Post on 29-Nov-2014
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CARRIER COMMUNICATION STRATEGY by Carat Fresh Integrated
What is brand Carrier among end consumers?
Dip stick study
Fuzzy findings
“Is it from the
US?”
“Often used for
large projects
and offices.”
“Seen it at Vijay
Sales. It’s a little
expensive.”
“Architects often
recommend Carrier.”
“It’s the world leader.
What are you
saying?”
“Heard about it.
It’s a good brand people say.”
“Sales executive said it’s a
good brand.”
“Salesman didn’t tell me much about
it.”
So how is Carrier positioned ?
?Unclear
Besides, what is a position if it is only on our papers but not in the
end-consumers’ minds
CarrierIf ownsExpertise inEfficiency +
Green
Greater Sales
Greater Market Share
Ownership in consumer’s
mind
Awareness Battles
>
Meta-battles
Concerns visibility in
Media
To an extent it implies media spends but not necessarily
Greater Market Share of what?
Premium
Segment
Mass Premium
Mass
Super Premium
B2B
CarrierIf ownsExpertise inEfficiency +
Green
Greater Sales
Greater Market Share
Ownership in consumer’s
mind
Awareness Battles
>
Meta-battles
Important to see how does Carrier
fare?
Before a brand wins the positioning battle, it needs to win some meta-battles
Meta-battles
“Television par hai, toh bada hai! Bada hai toh brand hai!”
Television is the massage
If a brand appears on television, it is a brand
If a brand bombards mass media with its messages, it is a brand
How does Carrier fare in this battle?
“Aur kuch nahi, branded toh hai na!”
As long as it is a brand
Before brand-level differentiation comes the classification of branded vs. unbranded
One brand gets replaced by another for no other reason but the perception that they are
brands
How does Carrier fare in this battle?
“International brand yaar hai yaar!Kuch to hoga!’
Foreign factor
‘International’ holds higher ground than ‘National/Indian’
‘West’ rules but they were the Koreans who leveraged ‘International’ better
How does Carrier fare in this battle?
“Yeh cooler nahi hai!”
Claim and it’s yours
Compelling reason often isn’t a good enough reason for consumers to buy a brand
What can explain Onida’s “Yeh cooler nahi hai!”
Did it have any reason?
Did it try to give any reason?
But it did two things:
Repeat the word ‘cooler’ for other Acs
Claim a benefit core to the category i.e. gives cooling even in 48 degree temperature
How does Carrier fare in this battle?
“Oh! We have a refrigerator from this brand. It’s working good. So the AC
should also be good.”
May the mighty win
It’s even-stevens in the battle of Conglomerate brands vs. Specialist brands
In fact, conglomerate brands might just have an edge over Specialist brands with limited visibility in the media
In a way, a conglomerate brand simply increases the consumer’s exposure to the brand in some form or another and therefore influences his/her disposition
How does Carrier fare in this battle?
Commentary on Indian consumers & their worldviews
Fascination with the ‘multi-faceted’ GODS
GODS
Indians are God-worshipping people
Kings were demi-gods
Heroes aren’t humans; they are Gods in the guise of humans
Indian Gods have elaborate families
Indian Gods have
Avatars
Fascination with the ‘multi-faceted’ All Rounders
Indian parents love all-rounder kids, develop them as such and are proud of the fact. So the kid should be:
Great at Academics
Musician
Dancer
Cricketer
Karate Specialist, etc.
Success of Tata, Reliance, Birla, LG, Samsung, Onida, Videocon, Whirlpool,
etc.
