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Plink Your Brand Workshop

Its the little stuff that torpedoes the big stuff.

Plink Your Brand Workshop

Opportunity Presentation done

Now how to go about building a brand

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What is a brand?

Company - Consumer

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A Brand is an emotion
Product have rational benefits Lux is a bathing bar that cleanses my body Pepsi is sweet carbonated water that (maybe) quenches my thirst Brands have emotional benefit/s Lux gives me a hope that I could one day look like stars Pepsi make feel young and refreshed

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To discover a brands emotional benefit you have to understand the target consumer. The emotional benefit can be found from a strong consumer insight So if you identify a great consumer insight you can use it to define the emotional benefit that your brand will give.

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Some examples of consumer insight


People take pictures to preserve memories Kodak is really selling memories People change watches depending on what clothes they are wearing Titan is really selling fashion What are the brands you admire? What are they really selling? Whats the consumer insight involved?

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How strong brands are built?


Brand Tantra Consumer Insight Emotional Benefit Young Indians want to be Identity of being a global seen as different Indian

Apple

People like to be thought of as creative

Individuality

Moods

Sex makes bonds stronger

Possession

Google

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Which of these are true consumer insights ?


Children crave to have a close companion with them while growing up. My mother worries that rays emitting from television can harm her my eyes. Every mother worries that rays emitting from television can harm her childs eyes. Every parent prays for a normal child Every male has a hidden desire to lead the life of a cowboy. Every girl has a hidden desire to be a film star

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How do you know if its an insight


The Thats very true feeling Observation of consumer behaviour or belief Universal truth Ahaa It can span Product Categories Because it is true of the consumer, not of the product

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How does one discover a consumer insight?


By talking to consumers By developing your powers of observation By drawing on a Research of life By using common sense

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When was the last time you did this?


Knowledge about brands is all around you. Its the fabric of life. All you have to do is be observant.

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Now we need to talk to


Potential Consumers to know
Do they find a need for your offering? What do they use now? Why? How much would they pay? Why? Their media consumption

Competitors and other relevant players


To understand them and the category Test your offering if you feel necessary

Dealers, Distributors, Vendors, etc.

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Tommorows work
Prepare the research game plan
Respondents Questionnaires / DG Who Where and when.

Secondary research

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What are we seeking?


Consumer insights - What could the possible emotionales be? Ideas to refine our offering if need be Choose right Target Group To help us create a media plan later

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Sources of Secondary Data


Internal Corporate Information Government Agencies Trade and Industry Associations Marketing Research Firms Commercial Publications News Media

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Category
Current Scenario Competitors sales, positioning, companies, etc Any shifts Whats new?

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Opportunity
Size of market Cost and Revenue parameters Feasibility study Why start and Why not? How? When? Where? .. Any other Ws missed. Keep questioning

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Customer
Who? [at time more than one] Stage in Life Lifestyle, Attitude A day in life (Wake up to sleep) Potential Media Touchpoints Introduction (I am .....)

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Buying Process
Timeline of a Buying Process of your TG Decision Making Process Motivators / Influences Others involved

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Tools in this Quest


Internet Marketing research Power of observation Research of life Common sense Curiosity

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After-class work
Secondary Research on Client, Brand, Category Primary research
Talk to People your Target group Know someone who uses it? Detail her. Map her day. Go through her buying process. Talk to retailers where this brand is being retailed / could be retailed

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How to get people talking unreservedly?


Make your research inventive, engaging The respondent must enjoy the conversation / interaction At start avoid revealing the product or brand you are researching Think on Whats your opening gambit? Alternative?

How will you get the consumer to open up? How does the consumer gain? What are the points you must touch on during the discussion? How will you close the session on a friendly note?

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A few ideas
Use flattery Excuse me. I couldnt help noticing your ( ). Where did you get it? Make friends. Find a common ground of interest Use projective techniques See that person? Why do you think he goes to a multiplex? Use engaging games Here are three (intriguing visual props). If you tell me what you feel about them, I will tell you what you prefer in (product category)

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Primary Research
Make sure everyone on the team knows the game plan for contact with the consumer and their segment Everyone talks to at least five consumers / respondents Try to go in depth for each response. You may deviate from the sequence of questions or ask different questions during the interaction but be sure to get response for all the questions mentioned here. Remember to carry printout of the questionnaires with spaces after each question for filling the response. And remember to charge your mobiles or music player or any other recording device you are going to use. Also get a letter from your college for each of you that you are doing this research as a part of your MBA course. It might be sought by a few respondents especially Retailers and Distributors. Make notes after the consumer contact, not during it.

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Expected Presentation

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Slides
Business Canvas Model Opportunity Category Customer Consumer Buying Cycle Consumer Insights 1, 2, 3, 4,

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Curiosity is more important than knowledge. Einstein.

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Now
Presentation 10-12 mins per group Others applaud when a good insight is presented

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Lets now create a brand


Ration benefit I smell good A strong consumer insight Every Guy wants to have more Girls. A strong emotional benefit Makes a normal guy feel hot / happening - Makes him confident to approach girls.

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What is the rational benefit your product or service offers? A strong consumer insight What is the emotional benefit your brand offers?

5 mins

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Brand Quotient
1. What are the rational benefits of my offering? 2. What are the emotional benefits of my brand? 3. So then what am I actually selling? 4. Who then is my Target Group? 5. So what should be my personality 6. How do I make it an idea that my customer would want to spread?

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AXE
What are the rational benefits of AXE? Deodoriser What are the emotional benefits of AXE? Makes a normal guy feel hot & happening - Makes him confident to approach girls. So what am I actually selling? Business of making guys appealing to girls Who then is my target group? Pretty much every other guy / Man (unless someone who is self-actualised) So what should be my personality Frizzy exciting friend who know how to Phaaso girls

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Daal
What is the emotional benefits of Daal? Makes your children healthy

Therefore what business am I actually in? Child Health Who then is my target group? Concerned Mothers (having children in the age group of 1- 17 years.middle class +) So what should be my personality A warm elderly friend who understands the mother, who is modern and has expert knowledge about child health and can be trusted.

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Now
Answer these questions for your brand? Name your Brand based on it. - 20 mins

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Using the building blocks to arrive at a Brand vision

CONSUMER Plink Your Brand Workshop DESIRE


Wants her child to excel in his endeavours

KELLOGGS CORNFLAKES

BRAND OFFERING
Food that will enhance her childs mental performance

Mind Accelerator

CONSUMER Workshop Plink Your Brand DESIRE


Gregarious, smartworking, can-do, must-do will-do attitude

FORD IKON

BRAND OFFERING
Sporty looking, fun to drive, spirited car

Zinda Dil

CONSUMERWorkshop Plink Your Brand DESIRE Feel young

PEPSI

BRAND OFFERING

A young attitude

Youth soulmate

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Brand Quotient
1. What are the rational benefits of my offering? 2. What are the emotional benefits of my brand? 3. So then what am I actually selling? 4. Who then is my Target Group? 5. So what should be my personality 6. How do I make it an idea that my customer would want to spread?

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