Dossidelanamentociclo102008

recipe of the dayfor lifeSavor your day with:2 spoons of happiness1 dash of good humor4 cups of good surpriseswell-being to taste

according to the dictionaries:"common, regular, repetitive, commonplace".

according to Natura Tododia:"uncommon, unusual, different, rare, creative, flavorful".

Does a day have flavor?

It does. And how. It can have several flavors.

Because every day is a unique mix of emotions, people and events.A unique combination of encounters – often surprising.

A day never repeats itself.It is never the same as another day.

What flavor – or flavors – does your day have?

Because every day is a day to surrender yourself to life's flavor.

Natura Tododia is the brand responsible for operating in the "for all people" segment. It is the line that changes the quotidian and awakens creativity through products inspired by ingredients close to our cuisine: playful packaging that stirs our imagination, differentiated textures that stimulate sensations and involving fragrances that allow tasteful moments, filled with relaxation.

value proposalplacement

value proposalplacement

The line suggests a new way of looking at routine, an intensity for everything around you, so that you can savor your everday moments with more pleasure and attention.It creates new signals with its unusual way of use transported directly from the culinary world. It provides comfort and well-being at every moment, in little things: a soft touch, a delicious scent, a relaxing color.

Natura Tododia,Because every day is a day to surrender yourself to life's flavor.

We need to awaken a new way of looking at this line in people.

To make them perceive a new value.

AND THIS NEW VALUE IS IN THE DAY-TO-DAY.

To do this, we need to awaken our day-to-day and create this NEW OUTLOOK for the line, leading people to perceive and to savor the value that exists at every daily moment.

NEW OUTLOOK FOR THE LINE...

Using all of the contact points and the different activation opportunities that appear in daily life.

THE VALUE AND THE FLAVOR OF EVERY DAY.

The quotidian is our daily quota of life.

The most delicious things are even more delicious every day.

Just paying attention, choosing well and savoring is enough.

Natura TododiaLife happens every day.

INTRODUCTION

• Qualitative research: group discussions• Sample Distribution: 15 groups with Consultants and End Consumers (users and non-users

of the Tododia line), distributed as follows:

• 11 groups with End Consumers• b 6 female groups with Tododia line users• 2 groups with young people from 15 to 19 years old: one class A and another class B2C• 2 groups with women from 25 to 35 years old: one class A and another class B2C• 2 groups with women from 40 to 50 years old: one class A and another class B2C• b 2 female groups with Tododia line ex-users• Both with women from 30 to 40 years old: one class A and another class B2C• b 3 groups with Tododia line non-users• 1 male group, from 30 to 40 years old, class A• 2 female groups, from 30 to 40 years old, one class A and another class B2C

• 4 groups with Natura Consultants• b 2 class A groups: one with Consultants that sell the Tododia line a lot and another with

Consultants that sell little of the Tododia line• b 2 class B2C groups: one with Consultants that sell the Tododia line a lot and another with

Consultants that sell little of the Tododia line

• Date: June, 2005, in São Paulo city.

BRAND PERCEPTION

• Except for the male group of Tododia non-users (who were completely unaware of the line), other research segments have – to a lesser or larger degree – a notion of what Tododia means by itself, and of the Natura universe.

• First, despite being seen as an affordable line, Tododia is not seen as a "poor cousin" or as the "ugly duckling" of the Natura world.

• Although still very "young", Tododia already enjoys an image of quality and know-how that makes it a legitimate heir of Natura.

• Quality = very pleasing perfumes, moisturizing capacity, easy skin absorption (for the body moisturizer), easy to use and attractive packages (non-hegemonic perception).

• Although in the marketplace for a short time, Tododia is seen as one of Natura's strong-brands – it is already one of the "pillars" supporting the mother-brand.

• The Consultants consider that this is currently one of the best selling brands in Natura (even when they, personally, are not great sellers of the line).

• The End Consumers (except non-users) also perceive Tododia as one of the "favorite" and most commonly used brands.

BRAND PERCEPTION

• What is spontaneously perceived about Tododia is that it is a brand with very clear foundations:

• The name itself already places it as an every day line – focused on daily care.

• The price (attractive), in general, supports this claim.

• The practicality of the products also helps in this regard.

• Not rarely, the line is defined as "basic" – without acquiring any derogatory connotation it is basic in the sense that it is "essential".

• The brand is based on natural ingredients which are, for the most part, familiar (not exotic) – notably: milk and fruits.

BRAND VALUES

The Natura Consultants also highlight the line's sensorial values: the ability to awaken pleasing sensations, comfort, relaxation, shelter, a feeling of freedom... Even in the Consultants' collages, these elements appear.

