The document discusses various topics related to automotive design and branding, including:
1. It outlines Henry Ford and Ratan Tata's views on product design and marketing, emphasizing understanding customer needs.
2. It describes how Nazism modified Germany's automotive industry through projects like the Autobahn highway system to reduce unemployment and modernize the country.
3. It introduces Carl Jung's concept of archetypes and how they can be applied to marketing and branding different types of customers, outlining 12 common archetypes (Rebel, Lover, Explorer, etc.) and how each might be targeted.
4. It provides examples of archetypal branding strategies, positioning statements, and colors
When managing a luxury brand, it is necessary to forget a fair number of laws of traditional marketing, which may very well apply to premium brands and even to trading up, but not to luxury.
In this article, I develop 21 management principles, which I call anti-laws of marketing peculiar to luxury.
5 Factors for Engaging and Building Brand Loyalty With Millennial ConsumersCult Collective
Spark a genuine dialogue with Millennials. By discovering what matters to them most (and why), you’ll be one step closer to earning true, long-term customer buy-in from this elusive demographic.
Revelation Master Class: Activities For Brand UnderstandingRevelation Next
In this webinar led by Revelation CEO Steve August, Steve presents a set of activities that will enable you to quickly develop deeper qualitative understanding of the customer brand relationship.
Anatomy of a Cult Brand: How Leading Brands Build Fanatical Followings and Lu...Cult Collective
We’ve studied the world’s most renowned brands to try and unlock the genetic code that’s helped them dominate their markets and decimate their competitors for years.
Learn the six essential elements that successful brands use to forge fanatical followings and win legions of loyal advocates.
This is a condensed version of a larger report by the same name, available at http://www.cult.ca/
It should come as no surprise that humans are emotional creatures. Marketers have long recognized the fact that emotions play a key role when consumers are talking about or purchasing products in categories as disparate as those represented by brands. Over the past decade, emotional branding has emerged as a highly influential brand management paradigm. Among marketing practitioners, this relational, communal, participatory, sensory, and emotive view of consumer– brand relationships is increasingly heralded as a central pillar of market differentiation and sustainable competitive advantage. Emotional connections are universally important, and managing those emotional bonds pays off handsomely. Some companies are very good at creating emotional connections with their customers. Most, however, are not. Companies that is successful at creating emotional connections benefit from stronger results, not only in cash flow and profit, but in market share. Emotional connections aren’t static. They ebb and flow and the results can affect a company’s long-term business success.
How Cult Brands like Apple, Harley-Davidson, IKEA, Zappos, and Southwest Airlines create customer loyalty.
Certain businesses excel at fostering undying, cult-like following among their customers. Our study of Cult Brands reveals seven rules any business can follow to attract loyal customers.
When managing a luxury brand, it is necessary to forget a fair number of laws of traditional marketing, which may very well apply to premium brands and even to trading up, but not to luxury.
In this article, I develop 21 management principles, which I call anti-laws of marketing peculiar to luxury.
5 Factors for Engaging and Building Brand Loyalty With Millennial ConsumersCult Collective
Spark a genuine dialogue with Millennials. By discovering what matters to them most (and why), you’ll be one step closer to earning true, long-term customer buy-in from this elusive demographic.
Revelation Master Class: Activities For Brand UnderstandingRevelation Next
In this webinar led by Revelation CEO Steve August, Steve presents a set of activities that will enable you to quickly develop deeper qualitative understanding of the customer brand relationship.
Anatomy of a Cult Brand: How Leading Brands Build Fanatical Followings and Lu...Cult Collective
We’ve studied the world’s most renowned brands to try and unlock the genetic code that’s helped them dominate their markets and decimate their competitors for years.
Learn the six essential elements that successful brands use to forge fanatical followings and win legions of loyal advocates.
This is a condensed version of a larger report by the same name, available at http://www.cult.ca/
It should come as no surprise that humans are emotional creatures. Marketers have long recognized the fact that emotions play a key role when consumers are talking about or purchasing products in categories as disparate as those represented by brands. Over the past decade, emotional branding has emerged as a highly influential brand management paradigm. Among marketing practitioners, this relational, communal, participatory, sensory, and emotive view of consumer– brand relationships is increasingly heralded as a central pillar of market differentiation and sustainable competitive advantage. Emotional connections are universally important, and managing those emotional bonds pays off handsomely. Some companies are very good at creating emotional connections with their customers. Most, however, are not. Companies that is successful at creating emotional connections benefit from stronger results, not only in cash flow and profit, but in market share. Emotional connections aren’t static. They ebb and flow and the results can affect a company’s long-term business success.
