1. Brand Management
Session 4: Step 2 in Developing / Building a Brand
Zeeshan Kingshuk Huq
Guest Faculty
zeeshan.huq@gmail.com

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DECIDE WHOM TO BRAND FOR
Step 2 in Brand Building:

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From KNOWING Your Customer …
 We used to look at demographics
 Are they male or female
 Where do they stay
 What age are they at
 What are their education and income level
 Do they live in a family or alone
 Do they tend to follow any particular religion?
 Demographic segmentation is the most popular base for
any segmentation
 We used to do researches in this line
 Life cycle stage
 Social Class  SEC
 Lifestyle

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… to UNDERSTANDING your customer
 Know the customer, not his/her demographics only
 When I am at your store, do I feel at home?
 When I am at your site, do I feel expected?
 Do you have an app for me? Do I really need an app at all?
 Can you suggest the perfect lunch for me?
 Do you know my last ten purchases? Can you predict my
next ten?
 Do you know my taste? My style? Who inspires me?
Whom I respect?
 Do you know my network?
 Because the better we UNDERSTAND them, the more
ways we can make them happy / satisfied

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HOMEWORK RIGHT
You have to do your

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Why?
 Customers are far less trusting than they used to be
 Especially true in industries whose reputations suffered (banking,
pharmaceuticals, energy, airlines and media)
 Even if you're in an unrelated industry, you’re likely to be effected
 Consumers have more power than ever before
 Social media, easy on-line comparison-shopping, and a
proliferation of choices.
 Customer diversity continues to increase
 Opportunity!  putting a premium on micro-segmentation
 By increasing the noise-to-data ratio
 Customers are confused as well!
 They are less interested in products
 More interested in flexible, adaptive solution

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Approaches in doing homework
 Stand in your customer’s shoes
 Look beyond your core business  need to look at
customer’s full range of choices, as well as his or her
ecosystem of suppliers, partners etc.
 Deepen understanding of competitors
 Staple yourself to a customer’s order
 Track key customers’ experiences throughout the life-cycle
 Note where the experience breaks down
- Actual observation
- Role-playing
 Merge with the customers  Let them take the lead
 Lean forward and anticipate  Apple

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Research Tips
 Choose your target market right
 Your information will only be as good as your ‘sample’
 Design your survey carefully
 Are you missing the key issues?
 What are the questions that you need answers to?
 Don’t offend customers
 Keep it short (if not sweet)
 One pager?
 Leave an opportunity for detailed answer too
 Not everyone will, but the fews will make the more difference
 Work out your recording techniques / tools
 Invest in the process

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“MEET YOUR NEW BOSS”
Case 1: Getting to the context P&G and Lafley

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P&G Turn-around
 A F Lafley took over as CEO of P&G in 2000 when the
company had lost it’s way
 Stocks plunged by more than 50%
 Earning expectations dipped
 From deciding how to drive to driving decisions
 Simple mantra: ‘The Consumer is the Boss’
 Hear the customer what they wanted to say
 Tease out what they wanted but never could articulate
 Spend time ‘living’ with the consumers
 Changes came from there
 Tide packaging
 Swiffer  $1 billion annual revenue

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Word of Caution
 Even the most well-intentioned people says things
untrue
 They say they will do things they won’t, and purport to have
interest in things they don’t.
 Solution?
Spend time in the market so
that you can know the
customer better than they
know themselves.

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GODREJ CHOTUKOOL
Case 2: Focusing on non-consumers

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Godrej Chotukool
 Indian market is vast, and a large part still can’t afford
refrigerator
 Godrej and Boyce went on understanding the ‘untold’
need of this large customer base
 Result  Chotukool Refrigerator
 Designed for 85% of the Indian Consumers who DID
NOT buy refrigerators
 Same benefit of a refrigerator
 Smaller, more portable
 Less power-hungry  runs on battery!
 Costs under $70

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GROUP CLASS ASSIGNMENT
Write down five things that a coworker or friend can only do by relying on
an expert or going to a central location.
Think about ideas that would let these people do it themselves for any
one of the above – something not prevalent in the country.
Chalk a solution for the relevant brand.