Brand Building Advert Sing

8/7/2019 Brand Building Advert Sing

http://slidepdf.com/reader/full/brand-building-advert-sing 1/181

Seminar Part I

Branding Concepts



What Is a Brand?

A

product

Aservice

A

logo

A

packaging

A

shopA

country A

person



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



Brand-building : Th

e Focus

Not just a one-off exercise

Continuously track brand appeal, brand imagewith target consumers

Keep re-looking at all the aspects of the brand tokeep it relevant and attractive

End purpose : Attract and Retain customers



Understanding Brands : Aaker¶s 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



Physique Personality

Self-ImageReflection

CultureRelationship

PICTURE OF RECIPIENT

PICTURE OF SENDER

The Kapferer Brand Identity Prism

INTERNALISATIONEXTERNALISATION



Brand-building Advertising Seminar

Self-test -1

Brand: AmulDraw Aaker¶s model

Draw Kapferer¶s prism





Physique :

Taste, QualityPersonality :

Simple, Indian

Self-Image :

Proud Indian, Fun lovingReflection :

Value Oriented

Culture :

Co-operative, Sharing

Relationship :

Sociable

AMUL : Kapferer¶s Prism

AMUL



Brand-building: The Steps

Determine the current image with consumers

Define the desired image

Identify focus areas for actionProduct development/innovation

Packaging/delivery systems

Advertising/promotions

Implement action plan with

a monitoring programme

Feedback to action plan



Seminar Part II

Brand Building Advertising



Objective of advertising

³Build the business today and build brand value overtime´

All advertising has to pass through this objectivetest



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



Building Blocks for Brand-building Advertising I

Market analysisSize, volume, value, growth, geographic, seasonality

Consumeranalysis

Size, demographic,

geographic

Usage, depth, width

Companyanalysis

Size, profitability,

distribution,

technology

Competitor analysis

Size, profitability, strengths, weaknesses

Brand



Building Blocks for Brand-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



How Does AdvertisingWork I

Awareness

Knowledge

Liking

Preference

Conviction

Purchase

ClassicH

ierarchy of Effect Model



How Does Advertising Work II

Hierarchy of effect model tends to assume that advertising works

the same way for all product categories

Work on understanding Consumer Behaviour revealed that

advertising would work differently for different products

Several new models were developed in the eighties and the

nineties

One such model was the FCB Grid

The Grid categorised products as

± High involvement Vs low involvement

± Thinking Vs feeling



How Does Advertising Work IIFCB Grid

High involvement

Consumer is involved

with the productcategory; identifies with

it and often takes time to

decide 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 (?)



How Does AdvertisingWork IIFCB Grid

Think Vs feel

Think

Consumer decides using his

head :

µRationality¶ drives the

choice of product/brand

Feel

Consumer decides using his

heart :

µ Emotionality¶ drives the

choice of product/brand



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



Category Differences

Consumer

Products

Consumer

Durables Services Corporate

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



Brand-building Advertising Seminar FCB Grid - Self-test 2

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

Thinking Feeling

High

Involvement

Low

Involvement





Consumer Products : What are they?

Low value, repeat purchase, µconsumption¶ products

Male target : Cigarettes, soft drinks, colognes

Housewife: Soaps, shampoo, cooking oil, detergents

Teenagers: Soft drinks, confectionery, stationery

Repeat usage/purchase: everyday, every week, everymonth



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 issuefacing the brand?

Poor awareness leading

to poor trial

Poor repeat usage after high trial

Lack of desired image

perceptions

What is the key task?

Attracting new users

Retaining existing users



Consumer Product Purchase Behaviour 1

Who decides, who buys, who influences

Map the key influences in the purchase

process

Example

± Tooth paste : Housewife (decision maker)Kid (influencer)



Consumer Product Purchase Behaviour 2

Limited level of information search by consumers

Often a routinised purchase or animpulse purchase

Extended problemsolving only in thecase of innovation ± Cream for

µfoot cracks¶



Consumer Product Purchase

Beh

aviour 3 All India Household Category penetration

Soaps 99%

Washing cake 93%

Tooth paste 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



Role of Advertising

Fitting into the AIDA /hierarchy of effectsmodel

Awareness

Interest

Desire Action

Going beyond :using product

category

information ;learn - feel - do ?

