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Introduction
Modern times reflect key changes in the marketing strategies employed by companies seeking to
sustain competitive advantage. The financial health of these companies is now dependent on the amount
of information that is collected in regards to consumer purchasing habits. These companies have
resorted to the adoption of behavioural and sociological studies in order to collect this important data
and to further the corporate understanding of consumer purchasing patterns. The study of these fields are
an attempt to establish a correlation between consumer spending and the key factors involved in
consumer preferences in terms of attitudes, cognition, perception and learning.
Companies shifting their focus from a product/market driven line of attack to consumer driven
marketing activities reflect this evolution of marketing. As a direct consequence of this shift, companies
are now attributing much more importance on the reaction consumer display in regards to the 4Ps
(product, price, promotion and place) and have further implemented three additional Ps, physical layout,
process and people (Kotler).
Current market trends show that the homogeneity of product has increased, meaning that few functional
differences between key competitors currently exists in most highly competitive markets. This decrease
in product differentiation is considered to be the direct result of high levels of competition that exists
within todays markets, as well as the technological advances of production and distribution methods.
Because these advances have diminished the ability of technological innovations to offer sustainable
competitive advantage and have made product differentiation extremely. As a direct consequence,
branding has emerged as a significant feature of contemporary marketing strategies and is now
considered a key organizational asset. The symbolic values associated with brand names have become
the basis for product differentiation, with leading strategies attempting to emulate key factors that are
conductive to key behaviours associated with consumer purchasing patterns.
When you hear names like Cadbury, Gillette, Lakme, Titan, McDonalds, Nokia, Levis,
Videocon, whats the first thing that comes to one's mind? Well there could be different answers for this
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one question. After all, different people think differently. What consumers think about these names
makes a big difference. This is because all marketers ultimately aim at creating a space in the minds of
consumers. They try to achieve this goal by creating what we commonly know as Brands. Brands can
be anything. They can be names, signs, symbols, mascots, terms, logos or a combination of these, that
gives a company its required differentiation from its competitors and others in the marketplace. Thus
brand is a very simple concept which every Company has to design or formulate before it starts its core
activities or services.
Need for Branding
Whether one is in the market to sell a product or a service, you need to distinguish yourself in order to
gain consumer preference and loyalty. The branding process helps to achieve this objective. Every
product/service possesses certain characteristics and properties which the marketer communicates to
his/her consumer. Its on the basis of these characteristics and properties that the marketer achieves
differentiation. Example- If we talk about a brand like BlackBerry by RIM (Research In Motion), they
differentiate themselves on the basis of the push technology and the open standard that enables
developers to add applications according to customers' needs, while if we take the instance of Dove
Soap, a brand by HUL (Hindustan Unilever) it stresses upon being a moisturiser and not a soap. Every
brand, Thus, distinguishes itself on certain aspects which may be called as the USP or Unique Selling
Proposition of the brand. A brand tries to differentiate itself based on its packaging, tagline, features or
simply uses. However whatever maybe the product, its important to communicate it to a well defined
target market where there exists demand for the product and in order to stimulate this demand most
marketers use branding as an effective strategy to break the clutter and stand out and fulfil customers
needs. You cannot sell a Ritu Kumar outfit to a middle class housewife and nor can you sell a Colgate
kids toothpaste to a 60 year old. Hence, understanding the target market is of great significance in
branding.
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While building a brand, the most essential element that any Company wants its brand to achieve
is Credibility. This is because only if your brand enjoys credibility will the customers choose your
brand over others. But this credibility does not come up automatically. It has to be built over time and
with suitable marketing strategies.
Thus, every brand needs to create a strong connect with its customers so that it can survive in the
market for many years to come. However customers are not the only factor that determines the survival
of a brand in the market but even competitors play a major part. Competitors cannot be ignored because
at the end of the day the brands have to survive in the market filled with competition. Brands have to
come up with strategies to overshadow their competitors and race ahead of them. Hence, innovation is
the key to defeat competitors. In an environment where you have new brands being launched every now
and then, its important for companies to invest in research and development activities, to focus on brand
innovations. Innovations could be done with respect to the product attributes, packaging, designing and
so on. Apple Inc, one of the top American Companies that designs and markets consumer electronics,
computer software and personal computers has given an entirely new dimension to information
technology with its wide range of innovative products like the I-pad, I-phone, and I-Ads and so on. Thus
its innovations that take any Company to take the lead.
Formal Definition:Thus as per the American Marketing Association a brand is defined as A name,
term, design, symbol, or any other feature that identifies one seller's good or service as distinct from
those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of
items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name.
Other Definitions:So far, the above-mentioned literature restricts the effects of branding to a
consumers interpretation of how a specific brand relates to his or her personality based traits. Macrae
however, elaborates by introducing the additional element of Brand Essence, which he defines
as being the soul or very reasons for being of a company. Macrae (1996) furthers this definition, by
stating that a company must consider its own employees with the same importance as its targeted
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consumers, because both are of equal importance. He justifies this by shedding light on the fact that it is
the employees that promote the products or services in direct sales situations, not the company. This
concept of branding establishes a clear linkbetween a companys internal working with the outside
world of consumers, via their brand.
In modern day branding, the creation of tangible values as well as intangible values is quintessential in
allowing customer the means to distinguish one brand from another. The reader will appreciate that it is
this ability in particular, that separates a brand from a mere product. Kotler expands on the concept
of identity by stating that a brand is capable of conveying up to six different levels of meaning to a
targeted audience. This is known as the Six Dimensions ofThe Brand
Attributes: A brand will communicate specific attributes, such as prestige Benefits: A brand strengthens a products attributes by communicating a set of benefits that
makes it more attractive
Values: A brand represents a companys core values and belief system Culture: A brand is representative or target a target audiences sociocultural characteristics Personality A Brand can project behavioural personality patterns of targeted consumers User The brand, in some cases, can emulate the end user
Consumer Behaviour Models
1) Assael's Model
In definition consumer buying behaviour, may refer to Assael, who distinguishes four types of
consumer buying behaviours. He bases these four consumertypes on the varying degrees of
involvement and the degree of differentiation amongst the brands in question.
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Consumers who are described as displaying complex buying behaviour will expand their beliefs
regarding a particular product as a starting point. This stage will eventually lead them to develop
positive attitudes regarding the product. This intermediary stages lead them to the final stage of their
behavioural pattern, where they consciously make the choice of purchasing the product.
