Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Kiran Khalap
How to convert a commodity into a brand
Digression: who’s presenting?
Hair No hair
1983 Today
Brand practitioner,
not academician
Since 1999
• Over 200 brands differentiated
• Over 50 created new
Brand consultant to the most
complex, game-changing brand on
earth
Question One: why create a brand at all?
7
Because brands create value
Because brands create value over time
The
oldest
beer
brand:
1000
years old
Because brands assure future earnings
through brand loyalty
$ Six billion through
customer brand
ambassadors
Because brands charge a premium
Question Two: can commodities
become brands?
16
17
If a brick can be successfully branded
then almost anything can be branded to
create value!
• Acme = 84% brand preference (no other
supplier > 10%)
There is a 13-fold ROI on an average
annual marcom budget of $1.5 ...
If wheat can be successfully branded
then almost anything can be branded to create value!
• The Australian Wheat Board use...
Question Three: how do we
convert commodities into brands
20
Three strategies
•From the product
•From the service
•From the customer
Chicken
22
Three strategies
•From the product
•From the service
•From the customer
Chicken
Organic
Without
antibiotics
Delivered
within 24
hours
With extra
vitamins
100%
guaranteed
high-protein
Three strategies
•From the product
•From the service
•From the customer
Consumer
Non-leaky
packaging for
travelling
Chicken for
Indian dishes
High carb
chicken for
children
Quick cooking
chicken...
Eggs
28
Three strategies
•From the product
•From the service
•From the customer
Eggs
Organic
Free-range
High-vitamin
E
Low-
cholesterol
Eco-friendly
practice
10 times the Vitamin E
of any other egg
Three strategies
•From the product
•From the service
•From the customer
Consumer
Quick eggs for
working couples
Eggs for
Indian dishes
High vitamin
eggs for
children
Eggs delivered
free
Farm vis...
Questions: minimum ten:-)
kiran@chlorophyll.in
Thank you
Converting a Commodity into a Brand - Knowledge Day 2016
Converting a Commodity into a Brand - Knowledge Day 2016
Converting a Commodity into a Brand - Knowledge Day 2016
Converting a Commodity into a Brand - Knowledge Day 2016
Converting a Commodity into a Brand - Knowledge Day 2016
Upcoming SlideShare
Loading in …5
×

Converting a Commodity into a Brand - Knowledge Day 2016

750 views

Published on

Converting a Commodity into a Brand - By Kiran Khalap at Poultry India 2016, Knowledge Day technical seminar at Hyderabad International Convention Center, Novotel

Published in: Leadership & Management
  • Be the first to comment

Converting a Commodity into a Brand - Knowledge Day 2016

  1. 1. Kiran Khalap How to convert a commodity into a brand
  2. 2. Digression: who’s presenting? Hair No hair 1983 Today
  3. 3. Brand practitioner, not academician
  4. 4. Since 1999 • Over 200 brands differentiated • Over 50 created new
  5. 5. Brand consultant to the most complex, game-changing brand on earth
  6. 6. Question One: why create a brand at all? 7
  7. 7. Because brands create value
  8. 8. Because brands create value over time
  9. 9. The oldest beer brand: 1000 years old
  10. 10. Because brands assure future earnings through brand loyalty
  11. 11. $ Six billion through customer brand ambassadors
  12. 12. Because brands charge a premium
  13. 13. Question Two: can commodities become brands? 16
  14. 14. 17 If a brick can be successfully branded then almost anything can be branded to create value!
  15. 15. • Acme = 84% brand preference (no other supplier > 10%) There is a 13-fold ROI on an average annual marcom budget of $1.5 million.
  16. 16. If wheat can be successfully branded then almost anything can be branded to create value! • The Australian Wheat Board uses its computerized capacity to monitor the precise content of the wheat in all 1,500 of Australia's silos, the board track down the hard-to-find wheat the Japanese demand. • Across all their customers, the board earns a higher price realization of $2 a ton, a significant advantage in a low-margin business.
  17. 17. Question Three: how do we convert commodities into brands 20
  18. 18. Three strategies •From the product •From the service •From the customer
  19. 19. Chicken 22
  20. 20. Three strategies •From the product •From the service •From the customer
  21. 21. Chicken Organic Without antibiotics Delivered within 24 hours With extra vitamins 100% guaranteed high-protein
  22. 22. Three strategies •From the product •From the service •From the customer
  23. 23. Consumer Non-leaky packaging for travelling Chicken for Indian dishes High carb chicken for children Quick cooking chicken for working couples Chicken for pets
  24. 24. Eggs 28
  25. 25. Three strategies •From the product •From the service •From the customer
  26. 26. Eggs Organic Free-range High-vitamin E Low- cholesterol Eco-friendly practice
  27. 27. 10 times the Vitamin E of any other egg
  28. 28. Three strategies •From the product •From the service •From the customer
  29. 29. Consumer Quick eggs for working couples Eggs for Indian dishes High vitamin eggs for children Eggs delivered free Farm visit eggs
  30. 30. Questions: minimum ten:-) kiran@chlorophyll.in
  31. 31. Thank you

×