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  • 1.  
  • 2. A Seminar on BRAND-BUILDING ADVERTISING Please use the CD in the FCB-Ulka Brand Building Advertising Cases book for the advertisements and TV commercials needed for the Seminar. Posting them on the site would have made the download slower.
  • 3. Seminar Structure
    • Part I : Branding concepts
    • Part II : Brand-building Advertising
    • Part III : Consumer Products
    • Part IV : Consumer Durables
    • Part V : Services
    • Part VI : Corporate Brands
  • 4. Seminar Part I Branding Concepts
  • 5. What Is a Brand? A product A service A logo A packaging A shop A country A person
  • 6. Brand = Product + Images
    • More than just the product or the service
    • Add the intangible images that come to mind
    • Add the usage occasions that come to mind
    • Add the user imagery that comes to mind
    Brand = Values + Added values
  • 7. Brand-building : The Focus
    • Not just a one-off exercise
    • Continuously track brand appeal, brand image with target consumers
    • Keep re-looking at all the aspects of the brand to keep it relevant and attractive
    End purpose : Attract and Retain customers
  • 8. Understanding Brands : Aaker’s Model
    • Brand as Product Brand as Organization
    • Brand as Person Brand as Symbol
    • Value Proposition (Emotional/Rational/Self-expressive)
    • Credibility (Support / Proof / Story )
    Extended Core Brand Essence
  • 9. The Kapferer Brand Identity Prism PICTURE OF RECIPIENT PICTURE OF SENDER Physique Personality Self-Image Reflection Culture Relationship INTERNALISATION EXTERNALISATION
  • 10. Brand-building Advertising Seminar Self-test -1
    • Brand: Amul
    • Draw Aaker’s model
    • Draw Kapferer’s prism
  • 11. AMUL : Aaker’s Model Extended Available Food Brand Essence : Core Value Taste Indian Quality Pride Variety Milk
  • 12. AMUL : Kapferer’s Prism AMUL Physique : Taste, Quality Personality : Simple, Indian Self-Image : Proud Indian, Fun loving Reflection : Value Oriented Culture : Co-operative, Sharing Relationship : Sociable
  • 13. Brand-building: The Steps
    • Feedback to action plan
    Determine the current image with consumers Define the desired image
    • Identify focus areas for action
        • Product development/innovation
      • Packaging/delivery systems
    • Advertising/promotions
    Implement action plan with a monitoring programme
  • 14. Seminar Part II Brand Building Advertising
  • 15.
    • Objective of advertising
    • “ Build the business today and build brand value overtime ”
    • All advertising has to pass through this objective test
  • 16. How does Advertising build Brands?
    • Building brand salience
      • TOM
      • Unaided awareness - aided awareness
    • Building brand appeal
      • Intention to try - trial
      • Reinforce usage - increase usage
    • Building brand imagery
      • Usage imagery - user imagery
  • 17. Building Blocks for Brand-building Advertising I Market analysis Size, volume, value, growth, geographic, seasonality
    • Consumer
    • analysis
      • Size, demographic, geographic
      • Usage, depth, width
    • Company
    • analysis
      • Size, profitability,
      • distribution, technology
    • Competitor analysis
      • Size, profitability, strengths, weaknesses
    Brand
  • 18. Building Blocks for Brand-building Advertising II
    • Market analysis + consumer analysis + company analysis + competitor analysis
    • Marketing objectives
      • Sales, market share, profits
    • Marketing strategy
      • Product, pricing, distribution, service, packaging
      • Advertising & sales promotion
    • Advertising objective
      • Awareness, salience,Image, attitude
      • Advertising strategy
      • Creative strategy,Media strategy
  • 19. How Does Advertising Work I
    • Classic Hierarchy of Effect Model
    Awareness Knowledge Liking Preference Conviction Purchase
  • 20. How Does Advertising Work II
    • Hierarchy of effect model tends to assume that advertising works the same way for all product categories
    • Work on understanding Consumer Behaviour revealed that advertising would work differently for different products
    • Several new models were developed in the eighties and the nineties
    • One such model was the FCB Grid
      • The Grid categorised products as
        • High involvement Vs low involvement
        • Thinking Vs feeling
  • 21. How Does Advertising Work II FCB Grid
    • High involvement
      • Consumer is involved with the product category; identifies with it and often takes time to decide which brand to use
      • E.g.: TV, car, perfume, clothes, insurance (?)
    • Low involvement
      • Consumer is not involved; tends to see the utilitarian values of the category; routine/quick decision making
      • E.g.: detergents, fuel, flour, mobile service (?)
  • 22. How Does Advertising Work II FCB Grid
    • Think Vs feel
    • Think
    • Consumer decides using his head :
      • ‘ Rationality’ drives the choice of product/brand
    • Feel Consumer decides using his heart :
      • ‘ Emotionality’ drives the choice of product/brand
  • 23. Advertising to fit FCB Grid requirements LEARN-FEEL- DO I) INFORMATIVE FEEL-LEARN-DO II) AFFECTIVE DO-LEARN-FEEL III) HABITUAL DO-FEEL-LEARN IV) SATISFACTION THINKING FEELING HIGH INVOLVEMENT LOW INVOLVEMENT
  • 24. Category Differences Consumer Products Consumer Durables Services Corporate Lower values Higher values Indeterminate No value Frequent purchase Infrequent Indeterminate Variable Narrow/Broad Target customer Narrow Target Customer Variable Very wide/ variable Role of advertising in brand-building will tend to vary with category type
  • 25. Brand-building Advertising Seminar FCB Grid - Self-test 2 Plot: car, TV, detergents, perfumes, flour, clothing, insurance, mobile Thinking Feeling High Involvement Low Involvement
  • 26. Seminar Part III Consumer Products
  • 27. Consumer Products : What are they?
