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Branding
Past Present Future
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What isBrand?
Automobile?
Electronics?
Nowadays,InnovationCapabilityCreatesBrand
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Lets a bit touch on History of Brands
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Brands in 70- 80s
ProductUSP
+
Logo
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Brands in 90s
ProductUSP
BrandCommuni
cation
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Classic Brand Theory
2
SYMBOL
3BASE OF
AUTHORITY
5EMOTIONAL
BENEFIT
4FUNCTIONAL
BENEFIT
7
BRAND
PERSONALITY
6IDEAL
CUSTOMERIMAGE
1CORE
VALUE
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Classic Brand Theory
FunctionalBenefit
Symbol Base ofAuthority
Brand Personality
CoreValue
A Sense ofVictory
EmotionalBenefit
IdealCustomer
Image
Swoosh
Exhilaration as ifyou are a hero
Long term respectfor and dedication
to sports andathletes
Uncompromisingwinners
People who lovessports and pursue
winning
High performanceas an athlete
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What do they sell?
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What do they sell?
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It was happy days for advertising agency.
We created a fancy brand communication,aired them on TV and print media.Clients were happy.
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INTERNET HAS CHANGEDEVERYTHING. 2000 -
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Nowadays. Media Fragmentation
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Nowadays.
Flood of Information to consumers
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Nowadays.
Flood of Consumer Products
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Nowadays.
Consumers are connected each other.
Online community
Consumer generates media.
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Corporation
Mission
Vision
Value Product
Brand Promise
Brand Value
BrandPersonality
Brand Image
Brand
BrandPreference
BrandLoyalty
PurchaseIntention
Customer
Up to 90s
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Corporation
Mission
Vision
Value Product
Demand
Connection
Brand
Experience
Action
Customer
Nowadays.
Brand
Promise
SharedValue
Personality
Positioning
Equity
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Nike
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Nike
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Apple
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UNIQLO
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UNIQLO
World BestQualityAtWorld Best
Price
Create UNIQLOCommunity toSupport
Consumers
Fashion Life
First in theWorldInnovativeProducts
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UNIQLO - UNIQLOOKS
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UNIQLO - UNIQLOOKS
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SONY
?
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Brand Community Building
P136
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How to Build Brand?
No Innovative Product, No Brand.
From One Way CommunicationTo Co-creation
From Adjective to Verb Action with Brand Co-creation of Brand
Create Brand Community VoC Platform Brand Loyalty
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How to Make InnovativeProducts?
Of course, no right answer. Corporate culture to support innovation
is mandatory. From marketing point of view,
Go back to classic Marketing 4P + C 100% Customer Driven
Simple, Focused The Product you are excited by.
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BRANDING CASE STUDY- INDIA
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HOW DO YOU GO FROM NOT BEING ABLE
TO GO HOME FOR DIWALI TO BEING LISTEDBY FAST COMPANY AS ONE OF THE TOP 50
MOST INNOVATIVE COMPANIES IN THEWORLD ALONGSIDE APPLE AND GOOGLE?
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FIND A PROBLEM FOR
WHICH A SOLUTIONDOESNT EXIST
CURRENTLY.
PHANINDRA SAMA, CEO OF REDBUS.IN
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INNOVATEFROM TOP TO BOTTOM
HARDWARE: USE CLOUD COMPUTINGTO SAVE 40% ON COSTS
SOFTWARE: USE OPEN SOURCE TECHTO KEEP OPEX DOWN
BIZ MODEL: CONSUMER SOLUTIONRATHER THAN B2B SOLUTION
CUSTOMER ACQUISITIONFROM THE GROUND UP
SCALE: SOFTWARE PRODUCT TOONLINE PLATFORM
SCALE: ONE CITY TO 15 CITIES, ONBUS OPERATOR TO 1003 OPERATORS
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DONT START UPA START-UP WITH THE
GOAL OF SELLING IT
INITIATE VC FUNDING TO START UPNOT TO FIND EASY WAY UP
FIND MENTORS WHO HELP KEEP
SINGLE-MINDED EXECUTION FOCU
INVEST YOUR TIME LIKE YOUR LIFNOT A FEW YEARS, DEPENDED ON I
MOST CRUCIAL SOFTWARE: PEOPLEINVEST IN THE BEST PROFESSIONAL
