savo re branding
TRANSCRIPT
SAVO
SAVO Re-branding
Islam Gomaa
Haytham Mohamed
Asmaa Hussein
Dina ismail
Mona Refaat
SAVO Team
COMPANY Introduction
تحت ( تجارى فقط ) بدأت الشركـــــــة نشاطها 1946فى عام -
ألف جنية 208للصابون والمنتجات العالمية برأس مال قدرة اإلنجليزية لشركــــــة إسم
مليون سهم والقيمة األسمية 16مليون جنيـه موزع على 160مقابل رأس مال حالى قدرة مصرى
.جنيه 10للسهم
.من إستيرادها أنشات مصنع بمنطقة روض الفرج لتصنيع بعض المنتجات بدال 1949فى عام -2
.تغير إسم الشركة إلى شركة المنتجات العالمية 1952فى عام -3
أحدث وأكبر أقامت الشركة مصنع المنظفات الصناعية ببهتيم قليوبية وكان من 1962فى عام -4
بتصريح من شركة يونيليفر ( أومــــو)المصانع فى الشرق األوسط فى ذلك الحين إلنتاج المنظف
.اإلنجليزية
وبعد التأميم وتبعية الشركة لوزارة الصناعة تغير إسم الشركة إلي شركة النيل 1966في عام -5
.بمحافظتى أسيوط وسوهاج للزيوت والصابون بعد إدماج بعض مصانع الزيوت والصابون
السنة بجانب / ألف طن30بدأ تشغيل مصنع حديث للمنظفات الصناعية بطاقة 1983فى عام -6
( .سافو)المصنع األول إلنتاج المنظف
.صدر قرار وزارى بتغيير إسم الشركة إلى شركة النيل للزيوت والمنظفات 1988فى عام -7
.العام تبعية الشركة من وزارة الصناعــة إلى وزارة قطاع األعمال تغيرت 1993فى عام -8
تم تغيير تبعية الشركة من وزارة قطاع االعمال الى وزارة التموين 2014يوليو عام 1وفى -9
والتجاره الداخليه
.سوهاج -أسيوط -تتبع الشركة عدة مواقع متنوعة لإلنتاج فى محافظات القاهرة الكبرى-10
COMPANY VISION
We aspire to be world class organization and global player in the detergents and cleaning industry .
With support from our dedicated
employs we strive for superior quality to
our customers.
It is our aim to enhance this reputation by
providing high quality products to achieve
customer satisfaction by complying with
requirements and specifications .
The company will strive to achieve
excellence in all its activities and thereby
attain international as well as local reputation
for quality and reliability.
COMPANY Mission
Before
Now
Future
?
Women age group from 18 to 54 years
old are the target audience for the
product as well as the middle class
category. SAVO comes under the
middle class target group.
People we Serve
(Target audience )
Demographic
Geographic :Currently SAVO targeted upper
Egypt customers only(Middle class)
but we will expand to cover all
other regions
Social class
Middle class - LSM 5-7
What people say about SAVO
اخاف اجيبه
يبوظ الغسيل
والغساله
مش موجود اصال
ومش باالقيه فى
السوبر ماركت
مش معروف
قوى مسمعتش
عنه من زمان
ياريت يرجع زى
زمان كان اساسى
فى كل بيت
انا فاكره اعالن
زمان
سالم عشانه صافو
حافظ مكانه صافو–
هيختلف ايه عن
باقى المساحيق
المستورد اكيد
احسن من
المصرى
SAVO
سمعت عنه فى
برنامج صاحبه
السعاده
Physique Personality
• White washing powder .
• Automatic, half automatic &
traditional washing .
• White , Red and Blue color
• Wave logo
• Authentic• Super power
Reflection• Not bad as an
affordable powder.• Need more than one
wash to remove
stains.
Culture
• Egyptian
• European
technology
• Exported product
Relationship
• Social , family
, essential in
every house,
Current Brand Identity
Self Image
• Unknown for many
women
• Not available in all
regions except U.E
• Law credibility & reliability
Measuring SAVO Band Awareness
Brand awareness measure the accessibility of SAVO brand in
consumer memory
We conducted questionnaire to measure SAVO brand Recall
(the ability of consumer to retrieve the brand from memory
https://www.surveymonkey.com/r/NQLB5FP
Brand Recall & Recognition1. When was the last time you used SAVO Cleaning
powder?
