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    about us

    1/5/2012 6:19 AM centre of gravity consulting

    since 2006

    since 2006

    a team of 20with 8

    consultants

    Bangalore,Mumbai,London

    a team of 20with 8

    consultants

    Bangalore,Mumbai,London

    +Brandstrategy &

    communication design

    +Brandstrategy &

    communication design

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    Strategic Marketing

    Stakeholder

    & competitiveunderstandin

    g

    Desired BrandPositioning

    Desired BrandPersonality

    StrategicIdentity

    Core CreativeCapsule

    BrandManagement

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    Participatory DemocracyFair Trade

    Campaign against GM food Social

    Enterprises

    Village

    Development

    Open

    Source

    Child RightsViolence Against Women

    Organic Food

    Hygiene and Sanitation

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    Organization

    Brand

    is the

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    1/5/2012 6:19 AM centre of gravity consulting

    Context

    Content

    32

    1

    Skills/capabilities

    Purpose/postureSocietalMegatrends

    3

    21

    Choice of TG Functionality

    Tone & style

    Ge

    tting

    the

    full

    picture

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    Organizational Vision

    StrategicPositioning/Promise

    Business Model

    Strategic

    Identity

    The mostsustainablecompetitiveadvantage

    A comprehensive & integrated view

    of the organization

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    What are yousaying?

    How are yousaying it?

    Who issaying it?

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    Illustrative work

    Microfinance

    A food brand

    Eco-friendly Housing

    An NGO focused on eliminating genderdiscrimination

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    Microfinance

    Segmenting the Urban BoP

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    1/5/2012 6:19 AM centre of gravity consulting

    Expertinterviews

    Over 250 DIs

    1200 HHquantitative

    study

    Observation byrenting a room

    Informalconversatio

    ns

    12 FGDs

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    Four broad Homogenous Clusters

    C4

    57%C3

    29%

    C2

    11%

    C13%

    Low income, high dependency,negative surplus, Daily /

    weekly wage

    High income, lowdependency, highsurplus, monthly wage

    High income, Moddependency, Highsurplus, weekly wage

    Mod income, Moddependency, low positivesurplus, weekly wage

    C4 C3 C2 C1

    Nos 689 346 135 36

    (%) 57 29 11 3MHI (Rs.) 4300 7900 12200 19600

    Dependency Ratio 61 48 43 32

    Surplus Ratio -0.3 0.2 0.4 0.6

    CWE Freq ofIncome

    1.9 2.0 2.1 2.4

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    dependencyratio

    monthlyhousehold

    income

    monthlysurplus

    freq. ofincome

    the migrant

    the apprentice

    the ustaad

    thecontractor

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    7%

    93

    %

    C4 C3 C2 C1

    Avg MHI (Rs) 4300 7900 12200 19600

    Husband & Wife workingstatus

    N=1206

    Others (Rs) 2000 3700 6200 8700

    Others (kids, relatives) Contribution

    Not working

    Working

    No husband (%)

    Others - workingstatusN=163

    19%

    81

    %

    30%70

    %

    39

    %61

    %

    No husband(%)

    15 9 4 11

    80

    2

    0% 85

    %

    16

    %91%

    9%

    81%

    19

    %

    44

    %56

    %67

    %

    33% 56

    %

    44

    % 72

    %

    28

    %

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    Central anxiety

    Struggle for daily

    survival.

    The most fragile

    & vulnerable ofthe lot

    Recent migrants

    Married & havingmoved out

    Younger couples

    Younger kids

    Low or noaspirations notmuch of an ideaof what can be

    done

    Low self esteem

    Gradations

    Invalidation,alienation exists but not that

    central.

    Dont attendfunction nor go

    out

    Alcoholism.

    Wife beating,multiple wives,

    wife desertionetc.

    C 4 70% of this cluster

    Earning < Rs. 5000

    Provisions - daily. Most often buy

    from the grocer dont have ration

    cards/ cant buy the whole stock

    given the uncertainty of income.

    Many cases- no tea/ milk for kids.

    Readymade tea in the morning.

    Credit with the grocer on a daily

    basis.

    Children & their education central

    but focus still an issue given the

    economic condition. Kids do go to

    school but more as an ritual.

