Meghana Ambati’s Post

Write a Report (3000 words) on the observations of a selected global brand within a selected country context. Highlight the significance and impact of COO [Country of Origin] for the selected brand. Your discussion must provide an overview about the macro environment of the selected brand and its social/culture association. You must include a business overview and a comprehensive analysis of the Global Marketing Strategy for the selected company/brand.  Your analysis should also discuss the outcomes (success or failure) for the adopted global marketing strategy. The report particulars must be built on a discussion about the strategic overview of the industry within which the company or the brand operates and any key marketing issues that are of particular importance. In some instances you may find that the company and the brand are intricately interwoven, especially when companies are small. In larger companies brands could be part of a larger portfolio. You must pay particular attention to the issue of standardization Vs adaptation of brand design and the impact of this within the chosen market.   DRAFT/STUDY TIPS: Observations of the Global Brand Apple Inc. in the Indian Market: Significance and Impact of Country of Origin Introduction The global brand Apple Inc. has established itself as a beacon of innovation, quality, and design excellence in the technology industry. This report delves into the presence and performance of Apple Inc. within the Indian market, focusing on the impact of Country of Origin (COO) on its brand perception and success. The COO effect, which refers to the influence that the country of manufacture, assembly, or design has on consumer perception, is a significant factor in global branding strategies. This analysis will encompass a macro-environment overview, social and cultural associations, business operations, and a detailed assessment of Apple’s global marketing strategy. By examining the strategic approaches and marketing outcomes, this report aims to provide a comprehensive understanding of Apple’s adaptation and success in India. The success of Apple Inc. in the Indian market is significantly influenced by the Country of Origin effect, which shapes consumer perceptions and preferences, and this report will explore how Apple navigates these dynamics through its global marketing strategies and adaptation to local market conditions.

"You're in the wrong business if you're seeking absolutes in brand building."   This was one of my responses last week when I posted the first part of my take on the EBI's "target everyone and exclude no one" approach.   Someone did point out that 'everyone' is not the language used by EBI. To avoid confusion, this is a 'within category' reference—reaching broader audiences and the idea of not excluding potential customers.   I should also have used 'promising' alongside 'seeking'…   Here is the second part of my take on the subject. I've changed the colour of my octopus to purple. It just seemed to fit with my last three points 💜   A reminder that I encourage people to keep an open mind. It is, after all, a mix.   🐙Changing consumer behaviours. I mentioned last week that the EBI's approach is too broad and one-size-fits-all, referencing the largest mass-market FMCG companies that apply it. However, consumers increasingly expect personalised experiences, and trying to do this properly at scale with a mass market approach is challenging. Is mass personalisation even possible? Think of brands like Netflix, Spotify and Amazon. You could say these brands have mass appeal but don't use mass marketing techniques. They've built strong loyalty and growth by providing highly personalised experiences based on individual preferences (driven by data).    🐙Ignoring emotional engagement. As a purple-blooded brand guy, I'll say it again: I am a big believer in "brand fans". And that covers the whole spectrum, from 100% loyal to repertoire brand sets. They all have their place. The EBI is big on availability and brand salience. They're not big on loyalty or emotional engagement. And for low(er) involvement and impulse categories like loo roll or snacks, I'm with them. But, otherwise, a reminder that brands that evoke strong emotions tend to create loyal, passionate customers who are not only more likely to repurchase but also more likely to recommend the brand to others. Ergo, these brands often deploy significantly more loyalty and word-of-mouth marketing.   And the last point, pretty much guaranteed to keep the discussion going:   🐙Short-term vs. Long-term growth. I 100% endorse long-term penetration and brand-building. Sadly, business realities, quarterly reporting, cash flow, etc., make achieving this complex. Particularly for smaller or newer brands that need immediate revenue. Please think 'bothism'—I believe Ritson coined this phrase. Who else?! 🤘   And that, my fellow marketers, is why marketing is both an art and a science.   What do you think? Any experience with instances where mass personalisation has worked? Experience with a significant word-of-mouth approach? Share your thoughts below.   [As always, the visual is AI-generated. It's not always perfect.]   #strategy #targeting #marketing #str8talking #thefirebird

