build yourself

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Product & Brand Management MACROFORCE 2 BUILD YOURSELF

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To understand the impact of Building oneself as a macro force on the emergence of new product categories in India and the subsequent drivers and trends that have resulted in a shift in society.

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Page 1: Build yourself

Product & Brand Management

MACROFORCE 2BUILD YOURSELF

Page 2: Build yourself

PRIMARY COMMUNITY LOSS

Lower rooting to local community issues, with sporadic and relaxed bonds with neighbors.

It implies a higher disposition to move out and leave the place of residence as a result of better job offer.

Trends: Ability to move from the comfort zone without having to worry

about your family.

http://www.youtube.com/watch?v=bMfemC68PM8

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Infrastructure development : Highways , Metros , Townships Since people are more willing to move / relocate for better prospects

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Social Responsibility : Number of Brands are taking up the responsibility of social

upbringing of the society due to this changing trend.

http://www.youtube.com/watch?v=G8-PhzRkp7M

EXAMPLE OF A BRAND USING THIS DRIVER IN AN AD CAMPAIGN

http://www.youtube.com/watch?v=Whatec5gUXk

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DUTY DECLINE “Fundamental value for survival in contemporary society is not

statutory compliance but flexibility to change tactics.”

Maintaining point of difference taking responsibility of outcome

Thumsup kept a different unconventional brand identity in spite of competition from

Coke and Pepsi.

Mainstream brands such as Godrej, Shoppers Stop , and CEAT Tyres have

undertaken risk of rebranding initiatives to shed their old corporate images and position themselves in a

new, more modern light

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AMBUSH MARKETING

During 1996 cricket World Cup, although Coca Cola was the official sponsor of the tournament, Pepsi ambushed the campaign by coming up with the tagline “nothing official about it”. The campaign by Pepsi was so successful that everything official was seen as "strait jacketed, boring and outdated" and Unofficial was branded as “new, exciting, and trendy”

Kingfisher vs. GO vs. Jet Airways

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Fragmentation & Exclusion of Consumption

Identities can be built on the basis of understanding the

consumption pattern and giving a possibility of accessing goods

and services before purchasing them

Large institutions such as Social Class, Nation , Caste etc have lost their past strength and individuals have to built their own identity

which is largely based on the consumption patterns.

Means of Communications

Growth of Cities and Changing Population

Social Legislation and Social Awakening

Growth of Mass Media of Propaganda

Reasons:

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PONDS – different ranges to cater to different audience – anti ageing, gold radiance, skin brightening etc to counter P&G Olay Creams and provide customer a comprehensive portfolio to choose from

TATA Motors has diversified its product portfolio by acquiring Jaguar and Range Rover at the same time being the producers of world’s cheapest car.

They are aiming at all sections of the society and due to the economic growth in the country, based on the consumption, TATA Motors is offering a wide variety of products.

A number of lifestyle brands are also coming up in Tier2 and Tier3 cities of India, due to the upbringing of the Indian society

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Symbolic Consumption

Meeting self esteem needs Style Statement Strong Brand Association

Meaning of what is consumed becomes important.

Certain Consumption events involve a series of brands associated with the product contributing to the shaping of the people consuming it.

Belongingness to a particular group in society

Buying products that goes with the self image

Luxury Brands

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Crackers & Sweets on Diwali

Festive packs

COKE (Association)

Health Conscious People (Bundling)

EVENTS RELATED

http://www.youtube.com/watch?v=9IU2hOioxCk&feature=related

Kites on Independence Day

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Internet as a Super Market of Identities

Increased online user base in India has influenced the growth of the E-Industry

Digital Identity – formed by Links, Tags, Feeds, Nicks etc and coexists with our “REAL IDENTITY”

Every medium has its advantages for marketers, but social media has the power to transform a campaign into a

religion.

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In 2011, Johnson & Johnson’s launched its advertising campaign for Polacrilex Gum, with an innovative Facebook application. Penn-Olson reported that its Facebook page gathered about 33,500 fans in a period of just two months of its launch. The Facebook page featured an application known as Nicorette Support through which the user could enter their quitting timeline or could invite loved ones to quit smoking.

Reebok launched the Butt Revolution campaign in 2010 in which an interactive page allowed users to get answers to their queries about fitness from certified Reebok trainers. This catapulted sales for their EasyTone shoes mainly targeted women in the 18-24 age group.

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According to TOI, The Fiama Di Wills Men community on Facebook registered 1.7 lakh fans, with 3.7

million post views and over 19,000 feedback posts, all within just 30

days of its launch.

Fiama Di Wills Men Aqua Pulse Australian Adventure

Hippo launched a Twitter campaign asking consumers and retailers to tweet Hippo’s availability on retail shelves on Hippo’s Twitter page, because they

were facing difficulties in tracking distribution across India. The number of people tracking Hippo stocks on Twitter equalled 45 per cent of Parle Agro’s foods sales team. Their sales had jumped by 76 percent after

this campaign, reported HT.

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Content GenerationYoung people what to actively participate in the purchase process

through experiential consumption

Gaming Centers in Malls to experience the product before buying it

Brands like Lakme organize makeover sessions- to come

experience the product.

Test Drives

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Some of the products providing Experience as a productive feature rather than a comptemplative one.

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Subject as an object of consumption

The role of consumers have no specific genreConsumption depends on requirement & individuality

Wide number of chef (male) in India in spite of cooking normally associated with

women

http://youtu.be/MgBevCTBTJw

Fairness Creams for men have found a huge market in India, against the old association

with women.

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Experience As A Means Of Being

http://ww.youtube.cowatch?v=PDfgLG-2dY

The Experience connects the consumer and at the same time gives them a feeling of concretion in a very uncertain world.

Mall shopping culture, Multi brand outlets coming up. Example: Shoppers Stop, Pantaloons offering multi brand shopping experience at one stop.

Experiential consumption is associated with all that is surrounding the product(Place, Aesthetics, Offer content, etc) based on sensitive area.

http://www.youtube.com/watch?v=AHQn_22d3CA

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Collective ActivismCollective activism on a global scale comes up as a way for

decreasing the uncertainty level and meeting the need to socialize with one another.

Lokpal Bill activism in India (Anna Hazare)

Brand Anna

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Brands sponsoring save wildlife campaigns

BRANDS PROMOTING GREEN INITIATIVES

ITC GREEN INITIATIVES

AIRCEL Save Our Tigers Initiative

TOYOTA TREE

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Identitary Withdrawals

Example: Mc Donald's and other MNC’s entered India

Mc Donald's: Conservative response w.r.t beef burgers but localization strategy adopted to overcome apprehensions and was successful.

Others brands: Coke, Nike

Globalization gives rise to new social differentiation and polarity levels Subject to conservative and violent reactions

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Criminal groups and pop criminal

Not applicable in Indian Context

Bollywood stars defamed associated with underworld and other criminal activities.

Criminal attitudes gain a glamorized style.

Coke and Cadbury: Pesticides issue and usage of contaminated water resulted in negative publicity. (Illegal activities)

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Appreciation Of State

Strong traditions and culture prevailing in Indian States

Not applicable in INDIA

Page 23: Build yourself

Thank You Aanchal Arora

Anukool Kumar

Nalini Jain

Reuben Khanna

Sidhansh Kakkar

Sahil Oberoi

Tushar Sindhwani