credentials unltd...june 2016 v1
TRANSCRIPT
A Bit About It
JUNE 2016
Because there is always something more…
Genesis UnLtd…Strategic Branding & Consumer Diagnostics Consultancy:
Set up in Oct. 2005 in an effort to provide seamless creative business solutions – from finding strong
insights to drive a core idea, to using imaginative ways to explode the idea in any arena of business.
Thus, took the application of creative solutions from just advertising and communications to every aspect of the business:
• Consumer diagnostics (creative unconventional ways to research)
• Product (innovation and augmentation),
• Distribution (channel relationships);
• Retail innovations: innovate in formats, energise merchandise, experience and service management;
• Human Relations (employer branding solutions, stake holder relations);
• Brand Equity (branding, core values, extensions and non alignments);
• Design Solutions (identity and branding, packaging solutions);
What is UnLtd…
End to end development of ideas
Or interjection at any stage of development…
In any area of business
The ideas incubator
Product innovation Packaging and design development Merchandise Studies Variant and line strategies
Energizing Channel
Employer branding
Communication Culture Positioning
Internal communication
Retail & in store Shopper insights
New brand concepts
Brand Equity and Identity
Portfolio management & creating portfolio concepts
Strategic insight Into the lay of the Business: Identifying, sharpening defining problem Identifying opportunities…
BRAND
PRODUCT
CHANNEL & RETAIL
BUSINESS STRATEGY
COMPANY BRAND
CONSUMER
Segmentation Deeper insights Exploratory Ethnographies
IDEATION INCUBATION STAGES ON ANY BUSINESS ISSUE
Creative Ideation Divergent Disruptive Convergent Concrete concepts
Idea Execution Development of relevant creative piece/s to express idea
Idea Validation Taking idea to consumers through unconventional & quali research
COMMUNICATION Concept development Film script development CATEGORY
Exploratory Entry Strategy
CREATIVE STRATEGY & 360 degree SOLUTIONS Concepts, Campaigns, design, digital
Key Services Strategic Research, Consumer diagnostics & Validation of Ideas
Quali research at a National Level Capability to handle multi centre, multi language projects in urban and rural set ups
Strategic Consulting Working with the team to identify and define the problem sharply Applying strategic direction to the problem using the necessary tools
Ideation & Imagination creative services Brainstorms and Interactive Ideation sessions to find the ideas Creative team for ideas – talent suitable to a project Executing the ideas where required
• Stimulus for research • Design and branding solutions
Key Services: All India Research Services Qualitative research is the core competency of UnLtd…
We are capable of offering the full circle of research services on an All India basis: Urban, Rural and Rurban Location is never a restriction and we have worked successfully with clients across India – Mumbai, Kolkata,
Hyderabad, Bangalore and Delhi
The UnLtd…difference: Seamless insights from design, to moderation, to analysis and reporting We have a team of senior research professionals and much of the moderation and analysis is done by
consultants themselves most with over 10-12 years experience in the field of research and communications. No inexperienced juniors
We do not leave work unsupervised specially where there are local moderators
The entire team comes with cross function experience (advertising and communications PLUS market research) so we understand the strategic implications of any consumer information and insight to the creative process and the business implications also. We have all been planners in agencies along with researchers
Our field teams are also the best in the industry and our standards of quality recruitment are part of the commitment to quality
Tools & Process Qualitative projective techniques
Innovative research and consumer workshops Sequential recycling
Ethnographies, proxy ethnographies (simulations) and photo-cataloguing
Mock shops Workshops Brainstorms/e-brainstorms Creative hot-shops Brand Architecture tools
Design development
Business areas that UnLtd…has tackled It is about application of creative/innovative
business solutions to any business problem
CHANNEL MGMT. Channel Relationships
& energizing the system
BUSINESS STRATEGY
Portfolio mgmt … Brand architecture Creating portfolio
concepts Brand extensions Entry strategies
BRAND Equity and Identity
Architecture development New brand development
Brand innovation Creative Communication development
COMPANY BRAND Employer branding &
Internal communication programs
Company as a band
COMMUNICATION Concept development
Full creative services and campaign development
/execution
CATEGORY Exploratory
U&A Entry strategy
PRODUCT Product development
& innovation Packaging and product
design development
CONSUMER Segmentation
Insights Exploratory, U&A, trends
Concept tests
RETAIL
Creating New Concepts, Breaking format sameness
in 3 key categories: Multi-brand outlet,
Value retail, Kids store
Lifestyle and Fashion Specialization
Business areas that UnLtd…has tackled It is about application of creative/innovative
business solutions to any business problem
CHANNEL MGMT. Channel Relationships
& energizing the system
BUSINESS STRATEGY
Portfolio mgmt … Brand architecture Creating portfolio
concepts Brand extensions Entry strategies
CONSUMER Segmentation
Insights Exploratory, U&A, trends
Concept tests
BRAND Equity and identity
New brand development Brand innovation Communication
PRODUCT Product development
& innovation Packaging and product
design development
RETAIL
Creating New Concepts, Breaking format sameness
in 3 key categories: Multi-brand Outlet,
Value retail, Kids store
COMPANY BRAND Employer branding &
Internal communication Programs
Company as a band
COMMUNICATION Concept development
Full creative services and campaign development
/execution
CATEGORY Exploratory
U&A Entry strategy
TRENT ltd.
TRENT ltd.
TRENT ltd.
Multiple categories, UnLtd... clients…
TRENT ltd.
Lifestyle & Fashion
Media FMCG Corporate B2B Financial
Agency Consultancies
Retail & Services
TEA
Colgate
Key Categories UnLtd…has Partnered FMCG: Godrej Consumer Products (hair colour, soaps, branded henna, deodorants),Colgate
Palmolive (toothpaste – Colgate Visible White and CDC), Emami (Body talc), Sara Lee (household insecticide), Marico (dealer relationship program), Cavin Kare (Spinz Deos equity and brand progression, Nyle Shampoo Brand equity and extension, Indica hair colour, Tiger Balm), J&J, Lakme, Joy Skin Fruits (skin care), L’Oreal (salon pro – Matrix, Biolage… Hair colour & care, innovations)
Foods: FERRERO India (chocolates & confectionary), Sreesta Bionaturals for 24 Mantra Organic foods, Jay Tea, B3 Nutritional supplements for Yash Birla group, Bunge (edible oils – Dalda, Chambal and Gagan and all new developments/innovations), Unibic Cookies
Lifestyle: KERASTASE Paris, Wolverine TATA International: CAT, MERRELL, & HUSH PUPPIES, for the development of new shoes/apparel brands in India including NEW BALANCE SPORTS WEAR, Yash Birla Group Nutritional Supplements
Media and their offline retail brands: Star CJ Alive, Cartoon Network, Pogo, Lonely Planet magazine
Key Categories UnLtd…has Partnered
Retail: Westside, Fashion Yatra, Trent Ltd., Cartoon Network and POGO retail ventures, Rebirth Salons for Yash Birla group; Reliance Retail/AJIO to build their Kids Portal
Corporate: Emerson (Employer branding program), RSB Global (Corporate branding exercise and study), Mahindra (segmentation study for rural women for CSR)
Financial: MF Global (broking house study to mine insights to re-launch the brand communication program)
Aviation: Go Air (brand launch and development of positioning and identity)
Portfolio: FMCG Skin care and personal products
SKIN CARE /PERSONAL PRODUCTS CASE STUDIES
• Product study on face wash • Product and concept development studies for Godrej No.1 Soap • Hair Colour – Godrej hair dye and a new brand under development • Nupur Henna re-launch campaign exploratory, concept and film
• Deep cut U&A and brand equity study for re-launch : SPINZ DEOS • Hair colour Indica Concept & communication development studies • Brand equity and extension study for NYLE SHAMPOO for planning
the strategic next steps for the brand
• Deep cut U&A and brand equity study for Navratna Cool talc for extendibility of the franchise and consolidation of the proposition of a cooling talc
• Brand Audit for Kerastase Elixir hair serum – consumers • Concept development testes for Matrix – consumers & beauticians
• Strategic way forward for the brand – BRAND EQUITY study and exploring the positioning options for JOY SKIN FRUITS
• Master Brand Architecture and exploratory on three key categories
• Development of the strategic direction for the new communication and relaunch of Yardley Perfumes
• New face mask concept and product in use test for Santoor
New product in use test to develop the concept for a new format of Face Mask
Deep cut product in use test for a new format of Face mask Placed product with diary
Before and after picture mapping over 2 weeks during in use test
Followed by personal interactions to map the experience with the new format
Ideation and compares with other categories that could be repositioned with the new format
Developed and writing out concepts for the new format – all possibilities that emerged out of research and consumer insight
Sync or deviant from Brand values and progression and extension of brand
Yardley Brand Review & new communication
BRAND AUDIT AND REVIEW 2012 Finding points of refreshment for the brand and taking the product
story forward Understanding the drivers for fragrance and how consumers choose
fragrances Brand equity and architecture and their SWOT
WORKED ON THE NEW COMMUNICATION DEVELOPMENT studies for the relaunch of the brand is year 2016. Regular work on developing the communication and proposition for the repositioned, relaunch of Yardley Perfumes – communication and TVC test Establish the TVC that best takes forward the brand and its position.
