Carrier communication strategy presentation 3rd dec 09 second

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Carrier communication strategy presentation 3rd dec 09 second

  1. 1. CARRIER COMMUNICATION STRATEGY by Carat Fresh Integrated
  2. 2. What is brand Carrier among end consumers? Dip stick study
  3. 3. Fuzzy findings “Is it from the US?” “Often used for large projects and offices.” “Seen it at Vijay Sales. It‟s a little expensive.” “Architects often recommend Carrier.” “It‟s the world leader. What are you saying?” “Heard about it. It‟s a good brand people say.” “Sales executive said it‟s a good brand.” “Salesman didn‟t tell me much about it.”
  4. 4. So how is Carrier positioned ? Unclear Besides, what is a position if it is only on our papers but not in the end-consumers‟ minds
  5. 5. CarrierIf owns Expertise in Efficiency + Green Greater Sales Greater Market Share Ownership in consumer‟s mind Awareness Battles > Meta-battles Concerns visibility in Media To an extent it implies media spends but not necessarily
  6. 6. Greater Market Share of what? Premium Segment Mass Premium Mass Super Premium B2B
  7. 7. CarrierIf owns Expertise in Efficiency + Green Greater Sales Greater Market Share Ownership in consumer‟s mind Awareness Battles > Meta-battles Important to see how does Carrier fare?
  8. 8. Before a brand wins the positioning battle, it needs to win some meta-battles Meta-battles
  9. 9. “Television par hai, toh bada hai! Bada hai toh brand hai!”
  10. 10. Television is the massage If a brand appears on television, it is a brand If a brand bombards mass media with its messages, it is a brand
  11. 11. How does Carrier fare in this battle?
  12. 12. “Aur kuch nahi, branded toh hai na!”
  13. 13. As long as it is a brand Before brand-level differentiation comes the classification of branded vs. unbranded One brand gets replaced by another for no other reason but the perception that they are brands
  14. 14. How does Carrier fare in this battle?
  15. 15. “International brand yaar hai yaar! Kuch to hoga!‟
  16. 16. Foreign factor „International‟ holds higher ground than „National/Indian‟ „West‟ rules but they were the Koreans who leveraged „International‟ better
  17. 17. How does Carrier fare in this battle?
  18. 18. “Yeh cooler nahi hai!”
  19. 19. Claim and it‟s yours Compelling reason often isn‟t a good enough reason for consumers to buy a brand
  20. 20. What can explain Onida‟s “Yeh cooler nahi hai!” Did it have any reason? Did it try to give any reason? But it did two things: Repeat the word „cooler‟ for other Acs Claim a benefit core to the category i.e. gives cooling even in 48 degree temperature
  21. 21. How does Carrier fare in this battle?
  22. 22. “Oh! We have a refrigerator from this brand. It‟s working good. So the AC should also be good.”
  23. 23. May the mighty win It‟s even-stevens in the battle of Conglomerate brands vs. Specialist brands In fact, conglomerate brands might just have an edge over Specialist brands with limited visibility in the media In a way, a conglomerate brand simply increases the consumer‟s exposure to the brand in some form or another and therefore influences his/her disposition
  24. 24. How does Carrier fare in this battle?
  25. 25. Commentary on Indian consumers & their worldviews
  26. 26. Fascination with the ‘multi-faceted’ GODS
  27. 27. GODS Indians are God-worshipping people Kings were demi-gods Heroes aren‟t humans; they are Gods in the guise of humans Indian Gods have elaborate families Indian Gods have Avatars
  28. 28. Fascination with the ‘multi-faceted’ All Rounders Indian parents love all-rounder kids, develop them as such and are proud of the fact. So the kid should be: Great at Academics Musician Dancer Cricketer Karate Specialist, etc.
  29. 29. Success of Tata, Reliance, Birla, LG, Samsung, Onida, Videocon, Whirlpool, etc.
