Sixth Level of Differentiation - Standing out During Festivals

Innumerable brands and innumerable products – all shouting at the consumer in their own ways! Ways, which are different and yet, in essence, are all the same. In this mayhem, each of these brands is trying to grab attention, trying to do something “out of the box”. Ironically though, the term itself has become somewhat a cliché. 

Appealing to the 5 senses of the consumers seems no longer enough and brands now need to touch that sixth sense which will not only strike “a” chord but, will strike the “right” one.Looking past the 5 levels of differentiation, i.e., technology, price, product, customer service and user experience, seems only a sensible option in this case. But what is the sixth level? To what extent has it been explored? - are the questions that still lay unanswered.

India, a nation guided by sentiments, has at its heart the festivals that, in many ways, define the people residing in it. To touch the chord connecting a brand to a customer’s sixth sense, brands fight for innovation, especially during these special moments. 

Sixth level of differentiation, therefore, has to come from a clear understanding of what the customer wants. It’s not about what the customer buys, but why he is buying it. It’s not about creating a sale, but creating a “memory”, one that will leave a lasting impression. And the brand that catches this ball has forever made a place for itself in the customer’s life.

What is “in trend” these days though, is an attempt to connect with the consumer by touching that emotional chord. Whether brands have touched the right one and done enough to prick that protective barrier to the heart is usually an answer that scores in negative. And “oops” goes the heavily funded, so diligently made ad campaign that they were pinning their hopes on. With every brand telling you how much they know you, care about you and well, are perfect for you – you end up getting bored with too much drama and seek refuge in simplicity. “Tell us what you offer, make it fun and keep it simple” is the message consumers are trying to pass on to the brands. This is clearly illustrated with the SPRITE – “SEEDHI BAAT, NO BAKWAS” campaign that was an instant hit! And soon we saw it toppling the most loved cola – THUMS UP from its throne. So when brands think about doing “something different”, they might just want to tone it down a little.

With approximately 100 million people gathered at one place during the “Kumbh Mela”, it seems like an advertising bliss for any brand. Brands like Coca Cola, HUL and P & G have already realized this. Directly touching the rural consumers through such events can prove to be the blessings that all brands are wishing for. Redefining the concept of “Haats” to make the rural consumer take one step up and open the window of luxury to grab some of that share that urban markets have selfishly been enjoying, seems like yet another option. And what better an occasion to introduce it than the famous festival season in which even the most frugal customers delight themselves with a few luxury - shopping sprees.

The scratch cards and the free gifts are long passé. If not in schemes, then possibly in media – innovation has no ends. Its time to define new touch points for the drivers of the top-line – the consumers. With the boom in smart-phones, many companies are going “the television route” with videos of advertisements streaming in and out while playing a game or using a famous app. As much as it feels like an intrusion today, consumers are sure to accept it in the long run, much like the commercial breaks while they are glued to their television screens watching their favourite shows. Unexpected equals the perfect cut in the clutter and this could be the perfect way to make the customers notice those exciting festival schemes.

Another concept, “creative billboards”, still under appreciated, can be utilized to its full potential to grab those fractions of seconds of the attention span that make the consumers halt, look and spend time to hear what the brand has to say.Used widely and effectively to reach out to the consumers in foreign lands, the practice is yet to pick up in India at full pace. Brands like Cadbury, Coca Cola, McDonald’s and Adidas have pioneered this art. Festival specific advertisements when communicated through exemplary creativity, are bound to be noticed. One example can be the “Coca – Cola Santa” billboard where the picture of Coca-Cola dressed as Santa Claus said it all. Yet another can be the Coca-Cola environment day billboard that showed the brand at the root of the tree of life. The brand, like many others, has come up with innovative ideas time and again to maintain its appeal.

IMAGE SOURCE - http://bit.ly/apag009

The beautiful thing about innovation is that the moment you feel there is nothing more that can be done, a unique idea always springs up proving you wrong! Products, schemes & media - having thought about it all, why not take a whole new perspective and look at the occasion itself! – The “festive season”. Why limit themselves to the known and cluttered traditional festive months? Why not create a new definition for the term itself? Brands are getting smarter day by day and are trying to do just that. Usha Electronics Ltd., for example, recently came up with the concept of the “Monsoon Festival” offering schemes and discounts during the monsoon period when the competition was busy selling at the usual high. The customer appreciation manifested itself in the form of rising sales and brand value that the brand had long sought.

To sum it up – the sixth level of differentiation has its roots in revolutionary ideas. Whether it’s in the making or still a distant dream is quite debatable. However one thing is certain, it is an essential ingredient to prepare a festive delight.

Let me know if you have any ideas that form part of this emerging new level of differentiation! Leave a comment!