decades of brand building so that the sales and secrets of building brands that can rule the market.he birth of the Samsika™ Academy of Brand T marketing personnel of corporations can flower to Management (SAB™) was admittedly altruistic. Interspersed with vivid, real life examples, full potential.The man who had successfully built a plethora of Jagdeep Kapoor sharpens the claws of the marketing

brands felt he wanted “to give something back to On the first front, SAB™ is a force, enabling them to grab greater market share. He

the profession that had des ign er sch ool for bra nd elucidates on the finer points of leadership and its

given him so much". marketing studies. Basic and relation to the brand.

Advanced courses in integrated Like all good ideas, In the past year, SAB™ has played host to brand management are offered. SAB™ too took root and multinationals and some of India's biggest Here theory and practice are instantaneously blossomed. conglomerates. Indeed, what they have to say about brought to the student on a training at SAB™ can be seen elsewhere in this The academy has two single platter so that he can issue. If SAB™ has grown remarkably in its short life objectives.divine the complexities of the span and has shown that world-class training One, to formulate young marketplace even while facilities are very much available right here in minds and teach them the

absorbing the theory. Mumbai, corporations too have with single-minded secrets of building winning Corporate training, on the other hand, consists of zeal grabbed the opportunity with both hands by brands. And the other to make available the wealth of

specially designed modules that drive home the endorsing the efforts of the training academy.experience that Jagdeep Kapoor has gleaned from

World-class brand training centre comes of age

SAMSIKA SALUTES THE BEST MARKETING MINDS IN ACADEMICSSAMSIKA SALUTES THE BEST MARKETING MINDS IN ACADEMICS

For the first time in India, Business School marketing MBAs were honoured by Samsika with awards for excellence in marketing academics. Samsika’s idea is to encourage MBA marketing students on an annual basis. Top management institutes from all over the country participated in this award, including IIM (Calcutta), IIM (Bangalore), Jamnalal Bajaj Institute of Management Studies, FMS (Delhi), NMIMS, Sydenham, Somaiya, IES, SIES, Chetana, Rizvi, Pumba, MET, Bytco, Lala Lajpatrai, Welingkar, XLRI (Jamshedpur), Symbiosis (Pune), ITM, Pillai’s Institute, N L Dalmia, Nirma Institute (Ahmedabad), Vinod Gupta’s School of Management (Kharaghpur).

This is to certify that

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From ....................................

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Has been awarded the ...................................

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held under the auspices of the Samsika™ Academy of Brand Management

At ..................................

. On ...................................

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Jagdeep Kapoor

Chairman and Managing Director

Samsika Marketing Consultants Pvt Ltd

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IMZ-SAMSIKA

CONTESTonline case study

GuruGuru

randBrandBwww.iimcal.ac.in/imz is the hot new online address that’s making waves with the MBA student community. It is the first annual ‘IMZ-Samsika Brand Guru Online Case Study Contest’ organised by the I IM Ca lcu t ta Management Zine & Samsika.Prize money totaling Rs 20,000 is at stake.Log on to www.iimcal.ac.in/imz to take a pot shot at it.

Samsika 'Brand Guru'promo at IIM Calcutta site

Mrs Asha Kapoor - Director, SAB™, has put in over

33 years in the field of education. A double post-

graduate with specialisation in Behavioural

Psychology and Languages, Mrs Asha Kapoor's rich

and varied experience helps immeasurably in

understanding the intricacies of consumer behaviour.

“Key concepts were illustrated in a

most lucid manner. The sessions

were very interactive with a high

focus on diverse industry

examples. It gave an insight into

actual brand building.”

—Unichem Laboratories Ltd

“It was extremely useful. The structured

method of brand building was unique.

Such a complicated subject was made

to look so simple and easy. The modular

method was helpful. One can take what

one can absorb and practise—one or

more at a time—to suit oneself.”

—Aditya Birla Group

The brains trust of the Aditya Birla Groupwith Mr Jagdeep Kapoor

Brand strategy workshops

are an integral part of

corporate training at

Samsika Academy of Brand

Management (SAB™).

Some of the biggest

business houses send

their dynamic brand and

marketing teams for fine

tuning so that they can

understand the brand

building process better.

“The session helped us to know common

things which we were regularly doing

wrong but were unaware of. Mr Kapoor

helped us know them in detail. The

training programme was very fruitful as it

helped us brush up skills which we were

not utilising in a better way.”

—Godrej Soaps

Mr Jagdeep Kapoor explains the finer pointsof brand building to Blue Star executives

Stock Holding Corporation staffers listen in rapt attention to Mr Jagdeep Kapoor

“The personality of Mr Kapoor, the

oratory, the presentation skills, the lively

and down to earth examples—were very

stimulating. A brand needs to

be brought up like a child with love, care

and understanding. It was a wonderful,

comprehensive, logical and interactive

training session.”

