Since 31 years, delivered Shining business results to brand business of global clients.
Home Design Excellence Share the Uncommon
Search:
Divider
Divider
 
  White Paper - Branding the science of value added differentiation  
     
     
 
W H I T E   P A P E R
   
   
   
Science of
Differentiation
 
   
   
   
Senior Leaders Programme - Branding Workshop
 
   
Seven corporations consortium: Genpact, Wipro Ltd.,
HDFC Bank, Dr.Reddy’s Lab, Colgate Palmolive,
Mahindra& Mahindra and Aditya Birla Group
 
   
   
   
   
by Shombit Sengupta
 
Butterfly
 
 
 
I. The science of differentiation comes from the Balance of Cost, Quality & Aspiration at any
price point
The balance of cost, quality and aspiration at any price point of a product or service is a must for tomorrow’s forward looking marketing. The selling price of a product or service is a big factor for target customers, whether the category is
low or high priced. Most people do not flaunt money without having the appropriate result from the product.
Cost Quality Aspiration



An example: Since 1982, Swatch watch has created a new watch
cult in the world where the cost is very low but aspirational value is the same as other sophisticated, centuries-old, expensive watches.
 
Although Swatch fashion is available for only $30, its cheeky and good fun to flaunt in front of people.
It has the same aspirational value as the Rado, Tag Heuer, Rolex, Cartier.
Rado
$ 7000

Rado
Tag Heuer
$ 4000

Tag Heuer
Swatch $ 30
Rolex
$ 10000

Rolex
   
   
   
II. Success of two foreign brands in India in the balance of aspiration, quality and cost with high differentiation
The success of to highly differentiated foriegn brands in India where spiration, quality and cost are balanced. McDonald’s and UCB are doing very well in India as they have balanced their aspiration, quality and cost.
McDonald’s
Low priced Outstanding Very High
Cost Quality Aspiration
Benetton
Price reduced Global Standard High Style
  McDonald’s
  Family at Mc   Friendship at the Mc   Youth in Mc
  Family at Mc     Friendship at the Mc     Friendship at the Mc
  The success of McDonald’s needs no explanation. The best example to showcase the giant’s success is the McDonald’s at the 6,00,000 sqft Metro Junction, the only mall in Kalyan, 50km from Mumbai. Its catchment population of 4 million brings in customers into the mall.
  Benetton
 
United Colors of Benetton United Colours of Benetton has made a mark in India with about 100 stores in the nation already. The brand has significantly reduced prices for India and is doing extremely well with
young Indians. UCB is undoubtedly becoming
a benchmark for competitors.
 
 
 
III. Science of differentiation that made history
Mashed potato Mashed
potato
Nestle Mousline Nestle
Mousline
Cream cheese made at home Cream cheese
made at home
Traditional home made
mashed potatoes
Mousline has become a must-have
product at home today. This instant branded mashed potatoes in
dehydrated form has displaced home
made mashed potatoes with its convenience of preparation and
excellent taste.
Cream cheese has been
prevalent as a home made product since 1754 in
England, and 1850 in France. Cream cheese is not available
in the market in the
non-branded form.
 
Philadelphia cream cheese Philadelphia
cream
cheese

Camembert Camembert
An unbranded
generic product

The first cream cheese in the US was
made in New York in 1872 by American dairyman. New York in 1872 by American dairyman William Lawrence. In 1880, ‘Philadelphia’ was adopted as the brandname, and today Philadelphia has become the reference of cream cheese across the world.
Very traditional French cheese made by
farmers with organic ingredients and sold
in the open market. For centuries, the
shape of the cheese has been round.


There are 3500 camembert brands, home industry made and industrially made. Of these, Caprice des Dieux is
the number one brand.
 
 
Caprice des Dieux Camembert transformed to Caprice des Dieux
(Tantrums of the Gods)

Bongrain Corporation displaced Camembert from being a traditional home
industry product to becoming an industrial branded category with
  Bullet A provocative name
  Bullet Oval shape packaging
  Bullet Guarantee of product consistency in taste and quality
Today, Caprice des Dieux has become a reference of Camembert cheese consumed by French families every day.
 
