Brand Strategy on a Tight budget

Conceive

Develop

Test

Implement

Analyze

Age of Brands is over …Products taking over

Clutter, 1 vs 100 Tv channels, Messages all around, Trust on Brands, Access to information, pace of life, access to products,

Choices, Noise, Segments, Research tools, path to purchase

Consumers do not trust advertising People research, know people are paid to say what they say

Market more segmented than ever New information channels – Distribution channels

Marketing hierarchy in the organisations Current org charts need to changeConsumer Segment leads, consumer journey segments

Advocacy – The strongest touchpoint Social Media has changed what messages are consumed

Direct Marketing – Its not the reach that matters – its all about relationships Impact of relationship Vs just awareness

Zero based budgeting model ROMI will develop to be the next Bible of marketing

Strategies on a tight budget …. Segment the market like no tomorrowKnow your consumer more than he knows himself

Male/Female – Age 25-45

Male –Age 25-30 (Married- no Kids)

Asian Male – Living in UAE

Pakistani/North Indian working in a Bank

Travels back home once

Consumer Journey

Pre• Lift Branding• SMS, Email,

Direct email • Youtube

Purchase

• Promoter at LuLu

• Offers & Partnerships

• Upsell – 1+1

Post

• MGM • Banking apps /

solutions • Advocacy

platforms

Strategies on a tight budget …. • Kill conventional thinking in agencies • Use Touch points that matter – innovate new ways to reach

& Target

Strategies on a tight budget …. • ROMI – Evaluate each dollar spent and record • Look for product Mix profitability – Loose some battles to win the

War.

Final Thoughts• Current structures make marketing a spending arm of the org • Marketing KPIs need to innovate – ROMI, Advocacy, Creative

measures • Post Analysis – ROMI . Need to become the most important

part in strategy building . Build history • Who I am targeting – Who I am not targeting • Advocacy = Disruption x Relationships