MBA - SBM ; Brand Switch Module

1. Group
Riddhima 20151037
Srinath 20151041
Strategic Brand Management

2.  GAINING CUSTOMERS
 First Job to get New Customers
 Aggressive Selling is the key to getting new customers.
 RETAINING CUSTOMERS
 Second Part after Gaining Customers
 Focussed Customer Service
 Proactive Customer Service is the Key to Retaining Customers
 REGAINING CUSTOMERS
 Constant Touch, Making Amends, Taking Corrective Action, Improving your
product
 If the cause due to which customer was lost, can be overcome.
Customers

3. S.No. Customer Code Objective Strategy Result
1. New
(Never Used)
C Convert Brand Switch Gain Customers
2. New
(Never Used)
A Attract Category Switch Gain Customers
3. Existing
(In Use)
I Increase Frequency Switch Retain Customers
4. Existing R Retain Avoid Switch Retain Customers
5. Lapsed
(Previously Used)
Re Re-Convert Brand Re-Switch Re-Gain Customers
Brand Switch Module

4. S.No. What? Explain
1. Target Customer New (Never Used)
2. Strategy Brand Switch
3. Result Gain Customer
4. Triggers  Dis-Satisfaction
 Non-Performance
 Low Perceived Value
 Bad Brand Experience
 Inconsistent Segmentation
 Overpriced
 Better Customer Orientation
 Unfulfilled Needs
 Increase in Aspirations
Code “C” : Convert
Example: Brand Switch from IODEX to MOOV

5. S.No. What? Explain
1. Target Customer New (Never Used)
2. Strategy Category Switch
3. Result Gain Customer
4. Triggers  Need Gap Filled
 New Category Created
 Upwardly Mobile
 Greater Penetration
 New Segments
 Width of Consumption
Code “A” : Attract
Example: Category Switch from DESKTOP to LAPTOP

6. S.No. What? Explain
1. Target Customer Existing (In Use)
2. Strategy Frequency Switch
3. Result Retain Customer
4. Triggers  Frequency of Consumption
 Depth of Consumption
 Increase Need
 More Locations of Consumption
 More Occasions of Consumption
Code “I” : Increase
Example: Frequency Switch of No. of Times a Family eats Dinner Outside

7. S.No. What? Explain
1. Target Customer Existing (In Use)
2. Strategy Avoid Switch
3. Result Retain Customer
4. Triggers  Loyalty Programme
 Consistent Quality and Service
 Care and Share Marketing
 Keeping in touch – regular interaction
 Re-assess changing needs of consumers
Code “R” : Retain
Example: Avoid Switch from moving out from a bank like ICICI

8. S.No. What? Explain
1. Target Customer Lapsed (Formerly Used)
2. Strategy Brand Re-Switch
3. Result Re-Gain Customer
4. Triggers  Apologise
 Reconsideration Set
 New Brand Experience
 Relaunch
 Rejuvenate
 Contemporary Image
Code “Re” : Re-Convert
Example: Brand Re-Switch Bringing Customer Back to LIC