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8/6/2019 R.M. Aguado Business Consultancy Service Profile (Webpost)
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Our process will begin with an information gathering and competitive
intelligence study. It will serve as yardstick for the action we need to do in
the market.
We focus on your business objectives, operations, distributors and
resellers, your competitors, and the different target consumers that
we want to capture.
We will look at the market and sales performances of each of yourproduct-brands, as well as the current market perceptions for each
product --- and alongside with competitive brands.
We will explore your market, and then look into the opportunities ,
and try to find the solution to possible problems .
At every stage of the strategic consultancy process, we will work closely;
drawing on the knowledge and drive results into effective solutions and
opportunities. Together, we will put our plans into action.
integrating strategic marketing & communications
We will develop a Basic Blue Print to follow in the course of our work together, to guide us in
every step of the way and to serve as managements chart for monitoring our efforts
During the process, our activity efforts will be supported with:
WRITTEN PLANS: Documentation of agreed plans for marketing management, trade
management, for advertising communications and merchandising, as well as for internalcompany communications.
PROJECT STATUS REPORTS: Provided on a bi-weekly basis, to track forward movement of plansand development of activities. It will serve as a useful management tool, to make each and every
member of management and staff aware of the action plans.
CONFERENCE REPORTS: Minutes of meetings and discussions (whether person-to-person or via
telephone) will be written, to record important items discussed by both parties; it will also keepmembers of management abreast about things discussed or planned even if they are not present.
These are all part & parcel of how we will bring all plans to action. Everything will be well
communicated, because at the end of the day, results are what we need in taking the
company to the desired level of operations.
In working together, were not just going to give advice verbally and submit documents,
charts, or graphs for you to study and analyse by yourself. WE WILL WORK TOGETHER with
your staff and employees, with your partners and resellers, and BRING CONCEPT TO ACTION.
Thatis howour consultancy relationship will work. We will see to it thatthat the plan works.
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development of strategies and action plans
THE PLANNING PHASE: BREATHING LIFE INTO THE BRAND
The first part of our interface will be to Map Your Position.
In identifying & clarifying the companys positioning:
We will develop the Positioning Architecture,
We will create a Positioning Portfolio.
Our objective is to improve (your company)s performance: by providing high-impact, results-driven strategic brand and product marketing, consulting,coaching,and training during the implementation of counselling process.
After this planning phase, the map will serve as guide for
all players in the company: from employees and staff,
down to the distributors and resellers.
Once weve mapped out our pos ition, we will have an
outline of the course of action that will be implemented
from top to bottom of the organization; from internal to
external communication of the plan --- until it reaches the
target consumers; until we realize our goals of seeing animproved corporate and brand image, with measurable
bottom-line sales results.
Executive Business Direction Consultation
Identify and Clarify your Companys Positioning
Strategic Thinking Workshop
Development of High Impact Briefs
The Installation and Implementation Phase
Optimizing Sales and Distributor's Performance
Implementation of Consumer Communication
STRATEGIC CONSULTATION PROCESS
During the process, the following courses of action will be conducted:
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After the planning phase, its not a cut and dried 1-2-3-4-Done-Deal.
We will implement the plans with a comprehensive business marketing plan. And we
will work in partnership with your staff to implement all of the required activities to
effectivelyand profitablybring our plan to the expected conclusion.
AFTER THE PLANNING PHASE, WE WILL COORDINATE YOUR MARKETING EFFORTS
INTO A SINGLE, COHESIVE SET OF TARGETED STRATEGIES AND TACTICS.
THE EFFORTS WE WILL DEVELOP ARE THE FOLLOWING:
1. Trade Promotions Management Plan, to guide sales and distributors in presenting
and merchandising our product and image in trading areas;
2. Integrated Communications Plan, identifying the right advertising, merchandising
and all other communication messages directed to consumers;
3. Consumer Promotions Plans, conducting targeted product promotion efforts that
not only creates brand image awareness, but leads to day-after sales in specific
trading territories.
ready. . . aim . . . fire!
