Creando associates

July, 2016

CREANDO ASSOCIATES

INTRODUCTION

Agenda

Company Overview

Our Approach

Market Research Offering

Go-To-Market Strategy

Management Team

Case Studies

COMPANY OVERVIEW AN INSIGHT INTO CREANDO ASSOCIATES

Creando Associates

Our Mission

Formed in September, 2005 with 5 Co-Founders

Current strength of 55 employees handling over 300 sales personnel of clients

Majority of operations based in India. Also have a tie up with a Chicago based research company

for which Creando Associates is their India Representative

Have offices in New Delhi, Singapore and Chicago

Our Philosophy

We concentrate on your requirements and the value your company gains from our

engagement.

We strive to exceed your expectations with defined measurable objectives, timely delivery

and a hands-on approach to working with, supporting and developing your existing teams

An Overview

Creating Value We help our associates to make intelligent and informed choices to achieve their business

objectives

Our USP - Our Strengths

Creando

Associates:

A partner of choice

Practical & realistic solutions, tailored to clients needs

Highly experience team with past practical experience providing leading-edge management thinking

We look at a businesses from a Chief Executives perspective – Ask the right questions and undertake detailed financial analysis to unearth the right

solutions

We help clients decide where they want to go, and how to get there.

We make sure those decisions get translated quickly into action and that the client's team can sustain the momentum into the future

We commit to leaving organizations stronger than when we arrive.

1

2

3

4

5

6

Host of Services Across Verticals

Business planning & Strategy

Turn Around and Growth Strategy

Brand & Marketing Strategy

Sales and Distribution strategies

Product portfolio and Product innovation

Market Entry & distribution Expansion

Market Research & Opportunity Assessment

Partner Search, Selection & Due Diligence

Project Management

Services Provide – Area of Expertise Verticals Serviced

Strategic Business Planning

Sales and Distribution

Strategic Brand Management

Market Research

Our combined Experience is an Important asset for our associates

Strategic Business Transformation

Support

Optimization of Resources

IT & Training Coordination With Various Agencies

Core

Marquee List of Clients

OUR APPROACH METHODOLOGIES FOLLOWED TO GAIN AN INSIGHT INTO YOUR BRAND

Our 4S Model

Vision

Mission

Strategy and Plan

Sharing - VMSP

Systems Skills

Structure

Market Share

Revenue

Consumer experience

Employee satisfaction

Direction Execution Plan Evaluation

Product Portfolio Evaluation Model

Support

Ignore Explore

Capitalize

Business Opportunity

Inte

rnal

Str

engt

h

Who should be our target customer

What customer need should we fill

What offering will satisfy that need

How will consumer access our offering

Where should we operate in the chain

Targeting and Brand Positioning Process

MARKET RESEARCH OFFERING OUR UNIQUE APPROACH TO MARKET RESEARCH

QEP- Quality Emotional Preference

Exclusive partner In India

The Marketing Clinic has a unique approach to finding the emotions, moods and motivations that drive the behavior of consumers. Understanding these enables us to optimize brand preference.

This approach is different because we are able to reveal, analyze and influence the consumers ‘mood’ in brand and product consumption. This allows clients to optimize the emotional messages from their brands, products and services.

Great brands define their consumption experience emotionally. That is what delivers preference and long term loyalty. Our methodology has helped clients – from small start ups to the largest blue chip brands from around the globe – to optimize the emotional preference for their brands

GO-TO-MARKET STRATEGY OUR FOCUSSED OFFERINGS ACROSS DIVERSE INDUSTRIES

Go-To-Market Strategy – Our Offering

Assessment of market segments

Identification of suitable consumer segments

Detailed analysis of current market- Price, Product, Packaging, Placement and Supply chain

Assessment of strengths & weaknesses of Competitive Alternatives

Need Gap analysis

Assessment of market segments

Identification of suitable consumer segments

Detailed analysis of current market- Price, Product, Packaging, Placement and Supply chain

Assessment of strengths & weaknesses of Competitive Alternatives

Need Gap analysis

Market Understanding

Enabling your company to understand the real market opportunity and the genuine costs of doing business and what it would take to succeed.

Making a complete business plan including marketing, Sales, Distribution

Enabling your company to understand the real market opportunity and the genuine costs of doing business and what it would take to succeed.

