MERA BHARAT MAHAN

BY
AJAY.M.KAMBLE
ROHIDAS PATIL INSTITUTE OF
MANAGEMENT STUDIES
WELL COME TO EUROPE
 Key Facts
• Introduced in 1975.
• Stylish image : A tall, slim, blue plastic bottle.
• Target : Women between 15 &30 yrs.
• High Quality Product at Premium Price.
• Slogan : (La shampoo: For the Look & Feel of
France)
• 4% share in national market.
• Steady position in market for 14 years.
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Look n feel of France

 Key Facts
• In 1987 declining market shares
• Change the look of bottle
(Wider bottle & yellow label with sharper
letter)
• Lost its Brand Image
• Lack of Market Research
 Problems
• Packaging changed but product remain
unchanged.
• Change in bottle size & label
• Comparatively High Price
• Changing patterns of Buying
• Intense competition.
• No change in Slogan
• No proper window dressing.
• No proper time2time brand Audit.
 Key Points in brand Building

• Bottom Line
• Brand Positioning & Design
• Brand Insistence Drivers
• Focus on Delivering the Brand Promise
• Understanding the Customer
• Create a Total Brand Experience for your
customers
• You Know Your Brand is Wining When!
 Solution
• Brand Audit
• Brand Re-poisoning
• Change in Product Floral & Herbal Extract
• Change in Bottle Style & Size
• Change Slogan “ Fragrance of France”
• Competitive Price
• Variance : Shampoo, Conditioner &
Combo.
• Distributional Channel
• Advertise & Promotion
 Brandforward ’s Brand Insistence
Model
Emotional Connection

Relevant Value
Differentiation

Awareness Accessibility
 Hierarchy of Effects

Brand Loyalty
Brand Emotional
Connection

Brand Purchase
Brand Accessibility

Brand
Brand Value
Preference
Brand Differentiation

Purchase
Brand Relevance
Consideration
Brand Awareness