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Team: Fresh LIME Soda Team Code: IIMI3069
Objective & Agenda
Industry and Competitor Analysis Understanding the Indian Watch Industry Major trends and perceptual findings Competitive Landscaping – Carving a niche’ for FC in India
Research Secondary Research - Findings Primary Research - Methodology - Insights
Accessible Luxury
Creativity Classic Vintage
Live yourSwiss Passion Geneve’
Capability Analysis SWOT analysis
Collector’s Value
Handcrafted Automatic Heritage
Corporate Focus Pros in segmentation and focus Cons of this segmentation Expanding the focus
Branding & Marketing of FC in India New Positioning – Brand Key 8P Framework for FC Associations
Digital Strategy CSR Watch with Devanagari Script
Indian Watch Industry
Low penetration and high growth rate show the opportunity in India Industry & Competition
Market Segmentation by price**
Utilitarian product (know and manage time)
Rs. 4200 Cr.
Lifestyle product Tablets Laptops Mobiles Wrist Desktops Watches
460 lakh pieces
Research
2.1
86.5
900
Wrist Watches
SWOT and Brand Equity
1600 370
1700
10 - 15% pa
Sales value
Cable TV
10-15% 27 % 3.5 %
Volume (lakh pieces)
Value (Crore)
Time Continued growth rate every year despite the increase in substitutes* Wrist watch penetration in India* of the India own multiple watches*
Segment
Volume
Price
(lakh pieces)
(Crore)
Value
Growth Rates
Mass
370
<1,000
1700
5-7%
Mid
86.5
1,001-10,000
1600
8-10%
Premium
2.1
>10,000
900
15-20%
*Source: Indian Journal of marketing, June 2013 **Source: Technopak Analysis
STP and Marketing Mix Integrated Campaign
Devanagari Watch
Indian Luxury Timepieces
Various brands cater to different luxury segments like affordable luxury, aspirational luxury and absolute luxury
Trends Luxury brands account for 4% of total timepieces sales CAGR of 24% Increased presence in smaller cities fuel sales Special events and gifting occasions supporting growth, particularly popular gifts amongst Senior corporate managers and for Government employees Men are most likely customers than women Majority of sales from store based retailing in Tier I cities Green Luxury and Social responsibility is important factor
Prospects Penetration into leading jewellery and watch outlets like Malabar Gold in south India and TBZ in north India Online portals will develop as a retail channel
Industry & Competition
CATEGORY DATA Sales of Luxury Timepieces by Category: Value 2007-2012 Rs million Men's
2007 1,089.9
2008 1,438.7
2009 1,467.5
2010 1,731.6
2011 2,077.9
2012 2,452.0
Women's
274.4
406.1
418.3
468.5
562.2
663.3
Total
1,364.3
1,844.8
1,885.7
2,200.1
2,640.1
3,115.3
Sales of Luxury Timepieces by Category: % Value Growth 2007-2012 % current value growth
2011/12
2007-12 CAGR
2007/12 Total
Men's
18.0
17.6
125.0
Women's
18.0
19.3
141.8
Total
18.0
18.0
128.3
Forecast Sales of Luxury Timepieces by Category: Value 2012-2017 Rs million Men's
2007 2,452.0
2008 2,795.2
2009 3,172.6
2010 3,585.0
2011 4,033.2
2012 4,517.2
Women's
663.3
774.8
903.4
1,049.8
1,217.7
1,410.1
3,115.3
3,570.0
4,076.0
4,634.8
5,250.9
5,927.3
Total
Research
SWOT and Brand Equity
STP and Marketing Mix Integrated Campaign
Forecast Sales of Luxury Timepieces by Category: % Value Growth 2012-2017 % current value growth
2011/12
2007-12 CAGR
2007/12 Total
Men's
13.0
84.2
13.0
Women's
16.3
112.6
16.3
Total
13.7
90.3
13.7 Source: Euromonitor
Devanagari Watch
Consumer Perceptions
Brand image and status influence the older generation more, while others’ influence has a role to play among the younger generation Results of a Primary Research survey done to study consumer based perceptions, and predict trends Methodology: Survey Respondents: Sample size 100; 50 Gen X, 50 Gen Y
Gen X >35 years
Consumer
Gen Y 18 – 35 years
7 – 8 years High brand loyalty (Stable) Reason for loyalty: class, status and image complement them and their personality
Few people “to own a watch for a particular occasion”
Comparative brand hierarchy
Duration of brand usage
Multiple watches per individual
Other factors
