Managing A Global Account


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Outlining the process of managing brands in various cultures

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Managing A Global Account

  1. 2. <ul><li>Driven from an international market with a client sitting in India too </li></ul><ul><li>Brand- single vision, meaning, role in consumer’s life across a number of countries including India </li></ul>
  2. 3. <ul><li>Brand Management </li></ul><ul><li>Client Management </li></ul>
  3. 4. <ul><li>Issue 1: NIH Syndrome </li></ul>
  4. 5. <ul><li>Imagine if Sardar Patel was not successful in unifying India in 1947, we would have been 20 countries. Maybe today, we would believe that a pan-Indian brand is not possible (In reality, so untrue!) </li></ul>
  5. 6. <ul><li>Boundaries are man made, not God made. Suddenly if they disappear, it can become one big country </li></ul>
  6. 7. <ul><li>Ultimately, we are all human beings with similar motivations and drives </li></ul><ul><li>No two individuals are the same </li></ul><ul><li>Look for homogenity and you will find it. Search for heterogenity. You will find that too. </li></ul>
  7. 8. <ul><li>It took millions of years for man’s instincts to develop. It will take millions more for them to vary. It is fashionable to talk about the changing man. A communicator must be concerned with the unchanging man, with his obsessive drive to survive , to be admired , to succeed , to love , to care for his own ’ </li></ul><ul><ul><ul><li>Bill Bernbach </li></ul></ul></ul>
  8. 9. <ul><li>Issue 2: Transfer mix </li></ul><ul><li>(at your risk) </li></ul>
  9. 10. <ul><li>If one campaign could work nationally, there would be no regional adaptations </li></ul><ul><li>There are few brands in India which are strong/no 1 in every market. A brand always ends up appealing to one group more! </li></ul>
  10. 11. <ul><li>Remember: Brands are not conceived for the world but extended across borders </li></ul><ul><li>Its like testing a brand in one market and duplicating the mix into another without ensuring the test market is representative of the universe you want to be in. </li></ul>
  11. 12. <ul><li>Health </li></ul><ul><li>Technology </li></ul><ul><li>Money </li></ul><ul><li>Hygiene </li></ul><ul><li>Grooming </li></ul>
  12. 13. <ul><li>Food and drink </li></ul><ul><li>Entertainment </li></ul>
  13. 14. <ul><li>Transport </li></ul><ul><li>Retail </li></ul>
  14. 16. <ul><li>Image brands- where ‘international’ imagery is desirable to Indian </li></ul><ul><li>Audiences seem similar- Youth; mother/baby brands travel as basic motivations tend to be same1 </li></ul>
  15. 17. A brief look into it.
  16. 19. <ul><li>Is there something like an ‘Indian mindset’, which necessities, ‘made-for-Indian-strategies’? </li></ul><ul><li>It may be easy to answer this question by looking around us and reading meaning into some everyday actions and habits……. </li></ul>
  17. 20. <ul><li>Food and movies are the often said to be a reflection of a nation’s culture, a peek into the inside </li></ul>
  18. 21. <ul><li>It has a linear structure, it follows a certain pattern, the meal progresses note-by-note </li></ul><ul><li>The high point of this meal is the ‘main course’ - the very name signifies the importance of this dish and that it needs to be savored in isolation </li></ul><ul><li>The western meal as a whole is essentially a sum of its constituent parts </li></ul>
  19. 22. <ul><li>This is quite the opposite, the meal is defined by the co-existence of dissimilar kinds of foods - the watery daal along with the crunchy papad, the bland raita along with the fiery pickle all co-inhabiting one big plate </li></ul><ul><li>The mode of eating is too simultaneous, there is no pattern as to what goes ‘in’ first </li></ul><ul><li>Our taste buds too thus are used to this ‘rainbow of tastes’ </li></ul><ul><ul><li>A visual picture is quite similar to the traffic on the roads </li></ul></ul>
  20. 23. <ul><li>The relationship between Indian cinema and Hollywood cinema is quite dissimilar </li></ul><ul><li>Hollywood movies follow a linear pattern and belong to distinct genres - romance, drama, thriller, war, fantasy…. </li></ul><ul><li>There is a clear defined narrative structure, which moves towards a clear resolution </li></ul><ul><li>Even when the narrative cuts away, it does so with a intent of establishing a single story </li></ul>
