Branding immoderate-pleasure

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Branding immoderate pleasure at the point of purchase for a Brand's surplus growth
- by Shining Consulting

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  • 1. W H I T E P A P E R Branding immoderate pleasure at the point of purchase for a brand’s surplus growth Shombit Sengupta01 ©Shining Consulting: www.shiningconsulting.com +91-80-4127 6999
  • 2. Our minds swirl cyclically towards the peak of happiness and nadirof depression. As a marketer, at what point in the arc should yourbrand try to engage with the shopper to draw maximum mileage?When at the pits of daily routine, boringness, overwrought with acompulsive workload, under economic stress, sudden familymess-up, health concerns, hopelessness from any source, what’sthe escape route for the consumer?Shopping kills depressionSeveral studies have indicated that shopping is a revengeful outlet to overcome thenegative. Especially if some flimsy excuse can present itself, like a sudden celebrationfor any reason, money spent in vindictive indulgence gets glossed over and justified. Ashopper in any income group lives through these high-low paradoxes in life, and seeksimmoderate pleasure as the climax of killing depression. Most often, shopping providesthat high point to vent feelings.02 ©Shining Consulting: www.shiningconsulting.com +91-80-4127 6999
  • 3. “Gotcha!” is the marketer’s thought insuch situations as he rubs his hands,grins, plans and anticipates on how toencash this outflow of cash. Grocery,automobiles, fashion, electronics, homeappliances, footwear, luxury or sportsgoods are, among others, what generallyappeal to shoppers in their distress of dailymoroseness. “GOTCHA”Brand requires massive activation planningat the point of purchaseA brand requires massive activation planning to sell at the retail. For the shopper toinstantly imagine some exciting experience with your brand, she has to be overwhelmedwith it at the retail, when it’s placed next to competitor brands. This cuts across organisedmulti-brand or mono-brand retails. Every brand of any category has a huge role to play inthe area of how to extend the brand, and how the product needs to appear bigger than life.03 ©Shining Consulting: www.shiningconsulting.com +91-80-4127 6999
  • 4. Outstanding and scientific appear in the consumer’s eye. Appearancevisibility, proximity and is good but the brand’s boredom of appearance has to be avoided. It cannotavailability (VPA) of any be seen in the same way throughout thebrand in the store can result year. This is a big challenge for marketingin at least 30% extra growth activation, action and planning at the pointMassive advertising cost cannot show any of purchasecommensurate result in business unless A brand really needs to reinvent itself everyVPA activation is at least in place. In fact 2 months, to create some visible differenceVPA has to be superlative to attract a of its presence at the outlet. Of course thispurchase motivation. The marketer’s job does not mean changing the brand, butis really not glamorous but tedious and how its visual magnification can be donepainstaking as it needs to meticulously on an ongoing basis in the retail.cover the retail presence in every type ofretail. The three filters of VPA activationprocess are: Proximity: Before reaching the shopper or consumer, a brand has to first increaseVisibility: Visibility of a brand in the retail its proximity with the distribution andis the most critical item of any marketing create high loyalty with them. When theactivity. How the brand always looks fresh, channel, distribution and store managernew and attractive is the 365-days task for has total buy-in of the brand, you can counta force to manage the brand at the retail. on your brand having strong proximity toVisibility does not mean it always has to the shopper. Advertising can only create04 ©Shining Consulting: www.shiningconsulting.com +91-80-4127 6999
  • 5. awareness, the pull and purchase factors any big brand in India. The manufactureralways depend on the retailer’s proximity to has to strategically plan to reach histhe brand. products to the retailers on a priority basis and at a frequency that will ensure all timeThe pull also comes from the brand’s retail presence of the brand.experience by the consumer. Themanufacturer has a huge role to play in It is extremely poor marketing if you throwthe brand’s strong proximity to the channel a huge amount of money on advertising inby cultivating an outstanding marketing national TV channels when your productrelationship with the trade. It’s very has not yet reached the stores across theimportant for a brand from any industry to country.be available in multiple sources. So many brands have huge awarenessIn today’s digital technology world, a and created their category names (likemanufacturer has to create outstanding “Xerox”) but in reality people buy the manyproximity with the trade to ensure that his pirated brands available because thebrand gets its due attention. One way is original has not reached all stores. Theyto engage activation people to visit the may even consider