What are brands good for??

1. WHAT ARE BRANDS GOOD FOR ??
MIT Sloan
Management
Review
Niraj Dawar

2. The KEY Players
Channel Members Consumers Brand Managers

3. What
is the Present Situation ??

5. Situational Analysis…….
Shift in Focus
Mass Communication
One to one or
Personalized
marketing strategy
leading
towards more
customer oriented
Goals
TO

6. Situational Analysis…….
There is less of aggregation through brands nowadays ;the channel members prefer to
focus on Market segmentation more

7. Situational Analysis…….
What is the
future
roles of
Brands ??

8. Let`s examine this….

9. Let`s examine this….
How would Brand managers justify the roles of
Brands….??

10. Let`s examine this….
How would Brand managers justify the roles of
Brands….??
which is the purpose of this case.

11. Advertisements and Brands always attract customers

14. Then………

16. 3 Core ISSUES

19. Customer Information
through various channels has led to build relation with customers

21. Disaggregate marketing
is

22. Disaggregate marketing
is
and…

24. This is one of the kind ….

28. Disaggregating is nothing but shedding of roles and sharpening
of
Focus

29. Brands become the
TEAM players
rather than

30. rather than…
Individual Stars

33. Roles of Retailers have changed over the
years…

34. But Retailers
are aTHREAT
to the
Manufacturer

42. 3

47. 3.Obtaining Expertise
in
Product and Brand
Development

49. Need to adopt
new ways……

50. A Co-ordinatedTEAM is
The
Strongest One

52. Changing ways of deploying resources
and strategies

56. CONCLUSION…

59. CREDITS
www.google.com
www.slideshare.net
www.yahoo.net
www.freeimages.com
www.EverythingisaRemix.com
www.colorlovers.com
www.tedx.com
www.shutterstock.com

61. CREATED by ABHINABA MONDAL, IIT Kharagpur
During an INTERNSHIP under
Prof. SAMEER MATHUR ,IIM LUCKNOW
www.IIMInternship.com