Our strategic plans will be brought to life through the above-stated platforms that will
materialize in key areas that influences consumers. The platforms will be the catalyst for
action to impact business and engagement.
OUR PARTNERSHIP WILL BE LIKE HAVING A VIRTUAL INTEGRATED COMMUNICATIONS
MARKETING DEPARTMENT: ALL THE BENEFITS WITHOUT THE ADDITIONAL STAFF.
As a consultant, we will operate a marketing department partnership becoming an
extension of your company, by providing ongoing strategic advise with complete array
of integrated brand marketing and communications services.
The consultancy rate and services are outlined in the proceeding pages. The consultancy retainer fee is
fixed and billed monthly. The other services depends on the particular needs during the work process;
the stages of our planning and implementation will have different needs. On a bi-weekly basis, we will
identify the work to be done and allocate timetables and designated days to specific activities.
Separate budget rates are provided for advertising and promotions projects. We have a separate rate
card for development of consumer communication materials and collateral merchandising items, which
are reasonably priced versus big ad agencies and design companies. Budget for direct marketing and
promo campaigns are also provided with separate cost estimates, which is dependent on the scope ofthe project.
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The next pages is an outline is the business consultancy service rates. The rates
are divided into two outlines: for Regular Client and for Non-Client.
Non-Clients are companies availing services on a part-time, per project basis:i.e., availing sessions for consultation, preparation of plans, creative requirements,
or one-time implementation of promotions.
Regular Clients have fixed arrangements making the
service an extension of the company, with continuing
service for planning and implementation of
integrated brand marketing and communications
services. The service provided serves as a marketingdepartment partnership, makingus part of the staff.
While some clients take the service on part-time
arrangements, some companies have found it more
cost efficient to avail of the service on a retainers
basis for a semester to a one year period.
As Advertising and Promotions project may involve other talents and/or expenses, separate rates
are provided.
Our rates for the development of Consumer Communication Materials and Collateral
Merchandising Items are reasonably priced versus multi-national ad agencies. Regular clients are
not charged with agency service fees (i.e.15% ASF).
Budget for Direct Marketing and Promo Campaigns customized to fit requirements, depending on
the scope of the project. All rates are transparent. No additional management fees are chargedforregularclients.
Marketing and Consumer Promos
Community-based Marketing promos
Trade Promo and Retail Relations
Events Management
Print Ads, Leaflets and Product tags
Posters, Streamers and Billboards
Corporate Brochures and Newsletters
Radio scripts and production supervision
TV Storyboards and production supervision
TYPES OF COMMUNICATION MATERIALS TYPES OF PROMO CAMPAIGNS
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(For Client's)
Monthly retainer fee includes the following:
1.1.
1.2.
1.3.
1.4.
1.5.
Development of new campaigns and strategy formulation; Preparation of Brand
Architecture & Positioning; Formulation of Trade Marketing Promotions plans. It
includes the analysis, planning and discussion of actionable task requirements.
The service provided serves as a marketing department partnership
becoming an extension of the company, by providing ongoing work
arrangement with complete array ofintegrated brand marketing and
communications service.
Development and implementation of Trade Promotions Marketing (TPM) Plans;
Planning and implementation of Marketing Communications Plans; Development of
Direct Marketing & Consumer Promotions Efforts; Development of Creative Briefs.
This includes planning with colleagues & employees within the company; as well as with
trade partners & distributors; with external public, such as organizations, communities,
media, and other important people vital to our efforts.
Conceptualization advertising materials. Development of creative briefs and
copywriting. (Excluding art layout develpment & print production. This can be developed by our artist and print
suppliers at reasonable rates)
Full service as business consultant in managing marketing & product promotion
concerns.
All plans and campaigns prepared are supported with documents for internal and
external communique; including dynamic presentation materials Powerpoint slides
and/or hand-outs. Meetings are also supported with the documentation of minutes, i.e
Conference Reports for management. Project Status Reports will likewise prepared for
tracking of work in progress.
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(For Non-Clients)
4.1.
