01 TOM’ S OF M A I N E Visual Strategy Guide
01 TOM’ S OF M A I N E Visual Strategy Guide
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Visual Strategy Guide
CON TEN TS
01 THE CUR R EN T BR A ND 1.1 Our History 1.2 Timeline
8–11 12–13
02 THE F U T UR E BR A ND 2.1 New Vision
16–17
2.2 Brand Verve
18–19
2.3 New Mission
20–21
2.4 Visual Verve
22–25
03 BR A ND COMPETITORS 3.1 Current Competitions
28–29
3.2 Adjacent Competitions
30–31
3.3 Future Competitors
32–33
03 PERSONAS 4.1 Personas (Who are target audiences)
36–41
4.2 Personas (Who are not target audiences)
42–43
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Visual Strategy Guide
01. THE CUR R EN T BR A ND
1.1 Brand Overview 1.2 History Timeline
Tom’s of Maine
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Visual Strategy Guide
OUR HISTORY
The Brand Description
The Brand History
Tom’s of Maine, Inc. is a leading manufacturer of natural toothpaste and personal care products. The firm is run and mostly owned by its founder, Tom Chappell, whose deep concern for the environment and his employees’ well-being have been key factors in determining the company’s path. Tom’s products contain no artificial ingredients, are not tested on animals, and are packaged in recycled materials. They are sold in health food stores as well as in many mass-market outlets such as CVS.
Tom’s was founded in 1970 by Tom Chappell and his wife, Kate, on their farm near Kennebunk, Maine. Tom, a 1966 graduate of Trinity College in Connecticut, and Kate, an artist, and poet, had moved to Maine from Philadelphia in 1968 after Tom quit his job as a benefits counselor at Aetna. Both were intent on living closer to the land and raising their children in a more natural environment. In 1975 Tom Chappell had an idea he wanted to try—toothpaste. Created in conjunction with a chemist friend, his toothpaste was free of chemical additives or artificial sweeteners including the suspected carcinogen saccharin and was markedly different from the products made by industry leaders Crest and Colgate. Following the successful introduction of its toothpaste, the company began to add other personal care products, including deodorant, mouthwash, and shaving cream, all made with natural ingredients and without testing on animals. In 1978 the Chappells decided to develop a line of fluoride toothpaste—a controversial idea in the natural foods marketplace. The move was a success, however, and sales of fluoride toothpaste eclipsed those of the original formula within two years, during which time Tom’s toothpaste sales doubled. In 1981 the company’s name was changed to Tom’s of Maine, Inc.
Though the company’s goods cost more than those of its larger mainstream competitors, Tom’s sales have grown steadily over the years, due in part to strong customer loyalty as well as widespread public interest in natural products. The majority of Tom’s revenues come from sales of the company’s flagship toothpaste line, which is certified for effectiveness by the American Dental Association. Other products include mouthwash, deodorant, dental floss, shampoo, soap, shaving cream, and a line of herbal health aids and extracts.
Tom’s of Maine
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When you work on important issues locally, you know firsthand there’s untold potential for ideas to spread organically.” —Matt Petronzio Mashable .com
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Visual Strategy Guide
Tom’s of Maine
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Tom’s begins distributing its products to mass-market chains, starting with CVS.
1983
The company develops natural toothpaste, which quickly becomes its biggest seller.
1975
Company’s name becomes Tom’s of Maine, Inc.
1981
Fluoride toothpaste debuts.
1978
With the help of a $5000 loan from a friend, Tom’s of Maine was born. Tom and Kate Chappell begin making phosphate-free laundry soap in Maine; shampoo and other personal care products are introduced during the decade.
1970
TIM ELINE
Visual Strategy Guide
Tom’s of Maine
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Sale of 12 percent of the company to investors helps finance herbal marketing.
2000
Tom’s Toothpaste is certified as effective by the American Dental Association.
1995
The firm begins writing a new etics-based mission statement.
1989
Tom’s of Maine became a part of the Colgate-Palmolive company.
