We regret to inform you that your services are no

longer required. You’ve been a perceptive and

judicious marketer, and you should be proud of
your outstanding contribution to the industry.
However, we’ve found someone younger and far
more capable.
Even worlds biggest wall gets dilapidated but brands never
Troubled Economy and Brand
Management
As the world becomes one global economy
it becomes an increasingly complex place.
Successful brand management need
multifaceted prospective
Best global brand has taught us time and
again that brand remains less volatile asset
than other business assets.
Companies may struggle but buying or
selling continues.
Ismy brand truly in sync with current
market ?

Consumer attitude constantly evolves but

during these it becomes evident. Business
model should adapt to meet this new criterion.

Brand management needs to constantly

demonstrate value. Ex – Idea Cellular
Are my employees prepared to meet
greater service and quality demands from
customers ?

Example : Financial services

Your people and sense of engagement to

your brand has never been so important.
Is innovation necessary at this point of
time ?

Example : At this juncture if Henery ford

will listen to the customer he will make a
faster horse. Maintaining status quo is
crucial
How is my competitive set likely to change?

With less money to go around Brands stop

competing in category and start to compete
beyond category.

Ex : Its no longer the choice between Nike and

Adidas its competition between shoes and
Ipods.
Do I fully understand how my brand
makes money out of my business ?

Need to understand its intricacies to

maximize its role and value to business.
Remember downturn are followed by
upturn. Growing the value of a brand is a
constant and cyclical process.
Ex – Air India
Collaborative Branding
The Law of Inevitability
Consumer generated media is here to stay.
Procter & Gamble’s former Global Marketing Officer,
James R. Stengel, attests, “the traditional marketing
model we all grew up with is obsolete.”
Only the brands that actively engage their audiences in a
conversation will survive.
Example - IPL
The Law Of Interactivity
Don’t just be active, be interactive.
Coca-Cola entreats its customers to “Design the World a
Coke” through a customization tool on its website, while
Pepsi entered for the 1st ball captain in ICC.
Another very interesting example Maggi Noodles
The Law of Numbers
A new paradigm requires a new way of
looking at numbers
You probably know what a set of eyeballs
is worth, but how about a pair of hands?
We are still in the very earliest stages of consumer
generated content, and not everyone is prepared to write
an ode to their favorite soft drink one week and design a
new can the next.
The Law of Substance
Brands that value style over substance
won’t pass the test.
Which is easier: writing an 800-word poem in iambic
pentameter on any topic of your choice, or writing
anything you like about your single greatest
achievement?
If your brand lacks a meaningful and relevant
idea, all of the brand guidelines in the world won’t help
your customers think creatively.
The Law of Improvement
Collaboration can be used to refine
brands.
Think of it as a form of research. While consumer
generated marketing often strives to engage customers
around an already well-defined idea, it can also be used
to optimize a brand.

Example : Dairy Milk

The Law of Flexibility
Those that can’t bend will break.
Use ideas rather than rules to unite and inspire people,
and let them come to their own conclusions. One thing
is certain: the days of complete and total jurisdiction
over your brand are gone. You’re playing with others
now.
Ex – PSUs and Pvt Players in various sector
BRAND BUILDING PENTAGON

I. Brand
Appraisal

V. Brand II. Brand

Expansion Definition

Brand Execution

IV. Brand III. Brand

Measurem Articulatio
ent n
 Brand Appraisal
Is there a market for this Brand ? Is there a GAP ?

GDP Trends Changing Women role

Sectoral Trends Youth Population Trend
Urban Rural Trends V. Macro Socio-
Saving Pattern changes
Economic
Education Trends Analysis Usage of Credit
IV. Consumer
Occupation Trends Analysis Govt Policy
Volume
Consumer No I. Market Value
Consumer behavior Geographic
Analysis
Seasonality
Distribution
III.
Financials Competency
Analysis
Core Competency Major Players
II.
Technical skills Competition Niche Players
R&D Analysis Future Players
Selling skills Complementary Products
People skills Supplementary Products
 Brand Execution

• Product
• Price
• Place
• Promotion
• Packaging
• Service
•P&L
• Will consumers buy a product for cracks on the sole ? – Krack
• Is there a potential for a modern domestic airlines ? – Jet Airways
• Will Indian consumers be interested in a coffee experience ? Barista
• Is there a market for fairness cream for Men ? Fair and Handsome
• Is there a need of free flow salt ? Captain cook

All these above questions were possibly asked and a thorough brand
appraisal process was resorted before these brands were born.
 Brand Definition
What should brand stand for ?

