47769229 Brand Building Advert Sing

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Seminar Part I

Branding Concepts


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What Is a Brand?

A

product

Aservice

A

logo

A

packaging

A

shopA

country A

person


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Brand = Product + Images

More than just the product or the service

Add the intangible images that come to mind

Add the usage occasions that come to mind

Add the user imagery that comes to mind

Brand = Values + Added values


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Brand-building : The Focus

Not just a one-off exercise

Continuously track brand appeal, brand image

with target consumers

Keep re-looking at all the aspects of the brand to

keep it relevant and attractive

End purpose : Attract and Retain customers


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Understanding Brands : Aakers Model

Brand as Product Brand as Organization

Brand as Person Brand as Symbol

Value Proposition (Emotional/Rational/Self-expressive)

Credibility (Support / Proof / Story )

Extended

Core

Brand

Essence


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Physique Personality

Self-ImageReflection

CultureRelationship

PICTURE OF RECIPIENT

PICTURE OF SENDER

The Kapferer Brand Identity Prism

INTERNALISATIONEXTERNALISATION


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Brand-building Advertising Seminar

Self-test -1

Brand: Amul

Draw Aakers model

Draw Kapferers prism


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AMUL : Aakers Model

Extended

Available

Food

Brand

Essence:

Core

ValueTaste

IndianQuality

Pride

Variety

Milk


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Physique :

Taste, QualityPersonality :Simple, Indian

Self-Image :Proud Indian, Fun loving

Reflection :Value Oriented

Culture :Co-operative, Sharing

Relationship :Sociable

AMUL : Kapferers Prism

AMUL


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Brand-building: The Steps

Determine the current image with consumers

Define the desired image

Identify focus areas for action

Product development/innovation

Packaging/delivery systems

Advertising/promotions

Implement action plan witha monitoring programme

Feedback to action plan


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Objective of advertising

Build the business today and buildbrand value overtime

All advertising has to pass through this objective

test


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How does Advertising build Brands?

Building brand salience

TOM

Unaided awareness - aided awareness

Building brand appeal

Intention to try - trial

Reinforce usage - increase usage

Building brand imagery

Usage imagery - user imagery


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Building Blocks forBrand-building Advertising I

MarketanalysisSize, volume, value, growth, geographic, seasonality

Consumeranalysis

Size, demographic,

geographic

Usage, depth, width

Companyanalysis

Size, profitability,

distribution,

technology

Competitor analysis

Size, profitability, strengths, weaknesses

Brand


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Building Blocks forBrand-building Advertising II

Market analysis + consumer analysis + company analysis + competitor analysis

Marketing objectives

Sales, market share, profits

Marketing strategy

Product, pricing, distribution, service, packaging

Advertising & sales promotion

Advertising objective

Awareness, salience,Image, attitude

Advertising strategy

Creative strategy,Media strategy


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How Does Advertising Work I

Awareness

Knowledge

Liking

Preference

Conviction

Purchase

Classic Hierarchy of Effect Model


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How Does Advertising Work II

Hierarchy of effect model tends to assume that advertising worksthe same way for all product categories

Work on understanding Consumer Behaviour revealed thatadvertising would work differently for different products

Several new models were developed in the eighties and thenineties

One such model was the FCB Grid

The Grid categorised products as

High involvement Vs low involvement

Thinking Vs feeling


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How Does Advertising Work IIFCB Grid

High involvement

Consumer is involvedwith the productcategory; identifies with

it and often takes time todecide which brand to use

E.g.: TV, car, perfume,clothes, insurance (?)

Low involvementConsumer is not involved;

tends to see the utilitarian

values of the category;routine/quick decision

making

E.g.: detergents, fuel,

flour, mobile service (?)


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THINKING FEELING

HIGH

INVOLVEMENT

LOW

INVOLVEMENT

Advertising to fit FCB Grid requirements

LEARN-FEEL- DO

I) INFORMATIVE

FEEL-LEARN-DO

II) AFFECTIVE

DO-LEARN-FEEL

III) HABITUAL

DO-FEEL-LEARN

IV) SATISFACTION


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Category Differences

Consumer

Products

Consumer

Durables ServicesCorporate

Lower values Higher values Indeterminate No value

Frequent purchase Infrequent Indeterminate Variable

Narrow/BroadTarget customer

Narrow TargetCustomer

Variable Very wide/variable

Role of advertising in brand-building will tend to vary with

category type


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Brand-building Advertising SeminarFCB Grid - Self-test 2

Plot: car, TV, detergents, perfumes, flour, clothing, insurance, mobile

Thinking Feeling

High

Involvement

Low

Involvement


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Seminar Part III

Consumer Products


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Consumer Products : What are they?

