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Marketing as simple as a.b.c.

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1) The document discusses a simple 3 step approach to marketing called "A.B.C." which stands for understanding a target audience's Aspirations, Benefits, and Constraints. 2) It provides methods for identifying a target audience's deepest Aspirations through conversation and examples of common Aspirations among Asian youth. 3) Benefits are described as the only reason consumers buy brands, and a method called the "Benefits Conversation" is suggested to understand a target's perceptions of a product's benefits. 4) Constraints are the limitations in a target's life that can impact purchases, and examples are given of common Constraints among youth.

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Marketing as Simple as A.B.C. Aseem Puri Marketing Manager, Global Fabric Cleaning 息 Aseem Puri, 2010
Aseem Puri Global Marketing Manager, Fabrics, Unilever Leading brand innovation for South Asia ( 600mn USD portfolio) with projects in SEA , China and Sustainability 600 Million USD portfolio responsible for Growth, equity and margins Three time Winner of Unilever Enterprise and Chairmans Award National Finalist, Founder, Lead India 2007-08 Investor Investor Training Forum Author, Founder, Fundamentals of Career Wise Economics Career Guidance ( 2 parts), CBSE Workshops for 18000 students 息 Aseem Puri, 2010
Marketing is as simple as answering 3 questions about your targetA, B & C 1. What are their deepest ASPIRATIONS ? 2. What BENEFITS truly turn them on ? 3. What are the biggest CONSTRAINTS which they live in ? I will show you how to do each of these in a simple & easy way & then illustrate it with some successful examples. Puri, 2010 息 Aseem
Defining Your Target Audience in 10 minutes Choice 1 Men Women Children Choice 2 Infant teenager young 20s 30s middle aged old geriatric Choice 3 Who do. Think that Use Feel Rich Middle class Poor Want Need Love 息 Aseem Puri, 2010 Hate
Finding the A - ASPIRATIONS 息 Aseem Puri, 2010
Finding their ASPIRATIONS in one conversation Ask 10 powerful questions to 5 members of your target audience 1. Who matters the most in your life ? 2. What do u regret ? 3. If u had to create a TV show about your ideal life, what would be its story ? 4. If you knew you were going to die, what would you want to do the most ? 5. What is the best / worst moment of your day / week ? 6. If you got a 1000$ right now, what would you spend it on ? 7. Tell us about the happiest / best / most memorable moments for you ? 8. If you could change something about your work / life / family what would you ? 9. Whos life do you really like ? 10. What are your dreams / what do you dream about ? And after each of these 10 questions ask yourself or them WHY Write all the aspirations & then you can do forced ranking if u want 息 Aseem Puri, 2010
We asked Asian Youth the same & found these ASPIRATIONS Make a mark on the world, now Wheres the next milestone I dont know if theres Sex, lots of it, now anything I dont want I did that too ( got one life) 息 Aseem Puri, 2010
Finding the big B BENEFITS Benefits are the only reason why consumers buy your brand / product Our mission is to find the topmost unique Benefits our brand can own 息 Aseem Puri, 2010
The BENEFITS Conversation USAGE Do you use it ? Why / Why not How and when do you use it ? FEELING How do you feel when u use it ? When others feel it ? When u dont have it ? WHOs BEST What do u love / hate about it ? n WORST N WHY PROBLEMS What problems does this solve ? What happens when u dont have it ? 息 Aseem Puri, 2010
3 steps to pick your BENEFIT 1. List all the benefits from the above conversation & offer them to consumers as choice cards rotating them in multiple choice eg. Detergents 1Whiteness 2stains 3freshness 4germ kill 5colour care 2. Rank all the competing brands on each of these attributes 3. Select the highest ranked benefit not strongly owned by a competitor already 息 Aseem Puri, 2010
Top benefits for youth BENEFITS No one else has it, at least not now / My 15 minutes of fame Momentary My quirks make pleasures most me different important Its ok to Sometimes, I do want to act experience the responsible ( to see what its other side like !!) 息 Aseem Puri, 2010
Finding the CONSTRAINTS Constraints are limitations in your targets life that can affect their purchase / usage What do they have a lot of a little not at all ? What is it that they think they cannot have ? What media do they have access to and which do they lack ? Which of the following do they lack in their life ? Money ( basics) Time Relationships Resources ( water, education, energy) Health 息 Aseem Puri, 2010
My morals Youth CONSTRAINTS are ok No time for tv, always on the phone Work never ends, life is always running 1 hand / 1 minute Mix, match, bend, warp, tie, cut, sweeplet me do it I will get ahead but not fight tradition 息 Aseem Puri, 2010
Marketing is as simple as. A SPIRATIONS ? ENEFITS C ONSTRAINTS 息 Aseem Puri, 2010

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Marketing as simple as a.b.c.