●
Laddering Ex – ●
Gap Analysis (POP
Health beverage to and POD)
sehewag ki maa ●
Position of typologies
●
Rational Ex - Santoor ●
Testing & validation
●
Emotional Ex - Krack ●
Past, Present Future

Brand Brand
Reasons Positioning

Brand
Brand Image
Mapping

●
Circle ●
Personality
●
Prism ●
Habits
●
Triangle ●
Attitudes
 Brand Articulation

How should the brand present itself to the customer ?

Brand Identity – Name,

Colour, Design, Logo
and symbols

Brand Service – Service,

Internal

Brand Communication –
Packaging, Advertising,
Surround, Direct Marketing
 Brand Measurement

Brand
Measureme
nt

Brand Dashboard
(Monthly/Daily –
Very Short Term)

Brand Track Brand Audit

(Monthly/Qtrly (Annually-
– Short Term) Long Term)
 Brand Expansion
Where should the brand go next ?

Brand
Expansion
Case Study – Brand Building
BRAND BUILDING PENTAGON

I. Brand
Appraisal

V. Brand II. Brand

Expansion Definition

Brand Execution

IV. Brand III. Brand

Measurem Articulatio
ent n
Product – Comb
Company – Global Comb Pvt Ltd
Address – BBSR, Orissa

Factors making it potentially suitable for branding :

• Comb as a product very personal in nature

• A growth trend in special hair care products for special purpose can be
noticed.
• Consciousness about dandruff is increasingly among consumers. Family
member don’t share their combs.
• Still unbranded
• There is no national player
• There is a great scope for becoming national player like recently
commodities like Atta, Chapati, tooth brush etc.
 Brand Appraisal
Is there a market for this Brand ? Is there a GAP ?

GDP Trends Changing Women role

Sectoral Trends Youth Population Trend
Urban Rural Trends V. Macro Socio-
Saving Pattern changes
Economic
Education Trends Analysis Usage of Credit
IV. Consumer
Occupation Trends Analysis Govt Policy
Volume
Consumer No I. Market Value
Consumer behavior Geographic
Analysis
Seasonality
Distribution
III.
Financials Competency
Analysis
Core Competency Major Players
II.
Technical skills Competition Niche Players
R&D Analysis Future Players
Selling skills Complementary Products
People skills Supplementary Products
 Process of branding the comb

Brand Appraisal :
Consumer Insight –
1. Most consumer don’t use branded combs
2. Relatively very low involvement during usage of the product
3. Consumers usually don’t share their combs
Buying Reasons –
4. They either misplace, lose, break the comb
5. Some get them as Gifts
6. Male – no significant colour preference
7. Female – Quiet color, design conscious, matching colors preferred
Problems –
1. Cleaning
2. Hard bristles of some combs hurt
3. Hair gets stuck in comb causing hair loss
4. Usually the home maker buys them
5. People want more designs and colors
6. Some want scented combs
Segmentation – TG definition

Rural consumers can not be targeted as they are not concerned in branded
comb. Not very personal for them. Unwilling to pay premium.

Therefore targeting urban class I and II cities.

Reason :
• Willingness to pay premium
• Quality conscious
• Increasingly hair care awareness
• Few branded comb available like Lilly, Brite …
Market

Size - Volume - Value – Growth

Top 25 cities population – 10 Cr
Estimated population base for branded comb – 20% - 2 Cr
Avg person per household - 4
No of household as customer – 50 lakh
Per household combs – 2
Market size – 1 cr volume
Growth rate – 1 % / year (1 lakh/ year)
Seasonality

No specific season, but marriage and regional festivals like raja in orissa

Price

Usually combs don’t have MRP. So that varies from Rs2 to Rs 40 depending
upon the quality and place.

Distribution

Retailers, grocery, beauty product stores as well other sources like trains,
buses etc.
Competition

• Major Brands – Lily, Brite, Daisy …

• All the brands are regional players.
• They have some market share in different parts of the country
• There is no significant benefit attached to any brand
• No advertisement at all by any player through any media
• No loyalty at all among customers

Competencies of our company

• National presence
• Advertisement
• USP – Lubricated
• Well defined quality
Macro Socio-Economic Trends

• Customers are becoming more quality conscious

• Successful branding of other commodities like tooth brush
encouraging
• Health consciousness among customers Ex – Packaged
drinking water
• Willingness for quality product against premium
 Brand Definition
What should brand stand for ?

