1. Marketing as Simple as A.B.C.
Aseem Puri
Marketing Manager, Global Fabric Cleaning
© 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 Chairman’s 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
© Aseem Puri, 2010

3. Marketing is as simple as answering
3 questions about your target…A, 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
© 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…
© Aseem Puri, 2010
Hate…

5. Finding the A - ASPIRATIONS
© 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 it’s 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. Who’s 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
© Aseem Puri, 2010

7. We asked Asian Youth the same
& found these ASPIRATIONS
Make a mark
on the world, now
Where’s the
next milestone
I don’t know if there’s
Sex, lots of it, now anything I don’t want
I did that too
( got one
life) © 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
© 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 don’t have it ? WHO’s BEST
What do u love / hate about it ? n WORST
N WHY
PROBLEMS
What problems does this solve ?
What happens when u don’t have it ?
© 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
© 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
It’s ok to Sometimes, I do want to act
experience the responsible ( to see what it’s
other side like !!)
© Aseem Puri, 2010

12. Finding the CONSTRAINTS
Constraints are limitations in your target’s 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 © 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, sweep…let me
do it
I will get ahead but not fight tradition
© Aseem Puri, 2010

14. Marketing is as simple as….
A SPIRATIONS ?
ENEFITS
C
ONSTRAINTS
© Aseem Puri, 2010