The Synergy Way_NPDnL_Nov2012 [Compatibility Mode]

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


7A/04, Ashirwad CHS New MHADA Colony, Near Poonam Nagar, Andheri (E) Mumbai 400 093. 91-22-2836 5149 / 31066445 e-mail: [email protected] 7A/04, Ashirwad CHS New MHADA Colony, Near Poonam Nagar, Andheri (E) Mumbai 400 093. 91-22-2836 5149 / 31066445 e-mail: [email protected]

m arketin g adv isory s erv ices

S Y N E R G Y

Profit from our Expertise



7A/04, Ashirwad CHS New MHADA Colony, Near Poonam Nagar, Andheri (E) Mumbai 400 093. 91-22-2836 5149 / 31066445 e-mail: [email protected] 7A/04, Ashirwad CHS New MHADA Colony, Near Poonam Nagar, Andheri (E) Mumbai 400 093. 91-22-2836 5149 / 31066445 e-mail: [email protected]

We Build

Profitable Brands



7A/04, Ashirwad CHS New MHADA Colony, Near Poonam Nagar, Andheri (E) Mumbai 400 093. 91-22-2836 5149 / 31066445 e-mail: [email protected]

Belief

In a Today’s Environment

Marketing is Business

&

Brands the Future

brands are the only assets of business


Why Branding

"If this business were split up, I would give you the land and bricks and mortar, and I would take the brands and trademarks, and I would fare better than you." John Stewart, Former CEO, Quaker

"Because its purpose is to create a customer, business has two basic functions: marketing and innovation. Marketing and innovation produce results, all the rest are costs." Peter Drucker

"A good product is not enough to provide competitive advantage. Only brands can tap into the emotional needs of consumers and create a bond with them." Jamie Lord

"If all Coca Cola's assets were destroyed overnight , whoever owned the Coca Cola name could walk into a bank the next day morning and get a loan to rebuild everything." Carlton Curtis VP Corporate Communications, Coca Cola


"Ultimately, strong branding is not just a promise to our customers, to our partners, to our shareholders and to our communities; it is also a promise to ourselves… in that sense, it is about using a brand as a beacon, as a compass, for determining the right actions, for staying the course, for evolving a culture, for inspiring a company to reach its full potential." Carly Fiorina CEO, Hewlett-Packard

"It has always seemed to me that your brand is formed primarily, not by what your company says about itself, but what the company does." Jeff Bezos

"…in the factory we make cosmetics, in the store we sell hope." Charles Revlon

Why Branding

"If you only give people what they already want, someone else will give them what they never dreamed possible." Saatchi & Saatchi


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




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


The Price of Branding

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

At the most basic level it’s as simple 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 you spend that

determines the success of branding




Some basic truths

In an age of technological and service parity no product or service

commands a distinct edge

As products get commoditised existing brands are incapable of

delivering growths and profits

Phasing out of old brands and introduction of new brands needs to

be a consciously planned business strategy

We yet pursue and hope that some how or the other existing

products will continue to deliver




Some basic truths

Far greater time is spent on protecting the present than building

the future

Fear of loss of image/monies prevents the development and

implementation of new product ideas

Reluctance to change is the major reason for companies and

brands loosing their dominance

Though the present is important it’s unfortunate that it blinds us from building for the future




Some basic truths

New products are the life line of a company

30% of 3 M’s turnover is from New Products

New Products ensure continued growth, profitability and company longevity

New product to be successful need to be planned, nurtured and championed

Change is a part of life, stagnation guarantees

decay/ death




Some basic truths

Despite knowing these truths all of us are guilty of

over looking these basics in our day to day workings

Commitments override perfection

Defense supercedes attack




Synergy focus

Over the years Synergy has developed

unique expertise in

NEW PRODUCT DEVELOPMENT

&

LAUNCH




Why do new products fail?