—Bluestar Ltd

Mr Jagdeep Kapoor shares thesecrets of building winning brandswith Unichem Laboratories

Mr Jagdeep Kapoor clarifies onbrand building concepts

Mr Jagdeep Kapoor & Mrs Asha Kapoor with theManaging Director of Unichem Laboratories

The Godrej team with Mr JagdeepKapoor after an interactive session

Fevicol sales team learns therealities of the marketplace

Corporate training to build winning brands

They said it!“Congratulations to Jagdeep and his family for conceptualising this award. It’s a very humane gesture to give back to your profession what you have got from it and to give back to your a l m a m a t e r a n d f e l l o w colleagues what you have

achieved through them.” DR (MRS) VIJAYA MANERIKAR - DIRECTOR, JAMNALAL BAJAJ INSTITUTE OF MANAGEMENT STUDIES

“Excellent function. Wonderful way of motivating young minds. Forerunner of marketing awards in management

institutes.” V S K MOORTHY - DIRECTOR, ITM

“I wish there were more awards like this. Thanks for the honour.” REENA GEORGE - LALA LAJPATRAI INSTITUTE OF MANAGEMENT

SAMSIKAAWARD

FOR MARKETING EXCELLENCEIN ACADEMICS™

..........................................................................

YEAR 1999~2000

TM

Copyright© 2000. All rights reserved with Jagdeep Kapoor -Managing Director, Samsika Marketing Consultants Pvt Ltd

Tel 022-8597700/01Fax 022-8597699 www.samsika.com

5400Managers trained

Corporate training inBrand Management

Copyright© 2000. All rights reserved with Jagdeep Kapoor -Managing Director, Samsika Marketing Consultants Pvt Ltd

Tel 022-8597700/01Fax 022-8597699 www.samsika.com

3200MBAs trained

Corporate training inBrand Management

“(The training) helped us to know the

mistakes made by the salesperson in

the market in handling different types of

customers. Sales persons were

addressed at their level with easy to

understand examples. (The training)

gave us very good ideas to improve

ourselves, to improve our style of work

and productivity.”

—Pidilite

“It was an interactive session on various aspects related to marketing. The participants benefited immensely from the talk and this would help them in devising appropriate strategies for business growth and development.”

—Stock Holding Corporation of India LtdEdited, Designed & Printed by On Our Own Tel# (022) 6454552

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Published by Asha KapoorResearch team: Vikas Kalani & Rashma Venkatachalam

Samsika Marketing Consultants Pvt Ltd4117/8/9, Oberoi Garden Estates4th Floor, C WingNear Leela Kempenski,Off Sakivihar RoadAndheri (E), Mumbai 400 072Tel: 022-8597700, 8597701Fax: 022-8597699e-mail:jkapoor@samsika.comhttp://www.samsika.com

Brand Management™ Training

Samsika Motivational Training Series™

Samsika Organise & Rise™Training Programmes

Samsika Sales Management™Training Programmes

• Samsika Brand MarketingStrategy Module™

• Samsika CRISP Branding Module™• Samsika Brand Management Manual™• Samsika 3/8th Brand Manager™• Samsika Brand Extension Module™• Samsika Brand Valuation Module™• Samsika Strategic Brand Analysis™• Samsika Brand Segmentation &

Positioning Module™ (Samsika SAMA Module & Samsika BOLU Module™)

• Samsika Brand Experience™(Samsika Servqual Module™)

• Samsika Relationship Marketing Module™ - SAMBANDH

• Samsika Test Your NegotiationPotential Module™

SAMSIKATRAINING PROGRAMMES™

Welcome new Samsikans

Use strategic positioningto build your brand

To build successful and winning brands, a sound and The importance of these five ingredients which to my relevant brand strategy is of utmost importance. While, mind are essential cannot be underestimated. The your product or service may be very good, it may not do well sequence and the sufficient use of these elements helps in the market due to a weak brand strategy. One of the key create clear positions.and vital ingredients for an effective brand strategy is If the brand name is not distinct and easily acceptable strategic positioning. the starting point itself could be wrong. For example, many

Strategic positioning is a weapon, which, if used well, years ago, a cosmetic company launched a brand of could make your brand grow vibrantly and give it a strong lipsticks and nail polishes called KISS & TELL. The brand foundat ion. P lac ing and positioning your brand in the minds and hearts of consumers is the way to positive brand building. Positioning helps to achieve that.