    Support fro Kids (education, clothes)

    come from mom/ relatives.

    High incidence of one kid with grand

    parents in the hometown & another

    with them (easing of expenses).

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    Living Aspects

    House status

    No of rooms 1 small room (app 40-60 sqft),sometimes an attached kitchen(small)

    Walls/ Roof Semi pucca - asbestos roof

    Toilet/ bathroom Common/ outside

    Gas connection No. Stove.

    Fan/ light etc One bulb

    Assets

    TV Small B & W/ Color + cable (73%)

    DVD Present in some cases* (23%)

    Music system Rare

    Showcase + curtains Absent

    Cupboard Present (71% - small wooden ones)

    Mixer/ grinder Mixer in some cases

    Sewing machine Less

    2 wheeler Rare

    Fotos

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    Central anxiety

    Stability &

    betterment of

    income

    Moved from L4

    Better then the

    bottom segmentFood taken care.

    Can survive for a

    week (stock)

    Want to move upthe ladder

    Have a vision forthe future

    growth

    Aware of theimportance of

    childrenseducation

    Focus fully on thekids not on the

    house or self

    Invalidation,

    alienation exists but not that

    central.

    Dont attendfunction nor go

    out

    Social vices doexist but at a

    lesser level ascompared to L4

    C 3 (65% of this cluster)

    Earning Rs. 5000-8000

    Provisions daily/ weekly. Typically

    buy from the grocer.

    Able to buy from PDS (wherever

    ration card is there) mix & use it

    for consumption. Some cases used

    as an ingredient for Idli (petty

    business) etc rather than for direct

    consumption.

    Tea made at home.

    Support fro Kids (education,

    clothes) come from mom/ relatives.

    High incidence of one kid in their

    hometown with grand parents &

    another with

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    Living Aspects

    House status

    No of rooms 1 small room (app 40-60 sqft),

    sometimes an attached kitchen(small)

    Walls/ Roof Semi pucca - asbestos roof

    Toilet/ bathroom Common/ outside

    Gas connection No. Stove

    Fan/ light etc One bulb

    Assets

    TV Small B & W/ Color + cable (90%)

    DVD Present in some cases* (30%)

    Music system Small ones Present (8%)

    Showcase +curtains

    Absent

    Cupboard Present (72% - small wooden ones)

    Mixer/ grinder Mixer in some cases

    Sewing machine Less

    2 wheeler Rare

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    Central anxiety

    Wanting to

    belong to the

    middle class.

    From L3

    Relativelycomfortable

    life.

    Imp aspiration

    financialgrowth

    Esteem needsemerging.

    Invalidation,alienation etcbecoming asore point

    Medicalproblems

    starting to rearits head - being

    told as anexpense.

    Long time in

    theirprofessions.

    - max earningcapability

    Stagnation

    Wife earning.Better incomes

    as comparedto L4 & L3.

    Focus still onchildren;

    But wantthings for

    themselves &for the house

    Social vices -come down -

    stabilitychildren

    pressure.

    Gambling ?

    C 2/ C1

    C2 earning Rs 8000-11000

    C1 earning Rs 11,000+

    Provisions bought on a monthly

    basis. Mostly from the grocer. Do

    not go in for PDS seen as for

    the poor; quality issues.

    Other luxuries for kids classes,

    hobbies, snacks etc start

    happening here.

    L1 Invalidation not much of an

    issue - can afford the things.

    The other central issue wanting

    a better house - focus on buying

    sites, doing up their houses.

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    Central anxiety

    Wanting to

    belong to the

    middle class.

    From L3

    Relativelycomfortable

    life.

    Imp aspiration

    financialgrowth

    Esteem needsemerging.

    Invalidation,alienation etcbecoming asore point

    Medicalproblems

    starting to rearits head - being

    told as anexpense.

    Long time in

    theirprofessions.

    - max earningcapability

    Stagnation

    Wife earning.Better incomes

    as comparedto L4 & L3.

    Focus still onchildren;

    But wantthings for

    themselves &for the house

    Social vices -come down -

    stabilitychildren

    pressure.

    Gambling ?

