2. NBS-3M8Y - Strategic Brand Management
Student Number: 100014930
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Table of Contents
Executive Summary…………………………………………………… ……………….........
1.0Brand Analysis…………………………………………………………………………….
1.1Brand Positioning………………………………………………………….........
1.2Promotional Activity……………………………………………………………..
1.3Logos and Slogans……………………………………………………………..…
1.4Packaging………………………………………………………………………….
1.5CBBE Model Analysis…………………………………………………………....
2.0Recommended Brand Re-launch……………………….……………………………..
2.1Recommendation List…………………………………………………………….
2.2Target Market…………………………………………………………………….
2.3Social Media……………………………………………………………………....
2.4Print Advertisement……………………………………………………………….
2.5Logo and Slogan………………………………………………………………….
2.6Product Packaging………………………………………………………………
Conclusion………………………………………………………………………………..……
References………………………………………………………………………………….…
Appendices…………………………………………………………………………………….
1. Dove Real Beauty Sketches & TRESemme Ramp Ready Campaign.……
2. L’Oreal Elvive and TRESemme Keratin Smooth advertisements………….
3. Timotei Survey……………………………………………………..……….…..
4. Timotei 1983 advertisement………………………………………………..….
5. Internet Users in 2014………………………………………………………..…
6. UK Social Media Users……….………………………………….………….…
7. Instagram page of Sarah Ashcroft…………………………….……………….
8. Mario Testino towel series…………………………………..…………………
9. Glamour magazine advertising rates………………………………………….
10. Timotei product information…………………………..………………………...
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3. NBS-3M8Y - Strategic Brand Management
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ExecutiveSummary
This report analyses Timotei as a brand and makes recommendations for a brand re-
launch in order to build on brand equity, market share and product awareness. A
critical brand analysis shows that Timotei does not have a clear target market and is
not utilising its biggest brand asset – all natural products. Timotei’s brand elements
have not been revitalised since 2012 and the current elements do not give the brand
a distinct identity. Advertising lacks originality, making it difficult for the brand to stand
out within the haircare market. Brand re-launch recommendations will modernise
Timotei and create an entirely new contemporary brand image; Timotei’s brand
personality will revolve around natural beauty, allure and femininity. The brands image
will be natural, contemporary, and an advocate for environmentally friendly
practice/ingredients. Timotei will create a psychological relationship with customers by
enticing them to buy into an ethical brand whose natural products not only provide
better haircare results but are also tried and tested by respected beauty bloggers.
Key Recommendations:
Target a new market – fashion and beauty bloggers aged 16-30.
Re-design print advertisement, logo and packaging, focussing on the brands
biggest asset – its all-natural reputation.
Distribute the re-designed product range to famous fashion and beauty
bloggers for advertisement such as Sarah Ashcroft, Lydia Millen, Lucy Rance
etc.
Rejuvenate and create innovative and interactive social media accounts
(Instagram, Twitter, Facebook).
Create a competition via social media where followers get the chance to feature
in the Timotei print advertisement as well as winning a year’s supply of Timotei
products.
Promote the hashtag #WeLoveItNatural personifying the brand to allow
followers to interact and endorse the brand via social media.
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1.0 Brand Analysis
1.1 Brand Positioning
Timotei was launched in the UK during the 1980’s, being the first of its kind to roll out
‘all-natural’ shampoos and conditioners, in turn becoming a key player in the haircare
industry. According to Statista (2013) an estimated 1.48 million people used Timotei
shampoos within the UK during 2013, also in that year it was reported that Unilever –
Timotei’s parent company owned just a 16.9% share of the UK haircare market. Whilst
16.9% seems reasonable against dominating players such as L’Oreal and P&G, you
have to factor into account the strong popular brands within the Unilever umbrella for
example – TRESemme and Sunsilk. Beck (2000) pointed out that Timotei’s target
audience primarily is young women, however:
“With so many brands crowding the shelves, and jaded shoppers growing immune to
claims of extra shine, bounce and luster, it's hard to keep fickle consumers loyal”.
Timotei is arguably under-positioned within the haircare market as they are not
conveying their ‘Mother-Earth’ message to consumers strongly enough, Timotei’s
brand clarity is not on the same level with brands such as The Body Shop and Organix
who are renowned for environmentally friendly, all-natural products. Timotei needs to
be repositioned to focus on a specific segment of the market - females aged 16-30.