Giving users thedesired image

messages

Attracting non-

users to the brand





Santoor : A Case of Mistaken Identity



Santoor : A Case of Mistaken Identity

Launched as a µSandal + Turmeric¶ soap by Wipro in 1986

Attractively priced and a good product offering

Conceived as an affordable soap with the goodness of Sandal

Till then sandal seen as a high value ingredient only available

in Mysore Sandal soap

Vicco making a success of sandal + turmeric cream



Santoor : Phase I Promotion

Advertised as a µsandal + turmeric¶ soap

Offering ³age old beauty secrets of India´

Price flagged off at the end

Traditional imagery of woman in sari,

temple, sandal paste



Santoor : Phase I Results

Brand attracted decent volumes : 2,500 tonnes

Got a core group of µValue oriented¶ consumers to

try and remain with the brand

But growth stopped in Year 2

No new users coming into brand !



Santoor : The Challenge

Need to retain the traditional users

Need to rapidly attract new users

Need to provide image values that will build the

brand for future growth



Santoor : The Brand Interrogation

Sandal and turmeric traditional beauty aids in India

What are their roles in skin care?

Searched literature for finding how sandal and turmericare useful for beauty care

The Secret: Skin Care

Both are great skin care aids

In fact help reduce wrinkles and impart a youthful

glow



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 µingredient¶ based

advertising to µbenefit¶ based advertising?

What if the core users moved away thinking the brand

has changed?



Santoor : Finding the Balance

New advertising needed to present the brand in a

new light to attract new users

But old users should not get alienated either!

The answer : Benefit based advertising rooted in the

ingredients

³S antoor cares for your skin because it contains the

goodness of sandal and turmeric´



Santoor : Skincare to Younger

Looking Skin

Skin care, too broad an offer

Narrowed down to younger looking skin Based on product interrogation

Delivering the younger looking skin story

³Mistaken identity´

A common occurrence

Based on a consumer insight



Santoor Press Ad



Santoor TVC : Book shop



Santoor TVC : Marriage



Santoor TVC : Aerobics



Santoor : The Growth Path

New advertising broke in 1989 - the brand sales have

climbed consistently over the last 12 years

Santoor has outperformed the market constantly

Built a brand without

Mega media budgets

High-power sales force

Major technological innovations





Captain Cook Atta - Farmer to Home



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 ³free flow´feature

Captain Cook brand seen as an aggressive,combative, young brand

Plans on to extend Captain Cook to other food products



Captain Cook Atta : The Kitchen Story

Atta primarily bought as grain and milled at a local

³chakki´

Housewife uncomfortable with packed branded food

products

Suspected a loss of control over the cooking process

Also suspected ingredients, process, additives



Captain Cook Atta : Atta - the Centerpiece

Housewife derived self-worth from the appreciation of

cooking from family members

Atta seemed to be critical to th

e 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!



Atta - Problem Dimensions

Atta - critical to cooking

Atta rarely bought in packed form

Ingredient of atta critical to final product

Low faith in packed food products

Unwilling to give up control over cooking

³Loss of control´ - a fear

³Fear of taste back lash´ - another fear



Advertising Tasks

Create awareness of the new offering µpacked -

branded - atta¶ from captain cook

Build conviction to try the brand by addressing

key consumer concerns



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?



Captain Cook Atta: Sugar-coating

How to make the story even more credible?

How to break through the consumer apathy andincredulity?



Captain Cook: Storyline

Make the brand protagonist an expert

A farmer¶s wife

Create disbelief in taste of atta

Consumer¶s current mindset

Build and anchor the story around one key issue

Quality of the grain



Captain Cook: Media Thrust

Focussed inputs through TV medium with longformat TVC

High impact, long burst of TV advertising

Supported with only outdoor medium



Captain Cook Atta TVC



Captain Cook Poster



Captain Cook : Impact

Captain Cook Atta virtually created the branded atta

market

Moved consumers from µgrain + 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




Captain Cook Atta: Self - Test 5

What would have been a more brand focussed message ?

W

ill th

e advertising done in 1996 work in 2002 ?



