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1
Marketing
Peshwa Acharya
13th Dec 2012
2
Vision
To make everyday better by simplifying technology making it available and
relevant to people from all walks of life
Corporate Vision
To anticipate customer need, champion customer voice within the business, guide & measure business KPI’s, drive product & store marketing and ensuring profitable sales growth through
promotions, communications, advertising, retail visibility, packaging, product, pricing & PR . We remain at the core of the
spectrum between creativity & business accountability.
Marketing Vision
3
Evolved CMO Roles...
• Create new consumer categories• Demystifying technology• Build efficient distribution Channels• Drive consumer experience not just consumer
communication• Build tangible & Intangible brand assets• Be the voice of consumer• Strategic inputs for creating new channels & new
product
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Recommending a simple strategic framework for marketing & business…
You don’t have to spend BIG MONIES on TV with Big Budgets to always build a Technology / Retail / Consumer Brand ….Case Study Follows ..
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4C’s of AppsDaily
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4 C’s of Apps Daily
“Make Everyday better” …
this becomes
the center piece of our business
4 C’s – Colleagues i.e. Employees / ISD
– Customers i.e. Trade / Retail– Consumer i.e. End consumers
– Community i.e. Eco system
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What has been our Marketing Approach ?
• Build the marketing plan as per PLC of the business
• Move from C 1- C 2- C-3- C-4 quadrants • Make every Rupee count• PER : “Plan Execute Review” Cycle• Capture learning's • Low budget High Impact marketing plan
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Marketing Barometer
•Earned Media PR/SMM
•People management
•ISD productivity
•Retail visibility/ BTL
•Activation/ Live mkt
•S& D •ATL•360 Degree
Sales & distribution was the 1st priority- Ongoing
Tesco Steering Wheel model Colleague was imp so ISD/ Sales/ Mangt meet - Oct
R& R- Done Sept
Oct onwards
Oct Onwards
Started in Nov
Jan 2013 onwards
April 2013 onwards
1. New Brand & packaging 2. New Product launch 3. Appsdaily Summit4. Retail visibility 5. Internal Communication EDM6. PR / Corp Comm as Earned media
MARKETINGInitiatives
(L3M)
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New Brand … Give me RED
• Red is the colour of leader brands ( Vodafone, Airtel , Coke, Virgin , Levis, Hero ,Eveready ) • Red is an extremely powerful colour, it symbolizes energy, power, vitality and vigour.• Red has a very high retail shelf throw. •Minimalistic ,neat, powerful, Clutter Breaking design
http://www.youtube.com/watch?v=yQ-3S3QJhHA
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New Packaging
1
Feature Icons used
3 Retail Color Differentiator
4 Large pack = Better shelf throw
5 OS in pictorial form
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2
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5
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Life Time Hi- Lighted
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6
Premium white Look
2
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Bold Logo
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1
3
45
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6
2
8
Front Back
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Retail Packaging Idioms
1. Large Size: A larger size has more shelf throw and is easily spotted by a consumer
2. White Colour: This is to maintain the brand colour (red and white) and also because a white packaging gives a higher sense of premium
3. Descriptors: The descriptors in our packs are kept as a patch of differentiated colour for different packs
4. Clutter free: Keeping the target of a “premium feel” our communications even in packaging are kept neat and minimalistic
5. Phone Visual: All are products have a phone visual to communicate the category of our products
6. Icons: The features of our products are explained through icons describing the same. The icons also help in giving the product a “tech” feel
7. Lifetime Validity and Compatibility platforms are highlighted in the front of pack
8. For Trade old brand to new brand explained
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MM Mobile Khopoli ,Sai Electronics Lonavala , Nakshtra Mobile Karjat,JK NX Thane ,Guru Pooja Thane, KK NX Thane, Swastik Dombivili / Kalyan , TeleVideo Dombivili /Kalyan Jayesh Dombivili / Kalyan , Pappilion Dombivili / Kalyan, Jai Mata di Dombivili / Kalyan , Divine Cell Phones (Chembur), Divine Cell Phones (Dadar), Divine Cell Phones (Sion) , ZEE novelties (Ville Parle - east) , Zalani Collection (Santacruz) ,Cell Shop (khar) , MOBILE POINT , Mobile point (Irla) ,Mobile world (Irla) ,Anupam hub dombivali ,Blackberry exclusive outlet , Satar telecom(top 10) virar , Blackberry exclusive outlet charni road ,Rajlaxmi ( Dadar / Matunga ), Record shoppe ( Dadar/Matunga) ,Siddham ( Dadar / Matunga ) ,Zalani NX , Anupam super store – Borivali , FINE CONNECTION ,H.K.MOBILE , GUNJAN TIME , KHAZANA NX
Retail VM executed…
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POP / VM- elements
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Feedback
“Veryvery good, packaging is undoubtfully good.” - Somnath Dey,RSM,(Mumbai)
“Fantastic, I just love it.”-Kaushik Sarkar, RSM, West Bengal
”Acha hai, alag dikhta hai. Pehle jo packing aata tha who kharab ho jaata tha, abhi wala bada hai acha hai.”