1.2 Promotional Activity
In recent years Timotei has taken a back seat in promotion within the UK, aside from
the release of their certified organic range in 2012, potentially suggesting that Timotei
is entering its retirement phase – they still however, exploit their loyal customer base
without exponential marketing support. According to Lassar et al. (1995) promotion is
crucial in developing brand equity as it can enhance performance expectations, social
image and brand trustworthiness. Timotei promotion has been slightly lax in
comparison to brands such as Dove and TRESemme who in the recent years have
soared in customer favour with their engaging promotional strategies - (See Appendix
1). It seems as if the Unilever haircare products are moving forward with the times –
embracing social media, however, Timotei is being left behind, the brand does not
operate an Instagram Page, Twitter Feed or Facebook Page that is aimed at the UK
market.
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Reynolds (2013) states how Unilever, is skewing their marketing expenditure towards
in-store promotions on brands such as Timotei, rather than focussing on social-media,
believing to find a better ROI. However, due to the exponential growth of social media,
this is where companies can connect and collaborate with consumers (Mount and
Martinez, 2014).
Timotei’s TV advertisement in 2010 (Figure 1)
features the revival of the original 1983 ‘Timotei
Girl’ (Cohen, 2010 and Daily Express, 2010).
The updated advert is very similar to the
original, a blonde woman is seen walking
through a meadow, whilst a voice-over
describes all the benefits of the natural
ingredients.
However, the TV advertisement gets lost
among the vast array of other haircare
television adverts that are arguably more appealing - (Appendix 2).
From the Timotei survey - (Appendix 3), none of the respondents chose Timotei as
their favourite brand, a large majority of the respondents stated that they had not heard
of Timotei, this infers that Timotei’s brand elements need retuning. According to Beck
(2000) “Timotei is still the original natural hair-care brand, but that's not unique any
more”, therefore promotional activity must be distinctive, play strong emphasis on the
brands origins but also break away from the norms of the haircare market.
1.3 Logo and Slogan
According to Zakia and Nadin (1987) a logo is
responsible for conveying the brands personality,
the Timotei logo (Figure 2), focuses primarily on
the brand name. The logo has been relatively
unchanged, which can be viewed as a positive as
it ensures a high degree of familiarity and
recognition.
Figure 2.
Source:http://www.unilever.co.uk
/Images/timotei273x210_tcm28-
301840.jpg
Figure 1.
Source:http://i.dailymail.co.uk/i/pix/201
0/10/12/article-1319826-0B961CB0000
005DC-522_468x286.jpg
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According to Snyder (1993) a logo becomes a visual signature for the brand, it must
be eye-catching, true to the brand values and something that is aesthetically pleasing
to the target market. Timotei could respond well to a revitalized logo as according to
Berry (1988) brand revitalization is positive in brands which have relevant values that
have been left dormant for a long period and are not being expressed clearly through
marketing in recent years.
Timotei’s original slogan was “so mild you can wash your hair as often as you like”
(Ulrych, 2009, p.80) - a slogan that is not present in current advertisement. The slogan
however, did appear in the 1980’s adverts, playing strong emphasis on the natural
ingredients - (Appendix 4). Whilst it would be prudent to keep the original slogan, the
brand is moving into a new era, where a contemporary slogan is needed.
1.4 Packaging
According to Bassin (1988) packaging must achieve a number of objectives:
Identify the brand.
Convey descriptive and persuasive information.
Provide protection during distribution.
Aid product consumption.
The main issue with the Timotei product packaging is that it fails to stand out among
its competitors; the bottles (Figure 3) are very plain making it difficult for consumers to
identify the brand. The brand does not get
across to consumers how beneficial the
product is to not only the consumer’s hair but
also the environment. Swasy (1989) states
how packaging is a cost-effective way of
building brand equity. Timotei could exploit
this opportunity by redesigning their
packaging so not only does it stand out
among competitors but also becomes a
brand equity source.
Figure 3.
Source:http://www.unilever.co.uk/Images
/499timotiearticle_tcm28-302329.jpg
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1.5 CBBE Model Analysis
Timotei’s identity is relatively unknown; they are not a dominant player within the UK
haircare market – emphasising that the brand requires a brand revitalization. The
brand does not put across their ‘mother-earth’ values strongly enough to consumers,
therefore their identity is very weak.
