17th Business School Affaire

By:

Abhinav Mathur

Gaurav Kayal

XIMB

Presentation Contest

BRANDSRe: Charge; Re: Invent; Re: Engage

in Today’s Times

BRANDSRe: Charge; Re: Invent; Re: Engage

in Today’s Times

Contents

Brands Re: Charge; Re: Invent; Re: Engage in Today’s Times

Evolution of Branding1

Why Traditional Branding Will Fail2

Technological Trends3

Social Media4

Key Message

5 Consumer Brand Dialogue

6 Internal Branding

7 Branding 2.0

8 Brand Tracking

9 Branding in Recession

10 Business-to-Brand Grid

11

1910’S: Product Based BrandingFord Model – T The first Horse-less Carriage

1950’s: Unique Selling PropositionDisneyland

1960’s: Evoking EmotionCoca-Cola and Pepsi (Differentiation on the basis of emotions)

1980’s: Corporate BrandingNike

1990’s: Brand CentricityHarry Potter

2000’s: Customer CentricityDell

The earliest Branding Efforts Happened in India: 4000 years Ago

Evolution of Branding

Information Search is becoming THE Deciding Factor in consumer decision making

Why Traditional Branding Will Fail

The recent market and consumer dynamics - Customer empowerment- Power shift- Hyper connected world- Social media

Advertiseme

nt

Purchase

Advertisement

Google

Purchase

Earlier

Now

The next wave of technological development has to be CUSTOMER CENTRIC

Technological Trends

Web Web 2.0 Next???

Britannica Online Wikipedia

PC Games Second Life

CD NOW iTunes

Point Cast YouTube, Torrent

Personal Websites Blogs

Batchmates.com

Orkut, Facebook

HotmailGmail, Google Wave

Sharing Dialogue

Expression Feedback Engagement Profiling

Technology Entertainment Exchange Utility

Customer Empowerment

Collaboration Information Friends

Innovation Image

Brands interacting with customers through Social Media

Social Media

When everyone is becoming “friends” online..

Why not brands?

Share. Connect. Search. Express. Discuss. Update. Communicate. Broadcast. Collaborate

Assortment of Possibilities!!!

CONNECT SEARCH

SHAR

E

DIS

CUSS

EXPRESS

UPDATE BROADCAST

COLLABORATE

This is today’s Web World

And the Future lies

here!!!

TALK

Social Media always involves an exchange

New ways to engage customers

Product launch• Amazon Kindle product review• Enable interaction between prospective clients and existing ones

Continuous involvement• Maximum fan base• Regular updates on events

Building relationships• iPhone Tools for cooking assistance• Message boards for regular communication

Staying connected• Sharing photos on Flickr• Access to more information

Understand customers to attract, engage and learn from them

Consumer Brand Dialogue: Feedback at digital speed

Appreciate sensitivity• Bad news spreads faster• Tropicana’s new packaging withdrawn

Ask for advice• Directly asking customers what they want• Acting on information and doing it publicly

Culture of transparency & honesty• Increases trust in customers• All comments on CEO’s blog are approved

Being flexible• Willingness to change• Mihir’s re-appearance in Kyunki Saas Bhi Kabhi Bahu Thi

Winning the employees first

Internal Branding: Unifying purpose, Establishing Culture

Bringing employees to the forefront• Able to highlight the people behind the products• Created a network of employee blogs

Platform for pushing change• Informs where and who we are now to have a better idea of

what we can become

Empower employees with right information• Sharing even the bad news

Communication• Communication exercise for employees on handling negative

media coverage

Loyalty in the coming times

Branding 2.0: Continuous Innovation

Trends: Overall loyalty going down• Success of Private Labels

Repeat purchase is no more an indicator of loyalty• Regular use of same toothpaste could be due to indifferent

attitude

Maintaining Equity Share and Stochastic Share Converges to Market Share

Right Amount of Advertising in Right Media Channel, For

Right People at Right Time = Customer Pull

Bring in the much needed accountability

Tracking Your Marketing Expenses…

65% of all marketing spend in 2007 had no effect on consumers

Estimated wastage rates varied from 45% in B2B marketers to 65% in B2C

Of the 55% of marketers that even track the results of their spending at all, 80% do so manually

Source: The Fournaise Marketing Group's 2007 Global Marketing Effectiveness Report.

Recession provides the right opportunity to be creative

Recession: Make Your Buck Count

Be Bold, Be Different• Doritos Super Bowl Ad, create your own ad• Maggi

Communicate through all possible resources• Packaging, Website, Secondary Packaging, Media• Quacker Oats - Health awareness to engage customers

Cross Sell through packaging• Least cost of advertising• ITC Classmates notebooks, FMCG

Remain Visible• Don’t Stop Advertising

Mapping brands to business objectives

Business-2-Brand Grid: Tailoring Brands

Cash Generator• Manage for

Cash

Champ• Focus of

Investment

Dwarf• Kill or cut

Support

Image Builder• Manage for

Cash

LOW HIGH

LOW

HIG

H

Brand Build

Busi

ness

Bui

ld

Cut or kill the dwarves, the small brands which share resources Power Brands by HUL

Identify the Champ, focus the investment

Branding is not just about selling, it’s more about story telling

Media Mix

• TV as a Branding Tool is Shrinking, still not Dead– UK online ad spend to overtake TV by end of 2009

(Source: Report by PricewaterhouseCoopers, Internet Advertising Bureau and World Advertising Research Center)

Key Message

Web 2.0 technologies improve internal & external interactions

Traditional advertising shall work as a reminder, not as a driver

Branding is now a part of everyone’s job

Be passionate about your customers and stay connected

Winning brands are those whose customers tell the Best stories

Remember: Google does not advertise!

Contact Details

Abhinav Mathur•+91 9776050365•abhinavm82@gmail.com

Gauravgajanan M. Kayal•+91 9777826423•gm.kayal@gmail.com