    • Low value, repeat purchase, ‘consumption’ products
    • Male target : Cigarettes, soft drinks, colognes
    • Housewife: Soaps, shampoo, cooking oil, detergents
    • Teenagers: Soft drinks, confectionery, stationery
    • Repeat usage/purchase: everyday, every week, every month
  • 28. Consumer Products : Types
    • Often low involvement, routine purchase or impulse purchase
    • Some consumer products could
    • be high involvement
      • Perfumes, Cigarettes
      • Health aids, Baby foods
    • What is the consumer issue facing the brand?
      • Poor awareness leading to poor trial
      • Poor repeat usage after high trial
      • Lack of desired image perceptions
    • What is the key task?
      • Attracting new users
      • Retaining existing users
  • 29. Consumer Product Purchase Behaviour 1
    • Who decides, who buys, who influences
      • Map the key influences in the purchase process
      • Example
        • Toothpaste : Housewife (decision maker) Kid (influencer)
  • 30. Consumer Product Purchase Behaviour 2
    • Limited level of information search by consumers
    • Often a routinised purchase or an impulse purchase
    • Extended problem solving only in the case of innovation
      • Cream for ‘foot cracks’
  • 31. Consumer Product Purchase Behaviour 3
    • All India Household Category penetration
        • Soaps 99%
        • Washing cake 93%
        • Toothpaste 44%
        • Hair oil 77%
    • Analyse by SEC, Urban/Rural, Per Capita, CDI /BDI
    • Consumer Product Life Cycle : What stage is the product ? Introduction / Growth / Maturity / Decline
  • 32. Role of Advertising
    • Fitting into the AIDA / hierarchy of effects model
      • Awareness
      • Interest
      • Desire
      • Action
    • Going beyond : using product category information ; learn - feel - do ?
      • Giving users the desired image messages
      • Attracting non-users to the brand
  • 33. Brand-building Advertising Seminar Self Test 3
    • Consumer panel data shows the following:
    • aaaabaacbabcbabbb
      • a, b, c are three brands
      • Draw three inferences from the data
      • What should be the role of advertising for Brand ‘a’ ?
  • 34. Santoor : A Case of Mistaken Identity
  • 35. Santoor : A Case of Mistaken Identity
    • Launched as a ‘Sandal + Turmeric’ soap by Wipro in 1986
    • Attractively priced and a good product offering
    • Conceived as an affordable soap with the goodness of Sandal
    • Till then sandal seen as a high value ingredient only available in Mysore Sandal soap
    • Vicco making a success of sandal + turmeric cream
  • 36. Santoor : Phase I Promotion
    • Advertised as a ‘sandal + turmeric’ soap
    • Offering “age old beauty secrets of India”
    • Price flagged off at the end
    • Traditional imagery of woman in sari, temple, sandal paste
  • 37. Santoor : Phase I Results
    • Brand attracted decent volumes : 2,500 tonnes
    • Got a core group of ‘Value oriented’ consumers to try and remain with the brand
    • But growth stopped in Year 2
    • No new users coming into brand !
  • 38. Santoor : The Challenge
    • Need to retain the traditional users
    • Need to rapidly attract new users
    • Need to provide image values that will build the brand for future growth
  • 39. Santoor : The Brand Interrogation
    • Sandal and turmeric traditional beauty aids in India
    • What are their roles in skin care?
    • Searched literature for finding how sandal and turmeric are useful for beauty care
    • The Secret: Skin Care
      • Both are great skin care aids
      • In fact help reduce wrinkles and impart a youthful glow
  • 40. Santoor : The Ingredient Vs The Benefit
    • Santoor selling ingredients to a set of believers
    • But not many knew of the benefits the brand and its ingredients offered
    • Why not move away from ‘ingredient’ based advertising to ‘benefit’ based advertising?
    • What if the core users moved away thinking the brand has changed?
  • 41. Santoor : Finding the Balance
    • New advertising needed to present the brand in a new light to attract new users
    • But old users should not get alienated either!
    • The answer : Benefit based advertising rooted in the ingredients
    • “ Santoor cares for your skin because it contains the goodness of sandal and turmeric ”
  • 42. Santoor : Skincare to Younger Looking Skin
    • Skin care, too broad an offer
    • Narrowed down to younger looking skin
      • Based on product interrogation
    • Delivering the younger looking skin story
      • “Mistaken identity”
      • A common occurrence
      • Based on a consumer insight
  • 43. Santoor Press Ad
  • 44. Santoor TVC : Book shop
  • 45. Santoor TVC : Marriage
  • 46. Santoor TVC : Aerobics
  • 47. Santoor : The Growth Path
    • New advertising broke in 1989 - the brand sales have climbed consistently over the last 12 years
    • Santoor has outperformed the market constantly
    • Built a brand without
      • Mega media budgets
      • High-power sales force
      • Major technological innovations
  • 48.