Saving is a philosophyNot an attitude
It’s not ‘stinginess’ or ‘miserliness’
‘Saving’ has saved futures, has saved uneducated unemployed children
‘Saving’ has saved people from the truant ungrateful sons/daughters
‘Saving’ has saved people from the robbers, the frequently volatile environment
‘Saving’ is wisdom, no matter what people say
Not disclosing ‘saving’ is wise too
‘Saving’ has made entrepreneurs
‘Saving’ is painful but ‘saving’ has made what India is
Saving is a philosophyNot an attitude
It’s not ‘stinginess’ or ‘miserliness’
‘Saving’ has saved futures, has saved uneducated unemployed children
‘Saving’ has saved people from the truant ungrateful sons/daughters
‘Saving’ has saved people from the robbers, the frequently volatile environment
‘Saving’ is wisdom, no matter what people say
Not disclosing ‘saving’ is wise too
‘Saving’ has made entrepreneurs
‘Saving’ is painful but ‘saving’ has made what India is
‘Value’ rules. For Indians, very often ‘value’ is something that helps them save, or makes
them perceive ‘saving’ in some form.
Why isn’t there much value beyond savings?
It’s to do with lack of refinement in tastes
Evolution of tastes
Developing Country
Increasing Income
Buying more products
Forming opinions
Refining Tastes
Developing Country
Improving Education
Greater Exploration / Experimentation
Forming opinions
Refining Tastes
And/or
Evolution of tastes
Refining Tastes
Variety of Needs
New Opportunities
New Positions
New Specialist Brands
Is India a developed country yet? No.
Have Indians developed refined tastes yet? Not the majority yet.
It seems, with tastes of majority not so refined, brands positioned for refined tastes will still be
niche players for some time to come.
Competitive Positions
Hitachi – Style
Toshiba – Innovation
Daikin – Silence
O General – Power Cooling
Panasonic – Eco-friendliness (Dust-busters)
Blue Star – Leadership in Air-conditioning in India
Whirlpool - ?
Electrolux – Thinking of you
Samsung – Technology, Bio-sleep
LG – Health
Videocon – Keeps the mind cool
Onida – Cooler than the coolest
Godrej – Style, Technology
Voltas - Made in India for India
See Annexure # 1 for analysis of Communication by Competitive Brands
Synopsis of Competitive Communication Analysis
Emphasis on new product features and benefits arising from these features
Emphasis on differentiation through technology and benefits thereof
Much too often advertisements carry tactical offers, schemes, discounts and free gifts
Energy saving ratings are mandatory and every brand in the category highlights them
Label-like mnemonics are used to communicate various features
See Annexure # 1 for analysis of Communication by Competitive Brands
Synopsis of Competitive Communication Analysis
Emphasis on new product features and benefits arising from these features
Emphasis on differentiation through technology and benefits thereof
Much too often advertisements carry tactical offers, schemes, discounts and free gifts
Energy saving ratings are mandatory and every brand in the category highlights them
Label-like mnemonics are used to communicate various features
It is no wonder that consumers go shopping with a rather jumbled mind-frame and get swayed by what the salesmen have to say.
How does Carrier position itself? How does it communicate this position?
What kind of tone should it adopt?
Salient Points about brand Carrier
Specialists in HVACR technology
Worldwide leaders in HVACR
Inventor of air-conditioners
Origin in the US
Brand present at high-profile locations like White House
Highly efficient products which conserve energy
How significant is ‘green’?
In the context of life in general, in the context of Air Conditioning category
and as a positioning for Career
In the context of life‘Eco-friendliness’ is a world-view.
