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Building & Scaling Brands

Session by Karan Bhagi (Marketing Manager Surf) at Marketing Seminar hosted as part of IQKnowledgeSeries

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Building & Scaling Brands

  1. 1. BUILDING BRANDS 101 INDIA QUOTIENT CHAT, JANUARY 2017
  2. 2. Outline FIRST PRINCIPLES 30,000 feet view Dive in to relevant problems
  3. 3. What is a Brand ?
  4. 4. Building Memory Structures
  5. 5. Build Memory Structures | Exercise 1 • Nike • Colgate • Red Bull • Thums up • Swoosh, Elite Athletes, Inspiration, Just Do It • Dentist, Shell, Calcium • Wings, Extreme, Adventure • Masculine, Macho, Adventure
  6. 6. Consistency builds Memory Structures
  7. 7. Salience | Exercise 2
  8. 8. Salient Brands are More Likely to be Purchased
  9. 9. Spontaneous Awareness is Critical Market Share
  10. 10. Two distinct kinds of marketing plays EXISTING CATEGORY • Established category with well identified and segmented consumer need spaces • High penetration NEW CATEGORY • Nascent category with new consumer need spaces • Low penetration Disrupt any/ some of the 6Ps Find new benefit spaces Build the category by building relevance of the need
  11. 11. Benefit spaces in a category
  12. 12. Consumers Hate Making Decisions
  13. 13. Which is why Amazon Recommendation Engine generates 35% of Amazon’s revenue
  14. 14. Brand Ladder Conviction Only brand that solves my need Performance Meets/ Beats standards Relevance Is it for me Presence What is the brand ?
  15. 15. Which Brand Ladder is Better | Exercise 3 15 13 11 10 60 45 30 10 or
  16. 16. Loyalty is Over-rated Obsess with Penetration
  17. 17. DEPLOYING YOUR BRAND
  18. 18. Make your Brand Available MENTAL AVAILABILITY PHYSICAL AVAILABILITY
  19. 19. Maximize Reach @ Right Frequency = fn (complexity of message)
  20. 20. Should I take front page in TOI ?
  21. 21. Then why do Flipkart and Snapdeal take it ?
  22. 22. Awareness is medium agnostic
  23. 23. Multi Mediums > Single Medium
  24. 24. Remember Reach ≠ Awareness
  25. 25. Test Everything
  26. 26. Be Distinctive | Not Necessarily Differentiated
  27. 27. Consistency is Key
  28. 28. e.g. Snapdeal
  29. 29. Physical Reach It is the same consumer. She is just buying elsewhere OR
  30. 30. When should I expand distribution ?
  31. 31. Pricing : A Lever ?
  32. 32. Should I discount to get new users ?
  33. 33. Will discounting spoil my equity ?
  34. 34. To Sum Up +
  35. 35. QUESTIONS & QUERIES ! INDIA QUOTIENT CHAT, JANUARY 2017

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