Brand Key

FEWA
Structure
1.Competitive Environment
2.Target Group
3.Insight
4.Benefits
5.Values & Personality
6.Reason to believe
7.Consumer Discriminator
8.Essence
Competitive Environment
Competitive Environment
 If the consumer doesn’t buy my brand what
else he’ll go for ….
Competitive Environment
 Primary : Other Liquid Detergents - Ezee

 Secondary: Dry Cleaners

Target Group
Target Group
 This describes the person and situation for
which the brand is always the best choice.
Target Groups
 Involved & responsible Housewife who is a
very good organiser and social person.

 Target Situation - When it is not cost

efficient to give a fine fabric wear for dry
cleaning nor safe enough to wash it with
any other detergent powder.
Insights
Insights derivation

 What’s the role of the category in my consumer’s

life?
 Every consumer in his washload has some special
clothes ( costly cloth / sensitive fabric ) on which there
is great concern while washing. The category addresses
this concern.
 What are the paradox and conflicting needs?
 People buy special clothes meant for special occasions .
They want their special clothes to look new for every
special occasion - This is not possible since when they
wash special clothes with other detergents - Fading,
shrinkage and color loss happens to special
clothes.They cannot afford dry cleaning very often.
 Though they want to wear their special clothes more
often they don’t do it for the fear that repeated usage -
repeated wash - makes these special clothes look old.
 When & why is it important for products to work?
 FEWA needs to keep the special clothes intact. This is
important since special clothes are a costly investment.
 Also people evaluate others personality and family
background by the way they look ( Attire )
 Who’ll notice?
 Family friends, relations, peer groups during occasions.
 What’s the standard of excellence?
 A dry cleaned special attire
 Who do consumer’s envy?
 People who can afford a lot of new special clothes.
 People who can afford to spend on dry cleaning very
frequently for washing of special clothes.
Insights
 Prevailing detergent powders are not
considered safe on special and delicate
clothes.
 People expect their special clothes to look
as good as new whenever they wear it.
 People like to wear their special clothes
more often but are afraid to do so.
Insights
 Through their attire on special occasions,
consumers seek attention and admiration.
 On a special occasion, my family’s prestige
also depends on the attire we wear.
Benefits
Benefits
 Are either solutions to consumers problems
or an improvement in some aspect of their
lives.
Benefits
 Generic benefit : Clean and Protection
 Unique Color Locking System that Protects
the color of special clothes from fading
while washing and thus making them look
as good as new post wash.
 No more concerns while washing special
clothes.
 Enhances family prestige on special
occasions.
Values & Personality
Values & Personality
 The values describe what the brand stands
for and believes in.This can also be
expressed as brand personality since
personalities are based on values.
Values & Personality
 Feminine because colour, shape of bottle,
fragrance, flow
 Genuine because Henkel, researched
 Responsible because Delivers, Colour
Locking System
 Modern because International, Technology
 Warm because Colour, packaging
Reasons to beleive
Reasons to beleive
 The reasons to believe underpin other
elements of the brand positioning. i.e its
values and benefits.
Reasons to believe
 International
 Colour Locking System
Consumer discriminator
 Who am I?
 Who will buy me?
 What do I have to offer?
 Why believe me?
Consumer Discriminator
 Fewa is the only liquid detergent that can
keep my special clothes as good as new
because it has a Unique International
formula with Colour Locking System

 Can be articulated with any of the insights..

Essence
Essence
 It’s the distillation of consumer insight,
values, benefits, reasons to believe and the
discriminator into one clear, defining
thought. This should be easily recognizable
in every aspect of the brand.
Essence

 Care
Brand Identity - Fewa
 Brand Identity : Who am I ? What Do
I do?

 I am FEWA a mild liquid detergent, will

protect colors on your special clothes
and keep them as good as new.
 Brand Heritage: (Historical
association to the Brand)

 Henkel – No: 1 Detergent in Germany

 Technology- International Expertise
 Brand Essence ( Brand stands for)

 Show care

 Feel special
 Brand Assets ( Tangible assets
owned by the Brand)

 Logo unit / mnemonic for CLS

 Brand Identifiers ( Sensory devices
owned by the Brand)

 Perfume, Color, Viscosity & shape of

the brand
 Brand Promise (Functional reasons
to buy vs others)

 International Formula with CLS that

prevents color fading
 Brand Substantiators (Reasons to
buy vs others)

 FEWA is the only Liquid detergent that

can keep my special clothes as good as
new.
 Brand Values (Emotional reasons to
buy vs others)

 Creates more special moments for my

life
Brand Personality (Human
personality traits associated
to the brand)

Feminine, Genuine, Warm,

Responsible, Modern, Smart
 Tablestakes ( Which are not
differentiators)

 Fragrance, Cleaning, Protection, Mild,

Lather
We sell Fewa.., you buy

Special Moments

Confidence

Assurance Trust Care

Means - end chain for Fewa

Family prestige/Special moments

Centre of Attractn

Responsible/Smart

Prevents color loss/care

Quality, performance, reliability,trust

Price, perfume,shape, color, heritage