    C2/ C1

    Provisions bought on a monthly

    basis. Mostly from the grocer. Do

    not go in for PDS seen as for

    the poor; quality issues.

    Other luxuries for kids classes,

    hobbies, snacks etc start

    happening here.

    L1 Invalidation not much of an

    issue - can afford the things.

    The other central issue wanting

    a better house - focus on buying

    sites, doing up their houses.

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    Living Aspects

    House status

    No of rooms 1 or 2 rooms with a smallkitchen (app 200-250 sqft).Bed room rears up here.

    Walls/ Roof Proper pucca roofs

    Toilet/ bathroom Most cases both are inside

    Gas connection Yes ( Around 40 % of HH)

    Light/ fan etc Tube light, fan

    Assets

    TV Color + cable

    DVD Player Present (37%)

    Music system Big Music sys (11%)

    Showcase +

    curtains

    Present

    Furniture- sofaset etc

    Present

    Fridge 5% of HH

    Two Wheeler 10 % of the houses

    C 2

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    Living Aspects

    House status

    No of rooms Typically 3 rooms (app 350

    sqft).Incidence of 1 or 2 rooms butmuch bigger than L3/L2

    Walls/ Roof Proper pucca roof

    Toilet/ bathroom Most cases both are inside

    Gas connection Gas. (47% of the HH).

    Light/ fan etc Tube light, fan

    Assets

    TV Color + cable

    Music system Present (16%)

    DVD/VCD Present (52 %)

    Showcase + curtains Present

    Furniture- sofa set etc PresentTwo wheeler present in 20% of HH

    Fridge Present (11%)

    Washing machine 7% of the HH

    Sewing machine Present (8%)

    C1

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    Summarising

    1 small room (40 sqft)

    Semi pucca roof

    Toilet/ bathroom-Common/outside

    Stove

    One bulb

    Small B & W/ Color + cable

    Mixer, DVD in some cases

    Addition of asmall kitchen

    Addition of another room

    Mix of semi-pucca & puccaroofs

    Most casesbathroom/ toiletinside

    Gas

    Tube light, fan

    Color TV + cable

    Some cases 2 in1 DVD player

    Cupboard, sofa,curtains

    Addition of another

    roomPucca roof

    In some cases 2wheelers, fridge,washing machines,sewing machines

    C4

    Struggle for daily survival

    C3

    Betterment of income

    C2

    Middle class respectability

    C1

    Middle class respectability

    Better Job & house

    Financial aspirations-stability

    Financial aspirations-growth

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    Big Ticket Spends Life Stage Based

    Delviery 1st child's 1st

    birthday

    Nose/ ear

    piercing

    Puberty/ other

    rituals

    Marriage of

    close relatives

    Kid's marriage Death

    3000-10000

    5000 -20,000

    2,000 -35,000

    1000 20,000

    10,000 20,000

    1,00,000

    4,00,000

    10,000-40,000

    Rs

    Migrants - cultural roots

    Belonging to a community

    Invalidation within the slum aswell as family

    Maintain the equal status

    N= 1206

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    Husband - Occupation HierarchyNot skilled; take up any job to

    survive

    Not much idea ofprofessions -- over time

    figure out

    Trial & error pettybusiness etc

    Low self esteem - Issues ofapproaching people

    Figured out thepathways driver,

    hierarchy of helper to

    skilled etc

    Aware of what needs to

    done to move up

    Stagnation point

    access to money,

    people

    Complacency point comfortable withtheir job etc

    Some wanting toaugment income bymultiple jobs/ bizz

    Movement towardsbeing a contractor

    etc

    Educating men onalternate income

    possibilities.Skill enhancement &

    linkages.