Life itself, and all the objects used to live a comfortable life and all the activities undertaken to lead a comfortable life must be eventually friendly to the environment
In the context of Air Conditioning
Perspective #1
Considering the fact that all brands highlight Energy Conservation as a regular feature of their products, it seems ‘Eco-friendliness’ is now a hygiene factor for any brand
‘Eco-friendliness’ =Energy conservation = Saving on bills
In the context of Air Conditioning
Perspective #2
‘Eco-friendliness’ = Greenwash
Claim of ‘Eco-friendliness’ at best means lesser damage to the environment
Conservation of Energy only means saving on bills
Harm to the environment is a ‘necessary evil’
0
Eco-friendliness Index
-100
+100
5-star ACs
2-star ACs
As positioning for Carrier
About ‘Green Brands’
Green brands most often have their origin/core as ‘green’, which means products or services are conceived with the best interests of environment
Right from the beginning to the end of the value-chain, ‘eco-friendliness’ percolates every process/activity
The smallest of practices are ‘green’
As positioning for Carrier
About ‘Green Brands’
Green brands most often have their origin/core as ‘green’, which means products or services are conceived with the best interests of environment
Right from the beginning to the end of the value-chain, ‘eco-friendliness’ percolates every process/activity
The smallest of practices are ‘green’
For Carrier to be perceived as a ‘Green Brand’, it needs to take a remarkable initiative or introduce a remarkable innovation for the
safety of the environment.
What are the most visible indicators of
‘Green’?
Greenery itself (trees and plants)
How about air ?
How about soil ?
How about water ?
How about temperature ?
What are the most measurable indicators of
‘Green’?
Greenery itself (trees and plants)
Recycled products - Saving trees because of recycling of paperDecreasing pollution/emission of gases because of conservation of
energy
How about Clean Air ?
How about water ?
How about Soil ?
How about temperature ?
What can CARRIER do?
Take the most visible and measurable indicators to be seen as a
‘Green’ brand
What does it imply ?
Growing trees/saving trees?
What do growing trees/saving trees require?
Space
People
Money
It is virtually impossible for one company to carry out any such initiative at a large scale for a long period of time.
And therefore, money and possibly government permission
Motivated volunteers who can take participate and sustain the campaign
To acquire land and to deploy resources to sustain the activity
But being a leader, brand Carrier needs to initiate something remarkable or innovate
to make consumers believe in the positioning as an
Expert in technology that is efficient and ‘high’ on ‘Green’
Does something like this already exist which Carrier can
leverage?
Space
Money
People
Does something like this already exist which Carrier can
leverage?
Space
Money
People
GARDEN
People allot space willingly
People allocate money willingly
There is an inherent motivation
Relationship with the brand
Garden
Carrier
Cools
Frame that the brand can adopt
Worldview
Frame
Marketing Campaign
“Green is necessary for a safe and better future”
“Gardens are green and gardens cool the environment”
CARRIER COOL GARDENS
Carrier will establish itself as a highly eco-friendly brand through the
initiative of ‘CARRIER COOL GARDENS’
Overview of ‘CARRIER COOL GARDENS’
The idea is to leverage the frame of ‘Garden’ in long run to establish Carrier as a highly eco-friendly brand
Appropriate a culturally cherished habit of ‘gardening’ to promote Carrier as a world-leader and a green brand
‘CARRIER COOL GARDENS’ will be an engagement-driven campaign – intensive activation at the ground level to give the brand the desired visibility in the media
Launch of ‘Carrier Cool Gardens’
Overview of ‘CARRIER COOL GARDENS’
Press Conference @ Hanging GardensAnnouncing the initiative ‘Carrier Cool Gardens’
Re-affirming Carrier’s commitment to environment-friendly products and activities
Initiatives under Carrier Cool Gardens
On the shop floor
Outdoor innovation
s
Workshops
Online
Initiatives under Carrier Cool Gardens
On the shop floor
Outdoor innovation
s
Workshops
Online
Idea #1
Prominent Carrier/dealer showrooms across the country will
display Carrier products surrounded by potted plants
Gardenical Shopfloor Display
Idea #2
Little trees will be placed at Carrier showrooms. Gardening Info-booklets will hang from the
branches of these trees for consumers to pick up and take
away
Gardening Info-booklet Trees
Idea #3
Prominent Carrier/dealer showrooms across the country will
offer potted plants as gifts to Carrier buyers
Potted Plants as gifts
Initiatives under Carrier Cool Gardens
On the shop floor
Outdoor innovation
s
Workshops
Online
Idea #1
Bus-stops at certain prominent locations across the country will be
given a garden-like look with actual potted plants.
