The document discusses brands and marketing strategies in the context of information revolution. It argues that traditional aggregation marketing using mass media is becoming less effective due to issues like one-way communication and irrelevant information. Disaggregation marketing strategies that involve direct consumer interaction, customer relationship marketing and understanding individual customer needs are becoming more important. This allows companies to reduce redundant information, avoid wasteful spending and manage consumers more profitably. While established brands may find it difficult to change from traditional branding, disaggregation can help companies influence consumers independently of retailers.

1. What Are Brands Good For?
Niraj Dawar

2. What are Brands?
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3. What are Brands?
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4. Brands attract consumers with promises
Volvo Tide
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5. What benefit customers have?
o Reduce risk of buying goods
o Easy purchase decision

6. Why Company bothers building Brand?
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7. Asset
ConsumerTrust
Charge Premium
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Why Company bothers building Brand?

8. How do they build brands?
Advertising
Mass-Media
Communication
Consumer mentality
Marketing Efforts
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9. Is Aggregation still efficient ?
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10. Information Revolution
Undermines logic of Aggregation
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11. Why is Dis-aggregation more efficient?
Customer Relationship Marketing
Direct marketing
Information-based marketing
Consumer Interaction
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12. Faults with Aggregation?
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13. Mass-Media Communication
• One-Way
Communication
• Irrelevant
information
• No personal
interaction
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14. So, What are Brands Good for?
Let’s Examine Brand management

15. Consumer Relationship
• Two-Flow Relationship
• Understand Consumer History
• Be more Adaptive and responsive to
individual needs
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16. Consumer Relationship
They adapted to their customer needs
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17. Consumer Relationship
Understood Consumer’s history
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18. Expected Results
Retreat Redundant
Information
Avoid Cash burn
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19. Is dis-aggregation marketing new?
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20. Is dis-aggregation marketing new?
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21. Why wasn’t it tried before?
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22. Why wasn’t it tried before?
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23. Why use this strategy now?
Business expanded to offer services now-a-days
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24. Why now use this strategy?
Business expanded to offer services now-a-days
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25. So were they wrong till now?
Before Today
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26. So were they wrong till now?
Before Today
Segment-Level
domination
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27. Role of Brand Managers
Aggregation Marketing
• Manage Portfolio of
brands
• Mass-Media
Communication
Dis-aggregation Marketing
• Manage Consumer
Profitably.
• Become team player
rather then
individual starts
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28. Channel Relationship
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29. Balance Manufacture, Retail and
consumer
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30. What Retailers do?
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31. What Retailers do?
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32. Why are they important?
They focus on Manufacturers’
marketing and sales volume
They have Potential to attract
consumer on a local-level
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33. Retailer
As
Threat
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34. Retailer
As
Threat
Rival in Consumer Relationship
with Manufacturers
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35. Is it possible eliminate it?
Disaggregation can help eliminate
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36. Is it possible eliminate it?
Disaggregation can help eliminate
Manufacturer can influence consumer
independent of the retailers
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37. Difficulties to eliminate
Customer prefer one to many Retailers aren’t Idle
First mover can endure
the competition
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38. Why is difficult to compete with retailers?
Manufacturer sells Brands They sell 40,000 Product stocks
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39. Information driven Marketing
They use customer data to personalised shopping experience
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40. Retailers and Brand Power
Retailers use their products as
to attract customer
Their products have a trust-
quotient among customers
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42. Brand Management Organisation
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43. Brand management removal
Established brands find difficult to change to
segment-level and focus on only consumer
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44. Brand management removal
Established brands find difficult to change to
segment-level and focus on only consumer
Example like Packaged Goods industries-Sanket. Shah,VJTI Mumbai 44

45. Why can’t they remove brands?
They treat it as
Add-on in Marketing
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46. Why can’t they remove brands?
But this is different
approach of marketing
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47. Information Age
Before
• Mass Media
Communication was used
when no data of
consumers was there
Now
• Ease of access due to email
and web ad and educated
consumers
• Access to customer
shopping pattern and data
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48. Disaggregation impact in brand management
Brand management
• Success is measure by
Sales volume, product
profitability and dollar
sales
• Focus is on message
development, branding
and marketing skills
Disaggregation
• Success is measure by
segment-level
profitability and depth of
customer relationship
• Focus is on developing
knowledge of consumers
segment and its
behaviour
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49. Brands with changing approach
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50. How to change approach?
Target communication such as web newsletter,
e-mail, social media to influence consumers
Analysis customer data and interpret it
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51. How to change approach?
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52. Should Brands change?
Mass Media has its benefits for branding as it
reaches large customer base
In Internet age also with media segmentation,
Brands have flourish till now
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53. Disaggregation or Aggregation?
• Find your brand purpose
• Target consumer base
• Balance out profit earning–Customer-level or
Brand-level?
• Balance out possibility–Aggregation or
Disaggregation marketing?
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54. Thank you!
This slides was created by Sanket. Shah from
VJTI, Mumbai during an internship with Prof.
Sameer Mathur, IIM- Lucknow
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