2006
Green Mountain Herbs is acquired; herbal remedies and extracts are introduced.
1999
New deodorant formula proves ineffective and is recalled; old formula is restored.
1992
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Visual Strategy Guide
02. THE F U T UR E BR A ND
2.1 New Vision 2.2 Brand Verve 2.3 New Mission 2.4 Visual Verve
Tom’s of Maine
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NEW V ISION
Tom’s of Maine is going to step beyond their personal care products and uncover the proper way of pursuing a healthier and simpler life.
Rebranding Objective
Instead of only selling natural ingredient personal care products, Tom’s of Maine may explore people’s internal health and provide a wide range of products to help simplify their personal life. In addition, Tom’s of Maine can also provide services to helps people pursue a simple and healthy lifestyle by partnering with companies who advocate minimalism and cooperate with organizations to advocating zero pollution and eliminate genetic modification on all of its expansion.
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Visual Strategy Guide
Tom’s of Maine
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BR A ND V ERV E
Responsible Sustainable
Natural
Positioning
Previous Position
We are going to build a strong foundation for the new Tom’s of Maine. On a crystal-clear strategy and on positioning grounded in knowing the consumer and understanding the competition. The previous position of Tom’s of Maine is mainly focused on natural ingredients of their product and the responsibility to our society, which is limited and not competitive compared with their adjacent industries. After we define our target audience and the highest-value customers, we create a new positioning including three related parts—simplicity, environmental, and healthy, which will carve out a unique market space for our brand. We will develop the clear, compelling promise that our new brand will fulfill, and align our business strategy with our new brand positioning.
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Visual Strategy Guide
Environmental
Simplicity
Healthy
New Position
Tom’s of Maine
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NEW M ISSION
The mission of Tom’s of Maine is to increase people’s health awareness through a holistic approach to simplicity and environment-friendly.
Mission Basis
Why do we have to put up with things like saccharin and blue dye in our toothpaste? And preservatives in our shampoos? And artificial bactericides in our deodorants? When you shop and think about it, these ingredients don’t make sense. Not when you can accomplish clean teeth, beautiful hair and a sweet smelling body another way. Tom’s of Maine was doing just that with natural personal care products designed for people who are concerned about their health. Take toothpaste. The most leading brand contains artificial flavors, preservatives, and dyes. And all of them have saccharin. Not Tom’s toothpaste. It’s made from a natural calcium case containing a mild coconut oil cleanser, vegetable glycerin, seaweed, pure spearmint oil for flavor and fluoride dor those who want decay prevention. All of Tom’s natural products contain the things people used before we got so fancy and technical. They are good, sensible ingredients. So you’ll never worry from one day to the next about what you put in your mouth, on your hair, or next to your skin. And you’ll feel better too, knowing you used your head when you bought them.
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Tom’s of Maine
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V ISUA L V ERV E
Old Brand Vision
• Traditional • Clean • Dated
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Tom’s of Maine
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V ISUA L V ERV E
New Brand Vision
• Simplicity • Positive • Fresh
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Tom’s of Maine
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03. BR A ND COMPETITORS
3.1 Current Competitions 3.2 Adjacent Competitions 3.3 Future Competitors
Tom’s of Maine
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CUR R EN T COM PETITORS
01 Aveeno Tom’s of Maine has worked to create safe, effective natural personal care products from unique combinations of naturally sourced and naturally derived ingredients. In this direction, I searched 10 of personal care brands which also value the same points.
Aveeno creates holistic health care solutions and therapeutic products to nurture and balance you from head to toe.
02 Dr. Bronner’s Dr. Bronner’s is a family business committed to making socially and environmentally responsible products of the highest quality, while dedicating profits to help make a better world.
03 The Honest Company The Honest Company is a consumer goods company that emphasizes household products to supply the marketplace for ethical consumerism.
04 Kiss My Face Kiss My Face provides skin care products that are cruelty-free, make powerfully effective products from nature’s best ingredients, and ethically source packaging.
