Marketing & Branding for Startups

1. BRAND
EQUITY CR/BCR
PENETRATION
CUT
THROUGHINSIGHTS
NEED STATES
360 degree
POSITIONING
SEGMENTATION
DIFFERENTIATIO
N
ATL/BTL
EXPERIENTIA
L
COMMUNITIES
Marketing
is NOT
Jargon
Pic : Google
Anuradha Narasimhan, NSRCEL, 21/09/2017
anuradha.narasimhan@gmail.com

2. •Demand Generation in the
short to medium term
•Brand Equity in the medium to
long term
What is Marketing
Expected to Deliver
Pic : Google

3. Consumer Needs
What we say!
What YOU should ask
▪ Does your product deliver at the Functional level – at parity to
competition or superiority ?
▪Does your product through its design and delivery meet higher order
consumer needs – Social / EmotivePic : Google

4. The Target
Consumer
What we say!
What YOU should ask
▪ Who is your bulls eye target consumer ?
▪ What role does your product and brand play in her life ?
▪Which are the other products and brands chasing the same TG ?
Pic : Google

5. Designing
Brands
What we say!
What YOU should ask
▪ Branding – Who am I ? What do I do for you ?
▪Is your product idea relevant? Point of Parity
▪ Is the brand idea differentiated ? Point of Difference
▪ Is the brand distinct? USP – Unique Selling PropositionPic : Google

6. Insights
What we say!
What YOU should ask
▪ Does it ring a bell ? Have you heard it before ?
▪ Does it give you an Aaaha! moment ?
▪ Does it make you stop and rethink ?
Pic : Google

7. Demand
Estimation
What we say!
What YOU should ask
▪ What is the size of your target group ?
▪ What is a realistic trial rate ? Monthly Purchase Rate
▪ If it doesn’t meet your Business Goal, what can be worked upon ?
▪How much of your marketing spend is going into retaining current consumers vs acquiring new consumers

8. Marketing Mix
What we say!
What YOU should ask
▪ How will you prioritize for elements in the Marketing Mix ?
▪ On which element of the marketing mix will your brand have an advantage because
consumers don’t switch for copy cat marketing mixes
▪How does the current competitive scorecard for your brand vs your competitor look ?
Pic : Google

9. Product
Superiority
What we say!
What YOU should ask
▪ How does your current product fare ? Without the benefit of its outer layer - packaging
and brand name ?
▪ How does it compare to competition?
▪ Which are the specific product attributes that are most critical and how is your product
delivering on that ?

10. Brand Price
Trade off
What we say!
What YOU should ask
▪ What is the premium your product can charge ?
▪ What is the premium you can charge for your brand and your other mix
advantages ?
Pic : Google

11. Communication
Strategy
What we say!
What YOU should ask
▪ Is my message grabbing Attention ?
▪ Is it helping associate with the right Brand / product ?
▪ Is it helping persuade the customer ? Is it delivering on Communication
[A] Attention held by
the creative and involving
elements in the ad…
the brand to get…
[B] Brand-linked
memorability
Clear and
memorable
communication [C]
the
message to
get…
that integrate…

12. Media
Strategy
What we say!
What YOU should ask
▪What is your media strategy ?
▪Reach + Frequency + Impact + Dominance + Continuity = UTOPIA
▪ First measure for effectiveness, then efficiency
Pic : Google

13. Distribution
What we say!
factory
distributor
company
warehouse
RPD
outlet
What YOU should ask
▪ Distribution is an input variable
▪What is the role of distribution – Availability, Visibility, Impact
▪How can distribution deliver FMOT - First Moment of Truth
Pic : Google

14. EFFECTIVENESS: The Input-Output equation
Input Measures
Marketing Mix
Product , Price , Packaging
Cost , Quality
Advertising Inputs
( Quality & Quantum )
Distribution Inputs
Consumer
Mind Measures
Advertising Awareness
Brand Awareness
Brand / Proposition
Brand Preference and
Atrribute Scores
Consumer
Behavior
Measures
Incidence of usage
Trials
Continuity of Usage
Repeat
Loyalty Measures
Share of Requirement
Output
Measures
Business Perf
Revenue
Competitive
Market Share
Profitability

15. •Strong Brands
•Satisfied Consumers
•Sustained Profitable Growth
What Marketing
Delivers

16. Thank You