what are brands good for?
TRANSCRIPT
![Page 1: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/1.jpg)
In this era of disaggregation ,what are brands good for ?
![Page 2: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/2.jpg)
What are brands?
![Page 3: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/3.jpg)
Brands are the medium to reach a large number of people, with a promise to deliver clearly stated benefits.
![Page 4: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/4.jpg)
Brand’s Purpose ?
![Page 5: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/5.jpg)
Building Customer Relationship
Permits charging of Premium Prices
Reduced Risk in introduction of New Product
Firms get an edge over Distributors
![Page 6: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/6.jpg)
What was ?
![Page 7: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/7.jpg)
BRAND CENTERED MARKETING ………
THE ERA OF MASS COMMUNICATION
![Page 8: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/8.jpg)
Based on Aggregation
![Page 9: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/9.jpg)
What it is now ?
![Page 10: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/10.jpg)
CONSUMER SEGMENT
CENTERED MARKETING
ERA OF INFORMATION REVOLUTION
![Page 11: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/11.jpg)
Based on Disaggregation
![Page 12: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/12.jpg)
What is “Disaggregation?”
![Page 13: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/13.jpg)
Segmenting customers as per their needs and addressing their customized needs via
personalized two way communication is
DISAGGREGATION.
![Page 14: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/14.jpg)
Why to disaggregate ?
![Page 15: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/15.jpg)
Marketing becomes more adaptive to
differences in consumer needs.
Marketers become more responsive towards consumers‘ changing needs.
The strategic & tactical tasks performed by brand
are performed more profitably & less
expensively.
![Page 16: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/16.jpg)
How to Disaggregate ?
![Page 17: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/17.jpg)
VIA
Call Centers
Web Sites Direct
Mails
E- mails
Customized
Magazines
![Page 18: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/18.jpg)
Thus , in this era of disaggregation, what are brands
good for ?
![Page 19: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/19.jpg)
Well………
![Page 20: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/20.jpg)
The purposes of brands have been redefined in three core areas:
Consumer Relationship
Channel Relationship
Brand Management Organization
![Page 21: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/21.jpg)
Consumer Relationship
![Page 22: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/22.jpg)
In a Brand Centered Approach….
![Page 23: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/23.jpg)
• Is built by brands by fulfilling stated benefits.
• No personalization
• Driven by logic of ‘Aggregation.’• Relationships are shallow.
• One –way communication.
![Page 24: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/24.jpg)
In the Approach of ‘ Disaggregation’ …….
![Page 25: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/25.jpg)
• Is built by history of past interactions
• Personalized Interaction
• Driven by logic of ‘Disaggregation’
• Relationships are deep.
• Two-way communication
![Page 26: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/26.jpg)
Both firms & Consumers prefer the personalized approach to blanket coverage of brands.
![Page 27: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/27.jpg)
Changes that have come……
![Page 28: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/28.jpg)
The locus of product
relationship is shifting away from product
brands towards umbrella brand.
The strategic &tactical activities are implemented
with targeted segments rather
than at brand level
Brands shed their roles and focuses on delivering their value proposition.
![Page 29: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/29.jpg)
Thus………
![Page 30: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/30.jpg)
Brands have become team players rather than individual stars for managing Consumer segment profitability.
![Page 31: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/31.jpg)
Channel Relationship
![Page 32: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/32.jpg)
Retailers’ business is no longer about collecting rent on shelf space.
![Page 33: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/33.jpg)
In the present scenario, retail stores are …………
![Page 34: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/34.jpg)
Promote Profitable Private Labels
Strong Loyalty
Create store-brand
awareness
![Page 35: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/35.jpg)
Disaggregation is an opportunity to restore the balance to the imbalance of power b/w manufacturer & retailers.
![Page 36: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/36.jpg)
How
![Page 37: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/37.jpg)
Provides medium to manufactures to influence consumer decisions independent of retailers.
Restores credibility to manufactures.
![Page 38: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/38.jpg)
Greater variety allow retailers to achieve finer level of segmentation
They can assemble an assortment of products &
brands that make sense to consumers.
![Page 39: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/39.jpg)
Channel relationship no longer perceive Brand, as being the focal
point of marketing.
![Page 40: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/40.jpg)
What do then BRANDS do ?
![Page 41: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/41.jpg)
Brands have become building blocks of retailer’s value proposition to targeted segments.
![Page 42: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/42.jpg)
Brand Management Organization
![Page 43: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/43.jpg)
This organization was pioneer in introducing……………..
BRAND MANAGERS
They looked after………
![Page 44: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/44.jpg)
Development of Marketing initiative at Brand level.
![Page 45: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/45.jpg)
Profitability of their brand rather than entire portfolio
![Page 46: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/46.jpg)
In this system, same consumers were addressed again and again by the same company under different brands
![Page 47: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/47.jpg)
Thus the Brand Management System was not using the useful consumer information & proved to be a hindrance to disaggregation initiatives due to subtle differences which follows………….
![Page 48: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/48.jpg)
In Brand Management System….
![Page 49: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/49.jpg)
Teams are assigned to BRANDS
Mode of success gauge: Brand profitability
The question asked is………………..
![Page 50: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/50.jpg)
Given our resources, what
else can we do ?
![Page 51: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/51.jpg)
In Disaggregate Marketing……………
![Page 52: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/52.jpg)
Teams are assigned to segments of similar CONSUMERS
Mode of success gauge: Segment level profitability
The question asked is……………..
![Page 53: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/53.jpg)
What else does the consumer segment require ?
What else can we deliver to them as part of complete solution?
![Page 54: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/54.jpg)
The difference disaggregate marketing can
bring can be seen on the right
![Page 55: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/55.jpg)
Finally can be said,
the era of disaggregation has begun
&………………………………
![Page 56: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/56.jpg)
The role of Brands have been reduced & now they have become more focused on value proposition as a whole under one
portfolio.
![Page 57: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/57.jpg)
![Page 58: What are brands good for?](https://reader030.vdocuments.mx/reader030/viewer/2022032620/55ce944ebb61eb90208b4683/html5/thumbnails/58.jpg)
DISCLAIMER
Created by
Khushi Sahu,
IIT BHU,during an internship by
Prof. Sameer Mathur, IIM Lucknow.
www.IIMinternship.com