    • What should be Santoor’s next moves in building a strong brand?
      • Brand Extentions
      • Advertising
      • Promotions
    Brand-building Advertising Seminar Santoor : The Challenges Ahead - Self Test 4
  • 49. Captain Cook Atta - Farmer to Home
  • 50. Captain Cook Atta - Farmer to Home
    • Captain Cook Salt launched in mid eighties
    • After a few false starts established a strong hold in the market against Tata salt with the “free flow” feature
    • Captain Cook brand seen as an aggressive, combative, young brand
    • Plans on to extend Captain Cook to other food products
  • 51. Captain Cook Atta : The Kitchen Story
    • Atta primarily bought as grain and milled at a local “chakki”
    • Housewife uncomfortable with packed branded food products
    • Suspected a loss of control over the cooking process
    • Also suspected ingredients, process, additives
  • 52. Captain Cook Atta : Atta - the Centerpiece
    • Housewife derived self-worth from the appreciation of cooking from family members
    • Atta seemed to be critical to the cooking process - a major concern area
    • Most households were into buying grain carefully and getting it milled
    • Very low penetration of packed branded atta
    • So a problem with many dimensions!
  • 53. Atta - Problem Dimensions
    • Atta - critical to cooking
    • Atta rarely bought in packed form
    • Ingredient of atta critical to final product
    • Low faith in packed food products
    • Unwilling to give up control over cooking
    • “ Loss of control” - a fear
    • “ Fear of taste back lash” - another fear
  • 54. Advertising Tasks
    • Create awareness of the new offering ‘packed - branded - atta’ from captain cook
    • Build conviction to try the brand by addressing key consumer concerns
  • 55. Captain Cook Atta : Key Trigger
    • Consumer research revealed that
      • Quality of grain is key
      • Consumer suspicious of quality of grain
    • Will the consumer try the new offering if convinced?
  • 56. Captain Cook Atta: Sugar-coating
    • How to make the story even more credible?
    • How to break through the consumer apathy and incredulity?
  • 57. Captain Cook: Storyline
    • Make the brand protagonist an expert
      • A farmer’s wife
    • Create disbelief in taste of atta
      • Consumer’s current mindset
    • Build and anchor the story around one key issue
      • Quality of the grain
  • 58. Captain Cook: Media Thrust
    • Focussed inputs through TV medium with long format TVC
    • High impact, long burst of TV advertising
    • Supported with only outdoor medium
  • 59. Captain Cook Atta TVC
  • 60. Captain Cook Poster
  • 61. Captain Cook : Impact
    • Captain Cook Atta virtually created the branded atta market
    • Moved consumers from ‘grain + chakki’ orientation to packed brands
    • High trial rate and reasonable retention attracted attention of the food majors
    • Leading to a boom in the branded atta market
  • 62. Brand-building Advertising Seminar Captain Cook Atta: Self - Test 5
    • What would have been a more brand focussed message ?
    • Will the advertising done in 1996 work in 2002 ?
  • 63. Seminar Part IV Consumer Durables
  • 64. Defining Consumer Durable
    • Unlike consumer products (FMCG) which are ‘consumed’, a consumer durable is ‘used’ for extended periods
    • Since it is used and for long periods, the consumer tends to look at them differently
    • Consumer durables could be:
      • High value: washing machine, car, scooter, TV
      • Low value: ceiling fan, mixer/grinder
  • 65. Key Differences Consumer Product Consumer Durable - Relatively low value - Relatively higher value - Repeated purchase every week/month - Infrequent purchase every five years + - Routinized purchase behaviour - Extended problem solving purchase - Less persons involved in purchase - More persons involved in purchase - Less information sought - More information sought - More emotional decisions - More rational decisions
  • 66. Types Of Consumer Durables
    • The more expensive more complex durables
      • Cars, TVs
      • Call for more information, more search
    • Less expensive, less complex durables
      • Sewing machine, steel cupboard
      • Call for less search
    • Complexity of purchase will also be dictated by the SEC of the consumer:
      • Two wheeler Vs car
      • Mixie Vs cooking range
      • Fan/air cooler Vs air conditioner
  • 67. Seasonality of Consumer Durable Purchase
    • Often consumer durables account for a large part of the household income:
      • Car = 12 months income
      • TV = 1 months income
    • Purchase is planned out over a long period of time
    • Specific seasonal peaks
      • Diwali : All durables
      • Pre-summer : ‘Cooling’ aids
      • Wedding season : All durables
      • September/March - Depreciation benefits
  • 68. Sources Of Information
    • Extended search of information hence many sources of information:
      • Word of mouth : from other users of the product/brand
      • Dealers : sources of deep knowledge
      • Experts : mechanics/service engineers
      • Advertising : mass media - press, TV
      • Literature : comparison across brands/models
      • Internet : In US 40% all car buyers use the net for information
    • Unlike consumer products many more sources are used for collecting, analysing information before a purchase decision is made
  • 69. Key Areas Of Enquiry
    • Product oriented
      • Key features of the product
      • Models available
    • Pricing
      • Price comparison across models
      • Financing options available
    • Availability
      • Dealer points available
      • Reputation of dealer
    • Service
      • After sales service set up
      • Installation and maintenance
    • Running cost
      • Fuel consumption, electricity consumption
    • A brand reputation
      • Reputation of the brand
  • 70. Indian Consumer Durable Penetration All India Household Penetration of key durables: Washing Machines 2.7% Refrigerators 11.1% Two Wheeler 4.7% Cars 0.5% Mixie 17.0% Analyse penetration by Urban / Rural, SEC, Town Class, Region, etc.
