FIAMA DI WILLS

BRAND STRATEGY
26.02.15
 Brand
Architecture
 Product Philosophy Linkages
Physical Rational Emotional

Firm, Supple
Sophisticated Youthful skin
&
& keeps you
Youthful Skin
Vibrant Youthful at heart
 Physical Qualities

First Constructio
Appearanc n
e Dew Shaped
Attractive Seamless
Contemporar Translucent
y Sophisticat
ed
&
Vibrant
Central
Hierarchy
Product
Position
Idea
Premium
Vivacious
 Rational Qualities
Functional
Expectatio Value
n
Benefits to
skin
Trustworthy
Firm,
Supple and
Youthful
Skin Differentia
Purpose tion
Embodiment
of Contemporar
youthfulness y class
 Emotional Qualities
Representi
ng the
brand
Goodness of Brand
Skin
Conditioning Values
Gel in Wellspring of
Youthful
attractive Gel vivacity
Bars skin
keeps you
InvolvemeYouthful at
nt heart Brand
Experience
Close and
intense Uninhibited
relationship living
with the
product
Design Language

Applying the brand across the senses

Sight Taste

Touch Sound
Sight
 Shape and Form

Symmetry Proportion
Proportion Size Shape

Symmetrical Harmonious Seamless & Dew Shaped

Free flowing

Free-flowing and Vibrant

 Graphic Style

Period Appeal

Modern Vivacious yet with substance

Vivacious & Modern

 Light

Source Intensity Colour

White Light Diffused Aquamarine

White, even lighting

Touch
 Touch

Source Texture & Finish

Natural Smooth finish, fluid feel

Palm fruit

Gel
Smooth, Premium & Modern

Ingredients
Smoothness of a leaf or grainless steel
Sound
 Sound

Style Source

Modern & Contemporary Live

Ballads

Vivacious & Modern

Smell and
Taste
 Taste and Smell

Taste Smell

Margaritas Distinct & refreshing

Lingering freshness
 Colours

Primary Colours

Secondary Colours
 Voice

Vocabular
y
English
Up to date
Not Colloquial

Tone Syntax
Modern not Casual Active Voice
Articulate not flowery Complete sentences
 People

Vivacious

Balanced

Confident

Trendy

Affable

Modern
 Speed &
Movement

Quick, not fast; Energetic

never reckless

Never Frantic

Impulsive
Environme
nt
Contagious
Vivacious

Cool

Dynamic
Now, that we understand the brand world in totality,
Lets derive emoticons that our brand FDW can own
OBJECTIVE OF EMOTICON
To create an identity for the brand(visual or auditory) which can give the brand a long term
memorability to have an everlasting effect on the consumers. The consumers can associate
the icon with the brand even after the marketing stops.
TASK
To identify emoticon for FDW to make it sticky in the minds
of the TG.

A brand can successfully be smashed piece by piece
where each piece works independently of the others,

although each is still essential in the process of stablishing
and maintaining a truly smashable brand

- Brand Guru Martin Lindstrom

 Service

Behavior Tradition

Sound Ritual

Navigati
Icon Smash Your on

Brand

Languag
Picture
e

Name Colour

Shape
If we are to SMASH our brand FDW, there are various
components which we feel will enable us to take forward
the brand visually + auditorily
1. BRAND
PRODUCT
RATIONALE
The visual icon for the
brand can be the Source
of Gel (palm fruit) & Gel
pour into half filled soap.
CONSTANT DEPICTION
OVER A PERIOD OF TIME,
HAS THE POTENTIAL OF
BEING STICKY

Showing the source of gel

will stand apart from the
other brands which shows
pour and not the source.
2.BRAND
BENEFIT
The brand proposition of
Youthfulness can be
harnessed with the tune
of YJHD.

The tune is very popular

and is already in the mind
of people for more than
two decades. If we try
and connect the already
known TUNE to our brand
FDW, it will help leverage
the brand belief of
Apart from these, what needs to remain constant over a
period of time:

SKIN CONDITIONING which we feel is a strong

proposition and just like DOVE has harnessed
Moisturisation for over 2 decades, FDW should also harp
on SKIN CONDITIONING GEL

YOUTHFUL Since that is the core proposition, care

should be taken to retain it throughout the portfolio
 ASSOCIATIONS IN
MEDIA

Fiama Di Wills can associate itself to an annual property which will emphasise the brand
belief and also assist in leveraging the youthful proposition of the brand.
 Fiama Youthful-On-Wheels (Fiama YOW)

Youthful is a state of mind and is significantly different from the Youth segment of
the society.

