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

1. Kiran Khalap
How to convert a commodity into a brand

2. Digression: who’s presenting?
Hair No hair
1983 Today

3. Brand practitioner,
not academician

4. Since 1999
• Over 200 brands differentiated
• Over 50 created new

6. Brand consultant to the most
complex, game-changing brand on
earth

7. Question One: why create a brand at all?
7

8. Because brands create value

10. Because brands create value over time

11. The
oldest
beer
brand:
1000
years old

12. Because brands assure future earnings
through brand loyalty

13. $ Six billion through
customer brand
ambassadors

14. Because brands charge a premium

16. Question Two: can commodities
become brands?
16

17. 17
If a brick can be successfully branded
then almost anything can be branded to
create value!

18. • Acme = 84% brand preference (no other
supplier > 10%)
There is a 13-fold ROI on an average
annual marcom budget of $1.5 million.

19. 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.

20. Question Three: how do we
convert commodities into brands
20

21. Three strategies
•From the product
•From the service
•From the customer

22. Chicken
22

23. Three strategies
•From the product
•From the service
•From the customer

24. Chicken
Organic
Without
antibiotics
Delivered
within 24
hours
With extra
vitamins
100%
guaranteed
high-protein

26. Three strategies
•From the product
•From the service
•From the customer

27. Consumer
Non-leaky
packaging for
travelling
Chicken for
Indian dishes
High carb
chicken for
children
Quick cooking
chicken for
working
couples
Chicken for
pets

28. Eggs
28

29. Three strategies
•From the product
•From the service
•From the customer

30. Eggs
Organic
Free-range
High-vitamin
E
Low-
cholesterol
Eco-friendly
practice

31. 10 times the Vitamin E
of any other egg

33. Three strategies
•From the product
•From the service
•From the customer

34. Consumer
Quick eggs for
working couples
Eggs for
Indian dishes
High vitamin
eggs for
children
Eggs delivered
free
Farm visit
eggs

35. Questions: minimum ten:-)
kiran@chlorophyll.in

36. Thank you