  • 71. Advertising Issues For Consumer Durables
    • Increase penetration
      • Sell category benefits
      • Offer ‘value’
    • Increase ‘upgradation’
      • Sell higher-end features
      • Offer ‘style’
    • Increase per-capita usage
      • Sell special ‘niche’ features
      • Offer special benefits
  • 72. FCB Grid For Durables
    • Durable by definition are high-involvement
    • But are all of them rational/think?
    • Or is there an emotional touch?
    • Should all consumer durable advertising be high-involvement - think focussed?
  • 73. How To Advertise
    • Depends on the type of durable, the target audience, the features offered, the competition
    • Emotional touch will work if - features are all similar, competition high, consumer is not rational in purchase
    • Features based appeal if - brand offers unique features, competition is not in a position to match
    • Benefit based appeal if - brand model offers unique benefits (quick ice), not yet capitalized by competition
  • 74. Role Of Advertising
    • Consumer durable advertising cannot ‘sell’ the brand since purchase is often complex
    • Advertising to
      • Create awareness
      • Disseminate information
      • Build conviction
      • Drive visit to dealers for
        • Enquiry
        • Demonstration
    • The final sale is clinched at the dealer showrooms
  • 75. Role Of Advertising
    • Often advertising’s job is to get the brand into the consumers CONSIDERATION SET
    • Entry into consideration set will make the consumer seek and analyse more information about the brand/model
    • Build conviction of current users to reduce post purchase dissonance
    • Aid word-of-mouth and positive ‘buzz’ about the brand
  • 76. Brand-building Advertising Seminar FCB GRID for Durables - SELF Test 6
    • Plot : 21” colour TV
    • Ceiling fan
    • Car
    • Steel cupboard
    • Scooter
    • Computer
  • 77. VOLTAS - MEGALAUNDRETTE: Making Impossible Possible
  • 78. VOLTAS - MEGALAUNDRETTE: Making Impossible Possible
    • Mid 90’s - Indian consumer discovering washing machines
    • Decrease in excise duty making washing machines more affordable:
    • “ Do you want us to be known as a country of maids?”
          • Prime minister P V Narasimha Rao
    • Influx of over 25 brands:
      • Videocon, TVS Whirlpool, Maharaja, IFB, BPL, Godrej, National
    • The market getting overcrowded in a very short period
  • 79. Voltas - Entry
    • Voltas : Top three refrigerators manufacturer
    • Keen on expanding portfolio and use the manufacturing and distribution network
    • Washing machine identified as the category to consider
    • Technical tie-up with Samsung for import of key components
  • 80. Positioning
    • All washing machines claimed:
      • “ Whitest wash”
      • “ Quickest wash”
    • “Easy wash”
    • Some were using jargon to sell better cleaning:
    • “Turbo clean”, “Pressure clean”, “Hand wash clean”
  • 81. Understanding Consumers
    • Indian consumers traditionally used to give clothes out to laundry for washing
    • Influx of detergents and washing machine had reduced outside help to only ironing and dry cleaning expensive clothes
    • Expert cleaning still seen to be outside the home domain
    • ‘Laundry’ cleaning seen as the ultimate
  • 82. Voltas Washing Machine
    • The range positioned as the “LAUNDRETTE RANGE”
    • Voltas Launderette offers “laundry level of cleaning”
    • Thus moving out of the confines of the white, quick wash offered by other brands
    • The brand launched with a range of machines under the umbrella
    • Quandry: which model to promote?
  • 83. Product Interrogation
    • Examined all the models offered by Voltas and all other Indian brands
    • Analysed all the claims and offers made by Indian brands
    • Looking for a distinctive promise that is relevant, believable and unique : The RUB TEST
  • 84. The Different Differences
    • Voltas offered a large capacity washing machine - not matched by any other brand
    • Large capacity seen by Indian marketeers as just a size offering without any real value
    • Can size be the differentiator?
    • Indian families are large
    • Clothes tend to get dirty everyday and need to be washed
    • Can size be offered without diluting the key benefits of washing clean?
  • 85. Voltas Megalaundrette
    • The brand name Megalaundrette - coined to reinforce size and ‘laundry clean’ cleaning
    • The promise: The biggest size in its class
    • The benefit: more clothes can be washed at one time - as required by large Indian families
  • 86. The Campaign
    • TV commercial built on the incredulity of a home situation where many clothes are washed at the same time
    • A humourous jingle based TVC that drove home the size advantage
    • Without showing dirty clothes or washing
    • Yet giving a clean look to the brand
  • 87. Voltas Megalaundrette TVC
  • 88. Voltas Megalaundrette Press
  • 89. The Result
    • Voltas Megalaundrette was primarily promoted through TV with dealer support material that played back the TV message
    • Voltas saw a huge income in dealer traffic - the third most enquired brand for the campaign period
    • Voltas Megalaundrette advertising entered advertising ‘hall of fame’
  • 90. Brand-building Advertising Seminar Voltas - Self Test 7
    • Is it possible to identify two more such non-primary benefits for promoting washing machines?
