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EXAMPLES OF MANAGING BRANDS BY SAMSIKA

ACADEMY OF BRAND MANAGEMENT

CREATION OF THE LARGEST FOODSTORE CHAIN ININDIA THROUGH FRANCHISING STRATEGY &

REPOSITIONING OF THE MONGINIS CAKES BRAND

Samsika's challenge was to extend the

brand and reposition it in India. Its advice

was to focus mainly on cakes and go for an

aggressive growth strategy. Samsika chose

the franchising route and evolved a comprehensive marketing strategy

including the launch, pricing, ad agency selection and sales & distribution.

Monginis was given a customer orientation and positive perception

management. A strong campaign was supported by periodic promotions.

Internally too, Samsika advocated a complete overhaul, dividing operations

into distinct strategic business units and independent profit centres. The

results led to a national brand presence - over 70% growth in the number of

cake shops to 184 and an increase of manufacturing franchisees from 1 to 7.

SUCCESSFUL BRAND EXTENSION STRATEGY FOR NAVNEETINTO STATIONERY, CHILDREN'S BOOKS & A

NEWSPAPER FOR KIDS THROUGH

PROFESSIONAL MARKETING SYSTEMS

Exploring new markets for new products was the

challenge before Samsika as far as Navneet Publications


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was concerned. Children's books and stationery were two entirely new SBUs

initiated by Samsika. Samsika showed it was possible to post spectacular

growth rates - stationery (SBU 3) sales increased by 96% and children's

books (SBU 2) sales went up by 30%. Samsika initiated the Navneet

Redemption Centres (NRCs) which today boasts of a healthy 162 members.

A new SBU 4 with a newspaper for kids was positioned with the help of a

memorable ad campaign under Samsika's guidance.

TOTAL MARKETING SOLUTION INPUTS FOR BUILDING ANEW CATEGORY OF PRE- APPROVED CONSUMER FINANCE

THROUGH THE LAUNCH OF KOTAK MAHINDRA K-VALUE

BRAND

Charting the route for a finance product, targeting the middle class and developing

a retail and channel partner network calls for finely tuned strategy and careful

market planning. Samsika strategised the branding, positioning and pricing for K-

value to capture the market. Membership of Kotak Mahindra K-value has grown at

a steady 334% per month. K-value is in a position to finance a range of top brands

and has a wide dealer network.


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THE POWERFUL FEVICOL(R) BRAND AND RELATEDPRODUCTS EMERGE WITH STRONGER BONDING THROUGH A

NEW MARKETING & SALES THRUST

When Pidilite Industries approached Samsika Marketing Consultants, it was

to breathe fresh life into their sales and distribution systems. Their premier

product, Fevicol, was an unchallenged market champion. The idea was to

consolidate. Samsika stepped in, cautiously

gathering intelligence and mapping the market with

the Samsika Retail Barometer. Two needs were

immediately identified: one, to get closer to the

customer and win over greater share of emotional

equity; two, to strengthen the mother brand.

Samsika suggested that Pidilite capitalise on its brand property of 'bonding'

by extending it from the tangible benefit associated with Fevicol(R) to an

intangible level where there would be a 'bonding' between the brand and the

trade, the brand and the customer. The Samsika Relationship Marketing

Exercise was prescribed. The Samsika Retail Barometer was implemented.

Segmentation and positioning of the Fevicol(R)

related products had to be

precise so as to open up the exact niches that Samsika had identified. The

Samsika Saleskit Module empowered the sales and distribution efforts. Acost-effective advertising and media strategy was developed and an overall

marketing strategy was evolved to help launch new brands. As a result of


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Samsika's efforts, the Fevicol(R)

brand and all its satellite products have gone

into a higher, more positive orbit.

RESULT ORIENTED BRAND STRATEGY FOR A COMMODITY,KAMANI OILS

In a segment fraught with brand

wars, Samsika suggested that

Kamani Oil Industries focus

primarily on its range of oils withone umbrella brand covering the entire range. The problem was that

Kamani's products were commodities. Samsika's objective was to elevate

each of them to a brand. "Kamani Parivar, Sehat Ka Sansar" was the brand

positioning statement. The result was that the brand grew by 68% and

increased its distribution. Kamani has made its presence felt significantly in

the branded oil market and is poised for greater heights.

FROM A DREAM TO REALITY - THE CREATION OF A WINNING BRANDFROM ZERO BASE

A textile and export company came to Samsika with a

dream - to develop a consumer brand in India. Samsika

made that dream a reality by making Onjus the second

largest brand in the fruit drink/juice category. Onjus

today has a healthy 19% market share within a short

span of just 16 months. Samsika's involvement was


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complete, from helping create the entire sales & distribution network to

selecting the ad agency, advising on branding & pricing and helping

institute the marketing & sales systems in 302 towns.

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