Marketing Recap

What is a brand
In other words -

A name becomes a Brand when consumers associate with it a set

of tangible and intangible benefits they obtain from the products
or services
1. The Brand Promise
• At its core, a brand is a promise to consumers.

• What will consumers get when they purchase a product or service under your brand
umbrella?

• The Brand Promise incorporates more than just those tangible products and services. It
also includes the feelings that consumers get when they use your products and
services.

Example: Think about your favourite brand and what that brand promises to you. If you’re a
Nike fan, the brand might represent athleticism, performance, strength, good health, and fun.
 Let’s understand better
• What does the brand Airtel promise you -

•What does the brand Mountain Dew tell you -

 2. The Brand Perceptions
• Brands are built by consumers, not companies. Ultimately, it’s the
way consumers perceive a brand that defines it. It doesn’t matter
what you think your brand promises. The only thing that matters is
how consumers perceive the brand. You need to work to develop
consumer perceptions that accurately reflect your brand, or your
brand is doomed to limited growth potential.
• Example: What are your perceptions of Dettol?
 3. The Brand Elements
• Your brand is represented by the intangible elements as well as
tangible elements such as brand logo, messaging,
packaging, and so on. All of these elements must work
together to consistently communicate brand promise, shape brand
perceptions, meet brand expectations, and define brand persona. If
one element is awry, the entire brand can suffer.
positioning
 Positioning

• BRAND POSITIONING HAS BEEN DEFINED BY KOTLER AS “THE ACT OF

DESIGNING THE COMPANY’S OFFERING AND IMAGE TO OCCUPY A DISTINCTIVE
PLACE IN THE MIND OF THE TARGET MARKET”.

• IN OTHER WORDS, BRAND POSITIONING DESCRIBES HOW A BRAND IS

DIFFERENT FROM ITS COMPETITORS AND WHERE, OR HOW, IT SITS IN
CUSTOMERS’ MINDS.
 Positioning Purpose
• THE POSITIONING STATEMENT CONVEYS THE VALUE PROPOSITION TO THE BRAND'S IDEAL
CUSTOMERS. IT ALSO FRAMES THE BRAND'S IDENTITY, PURPOSE, AND DISTINGUISHING
FEATURES WITHIN THE CONTEXT OF THE BUYER’S EXPERIENCE.

• TO CRAFT YOUR POSITIONING STATEMENT, YOU'LL NEED TO GET CRYSTAL CLEAR ON THESE
ASPECTS OF YOUR BUSINESS:

• WHO YOU SERVE

• WHAT YOU OFFER THEM
• HOW YOU OFFER IT
• WHY YOU DO WHAT YOU DO
• HOW THIS COMPARES TO WHAT'S ALREADY OUT THERE
 Positioning - Process
• STEP 1: IN ORDER TO CREATE A UNIQUE AND SUCCESSFUL POSITIONING FOR YOUR BRAND, YOU NEED TO
ANALYZE THE FOLLOWING:
• UNDERSTAND WHAT YOUR CONSUMERS WANT
• UNDERSTAND WHAT YOUR COMPANY’S AND BRAND CAPABILITIES ARE
• UNDERSTAND HOW EACH COMPETITOR IS POSITIONING THEIR BRAND

• STEP 2: ONCE YOU’VE DONE THAT, YOU WILL NEED TO CHOOSE A POSITIONING STATEMENT THAT:
• WILL RESONATE WITH YOUR CONSUMERS
• CAN BE DELIVERED BY YOUR COMPANY (CAPABILITIES)
• THAT IS DIFFERENT FROM YOUR COMPETITORS

• STEP 3: THE REMAINING CHALLENGE IS TO THEN REFLECT THIS BRAND POSITIONING IN

EVERYTHING THAT YOU DO (BRAND PERSONALITY, PACKAGING DESIGN, PRODUCT, SERVICE,
VISUAL IDENTITY DESIGN, COMMUNICATIONS, ETC).
So how do you think for

• SINCE APPLE ENCOURAGED THEIR CUSTOMERS TO “THINK

DIFFERENTLY”, THEY HAVE ALIGNED THEMSELVES WITH AN IDEA THAT
THOSE WHO THINK DIFFERENTLY, CHANGE THE WORLD.