Seminar Part IV

Consumer Durables



Defining Consumer Durable

Unlike consumer products (FMCG) which are µconsumed¶, a

consumer durable is µused¶ for extended periods

Since it is used and for long periods, the consumer tends tolook at them differently

Consumer durables could be:

High value: washing machine, car, scooter, TV

Low value: ceiling fan, mixer/grinder



Key Differences

Consumer Product Consumer Durable

- Relatively low value - Relatively higher value

- Repeated purchase every

week/month

- Infrequent purchase every

five years +- Routinized purchase

behaviour

- Extended problem solving

purchase

- Less persons involved in

purchase

- More persons involved in

purchase- Less information sought - More information sought

- More emotional decisions - More rational decisions

T Of C D bl



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



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 : µCooling¶ aids

Wedding season : All durables

September/March - Depreciation benefits



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



Key Areas Of Enquiry

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, electricityconsumption

A brand reputation

Reputation of the brand

I di C D bl



Indian Consumer DurablePenetration

All India Household Penetration of key durables:

Washing Machines 2.7%

Refrigerators 11.1%

TwoWheeler 4.7%

Cars 0.5%

Mixie 17.0%

Analyse penetration by Urban / Rural, SEC, Town Class, Region,

etc.

Ad ti i I F C



Advertising Issues For Consumer Durables

Increase penetration

Sell category benefits

Offer µvalue¶

Increase µupgradation¶

Sell higher-end features

Offer µstyle¶

Increase per-capita usage

Sell special µniche¶ features

Offer special benefits



FCB Grid For Durables

Durable by definition are high-involvement

But are all of them rational/think?

Or is there an emotional touch?

Should all consumer durable advertising be high-involvement - think focussed?



How To Advertise

Depends on the type of durable, the target audience, the

features 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

Consumer durable advertising cannot µsell¶ 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



Role Of Advertising

Often advertising¶s job is to get the brand into the

consumers CONSIDERATION SET

Entry into consideration set will make the consumer seek

and analyse more information about the brand/model

Build conviction of current users to reduce post purchase

dissonance

Aid word-of-mouth and positive µbuzz¶ about the brand




FCB GRID for Durables - SELF Test 6

Plot : 21´ colour TV

Ceiling fanCar

Steel cupboard

Scooter

Computer



VOLTAS - MEGALAU NDRETTE:Making Impossible Possible

VOLTAS MEGALAUNDRETTE



VOLTAS - MEGALAU NDRETTE:Making Impossible Possible

Mid 90¶s - Indian consumer discovering washing machines

Decrease in excise duty making washing machines more

affordable:

³ Do you want us to be known as a country of maids?´

± Prime minister P V Narasimha Rao

Influx of over 25 brands: Videocon, TVSWhirlpool, Maharaja, IFB, BPL, Godrej, National

The market getting overcrowded in a very short period





Positioning

All washing machines claimed:

³Whitest wash´

³Quickest wash´

³Easy wash´

Some were using jargon to sell better cleaning:³Turbo clean´, ³Pressure clean´, ³Hand wash clean´



Understanding Consumers

Indian consumers traditionally used to give clothes outto laundry for washing

Influx of detergents and wash

ing mach

ineh

ad reducedoutside help to only ironing and dry cleaning expensiveclothes

Expert cleaning still seen to be outside the home

domain

µLaundry¶ cleaning seen as the ultimate



Voltas Washing Machine

The range positioned as the ³LAU NDRETTE RANGE´

Voltas Launderette offers ³laundry 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: whichmodel to promote?



Product Interrogation

Examined all the models offered by Voltas and all

other Indian brands

Analysed all the claims and offers made by Indian

brands

Looking for a distinctive promise that is relevant,

believable and unique : The R UB TEST



The Different Differences

Voltas offered a large capacity washing machine - not matched by

any 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?





The Campaign

TV commercial built on the incredulity of a homesituation where many clothes are washed at thesame time

A humourous jingle based TVC that drove homethe size advantage

Without showing dirty clothes or washing

Yet giving a clean look to the brand



Voltas Megalaundrette TVC



Voltas Megalaundrette Press



The Result

Voltas Megalaundrette was primarily promotedthrough TV with dealer support material that played back the TV message

Voltas saw a huge income in dealer traffic - thethird most enquired brand for the campaign period

Voltas Megalaundrette advertising enteredadvertising µhall of fame¶




Voltas - Self Test 7 Is it possible to identify two more such non-primary

benefits for promoting washing machines?