2-When you think of powder clearing brand, what brands
come to mind?
3-Which of the following brands have you heard of?
4-How familiar are you with SAVO ?
5-When did you first hear about SAVO?
6-In the past 3 months, where have you seen or heard
about SAVO?
7-How would you describe your overall opinion of SAVO?
8-How has your perception of our SAVO changed in the
past 3 months?
SAVO Problem
SAVO was one of the most dominant
product in powder cleaning between 1980
to 1993 .
Then the company launched the product
again in 2015 but still the product has the
below issues :-
1. lack of awareness
2. Credibility and reliability
3. availability and distribution
problem .
4. the quality doesn`t comply
with the global standards and
there is no differentiated point
over competition .
Brand lovemark
SAVO
SAVO Rebranding
Physique Personality
Social , essential in
every house,
Family, sharing happy
moment
Reflection
CultureRelationship
New Brand Identity
Self Image
-White & color washing powder .
-Automatic & hand washing .
-Blue & purple color attractive
package
-Antibacterial –fast remove stains
SAVO
Egyptian &historical
Popular & beyond
expectation
Environmental
Shopper centric
-Affordable- -
competitive
-Attractive & brightness
-Stain remover -
Super cleaning &
antibacterial
-Trusted as a fast cleaning
& protecting powder
-Credibility & reliability
-Safe & protect the clothes
-High quality with
affordable price .
- Authentic .
- Trust worthy.
- Innovative .
- Sophisticated
- Economical
Brand Architecture
NOD
SAVO
Powder
SAVONILDecent
Household
Nabulsi Shaheen
SOAP & Shower
DALIA SOAPOil food
Kahraman
House of
brand
This allows the company to develop
a portfolio of brands, each with a
unique brand positioning tailored to
a particular product or market
segment.
Hero
Brand
The Nile company for
oil & detergents
Product
Position
Promise
Presentation
persistence
Perception
Brand Cycle
Branding cycle
Product
Repositioning : as we will present savo again in a
way that causes consumers to think of it differently,
expanding or altering its potential market as a result
SAVO product width
SAVO Brand MIX
Powder cleaning
Gel Softener
SAVO product depth
Powder cleaning
Traditional Automatic
White
color
White
color
Brand Promise
Savo is the most powerful affordable washing powder
which designed to provide for every woman who wants
to live , enjoy , every moment in her life and feel free
from household chores superior , fast , deep cleaning
results even for toughest stains WE promise to protect
your family by removing 99.9 % of bacteria .
disinfection (removes 99.999% of bacteria incl. MRSA, E. Coli,
E.Hirae, S.Aureus and P.Aeruginosa at 40 °C),
Functional Emotional connection
Affordable pricing
Super & Fast cleaning
Antibacterial
Remove Tough stains
white & bright
Savo save your budget
Savo promise every
household women to
enjoy and spend
good & free time
with their family
without worrying
about cleaning &
protecting clothes
Trustworthy
Affordable – fast cleaning – antibacterial
unique enzymes and polymers
that remove tough stains even
more
Position
for everyone women who want to let her feel stunning
and shiny
SAVO over the years has undergone many stages of
development and has changed over time so that they
always meet the needs and requirements of modern
cleaning and housekeeping. SAVO gives superior , fast ,
deep cleaning results even for toughest stains because
savo contains high cleaning technology and with
antibacterial technology to remove 99.9 % of bacteria
and give your clothes
Presentation
SAVO Brand name will not be changed as the name is
associated in consumer mind and memorable
SAVO new logo will be like a circle surrounded with
Multi types of stains in colorful way
The center will be white as SAVO will remove the stains
too be white form inside to out
Also the logo surrounded with waves to indicate the
Process of clening and let your clothes clean
SAVO
LOGO APPLICATION CHECKLIST
4 All items that apply to your business 4 All items that apply to your business
Advertising
Newspaper ads Magazine ads Phone directory ads □ Business
and industry directory ads Community publication ads
Online ads
Billboards and outdoor sign ads
Transit ads
Direct mailers
Newsletters
Other:
Signage
□ Exterior building signage Interior building signage
