new syn-pnx proposal
TRANSCRIPT
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8/4/2019 New Syn-Pnx Proposal
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Profit from our ExpertiseS Y N E R G Ymarketing advisory services
Your Road Map to s Successful Brand
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360Holistic Marketing
Marketing
Sales
Generation of Demand
Capture of Demand
A Holistic Approach
Marketing is not just Branding. For a brand to be successful you
need to focus on both, demand generation and demand capture .
Many a brands have failed not because of the lack of demand but
because of their lack of proper infrastructure to capture the demand.
With first hand experience in Sales, Advertising and Marketing
across product categories and industries and having
launched/revived over 25 Nationally successful brands, we at
Synergy-Pinxit take a 360 view of marketing. We believe that
unless you have the means to convert demand into sales you
cannot build a successful, enduring brand. Hence we emphasise
equally on building a Sales infrastructure as much as on Branding
and creation of demand
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Creation of Demand
The function of Marketing is the creation of demand for your product
or service or idea. Often marketing is confused with Sales or
Advertising or even Promotions. Marketing is also seen to be
synonymous with branding.
M
A
RBranding
Tools
Product Development
OC
O
Target
K
E
TI
N
G
Advertising
Research
Public Relations
CRM & Promotions
J
E
CT
N
S
UM
E
R
All marketing starts and ends with the consumer. The task is to
convert the consumer into a customer.
Having successfully Developed and Launched over 25 national
brands in fiercely competitive markets across industries and product
categories you can rely on our expertise to chart your brand to a
position of leadership in its market segment.
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Capture of Demand
S
A
L
Policies
Logistics
Distribution
Tools
Team
O
BJ
E
C
S
H
A
R
E
O
F
W
Target
E
S
Training
Promotions
L
L
E
T
With a grass root experience in Sales and having successfully set
up sales infrastructures from scratch, we lay great emphasis on
building a stable, motivated, efficient and disciplined sales
infrastructure.
Our expertise in sales is recognised by our association with some
of Indias leading companies relying on our expertise to train their
sales force.
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Creating a Brand
Comp
an
y
Company
Competition
Time
Consumer
The Brand
continuum
The first essential for successful revival or New Product
Understanding
brand dynamics
a key to Brand
Development &
Revival
development is to understand the dynamics of the brand on a time
continuum.
Every Brand is in a dynamic balance with the competition and the
consumer on a time dimension. Each exert pressure and influence
one another. As long as all the 3 players act and respond to each
other status quo is maintained.
Our experience in reviving brands gives us a unique perspective in
understanding the brand environment before attempting a revival
course of action
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Brand
Product space
Mind space
Ground Space
LooksFeatures
Performance
AvailabilityAmbienceExperience
AwareAspire
Associate
Holistic Brand Experience
Brands, to be an enduring success need to appeal to the customer
at the Rational, the Emotional and at the Physical level. There has to
be an instinctive connect that transients the rational. This is what
makes iconic brands.
Having created and worked on iconic brands, we have designed our
own protocols and procedures to give your brand the opportunity to
emerge as an an iconic brand and a leader in its segment of the
market.
Adoption
Action
Acknowledgement
Acceptance
Acceptance of concept Acknowledgement of deliverables motivation for action adoption in lifestyle
Successful brand development
starts with a concept whose needs
and deliverables are acknowledged
by the customer and it has thestrength to urge action. The holistic
experience ensures the adoption of
the brand as a part of lifes
necessities.
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Route to Success
Funneling Technique
Environment
Company
Customer
Product
Harmonizes
Synchronizes
Deliverables
Systematic reductionof Dissonance
Check
Entry
Benchmarking atevery stage
A 5 fold reduction of risks at just 5-7 % of the cost of launch
1. Scan the environment to determine opportunities
2. Assess company capabilities to determine compatibility
3. Develop concepts and Benchmark acceptability
4. Develop physical product / service against benchmarked deliverables
5. Simulate launch to cross check performance
6. Launch with clear entry & expansion strategy
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Creating a Brand the 1st Phase
Study
The company
The
customer
The
competition
The first step in any Marketing exercise is to study and
understand the dynamics between the 3 main players the
company, the competition and the customer.
The Customer the study of the customer briefly involves 5
primary areas
Who Buys? Why does he/she buy?
Rational and emotional reasons
Process of decision making & buying
When does he/she buy?
Where does he or she buy?
What are his/her preferences? price, pack,
variants.
The belief that the best quality sells is often not supported by market
facts. Evaluation of a product/brand by a customer is non technical.
Hence, branding should recognise anf factor in consumer perceptions in
product design and communications
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The Market the of all consumption
Size Potential, demand and growth
Geographical share of demand and growth
Segments size and growth
Segment profiles
Geographic
Demographic and psychographic
Behavioural purchase, usage
User groups purchasers, financers,
Creating a Brand the 1st Phase
Logistics of product and information reach
The Company
Awareness
Perception
Product range
Quality
Pricing
Policies
Service
Marketing prowess
Acceptability & Ability
Bottlenecks perceptual, logistical, policy, infrastructure etc.
Company capabilities & resources
Company
Resources
CapabilitiesConstraints
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Creating a Brand the 1st Phase
The Competition
Major competitors
Market shares
Segments of operation geographic, price, user etc.
