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To know is nothing…To IMAGINE is EVERYTHING
Why do you need a Branding            strategy?• To complement the overall business plan• To identify ways in which PR can...
Corporate credibility• Plays an important role in Indian psyche.• Risk taking capability is usually less.• Products stand ...
7 Steps to Building your Brand1.   Self-reflection2.   Continuous Efforts3.   Prepare marketing strategy4.   Build relatio...
Step1:Self Reflection?–   Where are we now?–   Where do we want to be?–   To whom are we talking (audiences)?–   What do w...
Step2: Continuous Efforts•   You want customers to know you exist;•   You want customers to know your products•   You want...
Step3: Marketing Strategy• Create a marketing plan for BLU/Homeland• Be visible to enhance your Brand  –   PR  –   Above t...
USP of BLU/Homeland• Segment has been created• Product is great• Need exists in the market
What do we need to do ?• Differentiate• Market innovatively• Position distinctly
The strategy In the Indian market, BLU/Homeland will  primarily have to do three things:• Educate• Elucidate• Elevate
Educate• The first strategic imperative for BLU/Homeland team  would therefore be to educate its prospective audience  abo...
Recommendations•   Online Webinars,•   Blogs, Networking•   Online Directories•   Banner ads in Google, other public faces...
Elucidate• After establishing brand BLU/Homeland,  we will have to demonstrate how the  offering is in every sense an exte...
Recommendations•   Bulk Emails, Sms campaign•   Niche films•   Testimonials promotion•   POP branding
Elevate• Create a perception (strongly rooted in fact):• amongst the customers that it is this company that can be  the ul...
Recommendations•   Loyality programs•   TV commercials•   Road activations•   PR•   Events
Step4: Build Public RelationsMedia coverage increases credibilityPaid advertising increases name recognition; media relati...
Press kitA press package is the foundation of any media relations program.• Description of the organization,• key facts an...
Media List•   The Times of India Samna•   Pudhari              Punyanagri•   Navbharat            Deshonnati•   Gavkari Aa...
• Electronic Media- Z 24hrs, Star Maza, NDTV  Profit, AAj tak, Sahara Samay, Etv Marathi,  Sam Marathi, etc.• Wire Agencie...
Announcements• Brief press releases should be issued on  such topics as promotions or hiring of new  executives, openings ...
“Trend” Press Releases• These are usually the most valuable to the  news media, and will help you establish a  reputation ...
Video news release• You may want to do a complete video news  release (VNR) when there is an important  announcement, or s...
Press Conference• A press conference can be done to  disseminate the right information, growth  plan….etc…
Director Profiling• One on ones• Interviews in business magazines
Step5: Marketing Collaterals• Your promotional pieces should include:   – Banner Ads   – Newsletters   – USP based Designs...
Step6: Develop a pitch• Your designs speak a lot about what you intend  to say-your messages.• Your PR initiatives should ...
Sponsorship• College canteens, college fests…..• Job fairs.
Malls & multiplexes• Young audience can be reached out easily  through these places• Slide branding
Hoarding• The same messages could be converted  into a hoarding.• Mobile Hoarding can be used• Branding on cars,taxis can ...
Mobile Hoarding• Consistent message• Interactive vans
Step7: Follow up• Good follow-up communication will  assist in creating a positive association  with your brand• Also is i...
Blu energy drink
Blu energy drink
Blu energy drink
Blu energy drink
Blu energy drink
Blu energy drink
Blu energy drink
Blu energy drink
Blu energy drink
Blu energy drink
Blu energy drink
Blu energy drink
Blu energy drink
Blu energy drink
Blu energy drink
Blu energy drink
Blu energy drink
Blu energy drink
Blu energy drink
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Blu energy drink

  1. 1. To know is nothing…To IMAGINE is EVERYTHING
  2. 2. Why do you need a Branding strategy?• To complement the overall business plan• To identify ways in which PR can help achieve organizations objectives• To focus and manage all the communications of an organization- internal and external• To ensure maximum benefit from all 360 degrees activities• For startups- VISIBILITY An organization is only as strong as its reputation.A brand is a tool that is used in the business world to describe all the information or perceptions that are connected with a product or service. 3
  3. 3. Corporate credibility• Plays an important role in Indian psyche.• Risk taking capability is usually less.• Products stand because the corporate does
  4. 4. 7 Steps to Building your Brand1. Self-reflection2. Continuous Efforts3. Prepare marketing strategy4. Build relationships5. Prepare marketing pieces6. Develop your pitch7. Follow up
  5. 5. Step1:Self Reflection?– Where are we now?– Where do we want to be?– To whom are we talking (audiences)?– What do we want them to do?– Why do we want them to do it?– What are we going to say to them (messages)?– Where are we going to reach them?– When are we going to reach them?– Which techniques (methods) are we going to use?– How much are we going to spend?– What if there are unforeseen problems?– ROI? 6
  6. 6. Step2: Continuous Efforts• You want customers to know you exist;• You want customers to know your products• You want the media to publish your news releases• You want to help secure future ……….growth….etc.Media coverage helps you attract "quality" prospectsBecause public relations increases credibility, it helps you attract those who want the best. When people have heard of you and have a favorable impression of you, it is easier to attract and hold their attention while you tell your story. 7
  7. 7. Step3: Marketing Strategy• Create a marketing plan for BLU/Homeland• Be visible to enhance your Brand – PR – Above the line Advertising – Online advertising – Internal communication – Events 8
  8. 8. USP of BLU/Homeland• Segment has been created• Product is great• Need exists in the market
  9. 9. What do we need to do ?• Differentiate• Market innovatively• Position distinctly
  10. 10. The strategy In the Indian market, BLU/Homeland will primarily have to do three things:• Educate• Elucidate• Elevate
  11. 11. Educate• The first strategic imperative for BLU/Homeland team would therefore be to educate its prospective audience about the brand – What does the brand stand for? What makes it different? Why would you prefer BLU/Homeland ?