Referring to the Assaels model, one will notice this type of consumer engages in highly involved
purchasing experiences being fully aware of the range of brands available and their levels of
differentiation.
2) Howard-Sheth Model
In order to fully ascertain the effects that branding has on the consumer decision making process, there
exists a model that explains not only the process of consumer decision-making during purchasing
activities, but one that facilitates the understanding of pre and post purchasing activities as well. This is
the Howard-Sheth Decision-making model by Howard and Sheth. The Howard-Sheth model illustrates
that cognitive decision-making is the process in which consumers mentally process information that
influences his or her selection of brands.
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3) Marketers' Model
The product can be copied, but a brand in its totality can not be.Strong brands have a distinct place for
themselves in the minds of the consumers. Of course, all strong brands are differentiated and command a
lot of awareness in mind space of consumers; still the attribute that actually results in increased sales
hence generating billions of dollars is the powerful appeal these brands generate. Marketers first have to
create and then maintain a minimum level of awareness about the brand. The prospects should be able to
differentiate the product offering from the others in market. Ensuring this differentiation has become a
major objective of communication. As emphasized earlier, a brand has to generate a powerful appeal to
customers to be successful in market. Example: Premier had a lot of awareness and differentiation with
respect to Maruti or Ambassador, but still it went out of market, as it lacked the appeal.
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Forhigh involvement products, marketers should provide extensive information to the user and
establish their brand superiority over the rival brands. Hyundai ran a series of advertisements that
compared Santros features to those of competitors to establish its brand superiority.
Consumers inlowinvolvement conditions tend to be problem solvers rather than satisfaction maximisers.
So focus on one or two attributes will fall with in their limited cognitive inclination. Revive- instant
starch, Disprin- fast relief etc. are some instances. Brand communication shouldattack the problem
and establish brands as problem eliminators. Short and frequent messages increase the top of mind
recall, hence facilitating the brand at point of purchase. High visual content is consistent with passive
nature of consumer.
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Some products like flowers, cards, etc. are bought for theiraffective delivery or satisfaction. In such
categories, the advertisements should arouse feelings in the consumer, hence generating an appeal to his
emotions. Omegas sign of excellence ignites same appeal to emotions.
Also point to note here is that, it is the Low Involvement products where Indian brands have been doing
exceedingly well and being accepted by the consumers. As we move up the value chain to the high
involvement and experiential products, there is a dearth of Indian brands and the global brands are more
prominent and have consumer acceptance.
Impact of Branding on Consumer Behaviour
The branding process can include any aspect of the promotional strategy, including audio/visual
forms of promotion. By learning from this information, whether it is a conscious process or not, the
Low Involvement
& Habit based
Decision making
High
Involvement &
Habit based
Decision making
Low Involvement
& Search based
Decision making
High
Involvement &
Search based
Decision making
Complex
DecisionMaking(Auto,
Electronics)
VarietySeeking
(Cereals)
Inertia(Canned
vegetables,
Paper Towels)
Brand Loyalty(Cigarettes,
Perfumes)
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consumer will develop strong feelings towards a brand. For marketers, branding has a vital effect on the
learning process, because it is self-growing. Once consumers start to purchase product, others will
vicariously learn from them. Vicarious learning is when consumers begin to copy the behavioural
patterns of their peers by making changes in their own lives to reflect what they have vicariously
learnt.
Example: If one considers the legal music downloads industry, one might struggle to understand why a
consumer would be willing to pay for a musical track, on say the iTunes Music Store, when he or she
could just as easily obtain the same track, for free, via the may file-sharing software that exists. Apples
use of celebrity endorsements has caused of movement of loyal consumers who in essence, vicariously
learn from both the celebrities that endorse the services and the lifestyle it offers, as well as family and
friends who have adopted the product as well.
In a market where branding is used, products are no longer only purchased for their functional
characteristics, but primarily for the social or in some cases, psychological identity they express.
Building on these concepts, One can elaborate on these concepts by outlining two determinants that
influence a consumers perception of brands. These two factors are stimulus discrimination and
stimulus generalisation (According to Tulin Erdem)
Erdem raises a fundamental question by asking whether a consumer has the ability to discriminate
between the various methods used to stimulate a consumer. His findings show that when a customer is
introduced to a brand, whether this is done via advertising, packaging, word of mouth marketing or any
other form of stimuli that affected them during their decision-making process, their levels of awareness
of the brand will gradually increase via their ability to learn. Once their levels of brand awareness has
increased, Erdem continues to say that their purchase decision-making process will be influenced by
their perception of the brand in question.
Example: Many believe that it is the iPod and the iTunes music store that saved the company from
financial ruin. During the launch of the iPod, heavy importance was placed on advertising and
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promotion. As brand awareness levels rose, consumers quickly adopted the iPod as the defacto digital
music player of this century. The strong brand presence had far reaching effects. With the launch of the
of the iTunes music store, which was designed to work specifically with the iPod, consumers perception
of Apple and their infamous iPod had a direct influence on them when selecting a online music store.
The perception of brands is crucial to both the marketer and the customer. If one considers that
frequency of purchases varies from consumer to consumer, one can understand that the influence of
perception is vital. By providing relevant information for the consumer market, marketers enable the
creation of symbolic links between the consumer and the brand image. Thus, consumers will have the
relevant tools needed to distinguish between the brands on offer and therefore be persuaded in their
selection. In order to better understand the relevance of branding on the consumer purchase
decision making process, De Cherantony has suggested that four key factors are responsible for
directing a potential consumer towards a particular brand.
Perceived Quality
In time, consumerwill have faith in a brands integrity via their perceived quality of
the brand in question
Building Excellent
Service
When a company implements excellent after service sales, this endorses the
perceived quality of the brand and facilitates activities in the pre and post purchase
moments of the decision-making process. As discussed previously, this is key in the
creation of loyal customers.
Standing Out in the
Consumers
mind
By striving to differentiate ones brand from another, companies hope to become
embedded in the users culture and mind. This is the most effective way to insure
consumers positively perceive the brand and product. This eventually leads to
extremes forms of competitive advantage.
Investing in
Differential
Markets
When one seeks to establish a brand, it is essential to select a market in which it is
possible to create differentiation. Otherwise, the concepts of branding will not be
possible.
