is the indian consumer brand ready
Post on 15-Dec-2015
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Look at the number of cars marketed in India
todayAudi IndiaBentley Motors LimitedBMW IndiaFiat IndiaFord MotorsGeneral MotorsHindustan MotorsHonda IndiaTata MotorsToyota India
Hyundai MotorsLamborghini IndiaMahindra & MahindraMarutiMercedes India Nissan MotorsPorscheRevaRolls-RoyceSkoda Auto IndiaSports Cars India
To add to the confusion,By end 2007 there will be
Source: Technopak
10,000 exclusive retail showrooms
50 hypermarkets
1500 supermarkets
305 department stores
Life has become busierThe average commuting time of an urban Indian has increased exponentiallyWorking hours have increased drasticallyWork timings have changed - now we must work when the US or Europe does
Need to get actual figures
After all . . .
Our consumer doesn’t know and cannot process the totality of a brand or product– Nobody has the time to figure out what’s
absolutely right in a purchase decision. So she would infinitely prefer to have a brand she can trust and with which she can develop a relationshipA brand she can pick up blindly - without wasting too much time
Here comes the glass teat . . .
The current Size of the entertainment industry is Rs 40,230 Crore– With an estimated growth rate
of 20 % over the next 4 years
There are already 300 television channelsAnd the ad spend in India is just 0.48 % of GDP versus a global average of 0.96 %!
Source: Association of Indian Magazines
In fact, the Indian consumer isn’t just brand-ready . . .
she’s brand hungryStarving . . .
Famished . . .Ravenous . . .
That’s why there’s a crying need for scientific, process-
driven brandingBecause there’s a crying need
for brands that consumers relate to and choose automatically
Branding today needs to be more sophisticated
and cannot be restricted to the single dimension of personality
A postulate
•Scope•Attributes•Uses•Quality/Value•Functional benefits
After all, a brand is much more than a product
Organizational Associations
Brand personality
Symbols
Brand/Customer relationships
Self-expressive benefits
Emotional benefits
User imagery
Country of origin
Brand
Product
It is the business as a whole
Hence, it is critical for marketers to first evolve a strategic Brand Identity And it must be done before spending the big bucks in creating the physical identity.The strategic identity evolution needs to necessarily take into account the macro- organizational perspectiveAnd the business’ internal strengths and weaknesses This means that Brand Identity must be based on a dimension beyond conventional personality.
When Hindustan Lever launches a soap, the basic intelligence of the brand will be very different from a soap launched by Marico or ITCThat intelligence is inextricably linked to the brand owner’s core strengths and weaknessesErgo, that intelligence must be reflected in the way the brand behaves
Unfortunately this is something most brand-builders ignore
We believe, while creating a brand, we must take into account . . .
1. Brand Intelligence:
1. This reflects your brand’s fundamental abilities and internal competencies: that is, your brand’s DNA.
2. It tells you what your brand can do
2. Brand Personality:
1. Expresses your brand’s behavior: that is, how it reacts to environmental factors and upbringing
2. It tells you how your brand will do what it does
INTELLIGENCE + PERSONALITY
One that gives you clear directions for:
Product Portfolio ManagementNew Product DevelopmentRetail & Channel strategySales Organization Structure and training requirements Complete communication plan (both above and below the line)Detailed briefs for Ad Agencies, Designers and Merchandisers to create appropriate creative products
TVS Tyres - where brand identity became the brief for tyre designNamdhari Fresh - where brand identity dictated the way the store brand’s products were designedGreenlime Tissues - where brand identity decided the distribution strategy
Since the consumer decision making process is complex and most of the times an irrational one, it is a common belief across marketing and branding professionals and consultants that there is no science behind it. We at Vertebrand hold a contrarian view. For us, marketing and branding is as much a science as it is an art form. – The entire approach to understanding the minds of the
consumer and developing the brand identity and essence needs to be scientific.
– While this needs to artistically and creatively translate into communication and market activity that is captivating.
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