smas intro oct 2011
TRANSCRIPT
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
Profit from our Expertise
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
Belief
In Today’s Environment
‘Marketing’ is ‘Business’
&
‘Brands’
‘The Future’
brands are the only assets of business
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
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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
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
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As Marketing ConsultantsOur role
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 / 31066445 e-mail: [email protected]
To Develop Unique
Value Propositions
and
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 / 31066445 e-mail: [email protected]
To Build
Winning Teams
There by
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 / 31066445 e-mail: [email protected]
To Build
Profitable Brands
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
Our role … Advisory
As marketing advisors we:
• Study
• Plan & Organise
• Strategise
• Deploy resources
• Direct execution
• Control & Monitor results
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
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Our role … Resources deployment
The Sales Team
• Numbers
• Hierarchy & Roles
• Deployment
• Policies & Guidelines
• Reporting & MIS
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
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Advertising
• Brand Proposition
• Positioning
• Creative approvals
• Media Mix Decisions
• Media Brief, Approval &
scheduling
Our role … Resources deployment
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
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Promotions
• Trade & Customer
• Ideation & Formulation
• Timing
• Monitoring
Our role … Resources deployment
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
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Our role … Resources deployment
Information Systems
• Research
• MIS for Decision Making
• Competitive analysis
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
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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
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
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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
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
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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
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
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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
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
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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
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
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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
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
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Time
competition
company
customer
UniverseOffers
ExpectationsSatisfaction
BrandsResources
Brand Environment™
The Art of Branding
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
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Brand
Product space
Mind space
Ground Space
LooksFeatures
Performance
AvailabilityAmbienceExperience
AwareAspire
Associate
Holistic Brand Experience
The Deliverables of Branding
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 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
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
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
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
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• 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
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 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
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 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.
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
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
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
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]
Contact