4.1.1. Php 5,000.00
4.1.2 8,000.00
4.1.3 15,000.00
NOTE ON THE DEVELOPMENT & IMPLMENTATION OF ADVERTISING & PROMOTIONS EFFORTS
2-paged Microsoft Word(Arial - Headline 1 2pts. / Body 10 pts)
Conversion of the same MSWord document into a Powerpoint presentation style
format, inclusive of Company/Brand logos, ex cluding visual graphics
For Powerpoint presentations with dynamic visual graphics
In both cases (client or non-client), separate rates are provided for Advertising and Promotions projects, development of materials may
involve other talents and/or expenses. Our rates for the development ofConsumer Communication Materials and Collateral Merchandising
Items are reasonably priced, and customized to fit requirements. Budget for Direct Marketing and Promo Campaigns are als o provided withseparate cost estimates, which is dependent on the scope of the project.
The outline of charges for the preparation of documented plans and formal presentations for Non-Clients on short-term consultation service are:
FOR EXISTING PLANS & WRITE-UPS needing preparation into Formal Business Proposals or Report Presentation, such as Marketing and
Business Documents. We write, substantially edit, copy-edit, or proof-read any type of business document; proofread any type of document,
including marketing copy, promotional write-up, newsletters and brochures, press releases , et al.
Documents are prepared within 2-3 days from cli ent turn-over of wri te-ups. Note: Additi onal charge of Php 500.00 per page for MS Word documents exceeding 3-pages.
Development of documents, manuscript, or promotional handouts with specifications based on existing resource materials. We will formayour documents in accordance with specified style guidelines. Alternatively, we can create style guidelines. We can apply or adjust font
styles, margins, basic style sheet properties, headers/footers, page numbering, columns, and bulleted or numbered lists. In addition, we
can rearrange tables and graphics, add table of contents & indices, and perform other formatting services, as desired.
(For Non-Clients)
(For Non-Clients)
3.1 (For Non-Clients)
3.1.1. Php 35,000.0
3.1.2 Php 45,000.0
3.2 (For Non-Clients)
2 Days Seminar,
excluding venue
cost
Php 35,000.0
Consultation Fee
per session
Short-term consultation meetings or sessions held in a day. These are consulatations over existing
plans or materials. Types of sessions include: brainstorming sessions, review of existing plans,
document or materials. NOTE: The stated Consultation fee does not include preparation of written
plans, but only the minutes of meetings. Cost for the developing written plans are outlined on Item
3.1.
Development of fully operational strategic plans with objectives, goals and strategies that will serve as a performance roadmap, with
defined milestones and targets for goals. The detailed plan will be developed and validated jointly with your organization.
Our strategic planning workshop covers SWOT analysis exercises, trends & competitive analysis,
brand architecture & positioning, trade promotions marketing. The result will form part of the
documented strategic plan for the organization.
PLANS AND STRATEGY WRITE-UPS prepared after a formal planning session or client briefing; Documents that will be used by client
for formal presentations. We prepare business documents, including Strategic Business Plans, Marketing Communication & PR Plans
Training Documents.
10 pages Microsoft Word (Arial - Headline 12pts. / Body 10 pts)
Conversion of the same MSWord document into a Powerpoint
presentation style format, inclusive of Company/Brand logos, with special
visual graphics; with average of 30 to 35 slides.
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Dickie Aguado is the founder ofMagna Kultura Foundation, an education-for-
development NGO that promotes arts & culture Philippine.
Dickie Aguado is a Social & Cultural Entrepreneur who implements community
engagement programs at the grassroots of Society. His work encompasses sectors: fromorganization of arts and cultural programs at the grassroots of society; community
development & capacity building; NGO studies, education and training --- linking micro-
macro issues in development and social change.
Dickie Aguado develops corporate social responsibility programs, social marketing
campaigns, social mobilization and community engagement efforts; establishing arts &
cultural organizations at the grassroots of society, training sector- and community-based
organizations for social transformation.
