When I look back, feel there were some good elements, but there were some outrageous elements too :) but it was fun doing this

1. CARRIER
COMMUNICATION
STRATEGY by
Carat Fresh Integrated

5. What is brand Carrier among end consumers?
Dip stick study

6. Fuzzy findings
“Is it from
the US?”
“Often used
for large
projects and
offices.”
“Seen it at
Vijay Sales.
It‟s a little
expensive.”
“Architects
often
recommend
Carrier.”
“It‟s the world
leader. What
are you
saying?”
“Heard about
it. It‟s a good
brand people
say.”
“Sales
executive said
it‟s a good
brand.”
“Salesman
didn‟t tell
me much
about it.”

7. So how is Carrier positioned ?
Unclear
Besides, what is a position if it is only on
our papers but not in the end-consumers‟
minds

9. CarrierIf owns
Expertise in
Efficiency + Green
Greater Sales Greater Market Share
Ownership in
consumer‟s mind
Awareness Battles
>
Meta-battles
Concerns visibility
in Media
To an extent it implies media spends but not necessarily

10. Greater
Market
Share of
what?
Premium
Segment
Mass Premium
Mass
Super
Premium
B2B

11. CarrierIf owns
Expertise in
Efficiency + Green
Greater Sales Greater Market Share
Ownership in
consumer‟s mind
Awareness Battles
>
Meta-battles
Important to see how
does Carrier fare?

12. Before a brand wins the positioning battle, it needs to
win some meta-battles
Meta-battles

13. “Television par hai, toh bada hai!
Bada hai toh brand hai!”

14. Television is the massage
If a brand appears on television, it is a brand
If a brand bombards mass media with its messages, it is a
brand

15. How does Carrier fare in this battle?

16. “Aur kuch nahi, branded toh hai na!”

17. As long as it is a brand
Before brand-level differentiation comes the classification of
branded vs. unbranded
One brand gets replaced by another for no other reason but
the perception that they are brands

18. How does Carrier fare in this battle?

19. “International brand yaar hai yaar!
Kuch to hoga!‟

20. Foreign factor
„International‟ holds higher ground than „National/Indian‟
„West‟ rules but they were the Koreans who leveraged
„International‟ better

21. How does Carrier fare in this battle?

22. “Yeh cooler nahi hai!”

23. Claim and it‟s yours
Compelling reason often isn‟t a good enough reason for
consumers to buy a brand

24. What can explain Onida‟s “Yeh cooler nahi hai!”
Did it have any reason?
Did it try to give any reason?
But it did two things:
Repeat the word „cooler‟ for other Acs
Claim a benefit core to the category i.e. gives cooling
even in 48 degree temperature

25. How does Carrier fare in this battle?

26. “Oh! We have a refrigerator from this brand. It‟s
working good. So the AC should also be good.”

27. May the mighty win
It‟s even-stevens in the battle of Conglomerate brands vs. Specialist brands
In fact, conglomerate brands might just have an edge over Specialist brands with limited
visibility in the media
In a way, a conglomerate brand simply increases the consumer‟s exposure to the brand in
some form or another and therefore influences his/her disposition

28. How does Carrier fare in this battle?

29. Commentary on Indian consumers & their worldviews

30. Fascination with the
‘multi-faceted’
GODS

31. GODS
Indians are God-worshipping people
Kings were demi-gods
Heroes aren‟t humans; they are Gods in the guise of humans
Indian Gods have elaborate families
Indian Gods have Avatars

32. Fascination with the
‘multi-faceted’
All Rounders
Indian parents love all-rounder kids,
develop them as such and are proud of
the fact. So the kid should be:
Great at Academics
Musician
Dancer
Cricketer
Karate Specialist, etc.

