Winning strategies of a strong brand

Winning strategies

of a strong brandThe definite

definition of no-definition

Definitive definition

“A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name.”

American Marketing Association

Examples of conventional brands

Branding aims to win, Customers

● Compete for customers

● Prime focal point

Impress once, impress first time

Loyalty

Critical resource

Scarce and difficult to accumulate

Choosers of the brand

Fickle crowd, All are trying the same, be vary

Revenue

Tomorrow’s cash flow

Number of customers

Make them buy once, make them remember always

Definition of no-definition

Adding prestige status to

Royals since 1900’s

Founded on 15th March 1906

Premium customer service

No advertisements since it started

It is not what you get, it is what they give

Perfect car for perfect red carpet entry

“Strive for perfection in everything you do. Take the best that exists and make it better. When it does not exist, design it.”

“The quality will remain long after the price is forgotten”

Henry Royce

Co-Founder, Rolls-Royce

● Superior and high quality materials, have not changed their vendor’s till date.

● Complete automated assembly unit, striving to achieve 100% automation.

● Unique customizing service, you name them, they have it for you● Strategy of balanced, sustainable and profitable growth● Retaining employee and attrition has been less than 6% over decades.

How did Rolls-Royce did it then?

Impact● It delivered a record 4,063 cars –

up 12% on its preceding year total and the fifth year in a row of sales growth.

● The strong sales growth occurred in the Asia Pacific region with sales increases of 47 percent.

max growth

Harvard’s puzzle - From

a clinic to Case study

Started as a clinic by Dr.Govindappa Venkataswamy in 1976 at Madurai, TN

Has treated nearly 32 million patients and performed 4 million surgeries as of 2012 report.

Cheap or free doesn’t mean lesser quality.

World’s largest and most productive eye-care service group.

“Whether they pay or not, all patients get the same quality of care”

“We never advertise, but satisfied patients carry our banner”

P. NamperumalsamyAravind’s chairman

● Custom made, finance self sustaining model● Laser focus on quality, profit followed eventually● Logistics pain point - Transportation matrix well used● Don’t just recruit medical associates, recruit Dean at start. ● 10 Minutes per surgery on a average, with high success rate. ● LAICO is now a certified course in Ophthalmology for other hospitals

worldwide.

How did Aravind eye care did it then?

Impact● Rate of infection is 2% lesser

than international norms● Number of surgeries

performed 5 times of that in India and 16 times of that in US!

● The most sought topic of discussion at the Harvard business school

● The average is 2,000 surgeries annually per surgeon - nearly 10 times the Indian national average

max growth

Every Pirate’s Appetite

Mohan meakin established a distillery with the help of Edward dyer in Himalayan mountains

A legacy among distillers till date

Oldest and best selling rum all over the world

This dark vatted rum has been the pride of India for years

‘Old Monk is to liquor as bullet is to motorcycles’

● Loyal customers● Price Skimming Strategy, to attract all levels of customers● In spite of no-no to liquor advertising, this Indian brand of rum has

been the biggest Indian Made Foreign Liquor (IMFL) brand for many years.

How did Old monk did it then?

Impact ● Old Monk had been awarded

gold medals at Monde World Selections

● Old Monk’s retail value is US$240 million

● It is considered as the largest selling IMFL brand with annual sales close to eight million cases

● Old Monk was ranked 5th among Indian spirits brands in Impact International

Hottest sauce in

America and now to world

A dipping sauce having originated from thailand, produced by Huy Fong Foods, founded by David Tran in 1980’s.

Commonly called the ‘Rooster sauce’.

Initially supplied to Asian restaurants in Chinatown, LA, but sales grew rapidly since then.

Make a rich man's sauce at a poor

man's price “For me it was never to become a billionaire.

It is to make enough fresh chili sauce so that everyone who wants Huy Fong can have it. Nothing more.”

- David Tran

● Started simple, maintained a class, transformed a culinary skill into a business.

● Word of mouth, you see there were no Facebook or Twitter in 1980’s. ● A wholesale pricing strategy, which from inception till date is same.● Constancy in ingredient suppliers and distributors.

How did Sriracha did it then?

Impact● 20% sales increase every

year, without spending a dollar on advertising!

● Bon Appétit magazine named its Sriracha sauce Ingredient of the Year for 2010

● Filmmaker Griffin Hammond produced a 33-minute documentary about Sriracha sauce

max growth

A lunch delivery system with 5000 people now, founded by Mahadeo Havaji Bachche in 1980 with 100 people.

Delivering lunch boxed to 2 lakh people in mumbai everyday.

Only one mistake in six million transactions with a 99.9999% accuracy correctness

This credibility earned them a six sigma designation by the Forbes magazine and ISO 9001 accreditation

World’s most ingenious delivery system

MUMBAI DABBAWALA’S

Delivered on time, Each time!

● Disciplined and customer service excellence● Highly transparent mechanism● A three month excessive training and development programme● Teamwork and trust makes a common dabbawala do extraordinary things.● Color coding system to route lunches to the proper recipients.● No hire and fire, employee dedication runs in their blood.● Lean management● Maximum utilization of resources

How did Dabbawala’s did it then?

Impact ● Prince charles had to fix an

appointment prior to meet the Dabbawala’s and invite for his wedding.

● A six sigma and ISO certificate were offered, and not applied!

● ‘A day with dabbawala’ to understand their system! Richard branson was a one day dabbawala in mumbai.

Branding is more of what it is

SymbologyPower lies in simplicity

Story tellingA powerful brand is a

shortest story narrated

Winning strategies

of a strong brandThe definite

definition of no-definition

Questions?

Srivatsav Balen