fmsl jan 2016

FINSHORE MANAGEMENT SERVICES LIMITED

- STRATEGIC MANAGEMENT CONSULTANCY

Creating Enterprise. Managing Values.

A PROFILE

One Stop Solution for Financial Services of Corporates & MSME

STRATEGIC FINANCIAL SOLUTIONS

A SEBI REGISTERED CATEGORY 1 MERCHANT BANKER

Why FINSHORE ?

One Stop Solution for Financial Services of all Corporates & MSME.

Provide cutting edge financial services with tailor made solutions for the core sectors: steel, power, coke and infrastructure and allied services.

Excellent relationship with large number of banks and financial institutions and private equity investors.

Credible track record in closing financial deals.

Strengths

Professionally Managed Board

Expanding Clientele Base across India

Trusted name in the Domain and executed credible projects

• Incorporated on 14th November, 2011 as a Private Limited Company. Subsequently, in April 2012 converted into a Public Limited Company.

• Registered office at Kolkata and have presence at Chennai and Mumbai.

• Offers services in the areas of:– Merchant banking– Project Consultancy– Financial Restructuring– Venture Financing & Private Equity– Other Advisory Services

• Focus areas: – Project management – Debt syndication – Business Planning– Financial Advisory – Legal advisory – Tax planning.

A PUBLIC LIMITED COMPANY SINCE 2012

Our Offerings:-

NSE/BSE Main Board Listing, SME platform Listing on NSE/BSE

Follow on Public offer

Rights Offer

Open Offer

Pre-IPO / QIP Placement

Debt Syndication

Private Equity

Corporate Advisory Services

FMSL offers specialized services in activities pertaining to capital markets and investment banking.

OFFERING SPECIALIZED SERVICES

AREAS OF SPECIALISATION

Feasibility Studies

Acquisition/Alliances

Project Conceptualization

IPO/ Listing

Rights/ Open OffersPrivate Equity

Valuations

ProjectMarketing

Business Restructuring

Creating Enterprise. Managing Values.

We have assisted and have prepared the Techno Economic Viability Report, Feasibility study and detailed appraisal for several entities and have rendered value added services in the form of TEV and feasibility study in sectors like -

• Hotel and Hospitality industry• Real Estate and construction• Coal and Coke • Iron & Steel • Industrial Gases• Gold Manufacturing• Agro Sector • Logistics• Jute Processing• Multi-Purpose Cold storage• Tea Industry• Diary and Diary Products• Education• Exports

KEY ACHIEVEMENTS

Maximizing Return on Marketing Investment

STRATEGIC MARKETING SOLUTIONS

Text

Text

BRAND SOLUTIONS

DIGITAL MARKETING

PUBLIC RELATIONS

Brands cannot survive in the long term if they lose relevance to target consumer segments not being aligned to needs in the Road Ahead. Finshore

Management Services Ltd. helps to extend brand life cycles leveraging emerging digital media platforms along with conventional media…

THREE FOCUS AREAS

How do consumers think?How do we build brands?

THE FINSHORE WAY

STRATEGIC PLANNING TOOLS

Business Focus / Problem Identification High Value Ideas

Strategic Response Creative Stimulus (positioning) (proposition)

Transaction Analysis /

Channel PlanningActivation

Growth Grid

Mastermind

Path2Purchase

Radar

who’s most important to us & why?

sources of future business growth (occasions / consumers)

focus on the right consumer attitude

how & when do people make choices?

Transaction analysis / purchase ‘funnel’ to spot moments of consumer acquisition & loss

strategic options / market map expressed as consumer talk

Path2Purchase

where, when why are they most receptive?

marry P2P and RX to allocate channel investment (paid for, free, owned, user-generated)

(quant - MAP / romi)

Encounters

Decoder

Creative ID

using the idea, what can we do?

channel selection strategy (right 36’) based on consumer benefit / response (RX) & then generate creative tactics directed by HVI (explore emotional link with B.I.)

(quant - MAP / romi)

10 routes for better discussion of creative work

HVI summary

precise definition of HVI & its execution - the logline

Change Agent

Response RX

Satellites

Basic Instinct

Archetypes

Slip-stream

what do we need to change?

M.I.C.E.

7 roles for communications stated as consumer response

what idea might encourage that change?

define / map core values of brand, category, future

explore 16 emotional consumer motivations

explore 12 DNA character types and relate to brand change, rescue, movement

trend to leverage (M.I.T.E), and those to avoid

Intro

Logic Link

what idea might encourage that change?