The key point of difference that the brand offers is the fact that they have an all-natural
product range, Timotei’s brand values and meaning is about offering natural haircare
products at an affordable price, the brand however, lacks charisma, personality and
direction. Timotei has a strong history that can be built on and rejuvenated.
The response to Timotei is rather impartial, a large majority of potential consumers
lack brand awareness, those that are aware of the brand still choose competitors such
as TRESemme and L’Oreal over Timotei, which could be down to the marketing
communications put forward – salon quality, celebrity endorsement. Timotei, to stand
out among these glamorous rivals must transform their all-natural reputation.
The relationship Timotei has with its consumers is weak, without a strong relationship
Timotei cannot be considered a ‘LOVE’ brand (Roberts, 2004). Timotei needs to
connect with their target market - a provoking slogan, unique packaging and an
engaging social-media campaign are ways Timotei can look to spark a consumer
relationship.
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2.0 Recommended Brand Re-Launch
2.1 Recommendation List
Weaknesses Recommendation
1. Under-positioned brand, weak
emphasis on all natural product
range, not attractive to the 16-30
female market.
Reconnect with the specific target
market via social media and updating
brand elements.
2. Lack of Social Media. Redesign a UK Facebook page, Twitter
Feed and Instagram page which
interacts with consumers.
3. Print advertisements are
completely obsolete.
Create a print advertisement to feature in
female magazines (Glamour,
Cosmopolitan etc.) which will feature a
Timotei consumer.
4. Logo has been relatively
unchanged and is uninspiring to
consumers. Slogan is not actively
promoted through advertising.
Alter logo slightly to refresh the brand but
keep familiarity with loyal customer base.
Create a new engaging, slogan that
appeals to the younger generation.
5. Product packaging does not stand
out among the vast array of other
haircare products.
Redesign packaging that is eco-friendly
and also contemporary - similar to VOS
water.
2.2 Target Market
Instead of focussing on mass market and retaining existing users (Riley, 2013) Timotei
needs to reposition itself in order to provide unique meaningful points of difference,
these will lead to a competitive advantage and in turn give consumers a ‘reason why’
they should buy into the brand (Keller et al. 2002). Timotei’s revised target market is
16-30 year old females however, the segment that the Timotei brand will be mainly
aiming at are females aged 18-25, this demographic segmentation will enable the
brand to initiate precise promotional efforts. Timotei should look to target individuals
who are concerned about beauty, well-being and grooming, who actively engage with
social media, and are regular readers of female fashion and beauty magazines, this
type of psychographic segmentation will allow Timotei to define the social group of
people they wish to target, by narrowing down consumer’s lifestyles, interests and
motives (Lamb et al., 2012).
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2.3 Social Media
Timotei’s UK social media efforts are completely absent, the company does not
operate a Facebook profile, Twitter feed or Instagram page. According to Steiger et al
(2012) social media allows firms to collaborate more easily and at low cost with large
numbers of consumers; therefore, Timotei can use the social media platform to keep
consumers up to date with new product releases, environmentally friendly efforts and
competitions. Around 97% of the target audience (16-30 year old females) use the
internet via a mobile device - (Appendix 5) and among that 89% use social media -
(Appendix 6) for that reason it is advised that Timotei engage social media.
The initial social media campaign will focus around finding the new ‘Timotei Girl’ to
feature in print advertisement; this campaign will revitalise promotional activity, whilst
also staying true to the brands roots. Famous fashion and beauty bloggers such as
Sarah Ashcroft, Lydia Millen and Lucy Rance will be promoters and brand
ambassadors, enabling the company to recruit the new face of Timotei, whilst also
building brand awareness through Instagram, Twitter and their own personal blogs -
(Appendix 7). The bloggers will receive compensation for promoting the brand by
being given the new Timotei range for free plus a small fee - £250.
The Timotei campaign will ask girls aged 18+ to produce their take on the original
1980’s Timotei girl with a contemporary twist. Participants will upload their photograph
to Instagram, tagging Timotei in the photograph, and using the brands new slogan as
a hashtag #WeLoveItNatural. The campaign will be similar to the Mario Testino Towel
series - (Appendix 8). All entries will be considered by a panel of judges and the winner
will receive a year’s supply worth of Timotei haircare products as well as featuring in
the new print advertisement.
