Page 171 - BrandZ Top 50 Most Valuable Indian Brands 2015

TOP 50 MOST VALUABLE INDIAN BRANDS 2015
Marketing is the arsenal of strategies and tactics that every brand uses to expand, impress and lure the elusive mind of the consumer. Technology provides new ways to remind the consumer how she can make her life easier, get discounts and ind the best for her family. But is this enough to make the consumer a satisied and repeat customer?
No. All this communication is a good irst step, but it’s only a irst step. When Flipkart launched its irst lash sale the e-commerce site got a lot of eyeballs, interest and sign ups. However, the opportunity failed to deliver. Instead, irate consumers, whose orders were abruptly cancelled by the overheated server, had to be calmed by a public apology.
Whether you are product oriented or service based, your brand promise lives and dies by your ability to deliver. The inal leg of brand experience is delivery. Ensuring a product is delivered as promised can make or break a brand. Establish reliable logistical systems.
Set realistic customer expectations. Attempt to execute lawlessly. Here are ive steps we recommend for staying on top of the game:
1. INVESTINAPLATFORM THAT UNITES
A strong platform helps you to curate content and provides endless opportunities to personally connect with the consumer. Unilever created such a platform that transformed
a feature phone into a personal entertainment station where the brand enjoyed sole advertising rights. Consumers connecting to a toll free number had access to four-to-ive minutes of entertaining clips and exposure to ads for Unilever’s lagship brands. This initiative resulted in high engagement, positive consumer reaction and a healthy revenue increase for Unilever. In urban markets, car services Uber and Ola have connected instantly with the consumers via convenient apps that even pinpoint pick-up locations.
2. MAKEITPERSONAL
Talking to the consumer in a language that directly addresses
her gives you an edge. When Ola launched in Chennai, the taxi service app included the tuk-tuks, the three- wheel auto rickshaws that are popular in India. This initiative created buzz
in the cost sensitive market. Invest in people and tell them the importance of being courteous and calm when dealing with the consumer.
3. STICKTOYOUR
BRAND PROMISE
While engaging the consumer you’ve raised expectations about the brand. Make sure the brand delivers on its promise. When Domino’s launched its pizzas in India the brand was touted as the poor cousin of its rivals. The brand focused
on speed, promising 30-minute delivery or the meal is free. Today, the chain has twice the number of Indian outlets as McDonald’s.
4. COMMUNICATE CONTINUOUSLY
Use every viable medium of communication to keep the consumer abreast of your ofering and the status of their order(s). Make sure you include information so that the consumer is clear about how
to reach you. Ensure that the brand is present across platforms popular with your customers.
5. USEBIGDATA
In this connected world, we have data lowing from every touch point. Invest wisely in analytics to understand consumers and to draw intelligence about their delivery needs and requirements. Be careful to use big data in ways that improve customer service without being too intrusive.
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