Brand Management & Go to

market strategy for a Big

Indian Readymade Masala

Brand

Objective: Plan domestic marketing activity to create pull for the brand to facilitate

sales and drive revenues, second stage, is to enabling the organization to expand its

business horizon with its existing product portfolio for market expansion.

Agency Challenge: Conceptualize an effective marketing strategy encompassing all elements from lead generation, brand management, campaign execution - planning to closure, for all four regions for the client in an integrated manner entailing different competencies/offerings of its diversified product portfolio. Background: Very strong channel sales network, sales purely dependable on channel, revenue share of channel business is huge about 89% for the company which was eroding margins due to higher demand of increase in channel commission structure. Company wants to balance the act by creating a pull with B2C marketing initiatives and reduce dependability on channel sales and thus reduce dependability on channel sales. Expand its product portfolios and explore new markets. Process Step 1: Plan effective marketing strategy by mapping potential market segments in line with organizational product and distribution competencies and conceptualize a go to market for the same in consultation with the Central / Zonal Sales & distribution heads. Process Step 2: Conceptualize an implement an integrated marketing framework encompassing all organizational competencies / USPs and thereby create an execution plan for the same through chosen ATL & BTL media options including social media. Process Step 3:

a) Execution Marketing Strategy, effectively implement the go-to-market strategy as per the integrated marketing plan along with Centre and Zonal leads thus maximizing the efforts for sales

b) Monitor and support marketing plans in line with organizational sales & distribution strategy for driving the market towards B2C

c) Effectively manage S & M budget to optimize ROI spend for all S & M engagements. d) Effectively execute the marketing strategy and lead the marketing efforts effectively track all ATL

& BTL engagements and optimize efforts to maximize results for sales efforts on B to C field channels.

e) Execute lead generation strategy to maximize qualified leads for respective centers. Effectively work with center teams to track opportunities rigorously thus minimizing any potential drops on alliance partners/subsidiaries and take steps to leverage the relationships to maximize mutual gains for business expansion on agreed terms for new market development activities.

f) Work with corporate, distribution team and guide them to generate winning solutions to maximize brand footprint for market expansion and enter new markets

g) Augment Brand management efforts by guiding team on market segmentation and putting requisite branding strategy in place to drive visibility at the retail end for the last mile B2C efforts

h) Timely and effectively execute all elements branding/Media/PR/Advertising plan of the organization to maximize yield from spend.

i) Map market environment through time to time market research interventions and guide the team basis the respective analysis to optimize the results from Sales & Marketing efforts.

Miller Marketing was successful in converting the B2C revenue contribution from mere 11% to a whopping 24% in a short period of time. Thus managing better margins, expand markets, establish the brand in the B2C space as per the sales & distribution objectives.

Disclaimer: The information contained in this case study is the property of miller marketing & advertising services and is published only as examples of the work executed by the agency.