How Cult Brands like Apple, Harley-Davidson, IKEA, Zappos, and Southwest Airlines create customer loyalty.
Certain businesses excel at fostering undying, cult-like following among their customers. Our study of Cult Brands reveals seven rules any business can follow to attract loyal customers.
Cultivating Cult Brand Culture: How Top Brands Attract & Retain Top TalentCult Collective
Today's marketers must play a greater role in attracting and retaining talent than they currently play. Cultivating a cult brand culture is far more important than most of the activities that marketers spend time or money on. No amount of advertising can build brand affinity if you have a dysfunctional culture or disengaged workforce.
Our Startup Branding Journey - What Makes A Brand Memorable?Customericare
We recently took on one of the biggest challenges so far: Building a solid brand and culture for our startup. We thought it could be fun to share our journey with the world and see what we learn, what we find out and how it can help others take on a journey of their own.
We wrote about the importance of branding here as a first step into the journey: https://customericare.com/startup-branding-and-culture/
In these slides we focus on what makes a brand memorable. And here's the article that goes with the slides about building a memorable customer experience: https://customericare.com/create-memorable-customer-experiences/
Hope you'll like the presentation and don't hesitate to leave your thoughts in the comments!
Some links to read more about building a memorable brand:
- Brand archetypes: http://www.allegorystudios.com/culture-audits/12-brand-archetypes/
- Brand personalities: https://faculty-gsb.stanford.edu/aaker/PDF/Dimensions_of_Brand_Personality.pdf
- Brand design tips: http://www.forbes.com/sites/johnrampton/2014/11/14/12-principles-of-great-brand-design/
- The effect of stories on our brain: https://blog.bufferapp.com/science-of-storytelling-why-telling-a-story-is-the-most-powerful-way-to-activate-our-brains
Communicating your brand is not as easy as it once was. For many, margins are eroding, the market is getting more crowded and market segmentation is driving business.
To win in this environment, first consider the myths about rebranding that simply are not true. This presentation takes the example of destinations, but explores other markets to demonstrate what really is true about rebranding.
The primary takeaway is answering the question; What do you need to do right in order to make your brand more meaningful and actually steal market share?
Sistem Kemudi adalah suatu sistem mengatur arah kendaraan dengan cara membelokkan roda depan. Cara kerja sistem kemudi ini saat steering wheel diputar, steering column akan meneruskan tenaga putarnya ke steering gear yang memperbesar tenaga putar sehingga dihasilkan momen yang besar untuk menggerakkan roda depan melalui steering linkage.
Oracle Solaris 11 - Best for Enterprise Applicationsglynnfoster
This presentation details some of the basic features of Oracle Solaris 11 that can be used as building blocks to deploy an enterprise application. Specifically, it uses a simple deployment example to create an IPS package for an application, integrates that application with SMF to provide an initial level of continuous service availability, deployed in an Oracle Solaris Zone using network virtualization to throttle bandwidth. Using this simple deployment example, additional integrated services like Immutable Zones, Delegated Administration, Firewall or Load Balancing, an administrator can build up to a more advanced deployment scenario.
Cultivating Cult Brand Culture: How Top Brands Attract & Retain Top TalentCult Collective
Today's marketers must play a greater role in attracting and retaining talent than they currently play. Cultivating a cult brand culture is far more important than most of the activities that marketers spend time or money on. No amount of advertising can build brand affinity if you have a dysfunctional culture or disengaged workforce.
Our Startup Branding Journey - What Makes A Brand Memorable?Customericare
We recently took on one of the biggest challenges so far: Building a solid brand and culture for our startup. We thought it could be fun to share our journey with the world and see what we learn, what we find out and how it can help others take on a journey of their own.
We wrote about the importance of branding here as a first step into the journey: https://customericare.com/startup-branding-and-culture/
In these slides we focus on what makes a brand memorable. And here's the article that goes with the slides about building a memorable customer experience: https://customericare.com/create-memorable-customer-experiences/
Hope you'll like the presentation and don't hesitate to leave your thoughts in the comments!
Some links to read more about building a memorable brand:
- Brand archetypes: http://www.allegorystudios.com/culture-audits/12-brand-archetypes/
- Brand personalities: https://faculty-gsb.stanford.edu/aaker/PDF/Dimensions_of_Brand_Personality.pdf
- Brand design tips: http://www.forbes.com/sites/johnrampton/2014/11/14/12-principles-of-great-brand-design/
- The effect of stories on our brain: https://blog.bufferapp.com/science-of-storytelling-why-telling-a-story-is-the-most-powerful-way-to-activate-our-brains
Communicating your brand is not as easy as it once was. For many, margins are eroding, the market is getting more crowded and market segmentation is driving business.
