BRAND AUDIT

Members: Vyas Rampelli C-14

Ojas Dudhane B-26
Adrija Bagchi B-01
Mohit Maheshwari B-19
Jignesh Pandya C-38
 Background & History
• Amazon.com was founded by Jeff Bezos in 1995.
• It started out as a place for book lovers to buy books online.
• Amazon.com quickly expanded into an online seller of a wide range of products,
not just books.
• Amazon.com offers a personalized shopping experience for each customer.
• In 2006 Amazon continued to innovate in the e-commerce industry by launching
Amazon Web Services (AWS).
• The Kindle and incorporating robots into its distribution strategy.
A Quick Look….
 Brand Portfolio

• Consumer business, Seller business and IT infrastructure business.

• Brands under Consumer Business

• Brands under Seller Business

• Brands under IT Infrastructure Business

• Acquisitions and Other Brands

 Brand Inventory

• Brand Elements

1. Name

2. Logo

3. Colors
 Brand Inventory
• Products & Services • Products & Services
1. Amazon Basic 7. Amazon Mom
2. Amazon Studios 8. One Click Service
3. Amazon Kindle 9. Amazon Cloud Drive
4. Amazon Fresh 10. Amazon Instant Video
5. Amazon Warehouse 11. Amazon App Store
6. Amazon Prime 12. Amazon Cloud Player
 Brand Inventory
• Alexa • Retail stores
 Brand Inventory

• Private Labels

1. Pinzon

2. Strathwood

3. Denali

4. Pike street
 Brand Inventory

• Amazon.com Rewards

• Amazon Payments

• Amazon Web Services

 Brand Inventory
• Amazon Web Services
1. Computing
2. Networking
3. Storage & Content Delivary
4. Database
5. Deploying
6. Management
7. App Services
 Brand Inventory

• Innovation

1. Amazon Entrepreneur Store

2. Amazon Prime Air

3. Amazon Mayday

4. Amazon Publisher
 Brand Inventory
• Pricing Strategy
1. “value pricing strategy”
2. List prices
3. Price Matching
4. Pre-order price guarantee
5. Shopping Cart Prices
6. Free Shipping
 Brand Inventory
• Distribution Strategy
1. Amazon started in a 400 square-foot garage, eventually expanding to two
300,000 square-foot fulfillment centers.
2. Amazon owns and operates 50 fulfilment centers
3. ex-Walmart executives
4. Use of I.T.
5. Kiva robots
6. Amazon ships customer orders through delivery partners like FedEx and UPS
7. Amazon Prime Air
 Brand Inventory
• Communication Strategy
Advertising
Word of Mouth
Customer tracking and email
marketing
Social
Associated & Partnership
 Brand Exploratory
• Consumer Knowledge Structures
Fast, Convenient,
Friendly, Promotions,
Customer Family Oriented, Secure,
Centric Comfortable, Reliable
Fast, Global,
Discounts, Variety,
Ease, Professional

Functional Innovative Technology, Prime,

AWS, Cloud player,
Amazon Amazon Fresh

Big MNC
Inconsistent customer services Negative Personal Smiley Logo,
Downside of having customer Membership,
reviews Satisfaction
 Brand Exploratory
• Brand Resonance pyramid
Ultimate
Community

Resonance
Extremely
Friendly Services Personal, Secure,
Ease and Engaging feelings
Judgements Feelings
Reliable Online Retail Friendly,
Approachable, Simple
Performance Imagery
High Awareness

Salience
 Brand Exploratory

• Competitive Analysis
Amazon faces a staggering amount of competition both directly and indirectly,
given its market share across multiple industries.
A very wide offering of products and multiple brand extensions place Amazon
competitively in industries.
 Brand Exploratory

• Competitive Analysis

Direct Competitors

1. Walmart - Large-scale retail services

2. Barnes & Noble - Catalogues and orders for books, eBooks.

3. Apple - Personal electronic media devices

4. Alibaba Group
 Brand Exploratory
• Competitive Analysis
Indirect Competitors
1. Google - Search engine, web & data management
2. eBay - Online retailer
3. Netflix
4. Hulu
5. Target
6. Dmart
7. Etc.
SWOT analysis
 Strategic Review

