S Y N E R G Y

marketi ng advisory services

7A/04, Ashirwad CHS New MHADA Colony, Near Poonam Nagar, Andheri (E) Mumbai 400 093. 91-22-2836 5149 / 31066445 e-mail: synergyconslt@indiatimes.com
mar ketin g adv i sor y s erv i ces
S Y N E R G Y
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S Y N E R G Y
marketi ng advisory services
7A/04, Ashirwad CHS New MHADA Colony, Near Poonam Nagar, Andheri (E) Mumbai 400 093. 91-22-2836 5149 / 31066445 e-mail: synergyconslt@indiatimes.com
We Build
Profitable Brands
S Y N E R G Y
marketi ng advisory services
Belief
n a Todays Environment
Marketing is Business
&
Brands the Future
brands are the only assets of business
S Y N E R G Y
marketi ng advisory services
Why Branding
"II this business were split up, I would give you
the land and bricks and mortar, and I would take
the brands and trademarks, and I would Iare
better than you."
1ohn Stewart, Former CEO, Quaker
"Because its purpose is to
create a customer, business
has two basic Iunctions:
marketing and innovation.
Marketing and innovation
produce results, all the rest
are costs."
Peter Drucker
"A good product is not
enough to provide
competitive advantage.
Only brands can tap into the
emotional needs oI consumers
and create a bond with them."
1amie Lord
"II all Coca Cola's assets were destroyed
overnight , whoever owned the Coca Cola name
could walk into a bank the next day morning and
get a loan to rebuild everything."
Carlton Curtis
VP Corporate Communications, Coca Cola
S Y N E R G Y
marketi ng advisory services
"Ultimately, strong branding
is not just a promise to our
customers, to our partners, to
our shareholders and to our
communities; it is also a
promise to ourselves. in
that sense, it is about using a
brand as a beacon, as a
compass, Ior determining the
right actions, Ior staying the
course, Ior evolving a
culture, Ior inspiring a
company to reach its Iull
potential."
Carly Fiorina
CEO, Hewlett-Packard
"It has always seemed to me that your brand is Iormed
primarily, not by what your company says about itselI,
but what the company does."
1eff Bezos
".in the Iactory we make cosmetics, in the store we
sell hope."
Charles Revlon
Why Branding
"II you only give people what they already want,
someone else will give them what they never dreamed
possible."
Saatchi & Saatchi
S Y N E R G Y
marketi ng advisory services
'he Essence of Branding
Branding is creating a unique identity for your
product / service that assures the customer of the
lineage, the quality and consistency of
deliverables / benefits over time at a fair price
S Y N E R G Y
marketi ng advisory services
'he Price of Branding
ts a mistaken notion that branding is an expensive exercise
At the most basic level its as simple inserting a label with
your name in every pack / with every transaction
The monies you spend on branding depend on your ambitions
and the resources available
!t is not how much you spend but how you spend that
determines the success of branding
S Y N E R G Y
marketi ng advisory services
some basic truths
n an age of technological and service parity no product or
service commands a distinct edge
As products get commoditised existing brands are incapable
of delivering growths and profits
Phasing out of old brands and introduction of new brands
needs to be a consciously planned business strategy
We yet pursue and hope that some how or the other
existing products will continue to deliver
S Y N E R G Y
marketi ng advisory services
some basic truths
Far greater time is spent on protecting the present than
building the future
Fear of loss of image/monies prevents the development and
implementation of new product ideas
Reluctance to change is the major reason for companies and
brands loosing their dominance
%hough the present is important it's unfortunate that
it blinds us from building for the future
S Y N E R G Y
marketi ng advisory services
some basic truths
New products are the life line of a company
30% of 3 Ms turnover is from New Products
New Products ensure continued growth, profitability and
company longevity
New product to be successful need to be planned, nurtured and
championed
hange is a part of life, stagnation guarantees
decay/ death
S Y N E R G Y
marketi ng advisory services
some basic truths
Despite knowing these truths all of us are guilty of
over looking these basics in our day to day workings
ommitments override perfection
Defense supercedes attack
S Y N E R G Y
marketi ng advisory services
synergy focus
Over the years Synergy has developed
unique expertise in two of the most critical areas
NEW PRODUCT DEVELOPMENT
& LAUNCH
SALES TRAINING
& MANPOWER DEVELOPMENT
S Y N E R G Y
marketi ng advisory services
NEW PRODUCT DEVELOPMENT
&
LAUNCH
S Y N E R G Y
marketi ng advisory services
why do new products fail?
The BATRISE" effect
the inside story
S Y N E R G Y
marketi ng advisory services
the BATRSE effect
Boss effect - boss knows the best
Adjustment mindset - accommodate suggestions
Time inflexibility - date of launch pressure
Resource limitation - dogmatic adherence to budget
I effect - i like it
Superior delivery - best of individual parameters
Expert effect - research has shown
%he BA%#$"phenomenon has accounted for more new
product failures than any other in the history of
marketing
S Y N E R G Y
marketi ng advisory services
3troduc3
rand n-$ured
rom ideation to actualisation
We reduces the risk in launch
A tried, tested, and successful system for managing New Product Development
S Y N E R G Y
marketi ng advisory services
rand n-$ured
W A step-by-step approach to developing New Products from
ideation to launch.
W t systematically synergises and harmonises the Brand
to the company
the environment and
the customer
thereby reducing the risk of rejection
What is rand n-$ured?
S Y N E R G Y
marketi ng advisory services
Whats unique about rand n-$ured?
W Concept driven rather than product driven development
W Customer focused rather than company driven
W Acknowledges and synergises the 3 dimensions of Brand
experience - Physical, Rational and Emotional.
W Relies on a series of research designs that add to and
harmonise the brand offer - on all 3 planes
W inear sequencing from acknowledgement to adoption for
assured results
W Pro active and predictive rather than reactive
S Y N E R G Y
marketi ng advisory services
How does rand n-$ured work?
W rand n-$ured begins with defining:
the objectives in clear normative terms
identifying the target brand / product
defining the target consumer
W rand n-$ured bench marks the desired performance levels
W rand n-$ured relies on a series of small research protocols
checking, confirming & rechecking the brand architecture
against set benchmarks as it is being developed
S Y N E R G Y
marketi ng advisory services
rand n-$ured
a Preview
S Y N E R G Y
marketi ng advisory services
T2e
competition
company
customer
Universe
Offers
Expectations
Satisfaction
Brands
Resources
Brand Environment
'he Art of Branding
S Y N E R G Y
marketi ng advisory services
rand n-$ured.steps
There are 10,000reaso3s
why th3s do3t work
Success s to f3d ways to 2ake the2 work
unneling 'echnique
nvironment
Company
Customer
Product
Check
ntry
success
search
sync
S Y N E R G Y
marketi ng advisory services
rand n-$ured search
search
The company
The customer
The competition
Basket of
Ideas
A no go decision at this stage costs a miniscule fraction of the cost of launch
and development estimated at approx. 1-2% of the cost of a failed launch
o
p
p
o
r
t
u
n
i
t
i
e
s
Go
No Go
dea Box
S Y N E R G Y
marketi ng advisory services
rand n-$ured segregate
segregate
resources
capabilities
constraints
C
O
M
P
A
T
A