To win in this environment, first consider the myths about rebranding that simply are not true. This presentation takes the example of destinations, but explores other markets to demonstrate what really is true about rebranding.
The primary takeaway is answering the question; What do you need to do right in order to make your brand more meaningful and actually steal market share?
Sistem Kemudi adalah suatu sistem mengatur arah kendaraan dengan cara membelokkan roda depan. Cara kerja sistem kemudi ini saat steering wheel diputar, steering column akan meneruskan tenaga putarnya ke steering gear yang memperbesar tenaga putar sehingga dihasilkan momen yang besar untuk menggerakkan roda depan melalui steering linkage.
Oracle Solaris 11 - Best for Enterprise Applicationsglynnfoster
This presentation details some of the basic features of Oracle Solaris 11 that can be used as building blocks to deploy an enterprise application. Specifically, it uses a simple deployment example to create an IPS package for an application, integrates that application with SMF to provide an initial level of continuous service availability, deployed in an Oracle Solaris Zone using network virtualization to throttle bandwidth. Using this simple deployment example, additional integrated services like Immutable Zones, Delegated Administration, Firewall or Load Balancing, an administrator can build up to a more advanced deployment scenario.
Mass Properties & Advanced Automotive DesignBrian Wiegand
The intent of this presentation is to show that a vehicle designed in true accordance with the balanced viewpoint of a professional mass properties engineer may not only demonstrate superior acceleration, braking, and handling, but superior ride, stability, fuel economy, and safety as well. If a design begins with the first principles of how mass properties affect automotive performance in all its aspects , and is optimized accordingly in an integrated manner, then the resulting advanced automotive design may truly “go where none have gone before”.
The Modular Design of Automotive Platforms - Carmaker's Strategies in EuropeInovev
This presentation analyses the carmakers' group platform strategy/policy to reduce cost and time to market:
- Platform concept – design and process.
- Standardisation to reduce cost – concept, scaling process, parts and tools standardisation.
- Do we need a platform concept to reach these objectives ? Analysis based on VW – Platform policy, production data, by segment and model family, with a forecast until 2017.
- Advantages and dangers of a modular construction.
- Conclusion.
- Appendix: European carmakers platforms policies.
This Book are designed to present interesting, insightful
books for the general business reader and for professionals in the worlds of media, marketing, and advertising.
These are innovative, creative books that address the challenges and opportunities of these industries, written by leaders in the business
Paid, Owned and Earned media - how to build a P.O.E.M. strategy - starting with your Brand strategy. Slides of a course given for Solvay Business School in Ho Chi Minh, Vietnam.
Intro to Branding & Brand management - ElkottabMuhammad Omar
it's my material for the training workshop of "Intro to Branding & Brand Management" that has been held among other 7 workshops of #elkottab training event organized by E3langi.com in November 2014
A comprehensive guide to the world of branding. It is an exciting time for branding. As everything becomes global, good branding becomes more crucial. What is Branding? is an accessible guide that makes sense of this complex subject. It explores the process of branding, and shares insights that can be applied to practical challenges.
Brand of the Future
The workshop/seminar/event aims to examine the processes of envisioning and influencing the creation of future brand concepts with a combination on insights, intuition and high creativity. A particular emphasis will be placed on projecting how the trend of the new wave of entrepreneurs towards sharing instead of pure selling will be shaping our future.
The concept will be discussed in relation to the current and future context in Latvia and in the region at large. At the same time, global extensions of the issues will not be missed. International examples of successful will be presented and discussed as part of the class.
Talk presented at the LuxePack New York show, May 2016. It looks at how the oft-quoted “Lipstick Effect” is only half true in today’s new luxury consumer market, as the status and prestige motivation for buying luxury brands is giving way to new drives and desires to buy luxury goods, most especially beauty.
Today’s affluent consumers are driven my new needs and desires to trade up to luxury brands, desires like:
Luxury for Me (Anti-status): Luxury isn’t about you, and what you think, but about me and who I am
Luxury of Discovery (Spread the word): Thrill of discovery anchors brand’s most powerful marketing tool — Word-of-mouth
Luxury of Simplicity (Simple elegance): It’s the KISS principle — Keep It Simple Stupid! – is valued. Embrace the concept of simple elegance.
This white paper explores each of these new luxury drivers and profiles brands that are using each to connect with today’s most profitable customers — the affluent.
