Brand Strategy - The 10 Rules For Brand Building In India

Not one India

But many Indias

Many Indias

But many Indias

Contemporary Ideologies (Re)Shaping the Socio-

cultural Ethos of “Progressive” India

• The Rhetoric and Symbolism of Pleasure seekingConsumerism

• The Rhetoric and Symbolism of AcquisitionMaterialism & Wealth

Mercantilism &• The Rhetoric and Symbolism of Trading

Mercantilism &

‘Market’-ism

Liberalism &

Democracy

Celebrity & Stardom • The Rhetoric and Symbolism of Stardom

• The Rhetoric and Symbolism of Free Choice

Contemporary Ideologies (Re)Shaping the Socio-

cultural Ethos of “Progressive” India

• The Rhetoric and Symbolism of ‘Equality’ to a ManFeminism

• The Rhetoric and Symbolism of the inherited ‘right to rule’

Authoritarian

Patriarchy (continued)

• The Rhetoric and Symbolism of Aggression, power & national pride

Conquest &

Enterprise

Packaged Spiritualism & ‘renewed’ religiosity

• The Rhetoric and Symbolism of a Vigorous Faith

The Spirit of Optimism & Progress in

contemporary India: The Building Blocks of the

‘Aspiration’ Discourse• Transforming individual & family fortunes within a foreseeable future

• The thinking person who negotiates the boundaries of change with care

Change with

continuity

Hope & confidence

The enterprising,

• Ability to take setbacks in one’s stride and bounce back to stay the course

• Unshackling of the Self from oppression and duty bounded-ness

continuity

Resilience & Inner Strength

Celebration of the Self

& One’s Life

The enterprising,

hard working,

and positive

thinking person/

family

The “Free” Individual

within a ‘Supportive’ family

The 10 Rules of Successful Brand Building in India

Rule 1: Adapt to Indian culture

Rule 2: Innovate for India

Rule 3: Offer value - substance + style

Rule 4: Offer a range of affordable price points

Rule 5: Celebrities workRule 5: Celebrities work

Rule 6: Project a Youthful attitude

Rule 7: Be consistent – stay up-to-date

Rule 8: Use TV+ print, supplement with digital

Rule 9: Address desire, not just need

Rule 10: Think Experience

Rule 1: Become a Modern

Indian

Adapt to Indian culture: Be aligned

to Indian culture, tastes and

preferences

Pizza Hut: Adapt/localize

Indianized menu

Culturally attuned advertising

McDonald’s: Adapt/Localize

Indianized menu – no beef in the

burgers, McAloo Tikki, Paneer

Wrap, Jain Burgers

Indianized atmosphere

Culturally attuned advertising

Frito Lay: Kurkure - Fusion

Fusion product – The flavours of

Indian Namkeen,

International/new type of product

Advertising that makes fun of

Indian family dynamics

Cadbury’s Dairy Milk:

Integrate

Chocolate as a form of “mithai” or

Indian Sweets

Consistent strategy for the past

decade

Kellogg’s: Failure to follow the

rule

Kept the product to International

format – to be eaten with cold milk

Advertising attack on Indian

breakfast!


Adapt / create products that are

specifically designed to work in specifically designed to work in

Indian conditions or reflect Indian

beliefs and practices

Nokia Life Tools

Knowledge tuned to the needs of

Farmers and their families at a

very affordable price

Helping Farmers

E.g. Nokia Life ToolsE.g. Nokia Life Tools

Simple

innovations

A.V.

© 2009 P&G Annual Conference-Shiv-2310091

5

innovations

based on

consumer

understanding

LG/Samsung Washing

Machines

Resume working automatically

after a power cut, at the stop point

IPL

20-20 cricket presented with

Bollywood glamour and glitz

Fructis Shampoo

Oil + shampoo variant to address

Indians’ habit and preference for

oiling their hair

Rule 3: Think hard about

Value

Offer a combination of substance

and styleand style

Performance + Image in an

unbeatable combination (at a

good price)

Godrej : Digitally Savvy

Go Jiyo.com – a virtual reality site

akin to Second Life

Rule 4: Offer a wide range of

price points to be affordable to

allall

Large markets are built by vast

numbers of people consuming a

little each

Iced Tea Launch in 2010/2011

-1 glass contains 50% of Vitamin C

of daily needs

Rs.10 pack of pre-mix powder, that can make 3 glasses

Rule 5: Celebrities Work

Top movie stars and cricketers

endorse at least 5+ brands at any

one timeone time

At present, > 50% of advertised

brands in India use a celebrity

Icons over the years

Year 2000 Year 2010

Celebrities Work

Advertising

cut through

& salience

Airtel

Borrowed

Trust

Muthoot Finance

Brand Personality

Multiplier

Good Knight/WhirlpoolAirtel

Transfer of

Aura

Reid & Taylor

Good Knight/Whirlpool

Brand likeability

multiplierNokia

Celebrities Work

Advertising

cut through

& salience

Borrowed

Trust

Muthoot Finance

Brand Personality

Multiplier

Good Knight/Whirlpool& salience

Airtel

Transfer of

Aura

Reid & Taylor


Brand likeability

multiplierNokia

Celebrities Work

Advertising

cut through

& salience

Airtel

Borrowed

Trust

Muthoot Finance

Brand Personality

Multiplier


Transfer of

Aura

Reid & Taylor


Brand likeability

multiplierNokia

Celebrities Work

Advertising

cut through

& salience

Airtel

Borrowed

Trust

Muthoot Finance

Brand Personality

Multiplier


Transfer of

Aura

Reid & Taylor


Brand likeability

multiplier

Nokia

Rule 6: Project a Youthful

AttitudeAttitude

Financial Services Brands

Celebrate energy, zest and vitality

Mirror Youth Attitudes to

connectconnect

Pepsi

Tata Docomo

Airtel

Rule 7: Be Consistent – Stay up-to-

date

Horlicks

From adult centric to kid centric

perspective on energy and growth

Raymond

Shift of perspective from Father-

Son to Son-Father

Rule 8: Use TV & Print –

Supplement with digital

Media has changedYear 2000 Year 2010

Rule 9: Address desire not just need

Rule 10: Think Experience, not just

product

Product + service + add ons + place

+ interactivity

The 10 Rules of Successful Brand Building in India

Rule 1: Adapt to Indian culture


Rule 3: Offer value - substance + style

Rule 4: Offer a range of affordable price points

Rule 5: Celebrities workRule 5: Celebrities work

Rule 6: Project a Youthful attitude

Rule 7: Be consistent – stay up-to-date

Rule 8: Use TV+ print, supplement with digital

Rule 9: Address desire, not just need

Rule 10: Think Experience

Brand Strategy - The 10 Rules For Brand Building In India

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