Is The Indian Consumer Brand Ready
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Is the Indian consumer
brand-ready?
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BEEEEEEEEEEEEEP!Wrong question!
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Does she have an alternative?
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In fact, the key issue confronting today’s Indian consumer
can be summed up in one word
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Look at the number of cars marketed in India
todayAudi IndiaBentley Motors LimitedBMW IndiaFiat IndiaFord MotorsGeneral MotorsHindustan MotorsHonda IndiaTata MotorsToyota India
Hyundai MotorsLamborghini IndiaMahindra & MahindraMarutiMercedes India Nissan MotorsPorscheRevaRolls-RoyceSkoda Auto IndiaSports Cars India
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The market is flooded with brands
In the last 12 months alone we’ve seen the launches of . . .
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20 new brands of toilet soap
Source: TAM
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12 new brands of creams and moisturizing lotions
8 new face packs and astringents
Source: TAM
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40 new brands or models of kitchen appliances
Source: TAM
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55 new models of cars or motorcycles
Source: TAM
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Source: TAM
72 new brands/models of mobile phones
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To add to the confusion,By end 2007 there will be
Source: Technopak
10,000 exclusive retail showrooms
50 hypermarkets
1500 supermarkets
305 department stores
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There are just too many options in every category
And if that’s not enough . . .
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Life has become busierThe average commuting time of an urban Indian has increased exponentiallyWorking hours have increased drasticallyWork timings have changed - now we must work when the US or Europe does
Need to get actual figures
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The Indian consumer has more choices and less time
to choose
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So how does she choose?
? ???
?
? ?
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She chooses a brandand sticks with it
It should be simple.
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After all . . .
Our consumer doesn’t know and cannot process the totality of a brand or product– Nobody has the time to figure out what’s
absolutely right in a purchase decision. So she would infinitely prefer to have a brand she can trust and with which she can develop a relationshipA brand she can pick up blindly - without wasting too much time
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Why should she think about which soap to buy?
Lux works
Pick up Lux!
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Hey, it’s easier, doesn’t waste time and is altogether more relaxing
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But . . .
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Here comes the glass teat . . .
The current Size of the entertainment industry is Rs 40,230 Crore– With an estimated growth rate
of 20 % over the next 4 years
There are already 300 television channelsAnd the ad spend in India is just 0.48 % of GDP versus a global average of 0.96 %!
Source: Association of Indian Magazines
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We haven't the ability,time or desire to absorb even
a fraction of all this
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And everybody’s wooing the consumer in the same way . . .
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Ford says, “Go Fida!”
And shows a car
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SX4 talks about ‘real men’
And shows a car
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Indica says, “You gotta be dumb!”
And shows a car
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Verna talks about 250 horses
And shows a car
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Isn’t this getting boring?
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BRANDSLL??
‘The word brand is over-used, sterile and unimaginative’
Michael Eisner,CEO, Disney
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In fact, the Indian consumer isn’t just brand-ready . . .
she’s brand hungryStarving . . .
Famished . . .Ravenous . . .
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Moment of truth:
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She’s ready –but are we?
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Are marketeersdifferentiating
brands sufficiently?
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Do all brands have a unique value proposition?
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Do they have a unique emotional
proposition?
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Are they based on a
unique insight?
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Do they have anything uniqueunique
about them at all?
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That’s why there’s a crying need for scientific, process-
driven brandingBecause there’s a crying need
for brands that consumers relate to and choose automatically
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Question:
How do you establish a brand relationship?
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Answer:
How do you develop a relationship with anybody?
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First you’re attracted by his or
her looks and personality
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But what maintains the relationship?
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An appreciation of each other’s intelligence
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A likeability and consistency of behavior
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Two dimensions, in short
Both of which apply to brands as well
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Branding today needs to be more sophisticated
and cannot be restricted to the single dimension of personality
A postulate
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•Scope•Attributes•Uses•Quality/Value•Functional benefits
After all, a brand is much more than a product
Organizational Associations
Brand personality
Symbols
Brand/Customer relationships
Self-expressive benefits
Emotional benefits
User imagery
Country of origin
Brand
Product
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It is the business as a whole
Hence, it is critical for marketers to first evolve a strategic Brand Identity And it must be done before spending the big bucks in creating the physical identity.The strategic identity evolution needs to necessarily take into account the macro- organizational perspectiveAnd the business’ internal strengths and weaknesses This means that Brand Identity must be based on a dimension beyond conventional personality.
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So what can be the other dimension?
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Brand Intelligence
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When Hindustan Lever launches a soap, the basic intelligence of the brand will be very different from a soap launched by Marico or ITCThat intelligence is inextricably linked to the brand owner’s core strengths and weaknessesErgo, that intelligence must be reflected in the way the brand behaves
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Unfortunately this is something most brand-builders ignore
We believe, while creating a brand, we must take into account . . .
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1. Brand Intelligence:
1. This reflects your brand’s fundamental abilities and internal competencies: that is, your brand’s DNA.
2. It tells you what your brand can do
2. Brand Personality:
1. Expresses your brand’s behavior: that is, how it reacts to environmental factors and upbringing
2. It tells you how your brand will do what it does
INTELLIGENCE + PERSONALITY
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By taking into account two dimensions,
a brand incorporates . . .
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Realistic marketpotential
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Consumer attitudes
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The environment
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A company’s internal strengths
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In short, the whole picture
Internal
Market
Consumer
Environment
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So your brand identity becomes more than just a branding tool
It becomes abusiness
governance tool
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One that gives you clear directions for:
Product Portfolio ManagementNew Product DevelopmentRetail & Channel strategySales Organization Structure and training requirements Complete communication plan (both above and below the line)Detailed briefs for Ad Agencies, Designers and Merchandisers to create appropriate creative products
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Some examples
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TVS Tyres - where brand identity became the brief for tyre designNamdhari Fresh - where brand identity dictated the way the store brand’s products were designedGreenlime Tissues - where brand identity decided the distribution strategy
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Implications for the marketer
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Since the consumer decision making process is complex and most of the times an irrational one, it is a common belief across marketing and branding professionals and consultants that there is no science behind it. We at Vertebrand hold a contrarian view. For us, marketing and branding is as much a science as it is an art form. – The entire approach to understanding the minds of the
consumer and developing the brand identity and essence needs to be scientific.
– While this needs to artistically and creatively translate into communication and market activity that is captivating.
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Finally, all brands have only one raison d’etre
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Right?