Connect with the new age consumer Keeping the Internationalness of the brand making it aspirational yet
approachable
ARAMUSK : Relaunch strategic direction and communication development
• Partnered team in the research and forward direction for the strategic direction on the brand and the development of the new communication for the Brand in 2016
• All India Film test
• The recommended film also scored high on the LINK scores
• Tested the produced commercial in key priority market to establish its efficacy and identify any gross negatives
Skin care
Developed the entire range and entry strategies for the ITC skin care portfolio when consulting for Law and Kenneth
Sudha Kanal worked extensively on and launched the Dove brand in India and was part of the Regional Ogilvy skin care counsel Launched the very first Dove bar in India Along with initiated and launched a concept of natural skin care (with home ingredients base)
for Pears – PEARS NATURALS Worked on Lakme Skin care as a external planner for strategic re-launch of the brand and also
on Moisturizer and Winter Care Lotion specifically
Worked on a study for brand equity and perception and strategic way forward for the growth and expansion plans of Joy Cosmetics Masterbrand for their Skin Fruits Range
Godrej No1: Product in-use test Face Wash Godrej was in the process of developing a new face wash under one of its popular soap
brands as a line extension
3 variants developed with natural ingredient additions and a strong visual sensorial promise and delivery system
The variants were placed with individual users of competition brands in a blind sample method and responses tracked through the following methodology:
Placement of a diary that the respondent had to fill for a week. Half and half face wash test : A half face usage of new sample and rest of half with their current brand
in use suggested for every time they wash face for one week Responses tracked on a daily basis in the diary Diary collected and read responses and diagnostics post one week followed by a personal meeting and
depth interview
Areas covered: Broad U&A on face wash Product feedback – SWOT in diagnostics. Liked areas and areas for change Insights on the benefit statements Positioning and proposition development opportunities from the inuse diagnostics …how it made them
feel , immediately after use, before and after feelings, feelings after one week etc
Godrej No. 1 Soap
Concept, Packaging and Price for a winter variant of the brand Two alternative concepts to launch a new variant of No.1
Alternate packaging
Pricing
New packaging test – testing the first ever packaging change for one of the largest brands in the Godrej portfolio
A Four centre urban and rural study to understand the strategic impact of the various packaging routes
developed
FMCG: Soap
New Variant Mix Test
DEVELOPING LINE EXTENSIONS INTO NEW CATEGORIES OF PERSONAL CARE FOR THE BRAND
Two Phase Study
1. Initial Concept development research: a National study on 4 centres a. Insights into the usage and attitude for the Mehendi category
b. Communication concept development
c. Packaging test (three options)
2. Script development Research: National study in three centres
Testing two alternative scripts for their strength and resonance for the launch of the brand
Re-launch of the brand Nupur
FMCG: Henna
Concept and Packaging development
3.Concept and Packaging test for the new variant under brand Nupur
Need to clarify the strategic impact of a variant like colour on the all natural brand of Natural Henna
Finding a strong RTB and discriminator as compared to the other options in this segment
Clear the directional development of idea and packaging options in three diverse markets
New Variant Development: Nupur Hair Colour
FMCG: Hair colour
Four Phase sequential recycling research study
Concept to final communication development
Worked with team Godrej to validate and evolve the development of the concepts for a new brand of hair colour : Understanding the overall relationship with the category
Understanding the relationship with the brand and the competition Communication concept Packaging Brand Name development
Final Brand Idea and TVC
Positioning a New Brand of Hair Colour
FMCG: Hair colour
1. Perception Audit and Marketing mix check
Determine if the marketing mix is competitive enough and to fine tune all elements against key competitors:
Communication and advertising
Promotions
Retail level presence and availability
Professional saloon presence
Pricing
Packaging
To track the overall consumer perception towards the brand
To track and see the impact of colour over dye
2. Old heritage brand Film (auntyji/uncleji) test for an interim campaign exercise (till brand re-launch scheduled for end 2009)
3. New campaign development for the re-launch of Godrej Expert Hair Dye and its merged image with Hair Colours (urban and rural study)
A strong strategic move and directional deviance for the brand for the first time in the history of the brand.
