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BUILDING BRANDS 101
INDIA QUOTIENT CHAT, JANUARY 2017
Outline
FIRSTPRINCIPLES
30,000 feet view
Dive in to relevant
problems
What is a Brand ?
Building Memory Structures
Build Memory Structures | Exercise 1
• Nike• Colgate• Red Bull• Thums up
• Swoosh, Elite Athletes, Inspiration, Just Do It• Dentist, Shell, Calcium• Wings, Extreme, Adventure• Masculine, Macho, Adventure
Consistency builds Memory Structures
Salience | Exercise 2
Salient Brands are More Likely to be
Purchased
Spontaneous Awareness is Critical
Market Share
Two distinct kinds of marketing plays
EXISTING CATEGORY
• Established category with well identified and segmented consumer need spaces
• High penetration
NEW CATEGORY
• Nascent category with new consumer need spaces
• Low penetration
Disrupt any/ some of the 6PsFind new benefit spaces
Build the category by building relevance of the need
Benefit spaces in a category
Consumers Hate Making Decisions
Which is why Amazon Recommendation Engine generates 35% of Amazon’s revenue
Brand Ladder
ConvictionOnly brand that solves my need
PerformanceMeets/ Beats standards
RelevanceIs it for me
PresenceWhat is the brand ?
Which Brand Ladder is Better | Exercise 3
15
13
11
10
60
45
30
10
or
Loyalty is Over-rated
Obsess with Penetration
DEPLOYING YOUR BRAND
Make your Brand Available
MENTAL AVAILABILITY PHYSICAL AVAILABILITY
Maximize Reach @ Right Frequency
IIII = fn (complexity of message)
Should I take front
page in TOI ?
Then why do Flipkart
and Snapdeal take it ?
Awareness is medium agnostic
Multi Mediums > Single Medium
Remember
Reach ≠ Awareness
Test Everything
Be Distinctive | Not Necessarily Differentiated
Consistency is Key
e.g. Snapdeal
Physical Reach
It is the same consumer. She is just
buying elsewhere
OR
When should I expand
distribution ?
Pricing : A Lever ?
Should I discount
to get new
users ?
Will discounting spoil
my equity ?
To Sum Up
+
QUESTIONS & QUERIES !
INDIA QUOTIENT CHAT, JANUARY 2017
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