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@adisave
“Marketing worth Sharing”
India Quotient chat
Jan 19, 2017
@adisave
Before we begin ..
• My biggest marketing challenge is ….
(As crisply as you can)
• If I don’t get this right, it could …
(worst case scenario)
@adisave
• Product marketing vs Brand marketing
• Undifferentiated product
• Caters to a need & is successful
• Brand building is reqd when customers cant make out the diff
• Needed unless u r Google Search
• Technology is a commodity
• Time gap bet 1st & rest of competition was large.. Today it’s the same !
• Growth & Brand building are needed to be done simultaneously
• What is missing
• Ability to start with the customer journey & create a loop of performance mktg
.. a bit of context first ..
@adisave
Marketing before brand building?
• Three levels of Marketing
• Schrodinger's cat
• ‘Fuse’ response
• Pavlov’s dog
• Need associations
• Darwin’s ape
• Belief levels
• All 3 levels co-exist
• & project onto the brand
• Bunches of common consumer truths, projected onto
the brand, becomes branding !
• Thereby creating Perception
@adisave
.. Consumer Perception exists already !
@adisave
4 ways to aid consumer
perceptions
@adisave
Preference
Relevance Influence
1. The Realm of Marketing
@adisave
Everything you do, builds Perception !
@adisave
@adisave
2. The 4C Framework
• Customer
• Category
• Competition
• Context
Differentiation is
Life !
Insighting is
Listening to what
is never said
@adisave
Deploy that understanding everywhere
• What business are we in
• Selling eyewear to Indians online
• Current fulfillment mechanism
• Most People visit Opticians, check their
‘number’ & buy frames & lenses from there
• Current Consumer behaviour
• Opticians validate the number
• often for free
• Display a wide array of frames
• Across price points & styles
• Consumers can try various frames on,
before buying
• For free
• Barriers to trial online
• How would I look in these frames
• Consumer Life Observation
• Most people have only one pair of glasses
• But have diff ‘get-ups’ for different
occasions
• Category unlocking insight
• People want to look different, at diff
occasions
• Eyeware plays a visible role in
defining the look
@adisave
What is your consumer looking for ..
@adisave
.. & what would she want to find ..
@adisave
.. & everyone around picks it up
@adisave
.. If u had to do just one thing ..
• Define : WHO is my customer
• Whose life am I changing
• Who roots for me to succeed
• Who would be devastated without me
Other than my investors ;)
.. & then design your world completely around that person
@adisave
3. POME !!
• When can you waltz into her life
• & WHY
@adisave
Over 160,000 played Angry
Brides
Over 300000 People from 172 countries tried
the calculator
Over 2 lac views and over
30 coverages, at zero
media costs
3. Point of Market Entry !!
@adisave
@adisave
4. WoM is for real – Fuel it
• What do existing customers say
about your brand
• & who do they say it to
@adisave
#FASTFORHER 2014
2015
2016
@adisave
@adisave
In sum ..
@adisave
In Summary
• Use the 4C framework
• Align vision across the team
• Build Perception
• Using all your touchpoints, all the time
• WHO is the customer
• The one answer that save your life..& your
business
• POME & WoM
• Where to invest disproportionately
“Marketing
Worth Sharing”
@adisave
Chase
One
Emotion !
@adisave
.. enough of my blah blah
throw me some questions now !
adisave

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Brand Marketing for Young Startups

  • 1. @adisave “Marketing worth Sharing” India Quotient chat Jan 19, 2017
  • 2. @adisave Before we begin .. • My biggest marketing challenge is …. (As crisply as you can) • If I don’t get this right, it could … (worst case scenario)
  • 3. @adisave • Product marketing vs Brand marketing • Undifferentiated product • Caters to a need & is successful • Brand building is reqd when customers cant make out the diff • Needed unless u r Google Search • Technology is a commodity • Time gap bet 1st & rest of competition was large.. Today it’s the same ! • Growth & Brand building are needed to be done simultaneously • What is missing • Ability to start with the customer journey & create a loop of performance mktg .. a bit of context first ..
  • 4. @adisave Marketing before brand building? • Three levels of Marketing • Schrodinger's cat • ‘Fuse’ response • Pavlov’s dog • Need associations • Darwin’s ape • Belief levels • All 3 levels co-exist • & project onto the brand • Bunches of common consumer truths, projected onto the brand, becomes branding ! • Thereby creating Perception
  • 6. @adisave 4 ways to aid consumer perceptions
  • 8. @adisave Everything you do, builds Perception !
  • 10. @adisave 2. The 4C Framework • Customer • Category • Competition • Context Differentiation is Life ! Insighting is Listening to what is never said
  • 11. @adisave Deploy that understanding everywhere • What business are we in • Selling eyewear to Indians online • Current fulfillment mechanism • Most People visit Opticians, check their ‘number’ & buy frames & lenses from there • Current Consumer behaviour • Opticians validate the number • often for free • Display a wide array of frames • Across price points & styles • Consumers can try various frames on, before buying • For free • Barriers to trial online • How would I look in these frames • Consumer Life Observation • Most people have only one pair of glasses • But have diff ‘get-ups’ for different occasions • Category unlocking insight • People want to look different, at diff occasions • Eyeware plays a visible role in defining the look
  • 12. @adisave What is your consumer looking for ..
  • 13. @adisave .. & what would she want to find ..
  • 14. @adisave .. & everyone around picks it up
  • 15. @adisave .. If u had to do just one thing .. • Define : WHO is my customer • Whose life am I changing • Who roots for me to succeed • Who would be devastated without me Other than my investors ;) .. & then design your world completely around that person
  • 16. @adisave 3. POME !! • When can you waltz into her life • & WHY
  • 17. @adisave Over 160,000 played Angry Brides Over 300000 People from 172 countries tried the calculator Over 2 lac views and over 30 coverages, at zero media costs 3. Point of Market Entry !!
  • 19. @adisave 4. WoM is for real – Fuel it • What do existing customers say about your brand • & who do they say it to
  • 23. @adisave In Summary • Use the 4C framework • Align vision across the team • Build Perception • Using all your touchpoints, all the time • WHO is the customer • The one answer that save your life..& your business • POME & WoM • Where to invest disproportionately “Marketing Worth Sharing”
  • 25. @adisave .. enough of my blah blah throw me some questions now ! adisave