Need for ratification on the imagery impact on the current user and the implications of reducing the negatives associated with the nomenclature of Hair Dye with the new up grader to colour
FMCG: Hair colour
1st study:
An all India study to understand the core Brand Equity and along with find the strongest insights to connect with the youth consumer
New communication was also tested and the fit with the brand found and the strongest proposition taken forward for the next stage of growth for the brand
2nd Study:
All India U&A study and task to reposition and find strategic entry points into a crowded Deos category completed –
Strategic direction for the brand to its next steps worked on with the client through a workshop for proposition development directions
FMCG: deodorants
Equity and brand progression & U&A
Navratna Cool Talc: A holistic brand study
An All India Study to understand the Core Equity of the brand as it is today
Usage and attitude in the Talc category and segmenting the market
Mapping the positioning and expansion opportunities for the brand to take it to its next level of growth
Brand study to take the brand to its next level and expand the franchise
L’OREAL : Institutional Brand KERASTASE ELIXIR ULTIME BRAND EQUITY AND AUDIT
A deep cut RELATIONSHIP AUDIT of the brand with its current consumer -Brand Emotional Environment and DNA: likes, dislikes, feelings, associations,
happinesses, disappointments -Brand Architecture -User Segmentation
-Brand Functionality: key attributes and delivery
-Communication and its delivery
-The Competition System, threats and perceived replaceables
-Way forward
FMCG Premium hair care through Salons
OTHER FMCG BRANDS AND RELATIONSHIPS
Colgate
All the innovations work under Ferrero and Kinder Joy
Innovations projects for Colgate Visible white: proposition development strateegy for countering Close up white now
Line extensions for Colgate Active Salt
A continuous association for the relaunch of the brand spanning an exploratory on Organic food, development of the propositions for communication and launch, concept and brand name test
A continuous association to launch a new brand of tea bags for Jay tea
Exploratory study to identify the positioning and proposition development for the new brand. Concept and brand name test, packaging test for the brand developed : TE-A-ME
TEAM ON RECORD FOR ALL BRANDS Exploratory and insight mining for positioning and
communication development
• Immersion and Deep Dive: Worked extensively with Bunge India to deep delve and understand the Usage and
Attitude towards two heritage brands : - Dalda and its brand extension to Oils of various types (refined, mustard, olive)
- Reviving and maintaining the brand relationship of Gagan Vanaspati Consumers - Retaining the Chambal franchise and strengthening its promise
- All new development projects
• Exploratory studies on oil categories
• Positioning and insight mining for communication development: Also found relevant positioning opportunities and communication platforms for all 3 brands
• Creative development process:
Partner on development of strong communication for both brands
Innovations Mix tests and development of potential concepts for India
Working with the local India teams to develop the right positioning, product and packaging strategies for the new innovations under their two key mainline brands: KINDER JOY
ROCHER
Testing concepts, products, packaging and new ideas development
Innovation concepts and strategies for new ideas
Attitude towards food: health versus taste parameters
Understanding the consumer mindset towards organic food options
A deep cut insight mining and tipping points understanding into what would surge the motivation and movement towards the next generation of food
Four centre study with the lifestyle and the SEC A core middle class segments:
• Mindset segments • Propositions that would help move the market
• Insights and triggers to build the brand proposition and the brand idea
FMCG: Food
Category Exploratory Study for Organic Food
Followed by sequential recycling of the launch concept
Post the exploratory UnLtd…worked very closely with Client and agency teams to evolve the positioning concept for the brand
The concepts were then tested and recycled in a two centre research for the final positioning and creation of the Branding Idea
Agency on record for all NPD
We are also the agency on record for Sresta and partner them in all new developments
Recent study was for development of a new range of ready-to-eat/prepare food options for seniors. Exploratory research on needs, motivations, potential gaps and idea development of the core offer
New Tea Brand: Te-a-me: Entry strategy, 3 stage developmental research
STAGE 1 EXPLORATORY
All India study on Tea bags as a new and emerging category of Tea
Consumer Segmentation
Deep usage and attitude towards the category: Drivers, motivators, triggers, barriers, habits, emerging changes in the view to tea
Validating the current brand Mix • Testing the brand name and
• the packaging
• Product blind tests
Identifying the positioning opportunities and the platforms for the new brand in a category getting highly proliferated
New Tea Brand: Entry strategy, 3 stage research STAGE 2:
Testing the positioning concepts and platforms and working towards the creative briefs for working out communication, Branding Idea, packaging, Brand name and identity
STAGE 3:
Testing the final brand identity, brand idea, packaging
And program: women in rural India
Believe in something larger than yourself
Get involved in the big ideas of your time
Barbara Bush
Specialists in Womens products & understanding
women
Rural Exploratory & Segmentation Study
A new look at their ongoing Loyalty Program :
Mahindra Shree
Reach the Members of their loyalty program through the key influencer
–the women folk in their life context
Mr Anand Mahindra’s personal project –
reverse integration in rural society
Uplift & enable members of the rural population over a period of time, to build brand loyalty and engagement
Talk to the key influencer – the tractor owner farmer’s wife and find ways to connect with her at a larger social level
So that the Company creates a closer and stronger relationship with its core customers – the rural population and farming fraternity
Value system
Self projection
Interactions
Looks Dressing
Personality & expression Body
movements
Her beliefs opinions
values
Work
Home
Social
Self interests
TRACKING THE VALUE SYSTEM OF THE RURAL WOMAN
Entertainment
Defining the behaviour
Life dimensions studied for each segment
Profile and lifestyle
Attitude to life
Attitude to husband and children
Attitude to education (self and children)
Attitude to family planning and birth control
Attitude to health and personal care
Tracking her social milieu and her sources of entertainment
Self interests
Attitude to religion and its play in her life
OUTWARD
INDIVIDUALISTIC
INWARD
AFFILIATIVE
Segmentation based on inner and outer needs...
The Bonded Destitute The totally
uneducated, underprivileged poor
The Silent Aware The partly educated
literate, homebody
The Frustrated Struggler The educated
homebody desperate to break free & rebel
The Liberal Dormant The educated unmotivated
housewife
The Liberal Change Agent The educated working woman
Tracking the Attitudinal Progression (based on the inner/outer needs of the segments) & Identifying the cheerleaders
The Bonded Destitute The totally
uneducated, underprivileged poor
The Silent Aware The partly educated
literate, homebody
The Frustrated Struggler The educated
homebody desperate to break free & rebel
The Liberal Dormant The educated unmotivated
housewife
The Liberal Change Agent The educated working woman
Rural
Rurban
Tracking the Attitudinal Progression & Identifying the cheerleaders
The Bonded Destitute The totally
uneducated, underprivileged poor
The Silent Aware The partly educated
literate, homebody
The Frustrated Struggler The educated
homebody desperate to break free & rebel
The Liberal Dormant The educated unmotivated
housewife
The Liberal Change Agent The educated working woman
Rural
Rurban Prioritizing needs : Education of child Aspirations for self Areas of Interest Health Vocation
Identifying one big motivator that would effect these women positively
Finding a compatible platform to the
Mahindra Shree Program
Branding the Program.. Forging one Big Movement
that will make impact by owning a core vulnerability
OWN SELF WORTH
Gain Confidence by connecting with the most important part of their lives
KID’S EDUCATION
Support and build relationship through regular contact
Connect with: Things of interest
Health etc
Identified a broad platform that the brand could own and an activation plan to translation of the idea into reality
Created the template of activities under the Stree Samaan branding and program
Portfolio: RETAIL
•Kids Retail: Cartoon Network/Pogo •Lifestyle Fashion: Westside •Value Fashion/MBO: Trent/Fashion Yatra •Teleshopping Brand: Star CJ
CARTOON NETWORK & POGO: CREATING THE RETAIL FOOTPRINT 360 degrees: DEFINING THE STOREFORMAT,
CRAFTING THE BRAND POSITION & BRAND NAME
Retail : Kids Retail
End-to-end turnkey project
Kids a totally new insight and approach
Both Cartoon Network and Pogo required extensive work with kids – a segment that requires a very different and creative approach
We developed several new and out of the box approaches to talk and motivate kids to give us genuine and accurate responses
From development of the stimulus, to the unveiling of each option, to the process of getting the right response, kids are a very different kettle of fish. Thus the approach was more of interactive workshops, drawing and story telling techniques, game and role play,etc
Key task
Take the channel equity off line
Capitalize the licensing capabilities and
monetize the same
Create one space for all merchandise
The idea incubator What started as a category stretch brief became a creation of experience, service and
merchandise offering
Understanding of how retail works for kids – a completely new segment versus their mothers who are the key influencer
Creation of concept options to understand the level of involvement and differentiation (especially when the competition is soon going full throttle)
Creation of concept and branding and sub formats
Ideation through insights (test groups)
Executing the concepts to do full justice to an experiential concept
Compatibility with the channel formats and the experience as close in retail
Concept execution into a sophisticated stimulus
National level test and recycling of concept
The Ideas Incubator A seamless process
PRE IDEATION TEST- 2 centres on kids and parents -Study to map the shopping habits of kids -Quite a radical difference from Adults -Almost diametrically opposite
Insights to start developing concepts Knowledge for the Interactive Innovation and creative brain-storm
Interactive Innovation Creative brain storm Participants from different streams: -marketing -advertising agency -team UnLtd…(planner and creative director) - programming
Potential ideas for structuring the Store concept Based on insights and ideas from a child's shopping needs Tied in completely to the brand needs
Stimulus Development -Development of 3-D animation films to bring alive the store concept -Creative development of scripts -Brand name options for the store -Outsourcing of the right partners to develop the stimulus Three ready concepts to take to test
Quali test to validate the strength of the concepts -All India research 5 centres - Kids and parents
Business footprint to determine the ideal structure of the retail mix Blueprint to pitch to the retail partners
Step 1 Step 2
Step 3
Step 4
Project Scope
Ideation sessions for concept ideas
Stimulus development for testing optional store concepts developed: 3d walk through and 2d animation films
Brand names
Store format concepts based on merchandise, service and experience developed
National level Quali Tests Pre test to determine shopping habits of kids
National innovative quali research plan with kids, moms and parent groups for testing the store concepts and determining the business model for the store brand
POGO: taking the on-air brand off-line End-to-end Turnkey Project
DEVELOPING & ALIGNING THE RETAIL BRAND
WITH THE ON AIR PRESENCE
UNDERSTANDING HOW TO TAKE THE RETAIL FOOTPRINT FORWAD
Retail : Kids Retail
End-to-end turnkey project
The project scope
Key Task
The on-air brand has strong values but no connecting symbols for kids
The task is to align the retail merchandising business with the brand values without being dependent on the on air properties Strategic consulting to define the brand extension into retail
Development of positioning concepts and propositions to establish the brand and make it relevant to the TG
Testing the concepts and also understanding the brand extension strengths in two key categories:
• GARMENTS
• TOYS and PLAY
Project scope
Developing concepts for three product categories the brand wishes to be present in
Some have pure product concepts and others based on communication differentiation and development of the brand position and concepts
A national level quali test to validate the concepts completed
Entry strategies to take the POGO brand offline in the desired categories
TRENT: WESTSIDE Have been the Strategic and MR partner to the brand since 2005 and inception of UnLtd… Partnered in key milestones: 1. Brand Equity Study 2. Product renovation and innovation 3. Redefining businesses: home division 4. Testing/ validating new concepts & communication (film tests) 5. Store monitors
Retail : Lifestyle Fashion
Brand Equity
Key Issue
Westside (TATA-TRENT), pioneer in the mass retail revolution.
