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    Brand Association: BRANDING: Bona Papa Plus

    Uploaded by

    Oasama Batla
    The document summarizes information about the Bona Papa Plus baby diaper brand. Key points include: - The brand vision is to provide affordable, high-quality baby products everywhere. - The brand positions itself as offering the finest quality diapers at a low price with wide availability. - Customers are attracted to the brand's quality, affordability, and money-back guarantee but are not very loyal and will switch based on price.

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    © All Rights Reserved
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    Brand Association: BRANDING: Bona Papa Plus

    Uploaded by

    Oasama Batla
    246 views11 pages
    The document summarizes information about the Bona Papa Plus baby diaper brand. Key points include: - The brand vision is to provide affordable, high-quality baby products everywhere. - The brand positions itself as offering the finest quality diapers at a low price with wide availability. - Customers are attracted to the brand's quality, affordability, and money-back guarantee but are not very loyal and will switch based on price.

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    BRANDING-2

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    The document summarizes information about the Bona Papa Plus baby diaper brand. Key points include: - The brand vision is to provide affordable, high-quality baby products everywhere. - The brand positions itself as offering the finest quality diapers at a low price with wide availability. - Customers are attracted to the brand's quality, affordability, and money-back guarantee but are not very loyal and will switch based on price.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    246 views11 pages

    Brand Association: BRANDING: Bona Papa Plus

    Uploaded by

    Oasama Batla
    The document summarizes information about the Bona Papa Plus baby diaper brand. Key points include: - The brand vision is to provide affordable, high-quality baby products everywhere. - The brand positions itself as offering the finest quality diapers at a low price with wide availability. - Customers are attracted to the brand's quality, affordability, and money-back guarantee but are not very loyal and will switch based on price.

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    © All Rights Reserved
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    You are on page 1of 11

    BRANDING: 

    Bona Papa Plus 

    Brand Association: 
    NAME & LOGO :                                            
     

     
     

    i
    ANA & BATLA INDUSTRIES PVT LTD
    Brand Vision: 
    “To be available everywhere and providing fine quality baby
    products in affordable prices.” 

    ii
    ANA & BATLA INDUSTRIES PVT LTD
    Brand
    Positioning:  

    iii
    ANA & BATLA INDUSTRIES PVT LTD
    BRAND
    ESSENCE:
    brand
    personality is
    Innocent.
    Brand
    narrative is
    "sab se acha
    sabse behter
    Bona Papa
    Reasons baby believe: 100%
    to diaper".
    money back guarantee if skin
    rashor any type of leakage or
    any other complaint.

    POINT OF DIFFERENCE: Finest quality baby


    diapers in low price segment which is widely
    available in most of the retail outlets.

    FRAME OF REFERENCE: Baby diapers for smart moms who want


    best for their babies but at a reasonable price. Main Competitors
    are Perfect baby Diapers, Rocket baby diapers, royal baby diapers,
    rio baby diapers, rainbow baby diapers and SuSu diapers.

    ATTRIBUTES: 8-12 hour Performance, Rash free, Absorption Distribution


    layer, and super Extra Comfort.

    iv
    ANA & BATLA INDUSTRIES PVT LTD
    Brand Image:

    Bona Papa is a brand known for its fine quality, budget friendly on
    pocket and money back guarantee which makes an intangible relation of
    trust and care with their customers.

    Brand Awareness:

    The brand Bona Papa is AIDED awareness as it needs some sort of


    reminder for the customer to recall about the brand.

    Brand Loyalty:

    Bona Papa Plus customers are not very brand loyal as they are
    switchers and price sensitive customers because usually their first
    priority is affordability followed by quality of the product.
    (All it matters is availability of the brand is available customer will buy, if
    the brand isn’t available many of the customers will not wait and buy
    from another but they will go for alternate brand or the brand which
    shopkeeper recommends).

    Brand Extendibility:

    The brand Bona Papa Plus has an extended variant of its product “Bona
    Papa Magic” as it adds some extra features i.e. cloth like back sheet and
    Velcro side tape instead of PE back sheet and PE adhesive side tapes.
    Secondly it also has bona papa baby wipes and soon they will be
    launching baby shampoo, baby soap, baby lotion and baby toothbrush.

    v
    ANA & BATLA INDUSTRIES PVT LTD
    Brand Architecture:

    Ana & Batla Industries is a House of Brands.

    PRODUCT: Bona Papa PLUS

    Product Features:

    The main features of Bona Papa baby diapers are,

    1. Absorbency: A good baby diaper always keeps wetness away from


    baby’s sensitive skin which protects the baby from irritation and
    rashes.

    2. Softness and Stretch: The soft nonwoven surface protects the


    gentle skin and stretchy sides allow the diaper to adjust on the
    baby’s unique shape perfectly.

    3. High Performance Adhesive Side Tape grabs the baby around the
    waist and does not let the diaper fall or loose.

    4. Umbilical Cord Cut: A cut out on the front of diaper that goes
    around the baby’s umbilical area to keep that area dry and help it
    heal. ( New Born Size only).

    vi
    ANA & BATLA INDUSTRIES PVT LTD
    Product SKU:

    Bona Papa Plus diapers has 4 types of packaging which further divides
    it into 20 SKUs and with bona papa baby wipes it makes the total of 21
    SKUs.
    1. Economy Pack

    vii
    ANA & BATLA INDUSTRIES PVT LTD
    Mini Pack

    Premium Pack

    viii
    ANA & BATLA INDUSTRIES PVT LTD
    Mega Pack

    ix
    ANA & BATLA INDUSTRIES PVT LTD
    Baby Wipes

    Product Life Cycle:

    x
    ANA & BATLA INDUSTRIES PVT LTD
    Before 2014, Bona Papa plus was sold through the trading model. From
    the first quarter of the 2015 company started marketing and made
    distributors all around Karachi with the plan to make their product
    available at all the retail outlets in Karachi and then nationwide. Year by
    year the brand started growing at the exponential rate year by year. Now
    in 2020 the brand is near to maturity since it is available at most of the
    outlets and the growth rate has now declined. As, it was before.
    Company assumes that in 2021 they well sell almost the same quantity
    as the year 2020.

    xi
    ANA & BATLA INDUSTRIES PVT LTD

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