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Seminar Structure

A Seminar on BRAND-BUILDING ADVERTISING Please use the CD in the FCB-Ulka Brand Building Advertising Cases book for the advertisements and TV commercials needed for the Seminar. Posting them on the site would have made the download slower. Seminar Structure. Part I : Branding concepts

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Seminar Structure

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  1. A SeminaronBRAND-BUILDING ADVERTISINGPlease use the CD in the FCB-Ulka Brand Building Advertising Cases book for the advertisements and TV commercials needed for the Seminar. Posting them on the site would have made the download slower.

  2. Seminar Structure Part I : Branding concepts Part II : Brand-building Advertising Part III : Consumer Products Part IV : Consumer Durables Part V : Services Part VI : Corporate Brands

  3. Seminar Part IBranding Concepts

  4. A product A service A logo Apackaging Ashop Aperson A country What Is a Brand?

  5. Brand = Product + Images • More than just the product or the service • Add the intangible images that come to mind • Add the usage occasions that come to mind • Add the user imagery that comes to mind Brand = Values + Added values

  6. Brand-building : The Focus • Not just a one-off exercise • Continuously track brand appeal, brand image with target consumers • Keep re-looking at all the aspects of the brand to keep it relevant and attractive End purpose : Attract and Retain customers

  7. Extended Core Understanding Brands : Aaker’s Model Brand Essence • Brand as Product Brand as Organization • Brand as Person Brand as Symbol • Value Proposition (Emotional/Rational/Self-expressive) • Credibility (Support / Proof / Story )

  8. Personality Physique EXTERNALISATION INTERNALISATION Relationship Culture Self-Image Reflection The Kapferer Brand Identity Prism PICTURE OF SENDER PICTURE OF RECIPIENT

  9. Brand-building Advertising SeminarSelf-test -1 Brand: Amul Draw Aaker’s model Draw Kapferer’s prism

  10. Extended Core Pride Value Available Brand Essence: Taste Milk Quality Indian Variety Food AMUL : Aaker’s Model

  11. Physique : Taste, Quality Personality : Simple, Indian Relationship : Sociable Culture : Co-operative, Sharing Self-Image : Proud Indian, Fun loving Reflection : Value Oriented AMUL : Kapferer’s Prism AMUL

  12. Brand-building: The Steps Determine the current image with consumers Feedback to action plan Define the desired image • Identify focus areas for action • Product development/innovation • Packaging/delivery systems • Advertising/promotions Implement action plan witha monitoring programme

  13. Seminar Part IIBrand Building Advertising

  14. Objective of advertising “Build the business today and build brand value overtime” • All advertising has to pass through this objective test

  15. How does Advertising build Brands? Building brand salience • TOM • Unaided awareness - aided awareness Building brand appeal • Intention to try - trial • Reinforce usage - increase usage Building brand imagery • Usage imagery - user imagery

  16. Building Blocks for Brand-building Advertising I MarketanalysisSize, volume, value, growth, geographic, seasonality • Company • analysis • Size, profitability, • distribution, technology • Consumer • analysis • Size, demographic, geographic • Usage, depth, width Brand • Competitor analysis • Size, profitability, strengths, weaknesses

  17. Building Blocks for Brand-building Advertising II Market analysis + consumer analysis + company analysis + competitor analysis Marketing objectives Sales, market share, profits Marketing strategy Product, pricing, distribution, service, packaging Advertising & sales promotion Advertising objective Awareness, salience,Image, attitude Advertising strategy Creative strategy,Media strategy

  18. How Does Advertising Work I Purchase Classic Hierarchy of Effect Model Conviction Preference Liking Knowledge Awareness

  19. How Does Advertising Work II • Hierarchy of effect model tends to assume that advertising works the same way for all product categories • Work on understanding Consumer Behaviour revealed that advertising would work differently for different products • Several new models were developed in the eighties and the nineties • One such model was the FCB Grid • The Grid categorised products as • High involvement Vs low involvement • Thinking Vs feeling

  20. How Does Advertising Work IIFCB Grid • Low involvement • Consumer is not involved; tends to see the utilitarian values of the category; routine/quick decision making • E.g.: detergents, fuel, flour, mobile service (?) High involvement Consumer is involved with the product category; identifies with it and often takes time to decide which brand to use E.g.: TV, car, perfume, clothes, insurance (?)

  21. How Does Advertising Work IIFCB Grid Think Vs feel • Think • Consumer decides using his head : • ‘Rationality’ drives the choice of product/brand • FeelConsumer decides using his heart : • ‘ Emotionality’ drives the choice of product/brand

  22. THINKING FEELING HIGH INVOLVEMENT LOW INVOLVEMENT Advertising to fit FCB Grid requirements I) INFORMATIVE II) AFFECTIVE LEARN-FEEL- DO FEEL-LEARN-DO III) HABITUAL IV) SATISFACTION DO-LEARN-FEEL DO-FEEL-LEARN

  23. Category Differences Consumer Durables Consumer Products Corporate Services Lower values Higher values Indeterminate No value Frequent purchase Infrequent Indeterminate Variable Narrow/Broad Target customer Narrow Target Customer Variable Very wide/ variable Role of advertising in brand-building will tend to vary with category type

