External and Environment Factors Affecting Tata Tea
So,how can we get to iconic branding? To me, iconic branding is about really getting three things right: The first and most important is segmentation. Now, segmentation is a much used word, but it can make the difference between winning and losing.
Segmentation must go way beyond the generic functional attributes and features if it has to be truly powerful. It must seek to understand the functional, the psychological and the emotional gratification that the consumer derives.
A very good example from our company, Hindustan Lever Limited, is Lux. This is a brand that has been marketed as ‘the soap of the stars’ for more than 50 years. Endorsed by film stars, it is a product that has always stood for glamour and luxury. A deep engagement of consumers over the last couple of years has shown that the consumers in Lux’s target segment looking for Luxurious Products that make her feel beautiful and special. A deep understanding of this desired ‘feeling of specialness’ has led to a strengthening of the Lux position in the recent past from the ‘soap the stars’ to a soap that ‘brings out the star in you’. It is a shift that recognises that each woman is special, that there is something magnetic and star-like in every woman, and that the consumer is not willing to buy into a brand whose only reason for existence is that it is endorsed by stars. It is, therefore, a very significant shift that has essentially come about due to a very deep consumer understanding that goes beyond the functional and captures the emotional and psychological facets as well. The result of this shift is a brand that connects more deeply with the consumer, and puts it in a place that is more unique and distinctive in the consumers mind when compared to many other products with similar functional attributes. In a market that has, by and large, remained stagnant, the Lux brand has grown close to double digit in the last three years.
The second principle behind iconic branding is what I call a powerful
Segmentation must go way beyond the generic functional attributes and features if it has to be truly powerful. It must seek to understand the functional, the psychological and the emotional gratification that the consumer derives.
A very good example from our company, Hindustan Lever Limited, is Lux. This is a brand that has been marketed as ‘the soap of the stars’ for more than 50 years. Endorsed by film stars, it is a product that has always stood for glamour and luxury. A deep engagement of consumers over the last couple of years has shown that the consumers in Lux’s target segment looking for Luxurious Products that make her feel beautiful and special. A deep understanding of this desired ‘feeling of specialness’ has led to a strengthening of the Lux position in the recent past from the ‘soap the stars’ to a soap that ‘brings out the star in you’. It is a shift that recognises that each woman is special, that there is something magnetic and star-like in every woman, and that the consumer is not willing to buy into a brand whose only reason for existence is that it is endorsed by stars. It is, therefore, a very significant shift that has essentially come about due to a very deep consumer understanding that goes beyond the functional and captures the emotional and psychological facets as well. The result of this shift is a brand that connects more deeply with the consumer, and puts it in a place that is more unique and distinctive in the consumers mind when compared to many other products with similar functional attributes. In a market that has, by and large, remained stagnant, the Lux brand has grown close to double digit in the last three years.
The second principle behind iconic branding is what I call a powerful