Managing Brands CIM Membership No: 40078302 July 2021

Contents
Task 1 – Brand Strategy .............................................................................................................................................5
1.A.1 Organization Name .......................................................................................................................................5
1.A.2 Organization Information ..............................................................................................................................5
1.A.2.1 Range of Products & Services.................................................................................................................5
1.A.2.2 Main Competitors ..................................................................................................................................5
1.A.2.3 Customer Base .......................................................................................................................................5
1.A.3. Stakeholders .................................................................................................................................................5
1.A.4. Key Customer Segment ................................................................................................................................5
1.A.5. Theme chosen and rationale for the choice ................................................................................................6
1.B. Desired market position in supporting the Market development. .................................................................7
1.B.1 Brand positioning statement of Spa Ceylon ..................................................................................................7
1.B.2. Understanding the current customer ..........................................................................................................7
1.B.2. Understanding the current customer experience journey and touch points ..............................................8
1.C. Appraising the brand strategy through Brand prism to enhance progress through Market development. ..9
1.C.1. Brand attributes for Market development................................................................................................ 10
Task 2 – Brand Management .................................................................................................................................. 12
2.A.1. Effectiveness of corporate brand identity of Spa Ceylon.......................................................................... 12
2.A.2. Assess the effectiveness of the brand in creating equity and adding value. ............................................ 12
2.B. Develop a brand plan ................................................................................................................................... 13
2.B.1. Deep-dive business review ........................................................................................................................ 13
2.B.2. Brand Audit................................................................................................................................................ 13
2.B.2.1 Brand inventory to enhance the market development ...................................................................... 14
2.B.2.2 Brand exploratory to enhance the market development ................................................................... 14
2.B.3. Key issues of Spa Ceylon............................................................................................................................ 14
2.B.4. Brand objectives of Spa Ceylon to enhance market development ........................................................... 14
2.B.5. Recommended strategies to overcome key issues. .................................................................................. 15
2.B.6. Branding strategy ...................................................................................................................................... 15
2.B.7.Pricing strategy ........................................................................................................................................... 15
2.B.8. Distribution strategy.................................................................................................................................. 15
2.B.9. Communication and promotion strategy .................................................................................................. 15
2.B.10. Brand tracking ......................................................................................................................................... 15
2.B.11. Overcome the potential brand building barriers .................................................................................... 16

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 Managing Brands CIM Membership No: 40078302 July 2021

2.C. Evaluate the robustness of data available to create the relevant insight to support the brand plan. ........ 16
Task 3 - Brand Metrics ............................................................................................................................................ 18
3.A. Recommendations & justifications of the skills, physical resources & culture needed to deliver the
organization brand plan. ..................................................................................................................................... 18
3.A.1. Human resource allocation ....................................................................................................................... 18
3.A.2. Physical resource allocation ...................................................................................................................... 18
3.A.3. Financial resources (budget allocation) .................................................................................................... 19
3.A.4. Cultural changes ........................................................................................................................................ 19
3.B Brand measurement dashboard ................................................................................................................... 19
3.B.1. Importance of brand performance ........................................................................................................... 21
3.C. Recommendations of metrics & analytics that will support revisions to the brand plan ............................ 21
3.C.1. Competitor intelligence ............................................................................................................................. 21
3.C.2. Key digital tools in supporting the revision ............................................................................................... 21
3.C.3. Real time metrics and surveys................................................................................................................... 22
3.C.4. Continuous improvement plan ................................................................................................................. 22
Reference ............................................................................................................................................................ 25

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List of Tables
Table 1, Customer Segmentation ...............................................................................................................................6
Table 2, Positioning statement ...................................................................................................................................7
Table 3, Customer experience journey ......................................................................................................................9
Table 4, Kapferer's identity brand prism ................................................................................................................. 10
Table 5, Brand Attributes ........................................................................................................................................ 10
Table 6, Corporate Identity Mix Birkigt and Stadler ................................................................................................ 12
Table 7, Keller's Brand Equity Pyramid ................................................................................................................... 13
Table 8, Deep-drive business review ....................................................................................................................... 13
Table 9, Key issues ................................................................................................................................................... 14
Table 10, Recommendations ................................................................................................................................... 15
Table 11, Branding strategy..................................................................................................................................... 15
Table 12, Brand building barriers ............................................................................................................................ 16
Table 13, Data Analysis ............................................................................................................................................ 16
Table 14, Human Resource allocation ..................................................................................................................... 18
Table 15, Physical Resource allocation .................................................................................................................... 19
Table 16, Financial Resource allocation .................................................................................................................. 19
Table 17, Competitor Intelligence ........................................................................................................................... 21
Table 18, Digital tools .............................................................................................................................................. 22
Table 19, Real time metrics and surveys ................................................................................................................. 22

