BoroPlusBoroPlus

Brand Architecture & PortfolioBrand Architecture & Portfolio

Your briefYour brief

Build BoroPlus as a strong brand in skin Build BoroPlus as a strong brand in skin care category by care category by

Strengthening of their curent portfolioStrengthening of their curent portfolio

Leveraging the current equity of BoroPlus Leveraging the current equity of BoroPlus to enter new categories in the skin care to enter new categories in the skin care

market market

Develop a brand identity for BoroPlus Develop a brand identity for BoroPlus which cuts across product offeringswhich cuts across product offerings

•The equity of BoroPlus is rooted in “antiseptic”The equity of BoroPlus is rooted in “antiseptic”•Build brand BoroPlus on its strengths Build brand BoroPlus on its strengths

•Antiseptic: Anti germ – Keeps skin Hygienic and clean•Herbal•Problem solution

•Position Boro Plus AC as ‘Your Personal First-Aid box’.

•Re-position the other Boro Plus offerings on the platform ‘Dedicated Skin Care’

Agency Agency InterpretationInterpretation

•Going further than the brief we’ve identified need gap in the market offerings to niche segment i.e. Teens in this case.

•Suggested two routes:•Boro Youth range of products. The Hook: YOUTHLOGIC an opportunity for a skin care brand to be seen as the representative of youth, that empathizes, addresses & solves skin issues related to teenagers.

•Teen Plus Brand Campaign : 'Be Ready' imagery that touches their emotional cord

•Define Brand BoroPlus - Positioning •Areas to strengthen•Brand elasticity•Pro's & Con's of Boro Plus brand extension•Examples of successful International & Indian brand extensions•BoroPlus Brand architecture•Suggest two options

I. Monolithic – Single brand under which every offering is unifiedII. Endorsed – The mother brand endorses the sub-brands• Pros & Cons of both options• Articulate values & benefits the sub brands will feed into the

mother brand

Action Action Points..Points..

BoroPlusBoroPlusWay ForwardWay Forward

Brand Architecture I

Emami

Boroplus

YouthVariant

sVariant

sVariant

s

Antiseptic Cream

Skin Care

Essentials

BP Antiseptic Cream BP Antiseptic Cream Assessment

Action Points for Creative Action Points for Creative Brand Architecture IBrand Architecture I• Look, feel and guidelines for Mother Brand

BoroPlus– Packaging– Template for print, broadcast, ambient & digital media

• Look, feel and guidelines for each Sub brand – Antiseptic Cream, Skin Care Essentials and Youth (carry forward from the mother brand BoroPlus)– Packaging– Template for print, broadcast, ambient & digital media

Skin care Essentials AssessmentTarget Segment• Women 20-35

Competitors• Mass market skin care products

Descriptor• “Pure Skin Sense”

Brand Mission StatementCompetitive Advantage• All brands based on emotional benefits this is on the

platform of hardworking skin care

Brand Value• Accessibility, urban chic, science of beauty, innovation

Product Values• Customization, multi-functionality, and accessibility

Story Line: Skin Care Essentials

Starter Ideas for Visuals

Fragrance Ingredients

Spokesperson FeaturesIntense, sophisticated,

romantic, passionate, seductive, alluring, sexy, sensual, warm.

Product Design

• Eye-catching• Colorful• Elegant• Playful• Mini accessory

Communication Campaign

Traditional Media• Print / Television Advertisements / Ambient

Non-Traditional Media• Interactive Online website

• Webisodes• Personality quizzes

Social Networking Sites

Brand Architecture II

Emami

Boroplus

New Teen Brand

(Youth)Variants

Variants

Antiseptic Cream

Skin Care

EssentialsVariants

Action Points for Creative Action Points for Creative Brand Architecture IIBrand Architecture II• Look, feel and guidelines for Boroplus and

its sub brands (Antiseptic Cream and Skin Care essentials)– Packaging– Template for print, broadcast, ambient & digital

media• Look, feel and guidelines for the New

Brand targeted to the youth under the brand Emami– Packaging– Template for print, broadcast, ambient & digital

