B-to-B environment!Tyco International has 50 brands!

Tyco International is a renowned global company offering one of the most comprehensive product ranges in the world.
Many B-to-B companies try to be all things to all people, and therefore ends up nothing to anyone.Branding is a powerfull tool if utilized and supported by proper strategy and resources.It's not about making people to make irrational buying decisions instead it's about communicating the benefits and value a product provides to consumer.

Tyco for example is one of the best example of powerfull B-to B brands but rarely customer knows about the name Tyco!

Tyco uses 50 different names as a customer-facing brand.It knows that corporate brand is not same as product brands and branding of all the products under one name will send a conflicting message to consumer and also it will have no value proposition.So Tyco has been able to market it as a profitable company by making a clear separation between product and corporate brands.

Moral of the story:

Brand strategy must be unique yet corporate brand need not be everything to world.Products should be branded based on one simple question" What value proposition is most valuable to our consumers"

'It's Time for A Clear New World' a SAP campaign

SAP Launched Global Brand Campaign to emphasize transparency with a global campaign themed :

'It's Time for A Clear New World' (sounds like as if someone is trying to help the world!!)

Previous ads for SAP use to feature customer testimonials. But now in an uncertain economy SAP explores a new approach to promote the idea that SAP's software helps foster clarity.
Here clarity means "Transparency, visibility, accountability". As rightly explained by Marty Homlish, Chief Marketing Officer SAP that "In today's business environment, companies must see clearly, think clearly, and act clearly within their own organization as well as across their business network. Only those with the visibility to act effectively and decisively will survive and emerge stronger than the competition"

The campaign comes after SAP's net income dropped as result of a late-year crash in the global economy and in the midst of rumor and market talk that Microsoft is looking to purchase SAP.SAP has taken measures to reduce cost by some €200 million in largely made up of the widely publicized hiring freeze and elimination of non-customer facing travel.

Print and digital ads began rolling out in the U.S. and Germany in May, and will expand to other European and Asian markets . The company has also revamped its Web site and optimized it for mobile connectivity as well.The campaign will also include out-of-home billboards.

One of the point to note is that the tagline, "The best-run businesses run SAP," remains.Reason as explained by Leo Apotheker,who is the new CEO of SAP "Before, to be a best-run business, a lot of it had to do with being profitable and being efficient. Now we're saying there's another level to that, which is transparency and accountability,"

How much can SAP benefit from this re-branding approach?

'Kambakkht Ishq’ latest bollywood movie launched a Mobile Marketing campaign

Let us analyze a creative Mobile Marketing campaign done by Hungama Digital Media based on my 10 factors for mobile marketing::::
The makers of ‘Kambakkht Ishq’ and Hungama Digital Media launched a unique mobile campaign so that fans across the country can connect with the film from anywhere.

1.Strategy: To create buzz and excitement about the film. Each film needs to create a buzz among prospective audiences before its release in order to ensure that they watch the film.

2.Relevant to the consumer: Kambakkht Ishq is an action-packed, romantic comedy that will appeal to everyone. This movie's theme is ‘war between the sexes’ that the youth will especially connect with.

3.Awareness: Through varied avenues like the Kambakkht Ishq mobile game, a mobile Voice VAS service by Akshay Kumar and Kareena Kapoor and a blog written by the film’s director Sabbir Khan on www.BollywoodHungama.com.

4.Content:
>The Mobile Game is a fun-filled racing game which allows users to play the role of Akshay Kumar and highlights the gender wars between the two protagonists of the movie. The user has to complete various stunts and collect objects in the exciting and fast paced racing game to complete the game.
>In the Mobile voice VAS service, Akshay Kumar reveals a few of his stunt tips for all the young aspiring stunt men; and Kareena Kapoor advices women on beauty tips.

5.Target Customer: They needed to promote the film through platforms where youngsters are present and today every young boy or girl are connected through a mobile phone . Also give fans in international markets an insight of the film before its release.

6.Cost: No info yet.......

7.Customer Control: All people have to do is pick the phone, dial a number and listen to the stars of Kambakkht Ishq speaking to them.

8.Post-Campaign customer satisfaction survey: Yet to be Known....depends on first day collection.....

9.Privacy:

10.Medium: Mobile Game, Mobile voice VAS services and Blog.

This movie is supposed to be ground braking "Bollywood meets Hollywood" project.Sylvester Stallone makes a delightful cameo