Adasia2011 contest ppt

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This presentation is based on Adasia2011 Theme "Uncertainty:The New Certainty" . It has been made from perspective of Brands . I think i fully understand the theme and have rightly summarized and concluded it in the presentation .

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Adasia2011 contest ppt

  1. 1. Uncertainty Uncertainty is beautiful . Uncertainty is exciting . It is the reason why we believe in God . The reason why we pray . The reason why we hope and wish .
  2. 2. Uncertainty <ul><li>Uncertainty is adventurous . Uncertainty is the reason why we set out to invent and discover . </li></ul><ul><li>Uncertainty makes life fun . It is uncertainty which makes all sports , movies , novels and other entertainment means possible . </li></ul><ul><li>It is uncertainty which creates challenges , forces us to make mistakes , compel us to try harder , and in process improve ourselves . </li></ul><ul><li>It is uncertainty which makes heroes and creates history . </li></ul><ul><li>I don’t know how many people would be comfortable to know their death date in advance . </li></ul>
  3. 3. Uncertainty : What is in there for Brands ? <ul><li>Competition thrives on uncertainty . Brand loyalties are thing of the past . Always think of new and innovative . </li></ul><ul><li>Grab attention . If you can’t be the best , atleast be different . </li></ul><ul><li>You never know whether consumer will pick your brand , but you have to be there when he is ready to make a buying decision . </li></ul><ul><li>Instead of trying to change the decision of consumers , help him to make the decision . In process he just might pick your brand . Forcefeeding has never succeeded we know since our childhood . </li></ul><ul><li>Monopoly is non existent . There is always boing for airbus , lg for samsung , salman for shahrukh etc. It is uncertainty which has made right and aggressive marketing all the more important for brands . </li></ul><ul><li>Consumer gets bored easily with one brand nowadays . No matter how satisfied he is with his old mercedes , he can always opt for BMW for his new car . Past performance is no guarantee for future prospects . This holds as much true for all brands as for mutual funds . </li></ul>
  4. 4. Uncertainty : What to do ? <ul><li>Nothing . Uncertainty is certain . Try to use it in your favour . Uncertainty can throw up surprises and shocks both . </li></ul><ul><li>As a brand , think uncertainty as a friend . Uncertainty means that consumers are flexible in their buying decisions . A right blow at right time at right place will give right results . </li></ul><ul><li>Winning is always uncertain . Losing is almost always certain if you don’t know how to play the game . </li></ul><ul><li>‘ No’ does not mean ‘Never’ . Circumstances change so can a decision of a consumer . </li></ul><ul><li>Anybody can sell a 100 dollar note for 99 cents . To sell at a premium you have to think out of the box or you will be out of the race . </li></ul>
  5. 5. Uncertainty : Uncertain or Certain ? <ul><li>You cannot blame uncertainty for your failures . </li></ul><ul><li>Uncertainty simply means you don’t know results until the results are out . So isn’t it how the things should be ? </li></ul><ul><li>Certainty is boring . There is no place for creativity , brilliance and innovations in a world where everything is certain . </li></ul><ul><li>Brands should focus on things under their control . And only on those things . </li></ul>
  6. 6. Uncertainty : The Future <ul><li>Ironically the companies which have been in existence for more than 100 years are expected to last for at least another 100 years . Because they have learned to cope with the changing times and changing consumer behaviours whereas relatively new companies fizzle out like soda pop . </li></ul><ul><li>Corporate world is no less than a jungle . Survival of the fittest holds as much true here . By fittest we mean most creative , innovative and flexible . </li></ul><ul><li>A change will happen . Change with the time or the time will change you . </li></ul><ul><li>There are parameters like Why , What , How , Where and When to any decision making process . Consumer buys something because either he wants or he needs that thing . That is certain , that is not going to change . Other parameters can be played upon . </li></ul>
  7. 7. Uncertainty: The New Certainty <ul><li>Apple>Nokia>Samsung (in terms of brand value) </li></ul><ul><li>Samsung>Nokia>Apple (in terms of brand reach) </li></ul><ul><li>Nokia>Samsung>Apple (in terms of brand recognition) </li></ul><ul><li>Different marketing strategies lead to different results . Identify your USP and do the SWOT analysis . </li></ul><ul><li>Seldom two consumers buy the same product for same reasons . </li></ul>
  8. 8. Uncertainty : The New Certainty <ul><li>Generally we think only parameters like “quality” and “price” affect the buying decision of a consumer , but there is also a factor “X” which affects the buying decision much more than the price and quality of the product . I feel this factor X makes up for atleast 80% of all buying decisions . Take a look – </li></ul><ul><li>You buy LG tv just because your neihgbour has purchased one. </li></ul><ul><li>You buy LG tv just because your friends think its cool to have one . </li></ul><ul><li>You buy LG tv just because your jijaji has recommended it and you cant say no to his recommendation . </li></ul><ul><li>You buy LG tv just because it reminds you of someone . </li></ul><ul><li>You buy LG tv just because you hate japan . </li></ul><ul><li>You buy LG tv just because your boss has one and you think all successful people buy it. </li></ul><ul><li>You buy LG tv just because everybody else have Samsung or Onida or Sony . </li></ul><ul><li>You buy LG tv just because you loved your LG phone . </li></ul><ul><li>You buy LG tv just because you hated your Samsung phone . </li></ul><ul><li>You buy LG tv just because you find the female receptionist at LG store really hot . </li></ul><ul><li>You buy LG tv just because the local LG dealer is of same caste . Etc. </li></ul><ul><li>There are numerous other instances when this factor X plays an important and sometimes definitive role in making that buying decision . It is very hard or nearly impossible for companies to tackle with this factor X as everybody has its unique factor X affecting his buying decision . </li></ul>
  9. 9. Uncertainty : Will it Last? <ul><li>Most certainly . Because of Globalization and Media/Internet boom consumer of today is much more informed , aware and ready to explore and try new products . </li></ul><ul><li>Everything perishes and so will a new exciting hot idea of today (think orkut) </li></ul><ul><li>If you are standing still then soon you’ll be left behind because others are running (think nokia) </li></ul><ul><li>Some like shahrukh , some like salman . Some used to like salman , then started liking shahrukh and vice versa . </li></ul><ul><li>The minds of consumer will be fickle . Always searching for new and exciting , not necessarily better . </li></ul>
  10. 10. Thank You <ul><li>I sincerely thank everybody who has gone through my presentation . Your suggestions are welcomed at below given addresses – </li></ul><ul><li>AISHWARYA GUPTA </li></ul><ul><li>E-mail : callingaish@gmail.com </li></ul><ul><li>Contact No.: 9839502250 </li></ul><ul><li>BB PIN : 277FF428 </li></ul>

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