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)
MY ROLE: Market Research, Brand Strategy
TOOLS: Illustrator, Keynote, Monkey Survey
TEAM: Sumeet Iyer, Anisa Hamid, Shreekar Bapat
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.
Target Segment: lifestyle needs and aspirations
A study of segment leaders in health category
Secondary research: Soap segment, market leaders
Brand evolution of key players in the segment
Mapping brand positioning and USP of the key players
Consumer survey: Analysis & opportunity mapping
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.
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.
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’.
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.
The marketing wish: finding a niche for Anchor
Health Plus direction
Brand positioning offering a holistic 360ª care and protection
Exploring the relationship between the parent brand and the new sub-brand.
What would be the relationship with its Parent brand?
valuating the various brand positioning possibilities
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
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.