  30. 30. Saving is a philosophy Not an attitude It‟s not „stinginess‟ or „miserliness‟ „Saving‟ has saved futures, has saved uneducated unemployed children „Saving‟ has saved people from the truant ungrateful sons/daughters „Saving‟ has saved people from the robbers, the frequently volatile environment „Saving‟ is wisdom, no matter what people say Not disclosing „saving‟ is wise too„Saving‟ has made entrepreneurs „Saving‟ is painful but „saving‟ has made what India is
  31. 31. Saving is a philosophy Not an attitude It‟s not „stinginess‟ or „miserliness‟ „Saving‟ has saved futures, has saved uneducated unemployed children „Saving‟ has saved people from the truant ungrateful sons/daughters „Saving‟ has saved people from the robbers, the frequently volatile environment „Saving‟ is wisdom, no matter what people say Not disclosing „saving‟ is wise too„Saving‟ has made entrepreneurs „Saving‟ is painful but „saving‟ has made what India is „Value‟ rules. For Indians, very often „value‟ is something that helps them save, or makes them perceive „saving‟ in some form.
  32. 32. Why isn‟t there much value beyond savings? It‟s to do with lack of refinement in tastes
  33. 33. Evolution of tastes Developing Country Increasing Income Buying more products Forming opinions Refining Tastes Developing Country Improving Education Greater Exploration / Experimentation Forming opinions Refining Tastes And/or
  34. 34. Evolution of tastes Refining Tastes Variety of Needs New Opportunities New Positions New Specialist Brands Is India a developed country yet? No. Have Indians developed refined tastes yet? Not the majority yet. It seems, with tastes of majority not so refined, brands positioned for refined tastes will still be niche players for some time to come.
  35. 35. Competitive Positions Hitachi – Style Toshiba – Innovation Daikin – Silence O General – Power Cooling Panasonic – Eco-friendliness (Dust-busters) Blue Star – Leadership in Air-conditioning in India Whirlpool - ? Electrolux – Thinking of you Samsung – Technology, Bio-sleep LG – Health Videocon – Keeps the mind cool Onida – Cooler than the coolest Godrej – Style, Technology Voltas - Made in India for India See Annexure # 1 for analysis of Communication by Competitive Brands
  36. 36. Synopsis of Competitive Communication Analysis Emphasis on new product features and benefits arising from these features Emphasis on differentiation through technology and benefits thereof Much too often advertisements carry tactical offers, schemes, discounts and free gifts Energy saving ratings are mandatory and every brand in the category highlights them Label-like mnemonics are used to communicate various features See Annexure # 1 for analysis of Communication by Competitive Brands
  37. 37. Synopsis of Competitive Communication Analysis Emphasis on new product features and benefits arising from these features Emphasis on differentiation through technology and benefits thereof Much too often advertisements carry tactical offers, schemes, discounts and free gifts Energy saving ratings are mandatory and every brand in the category highlights them Label-like mnemonics are used to communicate various features It is no wonder that consumers go shopping with a rather jumbled mind-frame and get swayed by what the salesmen have to say.
  38. 38. How does Carrier position itself? How does it communicate this position? What kind of tone should it adopt?
  39. 39. Salient Points about brand Carrier Specialists in HVACR technology Worldwide leaders in HVACR Inventor of air-conditioners Origin in the US Brand present at high-profile locations like White House Highly efficient products which conserve energy
  40. 40. How significant is „green‟? In the context of life in general, in the context of Air Conditioning category and as a positioning for Career
  41. 41. In the context of life „Eco-friendliness‟ is a world-view. Life itself, and all the objects used to live a comfortable life and all the activities undertaken to lead a comfortable life must be eventually friendly to the environment
  42. 42. In the context of Air Conditioning Perspective #1 Considering the fact that all brands highlight Energy Conservation as a regular feature of their products, it seems „Eco-friendliness‟ is now a hygiene factor for any brand „Eco-friendliness‟ = Energy conservation = Saving on bills
  43. 43. In the context of Air Conditioning Perspective #2 „Eco-friendliness‟ = Greenwash Claim of „Eco-friendliness‟ at best means lesser damage to the environment Conservation of Energy only means saving on bills Harm to the environment is a „necessary evil‟ 0 Eco-friendliness Index -100 +100 5-star ACs 2-star ACs
  44. 44. As positioning for Carrier About „Green Brands‟ Green brands most often have their origin/core as „green‟, which means products or services are conceived with the best interests of environment Right from the beginning to the end of the value-chain, „eco-friendliness‟ percolates every process/activity The smallest of practices are „green‟
  45. 45. As positioning for Carrier About „Green Brands‟ Green brands most often have their origin/core as „green‟, which means products or services are conceived with the best interests of environment Right from the beginning to the end of the value-chain, „eco-friendliness‟ percolates every process/activity The smallest of practices are „green‟ For Carrier to be perceived as a „Green Brand‟, it needs to take a remarkable initiative or introduce a remarkable innovation for the safety of the environment.