  • 91. GODREJ Storwel - Treasuring Memories
  • 92. GODREJ Storwel-treasuring Memories
    • A heritage brand that is over 50 years old
    • Origins of the brand date back to the days when Godrej used to make ‘safes’
    • Storwel product conceived as an affordable safe for keeping the family valuables
    • Godrej pioneered the product category and sold it through exclusive showrooms
  • 93. Changing Consumer
    • The need for ‘safes’ saw a decline in the 60s and 70s with banks taking the role of safe keeping
    • Godrej Storwel transformed to become a reliable cupboard for keeping family clothes and valuables
    • The model extended to offer a variety of inside partitions
  • 94. Enter The Competition
    • Godrej Storwel was made through a process called ‘cold rolled’ - resulting in high quality but also high price
    • Organized competition enters in the form of Chandan, Allwyn and numerous regional brands
    • Bigger threat from small unorganized players offering same looks for half the price
  • 95. Quality Paradox
    • Godrej Storwel stood for ultimate quality in steel cupboards - no rusting, no chipping, perfect finish, no gaps etc
    • Local brands offered reasonable quality but the differences (like rusting/chipping) surface only after 5 to 10 years
    • The quality paradox was hence not perceived by the consumer who saw ‘value’ in the local brands
  • 96. Selling Quality
    • Godrej Storwel stood for ultimate quality but
      • Did the consumer want that level of quality?
      • Was the price-quality trade-off relevant?
      • Can Godrej Storwel sell on just quality?
  • 97. Understanding Consumers
    • Godrej Storwel had a huge reservoir of goodwill with consumers
    • Consumers associated it with happy occasions: weddings, childbirth, growing-up
    • Storwel was not just seen as a steel cupboard but as a member of the family, who grows with the family
    • Can this be the way to sell the brand?
  • 98. EMOTIONAL Vs RATIONAL APPEAL
    • Consumer durables are often high-involvement rational purchase
    • Godrej Storwel had a 50%+ premium over the local brand
    • Should Godrej Storwel sell on rational reasons like better steel, better fit/finish, long lasting etc.
    • Or should it sell on emotional reasons: warmth, family values…. Long lasting
  • 99. Emotional Rescue
    • Can Godrej Storwel be sold on emotions, if so how?
    • Research revealed that Godrej Storwel is bought during specific occasions - marriage
    • - New baby
    • - New home
    • Advertising route was taken to link these happy moments with Godrej Storwel
    • A series of jingle based commercials were produced
  • 100. Pre-test To Study Impact
    • The TVCs tested in an animatic form to study impact and attitude change
    • Scored high on break through/cut through
    • More importantly improved attitude on
    • - Good value
    • - Long lasting
    • In fact built emotional bonding with consumers while subliminally strengthening rational benefits offered by the brand
  • 101. Godrej Storwel TVC : Wedding
  • 102. Godrej Storwel TVC : Mother-to-be
  • 103. The Campaign
    • Godrej Storwel campaign on emotional plane was started in 1986 and continues today 15 years later
    • Godrej Storwel continues to command a premium in the market and sells in the face of newer competition
  • 104. Brand-building Advertising Seminar Godrej Storwel: Self Test 8
    • What other brand-building initiatives would be needed to keep Godrej Storwel strong in the next decade?
          • Product initiatives
          • Promotion initiatives
    • Can you name a couple of other durable brands who have used emotional appeal?
  • 105. Seminar Part V Services
  • 106. What Are Services?
    • “ One day all brands will be service brands!”
    • When a success of an automobile depends on service network?
    • When a durable brand depends on the pre-sales and after-sales service?
    • When a consumer product purchase can be influenced by the retail environment?
  • 107. Services Brand Types
    • Services are bought by consumers, at times without being conscious of the brand image
      • A telephone service
      • An airline
      • A hotel
      • ATV channel
      • A website
      • A bank
      • A retail chain
    • All these and more are services that consumers buy, everyday - but are they brands?
  • 108. Services Brands - Relevance
    • Telephone service : MTNL Vs BPL Vs Orange
    • Hotel : Taj Vs Quality Inn Vs Welcomgroup
    • Bank : State Bank Vs Citibank Vs Central Bank
    • Branding concepts have been applied to services not too long ago - and the art is still being perfected
    • When a customer chooses a bank what are the reasons:
    • - The location
    • - The word-of-mouth
    • - The decor
    • - The staff
    • - The ‘brand’?
  • 109. Services Brands - Emerging Trends
    • Services marketeers are discovering the power of branding and integrating all elements under a brand image umbrella
          • Logo identity
          • Look and feel
          • Décor of premises
          • Uniform of staff
          • Communication
  • 110. Services Brands - Image Perceptions
    • Often more complex than an FMCG or durable
    • High reliability on the human element
    • Every interaction with the services brand could lead to image change
    • Need to bring about uniformity
      • Staff training is key
    • Coupled with pricing, decor, ease of use, location, communication
  • 111. Services Penetration
    • All India Household penetration of a few services :
    • Telephone 6.8%
    • Bank Account 17.5%
    • Cell Phone 0.2%
    • Analyse the data for urban / rural, SEC, regions etc.