    Linkages/ skilltraining for men

    Access to bettercontractors etcLoans for tools,setting up smallshops etc

    Softer skills(learning how to

    budget, managepeople, basic

    mathematics etc)Linkages

    Enterprises loans

    Double incomeContractors

    Skilled people

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    Husband Occupation Hierarchy

    (%) C4 C3 C2 C1Construction* 41 42 42 28

    Drivers 8 13 16 14Labourers 23 14 16 10

    Petty Business 11 16 7 17

    Office Help 9 7 8 17

    Garments 4 2 3 3

    Tailor 3 2 2 0

    Cobbler 2 2 2 7

    Others 0 1 2 3

    Skill Level(%)

    C4 C3 C2 C1

    Helper 37 19 11 0

    Semi Skilled 62 67 61 43

    Skilled 1 14 28 57

    N= 994

    N= 382

    1-2 years

    8+ years

    c

    *Construction construction laborers, bar benders, plumbers, carpenters, masons, welders, paintersconstruction contractors, electrician

    83%

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    Non-veg (Rs) 300 400 500 600

    C4 C3 C2 C1

    Groceries/greens/non-veg/ milk/ toiletries 42 43 44 47

    Loan 17 16 19 16

    electricity/gas/rent 16 16 13 13

    Medical 5 4 5 4

    Mobile, travel (for work) 10 10 10 9Children (fees, books, uniforms, snacks, travel) 11 10 9 10

    Total 100 100 100 100

    N= 1206

    How The Rupee Is Spent

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    Home

    Emergencies (part &parcel ofslum) death,

    medical,visitors,travel,

    lending etc

    Chits

    Always consideredas an expenditure.

    Saving up lease of

    house, marriage,buying a vehicle etc.

    Gold fund

    Gold thatcould also be

    used forpawning.Need notborrow.

    Festival fund

    Pygmysavings

    Banks

    Surplus storage & not a savingsmechanism.

    Should be monied for an bankac.

    L4/L3 not in the radar

    L2/L1 seen as Aspirational

    Saving Hierarchy

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    Savings

    Savings C4 C3 C2 C1

    Home Present Present Present Present

    Chits Rare Rare Present Present

    Gold/ goldfund

    Rare Present Present Present

    Festival fund Present Present Rare Rare

    Pygmy savings Present Present Rare Rare

    Wife saving Present Present Present Present

    Banks Rare Rare Rare Present

    CoG Qualitative research

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    Typical Borrowing HierarchyFriends/ family

    Smaller

    emergencies- Tide

    over month

    Card finance

    Medical, working

    capital, survival.

    Pawn broker

    Education, functions,

    medical, working

    capital, travel, survival

    Banks/Money

    lender

    Big loans lease for

    house, marriage,

    buying of vehicle

    etc

    SHG/ MGG

    Education,

    functions, medical,

    working capital,

    travel, paying back

    other loans

    Chit fund

    Education,

    functions, medical,

    working capital,

    travel, paying back

    other loans

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    Borrowings C4 C3 C2 C1

    Friends/neighbors/relatives

    Present Present Present Present

    Pawn brokers Present Present Present Present

    Chits Rare Present Rare Rare

    MFI/ SHGs Rare Present Present Present

    Card finance -daily/ weekly

    Present Present Rare Rare

    Money lender Rarer Rarer Present Present

    Banks (few cases) Rare Rare Present Present

    Summary

    CoG Qualitative research

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    Ramesh Ramanathan, Chairman |

    Janalakshmi Financial Services

    I have worked with Ashutosh and many of his colleagues

    for over a decade now in work that we are doing atJanalakshmi and Janaagraha ; they have helped us thinkthrough our works value proposition to our customer,and related issues of brand positioning etc. Their work

    goes beyond classic brand strategy work, and they bring

    not only high competence, but a remarkable sense ofcommitment and passion to what they do.

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    Pristine Organics

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    Started by a food technologist at CFTRI. Main lineof nutritional supplements.

    A more holistic and cluster based view of nutrition.

    Also, a part of the organic movement focusing on

    ready to use products.

    The best of science & nature

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    How can Pristine stand out

    from other organic brands

    now and in the future?

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    More onScience

    Less onScience

    Less on Nature

    More on Nature

    Cultural

    Contradiction

    - Opportunity for Pristine -

    Cultural

    Norm

    - Organic Food -

    Cultural

    Norm

    - Conventional -

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    The Balance

    of Science

    and Nature

    Personality?

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    The Balance

    of Science

    and Nature

    The creative,joyful, humane

    scientist

    Levitt/Feynman

    A brand that takes nutrition out of the labsand books and brings it to people in a way

    that is simple, interesting and reliable.