Positioning

 Easy-to-use shopping platform

 Highly-attentive customer service

 Driving innovation in e-commerce and distribution strategies

 Convenience, reliability, warmth, and customer-centricity

 Strategic Review
Positioning

Points of Parity Points of Difference

E-commerce Customer Relationship

Digital Media Innovative technology

Innovative Image EC2

Value-based Pricing Prime Membership

Customer Focus Wide Brand portfolio

 Tactical Recommendations

• Bolster Brand Image and Feelings

• Anticipate Back to Basics

• Expand into Smartphones & Tablets

• Re-Position Internationally

• Consider Consolidating Brand Extensions

 Conclusions
• Amazon has associated its brand strongly with customer-centricity, convenience,
and innovation.
• Though this brand audit has identified some potential issues.
• The Amazon brand is strongly positioned in markets and in minds, and stands
capable of leveraging its many sources.
 About Fabindia
• Founded in 1960 by John Bissell, Fabindia is India's largest
private platform for products that are made from traditional
techniques, skills and hand-based processes.
• Its mission is to provide employment to weavers and
traditional handicraft artisans in rural India.

• Established as an exporter of home furnishings, Fabindia

has grown as a consumer-facing retailer of apparel, home
furnishings, organic food, and body care products, and has
plans to expand further.
60 years of Fabindia

Source: www.fabindia.com
Fab Product collection
• Fabindia sells textile range as well as non-textile products.
Non-textile products include Organic Foods, Personal care
products, and Home Products.

• The textile range includes clothing and accessories for men,

women, teenagers and kids; bed, bath, kitchen and dining
linen, floor coverings and carpets, curtains and fabric.

• Fabindia Organics, in keeping with its focus on holistic and

wholesome living, keeps organically farmed cereals, pulses,
grains, sugar, spice, fruit, preserves and herbs, tea and coffee.

• Personal Care products list shampoos, hair oils, moisturizers,

body scrubs, face packs, hair conditioners and special skin
care products.

Source: www.fabindia.com
Brand Elements
• Brand name: Fabindia – The fabric of India
• Brand Tagline: Celebrate India
• Color and Tonality: Colorful, Simple and Contemporary
• Feeling/Character: Indian in every aspect
• Visuals used in display: Young Indian women and men
• Purpose: To provide ethnic wear and lifestyle products to customers who
love Indian culture
• Beliefs: Promoting handloom and Indian wear
STP Analysis
• Segmentation
Geographic- Metro Cities
Demography- 18 to 40 years old
Psychographic – College Going, young professionals
Behavioral- People looking for comfortable Indian wear

• Targeting
Urban upper and middle class families.

• Positioning
Lifestyle brand which is Indian at heart.
Brand Pyramid
Loyalty, top of the mind
recall
Resonance

Contemporary, Ethnic, Connected with culture,

Authentic Judgement Feelings simplicity

Positive performance in sales Simple, Elegant, Vibrant, Handcrafted,

Performance Imagery One stop solution

Ethnic apparel, Furniture and

Salience FMCG brand in India
Marketing Mix

Product Price
Garments Product Line Pricing
Home furnishing Targets middles class as well as upper class segment
Body care
Organic Food

Marketing Mix
Place Promotion
275 retail stores in India Word of mouth publicity
Online Portals like Flipkart, Amazon, Myntra Print media, mobile marketing and advertorials
SWOT Analysis
Strengths Weakness

Strategy Expensive
Customer Trust Poor penetration in small towns
Designs Limited Global Penetration
Good supplier relationship Dependent on repeat purchases
Word of mouth marketing

Opportunity Threats

Focus on tradition Competition

Tap the potential of organic State owned cooperatives
foods Foreign Brands
Geographic Expansion
Competitor Analysis
Unorganised Organised
• Local Tailors Government owned Khadi Gram Udyog outlets &
• Local NGO Cottage Industries
• Regional competitors
Ethnic Wear Retailers-
• Khadder
• W
• Good Things
• Shoppers Stop
• Biba, Global Desi
Brand Equity Findings
Brand Equity Findings
Recommendations

• Fabindia should promote their personal care, organic food, and home furnishing
product lines more by advertising or including them in the display, in order to
create awareness about those products.

• Fabindia should penetrate deeper into international markets like USA and UK
where there is huge Indian population.
Brand Audit
Project
 Company Overview
 Founded in 1837, American  global company headquartered
in Cincinnati, Ohio, USA
 In 2020, it is ranked as 156th in the Fortune 500 global
ranking.

