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Building

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Title: Thiru Forever My Experiences with Marketing for 3 Decades Author: Dcouto, Meryl Last modified by: Dcouto, Meryl Created Date: 12/17/2013 10:48:31 AM – PowerPoint PPT presentation

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Title: Building


1
Building Sustaining Iconic Brands
  • The Custommerce National Convention
  • At The Marriot Jaipur,
  • On January 23rd, 2014

2
ICONIC
  • A representative symbol of a culture or movement
    or affording great admiration and respect

3
ICONIC BRANDS
  • Instantly recognizable.
  • Balances the authentic with contemporary
    futuristic.
  • Delivers a powerful brand experience.

4
MY CAREER
  • Ongoing creation of an Icon
  • Rejuvenating an aging Icon
  • Competing against an Icon
  • Protecting an Icon

5
ONGOING CREATION OF AN ICON LAKME
  • Strong brand but shallow market
  • Need for sustaining it through many seemingly
    small initiatives
  • Umbrella branding
  • Being with the times looking good and feeling
    great EYES, SKIN and HAIR.
  • Breaking cultural paradigms.

6
MY EXPERIMENTS IN LAKME
  • Maximum moisturizing lotion
  • Kajal Pencil
  • Face Masks
  • Perfumes (Ivana Shie)
  • Winter Care Lotion
  • Hair Dye
  • Lip Gloss
  • Hair Removing Lotion

7
CASE STUDY
  • KAJAL
  • LAKME COLORS

8
TIMES HAVE CHANGED
  • 1980s
  • NOW
  • Bad to look good
  • Thrift is good
  • Hard work over smart work
  • Blaming the system (Apathy)
  • Bharat vs India
  • Dehati / Rural
  • Sarkari Naukri
  • Small Town vs Big Town
  • Good to be bad
  • Greed is good
  • Smart work over hard work
  • Being the change (Nirbhaya)
  • Dhonisation
  • Cool to be the regional guy
  • Khud ka kuch karna hai
  • Small Town Big Town

9
1990s The Decade of Liberalization
  • Expansion of middle class in numbers but not in
    depth of income (Tropicana)
  • Non affordability of new categories
  • Focus on launching new products but same
    categories through new available categories
  • Industry playing catch up on supply side (FERA /
    Technology) breaking shackles.
  • Marketing function leap-frogs post advent of
    private TV Channels.
  • However growth slowed in the late 90s.

10
REJUVENATING AN AGING ICON
  • Cadbury Dairy Milk case study.

11
COMPETING AGAINST AN ICON
  • PERK case study

12
PROTECTING AN ICON
  • PEPSI case study

13
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