-BY JAGDEEP KAPOOR

Practical road map of 9 brand strategies to build winning brands

All the 9 strategies have to be used in correct sequence for effective brand building

Illustrates recent and relevant Indian examples

THE NEED SHAASTRA

Brand Category Growth Strategy

Markets don’t decline, they shift…

Identify needs of and create needs for consumersE.g. :No Marks

Five basic types of needs:Existing needs – Identify and meet

theseE.g. food like Amul butter, clothing –

Levis

Latent needs – Manifest theseE.g. Café Coffee Day

Opportunity needs – Create theseE.g. Bisleri, Bailey

Changing needs – Address theseE.g. Services provided by mobile

phones liks SMS and MMS

No needs – Ignore these

THE SEED SHAASTRA

Brand Idea Growth Strategy

The idea seed is the solution of the need…

The idea has to be seeded in the heart and mind of the target

Done by understanding consumer behavior

Seeding an idea is not a one time activity and does not take place uniformly

A continuous process

It is like propagating an idea, spreading the word as it were, of the whys and the wherefores of the brand and how it would benefit the consumers immensely

E.g. Fair and Lovely – Saavli, Titan Raga.

THE HEED SHAASTRA

Brand Awareness Growth Strategy

Make the consumer aware-Beware of the

unaware.

There are 3 steps in the Heed Shaastra

Awareness Recognition Recall

Anjaan Jaan Pehchan Gyan

THE DEED SHAASTRA

Brand Trials Growth Strategy

Generate Trials through 3 steps

Brand Mantra: “Sample to Sell Ample”Create more awareness through trials

and from trials to repeats using important tool of sampling.

This strategic tool is divided into 3 parts:

The why The try The buy

Mental sampling Why buy Why switchHow to decide what to buy????

The Fmcg sector- Anchor White toothpaste

Their …… “100 percent Vegetarian” approved by the Vegetarian Society of London

Physical samplingEg: 1.Food Products:

2. Consumer Durables

Physical samplingE.g.: 3. Automobile Sector

Financial samplingDepends: Availability Affordability

Financial samplingDepends: Customer friendly price points

THE FEED SHAASTRA

Brand Repeats Growth Strategy

To garner good word of mouth, don’t compete with others.

Compete with yourself, constantly raising standards

7 important elements

1.Product Quality-IMPECCABLE

E.g.: Tourism Sector

7 important elements

2.Service Quality- FOCUSED

E.g.: Automobile Sector- Maruti

7 important elements

3.Brand Experience- REPEATS

E.g.: Aviation Sector Hotels

7 important elements

4.Customer Satisfaction- SATISFY5.Customer Delight- SURPASSES THE

NEED6.Customer Surprise-POSITIVITY7.Good Brand Word of Mouth- CLIMAX

E.g.: Restaurants

THE SPEED SHAASTRA

Brand Sales Growth Strategy

Its is important to have sales pace ,to be a Brand

ace.

To gain speed & accelerate to ensure brand sales growth.

Focus on increasing the brand momentum so that it moves far head of the competition & gains a large lead.

THE CREED SHAASTRA

Brand Trust Growth Strategy

Lead consumers , don’t mislead them .

Faith & Self confidence – Vishwas & Aatmavishwas are the elements that constitute Brand Trust.

“ If the consumers is confused the brand is refused.” Example - Coke, Cadbury

To have a formal set of formal, documented values for the company which must not be shaken,come what may.

To make sure that the Brand practices what it preaches.

THE BREED SHAASTRA

Brand Market Share Growth Strategy

Increase market share, to rise on the share market

Be a market ruler How?

Penetration through Market segmentation

E.g. HUL deodorants

Aggressive advertising and distribution as well as smart packaging

E.g. Maggie Ketchup

Proper Brand positioningE.g. Ujala –’Char boondoh wala’, Moov etc

Prioritize market share over share

market

THE EXCEED SHAASTRA

Brand Profit Growth Strategy

The consumer must benefit and the marketer

must profit

Focus on three phase growth stages

Don’t be low price oriented Use strategies pertaining to the

situation Balance price and volume

similarly top line and bottom line

Nine shastras are some basic rules for a successful brand growth

Each rule has its implications in different dimensions of brand growth

Book directs an ideal strategic flow

GROUP 8

ROHINI NARAYAN 63SIDDHESH PAVASKAR 73PRADEEP RAGHAVAN 77VINIT SANZGIRI 87HARDIK SHAH 93RASHI SHAH 97UMIKA WAGH 120