33. Success of Tata, Reliance, Birla, LG, Samsung, Onida,
Videocon, Whirlpool, etc.

34. Saving is a philosophy
Not an attitude It‟s not „stinginess‟ or „miserliness‟
„Saving‟ has saved futures, has saved uneducated unemployed children
„Saving‟ has saved people from the truant ungrateful sons/daughters
„Saving‟ has saved people from the robbers, the frequently volatile
environment
„Saving‟ is wisdom, no matter what people say
Not disclosing „saving‟ is wise too„Saving‟ has made entrepreneurs
„Saving‟ is painful but
„saving‟ has made what
India is

35. Saving is a philosophy
Not an attitude It‟s not „stinginess‟ or „miserliness‟
„Saving‟ has saved futures, has saved uneducated unemployed children
„Saving‟ has saved people from the truant ungrateful sons/daughters
„Saving‟ has saved people from the robbers, the frequently volatile
environment
„Saving‟ is wisdom, no matter what people say
Not disclosing „saving‟ is wise too„Saving‟ has made entrepreneurs
„Saving‟ is painful but
„saving‟ has made what
India is
„Value‟ rules. For Indians, very often „value‟ is something that
helps them save, or makes them perceive „saving‟ in some
form.

36. Why isn‟t there much value beyond savings?
It‟s to do with lack of refinement in tastes

37. Evolution of tastes
Developing
Country
Increasing
Income
Buying more
products
Forming
opinions
Refining
Tastes
Developing
Country
Improving
Education
Greater
Exploration /
Experimentation
Forming
opinions
Refining
Tastes
And/or

38. Evolution of tastes
Refining
Tastes
Variety of
Needs
New
Opportunities New Positions
New Specialist
Brands
Is India a developed country yet? No.
Have Indians developed refined tastes yet? Not the majority yet.
It seems, with tastes of majority not so refined, brands positioned
for refined tastes will still be niche players for some time to come.

39. Competitive
Positions
Hitachi – Style
Toshiba – Innovation
Daikin – Silence
O General – Power Cooling
Panasonic – Eco-friendliness (Dust-busters)
Blue Star – Leadership in Air-conditioning in India
Whirlpool - ?
Electrolux – Thinking of you
Samsung – Technology, Bio-sleep
LG – Health
Videocon – Keeps the mind cool
Onida – Cooler than the coolest
Godrej – Style, Technology
Voltas - Made in India for India
See Annexure # 1 for analysis
of Communication by
Competitive Brands

40. Synopsis of
Competitive
Communication
Analysis
Emphasis on new product features and
benefits arising from these features
Emphasis on differentiation through technology
and benefits thereof
Much too often advertisements carry tactical
offers, schemes, discounts and free gifts
Energy saving ratings are mandatory and
every brand in the category highlights them
Label-like mnemonics are used to communicate
various features
See Annexure # 1 for analysis
of Communication by
Competitive Brands

41. Synopsis of
Competitive
Communication
Analysis
Emphasis on new product features and
benefits arising from these features
Emphasis on differentiation through technology
and benefits thereof
Much too often advertisements carry tactical
offers, schemes, discounts and free gifts
Energy saving ratings are mandatory and
every brand in the category highlights them
Label-like mnemonics are used to communicate
various features
It is no wonder that consumers go shopping
with a rather jumbled mind-frame and get
swayed by what the salesmen have to say.

42. How does Carrier position itself?
How does it communicate this position?
What kind of tone should it adopt?

43. Salient Points about brand Carrier
Specialists in HVACR technology Worldwide leaders in HVACR
Inventor of air-conditioners
Origin in the US
Brand present at high-profile locations like White House
Highly efficient products which conserve energy

45. How significant is „green‟?
In the context of life in general, in the context of
Air Conditioning category and as a positioning for
Career

46. In the context of life
„Eco-friendliness‟ is a world-view.
Life itself, and all the objects used to live a comfortable life and all the
activities undertaken to lead a comfortable life must be eventually friendly to
the environment

47. In the context of Air Conditioning
Perspective #1
Considering the fact that all brands highlight Energy Conservation as a regular
feature of their products, it seems „Eco-friendliness‟ is now a hygiene factor
for any brand
„Eco-friendliness‟ = Energy conservation = Saving on bills

48. In the context of Air Conditioning
Perspective #2
„Eco-friendliness‟ = Greenwash
Claim of „Eco-friendliness‟ at best means lesser damage to
the environment
Conservation of Energy only means saving on bills
Harm to the environment is a „necessary evil‟
0
Eco-friendliness Index
-100
+100
5-star ACs
2-star ACs