WHAT DOES IT MEAN TO HAVE A GLOBAL BRAND? As you know, I'm in NY, the learning experience here has been one of a kind. I don't know oooh, I don't feel like coming back ooh, but I'm Naija Brand Chick for a reason, lols. In my recent research, I found a couple of facts that can keep us in check on our journey to building global brands. Some people pride themselves in saying they've gone global as a business. But in actual sense, what does it mean to have a global brand? Does it mean, you have two or three oyibo people patronising you from overseas? Or your business is registered in the UK or the US? Maybe you have a stripe or PayPal account, does this make your brand global? You have Africans in the diaspora paying for your products and services, does this mean you've built a global brand. Hmmm, how about people who open branches in the UK, but their patronage is still from Nigerians. Are these brands global? Let's break it down further… According to Interbrand (the consultancy that publishes the best global brands list). They categorise a global brand as one that gets at least 30% of their net sales revenue from outside their home region. Let me give you more perspective… There are four dimensions to a GLOBAL BRAND. 1. Geographic Dimension: I know some businesses can't wait to have their communication distributed in global media platforms like CNN. But this doesn't make you a global brand. To pass this first test, your products need to have a physical presence in multiple countries. So that consumers can engage with your products and actually consume it. Without significant geographic presence in multiple countries across continents, a Brand cannot be global in any sense. A good example is the Heineken Beer, it has a presence in over 170 countries. 2. Economic Dimension: For your brand to be global, it MUST make global economic sense. You can't have a global brand and only sell to people in Ghana and Ivory Coast. If you have a monthly revenue of 100M. At least 30M to 40M should be contributed by your global consumers in different CONTINENTS, not just countries. Running meta ads and targeting the US and the UK isn't enough. You should experience tangible economic growth from several continents. 3. Marketing Dimension: Not much talk here! if you don't have a global marketing team with a global strategy. You are not a global brand yet… Your “global brand” should have a strategy to understand consumers in different continents and sell effectively to these consumers. Does your “global brand” have this? 4. Cultural Dimension: When your brand can connect with multiple cultures of the world, this is what makes it a global brand. Have you made attempts to have your business connect with other cultures of the world? Just as what Coca Cola, Unilever, Heineken, P&G, etc are doing? Thank you.

Brand Marketing vs. Demand Generation: Navigating Asia's Growth Landscape In the bustling markets of Asia, where tradition dances with innovation, the battle between brand marketing and demand generation rages on. As companies vie for attention and market share, they grapple with a fundamental question: Which path leads to sustainable growth?    THE YIN AND YANG OR MARKETING  BRAND MARKETING: THE ART OF STORYTELLING  Brand marketing is the soul of a company - the narrative that weaves through its DNA. It's the symphony of colours, fonts, and emotions that evoke recognition and loyalty. But in Asia, it's more than that. It's the delicate brushstroke that paints cultural nuances, the scent of incense in a bustling marketplace, and the whispered promise of authenticity. Imagine your brand as a tea ceremony - an intricate choreography of leaves, water, and time. Each cup tells a story, and every sip carries centuries of tradition. In Asia, brand marketing isn't just about logos; it's about preserving heritage while embracing the future. Asia's consumers crave authenticity. They seek brands that honour their roots while embracing modernity. Your logo isn't just a design; it's a bridge between generations.    DEMAND GENERATION: THE SCIENCE OF CONVERSION  Demand generation, on the other hand, is the alchemist's potion - data-driven marketing, with the mix of SEO, PPC, and lead magnets that turns curiosity into action. It's the digital bazaar where clicks become conversions. But in Asia, it's more than that. It's the neon glow of a night market, the haggling over prices, and the thrill of discovery. Picture your demand generation as a street food stall. The sizzle of skewers, the aroma of spices -it's an invitation. In Asia, demand generation isn't just about funnels; it's about creating urgency, like the vendor yelling, "Limited stock, last chance!"    THE DANCE OF GROWTH Harmonizing Yin and Yang  Successful growth in Asia requires both brand marketing and demand generation. They're not rivals; they're dance partners. Your brand's story sets the stage, but demand generation fills the seats. Together, they create a symphony of growth.    Localizing the Choreography  Asia isn't a monolith; it's a mosaic. Brands must adapt their moves to each cultural tile. In Japan, bow deeply; in India, nod with respect. Localization isn't a checkbox; it's a pas de deux with tradition.    Orchestrating Moments  Asia thrives on moments - the lunar new year, Diwali, cherry blossoms. Brands must compose their crescendos during these cultural symphonies. Be the firecracker on Chinese New Year, the rangoli during Diwali.    So as the neon signs flicker and incense wafts through Asia's markets, remember this: Growth isn't a solo act. It's a duet of brand magic and demand science. So, marketers, step onto the stage, embrace the fusion, and let Asia's rhythm guide you toward success. 