  12. 12. Recommendations• Online Webinars,• Blogs, Networking• Online Directories• Banner ads in Google, other public faces• Films
  13. 13. Elucidate• After establishing brand BLU/Homeland, we will have to demonstrate how the offering is in every sense an extension of the brand promise.
  14. 14. Recommendations• Bulk Emails, Sms campaign• Niche films• Testimonials promotion• POP branding
  15. 15. Elevate• Create a perception (strongly rooted in fact):• amongst the customers that it is this company that can be the ultimate solution for your services.• It will be our intent to generate a ‘local’ vs ‘global’ divide in this stage of communication. All communication must, at this point, result in a call to action. And generate for the Team not just numbers and not just premium, but waiting lists.
  16. 16. Recommendations• Loyality programs• TV commercials• Road activations• PR• Events
  17. 17. Step4: Build Public RelationsMedia coverage increases credibilityPaid advertising increases name recognition; media relationsincreases credibility.When people read a story about the excellence of your organizationin a newspaper or see a story praising your company on television,they are much more likely to have a favorable opinion of yourorganization. 18
  18. 18. Press kitA press package is the foundation of any media relations program.• Description of the organization,• key facts and figures,• a history,• and two or three stories on current trends and issues.• Photography.
  19. 19. Media List• The Times of India Samna• Pudhari Punyanagri• Navbharat Deshonnati• Gavkari Aaj Ka Anand• Divas Ratri Sanj Samachar• Sanj varta Sandhya• Aikya Sandhyanand• Power of Voice Rashtratej• Tarun Bharat Bharat Diary• Pune metro Bhagya Darpan• Navin Sandhya The Indian Express• Hindustan Times Sakaal Times• DNA Economic Times• The Financial Expres Business Standard• Hindu Business Line Mid Day• Sakal Lokmat• Loksatta Kesari• Prabhat
  20. 20. • Electronic Media- Z 24hrs, Star Maza, NDTV Profit, AAj tak, Sahara Samay, Etv Marathi, Sam Marathi, etc.• Wire Agencies - PTI, UNI.
  21. 21. Announcements• Brief press releases should be issued on such topics as promotions or hiring of new executives, openings of new office and the addition of new products. These typically result in one- to two-paragraph stories in publications, and keep your name in front of the target audience.
  22. 22. “Trend” Press Releases• These are usually the most valuable to the news media, and will help you establish a reputation as a source. These are about developing trends in your industry and contain information that would otherwise be difficult for the media to obtain.• Analytics and data mining are as it is not- so-known topics to talk about
  23. 23. Video news release• You may want to do a complete video news release (VNR) when there is an important announcement, or simply have background footage available for various television stations to put together their own stories. Footage must be in professional Betacam format, rather than VHS.
  24. 24. Press Conference• A press conference can be done to disseminate the right information, growth plan….etc…
  25. 25. Director Profiling• One on ones• Interviews in business magazines
  26. 26. Step5: Marketing Collaterals• Your promotional pieces should include: – Banner Ads – Newsletters – USP based Designs• Consider how you will incorporate your mission/vision into your marketing collaterals• Consider how you will distribute these pieces – Job search engines or other online based promotion – Internally within employees – Interactive events – ATL-Hoardings, print ads 27
  27. 27. Step6: Develop a pitch• Your designs speak a lot about what you intend to say-your messages.• Your PR initiatives should simultaneously couple up brand initiatives.• It is important to identify and spread this “one” thought that sums up the existence of the company 28
  28. 28. Sponsorship• College canteens, college fests…..• Job fairs.
  29. 29. Malls & multiplexes• Young audience can be reached out easily through these places• Slide branding
  30. 30. Hoarding• The same messages could be converted into a hoarding.• Mobile Hoarding can be used• Branding on cars,taxis can be done
  31. 31. Mobile Hoarding• Consistent message• Interactive vans
  32. 32. Step7: Follow up• Good follow-up communication will assist in creating a positive association with your brand• Also is it important to assess the ROI. 50

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