basics of co-creation branding

8/12/2019 Basics of Co-Creation Branding

1/44

Co-creation Branding


2/44

Agenda

The Co-creation Story

Benefits & Challenges The Evolution (Unilevers way)

Overview

Traditional Vs. Co-creation branding

Potential

Implications -

Social

Moral

Business

Types of Value Co-creation Co-creation & Personal Finance

Historic examples of Co-creation

Case Studies

The Way Forward


3/44


4/44


5/44

Sas Bhi Kabhi Bahu Thi 1758 episodes

Kahani Ghar Ghar Ki 1607 episodes

Kasauti Zindgi Ki 1350 episodes
http://starplus.indya.com/shows/Recap.aspx?xfile=Recap&bid=Star_Plus/Kumkumhttp://starplus.indya.com/serials/karam/index.htmlhttp://www.bombaybitch.com/images/Resizd-_Ronit-Roy.jpghttp://images.google.com/imgres?imgurl=http://www.desidabba.org/wp-content/uploads/jassi.jpg&imgrefurl=http://www.desidabba.org/category/daily-soaps/page/3/&h=269&w=282&sz=26&hl=en&start=18&um=1&usg=__jhQ5QAsRPf0Z97mMnbMhIR0czVw=&tbnid=UaE01lUY_0zOIM:&tbnh=109&tbnw=114&prev=/images%3Fq%3DIndian%2Bdaily%2Bsoaps%26um%3D1%26hl%3Den%26rls%3Dcom.microsoft:en-us:IE-SearchBox%26rlz%3D1I7GZEZ%26sa%3DN


6/44

Answer


7/44

Where people gotfreedom of Mandi

Wholesale rates

Sophistication of new

age shopping

Opportunity to be

closer to the brands

Their favorite brand to

their service

Shopping Mall


8/44

Reality Shows

People can vote to their

favorite contestant

People can actually

participate & win

Consumer runs the show

Plus they get all the

drama which they see in

soaps.
http://www.urdutech.net/360/wp-content/uploads/2008/05/salman-10-ka-dum.jpg


9/44

Lucent technologies 1924

What was odd was that whenever Hawthorne workers participatedin a test their productivity went up - regardless of the test!

What was even more odd was that Hawthorne workers becameadvocates of whatever it was their participation involved

Was there something in Hawthornes water?

THE HAWTHORNE EFFECT


10/44

People just like participating!


11/44

Participatory Marketing (PM)

Marketing based not on passive consumption, but active

audience participation


12/44

Consumer - Generated Content."


13/44

but


14/44

If I had asked mycustomers what they

wanted, they would havesaid a faster horse.

Henry Ford


15/44


16/44

Vs.Engagement Control


17/44

Chairman and CEO of Apple Inc.

Board of Directors of Walt Disney Company


18/44

Co-Creation Branding


19/44

What is Co-Creation?

Co-creation is value creation by Firm and

Customer together on an ongoing basis.


20/44

The co-creation concept came to light in 2000, by

C.K. Prahalad and Venkat Ramaswamy

From isolated to connected, from unaware to

informed, from passive to active."


21/44

This requires

a different mindset

different approaches

different ways of working


22/44


23/44


24/44

Emerging market opportunities

unlearning

Shared visionValidating the knowledge

Mutual value - ongoing basis

Personalised, unique experiences

Higher levels of customer loyalty for the firm

Benefits


25/44

Research shows that participatory marketing &/or Co-creation

stimulates a key growth driver: recommendations


26/44

Participatory marketing brings users, brands & suppliers

together and thats good for customer-focus.


27/44

Challenges

Resistance to change

Collaboration Vs. Competition

Shifting mind set


28/44

Unilevers way

Early 1980s

Desk research, focus groups &

brainstorming sessions

End of 1980s

Ethnography

Early 1990s

Insight Activator

End of 1990s

Fast Track Insight Activator

Early 2000s

Co-creation

The Evolution


29/44

Traditional Branding

Scheduled

Appointment

Sit back

Messages

Co-creation Branding

On demand

Whenever, wherever

Participative

Experiences

We control the way it is

deliveredWe allow you to play with it,

pass it on

Content we think youd likeContent we know you like

(because youve told us)


30/44

Potential

Research shows that co-creation branding stimulates a

key growth driver: recommendations

Co-creation formula can boost sales by 10%+ (P&G)

Dove's real women

Doritos and Chevrolet

Cannes advertising awards

Learn from the early successes in co-creation


31/44

Implications of Co-creation

Community

formation

Peoples talk

Way of life

S o c i a l

Consumer

loyalty

Living the

brand

M o r a l

Good will

Increased

credibility

Free PR

B u s i n e s s


32/44

STANDARDCUSTOMER VALUE

WITHIN THE FIRMWITHIN

MARKETS AND

COMMUNITIES(4) Mass

CustomisationADIDAS, DELL, CAR

MANUFACTURERS

(8)

Personalised

Experience

Value

and KnowledgeCo-CreationIPOD, AMAZON (US),

MEDTRONICS, JOHN

DEERE, ON STAR

(1) Product

FinishingIKEA

(2) New Product

Design and

Development (LeadUser)

P&G, SILICON GRAPHICS, VOLVO

XC90, HARLEY DAVIDSON, SATURN

(6) New Service

DesignTELIASONERA, ALARIS

MEDICAL SYSTEMS

(7) Real-Time

Marketing &

Service

AdaptationCONTACT CENTRE

DIALOGUE, CEMEX and

FEDEX TRACKING

SYSTEMS

PERSONALISED or

UNIQUE CUSTOMER

VALUE

Value Creation

Pre-Use(Fixed attribute products)

Value Creation

In-Use(unique experiences)

EIGHT STYLES OF

COMPANY-CUSTOMER

VALUE CO-CREATION

R&D

Experience

Environments

(5) OpenCommunity

Ideation and

Product

Design and

DevelopmentCOMPUTERGAMES

MODS, LINUX, LEGOMINDSTORMS,

FIRFOX, INNOCENTIVE(3) Existing

Product Adaptation

(Customer

FeedbackSONY ANTENNA SHOPS,

CISCO KNOWLEDGE CENTRE,

MICROSOFT

KNOWLEDGEBASE


33/44

Co-creation & Personal Finance


34/44

1

2

Co creation financial space


35/44

Self help efforts

Diversified financial needs

Mass customisation

Integration

Co-creation financial space

Historic Example of Co creation branding


36/44

Historic Example of Co-creation branding


37/44

Case Studies


38/44
http://en.wikipedia.org/wiki/Image:SOAP_poster.jpg


39/44

Internet phenomenon dueto the film's title and

premise.

Before and after the filmwas released, it was then

aired on television showsand films.

Fan-made videos, videogames, a noise album

dubbed Soundtrack forthe Motion Picture Snakeson a Plane, and variousforms of literature.
http://en.wikipedia.org/wiki/Image:SOAP_poster.jpg


40/44

Open Source Culture

Open source governance

Open source hardware

Open source Initiative

Open-source license

Open source political campaign

Open source record label

Open source religion


41/44


42/44

PepsiCo

Frito-Lay India

Sunsilk

Kingfisher

Me on My Can

Fight for your Flavor

Gang of Girls

Kingfisher-Ad Director

User-generated TV


43/44


44/44

The Way Forward

basics of co-creation branding

Documents