    Expert on Nutrition

    Equallyrelevant in theB2B and B2Csegments

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    Unconventional, creativity and logic, joy in solving problems solving them for their own sake, informal dont maintain a

    secrecy, no jargons, human can connect to the normal

    audience, make a difference to the world.

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    There are a lot of myths about nutrition and every second

    person is an expert. All foods claim to be natural and healthy.

    In this confusion there is no saner voice that talks with the

    voice of science and wisdom.

    Can we do to nutrition what Feynman did to physics and Levitt

    does to behavioural economics?

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    The mundane jargon dense Industrial Productleaflets

    transform entirely into INFOGRAPHICS

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    INFOGRAPHICS

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    PACKAGING The packaging integrates credibility garnering white juxtaposed withDrawing reminiscent of scientific drawings with Cartesian co-ordinates

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    PACKAGING

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    Gift bags for Clients with Pristine products

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    Website- The whole website was redone around a central creative idea of Join the dots. Italso uses a visual language of polymers knit together metaphors relevant to each page.

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    Website

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    PACKAGING

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    Calendar

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    1/5/2012 6:19 AM centre of gravity consulting

    45 in-homeDIs with theRich & Not-so-famous

    Mainstreaming Green Living in Bangalore

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    1/5/2012 6:19 AM centre of gravity consulting

    BALANCE-SHEETER BALANCE-SEEKER

    Younger profile- 33-38 Older, 38-42

    Very much into the rat race, not yetdecided to slow down in life.

    Want to slow down and focus on otherareas of life.

    Me, myself & family Both spouses involved in social work ofsome kind.

    Like to display the trophies of theirsuccess.

    Not comfortable with over the topconsumption, showy lifestyles. Like to

    exercise a certain restraint in life

    A pragmatic relationship with homes-driven by considerations like

    investment value, finish, amenities,

    proximity etc. Home is a place to discover oneself.Have strong ideas but a difficult timefinding something to their taste.Driven by peer pressure, inclined to a

    more western/cosmopolitan.

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    Balance-seeker

    Returned NRIs

    Old Bangaloreans /successfulentrepreneurs

    The Infy/Wipro/IT Boomers

    Independent flexi-timers(consulting, creative etc.)

    Well funded NGO/Social sector

    Seeking a newdesign of life

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    BANGALOREWALK

    Janaagraha

    NAVADARSHANAM

    CENTRE FOR LEARNING -MAGADI

    DAILY DUMP

    DAILY DUMP

    BIHAR SCHOOL OF YOGA KANAKAPURA ROAD

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    An alternate vision for quality of life in real-estate

    1/5/2012 6:19 AM centre of gravity consulting

    Large majorities hold ambivalent views about consumerism. They struggle withongoing conflicts between materialism and an alternative set of values stressing

    family, religion, community, social commitment, equity, and personal meaning. Weshould be articulating an alternative vision of a quality of life, rather than a

    quantity of stuffthe "new consumerism," with its emphasis on luxury,expensiveness, exclusivity, rarity, uniqueness, and distinction reflect and

    perpetuate structures of inequality and powerwhy not stand for consumptionthat is democratic, egalitarian, and available to all? How about making "access,"

    rather than exclusivity, cool

    Juliet Schor

    The New Politics of Consumption

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    1/5/2012 6:19 AM centre of gravity consulting

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    1/5/2012 6:19 AM centre of gravity consulting

    they brought patience, and a very patient ear. What appealed initially was their instinctively relating to thecore objectives of the Company and the deep empathy they brought for the 'product'. Even more striking wastheir broad-canvas understanding of branding at the highest level, and the rigorous, scientific approach that

    Ashutosh constantly brought to the table.

    Is was our loss that we didn't connect entirely to the thought process... as a small company emerging from

    the throes of the market crisis, the time, the temperament and the cost that their solution needed was notsomething we were prepared for. We wanted a blend of solutions that addressed the here-and-now while

    building the longer-term vitals.

    Ashutosh's and his team's strength at building big brands, and their strong, empirical approaches are CoG'sbig draw. Here's hoping the very best for a formidable think-tank they represent.

    Chandrashekar Hariharan, Chairperson | BCIL

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    Vijay Foundation Trust

    Aarti Home

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    Background

    In 1992, Kadapa, a group of local citizens got togetherand decided to run an orphanage.