2 -3 years Low brand loyalty (Open to Experimentation) Reason for loyalty: contemporariness, influence Aspiration to buy costlier watches
Few people “to own a watch for a particular occasion” Styling aspect
Top-of-the-mind recall Brand tag lines – LOW but better than Gen X Brand ambassadors – HIGH Brand loyalty beyond watches HIGH
Titan Citizen Rolex Timex Tissot Calvin Klein Casio Armani
Fastrack Tommy Hilfiger Reebok Casio Gucci Diesel Calvin Klein Armani
Top-of-the-mind recall Brand tag lines - LOW Brand ambassadors – HIGH Brand loyalty beyond watches LOW
Secondary Research: Published in Indian Journal of marketing, July 2013 edition
Industry & Competition
Research
SWOT and Brand Equity
STP and Marketing Mix Integrated Campaign
Devanagari Watch
Competitor Analysis
All major competitors have a reasonably well defined emotional space Industry & Competition
Origin
Swiss
Swiss
Swiss
Swiss
Japanese
Target Segment
Super Premium
Premium
Super Premium
Premium
Mid premium
Price Points
Rs 1,00,000 +
Rs 70,000 – Rs 7,00,000
Rs 1,20,000+
Rs 40,000 – Rs 5,50,000
Rs 6,000 – Rs 1,00,000
Brand Character
Omega signifies prestige and accomplishment
Tag Heuer talks of self identity and self esteem
Success, accomplishment going beyond one’s limits
Elegance is an attitude
Made to last beyond time
A Swiss luxury watch; Spirit of achievement
A sports chronograph, self esteem
Symbol of success; a jewel
Beautiful designs, elegance
A premier well engineered watch
Benefits Offered
Analysis done through Secondary Research: Studying the advertisements, websites and Social Media
Research
SWOT and Brand Equity
STP and Marketing Mix Integrated Campaign
Devanagari Watch
Competitor Analysis
The grid below shows the top 10 brands in India* in terms of their Products Attributes and Positioning
Mechanical Movements / Automatic
Quartz
Industry & Competition
Exclusive Luxury Research
Jewellery
SWOT and Brand Equity
Lifestyle Technical
Accessible Luxury
Sports
Quartz
Design
Fashion
Mass / Lower Priced Source: Swiss Luxury Watch making Industry, Karine Gautshi, 2005 *Top 10 brands in India as per retailer feedback, as provided in the case
STP and Marketing Mix Integrated Campaign
Devanagari Watch
Primary Research
Corporate executives form the chunk of people who consider purchasing a Frederique’ Constant timepiece Primary Research* was done in 2 stages by visiting various watch retail outlets in Mumbai Methodology: Personalised interviews and Observation Respondents: Watch Stores’ Retailers / Managers Location: At the retail store
Stage 1:
Stage 2:
Process: Interview with owners/ managers/ sales staff of various luxury watch stores Objective: To determine luxury consumers’ preferences, and develop insights about their consumer behaviour and trends
Process: In depth Interview with owners/ managers/ sales staff of 3 Frederique Constant Stores in Mumbai Objective: To determine profiles of past Frederique’ Constant buyers, and develop insights about customer perception about the brand
Insights:
Insights:
• Luxury customers are extremely brand conscious; One would rather buy a simple watch of a premium brand rather than a fancy watch of a brand not as premium • Luxury customers are not as particular about designs as they are about the brand itself • Indian luxury customers enjoy good deals – are value seekers
• Frederique’ Constant is purchased / enquired about mostly by corporate people and business executives (clear results of the focus and marketing till now) • An FC watch is not perceived as designer/ fashion piece at all, and more of a classic Swiss watch, purchased for quality • The devanagari script watch found quite a few purchases from Politicians *Detailed description and results of research in Annexure 1
Industry & Competition
Research SWOT and Brand Equity
STP and Marketing Mix Integrated Campaign
Devanagari Watch
SWOT Strengths Greater if it is a POD rather than just a POP Can be leveraged upon to build Competitive Advantage in the long term Consumers need to be communicated about FC’s Differentiators
Opportunities Highlight new avenues to build capabilities Conducive environment changes Growing market potential that needs a good marketing mix to tap