List of Figures
Figure 1, Competitors, Source: IG ..............................................................................................................................5
Figure 2, Stakeholders ................................................................................................................................................5
Figure 3, Global Wellness Economy ...........................................................................................................................6
Figure 4, Market Share ...............................................................................................................................................6
Figure 5, Perceptual map............................................................................................................................................7
Figure 6, Dashboard ................................................................................................................................................ 20
Figure 7, Continuous improvement plan ................................................................................................................. 22

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 Managing Brands CIM Membership No: 40078302 July 2021

Task 1
Report

Word count
Task 1 (a) – 2 pages
Task 1 (b) – (c) – 1,274
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Task 1 – Brand Strategy

1.A.1 Organization Name – Spa Ceylon.
1.A.2 Organization Information – Ayurveda, one of the oldest forms of medicinal
sciences has gained the attention of the global consumers in the past few decades.
Spa Ceylon is a pioneer luxury ayurvedic brand in Sri Lanka that focuses on wellness and
beauty treatment. Entering the market through the mother company Janet Cosmetics,
they launched the Spa Ceylon brand in May 2009. Ever since Spa Ceylon has been majorly
successful in developing a large and loyal customer base and thereby expanding its
market in Sri Lanka and the globe, which includes 102 branded stores and outlets situated in more than 50 cities
in 20 countries.

1.A.2.1 Range of Products & Services – Spa Ceylon delivers a wide variety of products fused with ayurvedic
herbs, natural minerals, organic oils, extra-virgin coconut oils enriched with finest of Sri Lankan spices. The natural
Ayurveda formulated range includes Skin & Haircare, Mind & Body wellness, Teas & Infusions, Essential oils,
wellness supplements perfumery, Colour Cosmetics & Home Aroma.
The signature service offered by the brand is the luxury ayurvedic spa
treatment. Bringing the old Ceylonese values, more than 25 carefully crafted
ayurvedic treatments are delivered from head to toe.

1.A.2.2 Main Competitors

Brand visibility on Social
The below are the most
Media 2021
valued cosmetics brands in Sri Lanka. Spa Ceylon has
Spa Ceylon successfully been able to win its customers to become the No.
1 beauty and wellness company in the industry.
British Cosmetics

Viana
1.A.2.3 Customer Base – Spa Ceylon is a niche market who
has mainly focused on beauty conscious, Spa enthusiasts and
Body Shop high spenders.

Figure 1, Competitors, Source: IG

1.A.3. Stakeholders – Establishing a strong stakeholder

relationship through more transparent communication has
helped Spa Ceylon to make the best choices and invest wisely
in its expansion.

1.A.4. Key Customer Segment - Separating potential

consumers into smaller groups based on demographic,
psychographic, geographic, and behavioral helps the business
to market to each segment efficiently and appropriately. Based
on the study and characteristics the customers can be High Power
segmented as follows.
Figure 2, Stakeholders

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Base of Segmentation Beauty Enthusiasts High Spenders Value Seekers

Age 25 – 45 Years 35 - 50 Years 55+ Years
Demographic Income > 40,000 > 55,000 < 60,000
Occupation Employed Employed Retired & employed
Geographic Region Urban Urban Urban
Preferred
Day Spa Hotel Spa Medical Spa
Behavioral type of Spa
Loyalty 4 times 2 -3 times Once a month
Values experience and Less attention to pricing & High expectation of
Lifestyle branded products prefers branded products experience & price
Psychographic oriented
Importance Highest customer base Average customer base Smallest customer base
Table 1, Customer Segmentation

1.A.5. Theme chosen and rationale for the choice

The chosen theme for Spa Ceylon is Market Development, Spa Ceylon promotes itself in three unique categories
namely, ‘Ayurveda’, ‘Luxury’ and ‘Ceylon’ to gain unique selling propositions. Operating locally with over 30 retail
outlets the company offers its very own luxury spa treatments in 15 locations around the country. At a global
level, spa Ceylon operates across 20 countries in Asian and eastern European region with branded stores and
outlets that sells ayurvedic personal and beauty care products, however only thirteen outlets offer ayurvedic spa
treatments internationally. Although the company had grown rapidly to establish itself as one of the leading
luxuries Ayurveda brand in the world with their retail outlets, they are yet to expand the global footprint in terms
of ayurvedic retreats (Daily FT, 2016).
The product range of more than 500 Ayurveda-
inspired personal wellness, home aroma, and natural Global Wellness Economy
beauty products has contributed $5-6 million of (Billion)
annual revenue to the business in the past 3 years. Spa 1200 1083
1000
Ceylon has the financial capabilities and a great 800 828
opportunity to set foot mainly in the European market 600 639
as well as the other remaining continents as the 400 360
200
leading luxury Ayurveda retreats in the globe. 0
Continuously winning accolades in the world luxury Wellness Physical Personal care Traditional
spa Awards since 2015 would also ensure the Tourism Activity & beauty Medicine
international recognition is received to the brand.
Figure 3, Global Wellness Economy

30%
Market Share Wellness tourism has become one of the developing
markets in the tourism industry. A value of $4.5 trillion
25% expenditure is generated from the global wellness
Spa Ceylon
20% economy which is more than half of the global health
British Cosmetics
15% expenditures. The global economy output represents
Viana
10% 5.3% out of the wellness industry Ayurvedic Spa sector
Body shop along with customized amenities for hotel chains can be
5%
Others deemed as the most rational and profitable investments
0%
for growth internationally. (Global wellness institute,
2019)
Figure 4, Market Share

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1.B. Desired market position in supporting the Market development.

