Challenges of branding &

BRAND POSITIONING

Challenges of branding
Cash- short term gain vs. long term value; promo trap-reduce price- reduce
service and marketing to pay for price reduction-shot term sales improvescustomer experience deteriorates- price expectation shifts-competition responds

Consistency every touch point , every member is important, one bad

experience can pull down brand perception. Starbuck no ads for 30 yrs only experience

Clutter-

Need to be focused /unique to stand out ;great brands mean something distinct to consumers

Positioning
Having a clear positioning is a good start because Positioning states reason for brands existence Once established should rarely be changed

Positioning fundamentals
Target consumers Frame of reference Point of difference Reason to believe (end benefit)

Target audience
Largest segment brand can appeal. Can be defined as User of products smoker, coffee drinker An age & gender group Income group Multiple targets: Consumer ,user viewer buyer , influencer

Frame of reference
Consumer can infer that the brand serves the goal that is associated with the category- for hair oil/shampoo hair
fall ,dandruff, strong root, follicle. bounce style

Strengthen frame of reference through competition

Coke with Pepsi

Portrait of Pain
Moov -Enabler of the home maker ah se aha tak Amrutanjan- From those who care Fast Relief- Efficient fixer dard mitaye chutkimein Zhandu Balm- Let the fun begin Iodex dard keliye time kaha , changed product colour dark to green

Point of difference
Sets product apart from competitors in a desirable way Different and important enough to create significant sustaining volume Usually attribute based Changes based on frame of reference

Point of difference
Fairness in winters also Fair & Lovely winter cream Pantene No come back for dandruff Harpic- where other toilet cleaner dont reach Goodnight Advance smokeless coil Surf excel less lather less water

Knorr soup

Knorr soup noodle

Dettol

Dettol

What is Dettol to the consumer

An antiseptic (prevents infection; protects) Green colour Amber Liquid, glass bottle Sword/ Cross The Smell; the clouding A mother

A Sensory Brand
Sword Smell Cloud Sting symbols of reassurance, connote peace of mind to the housewife (leveraged through NPDs and advertising)

Dettol positioning
To the young, educated modern, urban middle class mother/housewife(TG) Dettol is an antiseptic liquid (FOR) that fiercely fights (sword) germs and protects with its unique medicinal properties(warm liquid, clouding , green OT color, sting the POD) That is good because it gives uncompromising protection from disease and complete peace of mind (End Benefit )

Dettol Portfolio
Dettol Antiseptic Liquid Dettol Antiseptic Cream Dettolin Dettol Soap Dettol Medicated Plaster Dettol Soap 150 g Dettol Liquid Soap Dettol Washproof Plaster Dettol Shaving Cream Dettol Fresh Soap

Dettol Today

Savlon threat

Pitched directly against Dettol New and alluring Repositioning Dettol as yesterdays solution

Savlon

Dettol Vs Savlon
Savlon
Contemporary Values Caring Good for skin Nice fragrance New technology more advanced better product Does not cause dryness

Dettol
Tradition Hard working Complete faith Multi purpose

Harsh / causes dryness

Create Brand positioning statement for Savlon

Repositioning
Changing the target audience Bajaj scooter

Repositioning

What Old Spice teaches us about brand repositioning?

We believe repositioning a brand outside the zone of credibility creates confusion for customers and ultimately dooms the repositioning effort. To best define this zone of credibility marketers must understand the customers perception of the brand and recognize how far the brand can be moved while maintaining the customers belief in the brands ability to deliver. A logical link Ensuring that the new position falls within the zone of credibility is essential but not the only consideration that must be made. Equally important is to create a logical link between a brands current and desired positions. Because marketers are, in essence, asking customers to think about the brand in a new way, customers must view the new position as a logical and acceptable extension of the brand. To achieve this, marketers must build the necessary links from customers current perceptions to the perceptions they wish to establish with the repositioning effort. Live up to its new promise Finally, a repositioned brand must live up to its new promise. To earn a permanent position in your audiences mind and wallet, your customers must feel that your brand achieves what they desire from it. The only real way a brand can have a long, successful life cycle is for it to deliver on the promise of the positioning. This is important to keep in mind when repositioning a brand since trust is hard to earn in our overcommunicated world but very easy to break - and critically important when working with an already successfully positioned brand. Iconic brands are in the enviable position of having developed long, meaningful emotional bonds with consumers. However, like in any lasting relationship, you have to constantly work on adapting to change as you grow. Every marketer plans to have their brand and target audience evolve together; unfortunately this is often not