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Role of Celebrity in Branding and its impact
on Consumer Preference
According to McCracken's definition, a celebrity endorser is an individual who enjoys public
recognition and who uses this recognition on behalf of a consumer good by appearing with it in an
advertisement (marketing communication). Celebrity endorsement is expected to influence the feelings
of the consumers and also influence the attitude consumers have towards the advertisement and attitude
towards the brands, which can increase the purchase intentions and consequently increase sales. A
celebrity endorser used in an advertisement can be interpreted as a reference group or an aspiration
group. To become 'associated' with this group, consumers are willing to behave like members of the
aspiration group. This means that consumers are trying to behave in the same manner, e.g. try to use the
same symbolic meaningsof the aspiration group.
This celebrity is not restricted to humans only, it could also be a famous fictional cartoon like Tom &
Jerry, Fred Flinstone, Tweety, etc. It could also be an athlete, social activist, movie star or anyone who
has high following.
The match-up hypothesis suggests that the effectiveness depends on the existence of a 'fit'
between the endorsing celebrity and the endorsed brand (Till and Busler 1998). In other words, the
degree of consumers' perceived 'fit' between an advertised brand and a celebrity endorser's image plays a
significant role in product and ad-based evaluations. There should be congruence between the celebrity
and the product in terms of characteristics such as image, expertise or attractiveness. The celebrity-
product match model states that attractive endorsers are more effective when promoting products used to
enhance one's attractiveness and that their impact will be not significant in the case of a product that is
unrelated to attractiveness. The match up or congruence between the two is important because it
allows for meaningful processing and makes it more possible for the brand name to be effectively linked
and associated with the celebrity.
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Impact on Consumer Preference: Research studies have proven that known products and names are
sold more than unknown ones. Therefore, a known brand or an optimally exposed brand will find more
recognition and buyers in the market in comparison to completely unknown or unexposed brand.
Recognition of brand and its significance along with the traditional factors plays a very significant role
in consumer decision-making process. More or less every consumer has a brand preference and given
the affordability and societal norms, each buyer would like to buy and consume one of the highly
acceptable, recognizable, and reputed brands.
Consumer Decision Making Process and brand preference
The above given model explains the important role that a brand plays in three different stages of
consumer's purchase decision making. A consumer start collecting data or information about his
favourite brand than he keeps his favourite as one of the alternatives and he evaluate his selected brand
against all available options and on finding it suitable or best among all options based upon a qualitative
and quantitative evaluation he will ultimately purchase the selected or favourite brand.
Problem
Rcognition
Information
search
Generation of
Alternatives
Evluation of
Alternatives
Purchase Decision
Post -purchase Evaluation
Brand
Preference
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Brands have been leveraging celebrity appeal for a long time. Across categories, whether in
products or services, more and more brands are banking on the mass appeal of celebrities. The
accruement of celebrity endorsements can be justified by the following advantages that are bestowed on
the overall brand:
Establishment of Credibility: Approval of a brand by a star fosters a sense of trust for thatbrand among the target audience- this is especially true in case of new products. We had the
Shah Rukh-Santro campaign. At launch, Shah Rukh Khan endorsed Santro and this ensured that
brand awareness was created in a market, which did not even know the brand.
Awareness and Ensured Attention: A new brand can benefit greatly if a celebrity endorses it. Itcan attract the customers attention and inquisitiveness to see what product is being endorsed.
Research has shown consumers have a higher level of message recall for products that are
endorsed by celebrities. Celebrities ensure attention of the target group by breaking the clutter of
advertisements and making the ad and the brand more noticeable.
PR coverage: is another reason for using celebrities. Managers perceive celebrities as topical,which create high PR coverage. A good example of integrated celebrity campaigns is one of the
Worlds leading pop groups, the Spice Girls, who have not only appeared in advertisements for
Pepsi, but also in product launching and PR events. Indeed, celebrity-company marriages are
covered by most media from television to newspapers (e.g. The Spice Girls and Pepsi)
Higher degree of recall: People tend to commensurate the personalities of the celebrity with thebrand thereby increasing the recall value. Golf champion Tiger Woods has endorsed American
Express, Rolex, and Nike. Actress Catherine Zeta-Jones is used by T-Mobile and Elizabeth
Arden. 007 Pierce Brosnan promotes Omega, BMW, and Noreico.
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Associative Benefit:A celebritys preference for a brand gives out a persuasive message -because the celebrity is benefiting from the brand, the consumer will also benefit.Celebrities
actually tend to become models or idols for the target audience who tend to start using the
product just because the celebrity name is attached with it. For instance, Lux has been used by
many as it is a beauty soap recommended by the beauty queen, Aishwarya Rai.
Mitigating a tarnished image: Cadbury India wanted to restore the consumers confidence in itschocolate brands following the high-pitch worms controversy; so the company appointed
Amitabh Bachchan for the job. Last year, when the even more controversial pesticide issue
shook up Coca-Cola and PepsiCo and resulted in much negative press, both soft drink majors put
out high-profile damage control ad films featuring their best and most expensive celebrities.
While Aamir Khan led the Coke fight back as an ingenious and fastidious Bengali who Impact of
Celebrity Endorsement on a Brand finally gets convinced of the products purity, PepsiCo
brought Shah Rukh Khan and Sachin Tendulkar together once again in a television commercial
which drew references to the safety of the product indirectly.
Psychographic Connect: Some celebrities like ShahRukh Khan, Amitabh Bachan commandgreat adoration among people. Such celebrities can positively influence their fans to a great
extent and hence tend to even connect with the brand emotionally because of their star enduring
it. Advertisers use stars to capitalize on these feelings to sway the fans towards their brand.
Demographic Connect: Different stars appeal differently to various demographic segments(age, gender, class, geography etc.). For example, Ranbir Kapoor and Genelia D'Souza were
bought together for Virgin Mobile to target the youth segment considering they had a high youth
appeal
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Quick Connect:The communication process tends to hasten up due to the more presence of acelebrity. This is because the star carrying the message tends to click with the customer more.
Because of likeability, recall attractiveness and creditability thereby helping the company to
clearly and quickly pass on the message to the target customers.
Mass Appeal: Some stars have a universal appeal and therefore prove to be a good bet togenerate interest among the masses.
Rejuvenating a stagnant brand:with the objective of infusing fresh life into the stagnantchyawanprash category and staving off competition from various brands, Dabur India roped in
Amitabh Bachchan for an estimated Rs 8 crore
Means of Brand differentiation:using a celebrity is a source of brand differentiation.