●
Laddering Ex – ●
Gap Analysis (POP
Health beverage to and POD)
sehewag ki maa ●
Position of typologies
●
Rational Ex - Santoor ●
Testing & validation
●
Emotional Ex - Krack ●
Past, Present Future

Brand Brand
Reasons Positioning

Brand
Brand Image
Mapping

●
Circle ●
Personality
●
Prism ●
Habits
●
Triangle ●
Attitudes
Brand Definition :

Brand Reason :

Value proposition – Functional (80%) Emotional (20%)

Functional – Product attributes
• Soft cylindrical bristles, rounded tips – no hurt, less hair loss
• Ergonomically designed handles – good grip, secure hold
• Made of cellulose acetate and virgin polypropylene – unbreakable
• Various colours – select your colour
• cleaner brush – no jhanjat.
• Comb holder – never lose any comb
Emotional –
Comfortable and enjoyable experience, freedom, peace of mind,
quality and good care of hair

Brand positioning statement

Its not just a comb but a quality crafted beauty tool that is safe,
easy to use and ergonomically sound
Brand Personality :

• Male/Female (age – 15 to 40)

• Extrovert, cheerful
• Conscious about his/her looks
• No compromise on quality and willing to pay a little more for good product
• One who take care of his/her health, skin, hair
• Trendy
•Independent
• Sophisticated
• Lively
• Contemporary
 Brand Articulation

How should the brand present itself to the customer ?

Brand Identity – Name,

Colour, Design, Logo
and symbols

Brand Service – Service,

Internal

Brand Communication –
Packaging, Advertising,
Surround, Direct Marketing
Brand Articulation

Brand Name – Locks N Curls

Reason for this name
• Different from current branded combs
• Easy to speak, memorable
• Related to hair
• Multifunctional for normal as well curly hair
• Can be used as a mother brand name during brand expansion
• “N” gives a premier look
• Meaningful name reflects good quality
Brand communications

Advertising
• Main objective should be brand awareness
• Print medium should be preferred due to high involvement
• Women magazines are preferred vehicles
• In TV advertising even functional benefits to be emphasized
• Radio can be preferred due to its cost efficiency and frequency
Merchandising :

• Next to cash counter in retail for high visibility

• Near other beauty products like nail polish, hair oil, shampoo etc
Purpose to get a spill over effect

Promotions : Not advisable during launch

• Future spend – 1-2%

• combo pack at less price
• shampoo sachet free with comb
Events

• Miss/Mister beautiful hair contest can be organized at local level

• Hair types, hair problems and solutions by hair expert

Price

• Avg price range – Rs 25 to 40

• Based on perceived value pricing – soft bristles – Rs 3
Cleaner – Rs 5
Erg. Handle – Rs 2
Place :
• Two stage distribution will be used – Manufacturer to Retailer
• Key distribution points would be retailers, grocery, beauty product store,
departmental stores
• No exclusive show room and no panwala kind of shop.
• Retail margin : other brands – 20 – 25 %
Our Brand – 25 – 27%

Packaging :
• Single unit package
• Ours will be the first comb with MRP
• Comb holder and cleaner in packet itself
• One side transparent so that the colour of the comb can be seen
 Brand Measurement

Brand
Measureme
nt

Brand Dashboard
(Monthly/Daily –
Very Short Term)

Brand Track Brand Audit

(Monthly/Qtrly (Annually-
– Short Term) Long Term)
Brand Measurement :

• Brand Dashboard
• Brand Track
• Brand Audit
• Brand Reportcard
 Brand Expansion
Where should the brand go next ?

Brand
Expansion
 Brand Expansion :

Brand Vision – Present : To be a market leader in premium comb market

Future : To become synonymous with hair styling tools

Brand name expansion –

• Like “ Goldy Locks” for young girls
• Venture into premium end hair brush segment
• Possible roll out of combs for eye lashes and moustache
 Brand Execution

• Product
• Price
• Place
• Promotion
• Packaging
• Service
•P&L
Thank You
IPL – A Case Study
Collaborative Branding
Questions
LatestEntertainment aspects
Sports
Bollywood/TV
Cricket and its background
IPL – A Case StudyTest Cricket

Oneday
T 20
Cricket
IPL and ICL
Pioneer Advantage ?
SWOT IPL
SWOT ICL
Football Clubs in UK
Need Gap
Background IPL
Management Lessons
Marketing
Finance
HR
Production
Marketing Aspects
Branding Strategies
Positioning Strategies
Manoranjan ka Baap
Advertising Media
Print Media
Radio
TV
Mobile
Internet
Synergy Bollywood and Cricket
Entertainment Industry and contribution
of cricket
IPL 2
Controversies
Strategies
Why South Africa and locations
Business Model
Innovation
Societal Responsibility
Especially in SA
What Next …
Learning…
Branding and beyond…