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Marketing & Branding for Startups

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Marketing & Branding for Startups

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Marketing & Branding for Startups

  1. 1. BRAND EQUITY CR/BCR PENETRATION CUT THROUGHINSIGHTS NEED STATES 360 degree POSITIONING SEGMENTATION DIFFERENTIATIO N ATL/BTL EXPERIENTIA L COMMUNITIES Marketing is NOT Jargon Pic : Google Anuradha Narasimhan, NSRCEL, 21/09/2017 anuradha.narasimhan@gmail.com
  2. 2. •Demand Generation in the short to medium term •Brand Equity in the medium to long term What is Marketing Expected to Deliver Pic : Google
  3. 3. Consumer Needs What we say! What YOU should ask ▪ Does your product deliver at the Functional level – at parity to competition or superiority ? ▪Does your product through its design and delivery meet higher order consumer needs – Social / EmotivePic : Google
  4. 4. The Target Consumer What we say! What YOU should ask ▪ Who is your bulls eye target consumer ? ▪ What role does your product and brand play in her life ? ▪Which are the other products and brands chasing the same TG ? Pic : Google
  5. 5. Designing Brands What we say! What YOU should ask ▪ Branding – Who am I ? What do I do for you ? ▪Is your product idea relevant? Point of Parity ▪ Is the brand idea differentiated ? Point of Difference ▪ Is the brand distinct? USP – Unique Selling PropositionPic : Google
  6. 6. Insights What we say! What YOU should ask ▪ Does it ring a bell ? Have you heard it before ? ▪ Does it give you an Aaaha! moment ? ▪ Does it make you stop and rethink ? Pic : Google
  7. 7. Demand Estimation What we say! What YOU should ask ▪ What is the size of your target group ? ▪ What is a realistic trial rate ? Monthly Purchase Rate ▪ If it doesn’t meet your Business Goal, what can be worked upon ? ▪How much of your marketing spend is going into retaining current consumers vs acquiring new consumers
  8. 8. Marketing Mix What we say! What YOU should ask ▪ How will you prioritize for elements in the Marketing Mix ? ▪ On which element of the marketing mix will your brand have an advantage because consumers don’t switch for copy cat marketing mixes ▪How does the current competitive scorecard for your brand vs your competitor look ? Pic : Google
  9. 9. Product Superiority What we say! What YOU should ask ▪ How does your current product fare ? Without the benefit of its outer layer - packaging and brand name ? ▪ How does it compare to competition? ▪ Which are the specific product attributes that are most critical and how is your product delivering on that ?
  10. 10. Brand Price Trade off What we say! What YOU should ask ▪ What is the premium your product can charge ? ▪ What is the premium you can charge for your brand and your other mix advantages ? Pic : Google
  11. 11. Communication Strategy What we say! What YOU should ask ▪ Is my message grabbing Attention ? ▪ Is it helping associate with the right Brand / product ? ▪ Is it helping persuade the customer ? Is it delivering on Communication [A] Attention held by the creative and involving elements in the ad… the brand to get… [B] Brand-linked memorability Clear and memorable communication [C] the message to get… that integrate…
  12. 12. Media Strategy What we say! What YOU should ask ▪What is your media strategy ? ▪Reach + Frequency + Impact + Dominance + Continuity = UTOPIA ▪ First measure for effectiveness, then efficiency Pic : Google
  13. 13. Distribution What we say! factory distributor company warehouse RPD outlet What YOU should ask ▪ Distribution is an input variable ▪What is the role of distribution – Availability, Visibility, Impact ▪How can distribution deliver FMOT - First Moment of Truth Pic : Google
  14. 14. EFFECTIVENESS: The Input-Output equation Input Measures Marketing Mix Product , Price , Packaging Cost , Quality Advertising Inputs ( Quality & Quantum ) Distribution Inputs Consumer Mind Measures Advertising Awareness Brand Awareness Brand / Proposition Brand Preference and Atrribute Scores Consumer Behavior Measures Incidence of usage Trials Continuity of Usage Repeat Loyalty Measures Share of Requirement Output Measures Business Perf Revenue Competitive Market Share Profitability
  15. 15. •Strong Brands •Satisfied Consumers •Sustained Profitable Growth What Marketing Delivers
  16. 16. Thank You

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