Low value, repeat purchase, consumption products

Male target : Cigarettes, soft drinks, colognes

Housewife: Soaps, shampoo, cooking oil, detergents

Teenagers: Soft drinks, confectionery, stationery

Repeat usage/purchase: everyday, every week, every

month


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ome consumer products could

be high involvement

Perfumes, Cigarettes

Health aids, Baby foods

Consumer Products : Types

Often low involvement,

routine purchase or

impulse purchase

What is the consumer issue

facing the brand?

Poor awareness leadingto poor trial

Poor repeat usage afterhigh trial

Lack of desired imageperceptions

What is the key task?

Attracting new users

Retaining existing users


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Consumer Product Purchase Behaviour 1

Who decides, who buys, who influences

Map the key influences in the purchase

process

Example

Toothpaste : Housewife (decision maker)

Kid (influencer)


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Consumer Product Purchase Behaviour 2

Limited level ofinformation searchby consumers

Often a routinisedpurchase or animpulse purchase

Extended problemsolving only in thecase of innovation

Cream forfoot cracks


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Consumer Product PurchaseBehaviour 3

All India Household Category penetration

Soaps 99%

Washing cake 93%

Toothpaste 44%

Hair oil 77%

Analyse by SEC, Urban/Rural, Per Capita, CDI /BDI

Consumer Product Life Cycle : What stage is the product ?Introduction / Growth / Maturity / Decline


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Role of Advertising

Fitting into the AIDA /hierarchy of effects

model

Awareness

Interest

Desire

Action

Going beyond :using product

category

information ;

learn - feel - do ?

Giving users the

desired image

messages

Attracting non-

users to the brand


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Self Test 3

Consumer panel data shows the following:

aaaabaacbabcbabbb

a, b, c are three brands

Draw three inferences from the data

What should be the role of advertising for Brand

a ?


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Santoor : Phase I Promotion

Advertised as a sandal + turmeric soap

Offering age old beauty secrets of India

Price flagged off at the end

Traditional imagery of woman in sari,

temple, sandal paste


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Santoor : Phase I Results

Brand attracted decent volumes : 2,500 tonnes

Got a core group ofValueoriented consumers to

try and remain with the brand

But growth stopped in Year 2

No new users coming into brand !


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Santoor : The Ingredient Vs The Benefit

Santoor selling ingredients to a set of believers

But not many knew of the benefits the brand and its

ingredients offered

Why not move away from ingredient based

advertising to benefit based advertising?

What if the core users moved away thinking the brand

has changed?


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Captain Cook Atta - Farmer to Home

Captain Cook Salt launched in mid eighties

After a few false starts established a strong hold in

the market against Tata salt with the free flowfeature

Captain Cook brand seen as an aggressive,

combative, young brand

Plans on to extend Captain Cook to other food

products


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Captain Cook Atta : Atta - the Centerpiece

Housewife derived self-worth from the appreciation of

cooking from family members

Atta seemed to be critical to the cooking process - a major

concern area

Most households were into buying grain carefully and

getting it milled

Very low penetration of packed branded atta

So a problem with many dimensions!


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Advertising Tasks

Create awareness of the new offering packed -

branded - atta from captain cook

Build conviction to try the brand by addressing

key consumer concerns


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Captain Cook Atta : Key Trigger

Consumer research revealed that

Quality of grain is key

Consumer suspicious of quality of grain

Will the consumer try the new offering if

convinced?


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Captain Cook Atta: Sugar-coating

How to make the story even more credible?

How to break through the consumer apathy and

incredulity?


