Post on 26-Nov-2014
transcript
Marketing Strategy
• 1 lakh wet grinders are being manufactured in India
• Over 75,000 in Coimbatore alone
• 80% of this is being sold in southern 4 states
• The balance – North India + Exports
The Scenario
• Organised sector v/s Unorganised sector
• However ELGI’s stand of repute punctures this issue to a considerable extent.
The Marketplace
• Availability
• Accessibility
• Features
• Range
• Cost effectiveness
• Brand
• After sale support
• Goodies
• Bargains and Discounts
Consumer Preference
Consumer = Unlimited choices
Indian Consumer Mind Space
• 60%-70% of Indian population - below the age of 35
• Change in everyday behavior of people, their dreams and aspirations, their career choices and the overall approach to life
• Money Rich, Time Poor
• Dreams are non-linear and are supported by:
High starting salariesEasy availability of finance Ever-expanding choice in consumption
Product - Brand
Appliance - Partner
Choice - Decision
Shifting focus
1980s - Made outside India (Foreign appeal sustained)
1990s - Made in the West(China products downplayed)
2000+ - Made FOR India(Need centric)
Brand Appeal
• Relevant to needs
• Global quality standards
• Recognised by industry
• Easily accessible – consumer friendly
ELGI Ultra perception
• Bears the lineage of the Ultra family
• Trusted and Accepted
ELGI ULTRA Pride+
External - Maharaja
Santha
PVG
Butterfly
Sowbhagya
Sharp
Internal - Slimline
Perfect+
Pride+ Competition
Promote Pride+ over external brands and build customer loyalty without cannibalizing the internal brands
Pride+ Challenge
Committed or emotionally loyal customers Active customers who use only the brand’s services and declare that they will use only this in the future and recommend to others
Behaviorally loyal customers Active customers who use only the brand’s services and declare that they will use only this in the future but do not agree to recommend to others
Ambivalent customers Active customers who use only the brand’s services but don’t know which brand they will use in the future
Customer loyalty value-chain
Customer loyalty value-chain
Disloyal reducersCustomers who have reduced or will reduce the percentage of the brand’s services in their usage
LeaversCustomers who declare, that they will certainly leave this brand
Million dollar question – How to transit upwards in the value chain and remain there?
• Product differentiation
• Price differentiation
• Branding activity
• Involvement of consumer
• Sales promotions
• Not in isolation, but in synergy as a foundation to marketing strategy.
Action plan
• Through characteristics to suggest a perceivable difference
• Satisfaction by means of greater performance or need-fit
• Attract loyalty through functional/ symbolic benefits
• Functional benefits – tangible
• Sleek design
• Reliability
• Symbolic benefits – intangible
• Delight at owning the product
• Association with brand personality
Product Differentiation
• Price-led loyalty with sales promotions
• However, pricing may be an indicator of brand quality instigating the consumer to look at other tags
• Hence, optimum price may be used to create a sense of value and not down-pricing in communication
Price differentiation
• To create strong associations that will influence consumers with functional attributes and also with symbolism
• Creating an association through sponsorship
• For example: Maybe be a sponsor at Margali Vizha or allied events across South
Branding activity
• Greater search intention needs to be generated through ideal mix of marketing elements
• Create a trial
• For instance: Introduce Pride+ as a kitchen partner rather than an appliance
Involvement of consumer
• More price-discount led sales promotions = Lesser brand loyalty in category/segment
• Because price-war mindset is induced
• Hence, integrate promotions with overall strategy of the brand
Sales promotions
To create behavioral loyalty AND emotional loyalty thereby inducing a customer to buy into a relationship and not just a product
Task ahead
The communication establishes all functional benefits and reiterates ELGI’s legacy of trust and quality
The adspend can be spread over a sustained period and repeat insertions for better brand recall.
Communication
Typically a homemaker (housewife or working woman)
What does she expect:
Value (Cost-effectiveness)
Durability
Convenience in operation
What else will grab her attention?
Hygiene
Family health
Long life of the product
Hence the communication should be kept simple and direct to address her needs rather than riding high on the horses of creative liberty.
Understanding the Target Audience
(TA)
Challenge: To avoid spillovers and remain focused on TA
Media exposure
Magazine Issue Readership
Karnataka: Taranga Weekly 0.73Sudha Weekly 1.2Grihashobha Monthly 0.98
Kerala: Vanitha Fortnightly 6.0Grihalaxmi Monthly 1.54
Press
Vernacular Women’s magazines across 4 states (half/full page depending on A4/A5 size)(Suggested publications with circulations in lakhs – estimate readership as circulation X8+) [Also need to look at dailies during seasons.]
Magazine Issue Readership
Tamilnadu:Kumudham Weekly 5.50Kungkumam Weekly 4.25
Andhra PradeshGrihashobha Monthly 0.40Swathi Weekly 2.26
English Women’s Magazine (South Split):
Femina Fortnightly 0.45Women’s Era Fortnightly 0.50
Press
Vernacular Women’s magazines across 4 states (half/full page depending on A4/A5 size)(Suggested publications with circulations in lakhs – estimate readership as circulation X8+) [Also need to look at dailies during seasons.]
Print - CreativeAds
Print - CreativeAds
Print - CreativeAds
TV Commercials across local channel networks in regional languages and English (15 sec – 30 sec)
Will break the literacy barrier and connect on an everyday basis
Design: import logo animation
Electronic
In-store branding (posters, standees, product literature etc.)
To instigate impulse purchase decision
Design: jpeg of poster/ standee
Point of Purchase
Minimum spillover
Multiple contacts with TA
From Point of Interest to Point of Purchase
Media route benefits
adsync as a communication partner
BUSINESS PARTNER
CREATIVE PARTNER
STRATEGY PARTNER
SUPPORT PARTNER
EXECUTION PARTNER
Game Breaking Ideas
The Last Details
Game-breaking Ideas:
Ideas that will give you strategic edge in a highly competitive marketplace and help you win in the marketplace.
It is the task of the Business, Strategy and Creative Partners to provide ideas
Last Details:
It is not enough to have ideas – the big ideas must be implemented meticulously to have the desired impact. It is the task of the Execution and Support Partners to focus on execution and implementation of ideas.
Role Play
• Partner growth of client’s brands, business and reputation
• Understand client’s business & marketing issues
• Captain the team
• Interface between Client & Agency
• Control planning, execution, implementation
• Collaboration with Strategy, Creative & Execution Partners
As a Business Partner
• Partner growth of client’s brands, business and reputation with consumer driven ideas
• Bring consumers to the team
• Brand strategy planning
• Championing Ideas
• Generate/Facilitate Ideas – pro-active/re-active
• Collaborate with Creative & Business Partners
As a Strategy Partner
• Give shape to ideas that will propel client’s brands, business and reputation
• Think ideas beyond the advertising box
• Excellence in creative expression of ideas
• Execution of creative ideas
• Collaboration with Strategy & Business Partners
As a Creative Partner
Pride awaits!