The BATRISE™ effect

the inside story




The BATRISE Effect

Boss effect – boss knows the best

Adjustment mindset – accommodate suggestions

Time inflexibility – date of launch pressure

Resource limitation – dogmatic adherence to budget

I effect – i like it

Superior delivery – best of individual parameters

Expert effect – research has shown

The BATRISE™ phenomenon has accounted for more new product failures than any other in the history of marketing




Introducing

Brand In-Sured®

From ideation to actualisation

We reduces the risk in launch

A tried, tested, and successful system for managing New Product Development




Brand In-Sured®

• A step-by-step approach to developing New Products from

ideation to launch.

• It systematically synergises and harmonises the Brand

to the company

the environment and

the customer

thereby reducing the risk of rejection

What is Brand In-Sured®?




What’s unique about Brand In-Sured®?

• Concept driven rather than product driven development

• Customer focused rather than company driven

• Acknowledges and synergises the 3 dimensions of Brand

experience – Physical, Rational and Emotional.

• Relies on a series of research designs that add to and harmonise the

brand offer – on all 3 planes

• Linear sequencing from acknowledgement to adoption for assured

results

• Pro active and predictive rather than reactive




How does Brand In-Sured® work?

• ‘Brand In-Sured®’ begins with defining:

the objectives in clear normative terms

identifying the target brand / product

defining the target consumer

• ‘Brand In-Sured®’ bench marks the desired performance levels

• ‘Brand In-Sured®’ relies on a series of small research protocols

checking, confirming & rechecking the brand architecture against set

benchmarks as it is being developed




Brand In-Sured®

a Preview




Time

competition

company

customer

Universe Offers

Expectations Satisfaction

Brands Resources

Brand Environment™

The Brand Continuum

The first essential for successful revival

or New Product development is to

understand the dynamics of the brand on

a time continuum.

Every Brand is in a dynamic balance

with the competition and the consumer

on a time dimension




Brand In-Sured®…steps

There are 10,000reasons why things don’t work

Success is to find ways to make them work

Funneling Technique

Environment

Company

Customer

Product

Check

Entry

success

search

sync




Brand In-Sured® .. search

search

The company

The customer The competition

Basket of Ideas

A no go decision at this stage costs a miniscule fraction of the cost of launch and development estimated at approx. 1-2% of the cost of a failed launch

o p p o r t u n i t i e s

Go

No Go

Idea Box




Brand In-Sured® .. segregate

segregate

resources

capabilities constraints

C O M P A T A I B I L I T Y

Corporate capabilities

Go

No Go

Idea box

No go decisions can be stored for future reference. The cost at this stage will not

exceed 2-3% of the cost of a failed launch




Brand In-Sured® .. select

select

convenience

performance

price

Product expectations

A C C E P T A B I L I T Y

Go

No Go

Idea box

No go decisions can be stored for future reference. The cost at this stage

will not exceed 5-10% of the cost of a failed launch




Brand In-Sured® .. synchronise

sync

harmonise

synergise

value add

D E L I V E R A B L E S

Plans

Budgets

schedules

strategise

Narrows down the choices based on the financial attractiveness of the marketability of each proposal. Unviable alternatives ar filed for future reference. Cost estimated at 10-

20% of the cost of a failed launch




Brand In-Sured® .. sample

benchmarking

entry audit

Simulate TESTING

A C T U A L

N O R M

Go

correction

Confirms benchmarking and product performance, based on which the decision to roll-out

or make corrections are taken. Cost estimated at 30-50% of the cost of a failed launch




Brand In-Sured® .. set

R O L L

O U T

M O N I T O R

EXPAND Start off Success

Entry strategy is wedged to create a gap in the market to get a foot hold. This of necessity has to be backed up by an expansion plan for the brand to be a substantial player




Brand In-Sured® .. success

Brand

Product space

Mind space

Ground Space

Looks Features

Performance

Availability Ambience Experience

Aware Aspire

Associate

Holistic Brand Experience




Brand In-Sured® .. success

Adoption

Action

Acknowledgement

Acceptance

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




Brand In-Sured® .. application

• Obviously for New Product Development

from ideation to launch

• Re-Positioning Brands

Revamping problem brands

Rejuvenating aging brands

• Assess impact when changing inputs of existing Brand

packaging, advertising, formulation etc.




Brand In-Sured® .. proposition

Would you gamble on 20-40 crs on

a new product / brand?

or

Would you rather spend 2-3 crs and

insure against failure?

