What is this thing called Branding

Transcription

1 What is this thing called Branding Why ETHNO Marketing is cool b a l a c h a n d a r. R CEO - Wassup Laundry A Laundry Project Brand

2 5 What is ethno marketing 6 Ethno marketing trends 7 Relevance of ethno marketing in India

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18 how have we solved the brand puzzle at Wassup - Just Laundry!

19 Who is the target customer Young professionals. Migrant bachelors with no support system. Double income / couple working households. Career oriented people pressed for time. High net worth families.

20 What does Wassup brand stand for? Brand Vision : To be India s favorite daily laundry brand. Brand Personality : Cool, Young, Fun. Brand Image : Casual, Youthful, Relevant. Brand Promise : Quality with affordability and convenience. Brand Story : To remove the woes of daily laundry for young India. Brand Strategy : To be a Pan Indian player. Brand Positioning : Positioned as an friendly daily laundry service that helps you with your laundry woes. Brand soul : To elevate and not eliminate the Dhobi clan.

21 Appealing to the customer Left side Rational Brain of the customer : Asked for a solution to their problem and pain points in terms of Cost, Convenience and Professionalism. Right Side Creative Brain : For a brand feel and positioning that is something different rather than a regular laundry that says Whiteness, brightness, etc.

22 Rational Side of customer : Cost Challenge Daily laundry instead of occasion wear Business model to ensure we deliver at 30% lower than market rates. Convenience Challenge Being close to the customer. Convenience of Home Delivery. Being India s first community based laundry. Professionalism Trained staff from field of Hospitality and Laundry background. State of the art machinery. Water used is treated. Hygienic and clean.

23 Emotional Side of customer : Brand Name Wassup a jeu de mots reaches out to a younger audience. Also connotes WASHUP Positioning Cool and friendly laundry brand that is affordable and convenient. Lifestyle positioning. Communication Ad campaign highlights the lifestyle positioning rather than talk about washing.

24 Brand Communication

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32 Why Ethno Marketing is cool?

33 Ethno Marketing Has been used extensively by leading American brands. Ethno marketing is the process of designing product campaigns and advertising to appeal to certain racially, ethnically or culturallyrelated consumer groups. It is a type of market segmentation that attempts to target specific groups with more focused and appropriately presented messages.

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35 Why ethno marketing is more relevant to India India is - A United states of many castes, cultures, religions and languages odd castes, 8 major religions, 15 major languages, 1600 dialects. Behavioral pattern of each of these customer sets differ because of history, tradition and culture. No one size shoe fits all.

36 History Lets look at historical perspective :

37 Complex grouping by Caste Brahman, Kshatriya, Vaishyas, Sudras Religion Hindus, Muslims, Christians, Sikhs, Jains, Buddhists etc Language 15 major 1600 languages and numerous dialects Origin Aryans, Hispanics, Austroloids, Mongoloids, Dravidians, Negritos. Ethnic groups Iyers, Iyengars, Nadars, Chettiars, Pillais, Agarwals, Kamats etc etc

38 How does this affect you as a brand? Ethnicity based marketing is going to be make a huge impact on branding. Tremendous opportunity to target specifically. Ability to carve out niche products. Address specific concerns of ethnic groups. Technology to leverage on behavioral patterns.

39 How brands are using ethnicity? Exclusive designer brand for Burka Burka Studios. Exclusive store for Gays D KLOSET, Mumbai. Pink pages Magazine for LGBT community. Tourism Jain tourism which includes meals of food habits followed by the community. Hyderabad Haleem during EID. Very relevant in food, beauty and fashion industry.

40 Think about this before your competitors do

41 Certain examples of behavioral pattern we have observed in our business Iyers Penchant for cleanliness, where it is washed, by whom and how. Marwaris Negotiating for a discount special offers, discounts. Punjabis Presentation style of laundry packaging, hanger packs. Dravidians Value for money and quality delivered.

42 On a philosophical note our laundry business is a great leveler : All colors and customer clothes get washed in the same washing machine with us.

43 Thank you Balachandar.R CEO Wassup Laundry /