-Ashish Shahu, ISD, Mobile Point, Irla
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Feedback
“DCS ka good hai… look and feel of the new packs is very nice. Pehle ka packaging black me tha who thoda alag lagta tha but now it looks very premium. Customers feel good about it.”-
Sanjog Naik, Ex, ZSM, North Zone
“Bohot achhi hai. Is packaging se bechna aasan ho gaya hai. Sab features pack pe hi likhe hain. Ek baar customer ko dikha do toh jyada samjhana nahi padta hai.”
- Subhash Patil, ISD, The Sales Shop, Khar
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Feedback
“Danglers are good. Perfectly right!”-
Ambreesh Khare, RSM, MP
“Acha hai. Color door se dikhta hai. Dealer ne initiative leke khud hi main door pe lagwai. Aur permanent branding bhi karna chahiye”-
Jatin, TL, Mumbai
“It is nice. Promotables are also very good.”
-Kaushik Sarkar, RSM, WB
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Feedback
“Assure ka standee bohot acha hai. Bohot catchy hai”-
Jatin, TL, Mumbai
“The standee is very attractive, very nice. We should have more of this”-Ambreesh Khare, RSM, MP
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AppsDaily Summit
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AppsDaily Summit
Appsdaily Summit
2012
Brand refresh Colleague Engagement
platform
New Product Launch ( DCS)
Sales Team Rejuvenation
New Brand Unveil
Sales R& R
Team Camaraderie
“ARM” for ISD’s Team
BuildingISD
Motivation
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Internal Communication ( EDM )
An Electronic Direct Mailer (EDM) is a highly valuable &
effective direct marketing tool, as it delivers our
marketing/promotional messages direct to the inbox
of a potential consumer.
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Earned media PR & Corp Comm
25
Key Learnings
•Articulate & write down a clear Game plan•God is in details, so “Retail is Detail”•Good to follow the 4C’s Construct•Our strategy is as good as our execution•Communicate internally more than required•Power of “300” can do it •Seek pre alignment of stake holders
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MARKETINGBarometer
July Oct Jan
•Customized Retail VM•Effective Retail Visibility – Model stores•Live marketing•Trade & Retailer Engagement•Specific SSD promo•PR•Trade Engagement
ATL TV- Pan India/ heavy up marketsRadioDIGITAL • Online campaign• Viral• SMM
OOH• Specific Outdoor media
•New international Premium Packaging & Brand •In- store POS & VM•Internal Activation Program (AppsDaily Summit)
MARKETINGRoad Map
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Strategy / Plan for Next 3/6 months
A) Visibility Index
“Altman Z-Score”
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Consumer Mind Mapping ( Neural science)
Mobile Handset purchase
Pre- search and buying
Store Selection
Location
Store perception
Availability of brands/ model
Selection of handset
EvalFinal Buying of handset
Cash Counter
Price
offer
Brand
AccessoryAppsDaily ISD
Sales Pitch
Inside the storeISD handbook
Pre exit signageCash till VM
Basic POPInnovative POP
In store BrandingCustomer leaflet
Customized VM in each store
VM Support for ISD
Entry into store
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Visibility Index
Visibility Index :
•Measure visibility at each store •Do periodic retail Check•Review & engage with sales team for best possible visibility •Visibility to drive off take - “Jo dikhta hai, woh bickhta hai”
“ Point of Sale Visibility drives sales. PERIOD. You can’t ignore it, neither can competition. You can track it, replenish it, incentivize for its upkeep. As you grow deeper
into the country the problem keeps getting bigger. ”
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Visibility Index?
