Question 3) Evaluate the process

of conversion of strategy to the

Big Idea through word
association and suggest
possibilities of alternatives.

Big Idea Formulation

In 1983 Tata came up with branded salt and a market for branded salt was
developed
Low entry barriers for other players
Need to find a strategy to differentiate was recognized
Tata came up with Vacuum evaporation technique to reinforce purity of its salt.
This earned brand equity but gaps between the competitors continued to get
narrower.
After identifying the need for emotional element in their campaigns the
company conducted a research.
As a result of research the company decided to capitalize on hidden sense of
patriotism and loyalty.

Association With Salt

The Tata salt was known for Purity , Saltier Salt and Trust because of Tatas
brand name.
Consumption of salt cannot be increased without increasing the user base.
The company built its campaign to capitalize on patriotism and loyalty.
India already had a strong association with Namak with sense of integrity and
character of a human being.
The company used Desh ka namak which showed common people
performing small acts of heroism and doing their bit for the nation, to foster
hidden patriotism and loyalty.
However the campaign was very successful and fetched may awards to the
brand, but it wasnt directed to expand the base by bringing new users.

Alternatives
The company could have also roped in doctors, educating
consumers on how the use of Tata salt could save them from
problem related to blood pressure, and other issues.
The company instead of using common people could have used real
life heroes who have dedicated whole of their life for the well being
of their nation.
The company could have focused on Home makers as their
target audience who does all the buying, highlighting of the benefits
of using a branded salt and thereby increasing the consumer base.