The message: Luxury is a mindset, not a brand or a price point.
How To Promote Your Business Like A HeavyweightRoss Simmonds
Wondering how to promote and generate buzz around your business? Instead of settling for the small ideas, take a few of these lessons from Fortune 100 brands and start implementing strategies and tactics that will help you achieve success. Small budget? No problem. Here are a few marketing ideas made for small & medium sized businesses.
Here are some key components and types of business strategies:
Mission and Vision: A business strategy often starts with a clear mission and vision, outlining the purpose and long-term goals of the organization.
SWOT Analysis: This involves assessing the internal strengths and weaknesses as well as external opportunities and threats to make informed strategic decisions.
Competitive Advantage: Strategies to gain a competitive advantage might involve cost leadership, differentiation, or focus on a specific market niche.
Market Entry and Expansion: Determining how and when to enter new markets or expand existing operations is a critical part of business strategy.
Innovation and Technology: Strategies for staying competitive often include plans for innovation, technological adoption, and research and development.
Marketing and Branding: Creating effective marketing and branding strategies to promote products or services and build a positive brand image.
Financial Management: Strategies related to financial planning, budgeting, and resource allocation to ensure sustainable growth and profitability.
Risk Management: Identifying and mitigating risks through strategies such as insurance, diversification, and contingency planning.
Partnerships and Alliances: Collaborative strategies involving partnerships, joint ventures, or alliances with other organizations to achieve mutual goals.
Organizational Culture and Leadership: Strategies for fostering a positive organizational culture and effective leadership to align employees with the company's mission and goals.
Comprehensive program for Agricultural Finance, the Automotive Sector, and Empowerment . We will define the full scope and provide a detailed two-week plan for identifying strategic partners in each area within Limpopo, including target areas.:
1. Agricultural : Supporting Primary and Secondary Agriculture
• Scope: Provide support solutions to enhance agricultural productivity and sustainability.
• Target Areas: Polokwane, Tzaneen, Thohoyandou, Makhado, and Giyani.
2. Automotive Sector: Partnerships with Mechanics and Panel Beater Shops
• Scope: Develop collaborations with automotive service providers to improve service quality and business operations.
• Target Areas: Polokwane, Lephalale, Mokopane, Phalaborwa, and Bela-Bela.
3. Empowerment : Focusing on Women Empowerment
• Scope: Provide business support support and training to women-owned businesses, promoting economic inclusion.
• Target Areas: Polokwane, Thohoyandou, Musina, Burgersfort, and Louis Trichardt.
We will also prioritize Industrial Economic Zone areas and their priorities.
Sign up on https://profilesmes.online/welcome/
To be eligible:
1. You must have a registered business and operate in Limpopo
2. Generate revenue
3. Sectors : Agriculture ( primary and secondary) and Automative
Women and Youth are encouraged to apply even if you don't fall in those sectors.
Core technology of Hyundai Motor Group's EV platform 'E-GMP'Hyundai Motor Group
What’s the force behind Hyundai Motor Group's EV performance and quality?
Maximized driving performance and quick charging time through high-density battery pack and fast charging technology and applicable to various vehicle types!
Discover more about Hyundai Motor Group’s EV platform ‘E-GMP’!
"Trans Failsafe Prog" on your BMW X5 indicates potential transmission issues requiring immediate action. This safety feature activates in response to abnormalities like low fluid levels, leaks, faulty sensors, electrical or mechanical failures, and overheating.
What Does the PARKTRONIC Inoperative, See Owner's Manual Message Mean for You...Autohaus Service and Sales
Learn what "PARKTRONIC Inoperative, See Owner's Manual" means for your Mercedes-Benz. This message indicates a malfunction in the parking assistance system, potentially due to sensor issues or electrical faults. Prompt attention is crucial to ensure safety and functionality. Follow steps outlined for diagnosis and repair in the owner's manual.
In this presentation, we have discussed a very important feature of BMW X5 cars… the Comfort Access. Things that can significantly limit its functionality. And things that you can try to restore the functionality of such a convenient feature of your vehicle.
5 Warning Signs Your BMW's Intelligent Battery Sensor Needs AttentionBertini's German Motors
IBS monitors and manages your BMW’s battery performance. If it malfunctions, you will have to deal with an array of electrical issues in your vehicle. Recognize warning signs like dimming headlights, frequent battery replacements, and electrical malfunctions to address potential IBS issues promptly.