9 creative ways to talk about brand credentials comparatively and then generate differentiating tactical ideas

HVI summary

organizes input from previous tools to ‘ladder’ up to a HVI

BrandNext– Build future-ready Brands

AdNext– Maximize Brand Monetization

DigitalNext– Leverage Digital media for Business Growth

PROPRIETARY MODELS

BRANDNEXT

• Brand Stock: Audits the environment & the brand, while estimating the market size, and arrives at the Brand Soul relevant to them.

• Brand Prospect: Determines the core human need that the brand will satisfy in the audiences’ life and thus creates a unique and relevant brand appeal across the entire brand portfolio.

BRAND VITALITY TOOL

EnviroAuditThe market & alternative choices as seen by the consumer

Brand BenefitsThe differentiating functional, emotional & sensory benefits that motivate purchase

Convincing ReasonsProof that substantiates the benefits/ brand experience

Brand PersonaWhat the brand stands for & believes in. It’s personality

Brand DifferentiatorThe single most compelling & competitive reason for the target consumer to choose the brand

BrandSoulThe distillation of the brand into a core idea or promise

InsightThe penetrating understanding that hooks our brand into consumer's needs & wants. Raison d’etre of the brand.

ConsumerCVThe person & situation for which the brand is always the best choice; behavioral archetypes and their need satiation drivers

BRAND STOCK

• Starts where Brand Stock ends

• Brand Prospect defines what kind of a human need should your brand satisfy?

– By identifying what role should the brand play in consumers’ lives and need-states

BRAND PROSPECT

• Universal Human Needs Brand Types

• Doing: “What’s the best way?” POWER• Being: “Who am I?” IDENTITY• Becoming: “I want to be better” EXPLORER• Belonging: “I want to belong…” COMMUNITY

BRAND PROSPECT

I Brand Problem resolvedPower Brand + =

I BrandIdentity Brand =

I Brand IExplorer Brand + =

BrandCommunity Brand I

BRAND PROSPECT

Emotion

Literal

Rationa

l

Explorer/ To BECOME

- Earn Addicts

Community/ To BELONG

- Be relevant to the generation

Power/ To DO

- Earn Trust

Identity/ To BE

- Have a badge appeal

Symbolic

BRAND PROSPECT

Emotion

Literal

Rational

Explorer/ To BECOME

- CNBC / Google

Community/ To BELONG

- Uber / Facebook

Power/ To DO

- Lux / Amazon

Identity/ To BE

- The Economist / Apple

Symbolic

BRAND PROSPECT

• Satisfies the universal human need of Doing

• Stages in setting up a Power Brand

– Introduction: Problem Solution Specialization– Elaboration: Problem Solution Generalization– Fortification: Varianting Problem Solution Generalization

POWER BRAND

• Satisfies the universal human need of Belonging

• Stages in setting up a Community Brand

– Introduction: Enhance distribution to ease access– Elaboration: Benefit Augmentation – Fortification: Dissonance Management

COMMUNITY BRAND

• Satisfies the universal human need of Being

• Stages in setting up a Identity Brand

– Introduction: Reference Group Ego enhancement– Elaboration: Market Shielding– Fortification: Image Building

IDENTITY BRAND

• Satisfies the universal human need of Becoming

• Stages in setting up a Explorer Brand

– Introduction: Increasing mass relevance– Elaboration: Market enhancement – Fortification: Market switching

EXPLORER BRAND

ADNEXTMarketing Investment Optimizer

Achieve target

Awareness at minimal

Investment

Identify relevant media vehicles

Awareness Planning

Marketing Investmen

t Optimizati

on

Path2Purchase Analysis

Minimize Attrition

Maximize Sales from Awareness

ADNEXT SOLUTIONS

Mar

ket

Shar

e by

Re

venu

e

Market Share by Volume L H

H

LSocialistic Brand

Democratic Brand

Welfare Brand

Nurture Grow

HarvestSustain

Dictatorial Brand

Matrix to vary for each Consumer Segment

BRAND STATUS IDENTIFIER MATRIX

Path2Purchase Analysis

Performance Matrix– Brand‘s largest

advertiser segment?

Awareness Planning– How to generate target

awareness with minimal spend ?

Media Relevance Index– How to minimize wastage in

media spend ?

Base AwarenessDecay Rate Awareness Index

THE ADNEXT WAY

Decay Rate

Base Awareness

Higher Frequency

Reach Booster

Higher Frequency

Reach Booster

MaintenanceCreative

Media usage L

H

H L

MEDIA STRATEGY MATRIX

Path2Purchase Analysis

“I think I need……” “I just got a new……”

Put yourself in the consumer’s shoes. How do you get from A to B?

