Brands traditionally helped companies aggregate consumers and charge price premiums. However, the rise of information allows for more efficient consumer disaggregation through customized communications. To adapt, companies must focus on developing deep consumer relationships through targeted communication and understanding consumer needs at the individual level. Organization structures need to shift from brand-centric to consumer-centric by assigning managers to specific consumer segments and measuring success based on consumer profitability and relationship depth rather than just sales. This allows companies to better develop, test, and market products tailored to segment needs. Ultimately, brands remain important for maximizing profits but the focus should be on disaggregated consumer relationships under the brand umbrella.

1. What are brands
good for ?

2. •Brands helps in aggregating
consumers

3. Platform for building relationship
with consumer

4. Brands permits companies to charge price
premiums over unbranded generics

5. Advertising and promotion of brands
drive traffic and sales volume

6. BUT

7. But the information revolution is
undermining the logic of
aggregation

8. In an information rich environment
consumer disaggregation is vast more
efficient and profitable than aggregation

9. Companies are developing means of
interacting with consumer at segment or
even individual level .

10. Companies are using
following tools to boost
relationship with consumer

11. Customized publications

12. E-mails

13. Web sites

14. Call centres

15. So what are brands good
for in an era of
disaggregation?

16. Answer can be found by
examining three core areas of
brand management

17. Consumer relationship
Companies that employ disaggregate marketing are
simply quicker to respond to consumer needs and
better able to tailor their offerings and influence
their buying patterns

18. Channel relationship
Disaggregation is seen as an opportunity to restore
balance power between manufacture and retailer ,it
provide medium to influence consumer independent
of retailer

19. Organization of brand management
3 element must be inserted in organisation to shift it
from brand centric to consumer centric

20. 1. Relationship building entity
mechanism

21. 2. Targeted communication

22. 3.Ontaining expertise in new products

23. How disaggregation
does it better?

24. Building relationship
A relationship of trust and credibility ,in this buyer
have the opportunity to declare their needs and
seller can response accordingly

25. Communicating key benefit
Communication with individuals allows that message
to be tailored to peoples varied needs

26. Charging a price premium
As a brand reduces consumer risk and simplifies the
purchase process companies can charge a premium for it
and can introduce special offers to specific consumers

27. Driving trail and traffic and
increasing sales volume
Disaggregate marketing allows advertising messages to be
targeted to those consumer most likely to respond

28. Building the likelihood of
repurchase
Disaggregate marketing increase the likelihood of
repurchase

29. Responding to competitive
moves
Disaggregate marketing means that an attack can be
countered by targeting only those consumers most
likely to switch

30. Brand management systems were
designed for an era of mass
marketing and is not well suited to
making good use of the tidal wave
of valuable consumer

31. Disaggregation impact
on brand management

32. Organization structure and leadership
Managers or teams are
assigned to product
categories or brand
Managers or team are
assigned to segment of
similar consumer

33. Key business measures
Success is measured by
volume of sales and market
share
Success is measured by
consumer-level profitability
and depth of relationship

34. New product development and
innovation
Developing and testing of
products based on product
related competencies
Development and testing
based on segment needs

35. Training
Focus is on developing
marketing skills
Focus is on developing
knowledge of consumer
segment

36. CONCLUSION
IN THE PRESENT SENERION COMPANY SHOULD FOCUS ON
DEVELOPING DEEP RELATIONSHIP WITH CONSUMER AND
UNDERSTAND THEIR NEED AND CONSUMER SATISTAFION
SHOUL BE THEIR GOAL.
AND ALL OF THIS SHOULD BE DONE UNDER THE UMBRELLA
OF A BRAND FOR MAXIMIZING PROFIT ....IN OTHER WORD
THEY SHOULD DO THIS UNDER A
BRAND NAME

38. Disclaimer
Created by Abhishek Sirohi HBTI
Kanpur during an internship by prof
Sameer Mathur IIML.
www.iiminternship.com