With the use of a perceptual map, a business can
easily understand a competitive landscape, it could
be used to easily spot the competition and the
opportunities to grow the business (Keller,2013).
Product quality and differentiation could be
considered as key attributes to develop the market.
Spa Ceylon’s wide range of customized spa
treatments comes at an attractive price and the
heritage behind the brand gives a competitive
advantage over other traditional Ayurveda and
organic personal care producers. Spa Ceylon has a
very prominent position for quality products when
compared with its competitors. To maintain its
position in the industry and grow internationally, it is
highly recommended that Spa Ceylon keep
increasing these two attributes so that they could
create a unique position in their customers' minds. Figure 5, Perceptual map
These factors are growth opportunities and can be exploited by Spa Ceylon to generate more revenue in the
international market.
While Spa Ceylon is uniquely known at a global level, expanding in the international market with its spa
retreats to target the key customer segment that displays a high interest in medical spa treatments will not be a
difficult task. However, considering the capital investment needed and feasibility in the current market, the most
suitable strategy for spa Ceylon to enter the market is to expand and occupy a space in the existing Spa Ceylon
outlets or to set up a joint venture with an established organization

1.B.1 Brand positioning statement of Spa Ceylon.

Introducing great products and services is not enough to stand out from the competition. The brand positioning
statement helps the brand to describe the products, unique features, and the target audience to create a unique
and memorable idea of the brand (Nielsen Blog,2019).

To Spa Ceylon is to That That is because

The ayurvedic Experience the best Offers ayurvedic Customers are willing
products and quality organic signature treatments to pay a high price to
treatments cater to products and a quality that consist of experience the best
1111
high-end, beauty- spa treatment. massages from head treatments and
conscious, and spa to toe by trained and beauty care products.
enthusiasts and value skilled therapists.
seekers

1.B.2. Understanding
Table 2, Positioning statement the current customer

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1.B.2. Understanding the current customer experience journey and touch points
The first interaction is considered as the key touchpoint of a brand (Stein et al, 2016). Spa Ceylon uses both online
and offline to reach out to its customers. The brand should implement digitalized touch points to enhance
customer experience along the customer journey to retain and satisfy customers. The most important stage is the
post-purchase phrase as the consumers form an opinion about the quality of the product and start spreading
awareness to others. Implementing new touchpoints and developing a customized relationship with the
customers will increase customer loyalty and positive feeling toward the brand.

Stage Awareness Consideration Decision Experience Loyalty

Customer Offline ads: Check website and E-Commerce sites Receive or pick up Repeat good
goals Magazines, TV compare and Malls order. Get help is customer
Online ads: evaluate Retail stores problem arise. experience and
Banners, Displays alternatives Online portal Product quality give feedback
Word of mouth Visit stores. and correct Participate in
Visit the online product online contests
community Gifts
Touchpoints Compelling ads: Influencer Loyalty plan. Packaging Loyalty programs
Products for marketing Additional Delivery service Promotions
natural beauty, Deeper information Product quality Campaigns
feeling beautiful, understanding of Unique experience Contest prizes
elegant, and the products. Fragrance
classy. Wide selection Colours
Impressive stories Follow trends Background music
Customer Outdated Are prior Website is very Ordered item is Will there be a
thoughts information. appointments confusing. not available. downfall in the
(Pain points) Not convinced available for spa Will it really work Is the quality level service provided
with the given treatments? for me? maintained? with the increased
information. Will there be Is it worth is? What is the value number of users?
Are these good aftereffects? Do I need it? of this? I want to make
products? Are these cruelty- Is it an existing few suggestions
free? experience? for the next
service
Customer Interested, Feels curious and Happy
experience hesitant confused

Excited Satisfied,
excited

Digital Organize digital Focus on customer Analyzing previous Online helpdesk. Encourage loyal
Techniques campaigns to pain points and purchases and Tracking options customers to
create brand and help them suggest on the website to share their
product visibility understand why it personalized know the accurate experience and
to target potential is in their best products. delivery time. recommend the
customers. interest to choose Make targeted product.
Publish and the products. offers and Encourage
promote valuable Influencer demonstrate how customer to buy
content. outreach. the brand meets and explore new
Online blogs. offerings.