  21. 24. <ul><li>The Indian narrative structure is cyclical or circular </li></ul><ul><li>While it eventually moves towards a single resolution, it does so with reluctance, interruptions and often having having related several sub-stories, whose presence is not critical </li></ul><ul><li>Indian movies are thus spectacles - they are watched for themselves and not for the story </li></ul><ul><li>The movie using a combination of elements - there is comedy, a fight sequence, loving glances from the heroine, songs, the tearful mother </li></ul>
  22. 25. <ul><li>Perhaps we find it easier to see things in their totality </li></ul><ul><li>That we find meaning more easily in coming together of the diverse </li></ul><ul><li>That we are comfortable with multiple realities, without seeing them as contradictions </li></ul><ul><li>We are a complex bunch of very simple people </li></ul>
  23. 26. Indian-ness- A closer look
  24. 27. <ul><li>The world's biggest movie industry in terms of the number of movies produced (800 movies annually) </li></ul><ul><li>The Bollywood industry's output of over 240 films in the year 2000 made it the largest of India's film industries </li></ul><ul><li>Gives us an insight into what drives Indians </li></ul>
  25. 28. <ul><li>The Indian cinema goer seeks </li></ul><ul><ul><li>To escape </li></ul></ul><ul><ul><li>To be entertained </li></ul></ul><ul><ul><li>To be a part of something better and bigger </li></ul></ul>
  26. 29. <ul><li>It is a set of value-systems which is all-pervasive and deep-rooted in the society. </li></ul><ul><li>It reflects in the way we live, it is a phenomena which cuts across various categories across all sects of Indians </li></ul>
  27. 30. <ul><li>Although many a story lines are inspired by international films, it is suitably Indianised to suit the Indian palate </li></ul><ul><li>Thus the central plot remaining the same, the Indian-ness reflects in the characterization and screen play </li></ul>
  28. 31. <ul><li>Agni Sakhi </li></ul><ul><li>Criminal </li></ul><ul><li>Aks </li></ul><ul><li>Ghulam </li></ul><ul><li>Pyar to hona hi Tha </li></ul><ul><li>Dil hai ke manta nahi </li></ul><ul><li>Har Dil jo Pyar Karega </li></ul><ul><li>Sleeping with the enemy </li></ul><ul><li>Fugitive </li></ul><ul><li>Fallen, Face off </li></ul><ul><li>On the Waterfront </li></ul><ul><li>French kiss </li></ul><ul><li>It happened one night </li></ul><ul><li>While you were sleeping </li></ul>
  29. 32. <ul><li>Small changes in characterization, symbolic cues which depict Indian-ness, </li></ul><ul><ul><li>Codes acceptable in the Indian society </li></ul></ul><ul><ul><li>Morally layered storyline are relevant to making the story line acceptable </li></ul></ul>
  30. 33. <ul><li>Kramer vs Kramer </li></ul><ul><li>Divorce is acceptable </li></ul><ul><li>No presence of support system </li></ul><ul><li>Female protagonist leaves for self-discovery </li></ul><ul><li>Akhele Hum, Akhele Tum </li></ul><ul><li>Divorce is avoidable </li></ul><ul><li>Family support system </li></ul><ul><li>Sanctity of marriage maintained despite the seperation </li></ul><ul><li>Female protagonist leaves for a career. </li></ul>
  31. 34. <ul><li>The leading actor, actress and the negative character should be embodiments of good and evil </li></ul><ul><li>They must seem larger than life and capable of solving any problem which may seem even impossible </li></ul>
  32. 35. <ul><li>Sleeping with Enemy </li></ul><ul><li>The good guy is a humble drama teacher who helps out Julia out of her problems </li></ul><ul><li>AgniSakshi </li></ul><ul><li>The guy is a philanthropist - the benvolent warrior, he is projected as a larger moral authority than can forgive all transgressions - even a wife who runs away from her husband </li></ul>
  33. 36. <ul><li>All acts must be motivated by gripping emotion, anger, love, jealousy etc. </li></ul><ul><li>Melodramatic and metaphoric dialogues are well-appreciated </li></ul><ul><li>Dramatic action should be at its peak </li></ul>
