A presentation based on the Howard Case Study on 'What are Brands Good for?' The role of disaggregated marketing has been highlighted through this presentation

4. Bisleri came up with the Aqua Green
Revolution to differentiate itself from its
competitors

5. People don’t buy products, they buy
BRANDS

6. Strong Customer Relationships

7. Builds Loyalty
Ability to charge
PREMIUM PRICE
over other competitors

8. Information-rich environment has led to consumer disaggregation,
which is more profitable and efficient than aggregation

9. Interaction with
Consumers at
Segment or
Individual Level
Flexible Approach
More Adaptive and
Responsive to
Consumer Needs
Leading to 2-Way
Communication
DIRECT MAIL
MARKETING
CRM
PERSONAL WEB
ASSISTANCE
SOCIAL MEDIA HELPS IN 2-
WAY COMMUNICATION

10. Answer could be found by examining 3 core areas of
BRAND MANAGEMENT:
• CUSTOMER RELATIONSHIP
• CHANNEL RELATIONSHIP
• ORGANIZATION OF BRAND MANAGEMENT

11. Relationships arise when a brand repeatedly and
consistently fulfills its stated promise
Although, relationships are not built by mere
traditional one-way mass communication
techniques. Such communications tend to be
shallow and don’t have a personalized approach
Disaggregation leads to better interaction with
customers, which also improves satisfaction level
Disaggregation helps in establishing much more
precise and finer STP strategy
Disaggregation helps in providing tailor-made
solutions, which further strengthens the
relationship
WARNING!
I AM NOT
LISTENING

12. Kraft Foods has a portfolio of hundreds of successful product
brands, including Miracle Whip, Jell-O, DiGiorno, Tang, Oscar Mayer
and Oreo.
Over the past three years, the company has developed and
launched the most elaborate disaggregate marketing initiative in
the packaged goods industry.
The company had come up with a glossy quarterly magazine, Food
& Family. It delivers food-related articles, recipes, editorials, and of
course advertising.
The magazine is personalized to the individual consumer.
The publication has rapidly become the third largest circulation
magazine in the United States, with over 11 million copies delivered
— about as many as Time, Newsweek and People combined.

13. Kraft Foods has a portfolio of hundreds of successful product
brands, including Miracle Whip, Jell-O, DiGiorno, Tang, Oscar Mayer
and Oreo.
Over the past three years, the company has developed and
launched the most elaborate disaggregate marketing initiative in
the packaged goods industry.
The company had come up with a glossy quarterly magazine, Food
& Family. It delivers food-related articles, recipes, editorials, and of
course advertising.
The magazine is personalized to the individual consumer.
The publication has rapidly become the third largest circulation
magazine in the United States, with over 11 million copies delivered
— about as many as Time, Newsweek and People combined.
HELPS IN PROMOTION OF THE BRAND AT UMBRELLA LEVEL,
WITHOUT DISTURBING THE POSITIONING OF ANY SUB BRAND

14. DON’T MANAGE BRANDS.
MANAGE CONSUMERS OR
CONSUMER SEGMENTS!

15. Last few decades has seen a
remarkable rise of retailers
They now follow a
relationship based
marketing approach
Private Labels add to brand
loyalty

16. Branded goods manufacturers can’t afford not be present across major retail
outlets
Ex: Walmart commands a high bargaining power against small and medium
sized manufacturers, thereby reducing the price of the product drastically.
The proportion of brands’ marketing budgets spent on retailers’ listing fees,
facing fees, trade promotions and cooperative advertising is twice as large as
the proportion spent marketing the brands to the end consumer.

17. Retailers attract traffic by giving
discounts on most popularly
consumed brands and products
like Coca Cola, Tide, Maggi, etc.
Using Loyalty Programs, retailers
can now analyze the buying
behaviour of consumers.
Brands are doing exclusive tie-
ups with retailers. Brands are
realizing their brands’ chances of
survival will be better if they
become an essential element of
the retailer’s value proposition.

18. In many multi-product organisations, each brand is
administered by a brand manager, who takes care of the
entire brand, right from budget allocations, to marketing
initiatives.
This system avoids interference from other brands.
All other PR and disaggregated activities are considered as
add-ons to this approach.
Over the last few years, the proportion of budget
contribution towards disaggregated marketing techniques
have increased over traditional media platforms.

20. Relationship building
entity and mechanism
Communications that
affect consumer behavior
Obtaining expertise in
new-product and brand
development

21. yashoganeriwala@gmail.com
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