BoroPlus
Brand Architecture & Portfolio
Your brief
Build BoroPlus as a strong brand in skin care
category by
Strengthening of their curent portfolio
Leveraging the current equity of BoroPlus to enter
new categories in the skin care market
Develop a brand identity for BoroPlus which cuts
across product offerings
Agency Interpretation
•The equity of BoroPlus is rooted in “antiseptic”
•Build brand BoroPlus on its strengths
•Antiseptic: Anti germ – Keeps skin Hygienic and clean
•Herbal
•Problem solution
•Position Boro Plus AC as ‘Your Personal First-Aid box’.
•Re-position the other Boro Plus offerings on the platform
‘Dedicated Skin Care’
•Going further than the brief we’ve identified need gap
in the market offerings to niche segment i.e. Teens in
this case.
•Suggested two routes:
•Boro Youth range of products.
The Hook: YOUTHLOGIC an opportunity for a skin care brand
to be seen as the representative of youth, that empathizes,
addresses & solves skin issues related to teenagers.
•Teen Plus Brand Campaign : 'Be Ready' imagery that touches
their emotional cord
Action Points..
•Define Brand BoroPlus - Positioning
•Areas to strengthen
•Brand elasticity
•Pro's & Con's of Boro Plus brand extension
•Examples of successful International & Indian brand
extensions
•BoroPlus Brand architecture
•Suggest two options
I. Monolithic – Single brand under which every offering is unified
II. Endorsed – The mother brand endorses the sub-brands
• Pros & Cons of both options
• Articulate values & benefits the sub brands will feed into the mother
brand
BoroPlus
Way Forward
Brand Architecture I
Emami
Boroplus
Antiseptic Skin Care Youth
Cream Essentials
Variants Variants Variants
BP Antiseptic Cream Assessment
Action Points for Creative
Brand Architecture I
• Look, feel and guidelines for Mother Brand BoroPlus
– Packaging
– Template for print, broadcast, ambient & digital media
• Look, feel and guidelines for each Sub brand –
Antiseptic Cream, Skin Care Essentials and Youth
(carry forward from the mother brand BoroPlus)
– Packaging
– Template for print, broadcast, ambient & digital media
Skin care Essentials Assessment
Target Segment
• Women 20-35
Competitors
• Mass market skin
care products
Descriptor
• “Pure Skin Sense”
Brand Mission Statement
Competitive Advantage
• All brands based on emotional benefits this is on the
platform of hardworking skin care
Brand Value
• Accessibility, urban chic, science of beauty, innovation
Product Values
• Customization, multi-functionality, and accessibility
Story Line: Skin Care Essentials
Starter Ideas for Visuals
Fragrance Ingredients
Spokesperson Features
Intense, sophisticated, romantic,
passionate, seductive, alluring,
sexy, sensual, warm.
Product Design
• Eye-catching
• Colorful
• Elegant
• Playful
• Mini accessory
Communication Campaign
Traditional Media
• Print / Television Advertisements / Ambient
Non-Traditional Media
• Interactive Online website
• Webisodes
• Personality quizzes
Social Networking Sites
Brand Architecture II
Emami
New
Boroplus Teen
Brand
(Youth)
Antiseptic Skin Care Variants
Cream Essentials
Variants Variants
Action Points for Creative
Brand Architecture II
• Look, feel and guidelines for Boroplus and its
sub brands (Antiseptic Cream and Skin Care
essentials)
– Packaging
– Template for print, broadcast, ambient & digital
media
• Look, feel and guidelines for the New Brand
targeted to the youth under the brand Emami
– Packaging
– Template for print, broadcast, ambient & digital
media
Case Study – L’Oreal
L’Oreal Overview
Consumer Professional
Products Products
High technology products A wide range of innovative
Mass-market retailing channels products
Hair salons
Garnier L’Oréal Professionnel
L’Oréal Paris Kérastase
Le Club des Créateurs de Beaute Redken 5th Avenue NYC
Maybelline NY Matrix
Softsheen.Carson Mizani
L’Oreal Overview
Luxury Active
Products Cosmetics
Prestigious brands offer Dermo-cosmetic products sold by
premium service pharmacists and dermatologists
Department stores, specialty Pharmacies and specialist
stores and travel retail outlets retailers
Lancome Biotherm Vichy
Helena Rubinstein Kiehl’s La Roche-Posay
Shu Uemura Cacharel Innéov
Giorgio Armani Viktor & Rolf SkinCeuticals
Ralph Lauren Diesel Sanoflore
Yue-Sai
L'Oreal Overview
Market analysis
L’oréal Group
Consumer Mininurse
L’Oreal Paris Maybelline NY Yue-Sai
Garnier SoftSheen.C La Scad
Professional
L’Oreal Prof. Kérastase Matrix Mizani
Redken Inné
Luxury
Lancôme Shu Uemura Giorgio Armani
Biotherm Oicasso Ralph Lauren
Kiehl’s Paloma Fragrances
Laroche
Parfums Guy
Active Laroche-Posay Galderma
Vichy La Roche-Posay Innéov
L'Oreal Top Brands by Revenues
L'Oreal Brand Performance
Brand performance under L’Oréal
Professional Products
Brand performance under L’Oréal
Luxury Products
Brand performance under L’Oréal
Active Products
Brand performance under L’Oréal
Consumer Products
Market analysis
• Global cosmetic share
SWOT Analysis
Strengths Weaknesses
Boro Plus AC has strong brand recognition. Seasonal usage
Boro Plus AC is considered the lead provider in Sticky formulation of cream.
Antiseptic treatment. Associated with therapeutic usage
Fr om a very strong parent company Emami.
Penetrated across North & east rural market,
growth led by AC sachet.
Low price
Opportunities Threats
Youth market (13-20) is becoming a prime Many high performing brands already exist in the
segment due to forecasted population growth. skin care category & have high brand loyalty.
Travel size packs are an increasing market, Cosmetic brands have a short product shelf life.
especially with teens and younger consumers on the The celebrity endorsing the product may
move. overshadow the larger brand.
Increase in internet marketing and shopping Retailing in rural India may lessen product prestige.
equates to online distribution opportunities. Brand loyalty in cosmetics among the segment 13-
20 is lacking, because many teens buy cosmetics
based on emotional impulses.
The skin care market is saturated due to higher
launch rates and fragmented distribution.
Brand Promise
• 'The brand promise is based on five key factors: value for money, quality,
reliability, innovation and an indefinable sense of fun.
• Make a PROMISE
• It's harder work keeping promises than making them, but there is no secret
formula. Stick to it
• Once you stop delivering on its unique brand promise it will stop growing.
• Have a strong 'moral compass', which will be compelling today & in the
future. Let it grow so strong that the brand becomes a ‘venture capitalist'
investing its unique value system, trademarks, brand management expertise
and funds in compatible businesses.
• The vision can turn the brand into a thriving empire through strong
leadership and by sticking to its principles.
• However, while the guiding principles need to remain constant, delivery &
communication needs to adapt.
Developing the brand
• What are we? What are our competitive strengths? What are our
deep capabilities that are sustainable? What founding
characteristics need to endure? What are we proud of and proud to
be?
• What do we do? What are our key services? What future services
will we offer?
• How do we do it? What skills, approach do we have? How do we
work these to our competitive advantage?
• Who are we? What’s our personality, our values? What has made
us who we are today? What do we do or need to do to deliver?
• Why do we do it? What’s our cause, purpose, mission? What do
you like about coming to this place?