  46. 46. What are the most visible indicators of ‘Green’? Greenery itself (trees and plants) How about air ? How about soil ? How about water ? How about temperature ?
  47. 47. What are the most measurable indicators of ‘Green’? Greenery itself (trees and plants) Recycled products - Saving trees because of recycling of paper Decreasing pollution/emission of gases because of conservation of energy How about Clean Air ? How about water ? How about Soil ? How about temperature ?
  48. 48. What can CARRIER do? Take the most visible and measurable indicators to be seen as a „Green‟ brand
  49. 49. What does it imply ? Growing trees/saving trees? What do growing trees/saving trees require? Space People Money It is virtually impossible for one company to carry out any such initiative at a large scale for a long period of time. And therefore, money and possibly government permission Motivated volunteers who can take participate and sustain the campaign To acquire land and to deploy resources to sustain the activity
  50. 50. But being a leader, brand Carrier needs to initiate something remarkable or innovate to make consumers believe in the positioning as an Expert in technology that is efficient and „high‟ on „Green‟
  51. 51. Does something like this already exist which Carrier can leverage? Space Money People
  52. 52. Does something like this already exist which Carrier can leverage? Space Money People GARDEN People allot space willingly People allocate money willingly There is an inherent motivation
  53. 53. Relationship with the brand Garden CarrierCools
  54. 54. Frame that the brand can adopt Worldview Frame Marketing Campaign “Green is necessary for a safe and better future” “Gardens are green and gardens cool the environment”
  55. 55. Carrier will establish itself as a highly eco-friendly brand through the initiative of „CARRIER COOL GARDENS‟
  56. 56. Overview of „CARRIER COOL GARDENS‟ The idea is to leverage the frame of „Garden‟ in long run to establish Carrier as a highly eco-friendly brand Appropriate a culturally cherished habit of „gardening‟ to promote Carrier as a world-leader and a green brand ‘CARRIER COOL GARDENS’ will be an engagement-driven campaign – intensive activation at the ground level to give the brand the desired visibility in the media
  57. 57. Launch of „Carrier Cool Gardens‟
  58. 58. Overview of „CARRIER COOL GARDENS‟ Press Conference @ Hanging Gardens Announcing the initiative „Carrier Cool Gardens‟ Re-affirming Carrier‟s commitment to environment-friendly products and activities
  59. 59. Initiatives under Carrier Cool Gardens On the shop floor Outdoor innovations Workshops Online
  60. 60. Initiatives under Carrier Cool Gardens On the shop floor Outdoor innovations Workshops Online
  61. 61. Idea #1 Prominent Carrier/dealer showrooms across the country will display Carrier products surrounded by potted plants Gardenical Shopfloor Display
  62. 62. Idea #2 Little trees will be placed at Carrier showrooms. Gardening Info-booklets will hang from the branches of these trees for consumers to pick up and take away Gardening Info-booklet Trees
  63. 63. Idea #3 Prominent Carrier/dealer showrooms across the country will offer potted plants as gifts to Carrier buyers Potted Plants as gifts
  64. 64. Initiatives under Carrier Cool Gardens On the shop floor Outdoor innovations Workshops Online
  65. 65. Idea #1 Bus-stops at certain prominent locations across the country will be given a garden-like look with actual potted plants. Carrier Gardenical Bus-stops
  66. 66. Idea #2 Carrier Cool Garden Zones will be created at Malls for consumers to sit and relax for some time and thereby, experience the products as well as Carrier‟s association with gardens. Carrier Cool Garden Zones
  67. 67. Initiatives under Carrier Cool Gardens On the shop floor Outdoor innovations Workshops Online