Need to stay relevant & fresh to customers in an ever evolving fashion scenario.
Need to track the core equity with its most loyal customer and the customer who is today multi brand and multi outlet
Plan the future of the brand basis the understanding of its core equity
Approach
Individual probes, ethnographies with Westside loyal customers
Focus group discussions with mixed profile of Shopper’s Stop, Lifestyle, Pyramid and Westside brand shoppers
Across a cross section of segments – young adult to older married, Male and Female, couple talks
BRAND EQUITY RESEARCH STUDY AND CREATIVE SOLUTIONS
Retail : Lifestyle Fashion
COMPLETE SHOPPING EXPERIENCE Behaviour assessment Changes in the scenario: -Attitude -Resources -Mindset
IDEAS AND SOLUTIONS Brand Platform Identification of core customer profile Platform for communication development Solutions for experiential marketing Product development
ACTION TAKEN Youthified the profile Fashionology – the communication plank Style guide workshops Catalogue designed like a style guide
BRAND ASSESSMENT Brand equity and Identity Need gaps and opportunity analysis Brand architecture – current and desired Competitive identity assessment
TRENT: WESTSIDE Product Evolution Study Tracking the perception and translation of fashion to
merchandise for the mid premium customer
Fashion Quotient Monitor
Key Issue
Westside apparel has a strong ‘sameness’ perception
In the every evolving and fast paced category of apparel fashion, how important (to different consumers) is the Fashion Quotient across occasions and segments
The delivery of this would impact product development and change
And simultaneously have implications in communication and brand evolution
Retail : Lifestyle Fashion
Product Evolution Study Tracking the perception and translation of fashion to merchandise for the
mid premium customer
The Approach Focus Groups with the orientation of workshops
To make the whole observation and assessment as real as possible • Customers asked to get four garments of their own wardrobe for different occasions and tell us why they found them
fashionable
• Customers asked to pick their aspirational fashionable wardrobe for four occasions from magazines
• A scrap book built from this to assess key trends and patterns
Shopping trips & experiential tracks Shoppers taken to mock shop trips – Westside and competition.
Asked to pick the clothes they would find fashionable and actually buy for themselves. Photos of likes and dislikes taken in trial rooms
Real mapping of features and elements they found stylish, fashionable yet wearable and why
Tracking what leads to the building of imagery of being perceived as a fashionable brand – or a brand that is step ahead
Wardrobe audits Actual observations and conversations on how people divide their wardrobes, refresh them and use their garments
Key solutions Understanding the whole expression of fashion and style and what it means
to people across segments and age groups
Key trends in the way people dress and their expectations from a large format apparel store
Impact of brand in the spectrum
Key trends that will define the directions of product development and change
Heart of the Study
Opened out what the customer meant by the ‘Westside Sameness Factor’ and ‘the typical Westside look’
Consumer interactivity in understanding how to break this and make the brand offer more consumer centric
Visible changes in the conservative approach – yet maintaining the style and core of the brand
Reality and execution
Insight: In Chennai women came to groups with sarees – mush cause for concern as the Westside woman is and Indo-western fashion adopter. Sarees in Chennai provided a fabulous clue into understanding how fashion translates to the traditional form like a
saree
Women carried sarees which were the newest fashion- sarees with mobile pockets, reversible sarees, sarees in denim silk, pre-pleated and butterfly pallu …formed the new language of
fashion
Saree Retailers across Chennai created a new lingo for the latest saree style – women hung onto this lingo
How we translated this
Solutions: - Do not change the form, innovate and restyle the original form. Women will not jump out of
salwaar and sarees into halter necks ! They need a new style in the saree and the salwaar - Give them a lingo to spew, show off as the latest fashion in front of their peers, friends and for
self worth. Thus salwaars tied at the ankle become haarems, balloon pants or even patialas
Reality and execution
Insight: Much of the sameness came from the core product kurtis
Being a private label also does not make for the newness created by brands
How we translated this
Solutions: Have the core product centre stage but surround with the newer styles which are not core Westside signatures but create the feeling of newness
- Volumes come from the core product but the image of fashion gets built through limited
lines of off-centre fashion
Reality and execution
Insight: Predictable pricing of the core product (399/-, 499/-, 599/-) gives a feeling that within this price band not much fashion can be offered
This pricing strategy appealing to the older value conscious customer but unappealing to the younger customer who has the spending power
Solutions:
- Create limited designer wear with differential price points : recent additions of Wendell Rodrigues and Narendra Kumar to heighten imagery
- Creation of a youth brand private label to cater to the younger customers needs as they are willing to pay the extra : ‘Nuon’ the younger brand introduced
How we translated this
Outcome A series of solutions to deliver fashionability
impacting the various departments
and decision points in the delivery system:
Buying and product development
Marketing
Communication : Advertising and
other media
Store level and Local promotion
The Westside Home Study
Objective of the study was to align business to the real needs of the consumer
A Multi faceted study that took a holistic view of this category:
Tracking the actual in home reality of the consumer – what she really is doing within the four
walls and what role the home plays in her physical and psychological interaction with the world and herself
Understanding the actual experience for the consumer at the actual point of retail – tracking the
moments of truth in the actual space, the offering of choices , the pricing strategies and her view of value, the actual likes and dislikes with merchandise
to the future developed merchandise for the brand Westside and her interaction and reaction to this
Retail : Lifestyle Fashion
Category Study: exploration into the fashion & décor needs of the
contemporary Indian Home – insights, trends of key segments
Category Study 1. Explored the space of the Home Category
A deep usage and attitude towards various categories of home merchandise (kitchen, bedroom and living spaces)
Mapping the trends in homes and the opportunities these present for the development of merchandise
Understanding the various consumer segments and their attitudes towards home décor
All tracked through deep ethnographies and home observations, photo-cataloguing what they have in their real spaces
2. Experiential audit of how they perceive the Westside experience & an actual touch & feel of the merchandise, its fit into everyday life Store visits to track responses to the experience and actual merchandise in store: store visits and
ethnos in store
Tracking the use of the merchandise already bought by customers in their real space: ethnographies and photo-cataloguing their homes
Getting their responses to the new merchandise development: Show and Tell Groups
Category Study…
3. Mapping the competition perception and the actual experience Comparative visits to stores to get an actual feel for the customer experience and the interaction points
with merchandise
Real likes and dislikes, opportunities and threats, needs and gaps
Overall perceptual mapping of the brand and why it engages the customer better than Westside
4. Strategic way forward for Westside First mapping where the brand is today in the mind of the consumer
Juxtaposition this with the competitive offering and thereby mapping the opportunity and space for eh brand
Strategic Development of merchandise in tandem with the given opportunity and positioning options
Westside New Brand Communication
- New film and Press Campaign testing for the key campaign in 2011
- Have a robust Model for communication testing
Retail : Lifestyle Fashion
New Campaign test
Westside Sub-Brands Equity Study
A Branding Strategy Study and Impact on overall Westside Equity
Most recently concluded the impact of the Westside Sub Brands which have been launched over the past couple of years.
