Fruit Drink

Dabar
Fruit Juice

Real Activ

Minute maid

frooti

Real

Low Variety
High Variety
High Nutrition

Real

Low Nutrition
Minte maid

Frooti

Real Activ

tropicana

Fruit Juice
Fruit drink

High Nutrition
Real Activ
Minute Maid
Real

Low Price

High Price
Frooti
Real Twist

Low Nutrition

CBBE MODEL
Salience:
Performance:
sugar
Imaginary:
Judgment:
Feelings:
Resonance:

Fruit Juice
Premium Product, Taste, Flavors, High Nutrition, Premium Price, Stylish Packaging, No added
Health Conscious, Young Adults, Upper Middle and Upper Class
High Quality, high Credibility, Reliable
Fun, Excitement, Social Approval
High Loyalty, Consideration

PROBLEMS
One Brand with Many Categories
Fruits Fluctuating prices

RE-POSITIONING
One brand cannot straddle so many categories, so we adapt a key brand strategy:
Positioning statement: it focuses on health conscious consumers who are willing to pay a premium for such
healthy beverages, by repositioning brand Real Activ.
Changes in logo: the new logo enables customer care division that consists of diverse product portfolio for
family and health care product.
Changes in Corporate Identity:
Celebrity Endorsement: Amitabh Bachan, Rani Mukherjee, Vivek oberoi, Virendhar Sehwag
Target Market: Health Conscious, Young Adults, Premium product and no added sugar (benefit), 24-35 Years,
o
Advertisement: 360 approach, electronic, print media campaign

BRAND ELEMENTS
Name: Dabur Real Activ
Logo: Original Company Logo was the Banyan Tree, The Tip of D emulates the apex of leaf
Symbol: Snack Healthy

Slogan: I am Active, Discover good Health Naturally

Packaging: Attractive shows 100% healthy and 100% natural

BRAND PERSONALITY
Sincerity:
Excitement:
Competence:

Strong Heritage, healthy, Nurturing

Daring, Spirited, Imaginative, up to date
reliable, intelligent, and successful.

POPs and PODs

POPs
Fresh Local juice

PODs
Healthcare juice
Fruit and Vegetable juice
Packaged juice

REXONA
Fragrance/Anti protection, Price, Roll on Stick/Spray, Freshness, Long lasting
Fragrance
Rexona ( in consumer mind
Axe
FA

Roll on stick

spray

Rexona re-position

Protection

CBBE MODEL
Salience:
Performance:
Imaginary:
Judgment:
Feelings:
Resonance:

Deodorant
24 hours protection, low price, roll on/ stick, body odour, protection
social class ( Middle class), Urban, unisex brand
Low consideration, high quality fragrance
confidence, social approval, self respect
strong loyalty, low consideration.

Target Market
Demograghic:
Lifestyle:
Behavior:

13-35 years, Male or Female both

Athletic, Fashionable/Trendy, Acitve/ always
Want to stay fresh, odorless and have whiter under carry.

Positioning
Rexona is body odour product and it is unisex brand.
Tagline: Har pal saath nibahye
Rexona with its unique active ingredient provide 24-hours protection against body odour and under arm
wetness to help keep one physical fresh and mentally confident even in the toughest movements.
Positioning Highlights: Release Extra Protection, Long Lasting deodorant will not let down to customers, Only
deodorant tailored to the needs the both sexes, with separate product range for each.

BRAND ELEMENTS
Benefits: Primary( Protection of user from body odour), Secondary(Good Smell, Come in 2 Forms: Sleek, Roll
on Stick)
Features: Good Aroma, Long lasting affects, reduction of swear & body odour, Reasonable price.
Process: come in 2 forms: Spray and Deodorant stick
Package: Down to earth Product, Base color generally used in packaging in white with either blue or pink for
women, grey base color in writing and design for men.
Brand Name: brand name is under Anglo-saxon conglomerate of unilever known as SURE. It focuses of letting
you smell good, considered reasonable price, honesty is the presence of rexona brand name.
Logo: Synonym Sure, Logo is tick symbol surrounded by a clock implying you surety of smelling good around
the clock.
Character: Positioned as a satisfactory product with an inexpensive tagline.
Slogan: Har pal Saath Nibahye

Set of Benefits
Core Benefits: Provide a good body odour
Actual Product: Flavor (Ice Cool, Mini Free Spirit, Active reserve), Brand Name (Rexona), Style (body Spray,
Roll on).
Augmented Product: 24 hours freshness guarantee

ICICI
Services (Traditional, Customized), Net worth, Multi channel banking, Range of Plans
Traditional (high)
HDFC

Traditional
ICICI

Low (multi channel

Low (range of Plan)

High Multi ch

High (Rang of plan)

HDFC
ICICI

Traditional (low)
Customized
Salience:
Performance:
Imaginary:
Judgment:
Feelings:
Resonance:

CBBE MODEL

Private Banking
Customized Service, Trusted Advisory
Upper Class, Businessmen
High Quality, High Credibility
Security, Social Approval, Self Respect, Confidence
Loyalty, attachment, engagement

BRAND ELEMENTS
Name: ICICI BANK (name is meaningful it creates brand awareness & Salience, Brand Image & Positioning)
Logo/Symbol: Color (Orange, Blue, Maroon), I (Strong Human focus of group)
Slogan: Power of Belief In wake of Financial Crises.
Packaging: Credit/Debit card, Envelops, Brochures, Website design, Atm Screen and Environment

BRAND VALUE
Trustworthy, customer-centric, friendly, technologically driven, world class, modern

BRAND IDENTITY
I in the logo stands for numero uno a position that the group has always strived to achieve. It also lend
itself to representing ICICI name.
Corporate Color reflect core values:
Maroon: The color of warmth (understand it customers, building long lasting relationship)
White: The color of ethics (shows high of integrity and work ethihcs)
Electric Orange: The color of Dynamism, Sharper and Brighter (responsive to customer needs &
provide value by delivering it)

5- Level of product
Core Benefits Level:
Commercial banking, Current Account Facility, Loans and Advances.
Generic Product Level: Money Transfer, Foreign Exchange, Letter of Credit.
Expected Product Level: ATM/Debit/ Credit Cards, Home/Car/Personal Loans, Core banking.
Augmented Product:
Customer Banking, Corporate Net Banking, NRI Services, Wealth Management,
Foreign Exchange Services.

POPS AND PODS

POPS Complete banking Solution (Accounts, Loans, Cards, ATMs), NRI Banking, Core Banking.
PODS Technology (Computerized: state-of-the-art technology), Professionalism and Foreign bank like look
and feel, Large Size, Customer Focused, Gaining Global Presence,

Criteria for Brand Elements

Memorability:
Likability:
Adaptability:

Recall, Recognition
Aesthetically Appealing
Flexibility

Meaningfulness: General and Specific Information

Transferability: Line or category extension
Protectability: Legally protected