Better Brand Image:the use of celebrities could also bring in positive image among the massesfor brand. The credibility and authenticity attached with Amitabh Bachan has inculcated trust for
ICICI, Nerolac Paints and many others
Other Examples:
A brand called Reid & Taylor presented its perfect example when they first launched their
advertising campaign featuring James Bond fame of the time Mr. Pierce Brosnan along with the tagline
'BOND WITH THE BEST' but the James Bond idea did not work and the company was not happy with
the results. After the debacle of the first campaign, company introduced a family ad where children are
celebrating their parents silver wedding anniversary and they are out with their father to purchase a suit
for him. Even this commercial did not work and it was taken off the air. As a last resort, company
introduced Mr. Amitabh Bachchan as Reid & Taylor man, a man propagating the brand for special
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occasion and for very special people in life. The commercial from the initial days got good response and
did extremely well as people were able to connect with Mr. Bachchan and the values he was
propagating. For the masses, there was a perfect match of an ideal Indian family man, a star and a good
quality but bit highly priced brand reserved especially for special occasions and for very special people.
Second example that can be quoted is ofVishwanathan Anand, who endorsed NIIT. NIIT
adopted a very smart strategy by roping in Vishwanathan Anand an international chess wizard for their
advertising campaign. As chess is considered to be a game full of strategies and a game for smart people
and when one of the greats of the game is asking people to join NIIT it was suppose to have a positive
influence on the people and actually it had. There was complete congruency and compatibility between
the celebrity endorser, the product and the message.
Another example is, When S Kumars, a known textile brand entered into readymade garments
business they used Hrithik Roshan, then the hottest advertising icon for their launch advertising for
TAMARIND, now one of the premium readymade brands. They reckoned that they have spent 40-50
percent less on media due to sheer impact of using hottest star like Hrithik. The Ad recall was as high as
70 percent and the campaign can be termed as a great success. Celebrities also create positive feelings
towards brands, connect user to brand and are perceived by consumers as more entertaining.
The charms ofJohn Abraham and Kareena Kapoor can be credited for breaking an eight-
decade-old Dutch corporate custom of not having any celebrity endorsements. But, in the rough and
tumble world of Indias consumer electronics market, nearly anything that can work will be tried to
drive sales. This is why, after years of resisting celebrity endorsements, Philips, the 121-year-old Dutch
electronics major, brought John Abraham last year to endorse its male grooming products, such as
electric shavers, and Kareena Kapoor in August this year to push its female grooming products.
AfterAamir Khan was roped in as the Coco-Cola Brand Ambassador and the entire 'Thanda
Matlab Coco-Cola' campaign was launched, it led to immediate pick up of the brands. Its sales doubled
in a short span of time itself proving the success of celebrity endorsements.
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Effect of Brand Evolution on Consumer
Preference
Brand extension has found favors with modern marketing world because of the advantages it has over
the other product launch options. Brand extension is not as simple as attaching an established brand
name to a new product. Ponds in eighties tried with Ponds Toothpaste, only to disappear from the
market. What determines the success of extension is character of brand which continues to evolve
over time. Many brands start as product brands i.e. there is close approximation between brand and
product.
Dettol has a long time association as effective protection against germs. It has successfully used
this association to launch soap, shaving cream, plaster and talc in market. At this stage, the brand can
lend character, style, image & soul to the products that carry its name.
Cartier has strong associations with prestige, status and opulence. It successfully goes with a
variety of products like watches, jewellery, bags and pens which are not related with one another
functionally.
Another example of effective impact of branding and brand extension can influence consumers
in Disney. From being an entertainment content provider or cartoons and toys it has now moved to
Theme parks, movies, music, accessories, clothes, theatre and games. And its no guess that its strong
brand recognition has resulted in its success across all its segments.
Amul is the best example of how successful branding can help extensions and result in carried
forward success. Therefore along with new products, the branding character also evolved into a
complete holistic approach. From being just a milk provider it has evolved into a complete dairy and
processed dairy segment with a products like cheese, butter, ghee, ice-cream, yogurt, chocolates,
condensed milk to even the lastest trend of Frozen flavoured yogurt! Consumers have immense trust,
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faith and belief in the Amul brand and thus Amul was able to sustain in new product segments due to its
high brand recall and recognition. Consumers shifted from existing brands to Amul brands of product.
Effect of Consumer Perceived Risks on
Brands
Brands have a large impact on the perceived risks consumers associate with the consumer purchase
decision-making process. There are found to be six risks that are perceived by consumers during all
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aspects of the decision-making process and further outlines how brands can appease the consumers
mind in regards to these perceived risks (Kevin Lane Keller).
1. The first perceived risk a consumer might encounter is one of a functional nature. The consumermight worry whether the product will meet his or her expectations. In the creation of a trustworthy
brand, marketers seek to raise the level of perceived quality in order to specifically address this risk.
2. Consumer might also perceive a psychological riskthat might dissuade them from continuing thepurchasing decision-making process. For instance, in the download of illegally distributed music, the
consumer might face ethical problems in committing copyright infringement or might worry about the
risk of being jailed if caught. Thus, one can understand why the iTunes music store so heavily
emphasises the legality of their services, as well as the superior quality of their products of badly
copied music, distributed illegally.
3. The third risk is physical attributes of a product. A Consumer might have doubts on whether theconsumption or use of a product can cause physical damage to him/her or his/her surroundings. For
example, many environmentally conscious consumers avoid the use of Air Conditioners due to its
emission of large scale CFCs. Similarly many consumers avoid use of microwaves due to its high
radiation. Similarly, the use of pesticides in agriculture and food crops is a major concern.
4. A fourth possible risk that might be perceived by the consumer, is one of an economic nature. Pricesensitive consumers will question whether the product is in fact properly valued at the quoted asking
price. Again, marketers will strive to counter this by highlighting the perceived value of a product in
the branding process. Yet another economic risk consumer might consider, is the opportunity cost of
seeking out alternative products, should the selected one fail to satisfy their needs and wants.
5. The fifth risk a consumer might perceived to be detrimental to the buying process is social andwhether his or her selection of a brand will cause embarrassment in a social setting, amongst his or her
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peers. Marketers address this issue in the creation of the brand image. By emulating current market
trends and fashions, marketers strive to identify and differentiate their products as being the selected
choice of revered people. Thus, one can now explain the use of celebrity endorsements, such as the
iPod commercials used by Apple to further their social standing amongst consumers.
6. Sixth risk is Time. Often consumer decisions are made as per convenience because of consumerperception of time and effort. Example: Consumers shift from government banks to private banks, due
to the former's time consuming processes. Often retail and FMCG product decisions are based on
convenience factor
Reflected in a loyal consumer base, is a brands ability to deliver on the satisfaction guarantee. Thus, one
can understand that branding is key in addressing this issue in the consumers mind.
