Download - Brand Management - Dawn Butterina
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BUTTERINA
Dawn Foods extending into Butter
Presented By:
Khawaja Ali Jibran (6565)Uzair Ahmed Sheikh (6950)Talha Waqas (6987)Shagufta Usmani (4455)
BRAND MANAMGEMENT TERM PROJECT
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• Dawn Butterina’s competitive environment includes 4 established brands of butter , besides desi ghee, which all have distinctive positioning. Includes, Lurpak, BlueBand, Nurpur and Flora.
• Butterina’s vision is to capture quarter of the urban market in the next 5 years.• Butterina’s USP is adding an extra essence of different flavors in the usual butter that
is consumed in the market currently, making breakfast ever so pleasurable. • Along with that, it will be using Dawn’s extensive distribution network to inch past its
competitors quickly.• Trade Marketing Plan includes special in-store displays, including TUBS. Along with
that the retailers will be given extra incentives for more space and in-store small consumer engaging activities.
• The Communication of Butterina is planned to target at least 50% of the complete urban market. This segment will be exposed to the communication at least once.
• Will be using TVCs, Radio, OOH and Print as the main tools for Advertising. The Single Minded Proposition for the communication will be focused on breakfast and how Butterina makes breakfast “complete and pleasurable”.
• Other mediums used in the promotional mix are Sales Promotions and Strategic Alliances
• To measure the Brand Launch a special metrics has been created to measure the parameters of performance, perception and the financial value of the brand.
EXECUTIVE SUMMARY
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• The category profile of Dawn’s Butterina includes all those products which can be used as butter or a substitute of butter
• Used as a spread as well as for cooking purposes• These include Butter, Margarine and Jam as direct substitutes for
spread. Also includes Chicken Spread, Mayonnaise and Cream Cheese
• Indirect substitutes include desi ghee (for cooking purposes) • Established brands available in Pakistan are Blue Band, Flora,
Nurpur and Lurpak. • In unbranded category, we have desi ghee and butter, which is used
extensively throughout the country especially in rural areas.• Butter products are classified according to the benefits they offer to
the target audience and brands have very distinctive positioning in the market
• Butter products are available in all grocery stores, super markets and utility stores and even small kiryana stores
Category Profile
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Competitor Analysis
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• Parent Company: Unilever• Target Market: Growing Children (7-18 years old) • USP: Helps children in early stages of growth• Tagline: “Daily BlueBand, Daily Growth” • Big Idea: “Good Start” • Intense Advertising and Promotion Activities (TVC & Print)
• Also includes a BTL Activation “Sub se bara Nashta”
• Market Status: Market Leader• Available Packaging: 25gm, 50gm, 100gm
200gm, 250 gm, 500gm
BLUEBAND MARGARINECompetitor Analysis
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• Parent Company: Noon Group of Industries• Target Market: Middle Aged Diet Conscious segment• USP: Processed from best fresh milk• Tagline: “You never had it better” • Almost negligible promotions and campaigns
• Include only price cuttings as a promotion• Main Benefits focus: Source of energy and required
essential body fatty acids • Market Status: One of the leading brands • Available Packaging: 10g, 20g, 50g, 100g, 200g, 1Kg,
5Kg
Competitor AnalysisNURPUR BUTTER
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• Parent Company: Unilever• Target Market: Middle aged and older people • USP: Source of good fats that keep your heart healthy• Big Idea: “Love Your Heart”• Main Benefits: Prevention from heart related diseases• Market Status: Still penetrating in the market, not very
well established in the market yet• Available Packaging: 250g
Competitor AnalysisFLORA MARGARINE
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• Imported Butter from Denmark• Very Limited Availability • USP: Made from Finest Fresh Cream • Big Idea: “The Everyday Luxury”• Many Variants available • Tagline: “It’s a Matter of taste” • Positioned as a high value, premium priced Butter• Packaging: 250g
Competitor AnalysisLURPAK BUTTER
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• Is widely used as a substitute to butter for cooking purposes
• Haleeb, Mezan, Fresh Pure, Nirala, Nestle, Neeli Bar, and similar big brands have extended into this product line
• Vast acceptance throughout Pakistan, not only limited to the rural areas
• Available Packaging: 500g, 1Kg, 2.5kg and 5Kg (Varies with different brands)
Competitor AnalysisDESI GHEE
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Dawn Butterina’s Brand Vision
“By 2015, one in every 4 households (25%) in the
urban areas will use Dawn Butterina as an essential
ingredient for their breakfast and daily
cooking.”