HOW CONTRACT PACKING CAN DELIVER A GREAT BRAND EXPERIENCE No matter where your customers first see your brand packaging, whether it’s a glossy box standing out on a shelf or a parcel delivered to their door, the experience can leave a lasting impression. Here’s how contract packing can deliver a great brand experience. It’s all too easy to consider packaging the poor relation of branding and activation, but the decisions you make at the crucial packing stage deserve total consideration. Here’s how to get the best from your Contract Packing Partner to ensure your brand connects memorably with consumers. * Begin with brand: You want your product’s packaging to reflect the brand experience you are trying to create at all touchpoints. For that, you must approach contract packing the same way you treat brand design. How do you want the packaging to deliver this message? * Handle special occasions with care: Contract packing can flex to suit the needs of the task in hand. By this, we mean the way you approach a “special” run, such as a limited-edition product set, should be set up differently If the consumer is paying a premium price for the product, they’ll demand more than delivery in a poly bag. This is where elements like hand-finished packing can enhance the customer experience of the product. * Volume shouldn’t vary quality: Contract packing specialists can handle a wide range of requirements. Sometimes tasks can involve smaller volumes of fiddly components. On other occasions, items will be higher-volume but less complex. The common thread is stock management issues, which require contingency. The trick is to pick a packing expert that handles any size or scale of engagement with confidence, ensuring the quality of your packed product isn’t diminished and the customer’s brand experience remains intact. * Keep up with consumer values: In an era when word of mouth is so powerful thanks to social media, brand values must reflect the latest consumer values. That extends to the packaging you produce. This is an element you must consider in the packing process: what materials are being used and how will your customers perceive your brand because of the product’s packaging? * Reputation’s wrapped up with packing: We live in the influencer age, where vloggers are often the first people consumers consult and a good Tik Tok or YouTube review can be a critical success factor for a product launch, promotion or limited edition. How influencers find the experience of unboxing your product can see it win a thumbs up or suffer a thumbs down.Their experience should be worthy of instant upload to Instagram or shared on other platforms for the social media-savvy section of your audience. Taking all of the above points into account, it might be time to look again at your packing requirements. Contact Genesis Contract Packing today and find out more on how we can add value to your business, www.genesispackaging.co.za or call us on 010 634 0569

How can a used old Bajaj Super save your brand ? As an enthusiast of all things marketing ,  I've long been fascinated by the power of nostalgia and how companies can harness it to forge deeper connections with their audiences. And with 90s kids now firmly in the driver's seat as the decision-makers of today, the opportunities to leverage this nostalgic zeitgeist have never been greater. Take, for example, the iconic Bajaj Super scooter - a ubiquitous two-wheeler that was the first taste of mobility and independence for countless Indian households. Recently, I came across a striking image of this vintage machine, proudly displayed in the refined setting of an upscale café. The juxtaposition of this humble, much-loved scooter against the modern, elevated backdrop was a masterclass in nostalgia-driven marketing. By showcasing this retro icon, the café owners were able to instantly evoke a sense of shared cultural history and emotional resonance, appealing to both older patrons who grew up with the Bajaj Super, as well as younger generations captivated by its timeless design. This is precisely the kind of strategy that we employed to great effect during my time at Teewe, a tech startup that harnessed the power of 90s nostalgia to connect with our audience. And more recently, CRED has used similar tactics, tapping into the collective memories of 90s kids through their cheeky, retro-inspired campaigns. So, what makes nostalgia such a potent force for brands to leverage? Here are 5 compelling reasons: 1. Emotional Resonance: Nostalgia taps into our deepest feelings and memories, forging a powerful emotional connection that transcends mere products and services. 2. Generational Bridges: By appealing to the shared cultural touchstones of the past, brands can bridge the gap between older and younger audiences, creating a sense of unity and belonging. 3. Authenticity and Trust: Nostalgia lends an aura of authenticity and trustworthiness to a brand, as it speaks to a time when things were simpler and more genuine. 4. Competitive Differentiation: In a crowded marketplace, nostalgia-driven campaigns and branding can help a brand stand out and capture the attention of their target audience. 5. Loyalty and Advocacy:When done right, nostalgia can inspire deep brand loyalty, with customers becoming devoted advocates who share their fond memories and experiences with others. The key, of course, lies in striking the right balance between honoring the past and offering a modern, relevant experience.By seamlessly blending nostalgia with innovative brand storytelling, companies can foster deeper emotional connections, build unbreakable brand loyalty, and thrive in the years to come. As 90s kids continue to ascend to positions of influence, the opportunities to leverage this nostalgic goldmine have never been more promising. The brands that can masterfully weave the threads of the past into their marketing fabric are the ones poised to dominate the market.