  68. 68. Idea #1 Workshops will be organized for gardening enthusiasts in top 30 cities of India Participants will be trained in various skills related to gardening Carrier Cool Gardens Workshops
  69. 69. Initiatives under Carrier Cool Gardens On the shop floor Outdoor innovations Workshops Online
  70. 70. Idea #1 Cool Gardens contest Prospects upload pictures of their gardens Best looking gardens will be rewarded Carrier Cool Gardens Microsite Gardening Tips Types of gardens Setting up gardens Maintaining gardens Types of plants
  71. 71. Annexure # 2 Green Initiatives
  72. 72. Green Initiatives by Global Organizations
  73. 73. #1
  74. 74. Green Initiative Data Center Eco-friendly product range Packaging
  75. 75. IBM data Center IBM is opening a new data centre in the foothills of the Rock Mountains in its effort to mobilize the company‟s resources toward energy efficient This new data centre will employ IBM‟s state-of-the-art technology to erect a "Green" data centre One of the offerings is the Stored Cooling Solution, which essentially time-shifts air conditioning It is described as "patented thermal storage technology" The product uses off-peak power to store and provide cooling throughout the day
  76. 76. Eco-friendly Product range IBM uses state-of-the-art design and manufacturing processes to help extend the life of its retail products The Point-of-Sale (POS) and self service systems are built to help retailers expand and upgrade for a long life cycle This translates into retailers disposing of fewer obsolete products
  77. 77. Packaging The IBM worldwide packaging engineering team strives to use materials with recycled content and common shipping methods to help optimize the sustainability of packaging materials IBM RSS products contain no paints in their material finishes In stead they use powder coating for metal and impregnated colour for plastic to help reduce harmful emissions that may occur in the painting processes
  78. 78. #2
  79. 79. Green Initiative Carbon neutrality Revolutionizing packaging RecyclingOn campus Plant a tree for me
  80. 80. The road to carbon neutrality Dell announced its carbon neutral goal and a commitment to meet that goal by the end of 2008 by: Increasing energy-efficiency Maximizing purchases of green power, and Responsibly offsetting remaining effects
  81. 81. Revolutionizing packaging Dell continuously develops and reviews improved packing methods that use the least amount of packaging material possible, while still protecting product shipments Air-filled cushion technology Molded paper pulp cushions Recycled HDPE thermal-formed cushions Some of future packaging technology Renewable resource packaging materials
  82. 82. On campus There are a number of ways for employees to go green on Dell campuses Dell is saving more than $3 million and avoiding nearly 12,000 tons of CO2 annually through a global power-management initiative that turns off computers at night and wakes them back up in the morning. For example The Penang, Malaysia, site continues its monthly domestic waste collection program; the program encourages employees to bring materials from home for recycling. The site collected more than 56 metric tons of materials during this past year.
  83. 83. Recycling Dell was the first in the industry to offer free computer recycling to consumers worldwide They recycle a Dell-branded system at any time at no charge, and also recycle any brand of computer for free with the purchase of a new Dell. This equipment is recycled in an environmentally-responsible manner using the stringent recycling policies and processes
  84. 84. Plant a tree for me Dell, in partnership with the Conservation Fund and Carbonfund.org, has launched „Plant a Tree for Me,‟. This program makes it easy and affordable for individuals, corporations or even entire communities to “go zero” by measuring and then offsetting their carbon emissions associated with the electricity generated to power an extended portfolio of IT products – simply by planting trees.