Characteristics of the TG can be identified as:

1) Age over 26 yrs
2) Moved up in the career front
3) More disposable income
4) Wiser in terms of making decisions/ take actions
5) Better placed in driving the change
Idea 1
 Fiama Youthful-On-Wheels (Fiama YOW)

FDW will organize Cycle-a-thons ( an annual property across India) where people would be invited to
participate by paying a nominal amount of Rs 100 and the money generated can be taken used for
supporting a bigger cause--
Supporting under-privileged younger women ( around 17-18 yrs) with employment opportunities; also
enabling them to be empowered in their own spheres to ensure that responsibilities of the coming
years dont hamper their youthful spirit

There can be many rounds of the cyclothon in different cities. Every participant will receive a Fiama hamper
and a Fiama YOW badge We can even invite Celebrities to support the greater cause
Idea 2:
Since the TG for brand FDW are young corporates, hence its best expression would be owning a
property that directly involves the same.
 WHY CORPORATES?
Its been proven statistically that a regular 9-5 job is no longer just a 6 hour job & how
recreational activities are increasingly important
Employees feel the need to relax mind and feel great (82.3%)
Reduce stress and improve concentration (62.9%)
Build confidence and self-esteem (59.7%)
Improve health 53.2%

Workplace recreation has a positive influence on employee performance variables; job

satisfaction (92%), quality of service and customer satisfaction (72%) and enhanced
productivity (77.5%)
The -International
FDW TG is mostlyJournal
sec A, of Humanities
working women andfromSocial Science,
metropolitan New
cities; Yorkthe deep rooted
hence
consumer insight is that a large section of the TG is mostly found in offices most of their time, and
would love to indulge in recreational activities that only provides them with the much needed
break but also gives them a window to show their youthful spirit
Fiama Yes Youthful An annual corporate property
Annual property involving more than 10-12
corporates

Yes Youthful will be carried forward from office

interiors to outdoor game events, calling for further
physical manifestation of youthfulness. These events
can be organized annually at various clubs, inviting
participation of women from various corporates, thus
making the event a celebration of youthfulness.

1. Swimming competition
2. Kho Kho competition
3. Basketball competition
4. Frisbee competition
Fiama Yes Youthful
Fiama Yes Youthful will be a multi-phased event
which can have further extensions.

Corporate Offices:
The Yes Youthful team will visit top corporate
offices in different metros and organize various
games and contests which are engaging and require
the participants to come out with youthful impulses,
viz.

1. Charades, where contestants will enact

simultaneously with the screening of scenes from
famous movies. The movie scenes will be muted
and the participants will have to come up with
impromptu dialogues matching the scenes..
 Fiama Yes Youthful
2. Hula Hoop contest

3. Impromptu Dance Contest, where participants will

dance to a medley track. The beats will change, thus
asking the participant to change steps with youthful
spontaneity.

4. Ping Pong ball juggling

5. Mix n Match, an attire designing contest where the

participants will be divided in teams. There can be
teams of 4 where 2 people will design the clothes and
the other 2 will model for them. The clothes will have
to be made out of regular office stationery, viz. paper,
ink, clips, etc. along with a chosen fabric.
Fiama Yes Youthful
This event will also have photo sessions around
the office where impromptu poses will be
encouraged. These snaps will later be assorted
and gifted to the office as a collage (FDW
memorabilia) which can later be put up in the
Celebrating
office bulletin board. Youthfulness

Everyone at the office will be given a set of 5

questions about their personality traits and
based on the answers they will have to pose.
The best poses will be awarded with Fiama
hampers and Yes Youthful badges.
ROLE OF PORTFOLIO STRATEGY
 Face
of the bra
nd
Be
nefits of
Skin Con the
ditioning
Gel.

Med
Media choices ia selecte
Role in Content for mass d
for reach. Prem
Portfolio Strategy iu m pr
investment oduc
t
C
ateg
expe o
Flagship Skin TVC, Print, Outdoor rienc ry is
e dr
Brand Conditioning Gel iven
T
a
Gel Bars for Supple, digit pping th
a e
Youthful skin as w lly savvy
el T
( benefit led) com l as inst G
mu o
Imagery Youthful Mag ad, Digital &
Wn icati re
Driver Exuberance + POSMs ill addonto th
Shower e
Sensorial width of th
e
Gels Experience portfolio
Defin
ite benefits
The p
Extension of Youthful Skin + Digital, Radio & latforms
the portfolio Utilitarian Activation chosen are
Men Benefits specifically
portfolio engaging fo
r Men
considering
their
different m
edia
THANK YOU