Dockers-Creating a Sub Brand
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Transcript of Dockers-Creating a Sub Brand
Presented by:Anant Kajaria (08FN-011) Abhay Ajitsaria (08FN-061)Arpeet Agarwal (08FN-065)Jatin Dev (08FN-070)Sugandha Sherwal (08FN-109)Vijay Nagraj (08FN-115)
Dockers’:Creating a Sub Brand
Timeline
The decline phase & fight back by Levi’s
The decline phase & fight back by Levi’s
Mid Life Crisis
Levi’s Dockers
CBBE Model
SalienceSalience
•Success of Levi-Strauss products (secondary brand associations)•First mover in ‘new casuals’ category•In-store concept shops•Strateic positioning and media strategies in both consumer and trade markets
•Success of Levi-Strauss products (secondary brand associations)•First mover in ‘new casuals’ category•In-store concept shops•Strateic positioning and media strategies in both consumer and trade markets
•Reliable•Value for Money•Diverse choice•Fantastic alternative for an optimum fit mid-way between formals and casuals
•Reliable•Value for Money•Diverse choice•Fantastic alternative for an optimum fit mid-way between formals and casuals
•Market leader in the segment•Superior Quality•Innovative conceptualizations- clothesline, stores and ad campaigns
•Market leader in the segment•Superior Quality•Innovative conceptualizations- clothesline, stores and ad campaigns
•Casual•Sophisticated•Urbane
•Casual•Sophisticated•Urbane
•Edgy•Comfortable•Less stuffy•Versatile; suitable for a variety of situations
•Edgy•Comfortable•Less stuffy•Versatile; suitable for a variety of situations
•High brand awareness•Strong market penetration•Channel support•Positive image across various demographic segments
•High brand awareness•Strong market penetration•Channel support•Positive image across various demographic segments
Resonance
Judgement Feeling
Performance Imagery
CBBE Model
Three Layers of Brand: Kernel, Codes and Promises
Culture
Good old American culture.American individualism.
Good old American culture.American individualism.
Personality
Casual, cool youth.Stand out in a crowd.Casual, cool youth.Stand out in a crowd.
Self-ImageAbility to buy, Independence.Ability to buy, Independence.
PhysiqueYouth, Elite class, TrendsettersYouth, Elite class, Trendsetters
Interlocked wings and anchor. “Dress to live”.
Interlocked wings and anchor. “Dress to live”.
Reflection
Relationship
Appreciating needs, empathy.Appreciating needs, empathy.
Brand Kernel
Brand Style
Brand Themes
Genetic CodeNice, comfortable pants.Nice, comfortable pants.
Brand Circle for DockersExtension Areas
Outer core
Inner core
Brand Circle: Dockers
Ques 1
Ans 1
Ans 1
Ans 1
Ques 2
Ans 2
Ques 3
Ans 3: The Brand Image
Ans 3: Dockers’ Brand Equity
Ans 3: Dockers’ New Product Line
Ques 4
Ans 4:Marketing Strategies
Marketing Strategies (Contd.)
Marketing Strategies (Contd.)
Ques 5
Ans 5
Ques 6
Ans 6: Decision
Ans 6: Short Sighted Decision
Ques 7
Ans 7: Priorities
THANK YOU!