Be1st BrandsBe1st Brandsa complete brand solution a complete brand solution

74, Laxmi Bldg., 474, Laxmi Bldg., 4thth Floor, Sir. P. M. Road, Fort, Mumbai – 400001. India. Floor, Sir. P. M. Road, Fort, Mumbai – 400001. India.T: + 99288 24550, 941433 65828, 88907 12121T: + 99288 24550, 941433 65828, 88907 12121 E: E: info.be1st@gmail.cominfo.be1st@gmail.com, ,

www.be1s.inwww.be1s.in

Who we areWho we are There are tons of visible brands that are not necessarily great There are tons of visible brands that are not necessarily great

products. But there are very few great products or services products. But there are very few great products or services that are not also strong brands.that are not also strong brands.

The fact remains that if you want to make sure that large The fact remains that if you want to make sure that large numbers of people desire covet, even need your product or numbers of people desire covet, even need your product or service, you have to make it a brand. service, you have to make it a brand.

And to turn a product into a brand you need a strategy, which And to turn a product into a brand you need a strategy, which will tell you how to build your brand.will tell you how to build your brand.

That sums up what makes Be1st Brands different.That sums up what makes Be1st Brands different. We believe branding is a process that involves studying the We believe branding is a process that involves studying the

brands situation and coming up with a strategy to differentiate brands situation and coming up with a strategy to differentiate it and make it stand out in the crowded marketplace.it and make it stand out in the crowded marketplace.

It’s much more than logos and advertising it’s the way your It’s much more than logos and advertising it’s the way your brand and business will behave.brand and business will behave.

And that’s what a Be1st Brands strategy or road map does, And that’s what a Be1st Brands strategy or road map does, using a four-stage process. We’ll help you: using a four-stage process. We’ll help you:

Four stage processFour stage process 1. Find out who your best customers are, why they buy products 1. Find out who your best customers are, why they buy products

or services in your category and what makes them tick.or services in your category and what makes them tick.

2. Put together a way to talk to them in a language they 2. Put together a way to talk to them in a language they understand, with a promise they’ll buy.understand, with a promise they’ll buy.

3. Communicate that promise to them through brand activation, 3. Communicate that promise to them through brand activation, PR, advertising, direct marketing and other means.PR, advertising, direct marketing and other means.

4. Measure how the branding strategy is working.4. Measure how the branding strategy is working.

It involves a combination of scientific research, careful It involves a combination of scientific research, careful thinking and ideas;thinking and ideas;

And that is precisely what Be1st Brands can do for you. And that is precisely what Be1st Brands can do for you.

What we doWhat we do Be1st Brands is India's first completely integrated brand Be1st Brands is India's first completely integrated brand

Management Consultancy Company for SME’s.Management Consultancy Company for SME’s.

Composed of a team of professionals deliberately chosen Composed of a team of professionals deliberately chosen from different industry sectors, the company has from different industry sectors, the company has expertise in research, analytics, strategy, creativity and expertise in research, analytics, strategy, creativity and communication, retail operations and sales and communication, retail operations and sales and marketing.marketing.

As a company we take pride in the fact that we take a As a company we take pride in the fact that we take a 360° perspective to marketing planning. We have a suite 360° perspective to marketing planning. We have a suite of trade-marked consulting products with wide of trade-marked consulting products with wide application across industry sectors and all stages of application across industry sectors and all stages of brand building.brand building.

The services weThe services we offeroffer Opportunity assessmentOpportunity assessment

- Brand positioning and launch strategies- Brand positioning and launch strategies

- Channel structuring and building- Channel structuring and building

- Marketing and communication planning- Marketing and communication planning

- Outsourced brand management- Outsourced brand management

- Sensitizing stake holders to brand values- Sensitizing stake holders to brand values

- Measuring and tracking brand health and performance- Measuring and tracking brand health and performance

- Brand valuation- Brand valuation

B-MAXB-MAX the Be1st Centre for Maximizing Returns of Marketing the Be1st Centre for Maximizing Returns of Marketing

investment is our Centre of Excellence for Brand investment is our Centre of Excellence for Brand Delivery.Delivery.