a reality. As in the case of Old Spice, the long term survival of many brands depends on their ability to rejuvenate itself and make themselves relevant to new target audiences. So, how exactly do you take a brand that most people associate with their grandparents and reinvent it for a new younger audience? When considering repositioning a brand, brand managers must ensure that the new positioning meets three criteria: 1) It must be relevant to the customers frame of reference; 2) It must have the customers permission for the new positioning 3) The brand must deliver on the promise of the positioning. Zone of credibility To develop the most effective positioning, marketers must first look at the functional and emotional needs of the target customers, as well as the situation in which these needs occur. Understanding this reference point and how your brand is related to it is critical in determining repositioning strategy. Old Spice: A case study Old Spice, has been around since 1937. The name alone was enough to conjure up the image of the aftershave bottle in your grandfathers medicine cabinet. Certainly, brand managers at Proctor & Gamble had their work cut out when they acquired the brand in 1990. Nevertheless, P&G marketers recognized an opportunity that would allow Old Spice to appeal to new audiences, namely young men, without alienating its core. First, they turned what many saw as the brands main weakness longevity - into strength. Their new strategy was enveloped in the slogan Experience Is Everything. It recognized the long existence of the brand while allowing the brand team the freedom to push the envelope in its tactics. This very masculine brand could have tried the route o f the sports-oriented Right Guard or the womanizing of Axe Body Spray. Instead, it acknowledged its longevity and managed to intertwine experience and masculinity through an assertive, straightforward and edgy manner. The whistling sailor Old Spice featured in its previous advertising was outdated. Its new ads featured a straight shooting, confident man who

guarantees the efficacy of Old Spice deodorant. This strategic shift has been wildly successful. Old Spice became the leading deodorant and antiperspirant for men and has expanded the product offering extensively. Having successfully built market share with its new audience, it currently uses the tagline Spice Things Up. Stayed true The marketers of Old Spice stayed true to the three main considerations of repositioning a brand. Old Spice remained relevant to the customers frame of reference; gained customer permission to update this oldfashioned product into a new, stylish brand; and was able to deliver on the fresh, effective and confident promise the new positioning set out

Re branding
From Hutch to Vodafone

Brand corridor
Command Max Max Touch Orange Hutch Vodafone

The Pug Factor : A character A brand ambassador A category icon A very powerful communication tool to be ignored

Clarity & simplicity hall mark of Hutch

We are Hutch , we are in India

Dual marketing task

Post takeover of Hutch in 07 the dual task before Vodafone in 09 Coming out of Hutch brand image Improve market share & profitability through marketing higher margin VAS(value added service products)

Task
Client brief, Just go out there and tell people Hutch is now Vodafone A two-fold communication task Announce the entry of Vodafone into India Highlight the metamorphosis of Hutch into Vodafone

Reality
A vibrant global giant buying out a loveable Indian brand The problem of emotional attachment of the old brand Lack of familiarity of the owner brand Clash of smart vs. loveable, action vs. emotion Red vs. pink

The link
We realized that we had a fantastic property in the Hutch pug, which we have been using for about five years now, says Rajiv Rao A dog is adaptable Dog has a new address and dressing The simple massage of the tvc- pug has a new kennel

Simplicity
Intelligence is in simplicity Hutch is now Vodafone Dont forget the old brand Retain the emotion add a new excitement It is not a change but up gradation The super concludes, after each of four ten second commercial Change is good. Hutch is now Vodafone.

Change in nuances
Using Vodafone red colour as a visual mnemonic to remember the brand by. The pug was shown in a red basket, popping up from a red cart, drying himself on a red mat, and hiding in a red blanket. Vodafone is more energetic than Hutch, so a more energetic tune and feel was put to the film. The vibrant new version of the signature tune, You and I, was composed by the original tune maker.

Hutch Vodafone

Press Ad

The print ad was kept simple A still shot of the pug inside a red kennel The same creative was used in outdoor hoardings as well

Pug equity
Happy to help from thematic to customer care Girls missing sock Dampening postage stamp Fetching Fishing net Forgotten tie

Campaign that back fired

Cruelty towards animal Unfriendly & aggressive customer care made a mockery of help promise Hutch loyal employees fished in troubled water Social marketing sites showcase the steam

New Technology
Need for a new campaign New challenges of creating connectivity beyond Pug New context of IPL Birth of Zoozoos Birth of a new avatar , anew jadu of an ambassador Challenge of making real people and reality look like imagination

A new cluster
30 commercials explained new range product offer:SMS, MMS, Voice Messaging service , wireless internet through GPRS A new trend of communication for a new community Each ad promoting a new VAS offer to a captive spectator and through them world at large All media including TV, radio activation, print out door online Life size Zoozoos seen on the galleries amongst spectators

Zoozoo myths Behind the scene stories

Zoo zoo merchandising

So different yet so similar people wanted to know more of them Facebook site

Return of Pug
Fresh Happy to help campaign to refresh Vodafone's customer service promise. The task for this campaign was to breathe new life into the promise. Tangible service substantiators - like the over 4000 Vodafone Stores and mini stores which brought the service around the corner Self service kiosks which made it easy for a customer to help themselves anytime, anywhere; the 24-hour service and Vodafone mobile vans which actually made the service accessible at doorstep