Brand Management MBA Project Adam's Youghurt

Click here to load reader

download Brand Management MBA Project Adam's Youghurt

of 26

description

Re-positioning and new image building for a local youghurt brand, Adam's.

Transcript of Brand Management MBA Project Adam's Youghurt

  • 1. ADAMS YOUGHURTPresented by:Ahmed Arslan Khan AyyazTanveer Hira Khalid Hussain Iftikhar Mir Arooj Hassan M. A. Hanan Rasool Sehrish Atta

2. Adams Milk Foods Certified company Manufacturing Marketing Distributing Value added frozen food products Pioneer in frozen foods 3. Specialize in dairy products. First dairy plants to produce powder milk.One of the largest cheese maker in the country capable of producing over 20,000 tons annuallyAim of Adams Milk Foods leader in providing best quality products to all their valued customer. 4. Raita Zeera Raita Mint raitaPizza cheese Adams pizza cheeseMozzarella cheeseCheddar cheese Adams cheddar cheese Adams processed cheddar cheese Adams extra light diet singles Adams new mozzarella cheese Adams Danish mozzarella cheese Adams mozzarella cheese singlesFlavored cheese Adams cheese burger Adams chilli cheeseCottage cheeseYogurt Adams cottage cheese Natural yogurt (great tradition taste) Desi yogurt (a true taste of home) Natural yogurt (low fat/no sugar)Pure desi ghee Butter fat 99.8%Power milk Skimmed powder milk Full cream milk powder Full cream milk powder (30% fat) Whey powder 5. Adams Milk Food Dairy products Adam's Yogurt1 kg, 400 gms, 250 gms 6. Nestle Heavily spend on in store placements Exposure Eye level shelf space Catches consumers eyes Heavy advertising Strong trade promotions Retailers promote their brand Strong consumer promotions Variant Zeera and Podina Price 70 Rs./400gKhula Dahi Not available at retail stores mostly at sellers own shops No advertising No trade promotions No consumer promotions No variant Price 60 Rs/kg Limited distribution At their own shopsAdams Yogurt Dont spend on in store placements Lack of exposure Top shelf Hardly noticeable No retail promotions No incentive to promote their brand No customer promotions Variant Natural and low fat Price 65 rs/400g Limited distribution Selective shops 7. TARGET MARKET GENDER AGEINCOMEDEMOGRAPHICS Males, Females Every age group, product is not specific to any particular age. Suitable for both adults and children alike SEC A and BProduct BenefitUser StatusBEHAVIORAL Targeted for everyone who cares for his/ her life and cares for his health First time, Regular, Potential CustomersMARKET SHARE ADAM'S YOUGH URT 10%NESTLE 90% 8. PACKAGING Un-attractive to the customersDoes not grab immediate attention Imitation of Nestles Packaging SKU; 250 gms, 400 gms, 1Kg 9. NAME Company name dominates the brand nameviolating the branding law number 13(law of the company) people did not even know about the product namecannot associate with a yogurt. 10. LOGO Lacks innovati veness Blue Text, re d outlineun-attractive & old 11. Past and Current Advertising Campaigns BRAND AWARENESSLACK OF BRAND IDENTITY 12. Product Promotions Distribution Pricing 13. PRODUCT Adams youghurt is rich in Calcium, Potassium, Protein and BVitamins.It boosts immunity and promotes healthy life. Other Types DesiYoghurtYoghurt Low Fat, Made from Fresh Milk (No added sugar) 14. PLACE PLACE Distributed countrywide directly to the retailers It is using direct distribution channel because the distributors are now reluctant to sell products that lack customer recognition. Available in many supermarkets and departmental stores like Alfatah, potpourri, HKB 15. PROMOTION Least exposed brand to the customers eye .Lack in promotions both in trade promotions and consumer promotions.Placed product below eye level on most shelf of the shops 16. PRICE ADAMS Rs. 40 Rs. 65 Rs.120NESTLE Rs.45 Rs.70 17. POPs Rich inCalcium, Potassium, Protein and B-Vitamins Boosts immunity and promote healthy life. Two servings of yoghurt to you daily diet can help you maximize loss of fast and minimize loss of muscle. Standardized Fresh Milk, Stabilizer, SucrosePODs Low price in comparison to competitors 1kg SKU No Powder No Chemicals, No Additives No Preservatives 18. KEY CHALLENGES FACING THE BRAND Negligible salience Low Quality Perceptions Poor Imagery UniqueZero Brand Knowledge And Weak Associations The Brand Is Being Overpowered By Giant Competitors Like Nestle 19. BRAND EXPLORATORY Misspelle d "Yoghurt "Cheap imitatio n of Prime YogurtWhat the hell is it?I've never seen it in any storeDull, Cr eepy, H ospital like colorsLow QualityAdam'sFake None of my friends are using itWHAT DO I THINK ABOUT THE BRAND? 20. Consumer Based Brand Equity 4.relationships/resonance (what about you and me) 3.Response/judgements(what about you) 2.Meaning/performance and imagery(what are you) 1.Identity/salience(who are you) 21. Consumer Based Brand Equity BRAND SALIENCE (BRAND KNOWLED GE) Completely absentBRAND PERFORMANC E (TANGIBLE)BRAND IMAGERY (INTANGIBLE)JUDGMENTSFEELINGSBRAND RESONANCE Unknown and untested Copied Low quality because it looks like an immitator None, no attachments or associations Can not be achieved until the rest of the 5 have been achieved 22. Focus Findings and in-depth interviewsMajor attributes of packaged yogurt Trust Quality hygieneKhula dahi perceived as pure, traditional and beneficial for healthKhula dahi is the mostly preferred by the masses and has the highest consumption rate Nestle is the most preferred brand when talked about yogurt (packaged yogurt) 23. Focus Findings and in-depth interviewsThe main issue with khula dahi relates to its un-hygenic handling and distributionNestles commands brand equity any new product will triedPackaged yogurt roughly the same price ( known brands)Primary consumption of yogurtSecondary usesDecision makers : ParentsGreat emphasis on tasteLimited knowledge about Adams Yogurt existent 24. Focus Findings and in-depth interviews Pronunciation an issue (Adams) Common perception that it is a cheap imitation of Nestles prime yogurtNestle has high ad recall Adams lacked originality reasons cited for its failure a cheap rip off of Nestles Prime Yogurt Unattractive packaging and coloring Never heard of Adam before, no ads on Tv, Radio or Magzines 25. Focus Findings and in-depth interviewsNestle and prima considered as their major competitorsTo conclude if an effective advertising campaign promotes the product people will give it a try.Respondents felt an advertising would help enhance its brand awareness and create demand.