What Exactly Is The Common Rail Direct Injection System & How Does It WorkMotor Cars International
Learn about Common Rail Direct Injection (CRDi) - the revolutionary technology that has made diesel engines more efficient. Explore its workings, advantages like enhanced fuel efficiency and increased power output, along with drawbacks such as complexity and higher initial cost. Compare CRDi with traditional diesel engines and discover why it's the preferred choice for modern engines.
Symptoms like intermittent starting and key recognition errors signal potential problems with your Mercedes’ EIS. Use diagnostic steps like error code checks and spare key tests. Professional diagnosis and solutions like EIS replacement ensure safe driving. Consult a qualified technician for accurate diagnosis and repair.
What Does the Active Steering Malfunction Warning Mean for Your BMWTanner Motors
Discover the reasons why your BMW’s Active Steering malfunction warning might come on. From electrical glitches to mechanical failures and software anomalies, addressing these promptly with professional inspection and maintenance ensures continued safety and performance on the road, maintaining the integrity of your driving experience.
Why Is Your BMW X3 Hood Not Responding To Release CommandsDart Auto
Experiencing difficulty opening your BMW X3's hood? This guide explores potential issues like mechanical obstruction, hood release mechanism failure, electrical problems, and emergency release malfunctions. Troubleshooting tips include basic checks, clearing obstructions, applying pressure, and using the emergency release.
Things to remember while upgrading the brakes of your carjennifermiller8137
Upgrading the brakes of your car? Keep these things in mind before doing so. Additionally, start using an OBD 2 GPS tracker so that you never miss a vehicle maintenance appointment. On top of this, a car GPS tracker will also let you master good driving habits that will let you increase the operational life of your car’s brakes.
𝘼𝙣𝙩𝙞𝙦𝙪𝙚 𝙋𝙡𝙖𝙨𝙩𝙞𝙘 𝙏𝙧𝙖𝙙𝙚𝙧𝙨 𝙞𝙨 𝙫𝙚𝙧𝙮 𝙛𝙖𝙢𝙤𝙪𝙨 𝙛𝙤𝙧 𝙢𝙖𝙣𝙪𝙛𝙖𝙘𝙩𝙪𝙧𝙞𝙣𝙜 𝙩𝙝𝙚𝙞𝙧 𝙥𝙧𝙤𝙙𝙪𝙘𝙩𝙨. 𝙒𝙚 𝙝𝙖𝙫𝙚 𝙖𝙡𝙡 𝙩𝙝𝙚 𝙥𝙡𝙖𝙨𝙩𝙞𝙘 𝙜𝙧𝙖𝙣𝙪𝙡𝙚𝙨 𝙪𝙨𝙚𝙙 𝙞𝙣 𝙖𝙪𝙩𝙤𝙢𝙤𝙩𝙞𝙫𝙚 𝙖𝙣𝙙 𝙖𝙪𝙩𝙤 𝙥𝙖𝙧𝙩𝙨 𝙖𝙣𝙙 𝙖𝙡𝙡 𝙩𝙝𝙚 𝙛𝙖𝙢𝙤𝙪𝙨 𝙘𝙤𝙢𝙥𝙖𝙣𝙞𝙚𝙨 𝙗𝙪𝙮 𝙩𝙝𝙚 𝙜𝙧𝙖𝙣𝙪𝙡𝙚𝙨 𝙛𝙧𝙤𝙢 𝙪𝙨.
Over the 10 years, we have gained a strong foothold in the market due to our range's high quality, competitive prices, and time-lined delivery schedules.
2. CONCEPT OF DESIGN
The organization knows its product better than anyone or
any organization. The consumer will favour those products
that offer the most quality, performance or innovative
feature as conceived by the organization
“If I had asked people what
they wanted, they would have
said faster horses”
“Any customer can have a car
painted any colour that he
wants so long as it is black”
“I don’t believe in taking right
decision. I take decision and
then make them right”
PRODUCT CONCEPT MARKETING CONCEPT
The organization should strive to satisfy its customer needs
and wants while meeting the organization goals and to
deliver the desired satisfaction more effectively and
efficiently than competitors.
- Henry Ford - Ratan Tata
3. NAZISM
Volkswagen Beetle 1938
HOW NAZISM MODIFIED AUTOMOTIVE INDUSTRY?
AUTOBAHN (German: Reichsautobahn)
• First Autobahn was constructed between
Frankfurt and Darmstadt in 1939.
• Reduced unemployment during the Nazi
rule and upto 250,000 jobs were created.
• Motorization of Germany was the main
objective as Nazis projected themselves as
‘Modernizers’.