49. As positioning for Carrier
About „Green Brands‟
Green brands most often have their origin/core as „green‟, which means products or services are
conceived with the best interests of environment
Right from the beginning to the end of the value-chain, „eco-friendliness‟ percolates
every process/activity
The smallest of practices are „green‟

50. As positioning for Carrier
About „Green Brands‟
Green brands most often have their origin/core as „green‟, which means products or services are
conceived with the best interests of environment
Right from the beginning to the end of the value-chain, „eco-friendliness‟ percolates
every process/activity
The smallest of practices are „green‟
For Carrier to be perceived as a „Green Brand‟, it needs to
take a remarkable initiative or introduce a remarkable
innovation for the safety of the environment.

51. What are the most
visible indicators
of ‘Green’?
Greenery itself (trees and plants)
How about air ?
How about soil ?
How about water ?
How about temperature ?

52. What are the most
measurable
indicators of
‘Green’?
Greenery itself (trees and plants)
Recycled products - Saving trees
because of recycling of paper
Decreasing pollution/emission of gases
because of conservation of energy
How about Clean Air ?
How about water ?
How about Soil ?
How about temperature ?

53. What can CARRIER do?
Take the most visible and measurable indicators
to be seen as a „Green‟ brand

54. What does it
imply ?
Growing trees/saving trees?
What do growing trees/saving trees
require?
Space
People
Money
It is virtually impossible for one company to carry out any such initiative at a
large scale for a long period of time.
And therefore,
money and possibly
government
permission
Motivated
volunteers who can
take participate and
sustain the
campaign
To acquire land and
to deploy resources
to sustain the
activity

55. But being a leader, brand Carrier needs to initiate
something remarkable or innovate to make consumers
believe in the positioning as an
Expert in technology that is efficient and „high‟ on
„Green‟

56. Does something like this already
exist which Carrier can leverage?
Space Money
People

57. Does something like this already
exist which Carrier can leverage?
Space Money
People
GARDEN
People allot
space willingly
People allocate
money willingly
There is an inherent
motivation

58. Relationship with the brand
Garden CarrierCools

59. Frame that the brand can adopt
Worldview
Frame
Marketing Campaign
“Green is necessary for a safe and better future”
“Gardens are green and gardens cool the
environment”

61. Carrier will establish itself as a highly eco-friendly
brand through the initiative of
„CARRIER COOL GARDENS‟

62. Overview of „CARRIER COOL GARDENS‟
The idea is to leverage the frame of „Garden‟ in long run to establish Carrier as a highly eco-friendly
brand
Appropriate a culturally cherished habit of „gardening‟ to promote Carrier as a world-leader and
a green brand
‘CARRIER COOL GARDENS’ will be an engagement-driven campaign – intensive activation at
the ground level to give the brand the desired visibility in the media

63. Launch of
„Carrier Cool Gardens‟

64. Overview of „CARRIER COOL GARDENS‟
Press Conference @ Hanging Gardens
Announcing the initiative „Carrier Cool Gardens‟
Re-affirming Carrier‟s commitment to environment-friendly products and activities

65. Initiatives under Carrier Cool Gardens
On the shop
floor
Outdoor
innovations
Workshops Online

66. Initiatives under Carrier Cool Gardens
On the shop
floor
Outdoor
innovations
Workshops Online

67. Idea #1
Prominent Carrier/dealer showrooms across
the country will display Carrier products
surrounded by potted plants
Gardenical Shopfloor Display

68. Idea #2
Little trees will be placed at Carrier
showrooms. Gardening Info-booklets will
hang from the branches of these trees for
consumers to pick up and take away
Gardening Info-booklet Trees

69. Idea #3
Prominent Carrier/dealer showrooms across
the country will offer potted plants as gifts to
Carrier buyers
Potted Plants as gifts

70. Initiatives under Carrier Cool Gardens
On the shop
floor
Outdoor
innovations
Workshops Online

71. Idea #1
Bus-stops at certain prominent locations
across the country will be given a garden-like
look with actual potted plants.
Carrier Gardenical Bus-stops