 
 
IV. Would you love to brand the shit pot?
Curiosity: How can this industry
work to change the perception of human hygiene for better mind
Curiosity
Observation: by a very innovative Japanese company
Observation
Action: This is TOTO who elevated
the experience of ablutions, making
it heavenly
Action
TOTO Ltd. is a leading Japanese manufacturer of plumbing products, and system products like modular bathrooms and system toilets. The company was incorporated in 1917 as Toyo Toki Company, Ltd., in Kokura, Japan, with assets of¥1 million. Throughout
the company’s first half-century, TOTO’s fortunes paralleled the growth and activity of the Japanese economy as a whole.
  TOTO
TOTO
 
TOTO’s product range in series
All with the science of differentiation
Neorest series SE   Neorest series L   NC series
         
TOTO’s product range, by categories
Washlets Washlets
 
Toilets
Toilets
  Bidets   TOTO Accessories
Accessories  

 
 
Faucets
Faucets
Materials
TOTO Materials
  TOTO showers
Showers

TOTO Bathtubs
Bathtubs
Wash
basins


TOTO Wash basins
     
Intelligent toilet: Daiwa House and TOTO
Japanese builder
Daiwa House and TOTO have teamed up to develop a
bathroom that
lets users monitor their health. It analyzes urine samples, measures your blood pressure,
and checks your
body fat
Daiwa House and TOTO In its passion
for branding, TOTO gets
cheeky in the website with
its latest ad
for washlets
TOTO - latest ad for washlets
       
TOTO’s success factors
  Bullet Is technological innovations and high quality standard have made TOTO an iconic and much-loved brand in Japan
  Bullet With European consumers demanding an ever-more luxurious and fulfilling bathroom experience, TOTO as the world’s most sophisticated bathroom products, entered the market and elevated the bathroom from the merely functional to the restorative and meditative
  Bullet TOTO’s life-enhancing Clean Technology is set to revolutionize Europe
Toto Neorest 600 series, literally meaning new rest, represents the ultimate convergence of design and technology, and helps to transform your bath space into the ultimate spa experience.
 
TOTO today
  Bullet TOTO is the
largest producer
of high tech
toilets, worldwide,
with a market
share of 65%
TOTO today
  Bullet Its total revenue
in 2008 was
USD 5046.2 million
with an operating income of
USD 173.8 million
 
 
 
RFE factor
This is the non-visible area.
The kind of quality initiative
an enterprise takes is at its own discretion. That needs to be exposed to make customers understand the scientific value of the delivery
  This has high relevance to
customer usage and habit
  This is about subtlety
and aesthetics for all
first interface areas with
the customer
 
Download
E Mail
 
 
© Copyright of all original content in this website belongs to Shining Consulting and cannot be used for any purpose without written permission from Shining. The copyright of the different examples of brands and advertising used in this website belongs to their respective owners.
 
divider
Other White papers
divider
divider
Download
divider
E Mail
divider
spacer
CONTACT US: To discuss how we
can help your organization,
call us at +91 98452 09568
SEND US AN E-MAIL
reneejhala@shiningconsulting.com
spacer
Divider
REQUEST FOR INDUSTRY INSIGHT
Divider
REQUEST FOR SERVICES
  Bullet Strategy
  Bullet Design
  Bullet Go-to-market
Executive learning proprietary tools
Divider
Disruptive platform with execution excellence is our delivery
Divider
Penta Ideoscope discipline
Divider
White papers
Divider
Future of industries
Divider
Cross industry global expertise
Divider
  4 SOLUTIONS EXAMPLE
  Performing Biz Identity
  Branding
  Shoppers' (BILL)n Retailing
  Industrial Design
Divider
How we work
Divider
 
     
 
  Our clients speak on our disruptive platform approach  
 
             
Jacques Vincent Azim Premji Keshub Mahindra Harsh Mariwala   Theodore Smyrniotopoules   N C Venu Gopal   Gunender Kapur
Jacques Vincent
Vice Chairman
& COO, Danone
Azim Premji,
Chairman,
Wipro
Keshub Mahindra
Former Chairman,
Mahindra
Harsh Mariwala
Chairman & MD,
Marico
  Theodore Smyrniotopoules
CMO, Delta,
  N C Venu Gopal
ED & CEO,
Gammon India
  Gunender Kapur
CEO
TPG Wholesale
 
 
             
Prince Augustin Sooraj Bhatt Rajesh Jejurikar Vineet Taneja   Vineet Agarwal   Gautam Nagwekar   Prahalada Rao
Prince Augustin
Sr. VP, HR
Mahindra
Sooraj Bhatt
Brand Director,
Allen Solly
Rajesh Jejurikar
CEO-T&FM,
Mahindra
Vineet Taneja CEO,
Micromax
  Vineet Agarwal President, Wipro Consumer Care   Late Gautam Nagwekar
Fmr CEO, M&M
  Prahalada Rao
MD, Sssangyong Motors
 
 
Contact us:
Shining Consulting
Contact: reneejhala@shiningconsulting.com
Phone: +91 98452 09568
Website: www.shiningconsulting.com
 
 
 
 
Divider
 
  Archive
 
Divider
 
  Alumni