    Predominance of girls in the shelter.

    Started to work towards mitigating the causes of girlchild abandonment.

    Today, into planning and implementing programs thataddress the larger issues hampering the progress ofwomen in society.

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    To inspire hope rather than despair

    How does one communicate the issue of foeticide andinfanticide in a positive way?

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    To restore the cycle of life

    between mother and girl children.

    Before After

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    www.vftrust.org www.aartiforgirls.org

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    Mrs. P.V. Sandhya, President | Aarti Home

    Ashutosh and Balaji from Centre of Gravity helped our organization formulate our firstever external communication plan. Our organization, being a grass roots non profit,

    lacked expression to the external donor and volunteer world and hence we were unableto communicate the needs of the society and our work and plans to the larger world.Ashutosh spent time with us to understand the real girl child issues. They investedinordinate amount of time in looking at our work and the impact it was having. After

    understanding the environment, the work that we do, they formulated ourcommunication strategy. They were fabulous in reading the emotions between words and

    the minds of the people at Aarti Home and the beneficiaries. This is not an easy taskgiven that people had not articulated this ever before in their lives. It also helped us

    clarify our thoughts better.

    Ashutoshs approach of taking plan to action was clear in the way the team turned

    around branding for Aarti. They went further ahead in creating the website andbrochures in keeping with the communication plan. We were impressed with the

    creativity in the entire work. Most importantly, Ashutosh and team bring in a high degreeof professionalism with a human touch. I have deep gratitude to Ashutosh and team for

    helping us. Their probono work will help us in garnering support and helpingunderprivileged girls help themselves.

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    Simplicity

    Piggy Bank Vs Elephant Bank

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    Promoting the idea of micro-healthinsurance among rural poor

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    Context

    1. Vocabulary: Villagers related to insurance as savings and in this case the money

    not carried forward.

    2. Levels: Villagers didnt understand the difference between primary, secondary and

    tertiary healthcare.

    3. Trust: To pay money up-front for services they would receive later need to

    establish trust.

    Challenges

    Through mobile phones and trained village health workers, Care Arogya had developed

    a model to provide quality health care services to the remote villages in Maharashtra,

    India. It now wanted to take it one step further to provide affordable insurance Rs.

    300/ 4 people for an year for primary health care needs.

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    Idea1. The program was personified as a mobile

    doctor connoting accessibility and expertise

    at the same time.

    2. The central message was value how the

    card would help one save. The

    communication tapped into the powerful

    emotional motivation to protect ones family.

    3. The communication avoided the word

    insurance and used the metaphor of mobile

    recharge when the amount or time is over.

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    The small illnesses were

    personified as chote beemari

    (small illness) and the big

    illnesses as bade beemari -

    the way people used to refer

    to them. The idea was taken

    forward across various

    communication materials.

    Idea

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    ClientSpeak

    It was a rather challenging task to overcome the barriers to buy such a product.

    The campaign created by Centre of Gravity was of tremendous value in

    communicating the concept of micro-health insurance to rural community. They

    are flexible, easy to work with and exhibit great understanding of the client.

    The campaign is currently underway in Rural Maharashtra. So far, the campaign

    has helped convert 10% of the target people, which is 5% above the world

    average for micro-health insurance.

    GIRISH, Chief Care Rural Health Mission

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    In conclusion

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    Advertising

    Packaging

    Frontline guidelines

    Digital communication

    naming/brand architecture

    Non-mass media ideas

    Product & features

    Advertising

    Packaging

    Frontline guidelines

    Digital communication

    naming/brand architecture

    Non-mass media ideas

    Product & features

    the distinctivebenefit i.e.Strategic

    positioning

    the netimpression i.e.

    personality

    The ParentOrganizationThe Parent

    Organization

    Social trendsSocial trends

    Customers &other

    stakeholders

    Customers &other

    stakeholders

    analysis

    synthesis

    amplification

    TheCompetition

    TheCompetition

    HistoricalevolutionHistoricalevolution

    Corecompetencies

    Corecompetencies

    Futurethat

    Inspires

    Futurethat

    Inspires

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    1/5/2012 6:19 AM centre of gravity consulting

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