Marico - Consumer Touch - Brand Building

Brand Building

Road Map:
At Marico, we have an action plan that enables us to manage all the key processes involved in building brands. We see the Marico Action Plan (MAP), as a "Road Map" to the consumers' heart and mind.

Measuring Brand Health:
The best indicator of a Brand's long-term value is a measure of its health. We have chosen to measure Brand Health using a Goodwill Index over and above the conventional measures of performance such as market share, sales or profits. The MAP process allows us to focus on building our Goodwill Index score over a period of time by studying who our Target Prospect is and what he/she, feels/thinks/does about the category and Brand.

The MAP also helps us identify marketing tools (product, pack etc.,) to change the way our Target Prospect would think/feel or do regarding our Brand. In doing this, we cover the three vital components - Brand Positioning, Brand Personality and Brand Property.

The Goodwill Index on the Brand's performance is measured by three parameters:

Salience.

Endearment.

Price Premium.

The MAP formats are in three sets:
Annual Planning MAPS, Briefing and Evaluation MAPS, Cover Planning and Evaluation Formats.

The 3 P's:
A long-term brand building effort requires efficient identification and management of the Brand positioning, Property and Personality. These 3 P's serve as pillars for all product, packaging and communication strategies. The Brand Health summarises the Brand Strategy and objectives for the brand and is the singular document for Brand reviews summarising the build up of the Goodwill Index. Briefs for the Marketing Communication, Market Research, Media Planning & Product / Packaging Development are initiated using the relevant MAPS.

Conquests:
Is a process, in sync with our need for constant innovation, where we are constantly in touch with our consumers. This helps provide us with vital insight into consumer needs.

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