Areas Studied: Value the brands bring to Westside If they are in sync with the intended needs of the segments brand Westside
caters to Branding elements and brand personality of each sub brand Merchandise and trends and improvements there on Identification of unmet needs Overall impact on Westside Equity
Approach : combination of home and wardrobe audits, retail visit
audits(store and competition) and Group Discussions
WESTSIDE Product & Brand Mix Monitor
Besides the core product study and UnLtd…also does a regular track in specific tier II and III markets to understand the product and brand mix at the Westside stores and their relevance
and fine-tuning to the needs of the market
Retail : Lifestyle Fashion
Locality specific Store Monitors
TRENT Ltd.
NEW VENTURES
Developing new footprints:
A. Multi-Brand Outlet
B. Value Apparel
Retail : Value Fashion & MBO
The New Ventures Task
Trent looking at developing new format apparel centric retail offerings
A turnkey brief to develop the concept and branding for two new Store Formats
The key variable to create a new more experiential & brand centric format and idea
Understanding and developing the portfolio offering
MULTI BRAND OUTLET
WESTSIDE
FASHION FORMAT OUTSIDE OF THE HYPERMARKET FORMAT
Delivering differentiation in a current parity format situation
Delivering fashion and a brand suited to the mass
consumer
Strengthening the private label brand
A. TRENT Multi Brand Outlet (MBO)
CREATING THE PROPOSITION AND DIFFERENTIATION IN THE DEVELOPMENT OF THE
NEW MBO FORMAT
Retail : MBO
The core of the MBO project
How to cut the sameness factor in current large format retail
And create a structure that is more interesting and a better experience for the customer
Scope of project for UnLtd…
Understanding the whole space of retail under the Multi-brand Outlet format-national and international
Creating the concepts for the TRENT Store
Creating the stimulus for the concepts
Validating the concept ideas through Quali Research at a National level
Solutions into the core needs of the format and the modalities of the concepts and their connections with the retail consumer
Ideas incubator at work Out of the box methodologies and approach
Created an animation film : Which set up the problem of Multi Brand Outlets (MBOs) in their current form and structure: -SAME SAME BUT DIFFERENT was the theme -Ideas invited to break the monotony of the retail experience in an MBO -The film was the stimulus to instigate and trigger ideation
Interactive innovation brainstorm
Offsite with diverse members from varied
departments
E-ideation Film used on the company intranet to generate ideas
from anyone
Development of concept ideas for the new MBO Objective: to differentiate and create a real experience that would be
dependant not just on the brand but the real retail product, store experience
B. TRENT FASHION YATRA
CREATING THE BRAND PROPOSITION
& BRAND NAME FOR A NATIONAL
VALUE APPAREL RETAIL CHAIN
A similar span as the MBO project
Retail : Value Fashion
Project Value Apparel: Idea incubator End to end idea creation
Concepts creation: communication and store concepts Brand Name options Understanding the level of Fashion Quotient versus value in this segment
Concept validation with consumers-sequential recycling Test groups to understand the first cut motivations National market research test
Re-engineering the idea Going back to missed markets with reconstructed proposition and brand name
Store launch with the brand name and final concept created by UnLtd…
Execution and reality
Some interesting insights we uncovered to make the experience UnLtd…
Most women said that though their kitchen needs had been met by the large
format stores their fashion needs had been unmet
Traditional middle class women wear sarees (missing in most large formats). The fashion need should be seamless thus no where does she get the full ensemble – saree, then matching ….blouse, petticoat, chappal, handbag, bindi, bangles had to be searched for in different locations
SOLUTION: provide her a seamless buying and shopping experience and have it all under one roof in display specially since this customer needs fashion advice and help in making the combinations
How we translated this
Execution and Reality
Insight: Self service and being left alone to make the choice is intimidating to this audience and customer. They are used to a lot
of help and aid in identifying their choice with the help of a salesmen
The saree shopping experience of being shown 100 varieties The salesmen as the voice of fashion and trends
Salesman as the voice of reassurance on what suits her and what does not
How we translated this
Solutions: Self service and classic stocking patterns of large format apparel stores with a island available to those who wish to sit and be served (shown the latest
varieties) Attempt to ride the customer to a non-intimidating accustomed pattern of buying
apparel
Execution and reality
The first value store currently launched in 2008 at Kalyan (one store fully operational) and the roll out to other tier iii cities is rapidly on
The concept was selected from the options UnLtd…developed and tested
Brand Name chosen from the options developed by UnLtd…
Some snapshots of the store at Kalyan and the campaign which resulted from the end study….
Store in Kalyan
1st Store Launch: Kalyan
STAR CJ ALIVE
1. Positioning, launch and creative strategy for a home shopping network
2. And the launch Creative Campaign for the Channel
3. Study to understand Merchandise strategy: Fashion and Cosmetics Categories
Retail : Teleshopping Network
TURNKEY PROJECT FOR
POSITIONING AND LAUNCH OF A NEW RETAIL BRAND
1. A four stage project to launch the channel
Home shopping a very nascent category in India and fraught with strong negative associations
However a very successful alternative retail channel internationally and a huge business
The challenge: to positivize the image of STAR CJ Alive as a very serious and premium option to Multi
Brand Retail
STAR CJ a jv between Star TV and the CJ (Samsung) group of Korea
Retail : Teleshopping Network
4 Stage Ideas Incubator A seamless process
PRE LAUNCH TEST- A study in Mumbai to understand the attitude towards home shopping as a category and insights to position and launch a new brand in the space
Insights to start developing concepts and positioning ideas
Development of the Creative Idea Three campaign ideas were presented based completely on the real insights revealed in the pre-launch research
Developing the chosen Idea into a 360 degree multimedia campaign to launch the channel
Business Solutions: Simultaneous understanding of what merchandise would sell well in the space of Fashion and Lifestyle through a channel where touch and feel is replaced by well described demos
A two metro depth Study to understand the motivations, triggers, barriers, attitudes towards shopping on a new channel in a category fraught with negatives
Execution of the Creative Campaign: Four films Press OOH Radio Digital ideas
Completed a very successful launch with high impact and highly appreciated creatives
Step 1 Step 2
Step 3
Step 4
Star CJ Alive campaign built on research response “Paagal hai kya?” By Arati Rao on Aug 25, 2010 filed under Advertising, India
The guiding thought for the launch communication of 24-hour shopping channel Star CJ Alive was built around what the
research team heard in their pre-campaign interviews. Paritosh Joshi, chief executive officer of Star CJ Network, said, “In fact
during the same research when people were asked whether they shopped from a homeshopping channel, the most oft-quoted
response was ‘Paagal hai kya?’ Thus out of this ‘Paagal Hai Kya’ response was born the ‘Paagal’ character – the madman with
the crazy hairstyle.”