  • 112. Role Of Advertising
    • Services brands are built by the human involvement of customers with the brand (and its employees)
    • Advertising can be used to reinforce the service image
    • - Singapore airline - Singapore girl - friendly service
    • - British airways - world’s favourite - reliability
    • Advertising can be used to
    • - Build awareness - for a new service or to a new segment of customers
    • - Communicate features/benefits - a new service addition
    • - Generate enquiries - call for action
    • - Build Image - premium image, usage imagery, user imagery
  • 113. Services Advertising Paradigms
    • Two classical ways services use advertising
    Information Driven Image Driven - Introduction of new service - Image of the user - New pricing plans - Image of the usage occasion - New offers - Cue type-of-desires fulfilled - New features - Imply self image - Rational focus - Emotional focus
  • 114. Advertising After Sales
    • Services brands like airlines, banks, telecom, need to retain customers over the long term to build profitable segments
    • Often cost of acquiring a new customer is six times more expensive than retaining an existing customer
    • Special route of Direct and Customer Relationship Management are used to retail and build customer bonding
  • 115. Building Customer Relationships
    • Services brands need to fellow a step-by-step process to build customer relationships
      • Identify customers
      • Understand the need of the customers
      • Tailor value propositions
      • Test the propositions
      • Make offers to customers
      • Reward long-term usage
  • 116. Building Customer Loyalty
    • Services brands that attract high loyalty achieve long-term success
    • Loyalty programmes
    • Frequent flyer miles : airlines
    • Bonus points : credit cards
    • Discount cards : retail
    • Coupled with the loyalty programmes services brands offer
    • - Special services to loyal customers
    • - Special prices to loyal customers
    • - Special messages to loyal customer
    • - And communicate regularly with them
    • In short make the loyal customer feel special!
  • 117. Brand-building Advertising Seminar FCB Grid - Services Brands - Self Test 9
    • Services come in all types
      • Basic telephony
      • Shares
      • Insurance
      • Hotel
      • Airline
  • 118. Bangaram Island Resort : Thank God !
  • 119. Bangaram Island Resort : Thank God !
    • An independent island in Lacadives
    • Popularised by Rajiv Gandhi’s family holiday in the 90’s.
    • Run by the Casino group of Cochin
  • 120. Bangaram Island - The Brand
    • Not just a hotel built on an island!
    • Resort conceived as a brand:
    • “ To be one with nature”
    • Resort built with eco-friendly material
    • No telephones, no TV, no cable
    • No alcohol, no soft drinks, nothing artificial
  • 121. The Concept
    • Conceived as a resort with a limited number of rooms
    • High prices to ensure high quality up keep and nature support
    • Targeting the right audience
  • 122. Selling The Concept To Whom?
    • Primary target - the sophisticated western tourist
    • Secondary target - the evolved domestic tourist
  • 123. Tourism Hierarchy Visit exotic domestic locations Bangaram fitted in here
    • Indian tourist moves up the hierarchy of type of holidays
    Visit to home town / village Pilgrimage / holy city trip Visit big city Visit hill station / beach resort Visit international big cities
  • 124. Attracting International Tourists
    • High cost of advertising in international press
    • However need to build word-of-mouth in western markets
    • Targeted the specific travel agents and travel writers
    • Invited this elite group for a holiday to Bangaram
    • Resulted in excellent write-ups in high profile travel and holiday journals
  • 125. Attracting The Domestic Tourist
    • Given the size of the hotel mass media advertising is prohibitively expensive
    • How to target the top end holiday customer with limited budget?
    • How to build high-image appeal with limited spend levels?
  • 126. Narrow Casting Message
    • Target audience definition focus let to narrow casting to the upper-upper income intelligentia in the top four cities
    • Further analysis revealed that reach of financial papers reasonably high with the narrow casted target
    • Need to appeal to this target with the right message, in the right scale
  • 127. Message Focus
    • Message delivered has to bring out the “one with nature” theme of the brand
    • Message had to be attractively packaged to almost make the brand temptingly close
    • Build a response mechanism to capture interested target audience names
  • 128. The Campaign
    • One ad in only one paper (Economic Times) was all that was affordable
    • A large sized ad that could not be missed
    • With a response coupon to capture data
    • Over 1500 responses for one ad
    • Build the first batch of Indian tourists to Bangaram
    • And they became the brand advocates!
    • Bangaram did not advertise again!
  • 129. Bangaram Press Ad
  • 130. Brand-building Advertising Seminar BANGARAM : Self Test 10
    • What could be other modes of marketing communication that could have been used by Bangaram?