  24. Thinking Feeling Brand-building Advertising SeminarFCB Grid - Self-test 2 High Involvement Low Involvement Plot: car, TV, detergents, perfumes, flour, clothing, insurance, mobile

  25. Seminar Part IIIConsumer Products

  26. Consumer Products : What are they? • Low value, repeat purchase, ‘consumption’ products • Male target : Cigarettes, soft drinks, colognes • Housewife: Soaps, shampoo, cooking oil, detergents • Teenagers: Soft drinks, confectionery, stationery • Repeat usage/purchase: everyday, every week, every month

  27. Consumer Products : Types What is the consumer issue facing the brand? • Poor awareness leading to poor trial • Poor repeat usage after high trial • Lack of desired image perceptions Often low involvement, routine purchase or impulse purchase • Some consumer products could • be high involvement • Perfumes, Cigarettes • Health aids, Baby foods • What is the key task? • Attracting new users • Retaining existing users

  28. Consumer Product Purchase Behaviour 1 • Who decides, who buys, who influences • Map the key influences in the purchase process • Example • Toothpaste : Housewife (decision maker) Kid (influencer)

  29. Consumer Product Purchase Behaviour 2 • Limited level of information search by consumers • Often a routinised purchase or an impulse purchase • Extended problem solving only in the case of innovation • Cream for ‘foot cracks’

  30. Consumer Product Purchase Behaviour 3 • All India Household Category penetration Soaps 99% Washing cake 93% Toothpaste 44% Hair oil 77% • Analyse by SEC, Urban/Rural, Per Capita, CDI /BDI • Consumer Product Life Cycle : What stage is the product ? Introduction / Growth / Maturity / Decline

  31. Role of Advertising • Going beyond : using product category information ; learn - feel - do ? • Giving users the desired image messages • Attracting non-users to the brand • Fitting into the AIDA / hierarchy of effects model • Awareness • Interest • Desire • Action

  32. Brand-building Advertising Seminar Self Test 3 • Consumer panel data shows the following: aaaabaacbabcbabbb • a, b, c are three brands • Draw three inferences from the data • What should be the role of advertising for Brand ‘a’ ?

  33. Santoor : A Case of Mistaken Identity

  34. Santoor : A Case of Mistaken Identity • Launched as a ‘Sandal + Turmeric’ soap by Wipro in 1986 • Attractively priced and a good product offering • Conceived as an affordable soap with the goodness of Sandal • Till then sandal seen as a high value ingredient only available in Mysore Sandal soap • Vicco making a success of sandal + turmeric cream

  35. Santoor : Phase I Promotion • Advertised as a ‘sandal + turmeric’ soap • Offering “age old beauty secrets of India” • Price flagged off at the end • Traditional imagery of woman in sari, temple, sandal paste

  36. Santoor : Phase I Results • Brand attracted decent volumes : 2,500 tonnes • Got a core group of ‘Value oriented’ consumers to try and remain with the brand • But growth stopped in Year 2 • No new users coming into brand !

  37. Santoor : The Challenge • Need to retain the traditional users • Need to rapidly attract new users • Need to provide image values that will build the brand for future growth

  38. Santoor : The Brand Interrogation • Sandal and turmeric traditional beauty aids in India • What are their roles in skin care? • Searched literature for finding how sandal and turmeric are useful for beauty care • The Secret: Skin Care • Both are great skin care aids • In fact help reduce wrinkles and impart a youthful glow

  39. Santoor : The Ingredient Vs The Benefit • Santoor selling ingredients to a set of believers • But not many knew of the benefits the brand and its ingredients offered • Why not move away from ‘ingredient’ based advertising to ‘benefit’ based advertising? • What if the core users moved away thinking the brand has changed?

  40. Santoor : Finding the Balance • New advertising needed to present the brand in a new light to attract new users • But old users should not get alienated either! • The answer : Benefit based advertising rooted in the ingredients • “Santoor cares for your skin because it contains the goodness of sandal and turmeric”

  41. Santoor : Skincare to Younger Looking Skin • Skin care, too broad an offer • Narrowed down to younger looking skin • Based on product interrogation • Delivering the younger looking skin story • “Mistaken identity” • A common occurrence • Based on a consumer insight

  42. Santoor Press Ad

  43. Santoor TVC : Book shop

  44. Santoor TVC : Marriage

  45. Santoor TVC : Aerobics

  46. Santoor : The Growth Path • New advertising broke in 1989 - the brand sales have climbed consistently over the last 12 years • Santoor has outperformed the market constantly • Built a brand without • Mega media budgets • High-power sales force • Major technological innovations

  47. Brand-building Advertising SeminarSantoor : The Challenges Ahead - Self Test 4 • What should be Santoor’s next moves in building a strong brand? Brand Extentions Advertising Promotions

  48. Captain Cook Atta - Farmer to Home

  49. Captain Cook Atta - Farmer to Home • Captain Cook Salt launched in mid eighties • After a few false starts established a strong hold in the market against Tata salt with the “free flow” feature • Captain Cook brand seen as an aggressive, combative, young brand • Plans on to extend Captain Cook to other food products

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