Brand Strategy - The 10 Rules For Brand Building In India
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Transcript of Brand Strategy - The 10 Rules For Brand Building In India
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Not one India
But many Indias
Many Indias
But many Indias
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Contemporary Ideologies (Re)Shaping the Socio-
cultural Ethos of “Progressive” India
• The Rhetoric and Symbolism of Pleasure seekingConsumerism
• The Rhetoric and Symbolism of AcquisitionMaterialism & Wealth
Mercantilism &• The Rhetoric and Symbolism of Trading
Mercantilism &
‘Market’-ism
Liberalism &
Democracy
Celebrity & Stardom • The Rhetoric and Symbolism of Stardom
• The Rhetoric and Symbolism of Free Choice
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Contemporary Ideologies (Re)Shaping the Socio-
cultural Ethos of “Progressive” India
• The Rhetoric and Symbolism of ‘Equality’ to a ManFeminism
• The Rhetoric and Symbolism of the inherited ‘right to rule’
Authoritarian
Patriarchy (continued)
• The Rhetoric and Symbolism of Aggression, power & national pride
Conquest &
Enterprise
Packaged Spiritualism & ‘renewed’ religiosity
• The Rhetoric and Symbolism of a Vigorous Faith
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The Spirit of Optimism & Progress in
contemporary India: The Building Blocks of the
‘Aspiration’ Discourse• Transforming individual & family fortunes within a foreseeable future
• The thinking person who negotiates the boundaries of change with care
Change with
continuity
Hope & confidence
The enterprising,
• Ability to take setbacks in one’s stride and bounce back to stay the course
• Unshackling of the Self from oppression and duty bounded-ness
continuity
Resilience & Inner Strength
Celebration of the Self
& One’s Life
The enterprising,
hard working,
and positive
thinking person/
family
The “Free” Individual
within a ‘Supportive’ family
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The 10 Rules of Successful Brand Building in India
Rule 1: Adapt to Indian culture
Rule 2: Innovate for India
Rule 3: Offer value - substance + style
Rule 4: Offer a range of affordable price points
Rule 5: Celebrities workRule 5: Celebrities work
Rule 6: Project a Youthful attitude
Rule 7: Be consistent – stay up-to-date
Rule 8: Use TV+ print, supplement with digital
Rule 9: Address desire, not just need
Rule 10: Think Experience
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Rule 1: Become a Modern
Indian
Adapt to Indian culture: Be aligned
to Indian culture, tastes and
preferences
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Pizza Hut: Adapt/localize
Indianized menu
Culturally attuned advertising
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McDonald’s: Adapt/Localize
Indianized menu – no beef in the
burgers, McAloo Tikki, Paneer
Wrap, Jain Burgers
Indianized atmosphere
Culturally attuned advertising
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Frito Lay: Kurkure - Fusion
Fusion product – The flavours of
Indian Namkeen,
International/new type of product
Advertising that makes fun of
Indian family dynamics
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Cadbury’s Dairy Milk:
Integrate
Chocolate as a form of “mithai” or
Indian Sweets
Consistent strategy for the past
decade
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Kellogg’s: Failure to follow the
rule
Kept the product to International
format – to be eaten with cold milk
Advertising attack on Indian
breakfast!
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Rule 2: Innovate for India
Adapt / create products that are
specifically designed to work in specifically designed to work in
Indian conditions or reflect Indian
beliefs and practices
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Nokia Life Tools
Knowledge tuned to the needs of
Farmers and their families at a
very affordable price
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Helping Farmers
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E.g. Nokia Life ToolsE.g. Nokia Life Tools
Simple
innovations
A.V.
