1. Building a strong brand requires effectively linking supply chain management to marketing efforts. Poor coordination between these can damage a brand through negative customer experiences. 2. A brand's promise and customers' buying experiences are closely connected. If a company fails to fulfill its brand promise due to supply chain issues, it can lose customers regardless of marketing efforts. 3. An effective supply chain is crucial for meeting customer expectations, retaining customers over their lifetime, and supporting organizational branding efforts in today's demand-driven marketplace where information spreads quickly.

1. Linking 1 Supply Brand With Chain Building Dr. Mahendra Sharma Dean, FMS Ganpat University Mr. RajenPurohit Faculty, CMS Ganpat University Mr. Amit Patel Faculty, V.M.P.I.M Ganpat University National Conference on Emerging Management Perspective - 2010 Organized by : Faculty of Management Studies, Ganpat University

2. Motivation SCM as a research subject has remained untouched in the Branding literature Source : DiblerUlas& HaticeCalipiner (2008) 2

3. Motivation ...SCM as a Branding tool includes all the connection between production and consumption centers, constitutes a vital process of conveying branded goods to the market in optimal time, at optimal cost. Creation of Brand is related to management strategies, while continuity and quality is possible only by using Supply Chains effectively. 3

4. Brand Promise and Delivery Promise Brand 4 Perception towards Brand Customer Negative Impact Positive Impact Source : Jesoph Benson, Brand Strategist and Vice President, Sapient Corporation

5. Brand Promise and Delivery It is not important what organization offers but it is important how customer feels Customers are influenced by buying experience irrespective of marketing communication success and superior product 5 Buying Experience Therefore, a Brand essentially depends on execution and not only promise Customer Organization

6. Supply Chain… …is a crucial function of an organization Eight SCM procedures determined by the members of GSCF (Global Supply Chain Forum) Customer Service Management Order Fulfillment Demand Management Procurement Returns Manufacturing Flow Management Product Development Commercialization 6

8. Decrease in stocks and stock cost

9. Standardization in production and shortening the production process

10. Increase in quality

11. Improvement in distribution, payment, order taking and delivery process

12. Increase in effectiveness, and

13. Possibility of entering international market 7

15. Imitating a high quality product is very much possible in most of the cases

16. But Branding adds intangible values to high quality product

17. The tool used to add these intangible and remarkable values is marketing communication8

18. Marketing Activities and Supply Chain …must have to work in integrated and synchronized way “Lack of communication and coordination between Supply Chain and Marketing can generate a Brand frightening” Example : K-mart 9

20. Excellent service, and

21. Effective, continuous, relevant, and clear communication Contd…10

23. Necessary to ensure that whatever is promised-gets delivered11

26. Example : Nirma vs. HLL (Rural market); NOKIA12

27. Role of SC in Brand Building… It helps to create mutual trust and operational excellence between the members/channel of SC to meet customer’s expectation In todays era, it is tough to control information compared to the era of Mass Economy (1945-1995) having limited media, competition, and limited C2C communication If company fails to fulfill customers’ requirement , even the technology enabled C2C communication will ensure that the Brand suffers – no matter how it is ‘positioned’… In Demand Economy, branding effectiveness will be based on Supply Chain capability, multi-chain unification and relationship capital…hence it is important to support organization’s Brand creation process with SCM. 13

28. Brand Promises 14 Performance Using Experience Buying Experience Style Confidence Affiliation Quality Security Service Customer (Ex.: McDonalds) Customer

30. It should be kept in center that how influencing force of Supply Chain affects customer’s experience

31. A zestful and aggressive customer can be lost due to even a one bad buying experience

32. Refer to pictorial representation (Appendix 1)15

33. 16 LesserCustomer Awareness & Identity Decreases Brand Image Appendix 1 Relationships of Supply Chain Management and Marketing Efforts in Brand Building Coordination of Good Marketing Efforts and Effective Supply Chain Management Un-fulfilment of Brand Promise Build Brand PositiveCustomer Experience Brand has to Struggle MARKETING EFFORTS GOOD POOR NegativeCustomer Experience Destroys Brand POOR SUPPLY CHAIN MANAGEMENT EFFECTIVE

34. ? Any Questions

35. Thank You