lokusdesign cii msme pres pune 040609
TRANSCRIPT
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The Growth Catalysts
Interactive Session on Turnaround Management for MSMEs
5th June 2008
Brand: A Tool for Turnaround & Competitive Advantage
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Evolution
Sony
Now everyone is a Master
Competition
BreakthroughR&DIPR
FundingInfrastructure1st Go-to-market
Incrementalism
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Cost and Quality no more the
differentiators
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Functionality no more an
USP
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Incrementalism
is then the
name of the game
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Soon everyone is a master
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Now what?
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You need a
change
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What you need is a
Catalyst
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Evolution
Sony
Now everyone is a Master
Competition
BreakthroughR&DIPR
FundingInfrastructure1st Go-to-market
Incrementalism
Catalyst: Design Intervention
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Break away from the Red Ocean… The Blue Ocean
Create entry barriers through Design
Design Research Identifies implicit needs rather than explicit needs: ensuring appropriateness & sustainability of products and services
Design before Technology to fit the product to the man and not man to the product
Design for Disruption… Break through
Design for Competitive Advantage
Design at the stage of inception will create more value and create Blue Oceans
What exactly Design does?
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Customers buy more than products or services, they buy your Brand
Who are you, how you look, how you treat people, what are you all about.
Every experience your customers have with you, must be wonderful and it must be
consistent
Build that kind of personal connection with you customers, and they’ll be loyal to the core
Your brand is the personal relationship your customers have with your company,
product, service or cause
What do customers buy?
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Brand Wheel Marketing Wheel
Connection
Customer-Brand Connect
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Building a brand is important, only through a brand that a business can hope to
communicate the positive attributes of its products or services to consumers
Quality and prices affect customer-buying behavior, businesses cannot afford
to ignore the merits of building a proper brand for their products or services
By building a good brand, businesses will also be able to curtail their overall
marketing budgets
Why Building Brand is Important?
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Take two identical, competing products, and the one with the best-
executed brand will always win
Take two other competing products, and even the less feature-rich
product can win if its brand is stronger; that is, customers have a better
experience using it and interacting with your company than with the other
company
We'll help build the strongest brand possible
The stronger Brand always wins
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Brand Touch Points
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How???
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Lokusdesign Process
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Brand Identity
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uct. Design Prod..
competitive advantage, sustenance, growth
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Product Design
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Packaging
Design
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Marketing Collaterals
Communication Strategy
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The Growth Catalyst!!!
www.lokusdesign.com