Brand positioning: Organizations use branding to differentiate themselves in the market and establish a prominent position in customers' minds. Companies may only sometimes need to differentiate themselves once they reach a stage of widespread recognition, focusing instead on brand promotion. Brand positioning in the market is distinct from brand positioning in consumers' minds. The map below is called the positioning map, where HM occupies a central position in the market. When HM reaches this central position, its ability to save on marketing campaigns becomes stronger because brands in central positions in the market do not spend on differentiating their products as if they were not in a central position. Instead, they spend more on promoting their name, as their name, at that stage, becomes well known, and once people see it, they remember its product quality without the brand advertising it. Brands that require differentiation tend to be pricey and exclusive. This leads to lower sales rates and poses a risk for potential buyers due to the high cost. Such brands, like Tesla and Original Chocolate, which have 80% natural cacao content, focus their advertising efforts on highlighting their unique selling points. When these brands achieve a dominant market position, they reduce spending on advertising as they have already established a strong presence in consumers' minds, associating their name with quality. How is a positioning map built? According to Lee et al. (2018), a positioning map helps brand managers visualize the following: -           Range of criteria -           Various criteria  Visualising the mentioned two elements according to the following: -           Axis of the map -           Brands are being compared So, in the example of the positioning map above, we have the following criteria. -           High price -           Low price -           Low quality -           High quality The starting point for building the map is to measure the perceptions of the various brands in the market and position them relative to the criteria on the axis. Much work must be done with market research and consumer behaviour analysis to measure these perceptions. AI analysis tools will be needed to analyse large data sets and identify channels that the target audience lives in to feed the AI analysis tools. For example, on the below positioning map, if you would like to establish a business in the area of low price/low quality, you will need to offer lower prices than PRIMARK since this brand has the lowest prices in the category of low price, and you will need to offer higher quality than PRIMARK. ياجماعة التسويق شغلة كتير ومحتاج علم وتركيز ومجهود وقراءة وكمان بادجيت #influencers #socialmedia #contentcreation #socialcampaign #socialmediastrategy #contentmarketing #influence #socialmediamarketing #marketingstrategy #marketinggoals

Paxz is a men's deodorant value brand. There are four types of people - Tom, Dik, Harry & Sally. Tom is a frequent online shopper; He buys deodorant online regularly; Also, he is looking to buy deodorant in the coming week. Dik is an average online shopper. He buys perfume online sometimes; He is not looking to buy perfume in the near future. Harry is an occasional online shopper. However, he had never bought a perfume online before and is not planning to buy one now. Lastly, Sally who hasn't shopped anything online till now. If Paxz starts Performance Marketing campaign optimised for purchase conversion today, the ad engine will target Tom first. You should remember Tom is also targeted by many other deodorant brands at this point. In fact, all the deodorant bands running conversion-optimized PM campaigns reach Tom. Two things we should note here. 1) Tom's CPM will be very high. 2) Tom will have constant exposure to other deodorant brand So Tom will be costly to retain just using media. Now, if you want to scale your campaign soon, it is essential to target Dik from the start as well. Dik can be targeted using campaigns optimised for soft conversion, like unbounced sessions or add-to-cart. Dik, when he decided to buy perfume, became Tom. His CPM and brand exposure will increase. So it is crucial to reach him now only. What to do with Harry and Sally? If a product segment has 100 users TAM., they typically have - 5 Toms - 10 Diks - 20 Harrys - 70 Sallys Now, coming to the Brand Marketing. As mentioned earlier, all the deodorant bands running conversion-optimized PM campaigns target Tom. And a good percentage of them running at a scale target Dik, too. Hence, reaching Tom and Dik is usually costier. Which makes Harry and Sally the default targeting user when we start a brand campaign. Why? Brand campaign optimises for the cost of reach. No one wants Sally. Hence, reaching him/her will be the cheapest, followed by Harry. However, reaching them will not be useless. It will have benefits when done correctly. To understand it better, we need another post altogether. Maybe for another day.

