 ML Rs. 125/400 ML Rs. 215/Sachet 40 ML Rs. 15/-

Morning Fresh

Lily Fresh

Pure

Consumer Characteristics
(Data From Market Research)

Demography Age: 20 60 Gender: Female Martial Status: Married Occupation: Primarily House Wife, Secondarily Working Class Women. Income: 50k +

Purchase Behavior Price Sensitive Modern Trade Shoppers Frequency Of Purchase Between 2 3 Months. Media Used Is TVC / Print Ads. Benefit Sought: Soften, Clean, Smell, Durable

Direct Indirect Competitors

Pre Wash Conditioners
(Direct Competitors)

Detergents
(Indirect Competitors, due to conflict in Positioning of CFC) Sunlight Bonus Ariel Active Lift Express Bar Express Ultra

Woolite Comfort Softlan Lenor

Price Quality Perceptual Map

Softlan (Colgate-Palmolive)

Lenor (Imported Brand)

Woolite (Imported Brand)

Brand Promise
(According To Unilever Pakistan)

soft, smooth

Fragrance

shine

Fragrance Pre Wash Shine

Fabric Preserve

Comforts USP Map

Life Static Cling Style

Extra Care

Soft

Percentage Of USPs In Brand Association of CFC

SWOT Analysis
Strength The Worlds Largest Fabric Conditioner Brand Available In 3 Variants (Pakistan) Existing Distribution Channels of Unilever

Weakness

Weak Positioning Strategy (Pakistan) Weak Communication (Prime USP Softening Fabric not Communicated)
Market Development Opportunities Lifestyle, Consumerism Opportunity in Toddlers Prewash segment with Pure Variant. Strong Competition With MNCs & Imported Products. Claims From Detergents Regarding Shine And Fragrance Hurting Brand Promise.

Opportunity

Threats

PART 2

EXPLAINING POSITIONING ERROR OF CFC

Comforts Brand Positioning Worldwide

Comfort Conditioner Will Do What A Detergent Cannot Do Alone India Comfort Keeps Your Clothes Fresh For 14 Days Sri Lanka Comfort Helps You And Your Loved Ones Feel Cared For Every Day. UK Comfort Makes Your Clothes Feel And Smell Amazing - So Your Whole Family Can Live Life In Comfort And Flourish! Pakistan

Pakistans Detergent & Prewash USPs

Detergent Major USPs Stain Remover Dirt Remover Economical Powerful Action Fragrance Shine Prewash Major USPs Static cling Fragrance Shine Soft Color Restoration Fabric Perseverance Freshness

USPs Boundaries

Dirt
Stain Remover
Economical
Powerful Action

Color Restoration

Shine Fragrance
Lifestyle Extra Care

Static Cling

Soft

DETERGENTS PRE WASH CONDITIONERS

Comforts Positioning USPs

Detergents Positioning USPs

Prewash Conditioners Positioning

Cleans & Cares For All Fabrics.

Softer, fresher.

Shine & Fragrance

Refreshing Fragrances

Detergents Positioning

The power of fragrance

Leaves A Pleasant Fragrance On Your Clothes.

Brilliant Cleaning And Long Lasting Freshness (For Up To 8 Hours).

Clothes Smelling Citrus Fresh Longer.

Refreshing Fragrance That Lingers On Clothes Hours After Wash

Pre Wash USPs in Consumers Mind

Fabric

Fragrance & Shine

Detergents Woolite Comfort Softlan Lenor

Soft & Fragrance

Garment

PART 3

CFC BRAND REPOSITIONING

Repositioning Through Promotion

(Examples)
Kuch Metha Ho Jaye
Jahan Khuab Wahan HBL Har Dil Har Din 'Mana Lo Food Ka Love Sprite Ka Tarka Its OursIts GreenIts Pakola!

PTCL Hello to the Future

Fragrance Fragrance Pre Wash Shine Shine

Fabric Preserve

Comforts Comforts New USP USP Map Map

Life Static Cling Style

Extra Care

Soft Soft

Percentage Of USPs In Brand Repositioning of CFC

CFC s New Positioning On Grid

Fabric

Fragrance & Shine

Detergents Woolite Comfort Softlan Lenor

Soft & Fragrance

Garment

CFC & Other Brands Soft USP Ads

Comforts Repositioning USPs

Communication Of New Positioning Of CFC

1 2 1 3 2 4 1 5

Click Pull Strategy to add Title

Click ATL +to BTL add Title

Click Print, TVC, to add POS Title

Click to addWebsite Placement, Title Click to Store Promotions add Title

Conclusion
Properly Positioning The Comfort Can Clear Its Positioning In Potential Consumers Mind. Properly Positioning The Comfort Will Substantially Increase The Sales Increase The Brand Loyalty. Give Better Competitive Advantage.