BRAND

&
POSITIONING
“A brand is the face of a business
strategy.”
- Scott Galloway
 BRAND
 A name becomes a brand when consumers associate it with a
set of tangible and intangible benefits that they obtain from
the product or service
 It is the seller’s promise to deliver the same bundle of
benefits/services consistently to buyers
 A successful brand is a name, symbol, design or some
combination which identifies the product.
 BRAND EQUITY
 When a commodity becomes a brand, it is said to
have equity.
 The premium a brand can command in the market.
 The difference between the perceived value and
the intrinsic value.
 BRAND POWER
 Customer will change brands for price reasons
 Customer is satisfied. No reason to change.
 Customer is satisfied and would take pains to get
the brand
 Customer values the brand and sees it as a friend
 Customer is devoted to the brand
DEVISING BRAND
STRATEGY
 In case of new product introduction
 New brand element for new product
Line extension - existing brand name extended to new sizes
in the existing product category
 Apply existing brand element
Brand extension - brand name extended to new product
categories
 Use a combination of both
Category Extension - the parent brand is used to enter the
different product category from the one it originally serves.
 BRANDING STRATEGY

 Brand Extensions
 Brand Portfolios
 BRANDING STRATEGY
 Brand Extensions
 Advantages

 Facilitate new product acceptance

 Provide positive feedback to the parent brand and
the company
• Disadvantages
• Brand Dilution may occur
 BRANDING STRATEGY
 Brand Portfolios - is the set of all brands and
brand lines a particular firm offers for sale in a
particular category or market segment
 Flankers
 Cash cows
 Low-end entry level
 High end prestige
 NAMING THE BRAND
 Product benefits
 Product qualities
 Easy to pronounce
 Should be distinctive
 Should not have poor meanings in other languages
and countries
 BRAND REPOSITIONING

 Thismay be required after a few years to face new

competition and changing customer preferences.
 PACKAGING
 Includes the activities of designing and producing
the container for a product
 Packaging is done at three levels

- primary
- secondary
- shipping
PACKAGING AS A MARKETING TOOL

 Selfservice
 Consumer affluence
 Company and brand image
 Innovation
 LABELS

A simple tag attached to the product or an

elaborately designed graphic that is part of the
package.
LABELS AS A MARKETING
TOOL

 Labelsneed to change with time or packaging

changes to give it a contemporary and fresh look.
CASES
 CERELAC

 Wheat – based weaning cereal

 4 Months +
 Market Leader : Farex
 Cerelac : No. 2 Brand
 Farex : Your child grows better with Farex
 Cerelac : Complete food for your child
 ADVERTISING
 Food groups offering complete nutrition to
‘Cerelac Advantage’
 Child & mother to tight close-up of only child.
 Rational appeal to emotional appeal.
 4 Months +
 “Give your baby the Cerelac advantage”
 OTHER POINTS
 ‘Buniyaad’ & other DD programs ( on Regional
Kendra's gave Cerelac massive reach instantly )
 Cerelac range expanded to add variants such as
Cerelac Banana ,Cerelac Apple, Cerelac Orange
etc.
 Baby Book /Recipes/ Sample Sachets/ Refill Packs
also developed and promoted.
 RESULT
 Cerelac became the market leader replacing Farex,
which became the no. 2 brand.
 The campaign “Give your baby the Cerelac
advantage!” became the global campaign for
Cerelac used in several other markets after local
adaptation.
 SAHARA TV
 General entertainment channel in Hindi.
 Launched in early 2000, was trailing behind Star,
Sony and Zee in early 2001. Was closer to Sab TV
in terms of TRPs.
 No future for the channel if not in top 3 in the
category.
 No blockbuster programme.
 KEY POINT
 Generate TRP
 Generate visibility
 Bring eyeballs

-----------------------------------------------------------
Relaunch The Channel
-----------------------------------------------------------
 ACTION
 Launched new programmes:
- Haqeeqat, Draupadi, Kadam
- New Bollywood Movies Premiered
- Special news and entertainment events
-Children’s Band ( Just Kids, King Lion, Chacha
Chaudhary )
 PR ( listing/meets/releases/updates/mags)
 Advertising (media mix and creative for impact
with idea/size/innovation)
 RESULT
 From 10 GRP (weekly gross TRP ) a week in 2001
,when the relaunch took place, the channel
recorded weekly GRPs of 112 in 2003 ( approx. 24
months).
 The build up in TRPs was consistent.
 The channel came almost neck to neck with Zee
TV.
 THANK YOU

 KunalKundu (A05)
 Subhankar Dey (A13)
 Subhamay Biswas (A14)