BATH

Comfort

Relaxation

velvet skin

freedom

The Tododia Consumers also describe what they see in the brand: TODODIA IS NATURAL / NATURAL INGREDIENTS / FRUITS / NATURE

BRAND VALUES

FOR CONSUMERS, TODODIA IS WELL-BEING, RELAXATION, PLEASURE, COMFORT, DELICACY, TOUCH, PERSONAL MOMENT...

BRAND VALUES

BRAND VALUES

FOR THE CONSUMERS, TODODIA IS ALSO A SIGN OF PRACTICALITY, HABIT, ROUTINE, SPEED AND, THEREFORE, DAY-TO-DAY

BRAND VALUES

EVEN NON-USERS AND EX-USERS OF THE TODODIA LINE CAN SEE THE NATURAL AND WELL-BEING DAY-TO-DAY THAT THE LINE EMANATES

BODY AND SOUL WELL-BEING

NATURETHAT EVERYONE CAN DO

AUDIENCE

• Those who know Tododia minimally associate the line to all audience types: as much in gender as in terms of age group or social class.

• "Everyone can use it". It doesn't have a specific audience. The whole family uses it.

• In the groups, there are several accounts telling about Tododia use (mainly the body moisturizer and bar soap) by sons, daughters, parents, brothers and sisters, etc.

SCENARIO

• When Ekos set its proposal, it brought both the ingredients and a scenario, a frame so that consumers could better understand its intention.

• In other words: Ekos brought the Muriti Palm, but it also brought the forest and the discourse about self-sustainability...

• Tododia brought the ingredients, but apparently it didn't suitably build the "surroundings", so that the consumers' imagination (and the Consultants') could take flight.

• This "scenario" should accompany Tododia in a more explicit manner, in all of the advertising materials that surround the brand.

SCENARIO

• So, in the Tododia line, milk exists, fruits exist,honey exists... But they exist "alone", as ingredients.

• We need to endow them with (or redeem) their symbolic dimension, so that they come to mean something more and to bring a differential that is perceived as positive and relevant to the line.

• So, the next challenge for Tododia is to move forward from the stage it is in now:

• Today Tododia is an economical, quality brand, tied to daily care (as the name itself indicates).

• Its gourmand side is inexistent for the majority and for others (few) it is in a merely latent state. Therefore, the next stage is to make its gourmand soul explicit.

• If not, Tododia runs the risk of becoming just Natura's "cheap brand" over time. In order to be more than this, it needs to re-launch its other foundations - in this case, the gourmand foundation, which has been unexplored.

TODODIA PRODUCTS IDENTITY

• Moreover, the product names are rarely mentioned correctly:

• In general Consultants and final Consumers refer to the "macadamia moisturizer" or to the "peach moisturizer". No one says "Milk cream with peach", or "Grape Yogurt" thus the "gourmand" identity is already weakened from the product's own designation, which is not observed by Consultants or Consumers.

• Although reference is continuously made to the "Tododia line", what really stands out is its soaps and body moisturizers: they are Tododia's elite squad.

• They are the best known and, according to the statements, the most bought and sold products.


• Coming second in importance, the hand cream is mentioned, and behind it, the moisturizer for dried skin areas (which, for some people, is known as being "effective" and therefore, expensive).

– The liquid soaps and face products (moisturizer and cleansing soap) by comparison, are rarely mentioned.

• The liquid soap faces a problem that apparently reaches the category as a whole:

– It has the image of being expensive, having low yield and being inappropriate for homes with children or adolescents – it is easy to waste, because its flow is difficult to control.

– Aside from this, there is no customary use of this product for the body. Some people reserve the liquid soap just for washing the face.


• The moisturizing face cream is also unable to stand out:

– On one hand, it is obscured by the company's stars (body moisturizer and bar soaps).

– On the other hand, the Tododia brand doesn't have an effective advertising approach that makes it particularly attractive and can bring in new consumers that can learn about its portfolio.

– However, the most serious issue is the fact that the face moisturizer lacks a clear product placement.

• Consultants don't know how or to whom to sell it. • End Consumers don't know that it exists either, or don't know why they

should buy it.


• Evidently, there are various comments from people that know of or even used/use the face moisturizer, criticizing the fact that it has no SPF.

– However, this doesn't appear do be the heart of the matter:

• What happens is that the face area seems to be divided within the Natura universe:

– Chronos = older people (anti-aging signs);– Faces = younger people,– Erva Doce = consumers "loyal" to the brand (and its olfactory memory).


• There is no pronunciation (coming from Consultants or Final Consumers) of a space opening for the face moisturizer to get established:

– There is no prevention concept;– There is no argumentation in the sense that it is needed to moisturize the face in

the winter or in the summer;– Ultimately, the face moisturizer gets "caught" between 2 universes: that of Natura,

which already has Chronos reigning and Faces in an honorable second place, and the universe of the Final Consumers, in which most of the time there isn't even the faintest notion that facial moisturizing is needed...