 Company of branded consumer packaged goods

 10 core categories – Hair Care, Skin and Personal Care,
Grooming etc.
 5 reporting segments
 P&G operates under 3 entities in India
 P&G Hygiene & Health Care Limited
 Gillette India Limited
 P&G Home Products
Source: https://in.pg.com/  P&G has been an innovation leader throughout its history
Evolution of Logo

2013
2013- -Now
Now
Sales by Geographic Region

• $66.8 Billion in Total Sales Source: P&G Corporate Report March2019

P&G- Product Portfolio in India
 P&G
India
Baby Fabric Feminine Hair
Grooming
Care Care Care Care

Pampers Ariel Tide Gillette Whisper Pantene Head & Herbal

Shoulder Essences

Personal Skin and Home Care

Oral Care
Health Care Personal Care

Vicks Olay Old Spice Oral-B Ambi Pur

 P&G Has a Streamlined and Strengthened
Portfolio In 10 Categories

P&G
P&G divested
divestedbrands
brands 170 Brands
were not
were notcore toto
core P&G’s
P&G’s 16 Categories
strategy
strategy

65 Brands
10 Categories

Source: P&G Corporate Report 2017

Evolution of Logo- Pantene

2016
2016- -Now
Now
 Brand Elements
• Brand name: PANTENE
• Colour & Font: Simple Dark Black capital letters with
white Background & having image of Smooth curl
(Golden-Brown Colour) passes through middle word “T”
• And Below It’s Mentioned PRO-V
Brand Tagline
• combined legendary PRO-Vitamin B5 with active hair
• Strong is Beautiful
nutrients (Nourishing Blends) • Let the best of you shine
• Every bottle of Pantene is the product of years of through
scientific research. Unique formulas filled with • For the health hair you love
purposeful ingredients, to create Pro-V Nutrient Blends • Hair so health it shines
that make hair healthier inside and out. Softer. Shinier
Pantene Timeline
“Don’t hate me
Pantene because I’m
The Gold Cap beautiful”
Founded campaign

1945 1960s 1975 1983 1986 1990

The Leap to Pantene expands “Hair so healthy it

America its product lineup shines,” recognizable
all over the world.

1995 1998 2014

Billion-dollar Endorsements from the Golden Door Salon, Damage-blocking

brand. Ford Models, Club Evian, Milan Fashion technology
Week, Vogue, Allure & Cosmopolitan.
 • 2in1 Silky Smooth Care
Products • Open Hair Miracle • Long Black Hair • 2in1 Hair-fall Control

Categories
• Open Hair Miracle
• Hairfall Control Range
• Silky Smooth Care Ran
ge
• Total Damage Care Ra
nge • Silky Smooth • Total Damage • Lively Clean
Care Range Care Range
• Long Black
• Lively Clean
• 2in1 Hairfall Control
• 2in1 Silky Smooth Care
Brand Identity Prism
Physique
Physique Personality
Personality
Soft colors, Black -White, Curl Soft, Beautiful, Modern,
Hair (Golden) Symbol Trendy , Natural

Relationship Culture
Culture
Relationship
Close to women, make them Trust, Universal, Natural
feel trendy & modern,
Redefine true beauty

Reflection
Reflection Self
SelfImage
Image
Natural, Confident Modern women Confident, Beautiful, Inspired
Brand Resonance Pyramid

Resonance
Loyal Customers,
Active customers,
Sense of community

Judgement Feelings
Top Brand,
Innovative brand, Style Statement,
Variety of functional Confidence, Superior
benefits, Natural Social Approval

Performance Imagery
Damage free, Silky, Shine, Black, Modern, Youth, Female,
Health Friendly, Thick & Long Hair Cool, Charismatic,
Variety of functional benefits, Natural Attractive
Salience
Quality Hair care Brand, Cosmetics, Most recognized Brand, Expert’s co-creation,
Happiness
Sense of community
Rational Emotional
SWOT Analysis
1. Pantene is a billion-dollar leading brand for P&G
2. Strong advertising campaigns & innovative promotion
strategies have enabled Pantene to have a strong brand presence
4. Recognizable brand image and strong brand equity 1. Limited brand loyalty due to high brand
switching
S W
5. Pantene has an extensive product line that meets consumer
needs and answers trend 2. Immense competition in the segment
6. Strongly preferred among the competition (Sun silk, Clinic means limited market share growth
plus) for Pantene
7. Excellent distribution channel of Pantene enables it to reach out
to millions of customers
8. The brand is present in more than 90 countries