  • 131. Escotel - Building A Cellular Family
  • 132. Escotel - Building A Cellular Family
    • Escotel - the cellular company from the Escorts group
    • Licensee for western UP, Haryana and Kerala
    • One of the first movers in the cellular industry
  • 133. Cellular Market Then
    • Cellular services had just entered Delhi, Bombay, Calcutta and Chennai
    • Relative lack of understanding of the utility values of cell phones
    • First users were all the status conscious
    • Cell phones became the status symbol of the rich and famous
    • High price of handsets and airtime did not help either
  • 134. The Target Markets
    • Haryana / western UP and Kerala very different in behaviour
    • Haryana and western UP had typical north Indian characteristics
      • Propensity to show off
      • More talk, more show
      • Keeping-up-with-the-Jones
    • Kerala market significantly different
      • More educated
      • More value oriented
      • More ‘international’
  • 135. Escotel Challenge
    • A completely unknown company in telephony
    • No perceived knowledge base in electronics (like BPL) or telephony (Bharti)
    • However Escorts had a big name (in automobiles) and had a loyal support base
    • How to leverage this base into a useful movement?
  • 136. Escotel Sansar
    • Created the concept of ‘Escotel Sansar’, the Escotel family
    • This new family stood for the new aspirations of the modern customer
    • Captured the ethos of Escorts: long-standing trust and value
  • 137. Escotel Values
    • To sell the service with price plans or to sell brand values - the first challenge
    • Need felt to sell Escotel as a brand that stood for new hopes, new horizons, new aspirations of todays’ consumer
    • Avoided the price based advertising in the first full phase of launch
  • 138. Escotel Customer - North / South
    • Tailored the message to suit the two different set of customers
      • North : builder, family man, industrialist
      • South: doctor, film maker, marine exporter
    • While keeping the overall values similar and appealing
  • 139. Escotel Press Ad 1
  • 140. Escotel Press Ad 2
  • 141. Escotel Press Ad 3
  • 142. Escotel Press Ad 4
  • 143. Escotel Launch
    • The effort at brand-building advertising paid off
    • While competition focussed only on price based advertising, Escotel’s mix of messages built a true Sansar
    • Leading to market dominance in all the three markets
  • 144. Brand-building Advertising Seminar ESCOTEL : Self Test 11
    • Escotel brand advertising’s relevance in todays’ setting?
  • 145. Seminar Part V Corporate Brands
  • 146. What Are Corporate Brands
    • Corporate brands go beyond a product, a service or a product range
    • Depending on the branding structure used, a corporate brand can be
      • An endorser
      • A driver
      • A support
    • Very difficult to typecast corporate brands
      • TATA - sometimes endorser, sometimes driver
      • GE - often driver
      • SONY - often driver
      • Reliance - support
      • Wipro - driver - endorser
  • 147. Corporate Brands in the Branding Structure Corporate Brand: Tata Tata Tata (Tata) (Tata) Service / Product Brand: Indica ‘ Tea’ ‘ Salt’ Taj Titan Line Brand: V2 Residency Raga Features: Widetread Garden Fresh Iodised Product: Car Tea Salt Hotel Watches
  • 148. The Differences in Corporate Brands
    • Some corporate brands go on products:
    • Sony Walkman, Sony Vaio
    • Some corporate brands stay as endorser
    • Some corporate brands stay out of lime light: P & G, Lever
  • 149. The Differences Across Categories
    • Unlike FMCG brands and durable brands, corporate brands have several key differences
      • Multiple products or service
      • Multiple target customers
      • Multiple target audiences
      • Not focussed on selling
      • Brand salience focussed
      • Brand image focussed
  • 150. Corporate Brand Target Audiences
    • Varied target audiences - many stake holders
      • Customers - heavy, medium, light
      • Associates - suppliers
      • Trade - distributors, retailers
      • Employees - across departments; potential
      • Shareholders - stake holders
      • Government - local and central
      • Industry bodies - associations
  • 151. Corporate Brand Values & Ownerships
    • Corporate brand values need to transcend narrow boundaries of products and services
    • Three large areas of focus
      • Innovation
      • Value
      • Service
    • “ The customers decide on the fate of brands, they own the brands ” : Economist
  • 152. Corporate Brands reflect the Leader’s Vision
    • Across the world the leader’s personality reflects on the corporate brand:
      • Richard Branson - Virgin - outrageous / young
      • Jack Welsh - GE - aggressive / growth
      • Karsanbhai Patel - Nirma - value / quality
    • Founder’s personality often stays on with the brand they have created:
      • Akio Morita - Sony - innovation
      • Henry Ford - Ford - value
  • 153. Building Corporate Brands
    • The founder/CEO is often the biggest medium
    • Use of multiple communication tools:
      • Public relations - press/media coverage
      • Identity programme - logo, stationery, signage
      • Retail presence - outlets, service
      • Corporate communication - annual reports, offices, buildings
      • Advertising - media, direct, internet
  • 154. Corporate Brand Advertising
    • Role of corporate advertising varies in consumer products, consumer durables, services and business selling environment
    • Corporate advertising is often beyond products and revenues
    • To project the deeper ethos of the brand, the one key variable that unites all that the brand offers, through various product and services
  • 155. Brand-building Advertising Seminar CORPORATE BRAND’S ROLE: Self Test 12
    • Corporate brand is an
      • Invisible endorser
      • Strong endorser
      • Driver
    • Categorise the following brands with examples
      • Nirma - Britannia - Whirlpool
      • Unilever - Panasonic - HP
  • 156. Wipro - Applying Thought
  • 157. Wipro - Applying Thought
    • Origins in the edible oil industry
    • Vanaspathi manufacturing under Wipro Sunflower brand name
    • Diversified into soaps and toiletries in the eighties
    • Tasted success and expanded range into diverse areas
  • 158. Wipro - Beyond Oils
    • Entered computer hardware business
      • Super genius computers
    • Followed this with entry into computer services and software
    • Wipro lighting division, Wipro medical systems set up in 90’s
  • 159. Wipro - In 1998
    • A Rs. 1500 + crore group
    • Over 70% of turnover from infotech business
    • Changing the profile of the corporate brand seen to
      • Reflect the new energy
      • Make the corporate more attractive to investors
      • Make it a destination company for talent
  • 160. Wipro - Mining Consumer Minds
    • What does Wipro stand for in the consumer’s minds?
