WHAT ARE BRANDS GOOD FOR ??

BRANDS AGGREGATE consumers

Advertising and Promotion helps to ATTRACT consumers

INFORMATION REVOLUTION has led to consumer DISAGGREGATION

Then what are brands good for ?

3 CORE AREAS

1. CONSUMER RELATIONSHIP

Customer Information through various CHANNELS has led to build relations with consumer.

Disaggregate marketing is SIMPLE

It is FAST to respond to customer.

How Disaggregation does it better ??

Locus shifts from product to umbrella brand

TACTICAL ACTIVITIES like competitive reactions, product trial coupons are IMPLEMENTED with consumers.

Disaggregation is nothing but shedding of roles and sharpening focus.

BRAND is a TOOL in toolbox of marketing whose job is to manage consumer relationship.

2. CHANNEL RELATIONSHIP

RETAILERS adopt relationship based approach to marketing.They create brand AWARENESS.

BRANDS spend on Retailers TWICE as spent to market the brand toconsumer.

DISAGGREGATION restores some BALANCE for Manufactures.

BUT for Retailers :BETTER VARIETY, MORE SEGMENTATION.

3. BRAND MANAGEMENT ORGANIZATION.

MARKETING IS BRAND MANAGER PLUS THE BRAND MANAGEMENT SYSTEM.

BUT .. ADOPTING

CUSTOMER LEVEL DISAGGREGATION INITIATIVES IS

IMPORTANT.

M

DISAGGREGATION is nothing but a different MEDIA.

ORGANIZATION are built around BRANDS

A switch to consumer centric organization cannot happen overnight.

3 ELEMENTS:

1. RELATIONSHIP BUILDING ENTITY.

2. TARGETED COMMUNICATION THAT EXERT TACTICAL BEHAVIOUR.

3. OBTAINING EXPERTISE IN NEW PRODUCT AND BRAND DEVELOPMENT.

- MEASURES USED TO GAUGE SUCCESS.

AND INCENTIVES

TO MOTIVATE

PEOPLE.

- WAY THEY

DEPLOY

RESOURCE

S TO

MAKET.

- MANNERS IN WHICH TEAM CO-ORDINATES.

THE VALUE PROPOSITION OF BRAND.

DESPITE MANY UPHEAVELS, BRAND HAVE ENDURED AND CONTINUED TO FLOURISH.

DISAGGREGATION IS EFFICIENT AND PROFITABLE.

-SO BRANDS ARE EXCELLENT MEANS OF DEVELOPING AND COMMUNICATING A DIFFERENTIATED VALUE PROPOSITION IN THE MARKET.-A MANUFACTURER’S UMBRELLA BRAND MIGHT EVEN ASPIRE A RELATIONSHIP WITH CUSTOMER.

THANK YOU