Differentiating strengths will form the basis of building brand identity
• Swiss origin (Geneva) • Handcrafted Automatic Mechanical Timepieces • Vertical integration delivering better quality • Heritage value of timepiece • Corporate focus • Classic sedate designs
• Increasing disposable income • More upcoming ventures to partner • Corporate gifting trend • Target a younger audience • Communicate the long term value of an FC watch
• New Entrant to Indian Market • Low Brand Awareness • Lower number of mass campaigns (only focused promotion) • No high profile ambassador • Not perceived as a young person’s watch
Weaknesses Show priority areas or focus areas for Marketing Highlight wrong strategies Find ways to overcome effects of weaknesses through innovation / alternate channels
• Mobile manufacturers entering the watch manufacturing space • Cheaper substitutes • Counterfeit watch market • Older brands with higher equity in India
Industry & Competition
Research
SWOT and Brand Equity STP and Marketing Mix
Threats Increasing risk of environment factors Risk of current brand strategy Need to take up strategic brand building activities over a longer period
Integrated Campaign
Devanagari Watch
Understanding Brand Equity of Frederique Constant in India
FC’s Brand Equity Points of Parity and Points of Differenceº can help understand brand equity of Frederique Constant in India
Points of Parity
Points of Differentiation
Swiss Watch
Sedate, classy, clear dial designs
Automatic handcrafted
‘Live your Passion’
High quality
Corporate Focus
Durable
Heritage, story of founders
Collectors’ Value
Devanagari script watch
Objective
Industry & Competition
To achieve long term leadership in India, Frederique Constant will have to create a strong, differentiated brand positioning and focus on the correct target according to the brand character
Research
Measuring the Brand Equity Brand Asset Valuator®(BAV)* by Young and Rubicam Group used to measure equity Niche’/ Untapped Brand Strength (Differentiation and Relevance)
Brand Equity
Leadership
Declining
New Eroding Unfocussed Brand Stature (Esteem and Knowledge)
Frederique’ Constant in India is differentiated in terms of its design, heritage, corporate focus and value, however, it still remains fairly niche’ due to the huge untapped potential The long term goal of FC as a brand will be to move into the upper right quadrant (Leadership)
Since the luxury watch industry is already crowded with multiple brands, and each of them partly own equities of craftsmanship, precision, quality, and other functional attributes of automatic watches, to create differentiation, instead of competing in the same space, Frederique Constant to create Executional equity of ‘Live your Passion’ with other brand characteristics supporting as functional equities
Accessible Luxury Vintage
LiveCreativity your Passion
Collector’s Value
ºAs per primary research with watch retailers, and secondary data analysis
*Detailed description about BAV in Annexure 3
Swiss Geneve’
Heritage
Handcrafted Automatic
SWOT and Brand Equity STP and Marketing Mix Integrated Campaign
Devanagari Watch
Segmentation Strategy
Focus on Corporate Sector needs to be expanded to Professionals Industry & Competition
• Focussed Identity of a ‘Corporate Watch’ • Untapped to a great extent by competition • Offer less expensive means for focussed promotions – as opposed to mass campaigns
• Too focussed, and the target may not resonate the brand as effectively as desired • Segmentation and targeting ideally be based on psychographics for a lifestyle product
Research
SWOT and Brand Equity
Demographic Segmentation Mainly corporate executives, however also including professional businessmen , musicians, doctors, academicians, sportsmen, journalists etc. Income bracket: High income
Leveraging some of the merits of current Strategy and rectifying some of the cons, we propose expanding the target to a larger group of ‘Professionals’ - business executives, doctors, lawyers, journalists, teachers, artists etc.