Why Shifting to a Purpose-Driven Strategy is No Longer Optional for Brands 🌟 In a world awash with infinite choices and voices, how does a brand stand out? The secret might lie in shifting from a traditional product-centric model to one that is unabashedly purpose-driven. This approach isn't just about selling products; it's about championing a cause and embedding a deeper sense of mission into the brand’s DNA. This transformation is crucial in the competitive market, where authenticity and relevance are key to capturing and retaining consumer interest. The Rise of Purpose-Driven Branding Purpose-driven branding isn’t just moral imperative but business strategy that drives long-term success by connecting products and services with the values and needs of consumers. By aligning with an overarching purpose, brands can build deeper relationships with their audiences, fostering loyalty that transcends mere transactional interactions. The Competitive Advantage of Being Purpose-Driven A purpose-driven approach helps brands differentiate themselves in saturated market. Consumers, especially younger generations like Millennials and Gen Z, prefer to support companies that align with their values and contribute to societal good. In fact, brands that actively promote their purpose often see direct impact on their bottom line, as purpose-aligned brands grow three times faster on average than their competitors. Zomato - Beyond delivering food, Zomato has leveraged its platform for social impact. Their "Feed the Daily Wager" campaign provided millions of meals to those affected by COVID-19 lockdowns, demonstrating a commitment to community welfare that resonates well beyond their customer base. Chumbak Design Pvt. Ltd. - Originally a company selling fun and quirky souvenirs, Chumbak has evolved into a lifestyle brand that champions vibrant Indian creativity and design. Their purpose-driven approach is reflected in how they create unique, culturally rich products that celebrate Indian aesthetics and craftsmanship. Tata Consumer Products - With initiatives like "Jaago Re," Tata Tea has turned a simple beverage into a call for social awakening and change. Their campaigns often address pressing societal issues, urging citizens to take action, thus positioning their brand as a catalyst for societal improvement. The Path Forward: Embracing Purpose Transitioning to a purpose-driven model means identifying your brand's mission beyond profit. It involves reflecting on how your products or services can benefit society and integrating this purpose authentically across all business areas, from product development to marketing. As markets saturate and consumer preferences lean towards ethical and sustainable practices, a clear, impactful purpose can distinguish a brand. By centering their strategy on purpose, brands not only survive but thrive, building a legacy that benefits both the market and the community. #AGTalksBrands💯

Yesterday I got an opportunity to meet a visionary leader during the Brand Summit 2024 organised by Confederation of Indian Industry. He's known to be the maker of the famous Agarbatti brand in India. His initial conversation struck my heart that he's not meticulously into selling Agarbathis, but he's into a business of delivering hope to people everyday. Wondering who is it? He is Mr. Arjun Ranga, CEO, N. Ranga Rao & Sons, Cycle Pure Agarbathi. On his past 15 years of Digital Marketing journey he spend a lot, but finally he realized what works for his brand is advertising on TV and putting good ads consistently in news prints. So the branding and marketing for each product differ based on its end users. What we do in digital actually? There are so many opportunities to advertise like - Digital Marketing - Search Engine Optimisation - Affiliates - People click, etc For him, his online space is predominantly is to connect with end users and almost 70% of his loyal customers are through websites and social media apps. Cycle Pure Agarbathi's presence in India - 75 year old manufacturing company - Produce over 12 billion aggarbathi sticks a year - 15 lakhs retailer outlets through 5000 distributors - 2000 company sales representatives What happens in the Virtual world? In the virtual world, you have a market place which is becoming vibrant and active like Amazon. But today Quick commerce is growing fast with Blinkit, bigbasket.com, Zepto etc. The way it is connected with the end user is changing rapidly. Always be transparent and honest, tell truth no matter what. Learn to become the face of your brand. You can see a lot of founders of many companies becomes spokesperson of the brand itself. Digital Customer journey is extremely important for us to measure. What all factors to be measured? 🎯 Customer Journey through the Digital Platforms- gives indepth knowledge on how the customers are engaged with your brand. 🎯 Customer satisfaction score- surveys become crucial to measure how deeply customers are invade with the product. 🎯 Recommendation score- what is the possibility of recommending your brand or product to their friends or family. The higher the score, that means you are doing your job right. Recommendation and peer to peer is the most important factor to be measured 🎯 First contact Resolution rate- when the scale and size increasing, complaints also naturally increase. How quickly you can able to resolve the client queries, the more your brand can flourish and it will add value. Next 10 years will be a digital world completely. You can see so many changes in the virtual world. Learn more aspects of branding and Digital Marketing for your dream product. PS: Inorder to be stay active in Online Marketing, you should need creative contents and images which struck the end users which allows them to follow your brand. #branding #digitalmarketing #seo #productdesigning #brandsummit #startup #keralastartupmission