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05 Alba Organics
09 Johnson and Johnson
Alba Botanica makes organic skin and hair care products that are good for your body and the Earth.
Johnson and Johnson is the world’s largest and most broadly based healthcare company which include numerous household names of medications and first aid supplies.
06 California Baby
10 Burt’s Bees
California Baby create safe plant based products to soothe, nourish and smooth out life’s rough patches the green way.
Burt’s Bees is a personal care products company that manufactures products with natural ingredients to maintain the purity of ingredients.
07 Nature’s Gate Nature’s Gate unique combinations of natural, safe and innovative ingredients deliver effective results for your everyday beauty care regimen.
08 Seventh Generation Seventh Generation, a company that sells cleaning, paper, and personal care products, focuses its marketing and product development on sustainability and the conservation of natural resources.
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A DJACEN T COM PETITORS
01 Oil of Olay The adjacent competitors of Tom’s of Maine can be composed of two kinds of companies: The company who provides personal care products without claiming for natural ingredients and The company values naturally derived ingredients or environmental friendly but are not about personal care.
Oil of Olay is an American skin care line. It was unique in the early days because it was a pink fluid rather than a cream, packaged in a heavy glass bottle.
02 Nivea NIVEA is a German personal care brand that specializes in body-care. Reliability and quality are their most important values.
03 Dove Dove offers hair products, skin care and deodorant to leave their customer looking and feeling beautiful with tricks, tips, and products built on expert care.
04 L’Oreal L’Oreal is the world’s largest cosmetics company and has developed activities in the personal care field.
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05 Neutrogena
09 EO Products
Neutrogena is an American skincare brand offers a wide range of skin and hair care products.
An essential collection of natural bath, body, skin, and hair care products made with active botanicals and always scented with pure essential oils.
06 Sephora
10 L’Occitane
Sephora is a leader in global prestige retail, teaching and inspiring clients to play in a world of beauty. It has earned its reputation with its expertise, innovation, and entrepreneurial spirit.
L’Occitane is an international retailer of body, face, fragrances and home products with the purpose to create a company that celebrates and preserves the traditions of his native Provence.
07 Prose Prose is dedicate to making fresh and customized hair care with only the ingredients treat unique hair type, goals, lifestyle and environment.
08 Melaleuca Melaleuca is the largest online wellness shopping club who provides non-toxic, home-cleaning products that are safer for the home and allow people to live clean without the hazards of harsh chemicals.
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ASPIR ATION COM PETITORS
01 Sprout Farmers Market For exploring the potential of Tom’s of Maine in the future, I did more research on the possibilities that our brand could expand. For the new direction, we are focusing on simplified and healthy lifestyle towards personal care to environmental care.
It’s a neighborhood grocery stores offer thousands of natural, organic and gulten-free foods. Discover fresh produce, meats, vitamins, supplements and more.
02 Wholefood Market Whole Foods Market is an American supermarket chain which exclusively sells products free from hydrogenated fats and artificial colors, flavors, preservatives, and sweeteners.
03 Green Chef Green Chef is committed to continuously innovating to provide eco-friendly packaging that protects your food’s quality and safety.
04 Wholesale Supplies Plus Wholesale Soap Making Supplies along with Fragrances, Essential Oils, Bath And Body, And Packaging Materials For Business Or Personal Use.
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05 DSTLD
09 The Plant Cafe Organic
DSTLD is an American clothing company that has become known for its relatively affordable pricing, environmentally friendly design and manufacturing, a direct-to-consumer retail strategy.
The plant cafe organic is severing local organic food and ethically raised meats in support of health and a more sustainable planet.
06 Earth Islan Institute
10 Muji
The Earth Island Institute is non-profit environmental group supports activism around environmental issues.
Muji is a Japanese retail company which sells a wide variety of household and consumer goods. Muji is distinguished by its design minimalism, emphasis on recycling, avoidance of waste in production and packaging, and no-logo or “no-brand” policy.