  85. 85. #3
  86. 86. For decades, HP is putting in efforts, innovations and designs to support their long- standing commitment to the environment As a result, HP was named one of 10 corporate “Green Giants” in the world by Fortune Magazine in 2007 Also rated as the No. 1 high-tech company (8th overall) on Newsweek‟s list of 1,800 Greenest Companies in 2007
  87. 87. Green Initiative Energy efficiency Design for environment Product take back
  88. 88. Energy efficiency One of the first companies to comply with the U.S. EPA ENERGY STAR® program Hence, offers PCs with energy-efficient features since 1992 Succeeded in reducing PC energy use by up to 45% Sleep mode was introduced by HP-uses less power, and is quick to wake up and also makes less noise In 2008 the total energy saved by HP in consumer PC products alone was 350,000,000 kg of CO2
  89. 89. Design for environment HP brings together the designers, engineers and environmental product stewards to promote conservation while delivering value HP has reduced the amount of product materials and increased the energy efficiency New smaller, lighter products feature an improved packaging design that helps streamline shipping and reduce C02 emissions
  90. 90. Product take back HP is an experienced leader in product recycling worldwide HP has recycled over 1 billion cumulative pounds around the world, with a goal of reaching 2 billion pounds by 2010 HP provides convenient product reuse and responsible end-of-life programs. Options include: Free recycling of HP and Compaq products if they are of no value. Donation of your old computer to the National Cristina Foundation
  91. 91. #4
  92. 92. Mc Donald's McDonalds has been acting Green for over thirty years now Improving environmental performance helps in making a stronger Brand and a sustainable company Not only the right thing to do but also teh right thing to do for buissness Over 80 initiatives , both on Local as well Global level
  93. 93. Main areas of work Saving Energy Packaging control Anti Littering Restaurant Design Sustainable Food
  94. 94. Green Initiative One meal one napkin in U.S. Greening restaurants in Europe Anti littering in Europe and India
  95. 95. Green Initiative One meal one napkin in U.S. Greening restaurants in Europe Anti littering in Europe and India
  96. 96. One meal one napkin Reducing resource consumption by awareness and simple practices that customers and crew can incorporate into their behavior to reduce waste OBJECTIVE
  97. 97. One meal one napkin In collaboration with Walmart‟s Earth Month, beginning in April, 2009, McDonald‟s USA restaurants located in Walmart stores began executing a “One Meal, One Napkin” initiative to reduce waste and promote environmental awareness. SOLUTION
  98. 98. One meal one napkin As a result of One Meal, One Napkin,” at nearly 1,000 McDonald‟s U.S. restaurants in Walmart stores anticipate savings of more than 170 million napkins per year, equivalent to 497 tons of wood RESULT
  99. 99. Green Initiative One meal one napkin in U.S. Greening restaurants in Europe Anti littering in Europe and India
  100. 100. Greening restaurants Restaurant buildings offer great potential for improvement. It is our goal to achieve this and leverage ensuing benefits OBJECTIVE
  101. 101. One meal one napkin McDonald‟s restaurants in many European countries have undertaken top measures to increase a building‟s efficiency while reducing costs The colors, materials and illustrations chosen for interior decoration carry the environmental theme SOLUTION
  102. 102. Green Initiative One meal one napkin in U.S. Greening restaurants in Europe Anti littering in Europe and India
  103. 103. Anti Littering McDonald‟s restaurants are committed to being good and active members of the communities in which they operate OBJECTIVE
  104. 104. One meal one napkin McDonald‟s UK fights litter daily in many different ways. It ensures packaging is kept to a minimum and carries anti-littering symbols. Litter patrols around the restaurants are as standard as providing litter bins outside. SOLUTION
  105. 105. One meal one napkin With its “Just bin it” campaign, McDonald‟s UK takes the daily effort of fighting litter a major step further. In the early summer of every year, restaurants partner with local authorities, schools and community groups in awareness-raising, educational and clean- up actions. They provide educational gifts for children or with employees . SOLUTION
  106. 106. One meal one napkin In 2005, McDonald‟s sponsored over 250 events involving more than15,000 people In India as well McDonalds has Litter Patrols where Mc Donald's employees go around market picking up garbage leftovers by people on the streets RESULT

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