Examples of Branding affecting Consumer
Preferences
TODAY Consumer durables sector is characterized by the emergence of MNCs, exchange offers,
discounts, and intense competition. The market share of MNCs in consumer durables sector is 65%.
MNC's major target is the growing middle class of India. LG has been maintaining the lead in the
industries with LG being leader in almost all the categories. Its strong brand building exercises and
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helped it carve a niche place in consumer mindset. The positive effect of its branding is evident through
its increasing brand reach, consistently being on consumer choices, brand recognition, high brand recall
and continuous feedback received
Following are some aspects of the company that bring out its efforts in branding:
GROWTH STRATEGY:Fast innovation, Fast growth
CORE COMPETENCY:Product leadership, Market leadership, People leadership
SLOGAN: "Life's Good" represents LG's determination to provide delightfully smart products that will
make your life good.
THE SYMBOL:
The LG Electronics Life's Good signature consists of the LG logo, seal, and the slogan, "Life's Good"
set in Charlotte sans typeface curved around the LG The curving of the slogan reinforces LG's
personality and uniqueness. symbol. The consistent usage of this signature clearly establishes the unique
identity of the company and unifies every division and product from LG Electronics across the globe.
The symbol of LG is the face of future. The letter L and G in a circle symbolizes world, future,
youth, humanity & technology. LG philosophy is based on humanity. It also represents LGs efforts to
keep close relationship with our customers around the world.
The symbol consists of two element:
1. The logo in LG gray2. The stylized image of human face in the unique LG red color.
Red color represents friendliness and gives a strong impression ofLGs commitment to deliver the best.
The circle symbolizes The Globe. The stylized image of a smiling face in the symbol conveys
Friendliness and Approachability. The one eye on the symbol represents Goal-oriented, Focused
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&Confident. The slogan of LG is Lifes Good. It expresses Brands Value , Promises, Benefits,
Personality.
Some of the innovative marketing strategies followed by LG were:
It was the first brand to enter in cricket in big way, a way by sponsoring the 1999 world cupfollowed it up in 2003 as well.
LG brought in four captains of the Indian cricket team to endorse its products. LG invested morethan US$ 8 million on advertising and marketing in this sport.
LG has differentiated its product using technology and health benefits. CTV has Golden eyetechnology Air conditioner has Health air system and microwave ovens have the Health
wave system.
Targeting the Y Generation, sick of all the classic marketing strategies, Red Bull is trying to be as
close as possible to its consumers in its distribution strategy and likewise in its promotion strategy by
having a street marketing strategy. The Wings Teams role is to establish a relationship with the
consumers, to have them discover the product, to talk with them about this controversial product and to
convey the information from the consumers to the company about their appreciation or dissatisfaction of
the product. In most countries the wings are typically attractive female students; but of course there has
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to be some men because of worldwide cultural differences. The best way to be close to its consumers
and to convince them is to hire them!
The Student Brand Manager is an ambassador of the brand in their own school. Their
objective is to be sure that Red Bull is present at every strategic moment in the student social calendar:
integration week-end, sportive events, big parties etc The strength of Red Bull is an ability to instill a
genuine passion for the brand in the Wings Team and the Student Brand Managers. Thus, these
committed people are more likely to promote a good image of the brand and to have a greater positive
impact on targeted consumers. Well known physical evidence that will attest to this process is the Red
Bull car: a Mini One with a can above it, painted with Red Bull colors.
The brand speaks to this generation with a worldwide positioning: Red Bull vitalizes body and mind
and its slogan is knownby all: Red Bull gives you wings. The company is besides famous for its
unusual methods of marketing. Since 1992, Red Bull has created cartoons with simple but recognisable
drawings, telling funny and simple stories, easily adaptable to every local market. campaign! The
distinctive cartoon style makes it unique and clutter breaking. Even the doodle like illustration style is
not so form obsessed and it seems to suggest that it is deliberately made weightless to be carried by the
power of the gag. That is the level of detail put in by Red Bull for its branding !
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Even many people associate Amul as the company itself, it is actually a brand of the company Gujarat
Cooperative Milk Marketing Federation (GCMMF). The network follows an umbrella branding
strategy. Amul is the common brand for most product categories produced by various unions: liquid
milk, milk powders, butter, ghee, cheese, cocoa products,
sweets, ice-cream and condensed milk.
Mascot: Since 1967, Amul products' mascot has been the very
recognisable "Amul baby" or Amul girl (a chubby butter girl
usually dressed in polka dotted dress) showing up on hoardings
and product wrappers with the equally recognisable tagline
Utterly Butterly Delicious Amul. The mascot was first used for
Amul butter. But in recent years in a second wave of ad
campaign for Amul products, she has also been used for other product like ghee and milk.
Posters: In 1966, Amul hired Sylvester daCunha, then managing director of the advertising agency AS
to design a new ad campaign for Amul Butter. daCunha designed an ad campaign as series of hoardings
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with topical ads, relating to day-to-day issues. The campaign was widely popular and earned a
Guinness world record for the longest running ad campaign in the world. In the 1980s, cartoon
artist Kumar Morey and script writer Bharat Dabholkar had been involved with sketching the Amul ads.
Despite encountering political pressure on several occasions, daCunha's agency has made it a policy of
not backing down. These posters are registered in the minds of consumers and people look forward to
seeing it. Also the fact that it has been running since nearly 50 years is also commendable
Not only its print, but the two TV Ads- Amul Taste of India and The Amul Story, are still
remembered and imprinted in the minds of consumers. The song and jingle in both ads is still sung.
Cafe Coffee Day (CCD) has an established brand image in India and ranks No 2 in the Brand Equitys
Most Trusted Brands 2008 surveyin the food services category. Rival Barista is at No 5. CCD has
been able to make a connection with the Indian consumers, predominantly among the youth. CCD is the
market leader in India and was awarded the Exclusive Brand Retailer of the Year by ICICI Bank in
its Retail Excellence Awards 2005 for the organized retail sector.CCD also has three cafes in Vienna,and two in Karachi, Pakistan.
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CCDS VISION: To be the only office for dialogue over a cup of coffee
HIGHWAY CAFES: In 2004, CCD began cafes on highways. By 2009, the total number of Caf
Coffee Day highway cafes rose to 30 owing to the overwhelming response it received from travellers.
