This document discusses disaggregated marketing and its advantages. Some key points: - Disaggregated marketing allows for two-way communication, lower communication costs, more precise targeting, and increased consumer satisfaction. - It gives manufacturers a way to influence consumers independently of retailers who control shelf space. - Indian companies like Cafe Coffee Day and Airtel have successfully used disaggregated strategies like loyalty cards and customizable plans to build customer relationships. - Customized t-shirt platforms are another example of disaggregated marketing in India. - Overall, disaggregated marketing is poised for promising future growth in India as consumers demand more customized and one-to-one experiences.

2. Is an Indispensable
part of modern
business

3. - Reaches large number of people
- Promise delivery of stated
benefit
- Sets it apart from competitors

4. Source
of
brand’s
market
power

5. 1.
Territorial
Ownership

6. 2.
Influencing
ability

7. This is an era of
information
revolution

8. which is undermining
the logic of
aggregation

9. Information rich
environment makes
disaggregation more
efficient

10. Consumer behavior can
be effectively driven
through two way
communications

12. 1. Consumer
Relationship
2. Channel
Relationship
3. Organization of
brand management
The answer an be
found by
examining…

13. Consumer
Relationship

14. Relationship arises when a
brand repeatedly fulfills its
stated promise but these
relationships tend to be
shallow

15. But with
disaggregation...

16. • Two way communication possible
• Reduction in communication cost
• Increase in hit rates
• More precise pricing
• Increase in consumer satisfaction

17. Channel
Relationship

18. Why is
it
needed?

19. Because
retailer’s
business is no
longer about
“collecting rent
on shelf prize”

20. Because brands can’t
afford to be
delisted from
retailers as they
control access to
the consumer

21. Marketing budget
spent on retailers
=
2x spent on the
end consumer

22. But this way manufacturers are
feeding their own enemies

23. Disaggregation provides
manufacture an
opportunity to influence
consumer decisions
which are independent of
retailer

24. Thus, in channel
relationship too
brand is perceived
as no longer being
the focal pointc

25. Brand
Management
organization

26. - Marketing initiatives
developed at brand level
- Brand managers are
foundation of company’s
marketing department

27. Brand-Management
organization is proving
to be an impediment to
disaggregation

28. Brand managers are given
choice to put money in the
disaggregation marketing
program or continue using
traditional media

29. Thus, disaggregate marketing
is just another media choice,
not a different way of doing
business

30. 3 necessary elements
for switching to a
consumer - centric
organization

31. 1 Relationship
building entity and
mechanism

32. 2 targeted
communication

33. 3 obtaining
expertise in new
product and brand
development

34. We can conclude that
Disaggregation is a different
way of doing business that
challenges brands and brand
based organizational
structures

35. What, then, are
brands good for
in this new
environment?

36. • brands are an excellent means of
developing and communicating a
differentiated value proposition
in the market
• brand might even rightfully
aspire to the ultimate prize — a
relationship with the customer

37. Disaggregated
marketing in
India

39. Café moments card
- no need to carry cash to Café Coffee
Day outlets
- free beverage on birthdays and many
more such occasions
- additional money every time the card
is loaded
- perfect gift for every occasion

40. -This kind of marketing strategy is helping
CCD to build a relationship with its
customers
-The offers available with the card attract
the customers
-It also keeps track of the previous orders
and thus the history of the customers
travel with them

42. - Airtel My Plan is a brilliant
marketing strategy to make
calling experience highly
personalized and consumer
centric
- gives consumers the freedom
to create their own postpaid
plan and share it with their
entire family

43. - Provides customers the flexibility to
divide their money on internet, calling
and much more according to their
need
- Also provides company with a lots of
data about the preferences of the
customers of different age groups
- Customer feedback and satisfaction
goes hand in hand with this strategy

44. Customized t-shirts platform is another
classic example of disaggregated marketing

45. Thus, we can conclude that
disaggregated marketing
strategy has helped these firms
to rise in the Indian market and
looking at the growing trend of
customization, one-to-one
marketing and disaggregation
as whole, the future prospects
of this strategy seems to be
very promising

46. "These slides were created
by Vardaan Bhatia, as
part of an internship done
under the guidance of Prof.
Sameer Mathur
(www.IIMInternship.com)"