B-Max comprises a national team, specially chosen from B-Max comprises a national team, specially chosen from a combination of people from sales and marketing, a combination of people from sales and marketing, advertising and Event Management backgrounds. This advertising and Event Management backgrounds. This Centre of Excellence is geared towards designing and Centre of Excellence is geared towards designing and managing the implementation of communication managing the implementation of communication activities so that they match the specified strategy and activities so that they match the specified strategy and maximize the effectiveness of the money you spend.maximize the effectiveness of the money you spend.

B-Max has two distinct advantages over regular B-Max has two distinct advantages over regular communication agencies:communication agencies:

The B-Max tool for measuring the effectiveness of below-The B-Max tool for measuring the effectiveness of below-the-line activity on sales and brand value.the-line activity on sales and brand value.

B-CAPB-CAP The Be1st system for brand valuation uses a combination of various The Be1st system for brand valuation uses a combination of various

proprietary techniques to put a rupee value to your brand.proprietary techniques to put a rupee value to your brand.

It begins with a combination of a B-Scan and a B-Scope exercise. B-It begins with a combination of a B-Scan and a B-Scope exercise. B-Scan would help us to identify the size of the market for your brand Scan would help us to identify the size of the market for your brand and its potential for growth. B-Scope would then identify the strengths and its potential for growth. B-Scope would then identify the strengths and weaknesses of your brand and its comparative position in the and weaknesses of your brand and its comparative position in the market.market.

The B-Cap process simultaneously examines your company’s The B-Cap process simultaneously examines your company’s performance. This would include examining its assets and liabilities, its performance. This would include examining its assets and liabilities, its R&D, its marketing skills and various other factors that would make a R&D, its marketing skills and various other factors that would make a difference to the future value of your brand.difference to the future value of your brand.

Finally, the B-Cap process threads together all these factors to arrive at Finally, the B-Cap process threads together all these factors to arrive at a value for your brand.a value for your brand.

In short, B-Cap is a scientific process that takes into account both In short, B-Cap is a scientific process that takes into account both emotional factors as well as commercial facts and figures. The result is emotional factors as well as commercial facts and figures. The result is a valuation that will be taken seriously by any investor or company that a valuation that will be taken seriously by any investor or company that wishes to buy your brand.wishes to buy your brand.

B-SCOPEB-SCOPE B-Scope is one of Be1st’s internally developed processes B-Scope is one of Be1st’s internally developed processes

that are designed to help managers track the strength of that are designed to help managers track the strength of the brands they manage.the brands they manage.

Using a combination of quantitative and qualitative Using a combination of quantitative and qualitative research numbers, analysis and educated judgment, it is a research numbers, analysis and educated judgment, it is a comprehensive way to evaluate and maintain the health of comprehensive way to evaluate and maintain the health of a brand.a brand.

A B-Scope project goes well beyond what conventional A B-Scope project goes well beyond what conventional market research can offer because it is designed to do market research can offer because it is designed to do more than merely track and measure the strength of your more than merely track and measure the strength of your brand, but to arrive at solutions that will help you either brand, but to arrive at solutions that will help you either heal it or strengthen it in the right areas.heal it or strengthen it in the right areas.

A B-Scope program is divided into two distinct, yet mutually A B-Scope program is divided into two distinct, yet mutually complementary segments that work together.complementary segments that work together.

B-SCOPEB-SCOPE

The first step will be to identify your brand’s Vintellity Color The first step will be to identify your brand’s Vintellity Color Quotient (VCQ).Quotient (VCQ).

Using a methodology similar to a customer satisfaction Using a methodology similar to a customer satisfaction audit, with extensive quantitative research and substituting audit, with extensive quantitative research and substituting brand for customer satisfaction, Be1st will define your brand for customer satisfaction, Be1st will define your brand’s color on the VCQ scale.brand’s color on the VCQ scale.

Here, Black represents the lower-end of the scale, blue the Here, Black represents the lower-end of the scale, blue the lower-end of average, yellow the higher while magenta lower-end of average, yellow the higher while magenta represents the highest level. The aim is to move a brand represents the highest level. The aim is to move a brand into the magenta area.into the magenta area.

