Brand management

When the tail wags the Dog

Reach toothpaste
REACH® CLEANPASTE™
Removes up to 52% more plaque than Glide®
Original Mint™1
High impact icy mint flavor
Provides a just-brushed feeling
No messy toothpaste residue
Available in 5-yard trial sizes
REACH® CLEAN BURST™
Clinically proven to clean 61% more plaque
than Glide® Original Mint™ and up to 54%
more plaque than Oral-B® SATINfloss®1
Intense flavor
ICY PEPPERMINT™, BERRY MINT™, Cinnamon
flavor
Available in 5-yard trial sizes, 200-yard refill
REACH® ACCESS® FLOSSER
Recommended especially for non-flossing
patients
Snap-on disposable heads
Elongated handle effortlessly reaches back
teeth
Fits in any toothbrush holder as a daily
reminder
Comes with replacement heads
Available in 1-count handle + head
REACH® EASY SLIDE® Floss
Has earned the ADA Seal of Acceptance
Slides easily between tight teeth
Available in mint waxed and unflavored waxed
Shred-resistant
Characters
Sushil Menin – Sales agent
Bhailal– A Retailer
Radha – Marketing manager
Adil Mistri – Sales agent
Problems
Retail mafia
Loss of brand power
Retailer as the decision maker
Brand differentiation
Aggressive push in the market
No profits
Small manufacturers being eaten out.
Promotion cost
Toothpaste Segmentation
 Four main
segments
 Sensory segment
 Flavor and product
appearance Flavor,
 Sociable's Brightness
 Brightness of teeth
 Worriers
 Decay Prevention
 Independent
Decay
 Low Price Prevention
Retailer’s Vantage
Huge incentives
Aggressive push strategy
Limited shelf space
Offers and promotional schemes
Loss of product differentiation
Depletion of brand power
Retailer – The Differentiator
Brand Differentiation
Why?
Various products in the same segment.
Market leader
Image
Brand personality
Pull and not push
Push and Pull Diaries
Pull Strategy
In case of using a pull strategy, marketing
efforts are directed at the ultimate consumer
and consumer promotions such as consumer
contests and sweepstakes, rebates, coupons,
free samples, consumer premiums, etc are
used.  If this strategy is also chosen to include
advertising, then, there are large advertising
expenditures.  
Ideal Pull
The product demand as high.
It is possible to differentiate the product on the
basis of real or emotional features.
Brand consumers show high degree of
involvement in the product purchase, 
There is reasonably high brand loyalty and
Consumers make brand choice decision before
they go to the store.
Advertising Or Product
Promotion
Advertising or Promotion
 By using a variety of  Besides giving reasons
persuasive appeals, it in the form of different
offers reasons to buy a appeals, they offer
product or service.  incentive to the
Eg: Good Network, consumers to buy the
Promises and Delivers product or service now.
 Appeals are emotional Eg.For new users, 1HUTCH
or functional in nature. no is given free for 1
Eg: the current ad of month & sms is free for
“Wherever you go, our 3 months.
network follows”  Appeals are rational
 Time-frame is long term.  
 It justifies whatever it
says.
 Time frame is short
The primary objective To get sales quickly or
is to create an to induce trial
enduring brand image Direct in approach to
Indirect and subtle induce consumers to
approach towards buy a product or
persuading customers service immediately
to buy a product or by temporarily
service. changing the existing
price-value
relationship of the
product or service.
What customers want?
A toothpaste

Psychological satisfaction

Change in brand

Subjective catch for different ages.

Recommendations
Fighting Back
Principle of differentiation
Brand clutter
Promotional differentiation.
Packaging differentiation
Price differentiation
Content differentiation
Advertising differentiation
Principle of relevance
Based on advantages of efficiency & economy,
desirable to create associations that are
relevant to as many brands as possible.
Reach and its advantages
Reach as an emotion
Principle of simplicity
Based on need to provide right amount of
information to consumers.
Low customer involvement.
Why reach is better?
A catch line.
Customer loyalty
Resonance Model

Brand resonance is characterized by strong

connections between the consumer and the
brand.
Brands with strong resonance benefit from
increased customer loyalty and decreased
vulnerability to competitive marketing actions.
The challenge for the brand is to ensure that
the customer has the right experiences to
create the right brand knowledge.
 Subdimensions of brand building model
Loyalty
Resonanc Attachment
e
Community
Engagement
Quality Warmth,Fun
Judgment Credibility Excitement
Feelings
Consideration Security
Superiority Social approval, Self-respect
Primary charateristics& User profiles
Secondary features Purchase & usage situations
Performanc Product reliability Personality & values
e Durability & servicability History, heritageImagery
Service effectiveness & Experiences
Efficiency & empathy
Style & design, Price

Category identification
Need satisfied Salience
 loyalt
y
Whitenes
Quality mark s
and redefined
holograms
Long lasting More
and various than 20
flavors years of
trust

Family toothpaste
Other Considerations
Industry standards
Earn and let earn policy
Talking to the retailers
conclusion
Thank You
Anurag Huria
Keshav Goel
Navdeep Khurana
Sheeba Agha