• BY PURCHASING APPLE PRODUCTS, THEIR CUSTOMERS ALIGN

THEMSELVES WITH THE INNOVATIVE, IMAGINATIVE AND CREATIVE
CHARACTERISTICS THEY HOLD IN SUCH ESTEEM.
So how do you think for
• NIKE HAS TRANSCENDED BEYOND A BUSINESS THAT SELLS RUNNING
SHOES AND HAVE AMASSED AN ARMY OF LOYAL FOLLOWERS WHO
SHARE THE SAME COMPETITIVE “PLAY TO WIN” ATTITUDE.

• THEIR ALIGNMENT TO THE MOST SUCCESSFUL ATHLETES ON THE

PLANET IN KEY SPORTS SUCH AS NFL, NBA, TENNIS AND SOCCER HAS
ASSOCIATED THE BRAND WITH AN IDEA.

• “NIKE IS A BRAND FOR WINNERS”.

 Positioning examples
• Coca-Cola Positioning Statement:

• For individuals looking for high-quality beverages, Coca-Cola offers a wide range of the most
refreshing options — each creates a positive experience for customers when they enjoy a Coca-
Cola brand drink. Unlike other beverage options, Coca-Cola products inspire happiness and make a
positive difference in customers' lives, and the brand is intensely focused on the needs of
consumers and customers.
 Positioning examples
• Amazon Positioning Statement:

• For consumers who want to purchase a wide range of products online with quick delivery, Amazon
provides a one-stop online shopping site. Amazon sets itself apart from other online retailers with
its customer obsession, passion for innovation, and commitment to operational excellence.
 Positioning examples
• Nike Positioning Statement:

• For athletes in need of high-quality, fashionable athletic wear, Nike provides customers with top-
performing sports apparel and shoes made of the highest quality materials. Its products are the
most advanced in the athletic apparel industry because of Nike's commitment to innovation and
investment in the latest technologies.
 Positioning examples
• McDonald's Positioning Statement:

• For individuals looking for a quick-service restaurant with an exceptional customer experience,
McDonald's is a leader in the fast food industry, with its friendly service and consistency across
thousands of convenient locations. McDonald's' dedication to improving operations and customer
satisfaction sets it apart from other fast food restaurants.
 Positioning examples
• Hero Honda Positioning Statement:

• Bike for Indian consumers satisfying all their needs

 Positioning examples
• Pepsi

• A Pepsi advertisement.Pepsi is for people who want great tasting soda, and it offers a unique cola
flavor that is great for all different types of occasions. Pepsi stands out by being a youthful,
forward-thinking company that has been around for many years.

• Key takeaway to consider: The drive behind Pepsi’s statement is clearly powered by the idea of a
unique product and general experience.
 Positioning examples
• Facebook

• Facebook is for social-seeking people who want to stay connected to old friends and meet new
ones as well. It offers a unique way to digitally enhance your social life and keep customers happy
by helping them be a part of the things they enjoy with the people they want to be around.

• Key takeaway to consider: Facebook wants to be the way in which people communicate in the
future.
 Positioning Templates
• Template 1
• [Our company] is targeted toward [core customers] who want [what they want]. [Our company]
offers [how you propose to give the customer what they want] and makes customers [how your
company makes them feel].