27 inches12,949 kms 130 km/hr
LENGTH THICKENSS SPEED LIMIT
4. ARCHETYPAL BRANDING
archetype
Character or pattern of
circumstances that recurs throughout
literature and though consistently
enough to be considered universal.
ÄR•KI•T Ī P
“There are forms or images of a collective nature which occur practically all over the
earth as constituents of myths and at the same time as individual products of
unconscious. These are imprinted and hardwired into our psyches.”
CARL JUNG'S ARCHETYPAL THEORY
Demonstrated that the
collective unconscious
is cross - cultural
Applied Archetypes to
Marketing and
Branding
1949
2001
Margaret
Mark
Joseph
Campbell
5. ARCHETYPAL BRANDING
Each brand should align with only one archetype, but
can and will share similar traits and characteristics as
other archetypes.
?
6. ARCHETYPAL BRANDING
RULES ARE MADE TO BE BROKEN
motto
what they do?
CHALLENGE THE WORLD
associations
INDIVIDUALISM| PASSION | FREEDOM
1. Rebel customers appreciate the
unconventional and forcefully reject
the status quo.
2. They are likely to value unique or
shocking content with no obvious ‘sell’
to it.
1. Rebel brands promise revolution. Rebel
brands position themselves as an
alternative to the mainstream and
make an effort to stand out. Successful
rebel brands are likely to have a cult-
like following.
2. The worst thing to happen to a rebel
brand would be to be bought out or
become too popular.
what customer wants? what the brand delivers
R E B E L
7. ARCHETYPAL BRANDING
YOU’RE THE ONLY ONE
motto
what they do?
AWAKEN THE SENSES
associations
ROMANCE | GLAMOUR | DESIRE
SEXUALITY
1. Lover customers value the aesthetic
appearance of goods and services.
2. They are likely to be drawn to premium
brands that will make them seem more
attractive to others.
1. Lover brands promise passion. Lover
brands promote themselves as
glamorous, with an emphasis on
sensual pleasure.
2. Ads will typically focus on how the
product feels for the customer. Lover
brands can’t come across as cheap or
business like or their cultivated air of
mystique will be ruined.
what customer wants? what the brand delivers
L O V E R
8. ARCHETYPAL BRANDING
DON’T FENCE ME IN
motto
what they do?
SEARCH FOR THE NEW
associations
INDEPENDENT | PIONEERING
DISCOVERY | FEARLESSNESS
1. Explorer customers embrace brands
that promote freedom and self-
discovery, especially those that invite
the customer to embark on a journey
with them.
2. They are unlikely to be swayed by
domestic-focused ads.
1. Explorer brands promise freedom.
Explorer brands promote themselves as
a means to help others experience the
new and unknown.
2. The worst outcome for an explorer
brand would be to come across as too
rigid or corporate.
what customer wants? what the brand delivers
E X P L O R E R
9. ARCHETYPAL BRANDING
LOVE YOUR NEIGHBOR AS YOURSELF
motto
what they do?
CARE FOR OTHERS
associations
RESPECT | TRUST | SECURITY
COMPASSION
1. The carer customers are driven by their
need to protect and care for others.
2. Carer customers want to be recognised
for their effort, without being
patronised.
3. Aggressive adverts are a massive turn-
off, whereas emotionally-driven
adverts often strike a chord.
1. Carer brands promise recognition.
Nurturer businesses offer protection,
safety and support to their customers.
2. The worst thing that can happen to a
carer business is that their products are
shown to be harmful or exploitative.
what customer wants? what the brand delivers
C A R E R
10. ARCHETYPAL BRANDING
POWER ISN’T EVERYTHING, IT’S THE
ONLY THING
motto
what they do?
EXERT CONTROL
associations
POWER | STABILITY | EXCELLENCE
EXPERTISE | LEADERSHIP
1. Ruler customers are naturally dominant
and will not appreciate patronising or
‘dumbed down’ advertising.
2. They will value ads that reinforce their
feelings of power and stability.
1. Ruler brands promise power. Ruler
brands speak authoritatively, often
spreading the idea that they are the
lead in their field. Their image is solid,
polished and often very ‘masculine’.
2. A ruler brand would suffer greatly by
being perceived as weak, or by having
to concede defeat to a rival company
publicly.
what customer wants? what the brand delivers
R U L E R
11. ARCHETYPAL BRANDING
YOU ONLY LIVE ONCE
motto
what they do?
ENCOURAGE GOOD TIMES
associations
ORIGINALITY | FUN | MISCHIEF
POSSIBILITY
1. Jester customers find regular adverts
boring, but will love anything unusual
or playful – especially ads that make
light of the seriousness of life.
