Commodity to Brand

1
Commodity to Brand The Journey
2
Consumer Psyche

• Today the middle class has truly emerged in
  India.
• The ever discerning consumer has very specific
  product requirements.
• Their mindset is constantly evolving, with
  emerging needs lifestyle.
• Are well travelled, aware and quality-conscious.
• Do not want to hear the virtues of a brand, they
  are interested in specifics
• Are ready to pay a certain premium for a certain
  value he believes he will get.
• Not price sensitive today. They want quality
  products and the latest technology are not
  willing to compromise.

3
Consumer Psyche (contd)

• 21st century Indian woman is radically different
  from the generation that preceded her.
•  Ready to take on challenges and be independent.
•  Stands for innate confidence, style and taste,
• Extremely aware of all products available to her
  today.
•  

4
Commodity to Brand

• Challenge for any new brand is to establish
  itself in a cluttered environment and amongst
  brands that are well entrenched in the consumers
  mind.
•  To be a brand, one has to focus on a clearly
  defined target consumer and be loyal.
• The merchandise offer and brand experience have
  to be tailored to suit the specific aspirational
  needs of this TG
• To create an emotional connect

5
India

• I find India in a perpetual organized chaos..but
  incredibly things get done amongst the craziness

• World compressed in a country
• More languages, caste, creed, need etc. than any
  other country in the world
• No two people, area even within a suburb are
  the same
• Consumers
• Diverse
• Demanding
• Intelligent
• Value vs Luxury

6
Commodity to Brand - Examples

• Travel Examples
• TGIW
• 747
• Duniya Dekho
• Auction
• Lifestyle Luxury Retail
• India 2005 -2008

7
TGIW Thank God its Wednesday

• Objective Create a relationship break the
  corporate barriers for Cox Kings Business
  Travel
• Audiences Banks, Financial Institution
• Method Sponsor a evening, invite relevant
  audience, interact without hard sell.
• Result The follow-up was warm

8
747 Travelcard

• Objective Tap a consumer channel with
  innovative means to break the mind set for
  Outbound Travel of Cox Kings
• Audience The Upper Middle class who had
  embraced cell phones, had money, needed to spend
• Method
• Offer a never heard of deal for a foreign holiday
  Singapore 2n/3d for 16999/-
• Offer 24/7 travel services
• Result 50 jump in turnover repeat business

9
Duniya Dekho

• Objective create a tag line to nullify the name
  (British perception) appeal to a different
  segment of consumers Cox Kings
• Audience Mass middle class first time
  travelers
• Method Name change, communication, referral
• Result Jump to the nos 2 position in Outbound

10
Auction

• Objective Achieve Mass appeal CSR connect
  with different segment of consumers
  Traveljini.com Resnet
• Audience merge the online offline community
• Method Multi city online offline auction
• Result Substantial amount contributed to CRY
  other charities visitors to website doubled

11
Bollywood Lifestyle

• Objective Establish a quick connect between
  jewellery (largely commodity driven) into a
  Brand- Gitanjali (Ddamas Asmi Nakshatra)
• Audience Upper Middle class with aspirations
• Method Brand Ambassadors In Movie Placements
  TV shows
• Result Immediate connect, expansion reach
  that translated into increase in turnover

12
Relationship Lifestyle

• Objective Differentiate Damas by offering
  unparallel delightful Experience with an element
  of surprise RED CARPET
• Audience Visitors to Malls Stores database of
  adjacencies
• Method Experience The Difference with the
  Positioning as You Are The Celebrity
• Result 100 increase in footfalls

13
Emotions Lifestyle

• Objective Appeal to the Indian emotions
• Audience Middle class
• Method Birth date Anniversary date offer for
  matching discount
• Result 300 jump in Sales across stores

14
Take away

• Demography shall be obsolete by 2009 end.
• Gender, marital status, family composition, work
  status, become complex because of new emerging
  lifestyle patterns.
• Target thru behavioral segmentation, and emotions
  rather than old methods.
• World is my hometown. No longer limited to one
  city, country or place, the whole world is your
  stage opportunities are endless.

15
Take away (contd)

•  
• Borders diminish distances become a thing of
  past.
• Marketers need to understand this.
• First listen then sell
•  Click the refresh button from time to time
•  Consumer Psyche is all about making decisions
  with imperfect area incomplete information
•   
•  
•