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A case study on Brand Channel Creation for Merck India.The idea was to create a common platforms where design professionals, manufacturers and consumers all come together to share ideas, information, innovate and co-create using Merck Special Effects pigments.
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case studies
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BRAND CHANNEL CREATION
A Case Study
THE PROBLEM: Overcoming Market Commoditization of Special Effect Pigments
What Merck Pigments Wanted:
– To find a way of becoming distinctive in a confusing, commoditizing marketplace for pigment applications e.g. paints, inks, cosmetics etc.
What Merck Pigments Needed:
– Leverage positive equity from the parent brand to gain consumer mindshare
– Build preference in the mind of the end consumer for Merck ingredient products
– Support a price premium for itself and its primary customers in the marketplace
Suggested Route to Success:
A natural progression for Merck today is branding the ‘Pigment’ essentially extending the brand franchise beyond the direct customer, and ultimately to the end-consumer a’la INTEL INSIDE!
THE CHALLENGE:A Fragmented Value Chain of Manufacturers, Influencers, Consumers
Use products that enable
‘low cost’ and ‘high margins’
Influencers (both on customer and end consumers side) are completely unexploited
Need a reason to pay price
premium
Merc
k P
igm
en
tsPaint
Interior decorator
s, Architects
Make Up Artists
Cosmetic
PPI
En
d C
on
su
mers
Paint Trend experts &
consultants
Cosmetologists &
Consultants
Design Consultants
Product, Package, Industrial Designers
Primary Customers Influencers Influencers End Consumers
Influencing the Influencer through an engagement platform
Developing sustainable engagement with primary customers
End Consumers
Demand Pull for Products With
Merck Pigments
Awareness & Relevance for
Pigments
Demand Pull for Products With
Merck Pigments
THE STRATEGY:Collapsing the B2B Value Chain for End-User Demand Creation
THE SOLUTION:A Platform named ‘EffexX by Merck’
An initiative by Merck India that brings together Manufacturers, Designers and Consumers , to make the world better & more beautiful using Special Effect
Pigments
THE IDENTITY: ‘EffexX’
Beyond words, beyond comprehension and beyond the ordinary – there exists a world which is truly enchanting in every single way.
The bees are hovering around the brilliant flowers, the flowers are in love with the sun, the sun is shining and smiling brighter than ever before, and its rays kissing every object, alive, moving, static or inanimate and all making it into something for your eyes to believe.
It’s a world transformed by special effects. Special effects created out of a perfect amalgamation of an artist’s imagination and a scientist’s zeal.
EffexX – A World of Possibilities
Launch Communication Targeting the Beauty Industry
Platform Invite Communications
“Project EffexX”: A Co-Creation Portal for Design Professionals
500+ professionals visit/day, 65+ experts on portal , 1000+ original articles
New business opportunity was created for working with Salons and Spas
Allowed Merck to connect with a large number of businesses related to the Beauty segment
Color Inspirations - June , 2013
World of Possibilities - May 2012
Brought together experts in the field of pigments, colors and automobile
Share views and foresight on current and future global color trends in the automotive industry
Networking Forums for the Beauty and Automobile Professionals
‘CUBES OF THOUGH’ with ace designers Sahil & Sarthak
http://www.youtube.com/watch?v=yKX32jv-omc&feature=c4-overview&list=UUUR1yowFByU8swb2leCFBng
Design Innovations with Professionals
Contests
Consumer Awareness on “I Say No”
http://www.youtube.com/watch?v=5_4kkoTlkCQ&list=PLL4XExD0C38QQy6oHW5blgtpA1CuKC5TF
SEGMENT VOLUME/ VALUE
MARKET SHARE
GIVE GET
Market leader
High High Existing KnowledgeExclusivity
Order Value
Market Innovator
Medium High Future potential
InnovationBrand Value
Co-Branding
Market Follower
Medium Dropping or low
Quality Basket Size
Building sustainable relationships with Merck’s primary customers through a mutually beneficial exchange, to be seen as a solutions provider, creating value beyond what the competition is offering currently
Building Relationships
THE CRM PROGRAM– EffexX Advantage
Naturals Spa & Salon is a leading chain in South India. Along with Rainforest, Merck India created a new line of products for Naturals Spa & Salon for Anti Ageing and Fairness treatments
THE PROGRAM ROI: The First Co-Branded Product Launch with Manufacturers!
IN SUMMARY: A Sustainable B-C-B Brand Channel Created for Merck!
Effexx Advantag
eI Say No
AWARENESSINNOVATION PARTNERSHIP
COMMUNICATINGWith
Consumers
CO–CREATINGWith
Influencers
CO-BRANDING With
Industry
ASYMMETRIQUE COMMUNICATIONS PVT LTD, MUMBAI, INDIAWeb: www.asymmetrique.netLinkedIN: http://www.linkedin.com/company/asymmetrique-communications-pvt.-ltd.Tel : +91 22 66952433Fax : +91 22 29208162