The guiding thought for the launch communication of 24-hour shopping channel Star CJ Alive was built around what the research team heard in their pre-campaign interviews. Paritosh
Joshi, chief executive officer of Star CJ Network, said, “In fact during the same research when people were asked whether they shopped from a homeshopping channel, the most oft-quoted
response was ‘Paagal hai kya?’ Thus out of this ‘Paagal Hai Kya’ response was born the ‘Paagal’ character – the madman with the crazy hairstyle.”
While in one TVC, the “madman” surprises a man who is going shopping in the rains with his family by laughing at him and saying that it’s crazy to do so, in the other, he pokes fun of
another man who is going shopping with his family but is stuck in a traffic jam. The character, according to Joshi, satisfied the two-pronged strategic and tactical objectives of the brief:
“Not only does he convince the consumer to re-look at traditional outdoor shopping, but also educates him about the advantages of both the homeshopping category and the brand (STAR
CJ Alive),” he said. The campaign was created by UnLtd, headed by Sudha Kanal.
A 360-degree brand communication approach was adopted for the campaign, which included TVC, OOH/outdoor, print, radio and digital (including social media). In the next phase of
communication, there will be a short-term objective and a long-term one. “The short-term objective is to extend the brand launch campaign to include the various festive/ social occasions
in the Indian calendar with an aim to increase brand awareness and top-of-the-mind brand recall of the STAR CJ Alive brand in the long run,” said Joshi. “The long-term objective would be
to re-build the entire homeshopping category by gaining enough consumer trust as well as re-educate the Indian consumer about the benefits of the new homeshopping category as
personified by STAR CJ Alive
http://www.campaignindia.in/Article/230027,star-cj-alive-campaign-built-on-research-response-paagal-hai-kya.aspx
The write up in Campaign India
Know it no
The Press Idea
Hitting the perception on the head – questioning the current perception about home shopping by creating a character called PAGAL who is the voice of reason for the
consumer
Go to www.unltd.co.in for the TV ads
OOH Indicting and questioning the consumers
current shopping environment and habits
View the films on www.unltd.co.in
The Merchandizing Study A pure merchandize development study for 2 vital categories: Fashion and Cosmetics
Understanding what will lower the barriers to determine the kind of merchandise people would be comfortable buying off a Home Shopping Channel. Especially in categories where individualization and personal choice through touch and feel is essential
Key is to aid the team in determining the success of off takes from the alternative retail channel – sheer business
We tracked:
What are the points of credibility in a category mired with dismissal
What brands work
What are the triggers, barriers, motivators and challengers
Which price points work
In Metros and smaller towns – what are the aspirations and drivers
What will establish this as a serious alternative retail experience
Portfolio: LIFESTYLE
•Kerastase Paris (Brand of L’Oreal Paris) •Footwear : Tata International •Food and nutrition supplements: Birla Lifestyle •Wellness Retail concept: Birla Lifestyle
TATA INTERNATIONAL: NEW LIFESTYLE BRANDS
Strategic exploratory research for: -Exploring an entry strategy into the nascent but rapidly
growing Indian lifestyle market -Carve a position for new brands of International footwear
and garments -Define the product strategy
Lifestyle: Footwear
L’OREAL : Institutional Brand KERASTASE ELIXIR ULTIME BRAND EQUITY AND AUDIT
A deep cut RELATIONSHIP AUDIT of the brand with its current consumer
-Brand Emotional Environment and DNA: likes, dislikes, feelings, associations, happinesses, disappointments
-Brand Architecture -User Segmentation
-Brand Functionality: key attributes and delivery
-Communication and its delivery
-The Competition System, threats and perceived replaceables
-Way forward
Lifestyle: Premium hair care through Salons
TATA INTERNATIONAL
Entry strategy and exploratory studies for the potential and acceptability of three leading International brands
Both studies all India three metro based deep cut researches for assessing the overall strategy and consumer mindsets towards lifestyle apparel and footwear
Areas covered: Usage and attitude towards the category: Lifestyle footwear, sports footwear and garments
Planning the product lines
Competitive mapping and Positioning the brand
Consumer segmentation and identification of the target segment
Testing the communication and international propositions to fine tune with local insights
Brand Equity and Audit Worked with Wolverine International and Bata the local
franchisee in India to fine tune and build the growth strategy for the brand:
A 360 degree approach that looked at:
1. The consumer relationship with the brand and its fit in the wardrobe done through vivid peep into the shoe closet, wardrobe audits and ethnographies tracing the traditional role of the brand as a formals best in category to a lifestyle and fashion accessory in the space beyond formals to contra formals with comfort
2. Retail audit and understanding what would make the retail space the face &soul representing the brand and creating high levels of attention and excitement – mono brand and multi brand retail accompanied visits
3. Group discussions with loyalists and triers to understand the depth and core of the relationship with the brand, its equity and strength. Also way forward to make a connect with the woman customer
Strategic way forward for the brand to build the expected the desired volumes
Two New Brand Concepts Both category building new brands:
1. New brand of nutritional supplements – consumer brand
Exploratory and Insight mining exercise to define the to market strategy and the positioning concept that would break through a very tough market of strong
international players
2. A retail concept in the beauty and wellness services & products space
-Tested Store branding and new product branding design
- The power of retail experience and what would draw people in and create repeat traction
Lifestyle: Food &Nutrition Wellness
Portfolio: MEDIA
•GEC Channel: Star Marathi Channel •Publication: Lonely Planet Magazine
MARATHI GEC Finding a space and competitive position for the new channel
A Culture Study for an insight into the mind of the Marathi Manoos
Media
The Core Task The key task : to find the space and position to occupy in a market which
already has some strong players and is getting populated with more upcoming channels
Two dimensional POV:
Position from the Consumer/ Audience perspective :
• Firstly Identify the emotional space we could occupy from the Maharashtrian consumer's current life and socio-cultural POV (through the eyes of experts & consumers themselves maybe) &
• Secondly identify the available platforms and gaps that the channel could occupy and own
Market Mapping exercise • As an addendum in the exercise, to understand where do the existing channels (Hindi and
Marathi GECs) fit in and therefore who would we be close to if we adopt a certain position.