  • 1. Marketing as Simple as A.B.C. Aseem Puri Marketing Manager, Global Fabric Cleaning 息 Aseem Puri, 2010
  • 2. Aseem Puri Global Marketing Manager, Fabrics, Unilever Leading brand innovation for South Asia ( 600mn USD portfolio) with projects in SEA , China and Sustainability 600 Million USD portfolio responsible for Growth, equity and margins Three time Winner of Unilever Enterprise and Chairmans Award National Finalist, Founder, Lead India 2007-08 Investor Investor Training Forum Author, Founder, Fundamentals of Career Wise Economics Career Guidance ( 2 parts), CBSE Workshops for 18000 students 息 Aseem Puri, 2010
  • 3. Marketing is as simple as answering 3 questions about your targetA, B & C 1. What are their deepest ASPIRATIONS ? 2. What BENEFITS truly turn them on ? 3. What are the biggest CONSTRAINTS which they live in ? I will show you how to do each of these in a simple & easy way & then illustrate it with some successful examples. Puri, 2010 息 Aseem
  • 4. Defining Your Target Audience in 10 minutes Choice 1 Men Women Children Choice 2 Infant teenager young 20s 30s middle aged old geriatric Choice 3 Who do. Think that Use Feel Rich Middle class Poor Want Need Love 息 Aseem Puri, 2010 Hate
  • 5. Finding the A - ASPIRATIONS 息 Aseem Puri, 2010
  • 6. Finding their ASPIRATIONS in one conversation Ask 10 powerful questions to 5 members of your target audience 1. Who matters the most in your life ? 2. What do u regret ? 3. If u had to create a TV show about your ideal life, what would be its story ? 4. If you knew you were going to die, what would you want to do the most ? 5. What is the best / worst moment of your day / week ? 6. If you got a 1000$ right now, what would you spend it on ? 7. Tell us about the happiest / best / most memorable moments for you ? 8. If you could change something about your work / life / family what would you ? 9. Whos life do you really like ? 10. What are your dreams / what do you dream about ? And after each of these 10 questions ask yourself or them WHY Write all the aspirations & then you can do forced ranking if u want 息 Aseem Puri, 2010
  • 7. We asked Asian Youth the same & found these ASPIRATIONS Make a mark on the world, now Wheres the next milestone I dont know if theres Sex, lots of it, now anything I dont want I did that too ( got one life) 息 Aseem Puri, 2010
  • 8. Finding the big B BENEFITS Benefits are the only reason why consumers buy your brand / product Our mission is to find the topmost unique Benefits our brand can own 息 Aseem Puri, 2010
  • 9. The BENEFITS Conversation USAGE Do you use it ? Why / Why not How and when do you use it ? FEELING How do you feel when u use it ? When others feel it ? When u dont have it ? WHOs BEST What do u love / hate about it ? n WORST N WHY PROBLEMS What problems does this solve ? What happens when u dont have it ? 息 Aseem Puri, 2010
  • 10. 3 steps to pick your BENEFIT 1. List all the benefits from the above conversation & offer them to consumers as choice cards rotating them in multiple choice eg. Detergents 1Whiteness 2stains 3freshness 4germ kill 5colour care 2. Rank all the competing brands on each of these attributes 3. Select the highest ranked benefit not strongly owned by a competitor already 息 Aseem Puri, 2010
  • 11. Top benefits for youth BENEFITS No one else has it, at least not now / My 15 minutes of fame Momentary My quirks make pleasures most me different important Its ok to Sometimes, I do want to act experience the responsible ( to see what its other side like !!) 息 Aseem Puri, 2010
  • 12. Finding the CONSTRAINTS Constraints are limitations in your targets life that can affect their purchase / usage What do they have a lot of a little not at all ? What is it that they think they cannot have ? What media do they have access to and which do they lack ? Which of the following do they lack in their life ? Money ( basics) Time Relationships Resources ( water, education, energy) Health 息 Aseem Puri, 2010
  • 13. My morals Youth CONSTRAINTS are ok No time for tv, always on the phone Work never ends, life is always running 1 hand / 1 minute Mix, match, bend, warp, tie, cut, sweeplet me do it I will get ahead but not fight tradition 息 Aseem Puri, 2010
  • 14. Marketing is as simple as. A SPIRATIONS ? ENEFITS C ONSTRAINTS 息 Aseem Puri, 2010