VI= ax + bx + cx + dx1 1 2 2 3 3 4 4
X = Presence of POP/ POS
X = Presence of ISDs wearing T shirt/ badges
X= Product/ package visibility @ counter
X= Any other form of Brand Assets e.g Leaflets/ collaterals/ Customized VM etc
2
1
3
4
Presence = 1Absence = 0 A1 = 0.33, B2 = 0.33 C3= 0.33, D4 = 0After 2 months: A1= 0.25, B2= 0.25, C3= 0.25 D4= 0.25
Our present score is low SCORE : We need to score more in each parameters…
•Each store will have a score•Each Region will have a score card •Therefore a All India Score card too…
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Visibility Score CardVISIBILITY INDEX MEASUREMENT
Date of Mystery visit: ISD Name:Outlet Name: Location:City: Visit conducted by:
Brand visibility - POS Material
Present in Store (Y/N) Nos. seen in store
Scoring on visibility (1 / 0 )
ARemarks on location of placement / Other observations
Poster Dangler Bunting Standee
Product VisibilityDisplayed at counter or shelf Major product/s seen
Scoring on visibility (1 / 0 )
B Remarks on placement of product / Other observationsApps Daily Product display
ISD Presentation Answer in Yes/NoBad/Satisfactory/Good/Excellent
Scoring on visibility (1 / 0 )
C Remarks on ISD interaction / Other observationsAppsDaily Branded T-Shirt Communication skills Not Applicable Product knowledge Not Applicable Demo before sale available
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B. Customized VM + Retail Brand Assets
The next step of Visibility is to own “Retail Real Estate” inside
our store, without paying rentals for the same
CounterCounter Shelf
Samsung
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Guidelines for Customized VM
• Clear SOP for customized VM• Sales : Marketing Closed Loop, clear SLA & TAT• Setting up VM execution centers across
regions• Stillomatics as proof of executions• Track store wise off take ( sale flip )
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C. Consumer Meet 2013
Customer Meet 2013, March
Key Agenda :
• 2012 learnings
• New products
• New category entry
• New way of working
• 2013 Plan/Target
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D. We will get into Consumer Promotion
Types of consumer promotions1. Coupons2. Rebates3. Promotional Pricing4. Trade-In5. Loyalty Programs6. Sampling and Free Trials7. Free Product8. Premiums9. Contests and Sweepstakes10. Demonstrations11. Personal Appearances
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Various Retail Consumer Promotion Protocols
Store Promotion Customer Involvement Hero Product Promotion
Promotions
Store Promotion- Would be the ONE grand promotion during the launch day and would be open to everyone buying a product from a
certain value upwards on the day of the launch . Hero Product Promotion Would be product specific in nature and would be available on all key products that would be the key drivers for revenue and sustainance . This promotion would be available to every individual buying the aforesaid product .
Customer Involvement Promotion This would be various low value promotions that would run time to time within the network to generate curiosity and intrigue
among the customers and also getting them involved at various levels through contests and low value freebies .
