} We are a group of expert professionals experienced in all aspects of business planning, strategy, sales and marketing execution, and innovation

} We have managed marketing, sales, and strategic departments and divisions of large companies and start-ups with P&L budgets ranging from thousands to millions of dollars

} Our expertise includes consulting with clients to create actionable business plans and to improve sales and profitability through strategy development, innovation, product portfolio management, and execution

} Unlike many consulting firms, we have sat in our clients’ chairs and have a sense of urgency and proclivity for action

} We have worked and done business in the U.S. and internationally◦ Key markets include: France, United Kingdom, Mexico, South Africa,

Brazil, Korea, Singapore, Japan, and Australia

} Specialize in helping our clients explore and grow existing and new markets and innovate products and services to maximize sales, revenues, and profits

} Create realistic and actionable Go-to-market plans and help our clients implement them from inception to final sale

} Analyze and allocate resources effectively and efficiently to increase our clients’ Return on Investment

} Improve our clients’ Product Portfolio Management skills

} Assist clients to improve their Project and Process Management skills through our Indian partner’s award-winning software – TouchBase

} Business and Market Plan Development and Execution

} Product and Market Innovation Development

} Segmentation Evaluation and Analysis

} Competitive Analysis

} Branding and Positioning Evaluation and Development

} Exploring and developing the Customer Value Proposition

} Management and Skill Development of Marketing, Sales and Business Development Executives through Workshops

Pharmaceutical Company Strategy and Execution – Abbott Laboratories.

Ø A Pharmaceutical Fortune 500 Company needed to develop a five year plan for multiple countries - including Australia and Korea

Ø The first phase included a thorough market analysis including a SWOT analysis and Multi-portfolio analysis

Ø The second phase included conducting primary and secondary research of the market spaces in which the company operated and the segments it was considering

Ø The third phase consisted of creating a long range (five year) and short-range market plan with financial analysis including Cash Flow, Net Present Value, and Return on Investment

Ø The fourth phase consisted of creating a tactical marketing and sales plan that defined and allocated the resources necessary to implement Ø During this phase, the plan was communicated to all employees and

associates so they had clear understanding of expectations going forwardØ The final phase consisted of creating and placing metrics and benchmarks in

place to ensure that the plan could be measured and that it could be executedØ All work was done working hand-in-hand with the client

Ø Example: Medical Device Company Strategic and Marketing Consulting – Ethicon Endo-SurgeryØ Client Objective and Results

Ø A J&J medical device company wanted to improve the strategic and tactical skills of its marketing and sales forces both in the U.S. and in key regions (i.e., Europe, Asia Pacific)

Ø Worked with managers and directors on Product Life Cycle management, Marketing Mix and Segmentation Strategy. Small groups applied different tools to analyze and select different marketing opportunities

Ø Company has been one of the best performing units for J&J and a key growth driver for past eight years

} Example: Blue Ocean Strategy – PepsiCo Ø Client Objective and Results

Ø The PepsiCo Snacks Division in Mexico (the second largest market for company) needed to explore ways to improve its products since it was under intense pressure by the government to create healthier offerings for youth

Ø Developed new and healthier products and improved internal processes through the Blue Ocean Strategy framework

Ø These product portfolio was expanded eventually to other markets including the U.S.

1A New

Approach to Strategy

2A Set of Tools &

Techniques

3A Process

Methodology

◦ Authored by Chan Kim and Renée Mauborgne, INSEAD Professors� #1 worldwide business book

bestseller� Over 30 local translations� Based on a study of 100+ companies

over a 15 year period

} Think of all possible market spaces as an ocean

◦ What happens when a new product is introduced?