media

Case Study – Case Study – L’OrealL’Oreal

L’OrL’Oreal Overvieweal Overview

ConsumerProducts

High technology products Mass-market retailing channels

GarnierL’Oréal ParisLe Club des Créateurs de BeauteMaybelline NYSoftsheen.Carson

Professional Products

A wide range of innovative products

Hair salons

L’Oréal ProfessionnelKérastaseRedken 5th Avenue NYCMatrixMizani

L’OrL’Oreal Overvieweal Overview

LuxuryProducts

Prestigious brands offer premium service

Department stores, specialty stores and travel retail outlets

LancomeHelena RubinsteinShu UemuraGiorgio ArmaniRalph LaurenYue-Sai

ActiveCosmetics

Dermo-cosmetic products sold by pharmacists and dermatologists

Pharmacies and specialist retailers

VichyLa Roche-PosayInnéovSkinCeuticalsSanoflore

BiothermKiehl’sCacharelViktor & RolfDiesel

L'OrealL'Oreal Overview Overview

Market analysisMarket analysisL’oréal Group

ConsumerL’Oreal ParisGarnier

Maybelline NYSoftSheen.C

MininurseYue-SaiLa Scad

ProfessionalL’Oreal Prof. Redken

Kérastase Inné

Matrix Mizani

Luxury Lancôme Biotherm Kiehl’s Laroche

Shu Uemura OicassoPaloma Parfums Guy

Giorgio Armani Ralph Lauren Fragrances

Active Vichy

Laroche-Posay La Roche-Posay

GaldermaInnéov

L'Oreal Top Brands by L'Oreal Top Brands by RevenuesRevenues

L'Oreal Brand L'Oreal Brand PerformancePerformance

Brand performance under Brand performance under L’OrL’OrééalalProfessional Products

Brand performance under Brand performance under L’OrL’OrééalalLuxury Products

Brand performance under Brand performance under L’OrL’OrééalalActive Products

Brand performance under Brand performance under L’OrL’OrééalalConsumer Products

Market analysisMarket analysis• Global cosmetic share

SWOT AnalysisSWOT AnalysisStrengths

Boro Plus AC has strong brand recognition. Boro Plus AC is considered the lead provider in Antiseptic treatment.Fr om a very strong parent company Emami.Penetrated across North & east rural market, growth led by AC sachet.Low price

Weaknesses Seasonal usageSticky formulation of cream.Associated with therapeutic usage

Opportunities Youth market (13-20) is becoming a prime segment due to forecasted population growth. Travel size packs are an increasing market, especially with teens and younger consumers on the move. Increase in internet marketing and shopping equates to online distribution opportunities.

Threats Many high performing brands already exist in the skin care category & have high brand loyalty. Cosmetic brands have a short product shelf life. The celebrity endorsing the product may overshadow the larger brand.Retailing in rural India may lessen product prestige. Brand loyalty in cosmetics among the segment 13-20 is lacking, because many teens buy cosmetics based on emotional impulses.The skin care market is saturated due to higher launch rates and fragmented distribution.

Brand PromiseBrand Promise

• 'The brand promise is based on five key factors: value for money, quality, reliability, innovation and an indefinable sense of fun.

• Make a PROMISE• It's harder work keeping promises than making them, but there

is no secret formula. Stick to it• Once you stop delivering on its unique brand promise it will stop

growing.• Have a strong 'moral compass', which will be compelling today &

in the future. Let it grow so strong that the brand becomes a ‘venture capitalist' investing its unique value system, trademarks, brand management expertise and funds in compatible businesses.

• The vision can turn the brand into a thriving empire through strong leadership and by sticking to its principles.

• However, while the guiding principles need to remain constant, delivery & communication needs to adapt.

Developing the brandDeveloping the brand

• What are we? What are our competitive strengths? What are our deep capabilities that are sustainable? What founding characteristics need to endure? What are we proud of and proud to be?

• What do we do? What are our key services? What future services will we offer?

• How do we do it? What skills, approach do we have? How do we work these to our competitive advantage?

• Who are we? What’s our personality, our values? What has made us who we are today? What do we do or need to do to deliver?

• Why do we do it? What’s our cause, purpose, mission? What do you like about coming to this place?