MBA Handbook-VII

How Sensodyne create a Niche Market in India

(Sensodyne raised awareness about tooth sensitivity in India & its treatment creating a breakthrough brand in the process)

In 2010,GlaxoSmithKline launched

their brand Sensodyne in

India when the Indian

toothpaste market was at a

basic benefit level where brands were focusing in 3

benefits;-Freshness

-Cavity Protection-Germ Kill

Sensodyne was the first to

identify the gap between the existence of

tooth sensitivity & awareness

about the condition & its solution. Hence

Sensodyne focused on educating Indians

Sensodyne’s strategy on educating Indians on sensitivity-Case Study

ResultsA key success

indicator was the significant rise in India’s sensitivity awareness index to global levels moving from 17%(2010) to

32%(2013).The brand aims to

grow the category by touching more

lives through consistent education

Sensodyne’s vision

To create a future where every life is

sensitivity-free

When engaged in a conversation,

people recalled that they had

experienced short, sharp, sensations

earlier too but had never taken them

seriously

1.Chill TestsChill test were

conducted at various high-footfall areas

asking people to drink cold water. This test made people realize

that they unknowingly suffered from teeth sensitivity which

prevented them from enjoying some food &

drinks

2.Engagement with Dentist community in

IndiaSensodyne adopted a

long-term engagement wherein its

representatives visited the dentists more

frequently & engaged them more closely

YES Bank offers “SMART Box”

solution for e-commerce deliveries

E-Commerce players bleed money more in logistics than in the fabulous discounts they offer on various products.

Track a delivery boy who begins the day with about 30 consignments to be delivered. Given the traffic conditions & deplorable roads across most Indian metros that seems a stiff target. Also jams occur even while waiting for elevators to

reach so many high-rise offices

A Simple solutionWhere your package is delivered to a pre-designated pickup

spot, close to your residence/office where you can go & pickup your package at your convenience after swiping your

card paying the necessary amount. YES Bank is in the process of doing precisely that in tandem with some e-commerce

players

The solution YES Bank has come-up with is “SMART Box”-10 by 3 feet box with about 52 compartments/lockers of

various sizes in which the parcels will be deposited. An SMS giving you the access code will be sent to your mobile. After

swiping your card at the PoS(Point-Of-Sale)machine kept neat the SMART Box & making the payment, the designated

compartment will open automatically & you can pick your baggage

YES Bank has deployed about 12 such boxes & POS Machines in DRMC Delhi & hopes to add another 125 by June 2016.The bank plans to roll these out across other metros & have about 1,000 such boxes across the country within a year

Whenever, you order your consignment, your e-commerce marketplace(Ex: Flipkart, Snapdeal or Amazon)will prompt you by saying , “By the way there is a SMART Box located nearby based on your pin code. Would you like to opt for delivery there”?If you agree, the logistics guy will deliver it there (where it will remain for three days)& you will get an SMS Alert & an One-Time Password(OTP) to access the SMART Box

This solution is a win-win situation as the deliveries can now be made even at night. Also customers need no longer experience the anxiety or guilt of missing the delivery boyThe solution is being piloted with a couple of small websites & has started seeing success & big e-commerce entities are expected to join in soon

Pilot project in DELHI(DRMC)

India’s most influential Brands-2015(A study by Ipsos-A Global Market Research Company)

Rank1

Rank2

Rank3

Rank4

Rank5

Rank6

Rank7

Rank8

Rank9

Rank10

Research methodology

The study was conducted by Ipsos across 21 countries & involved 36,600 interviews

In India where the study was conducted for the first time,

1,000 respondents ere interviewed online

The study has the following goals;-To define & measure influence-To rank brands according to their influence within each country-Rank brands according to their influence globally & identify what factors explain or drive the current level of influence for each of the brands at the country level & at the global level

The study uses a dichotomous scale-answer to each question is either a yes or a no-fully 5 point scales would be too onerous on

respondents

A factor analysis was conducted using the 57 statements in the questionnaire & a total of 6 factors were revealed from this analysis. One of these factors contained 11 statements & was clearly the “Influence Factor”The 5 remaining factors were used as candidates to help explain “what makes each brand influential”. These 5 factors are;-Leading Edge-Corporate Citizenship-Trustworthiness-Presence-Engagement

The most influential brands are important & relevant in the world.

Consumers identify with these brands & have an emotional relationship with them. They couldn’t imagine

their lives without them

A Across the world Influence means different things to

different people.In Delhi,

influence means something that could get you up & close with those in the corridors of power

In Mumbai,it could mean something that can get you a college seat or even a

railway berth

The most Influential brands study evaluated 100+ brands that spend

the most on advertising & have high brand equity,

involvement & influence

How did IPSOS measure Influence?The simple meaning this

word “Influence” is having an impact on

people’s lives.(a)There is a tremendous degree of trust in these

brands .(b)Influential brands have aspirational qualities-they offer a gateway to a better,

more interesting life by giving people tools to

make smart choices

Trustworthiness

Truest s the cornerstone of

any great relationship.

People use, rely & believe in

themLeading edge

Influential brands zig when all others zag.

They are iconic, edgy,

unconventional, innovative &

uniquePresenceTo be influential, you have to be seen, heard & known. That

means being out there and or

inspiring an army of advocates to do

the job for you. This is where the biggest, boldest &

paid marketing efforts get to

work- promotion, placement &

people

Corporate Citizenship

People expect brands to make a difference to the community.

Some of the brands that rank

as most influential are committed to dong the tight

thing

Engaging with customersThis means

connecting & interacting with

the brand in more ways than

just point-of-sale

5 Dimensions contributing Influence

Anup George RebelloManager

The Catholic Syrian Bank Ltd(anuprebello.6@gmail.com)

http://www.slideshare.net/anuppresentations