◦ Over time, success attracts imitators and waters become competitive

◦ Then, a lower cost provider appears (a shark) and the only differentiation is price

◦ This is a RED OCEAN

◦ A company needs to continuously create Blue Oceans to stay ahead of competition

1. They reconstruct market boundaries� Especially barriers in mindset

2. They expand beyond existing demand� A superior understanding of customers, dissatisfied

customers, and non-customers

3. They break the Value-Cost trade-off� Creating superior value at a lower price

} Why is it so difficult to get out of the Red Ocean? ◦ Environmental issues◦ Management issues◦ Organizational issues◦ Individual issues

} We help companies migrate to uncontested market spaces through Blue Ocean Strategy Innovation and Cultural Shifts

} Our first step is sitting down with clients, listening to them, and understanding their needs

} We then conduct a thorough assessment of our client’s capabilities

◦ This is achieved through internal interviews with people at different layers of the client’s organization including principals and employees in different functional areas

◦ We also explore and strive to understand the competitive landscape including competitors, key accounts, and end user and customer needs

} Based on this initial assessment, we then decide what our clients’ needs are in terms of tools, processes, and training

} The fourth phase involves initial implementation and internal communication of the plan ◦ This is a crucial phase since employees who understand the process and the

expectations will perform better and become more invested

} The final phase involves installing metrics and benchmarks that allow the clients to measure their success on an on-going basis◦ We do this through the establishment of Key Performance Indicators,

benchmarks, and deadlines

Competition

Internal Skills

Phase 1

Initial Meetings

and Assessment

Phase 2

Project Definition

Phase 4

Momentum & Visibility

Phase 5

Impact

Phase 3 - Project/Engagement Execution

Plan Implem

entation and Com

munication

Measurem

ent and Benchmarking

Market Analysis

Competition

Execution

Customer Value

Positioning

Innovation

Developing the Value

Proposition

Research and Design

Blue Sail Marketing Consulting ©2010

Collecting competitive information

SystematicAnalysis of:ProductsPricesPromotionChannelsSegmentsProduct

Competitiveobjectives

Market and Business Strategy

Market Size and Growth

Segmentation

DistributionChannelstructure anddynamics

Customers’ decision making process

Identifying needs

Buying habits

Understanding markets andcustomers

Value Proposition

Pipeline

Product Portfolio Management

Product Life CycleManagement

Managing the NewProduct DevelopmentProcess:SpeedYieldEfficiency

Understand customer value

Test pricesensitivity

Competitive pricing

Price differentiationby segment

Customer economics

ROI

DistributionChannels

Use of traditional and new media including social media (Facebook, LinkedIn, Twitter, etc.)

Cost-to-serve

Channel members’ strategies, competencies and dynamics

Channel partners

Availablepromotional tools and their roles

Choosing the right mix

Brand valuecreation

Awareness

Trial

Repeat Usage

New productdevelopment Pricing Promotional

MethodsChannelManagement

AnalyzingThe competition

New Product Development

} We have a large number of marketing tools and frameworks from which to choose to fit our clients’ needs. These are proven, leading edge tools

} Some examples of these are:◦ Multi-factor Portfolio Analysis to evaluate a company’s product or

service portfolio◦ Competitive Strategy Evaluation Framework◦ Positioning Ladders and Pyramids for Brand Planning◦ Blue Ocean Strategy innovation workshops ◦ Quantitative SWOT Analysis to prioritize internal and external

factors◦ Value Mapping

20

} “Mario is a true professional, intensely committed to his clients, and has a broad base of business experience. My colleagues love working with him and learning from him.”

Director of Marketing Mastery, A Johnson and Johnson Medical Device Company

} "The Consultant worked with our management team in a 3-day workshop through which we were able to complete a series of tools to evaluate our competitive advantage. He was a very good facilitator and demonstrated a keen ability to move the team through a series of challenges while keeping the team motivated, challenged and productive. Of note was his skill to challenge people’s assumptions and keep everyone willing to participate at a high level.”

Director of Strategic Marketing, Fortune 500 Top Ten Chemical Company

} “Mario worked as a Marketing Consultant for me in Australia and Korea during 2007 and 2008. He worked with me and with my teams to create Marketing Business Plans for these countries. He is a hard-working, dedicated individual who understands the need for speed in business decision making. Since he has run divisions in Fortune 500 companies, he brings a deep level of understanding as to the level of resources that is realistically necessary to implement these in the real world. He also brings a sense of urgency to any project.”