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E. Retail Marketing Calendar/ Trade plan
SSD – Super Sales Day
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Marketing opportunities calendar (ROY) 2012-13
NOV '12 DEC'12 JAN'13 FEB'13 MAR'13
FESTIVALS & EVENTS
NATIONAL
1 - Sat - World Aids Day1 - Tue - New Year's
Day10 - Sun - World
Marriage Day8 - Fri - Womans Day
11 - Sun- Dhanteras
2 - Sun- World Computer Literacy Day
12 - SatNational Youth Day
5 - Tue - Safer Internet Day
10 - SunMahashivratri
13 - Tues - Diwali
4 - Tue - Navy Day
24 - ThusGirl Child Day
14 - Thus - Valentine day
21 - Thur - World day for the elimination of racial discrimination
15 - Thus - Bhai Duj
10 - Mon - Human Rights
Day
25- FriId - E- Milad
15 - FriVasant Panchami
22 - Fri - World day of Water
14 - Wed - Muharram
18 - Tue - Minorities Rights Day
26 - Sat- Republic Day
28 - Thur - National Science Day
27 - WedHoli
26 - Mon-Thanksgiving Day
23 - Sun - Farmer's Day
29 - FriGood Friday
25 - Tue-Christmas
1 NATIONAL HOLIDAY - PAN INDIA MARKETING
2 REGIONAL HOLIDAYS- WHICH CAN BE MARKETED IN
PERTICULAR REGIONS
3 CAN CREATE MARKETRING CAMPAIGNS FOR THESE
EVENTSs
1* Complete Companywise focus: Products, Stocks, Distributors, Retail, Planning, Logistics, S & D, MT, Marketing, Training, Promoters
2* Same as above but Regionally
3* Focus on concept creation, marketing, possibly PR
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F. Social Media
Social Media
FB
Blogs
YouTubeTwitter
Slideshare
Presently we are doing in homegrown manner, later we need to a plan strategic framework
Define objective : Communication, Engagement, lead generation
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G. Pull Generation Via ATL
TV ( SMS/ missed call )
Option- 1a. MH , WB
b. AP ,TN
Option- 2Hindi
Option- 3Niche channel (pan India)
Product driven – hero brands
•TOI – EDLP offer•High frequency small Ads•Retailer group small ads with bundle offers
Digital
•Online campaign•Viral•SMM
Radio
•Product placement•Missed call •Festival / Specific season
OOH
Specific 2/3 bus shelter in each imp key markets
Media Vehicles
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Pull Generation : Recommendations
Test market of media with strict ACTION STANDARDS ( TV )a) Maharashtrab) WB
1.NPO2.Enhanced Distribution 3. MM = TV+ BTL+ PR + VM 4.Drive through HERO Product – DCS5.Call to Action (missed call/ sms etc) 6. Period : JFM
On meeting “ACTION SATNDARD” & management approval National Roll Out in fiscal 2013
+ + +
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Future
• Consumer insight generation program• Customer & Consumer do both CSI & TSI• Social media engagement• CRM/ Data Mining/ customer up selling/ Life cycle
management• Offline – online bridge• Drive & support new channels e.g. modern trade• Call center management• Handset & device alliance
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Optional Slides
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Data 1.HO event
2.HO R&R
3.T shirts - Uniform branding/ ISD & HO
4.FTS – Bangkok Scheme : Sales Team
5. Weekly/ fortnightly Communication from the CEO (Good morning Monday*)
6.Update knowledge : Products/New product/ Domain (Tech Newsletter)
7.Training : a. Video Training / Role Play/ Sales Pitch
b. CAT score – what have you learnt8. Celebrate success in social media platform (FB) & offline
C1 – Colleagues: Tasks & Ideas
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Data
C2 - Customer (Trade/ DD/SS): Task & Ideas
1. ROI Story / Vision Story: PPT for Retailer
2. Customer Meet 2013: Feb / March: all India meet: 2013 plans, 2012
learnings, new products, new category entry, new WOW
3. Trade loyalty points / program, Trade IPL
4. “Dealer / Premium Retailer certificates, Asset, Watch, LED poster, clock.
5. Trade / B2B Call Center
6. Trade Engagement: Knowledge sharing, soft/hard copy
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1. Brand Recognition / Awareness: consistent POP / BTL In-store
2. VFM = Value = [Perceive Performance] / Price*
Value within the pack e.g.:-
1. Bigger packaging formats
2. Value within the pack viz Key Ring
3. Combo product viz DCS
3. Promos: Free product promotion, Extra product promotion, Premium
product promotion, One day or Topical promotion (watch free), Festival
period mega promo (multiple promotions).
C3 – Consumer: Task & Ideas
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1.Device endorsement (e.g.. Ariel by LG)
2. MERU / TAB cab tie up with Daily English (CSR)
3. In film branding for ROM, WB - Low cost involvements
5. Tie up with hi-end security (Godrej + Zicom) products barter deals
C3 – Consumer: Task & Ideas
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1. Media updates
2. Ecosystem
3. Social Media (SMM & ORM)
C4 - Community
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Other Marketing Ideas
1. SMS /EDM
2. Worksite / key accounts marketing
3. Modern trade marketing
4. GT : live marketing /activations on special days (AppsDaily girls on
Christmas Days)
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1. Anyone Interested in using the concept of FRUGAL MARKETING to
drive their BRAND , BUSINESS , START UP , could contact :
www.thinkasconsumer.com …[email protected]