CCDS NEW BRAND IDENTITY: In October 2009, CCD unveiled a new brand logo, a Dialogue
Box, to weave the concept of Power of Dialogue. In accordance with this new brand identity, CCD
planned to give all its existing outlets a new look by the end of 2009. Cafs would be redesigned to suit
different environments such as book, music garden and cyber cafes suitable for corporate offices,
university campus or neighbourhood. The change plan included new smart menu, furniture design,
among others. It created an umbrella brand 'Coffee Day' and five Subdivisions according to the
activities undertaken and the market segment targeted. Apart from Cafe Coffee Day, the other Coffee
Day divisions are:
BRANDING & PROMOTION STRATEGIES:
In-Film Advertising- To increase visibility of the show, CCD resorted to in-film advertising where
CCD was shown as the 'hangout space' in films targeted at the youth. It was also showcased in number
of shows on music and youth entertainment channels.
Merchandising- Every CCD stocks merchandise ranging from coffee mugs, Tshirts, caps, bags, coffee
filters, mints, different flavours of coffee powders, tea and cream, wafers and biscuits. It also
merchandises promotional materials for other brands it associates with. When some brands are
conducting events for which passes are distributed or movie premiere tickets are given out, CCD is an
important hub for these activities as most of the target market.
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CCDs Guide to Active Holidays- It is a travel guide focusing on adventure sports and is available in
the CCD outlets, for people seeking escapade from monotonous life.
Caf Beat- An in-house magazine which gives the entire low-down on whats happening in CCD outlets
across the world. It describes experiences of customers, celebrations in CCDs, and covers youth-centric
topics like movies, music, travel, lifestyle, e-dating, books and careers. Around 38% of CCD goers read
Caf Beat and some carry it back with them.
Wi-Fi Connectivity- CCD has now tied up with WorldSpace and Microsense to provide satellite
connectivity in its outlets.
Targeting Executives: CCD has also created special 'lounge cafes' near work places and offices for
executives to hold meetings. It has also stated that one of their strategies is to make CCD 'an office for
meetings over coffee.' The company also tied up with 'Ginger Hotels' as it is targeted for executive stay.
Vodafone, the British mobile company that entered India after buying Hutchs share and by creating
Vodafone Essar in July 2007, has embarked on a major rebranding exercise in the country. Vodafones
new advertising campaign in India carried on with the same popular pug that has become a brand
ambassador for Hutch. Where ever you go, our network follows, was the previous slogan with the
pug following the child wherever he goes. Now, with Hutchison Essar becoming part of the Vodafone
Group, the new campaign had started with Vodafone Essar earmarking Rs. 2.5 billion on the transition
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from Hutch to Vodafone. The main message of the brand transition exercise: The new Vodafone is the
same old Hutch. In the advertisement, the pug sees a new home when it returns after an outing and feels
the change is better. The new catch phrase will be Make the most of now. to show the transition from
Hutch to Vodafone, O&M launched a rather direct, thematic ad showing the trademark pug in a garden,
moving out of a pink coloured kennel which symbolised Hutch making his way into a red one that is the
Vodafone colour. A more energetic, chirpier version of the You andI tune associated with Hutch was
played towards the end, and it concludes with Change is good. Hutch is now Vodafone.
It wasnt easy integrating Vodafone with Hutch; the latter, as is known, is a subtle, understated
brand, while globally, Vodafone represents high energy, dynamism and young vitalityall represented
by its bright red speech mark logo. And so they put in elements such as a more energetic tune and feel to
the ads. Vodafone had tied up with Star India to run a complete roadblock of its fresh campaign on
the entire network by unveiling the 24-hour nationwide rebranding campaign. Vodafone used all of
the commercial airtime across all 13 channels in five languages (Hindi, Tamil, Bengali, Marathi and
English) from 9 pm on 20 September to 9 pm on September 21. This exercise included TV commercials,
transition bumpers and contest spots to promote the Vodafone Essar brand. Conventionally awareness
for a new brand takes some time to build. However, Vodafone wanted to achieve this task at the shortest
possible time. Hence, Maxus and Star Network worked closely to address this challenge and came up
with the idea wherein during the day of the launch a complete roadblock on the Star Network channels
was conceptualized. Considering that the Star Network is the lead network in India, this was the most
apt platform for Vodafone launch. This strategy helped not only in achieving build rapid brand
awareness but also breaks the clutter during such an important launch in the most happening category -
telecom. This was a first of its kind mega media initiative in India by any brand. While the
campaign was heavy on television, it also included all other media vehicles. The print campaign kicked
off on 21 September, a day after the television splash.
Vodafone Essarlaunched low priced cell phones in India under the Vodafone brand, and also
co-branded handsets sourced from major global vendors. By bringing in millions of low-cost handsets
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from across the globe into India, Vodafone Essar distributed bundled handsets through its existing
400,000 distribution outlets. By flooding the market with its low-cost handsets, Vodafone also became a
mass mobile phone brand like Nokia, Samsung, Motorola, and Sony Ericsson in addition to continuing
as telecom services provider.
The launch was the most talked about event in Indian media, with over 450 articles. An entire
episode of CNBC covered the transition as a case study. Day-after brand recall for Vodafone was 80%
proclaimed by the industry and media as one of the best brand-launches the country has ever seen.
Thirty-five million customers transitioned seamlessly into brand Vodafone. And within six months
of launch, it became the brand of choice for over 44 million subscribers. It was the fastest, most
comprehensive and most effective launch witnessed within the Vodafone network.
From pure mens wear the company has moved on to introduce fashion for women, furniture,
sportswear, kitchen appliances, food, electronics and childrens apparel. Rather than expand as a
menswear retailer alone, Pantaloons policy of comprehensive experimentation has given it an important
advantagea versatile retail presence. Consumers see Pantaloon as an exclusive brand retailer, discount
retailer, specialty retailer and food retailer: all at once. One of the reasons for this versatility is that the
brand name has not been forced on, or even associated with the different products and stores other than
the original menswear line. Instead, each store and product has been given its own identity and presence.
Pantaloon is essentially an organized retailer in the guise of a large number and variety of
unorganized retailers.This again represents the companys unique understanding of the Indian
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scenarioconsumers often feel threatened in a monopolistic environment, and are thus allowed to
choose between multiple brands, all of which essentially belong to the same parent !
A robust Supply chain serves as the backbone of a successful retail chain in the long-run.
Although the company ignored these aspects in initial phases due to the inadequacies in infrastructure, it
rightly favoured experimentation over organization.