Competitive proposition in terms of:
Product range
Prices
Margins
Policies
Customer
ua ty assessment
Purchase variables
Value tradeoffs
Channel logistics
Strategies of demand creation
Promotional tactics
Branding and Advertising
Industry trends
Competition
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Methodology
We could follow any or all of the following to reach the above
objectives:
Desk Research
Personal interviews
Trade
User groups
Competitors
Customized research if required
Creating a Brand the 1st Phase
Industry experts
The depth and type of research needs would be determined by:
The complexity of the task
The level of risks involved
The intensity and structure of competition
Expected Outcome
A 360 understanding of the Market, the Company and
Competition leading to
SWOT analysis of the situation
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A better understanding of internal and external bottlenecks to
Demand generation and Capture
Understanding the scope and limitations of branding and
marketing the products in the given environment
A better estimation of the product potential and expected
volumes under existing constraints
Understanding the marketing needs in terms of:
Infrastructure
Creating a Brand the 1st Phase
Product mix pricing, logistics, branding and promotions
Budgets and paybacks
Developing the marketing plan and entry strategy
Time Line
Normally Phase I takes an average of 3-4 months for completion
depending upon the availability of data, the speed of approvals
and the nature of research involved.
Successful completion of Phase I lays down the foundation for
all future development on the product / brand
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Creating the Infrastructure the 2nd Phase
On reaching an agreement on the way forward as dictated by the
findings and conclusions of Phase I, Phase II will be initiated.
Phase II involves putting together the elements of the marketing
plan that will drive the strategy in the marketplace. Broadly this will
cover:
The offer the physical product with the rational and emotionalconnects. This determines the demand generation potential.
The Infrastructure the logistics of capturing the demand
generated. The channel logistics, the Sales team, the market
po c es etc.
Creating the Demand
The Marketing Mix which includes:
The Product
Properties
Performance
Conveniences
The Price
MRP - unit
Channel
Segmentation
Positioning
Product
convenience
performance
price
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The Offer..
The Communication Mix
Content design
Reach & Pressure
Budgets Positioning
Below the line
Packaging
Sizes
Materials
Creating the Infrastructure the 2nd Phase
Graphics
Capturing The Demand
Setting up the internal infrastructure for driving the plan:
Development of the Distribution Plan & Strategy
Manpower recruitment of Key Sales persons and
field support staff
Appointment of channel partners
Finalizing the programs / activities and schedules
Areas
Timing
Responsibilities
Schedules
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Creating the Infrastructure the 2nd Phase
Capturing The Demand
Benchmarking expectations
Developing MIS for Control and Decision Making
Evaluation and correction mechanisms
Sales Stimulation
Trade & Consumer schemes
BTL support schedules
Servicing Norms
Expected Outcome
Having the infrastructure in place for supporting the marketing
entry of the brand in a planned and systematic manner.
Having a tactical plan with activities and schedules that will
support the market entry.
A systematic evaluation of the progress of market acceptance
and brand development
Time Line
Normally Phase II would take about 3 months depending upon
the magnitude of the recruitment, the timely availability of
qualified manpower, promptness of decision making..
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Into the Battlefield The 3rd Phase
Implementation
Phase III involves the implementation of the plans outlined in
Phase I, refined in Phase II utilizing the infrastructure build in
Phase III.
Although operationally these are shown separately on a time
continuum, in actual they merge seamlessly as one continuous
series of development and activity.
Phase III by its very nature is incapable of being isolated like
Phase I & II in terms of the work and consulting need. The
, ,
monitoring, controlling, adapting and reworking plan
assumptions.
Hence, unlike Phase I & II that can be treated as assignments,
the payments during this phase would be on a monthly retainer
basis.
Phase III completes after the launch implementation is
complete or after the end of the contract period or once the
client feels that the team is capable and confident of continuing
on its own without external inputs.
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Expected Outcome
A strategic vision for the brand
Performance benchmarks defined qualitatively and
quantitatively
Emergence as a trusted, well respected and recognized
brand
Increase in entry barriers
Into the Battlefield The 3rd Phase
A successful well positioned brand that has a potential for
leadership in its segment
Better Brand volumes
Improved Profitability
A stable, well trained, competent and motivated marketing and
sales team
A progressive policy framework that supports the growth
ambitions of the company
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Time, Costs and Terms
1. The estimated time for completion of the Phases is as below
a. Phase I is 3-4 months from the date of commissioning
b. Phase II 2-3 months
c. Phase III ongoing
2. Our fees are structured either on an assignment basis or on a monthly
retainer.
a. In a retainer based relationship, additional meetings will be
charged an a pro-rata basis
b. Statutory and levies extra
3. A mobilisation advance to be paid at the time of commissioning. The
same would be adjusted at the end of the assignment.
4. All out of pocket expenses to be billed at actual e.g. upcountry travel,
customized market research, purchase of syndicated reports, training,
market audits etc.
5. Additional meetings and Time cost of upcountry travel will be billed
extra
6. The contract can be terminated by either parties giving a 2 month
notice or payment in lieu of the notice.
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With over 30 years experience in sales,
Advertising and Marketing and having launched,
Developed and Revived over 25 Nationally
successful brands
You can Trust on
Our Expertise to
Chart your Brand to
a Position of Leadership
Contact
Vijay Raut on 9322266445 or write to us at [email protected]