The Approach:
CULTURE SCAN: Of the Maharashtrian Audience consumer •What are their values, lifestyle, needs, drivers: defining the culture •What are the emotional connects •What is their expectation from a regional language GEC •Delving into their history for the perspective of the culture and its evolution
THE BRAND Defining the positioning and
the brand values Vis-à-vis the competition
THE PRODUCT: PROGRAMING •PRIMARY FOCUS Understanding the values the new viewer connects in view of the developed content •SECONDARY ADD ON Understanding the missing links vis-à-vis the brand and the viewer value systems and lifestyle expectations Coming up with a set of directions/ solutions that can be the bedrock for future programming
Finding the right connects
Span of exercise Mapping the Core culture – Hoffstede Model (what it is today)
Understanding the missing yet aspirational values (what it is not)
Threats to the culture – invasive influences
Coping with the invasion
How have Competitors fit the space
Emerging opportunities / gaps What the Maharashtrian people see themselves as and how the world sees them
The possible opportunities – Identities and Platforms
How we did it Desk research- A deep study into the history of the Maharashtrian culture –
the Marathas, Shivaji, Tatya Tope and the influence of the saints on the culture
Getting it from the horses mouth – an expert talk scan Editor of the Maharashtra Times
The Chief Buyer of Big Bazaar a large format retailer in Maharashtra
A Marathi film producer and distributor
A Marathi play writer
Professor of Pune University
Meeting the consumer – focus groups in interior Maharashtra and the key Metros
A kaleidoscopic view of their past, present and future
Key Exercise: Mapping the Core Culture
Understanding history and now influences
Using the Hoffstede Model,
a robust culture model that seeks to span the culture by unpeeling the layers:
From the most obvious visual signs and symbols
To understanding behaviours motivated through
Fellowship to heroes in the society
The rituals or traditions
And the understanding of the core values that drive it
The Hoffstede Culture Model
Values Core emerging values systems Changing and unchanging
Rituals What have these translated to
in terms of: Actual changes in lifestyle and attitudes
Elements of vicarious appeal that a media system can adopt
Symbols and Heroes What are the emerging set of physical
manifestations of the culture and behaviour that should reflect as easy pegs to connect with
the Marathi speaking people
Practise The core behaviour as a result
Immediate carry forward
Taking the same model to other critical markets- UP/ Gujarat
Mapping the cultural differences between the mainline channels and the regional channels
Portfolio: CORPORATE BRAND
•Employer Branding : Emerson/ RSB Global •Financial: MF Global (stock broking)
Corporate
Creating a Strong Corporate/Employer Brand
A unique case of strong research based learning and insights coupled with a strong internal and external employer branding
program
An effort led by the HR function of Emerson
Corporate
Emerson…limitless JVs, limited talent
Key Issue One of the largest Engineering brands of the world
One of America’s strongest Fortune 500 companies
Has close to 15 JV companies with totally diverse cultures in India
Ironically not the most favoured employer in the dynamic and turbulent Indian tech. industry
Seen as a middle of the rung company and employer
Need to strengthen the employer brand: Synergy of brand across companies and jv partners Consistency of messaging across stakeholders
Attraction and retention of talent as an off set of this objective
The Research Blue Print 1. THE BRAND AUDIT
A. Tracking the current needs, attitudes, expectations and motivations of people through the employee life cycle
• The inner needs
• The outer needs
B. The Brand audit: Tracking the equity and standing of the Emerson brand
• understand the impact of the brand and how it connects with the key stakeholders in the whole softer emotional space
C. Draw up from this a brand architecture of where the brand is today; what is the value system on which its core equity is vested
2. IDENTIFYING THE KEY NEED GAPS AND THE SOLUTIONS
SWOT analysis
Opportunities for the brand and directions for the future health of the brand
3. CREATE A BRAND PLATFORM AND EXPLORE A CREATIVE IDEA
as a direction for establishing future development of the brand equity
Key task
Need for a cogent idea based approach to all communications going out on the brand…
from what people see in media to the personal interactions with them, to anyone representing the brand Emerson
Need for the idea to align itself to the desired value system of Emerson and build the same at every level
Establishing the Corporate Brand
RSB Global one of India’s largest and most respected Auto Ancillary Companies
Company in a state of evolution from family held to the ambition of being publicly held. Ambitions of growing the brand into a multi-national conglomerate with companies in Europe and the US
The dilemma of making a B2B brand public and increasing its brand worth beyond the auto world
Corporate
Task UnLtd…
Task: A 360 degree perception audit to understand how the various stakeholders believe and see the company brand as
Audit across intertnal and external audiences in 3 key locations: Employees : heads of verticals to department heads right upto the cell manager and the line in charge
level, HR, Finance and Corporate planning,
External Audiences: Clients, vendors, bankers, investors, head hunters and recruitment firms
Plant audit
Methodology: A mix of groups, depth interviews and observation ethnographies
Strategy and Objective
To provide a holistic view on the ‘where are as an employer and corporate brand in the minds of all our stakeholders
To develop a branding idea and communication platform for the brand in the coming future so as to set the path for: A Public financial issue (IPO)
A corporate visioning exercise for future brand values and strategy
An internal communications program for a strong employer brand with its focus on employee attraction, retention and motivation
Why UnLtd… A bit about us
So yes, we are not a conventional research agency…
We clearly understand the link between consumers and the creative solution better !
All team members come from strong background positions in Advertising & communications planning
Thus also understand human behavior patterns better – through subliminal cues, body language, culture codes and symbols
And we are proud of it !
We like to look at ourselves as mosaic artists who can find
the beautiful picture in the pieces …
What we do differently Because all our team members come from strong advertising and
communications background and with varied interests beyond work: we all have the planners eye to marry great insight and link it to the creative idea
we strive to build and save big creative ideas at the alter of consumer research by understanding how ideas work to affect people and their true behaviour
we apply creative and intrusive ways also meet and engage consumers thus use unconventional formats of interaction
are an open source based consultancy, so have no structures and tight hierarchies. The best resources suited to the problem are assigned and dedicated to a project to facilitate better insight and fresher understanding
Our Proposition
And yet we deliver…. All India work of quality fieldwork and reporting
Well run, time tested yet innovative process to deliver insights and true colour pictures
Strategy and insights of precise intensity
Partnerships of lasting value –we work as teams closely with our clients
Only senior consultants doing all the field work themselves, no disconnected moderators
All who have met consumers doing their own inference, analysis and reports – no filtered second hand pontification
Honest and studied viewpoints and directions
We find authentic ways of getting to the real consumer besides the regular traditional field recruitment system we have used databases, Facebook groups, personal referrals and other innovative ways of getting fresh viewpoints
Brand Advisor, Drama Queen 26 years of searching scorching insights & creating ideas that stir…
Ideas passionate, drama enthusiast & actor, avid traveller, collector of human
experiences, bookworm, movie maniac married to an intrepid writer /creator of
movies and life in a cinematic perspective, loves interacting with and making people
open up before her, understands the difference between what is said and what is meant...
Set up UnLtd…in 2005 with the objective to combine astute insight into a rich creative canvas to develop business ideas that span any dimension that requires innovative and fresh solutions
Diverse and rich career and cross function experience across Marketing, Advertising, Qualitative Research, New Media Academics and Training. Past roles as business head HUL with Ogilvy, National head Planning Publicis, New business head Contract, visiting faculty at MICA, training head at Ogilvy...
Cross category ideas - specialize in finding connects between human behaviour/universal insights and creative ideas which will make for impactful business. Has worked on almost every conceivable category
Cross brands experience - Built brands not only with mass consumers but with various levels of stakeholders to the business
Sudha Kanal Bhatia
Principal Consultant & Founder
Ad woman, Musical Bonding Trainer
14 years of being Brand Struck …
An idea hunter, a trekker, a researcher and strategist, an early movement and music
teacher for growing minds and overall a mother
Has been doing projects with UnLtd… for over 3 years, and is a fabulous mind to uncover hidden truths, unfold intrigue into why consumers behave the way they do and link it with brand development and growth.
