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Brand Elements

Brand Image

Brand Logo

A four part model is proposed for defining brand image constructed of the four main elements of the memory model consumers will use to build perceptions about the brand (Keller, 2013).

  • Product

- The pure white, hand cut product in its naked form will serve to empower the purity and natural origin of the brand

The logo was designed to create a synthesis of classical credibility and modern sophistication.

  • Spirituality

- Consumers will be empowered to participate in a meditative user experience, as the product sooths their bodies and quiets their busy minds.

  • Rainforest
  • The circular rings convey continuity
  • The tile pattern reflect luxury fashion and traditional Thai design

- Nature will play a primary role in defining the all-natural, untainted brand image desired for Naked Soap.

  • Chiang Mai

- Consumers’ will be transported to the ancient city of Chiang Mai, its natural beauty and spiritual heritage.

Soap

Naked

Brand Name

Naked was selected as the adjective descriptor to define the purity of the product. It conveys a sense of delicate fragility and uncontaminated beauty. It considers the pride with which we bare our product to the market, in its pure unrefined form, a gift from our rich Thai heritage to you.

Soap was selected as it conveys a sense of simplicity of manufacture and critically distinguishes our product from other the petrol chemical detergents of our competitors. Soap is not detergent, it is pure and in our case plant derived

CBBE Measurement

A combination of qualitative and quantitative key performance indicators (KPI’s) has been identified to measure CBBE. Primary and secondary data will be collected from various sources including:

• Digital marketing data, website traffic and social media participation.

• Loyalty program acquisitions, retentions and bounce rates.

• Primary customer surveys conducted with random and controlled sample groups.

• Selected third party conducted surveys.

• Though leader editorial and general media buzz.

• Key financials.

• Competitor reactivity.

Typography

Brand Equity Report Synopsis

Imagery

Primary Font

The brand equity report will be a quarterly internal publication used to direct the effective execution and amendment of this manual. It will focus on utilising the data collected from the proposed CBBE measurement KPI’s, and synthesize a concise strategy for maintaining brand identity.

Colours

The imagery strategy is informed by the tangible and intangible linkages described in the CBBE model, and the four-part Brand Image model described in part 3. Featuring images across four key fields.

• Macro botanicals – vivid colour.

• Chiang Mai heritage – grey Scale.

• Rainforest landscapes – vivid greens.

• Perfect Product.

It conveys a sense of warm credibility and gentle sophistication.

Garamond is the emotional voice of the brand.

Secondary Font

A clean and fresh font with nothing to hide, used to communicate key features and tangible product benefits. Calibri is the rational voice of the brand.

Brand Knowledge Strategy

Marketing Campaign

Publication

To maintain

  • Visual Elegance
  • Richness of the colors
  • Vibrancy of the pallet

Since our product has this lingering clue of “being transported” we would need the aid of as much visuals as possible to portray the richness and elegance of the product.

  • Powerful Tool at Disposal
  • Noticeable Impact
  • Fast pace reaction
  • Customer Interaction

Social Media

One advantage of photography is that it's visual and can transcend language.

- Lisa Kristine

Choices

Whatever words we utter should be chosen with care for people will hear them and be influenced by them for good or ill.

- Buddha

Product Strategy

Positioning

  • Introducing new alternative to Australian organic skincare market.
  • Providing organic soap that has intense fragrance, delicate texture, and tangible results for the consumers.
  • Adapting 'second moment of truth' concept
  • Premium Australian organic skincare market
  • Skincare Membership Category
  • Category Benefits: certified organic, exotic Thai aromatics, rich fragrance.

Pricing Strategy

Value Proposition

Three part strategies:

The Target Market

Occupying a Distinct and Valued Place

The Competitive Frame of Reference

Segmentation

  • Premium luxury segment
  • Upper middle to upper class
  • Those who desire Natural products
  • Vegans or Medically conscious individuals
  • Premium Pricing
  • Exceeding Consumer Percieved Value
  • Higher Manufacturing Costs
  • 'Hand made' Soaps
  • Higher tier ingredients

Three Main Competitors

  • Dr. Bronner, Aesop, and Sanctum
  • Timely impact in this frame of reference
  • 91% growth in the Australian Organic Skincare market since 2012 (Market Line, 2014).

  • Organic Certification (USDA, Bio-agricert)
  • Product Origin
  • Tangible benefits of each fragrances
  • What makes Naked Soap’s offer and image so special that it occupies a distinct and valued place in our target consumer’s mind?

Demographic

  • High average income earners, tertiary educated individuals, established young professional women and men, and young mothers.
  • Our product represents a calming, relaxing, luxurious escape for busy these professionals and parents.

Points of Difference

  • Directly sourced from Thailand
  • Sense of Origin
  • Rich, Intense Fragrance
  • Bioagri-cert
  • The organic, coconut derived soap, will provide consumers with key therapeutic and medicinal features to achieve benefits of exfoliation, invigoration, and nourishment.

User Behaviour

  • Form a secondary association with the Modern Day Traveler.
  • The working professional or young parent who longs for travel and escape to the exotic.
  • Naked Soap fulfils performance needs for a high quality body-cleansing product.
  • It goes beyond just a soap to offer a superior usage experience

Points of Parity

  • Premium Luxury (competitive)
  • USDA certification (category)
  • Social Enterprise

Distribution Channel Strategy

Two main channels:

M

  • David Jones and Myers
  • Online store

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