Once your brand’s VCQ has been identified, the next step in Once your brand’s VCQ has been identified, the next step in the B-Scope process consists of a series of carefully the B-Scope process consists of a series of carefully designed qualitative research modules to identify the designed qualitative research modules to identify the reasons and lacunae that have led to a brand being given a reasons and lacunae that have led to a brand being given a certain VCQ.certain VCQ.

B-SCOPEB-SCOPE

It would involve drilling an area of weakness to reach an in-It would involve drilling an area of weakness to reach an in-depth understanding of why a brand is languishing and to depth understanding of why a brand is languishing and to further arrive at a business-related insight that could help further arrive at a business-related insight that could help the brand team correct that weakness.the brand team correct that weakness.

In short, by putting your brand through the rigor of the B-In short, by putting your brand through the rigor of the B-Scope process, you will not only arrive at an identification Scope process, you will not only arrive at an identification of your brand’s weakness, you will find ways to correct of your brand’s weakness, you will find ways to correct them.them.

The B-Scope program is designed to be graphic, evocative The B-Scope program is designed to be graphic, evocative and repeatable, so that you can conduct it at least once a and repeatable, so that you can conduct it at least once a year and understand precisely how your brand is doing and year and understand precisely how your brand is doing and what course corrections need to be made.what course corrections need to be made.

B-SHAPEB-SHAPE Vintellity considers all aspects of your brand and business: Vintellity considers all aspects of your brand and business:

the environment in which you operate, the competition, an the environment in which you operate, the competition, an understanding of your company’s own capabilities and, of understanding of your company’s own capabilities and, of course, the consumer and her views.course, the consumer and her views.

We believe that encapsulating all these facets needs more We believe that encapsulating all these facets needs more than the usual limited criterion of personality that other than the usual limited criterion of personality that other brand identity models are based upon. That’s why Vintellity brand identity models are based upon. That’s why Vintellity is expressed in two dimensions: intelligence and is expressed in two dimensions: intelligence and personality.personality.

Brand Intelligence is a range of values, traits, strengths and Brand Intelligence is a range of values, traits, strengths and behavioral characteristics that reflect your brand’s behavioral characteristics that reflect your brand’s fundamental abilities and competencies: that is, internal fundamental abilities and competencies: that is, internal competence or your brand’s DNA.competence or your brand’s DNA.

Intelligence tells you what your brand can do.Intelligence tells you what your brand can do.

Brand Personality expresses your brand’s behavior: it tells Brand Personality expresses your brand’s behavior: it tells you how your brand will do what it does.you how your brand will do what it does.

B-SHAPEB-SHAPE

We believe it is essential to understand both these facets of a We believe it is essential to understand both these facets of a brand to arrive at your brand essence and it’s positioning.brand to arrive at your brand essence and it’s positioning.

The Be1st Arrow then gives you a graphic map and a precise The Be1st Arrow then gives you a graphic map and a precise definition of what your brand is.definition of what your brand is.

The Be1st Arrow gives clear direction for:The Be1st Arrow gives clear direction for: Product portfolio management Product portfolio management New product development New product development Pricing strategy Pricing strategy Retail and channel strategy Retail and channel strategy Sales organization structure Sales organization structure Management training requirements Management training requirements Complete communication plan (both above and below the line) Complete communication plan (both above and below the line) Detailed briefs for ad agencies, designers and merchandisers to Detailed briefs for ad agencies, designers and merchandisers to

create create appropriate creative products appropriate creative products

In short, Vintellity and the Be1st Brands Arrow are more than In short, Vintellity and the Be1st Brands Arrow are more than branding tools. They’re business governance tools. branding tools. They’re business governance tools.

B-DESIGNB-DESIGN The B-Design process has been carefully constructed to The B-Design process has been carefully constructed to

give you strategically sound, brand-driven logos, design, give you strategically sound, brand-driven logos, design, advertising and other collateral.advertising and other collateral.