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the customer’s
need
New Sponsorships. Dermatologist Potentially Maps. Tips
touchpoints In-store advice – articles influence the Chat bots. Feedback &
promotions. Ability to compare purchase process Social media surveys
Partnerships. Ask questions of and buyer’s reviews and Self-esteem
Self-esteem videos digital platforms decisions suggestions projects
Additional insights
New Consultations. Support customers Arm customers Skincare Sharing
personalized Improving the in creating their providing in detail recommendations experiences
experience online shopping own solutions information for Quality assurance Independent
experience making decisions experience sharing
Table 3, Customer experience journey

1.C. Appraising the brand strategy through Brand prism to enhance progress through Market
development.
To achieve the object of market development, the business could use the Kapferer’s (1996) brand identity prism
to describe and understand the brand’s elements through its characteristics and helps a business identify where
it stands and how it should improve as a brand.

Brand Facet Description Role of achieving the objective

Wide range of products fused with ayurvedic herbs,
natural minerals, organic oils enriched with the
Physique finest of Sri Lankan spices. Promises relaxation and
wellness through its authentic and ethical brand
values.
The appealing unique pattern and colourful
canisters containing Ayurveda beauty care products
that are environmentally friendly. Renowned for its
Personality indulgence and high-quality standards that have
emerged into the market Incorporating ancient
organic and ayurvedic practices into the modern
era.
Prestigious and rich heritages products and services
merging traditional medical techniques and
Culture
practices with contemporary dermatological
sciences.
Inspires everyone to feel beautiful and relaxed. A
professional customer service that offers
Relationship indulgence and organic wellness through extensive
ayurvedic spa treatments and personal & beauty
care products.
Provides personalized amenities for local and
international hotels. Priced at a premium, catering
Reflection to a niche market. Spa Enthusiasts and high
spenders can be recognized as the targeted
customer base.
Optimistic and confident. The brand is committed
Self-image to sustainability and environmental protection by
gradually reduce the use of plastic.
Wellness tourism has been one of the developing
markets in the tourism industry, the brand can
make use of the Ayurveda inspired personal
wellness and beauty care natural products to grow
at a global level.
The spa industry has benefited from the growth of
the tourism industry. The signature ayurvedic spa
retreats in an ambiance, fusing Sri Lankan design to
bring out the contemporary old Ceylonese charm to
gain a unique selling proposition.
Progressing the existing traditions and adopting to
modernized techniques to maintain the strong
position in the beauty and wellness industry.
Developing a long-term aim to create a very iconic
and authentic premium quality products to
promotes itself in the minds of customers.
A well-recognized global presence that leads to
Increase in demand for personal wellness products.
Sustainable product practices such as being an
animal friendly and 100% vegetarian products.

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Table 4, Kapferer's identity brand prism

1.C.1. Brand attributes for Market development

Core values that characterize the nature of the business and represents the principle of the brand are brand
attributes (Hithesh,2019).

Hard attributes Soft Attributes

Ayurveda wellness Ayurvedic medical techniques
Appealing unique pattern Treats body, mind, and soul
Indulgence and wellbeing rituals Standardized services and treatments
“Clean & Green. Beauty & Wellness” Attractive atmosphere
Table 5, Brand Attributes

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Task 2
Brand Plan

Word count
Task 2 (a) – (c) – 2062

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Task 2 – Brand Management

2.A.1. Effectiveness of corporate brand identity of Spa Ceylon

As a corporate brand, Spa Ceylon’s target audiences are the stakeholders, from partners, community, suppliers,
and industry groups. To create a competitive differentiation, the corporate brand reflects the values and emotions
of the organization itself so it could attract client’s attention from product to the corporation. The below table
depicts the main three factors of a corporate identity. [ H = High, M = Medium]

Identity Critical assessment
Factors
An organization should convey the same
message to all its stakeholders to transmit
coherence, creditability, and ethics.
Strategically communicate through public
Communication newsletters, brochures, internet, and
intranet. Corporate communication must
align to the corporate philosophy if not
failure to control communication, results in
confused image.
High quality, organic and cruelty-free
products, and customer friendly
environment. The unique product range
Behavior caters to an upscale market who are health
and beauty conscious.
Identifiable luxury Ayurveda brand with a
Ceylonese personality designed and
presented in a unique, appealing
Symbolism
atmosphere and offers a luxurious
experience.
Table 6, Corporate Identity Mix Birkigt and Stadler
Rate How corporate brand will help the
product brand
The flow of ideas, information and knowledge
around the organization is crucial to success.
The corporate brand manages perception and
ensures an effective and timely dissemination
H of information. A smooth and affirmative
relationship with the stakeholders and create
a positive image and is likely to benefit the
organization.
With the increase demand for healthy and
organic products, Spa Ceylon has an attitude
of maintaining an eco-friendly environment
H and product portfolio. Though this the
organization will benefit as it increases the
satisfaction level of the stakeholders.
Consistently introduce improved and
breakthrough products and changes in spa
treatments to maintain its position in the
M
market. The image of the organization helps
to differentiate the company’s position to
attract the potential stakeholders.