□ Entry door and department signage
□ Vehicle signage
□ Posters and point-of-sale materials
□ Product displays
□ Trade show displays Other:
Sales Material and Literature
Brochures
Handouts (menus, take-one cards, and so on) □ How-to
instructions and manuals Package enclosures Web site
Other:
Stationary and Correspondence Items
Letterhead
Notepads
Envelopes
Mailing labels
Business cards
Fax cover sheets
E-mail signature files
Forms for estimates, invoices, purchase
orders, and so on
Other:
Audio-Visual Materials
□ Videos, DVDs, CDs
□ Speaker support materials P presentation handouts
Other:
Publicity Materials
□ Media kit folder News release sheets
□ Company backgrounder and media kit enclosures
Other:
Apparel
□ Logo-ID gift or sale clothing items
□ Uniforms Other:
Specialty items
Shopping bags and packaging □ Gift items and giveaways
(pens, mouse pads, coffee cups, and so on) Other:
Putting Your Logo to WorkAfter creating and approve the logo design, apply it consistently to every single communication that carries your name into the marketplace. If some communications carry your logo and others don’t, or if some carry outdated versions of a revised logo
we will deliver our massage and SAVO in consistent to gain clarity
and confidence in the market place. Brands that lack persistence go
off the track.
SAVO communication marketing campaign will be consistent in
every thing the CTA-Logo-advertising-packaging- gifts-
Persistence
Perception
Brand = perception
Brand perception is every thing
What will do is after relaunching SAVO
Will remeasure the perception
Does savo make a change on consumer mind or not
Through review the brand identify prism
To see whether savo new
SAVO CTA: توفير-حمايه –سافو نظافه
Perception
Great brands usually monitor brand perception to see that
they are in alignment and in synch with consumer wants and
needs.
Whom we will involve in our internal Relaunching?
Organization leaders:
Marketing and brand management team:.
An organization-wide team of brand champions:
BRAND STRENGTHS, WEAKNESSES, AND PRIORITIES WORKSHEET
CAPABILITY 4 Your brand's strength in this capability IMPORTANCE of this capability to your
successPoor Fair Good Excellent
Awareness
How well-known or noticed is your
brand in its market?
yes Low Medium High
Emotional
Connection
How deeply and emotionally do
people relate to your brand?
yes Low Medium High
Distinction
How well do people understand the
attributes or promises that set your brand apart
from competitors?
yesLow Medium High
Credibility and
Trust
How well do people believe and trust in
you and your promises? How
good is your reputation?
yesLow Medium High
Purchase
Motivation
How well does your brand inspire
preference and pave the way for a purchase decision?
yes Low Medium High
Measure
SAVO
Brand
Strengths
AT-A-GLANCE SAVO CUSTOMER DESCRIPTION
PROFILE: Our customers are predominantly
Our customer IS every women
Living in any region in egypt
Target LSM 5-7Who :household and working women, new married
work as professionals, have young children living at home, and are members of business
WANTS AND VALUES: Our customers Quality, Features, Convenience, affordablity, new technology,trust product
MOTIVATIONS: The top reasons our customers buy from our business are: [ we're conveniently located,they get to work directly with the owner/s, they want the best and perceive us to be more exclusivethan our competitors, we get things done quickly and on budget, and so on ] .
ASSESSING THE STRENGTH OF YOUR BRAND ATTRIBUTES: WORKSHEET 4 How each attribute rates against the
attributes of competitive offerings
Attribute Your opinion of this
attribute
Opinions of top
managers
Opinions of front-line
staff
Opinions of customers
Best Good Average Best Good Average Best Good Average Best Good Average
SAVO QUALITY□ □ □ □ □ □ □ □ □ □ □ □
Anti bacterial technology to remove
99.9% of germs □ □ □ □ □ □ □ □ □ □ □ □
Enter the value most customers
seek from your offering (such as
quality, features, convenience,
reliability, expect r tise, suppo r
t, service, low price, prestige, or
exclusive price)
□ □ □ □ □ □ □ □ □ □ □ □
If you closed tomorrow, what one
attribute would your customers
miss most or find hardest to
replace?
Affordability
with quality
Thanks
SAVO Rebranding