Making a complete business plan including marketing, Sales, Distribution

Deploying adequate resource to ensure implementation of business plan

Creating infrastructure to build a set up-

• Human Resources

• Distribution Channel

• Supply chain-vendor management

• Manufacturing and logistics

Deploying adequate resource to ensure implementation of business plan

Creating infrastructure to build a set up-

• Human Resources

• Distribution Channel

• Supply chain-vendor management

• Manufacturing and logistics

After creating set-up, handing over the operations to the company

After creating set-up, handing over the operations to the company

Business plan Implementation Handover of Operations

We combine sector expertise and technical resources with practical local advice to deliver low risk and cost effective solutions, enabling companies to reach their

full potential

Go-To-Market Strategy – Focus Industries

FMCG

Home Care

Personal Care

Fabric Care

Cosmetics

Food and Beverages

Carbonated Drinks

Fruit Based Drinks

Energy Drinks

Confectionary

Milk Based

Other Food and Beverages Products

Over the Counter Products (OTC)

Wellness Products

MANAGEMENT TEAM OUR STRENGTH AND SUPPORT STRUCTURE

Our People – Our Strength

Puneet

Debashish

Team Creando

Arshad Siddiqui

Shahzad Siddiqui

Dr.Tarun Vijan

Harish Parameswar

Tanvi Chopra

Highly Experienced Management Team

Arshad Siddiqui

Result-oriented professional with over 18 years’ rich experience in Marketing,

sales & distribution and strategic planning in FMCG, Retail and Healthcare

sector

Created a beverage business with Indian business house and handed over to

the promoter.

Transformed Hamdard from family driven to professionally managed and

system driven organization and rejuvenated its brands

Attained proficiency in Business Planning, Marketing, sales & distribution,

Strategic planning & Business Operations

Comprehensive understanding of trade marketing & distribution in FMCG,

Tobacco and stationary

Categories handled: Personal care , Beverages, Confectionary, Tobacco,

Health supplements & other OTC products

Adept in developing & streamlining systems with proven ability to enhance

operational effectiveness and meet operational goals within cost, time & quality

parameters.

Has been associated with organisation of repute like- ITC, SmithKline

Beecham, Basara, Amway and SRL


Harish Parameswar

Senior finance professional with over 20 years of entrepreneurial, investment

banking and private equity experience

He is currently Managing Director of Silk Bridge Partners Private Ltd (an

affiliate of Creando Associates headquartered in Singapore and focused on

Private Equity and Strategic Advisory), he also sits on the boards of several

companies and Asian funds.

Till early 2016, he was managing over US$ 700 million of AUM for DBS Group’s

Private Equity investments. He was Managing Director and Head of Investment

Banking of IB Asia (a merchant banking subsidiary of DBS Bank in partnership

with prominent investors from the Middle East).

Harish has been a senior investment banker with strong origination capabilities

across Asia, leveraging strong network of relationships with business families,

sovereign wealth funds, intermediaries and private wealth networks in the

region. Prior to joining DBS Group, he was Managing Director of Lazard Asia.

He had previously held senior roles at investment banks like Deutsche Bank, JP

Morgan/Jardine Fleming.

Harish is an MBA from IMT Ghaziabad and B.Com (H) from Shri Ram College

of Commerce, Delhi University. He has authored a book restructuring distressed

companies in India “Rehabilitation of Sick Companies”.


Dr. Tarun Vijan

Over 2 decade of experience in reputed houses- like P&G, GSK, Ranbaxy and

Morepen

oriented professional with over 8 years of experience in Brand Management and

Corporate Communications

Have previously worked with companies like Rasna, Religare(Healthcare

Division), Solutions Digitas and JWT at various capacities.

Expertise in

Product & Packaging Development, Trials & Technology

Transfer

Efficiency Improvement and Cost Reduction Programs

Liasoning and Statutory Approvals

Manufacturing & supply operations

Project management control


Derek. E. Roberts

Long and active career in FMCG marketing

Developed various international marketing with SmithKline Beecham

He then became NPD Director for Bass brewers, the UK’s largest brewer

In this senior marketing role he led a team which originated, developed

and launched several brands such as Eisberg non alcoholic wine and

Caffreys Ale, Carling Range Extensions and Staropramen premium lager,

multi million pound brands which have stood the test of time to this day

Now currently heading QEP and Creando Associate representative in US


Shahzad Siddiqui

Seasoned professional with over 18 years’ of rich experience in Sales,

Business Development, Channel & Key Account Management in the

FMCG/OTC /Mobile accessories

A keen planner with expertise in sales and distribution with focus on achieving

company’s goals and mission

With his background he quickly understands company’s requirements and

needs and transforms them with innovative solutions

Banking on his understanding of numbers he knows how to bring in constructive

business solutions.

Some of organization he has worked before are – Perfetti, Gillette, Parle Agro,

Hamdard, Optimus Infracom & Rasna


Tanvi Chopra

Result oriented professional with over 8 years of experience in Brand

Management and Corporate Communications

Have previously worked with companies like Rasna, Religare(Healthcare

Division), Solutions Digitas and JWT at various capacities.