2.A.2. Assess the effectiveness of the brand in creating equity and adding value.
Spa Ceylon should boost the sales of its products by utilizing brand equity to understand the consumers purchase
intention and increase brand performance. Keller’s (1993) brand equity pyramid demonstrates the steps in
creating a strong brand.

• Spa Ceylon promotes itself in three unique categories namely, ‘Ayurveda’,

‘Luxury’ and ‘Ceylon’ to gain a unique selling proposition.
Brand Identity Salience • Sustainable approaches in manufacturing eco-friendly, paraben free and cruelty
free products

Performance
• Ayurvedic personal and beauty care products fused with ayurvedic herbs,
Performance natural minerals, organic oils, extra-virgin coconut oils enriched with finest of Sri
Brand Meaning
and imagery Lankan spices.
• The signature service offered by the brand is the luxury ayurvedic spa treatment
fused with old Ceylonese values.

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Image
• Authentic and contemporary
• Practice of well-established royal relaxation, pampering and healing rituals in
spa treatments and its products.
Judgments
• A judgment is a person’s opinion about the brand. Below are few opinions
formed on Spa Ceylon
o Is it cruelty-free and chemical-free?
Brand Judgments
o Is the quality level maintained?
Response and Feelings o Is it worth the price?
Feeling
• Calming and soothing ayurvedic treatments.
• Lifts the self-esteem through the ayurvedic beauty products
• A loyal perception is built toward the brand by repeating purchases.
Brand
Resonance • Creating a brand community to create awareness, share tips and provide free
Relationship
consultations to build a sustainable relationship with its customers.
Table 7, Keller's Brand Equity Pyramid

2.B. Develop a brand plan

Brand plan helps the organization to set objectives and specify the strategies to achieve objectives. It considers
the internal and external factors that are responsible for the brand success. Robertson’s (2010) brand plan is
utilized as a brand planning process for Spa Ceylon.

2.B.1. Deep-dive business review

This method is utilized is conducted by the organization to demonstrate an intense, in-depth analysis to draw out
conclusions to help set up the key issues (Robertson, 2010).

As the proposed innovative system is mainly targeting online shoppers, Spa Ceylon must strengthen
Category its delivering methods as they are currently facing many issues, such as delays in delivery. This is a
threat to the category growth.
Spa Ceylon attracts consumers who are attracted to luxury, eco-friendly, chemical-free, and natural
Consumer skin care products. This is an opportunity as to the rising consumer concerns in appearance and
demand for organic products.
The e-commerce platform plays a big role in this process. With the rapid changes in lifestyle
Channels consumers are shifting from in conventional shopping to online shopping. Failure and inactiveness
in website will be a threat in becoming successful as an organization.
Creating a unique selling proposition by maintaining high quality standards and organic product
Competitors
procedures has gained a prominent position among the competitors. (Strength)
A luxury ayurvedic brand that has created a very powerful and a unique Ceylonese identity with a
Brand
clear focused approach attracting the future demand is a strength of the organization.
Table 8, Deep-drive business review

2.B.2. Brand Audit

The brand audit is an evaluation of measuring the health of the brand and the current situation of the brand
compared with its competitors. The two steps involved in this process is identified as brand inventory and brand
exploratory (Grover & Virens 2006).

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2.B.2.1 Brand inventory to enhance the market development

Brand inventory gives information on the current state of the brand. The gathered details on the current services
and product portfolio should be comprehensive, accurate and summarized.
Offline
• Logo – The logo demonstrates a luxury indulgence to attract the potential customers.
• Mission statement – By building a strong relationship with the customer and changing their lifestyle offering
natural wellness.
• Outlets – Unique appealing atmosphere combined with unique colours, fragrance and background calming
music.
Online
• Website – Online purchases to enable convenience and purchase effortlessly.

2.B.2.2 Brand exploratory to enhance the market development

Brand exploratory is an analysis done to get a detailed information on customer awareness and feel towards the
products and services offered by the brand. Brand equity is created by the organization to make it brand
memorable and recognizable. Keller’s brand equity pyramid is further explained in Table 7 (Task 2.A.2).

2.B.3. Key issues of Spa Ceylon

The below table describes the key issues identified in the market that could derive from both internal and external
factors.
Key issues Impact on the market plan
Spa Ceylon’s website is not as attractive as the appearance displayed in the physical stores. As it
Digital presence and
is a luxury brand catering to the high-end segment, it is necessary to provide the same experience
marketing
on e-commerce as it could attract the customers and offer a better experience equally.
Due to the rising demand for eco-friendly and ayurvedic products it has become a highly
competitive and volatile market with multinational companies entering the industry with product
Competitors
differentiation. New entries to the market will reduce the profit and the market share percentage
impacting on Spa Ceylon.
Due to the pandemic the government has imposed lockdown and travel restrictions. Spa Ceylon
Channels was not successful cater to the customer through e-commerce as they faced issues in their
website and even in delivering the products.
Table 9, Key issues

2.B.4. Brand objectives of Spa Ceylon to enhance market development

Brand objectives are determined for the employees to understand, generate, track, and accomplish a set of short-
or long-term goals of the organization. Objectives are measured under SMART criteria (John, 2017).