Psychographic segmentation Based on Personality, Values and Lifestyles Passionate and mature individuals who appreciate beauty of niche’ handcrafted automatic designer products. They desire premium products to reflect their passion
STP and Marketing Mix Integrated Campaign
Devanagari Watch
Brand Positioning The Brand Key* Model developed by HUL is used to understand the positioning of the Frederique’ Constant brand, and to understand strategic fit of ‘Live your Passion’ for passionate professionals
Positioning of Frederique Constant and building the brand Industry & Competition
Luxury timepieces handcrafted with passion Accessibility
Passionate, Appreciation for Swiss luxury, craftsmanship, classic design
Product Philosophy
Made in Geneva Passionate endorsers, heritage of founders
Research
SWOT and Brand Equity
Essence
Live your Passion Handcrafted in Geneva ; Passionate about owning & wearing an FC watch
Classic designs– A reflection of passionate professionals A passionate, confident individual wants a sedate luxury timepiece – reflection of his own passion and personality
Insight Luxury time pieces, ‘’technology watches, luxury jewellery - bracelets
Competitive Environment
Target
A passionate person who has a desire for exquisite luxury and craftsmanship
Root Strength Passion (profession, craftsmanship, design, interest) Value through accessibility
*Detailed description about Brand Key in Annexure 2
STP and Marketing Mix Integrated Campaign
Devanagari Watch
Marketing Mix 8 P’s
Re-defining the Marketing Mix according to the 8Ps of Luxury marketing*
Product level (Functional Benefit) - handcrafted, own caliber development, beautiful designs, new technologies Experiential level (Emotional Benefit) – “Live your passion”
Industry & Competition
PERFORMANCE
Accessible Luxury Price points – Rs. 45, 000 to Rs. 2.25 lakh
P
PRICING
P
PEDIGREE
P
The Swiss connection ‘Geneva’ Heritage: Frederique Constant – first names of great grand parents of founders
Research
SWOT and Brand Equity
Events Other Associations
PUBLIC RELATIONS (PR)
P
Retail brand environment – heightening consumer experience Niche media – events, magazines,PLACEMENT In-flight entertainment
P
P
P P PUBLIC FIGURES
PAUCITY
PERSONA
Handcrafted quality constrains mass production Limited POS
STP and Marketing Mix Distinctive projection – Passion Coherence across consumer touch points – events, associations Visual brand identity Long form commercials/ short film videos targeted towards professionals Activation Programs – ‘Share your Passion’
Garners attention, credibility and impact Personality resonates with brand aura (passionate professionals) – Harsha Bhogle, Chetan Bhagat Weekly podcasts about their stories and life, distributed across digital channels
Key Takeaways
Experiential value is as important as product excellence Pedigree is important but it is also important to generate ongoing relevance and dynamism through Persona, PR Exclusivity and Stature through paucity and placement factor *8P Analysis by BPG Group, UAE; Source: Brand channel
Integrated Campaign
Devanagari Watch
Recommendation IMC
Based on the STP and mix towards building the brand, what we propose for the short term is a targeted campaign under theme of ‘Passion’ Industry & Competition
Integrated Marketing Campaign Handcrafted for the Passionate Professional
•Mobile Devices • Social Media marketing • Direct Emails • Website and blog • Search based ads
Events and PR
Digital Marketing
Research • Corporate executive cricket and golf tournaments, offsites • Exhibitions in 5 star hotels • Annual Business Quiz – Passion
IMC Media Mix • •Reducing the electronic waste campaign • Fund raising for specific causes • Tie ups with hospitals and nursing homes • Carbon positive manufacturing and service setups
CSR
Liveyourpassion
SWOT and Brand Equity
STP and Marketing Mix Strategic advertising
Point of Sales Promotions
• Use of technology enabled devices (edisplays) at POS • Small branded collectibles with every watch (depending on collection)
•Print based • Airlines screens • Airports billboards • Hotels, lounges and clubs • Exclusive previews and concerts
Integrated Campaign
Devanagari Watch
Targeted advertising in specific media will help reflect brand character, and build brand salience; POS will help improve brand imagery
Advertising and POS Endorsers Get passionate people to endorse the brand – not necessarily high profile celebrity endorsers, but popular individuals who are passionate about what they do
Suggested Advertising Communication Themes Gifting during festivals Gift yourself, Gift others - a perfect gift for the passionate professional
My Passion – my pride Inspirational heritage and story of Frederique Constant founders and their values and passion
Celebrate your Passion professional achievements and milestones (first job, a promotion) - Rewarding yourself with an FC- a timeless masterpiece to celebrate your passion
Industry & Competition
Research
SWOT and Brand Equity
Channels for Advertising
Point of Sales Marketing
Magazines • Besides corporate magazines already used, Forbes, Business Today and The Week Magazine • Since the TG is now Professionals, lifestyle magazines like Chip, Verve, Tehelka can be added • ‘The Little Magazine’ featuring art, films, documentaries, poetry can be an interesting addition
Billboards Outside airports, IT studios, 5 star hotels In-Flight entertainment for international flights bound into India
E- displays and screens At the POS technology enabled electronic catalogues can be used to display various ideas around Passionate.
parks,
Branded FC collectibles Refine packaging to include a branded collectible with every FC watch – Either it can be standard or varying as per the FC collection Examples: A Frederique Constant Stamp, a heart shaped ornament
STP and Marketing Mix
Integrated Campaign
Devanagari Watch
FC Collections Themes
Under the leitmotif of ‘Passionate Professionals’ a few communication / advertisement themes are suggested for each of the FC collections Industry & Competition
Inspired by passionate individuals, Manufacture is a range of exquisite handcrafted watches that signifies Passion for Innovation
A collector's masterpiece; Vintage Rally is a range of exquisite handcrafted watches which are a timeless signature of the collector’s passion for style and prestige
Elegant, Bold; Runabout is a range of handcrafted, hand polished watches for passionate professionals who have an eye for detail
Liveyourpassion
A Swiss masterpiece; Classic is a range of heritage watches known amongst collectors for their exceptional value; for the classic professional!
