Download - Building & Sustaining Iconic Brands
Building & Sustaining Iconic Brands
The Custommerce National ConventionAt The Marriot – Jaipur,On January 23rd, 2014
ICONIC
A representative symbol of a culture or movement or affording great admiration and respect
ICONIC BRANDS
• Instantly recognizable.
• Balances the authentic with contemporary –
futuristic.
• Delivers a powerful brand experience.
MY CAREER
• Ongoing creation of an Icon
• Rejuvenating an aging Icon
• Competing against an Icon
• Protecting an Icon
ONGOING CREATION OF AN ICON – LAKME’
• Strong brand but shallow market
• Need for sustaining it through many seemingly small
initiatives
• Umbrella branding
• Being with the times “looking good and feeling great” –
EYES, SKIN and HAIR.
• Breaking cultural paradigms.
MY EXPERIMENTS IN LAKME’
• Maximum moisturizing lotion• Kajal Pencil• Face Masks• Perfumes (Ivana & Shie)• Winter Care Lotion• Hair Dye• Lip Gloss• Hair Removing Lotion
CASE STUDY
• KAJAL
• LAKME’ COLORS
TIMES HAVE CHANGED…
1980s• Bad to look good• Thrift is good• Hard work over smart work• Blaming the system
(Apathy)• Bharat vs India• “Dehati” / Rural• Sarkari Naukri • Small Town vs Big Town
NOW• Good to be bad• Greed is good• Smart work over hard work• Being the change (Nirbhaya)
• Dhonisation• Cool to be the regional guy• Khud ka kuch karna hai• Small Town = Big Town
1990s – The Decade of Liberalization• Expansion of middle class in numbers but not in
depth of income (Tropicana)• Non affordability of new categories• Focus on launching new products but same
categories through new available categories• Industry playing catch up on supply side (FERA /
Technology) breaking shackles.• Marketing function leap-frogs post advent of private
TV Channels.• However growth slowed in the late 90s.
REJUVENATING AN AGING ICON
• Cadbury Dairy Milk case study.
COMPETING AGAINST AN ICON
• PERK case study
PROTECTING AN ICON
• PEPSI case study
Thank You!