Brand Management report on brylcreem

1. BRAND MANAGEMENT
INDIVIDUAL ASSIGNMENT
ON
Submitted to: Submitted by:
Prof. Rajeev Kamble Luv Sachdeva
2012149

2. BRYLCREEM
History of the Brand:
It‟s a hair styling product for men and it was first created in 1928 by county chemicals in
England. In 1949, Beecham India Private Limited began manufacturing the cream in India.
During the 1960s the Brylcreem glass jar was a permanent prop in Hindi films and became
one of the most recognisable packaging in the country. Thanks to this exposure, Brylcreem
had become a must have for the well-groomed, fashion-conscious man of that day. From the
marketing perspective also, Brylcreem was ahead of its time. Long before celebrity
endorsements had become popular sales drivers, Brylcreem had signed up with Farookh
Engineer, India‟s dapper and debonair wicket-keeper cricketer as its brand ambassador.
Brylcreem changed hands yet again when SmithKline Beecham sold the brand to Sara Lee
Household & Bodycare in 1993.
In India, the brand has been marketed by a number of players including GSK, its original
owner, and TTK, with whom the successive owner Sara Lee first had a joint venture in the
1990s and then a sales & distribution agreement between 2000 and 2005.While Sara Lee had
a 51:49 joint venture with the Godrej Group since 1995, the brand was included in the JV
about six to seven years ago only.Later, Unilever Home & Personal Care Int. B.V.
and Godrej Consumer Products Limited (GCPL) mutually agreed to end the licensing
arrangement that existed between them for GCPL to manufacture, market and distribute hair
care brand Brylcreem Brand in India and Sri Lanka. This came into effect from March 31,
2012.
The Brand:
The brand was a sensation right from its launch. It gives men around the world hundreds of
choices when it comes to styling their hair. They have a huge range of product offerings for
the men like hair cream, hair gel, hair wax, and the hair clay.
Brand Personality:
The brand has a strong recognition amongst men. When it entered the Indian market it had
just hair cream to offer but with time it has come up with various other products in the hair
care segment. The brand is recognised with the “Glass Jar” packing.
Brand Positioning:
The brand is positioned targeting metrosexual men‟s in the range of 16-50+. The offerings
are different for different age group. The core target audience is in the range of 16-30 and the
company has products like hair gel (ultra strong hold, wet look and a combination of both).
Core Values:

3. Confidence building, fashionable, modern and credible are the core values of the brand that
are being communicated by the brand very well amongst the customers. The brand abides by
its core values and they haven‟t changed since its launch.
Value Proposition:
„A Little Dab'llDo Ya‟ was thefirst tagline forBrylcreem wayback in the1940s. Thebrand has
comea long way since then.“Effortlessly Cool” is the new tag line of BRYLCREEM. The
brand justifies its value proposition through its TVC‟s and Ad words. Through its effortless
campaign, the brand was able to involve more and more consumers by asking them for some
effortless trick in the house and people sent videos from across the globe. This was done
because the profits were falling and people could not relate themselves with the brand. But
this campaign helped company in regaining its customers.
Brand Elements:
Brand Name:
There has been no change in the brand name since its entry into the market.
Brand LOGO:
There is a difference in the color of the logo.
Red: This color indicates the energy, power, boldness, excitement. This color is used in the
products targeted towards the youth. The logo of this color is evident in the products like hair
gels, hair wax etc.

4. White: This color indicates the Pureness, cleanliness, calmness. This color is used in the
products targeted towards a mature audience. The logo of this color is evident in the product
like Hair Cream.
There has been no significant change in the logo as such. It has been the same for long.
Product Portfolio:
The brand originally had just the hair cream to offer and also the target audience at that time
was people who just started working or in a middle age group. Later due to a shift in the
target audience to students, more products were developed and launched in the market.Using
its international expertise and afterconducting intensive studies on formulationprototypes, a
revolutionary breakthroughproduct has been developed and launchedunder the brand name
Brylcreem Hybridz.Extensively tested, Brylcreem Hybridz is apremium offering that
straddles thebenefits of both „wetlook‟ and „hold‟ in asingle formulation. It also comes in
anattractive black, first-for-the-industry-in-India packaging. Currently in the portfolio, there
are products like ultra-strong hair gel, wet look hair gel, hair wax, hair clay, ultra violet hair
gel etc. Brylcreem has always tried to offer something different from its competitors and
stayed ahead in the league.
With its latest offerings, it has been able to target some new consumers as well. It offers gel
that protect hair from ultra violet rays which is not provided by any other product of its
competitors.
Consumer Perception:
The brand has evolved as a winner as always because as soon as people think that the brand
has nothing new to offer, it comes up with something new which is not available in the
market and has never been offered by anyone in the market before. It was a brand for the
mature men always from the beginning but later it changed the perception by coming out
with products for every age category. The company told people that they are here to stay by
coming up with various innovative products. Also it tries to create an interest amongst the
people by coming up with limited edition products which has helped company in a great way
as people tend to stick to the brand and do not wish to try out something else.
With the change in the value proposition, the customer loyalty increased as the brand was
able to justify the new proposition with its TVC‟s and the product offerings. Over the time it
has been able to prove that the value the product offers i.e., fashionable amongst the youth
specially the college going audience.
Brand Association:
The brand has been associated with one or the other sports personality. Farookh Engineer was
the first brand ambassador, then was David Beckham, MS Dhoni and Kevin Pietersen are the
few brand ambassadors. Also one of the early brand ambassadors forBrylcreem was the
legendary singer, KishoreKumar. The brand has always associated itself with the icons of the
society.

5. Winning Strategies:
Associating the brand with Kishore Kumar was one incidence when it helped in boosting the
sales of the product and also people became aware of hair cream and started using it. As soon
as the company faced competition, it came up with the new products in order to increase the
product portfolio and also it associated itself with David Beckham who then was the youth
icon. Youth could relate itself with him and the brand survived the bad times.
In Indian context, packaging has played an important role in winning. Brylcreem came up
with smaller packs. A small tube of gel was available in the market for Rs. 10. This helps in
targeting people specially who wants to try out a new product once and if they feel satisfied
with the product, can be the loyal customers later on. Also people in small towns do not
generally go for bigger packs. By the availability of smaller packs, even that segment of the
market can be catered. Also people recognise Brylcreem with the traditional tub pack.
During the Australian tri-series, company came up with a product with a packing in the shape
of the ball. Packaging of this type helps in attracting the customer and leaving no space for
them to move to its competitors.
Failing Strategies:
Although the company had spent millions for associating itself with Kevin Peitersen but it
failed to make an impact as the way it did when it associated with MS Dhoni. Also the
company came up with a product “UV Glow Gel” which could not do well in the market as it
provided no other benefit different from traditional hair gels. People perceived it as stupid
product and the product failed.
There was a dip in the sales when it faced competition from Set Wet. They had no new
product to offer. And this is not the first time it happened this with the brand. They come up
with new products only when either they face some competition or there is some dip in the
sales.
Recommendations:
1. The brand should try to associate itself with some Indian Celebrity as people
appreciate it much more that an international celebrity.
2. It should try to come up with limited edition products in relation to some international
sports event to which people can easily relate.
3. Different packaging should be tried because apart from the traditional tub packing,
other packing are similar to what the competitors are providing.
4. The brand should come up with products that are suitable for Indian Hair as the
quality of water is not good in all the areas.
5. In the hair cream segment, the company should offer some more products since it is
offering its traditional products for years now and people like change and new
products.