A B

HOW TO DO IT: SIMPLY PUT

Realization Investigation Involvement Acquisition Consumption Confirmation Conversation (internal) (external)

The journey of a consumer to purchase the brand

“I think I need……” “I just got a new……”

RecruitmentBring these newConsumers into the decision

AttritionPrevent these Consumers from leaving it

Who decides and does what, when and why?

Key role for communication, consumer experiences and interactions

HOW CONSUMERS MAKE DECISIONS

DIGITALNEXTLeverage Digital Media for Growth

DigitalNext

Identifies Target

Audience’s Key Human Needs

Customized Digital

ContentPromotion Strategy

Identifies Audience

Touch point Affinity

Content Re-purpose

Strategy

DigitalTouch point

Revenue Estimator

Digital Interface

LengthEnabling audiences to consume content: WHEN They Want

BreadthEnabling audiences to access content: WHERE They Want

DepthEnabling audiences to experience content: HOW They Want

Video on Demand

Broadcast

Internet

Wireless

Events

Electronic GamesScreen Savers

DVD

VHS

Ring Tones

LEGHTH OF DIGITIZATION

Content across Media Channels & Formats Serves Customers on any Platform Delivering Content to Dynamics of Medium

TV

Terrestrial Television

Social MediaDTHCable& IPTV

Mobile & PCTV

You Tube

Broadband

ADSL

Wi-Fi

WIMAX

BREADTH OF DIGITIZATION

VHS/ DVD purchase

VHS/ DVD rental

Box Office

Products

IPTV/ Radio

VOD

Mobile Preview & Ordering

On-line Content WarehousingSubscription Services

Full Interactivity

Mobile Chats, Blogs

Services

Repackaging & Marketing Content as Product & Services Focus on Serving long term Customer Needs New Sales & Revenue Models

DEPTH OF DIGITIZATION

DC INDUSTRIAL PLANT SERVICES PVT. LTD.

SHREE METALICKS LIMITED TANNEX POWER LTD

INDO –POWER PROJECTD.C. PAUL & SONS MAKAIBARI TEA & TRADING PVT LTD

ASIAN TEA AND EXPORTS LIMITED

HALDIRAM BHUJIAWALA LIMITED

AMBO GROUP OF COMPANIES

SHREE LAKSHMI COTSYN

KEY CLIENTS

REAL ESTATES

D.C. PAUL & SONS

PAULSON GROUP OF HOTELS

AGRO SECTOR

MAKAIBARI TEA

AMBO GROUP OF COMPANIES

EDUCATION

NSHM

OTHERS

SHREE LAKSHMI COTSYN

CORE SECTOR

DC INDUSTRIAL PLANT SERVICES PVT. LTD.

WELLMAN CARBO METALICKS INDIA LTD.

SHREE METALICKS LIMITED

EURO ADVANCE BUILDING TECHNOLOGY SYSTEM PVT LTD.

TANNEX POWER

INDO –POWER PROJECT

SIMPLEX PROJECTS LIMITED

CLIENTS BY SECTORS

• A Chartered Accountant in the Corporate set-up for over two decades. Have strong business and team management experience. Was associated as Vice President and Eastern Zonal Head at Karvy Investor Services Limited for about 15 years. Has expertise in Merchant Banking & Corporate Finance (Public Issue and Private Placements), Retail Marketing of Financial Products. Prior to Karvy, has been associated with SMIFS Capital Markets Ltd. as Assistant Vice President and handled Public/Rights issues.

• E-mail – alok@finshoregroup.com Mob.: 9830052358

Alok Chaturvedi- Managing Director

BOARD OF DIRECTORS

• A Masters in Commerce, he has worked through various functions of finance and business development for more than 24 years in fund management and investment banking; he has led teams in several pioneering financial services companies.

• He has advised and handled various equity deals, debt syndications, mergers and acquisitions, restructurings and advisory services for corporates from varied industries and sectors. His forte lies in providing strategic guidance and oversight, approving management’s business plans and ensuring ethical behavior and compliance with the organizational code of conduct.

• E-mail – lakshman@finshoregroup.com Mob.: 9831024434

Lakshman Srinivasan- Director

Suvobrata Ganguly- Independent Director

• A graduate with honours from St. Xavier’s College, Kolkata, he is a prolific writer. He has been engaged with the media in various capacities. He has written extensively in finance and business newspapers apart from doing stints in the electronic media. He is an acknowledged expert in corporate communications having handled both national and international brands.

• A Bachelor in Commerce from St. Xavier’s College, Kolkata having more than eleven years experience in National Stock Exchange as Operations and Compliance Manager. He was in charge of looking after the entire inspection and investigation of corporate members of the exchange for compliance pertaining to Books and operations of the Capital Market, Futures and Option Segment. His forte lies in handling of Risk Analysis, Clearing activities and Investor grievances.