GODREJ Storwel - TreasuringMemories



GODREJ Storwel-treasuringMemories

A heritage brand that is over 50 years old

Origins of the brand date back to the days whenGodrej used to make µsafes¶

Storwel product conceived as an affordable safefor keeping the family valuables

Godrej pioneered the product category and sold itthrough exclusive showrooms



Changing Consumer

The need for µsafes¶ saw a decline in the 60s and70s with banks taking the role of safe keeping

Godrej Storwel transformed to become a reliablecupboard for keeping family clothes and valuables

The model extended to offer a variety of inside partitions



Enter The Competition

Godrej Storwel was made through a process calledµcold rolled¶ - resulting in high quality but alsohigh price

Organized competition enters in the form of Chandan, Allwyn and numerous regional brands

Bigger threat from small unorganized players

offering same looks for half the price



Quality Paradox

Godrej Storwel stood for ultimate quality in steelcupboards - no rusting, no chipping, perfect finish, nogaps etc

Local brands offered reasonable quality but thedifferences (like rusting/chipping) surface only after 5 to10 years

Th

e quality paradox washence not perceived by t

heconsumer who saw µvalue¶ in the local brands



Selling Quality

Godrej Storwel stood for ultimate quality but

Did the consumer want that level of quality?

Was the price-quality trade-off relevant?

Can Godrej Storwel sell on just quality?



Understanding Consumers

Godrej Storwel had a huge reservoir of goodwill with consumers

Consumers associated it with happy occasions:weddings, childbirth, growing-up

Storwel was not just seen as a steel cupboard but as amember of the family, who grows with the family

Can this be the way to sell the brand?



EMOTIONAL Vs RATIONAL APPEAL

Consumer durables are often high-involvement rational

purchase

Godrej Storwel had a 50%+ premium over the local brand

Should Godrej Storwel sell on rational reasons like better

steel, better fit/finish, long lasting etc.

Or should it sell on emotional reasons: warmth, family

values«. Long lasting

Emotional Rescue



Emotional Rescue

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

Research revealed that Godrej Storwel is bought during

specific 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



Pre-test To Study Impact

The TVCs tested in an animatic form to study impact and

attitude 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



Godrej Storwel TVC : Wedding



Godrej Storwel TVC : Mother-to-be



The Campaign

Godrej Storwel campaign on emotional plane wasstarted 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




Godrej Storwel: Self Test 8 What other brand-building initiatives would be

needed to keep Godrej Storwel strong in the nextdecade?

± Product initiatives

± Promotion initiatives

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



Seminar Part V

Services



What Are Services?

³One 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 andafter-sales service?

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

S i B d T



Services Brand Types

Services are bought by consumers, at times wit

hout being conscious of t

he 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



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 th

e 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 µbrand¶?



Services Brands - Emerging Trends

Services marketeers are discovering the power of branding and integrating all elements under a brand image umbrella

± Logo identity

± Look and feel

±Décor of premises

± Uniform of staff

±Communication



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



Services Penetration

All India Household penetration of a few services :

Telephone 6.8%

Bank Account 17.5%

Cell Phone 0.2%

Analyse the data for urban / rural, SEC, regions etc.

Role Of Advertising



Role Of Advertising

Services brands are built by thehuman involvement of customers wit

hthe brand (and its employees)

Advertising can be used to reinforce the service image

- Singapore airline - Singapore girl - friendly service

- British airways - world¶s favourite - reliability

Advertising can be used to

- Build awareness - for a new service or to a new segment of

customers

- Communicate features/benefits - a new service addition

- Generate enquiries - call for action

- Build Image - premium image, usage imagery, user imagery

S i Ad ti i P di



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

Ad ti i Aft S l



Advertising After Sales

Services brands like airlines, banks, telecom, need to retain

customers over the long term to build profitable segments

Often cost of acquiring a new customer is six times more

expensive than retaining an existing customer

Special route of Direct and Customer Relationship

Management are used to retail and build customer bonding



Building Customer Loyalty



Services brands that attract high loyalty achieve long-term

success

Loyalty programmes

Frequent flyer miles : airlines

Bonus points : credit cardsDiscount 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 sh

ort make th

e loyal customer feel special!

B d b ildi Ad i i S i




FCB Grid - Services Brands - Self Test 9

Services come in all types

Basic telephony

Shares

Insurance

Hotel

Airline



Bangaram Island Resort : Thank God !



Bangaram Island Resort : Thank God !

An independent island in Lacadives

Popularised by Rajiv Gandh

i¶s familyh

oliday in the

90¶s.

