what are brands good for?
TRANSCRIPT
How do they build brands?
Advertising
Mass-Media Communication
Consumer mentality
Marketing Efforts
-Sanket. Shah,VJTI Mumbai 8
Why is Dis-aggregation more efficient?
Customer Relationship Marketing Direct marketing Information-based marketing Consumer Interaction
-Sanket. Shah,VJTI Mumbai 11
Mass-Media Communication • One-Way
Communication
• Irrelevant information
• No personal interaction
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Consumer Relationship
• Two-Flow Relationship
• Understand Consumer History
• Be more Adaptive and responsive to individual needs
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Why use this strategy now?
Business expanded to offer services now-a-days
-Sanket. Shah,VJTI Mumbai 23
Why now use this strategy?
Business expanded to offer services now-a-days
-Sanket. Shah,VJTI Mumbai 24
Role of Brand Managers
Aggregation Marketing
• Manage Portfolio of brands
• Mass-Media
Communication
Dis-aggregation Marketing
• Manage Consumer Profitably.
• Become team player
rather then individual starts
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Why are they important? They focus on Manufacturers’ marketing and sales volume
They have Potential to attract consumer on a local-level
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Is it possible eliminate it?
Disaggregation can help eliminate
Manufacturer can influence consumer independent of the retailers
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Difficulties to eliminate Customer prefer one to many Retailers aren’t Idle
First mover can endure the competition
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Why is difficult to compete with retailers?
Manufacturer sells Brands They sell 40,000 Product stocks
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Information driven Marketing
They use customer data to personalised shopping experience -Sanket. Shah,VJTI Mumbai 39
Retailers and Brand Power Retailers use their products as to attract customer
Their products have a trust-quotient among customers
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Brand management removal
Established brands find difficult to change to segment-level and focus on only consumer
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Brand management removal
Established brands find difficult to change to segment-level and focus on only consumer
Example like Packaged Goods industries -Sanket. Shah,VJTI Mumbai 44
Why can’t they remove brands?
But this is different approach of marketing
-Sanket. Shah,VJTI Mumbai 46
Information Age
Before • Mass Media
Communication was used when no data of consumers was there
Now • Ease of access due to email
and web ad and educated consumers
• Access to customer shopping pattern and data
-Sanket. Shah,VJTI Mumbai 47
Disaggregation impact in brand management
Brand management • Success is measure by
Sales volume, product profitability and dollar sales
• Focus is on message development, branding and marketing skills
Disaggregation • Success is measure by
segment-level profitability and depth of customer relationship
• Focus is on developing knowledge of consumers segment and its behaviour
-Sanket. Shah,VJTI Mumbai 48
How to change approach?
Target communication such as web newsletter, e-mail, social media to influence consumers
Analysis customer data and interpret it
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Should Brands change?
Mass Media has its benefits for branding as it reaches large customer base
In Internet age also with media segmentation, Brands have flourish till now
-Sanket. Shah,VJTI Mumbai 52
Disaggregation or Aggregation?
• Find your brand purpose • Target consumer base • Balance out profit earning–Customer-level or
Brand-level? • Balance out possibility–Aggregation or
Disaggregation marketing?
-Sanket. Shah,VJTI Mumbai 53