This document outlines the agenda for a live Q&A session with Kashyap Vadapalli, CMO of Pepperfry, including discussions around branding, how Pepperfry developed their brand, measuring customer feedback through Net Promoter Score, and using trial pricing for new products. The branding example of Pepperfry will be provided, which established the brand promise of making the anxious furniture buying process a happy experience through standardization and providing information.

1. Introduction to the
Company
Live Q&A Session with
Kashyap Vadapalli
CMO, Pepperfry

2. Page -2-
Agenda for the session
Branding
Branding - Pepperfry Example
Open Q&A
1
2
4
Net Promoter Score & Trail Pricing3

3. Page -3-
Is it Important for a Brand to be Developed around a Product?
1 Clarifying Product Benefits in Consumer’s Mind
2 Communicating Key Differences from Competitor's Offering
3 Developing Brand Promise that Negates Consumer’s Pain Point

4. Page -4-
Agenda for the session
Branding
Branding - Pepperfry Example
Open Q&A
1
2
4
Net Promoter Score & Trail Pricing3

5. Page -5-
Pepperfry Example
The brand that Pepperfry built…
1
“Happy Furniture to You”
2
Furniture Buying – Anxiety Filled Process
3
No Standardization – No Information
Hardships in Acquiring Furniture
Making Entire Buying Process Happy - Is what Pepperfry
Stands for..
Everyday is a fryday!

6. Page -6-
Agenda for the session
Branding
Branding - Pepperfry Example
Open Q&A
1
2
4
Net Promoter Score & Trail Pricing3

7. Page -7-
Net Promoter Score
Lead Indicator for Product/Service Feedback
Question - Would you recommend our service/product to your friends & family?
Answer – Rating on Scale from 0 to 10
Improving NPS scores Leads to Improving Loyalty & Word of Mouth

8. Page -8-
Trial Pricing
Pricing for New Product/Service to be such that “Trial is Easy”
New Entrepreneur – Unknown Entity in the Market
No Trust Development with Consumers
Trial Price – Not Extremely Low
Pricing can be Adjusted at Later Stage

9. Page -9-
Agenda for the session
Branding
Branding - Pepperfry Example
Open Q&A
1
2
4
Net Promoter Score & Trail Pricing3

10. Page -10-
Open Q&A
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