BRAND & POSITIONING

´A brand is the face of a business strategy.µ - 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
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.
} When

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
Extensions } Brand Portfolios
} Brand

BRANDING STRATEGY
Extensions } Advantages  Facilitate new product acceptance  Provide positive feedback to the parent brand and the company ‡ Disadvantages ‡ Brand Dilution may occur
} Brand

BRANDING STRATEGY
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
} Brand

NAMING THE BRAND
benefits } Product qualities } Easy to pronounce } Should be distinctive } Should not have poor meanings in other languages and countries
} Product

BRAND REPOSITIONING
} This

may be required after a few years to face new competition and changing customer preferences.

PACKAGING
the activities of designing and producing the container for a product } Packaging is done at three levels - primary - secondary - shipping
} Includes

PACKAGING AS A MARKETING TOOL
} Self

service } 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
} Labels

need to change with time or packaging changes to give it a contemporary and fresh look.

CASES

CERELAC
} Wheat

² 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 advantageµ

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!µ 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
TRP } Generate visibility } Bring eyeballs ----------------------------------------------------------Relaunch The Channel ----------------------------------------------------------} Generate

ACTION
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)
} Launched

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

Kundu (A05) } Subhankar Dey (A13) } Subhamay Biswas (A14)
} Kunal

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