Concept of marketing by Pranesh Mishra (Brandscapes Worldwide)

SALES, MARKETING, BRANDING: WHAT’S THE DIFFERENCE?

04/08/2023 1

IT ALL STARTS WITH YOUR BUSINESS MODEL

04/08/2023 2

WHAT IS YOUR BUSINESS MODEL FOCUSED ON?

Business Models: The Possibilities….

• Production Focus:– Optimize production process to make large quantities at

reasonable cost

• Product Focus:– Make products with better quality, performance and innovative

features

• Sales Focus:– Aggressively push your product backed by promotional offers,

high voltage advertising

• Marketing Focus:– Select your target audience and build the right products for them

04/08/2023 3

Production Focus

Pros & Cons• Pros:

– Lower Price = more consumers

– Mass Consumer Base– Scale - Opportunity to build a

big brand.

• Cons:– Heavy investment requirement– High competitive pressure– Commoditization– Low Margins– Mass Market confinement

04/08/2023 4

Product Focus

Pros & Cons

• Pros:– Differentiated– Consumer preference– Higher margins

• Cons:– Innovation: high investment– Features do not always

add consumer value– Heavy communication &

distribution investment

04/08/2023 5

Selling Focus

Pros & Cons

• Pros:– Speed of growth– Measureable return on

sales investment– Opportunity to expand

territories

• Cons:– Consumer resistance– Lower loyalty – lower

image– High cost of sales

04/08/2023 6

Marketing Focus

Pros & Cons

• Pros:– Demand based– Opportunity to differentiate– Build loyalty– Long term brand building

• Cons:– More time consuming– Investment in research– Constant investment in

fine-tuning.

04/08/2023 7

So Which Focus Is Right?

ProductionFocus

Product Focus

Sales Focus Marketing Focus

• There are no right or wrong answers.

• All aspects are required but it is a question of identifying the focus area

• Studies have shown that “on an average” Marketing Focus gives better business results..

04/08/2023 8

Types of Marketing Orientation

Reactive

• Focus on consumers’ expressed needs

Proactive

• Focus on consumers’ latent needs

04/08/2023 9

BRANDS & BRANDING

04/08/2023 10

Brand as signature have existed for a long time….

“Brand is…”

“A term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller and to differentiate it from those of competitors.”

American Marketing Association

04/08/2023 11

How Branding Helps?

The consumers

• Help in quick decision on choice of product within a category by:– Identifying the

manufacturer– Setting expectations of

consistent quality– Assigning responsibility for

past performance

The manufacturers

• Simplify product tracing• Protect brand name and

trade mark• Legal protection of unique

features of the brand• Copyright and design

protection• Valuation of the IP rights

that encompass the brand

04/08/2023 12

HOW DO YOU EVALUATE BRANDING?

04/08/2023 13

Criteria for Choosing Brand Elements

04/08/2023 14

Memorable

Meaningful

LikeableTransferable

Protectable

Easy to recognize, remember and ask for?

Is it distinctive enough to be legally

protectable?

Can it be used for new products or

categories?

Does it reflect and build the core brand proposition?

Is it inherently likeable and aesthetically pleasant?


04/08/2023 15



protectable?


categories?



Memorable

Meaningful


Protectable


04/08/2023 16

Memorable

Meaningful


Protectable



protectable?


categories?



Which of these has better branding?

04/08/2023 17


04/08/2023 18

Memorable

Meaningful


Protectable



protectable?


categories?



Adaptability of Google

04/08/2023 19

BRANDING BEYOND LABELING…

04/08/2023 20

Four Aspects of Brand Buiding

Who Am I?

•Brand Name•Heritage•Category

What can I do for you?

•Product Benefits•Reasons to believe

How would I make you feel?

•Emotional Benefits•Reasons to believe

What role do I play in your life?

• The larger purpose•How do I improve life?

21

Pepsodent Toothpaste

Who Am I?








22

Who Am I?

•Pepsodent•Challenger to Colgate•Oral health


•Fight against oral germs longer•Clinically proven


• Confident that my family is well protected.•Even when they indulge


• Make me a better mom!•By allowing occasional indulgences


Who Am I?








23

Who Am I?









Who Am I?








24

Who Am I?









Who Am I?








25

Who Am I?








26

RULES OF ENGAGEMENT

04/08/2023 27

Marketing Value Management Process

04/08/2023 28

Choose the value

Provide the

value

Communicate

the value

- Segmentation

- Market Focus

- Value Positioning

- Product Development- Pricing- Sourcing/ Making- Distributing

- Integrated Communication- Sales promotion- Sales force

Which segment?

Which markets?

What is changing?

Customers expectatio

ns?

Any need gaps?

Functional and

emotional benefits?

What is the

consumer insight?

