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    Brand buildingadvertsingseminar3 Brand buildingadvertsingseminar3 Presentation Transcript

    • A Seminar on ROLE OF ADVERTISING IN BRAND BUILDING
    • What Is a Brand? A product A service A logo A packaging A shop A country A person
    • 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
    • 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
    • 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
    • The Kapferer Brand Identity Prism PICTURE OF RECIPIENT PICTURE OF SENDER Physique Personality Self-Image Reflection Culture Relationship INTERNALISATION EXTERNALISATION
    • Brand-building Advertising Seminar Self-test -1
      • Brand: Amul
      • Draw Aaker’s model
      • Draw Kapferer’s prism
    • AMUL : Aaker’s Model Extended Available Food Brand Essence : Core Value Taste Indian Quality Pride Variety Milk
    • 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
    • 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
    • Seminar Part II Brand Building Advertising
      • Objective of advertising
      • “ Build the business today and build brand value overtime ”
      • All advertising has to pass through this objective test
    • 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
    • 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
    • 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
    • How Does Advertising Work I
      • Classic Hierarchy of Effect Model
      Awareness Knowledge Liking Preference Conviction Purchase
    • 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
    • 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 (?)
    • 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
    • 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
    • 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
    • Brand-building Advertising Seminar FCB Grid - Self-test 2 Plot: car, TV, detergents, perfumes, flour, clothing, insurance, mobile Thinking Feeling High Involvement Low Involvement
    • Seminar Part III Consumer Products
    • 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
    • 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
    • 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)
    • 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’
    • 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
    • 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
    • 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’ ?
    • Santoor : A Case of Mistaken Identity
    • 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
    • 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
    • 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 !
    • 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
    • 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
    • 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?
    • 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 ”
    • 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
    • Santoor Press Ad
    • Santoor TVC : Book shop
    • Santoor TVC : Marriage
    • Santoor TVC : Aerobics
    • 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
      • 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
    • Captain Cook Atta - Farmer to Home
    • 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
    • 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
    • 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!
    • 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
    • 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
    • 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?
    • Captain Cook Atta: Sugar-coating
      • How to make the story even more credible?
      • How to break through the consumer apathy and incredulity?
    • 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
    • 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
    • Captain Cook Atta TVC
    • Captain Cook Poster
    • 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
    • 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 ?
    • Seminar Part IV Consumer Durables
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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.
    • 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
    • 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?
    • 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
    • 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
    • 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
    • Brand-building Advertising Seminar FCB GRID for Durables - SELF Test 6
      • Plot : 21” colour TV
      • Ceiling fan
      • Car
      • Steel cupboard
      • Scooter
      • Computer
    • VOLTAS - MEGALAUNDRETTE: Making Impossible Possible
    • 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
    • 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
    • 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”
    • 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
    • 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?
    • 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
    • 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?
    • 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
    • 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
    • Voltas Megalaundrette TVC
    • Voltas Megalaundrette Press
    • 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’
    • Brand-building Advertising Seminar Voltas - Self Test 7
      • Is it possible to identify two more such non-primary benefits for promoting washing machines?
    • GODREJ Storwel - Treasuring Memories
    • 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
    • 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
    • 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
    • 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
    • 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?
    • 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?
    • 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
    • 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
    • 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
    • Godrej Storwel TVC : Wedding
    • Godrej Storwel TVC : Mother-to-be
    • 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
    • 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?
    • Seminar Part V Services
    • 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?
    • 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?
    • 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’?
    • 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
    • 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
    • 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.
    • 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
    • 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
    • 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
    • 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
    • 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!
    • Brand-building Advertising Seminar FCB Grid - Services Brands - Self Test 9
      • Services come in all types
        • Basic telephony
        • Shares
        • Insurance
        • Hotel
        • Airline
    • Bangaram Island Resort : Thank God !
    • 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
    • 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
    • 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
    • Selling The Concept To Whom?
      • Primary target - the sophisticated western tourist
      • Secondary target - the evolved domestic tourist
    • 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
    • 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
    • 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?
    • 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
    • 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
    • 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!
    • Bangaram Press Ad
    • Brand-building Advertising Seminar BANGARAM : Self Test 10
      • What could be other modes of marketing communication that could have been used by Bangaram?
    • Escotel - Building A Cellular Family
    • 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
    • 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
    • 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’
    • 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?
    • 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
    • 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
    • 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
    • Escotel Press Ad 1
    • Escotel Press Ad 2
    • Escotel Press Ad 3
    • Escotel Press Ad 4
    • 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
    • Brand-building Advertising Seminar ESCOTEL : Self Test 11
      • Escotel brand advertising’s relevance in todays’ setting?
    • Seminar Part V Corporate Brands
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • Wipro - Applying Thought
    • 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
    • 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
    • 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
    • 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”
    • 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
    • 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’
    • 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
    • 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.
    • Wipro Press Ad 1
    • Wipro Press Ad 2
    • Wipro Press Ad 3
    • 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
    • Brand-building Advertising Seminar WIPRO CORPORATE : Self Test 13
      • What could be other methods Wipro could use to build the Corporate brand?
    • Tata Lucent: Telecom Revolution
    • 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
    • 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 !
    • 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
    • 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
    • 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
    • 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?
    • 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
    • Tata Lucent Press Ad 1
    • Tata Lucent Press Ad 2
    • Tata Lucent Press Ad 3
    • Tata Lucent Press Ad 4
    • Brand-building Advertising Seminar TATA LUCENT - Self Test 14
      • Could Tata Lucent have used any other platform other than technology/innovation?
    • 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
    • Thank You !