However, many a Brand Manager or Marketing Manager forgets to use this weapon and allows the brand to languish or drift or slip and become a commodity. This should not be a l lowed to happen , bu t incomplete knowledge or short term tactical thinking leads to ignoring positioning and further leads to creating a weak failed because no Indian woman, however modern, would foundation for the brand. go and ask the kirana shop or the chemist, “Give me a

A clear brand positioning strategy cuts through the KISS...& TELL”. Enough thought has to be given to the clutter and enters the minds and hearts of the customers co ns um er s’ se ns it iv it y wh il e ch oo si ng th elike an arrow and leads to great brand building, sales right name.growth, market share enhancement and increase in Secondly, unless the product or service category is profits. clearly defined, the brand positioning could be ineffective.

There are five ingredients, which could help get a clear For example, if a brand just said that its service category is and strong brand positioning, to my mind. If you use these, education it could be hazy. Rather a focused approach to they would be of immense help in building your brand. either primary education or computer education would be

better.Firstly, it is the brand name itself. Having a clear, clean digestible brand name is the starting point, which should Thirdly, I have a strong Brand Mantra ‘Don’t sell the be relevant to the current times. The clarity in this first step right product to the wrong audience’. Clear segmentation is will go a long way in bringing about clear positioning. a must for effective positioning. If the target audience is

well defined, for example, rural housewives in The second ingredient is the clarity in identifying the Maharashtra with school-going children, the effectiveness product or service category in which we would be goes up.participating, so that there is no confusion.

Fourthly, there must be a mix of tangible and intangible The third ingredient is to clearly focus on the segment benefits highlighted. Thus, though a simple lock may give and target audience, so that a wrong audience is not being you protection and security, it could also give you peace of addressed.mind and freedom.The fourth ingredient is to highlight the benefits - both

Fifthly and finally, it is important to measure up to the tangible and intangible - that the brand offers to burden of proof and provide evidence for your benefit consumers.claims. This could be done through ingredients, facts or The fifth ingredient is to provide evidence for each and testimonials.every benefit offered, so that credibility and trust is

Strategic brand positioning built through the processestablished.I have recommended would help strong brand building.I believe that strategic positioning, if used with the five

ingredients I have recommended would definitely help build successful and winning brands.

SAMSIKA

Brand A t as rVol 4 Jan - Jun 2001 For Private Circulation Newsletter of Samsika Marketing Consultants Pvt Ltd

FIVE ESSENTIAL INGREDIENTS

“24 Brand Mantras is an excellent guide for practicing brand managers. Jagdeep Kapoor truly understands brands.... He has built winning brands, consulted with companies to help them build successful brands and is a superb communicator...must reading for every young brand manager.”

—Adi GodrejChairman, Godrej Soaps Ltd

Builders of brands

SAMSIKANS ALL:(standing) Shikha Anand, Chandan Chopra, Vikas Kalani,

Adityanarayan Yadav, Yusuf Kachwala, Rakhi Pande(sitting) Asha Kapoor, Jagdeep Kapoor, Sangeeta Kapoor, Yashpal Kapoor, (front) Hansika Kapoor, Samridh Kapoor

Harshada Nanal, Marina D’SouzaRashma Venkatachalam, Prashant Patil

The author is Jagdeep Kapoor, Managing Director of the

successful Samsika Marketing Consultancy Pvt Ltd.

Finding a Place in the Mindsand Hearts

of ConsumersJagdeep Kapoor’s 24 Brand Mantras is aimed at helping develop winning brand strategies and covers all elements of the marketing mix. T h i s i s w h a t eminent person-alities have to say about the book:

JagdeepKapoor’snew book

“...an excellent book—a useful tool and guide in the hands of young marketing executives.”

—Kumaramangalam BirlaChairman, Aditya Birla Group

APTECHCOMPUTER EDUCATION

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APTECHCOMPUTER EDUCATION

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A R E N AMULTIMEDIA

MR R

MR R

APTECHCOMPUTER EDUCATION

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SAMSIKA BRAND POSITIONING STRATEGY

BRANDS BUILT SUCCESSFULLY BY

OBJECTIVE: To build the mother brand, Safal,and to rejuvenate the product brand, Safal Peas.

SAMSIKA POSITIONING STRATEGY:Samsika positioned Safal to enter the minds and hearts of consumers, bringing them success in all aspects of life, with its wholesome goodness, and positioning it as .

Ad Agency: Interact Vision

’Achha Hai, Sachha Hai’

OBJECTIVE: To launch the first branded diamond offering in the highly commodity-oriented diamond jewellery market.

SAMSIKA POSITIONING STRATEGY: Samsika positioned Gitanjali as the first and best brand in the branded, certified, packaged real diamond category because it was the first quality assured, reliable, affordable, certified, packaged real diamond brand. Samsika recommended to address the fears and concerns of women through an educational campaign.