2.4 Print Advertisement
A print advertisement will be released to feature in magazines such as Glamour and
Cosmopolitan, these magazine features offer mass promotion to Timotei’s revised
target market, however, it would be prudent to take into consideration the costs of
these magazine advertisements with firms such as Glamour charging $251,942 for a
one page spread within their magazine – (Appendix 9). According to MPA (2005) a
study showed that consumers were more likely to view magazine ads as less intrusive,
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more truthful and more relevant than other media. The print advertisement will feature
a Timotei female consumer, who won the social media competition, the print ad will
take on a contemporary twist of the original Timotei advert (Figure 4), the female within
the advertisement will be in a meadow/woodland like in the original advert, however,
the models hair will have leaves photoshopped onto it (Figure 4.1), promoting the
brands all natural product portfolio by being at one with nature.
2.5 Logo and Slogan
Brand equity is defined as ‘‘the differential effect that consumer knowledge about a
brand has on the customer’s response to marketing activity’’ (Keller, 1993, p. 1).
Differentiation is achieved through sufficient brand knowledge, the two factors which
influence brand knowledge are brand awareness and brand image. With a
recognisable logo consumers will find brand recall straightforward. Due to Timotei’s
heritage, it would be irrational to revitalise the logo entirely, therefore, the current logo
will be altered slightly. The logo will be turned vertically on the new bottles, but remain
Figure 4.
Source:http://i.dailymail.co.uk/i/pix/2010/10
/12/article-0-0B81430F000005DC-355_468x6
33.jpg
Figure 4.1.
2015 Timotei Advert – Competition winner featured in a forest;
with new slogan #WeLoveItNatural. Created By Author.
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the same (horizontal) in all print advertisement so consumers can still identify the
brand.
The old slogan “so mild you can wash your hair as often as you like” will however, be
discontinued as it is not a slogan which has been used in modern advertisement, and
is not a point of reference for consumers. The new slogan “We Love It Natural” will be
used in print advertisements and also throughout social media as a hash tag; the new
slogan personifies Timotei into a brand who cares about its consumers and loves them
for who they are – natural, beautiful women. The slogan also emphasises the natural
aura of the brand, referring to its products all-natural ingredients.
2.6 Product Packaging
Timotei’s packaging will be changed in order to stand out among its UK rivals, from
the Timotei survey, over 40% of respondents stated that their favourite packaging was
the VOS water bottle – (Figure 5). The bottle is similar to the current packaging
however, it is much simpler and toned
down, playing on the brands natural
aura. On the back of the bottle, all
ingredients will be listed plus a
thoughtful note from the company –
(Appendix 10). The lid will be squeeze
cap for ease of use and to ensure none of the product is wasted. Bottles will be made
from 99% recyclable plastic showing to consumers that Timotei is at the forefront of
corporate sustainability.
Conclusion
Thorough brand analysis revealed that Timotei had clear and relevant eco-friendly
values; nevertheless they were lacking in clarity and struggled to stand out among the
vast array of UK haircare products. To rejuvenate the brand, the key focus was
transforming Timotei’s most prized asset – its all-natural reputation into something that
would appeal to the 16-30 female market. By utilising social media Timotei would not
only be able to target and engage with consumers but also build brand awareness with
individuals who originally were not aware of the brand. The new print advertisement
stresses the links Timotei has with the environment by entwining leaves in the
competition winner’s hair – making the consumer feel at one with nature, with every
Figure 5.
Source:https://www.vosswater.com/files/1114/012
0/8609/VOSS-Website-Header-May-2014-Home.jpg
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hair wash. An online competition to find the new face of Timotei, can also cause buzz
marketing - getting people to talk about the brand. A revitalised logo and stand-out
packaging would bring the brand into a new era, appealing to a younger audience;
who find the product aesthetically pleasing and feel happy to endorse the brand
through their Instagram page, Twitter feed and Facebook profile. The rebrand has the
intention of creating a relationship with female consumers, personifying Timotei as a
caring, environmentally-friendly brand who feels women are at their best when they
are natural, hence why all the ingredients within the products are natural.
