Branding strategy for your product for D’Body Lotion
The D’Body brand is among the most recognized skin and beauty care brands worldwide. D’body Incentive Herbal Lotion was established in 1940 and the D’body brand now covers up to nine product varieties ranging from facial moisturizers to sun care and body lotion products. Since Millan Limited, the company that owns D’Body Incentive Herbal Lotion, launched the product; the company has constantly focused on developing natural, safe, and innovative remedies for skin rejuvenation. In 2001, Millan Limited Company received an ISO 9001:2000 certification. The brand name depicts the fact that the body lotion gives an individual a wholesome healthy skin and the confidence to handle everything since one is sure they look amazing. With time, D’Body has developed a range of skincare products namely D’body Intensive Herbal Lotion, Protecting Body Lotion, and Nourishing Body Lotion. The growing public acceptance of the D’body products in the market is tremendous. The brand developers successfully used the available knowledge of skincare market to create natural products that help soothe irritated skin and maintain skin glow.
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D’Body brand adopts two types of extensions namely brand extension and line extension. These authors identified two approaches to brand definition. D’Body Incentive Herbal Lotion brand is the driver product whereas D’Body Nourishing Body Lotion brand is primarily the identifier product.
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The slogan
The slogan gives the customers an insight to the company’s objectives (Armstrong, G., Kotler& He, 2000). D’body brand focus has always been to create products that both their male and female consumers can relate with and enjoy constantly over the years. Their main objective is to produce a product that transforms the consumer’s skin soft and impeccable. This objective has been depicted in the several slogans that the company has used over the years. Their initial slogan was ‘’for the skin you deserve’’ while other slogans followed, such as ‘’naturally flawless skin”, ‘’your skin, our business’’, ‘’making you stand out’’ and ‘’get your groove on’’. The slogans are incentives that enable the brand leave a memory in the customer’s mind and it helps the customers to relate to and understand the product.
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The logo
The logo is the company’s graphic representation (Armstrong, G., Kotler & He, 2000). The D’body Incentive Herbal Lotion logo is a pictorial definition of the brand identity. The round ring on the logo evokes the company’s focus on the people’s wholesome health. The green color on the logo is representative of the company’s proximity to nature. The lime green is also reminiscent of the brand’s warmth, liveliness, and obligation to caring for its consumers.
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Assemble a marketing strategy for your product, and determine an appropriate timetable to implement your plan. Provide a rationale for your response.
Marketing strategy timetable
| Annual Objectives | Measure(s) of Success | Activities
|
Q1 | Q2 | Q3 | Q4 |
| Visit 20 states within the first year of the program | The sales of the D’Body Incentive Herbal Lotion should increase by at least 35% within the first year | · Giving of free samples.
· Distributing informative materials including flyers and T-shirts · Giving incentives- buy one get one free. |
P
P P |
X
X X |
X
X X |
C
C C |
Key
Q1- Jan to March
Q2- April to June
Q3- July to Sept
Q4- Oct to Dec
P- Planned
X- In progress
C- Complete
Prepare a positioning statement
Market positioning refers to identifying and efforts to conquer a market niche for a product or service through exploitation of conventional marketing placement strategies (Chen & Uysal, 2002). The Millan Limited Company is a market-oriented organization. The company assumes that sales do not depend on aggressive sales forces but instead they depend on a customers’ decision to purchase the products. The driving force of the company is the D’Body Incentive Herbal Lotion, which records the most sales. Most, but not all, of the strategic and market planning done by the Millan Board of Directors revolves around D’Body Incentive Herbal Lotion. The main goal of the board is to continuously assure the quality of the products as well as design and implement new and improved products for the Company that will fascinate and thrill their customers. The company applies its product differentiation and competitive advantage against its rivals to do so. D’Body has without doubt established a strong and relevant brand name and image over the years. For this reason, selling the products is almost never problematic. Advertising has a lot to do with the company’s success but at the same time, D’Body brand name has a long history, something that gives the product an advantage of instinct and familiarity in the cosmetic market.
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Examine the relevant consumer behavior for your target market.
Over the years, D’body has toiled hard to design a respectful, reverential, and recognizable brand image and equity due to their successful marketing strategy and constant expansion. D’body has shaped their brand founded on core values, a relevant brand, and a brand that promises quality skincare products. The D’body logo symbolizes the brand image & the wholeness of the skincare products the company deals. A company’s slogan should be a short and straightforward quote that is memorable to enable the consumer to remember the brand with ease.
D’Body mainly targets adult women and men. D’Body uses the segmentation targeting strategy that involves a company choosing to service more than one well-defined market segments. Disney intrigues individuals of all genders; for women, D’Body Incentive Herbal Lotion and D’Body Nourishing Body Lotion are popular whereas D’Body Protective body lotion is popular amongst the male gender. For older people, such senior citizens, D’Body Incentive Herbal Lotion is common for its nourishing and skin healing nature. D’Body Incentive Herbal Lotion is a product meant for a wide range of people to enjoy and the adverts portray this clearly, where the company does a fine job at stressing that.
Develop your company’s mission statement and company introduction
D’body brand is a brand greatly driven by the company’s core values, which consist of trustworthiness, reliability, and consistency. The brand ensures its products are of high quality. D’body Incentive Herbal Lotion retailers are famous for establishing a niche market sector for naturally inspired products. The brand has developed a range of skincare products namely D’body Intensive Herbal Lotion, Protecting Body Lotion, and Nourishing Body Lotion. The products are manufactured using natural ingredients with confirmed benefits, based on a diversity of cultural and scientific knowledge from all around the world.
D’body Intensive Herbal Lotion holds natural ingredient such as cocoa butter, olive oil, grape seed oil, and wheat germ. Cocoa butter helps healing and further prevents drying and cracking of the skin hence healing dry skin. Olive oil helps soothe and ensure a healthy skin. Grape seed oil on the other hand contains linoleic acid, which helps to tone and tighten the skin. Wheat germ oil has high content of natural Vitamin E that helps nourish and boost the elasticity of the skin.
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The company’s mission statement is ‘’ To be the world leader in products, services and solutions that enable and transform the way consumers and businesses gather, manage, distribute, communicate, and view beauty.’’
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