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Captain Cook: Media Thrust

Focussed inputs through TV medium with long

format TVC

High impact, long burst of TV advertising

Supported with only outdoor medium


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Captain Cook : Impact

Captain Cook Atta virtually created the branded atta

market

Moved consumers from grain + chakki orientation to

packed brands

High trial rate and reasonable retention attracted

attention of the food majors

Leading to a boom in the branded atta market


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Seminar Part IV

Consumer Durables


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Types Of Consumer Durables


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Types Of Consumer Durables

The more expensive more complex durables

Cars, TVs

Call for more information, more search

Less expensive, less complex durables

Sewing machine, steel cupboard

Call for less search

Complexity of purchase will also be dictated by the SEC

of the consumer: Two wheeler Vs car

Mixie Vs cooking range

Fan/air cooler Vs air conditioner

S lit f C D bl


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Seasonality of Consumer DurablePurchase

Often consumer durables account for a large part of the

household income:

Car = 12 months income

TV = 1 months income

Purchase is planned out over a long period of time

Specific seasonal peaks

Diwali : All durables

Pre-summer : Cooling aids

Wedding season : All durables

September/March - Depreciation benefits

Sources Of Information


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Sources Of Information

Extended search of information hence many sources of information:

Word of mouth : from other users of the product/brand

Dealers : sources of deep knowledge

Experts : mechanics/service engineers

Advertising : mass media - press, TV

Literature : comparison across brands/models

Internet : In US 40% all car buyers use the net

for information

Unlike consumer products many more sources are used for

collecting, analysing information before a purchase decision is made

Key Areas Of Enquiry


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y q y

Product oriented

Key features of the product

Models available

Pricing

Price comparison across models

Financing options available

Availability

Dealer points available

Reputation of dealer

Service

After sales service set up

Installation and maintenance

Running cost

Fuel consumption, electricity

consumption A brand reputation

Reputation of the brand


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How To Advertise

Depends on the type of durable, the target audience, thefeatures offered, the competition

Emotional touch will work if - features are all similar,

competition high, consumer is not rational in purchase

Features based appeal if - brand offers unique features,

competition is not in a position to match

Benefit based appeal if - brand model offers unique benefits

(quick ice), not yet capitalized by competition

Role Of Advertising


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Role Of Advertising

Consumer durable advertising cannot sell the brand since

purchase is often complex

Advertising to

Create awareness

Disseminate information

Build conviction

Drive visit to dealers for

Enquiry

Demonstration

The final sale is clinched at the dealer showrooms


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FCB GRID for Durables - SELF Test 6

Plot : 21 colour TV

Ceiling fan

Car

Steel cupboard

Scooter

Computer


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VOLTAS - MEGALAUNDRETTE:


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VOLTAS MEGALAUNDRETTE:Making Impossible Possible

Mid 90s - Indian consumer discovering washing machines

Decrease in excise duty making washing machines more

affordable:

Do you want us to be known as a country of maids?

Prime minister P V Narasimha Rao

Influx of over 25 brands:

Videocon, TVS Whirlpool, Maharaja, IFB, BPL, Godrej, National

The market getting overcrowded in a very short period


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Voltas Washing Machine

The range positioned as the LAUNDRETTE RANGE

Voltas Launderette offers laundry level of cleaning

Thus moving out of the confines of the white, quick wash

offered by other brands The brand launched with a range of machines under the

umbrella

Quandry: which model to promote?


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Product Interrogation

Examined all the models offered by Voltas and all

other Indian brands

Analysed all the claims and offers made by Indianbrands

Looking for a distinctive promise that is relevant,

believable and unique : The RUB TEST

The Different Differences


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The Different Differences

Voltas offered a large capacity washing machine - not matched byany other brand

Large capacity seen by Indian marketeers as just a size offering

without any real value

Can size be the differentiator?

Indian families are large

Clothes tend to get dirty everyday and need to be washed

Can size be offered without diluting the key benefits of washing

clean?


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GODREJ Storwel treasuring


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GODREJ Storwel-treasuringMemories

A heritage brand that is over 50 years old

Origins of the brand date back to the days when

Godrej used to make safes

Storwel product conceived as an affordable safe

for keeping the family valuables

Godrej pioneered the product category and sold itthrough exclusive showrooms


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Emotional Rescue


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Can Godrej Storwel be sold on emotions, if so how?

