What are brands good for ?

•Brands helps in aggregating consumers

Platform for building relationship with consumer

Brands permits companies to charge price premiums over unbranded generics

Advertising and promotion of brands drive traffic and sales volume

BUT

But the information revolution is undermining the logic of

aggregation

In an information rich environment consumer disaggregation is vast more efficient and profitable than aggregation

Companies are developing means of interacting with consumer at segment or even individual level .

Companies are using following tools to boost

relationship with consumer

Customized publications

E-mails

Web sites

Call centres

So what are brands good for in an era of disaggregation?

Answer can be found by examining three core areas of

brand management

Consumer relationship

Companies that employ disaggregate marketing are simply quicker to respond to consumer needs and better able to tailor their offerings and influence their buying patterns

Channel relationship

Disaggregation is seen as an opportunity to restore balance power between manufacture and retailer ,it provide medium to influence consumer independent of retailer

Organization of brand management

3 element must be inserted in organisation to shift it from brand centric to consumer centric

1. Relationship building entity mechanism

2. Targeted communication

3.Ontaining expertise in new products

How disaggregation does it better?

Building relationship

A relationship of trust and credibility ,in this buyer have the opportunity to declare their needs and seller can response accordingly

Communicating key benefit

Communication with individuals allows that message to be tailored to peoples varied needs

Charging a price premium

As a brand reduces consumer risk and simplifies the purchase process companies can charge a premium for it and can introduce special offers to specific consumers

Driving trail and traffic and increasing sales volume

Disaggregate marketing allows advertising messages to be targeted to those consumer most likely to respond

Building the likelihood of repurchase

Disaggregate marketing increase the likelihood of repurchase

Responding to competitive moves

Disaggregate marketing means that an attack can be countered by targeting only those consumers most likely to switch

Brand management systems were designed for an era of mass

marketing and is not well suited to making good use of the tidal wave

of valuable consumer

Disaggregation impact on brand management

Organization structure and leadership

Managers or teams are assigned to product categories or brand

Managers or team are assigned to segment of similar consumer

Key business measures

Success is measured by volume of sales and market share

Success is measured by consumer-level profitability and depth of relationship

New product development and innovation

Developing and testing of products based on product related competencies

Development and testing based on segment needs

Training

Focus is on developing marketing skills

Focus is on developing knowledge of consumer segment

CONCLUSION

IN THE PRESENT SENERION COMPANY SHOULD FOCUS ON DEVELOPING DEEP RELATIONSHIP WITH CONSUMER AND UNDERSTAND THEIR NEED AND CONSUMER SATISTAFION

SHOUL BE THEIR GOAL.AND ALL OF THIS SHOULD BE DONE UNDER THE UMBRELLA OF A BRAND FOR MAXIMIZING PROFIT ....IN OTHER WORD

THEY SHOULD DO THIS UNDER A BRAND NAME

Disclaimer

Created by Abhishek Sirohi HBTI Kanpur during an internship by prof

Sameer Mathur IIML. www.iiminternship.com