  34. 37. <ul><li>Kramer Vs Kramer </li></ul><ul><li>The single father leads a normal life looking after the daily needs of the son </li></ul><ul><li>Aklele Hum Akehle Tum </li></ul><ul><li>There comes the child’s birthday, and he has a desire for a gift, and the father makes a promise, a promise made must be kept, </li></ul><ul><li>You need to show that you are a good father, not just say it, and this makes the father commit an unbelievable act of robbing money - act of anger and love for his son </li></ul>
  35. 38. <ul><li>Songs, music, comedy, romance all are diversions which bear little significance to the central story but are of vital importance as far as the enjoyment of the film is concerned </li></ul>
  36. 39. <ul><li>MTV – Music Television </li></ul><ul><ul><li>Which launched in the country based on its western image, today is a pre-dominantly a mix of Indianised programming, it today caters the dreams and aspirations of the Indian youth </li></ul></ul><ul><li>Star TV </li></ul><ul><ul><li>Which was earlier struggling and seen as a ‘foreign programming channel’s compared to ZEE TV, has completely turned around based on its evening soaps slot </li></ul></ul><ul><li>FM radio </li></ul><ul><ul><li>The radio FM channels which launched with much fanfare based on western programming have in 3 months after launch settled on a more equitable programming </li></ul></ul>
  37. 40. <ul><li>The end of the story must have a perfect ending, questions left unanswered is not appreciated </li></ul><ul><li>All stories must have a logical ending which is suitable of the story. </li></ul>
  38. 41. <ul><li>Dilwale Dulhania Le Jayenge – Parents are critical to consent in a marriage, and even even though the two lovers have lived abroad, they take permission before marriage </li></ul>
  39. 42. <ul><li>Bend it like Beckham - An international film made for the Indian audiences addresses issues such as boyfriends, marriages in the British society in a manner appealing to the Indian society </li></ul>
  40. 43. <ul><li>The original ideas needs to take a form that is palatable to the Indian audiences </li></ul><ul><ul><li>The borrowed idea no longer remains the central one </li></ul></ul><ul><ul><li>Cultural links in terms of symbols and rituals decorate the movie </li></ul></ul><ul><li>Anything which looks and feels alien is rejected </li></ul><ul><ul><li>However, even a radical idea if ‘indianised’ will be accepted </li></ul></ul><ul><ul><li>eg. ‘Dil Chata Hai’ </li></ul></ul><ul><li>Entertainment, emotion, drama critical </li></ul><ul><li>These links make it alluring to the Indian consumer </li></ul>
  41. 45. <ul><li>A foreign corporate bank </li></ul><ul><li>Proposition of empowerment ‘do more’ </li></ul><ul><li>Targeting the rich up market mobile Indian </li></ul><ul><li>familiar expression even in an foreign setting </li></ul><ul><li>International in look and feel </li></ul>
  42. 46. <ul><li>Similar proposition of international networking </li></ul><ul><li>But translated into a benefit of making your dreams come true </li></ul><ul><li>Fulfilling the Indian dreams & aspirations of a better home, better car, better tomorrow </li></ul><ul><li>Indian look & feel… tone & manner </li></ul><ul><li>Yet look and feel is international </li></ul>
  43. 47. <ul><li>Not about the car or the features </li></ul><ul><li>Technological superiority… focus on speed </li></ul><ul><li>Though with an Indian bent </li></ul><ul><li>Josh = Energy = Speed </li></ul><ul><li>Targeting the rich and flashy up-market Indian </li></ul>
  44. 48. <ul><li>Not only altered their menu but also their communication to appeal to the Indian masses </li></ul><ul><li>Indian setting, Indian execution </li></ul><ul><li>Universal connect </li></ul><ul><li>Still within ‘a happy family place’ </li></ul><ul><li>However, the emotional underpinning provides a reason for indulgence </li></ul>
  45. 49. <ul><li>Entered with remakes of international communication </li></ul><ul><li>Fighting mind share with age old Indian colas </li></ul><ul><li>Have over time ‘Indianised’ </li></ul><ul><li>Now are part of the most trusted brand list </li></ul>