While most advertising agencies and design consultancies While most advertising agencies and design consultancies base their strategy on gut feel and their emotional reaction base their strategy on gut feel and their emotional reaction to a product, Be1st’s strategies are based on a scientific to a product, Be1st’s strategies are based on a scientific methodology involving intensive qualitative and methodology involving intensive qualitative and quantitative research. The results of this research are then quantitative research. The results of this research are then analyzed by our consultants and partners; people who have analyzed by our consultants and partners; people who have a total of over 150 years experience in advertising, a total of over 150 years experience in advertising, marketing and branding at some of India’s most admired marketing and branding at some of India’s most admired marketing and advertising companies.marketing and advertising companies.

Then, using a method of development that incorporates gut Then, using a method of development that incorporates gut feet and emotional reactions, we develop a strategy that feet and emotional reactions, we develop a strategy that will be creative, interesting and involving.will be creative, interesting and involving.

Once the strategy is evolved, B-Design, a Be1st Center of Once the strategy is evolved, B-Design, a Be1st Center of Excellence takes over.Excellence takes over.

B-DESIGNB-DESIGN

B-Design is manned by award-winning designers and B-Design is manned by award-winning designers and headed by a Vice-President with over 20 years experience headed by a Vice-President with over 20 years experience in design and advertising.in design and advertising.

The process of design is carefully supervised and its The process of design is carefully supervised and its products are the subject of ongoing debate and discussion.products are the subject of ongoing debate and discussion.

In short, all of Be1st’s expertise and experience is In short, all of Be1st’s expertise and experience is harnessed by the B-Design process. Today, our portfolio harnessed by the B-Design process. Today, our portfolio contains a different kind of marketing communication and contains a different kind of marketing communication and collateral.collateral.

The kind that works for the brandThe kind that works for the brand

B-SCANB-SCAN In an extremely competitive market situation, the main In an extremely competitive market situation, the main

reason for the failure of well designed, desirable reason for the failure of well designed, desirable products is a lack of knowledge.products is a lack of knowledge.

Companies often lack enough knowledge about the Companies often lack enough knowledge about the market, the competition, the consumer, the places market, the competition, the consumer, the places where you should launch, the retail environment – even where you should launch, the retail environment – even what promise will give your brand a clear and distinct what promise will give your brand a clear and distinct image in the market.image in the market.

That’s where B-Scan, Be1st’s proprietary opportunity That’s where B-Scan, Be1st’s proprietary opportunity assessment tool, can help you.assessment tool, can help you.

B-Scan is designed to give you a realistic estimation of B-Scan is designed to give you a realistic estimation of the market potential and clear directions for branding. It the market potential and clear directions for branding. It can be used to assess the opportunity available for a can be used to assess the opportunity available for a new product (consumer or industrial), a new service or a new product (consumer or industrial), a new service or a new idea.new idea.

B-SCANB-SCAN

A B-Scan project would begin with secondary data A B-Scan project would begin with secondary data analysis to obtain a market overview.analysis to obtain a market overview.

The next step would be to identify the most suitable The next step would be to identify the most suitable target segments. We would then conduct primary target segments. We would then conduct primary research. This research could include concept testing, a research. This research could include concept testing, a central location test, simulated shop or micro-testing it central location test, simulated shop or micro-testing it all depends upon the nature of your product.all depends upon the nature of your product.

Then, if the project so requires, we would conduct a Then, if the project so requires, we would conduct a primary research among channel partners and suppliers primary research among channel partners and suppliers as well. Data regarding competition would also be as well. Data regarding competition would also be collected using secondary or primary research as collected using secondary or primary research as appropriate.appropriate.

The quantitative and qualitative data collected would The quantitative and qualitative data collected would then be analyzed to arrive at Market Size, Sales Forecast, then be analyzed to arrive at Market Size, Sales Forecast, Projected Market Share and Recommended Target Projected Market Share and Recommended Target Segments. Segments.

B-SCANB-SCAN The final step would be a two-year sales forecast, both in The final step would be a two-year sales forecast, both in

volume and value terms and market share and growth volume and value terms and market share and growth projections for the next three to five years.projections for the next three to five years.

In short, based on the B-Scan output, we can help you to In short, based on the B-Scan output, we can help you to prepare a viable business plan.prepare a viable business plan.