*Costing depends on the complexities of the situation and the stage / nature of application




As Marketing Consultants

Our role




To Develop Unique

Value Propositions

and




To Build

Winning Teams

There by




To Build

Profitable Brands




360° Holistic Marketing

Marketing

Sales

Generation of Demand

Capture of Demand

A Holistic Approach

For a brand to be successful you need to

focus on both, ‘demand generation and

demand capture’ .

Many a brands have failed not because of

the lack of demand but because of their lack

of proper infrastructure to capture the

demand




Marketing is often confused Branding or Sales or Advertising & Promotion

• The focus of Marketing is the Customer

• The focus of Sales is the Retailer

• The focus of Advertising is to pre-sell the brand to the customer

• The focus of Promotion is to induce / motivate to act

Understanding Marketing




M A R K E T I N G

Branding

Advertising

Research

Public Relations

CRM & Promotions

Tools

Product Development

O B J E C T

C O N S U M E R

Target

The function of Marketing is the

creation of demand

All marketing starts and ends

with the consumer. The task is to

convert the consumer into a

customer.

Creation of Demand




Capture of Demand

S

A

L

E

S

Policies

Logistics

Distribution

Training

Promotions

Tools

Team

O B J E C T

R E T A I L E R

Target

The function of Sales is to

make the product available

At the right time

In the right quantity

Of the right SKU

At the right place




The Ultimate objective is to

capture a larger share of wallet




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 through field

• Competitive analysis


Our expertise can be retained for restructuring or augmenting

existing Marketing & Sales operations or for setting up New

Operations.

Synergy can be retained 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 Problem Trust 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


There are no problems

Only solutions and opportunities 7A/04, Ashirwad CHS New MHADA Colony, Near Poonam Nagar, Andheri (E) Mumbai 400 093. 91-22-2836 5149 / 31066445 e-mail: [email protected]



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 7A/04, Ashirwad CHS New MHADA Colony, Near Poonam Nagar, Andheri (E) Mumbai 400 093. 91-22-2836 5149 / 31066445 e-mail: [email protected]




Areas of operation

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

Foods etc.

• Consumer Perishables – Breads, Farm produce etc.

• Consumer Durables – Electronics, White goods like Refrigerators etc.

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.




Personal profile

VIJAY RAUT

A Management Graduate from the Jamnalal Institute of Management

Studies (1979) with over 20 years of experience in Sales, Advertising

and Marketing.

He started his career with Hawkins Pressure cookers Ltd. and has

worked for Grant Kenyon and Eckhardt and Wipro Consumer Products

before embarking on his own as a consultant. The brands that he has

launched and handled include Hawkins Pressure




Personal profile ...

Cookers, Colgate Palmolive, Wipro’s Santoor and Shikakai soap,

Sunflower Vanaspati, Wagh Bakri Tea, UTI, Tractor and APCA from

Asian Paints, SBI Mutual Fund, Tips and Toes Cosmetics, Fevicryl

from Pidilite, Golden Glades Resorts etc.

He has been a project guide to students of the Jamnalal Bajaj

Institute of Management Studies and a visiting faculty for courses

on Marketing Strategy at the NM Institute of Management Studies.




Synergy credentials

Hawkins Cookers - Pressure Cookers

Colgate Palmolive - Toothpaste, Shampoo, Detergents

Fenner India - V Belts

Standard Chartered - Banking Services

Wipro - Soaps and Vanaspati

UTI - Rajlaxmi, Sr. Citizens Scheme

SBI - Mutual Funds




Synergy credentials ...

LIC - Mutual Funds

Glenmark - Anti Fungals, Tonics

Pidilite Industries - Fevicol,

Gujarat Tea - WaghBakri, Mili, Good Morning

Asian Paints - APCA, Tractor

Tips and Toes - Cosmetics

Parekh Aluminex - Aluminum Foil and Containers

Gini Silk Mills - Textiles




Synergy contact…

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 / 28389674

(M) 022-9322266445

e-mail: [email protected]

[email protected]

Documents

The Synergy Way_NPDnL_Nov2012 [Compatibility Mode]