BRAND MANAGEMENT ASSIGNMENT VI

SUBMITTED BY: Syndicate 5

Amal Jeevan (09020541056) Neha Isawe (09020541069) Nehal Nagdeve (09020541078) Prashant Kislaya (09020541081) Vaibhav Sharma (09020541113)

DAVID AAKER S MODEL OF BRAND BUILDING

Aaker s model explains how advertisement exposure, market communication and driving wheel influence the mind, heart and body of the consumer. It suggests two ways to influence the attitude and therefore the behaviour of the consumer towards repeat business. One route for sustainable brand building over a longer period of time as compared to the second one which is designed to grab maximum sales in the short run.

Awareness/Familiarity with the brand Information Regarding Attributes or Benefits Creation of Brand Image/Personality Association of Feeling with the Brand Linkage of Brand with Peers/Experts and Group Norms Healthy Incentives

AD Exposure

Brand Building

Purchase Behaviour

In the figure, the lines in black indicate Route 1 and the lines in pink indicate Route 2. Route 1 ensures building of strong brands which stand the test of time. Route 2 on the other hand may lead to the brand dying in its infant stage if the product is not good. Brands built following Route 2 can also be successful provided that the brands go back to Route 1 after the initial period of heavy promotions.

Route 1: Cadbury Dairy Milk

Awareness/Familiarity with the brand Focused on taste and purity (asli swaad zindagi ka)

AD Exposure: - Celebrity Backing - Connecting with the masses

Connected with the middle class (pay day ads) Synonymous with good times Clarified doubts regarding quality during the infamous worm incident

Built trust, perceived as a superior brand

High Repeat Purchase

Cadbury Dairy Milk entered India in 1948 to give the country The Real Taste of Life . It has been the leader in the market for several years and presently holds 30% of the market share. It has built itself as a house hold name in India by maintaining high quality levels consistently. It has also become a part of almost all special occasions: from birthdays, marriages to even when Pappu Pass Hota Hai . Dairy Milk emerged as the Most Trusted Brand in Mumbai for the 2005 edition of Brand Equity s Most Trusted Brand Survey.

Route 2: ITCs Bingo

Bingo is a very good example of a sudden spurt of pre launch promotion, backed up with excellent supply chain and prominent shelf space at both, traditional and modern retailing outlets. Bingo s unique proposition was the very Indian flavours that were adapted in the chips that they made. Hence, they could continue building the brand after the initial media blitz and they have kept on innovating in the flavours. Since variety is the core of a snacks brand to retain consumers interest, the company has asked the chefs at its hotels to suggest 16 flavours with twists like bindaas masti chaas, chatkila nimbu achar and tandoori paneer tikka-flavoured potato chips, chilli and tomato-flavoured mad angles - inspired by khakras and other snacks.

The second part of the variety came through irreverent and fun campaigns. Consumers were asked to design the ads for Bingo using the angular shape of the chips as the central theme. Bingo also ensured that it reached its audience through every possible medium. It first created a website www.bingeonbingo.com with offers, online games, downloads and even mobile games. The site was advertised with banners on websites such as Yahoo!, Rediff and Sify. The company, for example, distributed more than 400,000 large racks, to display the brand at all points of sale. The racks created a huge impact. The importance of Bingo is evident from the fact that potato-based snacks are the largest product segment (85 per cent share) in the Indian snacks market. PepsiCo Lays leads the pack with 48% market share. Presently, Bingo has a market share of 13% which is ever growing.
Brand Building Ad Exposure: Sustained Media Burst Purchase Behaviour: Brand Trial gave Positive Popularity

Reminder or Inducement: Ads, Hoardings, Shelf Space Visibility, Strong Supply Chain, Modern Retail