Run by the Casino group of Cochin



Bangaram Island - The Brand

Not just a hotel built on an island!

Resort conceived as a brand:

³To be one with nature´

Resort built with eco-friendly material

No teleph

ones, no TV, no cable No alcohol, no soft drinks, nothing artificial



The Concept

Conceived as a resort with a limited number of rooms

High prices to ensure high quality up keep andnature support

Targeting the right audience



Selling The Concept To Whom?

Primary target - the sophisticated westerntourist

Secondary target - the evolved domestic tourist

Tourism Hierarchy



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 The Domestic Tourist

Given the size of the hotel mass mediaadvertising is prohibitively expensive

How to target the top end holiday customer withlimited budget?

How to build high-image appeal with limited

spend levels?



Narrow Casting Message

Target audience definition focus let to narrowcasting to the upper-upper income intelligentiain the top four cities

Further analysis revealed that reach of financial papers reasonably high with the narrow castedtarget

Need to appeal to this target with the rightmessage, in the right scale



Message Focus

Message delivered has to bring out the ³one withnature´ theme of the brand

Message had to be attractively packaged to almostmake the brand temptingly close

Build a response mechanism to capture interestedtarget audience names

Th C i



The Campaign

One ad in only one paper (Economic Times) was all

that was affordable

A large sized ad that could not be missed

With a response coupon to capture data

Over 1500 responses for one ad

Build the first batch of Indian tourists to Bangaram

And they became the brand advocates! Bangaram did not advertise again!

Bangaram Press Ad



Bangaram Press Ad

Brand building Advertising Seminar




BANGARAM : Self Test 10

What could be other modes of marketingcommunication that could have been used byBangaram?



Escotel - Building A Cellular Family



Escotel - Building A Cellular Family

Escotel - the cellular company from theEscorts group

Licensee for western UP, Haryana and Kerala

One of the first movers in the cellular industry



The Target Markets



g

Haryana / western UP and Kerala very different in

behaviour

Haryana and western UP had typical north Indian

characteristics

Propensity to show off

More talk, more show

Keeping-up-with-the-Jones

Kerala market significantly different

More educated

More value oriented

More µinternational¶





Escotel Sansar

Created the concept of µEscotel Sansar¶, theEscotel family

This new family stood for the new aspirationsof the modern customer

Captured the ethos of Escorts: long-standingtrust and value



E t l C t N th / S th



Escotel Customer - North / South

Tailored the message to suit the two differentset of customers

North : builder, family man, industrialist

South: doctor, film maker, marine exporter

While keeping the overall values similar and

appealing

Escotel Press Ad 1



Escotel Press Ad 1

Escotel Press Ad 2



Escotel Press Ad 2

Escotel Press Ad 3



Escotel Press Ad 3

Escotel Press Ad 4



Escotel Press Ad 4

E l L h



Escotel Launch

The effort at brand-building advertising paid off

While competition focussed only on price based

advertising, Escotel¶s mix of messages built a trueSansar

Leading to market dominance in all the threemarkets




Brand building Advertising Seminar

ESCOTEL

: Self Test 11

Escotel brand advertising¶s relevance in

todays¶ setting?



Seminar Part V

Corporate Brands

What Are Corporate Brands



p

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

Corporate Brands in theB di St t



Branding Structure

Corporate Brand: Tata Tata Tata (Tata) (Tata)

Service / Product

Brand:

Indica µTea¶ µSalt¶ Taj Titan

Line Brand: V2 Residency Raga

Features: Widetread GardenFresh

Iodised

Product: Car Tea Salt Hotel Watches

Th Diff i C t B d



The Differences in Corporate Brands

Some corporate brands go on products:

SonyWalkman, Sony Vaio

Some corporate brands stay as endorser

Some corporate brands stay out of lime light: P &G, Lever



Corporate Brand Target Audiences



Varied target audiences - many stake holders Customers - heavy, medium, light

Associates - suppliers

Trade - distributors, retailers Employees - across departments;

potential

Shareholders - stake holders

Government - local and central

Industry bodies - associations

Corporate Brand Values &



p

Ownersh

ips Corporate brand values need to transcend narrow

boundaries of products and services

Th

ree large areas of focus Innovation

Value

Service ³The customers decide on the fate of brands, they own

the brands´ : Economist

Corporate Brands reflect the



pLeader¶s Vision

Across the world the leader¶s personality reflects on the corporate

brand:

