A case study on Brand Channel Creation for Merck India.The idea was to create a common platforms where design professionals, manufacturers and consumers all come together to share ideas, information, innovate and co-create using Merck Special Effects pigments.

1. case studies

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BRAND CHANNEL CREATION
A Case Study

3. THE PROBLEM:
Overcoming Market Commoditization of Special Effect Pigments
What Merck Pigments Wanted:
– To find a way of becoming distinctive in a confusing, commoditizing marketplace for
pigment applications e.g. paints, inks, cosmetics etc.
What Merck Pigments Needed:
– Leverage positive equity from the parent brand to gain consumer mindshare
– Build preference in the mind of the end consumer for Merck ingredient products
– Support a price premium for itself and its primary customers in the marketplace
Suggested Route to Success:
A natural progression for Merck today is branding the ‘Pigment’ essentially extending the
brand franchise beyond the direct customer, and ultimately to the end-consumer a’la INTEL
INSIDE!

4. THE CHALLENGE:
A Fragmented Value Chain of Manufacturers, Influencers, Consumers
Use products that
enable ‘low cost’
and ‘high margins’
Influencers (both on customer and end consumers side)
are completely unexploited
Need a reason to
pay price premium
MerckPigments
Paint
Interior
decorators,
Architects
Make Up
ArtistsCosmetic
PPI
EndConsumers
Paint Trend
experts &
consultants
Cosmetologists
& Consultants
Design
Consultants
Product,
Package,
Industrial
Designers
Primary Customers Influencers Influencers End Consumers

5. Influencing the Influencer through
an engagement platform
Developing sustainable engagement
with primary customers
End Consumers
Demand Pull for
Products With
Merck Pigments
Awareness &
Relevance for
Pigments
Demand Pull for
Products With
Merck Pigments
THE STRATEGY:
Collapsing the B2B Value Chain for End-User Demand Creation

6. THE SOLUTION:
A Platform named ‘EffexX by Merck’
An initiative by Merck India that brings
together Manufacturers, Designers
and Consumers , to make the world
better & more beautiful using Special
Effect Pigments

7. THE IDENTITY:
‘EffexX’
Beyond words, beyond comprehension
and beyond the ordinary – there exists
a world which is truly enchanting in
every single way.
The bees are hovering around the
brilliant flowers, the flowers are in love
with the sun, the sun is shining and smiling brighter than ever before, and its
rays kissing every object, alive, moving, static or inanimate and all making it
into something for your eyes to believe.
It’s a world transformed by special effects. Special effects created out of a
perfect amalgamation of an artist’s imagination and a scientist’s zeal.
EffexX – A World of Possibilities

8. Launch Communication Targeting the Beauty Industry

9. Platform Invite Communications

10. “Project EffexX”: A Co-Creation Portal for Design Professionals
500+ professionals visit/day,
65+ experts on portal , 1000+
original articles

11. New business opportunity was created for working
with Salons and Spas
Allowed Merck to connect with a large number of
businesses related to the Beauty segment
Color Inspirations - June , 2013
World of Possibilities - May 2012
Brought together experts in the field of pigments,
colors and automobile
Share views and foresight on current and future global
color trends in the automotive industry
Networking Forums for the Beauty and Automobile Professionals

12. ‘CUBES OF THOUGH’
with ace designers
Sahil & Sarthak
http://www.youtube.com/watch?v=y
KX32jv-omc&feature=c4-
overview&list=UUUR1yowFByU8swb
2leCFBng
Design Innovations with Professionals

13. Contests
Twitter
Facebook
Consumer Awareness on “I Say No”
http://www.youtube.com/watch?v=5_4kkoTlkCQ&list=PLL4XEx
D0C38QQy6oHW5blgtpA1CuKC5TF

14. SEGMENT VOLUME/
VALUE
MARKET
SHARE
GIVE GET
Market
leader
High High Existing Knowledge
Exclusivity
Order
Value
Market
Innovator
Medium High Future
potential
Innovation
Brand
Value
Co-
Branding
Market
Follower
Medium Dropping or
low
Quality Basket
Size
Building sustainable
relationships with
Merck’s primary
customers through a
mutually beneficial
exchange, to be seen as
a solutions provider,
creating value beyond
what the competition is
offering currently
Building Relationships
THE CRM PROGRAM– EffexX Advantage

15. Naturals Spa & Salon is a
leading chain in South India.
Along with Rainforest, Merck
India created a new line of
products for Naturals Spa &
Salon for Anti Ageing and
Fairness treatments
THE PROGRAM ROI:
The First Co-Branded Product Launch with Manufacturers!

16. IN SUMMARY:
A Sustainable B-C-B Brand Channel Created for Merck!
Project
Effexx
Effexx
AdvantageI Say No
AWARENESSINNOVATION PARTNERSHIP
COMMUNICATING
With
Consumers
CO–CREATING
With
Influencers
CO-BRANDING
With
Industry

17. ASYMMETRIQUE COMMUNICATIONS PVT LTD,
MUMBAI, INDIA
Web: www.asymmetrique.net
LinkedIN:
http://www.linkedin.com/company/asymmetrique-communications-pvt.-ltd.
Tel : +91 22 66952433
Fax : +91 22 29208162