Smas intro oct 2011

S Y N E R G Y m a r k e t i n g a d v i s o r y s e r v i c e s

Profit from our Expertise

7A/04, Ashirwad CHS New MHADA Colony, Near Poonam Nagar, Andheri (E) Mumbai 400 093. 91-22-2836 5149 / 9322266445 e-mail: [email protected]

m arketin g adv isory s erv icesS Y N E R G Y




Belief

In Today’s Environment

‘Marketing’ is ‘Business’

&

‘Brands’

‘The Future’

brands are the only assets of business



The battles of the brands are

not fought in the towns or

in media or

in the market

They are fought in

The mind of the consumer

The Brand Terrain



As Marketing ConsultantsOur role




To Develop Unique

Value Propositions

and




To Build

Winning Teams

There by




To Build

Profitable Brands



Our role … Advisory

As marketing advisors we:

• Study

• Plan & Organise

• Strategise

• Deploy resources

• Direct execution

• Control & Monitor results



Our role … Resources deployment

The Sales Team

• Numbers

• Hierarchy & Roles

• Deployment

• Policies & Guidelines

• Reporting & MIS



Advertising

• Brand Proposition

• Positioning

• Creative approvals

• Media Mix Decisions

• Media Brief, Approval &

scheduling




Promotions

• Trade & Customer

• Ideation & Formulation

• Timing

• Monitoring





Information Systems

• Research

• MIS for Decision Making

• Competitive analysis



The Synergy Edge

As a marketing consultant we believe that our

skills lie in bringing together

Sales, Advertising, Promotions, Research and

other Marketing Mix elements in an implosive mix

that

maximises impact while reducing costs.

This is what builds profitable brands



The Synergy Edge …..

In practical terms it means that:

• We customise our strategies and Tactics only after an in depth

understanding of the company, the competition and the customer

• We work closely with your sales and marketing staff to translate

plans into effective action

• We do not shy away from visiting the market

• We involve ourselves in all critical areas to ensure integrity of data

and actions



The Essence of Branding

Branding is creating a unique identity for your

product / service that assures the customer of the

lineage, the quality and consistency of

deliverables / benefits over time at a fair price



The Price of Branding

It’s a mistaken notion that branding is an expensive exercise

At the most basic level it’s as simple as inserting a label with

your name in every pack / with every transaction

The monies you spend on branding depend on your ambitions

and the resources available

It is not how much you spend but how and where you spenddetermines the success of branding



The Advantage of Branding

• Greater control of channel partners

• Valuation beyond immediate P & L

• Wider status and recognition

• Better resource availability

• Lower cost of acquisition and operations

Branding benefits at multiple levels and not just in sales



Adoption

Action

Acknowledgement

AcceptanceSta

ges o

f Cus

tom

er R

eadin

ess

Acceptance of concept – Acknowledgement of deliverables – Motivation for action – Adoption in lifestyle

The Science of Branding



Time

competition

company

customer

UniverseOffers

ExpectationsSatisfaction

BrandsResources

Brand Environment™

The Art of Branding



Brand

Product space

Mind space

Ground Space

LooksFeatures

Performance

AvailabilityAmbienceExperience

AwareAspire

Associate

Holistic Brand Experience

The Deliverables of Branding


Profit from our ExpertiseThe Proof of Branding

Wipro Santoor

Wipro Shikakai

Tips & Toes

Waghbakri Tea

Asian Paints Tractor

UTI Rajlaxmi

Glaxo Farex

Gini

Asian Paints APCA

Candid Cream

Colgate Dental Cream

Glentona Syrup

Ascoril

Glaxo Complan

Halo Shampoo

Hawkins

Sunflower

and many many more



Our expertise is retained for restructuring or augmenting existing

Marketing & Sales operations or for setting up New Operations.

Synergy can be engaged on:

• Regular monthly retainership

• Assignment for a specific task and for a specific period

• Ad-hoc consultation

Retaining Synergy - Consultancy

If you have a Marketing or Sales ProblemTrust us to have a solution



• Reviewing existing Marketing

plans

• Reviewing existing Brand

Strategy

• Review of Distribution

infrastructure and Systems

• Brand / Product Portfolio

Analysis

• Repositioning an Existing Brand

• New market/New Product

Development

• New Business Development

• Perception Management

(Attitudinal reorientation

within and outside the

company)

• Relationship Management

Retaining Synergy - Consultancy

We believe that there are no problemsOnly solutions and opportunities


Profit from our ExpertiseRetaining Synergy - Consultancy

Synergy operates on the basis of planned & structured “Strategy & Review meetings

• The frequency of the meetings would vary from 1 a week to 1 a month depending

upon the needs of the client

• The areas covered would be:

Product• Branding• Segmentation• Feature optimisation• Development• Packaging

Pricing• Strategy• Channel structuring• Margins & Discounts• Profitability & Revenues

Distribution• Strategy• Recruitment• Stockist & retail profiling• Policies• Reporting & Evaluation Systems

Advertising &Promotions• Creative & Media • Trade & Consumer Promos• Sales Supports• Control & Evaluation

A 360° approach to making a winning Brand


Profit from our ExpertiseFields Of Expertise

• FMCG (Fast moving Consumer Goods) - Toiletries and Cosmetics,

Stationery etc.

• Consumer Perishables – Foods , Dairy & Farm produce etc.

• Consumer Durables – Electronics, White goods – Refrigerators,

Appliances, Kitchenware etc.

• Health and Hospitality – OTC, Alternative therapies etc.

• Financial Products -Banks, Mutual Funds, Credit Cards etc.

• Service Industries - Hotels, Travel Agencies, Resorts, Advertising etc.



A Management Graduate from the Jamnalal Institute of Management Studies

(1979) with over 20 years of experience in Sales, Advertising and Marketing.

Over the last 30 years I have launched and handled over 25 successful national

brands like Hawkins, Colgate, Glaxo, Standard Chartered, Wipro, UTI, Asian Paints,

Glenmark Pharma, Cipla, Tips & Toes, Waghbakri Tea, V N Jewellers, Pidilite

Industries, Gini Textiles ………

I have also been an active sales and behavioral trainer for companies like Unilever,

Godrej, D, Mart, Kamani, Kores etc. I have also been a project guide and a visiting

faculty at Jamnalal Bajaj, Narsee Monjee and other prestigious Institutes.

Profile – Vijay Raut



Vijay Raut

Synergy Marketing Advisory Services

7A/04, Ashirwad CHS, New MHADA Colony,

Near Poonam Nagar, Andheri (E). Mumbai 400 093.

91-22-2836 5149

M 0 9322266445

e-mail: [email protected]

[email protected]

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