Carrier Gardenical Bus-stops
Idea #2
Carrier Cool Garden Zones will be created at Malls for consumers to
sit and relax for some time and thereby, experience the products as well as Carrier’s association
with gardens.
Carrier Cool Garden Zones
Initiatives under Carrier Cool Gardens
On the shop floor
Outdoor innovation
s
Workshops
Online
Idea #1
Workshops will be organized for gardening enthusiasts in top 30
cities of India
Participants will be trained in various skills related to gardening
Carrier Cool Gardens Workshops
Initiatives under Carrier Cool Gardens
On the shop floor
Outdoor innovation
s
Workshops
Online
Idea #1Cool Gardens
contest
Prospects upload pictures of their gardens
Best looking gardens will be rewarded
Carrier Cool Gardens Microsite
Gardening TipsTypes of gardens
Setting up gardens
Maintaining gardens
Types of plants
Annexure # 2
Green Initiatives
Green Initiatives by Global Organizations
#1
Green Initiative
Data Center
Eco-friendly product range
Packaging
IBM data CenterIBM is opening a new data centre in the foothills of the Rock Mountains in its effort to mobilize the company’s resources toward energy efficient
This new data centre will employ IBM’s state-of-the-art technology to erect a
"Green" data centre
One of the offerings is the Stored Cooling Solution, which essentially time-shifts air conditioning
It is described as "patented thermal storage technology"
The product uses off-peak power to store and provide cooling throughout the day
Eco-friendly Product rangeIBM uses state-of-the-art design and manufacturing processes to help extend the life of its retail products
The Point-of-Sale (POS) and self service systems are built to help retailers expand and upgrade for a long life cycle
This translates into retailers disposing of fewer obsolete products
Packaging
The IBM worldwide packaging engineering team strives to use materials with recycled content and common shipping methods to help optimize the sustainability of packaging materials
IBM RSS products contain no paints in their material finishes
In stead they use powder coating for metal and impregnated colour for plastic to help reduce harmful emissions that may occur in the painting processes
#2
Green Initiative
Carbon neutrality
Revolutionizing packaging
RecyclingOn campus
Plant a tree for me
The road to carbon neutrality
Dell announced its carbon neutral goal and a commitment to meet that goal by the end of 2008 by:
Increasing energy-efficiency
Maximizing purchases of green power, and
Responsibly offsetting remaining effects
Revolutionizing packagingDell continuously develops and reviews improved packing methods that use the least amount of packaging material possible, while still protecting product shipments
Air-filled cushion technology
Molded paper pulp cushions
Recycled HDPE thermal-formed cushions
Some of future packaging technology
Renewable resource packaging materials
On campusThere are a number of ways for employees to go green on Dell campuses
Dell is saving more than $3 million and avoiding nearly 12,000 tons of CO2 annually through a global power-management initiative that turns
off computers at night and wakes them back up in the morning.
For example
The Penang, Malaysia, site continues its monthly domestic waste collection program; the program encourages employees to bring
materials from home for recycling. The site collected more than 56 metric tons of materials during this past year.
RecyclingDell was the first in the industry to offer free computer recycling to consumers worldwide
They recycle a Dell-branded system at any time at no charge, and also recycle any brand of computer for free with the purchase of a new Dell.
This equipment is recycled in an environmentally-responsible manner using the stringent recycling policies and processes
Plant a tree for meDell, in partnership with the Conservation Fund and Carbonfund.org,
has launched ‘Plant a Tree for Me,’.
This program makes it easy and affordable for individuals, corporations or even entire communities to “go zero” by measuring and then offsetting their carbon emissions associated with the electricity generated to power an extended portfolio of IT products – simply by planting trees.