• The face cleansing soap isn't evident either. Consultants no longer offer the moisturizer and they offer the facial soap even less.

COMPETITORS

• For the participants in general, Tododia's most direct competitors, within the Natura universe, are:

• Ekos – which competes from a position of advantage because it is an established brand, in fashion and coveted.

• "Ekos is a brand that has much more advertising, everyone remembers it, everyone wants it".

• Erva Doce – which has tradition and "loyal" consumers on its side although competition with Erva Doce is advantageous for Tododia, because Tododia has a variety of products and is, by comparison, a novelty in the market.

• The more general competitive atmosphere determines other competitors: the main ones are O Boticário, Dove and Nivea, especially regarding body moisturizers. Avon is mentioned little in the context of a Tododia "competitor".

• Tododia tends to be considered superior to Dove and Nivea (primarily by the line's users) and battles on even ground with O Boticário.

• "Dove and Nivea are more popular moisturizers, that sell in the marketplace... They are good, but not better than the Tododia moisturizers, which hydrate better and last longer... The Dove hydration doesn't even last 4 hours".

TODODIA AND NATURA

• What does Tododia represent for Natura?

• Tododia is perceived as responsible for Natura managing to be present every day in people's lives, primarily those that only used Natura on special occasions (or that never used it).

• In other words: Tododia brought further penetration and more accessibility to Natura It has changed - at least for part of the population - something that was an object of desire (to use something from Natura) into an object of consumption.

• What does Natura mean for Tododia?

• Tododia revolves around Natura and depends on the mother-brand.

• It is where Tododia gets its dose of credibility before the consumer and non-consumer public.

• Also coming from Natura is the expertise and advance recognition of Tododia's quality.

• On a whole, Natura is Tododia's creditor entity. In its turn, Tododia is still dependent on the mother-brand's aura to keep stable and continue enjoying the quality and credibility credentials.

NEW CATEGORIES

• Of the products presented for evaluation, what grabs the attention right off is the oil category.

– The proposal grabs our attention because it sounds like a novelty – participants are unaware of anything similar in the market - "Bath Milk".

– Because it is a 2X1 product, it gives an idea of practicality that matches what people think about the Tododia line, the product does not conflict with the spirit of the line; on the contrary,

– There is no consensus if the product should be bi-phase or not.

• Only the male audience opposed the idea and was not interested in the proposal – isn't interested in the "oil" function that the product claims.

– From time to time, there were questions about the risk of waste with this type of product, nevertheless, a perception prevails that it is a positive novelty for Tododia.

NEW CATEGORIES

• A line of shampoos, conditioners and, eventually, other hair products is welcome and was spontaneously suggested by various participants.

– This type of product is inserted in the "day-to-day" question and is therefore seen as being in tune with the brand's "every day" spirit.

– We hope that if Tododia launches a hair line, these products would keep the same equities as the moisturizer: large quantity (volume), accessible price, good quality/efficiency.

• Only some (few) Consultants, the minority, consider a shampoo line inappropriate, as the Plants line is extensive and already has legitimacy in terms of quality. For them, it would be a risk of undue cannibalism. In addition, they are unable to envision a product differential that would justify the launch of this segment in the Tododia line.

NEW CATEGORIES

• The cologne is the most controversial suggestion and tends to be opposed by the majority of participants:

– There is concern that the cologne would enter in conflict with the body moisturizer, which is the line's most representative product;

• Aside from this, the cologne is considered as neither very essential nor very quotidian, to the point of being added to the Tododia line;

• Apparently, the cologne evokes another kind of imagery (more nocturnal, more inspiring) which, on a symbolic level, departs from the practical side, which is what the majority of participants appears to associate to the Tododia line;

– Periodically, those that accept the idea of a cologne suggest something very fresh, very light and that above all is refreshing.

CONCLUSION

The Tododia line has a positive image, of quality, that favors practicality, the day-to-day and the basic (in the sense of essential), with an attractive price.

It is perceived as one of Natura's strong-brands.

Being seen as an affordable line, "basic", focused on daily care, does not diminish Tododia's importance nor does it cause the brand to be seen as some type of "poor cousin" or "illegitimate member of the family".

It is perceived that the line is tied to natural ingredients (milk and fruits), but no concept is perceptible behind the line.

The following categories are acceptable and welcome: hair products and oils for the Tododia line.

language

photographyI. People

The Tododia photography shows intimate and unique moments from people's day-to-day.

The people's eyes are focused on the moment and never on the camera.

The Tododia photography shows intimate and unique moments from people's day-to-day.

The people's eyes are focused on the moment and never on the camera.

Naturalness is always present.

The light coming from the window strengthens the idea that it is early morning.

