Assignment 01

Brand Management

Name: Muhammad Owais

Registration no. 1635233

Define Product, CBBE Model and Brand

Topics:
Positioning

Submission
16 March 2018
Date:
 Define Product
Product Levels
Brands Core Basic Expected Augmented Potential

Cleansing agent Detergent Stain- Ek Minute Liquitabs,

Ariel Remover Dhulai, Laundry tablets
Fragrance, Bleach free, with 3 in 1
No damage to 1 wash
Fabric,
Economical

Portion of food, A light cake Center-filled, Four delicious New Flavors

Cake up smaller than to be baked Wholesome , and diverse More SKUs
regular meal in small cups Soft, flavors with
moist and real fillings
fresh

Portion of food, Floor based Melt in your Soft Texture, Lifestyle brand,
Sooper smaller than baked food mouth Taste. Quality, Bundle packs,
Regular meal Unique Accessible, More Flavors
combination Convenient,
of egg and SKUs,
milk, Two Flavors
Price i.e. Classic or
Elaichi

Cleansing Beauty Soap Cleansing, Naturally Price off

Capri Agent Moisturizing, refreshing Bundle packs
Smooth skin, glow New SKUs
Fragrance, 5 different New Fragrances
Soft oval variants
shape

A viscous liquid A hair care Healthy hair, Integrated New Variants,

Sunsilk that is used for product Prevent hair packaging, Updated
cleaning hair fall, Proper hair formula,
Black shiny treatment Consultation
hair, services,
Repair Shampoo in
damaged hair spray form
 Keller's Brand Equity Model
Brand Salience - Who are you?
Ariel Famous detergent, trust of million household customers, Market Leader
Cake up Umbrella brand architecture of peek freans, distinguish brand with unique
taste.
Sooper Umbrella brand architecture of peek freans, Well established brand name,
market leader in category
Capri First Pakistani premium soap brand, high brand awareness
Sunsilk Most recognized brand, widely used around the world

Brand Performance-What are you?

Ariel Fragrance, 1 wash, ek minute dhulai
Cake up Soft , real fruit Jams, four unique flavors
Sooper Wide coverage across Pakistan, soft texture, melt in mouth taste, best selling
Capri Gentle care, natural ingredients, smooth, soft, clean and healthy skin.
Sunsilk Silky, shine, black, clean, long, thick, dandruff free hair, Environment friendly,
health friendly , social friendly

Brand Imagery-What are you?

Ariel Household females, cleanliness, mature, sense of community
Cake up Kids, Youth, Snack, Taste, Cool
Sooper Essential tea Partner, almost all age groups, convenient, festive
Capri Females, Youth, Household, Skincare, confident, self-belief
Sunsilk Females, Youth, Hair care, unity, outgoing,

Brand Feelings-What about you?

Ariel caring, trust, sense of
Cake up Sharing, Funny, Good moments
Sooper Lively, friendly, generous,
Capri Passionate, adventurous
Sunsilk Social approval, Style Statement, warmth, Confidence, self-respect
 Brand Judgment-What about you?
Ariel Attractive packaging, Power full cleaning, stain removal,
Cake up Innovative , freshness, Ingredients, hygienic and healthy meal
Sooper Ingredients, unique taste, hygienic and healthy meal
Capri confidence to shine bright
Sunsilk Unique variety, innovative

Brand Resonance what about you and me?

Ariel Consumer involvement, community attachment
Cake up Trusted name of Peak Freans, sense of innovation
Sooper Trusted name of Peak Freans, strong brand loyalty,
Capri Decreasing resonance
Sunsilk Loyal customers, champion brand in hair care

Brand Positioning Statement

Ariel Ariel is considered to be a trusted and premium brand of Pakistan. We believe
the best of our customer satisfaction as well as providing quality in response.
We always focus on the quality and to facilitate the customer through
continuous innovation.
Cake up Peek Freans Cake Up offers a truly indulgent moment, bursting with real
goodness inside. Cake Up is center-filled with the most premium and luscious
flavors. Available in Fruity Strawberry, Milky Chocolate, Golden Caramel and
Double Chocolate.
Sooper ‘Sooper Hai Zindagi’ A lifestyle brand targeting the youth, both male and
female consumers belonging to the 16-30 age group, across all SECs, who are
happy-go-lucky and take life one moment at a time. Sooper is truly part of the
consumer’s “Zindagi” (Life)
Capri Capri has been touching the lives of confident women for decades. Surround
yourself with a rich blend of luxurious natural ingredients that gently nourish
your tender skin and give you the confidence to shine bright every day with
smooth, soft, clean and healthy skin.
Sunsilk “LIVE LIMITLESS “, They say you only live once. Once is enough if you
make the right choices. Welcome to our world, providing haircare for girls
who like to experiment, explore, dream and discover.