Feminine and sophisticated, classic and elegant, sexy in every detail; Ladies automatic is a range of fine mechanical timepieces developed with passion by women for women. It reflects the values and aspirations of the modern, independent professional woman
Research
SWOT and Brand Equity
STP and Marketing Mix
Integrated Campaign
Devanagari Watch
Events and Associations
Promotions through exclusive Events & Associations will improve Persona of the brand
Objective To create awareness about Frederique’ Constant among Passionate Professionals in a targeted manner
Process Convene professionals who share passions and educate them about FC while giving them a chance to live their passion – brand resonance
Industry & Competition
Research
SWOT and Brand Equity
Bringing the “Passion Awards” to India – Extend the theme to professionals
Partner with corporate associations for sponsorship of corporate offsites for executives
Sponsoring Corporate Sports Tournaments. – like Cricket, Polo and Golf. An FC watch as a winners memento
Participation in events like Indian Luxury Expo & Mint Luxury Conference
STP and Marketing Mix
Integrated Campaign
Sponsoring Niche’ Professional Events and Concerts Niche events like the Mahindra Blues, Jazz concerts etc
Starting an Annual Event like a Business Quiz or a Quizzes within specific Professional domains
Strategic Event Partnerships with Car Shows/Rallies which FC does globally – Land Rover
FC Exhibitions 5 star hotels Also fine dine pubs, lounges and restaurants can have promotions
Devanagari Watch
Digital Marketing
70%
“Digital is a common landscape for luxury consumers, so as digital content evolves and the web grows, brands are testing how to interact with their consumers in the digital space” -- Andrea Wilson, luxury practice lead, iProspect of consumers prefer to hear about new products from Facebook friends rather than brands*
Search Engine Optimization SEO improves through uploading Search guides of fresh content on the website Ads should be strategically placed so as to improve FC on Social Media Communities of Passionate Professionals Besides brand FC page, FC should have an India specific page – which should continuously be uploaded with fresh content about sponsored events, associations and happenings. Since the new focused target are Passionate Professionals, create forums where they can share stories, and interact with each other Build activity through engaging content, promotions, taglines and contests Invite passionate professionals to share their stories
Loyalists, Frequent customers, Aspirational fans Enthusiast forums Brand moderators
+ 57% Mobile Apps QR codes
have asked their friends on Facebook for advice before purchasing a product*
Continuous engagement
=
Big opportunity for brands to play a stronger role on Facebook, Twitter and other platforms
Research FC Smartphone App • Make and share your own FC watch design on the app • Get information about FC watches and events
Mobile Devices Search
Highly targeted High ROI High competition for attention
Email
Digital Marketing Social media
Emails to be sent to focussed professionals/ groups before and after events to build brand experience
Website
Have an India – specific micro-site on the website Upload sponsored news and events to build identity of passion
Industry & Competition
Big, beautiful images Detailed product descriptions Captivating lifestyle content Video and image galleries
*Source: 8thBridge report, 2012
SWOT and Brand Equity
STP and Marketing Mix
Integrated Campaign
Devanagari Watch
CSR
CSR is an increasing focus among elite luxury brands and in India this trend is all set to take off in a big way Recently in August 2013, the Indian Government passed a clause where companies will have to spend 2% of their net profit on CSR projects. It gives an opportunity to Frederique Constant to tie up with corporates for such projects, providing greater brand visibility, as well as strengthening support of the brand towards social causes
Frederique Constant - Heart Association Sponsor certain fund raising events where charities and associations can put out presentations / shows and wealthy people, corporations and institutions can donate towards the cause. Since FC is associated in a big way towards Heart diseases, partnering with heart research institutes and hospitals is strategic in India as well. Social media can be used for promotions Be a part of the Heritage: All partnering charities, associations and NGOs to be rewarded with a trip to FC HQ in Geneva E-waste Creating awareness about the generation of tremendous amounts of e-waste generated through used cells in watches. Promoting mechanical watches and creating awareness about the longer life and collectible nature of watches. Creation of short films and viral videos to support the cause Carbon Surplus All manufacturing and service centers the world over - to be carbon positive or rather carbon surplus. This can be communicated through different media
Industry & Competition
Research
SWOT and Brand Equity
STP and Marketing Mix
Integrated Campaign
Devanagari Watch
‘Devanagari Script’ watch
Passionate about Indian design – a timepiece handcrafted for you!
