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  White Paper - Branding the B2C business  
     
     
 
W H I T E   P A P E R
   
   
   
   
   
B2C Business
 
   
   
   
by Shombit Sengupta
 
Branding B2B business
   
   
   
How to brand B2C business
Essential focus areas for B2C branding
 
bullet B2C businesses are very      much driven by end-customer      psychographics

bullet They are also driven by
     end-customer demographics

bullet Distribution channel plays
     a key role

bullet B2C branding is an
     indirect contact from
     the manufacturer or
     service provider to
     the end-customer

bullet B2C branding is a wide
     circuit business where
     millions of people can be
     end-customers

bullet Visibility of the brand
     is a crucial factor for
     the business
  B2C branding
 
bullet Proximity of the brand to the trade and endcustomers is a decisive factor
 
bullet Seamless availability is a must to encash B2C business
 
 
 
a. How to get target customers in India
Z Disruption is the real-time and
radical change post India’s 1991
economic liberalization that’s leading
to end-customer behavioural changes
at every level.

How end-customers have evolved,
over recent decades and historically,
through crests and troughs of varied
influences is depicted in the form of
the letter Z, and leads us to today’s
powerful purchase influencers, the
ZAP 86 generation.

Z Disruption
  End-Customers
 
 
 
Social cause
ZAP 86 Influence: India’s new Z Disruption departure post 1991 economic reforms has triggered ZAP 86, the generation born after 1986 that’s driving the trend.

ZAP86 reached age 5 in 1991, and became conscious enough to influence purchase decisions in the booming liberalization era. They continue to influence purchase decisions in every home and are key end-customers today.
  ZAP 86 influence
 
 
Age: Entire India, across all age groups, are under the impact of Z Disruption, with ZAP 86
Age setting the trend and influencing all age groups in different proportions.

End-customers below 30 years are entirely driven by the ZAP 86 trend while those above
35 are influenced by their trends too.
  Age
 
 
Socio-behavioural clusters: The impact of Z Disruption has created end-customer segmentation through behavioural attributes of individuals.

At every income level, there are 8 socio-behavioral clusters that influence end-customer psychological buying motivation and decision making.
  ZAP 86 influence
 
 
Family composition: The impact of Z Disruption has created a change in the family composition, from the traditional joint family to multiple living structures.

Family composition is a big driver in any purchase decision, as the spend of end-customers differs as per family size. Factors that play here include social restriction, freedom,
disposable income.
  Family composition
 
 
Income: A wide and erratic range of income slabs exists across India. End-customers within these different income slabs have typical earning, saving and spending habits.

However, the aspiration level of an end-customer does not depend on his income level, but
on different factors that influence him.
  Income
 
 
Political cause
Untapped geographies: ZAP 86 influence and WTO ratification in India have increased the aspiration level across the nation, while political calamities have created a huge gap in geographies where the unpredictable reigns. Marketing requires tactics and strategy to
bridge this gap and tap business opportunities.
  Untapped geographies
 
 
Unscanned market: Z Disruption has exposed scanned and unscanned markets, and no reliable data is available for the latter. This unpredictable situation has resulted in an unstructured distribution with lowcost, low-quality products and services. Endless
opportunity for large business lies in these unscanned markets that are still neglected.
  Unscanned market
 
 
Rising class: The impact of Z Disruption has created an opportunity among those with
rising incomes in India. Today, India has 22 million Climber households with income Rs. 2 to 5 Lakhs pa and 75 million evolving Striver households with income Rs. 90,000 to 2 Lakh pa.
There lies a hidden potential for businesses to discover and tap this opportunity.
  Rising class
 
 
 
Matrix to define target customer
  Matrix to define target customer
 
 
 
b. Trade Marketing
Brand’s Visibility, Proximity, Availability
 
60% of a brand’s financial success depends on 365 days of retail activation
with seamless visibility, proximity and availability of the brand
Visibility, Proximity, Availability
 
Critical points for the trade ownership initiative
Select 500 representative retails in different formats throughout the country.
With an activation team, monitor and research on a monthly basis on these 3 criteria:
  bullet purchase behaviour of captive consumers on the brand you are working for
  bullet retailer appreciation and engagement on the brand
  bullet research in the selected retail area with consumers who are experiencing the brand
 
Create monthly reports on the resonance and dissonance of activation activities in these 500 retails.
 
Then infuse corrective measures for all sales activities on the brand across the nation.
 
Create a hands-on activation kit to check the brand’s performance at any retail format under any situation.
 
 
 
How to assess retail activation with a well designed kit
In-store brand
visibility
In-store brand
proximity

(friendly trade and
consumer relationship)
In-store brand
availability
  Impact of the brand and its
vibrancy in-store

Uncluttered shelf

Usage of specific visual
merchandize to make the
brand smart and elegant

Fresh appearance of the
brand and product

In-store presence of the
brand in the right
category segregation
  Heart-to-heart business partner
relationship with the trade

Evaluate brand performance whether
its through push or pull

An outstanding tool for quick communication to the trade on
brand marketing activities

Educate retailers about brand usage

Assess the brand’s power in the
relationship between the retailer
and consumer
  A fleet of vigilant guards to assess
and evaluate the availability performance of the product on
the shelf

Check the ideal back-end
stock availability

Assess the JIT delivery system

Inform the back-end for proactive
supply chain

Never allow in-store availability to be
less than 95%
 
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