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
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
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
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 !!
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”