72. Idea #2
Carrier Cool Garden Zones will be created at
Malls for consumers to sit and relax for some
time and thereby, experience the products as
well as Carrier‟s association with gardens.
Carrier Cool Garden Zones

73. Initiatives under Carrier Cool Gardens
On the shop
floor
Outdoor
innovations
Workshops Online

74. Idea #1
Workshops will be organized for gardening
enthusiasts in top 30 cities of India
Participants will be trained in various skills
related to gardening
Carrier Cool Gardens Workshops

75. Initiatives under Carrier Cool Gardens
On the shop
floor
Outdoor
innovations
Workshops Online

76. Idea #1
Cool Gardens
contest
Prospects upload pictures of their
gardens
Best looking gardens will be rewarded
Carrier Cool Gardens Microsite
Gardening Tips
Types of gardens
Setting up gardens
Maintaining gardens
Types of plants

77. Annexure # 2
Green Initiatives

78. Green Initiatives by
Global Organizations

79. #1

80. Green Initiative
Data Center
Eco-friendly
product range
Packaging

81. IBM data Center
IBM is opening a new data centre in the foothills of the Rock Mountains in its effort to mobilize the company‟s
resources toward energy efficient
This new data centre will employ IBM‟s state-of-the-art technology to erect a "Green" data centre
One of the offerings is the Stored Cooling Solution, which essentially time-shifts air
conditioning
It is described as "patented thermal storage technology"
The product uses off-peak power to store and provide cooling throughout the day

82. Eco-friendly Product range
IBM uses state-of-the-art design and manufacturing processes to help extend the life of its retail products
The Point-of-Sale (POS) and self service systems are built to help retailers expand and upgrade for a long
life cycle
This translates into retailers disposing of fewer obsolete products

83. Packaging
The IBM worldwide packaging engineering team strives to use materials with recycled content and common
shipping methods to help optimize the sustainability of packaging materials
IBM RSS products contain no paints in their material finishes
In stead they use powder coating for metal and impregnated colour for plastic to help reduce
harmful emissions that may occur in the painting processes

84. #2

85. Green Initiative
Carbon neutrality Revolutionizing packaging
RecyclingOn campus
Plant a tree for me

86. The road to carbon neutrality
Dell announced its carbon neutral goal and a commitment to meet that goal by the end of 2008 by:
Increasing energy-efficiency
Maximizing purchases of green power, and
Responsibly offsetting remaining effects

87. Revolutionizing packaging
Dell continuously develops and reviews improved packing methods that use the least amount of
packaging material possible, while still protecting product shipments
Air-filled cushion technology
Molded paper pulp cushions
Recycled HDPE thermal-formed cushions
Some of future packaging technology
Renewable resource packaging materials

88. On campus
There are a number of ways for employees to go green on Dell campuses
Dell is saving more than $3 million and avoiding nearly 12,000 tons of CO2 annually through a
global power-management initiative that turns off computers at night and wakes them back up in
the morning.
For example
The Penang, Malaysia, site continues its monthly domestic waste collection program; the
program encourages employees to bring materials from home for recycling. The site collected
more than 56 metric tons of materials during this past year.

89. Recycling
Dell was the first in the industry to offer free computer recycling to consumers worldwide
They recycle a Dell-branded system at any time at no charge, and also recycle any brand of
computer for free with the purchase of a new Dell.
This equipment is recycled in an environmentally-responsible manner using the stringent
recycling policies and processes

90. Plant a tree for me
Dell, in partnership with the Conservation Fund and Carbonfund.org, has launched
„Plant a Tree for Me,‟.
This program makes it easy and affordable for individuals, corporations or even
entire communities to “go zero” by measuring and then offsetting their carbon
emissions associated with the electricity generated to power an extended portfolio
of IT products – simply by planting trees.

