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Profit from our Expertise

SYNERGY
marketing advisory services

Your Road Map to s Successful Brand

Profit from our Expertise

SYNERGY
marketing advisory services

A Holistic Approach Marketing


Generation of Demand

360
Holistic Marketing Capture of Demand

Sales
Marketing is not just Branding. 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.

With first hand experience in Sales, Advertising and Marketing across product categories and industries and having

launched/revived over 25 Nationally successful brands, we at Synergy take a 360 view of marketing. We believe that unless you have the means to convert demand into sales you cannot build a successful, enduring brand. Hence we emphasise equally on building a Sales infrastructure as much as on Branding and creation of demand

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SYNERGY
marketing advisory services

Creation of Demand
The function of Marketing is the creation of demand for your product or service or idea. Often marketing is confused with Sales or Advertising or even Promotions. Marketing is also seen to be synonymous with branding.

Tools

Target

M A R K E T I N G

Product Development

Branding Advertising Research Public Relations

O B J E C T

C O N S U M E R

CRM & Promotions

All marketing starts and ends with the consumer. The task is to convert the consumer into a customer. Having successfully Developed and Launched over 25 national brands in fiercely competitive markets across industries and product categories you can rely on our expertise to chart your brand to a position of leadership in its market segment.

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SYNERGY
marketing advisory services

Capture of Demand Tools


Team

Target
S H A R E
O F

S
Policies

A
Logistics

L E S

Distribution Training Promotions

O B J E C T

W A L L E T

With a grass root experience in Sales and having successfully set up sales infrastructures from scratch, we lay great emphasis on building a stable, motivated, efficient and disciplined sales infrastructure. Our expertise in sales is recognised by our association with some of Indias leading companies relying on our expertise to train their sales force.

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SYNERGY
marketing advisory services

Creating a Brand Co mp Company an y


Time

The Brand continuum

Understanding brand dynamics a key to Brand Development & Revival

Competition

Consumer

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. Each exert pressure and influence one another. As long as all the 3 players act and respond to each other status quo is maintained. Our experience in reviving brands gives us a unique perspective in understanding the brand environment before attempting a revival course of action

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SYNERGY
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Holistic Brand Experience


Mind space
Aware Aspire Associate

Looks Features Performance

Brand

Availability Ambience Experience

Product space

Ground Space

Brands, to be an enduring success need to appeal to the customer at the Rational, the Emotional and at the Physical level. There has to be an instinctive connect that transients the rational. This is what makes iconic brands. Having created and worked on iconic brands, we have designed our own protocols and procedures to give your brand the opportunity to emerge as an an iconic brand and a leader in its segment of the market.

Successful brand development starts with a concept whose needs and deliverables are acknowledged by the customer and it has the strength to urge action. The holistic experience ensures the adoption of the brand as a part of lifes necessities.

Adoption Action Acknowledgement Acceptance

Acceptance of concept Acknowledgement of deliverables motivation for action adoption in lifestyle

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Route to Success

Funneling Technique Environment Company Customer Product Check Entry

Harmonizes Synchronizes Deliverables Systematic reduction of Dissonance Benchmarking at every stage

1. 2. 3. 4. 5. 6.

Scan the environment to determine opportunities Assess company capabilities to determine compatibility Develop concepts and Benchmark acceptability Develop physical product / service against benchmarked deliverables Simulate launch to cross check performance Launch with clear entry & expansion strategy

A 5 fold reduction of risks at just 5-7 % of the cost of launch

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SYNERGY
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Creating a Brand the 1st Phase


The company

Study
The customer

The competition

The first step in any Marketing exercise is to study and understand the dynamics between the 3 main players the company, the competition and the customer. The Customer the study of the customer briefly involves 5 primary areas Who Buys? Why does he/she buy? Rational and emotional reasons Process of decision making & buying When does he/she buy? Where does he or she buy? What are his/her preferences? price, pack, variants.

The belief that the best quality sells is often not supported by market facts. Evaluation of a product/brand by a customer is non technical. Hence, branding should recognise anf factor in consumer perceptions in product design and communications

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Creating a Brand the 1st Phase

The Market the of all consumption Size Potential, demand and growth Geographical share of demand and growth Segments size and growth Segment profiles Geographic Demographic and psychographic Behavioural purchase, usage User groups purchasers, financers, influencers and decision makers Logistics of product and information reach

The Company Awareness Perception Product range Quality Pricing Policies Service Marketing prowess Acceptability & Ability
Constraints

Resources

Company Capabilities

Bottlenecks perceptual, logistical, policy, infrastructure etc. Company capabilities & resources

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Creating a Brand the 1st Phase

The Competition Major competitors Market shares Segments of operation geographic, price, user etc. Competitive proposition in terms of: Product range Prices Margins Policies Quality assessment Purchase variables Value tradeoffs Channel logistics Strategies of demand creation Promotional tactics Branding and Advertising Industry trends
Competition Company Customer