© 2009 P&G Annual Conference-Shiv-2310091
5
innovations
based on
consumer
understanding
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LG/Samsung Washing
Machines
Resume working automatically
after a power cut, at the stop point
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IPL
20-20 cricket presented with
Bollywood glamour and glitz
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Fructis Shampoo
Oil + shampoo variant to address
Indians’ habit and preference for
oiling their hair
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Rule 3: Think hard about
Value
Offer a combination of substance
and styleand style
Performance + Image in an
unbeatable combination (at a
good price)
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Godrej : Digitally Savvy
Go Jiyo.com – a virtual reality site
akin to Second Life
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Rule 4: Offer a wide range of
price points to be affordable to
allall
Large markets are built by vast
numbers of people consuming a
little each
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Iced Tea Launch in 2010/2011
-1 glass contains 50% of Vitamin C
of daily needs
Rs.10 pack of pre-mix powder, that can make 3 glasses
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Rule 5: Celebrities Work
Top movie stars and cricketers
endorse at least 5+ brands at any
one timeone time
At present, > 50% of advertised
brands in India use a celebrity
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Icons over the years
Year 2000 Year 2010
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Celebrities Work
Advertising
cut through
& salience
Airtel
Borrowed
Trust
Muthoot Finance
Brand Personality
Multiplier
Good Knight/WhirlpoolAirtel
Transfer of
Aura
Reid & Taylor
Good Knight/Whirlpool
Brand likeability
multiplierNokia
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Celebrities Work
Advertising
cut through
& salience
Borrowed
Trust
Muthoot Finance
Brand Personality
Multiplier
Good Knight/Whirlpool& salience
Airtel
Transfer of
Aura
Reid & Taylor
Good Knight/Whirlpool
Brand likeability
multiplierNokia
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Celebrities Work
Advertising
cut through
& salience
Airtel
Borrowed
Trust
Muthoot Finance
Brand Personality
Multiplier
Good Knight/WhirlpoolAirtel
Transfer of
Aura
Reid & Taylor
Good Knight/Whirlpool
Brand likeability
multiplierNokia
![Page 29: Brand Strategy - The 10 Rules For Brand Building In India](https://reader034.fdocuments.us/reader034/viewer/2022051411/547db5dfb379596f2b8b52d7/html5/thumbnails/29.jpg)
Celebrities Work
Advertising
cut through
& salience
Airtel
Borrowed
Trust
Muthoot Finance
Brand Personality
Multiplier
Good Knight/WhirlpoolAirtel
Transfer of
Aura
Reid & Taylor
Good Knight/Whirlpool
Brand likeability
multiplierNokia
![Page 30: Brand Strategy - The 10 Rules For Brand Building In India](https://reader034.fdocuments.us/reader034/viewer/2022051411/547db5dfb379596f2b8b52d7/html5/thumbnails/30.jpg)
Celebrities Work
Advertising
cut through
& salience
Airtel
Borrowed
Trust
Muthoot Finance
Brand Personality
Multiplier
Good Knight/WhirlpoolAirtel
Transfer of
Aura
Reid & Taylor
Good Knight/Whirlpool
Brand likeability
multiplier
Nokia
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Rule 6: Project a Youthful
AttitudeAttitude
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Financial Services Brands
Celebrate energy, zest and vitality
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Mirror Youth Attitudes to
connectconnect
Pepsi
Tata Docomo
Airtel
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Rule 7: Be Consistent – Stay up-to-
date
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Horlicks
From adult centric to kid centric
perspective on energy and growth
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Raymond
Shift of perspective from Father-
Son to Son-Father
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Rule 8: Use TV & Print –
Supplement with digital
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Media has changedYear 2000 Year 2010
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Rule 9: Address desire not just need
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Rule 10: Think Experience, not just
product
Product + service + add ons + place
+ interactivity
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The 10 Rules of Successful Brand Building in India
Rule 1: Adapt to Indian culture
Rule 2: Innovate for India
Rule 3: Offer value - substance + style
Rule 4: Offer a range of affordable price points
Rule 5: Celebrities workRule 5: Celebrities work
Rule 6: Project a Youthful attitude
Rule 7: Be consistent – stay up-to-date
Rule 8: Use TV+ print, supplement with digital
Rule 9: Address desire, not just need
Rule 10: Think Experience