case studies

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BRAND CHANNEL CREATION

A Case Study

THE PROBLEM: Overcoming Market Commoditization of Special Effect Pigments

What Merck Pigments Wanted:

– To find a way of becoming distinctive in a confusing, commoditizing marketplace for pigment applications e.g. paints, inks, cosmetics etc.

What Merck Pigments Needed:

– Leverage positive equity from the parent brand to gain consumer mindshare

– Build preference in the mind of the end consumer for Merck ingredient products

– Support a price premium for itself and its primary customers in the marketplace

Suggested Route to Success:

A natural progression for Merck today is branding the ‘Pigment’ essentially extending the brand franchise beyond the direct customer, and ultimately to the end-consumer a’la INTEL INSIDE!

THE CHALLENGE:A Fragmented Value Chain of Manufacturers, Influencers, Consumers

Use products that enable

‘low cost’ and ‘high margins’

Influencers (both on customer and end consumers side) are completely unexploited

Need a reason to pay price

premium

Merc

k P

igm

en

tsPaint

Interior decorator

s, Architects

Make Up Artists

Cosmetic

PPI

En

d C

on

su

mers

Paint Trend experts &

consultants

Cosmetologists &

Consultants

Design Consultants

Product, Package, Industrial Designers

Primary Customers Influencers Influencers End Consumers

Influencing the Influencer through an engagement platform

Developing sustainable engagement with primary customers

End Consumers

Demand Pull for Products With

Merck Pigments

Awareness & Relevance for

Pigments

Demand Pull for Products With

Merck Pigments

THE STRATEGY:Collapsing the B2B Value Chain for End-User Demand Creation

THE SOLUTION:A Platform named ‘EffexX by Merck’

An initiative by Merck India that brings together Manufacturers, Designers and Consumers , to make the world better & more beautiful using Special Effect

Pigments

THE IDENTITY: ‘EffexX’

Beyond words, beyond comprehension and beyond the ordinary – there exists a world which is truly enchanting in every single way.

The bees are hovering around the brilliant flowers, the flowers are in love with the sun, the sun is shining and smiling brighter than ever before, and its rays kissing every object, alive, moving, static or inanimate and all making it into something for your eyes to believe.

It’s a world transformed by special effects. Special effects created out of a perfect amalgamation of an artist’s imagination and a scientist’s zeal.

EffexX – A World of Possibilities

Launch Communication Targeting the Beauty Industry

Platform Invite Communications

“Project EffexX”: A Co-Creation Portal for Design Professionals

500+ professionals visit/day, 65+ experts on portal , 1000+ original articles

New business opportunity was created for working with Salons and Spas

Allowed Merck to connect with a large number of businesses related to the Beauty segment

Color Inspirations - June , 2013

World of Possibilities - May 2012

Brought together experts in the field of pigments, colors and automobile

Share views and foresight on current and future global color trends in the automotive industry

Networking Forums for the Beauty and Automobile Professionals

‘CUBES OF THOUGH’ with ace designers Sahil & Sarthak

http://www.youtube.com/watch?v=yKX32jv-omc&feature=c4-overview&list=UUUR1yowFByU8swb2leCFBng

Design Innovations with Professionals

Contests

Twitter

Facebook

Consumer Awareness on “I Say No”

http://www.youtube.com/watch?v=5_4kkoTlkCQ&list=PLL4XExD0C38QQy6oHW5blgtpA1CuKC5TF

SEGMENT VOLUME/ VALUE

MARKET SHARE

GIVE GET

Market leader

High High Existing KnowledgeExclusivity

Order Value

Market Innovator

Medium High Future potential

InnovationBrand Value

Co-Branding

Market Follower

Medium Dropping or low

Quality Basket Size

Building sustainable relationships with Merck’s primary customers through a mutually beneficial exchange, to be seen as a solutions provider, creating value beyond what the competition is offering currently

Building Relationships

THE CRM PROGRAM– EffexX Advantage

Naturals Spa & Salon is a leading chain in South India. Along with Rainforest, Merck India created a new line of products for Naturals Spa & Salon for Anti Ageing and Fairness treatments

THE PROGRAM ROI: The First Co-Branded Product Launch with Manufacturers!

IN SUMMARY: A Sustainable B-C-B Brand Channel Created for Merck!

Effexx Advantag

eI Say No

AWARENESSINNOVATION PARTNERSHIP

COMMUNICATINGWith

Consumers

CO–CREATINGWith

Influencers

CO-BRANDING With

Industry

ASYMMETRIQUE COMMUNICATIONS PVT LTD, MUMBAI, INDIAWeb: www.asymmetrique.netLinkedIN: http://www.linkedin.com/company/asymmetrique-communications-pvt.-ltd.Tel : +91 22 66952433Fax : +91 22 29208162