    • Research to delve into the perceptions of consumers soaps, lighting
      • Computer hardware
      • Computer software
    • Wipro seen as a sensible ‘thinking’ company
      • Lending to the tag line “applying thought”
  • 161. Signalling A Change: A New Look
    • Wipro corporate logo changed to a colourful rainbow flower
    • The colours indicating high vibrancy, new energy, new look
    • Corporate identity revamped to reflect the new look
    • Four key missions identified
      • Value
      • Innovation
      • Service
      • Integrity
  • 162. How To Communicate The New Wipro
    • ‘ Applying thought’ - a rational way of doing business
    • Bringing the concept alive - possible through identifying specific stories that bring alive the ‘applying thought’
    • Present Wipro as a caring company that is: ‘thinking about you’
  • 163. Wipro Corporate Campaign
    • Build on real life stories of applying thought
      • Baby soap - with milk & almonds
      • Lighting - 30% more life
      • Hardware - built to suit tough Indian conditions
      • Software - high end telecom application
      • Service - computer service levels
  • 164. Wipro Corporate Brand Activities
    • Press campaign supported by outdoor
    • Public relations to get stories on the new Wipro
    • Increased investor relation, corporate brochure, annual reports etc.
  • 165. Wipro Press Ad 1
  • 166. Wipro Press Ad 2
  • 167. Wipro Press Ad 3
  • 168. Wipro Corporate Brand
    • Brand salience improved from ‘unknown’ to ‘known’
    • Stock market boom aided Wipro’s climb to the top
    • From being in the 25th position on most admired corporate brand, Wipro climbs to top 5 in three years
  • 169. Brand-building Advertising Seminar WIPRO CORPORATE : Self Test 13
    • What could be other methods Wipro could use to build the Corporate brand?
  • 170. Tata Lucent: Telecom Revolution
  • 171. Tata Lucent: Telecom Revolution
    • Tata Telecom set up to manufacture EPABX systems - aimed at the large corporate segment
    • Tata Telecom selling through dealers and own sales executives to large accounts
    • Joint venture with Lucent Technologies
  • 172. Lucent Technologies : Powerhouse
    • Lucent Technologies - the equipment company spun off from AT&T
    • Lucent world leader in telecom equipment catering to the large sector
    • Lucent’s heritage from Bell Labs of erstwhile AT&T
    • Bell Labs to one of the world leaders in technology patents !
  • 173. Tata Lucent: Task Ahead
    • Tata Lucent plans to enter the high end telecom market
    • Target audience
      • Private telecom companies
      • Cellular companies
      • Govt. Sector (telecom)
      • Large organisations
  • 174. Customer Perceptions
    • Tata Telecom seen as a reliable telecomy partner
    • However not seen as technologically advanced
    • High trust from the Tata name but not seen as cutting edge technology
    • High profile competition from brands like Alcatel, Siemens and Japan companies
  • 175. Need To Build Corporate Brand
    • Tata Lucent planning to launch a range of telecom systems under various brands like ‘Infiniti’
    • Will the consumer accept the high end offering?
    • What is the relative perceptions of Lucent?
    • Very low awareness of Lucent - Bell Labs connection and importance not widely known
  • 176. The Need For Brand
    • Tata Lucent brand facing competition from Alcatel and Siemens - high-tech image
    • Target customers primarily telecom companies and large corporates
    • Why should they look at Tata Lucent!
      • How big is Lucent?
      • What is their competence?
      • What can they offer?
  • 177. Tata Lucent - The Campaign
    • Focussed on the technology achievements of Bell Labs
    • Highlighted the Bell Labs origin of Lucent
    • Presented Tata Lucent in a high tech environment
    • Broke through the clutter and achieved very high break through
  • 178. Tata Lucent Press Ad 1
  • 179. Tata Lucent Press Ad 2
  • 180. Tata Lucent Press Ad 3
  • 181. Tata Lucent Press Ad 4
  • 182. Brand-building Advertising Seminar TATA LUCENT - Self Test 14
    • Could Tata Lucent have used any other platform other than technology/innovation?
  • 183. Summing Up :Brand-building Advertising in 10 Easy Steps
    • Define brand values
    • Understand competitive framework
    • Understand consumer behaviour
    • Understand the role of advertising
    • Define the short and long term brand objectives
    • Define communication objectives
    • Develop communication strategy
    • Evolve the creative strategy to drive the message
    • Plan and place media : media strategy
    • Build a tracking mechanism
  • 184. Thank You !