Brand objectives for 2021-2024

• Increase brand equity by 15% annually

• Increase brand awareness by 20% annually
• Increase market share by 20% each year
• Increase online and offline marketing by 10% each year
• Increase engagement on social media platforms by 30% annually
• Increase online conversion rate by 30% annually

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2.B.5. Recommended strategies to overcome key issues.

Adopting to the future demand and improving core competencies will help the organization to overcome the
current key issues. Below table depicts the recommended strategies to overcome the current situation.

Key Issues Recommendation

Utilization of advanced technology and unique appealing appearance as the same
Digital presence and
experience offered at outlets to attract customers and increase sales and recommended
marketing
customized products according to their previous purchases.
Building a strong presence online and offline, rewarding customers based on loyalty,
Competitors consider customer recommendations and adapting to future trends will help Spa Ceylon
to stand out from its competitors
Investing in a mobile application to align to the proposed innovative system. Improving
Channels
performance of the website to ensure a smoother customer experience.
Table 10, Recommendations

2.B.6. Branding strategy

Branding strategy framework is used to build a unique
position in the minds of potential customer. Brand
development strategy is inclusive of four branding tactics as
shown below (Maximilian,2015). The strategy used by Spa
Ceylon is Brand extension, which involves in introducing a
new product to its customers.
• Provides more varieties for customers
• Increases brand visibility

2.B.7.Pricing strategy Table 11, Branding strategy

As a premium brand that has focused on a niche market, price skimming strategy will be applied for the new
product considering the quality products, advanced technology, and the personalized scheme (Martin, 2015).

2.B.8. Distribution strategy

The direct distribution strategy will be implemented for the proposed innovative product launch, as the consumers
will be interacting with the introduced system to get recommendations and customize their own products it is not
necessary for a customer to visit any other distribution channels.

2.B.9. Communication and promotion strategy

A proper business communication is a requirement in any organization, as it is used to attract the target market
and drive sales to the organization. To reach a higher number of sales, communication and promotion should be
used to transmit the correct marketing message to the potential customer, through an accurate medium at the
appropriate time (Rowley,1998).

2.B.10. Brand tracking

Brand tracking is used to measure the development of the brand awareness, attitudes, perceptions, judgement,
and preference. Brand tracking provides insights of the effectiveness of the marketing programs conducted by
Spa Ceylon and observe the brand health.

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2.B.11. Overcome the potential brand building barriers

Building success towards any brand is not an easy path, as potential barriers are awaiting to stop the project.
Below are the identified barriers and solutions to overcome the barriers (Rob, 2017).

Barriers Solution
Whenever a new product is launched aiming the customer pain points, the staff should be
Lack of knowledge and
able to guide the customer throughout the process and convey the benefits of the products.
training
Regular training and development sessions is the best option to overcome this barrier
Spreading awareness of the brand is important, communicating and spreading awareness
Low brand awareness through marketing and email campaigns targeting the potential customers will help increase
brand awareness
Table 12, Brand building barriers

2.C. Evaluate the robustness of data available to create the relevant insight to support the
brand plan.
Data driven marketing could be used to generate more revenue by targeting the consumers with personalized
products. Data transparency can shift the organization to a data driven culture to enhance accuracy in decision
making and understand customer trends (Melissa, 2018).

How the Recommendation

Available Data
Robustness Insight insight help to
Type & Gaps in Data
(L/M/H) Derived the Brand overcome
Source
Plan the Gaps
High Provides valuable -Customer’s Differences Assign suitable
Realtime data insights of the feeling towards between the staff to conduct
Surveys & collection organization the brand. expectations and the survey.
Questionnaires -Sales and perception of the
marketing products and
optimization services
High Data that is not Customer data Data can be Assign staff to
Customer data is available for can be used to outdated and maintain data in
CRM sales
maintained purchase personalize incomplete the system
internally products
High Customer It has captured User profiles Engage
Connected with engagement and the potential does not provide customers in
Social Media
high engagement feelings could be customers of the sufficient details online surveys to
supervised brand capture details
High Monitor website Understand the Limited resources Increase storage
Current data on visitors, traffic current situation to store data. space.
Google analytics the website sources, bounce and change
rates and page effectively
views.
High Measure Data can be used Difficulty in Proper alignment
Research is awareness and to measure the tracking data due in positioning to
Brand health
carried out usage, brand potential to high target improve brand
tracker
among the target delivery and customers audience investment
audience positioning
Table 13, Data Analysis

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Task 03
Briefing Paper

Word count
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 Managing Brands CIM Membership No: 40078302 July 2021

Task 3 - Brand Metrics

3.A. Recommendations & justifications of the skills, physical resources & culture needed to
deliver the organization brand plan.
The below study demonstrates the important of the strategic resources to build a successful brand. An internal
branding should consist efficient planning to make sure the employees understand and perform accordingly. This
requires long term engagement and exceptional skills and resources. The below resources are necessary to add
value to the consumers. (Piehler et Al, 2015).

