Brand Management Assignment

Shashwat Bachchan
42276
Marketing B
India

LUX (FMCG) Flipkart (Technology)

• LUX is a brand developed by Unilever. The range • Flipkart is an e-commerce company headquartered
of products includes beauty soaps, shower gels, in Bangalore, Karnataka, India, and registered in
bath additives, hair shampoos and conditioners. Singapore. The company initially focused on book
Lux started as "Sunlight Flakes" laundry soap in sales, before expanding into other product
1899. categories such as consumer electronics, fashion,
home essentials, groceries, and lifestyle products.
• As of 2009, Lux revenue was estimated at €1
billion, with market shares spread out to more • I chose this brand because it has withstood
than 100 countries around the globe. competition from world’s biggest company in
Amazon and hence I personally root for this local
• I chose this brand because of stories I heard brand
about it from my father and how it used to be an
aspirational brand for him.
BRAND BRAND PROMISE
IDENTITY A luxurious & affordable
The beauty soap of PHYSIQUE soap that brings out
Personality
all film stars. your femininity.
• Smooth-touch plastic packaging • Feminine
• Color themed with fragrance • Premium
• Skin nourishing ingredients • Sensuous
• Caring

RELATIONSHIP Culture
• Luxury • Inspiring women
• Attractive • Embracing
• Famous femininity

REFLECTION Self-Image
• Aspirational • Look glamorous
• Feminine • Have soft skin
• Cares about looks • Smell good
BRAND ASSETS • Quality conscious • Attract attention BRAND CAPABILITIES
• LUX Heritage • Skin nourishment
• Brand Ambassadors • Attractive fragrances
• Unique fragrances • Value for money
 Peer Brand Comparison Way Forward
LUX Dove, Pears
Women (18-35), Lower Dove: Women (18-35), middle &  Increased use of celebrity lifestyle
Middle Class, looking to upper class, looking for natural experiences, rather than celebrity
take care of their skin products
Target Group and are influenced by Pears: Women (35-50), middle & name influences
celebrities upper class, mothers, looking for  Bring unique fragrances & natural
gentle & pure soap for their kids
ingredients
• TVCs, Billboards, Dove: TVCs, Billboards, Social
Social Media Media, featuring real-life women  Continue to keep low costs & improve
Advertising • Brand Ambassadors, Pears: TVCs, Social Media, reach in rural areas with more
particularly famous featuring kids with their moms
film stars aspirational demographic
• Celebrates femininity Dove: Celebrates the inner beauty
• Soft skin & great of women, highlights soft skin &
Brand fragrance cream as a good ingredient
Message • Soap of the film stars Pears: A gentle soap for the kids
with pure ingredients so they can
enjoy their baths
BRAND BRAND PROMISE
IDENTITY The best prices, shortest
A go-to place for all delivery times &
PHYSIQUE Personality impeccable customer
your shopping
• Flipkart logo • Customer-friendly support.
needs.
• Wide Range • Trustworthy
• Safe Packaging • Nationwide coverage

RELATIONSHIP Culture
• Timely Delivery • Bringing Convenience
• Reliability to people’s busy lives
• Lowest Prices • Making shopping a
joyful family affair

REFLECTION Self-Image
• Tech savvy • Doesn’t compromise
• Busy lifestyle on options
• Wants personalized recommendations • Wants to get more
BRAND ASSETS • Spend-thrift things done BRAND CAPABILITIES
• No. of sellers • 1-day deliveries
• Distribution network • Discounted prices
• Recommendation algorithm • Exclusive releases
• Personalized offerings
 Peer Brand Comparison Way Forward
LUX Amazon, Nykaa
Wide demographic (18- Amazon: Women (18-50), middle  Unique identities in e-commerce
50), Upper & Middle & upper class, looking for players has not been conveyed through
Class, looking for convenient shopping options
Target Group convenient shopping Nykaa: Women (18-35), middle & their advertising campaigns & hence
options from the upper class, looking for all their certain initiatives must be taken to
comfort of their homes make-up & beauty needs differentiate their brand:
• Email, Social Media, • Email, Social Media, TVCs,  Eco-friendly packaging
TVCs, Digital Digital Platforms like google  Carbon footprint of deliveries
Advertising
Platforms like google ads, youtube, etc.  Employing locals/women/PwD
ads, youtube, etc.
• Displays easy • Displays easy shopping  Brand assortment has been largely
shopping experiences similar across all platforms and hence
Brand experiences • Variety & low prices in one these initiatives could help:
Message • Variety & low prices place
 Employing regional weavers
in one place • Discount seasons
• Discount seasons  Local vendors with customized offerings
USA