  46. 50. <ul><li>It is possible to overcome ‘price premiums’ and the ‘foreign label’ by getting the emotion and the connections right </li></ul><ul><li>MNC brands that used to be seen as western and foreign initially are today almost part of the landscape </li></ul><ul><li>The brand promise remaining the same, the execution can be made very Indian and very acceptable </li></ul><ul><li>Culture and tradition in India are very strong, but these can be powerful motivators, and yet presented in a very modern manner </li></ul><ul><li>Communication and messages can be layered to suit different audiences and yet look complete on its own </li></ul>
  47. 52. <ul><ul><li>Huggies is a world of happy smiling independent babies completely devoid of adults where babies become little “people” (that parents sometimes imagine their children to be) so that the babies themselves can show, in their charming and spontaneous way, their appreciation of HUGGIES benefits.” </li></ul></ul>Huggies babies are Happy babies
  48. 53. <ul><li>I ensure that I bring comfort and happiness in my baby’s world all the time.I never know when will my baby call out for me I have to be around him all the time. </li></ul>
  49. 54. <ul><li>HUGGIES </li></ul><ul><li>I love to see my baby behaving like adults </li></ul><ul><li>I love to see babies independent </li></ul><ul><li>PAMPERS </li></ul><ul><li>I ensure that I bring comfort and happiness in my baby’s world all the time. </li></ul><ul><li>I never know when will my baby call out for me I have to be around him all the time. </li></ul>
  50. 55. <ul><li>Brand Management </li></ul><ul><li>Client Management </li></ul>
  51. 56. <ul><li>Local </li></ul><ul><ul><li>Client----Agency </li></ul></ul><ul><li>Global </li></ul><ul><ul><li>Client----Agency </li></ul></ul><ul><ul><li>Global Client team-----Global Agency team </li></ul></ul>
  52. 57. <ul><li>Local </li></ul><ul><ul><li>Business Head----Unit Head </li></ul></ul><ul><li>Global client </li></ul><ul><ul><li>Business Head----Unit Head </li></ul></ul><ul><ul><li>Business Head----Global Head </li></ul></ul>
  53. 58. <ul><li>Need global agreement on every action in India </li></ul><ul><ul><li>Brand essence </li></ul></ul><ul><ul><li>Strategy </li></ul></ul><ul><ul><li>Creative Scripts </li></ul></ul><ul><ul><li>Any new initiatives </li></ul></ul><ul><li>Need to keep Global team updated </li></ul>
  54. 59. <ul><li>Revenues/Profits impacts both Indian and Global Account P&L </li></ul><ul><ul><li>Need to remain sensitive to this. </li></ul></ul><ul><li>Targets set both internally and from worldwide </li></ul><ul><ul><li>Brandwise </li></ul></ul><ul><ul><li>Discipline wise </li></ul></ul>
  55. 60. <ul><li>Client reactions and appraisals have worldwide impact </li></ul><ul><li>Local decisions would have to take care of worldwide sensitivities </li></ul><ul><ul><li>Esp conflict business management </li></ul></ul><ul><li>If the local here sneezes, the man in London catches a cold! </li></ul>
  56. 61. <ul><li>Guarantee of revenue </li></ul><ul><li>Brand name in portfolio </li></ul><ul><li>Global conferences and networking </li></ul><ul><li>Exposure to international way of working and systems </li></ul><ul><li>Huge body of learning and knowledge (can always find similar markets </li></ul><ul><li>International posting </li></ul>
  57. 62. <ul><li>Less creative flexibility </li></ul><ul><li>More detailed/rigorous systems- bureaucracy </li></ul><ul><li>Resource intensive- to service and network </li></ul><ul><ul><li>Global accounts are less profitable than local </li></ul></ul><ul><li>BIG BROTHER is always watching you </li></ul>
  58. 63. <ul><li>Local markets at different stages of evolution </li></ul><ul><li>Products not adapted for local use </li></ul><ul><li>Communication not sensitive to local cultural nuances </li></ul>
  59. 64. <ul><li>Look for mixes from markets with characteristics similar to India. Go back into history and across geographies </li></ul><ul><ul><li>Product life cycle </li></ul></ul><ul><ul><li>Cultural similarity </li></ul></ul><ul><ul><li>Behaviour similarity </li></ul></ul><ul><li>Get to essence of what made the brand tick then(history) and there (market) </li></ul>
  60. 65. <ul><li>Check whether consistent with current brand essence (often tends to be) </li></ul><ul><li>Check essense, global expression and indian adaptation for effectiveness. </li></ul>
  61. 66. A window a good planner/account manager must go through