Skin deep loyalty

Submitted by
K.N.Jakanathan Gopi Vigneshwaran Syed Mohammed faisan Senthil Kumar Arunagiri

Delaware has tied up with Progg of Germany to launch premium Lara range products. with Brand Equity.Personal care      Delaware has a skincare brand Taru-all purpose cream.Taru is losing its Brand Association in the skincare market. .Delaware India . Varun Krishnan ± Commercial head of personal care division. Joydeep Rudra ± Profit centre head of Delaware¶s Skincare division. Now.

to fulfill the need of wide range of consumers. old consumers also shifting to other new brands.Taru·s critical issues      Taru fails to retain its Loyalty among consumers. Taru started to get stale. Taru has no clear proposition. Delaware lacks in investment in marketing on behalf of Taru. . Taru fails to offer new categories of product like rivalry companies. not only young consumers.

. symbol. It paves the way to strong relationship between individual and the company. design. believe. term. or a combination of these. recollect knowledge when they notice the brand name.Brand     A Brand is a promise. intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. Consumers (customers) will feel. A name. sign. jingle.

company can reward the customers with exciting prizes and make them loyal. Branding will not increase the cost of sales. People will fall in love with brands. buy them. It will make the habit of consuming their products. Brand will carry on from generation to generation. When loyalty drop off.Company·s belief on Brand       Brand will create loyal beliefs about the product. They will trust them. . and believe in their superiority. Routine consumers will be 100% loyal to the brand. develop strong loyalties to them.

instant and complacent products with aesthetic package exclusively from their favorite brand. For that they look for the guarantee from the company. traditional. Customers expect hygienic. By experience customers feel that particular Brand can give assured quality product.Customer·s expectation from Brand     Customers are trying to find what they really want and they will be satisfied. if the product is from their favorite Brand. Customers will be satisfied if their Brand bring the products with all sorts of category. .

Consumer Behavior       Consumers look for variety and exclusive beneficial products with good quality. Customers are hardly conscious on brand value even though the product satisfy them for a long time. . Consumers like to use preferably refill products. they seek for good brand among deluge brands. Loyalty is possible as long as a brand satisfies evolving needs. Consumers go for comparatively low cost products with good quality. Consumers look for new enriched technology and easy handling products. product should satisfy their needs. First of all.

Cont.      Consumers go for brand change to suit their own habits. Customers first of all fix with the category and then to the Brand. Customers tend to buy the new products released by the Brand which already satisfying their needs. they move to equivalent brands or even to the low or high level brands to attain their need. if the brand fails to satisfy them. . People tend go for the products of particular brand if the products are consumed by majority of the contemporary status people.. Consumer would not fix with a brand even though it gives complement for buying.

revlon. Ex : Premium products coty.Its competitors close up and coty captured the new market . .if it fails to satisfy the unfulfilled need.Rudra·s View     Rudra wanted taru to be replaced by lara to launch variety of skin care products It takes long time for the consumer to become loyal to a brand . Ex : colgate and taru. It is necessary to focus on changing needs of the customer .oriflame. Colgate and taru failed to meet the new market.The brand loses its customers .

Reward schemes increase the consumption of a brand and penetrates the market.. It depends whether the customer is loyal to brand or its category. Ex : ³coca cola and Pepsi´ 100% loyal customers always prefers to continue their brand. . Ex : ³collect five wrappers of Cadbury dairy milk and get cricket cap free´.Contd. Rudra¶s view is to ensure brand loyalty to retain the solos consumers .     Rewarding customers to retain loyalty and attract new customers to buy the brand. Ex : ³Marlboro gold and Benson & hedges cigarette´.

Krishnan's question is how to promote the brand after losing its loyalty . ex : Pepsi and coca cola. consumers are keen to have a good incentive scheme for the brand. Loyalty is followed by inception and growth. Ex : flora and sunflower oil.Krishnan·s View   Krishnan feels that the tie up with Lara will decrease the brand loyalty of Tara. Consumers are loyal to certain packaging of brand .

Bajaj Create good promotion and showing the real intention of the product. NDTV.Company Strategy       Variety is good for business. Horlicks Foodles . Apple Computers Company should attract all age group persons.24*7 Clear definition of the benefits. It will incorporate the product in the customers usage pattern. Moov Difference in purpose of product. Ex. Ex. Johnson&Johnson Change to current technology and economical level. Ex. Ex. Ex. Ex.

Surf from Ariel (Increased volume) Company should go for both POP and POD strategies.Taru should show POP in its category level and POD in its quality level. POP ± Points of parity.Cont. Meera Winning competitors customers. Ex. POD ± Points of difference. to whom they are selling the products.    Should be suitable for the old culture and to modern lifestyle of the people. Domino¶s Pizza . Ex. Ex..

Ex.. Company has to increase the quantum sole users and motivate the non-users to buy their products. company can change the purpose.Cont.    Company should retain its old customers and at the same time they have to attract non-users. but not its quality. modify the marketing and producing volume. sales volume = No. of brand users ×usage rate per user . Sachet shampoo According to consumer needs.

exclusive Powerful Vs. High quality Advance Vs. Culture Ubiquitous Vs.Cont. Refined Taste Vs.. Simple . Low Calorie Varied Vs. loyalty Low price Vs.  Company which is over coming the negatively correlated aspects. can ever attain market position. Safe Strong Vs.

Introduce the Lara range of products into the market and try to capture the market share targeting all kinds of consumers. Understanding consumer behavior is a vital aspect of marketing. . information processing and the concept of life values in consumer behavior as well as cultural determinants. Marketers need to understand the role of involvement and habit. Analyses in these areas will help to increase and retain the brand.Conclusion      Taru has to follow all strategies mentioned. requires use of sophistication in terms of both theories applied and methods used in the company. Understanding consumers.

a successful brand is timeless.µ ±Stephen King. a brand is unique. A product can be copied by a competitor. WPP Group. a brand is something that is bought by the customer.´A product is something made in a factory. A product can be quickly outdated. London .

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