BRAND VISON
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Product
Core – Normal butter ingredients which include fresh cream, using cow’s milk (only). Consists of water,
milk and proteins
Added Value – Using special condiments to give exciting new flavors to butter. For example: Apple, Cinnamon, Chocolate, Apricot, Banana, Lemon, Blue Cheese Butter, Cajun Barbeque etc. The
butter will be given an essence of these flavors.
The 6 Ps of Butterina
Feasibility: www.cdkitchen.com/recipe/cat/289/
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Price
The 6 Ps of Butterina
Package (SKUs) Pricing (Rs.)
25g 50
50g 90
100g 160
250g 270
500g 400
Considering Value Pricing as the Pricing strategy
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Place
Butterina will utilize the extremely efficient, extensive and dominating distribution network of Dawn Foods and will
make sure that the product is available in super markets, small retail stores and also the kiryana stores.
One of the distinguishing features of Butterina will be its very extensive distribution leading to better availability of
the product relative to its competitors
The 6 Ps of Butterina
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Promotion
A complete communication plan for Butterina is discussed in the coming slides under the head “Communication
Plan”
The 6 Ps of Butterina
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Packaging
The packaging of Butterina will be very sustainable as well as attractive. For smaller SKUs (25g-50g), the packaging
will be focused on convenience in usage and disposal. The package will be a small transparent plastic box with
a pull-off foil top.
For bigger SKUs(100g-500g) we will be using a unique packaging design. The shape of the box will be an Oval shape (Egg shape), a bigger than the normal egg size to accommodate the volume. Opening of the box will need a twist in a circular motion so that the top half of the box is opened and the bottom half contains the butter (like a
bowl)
The 6 Ps of Butterina
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Positioning
The Positioning Elements
Competitive Environment
All butter and butter related products including margarine, jam, marmalade, ghee, chicken spread, mayonnaise and cream cheese products.
The environment includes both branded as well as unbranded products (especially ghee).
Strong established brands already in the market include:
Nurpur, Blue Band, Lurpak and Flora.
The 6 Ps of Butterina
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Target Market • Sec A and B due to appropriate disposable income and standard of
living• Urban cities Only (Metropolitan and Trade Hubs) • People who are substantially aware of the current trends and tastes
in food • According to the Vals network, Lifestyle type – Fulfilers, Achievers
and Actualizers as well as Experiencers • Corresponding trait in the Big Five Test – High scores in Openness
to Experience and Agreeableness • Not intuitive but sensing buyers, not totally rational but also
emotionally involved and do not have a firm judgment but maintain perceptions (Myer’s-Briggs Model)
• Usage rate: Find such customers to apply the “80-20 principle”
Positioning The Positioning Elements
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Root Strength
The Root Strength of Dawn Butterina is the umbrella brand DAWN Foods which has a very strong presence in the market as far as awareness and attachment is concerned. The brand has an overall experience of 30 years in the country which will be transferred to the extended brand Butterina
Positioning The Positioning Elements
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Consumer Insight
The Consumer insight that lead to the introduction of Butterina is that consumers want a “Jump Start” to their days by having a complete and easy to cook breakfast.
By giving the added value of flavored butter to the consumers, we will be able to “complete” their morning meals, delighting them with extraordinary experience of
breakfast and delivering the desired importance to breakfast as understood by the consumers
Positioning The Positioning Elements
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Benefits
Enhancing the importance of a complete breakfast meal
A delightful experience of eating different flavored butter, never before in Pakistan
Easy to use, consume and dispose off Packaging along with attractiveness
Making breakfast an experience rather than a routine task
Positioning The Positioning Elements
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Values, Beliefs and Personality
Values – Nutritious and Delightful pasteurized products for its consumers (DAWN’s core values)
Personality - Pleasure driven, Experiential and Savoring Personality
Beliefs – Delighting the consumers even in the most insignificant and shortest meal of the day (as considered by the consumers)
Positioning The Positioning Elements
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Reason to Believe
The added value of flavor and differential taste gives the consumers a reason to believe that this brand is offering them more than the others.