1. Jester brands promise entertainment.
Jester brands give the impression that
they live in the moment, use
outrageous imagery and often tease
their customers affectionately.
2. The worst thing a jester brand could do
is get embroiled in a bitter lawsuit or
be seen to be strict with their
customers.
what customer wants? what the brand delivers
J E S T E R
12. ARCHETYPAL BRANDING
MAKE THINGS HAPPEN
motto
what they do?
TRANSFORM AND AMAZE
associations
IMAGINATION | CLEVERNESS
CHANGE | DELIGHT
1. Magician customers need to feel they
can grow wiser or influence people by
using your products.
2. Ads should be as imaginative and
inspiring as possible.
1. Magician brands promise knowledge.
Magician brands promote themselves
as the gateway to transformative
knowledge and experience.
2. The worst things a magician brand can
be seen as are too structured,
regulated or hollow.
what customer wants? what the brand delivers
M A G I C I A N
13. ARCHETYPAL BRANDING
FREE TO BE YOU AND ME
motto
what they do?
RENEW FAITH
associations
FREEDOM | OPTIMISM | PURITY
BEAUTY
1. The innocent customer prefers straight-
talking, gimmick-free advertising, and
is naturally drawn to optimistic brands.
2. Heavy-handed or guilt-inducing
advertising is likely to repulse them.
1. Innocent brands promise simplicity.
Innocent-focused businesses promote
themselves as pure, simple and
trustworthy. The imagery they use is
often natural and unfussy.
2. The worst thing that can happen to an
innocent business is uncovered
corruption or deceit.
what customer wants? what the brand delivers
I N N O C E N T
14. ARCHETYPAL BRANDING
WHERE THERE’S A WILL, THERE’S A
WAY
motto
what they do?
ACT COURAGEOUSLY
associations
STRENGTH | POWER | BRAVERY
HONOR
1. Hero customers value quality and
efficiency in their products.
2. They like to think their consumer
choices will put them ahead of
everyone else, and aren’t likely to be
swayed by cute or funny adverts.
1. Hero brands promise triumph. Hero
businesses promote themselves as
good quality and superior to their
competition.
2. The worst thing that can happen to a
hero business is for a competitor to be
rated higher or proven to be better
value.
what customer wants? what the brand delivers
H E R O
15. ARCHETYPAL BRANDING
ALL MEN AND WOMEN ARE CREATED
EQUAL
motto
what they do?
MAKES EVERYONE FEEL IMPORTANT
associations
UNSELFISHNESS | SUPPORT
FRIENDLINESS | REALISM
1. The everyman appreciates quality and
dependability in their brands.
2. They prefer the familiar to the strange,
and will emotionally invest in brands
that they trust.
1. Regular guy brands promise belonging.
Regular guy businesses take pride in
their down-to-earth ethos. Their image
is honest and dependable.
2. The worst thing to happen to a regular
guy business would be for them to
appear greedy or elitist.
what customer wants? what the brand delivers
R E G U L A R G U Y
16. ARCHETYPAL BRANDING
IF YOU CAN IMAGINE IT, IT CAN BE
DONE
motto
what they do?
CRAFT THINGS OF ENDURING
VALUE
associations
SELF – EXPRESSION | INNOVATION
VISION | NONCONFORMITY
1. Creator customers shun advertising in
general but may enjoy experimental,
boundary-pushing or novel ads.
2. Creator types are a difficult category to
appeal to, but successful creator brands
often develop a devout fan base.
what customer wants? what the brand delivers
C R E A T O R
1. Creator brands promise authenticity.
Creator brands often position
themselves as the key to unlocking a
creator’s creativity.
2. The worst thing a creator brand can be
perceived as is inauthentic or ‘sell-out’.
17. ARCHETYPAL BRANDING
THE TRUTH WILL SET YOU FREE
motto
what they do?
SEEK UNDERSTANDING
associations
THOUGHTFULNESS | WISDOM
INDEPENDENCE | TRUTH
1. Sage customers believe that knowledge
comes from growth, and constantly
look for new sources of information.
2. They prefer ads which challenge them
to think in a new way.
what customer wants? what the brand delivers
S A G E
1. Sage brands promise wisdom. Sage
brands promise learning and therefore
often make use of higher level
vocabulary and symbolic imagery.
2. They trust their customers to grasp
difficult ideas and understand
intellectual in-jokes, and should avoid
becoming too dumbed-down or
patronising.
?
