Carrier communication strategy presentation 3rd dec 09 second

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

“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

“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

“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

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

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


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


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


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

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

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.

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

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

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.


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.


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

Carrier communication strategy presentation 3rd dec 09 second

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