07 Alternative Apparel Alternative Apparel is a leader in eco-friendly production of clothing, from their use of eco-fleence for jackets to organic cotton in tanks.
08 Mother Earth News Mother Earth News is a bi-monthly American magazine approaches environmental problems from a down-toearth, practical, simple living, how-to standpoint.
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04. PERSONAS
4.1 Personas (Who are target audiences) 4.2 Personas (Who are not target audiences)
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CA R ING MOM
• She checked the ingredient list every time she buys products for her 2 years old son after her son experiencing worse allergies. • She is growing her own fruits and vegetables in her backyard because she thinks those are healthy and rich in nutrients for eating. • Before she goes to buy a new product, she always does some research online because she enjoys learning about natural ways to live in her life. • She is learning to consume items that cause minimal environmental harm because she recently joined in an environmental organization and the fact of California’s drought and wildfire issue alarms her. • She frequently attends networking events to meet other women and have conversations with them because she likes to learn from other people’s parenting knowledge and get inspirations.
Isabelle Henderson/42 years old/Accounting
• She enjoys cooking for her family and pays close attention to the nutrition-arrange every day because she wants her family has a healthy diet. • She is on a diet because she knows the excessive accumulation of body fat will have a negative effect on health.
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Visual Strategy Guide
HOLDER OF R ESPONSIBILIT Y
• He makes donations for charity organizations regularly because he hopes people living in extreme poverty attain a better standard of living. • He likes to encourage his neighbors to compost because it makes him feel involved in the community in a more meaningful way. • He enjoys cultivating different kinds of flowers in his garden because he likes observing how those plants grow gradually and seeing the power of nature. • He is involved in local politics because he wants businesses to feel more pressure to become green. • He persuades his children to take bus to work as a first step to being more environmentally friendly. • He refuses to use products with animal testing because he thinks the harmful use of animals in experiments is very cruel.
Loan Parke/59 years old/Business manager
Tom’s of Maine
• He bought some clothes from Nature baby as Christmas gifts for his new-born grandchildren because he believes this clothing is made of organic fabrics and is good for baby skin.
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EN V IRONMEN TA LIST
• He believes that many companies need to be held more accountable for the waste they produce after spending years at a hardware company that promoted consumerism. • He frequently attends environmental conferences, corporate events, and political meetings because he keeps an eye on the climate change in California. • He is responsible for buying living goods for his family because he has his own preference for certain brands. • He always uses reusable bags in the supermarket because he is trying to avoid plastic in his daily life. • He will keep buying and using the same brand once decided because he thinks using new brands takes some risks and the new brand may not as good as the former one. • He takes bike to work as much as he can to make a contribution to environmentally friendly.
Fabian Khatri/37 years old/Scientist
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• He teaches his children to save water and electricity every day to form them good habits of protecting the environment.
Visual Strategy Guide
M INIM A LIST
• She would like to spend more money on natural and organic products because it’s good for her health and worth it. • No matter how necessary a product is, makes purchases after adequately considering the level of satisfaction it gives, rather than it’s necessary. • She enjoys books about simplifying her life such as Goodbye, Things: The New Japanese Minimalism because she thinks it’s important to work on being more conscious of hoarding. • She is into buying Japanese cosmetic brands which famous in natural ingredients like Three and Naturaglace because she is interested in removing toxins from her life. • Although she keeps her simple style of dressing, she always pays attention to the fabric and texture of her clothes to pursue comfort and quality. • She likes doing yoga in her spare time to cultivate her mind and keep healthy. Sharon Folorunsho/29 years old/Product Designer
Tom’s of Maine
• She enjoys making fresh food for her dog which she thinks is more nutritious than commercial dog food because she wants her dog to be healthy.