VP of Marketing for Fortune 500 Top Ten Pharmaceutical Company

Mario has held various sales, marketing, strategic and business development management and executive positions at IBM, Polaroid Corporation, The Von’s Grocery companies, StratX Consulting and start-ups. He has consulted for leading Fortune 500 corporations including The Boeing Company, BMW, PepsiCo, Abbott Laboratories, J&J, and Novartis. Recently, he has worked with technology based start-ups and small companies in business market planning.

His expertise covers multiple industries including robotics, aerospace, medical devices, high technology, pharmaceutical, consumer goods and retail. He has participated in and led multiple successful product and service solutions launches in the B2B and consumer spaces.

He holds a B.S. in Business Administration from University of Pacific and an MBA degree from the Anderson Graduate School of Management at UCLA. Mario has attended post-graduate programs at the Johnson Business School at Cornell University and at the Management Centre Europe in Brussels. He obtained his Blue Ocean Strategy Consulting certificate from the Blue Ocean Institute.

Mario has been a featured speaker at multiple conferences, including the Biocom CEO Summit and the Boston Consortium, and has written various white papers and articles and co-authored the "Building Marketing Excellence" article with the president and chairman of his previous consulting firm that appears in "The 2008 Pfeiffer Annual Leadership Development Book" published by Pfeiffer, a human resources and leadership training company.

Ashok has close to 40 years of experience in the consulting industry. Straddling both the technology and management consulting worlds, he has spent a major part of his career working at Arthur D. Little, where he was a Vice President, and at the Monitor Group. For the past few years he has focused on helping clients make strategic decisions related to technology and innovation.

One area that Ashok specializes in is assisting clients make rapid progress through the use of interactive workshops. He has designed and conducted numerous workshops to achieve objectives such as: developing future scenarios for the industry, creating new products and services, making strategic choices for the direction of the firm, evaluating new markets, developing technology strategy, and identifying diversification opportunities.

Clients find these workshops to be a great way to align thinking of their management team, bring in the most recent and relevant thinking from experts, ensure that all issues are covered, and, above all, make breakthrough progress on issues that seem to be stuck in internal discussions.

Starting out as a researcher working on projects sponsored by NASA, Ashok has worked on hundreds of engagement with numerous clients in all different industries, both in US and world-wide. He has worked for government clients as well as those in the private sector.

Ashok holds a Ph.D. and a M.S. degree in Mechanical Engineering from MIT, and a Bachelor of Technology degree from IIT Bombay.

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People} Our people are our strength. We collaborate and partner only with highly-trained, experienced and

skilled individuals to provide our clientele with the utmost attention and professionalism. We stay at the forefront of business innovations.

Honesty} We practice a completely transparent business model, keeping our clients fully informed of the

engagement and ensuring that they comprehend all its ramifications before we solidify any commitments. We strive for long-term relationships and clients who are willing to attain their objectives with our help, but can engage in short-term, quick results engagements if the client so desires.

Reliability} We meet or exceed each of our goals and promises; otherwise, we do not make them. We realize our

reputation is the cornerstone of our consulting business. Adhering to our promises is not an issue to be pondered at Blue Sail; it is standard practice.

Quality} Quality of service is the foundation of our practice. We use the latest tools and techniques to track

all of our projects to ensure that we deliver a strong solution and work in close collaboration with our clients to achieve this.

Vision} With the rate at which the world is changing daily, it is often difficult to know where the growth

boundaries lie. While this can be of concern to many businesses, Blue Sail Consulting helps you ensure that endless opportunities will be generated for the future of your organization's growth.

Innovation} We strive to shape the future in an innovative and proactive manner. By doing this, we provide our

clients with services that are cutting edge, effective, and results oriented.

Blue Sail ConsultingActon, MA 01720

Main: (617) 391-0347 Fax: (508) 425-4930

info@bluesailconsulting.commariocastaneda@bluesailconsulting.com