360

Market

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Creating a Brand the 1st Phase

Methodology We could follow any or all of the following to reach the above objectives: Desk Research Personal interviews Trade User groups Competitors Customized research if required Industry experts

The depth and type of research needs would be determined by: The complexity of the task The level of risks involved The intensity and structure of competition

Expected Outcome A 360 understanding of the Market, the Company and Competition leading to SWOT analysis of the situation

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Creating a Brand the 1st Phase

A better understanding of internal and external bottlenecks to Demand generation and Capture Understanding the scope and limitations of branding and marketing the products in the given environment A better estimation of the product potential and expected volumes under existing constraints Understanding the marketing needs in terms of: Infrastructure Product mix pricing, logistics, branding and promotions Budgets and paybacks Developing the marketing plan and entry strategy

Time Line Normally Phase I takes an average of 3-4 months for completion depending upon the availability of data, the speed of approvals and the nature of research involved. Successful completion of Phase I lays down the foundation for all future development on the product / brand

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Creating the Infrastructure the 2nd Phase

On reaching an agreement on the way forward as dictated by the findings and conclusions of Phase I, Phase II will be initiated. Phase II involves putting together the elements of the marketing plan that will drive the strategy in the marketplace. Broadly this will cover: The offer the physical product with the rational and emotional connects. This determines the demand generation potential. The Infrastructure the logistics of capturing the demand generated. The channel logistics, the Sales team, the market policies etc. Creating the Demand The Marketing Mix which includes: The Product Properties Performance Conveniences The Price MRP - unit Channel Segmentation Positioning
convenience price Product performance

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Creating the Infrastructure the 2nd Phase

The Offer.. The Communication Mix Content design Reach & Pressure Budgets Positioning Below the line Packaging Sizes Materials Graphics Capturing The Demand Setting up the internal infrastructure for driving the plan: Development of the Distribution Plan & Strategy Manpower recruitment of Key Sales persons and field support staff Appointment of channel partners Finalizing the programs / activities and schedules Areas Timing Responsibilities Schedules

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Creating the Infrastructure the 2nd Phase

Capturing The Demand Benchmarking expectations Developing MIS for Control and Decision Making Evaluation and correction mechanisms Sales Stimulation Trade & Consumer schemes BTL support schedules Servicing Norms

Expected Outcome Having the infrastructure in place for supporting the marketing entry of the brand in a planned and systematic manner. Having a tactical plan with activities and schedules that will support the market entry. A systematic evaluation of the progress of market acceptance and brand development

Time Line Normally Phase II would take about 3 months depending upon the magnitude of the recruitment, the timely availability of qualified manpower, promptness of decision making..

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Into the Battlefield The 3rd Phase

Implementation Phase III involves the implementation of the plans outlined in Phase I, refined in Phase II utilizing the infrastructure build in Phase III. Although operationally these are shown separately on a time continuum, in actual they merge seamlessly as one continuous series of development and activity. Phase III by its very nature is incapable of being isolated like Phase I & II in terms of the work and consulting need. The tasks primarily involve problem solving, decision making, monitoring, controlling, adapting and reworking plan assumptions. Hence, unlike Phase I & II that can be treated as assignments, the payments during this phase would be on a monthly retainer basis. Phase III completes after the launch implementation is complete or after the end of the contract period or once the client feels that the team is capable and confident of continuing on its own without external inputs.

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SYNERGY
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Into the Battlefield The 3rd Phase

Expected Outcome A strategic vision for the brand Performance benchmarks defined qualitatively and quantitatively Emergence as a trusted, well respected and recognized brand Increase in entry barriers A successful well positioned brand that has a potential for leadership in its segment Better Brand volumes Improved Profitability A stable, well trained, competent and motivated marketing and sales team A progressive policy framework that supports the growth ambitions of the company

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SYNERGY
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Time, Costs and Terms 1. The estimated time for completion of the Phases is as below a. b. c. 2. Phase I is 3-4 months from the date of commissioning Phase II 2-3 months Phase III ongoing

Our fees are structured either on an assignment basis or on a monthly retainer. a. In a retainer based relationship, additional meetings will be charged an a pro-rata basis b. Statutory and levies extra

3.

A mobilisation advance to be paid at the time of commissioning. The same would be adjusted at the end of the assignment.

4.

All out of pocket expenses to be billed at actual e.g. upcountry travel, customized market research, purchase of syndicated reports, training, market audits etc.

5.

Additional meetings and Time cost of upcountry travel will be billed extra

6.

The contract can be terminated by either parties giving a 2 month notice or payment in lieu of the notice.

Profit from our Expertise

SYNERGY
marketing advisory services

With over 30 years experience in sales, Advertising and Marketing and having launched, Developed and Revived over 25 Nationally successful brands

You can Trust on Our Expertise to Profitably Chart your Brand to a Position of Leadership

Contact Vijay Raut on 9322266445 or write to us at brandrevive@gmail.com