3.A.1. Human resource allocation

The most important element of an organization success is the talent, strength, and competencies of the
employees. Recruiting experienced employees will help the organization to achieve its mission and objectives.

Type of skills Designated person Description of Activity Availability

Planning and executing of all mediums that involves in
Manager Brand manager building a brand and adapting the strategy to the Yes
target market
Train and educate employees in all sources that
Communication
Team manager involves in communication and build a trust Yes
and motivation
relationship among the employees
Planning, implementation and monitoring the
Social media
Social media manager respective social media platforms to increase brand Yes
management
awareness
Discover and propose new features and new
New product
Product manager directions to launch a new product according to the Yes
launch
research done on customer demand.
Monitor and analyse data related to social media
Analytics Social media analytics yes
campaign
In charge of monitoring and ensuring a smooth
IT Support IT manager yes
operation in website and mobile application
Demand Demand forecast Ensuring that all necessary products and resources and
yes
forecasting manager available to manufacture products
Table 14, Human Resource allocation

3.A.2. Physical resource allocation

Physical resources include tangible assets such as raw materials, transportation, machinery, and storage facilities
that are important for a business to function.

Types of Level of importance

Requirement Availability
resources (L/M/H)
Ayurvedic herbs, natural minerals, organic oils, and
Materials High Yes
spices that are needed to manufacture a product
Buildings and facilities are required to manage the
Buildings High Yes
necessary operations and work withing the organization
Sustaining additional storage facilities to maintain the
Storage necessary stocks of raw materials, the manufactured
High Yes
facilities products and other additional materials that are important
for the organization

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The proposed innovative system involves in online ordering,

Transportation and its necessary to maintain the delivery standards as the High No
customer expects a correct delivery of the ordered products
Table 15, Physical Resource allocation

3.A.3. Financial resources (budget allocation)

Financial allocations are important to launch a new product. The entire production to distribution and marketing
depends on fund allocation. Marketing budget for the 3 years in operation is as follows. Initially the marketing
expenses incurred will be high due to the product launch.

Budget Allocation 1st Year 2nd Year 3rd Year

Activity
(LKR / Million) Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
Market Analysis & feasibility 1,500,000
Infrastructure improvement 2,500,000
Product development &
5,00,000
concept development
Consultation 2,000,000
Content Creation 1,000,000
Social media marketing 500,000
Competitor analysis 800,000
Pricing strategy analysis 300,000
Collaboration with Hotels and
10,000,000
malls
Training & Development 500,000
Social media marketing and
300,000
optimization
Offline & online promotions 500,000
Analytics & measurement
800,000
tools
New recruitments 700,000
KPI measurement 300,000
CRM Developments 500,000
Eco-friendly packing concept 2,000,000
Branding 1,000,000
Total Allocation 25,700,000
Table 16, Financial Resource allocation

3.A.4. Cultural changes

Spa Ceylon does not require a drastic change in the culture, and they have maintained a multi-cultural lifestyle as
one of the main targets are the foreign travelers. However, Spa Ceylon has always maintained its position in
prestigious and rich heritages products and services merging traditional medical techniques and practices with
contemporary dermatological sciences. A free and diversified cultural relationship among the employees will
create a unique identity of the organization (Forbes, 2011).

3.B Brand measurement dashboard

A marketing dashboard helps the organization to efficiently monitor, measure and control success through real-
time date and its related metrics, KPI’s and performances. In relation to building a dashboard the organization

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should consider monitoring the business and brand objectives that the company needs to achieve, the key success
factors that are involved in building a strong brand and to prevent the current barriers in achieving the relevant
KPI’s and objectives that are assigned (Braaten,2020).

Figure 6, Dashboard

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3.B.1. Importance of brand performance

Building a strong brand helps an organization to grow and increase competitive advantage to stand out the
competition. Continuously measuring and improving the brand performance supports to build brand equity,
increase revenue, increase market share, and retain customers. Brand performance should be thoroughly
monitored from pre-purchase to post-purchase, as it is essential to recognize, engage and target the potential
customers. Besides measuring the online performances, it is important and necessary to measure offline metrics
for marketers to increase their performance (Cohen,2020).

3.C. Recommendations of metrics & analytics that will support revisions to the brand plan
With the use of metrics and analytics the organization is driven to improve focus on resources. Implementing
effective metrics will drive strategy and direction to the organization, change and evolve as an organization, help
make decisions and drives performances. Analytics use external and internal metrics, to identify the business
opportunities and create a marketing plan. The proposed brand plan mentioned in Task 2 B needs to be revised
benchmarking insights derived from dashboard in Task 3 B.

