brand strategy - the 10 rules for brand building in india
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The Spirit of Optimism & Progress in contemporary India: The Building Blocks of the ‘Aspiration’ DiscourseTRANSCRIPT
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!
Rule 2: Innovate for India
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
Good Knight/Whirlpool
Brand likeability
multiplierNokia
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
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
Airtel
Borrowed
Trust
Muthoot Finance
Brand Personality
Multiplier
Good Knight/WhirlpoolAirtel
Transfer of
Aura
Reid & Taylor
Good Knight/Whirlpool
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 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