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Brand Marketing for Young Startups

Session by Aditya Save, CMO Shaadi.com at Marketing Seminar hosted as part of IQKnowledgeSeries

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Brand Marketing for Young Startups

  1. 1. @adisave “Marketing worth Sharing” India Quotient chat Jan 19, 2017
  2. 2. @adisave Before we begin .. • My biggest marketing challenge is …. (As crisply as you can) • If I don’t get this right, it could … (worst case scenario)
  3. 3. @adisave • Product marketing vs Brand marketing • Undifferentiated product • Caters to a need & is successful • Brand building is reqd when customers cant make out the diff • Needed unless u r Google Search • Technology is a commodity • Time gap bet 1st & rest of competition was large.. Today it’s the same ! • Growth & Brand building are needed to be done simultaneously • What is missing • Ability to start with the customer journey & create a loop of performance mktg .. a bit of context first ..
  4. 4. @adisave Marketing before brand building? • Three levels of Marketing • Schrodinger's cat • ‘Fuse’ response • Pavlov’s dog • Need associations • Darwin’s ape • Belief levels • All 3 levels co-exist • & project onto the brand • Bunches of common consumer truths, projected onto the brand, becomes branding ! • Thereby creating Perception
  5. 5. @adisave .. Consumer Perception exists already !
  6. 6. @adisave 4 ways to aid consumer perceptions
  7. 7. @adisave Preference Relevance Influence 1. The Realm of Marketing
  8. 8. @adisave Everything you do, builds Perception !
  9. 9. @adisave
  10. 10. @adisave 2. The 4C Framework • Customer • Category • Competition • Context Differentiation is Life ! Insighting is Listening to what is never said
  11. 11. @adisave Deploy that understanding everywhere • What business are we in • Selling eyewear to Indians online • Current fulfillment mechanism • Most People visit Opticians, check their ‘number’ & buy frames & lenses from there • Current Consumer behaviour • Opticians validate the number • often for free • Display a wide array of frames • Across price points & styles • Consumers can try various frames on, before buying • For free • Barriers to trial online • How would I look in these frames • Consumer Life Observation • Most people have only one pair of glasses • But have diff ‘get-ups’ for different occasions • Category unlocking insight • People want to look different, at diff occasions • Eyeware plays a visible role in defining the look
  12. 12. @adisave What is your consumer looking for ..
  13. 13. @adisave .. & what would she want to find ..
  14. 14. @adisave .. & everyone around picks it up
  15. 15. @adisave .. If u had to do just one thing .. • Define : WHO is my customer • Whose life am I changing • Who roots for me to succeed • Who would be devastated without me Other than my investors ;) .. & then design your world completely around that person
  16. 16. @adisave 3. POME !! • When can you waltz into her life • & WHY
  17. 17. @adisave Over 160,000 played Angry Brides Over 300000 People from 172 countries tried the calculator Over 2 lac views and over 30 coverages, at zero media costs 3. Point of Market Entry !!
  18. 18. @adisave
  19. 19. @adisave 4. WoM is for real – Fuel it • What do existing customers say about your brand • & who do they say it to
  20. 20. @adisave #FASTFORHER 2014 2015 2016
  21. 21. @adisave
  22. 22. @adisave In sum ..
  23. 23. @adisave In Summary • Use the 4C framework • Align vision across the team • Build Perception • Using all your touchpoints, all the time • WHO is the customer • The one answer that save your life..& your business • POME & WoM • Where to invest disproportionately “Marketing Worth Sharing”
  24. 24. @adisave Chase One Emotion !
  25. 25. @adisave .. enough of my blah blah throw me some questions now ! adisave

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