Be1st has formidable expertise and extensive experience in Be1st has formidable expertise and extensive experience in opportunity assessment and business plan preparation.opportunity assessment and business plan preparation.

Our client list for these projects is representative of various Our client list for these projects is representative of various industrial and consumer products like machine vision industrial and consumer products like machine vision cameras, branded sugar, branded cooking oil, footwear, cameras, branded sugar, branded cooking oil, footwear, furniture, service apartments, grocery retail chains . . . furniture, service apartments, grocery retail chains . . . even cyber cafes.even cyber cafes.

These business plans have been used to generate venture These business plans have been used to generate venture capital funding, as well as to launch and revitalize major capital funding, as well as to launch and revitalize major businesses.businesses.

In short, B-Scan will create more than a brand, it will create In short, B-Scan will create more than a brand, it will create a business.a business.

B-TOUCHB-TOUCH In a service business, there is always an unique opportunity for In a service business, there is always an unique opportunity for

your brand to create a deep and lasting attachment with your your brand to create a deep and lasting attachment with your customers.customers.

But the only real way to do that is in the finest of details.But the only real way to do that is in the finest of details.

The B-Touch Program is based on the philosophy that a moment of The B-Touch Program is based on the philosophy that a moment of brand interaction could involve any one or all of the five senses. brand interaction could involve any one or all of the five senses. And that we can make sure your customers smell, touch, hear and And that we can make sure your customers smell, touch, hear and taste something different, unique and intrinsic to your brand.taste something different, unique and intrinsic to your brand.

The question is what should that ‘something’ be? And how would it The question is what should that ‘something’ be? And how would it be exclusive to your brand? And how could you make it unique?be exclusive to your brand? And how could you make it unique?

The answers lie in a B-Touch program and its ability to create The answers lie in a B-Touch program and its ability to create Brand markers that will distinguish your service brand.Brand markers that will distinguish your service brand.

The process begins with an observation study where our The process begins with an observation study where our consultants will spend time in your establishment. This will give us consultants will spend time in your establishment. This will give us the cues we need to build a complete map of the brand the cues we need to build a complete map of the brand experience space including all touch points where the brand experience space including all touch points where the brand interacts with the customer.interacts with the customer.

B-TOUCHB-TOUCH

Then the Be1st process attempts to quantify the relative Then the Be1st process attempts to quantify the relative importance of these touch points and the brand delivery at importance of these touch points and the brand delivery at each of these touch points.each of these touch points.

Finally, we would make recommendations on how we can Finally, we would make recommendations on how we can further improve, change or possibly eliminate certain touch further improve, change or possibly eliminate certain touch points.points.

Should you develop a proprietary perfume for your service Should you develop a proprietary perfume for your service outlets? Should there be a particular kind of music playing? outlets? Should there be a particular kind of music playing? Should the floor be covered in carpet of a particular Should the floor be covered in carpet of a particular texture? Should you bring your customers a particular kind texture? Should you bring your customers a particular kind of drink when they walk in?of drink when they walk in?

Using our judgment and experience, we will attempt to Using our judgment and experience, we will attempt to decide which one of the five senses we should engage at decide which one of the five senses we should engage at which point. Then we will help you change the service which point. Then we will help you change the service experience in a way that will make sense and add value to experience in a way that will make sense and add value to consumers and to your brand. consumers and to your brand.

B-SOPB-SOP Especially designed for retail businesses, B-SOP is a Especially designed for retail businesses, B-SOP is a

systematic process by which your retail chain can develop systematic process by which your retail chain can develop standard operating procedures that will run across the standard operating procedures that will run across the entire system. entire system.

Using a B-Scope project as a starting point and the Be1st Using a B-Scope project as a starting point and the Be1st Arrow as the guideline, B-Sop is a process by which your Arrow as the guideline, B-Sop is a process by which your brand will be communicated accurately and consistently brand will be communicated accurately and consistently across multiple locations and people at all levels.across multiple locations and people at all levels.

B-Sop will help you to standardize your retail operations, B-Sop will help you to standardize your retail operations, put in clear-cut operating procedures for line managers and put in clear-cut operating procedures for line managers and give the management clear-cut matrices for store give the management clear-cut matrices for store performance.performance.