Research revealed that Godrej Storwel is bought duringspecific occasions - marriage

- New baby

- New home Advertising route was taken to link these happy moments

with Godrej Storwel

A series of jingle based commercials were produced

P t t T St d I t


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Pre-test To Study Impact

The TVCs tested in an animatic form to study impact andattitude change

Scored high on break through/cut through

More importantly improved attitude on

- Good value

- Long lasting

In fact built emotional bonding with consumers whilesubliminally strengthening rational benefits offered by the brand


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Godrej Storwel TVC : Wedding


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Godrej Storwel TVC : Mother-to-be


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The Campaign

Godrej Storwel campaign on emotional plane was

started in 1986 and continues today 15 years later

Godrej Storwel continues to command a premiumin the market and sells in the face of newer

competition

Brand building Advertising Seminar


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Godrej Storwel: Self Test 8

What other brand-building initiatives would be

needed to keep Godrej Storwel strong in the next

decade?

Product initiatives

Promotion initiatives

Can you name a couple of other durable brandswho have used emotional appeal?


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Seminar Part V

Services


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What Are Services?

One day all brands will be service brands!

When a success of an automobile depends on service

network? When a durable brand depends on the pre-sales and

after-sales service?

When a consumer product purchase can beinfluenced by the retail environment?

Services Brand Types


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Services Brand Types

Services are bought by consumers, at times without being conscious of the brand

image

A telephone service

An airline

A hotel

ATV channel

A website

A bank

A retail chain

All these and more are services that consumers buy, everyday - but are they

brands?

Services Brands - Relevance


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Telephone service : MTNL Vs BPL Vs Orange

Hotel : Taj Vs Quality Inn Vs Welcomgroup

Bank : State Bank Vs Citibank Vs Central Bank

Branding concepts have been applied to services not too long ago -

and the art is still being perfected

When a customer chooses a bank what are the reasons:

- The location

- The word-of-mouth

- The decor

- The staff

- The brand?


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S i B d I P ti


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Services Brands - Image Perceptions

Often more complex than an FMCG or durable

High reliability on the human element

Every interaction with the services brand could lead toimage change

Need to bring about uniformity

Staff training is key Coupled with pricing, decor, ease of use, location,

communication


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Services Advertising Paradigms


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Services Advertising Paradigms

Information Driven Image Driven

- Introduction of new service - Image of the user

- New pricing plans - Image of the usage occasion

- New offers - Cue type-of-desires fulfilled

- New features - Imply self image

- Rational focus - Emotional focus

Two classical ways services use advertising


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B ildi C t R l ti hi


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Building Customer Relationships

Services brands need to fellow a step-by-step

process to build customer relationships

Identify customers

Understand the need of the customers

Tailor value propositions

Test the propositions

Make offers to customers

Reward long-term usage

Building Customer Loyalty


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Services brands that attract high loyalty achieve long-term

success Loyalty programmes

Frequent flyer miles : airlines

Bonus points : credit cards

Discount cards : retail

Coupled with the loyalty programmes services brands offer

- Special services to loyal customers

- Special prices to loyal customers

- Special messages to loyal customer

- And communicate regularly with them

In short make the loyal customer feel special!



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Brand building Advertising Seminar

FCB Grid - Services Brands - Self Test 9

Services come in all types

Basic telephony

Shares

Insurance

Hotel

Airline


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Bangaram Island Resort : Thank God !


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Bangaram Island Resort : Thank God !

An independent island in Lacadives

Popularised by Rajiv Gandhis family holiday in the

90s.

Run by the Casino group of Cochin


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Tourism Hierarchy

I di i h hi h f f h lid


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Visit to home town / village

Pilgrimage / holy city trip

Visit big city

Visit hill station / beach resort

Visit international big cities

Visit exotic domestic locations

Bangaram fitted in here

Indian tourist moves up the hierarchy of type of holidays

Attracting International Tourists


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Attracting International Tourists

High cost of advertising in international press

However need to build word-of-mouth in western

markets

Targeted the specific travel agents and travel writers Invited this elite group for a holiday to Bangaram

Resulted in excellent write-ups in high profile travel and

holiday journals


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Bangaram Press Ad


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BANGARAM : Self Test 10

What could be other modes of marketing

communication that could have been used by

Bangaram?