Ad Agency: Certain Initiative

‘Branded, Packaged & Internationally Certified Diamonds. Because your confidence is precious’.

‘Branded, Packaged & Internationally Certified Because your confidence is precious’

OBJECTIVE: To build the brand Idemitsu in the highly competitive truck engine oil segment, while adapting it to the Indian environment.

SAMSIKA POSITIONING STRATEGY: Samsika positioned Idemitsu as a brand which should be with you at the ‘shuruwat’ (start) of anything that is ‘shubh’ (auspicious). Also the focus was on the fact that Idemitsu offers a good beginning and a great start to the vehicle and to the driver or rider of the vehicle leading to a successful, non-jerky pleasant journey because well begun is half done and also leads to safe completion of a journey. An emotional appeal was brought out coupled with credibility.

Ad Agency: Art Advertising

‘Shubh Ho, Labh Ho,Koi Baat Ho, Shuruwat HoIdemitsu Mere Saath Ho’

Japan's No. 1 Engine Oil

OBJECTIVE: To give Aptech a new competitive edge and increase Aptech’s top of mind awareness through repositioning.

SAMSIKA POSITIONING STRATEGY: Samsika repositioned Aptech and the brand which makes its students expert, certified and authentic e-ACCPs, giving them industry recognition, better career options, as well as a one-up reputation and status in society, as shown by the various success stories of ACCPs on a personal, professional, financial and international level. It further emphasised that Aptech Computer Education is a must in the new internet millennium and the Samsika Brand Positioning Strategy breathed new life into the baseline,

Ad Agency: Overture

‘We Change Lives’.

OBJECTIVE: To build a strong brand with knowledge appeal for students and professionals and to transform Navneet into a modern and contemporary brand from a traditional label amongst commodities.

SAMSIKA POSITIONING STRATEGY:Samsika positioned Navneet as a knowledgeable, fresh, trusted, progressive and convenient brand for young, trendy and modern people. Samsika emphasised that Navneet provides select cream offerings for knowledge enhancement through the process of reading, gathering, writing and disseminating pure knowledge. Samsika enhanced the credibility that Navneet is a brand where

and by using Navneet they become expert knowledge workers in the new Knowledge Economy of tomorrow.

Ad Agency: Ajod Advertising

‘knowledge is wealth’

OBJECTIVE:To rejuvenate the50-year-old brandKishco throughstrategic positioning.

SAMSIKA POSITIONING STRATEGY:Samsika strategically positioned the brand in the premium category by taking the image of a mentor, by launching an awareness generating ‘Kishco Etiquette Tips’ campaign, in a country where cutlery was alien.

Ad Agency: On Our Own

‘Navneet. Where knowledge is wealth.’

OBJECTIVE: To launch a new brand in the highly crowded cement category.

SAMSIKA POSITIONING STRATEGY: Samsika recommended the brand name, Mumbaika, positioning it on the benefits of longevity and strength.

Ad Agency: Saatchi & Saatchi

‘Majbooti Bemissal.Bade Saalo-Saal.’

A R E N AMULTIMEDIA

‘WECHANGE

LIVES’

Symphony Collection

Is cutlery crockery?Though commonly

confused, cutlery is not

crockery.

Knives, forks and spoons

with which we eat or

serve is cutlery.

Plates, cups and dishes

from which we eat, drink

or serve is crockery.

Cutlery

Crockery

Sr. 02

OBJECTIVE: To launch a new, strong brand to supplement the leader Oonth bidi which is a smooth offering, so as to complete the product portfolio.

SAMSIKA POSITIONING STRATEGY:Samsika recommended that the brand name, Mr Kadak bidi, be targeted at the young, movie-influenced segment through a strong, macho positioning.

Ad Agency: FCB Ulka

‘Kadak Hai Dum, Mard Hai Hum’

‘CREATING WINNING CAREERS’

‘Keeps you Cool,Calm & Connected’

OBJECTIVE: To launch a new brand in the highly competitive ISP market.

SAMSIKA POSITIONING STRATEGY: Samsika positioned RoltaNet as a world-class service which

, thereby highlighting good connectivity and speed, leading to total peace of mind for the consumer. Today RoltaNet is ranked as the #1 ISP in Mumbai.

Ad Agency: Euro RSCG

‘keeps you cool, calm & connected’

OBJECTIVE: To build Arena Multimedia as a distinct brand and establish its leadership in the multimedia category.

SAMSIKA POSITIONING STRATEGY:Samsika positioned Arena as the best brand

in the specialist web engineering and multimedia computer education segment. A unique, dynamic, angular look and feel along with a representation of multimedia careers in boxes was recommended to increase memorability and noticeability.

Ad Agency: Overture

‘creating winning careers’

‘Kishco. Lifetime cutlery. It never rusts.’