#3
For decades, HP is putting in efforts, innovations and designs to support their long-standing commitment to the environment
As a result, HP was named one of 10 corporate “Green Giants” in the world by Fortune Magazine in 2007
Also rated as the No. 1 high-tech company (8th overall) on Newsweek’s list of 1,800 Greenest Companies in 2007
Green Initiative
Energy efficiency
Design for environme
nt
Product take back
Energy efficiencyOne of the first companies to comply with the U.S. EPA ENERGY STAR® program
Hence, offers PCs with energy-efficient features since 1992
Succeeded in reducing PC energy use by up to 45%
Sleep mode was introduced by HP-uses less power, and is quick to wake up and also makes less noise
In 2008 the total energy saved by HP in consumer PC products alone was 350,000,000 kg of CO2
Design for environmentHP brings together the designers, engineers and environmental product stewards to promote conservation while delivering value
HP has reduced the amount of product materials and increased the energy efficiency
New smaller, lighter products feature an improved packaging design that helps streamline shipping and reduce C02 emissions
Product take backHP is an experienced leader in product recycling worldwide
HP has recycled over 1 billion cumulative pounds around the world, with a goal of reaching 2 billion pounds by 2010
HP provides convenient product reuse and responsible end-of-life programs. Options include:
Free recycling of HP and Compaq products if they are of no value. Donation of your old computer to the National Cristina Foundation
#4
Mc Donald'sMcDonalds has been acting Green for over thirty years now
Improving environmental performance helps in making a stronger Brand and a sustainable company
Not only the right thing to do but also teh right thing to do for buissness
Over 80 initiatives , both on Local as well Global level
Main areas of work
Saving Energy
Packaging control
Anti LitteringRestaurant Design
Sustainable Food
Green Initiative
One meal one napkin
in U.S.
Greening restaurants in Europe
Anti littering in
Europe and India
Green Initiative
One meal one napkin
in U.S.
Greening restaurants in Europe
Anti littering in
Europe and India
One meal one napkin
Reducing resource consumption by awareness and simple practices that customers and crew can
incorporate into their behavior to reduce waste
OBJECTIVE
One meal one napkin
In collaboration with Walmart’s Earth Month, beginning in April, 2009, McDonald’s USA
restaurants located in Walmart stores began executing a “One Meal, One Napkin” initiative to
reduce waste and promote environmental awareness.
SOLUTION
One meal one napkin
As a result of One Meal, One Napkin,” at nearly 1,000 McDonald’s U.S. restaurants in Walmart
stores anticipate savings of more than 170 million napkins per year, equivalent to 497 tons of wood
RESULT
Green Initiative
One meal one napkin
in U.S.
Greening restaurants in Europe
Anti littering in
Europe and India
Greening restaurants
Restaurant buildings offer great potential for improvement. It is our goal to achieve
this and leverage ensuing benefits
OBJECTIVE
One meal one napkin
McDonald’s restaurants in many European countries have undertaken top measures to
increase a building’s efficiency while reducing costs
The colors, materials and illustrations chosen for interior decoration carry the environmental theme
SOLUTION
Green Initiative
One meal one napkin
in U.S.
Greening restaurants in Europe
Anti littering in
Europe and India
Anti Littering
McDonald’s restaurants are committed to being good and active members of
the communities in which they operate
OBJECTIVE
One meal one napkin
McDonald’s UK fights litter daily in many different ways. It ensures packaging is kept to a minimum and carries anti-littering symbols. Litter patrols
around the restaurants are as standard as providing litter bins outside.
SOLUTION
One meal one napkin
With its “Just bin it” campaign, McDonald’s UK takes the daily effort of fighting litter a major step
further. In the early summer of every year, restaurants partner with local authorities, schools
and community groups in awareness-raising, educational and clean-up actions. They provide
educational gifts for children or with employees .
SOLUTION
One meal one napkin
In 2005, McDonald’s sponsored over 250 events involving more than15,000 people
In India as well McDonalds has Litter Patrols where Mc Donald's employees go around market
picking up garbage leftovers by people on the streets
RESULT