19. ARCHETYPAL COLORS
“Color is one of the most prominent ways to communicate nonverbally. Psychologists believe that this impact
on the mind is derived directly from an association to the natural world”
REBIRTH LOYALTY LIFE
CLEAN RELIABILITY
DECREASES BLOOD PRESSURE
DEATH BRUISING SADNESS
LACK OF OXYGEN
POSITIVE ATTRIBUTES
NEGATIVE ATTRIBUTES
YOUTH WISDOM LIFE
CALM NATURAL
HARMONY
DECAY JEALOUSY ENVY
INEXPERIENCE
POSITIVE ATTRIBUTES
NEGATIVE ATTRIBUTES
PEACE
BALANCE FERTILITY
LOVE BRAVEPASSION
STRENGTHCREATIVITY
INCREASES METABOLISM
DANGER VIOLENCE ANGER
INCREASES HEART RATE
POSITIVE ATTRIBUTES
NEGATIVE ATTRIBUTES
COURAGE
20. ARCHETYPAL COLORS
“Color is one of the most prominent ways to communicate nonverbally. Psychologists believe that this impact
on the mind is derived directly from an association to the natural world”
ROYALTY RIPENESS JOYOUS
WEALTH CHEERFUL
ATTENTION GRABBER
DECEIT SICKNESS TREASON
COWARDICE
POSITIVE ATTRIBUTES
NEGATIVE ATTRIBUTES
GOOD CLEAN
LIFE
CALM PURITY
INNOCENCE
ISOLATION DETACHMENT
STERILITYBLANKNESS
POSITIVE ATTRIBUTES
NEGATIVE ATTRIBUTES
PEACE
BALANCE
NEUTRALITY
SLEEK FORMALITYPRESTIGE
SOPHISTICATED
POWERFUL
IMPORTANCE
MYSTERY SORROW REBEL
SERIOUS AND CONSERVATIVE
POSITIVE ATTRIBUTES
NEGATIVE ATTRIBUTES
ELEGANCE
EMPTY
21. ARCHETYPAL COLORS
JOYOUS CHEERFUL
“Bring Home Happiness”
YOUTH LIFE ENVY
“Full of Life”
LOVE PASSION
“It loves you back”
PRESTIGE
SOPHISTICATED
POWERFUL
IMPORTANCE
“Nothing else will do”
TATA NANO CHEVROLET SPARK HONDA BRIO MAHINDRA SCORPIO
23. TOP – DOWN APPROACH
PRODUCT
Sleek, Comfort and better performance
PRICE
• Priced in comparison to 3 wheelers
PROMOTION
• Catch line - “ Small is Big”
PLACE
• Cities, Small Towns and Villages.P
P
P
P
MACARTHY’S 4P’S FOR MARKETING MIX
24. RESEARCH DESIGN
EXPLORATORY RESEARCH CONCLUSIVE RESEARCH
“I require an affordable four – wheeled
truck with more stability, safety, comfort ,
all weather protection and with better
payload capacity”
- Bajaj Minidor Driver
“The three – wheeled commercial vehicles
are killing my business. They charge less
and transport goods faster due to easy
manoeuvrability. I cannot operate at their
cost. I need a small version of this truck
with a payload of 2.25 tonnes”
- Tata 407 Driver
LCV
52%HCV
30%
MCV
18%
Macro Projection of Commercial Vehicle Industry
25. MACARTHY’S 4P FOR MARKETING MIX (PRICE)
OPEL CORSA HYUNDAI ACCENT FORD IKON MARUTI ESTEEM TOYOTA QUALIS
₹6,00,000 – 7,50,000 ₹5,50,000 – 7,00,000 ₹5,50,000 – 7,00,000 ₹5,00,000 – 6,50,000 ₹6,00,000 – 8,50,000
₹5,00,000 – 7,00,000
26. MACARTHY’S 4P FOR MARKETING MIX
PHASED LAUNCH
• Chennai
• Bangalore
• Mumbai
• Delhi
PLAN FOR EXPANSION
• In 4 month – 20 cities
• In a year – 50 cities
SHOWROOM EXPERIENCE
Mahindra planned to improve the
aesthetics and appeal of the
showrooms to project ‘Scorpio’ as
a rugged and sturdy vehicle.
ADVERTISING STRATEGY
The Television Commercials as well
as the press still shots were shot in
Australia to project an image of a
global SUV fit for any terrain.
MEDIA STRATEGY
Mass Media, Direct Marketing,
Public Relation Events.
POSITION
Luxury car with the thrill of an SUV
TAGLINE
Nothing else will do
PRODUCTPROMOTION
PLACE
TARGET CUSTOMERS
Urban Customers,