91. #3

92. For decades, HP is putting in efforts, innovations and designs to support their long-
standing commitment to the environment
As a result, HP was named one of 10 corporate “Green Giants” in the world by Fortune Magazine
in 2007
Also rated as the No. 1 high-tech company (8th overall) on Newsweek‟s list of 1,800
Greenest Companies in 2007

93. Green Initiative
Energy
efficiency
Design for
environment
Product take
back

94. Energy efficiency
One of the first companies to comply with the U.S. EPA ENERGY STAR® program
Hence, offers PCs with energy-efficient features since 1992
Succeeded in reducing PC energy use by up to 45%
Sleep mode was introduced by HP-uses less power, and is quick to wake up and also makes less noise
In 2008 the total energy saved by HP in consumer PC products alone was 350,000,000 kg of CO2

95. Design for environment
HP brings together the designers, engineers and environmental product stewards to
promote conservation while delivering value
HP has reduced the amount of product materials and increased the energy efficiency
New smaller, lighter products feature an improved packaging design that helps streamline
shipping and reduce C02 emissions

96. Product take back
HP is an experienced leader in product recycling worldwide
HP has recycled over 1 billion cumulative pounds around the world, with a goal of reaching 2
billion pounds by 2010
HP provides convenient product reuse and responsible end-of-life programs. Options include:
Free recycling of HP and Compaq products if they are of no value.
Donation of your old computer to the National Cristina Foundation

97. #4

98. Mc Donald's
McDonalds has been acting Green for over thirty years now
Improving environmental performance helps in making a stronger Brand and a sustainable company
Not only the right thing to do but also teh right thing to do for buissness
Over 80 initiatives , both on Local as well Global level

99. Main areas of work
Saving
Energy
Packaging
control
Anti
Littering
Restaurant
Design
Sustainable
Food

100. Green Initiative
One meal one
napkin in U.S.
Greening
restaurants in
Europe
Anti littering
in Europe and
India

101. Green Initiative
One meal one
napkin in U.S.
Greening
restaurants in
Europe
Anti littering
in Europe and
India

102. One meal one napkin
Reducing resource consumption by awareness and simple practices
that customers and crew can incorporate into their behavior to
reduce waste
OBJECTIVE

103. One meal one napkin
In collaboration with Walmart‟s Earth Month, beginning in April,
2009, McDonald‟s USA restaurants located in Walmart stores
began executing a “One Meal, One Napkin” initiative to reduce
waste and promote environmental awareness.
SOLUTION

104. One meal one napkin
As a result of One Meal, One Napkin,” at nearly 1,000
McDonald‟s U.S. restaurants in Walmart stores anticipate savings
of more than 170 million napkins per year, equivalent to 497 tons
of wood
RESULT

105. Green Initiative
One meal one
napkin in U.S.
Greening
restaurants in
Europe
Anti littering
in Europe and
India

106. Greening restaurants
Restaurant buildings offer great potential for
improvement. It is our goal to achieve this and leverage
ensuing benefits
OBJECTIVE

107. One meal one napkin
McDonald‟s restaurants in many European countries have
undertaken top measures to increase a building‟s efficiency while
reducing costs
The colors, materials and illustrations chosen for interior
decoration carry the environmental theme
SOLUTION

108. Green Initiative
One meal one
napkin in U.S.
Greening
restaurants in
Europe
Anti littering
in Europe and
India

109. Anti Littering
McDonald‟s restaurants are committed to being
good and active members of the communities in
which they operate
OBJECTIVE

110. One meal one napkin
McDonald‟s UK fights litter daily in many different ways. It
ensures packaging is kept to a minimum and carries anti-littering
symbols. Litter patrols around the restaurants are as standard as
providing litter bins outside.
SOLUTION

111. One meal one napkin
With its “Just bin it” campaign, McDonald‟s UK takes the daily
effort of fighting litter a major step further. In the early summer
of every year, restaurants partner with local authorities, schools
and community groups in awareness-raising, educational and clean-
up actions. They provide educational gifts for children or with
employees .
SOLUTION

112. One meal one napkin
In 2005, McDonald‟s sponsored over 250 events involving more
than15,000 people
In India as well McDonalds has Litter Patrols where Mc Donald's
employees go around market picking up garbage leftovers by
people on the streets
RESULT