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Marico Information classification: Official

 Building a Winning Brand!

Marico Information classification: Official

 What is a Winning Brand?

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 From Customer's POV

➢Present in customer's consideration

➢ High loyalty from the customers

➢ Inelastic Demand

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 From Organization's POV

➢ Profitable brand for the organization

➢ The brand grows year on year

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 How does a brand grow?

Marico Information classification: Official

 How does a brand grow?

➢ Increasing penetration

➢ Increasing Average consumption

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 How does a brand grow?

AVERAGE 2 WAYS OF AVERAGE

CONSUMPTION CONSUMPTION

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 How does a brand grow?

2 ways of average consumption -

➢ Same product being used more

➢ Same product being used for multiple purposes

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 How do I Make My Brand Compelling
Crating salience
Creating relevance
Creating meaningful differentiation

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 How do I Talk About My Brand
or create salience?

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 How Do I Talk About My Brand?

What are the many consumer touchpoints?

Brand Task will dictate the mix of touchpoints

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 Touchpoints

Points where your brand will interact with your

customers and vice versa

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 What many Touchpoints do we have?
❖ TV
❖ Print
❖ Outdoor
❖ Radio
❖ Activation
❖ Digital
❖ etc

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 How do you do the choice making given
your objectives?

Impactful
Effective
Efficient

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 Touchpoints

❖ Role of Touchpoints
➢ Unique
➢ Surround

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 How do we measure the ROIs?

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 What to Measure?

➢ Mindshare
➢ Change in consideration
➢ Increase in imagery
➢ Increase in Trial

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 Benchmarking

It will make your big idea sharper & mature

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 Benchmarking
➢ Existing practices / codes / behaviors
➢ Communications
➢ Proposition
➢ Communication
➢ Benefits

Marico Information classification: Official