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BUILD THE BRAND THEOLD-FASHIONED WAY:
PUT CUSTOMERS FIRST
MAKE BUS TICKET BOOKING PAINLESS ONLINE EXPERIENC
DONT CHARGE PREMIUM FROMCONSUMER OR OPERATOR
BUSINESS OPPORTUNITY IS FROMAGGREGATION, NOT OVERCHARGING
FOCUS ON ADDRESSING ANDELIMINATING CUSTOMER ISSUE
FASTER & EASIER BOOKING, FASTETICKET DELIVERY, ASSURED BOOKIN
BEAT CONVENTIONAL WISDOM OFBUS COMMUTERS ARE NOT ONLINE
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BUILD THE BRAND
THE OLD-FASHIONEDWAY:
PUT CUSTOMERSFIRST
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BUILD THE BRAND THE
NEW-FASHIONED WAY:MAKE TECHNOLOGY YOUR
BRANDS BEST FRIEND
Search engine optimization
Search engine Marketing
Email marketing
Affiliate marketing
Targeting local communities
Distributing pamphlets in
IT parks in Bangalore
Using auto-rickshaws as
billboards
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BUILD THE BRAND THE NEW-FASHIONED WAY
MAKE TECHNOLOGY YOUR BRANDS BEST FRIEN
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BUILD THE BRAND THE NEW-FASHIONED WAY
MAKE TECHNOLOGY YOUR BRANDS BEST FRIEN
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BUILD THE BRAND THE NEW-FASHIONED WAY
MAKE TECHNOLOGY YOUR BRANDS BEST FRIEN
http://www.youtube.com/watch?v=y3uaZYNEkkE http://www.youtube.com/watch?v=a10BZAuQx6o
http://www.youtube.com/watch?v=IDlm8kv3wSM
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BECOME A ROLE MODEL FOR AN ENTIRE ECOSYSTEM
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HOW DO YOU SUCCESSFULLY TAKE
ON THE MIGHT OF THE WORLDS
LARGEST FMCG COMPANY FROM
A 3-FLOOR BUILDING ON A DUSTYROAD IN KANPUR?
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GET YOUR POSITIONING RIGHT
Ghari is everybodysbrand. It is the bestsolution available in themarket and gives you valuefor your money.
- MURLIDHARGYANCHANDANI, CREATOROF GHARI DETERGENTS
EVERYBODYS BRAND.
The detergent market has three well-defined segments:
Premium which is about 15 per cent of the market and
includes brands like Hindustan Unilevers Surf and
Procter & Gambles Ariel, midscale (40 per cent of the
market; main players are Hindustan Unilevers Rin and
Procter & Gambles Tide) and popular (45 per cent of the
market where Ghari, Nirma, Hindustan Unilevers Wheel
and Fenas Fena operate). Ghari is positioned at thebottom of the market where the real volumes lie. Rohit
Surfactants Chairman & Managing Director Murlidhar is
very clear where his flagship brand is slotted.
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READ THE CONSUMERS PULSE RIGHT
Detergent is bought largely by the housewife once a week or
month, and she happens to be an extremely value-conscious
consumer. Consumers, especially those in villages and small towns,
have begun to look for cheaper options in staples like soap,
detergent and toothpaste so that they can spend more on
discretionary items like mobile phones, televisions and
automobiles. Their choice of detergent is inevitably one that gives
the maximum results at the lowest price.
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GET MORE FROM LESS
Gharis low prices are a result of Rohit Surfactants and its promoters being willing to
settle for a lower net profit margin of 9 per cent the industry standard is 12 to 13
per cent for the premium players. In other words they are ready to sacrifice some
profits for market share.
The company works on a shoestring advertising and marketing budget. In 2009-10,
while Ghari did a turnover of Rs 1,825 crore, its marketing team was handed out
only Rs 35 crore, or less than 2 per cent, to promote the brand through above- and
below-the-line activities. Most national brands have a marketing budget that adds
up to 13 to 15 per cent of their turnover.
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PLAY TO YOUR STRENGTHS
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PLAY TO YOUR STRENGTHS
Before going national (which would have spread its resources very thin),
Rohit Surfactants focused on Uttar Pradesh to begin with.
Uttar Pradesh, with a population of 167 million, accounts for over 12 per cent
of the countrys FMCG sales. Thus, of the 3,000 Ghari dealers in the country,
900 are in Uttar Pradesh 25 of them in Kanpur alone. Nine of thecompanys 18 manufacturing units are in Uttar Pradesh. Once the home base
was secured, it spread out to other states.
Ghari detergent provides a profit margin of 9% to its dealers, which is
substantially lower than the standard 12-13% for premium brands, and at the
same time, higher than the 6-7% being offered by the competitors in the same
segment. Thus the company has been working towards creating a strong dealer
base while keeping its prices low.
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THANK YOU VERY MUCH