Positioning The Positioning Elements
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Discriminator
The one unique aspect of Butterina is the added taste and flavor that no other competitor in Pakistan is currently offering can be the discriminator for the Brand
However, incase of imitation of this value, the discriminator may later become the unique and attractive packaging which also offers the convenience benefits to the consumers
The Positioning Elements
Positioning
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The Essence
The essence of Butterina is the “Morning Delight !”
Laying the importance on the morning meal and delivering more value to the consumers in that meal
Positioning The Positioning Elements
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TRADE MARKETING PLAN• Lucrative trade margins for the distributors.• Attractive packaging-TUBS• Availability at all the top super markets like Naheed’s,
Agha’s, Imtiaz and etc.• T-shirts to be provided for staffs with their company
logo-merchandising • Product demos should be on television and other
mediums.• Special considerations given to the retailer for more
significant shelf space• In store Presentations and reward for retailers.• Customer activities to create a positive image.
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COMMUNICATION PLAN• Objective:
Capture 40-50% share of the market in terms of awareness and recall through the strong name of DAWN already established in the market
• Big Idea
“Morning Delight”
• Campaign Idea
“First Pleasure of the Day”
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Communication Mediums
TVC
Trade Marketing
Out Of Home
Strategic Alliances
Sales Promotions
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8 Quarterly Communication PlanQuarter
8Quarter
7Quarter
6Quarter
5Quarter
4Quarter
3Quarter
2Quarter
1Tools
AdvertisingX X X X Print
X X X X X X Radio
X X X X X X TVCs
X X X X (Teasers)
OOH
Objective: Strengthen the
emotional associations
with the brand
Objective:
To reinforce the Value
Proposition of Butterina
Objective: To reach 70% of the target audience. High Awareness
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8 Quarterly Communication Plan
Quarter 8
Quarter 7
Quarter 6
Quarter 5
Quarter 4
Quarter 3
Quarter 2
Quarter 1
Tools
Sales PromotionsX X X X Merchan
-dising
X X Value Offerings
X X Product Combos (2 Breads and 1 Butter Free)
X X Sampling
Objective: To strengthen the relationship with channel
members.
Objective: To Increase sales by 80%
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8 Quarterly Communication Plan
Quarter 8
Quarter 7
Quarter 6
Quarter 5
Quarter 4
Quarter 3
Quarter 2
Quarter 1
Tools
Strategic AlliancesX X X Masala
TV
X X X Airlines
X X X Hotels
X X X Restaurants
Objective: To increase availability of Butterina in
different institutions
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Communication Budget
Channel Cost (Rs.)
Advertising 60 million
Sales Promotions 10 million
Strategic Alliances 20 million
Trade Marketing 10 million
Total 100 million
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TVC’S• Emotional appeal to be used in the first place to highlight the concept of Delight in a Morning Meal.
• TVCs will focus on promoting the message of Enhanced Experience in Breakfast
• Use of DAWN BREAD and Butterina to be shown as the best combination for snacks or quick meals.
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Brand Metrics We plan to institute a systematic program
of analytics for Our Brand “Dawn Butterina” that will allow us to gauge our
brands’ performance, adjust brand strategies and, more importantly,
link them to business performance measures.
The system is most valuable whenviewed as a strategic management tool
for continuous improvement ratherthan a static snapshot in time of the
brand’s performance.
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Target Values
Performance (%)
Weight Goal Perspective
Brand Perception
x x x Consumer Awareness
x x x Brand Strength
x x x Credibility
x x x Relevance
x x x Consideration
xxx Total Performance in group
Brand Perception
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Target Values
Performance (%)
Weight Goal Perspective
Brand Performance
x x x Customer preference
x x x Price Premium
x x x Customer Loyalty
x x x Customer satisfaction
x x x Share of Wallet
x x x Retention
x x x Lifetime Value
xxx Total Performance in group
Brand Performance
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Target Values
Performance (%)
Weight Goal Perspective
Brand Financial Value
x x x Revenue generation capabilities
x x x Return on Investment
x x x Transaction Value
x x x Growth Sustainability Rate
xxx Total Performance in group
Total Performance in Brand Scorecard (xxx)
Brand Financial Value
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Key Performance Indicators
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Wrap Up