Masstige
A word used to refer to a massive and at the same time
prestigious product, even if it may sound like a
contradiction-Michael Silverstein and Neil Fiske
•Masstige products command high, but not prohibitive prices -
between Super Premium and Standard, are perceived as “luxury”
generate emotional satisfaction.
• Successful -noticeable differentiation in design and/or
technology. . This differentiation must be real and marked
•It’s very high involvement, where consumers have to touch, feel
and engage with brands
Masstige products as being vulnerable to a “death in mid-
stream.” They can be attacked by other products that offer
the same emotional benefits, but at a more economical price
• Keep price affordable
• Move the brand to masstige positioning by developing
original products at affordable prices
• Launch marketing initiatives in order to promote their
masstige brand positioning
• Focus more on quality rather than on growth
Examples
• Motorola to create a growing niche in a market dominated by Nokia-
Moto Flip
• Vijay Mallya’s shot at the red-hot civil aviation market with Kingfisher
Airlines
• Unilever’s attempt to raise the bar on its positioning for Ponds and
Lakme
• Success of premium offerings from LG and Samsung. LCD TVs, for
instance, are masstige products,
• While some manufacturers focus on brand name and image, others
widen the basket of offerings. Arvind Brands, which has Arrow, Lee,
Wrangler, Nautica and Jansport
The Body Shop-RePositioning
IDEA- Move closer to the luxury end of the cosmetics market
to avoid competition form drugstores and supermarkets
Masstige Positioning- Strong commitment to the well
being of fellow humans and the planet.
New Products
New Brand Identity
New Store Design
Multiple Channel Distribution
• New Products
- Hair Care Range
- Skin Focus
- Invent Your Scent
Promotional activities such as sampling and free
gifts were used
Won awards in 2004 & 2005 for product
development
• New Store Design
- Better Visual merchandising
- New Store Design – product merchandising, customer
service
- New Identity – Logotype, typography, color
specification,
- Made with Pass!on- featured in all stores, both inside
as well as outside and on product packaging
• Multi Channel Strategy
- Stores
- Franchisee network
- Direct selling network “The Body Shop Art Home”
- E-commerce
The Body Shop Art Home- Hosts were required to
host “Girl’s Night Out” parties with themes such
as ‘Your Face is Forever’, ‘Foot Fun’, Spa
Experience’, ‘Make it up’
“Love Your Body”-Loyalty Program
- Annual Fee £ 5 which entitled the member to
receive 10% off on all purchase
- After the 4th qualifying –free product worth £ 5
and £ 10 after the 8th
- Members could donate their rewards to charities
including FOE & National Missing Persons
- End of fiscal year 2005- 8,60,000 U.S
- 5,00,000 in the U.K
- 1,60,000 in four countries in Europe
Value Campaign as a Differentiator
- 2003 launched a global campaign against
Domestic Violence
- Raised £ 90,000 through the sale of badges and
£ 18,000 by recycling mobile phones
- Raised $ 80,000 for The National Coalition
Against Domestic Violence
- Profits went up by 76 %