3.C.1. Competitor intelligence

A competitor intelligence allows the organization to observe, collect, analyse, and understand current competitor
strategies and to foresee actions in the future. It focuses not only on customers, stakeholders, products, and
competitors but on economical, legal, technological factors. Below table demonstrates the tools used to measure
competitor intelligence (Bloomenthal,2020).
Tools Perceptions Effectiveness
This tool is used to get a fast overview of the competitor and their financial information
Crunchbase on stock trends, acquisitions, and investments. Crunchbase gives access to competitor 85%
information in a single dashboard
Owler is used to identify the potential competitors and how to stack up. It provides key
Owler details of competitors and compare them to identify the indirect and emerging 65%
competitors in the industry
This is the best tool to monitor trending news and topics on the internet. This tool does
Google alerts identify even the seemingly insignificant and the most minor news. It helps the brand to 70%
track specific terms to help to stay up to date.
Talkwalker is used to get email alerts for search terms across news and press, blogs,
Talkwalker forums, and Twitter. This capture competitor behavior and customer behavior toward 60%
the competitive organization
Table 17, Competitor Intelligence

3.C.2. Key digital tools in supporting the revision

Digital tools will help to execute a proper strategy. An analysis of the current Digital tools used by Spa Ceylon is
conducted below to identify the current performance to implement strategies to further improve
Digital Tools Clarification
This is a basic method of monitoring the procedure and it requires proper coordination of meta
SEO
tags and key words
SEM Infrequently used due to lack of budgets and resources allocation
A fundamental analysis which tracks and reports website traffic. Cannot effectively identify how
Google Analytics
website users engage with Spa Ceylon’s content
Sales funnel Not utilized earlier. An essential tool to recognize the journey of the potential customers.

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E mail marketing Frequently used tool to target customers based on CRM, but it is an unproductive tool.
Social media analytics A fundamental analysis. However, it lacks real time listening and social monitoring
Customer satisfaction Used in official website and few other social media platforms. However, it is not effectively
surveys observed and analyzed based on real time data.
Table 18, Digital tools

3.C.3. Real time metrics and surveys

Real time data a useful method for a brand as it provides customer and employee feedback which may provide
surprising, and fascinating insights about the perception of the brand. Efficiently managed surveys can be a
powerful force to change the current business activities.
Metrics Support to the brand plan
Customer satisfaction score helps the brand to identify whether the customer is
Customer Satisfaction Score happy with the brand’ products and services. This survey could be conducted
post-purchase or an interaction with the support team.
This tool helps the measure customer loyalty towards the brand and how likely
Net Promoter Score
they are to recommend brand for the products and services.
This helps the brand to measure the customer’s engagement with the brand
Customer Effort Score during and after purchasing products or interacting with the service. It reflects
the level of comfort while interacting with the support team.
Table 19, Real time metrics and surveys

3.C.4. Continuous improvement plan

With the use of the Kaizen theory a business can build a perception of continuous improvement to provide the
best quality of the process, products, and services. Implementing a theory for continuous improvement in a
company should be compulsory as it offers many benefits to the organization.

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 Managing Brands CIM Membership No: 40078302 July 2021

Appendices

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 Managing Brands
Appendix 1 - SWOT Analysis
O1. Increase in demand for
personal wellness products
Opportunities
O2. Increase in popularity
for organic products
O3. Recognized global
presence.
O4. Government support
for production of imports
T1. Emerging competition
from rivalry.
T2. Volatile ecological and
Threats
economical global
environment.
T3. Cultural and
sociological differences in
the international market.
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Strengths
S1. Over 2 decades of experience
S2. Successful continuous expansion
S3. Wide range of product portfolio
S4. Sustainable production practices
S5. Strong marketing & branding prowess.
S6. Online shopping
SO1. Expanding Ayurveda retreats with
the increase demand for ayurvedic
wellness will help the brand become a
leader in the industry.
SO2. Differentiation in their products
SO3. Having a well-experienced and
customer-oriented team to attract and
retain customers.
ST1. High-quality standards and a well-
organized distribution network with the
expansion of spa retreats could be used to
overcome rivalry in the industry and
increase market shares.
ST2. Vast interaction in advanced
technology and online marketing with an
extended number of orders per day is a
great opportunity.
July 2021
Weakness
W1. Complexity and administration and
operations
W2. High cost for branding and
marketing
W3. Shortage of trained staff and
massage therapists
W4. Narrow customer base
WO1. Highly trained massage therapists
to increase customer retention
WO2. Using effective and cost saving
methods for branding and marketing
with advanced technology.
WO3. Differentiation of product
portfolio to cater to a wider customer
segment with the future demand.
WT1. Implementation of competitive
strategies to compete in high rivalry.
WT2. Improving the internal control
systems and management with a
suitable hierarchy.
 Managing Brands CIM Membership No: 40078302 July 2021

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