What is the core

differentiator for our brand?The

Value Positionin

g

Questions to be addressed at the first stage.

UNDERSTANDING INDIA: OPPORTUNITIES IN DIVERSITY

30

Where bullock carts co-exist with Asia’s largest wind farm in Dhule…

31

In little over a decade, Suzlon Energy has grown into the world's fifth-largest producer of wind turbines, with each machine selling at around 2 million dollars. 90% of orders come from markets outside India, for the most part the US, South America, and China.

A country with twice the number of English speakers as the UK

32

Top 5 English Speaking Countries

(MM)

USA 263

India 125

Nigeria 79

UK 60

Russia 60

Where English is the second most spoken language…

33

Top 5 Languages Spoken in India

(MM)

Hindi 552

English 125

Bengali 91

Telgu 85

Marathi 84

Two new religions that unite our country…

34

CRICKET

And BOLLYWOOD!

35

Where the richest live side by side the poorest….

• * Source: Forbes List., March 1, 2010• ** Source: CIA Handbook

36

Rank Name Citizenship AgeNet Worth

($bil) Residence1 Carlos Slim Helu

& familyMexico 70 53.5 Mexico

2 William Gates III United States

54 53.0 United States

3 Warren Buffett United States


4 Mukesh Ambani India 52 29.0 India

5 Lakshmi Mittal India 59 28.7 United Kingdom

6 Lawrence Ellison United States


7 Bernard Arnault France 61 27.5 France

8 Eike Batista Brazil 53 27.0 Brazil

9 Amancio Ortega Spain 74 25.0 Spain

10 Karl Albrecht Germany 90 23.5 Germany

Number of Indian Billionaires in 2010: 52*

Population Below Poverty Line:

25%**

WE NEED TO DEFINE OUR CORE TARGET WITHIN THIS DIVERSITY:SHARPER THE TARGET DEFINITION = BETTER THE BRANDING

37

38

So, which India are you interested in?

The Rich India?

The Middle India?

The BOP India?

39

There is a gold mine in each of the tiers of the PyramidIncome Percentile Population

(MM)% of Income GDP per capita

($)Total GDP($ Billion)

Class (Top 10%) 109 34.1% $ 1,878 $ 204.6 B

Mass (Next 30 %) 326 36.1% $ 662 $ 216.6 B

BOP (Last 60%) 653 29.7% $ 265 $ 178.2 B

Source: Rama Bijapurkar, We are like that only.

40

Further complexities of defining your core segment…

CLASS MASS BOPAge Cohorts Teens/ Young Adults, Youth, Middle Age, Mature

Geographic location Metro, Mini-metro, Other Urban, Affluent Rural, Other Rural

Consumer orientation Image or prestige seekers, benefit maximisers, cost optimizers, cash minimisers, fixed price seekers, etc.

Cultural orientation Tradition-driven, Open but still value tradition, Embracing new culture

Consumer experience Category familiar, First time users, Non-users

Economic sector Government, Agriculture, Manufacturing, Services, New Economy

41

An example for defining your core consumer segment …

CLASS MASS BOPAge Cohorts Teens/ Young Adults, Youth, Middle Age, Mature

Geographic location Metro, Mini-metro, Other Urban, Affluent Rural, Other Rural

Consumer orientation Image or prestige seekers, benefit maximisers, cost optimizers, cash minimisers, fixed price seekers, etc.

Cultural orientation Tradition-driven, Open but still value tradition, Embracing new culture

Consumer experience Category familiar, First time users, Non-users

Economic sector Government, Agriculture, Manufacturing, Services, New Economy

42

Targeting Influencers

• Influencers are individuals of types of individuals who have the power to shape purchase decision of other consumers.

• They may be potential consumers themselves, but could also be intermediaries like:– Dealers/ retailers– Doctors/ Architects/ Interior Decorators– Bloggers on particular topics– Columnists– Journalists

04/08/2023 43

Steps in Influencer Marketing

• Identifying Influencers – and ranking • Marketing to influencers (awareness building)• Marketing through influencers (amplification)• Marketing with influencers (advocacy)

04/08/2023 44

Spotting Influencers

• Activists: influencers get involved, with their communities, political movements, charities and so on.

• Connected: influencers have large social networks• Impact: influencers are looked up to and are trusted by

others• Active minds: influencers have multiple and diverse

interests• Trendsetters: influencers tend to be early adopters (or

leavers) in markets

04/08/2023 45

Putting Influencer Marketing into Practice• In developed markets specialized firms in this

space have mapped the influencer network and can tap it for companies:– Avant-guide Institute, New York– Influencer 50– Ammo Marketing– Liquid Intelligence– Agent Wildfire– Vocanic – SCB Partners

04/08/2023 46

THANK YOU

[email protected]

04/08/2023 47