The light coming from the window strengthens the idea that it is early morning.The Tododia photography of people is done from different points of view with unusual angles.

Joy is present in all of the Tododia images.

photography

I. People

2. Tododia Environment

The Tododia environment is in the pantry or in the kitchen.

Simple and airy locations, with contemporary, straight-lined furniture.

The light coming from the window illuminates the furniture and objects

The environment tones are always in tune with the Tododia ingredients

Everything is in harmony, so the day begins.

special, spice, flavorful aroma of the day.

soft sweetness on fruity skin

photography

I. People

2. Tododia Environment

3. Products and active ingredients

The Tododia packshot is adapted to the breakfast table. Elements that make up the environment are perceived in the background.

The intense and lively colors create a joyful and inspiring climate for a good day.

Always fresh and just in from the market (in natura), the Tododia ingredients are present in bowls.

The Tododia packshot is adapted to the breakfast table. Elements that make up the environment are perceived in the background.

The intense and lively colors create a joyful and inspiring climate for a good day.

Always fresh and just in from the market (in natura), the Tododia ingredients are present in bowls.

The arranged bowls photos are only for advertisements and panels.

Photos with differentiated angles, points of view from an outlook mindful of new experiences.

Photos with differentiated angles, points of view from an outlook mindful of new experiences.

Tilted bottles are only used in situations where the intention is to display the label

The ingredients are fresh, intact (never sliced or prepared for eating) and are on a light wood table with a discreet patina.

The space left between the ingredients lightens the image and some elements being out of focus make it cozy and soft.

The ingredients are fresh, intact (never sliced or prepared for eating) and are on a light wood table with a discreet patina.

The space left between the ingredients lightens the image and some elements being out of focus make it cozy and soft.

Active principles that can't be scattered on the table are photographed in their characteristic containers – honey and milk are examples.

They are always presented in vertical strips, this is the only type of composition permitted in the Natura magazine chapters, but it can be present in advertisements and panels.

colors

The color code of the products, packaging and communication should reinforce the Tododia concept

It should be used for the packages as the visual organizer of the portfolio; for the products as a suggestions of flavor and aroma and, as ambiance, for communication purposes

Pan

ton

e 7

23c a

nd

721c -

CIN

NA

MO

N

Pan

ton

e 4

645c a

nd

4665c -

M

AC

AD

AM

IA

Pan

ton

e 1

52c a

nd

150c -

PEA

CH

Pan

ton

e 1

86c a

nd

183c –

RED

FR

UIT

S

Pan

ton

e 1

45c a

nd

7509c –

HO

NEY

AN

D

CER

EA

LS

Pan

ton

e 6

25c a

nd

623c –

MIN

T A

ND

G

ING

ER

Pan

ton

e 6

46c a

nd

644c –

MIL

K

typographical family

New Oconnor

Tododia typographical family has been inspired by handwritten letters in a recipe notebook.

It was redesigned from the Oconnor typographical family.

The hand-drawn logo transmits the concept's levity.

visual guidelines

The communication uses the language elements to create pieces that suggest an environment of comfort and well-being.

Vertical strips are filled in with photographs of the ingredients, sections of solid and transparent colors that suggest creativity, aroma and flavor from the advertised product.

visual guidelinesI. Natura Magazine

Presence of elements that set the environment into which the product is inserted

Active ingredients in bowls are allowed on covers

NATURA TODODIAINGREDIENTS FOR YOU TO SAVOR DELICIOUS SUMMER DAYS

Page for the line's emphasis. It should be used for the launch or emphasis of the cycle.

It should conceptually explore the line, emphasizing the label's phrase.

The price should be placed on the left side, over the sections of the family's color, transparency and active ingredient's image.

The active ingredients should be applied in this manner. Bowls and other items are reserved for the advertisements and covers.


Highlights within the family, like the new packaging, can be explored by way of clipped images, gently inclined.


pour nutrition that nourishes over the skin

honey and cereals

red fruits macadamia

peach

Vertical strips formed by the section of the line's color, transparency and image of the active ingredient demarcate the area for placement of families, making a direct connection between the product and its natural origin.

Text aligned at the base. Prices with captions should be used to facilitate the identification of the products

Vials of different active ingredients in a single environment, (the product families should be photographed separately and applied over the environment photo to avoid distortion in the vials)

More out of focus in the background to emphasize the products.

Active ingredients shouldn't be used on the table or in bowls in the products chapter.

visual guidelines

I. Natura Magazine

2. Panel

What is the flavor of your day?

visual guidelines

I. Natura Magazine

2. Panel

3. Advertisement

What do you want your day to be?

The number 1 brand in Natura sales.

One of Natura's strong-brands today.

Tododia

Dossidelanamentociclo102008

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Transcript of Dossidelanamentociclo102008