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References
Bassin, S. 1988. Value-added packaging cuts through store clutter. Marketing News.
[e-journal] 22 (20) p.21. (Accessed: 02/01/15).
Beck, E. 2000. New Ads for Timotei Shampoo Bring Brand Back from Nature. Wall
Street Journal. [online] 17 August. Available at: <http://www.wsj.com/articles/SB96645
9165266876751> (Accessed: 02/01/15).
Berry, N. 1988. Revitalizing Brands. Journal of Consumer Marketing. [e-journal] 5 (3)
pp. 15 – 20. (Accessed: 02/12/14).
Cohen, C. 2010. Hair we go again...Timotei's girl is back! Mail Online. [online] 13
October. Available at: < http://www.dailymail.co.uk/femail/beauty/article-1319826
/Timoteis-girl-Unilever-decide-resurrect-iconic-adverts.html> (Accessed 18/12/14).
Daily Express, 2010. Timotei pick British model to star in rerun of iconic adverts.
[online] 6 October. Available at: <http://www.express.co.uk/news/showbiz/203812/
Timotei-pick-British-model-to-star-in-rerun-of-iconic-adverts> (Accessed: 19/12/14).
Keller K. L. 1993. Conceptualizing, measuring, and managing customer-based brand
equity. Journal of Marketing. [e-journal] 57(1): p. 1. (Accessed: 18/01/15).
Keller, K. L., B. Sternthal, and A. Tybout. 2002. Three questions you need to ask about
your brand. Harvard Business Review. [e-journal] September 80(9) pp. 80-89.
(Accessed: 19/12/14).
Lamb, C., Hair, J. and McDaniel, C. 2012. Marketing. Cengage Learning. p. 241.
(Accessed: 01/12/14).
Lassar, W., Mittal, B. and Sharma, A. 1995. Measuring customer-based brand equity.
The Journal of Consumer Marketing. [e-journal] 12 (4) p. 17. (Accessed: 20/01/15).
Magazine Publishers of America. 2005. How do you measure a smile? Advertising
Age. 26 September. M6. (Accessed: 20/12/14).
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Mount, M. P. and Garcia Martinez, M. 2014. Social Media: A Tool for Open
Innovation, California Management Review, [e-journal] 56 (4). p.124. (Accessed:
06/01/15)
Reynolds, J. 2013. Unilevertakes stock as in-store promotions beat social-mediaROI.
Marketing Magazine [online] 5 March. Available at: <http://www.marketingmagazi ne.c
o.uk/article/1173315/unilever-takes-stock-in-store-promotions-beat-social-media-roi>
(Accessed: 20/12/14).
Riley, L. 2013. Unilever makes 100% organic claim for new Timotei Delights range.
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(Accessed: 29/12/14).
Roberts, K. 2004. Lovemarks: The future beyond brands. (1st ed.). New York:
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Statista, 2013. Timotei products ranked by number of users in the United Kingdom
(UK) in 2013 (in 1,000). [online] Available at: <http://www.statista.com/statistics/3126
64/timotei-leading-products-in-the-uk/> (Accessed: 01/01/15).
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Appendix 5 – Internet Users in 2014.
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Appendix 6 – UK Social Media Users.
Source:http://www.pewinternet.org/data-trend/social-media/social-media-use-by-age-
group/
Appendix 7 – Instagram page of Sarah Ashcroft.
Source: www.instagram.com/sarahhashcroft
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Appendix 8 - Mario Testino Towel Series.
Source: http://www.vogue.com/wp-content/uploads/2014/08/mario-testino-towel-
group.jpg
Appendix 9 – Glamour Magazine Advertising Rates
Appendix 10 – Timotei product information.
We at Timotei put YOU first, we like our girls natural, that’s why are products are too!
Apply our paraben free product to wet hair from your natural roots (don’t worry we
won’t tell if they’re highlighted!) to ends. Lather up and gently massage your scalp –
you’ve had a hard day – we know the feeling! We love to be used and won’t do any
damage, you’re beautiful as you are you don’t need nasty chemicalson your gorgeous
head! Remembergirls #WeLoveItNatural and so should you! Tag us on Instagram and
Twitter to feature on feeds! @TimoteiUK.