USP: Understanding Indian consumers to the zilch, Pantaloons had launched a 'Bollywood inspired'
collection of clothes and accessories which became an instant hit bearing in mind the huge fan
following that Bollywood enjoys. Apart from an inhouse Bollywood line, it also has tie-ups with various
production houses like Dharma Productions, Yash Raj Films, Vidhu Vinod Chopra Productions, Sanjay
Leela Bhasali, etc for exclusive access to the film clothing. Through initiatives like 'Vendor Meet',
Pantaloon Retail aims to provide a platform to small and medium entrepreneurs to showcase their
products and thereby give them an opportunity for a nationwide customer interface. Apart from this, it
also has tie-ups with fashion brands like Gini & Jony, Staples, Rocky S, Femina Miss India Clothing
Line, Clarks, Replay, TENCEL, John Miller, Marks & Spencer, Disney, Popeye. Also, the loyalty
programs, payback cards, point systems have led to an increasing consumer base and effective
marketing strategy.
Big Bazaar has been the pioneer of retail revolution. Its first fight was against local Kirana stores. The
task was to change the mindset of consumer to bring about changes in their shopping patterns. It wanted
people to do bulk shopping for their monthly ration instead of going to the shop each week.The stores
are customized to provide the feel ofmandis and melas while offering the modern retail features like
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Quality, Choice and Convenience. As the modern Indian family's favorite retail store, Big Bazaar is
popularly known as the "Indian Walmart". On successful completion of ten years in Indian retail
industry, in 2011, Big Bazaar has come up a new logo with a new tag line: Naye India Ka Bazaar,
replacing the earlier one: 'Isse Sasta Aur Accha Kahin Nahin'. Since inception its has been a leading
retail brand owing to its strong branding and retailing. The phrase 'Isse Sasta Aur Accha Kahin
Nahin' is still imprinted in the minds of people.
PROMOTIONAL INNOVATIONS:
Wednesday Bazaar: Big Bazaar introduced the Wednesday Bazaar concept and promoted it as Hafte
Ka Sabse Sasta Din. It was mainly to draw customers to the stores on Wednesdays, when least number
of customers are observed. According to the chain, the aim of the concept is "to give home makers the
power to save the most and even the stores in the city don a fresh look to make customers feel that it is
their day".
Sabse Sasta Din: With a desire to achieve sales of Rs 26 Crore in a one single day, Big Bazaar
introduced the concept of "Sabse Sasta Din". The idea was to simply create a day in a year that truly
belonged to Big Bazaar. This was launched on January 26, 2006 and the result was exceptional that
police had to come in to control the mammoth crowd. The concept was such a huge hit that the offer was
increased from one day to three days in 2009 (24 to 26 Jan) and to five days in 2011 (22-26 Jan).
Maha Bachat: Maha Bachat was started off in 2006 as a single day campaign with attractive
promotional offers across all Big Bazaar stores. Over the years it has grown into a 6 days biannual
campaign. It has attractive offers in all its value formats such as Big Bazaar, Food Bazaar, Electronic
Bazaar and Furniture Bazaar - catering to the entire needs of a consumer.
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The Great Exchange Offer: On February 12, 2009 Big Bazaar launched "The Great Exchange Offer",
through with the customers can exchange their old goods in for Big Bazaar coupons. Later, consumers
can redeem these coupons for brand new goods across the nation
Child care Centre: It has also introduced small child care centres near the store, so that parents can
shop freely without any fear. Not only do the parents get more time to shop, but an added advantage is
that the children would also demand additional toys displayed in the care centre. This strategy lead to a
2% increase in sales as well.
Onion-potato Scheme: This was one of the most innovative and successful scheme introduced wherein
Purchase for 1,000 INR, can get one free 1kg onion and Potato for 52 weeks. However, it can be availed
of only on weekdays.
Big Bazaar has come up with 3 catchy lines written on hoardings taking on biggies like Westside,
Shoppers stop and Lifestyle. They are:
Keep West- aSide. Make a smart choice!
Shoppers! Stop. Make a smart choice!
Change your Lifestyle. Make a smart choice!
INNOVATIVE PRICING STRATEGIES:
The pricing objective at Big Bazaar is to get Maximum Market Share. Pricing at Big Bazaar is based
on the following techniques:
Value Pricing (EDLPEvery Day Low pricing): Big Bazaar promises consumers the lowest
available price without coupon clipping, waiting for discount promotions, or comparison shopping.
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Promotional Pricing: Big Bazaar offers financing at low interest rate. The concept of psychological
discounting (Rs. 99, Rs. 49, etc.) is also used to attract customers. Big Bazaar also caters on Special
Event Pricing (Close to Diwali, Gudi Padva, and Durga Pooja).
Differentiated Pricing: Differentiated pricing i.e. difference in rate based on peak and non-peak hours
or days of shopping is also a pricing technique used in Indian retail, which is aggressively used by Big
Bazaar. e.g. Wednesday Bazaar
Bundling:It refers to selling combo-packs and offering discount to customers. The combo-packs add
value to customer and lead to increased sales. Big Bazaar lays a lot of importance on bundling. For
Example, 3 Good Day family packs at Rs 60(Price of 1 pack = Rs 22) or 5kg oil + 5kg rice + 5kg sugar
for Rs 599
OTHER FORAYS:
Gold Bazaar- Sasta bhi shudh bhi : The organization has opened Gold bazaar within Big Bazaar in
2002, they foray into gold retailing. Gold Bazaar offers various advantages like no weight reduction on
exchange, transparent and fixed making charges, purity check through Carat meter, certificate by World
Gold Council, 100% free insurance against theft, burglary and loss by National Insurance Company with
every product, no-questions asked 15 day return policy and free life time maintenance of the gold
jewellery.
Private Labels: Developing more Private Labels to offer a better depth in each category, is one of the
key strategies followed. Big Bazaar continuously focuses on enhancing the depth and width of their
merchandise. Their Private Label and private brands initiative is part of such focus and offers us a
differentiating factor as compared to their competition at the same time helps us enhance margins. The
cost low is very low due to lack of need for marketing. Due to its added advantage of consumer
exposure, it knows exactly what product is needed, what has high demand, which flavour or sub-product
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is liked, etc. These private labels have been extremely successful and enhanced profit to a great level.
The success can be measured by the fact that the company is now planning to distribute it out its stores
as well.
