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BRAND RELAUNCH PROPOSAL

TOSHIBAAakanksha Jamwal, 2014001Abhinav Saraswat, 2014009

Aditi Tandon, 2014016Akshay Agrawal, 2014023

Bushra Zaidi, 2014075Deval Joshi, 2014083

Current Segment

Metros, Tier-1, Tier-2 cities

18 - 40 years, middle - upper middle class,

business houses, working executives, people

interested in entertainment, internet, gaming, multimedia etc.

People seeking Quality products, potential and

regular users with medium/heavy usage rate, informed/intending to buy having a neutral or positive attitude towards Toshiba.

Target Market

Sec A, Sec B people

Loyal customers seeking high end technology

Bulk buying by corporate houses and industries

Consumers focussing on sophisticated designs, interested in travel and lifestyle products

Consumers concerned about safety issues and seeking quality products at best price (value for money)

Positioning

Innovative and

premium brand

Revolutionary Technology

Supreme convenience Durability

Problems

Consumer Perception Late Entrant

Poor Adverts

Poor Distribution Lack of Physical Infrastructure

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Competitor AnalysisConsumer durable market in India is worth US$7.3 billion growing at a rate 14.8% annually. The market is dominated by players like LG, Samsung, Sony, HP & Dell.

Samsung 26.2% LG 24.2% Sony 20% Toshiba 5% Others 24.6%Television (LED / LCD)

RefrigeratorsSamsung 18% LG 29% Godrej 18% Whirlpool 12% Others 5%Refrigerators

Washing MachinesSamsung 19% LG 31% Videocon 12% Whirlpool 13% Others 25%

LaptopsDell 32% HP 28% Lenovo 12% Acer 8% Samsung 5% Asus 4% Toshiba

5%

Exclusive Stores• Sony - 270 retail outlets named ’Sony Center’ Source: http://www.sony.net/SonyInfo/IR/financial/ar/2011/report2011/are-11-03.pdf

• LG – 1000+ LG Brand Stores, Co. plans an increase of 20% more Source: http://www.cnet.com/news/lg-to-expand-retail-stores-in-emerging-markets-wsj-says/

• Samsung - 2000 Exclusive Stores out of which 1100 Smart Café Source: http://articles.economictimes.indiatimes.com/2014-04-08/news/48939472_1_micromax-vineet-taneja-stores

• Toshiba - 75 Stores• Dell - 400+ Exclusive Stores Source: http://news.franchiseindia.com/Dell-India-to-open-400- stores-by-2015-5524/

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Consumer Perception

Based on The exclusive India Today Group-MDRA consumer survey

Laptops LCD / LED

Refrigerators

Washing Machines

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Brand PlanObjective: Change the perception from a B2B brand to a B2C, youth oriented brand.

Target:I. Consumers in age group 18 – 40 years; students, young professionals and

homemakers.II. For whom product becomes an integral part of their lives.III. Technologically savvy, seek quality, serviceability, need fulfillment.IV. Users demanding a one stop shop solution for electronics & durables.

Brand Voice (Value Proposition):a. Pioneer in Technologyb. In Touch with Tomorrowc. Beyond Contemporaryd. Bringing Future to You

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Brand Plan (Cont.)

Current Logo

Font Type for Toshiba is Eurostile Bold.(Serif Family)

Font Color: Pantone DS73-1/485

Font Type for Leading Innovation is Myriad Pro Bold.

Right part of the glyph have Gray 40 & Gray 60 to visualize sense of agility with leadership.

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Brand Plan (Cont.)

Proposed Logo

Font Type used is Eurostile Regular. (Serif Family)

Font Color: • Pantone DS73-1/485• Pantone Orange 021 C• Pantone 158 C• Pantone 151 C

Font Type for Leading Innovation is Myriad Regular.

PMS 021C

360o Campaign - Phase I• Internal Launch

• Dealer’s Meet with overnight change in corporate collaterals all across the offices in India.

• Marketing Campaign• Newspaper – Two Spread Bleed• TVCs

– 30 Sec and 10 Sec adverts in 7-9 am slot and 8-11 pm slot• OOH – Strategic locations in outlets’ cities• Digital Media

360o Campaign - Phase II• Launch of refreshed products• Lite® or Play ®

• Experience Zone – 5 metros (including Bengaluru)• Innovation Zone• Marketing• Newspaper Adverts • Products specific – Half Horizontal , 5 Metros and 5 Tier I

cities• Generic Adverts – Quarter Page Advert, 3 – 5 days

Investment PlanMARKETING COSTS

    Rs. In Lacs

Newspaper

Rs. 60 lacs 300

(5 Metros including Bangalore)  (Phase II Product ads)15 150(5metro & Tier 1 Cities)  

3 30 

Bill Boards (OOH)

Rs. 20 lacs 400

(In 20 locations across tier 1 and metros)  

TVC

Rs. 30,000 540(Rate / 10 sec)

Frequency: 4 timesDays: 15

No. of Channels: 10  

Digital Media

Rs. 30 lacs 30

Agency Cost for YouTube Ads, Social Media Marketing etc.  

TOTAL   1450

INTERNAL COST    Rs. In Lacs

Collateral Cost of Employees

Rs. 2000 90  

(No. of Employees - 4500)   

   

Store Redesigning, Dealer & Other Associated Cost

Rs. 10 lacs(Across 75 locations in Metros

and Tier I cities)

750

Experience ZonesRs. 200 lacs   1000

(For 5 Zones in 5 Metros including Bangalore)  

Staff Training

Rs. 10000 600(Training on new brand

philosophy and approach to internal employees & dealers -

6000)  TOTAL   2440

Cont.

Future Outlook

• Increased footfall in retail outlets by 300 - 400%• Increase LCD/LED sales by 7.5 – 10% within a year from the

campaign.• Increase Notebook sales by 10 - 12% within a year from the

campaign.• Stronger Brand Recall• Target to open 150 more franchisee / dealer outlets across

various Tier 1, 2 & 3 cities by Dec 2016• This is done in order to implement GTM (Go-to-Market)

strategy.

Future Brand Strategies

Questions?