• Template 1 Example
• Digital Library is targeted toward people who love reading who want less clutter. Digital Library
offers unlimited online books in a central location and makes customers feel organized and in-
control.
Positioning Templates
• Template 2

• For Your target market

• Our company What we do specifically
• Your problem The customer’s main problem you can address
• Our solution How you plan on fixing their problem with your product or service
• We have What qualifies your brand as reputable

• Template 2 Example
• For People in charge of their family’s grocery shopping
• Our companySells groceries online
• Your problemRestricted travel/expenses/time
• Our solution Groceries come directly to you; prices are lower than mainstream stores; same day delivery
• We have Proven results over 25 years in the grocery industry
Marketing
 Marketing
• Marketing is a process via which a firm creates value for its chosen
customer

• Value is created by meeting customer needs

a firm needs to define itself not by the product it sells but by the
customer benefits provided
 Defination of Marketing
• Philip Kotler defines marketing as “the science and art of exploring,
creating, and delivering value to satisfy the needs of a target market
at a profit.
• Marketing identifies unfulfilled needs and desires. It defines, measures and
quantifies the size of the identified market and the profit potential
 MarketiNg Mix
• The marketing mix refers to the set of actions, or tactics, that a company
uses to promote its brand or product in the market.
• The 4P of Marketig
• Price
• Product
• Promotion
• Place

** 5th “P” added - packaging

 MarketiNg Strategy
• Marketing strategy is the plan by which value is created in a sustained
basis by a firm

• Selecting target market & determining the desired positioning in the mind of tg

• plan for marketing activities to achieve the desired positioning

Ducker & Kotler marketing strategy process
 MarketiNg analysis

• marketing strategy starts with analysis of 5c's

STP
marketing mix
Brand Ladder
Brand Identity prism
 Brand Identity Explained
1. PHYSIQUE
2. PERSONALITY 3. CULTURE
THE FIRST ELEMENT
THE SECOND THEN EXAMINE THE
YOU NEED TO LOOK
ELEMENT IS THE CULTURE WHERE YOU
INTO IS THE
BRAND PERSONALITY. SHOULD PAY
PHYSICAL
STUDY THE WRITING ATTENTION TO THE
CHARACTERISTICS OR
STYLES, TONE, VALUES, PRINCIPLES,
THE VISUAL IMAGE OF
ATTITUDE, DESIGN, ORIGINS AND
YOUR BRAND. THESE
COLORS, BEHAVIORS.
INCLUDE BRAND
COPYWRITING ETC. UNDERSTAND HOW
LOGOS,
YOU CAN
ICONOGRAPHY,
INCORPORATE THESE
COLORS SHAPES ETC.
CULTURAL ASPECTS
WHEN DEVELOPING
YOUR BRAND.
 Brand Identity Explained
4. PRELATIONSHIP
5. REFLECTION 6. SELF IMAGE
CONSIDER THE
WHO IS THE TYPICAL SELF-IMAGE REFERS
RELATIONSHIP
USER OF YOUR TO HOW YOUR
BETWEEN YOUR
BRAND. THE CUSTOMERS
BRAND AND YOUR
REFLECTION REFERS PERCEIVE
CUSTOMER. WHAT
TO HOW YOU THEMSELVES. HERE
DOES YOUR
PERCEIVE YOUR YOU NEED TO FIGURE
CUSTOMER GET OUT
CUSTOMER AS A OUT HOW YOUR IDEAL
OF YOUR BRAND? SEE
BRAND. CONSIDER CUSTOMER WANTS
HOW YOUR BRAND
THE IMPORTANT TO BEHAVE, LOOK,
FITS INTO THE LIFE OF
DEMOGRAPHICS AND FEEL LIKE ETC.
YOUR CUSTOMERS
OTHER QUALITIES
AND HELPS SOLVE
THAT CHARACTERIZE
THEIR PROBLEMS.
YOUR CONSUMERS.
Brand Identity prism
Brand Identity prism
 Case Studies
• DoCoMo
• Evoe Spring Spa
• Scorpio
• Aqualisa Quartz

** In the the case studies done by Prof Sahay till now, the basic concepts and frameworks touched upon in the previous slides have been used
** Marketing is a lot about a marketeer's gut along with the results/ anaylsis out of these frameworks i.e calculated risks
** There is no right or wrong & it is easy to look at a case study in hindsight and say what should have been done. Who knows, had mahindra launched mahindra
scorpio - itcould have been a n even bigger success or a major failure
Thank you