‘Ethnically Aesthetic’ Ethnic: a range of handcrafted watches for the Passionate Indian who attempts to build a connect with his roots while at the same time making efforts to achieve grandeur
Primary Research suggested that the watch was fancied by Politicians
Product inline with consumers’ values Indian consumer sees a sign of luxury in Indian culture/ ethnicity/ royalty Focus on ‘Political class’
Industry & Competition
Research
SWOT and Brand Equity Promotion Campaigns along National Festivals like 15th of August or 26th of Jan Special strategic promotions during Gifting festivals like Diwali, Holi, Rakshabandhan etc.
Marketing campaign on Social Media, about Indian-ness Share why you’re passionate about India! Imagery to feature ancient royal Indian culture – jewels, ethnic handicrafts, surroundings
STP and Marketing Mix
Integrated Campaign
Created for India Crafted in Switzerland For the Passionate Indian
Devanagari Watch
Annexure 1 Primary Research Details
Brand Key Terminology
Frederique Constant Stores visited in Mumbai – The Collective, Watches of Switzerland. Interviews with store managers/ sales person
Broad List of Questions / Topics discussed: 1. 2. 3. 4. 5. 6. 7.
What do luxury watch customers (watch purchase above Rs. 20,000) prefer the most? – Brand loyalty v/s design of the watch What are the most important factors taken into consideration while making such a purchase? What is profile of people who enquire about or consider the Frederique Constant brand? What does Frederique Constant known for the most? Does Frederique Constant receive a lot of corporate orders? Which collection of Frederique Constant is the most popular? About the watch with Devanagari script – did regular FC buyers buy it or it attracted specific buyers?
Brand Asset Valuator Photographs of display Frederique’ Constant Watches at the POS
Annexure 1 Primary Research Details
Brand Key Terminology
Brand Asset Valuator
Results of the Research What matters the most while making a luxury purchase
Brand v/s Design
Brand Loyalty
Design
Brand
Design
Celebrity
Price range
Style/ Type of watch
What FC is known for the most • Swiss watch • Sedate clean dial designs • Quality • Collector value
Profile of people interested in FC
Most Popular collection of FC Manufacture’ Collection
Devanagari Script watch - India Mainly Corporate Executives
Politicians :: and People who preferred something ethnic
Annexure 2 Primary Research Details
Brand Key Terminology
Brand Asset Valuator and
The Brand Key model consists of ten steps to establish effective brand positioning. The ten steps have been described below: 1. Root Strengths- It is the original product, values and/or beliefs that made the brand great and on which we want brand to build. 2. Competitive Environment – List of competitors, including share of wallet and share of mind 3. Target – It’s the person and the situation for which the brand is always the best choice, defined in terms of their attitudes and values, and not just demographics. 4. Insight – The element of all you know about the target customer and their needs on which the brand is founded. 5. Benefits – The differentiating functional, emotional and sensory benefits that motivate purchase. 6. Values, Beliefs and Personalities – The brand values what the brand stands for and believes in and its own personality. 7. Product Philosophy – Our guiding product beliefs and principles and how we prove these principles through product experience. 8. Reasons to Believe – These are the proofs we offer to substantiate the benefits/brand experience 9. Discriminator – The single most competing and competitive reason for the target consumer to choose the brand. 10.Essence - The distillation of the brand into a core idea or promise.
Annexure 3 Primary Research Details
Brand Key Terminology
Brand Asset Valuator
The Brand Asset Valuator Model (Trademark of Young & Rubicam Group) measures brand equity based on 4 parameters, as explained below: 1.
2.
3.
4.
Differentiation: Difference, uniqueness and distinctiveness – Reflecting the brand’s essence and ability to stand out from competition. Also captures the brand’s ability to command a premium. Relevance: Personal appropriation to customers of the target group. Relevance is the source of the brands staying power. Esteem: The degree to which the target group likes the brand, and understands how it fulfils its brand promise. Esteem is influenced by popularity and quality. Knowledge: It means the ability of customers to internalize what the brand stands for. Knowledge is generally achieved over time, and marketing and media is crucial in achieving this.
• Brand Relevance and Differentiation together make up ‘Brand Strength’ • Brand esteem and knowledge make up ‘Brand Stature’