Brand Management - Dawn Butterina

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

• 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

• 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

Competitor Analysis

• 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

• 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

• 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

• 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

• 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

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

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/

Price


Package (SKUs) Pricing (Rs.)

25g 50

50g 90

100g 160

250g 270

500g 400

Considering Value Pricing as the Pricing strategy

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


Promotion

A complete communication plan for Butterina is discussed in the coming slides under the head “Communication

Plan”


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)


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.


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

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


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


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


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)


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.


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

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


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.

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”

Communication Mediums

TVC

Trade Marketing

Out Of Home

PRINT

Strategic Alliances

Sales Promotions

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

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%

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

Communication Budget

Channel Cost (Rs.)

Advertising 60 million

Sales Promotions 10 million

Strategic Alliances 20 million

Trade Marketing 10 million

Total 100 million

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.

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.

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

Target Values

Performance (%)


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


Brand Performance

Target Values

Performance (%)


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


Total Performance in Brand Scorecard (xxx)

Brand Financial Value

Key Performance Indicators

Wrap Up

Brand Management - Dawn Butterina

Documents

Transcript of Brand Management - Dawn Butterina