Srinivasan Ramakrishna Iyengar- Whole Time Director

BOARD OF DIRECTORS

• Has an more than three decades experience in financial services industry. Empanelled as an advocate of UCO Bank, SBI and Steel Authority of India, he is also an arbitrator with the Mediation & Conciliation Committee. He has been for the special forensic legal audit of SBI. He has the in-depth knowledge of both drafting and vetting of various commercial contracts at national and international level. Well versed with SEBI guidelines and stock exchange rules and regulations, he is an advisor and on the panel of various public and private entities. Appeared for SAIL in various courts of Jharkhand, Maharashtra, West Bengal and Bihar and represented SAIL in various arbitration proceedings. Handled several assignments under SARFAESI Act and Compromise Settlements on behalf of the banks.

S V Ramani- FCA, FCS, LLB, MICA (Arbitrator)

• With over three decades of experience in engineering in companies like M/s Garden Reach Shipbuilders and Engineers Ltd., currently he empanelled with several banks and is into valuation of Plant and Machinery for corporates. He is an empanelled valuer and Chartered Engineer of SBI, UBI , BOI and non banking financial institution like L&T Finance Ltd. etc. Recently he is associated and working closely with M/S. Rahw Infratec Ltd., M/S. Rashmi Ispat Ltd., M/S. Lalwani Ferroalloys Ltd., M/S. Unisavo Paper Mills Ltd., M/S. Holdia Steel Ltd. etc.

Shyama Pada Nandi- BME, FIE, MISTE, FIV, C.Engg., Chartered Engineer(Mech), Govt. Registered Valuer (Plant & Machinery)

OTHER ADVISORS

• NK Haribabu, Chartered Accountant•

A Chartered Accountant with more than thirty five years of experience in financial services specifically investment banking. He has rich experience in the filed of banking and during his tenure in Punjab National Bank, he has handled several projects as well as corporate finance activity successfully. He has overseen innumerable transactions in issue management, private placements and corporate advisory for clients from varied industries and sectors while he was associated with PNB Capital Services .

• Rachana Hingar, Company SecretaryA Company Secretary and LLB, she has an in-depth experience of more than eight years in secretarial matters, FEMA and Other Corporate Compliances. She has handled and is well versed with IPOs and related compliances and knowledge of both drafting and vetting of various corporate and legal documents.

• Subir Dasgupta- Finance & AccountsA Bachelor in Commerce, he has an experience of 15 years in Accounts, Auditing and Taxation.

• Ritu Bengani, Management TraineeA professional qualified Company Secretary, and intermediate qualified Chartered Accountant, she has an experience of about 1 year in Company Secretarial matters, ROC Compliances, legal and corporate affairs.

KEY PERSONNEL

MANAGEMENT CONSULTANTS

An Economics (Hons.) graduate from Calcutta University and MBA (Marketing) from IISW&BM, Kolkata with more than 17 years experience, Niladri has worked in 3 broad domains in Marketing - Brand Management, Media Planning & Marketing Analytics - with organizations like GE, ABP, JWT, Mindshare and Lowe Lintas.

Niladri received Diamond Award for his contribution to high impact Marketing Analytics projects in American, European & Asian markets in GE.

He also led strategic communications planning in JWT & Mindshare and served as Brand Head for Anandabazar Patrika and launched Classifieds umbrella brand ‘One Stop Classified’ for ABP group publications.

Niladri leads Brand Solutions & Digital Marketing in FMSL.

NILADRI BANERJEE

An Economics graduate with 17 years experience in journalism, Arup has worked with leading media brands like The Statesman, Eenadu TV and Tara Bangla. He was member of the founding team in ETV Bangla.

Arup has extensive experience in political reporting in West Bengal. He specializes in investigative journalism in political domain and won the award from Rajasthan Patrika for Best Journalist from West Bengal for his stories on Nandigram genocide.

Arup leads Public Relations in FMSL.

ARUP KALI

Registered Office:227, AJC Bose Road, Anandlok, 2nd Floor, Block A,Room-207, Kolkata-700 020Phone:033 2289 5101E.mail: info@finshoregroup.comWebsite: www.finshoregroup.com

Chennai Office:Kothari Buildings 4th Floor, 114, M.G. Road,Nungambakkam,Chennai-600034. TN, India.Ph : +91 44 28331956 / 57 / 58 / 59Fax : +91 44 28330208

Mumbai Office:603, “Keshava”, 6th Floor,Bandra - Kurla Complex, Bandra (E),Mumbai - 400 051. (Maharastra)Ph: +91 22 26590125

CONTACT DETAILS

Creating Enterprise. Managing Values.