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GER MOPHOBE
• Like other people who have a deep love for domesticity, she pays attention to the hearts of life, so she focuses on the quality of products that she bought. • She cleans up the whole big house by herself and always keep it flawlessly clean because she is a fanatic for cleanliness. • She is not repelled by the idea of making purchases online, but he needs to check the product offline first. • She volunteers to clean up the local beach in Santa Monica each year because she feels that it is something she can do to help her community better. • She never hoards foods, but instead of going to the supermarket frequently to avoid wasting. • She only buys organic foods and natural personal care products because she is worried about toxins in her life. • She donates old clothes to her local thrift store so they don’t end up in the landfill. Jill Garcia/65 years old/Instructor
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Visual Strategy Guide
NAT UR E LOV ER
• He never eats junk foods or drinks sodas because he wants to keep a healthy lifestyle, and he hopes this can make a positive effect on his girlfriend’s lifestyle. • He enjoys taking landscape photography to appreciate the nature around him. • He enjoys hiking and climbing mountains with his girlfriend because this is the best way for him to get close to nature and enjoy the beautiful life. • He may like the brand only because of a convenient payment option because he cares about his shopping experience. • He usually buys natural cosmetics for his girlfriend because he is afraid of chemical ingredients could have a negative effect on her health. • He is planning to buy a low-emission car to reduce CO2 emissions and contribute to the environmental protection. • He is a regular customer of MUJI because he thinks this brand reflects his ideal lifestyle—simplicity. Darren Lee/33 years old/ Consultancy
Tom’s of Maine
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HOM EBODY
• Walmart is one of the most frequently visited supermarkets because he prefers to buy cheaper products to save money. • He is completely exhausted every day and has no personal time in his life because he has a night job as a barman after his day job as a retail sales clerk. • He is trying to only buy products online because he doesn’t want to waste his time on shopping, and online shopping can earn cash backs. • He doesn’t understand why people worry about the planet when there are way bigger issues like terrorism. • He is lagging behind the trends in many fields because he is not so sensitive to fields outside his interest. • He cooks very simple foods such as microwave dinners because he doesn’t like to waste his time on cooking or buying foods.
Solomon Adebayo/26 years old/Retail sales clerk
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• He likes to stay at home and playing PS4 rather than hang out with friends because he doesn’t want to waste money for socializing with people.
Visual Strategy Guide
SHOPA HOLIC
• She is very active in social media and loves posting her personal life online to share her cool experience. • She likes reading fashion magazines and buys the new-advertised goods while reading because she is easily attracted by the compelling image and fancy advertising of the product to make a purchase. • She follows many Instagram girls online and buys lots of products that they have blindly because she thinks they always have cool style advice. • Instead of cooking at home, she orders takeout through Uber eat every day because it takes fewer efforts. • She likes to buy various brands of products to get different and fresh using experiences. • She often purchases products that are not common in her country on overseas purchase agency websites because she has to be different from others and she doesn’t like something owned by everyone. Aminah Bennett/19 years old/ Student
Tom’s of Maine
• She drives everywhere because she doesn’t like walking at all.
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SOURCES
Contents https://www.tomsofmaine.com https://www.tomsofmaine.com/the-backstory https://www.tomsofmaine.com/our-promise/our-mission https://www.tomsofmaine.com/our-promise/stewardship-model/not-in-our-products http://brandverve.net/brand-strategy-positioning/ http://www.fundinguniverse.com/company-histories/tom-s-of-maine-inc-history/
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Phptpgraphy unsplash.com https://www.shutterstock.com https://www.facebook.com/HappyCatsOnline/photos/d41d8cd9/1642614019112867/ https://www.nashvillepublicradio.org/post/curious-nashville-life-and-death-old-house-boomtown-1 https://www.thetimes.co.uk/article/the-right-way-to-look-after-your-teeth-what-the-dentist-says Phptpgrapher Holly Mandarich Warren Wong Jason Briscoe Alexis Brown Nahil Naseer Anastasia Vityukova emma valerio Jeremy Perkins Joseph Pearson Tyson Dudley Matt Seymour
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Designed by Yi Tian Printing & Binding: Blurb.com Course: Gr 604 Nature of Identity Instructor: Hunter Wimmer Semester: Spring 2019 School: Academy of Art University
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