Thanks for the meeting which I have summerized as follows for your agreement / comments.
CONCEPTS ARE NOT COMMUNICATIONS BUT BRAND VISIONS : Our "Concepts" are not only communication platforms but are actually our vision of who we are and why we exist. Hence the MR should throw up what target customers we are serving and what basic need of theirs we will cater to and hence what kind of products in future we may launch consistent with the vision selected. ( This will be equivalent to "Ponds Age Miracle range makes products that help you to continue to remain attractive to your partners" ... a basic motivation / benefit that underlines everything the brand does. Or it will be equivalent to Vicks range standing for coughs and colds in the families).
BRAND ARCHITECTURE : Another thing to find out will be how indiviudal products (eye, skin, fat, otehr) can be sold under a common brand vision /story as above because each current / future product has its own indiviudal domain of indications, triggers, long term symptoms if unattended and dosage AND YET they are all a part of the same brand family. ( Exactly as in Ponds the umbrella brand stands for something (Ponds - makes you attractive), the range (age miracle retards the effect of age) and even the product stands for something (face mask gives you tightening of the skin).
WHO DO WE SERVE : It is important that MR identifies which target group we should serve. We agreed that it will get defined more in motivation / attitude / perception terms rather than in demographic terms. We also agreed that we should case our net not too narrowly when selecting people for research and finally we agreed we will go to SEC A, Urban, "Globals+Strivers" from NCAER and who show prima facie simple health concerns like drinking purified water, using tonics and health supplements like Horlicks etc. The MHI levels of such will be minimum Rs 5 Lakhs pa. Any family earning less than this probably is not our TA. Lastly, let us remember we are not pitching for a symptom (and hence be seen as a drug) or for any symptom which they have right now (same reason). We will avoid the medical / drug / symptom / doctor bias. We must remember we are creating a new category and aiming for a need which the customer has not yet actively felt.
BRAND VS PRODUCT DILEMMA : We want to balance between connect (due to immediacy and tangibility created by a product) vs an understanding of the brand concept which will create affinity and loyalty for the brand. Afterall what the product has, or does not have, makes sense only in the context of the understanding of the concept. The MR will give indications.
PATHWAY TO DECISIONS : There are many decisions people take on their way to final consumption : need recognition, solution crystallization, price filtration, evaluating whether to purchase, which brand, from where, to ask whom etc. Different people take it in different sequence and meet different people on their way to each step. This will be useful in go-to-market strategy.
MARKETING INTERPRETATION : We are still working towards the same 5 objectives as in the original brief. During the MR you will be on lookout and finally tell us if the findings are ambiguous in some of these 5 areas and therefore may warrent one more MR check of a different kind.
I need to give you not only 4 concepts but one pack (dummy capsules and dummy bottles but different labels) corresponding to each one of them.