Attained competence in areas

Brand Management- Handling the brand from inception to launch

Product development

Market research- Handled researches at different stages of product life

cycle

Corporate branding and communications

She brings fresh thoughts, unique insights and bucket full of passion to the

organisation career has seen and catered to broad range of brands

CASE STUDIES HOW WE HELPED OUR CLIENTS TRANSFORM THEIR BRANDS

Branding Strategy

Portfolio Strategy

Sales & Distribution Strategy

New product Identification

Job Worker Identification

Franchise Development

Creating an Organization Structure

Recruitment and Training

Supply Chain

Brand Revamping Services

Activities for Revamping Clients Serviced

Revamping Case Study – Current Projects

O’Fresh Café Rio

SANTORINI BEVERAGE

Developed comprehensive business growth strategy

Developing a suitable positioning for the brand

Creating a packaging architecture for future product launch

Developing the distribution strategy and implementing the same in the market by deploying resources from the Creando Associate

Implemented SOPs for proper monitoring and smooth operations

Identifying the various products to be launched under Santorini Beverage and handling the project management of the same

Launched new category- hitting a Turnover of Rs 1.25crs with 4 month of launch

YOGIC FOOD – O’ Fresh

Detailed market study to find a need gap

Repositioning of O’fresh brand of coconut water

Implementing the sales & distribution strategies, by appointing superstockist ,Stockiest and manpower as per the plans

Planned various BTL activities for the brand

Project management for New identified Products

Revamping Case Study – Completed Projects

PESCO Jayanthi foods

Complete business plan to tap a larger beverage market

Developed suitable strategies to make brand relevant to the target consumers

Implementing the complete brand positioning and portfolio strategy

Cooperate branding across touch points

In market launch for the entire range ( carbonated drink and fruit drinks) and ready to eat salted snacks in NCR

Deploying resources to ensure effective implementation and monitoring of the launch

Developing the vision and mission of the organization

Appointing and aligning a suitable organization structure



Developing a brand strategy including brand architecture

Category Identification

Product identification

Brand identity

Formulation stabilization

Job worker identification

Creating an organization structure

Sales & Distribution

Recruitment and training

Talent management

Other Services

Green Field Services - Activities Clients Serviced

Category Understanding

Competitive Scenario

Need Gap Analysis

Building Capabilities

Suitable Business Strategies

Strategy Services - Activities

Identification of suitable channel partners

Recruitment and training

Sales Forecasting

Margin and Schemes rationalization

Managing the sales team

Sales & Distribution Services - Activities

Strategy Case Study – Current Projects

Marya Day Ambrosia foods

Comprehensive business plan submitted with 5 year projections

Businesses Include Categories to Inter-Entry strategy

Facilitated by identifying the job workers

Marketing strategies for the same- 4 P of marketing

Financials- Breakeven point

Awaiting Approval Of Launch

Launching of their range of FMCG products

Developed comprehensive business growth strategy.




Sales T/O- from 0 to Rs 1.5 cr a month, with 6

month of launch

Strategy Case Study – Current Projects

S.K Industry


Working on re-launching Choc on and new products in jelly

Assessed the brand portfolio and identified the gap- created a road map for launch

Comprehensive business plan submitted with 5 year projections

Developed the distribution strategy and implementing the same Facilitate appointment of Distributors

Planning of Distributor's and Sales Representative's Territories

Channels for Distribution.

Guidance on Market Coverage - (Areas/Markets to be covered).

Mehak


Working on re-launching Choc on and new products in jelly


Assessed the brand portfolio and identified the gap- created a road map for launch


Developed the distribution strategy and implementing the same Facilitate appointment of Distributors

Planning of Distributor's and Sales Representative's Territories

Channels for Distribution.

Guidance on Market Coverage - (Areas/Markets to be covered).

Strategy Case Study – Completed Projects

Strategy partners for “VisVires Indian Consumers Pte ltd.

Provide detailed understanding of natural mineral water and value added water

Provide business strategy- Immediate terms, medium term and long term

Develop brand and products for Indian and global market

Understand current production capacities and capabilities and develop the above strategy

Retail management

Mélange City Square & D- Mall in Delhi Re-launch.

Re-launch of above mall

Attracting the suitable brands to open outlets to cater the target consumers

Various activation activities to increase the footfall at the mall

Creating innovative zones to cater various target groups

Tracking Systems and Reports

Real Time Tracking System

1. Real time sales tracking system to enables us to track sales team and there performance

2. Help in increasing the sales person productivity by better route and beat plan

Tracking Systems and Reports

Real Time Performance Tracking

1. Dash board for management to track performance on key parameter

2. Effect on any changes made can be monitored by the management

THANK YOU

India Singapore

Arshad Siddiqui Harish Parameswar

email

Phone