B-Sop has been developed by professionals with years of B-Sop has been developed by professionals with years of experience in managing and monitoring retail performance. experience in managing and monitoring retail performance. It is designed to do more than just optimize the efficiency of It is designed to do more than just optimize the efficiency of a retail operation. B-Sop can help you make sure your retail a retail operation. B-Sop can help you make sure your retail operation is infused with your desired brand values.operation is infused with your desired brand values.

B-TRAKB-TRAK If you own or have franchised retail outlets, they must not only sell If you own or have franchised retail outlets, they must not only sell

products but also deliver a standardized brand value experience products but also deliver a standardized brand value experience across all these stores.across all these stores.

Unfortunately, most companies do not follow a scientific process Unfortunately, most companies do not follow a scientific process to monitor the brand delivery of their retail stores on a regular to monitor the brand delivery of their retail stores on a regular basis.basis.

And this is where B-Trak can help your company and your brand.And this is where B-Trak can help your company and your brand.

During a B-Trak program, trained Be1st’s auditors will conduct a During a B-Trak program, trained Be1st’s auditors will conduct a series of surprise audits of stores every quarter. During the audit, series of surprise audits of stores every quarter. During the audit, the auditors will interact with the franchisees and employees to the auditors will interact with the franchisees and employees to obtain relevant information. The store performance areas obtain relevant information. The store performance areas monitored during the audit will be:monitored during the audit will be:

1. Store ambience1. Store ambience 2. Customer service2. Customer service 3. Visual merchandising3. Visual merchandising 4. Condition of equipment4. Condition of equipment 5. Reports, registers and files5. Reports, registers and files 6. Service center6. Service center 7. Financial records, billing records, credit card filings etc.7. Financial records, billing records, credit card filings etc. 8. Franchisee involvement, employee motivation, franchisee 8. Franchisee involvement, employee motivation, franchisee

attitude etc.attitude etc.

B-TRAKB-TRAK

Each of the parameters is measured on a scale of 1 to 10. Each of the parameters is measured on a scale of 1 to 10. This means a B-Trak report will give a consolidated score This means a B-Trak report will give a consolidated score for each retail store as well as an over-all score for the for each retail store as well as an over-all score for the chain. The B-Trak report will also give you detailed chain. The B-Trak report will also give you detailed comments on all parameters where immediate action areas comments on all parameters where immediate action areas or improvement areas are required. or improvement areas are required.

As a control measure, Be1st will also collect the As a control measure, Be1st will also collect the franchisee/store manager’s visiting card and photograph franchisee/store manager’s visiting card and photograph the interior and exterior of the store. the interior and exterior of the store.

The feedback form also needs to be signed by the franchisee The feedback form also needs to be signed by the franchisee or the store manager.or the store manager.

Future rounds of audits compare scores with previous Future rounds of audits compare scores with previous rounds and highlight changes, either implemented or not.rounds and highlight changes, either implemented or not.

A B-Trak study can help you to quickly identify potential A B-Trak study can help you to quickly identify potential areas of improvement, especially those which have a areas of improvement, especially those which have a greater impact on customer experience. It can also, over greater impact on customer experience. It can also, over time, give you an invaluable record of brand delivery at time, give you an invaluable record of brand delivery at each store. each store.

Be1st Advisors Pvt. Ltd.

Be1st BrandsA Complete Brand Management

Be1st RetailA Complete Retail Management

TM

Amit DahimaAmit DahimaDirectorDirector

Be1st Advisors Pvt. Ltd.Be1st Advisors Pvt. Ltd.74, Laxmi Bldg., 474, Laxmi Bldg., 4thth Floor, Sir. P. M. Road, Fort, Mumbai – 400001. India. Floor, Sir. P. M. Road, Fort, Mumbai – 400001. India.

T: + 93206 92900, 98676 92900, E: T: + 93206 92900, 98676 92900, E: info.be1st@gmail.cominfo.be1st@gmail.com, , www.be1st.inwww.be1st.in

Jaipur: +99288 24550, 9928824517Jaipur: +99288 24550, 9928824517