Richard Branson - Virgin - outrageous / young

Jack Welsh - GE - aggressive / growth

Karsanbhai Patel - Nirma - value / quality

Founder¶s personality often stays on with the brand they have created:

Akio Morita - Sony - innovation

Henry Ford - Ford - value

Building Corporate Brands



Building Corporate Brands

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

Corporate Brand Ad ertising



Corporate Brand Advertising

Role of corporate advertising varies in consumer

products, consumer durables, services and business

selling environment

Corporate advertising is often beyond products and

revenues

To project the deeper ethos of the brand, the one key

variable that unites all that the brand offers, through various product and services

Brand-building Advertising Seminar CORPORATE BRAND¶S ROLE: Self Test 12



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



Wipro - Applying Thought

Wipro Applying Thought



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

Wipro Beyond Oils



Wipro - Beyond Oils

Entered computer hardware business

Super genius computers

Followed this with entry into computer services andsoftware

Wipro lighting division, Wipro medical systems set up

in 90¶s

Wipro - In 1998



p

A Rs. 1500 + crore group

Over 70% of turnover from infotech business

Changing the profile of the corporate brand seen to

Reflect the new energy

Make the corporate more attractive to investors

Make it a destination company for talent

Wipro - Mining Consumer Minds



What does Wipro stand for in the consumer¶s minds?

Research to delve into the perceptions of consumers soaps,

lighting

Computer hardware

Computer software

Wipro seen as a sensible µthinking¶ company

Lending to the tag line ³applying thought´

Signalling A Change: A New Look



Wipro corporate logo changed to a colourful rainbow flower

The colours indicating high vibrancy, new energy, new look

Corporate identity revamped to reflect the new look

Four key missions identified Value

Innovation

Service

Integrity

How To Communicate The New Wipro



How To Communicate The New Wipro

µApplying thought¶ - a rational way of doing business

Bringing the concept alive - possible throughidentifying specific stories that bring alive theµapplying thought¶

Present Wipro as a caring company that is:

µ thinking about you¶



Wipro Corporate Brand Activities



Wipro Corporate Brand Activities

Press campaign supported by outdoor

Public relations to get stories on the newWipro

Increased investor relation, corporate brochure, annualreports etc.

Wipro Press Ad 1



Wipro Press Ad 2





Wipro Corporate Brand



Wipro Corporate Brand

Brand salience improved from µunknown¶ toµknown¶

Stock market boom aidedW

ipro¶s climb to th

e top From being in the 25th position on most admired

corporate brand, Wipro climbs to top 5 in threeyears


WIPRO CORPORATE: Self Test 13



WIPRO CORPORATE: Self Test 13

What could be other methodsWipro could use to build the Corporate brand?



Tata Lucent: Telecom Revolution





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



Lucent Technologies : Power house

Lucent Technologies - the equipment company spun off from

AT&T

Lucent world leader in telecom equipment catering to the large

sector

Lucent¶s heritage from Bell Labs of erstwhile AT&T

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

Tata Lucent: Task Ahead



Tata Lucent: Task Ahead

Tata Lucent plans to enter the high end telecommarket

Target audience Private telecom companies

Cellular companies

Govt. Sector (telecom)

Large organisations

Customer Perceptions



Customer Perceptions

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



The Need For Brand



The Need For Brand

Tata Lucent brand facing competition from Alcateland Siemens - high-tech image

Target customers primarily telecom companies andlarge corporates

Why should they look at Tata Lucent!

How big is Lucent?

What is their competence?

What can they offer?

Tata Lucent - The Campaign



Tata Lucent The Campaign

Focussed on the technology achievements of Bell Labs

Highlighted the Bell Labs origin of Lucent

Presented TataL

ucent in ah

igh

tech

environment Broke through the clutter and achieved very high break

through

Tata Lucent Press Ad 1













TATA LUCENT Self Test 14



TATA LUCENT - Self Test 14

Could Tata Lucent have used any other platformother than technology/innovation?

Summing U p :Brand-building Advertising in 10Easy Steps



Define brand values

Understand competitive framework

Understand consumer behaviour

Understand the role of advertising

Define the short and long term brand objectives

Define communication objectives

Develop communication strategy

Evolve the creative strategy to drive the message

Plan and place media : media strategy

Build a tracking mechanism



Thank You !

Documents

Brand Building Advert Sing