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(Product) Red

Group 14:Devashish PandeyNavin ChandShivendu Shekhar MishraSimontika Bose

Vivek Gupta

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http://www.youtube.com/watch?v=oClbf

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Question 1

How do you create a Brand with nounderlying Product

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Kellers Definition

A product, but one that adds other

dimensions that differentiates it in

someway from other products designed to

satisfy the same need.

Rational and tangible

Symbolic, emotional andintangible

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Brand Red

(Product) Red is a brand becausepeople believe in its purpose andrelate to the cause.

Red inspires, empowers and connects

A unique business model where the

differentiation lies not in the productbut in the cause of raisingawareness.

Under the umbrella of (Product) Red

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Brand Red .contd

Branding is consistently deliveringsymbolic and tangible value

Iconic Brands add tangible value, Redadds ethical and symbolic value

(Product) Red consumers are often

referred to as CausumersRed captures mindset of its audience

Brand Red uses Cause Marketing to

deliver

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Brand Red Vision

Commerce

Community

EducationHope

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Question 2

What are the Sources of Brand Equityfor Product Red ?

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Brand Equity Factors -Cause

Using cause related marketing(Product) Red targets the innerfeeling of generosity among its

consumers

Telling the story

Strong emotional connect

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Brand Equity Factors -Trust

Transparency is provided to theCausumers about how the fundsare utilized

Website to calculate amount donated

Make ends meet blogs and stories

of beneficiaries in Africa

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Brand Equity Factors Iconic Corporations

Red targeted brands that were big,iconic and had emotional connectwith their consumers.

Brands like Nike, Apple, Gap,American Express which are globaland well recognized.

Companies had competence in theirrespective areas and marketingstrategies.

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Brand Equity Factors -Celebrities

Brand Red is endorsed like any otherbrand by celebrities that includeBono and Didier Drogba

Various campaigns that are organizedand endorsed

Mass consumption due to bigcelebrities

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Q 3.) What is the brand knowledgestructure for brand red?

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Consistent with the CBBE model, BrandKnowledge Structure is a function of

- Awareness

- Associations

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Brand Awareness

Recognition Versus Recall

Brand and situational cues

Awareness depth versus breadth Brand and situation linkages

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Brand Awareness to Image

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Brand Awareness with(RED)

Amalgamated with marketing ofpartnering firms.

Shows highly successful results frompre-launch (Fall 2006 1%) to post-launch (Jan 2007 17%)

Aimed at continuous replenishment.

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Brand Association

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BA Short and Long term

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Favorability andUniqueness

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Summary of BKS for (RED)

Leveraged consumer segmentationand target markets

Other than partner competitors theconventional charity programs tocompete with.

Clearly demarcated Points of Parityand Differentiations with respect tothe competitors.

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Q 4.) Does Product Red have aBrand Meaning? Are there POPs &PODs and what is the role of the

Partners in the Program?

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Yes, product (RED) has got a brandmeaning because

It demonstrates authentic

performance measures and constantimagery.

The brand performance and Imagery

have lead to brand responses. High degree of association and

recalls from users vouch for efficient

transmission of brand meaning.

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Yes, there are distinct POPs and PODs.

1.) POPs Follows the basic model of

philanthropy.

Involves private enterprises for acharitable cause

Identified as associated with a

charitable cause2.) PODs

Partners with enterprises onmutually beneficial terms

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Partners play multiple roles in theprogram

Design, market and promote theirconventional products but associated

with (RED).

Long term relationships forcontinuous fund flows

Promote and proliferate the brand(RED) to global audience.

Convey the brand meaning of (RED)

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Q5) Has Product Red Marketing beensuccessful ?

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Product Red Marketing Success Criterion

Yes (Product) RED Marketing hasbeen successful.

The aim of the Red-Product Marketingwas to generate fund for AIDS Cause.Hence the success of the marketingwould be calculated by fund

collected.

If the (Product)RED is able togenerate funds for itself and revenue

for the partner organization, then it

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Facts & Figures

Christmas Music series earned a fundof $8-$9 million in a year

US government donated $4.8 millionsduring its first few years of existence.

(RED) generated 25 million from

promoting in partnership in just threeand a half hour and over 50 millionsbefore end of year 2007.

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Yes, Product Red Marketingwas Sucessfull

Looking at the values on the facts &figures, it can safely be said thatProduct Red Marketing was a

successful Ad it has out numbered allother method of collecting fund for acause.

The Product Red Marketing was ahuge success for both the Productand RED.

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Thank You