Some of its private labels are:
Apparels: John Miller, Bare, DJ&C, Indigo Nation, RIG , Sach, Spunk, Knightwood, etc
FMCG: Tasty Treat, Fresh n Pure, Clean Mate, Care Mate, Premium Harvest, Ekta, Golden Harvest,
Murginns
General merchandise: Dream-line
Consumer durables & electronics: Sensei and Koryo
The Indian premier league (IPL) is a miracle in the world cricket. We have experienced the drastic
changes in cricket after the evolution of new cricket concept the t-20 cricket
MARKETING STRATEGIES IN FAVOUR OF IPL:
1. Packaging of the Event from day 1 as entertainment is the biggest strategic hit. Cricket justhappens to be there!
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2. To keep it focused in 20 over and inviting International players, not only enhanced theentertainment value but also factored in the fastest growing segment of high income youth. This
segment is short of time and wants everything to be packaged small.
3. It structured teams around states thereby ensuring team and brand loyalties and assured eyeballswhen it comes to media.
4. By following a well tried international model of clubs and player auctions, it got players interestsand their willingness to give the tournament their 110%. Knowing that players are going to play
attacking entertaining cricket attracts paid audience to the stadium and draws them towards other
forms of media like TV, internet and print press.
5. The public and press relations during the first two versions meant media hype wasmaintained and that has lead to immense unpaid publicity. Interestingly in IPL3, the organizers
have offered strict terms for freebies for non-official media. The initial purpose having been
achieved, the official TV channel is getting its due. That again hints to a well planned strategy.
6. Getting International Cricket Council to keep a window for IPL season was the biggest strategiccoup. Now cricket boards all over the world want to have similar event but may not be able to
get well known players for their events!
7. BCCI ensured that the event got all international recognition and gave it the required financialbackup to conceive and execute the event.
8. Attracting the movie stars like Shah Rukh Khan, Preity Zinta and Shilpa Shetty along withhighly placed industrialist as team owners, ensured ample media and public interest which
further contributed to the success of the event.
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9. Organizers packaging of all above and ensuring the event was always in controversies andnews, meant branding exercise of the kind that has not been seen in sports. At the end of the
end, we have a happy lot of bunches public, sponsors, media and most importantly IPL
bankers.
10.Merchandising of all products from bands, tshirts, caps, keychains to bats, balls, lassi glasses andchewing gum, was undertaken by all the team owners to capitalise on the loyalty and support
11.The cheerleaders as a concept was being bought first time in the history of Indian sports. Thisproved advantageous for the brand and helped build further excitement
In India, Samsung, in order to create its brand awareness, signed seven cricket celebrities and in doing
this it aimed to cash in on the popularity of cricket in India which is considered a religion in India.
Instead of just ads featuring cricketers, Samsung launched its Team Samsung India campaign all
over India. The focus of this concept was to create patriotism through cricketers, but under the Samsung
brand name the banner reads With Team Samsung. The campaign was a huge success and it enabled
Samsung to increase awareness of its brand. As a result, it began to make impressive growth in India.
In India, Samsungs investment on branding has spanned through brand building and corporate
initiatives, product investments and investments in the channel. In the year 2008, Samsung supported
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the Olympics cause in India by way of sponsorship of the Indian team, the support for select
members of the Indian team. The company also organized the biggest-ever national level school quiz
on Olympics for school children. Consequently, its Olympic-related advertising campaign brought the
companys brand closer to customers.
They also supported the Indian team to the Beijing Olympic Games as well as provided
scholarship support to six Indian athletes for their training expenses, including Abhinav Bindra
whom they subsequently signed on as our Brand Ambassador for Consumer Electronics products,
following his return from the Olympics. Samsung hugely invested in sports, as it knew that sports attract
crowds. In the Athens 2004 Olympic games, it was named as Worldwide Wireless Communications
Partner of the Olympic games, but not without a cost.
Samsung provided 14,000 mobile phones and also supported equipment during the games. They
also presented themselves in the Olympic Torch Relay, which took place in 27 countries. They also
showcased their products for 17 days to the visitors at the Olympic event and also allowed 30,000
minutes of free calling grabbing the audience to its brand.
It has been noted that older companies often portray their products as commodities and generally
sell their products only on the basis of brand without enhancing their quality and lowering their price.
However, Samsung has proved to be an exception to this. The company not only invested hugely in
brand creation campaigns, it also remained a cut above the rest by introducing innovation. In order to
create a somewhat different image, Samsung has positioned itself by developing innovative products,
thus becoming a leader rather than a follower. They enhanced their in-shop visibility through Shop in
Shops within the channel, Shop boards as well as by adding over 100 channel partners in the B&C class
cities.
LOGO: Successful branding is all about establishing a long-term vision and crafting the companys
operations to meet that objective. In 1993, as a first step in its globalization drive, Samsung acquired a
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new corporate identity. The company changed its logo and that of the group. In the new logo, the words
Samsung were written in white colour on a blue colour background to represent stability, reliability
and warmth.
It was this sort of huge investment where millions saw the Samsungs message. Their brand remained in
the forefront of millions of people giving them an edge over its competitors. It is no surprise that
Samsungs brand building strategy overtook its competitors in less than the expected time.
ConclusionFollowing the analysis of this report, it is determined that there is an impact of branding on several
aspects of the consumer decision-making process. The process of branding has proven to have a large
impact on the consumer decision-making process. However, in order to be most effective, it is
recommended to ensure that the branding strategies are targeted at specific consumer behavior types, as
the complex behavior type, dissonance-reducing buying behavior types, habitual buying behavior type
and variety seeking behavior type all react independently and differently to various modes of branding
stimuli. The author as shown that this was reflected in the primary research conducted.
However it is recommended that further research be done into the variations discovered between
consumer behavior types. This would be essential in determining which consumer behavior types react
most productively to which branding strategies. The results could be used by companies to create more
meaningful promotional activities that would positively affect the learning, perceiving and habit forming
aspect of the consumer decision-making process.
It has been found that there is indeed a correlation between the effects of branding and the
consumer purchase decision-making process. It is apparent in how branding influences the process of
learning, the creation of beliefs and the formation of attitudes in various types of consumer purchasing
behaviour. However, it must be noted that is also evidence to suggest that the four different types of
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consumer purchasing behaviour, namely the complex behaviour type, dissonance-reducing buying
behaviour types, habitual buying behaviour type and variety-seeking behaviour type, all exhibited
different reaction to branding stimuli. Therefore, one can conclude that it is essential that marketers
individualise the branding process in regards to these four types of consumer behaviour in order to
achieve maximum efficiency.
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