WHAT ARE BRANDS GOOD FOR ??

MIT SloanManagement Review

Niraj Dawar

The KEY Players

Channel Members Consumers Brand Managers

What is the Present

Situation ??

Situational Analysis…….Shift in Focus

Mass Communication

One to one or

Personalized marketing strategy

leading

towards more customer oriented Goals

TO

Situational Analysis…….There is less of aggregation through brands nowadays ;the channel

members prefer to focus on Market segmentation more

Situational Analysis…….

What is the future roles of Brands ??

Let`s examine this….

Let`s examine this….How would Brand managers justify the roles of Brands….??

Let`s examine this….How would Brand managers justify the roles of Brands….??

which is the purpose of this case.

Advertisements and Brands always attract customers

Then………

3 Core ISSUES

Customer Information through various channels has led to build relation with customers

Disaggregate marketing

is

Disaggregate marketing

is

and…

This is one of the kind ….

Disaggregating is nothing but shedding of roles and sharpening of

Focus

Brands become the

TEAM players rather than

rather than…

Individual Stars

Roles of Retailers have changed over the years…

But Retailers are a THREAT to the Manufacturer

3

3.Obtaining Expertise

in

Product and Brand Development

Need to adopt new ways……

A Co-ordinated TEAM is The Strongest One

Changing ways of deploying

resources and strategies

CONCLUSION…

CREDITS

www.google.comwww.slideshare.netwww.yahoo.netwww.freeimages.comwww.EverythingisaRemix.comwww.colorlovers.comwww.tedx.comwww.shutterstock.com

CREATED by ABHINABA MONDAL, IIT KharagpurDuring an INTERNSHIP under Prof. SAMEER MATHUR ,IIM LUCKNOWwww.IIMInternship.com