Anchor: Creating a strategy to convey greater brand value

MARKET RESEARCH | BRAND STRATEGY | CONSUMER GOODS

 
 
 

As Anchor prepared for the launch of a new brand focussed on health & hygiene under the Anchor Health and Beauty Care business, it needed a new strategy to communicate the proposition to its consumers.
In order to identify a unique space and positioning for the proposed healthcare brand, we studied the current scenario in the healthcare and hygiene segment, identified key consumer insights, and mapped competitive brands and their positioning. We provided services on research, branding, product design and packaging for this project. However, this case study would focus mostly on the research and branding phases. 

 

CLIENT: Anchor Pvt. Ltd. , Mumbai, India
(Tata Elxsi Limited)

YEAR: 2015

MY ROLE: Market Research, Brand Strategy

TOOLS: Illustrator, Keynote, Monkey Survey

TEAM: Sumeet Iyer, Anisa Hamid, Shreekar Bapat

 

 

 
 
 

Market Research

For the initial research, we used the project brief from Anchor, the company’s vision for the brand and intended positioning as a starting point followed by a study of the competitive brands and their position mapping.
We conducted a consumer survey through 'Survey Monkey'. This along with the study of our target segment helped to identify key insights and trends (industry and category). The analysis of our findings and observations helped in developing an initial brand strategy.

 
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Target Segment: lifestyle needs and aspirations

 
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A study of segment leaders in health category

Secondary research: Soap segment, market leaders

 
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Brand evolution of key players in the segment

Mapping brand positioning and USP of the key players

 
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Consumer survey: Analysis & opportunity mapping

 
 

Key Insights

 
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Consumers are evolving: Consumers now aspire for a smarter lifestyle. They are geared towards personal fitness and grooming. The focus is on individual well being as well as environment and social responsibility.

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Product offerings are evolving: Brands are updating their portfolios and offerings to meet the changing consumer needs. They are positioning their products to not only meet rational need-based buying decisions but also to meet emotional expectations of the consumer.

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Perception of health is shifting: Now, Health is a more active and engaging pursuit, one that needs to be internalised proactively and consistently as part of a lifestyle. A significant shift from simply being ‘disease-free’ to a very conscious effort at being healthy ‘proactively’.

 
 

Brand Positioning

Based on our understanding of the audience and their expectation from a product, we positioned the brand around a centralized driver called 'Health 360º'. 

An overview of Anchor, its consumers and areas for growth.

 
 
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The marketing wish: finding a niche for Anchor

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Health Plus direction

 
 
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Brand positioning offering a holistic 360ª care and protection

 
  Health 360ª explained

Health 360ª explained

 
 
 

Brand Architecture

Exploring the relationship between the parent brand and the new sub-brand.

What would be the relationship with its Parent brand?

 
 
 
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valuating the various brand positioning possibilities

 
 
 

Visual Hierarchy

The Label primarily communicates the positioning of the product and the brand’s promise of providing holistic care, HEALTH 360˚. The intent is to provide differentiation, shelf appeal and immediate recall markers to consumers.

 
 
 
 
 

Provenance: Utilizing the existing master brand goodwill to earn trust.

 

Exploring 'Validation' as a key element of label hierarchy. We developed a ‘seal’ for the packaging as a means to assure consumers complete or ‘360 degree’ care across various platforms. We used elements like an arrow to communicate round-the-clock protection have along with elements from the existing Anchor visual library has been used to communicate trust and the ‘Anchor promise’.

a mnemonic to communicate the brand promise.

 
 

Naming and Visual language

 

Name explorations for the brand. Explored easy-to-remember options that could communicate the holistic offering, pro-active personality and unique positioning of the brand

 
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Developing a visual language and elements that communicates both, the trust of Anchor and a new, developed holistic product.

 
 

Pack Graphics: Design Development

Initial pack graphics for the soap

design adaptation to other products in the range  

 
 

Final pack graphics for the Anchor Health Plus Soap range.