Concurrent to his stint as Executive Director at Magna Kultura Foundation, Dickie
Aguado is a marketing consultant to private and government corporations. He
specializes in Strategic Consulting, including development of Business Plans,
Integrated Public Relations Programs, Marketing Communications Campaigns,
Integrated Brand Communications Plans, Trade Promotions Management, Events
Conceptualization & Management, Entertainment Marketing Plans, and Publicity
Management.
Dickie Aguado is a highly-motivated creative, multi-tasking individual with extensive
background in Integrated Public Relations, Marketing & Brand Management, Trade
Promotions Marketing and Sales promotions,Events and Entertainment Marketing.
FIELDS OF EXPERTISE
Development & implementation of: Integrated Public Relations, Marketing Communications Programs,
Integrated Brand Communications, Sales Promotions Management, Events Conceptualization &
Management, Entertainment Marketing, and Publicity Management.
GRASSROOTS MARKETING PROMOTIONS: http://grassrootmarketing.multiply.com
SOCIAL & CULTURAL ENTREPRENEURSHIP: http://dickieaguado.multiply.com
http://grassrootmarketing.multiply.com/http://dickieaguado.multiply.com/http://dickieaguado.multiply.com/http://grassrootmarketing.multiply.com/8/6/2019 R.M. Aguado Business Consultancy Service Profile (Webpost)
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CURRICULUM VITAE
RICARDO MIGUEL AGUADOSan Juan City, Metro-Manila, Philippines Email: [email protected]. No. (632) 514-5868 Mobile +63.917.8990025 / +63.922.8990026
EXPERTISE
The work of Ricardo Miguel Aguado encompasses sectors: from organization of arts and cultural programs,community mobilization and institution building, NGO studies, education and training, linking micro-macroissues in development and social change. Since 1990s, he has longstanding experience in social marketingand mass communications and training in leadership, organizational development, strategic planning andmanagement. High level qualifications in developing applied methods and tools for participatorydevelopment approaches and organizational development and learning.
Consulting experience in a wide range of industries, which include private corporations, the NGOsector, national and local government, and in tourism.
Establishment of grassroots organizations and training of sector- and community-based advocates,for establishment of social enterprise and implementation social transformation.
Development of corporate social Marketing campaigns, integrated public relations programs, corporatecommunications planning, specially at the grassroots of society.
Development of social marketing, social mobilization and community engagement programs,and the development of income-generating livelihood programs.
Development and facilitation of planning sessions/workshops/participation processes, lecturingand training in various business fields.
Conceptualization and management of public events: arts, cultural, and socio-civic programs.
PROFESSIONAL EXPERIENCE RECORD
Executive Director, Magna Kultura Foundation - June 2003 to Present
Planning and development of syndicated educational & cultural programs for Schools & communities.
Development of modules training for volunteers and capacity-building of partner-communities
Development of livelihood programs and assistance for social purpose organizations and cooperatives
Planning and implementation of community engagement and social mobilization efforts.
Managing Director, Direct Hit Communication - July 1999 to Present Planning and preparation of corporate social responsibility programs for private corporations
Management of trade promotions activities linked with community livelihood programs
Vice President for Account Management, DDB Philippines - April 1990 to March 1999
Management of traditional and non-traditional advertising campaigns for Nestle Phils brands, such as
Milo, Nescafe and Bear Brand; Department of Tourism, McDonalds and San Miguel Corporation.
Supervision of the Events Management Group responsible for the nationwide implementation of the
Milo Summer Sports Clinics, the Milo Sports Events, and the nationwide Bear Brand Kite Flying Festivals
NOTE: The stint at DDB Philippines happened before the worldwide re-alignment of the Nestle accounts to Publicis.
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DICKIE AGUADOBusiness Consultant
MOBILE NOS. : 0917-8990025 (GLOBE) 0922-8990026 (SUN)LANDLINE TEL. NO. : (632) 514-5868
EMAIL ADDRESS: [email protected]
S O L T I O N
IS WHAT WE HAVE
FOR YOUR BUSINESS
CREATING VALUE FOR YOUR BUSINESS