these duplicate brandsstore frequently to ensure the brand’s best to be the original.visibility in collaboration with the retailer. As a manufacturer you may not know about your product’s availability and reach because you are not interfacing the shopper, but the retailer interfacing the shopper are the real merchants. They need to satisfy their shoppers at any cost because otherwise they will lose shopper loyalty and their own daily livelihood income. That’s why rigorous availability also creates strong retailer proximity to the brand. The more inconsistent you are in brand availability in the retail the more chance you give to the retailer to substitute other brands. As high differentiation in blind test is not 100% in big brands in most cases, shoppers can easily shift mindshare toAvailability: Availability in the retail another brand for a trial. That can also be aacross the country is not a given factor for local pirated brand.05 ©Shining Consulting: www.shiningconsulting.com +91-80-4127 6999
  • 6. Innovative ways of the influencer and consumer, but may not be the buyer yet. However, they sometimescommunication is needed could be the buyer depending on theto impress the Zappers product. It is very clear that the Retro andHere the topic is not of brand or retail Compromise generations are generally thepromotion through offers, or even of buyers, sometimes they are consumerselectronic and press advertising. Young too. For most household goods, ZAPDigital Zappers, those below 30 years of generation is the influencer.age, do not connect to such backdated There is a huge task of how to make thecommunication. They like symbolic brand relevant to Zappers to Compromiseprovocation. Using new media does not to Retro generations, to make it moremake much sense if the content is not family centric. So brands need to thinkrelevant. Repetition of advertising with of how to communicate to Zappers,the same message as the classic which should have a rub-off effect on theadvertising architecture dictates irritates Compromise and Retro generations tothe Zappers. With so many highly diverse create a large consumer franchise for theways out there of interacting and being brand.informed, they’d rather use brainwareto store more exciting happenings than Consumption pattern of any brand in ruralrepetitive communication.Zappers are so different from pastgenerations that it requires not just adifferent approach to communications,but often an entirely different product tobe relevant to them whether they are ona high note or feel down in the dumps.The more you think, act and align withthe Digital Zap generation, the more youconnect to the happenings in the world.Irrespective of whether they are spenders,they are the real influencers, a newcivilization of digital connectors.The profile of influencers, buyers andconsumers has totally changed today.Before the buyer or influencer of a brandwas always the head of the family, thewhole family was the consumer. But today,the below 30 ZAP generation can be both06 ©Shining Consulting: www.shiningconsulting.com +91-80-4127 6999
  • 7. Selling at an MBO Any FMCG, electronics, home appliances product can play-act this part. The moreYou may feel quite at sea when you have frequently you refresh your product linea brand that needs to sell at a multi- in the store, every fortnight or month, thebrand outlet. You can make calculated more you entice the consumer to rid herselfpredictions, but at the end of the day of her boringness.there’s no certainty about how manyshoppers will fall into your fishing net. That iconic element in your brand hasTo overcome this situation, your brand to have some flexibility and super visualrequires some iconic element. engineering that can be moderated regularly. In this way, the brand can play a dynamic role at the point of purchase. Such verve and vibrancy does not require any extra budget beyond the regular advertising budget. Currently the money you are throwing into the ephemeral TV channel for a spark of 30 seconds, or in a newspaper whose longevity is just for few hours, may need to stop. No doubt you’ll require a few media campaigns for awareness. But you need to reverse your budgetary allocation. IfWhen magnified, this icon can translate the the proportion spent on retail activationproduct benefit in such a way that it creates becomes 70% and 30% for the media, youa hollow space in the shopper mind that can certainly see the growth of your brandshe needs to quickly fill up. within a short period.It makes her stop in her daily boring life In a multi-brand retail, your shoppers aretracks to wish to fill up that space with in mid-ocean too. You need to orient them © Copyright of all logos and images belong to the respective Cos.some immoderate, orgasmic pleasure that towards your brand by crafting atranslates as brand offtake from the shelf. scientific planogram. Shining Consulting Pvt., Ltd. 17, Visveswariya Industrial Area, Tel : 91-80-4127 6999 / 81 Mahadevapura 2nd Stage, Fax : 91-80-4127 6990 Bengaluru - 560 048, India. Email: shining@shiningconsulting.com www.shiningconsulting.com07 ©Shining Consulting: www.shiningconsulting.com +91-80-4127 6999