A wonderful moderator and conversationist, optimist and open minded, curious observer
Diverse and a rich career across varied categories- brand strategy, research, mass media advertising ideas and last mile brand building. Has an understanding of different kinds of consumers and what makes their world tick- mothers and babies, mothers and growing children, young girls in their teens, mature adults who deciding what to do with their money- to name a few. Past roles as team leader CSD with Ogilvy and JWT on KCIL, Cadbury…
Curious to know how brands are going to market to the new YOUTHFUL India and every project is a discovery
C.V Meenakshi
Associate Consultant
Researcher, Brand planner, Photographer
9 years observing people through the lens of life and her camera –
looks at it from her own perspective
Partnering UnLtd… as an associate consultant since 1.5 years after 8 years of advertising planning @ Ogilvy, Lowe and TBW
Handled diverse clients across industries and countries: Dove (SA: India, Pakistan, Bangladesh, SEA projects, global projects), Lakme Skin Care, Nivea India & global projects, Star Plus brand identity re-launch, CSR projects and shows, Taj Mahal Tea, Kissan Juice, ICICI Prudential, Idea, Platinum Guild of India, Marvel Luxury Realty, Standard Chartered, Bunge – Gagan oils and vanaspati, Nyle Shampoo Equity research
Have worked on beauty brands for all the 8 years. Engaged with women & experts on what beauty means, influences & its changing trends
Citations and awards Selected as the culture representative for India in the global Ogilvy network for a
cultural trends magazine, Wassup, that received the Highly Commended Entry at the WPP Atticus Awards
Selected as the Young Planner from India for the Ogilvy Global Young Star Awards. Emerged in the top 12 Finalists among the top young stars across divisions.
Won a Gold Effie Award for Dove 2011, 2 Silvers for Dove & Star Plus 2010 Won a Silver @ Asia Marketing Effectiveness Awards for Dove Hair 2012 .
Neha Punjabi
Associate Consultant
Brand planner, Story teller
14 years of engaging people with brands, people as people...
A bundle of energy and enthusiasm that could make the most reserved person open
up, an intrepid, intrusive mind that sees beyond the obvious, problem solver, analyst
Partnering UnLtd… as associate consultant projects since the past 2 years
11 years of well rounded advertising, marketing & insights pro@ Ogilvy, Draft FCB Ulka, Godrej Saralee and webdunia.com, 2 years with UnLtd…
Handled diverse clients across industries: naukri.com, Whirlpool, John Players, Tata Sky, Westside, Godrej, Bournvita and Asian Paints
Selected as the culture representative for India in the global Ogilvy network
An MBA from Indian School of Business, Hyderabad and MA in Psychology
Is also an accomplished storyteller for children. Conducts workshops across Bombay, Delhi and Indore
Maulshree Kalotia
Associate Consultant
Our Fans…and support list We are modest about our achievements but why not check with relationships that have stuck with us,
support us and believe in our partnership
We’d be happy to have you hear it from them
R. Lakshmi Narayanan : independent consultant UnLtd…worked with him in his role as CEO of Mudra MMS
+91-9343763401
Amit Ghatak : GM Marketing, Cavin Kare Santanu Das – Head CMI Cavin Kare
[email protected] +91-9820065826
Neeti Chopra : Brand Director Economic Times UnLtd… partnered her on Brand Westside @ Trent for 4 years
+91-9619063384
V. Suresh : Head Marketing Wipro Consumer Care We partnered him at GCPL and now also client at Wipro
+91-8105745000
K.V.S Seshasai : CEO at Zee Learn We partnered him in developing the research and strategic footprint for brand Fashion Yatra the mass market fashion brand for Trent
+91-9619000070
Sunil Parekh & Sunder Mahadev : Collabrant Incubators Partnered them on two large studies for Cartoon Network and Pogo, Jay tea
+91-9886356890 +91-9320001507
Jiggy George : MD Dream theatre Partnered him with Collabrant on Cartoon Network and Pogo
+91-9820348226
Sagar Boke : Head Marketing Bunge India Ltd now at TATA CHEM +91-9819438433
Bala. N : Head Marketing at Sresta Organics +919849318075
Testimonials of UnLtd…value
It’s been a pleasure to work with Sudha and her team as they bring unbridled passion to a project. Every project that she has worked for us has delivered beyond my expectations. Sudha’s person commitment goes beyond the “job to do”. She immerses herself and becomes part of the clients team, badgers the client to get the inputs she requires and is always considerate on both cost ramifications and timelines.
The inputs too are not uni-dimensional as she has a gamut of people with cross functional experience working on projects. I give my thumbs up to UnLtd…on counts of pro-activity, flexibility and ability to innovate and look forward to working with them in the future.
Jiggy George- Executive Director- Cartoon Network Enterprises
Over the last 2-3 years I have had several opportunities to interact with Ms. Sudha Kanal on existing brands for Mudra Health and Lifestyle as well as new business projects.
The best part of working with her is that Sudha prefers to MAKE THE BRIEF rather than TAKE THE BRIEF. She is actively involved in identifying the core business issues of the clients and developing the communication strategy from there.
Of particular value is her ability to marry a brand’s marketing tasks with its communication needs and devise innovative researches to provide the necessary inputs.
In addition to her strong research background, I look at Sudha more as a very senior Account Planner since she actively engages with the creative team in connecting refreshing consumer insights with the creative brief and the subsequent development of the central idea.
She is one of the few strategic thinkers who recognizes the germ of a big idea and can work closely with the creative partner to build this into outstanding, Media Plural campaigns.
Sudha is a great team worker and totally reliable in terms of deliverable on time and within budgets.
I wish her great success in all future endeavours.
R.L. Lakshminarayan
CEO Mudra Marketing Services
Emerson has recently assigned a major research project on brand perception to Sudha. She has the proven ability to work through complex business problems while concentrating on the critical issues. She is very perceptive and understands the internal pressures of our company. Throughout our working relationship, Sudha has consistently delivered top quality research. I found her easygoing and approachable management style easy to work with. In addition, she clearly demonstrated the necessary level of analytical expertise to be successful in market research.
Furthermore, it is tremendously beneficial to work with a person who is knowledgeable about our business. That knowledge contributes to thorough survey design to uncover the needed information, and comprehensive analysis, reporting and presentation of a large amount of detailed data in an understandable, relevant format. Sudha’s attention to detail and quality is outstanding. Furthermore, her findings are extremely reliable. Most importantly, the analysis and presentation of the data was easy to follow and left little question as to the areas of primary, future focus.
Sandip Mallik
Director In-Charge, Emerson Electric Co.
"Sudha is a person with deep understanding on many categories and her understanding of the market place is well grounded.
Apart from this she is a very gentle , supportive person.."
Rajesh Mehta
Head Marketing – Emami
Sudha has worked with us post my joining Cavin Kare and has been instrumental in terms of providing great insights basis the studies where she partnered with CK. UnLtd is definitely an agency with whom the team would like to work with in the days to come.
Santanu Das
Sr. Manager Research Cavin Kare
Dear Sudha ,
I would like to appreciate you for the work done in Nyle research . It was nice to see the following :
1) The respondents recruited were fine and as per criteria which is an issue with most researches nowadays
2) The FGD s conducted mostly by Sudha as well as Neha were very well structured and probing was done in a very natural way
3) Because the researchers are conducting the FGD & final report , we get an in-depth analysis & suggestions on where the brand stands today , lot of consumer speak which defines current pain point & where can the brand can be positioned for the future coupled with the team’s suggestion based on their exposure with the TG in the FGD s .
Keep up the good work Sudha & expecting the same quality of research from you & your team
Regards,
Augustus Daniel
I have worked extensively with Sudha and have found her to have a brilliant grasp of the consumer and a ability to always come out with real insights. She is one of those rare researchers who actually 'gets' the brief and then gives it her all to come back with meaningful results.
Neeti Chopra
(ex- CMO Westside and current Brand Director Economic Times)
Thank you Contact :
Sudha Kanal Bhatia
+919820185415, 022-26603352