1. Product extensions focusing on segmentation of consumer

needs 1. Low switching cost to other brands can

O 2. Consistency in product use for daily cleanliness can

boost Pantene's business
affect Pantene's business
2. Salon-purchased products T
3. Innovative marketing techniques through events and 3. Flooding of market with new products and
sponsorships can boost the sales of Pantene competitor innovation and technology
 Pantene Marketing Mix Strategy
Shampoo, Conditioner, 2-in-1, Styling Products, Manufacturing plant to carrying &
Pantene Hair Treatment forwarding agents. Place
Product  Hair Fall Control, Total Damage Care, Anti- &
Dandruff Shampoo, Silky Smooth Care Shampoo, Regional stockiest to the wholesalers and Distribution
Strategy Fusion Shampoo & Daily Moisture Repair to the retailers (Reliance Mart, Big bazaar,
packet sizes such as 80ml, 180ml, 340ml, 675ml, D-Mart) Strategy
1L etc. Due to price sensitive customers, Pantene Pantene sells its products online through
launched So many variants in India E-Commerce sites as well.

TV Advertisements: TV commercials focused young

Indian women. These ads are telecasted mostly on
Entertainment and Movie channels. It has celebrity
ambassadors to promote the product
Promotions
Social Media: Facebook, Instagram, Twitter
YouTube: Pantene uses YouTube channel to broadcast
expert tips, behind the scenes and video interviews of
celebrity stylists.
Posters and Hoardings: Pantene also post posters at the
retailers and supermarkets to create visibility. High
emphasis is given on shelf spaces to create visibility and
thus increase impulsive buying.
Pantene follows Competitive Pricing
Strategy. The products offered by
Pantene are priced similar to its
competitors. Pricing
The aim is to provide the best product Strategy
at the best price so as to retain the
existing customers and acquire new
customers or customers who were
loyal to other brands.
 Perceptual Mapping
• All variants of 650ml High Price
(Prices are from Amazon.com) (Premium)

₹ 385 ₹ 450

₹ 375 ₹ 375
₹ 365
₹ 328
Low: ₹ 288
High:
Damaged
Damaged
Hair Repair
Hair Repair

Top-5 Competitors in India:

• Dove (HUL) ₹ 248
• Sun Silk (HUL)
• Clinic Plus (HUL)
• L’oreal
• TRSEemme (Unilever) Low Price
STP Model Of Pantene, India

Segmentation: Targeting: Positioning:

Demographics- Physical- positions itself as a product

Young college girls and working women who Pantene’s target audience is that is the affordable &
belongs to middle class and Upper Middle women in their mid 20s-to-early solution to different hair
Class. 40s & who were invested and related problems.
Behavioral segmentation(Benefit)- proactive in living a healthy In 2006, it was repositioned
With the benefits sought, lifestyle itself as a brand that helps
For ex: women ‘shine’.
“oil replacement” for those segment of Psychological-
people who find importance in oiling their Seeking Healthy Hair Value Proposition:
hair and it is exclusively targeted towards the Interested in Beauty & Fashion Say no to hair-fall and yes to
Indian market. more open hair days
Geography- with the power of Pro-
Lives in semi-urban, urban & metropolitan Vitamin & the Fermented
cities. Rice Water
 Brand ambassadors - Pantene

Global
Global

Priyanka Selena
SelenaGomez
PriyankaChopra
Chopra Gomez

Anushka
AnushkaSharma
Sharma(India)
(India)
Global Awards

The
The World's
World's Top
Top 25
25 Most
Most
Most
Most Voted
Voted
Innovative
Innovative
Innovative
Innovative Product
Product of
of
Client
Client
Companies
Companies the
the Year
Year
Companies
Companies
2019
2019 2019
2019
2019
2019
Recommendation

PANTENE (P&G) should introduce more SKU’s with less volume with
Penetration Pricing strategies specially in India (Price Sensitive Market)
as they can penetrate more deeper into the Indian market and as there is
strong competition from various low cost Shampoo’s & conditioner with
same product offerings like HUL does in Indian Market.