Brands are no longer the focal point of marketing in the era of disaggregation. Segmenting customers based on their individual needs and communicating with them directly through personalized channels allows marketers to be more responsive. This approach builds deeper relationships through two-way communication rather than one-size-fits-all branding. As a result, brands now play a supporting role by delivering their value proposition to targeted consumer segments rather than acting as individual stars.

1. disaggregation

2. What are brands?

3. Brands are the medium to reach a large
number of people, with a promise to deliver
clearly stated benefits.

4. Brand’s Purpose
?

5. Building
Customer
Relationship
Permits
charging of
Premium
Prices
Reduced
Risk in
introduction
of New
Product
Firms get an
edge over
Distributors

6. What was ?

7. BRAND CENTERED
MARKETING ………
THE ERA OF MASS
COMMUNICATION

9. What it is now ?

10. ERA OF INFORMATION
REVOLUTION

12. What is
“Disaggregation?”

13. Segmenting customers as per
their needs and addressing
their customized needs via
personalized two way
communication is
DISAGGREGATION.

14. Why to
disaggregate ?

15. Marketing
becomes more
adaptive to
differences in
consumer needs.
Marketers become
more responsive
towards consumers‘
changing needs.
The strategic & tactical
tasks performed by brand
are performed more
profitably & less
expensively.

16. How to
Disaggregate ?

17. VIA
Call
Centers
Web
Sites Direct
Mails
E-
mails
Customized
Magazines

18. Thus , in this era
of disaggregation,
what are brands
good for ?

19. Well………

20. The purposes of brands
have been redefined in
three core areas:
Consumer Relationship
Channel Relationship
Brand Management Organization

22. In a Brand Centered
Approach….

23. • Is built by brands by fulfilling stated
benefits.
• No personalization
• Driven by logic of ‘Aggregation.’
• Relationships are shallow.
• One –way communication.

24. In the Approach of ‘
Disaggregation’ …….

25. • Is built by history of past
interactions
• Personalized Interaction
• Driven by logic of
‘Disaggregation’
• Relationships are deep.
• Two-way communication

26. Both firms &
Consumers
prefer the
personalized
approach to
blanket coverage
of brands.

27. Changes that have
come……

28. The locus of
product
relationship is
shifting away
from product
brands towards
umbrella brand.
The strategic
&tactical activities
are implemented
with targeted
segments rather
than at brand
level
Brands shed their
roles and focuses
on delivering their
value proposition.

29. Thus………

30. Brands have become team players rather
than individual stars for managing
Consumer segment profitability.

31. Channel
Relationship

32. Retailers’ business is no longer about
collecting rent on shelf space.

33. In the present
scenario, retail stores
are …………

34. Promote
Profitabl
e Private
Labels
Strong
Loyalty
Create store-
brand
awareness

35. Disaggregation is an opportunity to
restore the balance to the imbalance
of power b/w manufacturer &
retailers.

36. How

37. Provides medium to
manufactures to
influence consumer
decisions independent of
retailers.
Restores credibility to
manufactures.

38. Greater variety allow retailers
to achieve finer level of
segmentation
They can assemble an
assortment of products &
brands that make sense
to consumers.

39. Channel relationship no longer
perceive Brand, as being the focal
point of marketing.

40. What do then
BRANDS do ?

41. Brands have become
building blocks of retailer’s
value proposition to
targeted segments.

42. Brand Management
Organization

43. This organization was pioneer in
introducing……………..
BRAND MANAGERS
They looked after………

44. Development of Marketing
initiative at Brand level.

45. Profitability of their brand
rather than entire portfolio

46. In this system, same
consumers were addressed
again and again by the same
company under different
brands

47. Thus the Brand Management System was not
using the useful consumer information & proved to
be a hindrance to disaggregation initiatives due to
subtle differences which follows………….

48. In Brand Management
System….

49. Teams are assigned to BRANDS
Mode of success gauge: Brand
profitability
The question asked
is………………..

50. Given our
resources, what
else can we do ?

51. In Disaggregate
Marketing……………

52. Teams are assigned to segments
of similar CONSUMERS
Mode of success gauge:
Segment level profitability
The question asked is……………..

53. What else does the
consumer segment
require ?
What else can we deliver
to them as part of
complete solution?

54. The difference
disaggregate
marketing can bring
can be seen on the
right

55. Finally can be said,
the era of
disaggregation has begun
&………………………………

56. The role of Brands have been reduced &
now they have become more focused on
value proposition as a whole under one
portfolio.

58. DISCLAIMER
Created by
Khushi Sahu,
IIT BHU,during an internship by
Prof. Sameer Mathur, IIM
Lucknow.
www.IIMinternship.com