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Building & Sustaining Iconic Brands

Building & Sustaining Iconic Brands. The Custommerce National Convention At The Marriot – Jaipur, On January 23 rd , 2014. ICONIC. A representative symbol of a culture or movement or affording great admiration and respect. ICONIC BRANDS. Instantly recognizable.

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Building & Sustaining Iconic Brands

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  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 Good to be bad Greed is good Smart work over hard work Being the change (Nirbhaya) Dhonisation Cool to be the regional guy Khudkakuchkarnahai Small Town = Big Town • 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

  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. Thank You!

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