Nike (FMCG) Apple (Technology)

• Nike, Inc. is an American multinational • Apple Inc. is an American multinational technology
corporation that is engaged in the design, company headquartered in Cupertino, California,
development, manufacturing, and worldwide that designs, develops and sells consumer
marketing and sales of footwear, apparel, electronics, computer software, and online
equipment, accessories, and services. services.
• In 2020 the brand alone was valued in excess of • I chose this brand because I am personally a big fan
$32 billion, making it the most valuable brand of Apple products and find them to be extremely
among sports businesses. reliable and user-friendly. They have continued to
stay on top for a long time.
• I chose this brand because of stories I find it to be
a very inspiring brand as a budding marketer and
continue to follow all its marketing campaigns.
BRAND BRAND PROMISE
IDENTITY Durable devices with
Simple, modern, easy- the best hardware that
PHYSIQUE Personality deliver a user-friendly
to-use devices with
• Iconic Apple Logo • Innovative experience to help you
latest technologies.
• Modern Designs • Creative achieve success.
• Simplistic User Interface • Achievers

RELATIONSHIP Culture
• Modernity • User Empowerment
• Connectivity • Drive Change

REFLECTION Self-Image
• Aspiring to be successful • Has potential to bring
• Works on self-improvement change in the world
• Stylish • Creative
BRAND ASSETS • Confident BRAND CAPABILITIES
• Iconic apple logo • Cutting-edge tech.
• Latest designs • User-friendly
• Innovative products • Long lasting life
 Peer Brand Comparison Way Forward

Apple Google, Samsung  Increasing distinctive feature set to

differentiate from competitors and
Young demographic (18- Young demographic (18-34), make users talk about these unique
34), Upper & Middle middle & upper class, looking for features
Target Group Class, looking for best best products with more control
product that they can over the experience  Increased focus on User Generated
rely on Content
• Social Media, TVCs, • Email, Social Media, TVCs,  Simple and elegant messaging has set
Digital Platforms like Digital Platforms like google
Advertising google ads, youtube, ads, youtube, etc., influencers apple apart from its peers and it has
etc., influencers always relied on consistent messaging
of displaying products capabilities
• Displays product • Displays product specifications rather than product
capabilities • Product superiority over
Brand • Ease of use competitors
Message
BRAND BRAND PROMISE
IDENTITY Products designed with
innovative technology
A global provider PHYSIQUE Personality
of high-quality for maximum
• Iconic Swoosh Logo • Sporty
sports products. performance.
• Stylish • Athletic
• Sporty • Trendy

RELATIONSHIP Culture
• Inspiration & Motivation • Active lifestyle
• Comfort • Fitness
• Trust
• Reliability

REFLECTION Self-Image
• Ambitious & Competitive • Successful
• Youthful • Athletic
• Energetic • Fashionable
BRAND ASSETS • Determined BRAND CAPABILITIES
• Swoosh logo • Skin nourishment
• “Just Do It” Slogan • Attractive fragrances
• Best Athletes as ambassadors • Value for money
• Products designed with R&D
 Peer Brand Comparison Way Forward

Apple Adidas, Puma  Increased moment marketing

 Higher emphasis on User Generated
Young demographic (18- Young demographic (18-34), Content
34), Upper & Middle Upper & Middle Class, looking for
Target Group Class, looking for best best product for maximum  Associations with ambassadors with
product for maximum performance inspiring personal as well as
performance
professional lives
• Social Media, TVCs, • Email, Social Media, TVCs,
Digital Platforms like Digital Platforms like google
Advertising google ads, youtube, ads, youtube, etc.
etc. • Brand Ambassadors
• Brand Ambassadors
• Use of social events • Products capabilities
to deliver • Looks
Brand inspirational
Message messages
THANK YOU