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E t l B ildi A C ll l F il


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Escotel - Building A Cellular Family

Escotel - the cellular company from the

Escorts group

Licensee for western UP, Haryana and Kerala

One of the first movers in the cellular

industry


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Escotel Sansar


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Escotel Sansar

Created the concept of Escotel Sansar, the

Escotel family

This new family stood for the new aspirations

of the modern customer

Captured the ethos of Escorts: long-standing

trust and value

Escotel Values


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Escotel Values

To sell the service with price plans or to sell

brand values - the first challenge

Need felt to sell Escotel as a brand that stood for

new hopes, new horizons, new aspirations of

todays consumer

Avoided the price based advertising in the first

full phase of launch


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Escotel Press Ad 1


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Escotel Press Ad 3


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Escotel Press Ad 3

Escotel Press Ad 4


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ESCOTEL : Self Test 11

Escotel brand advertisings relevance in

todays setting?


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What Are Corporate Brands


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Corporate brands go beyond a product, a service or a product range Depending on the branding structure used, a corporate brand can be

An endorser

A driver

A support

Very difficult to typecast corporate brands

TATA - sometimes endorser, sometimes driver

GE - often driver

SONY - often driver

Reliance - support

Wipro - driver - endorser


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Corporate Brands reflect thed i i


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Leaders Vision

Across the world the leaders personality reflects on the corporate

brand:

Richard Branson - Virgin - outrageous / young

Jack Welsh - GE - aggressive / growth

Karsanbhai Patel - Nirma - value / quality

Founders personality often stays on with the brand they have created:

Akio Morita - Sony - innovation

Henry Ford - Ford - value

Building Corporate Brands


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The founder/CEO is often the biggest medium

Use of multiple communication tools:

Public relations - press/media coverage

Identity programme - logo, stationery, signage

Retail presence - outlets, service

Corporate communication - annual reports, offices,buildings

Advertising - media, direct, internet


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Brand-building Advertising SeminarCORPORATE BRANDS ROLE: Self Test 12


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CORPORATE BRAND S ROLE: Self Test 12

Corporate brand is an

Invisible endorser

Strong endorser

Driver

Categorise the following brands with examples

Nirma - Britannia - Whirlpool Unilever - Panasonic - HP


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Wipro - Applying Thought


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Wipro Applying Thought

Origins in the edible oil industry

Vanaspathi manufacturing under Wipro Sunflower brand

name

Diversified into soaps and toiletries in the eighties

Tasted success and expanded range into diverse areas


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Wipro - Mining Consumer Minds


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What does Wipro stand for in the consumers minds?

Research to delve into the perceptions of consumers soaps,

lighting

Computer hardware Computer software

Wipro seen as a sensible thinking company

Lending to the tag line applying thought


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How To Communicate The New Wipro


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p

Applying thought - a rational way of doing

business

Bringing the concept alive - possible through

identifying specific stories that bring alive the

applyingthought

Present Wipro as a caring company that is:

thinkingabout you


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Wipro Press Ad 1


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Wipro Press Ad 2


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Wipro Press Ad 3


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Wipro Corporate Brand


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Brand salience improved from unknown toknown

Stock market boom aided Wipros climb to the top

From being in the 25th position on most admired

corporate brand, Wipro climbs to top 5 in three

years


WIPRO CORPORATE: Self Test 13


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What could be other methods Wipro could use to

build the Corporate brand?


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Tata Lucent: Telecom Revolution

Tata Lucent: Telecom Revolution


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Tata Telecom set up to manufacture EPABX systems

- aimed at the large corporate segment

Tata Telecom selling through dealers and own salesexecutives to large accounts

Joint venture with Lucent Technologies

Lucent Technologies : Powerhouse


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Lucent Technologies - the equipment company spun off from

AT&T

Lucent world leader in telecom equipment catering to the large

sector

Lucents heritage from Bell Labs of erstwhile AT&T

Bell Labs to one of the world leaders in technology patents !

Tata Lucent: Task Ahead


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Tata Lucent plans to enter the high end telecom

market

Target audience

Private telecom companies

Cellular companies

Govt. Sector (telecom)

Large organisations

Customer Perceptions


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Tata Telecom seen as a reliable telecomy partner

However not seen as technologically advanced

High trust from the Tata name but not seen as cuttingedge technology

High profile competition from brands like Alcatel,

Siemens and Japan companies


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Tata Lucent Press Ad 1


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Documents

47769229 Brand Building Advert Sing