global brands ....how to create
TRANSCRIPT
“What makes a GREAT Global Brand?”
By
Mr Peshwa Acharya
Chief Executive Officer
" Think As consumer “
www.thinkasconsumer.com
• www.thinkasconsumer.com • www.rocketperks.com • www.leven.co.in • www.housing.com ( Consulting CGO )
Presentation Agenda
1.DNA of Great Global Brands
2. Creating Great Brands : Tips & Tricks
1.DNA of
Great Global Brands
Powerful Purposes
To inspire and help people to compete and win- .
To inspire men to progress
To help young men get an edge in the mating game.
Invention
Innovation powered through understanding and the direct observation of what people need and desire, like or dislike . Going beyond superficial trends and getting to the essence of customer experience
Design Thinking
Known for its in-store innovations, from reverse-French-press Clover coffee to its newest Fizzio handmade sodas.
Starbucks is going beyond its standard café to better serve clients.
Starbucks, where innovation is always brewing
Dynamism
International Cachet/Status
Local relevance &
empathy
The Global Brand Balancing Act
Avoid “Being mindlessly global … or hopelessly local”
McDonald’s has more than $40 billion in sales from 30,000 outlets around the world. In order to cater to local tastes and culinary traditions, and often in respect of particular laws or religious beliefs, McDonald’s offers regionalized versions of its menu among and within different
countries.
Mattel has altered doll to fit local tradition and style. On the website each Barbie has their own description which
begins by saying hello in her native language, defining aspects of her country and culture, and describing her outfit in detail.
• But sometimes even the most iconic product has to adapt.
• Chinese division of Kraft made Oreo less sugary and it started to sell.
• Oreo was also altered to appeal to the Indian taste buds, when launched in India.
Everyone knows what an Oreo cookie is supposed to be like, round, black and white, and intensely sweet, and it has not changed for 100 years.
Powerful Simplicity
Since the launch of the Keep Walking campaign, global; volume has grown from 10 to 15m cases. With an incremental growth odf$2.2 billion.
Coke made itself more relevant to customers by creating a multi-cultural platform in markets across the world with the Open Happiness campaign.
So…
An Idea People Want To Join In With- Talent Joins In
- Opinion Leaders Join In- Media Joins in
- Consumers join in
A Great Global Brand Is A CommunityA Great Global Brand Creates Shared Excitement And
Understanding
2. Creating Great Brands
Tips & Tricks
PERSONAL EXPERIENCE
Lessons from Ariel
Drive product superiority via high performance.
Consumer relevance of “bar+ powder + blue”
built through advertising.
Product sampling (HTH) across 10mn HH’s.
Lessons from Whisper
“Real Woman Testimonial” with product superiority. Schools Program : Catch them young.
Lessons from Dettol
Smart Brand extensionDAL-DS-DLS-DK across category
1. Antiseptic2. Soap3. Liquid soap4. Utensil cleaner
Core proposition remains sameANTI-SEPTIC
Lessons from Hutch
Position as a Premium brand Message Medium Premium events association
Core message around “Network” as the “Quality of network is the key to
brand/network choice.Thus the famous “Hutch PUG” campaign
was born.
Lessons from Promise Toothpaste
Promise=Clove
Brand differentiation was created by the product benefit of natural good ingredients for teeth & gums.
Lessons from ESSAR
TMS- The mobile store first to have multi-brand handset under one roof.
Built on car phone wave. Small format store with good “Consumer
Experience” of buying mobile & related category.
Lessons fromEssar Steel Hypermart
Steel B2B product but got into retail format to meet the demand of its customer base of fabricators, Tier II and III auto vendors and agriculture equipment makers.
Lessons from Babool
Babool= Great VFMBabool= Natural Ingredient Babool= Consumer Promos Babool= Focus on Rural & Semi-urban
Lessons from ICI Paints
Feel of velvet, Glow of Pearls
ICI Dulux= Velvet TouchPremium emulsion create
the category (Product Differentiation)
Focus on Emulsions in select Markets Create Brand Pull
Lessons from Reliance Mobile
Anuskha Sharma as the Brand Ambassador instead of Hritik Roshan (2010) and use to drive 3G sales & Overall revamp of the brand.
Lessons from Reliance Digital
Create differentiation through Assortment Pricing/Promos Retail marketing Visual Merchandizing
RETAIL MARKETING is not about BRAND COMMUNI CATION but is all about
BRAND EXPERIENCE.
Parting Thought
DELIVER ACTIVITIES / PROGRAMS / COMMUNICATION / PRODUCTS / SERVICES , PEOPLE CARE ABOUT, AND
THEY’LL CARE ABOUT THE BRAND TOO.