T
Y
Corporate
capabtes
Go
No Go
dea box
o go decisions can be stored for future reference. The cost at this stage will
not exceed 2-3% of the cost of a failed launch
S Y N E R G Y
marketi ng advisory services
rand n-$ured select
seect
convenience
performance
price
Product
expectato3s
A
C
C
E
P
T
A
B

T
Y
Go
No Go
dea box
o go decisions can be stored for future reference. The cost at this stage
will not exceed 5-10% of the cost of a failed launch
S Y N E R G Y
marketi ng advisory services
rand n-$ured synchronise
sy3c
harmonise
synergise
value add
D
E

'
E
R
A
B

E
S
Plans
Budgets
schedules
strategise
Narrows down the choices based on the financial attractiveness of the marketability
of each proposal. Unviable alternatives ar filed for future reference. Cost estimated
at 10-20% of the cost of a failed launch
S Y N E R G Y
marketi ng advisory services
rand n-$ured sample
be3ch2ark3
e3try
audt
S2uate
TESTING
A
C
T
U
A
L
N
O
R
M
Go
correcto3
Confirms benchmarking and product performance, based on which the
decision to roll-out or make corrections are taken. Cost estimated at 30-
50% of the cost of a failed launch
S Y N E R G Y
marketi ng advisory services
rand n-$ured set
R
O
L
L
O
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T
M
O
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I
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O
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EXPAND Start off
Success
Entry strategy is wedged to create a gap in the market to get a foot hold. This of
necessity has to be backed up by an expansion plan for the brand to be a
substantial player
S Y N E R G Y
marketi ng advisory services
rand n-$ured success
Bra3d
Product space
Mind space
Ground Space
ooks
Features
Performance
Availability
Ambience
Experience
Aware
Aspire
Associate
Holistic Brand Experience
S Y N E R G Y
marketi ng advisory services
rand n-$ured success
Adopto3 Adopto3
Acto3 Acto3
Ack3owede2e3t Ack3owede2e3t
Accepta3ce Accepta3ce
Acceptance of concept - Acknowledgement of deliverables - motivation for action - adoption in lifestyle
S Y N E R G Y
marketi ng advisory services
rand n-$ured application
W Obviously for New Product Development
from ideation to launch
W Re-Positioning Brands
Revamping problem brands
Rejuvenating aging brands
W Assess impact when changing inputs of existing Brand
packaging, advertising, formulation etc.
S Y N E R G Y
marketi ng advisory services
rand n-$ured proposition
ould you gamble on 40 crs and
launch a new product / brand?
or
ould you rather spend 2 crs to
insure against failure?
*costing depends on the complexities of the situation and
the stage / nature of application
S Y N E R G Y
marketi ng advisory services
Saes Tra33
&
Ma3power Deveop2e3t
S Y N E R G Y
marketi ng advisory services
S Y N E R G Y
marketi ng advisory services
some basic truths
Sales is the only function that generates revenues for a
company
A salesman is the only person who generates this revenue
Every one else exists to facilitate his working
&nfortunately all of us tend to forget this and discount
his importance
S Y N E R G Y
marketi ng advisory services
synergy philosophy
No salesman can sell unless the customer
wants to buy
thus
The role of a salesman is to be a facilitator to the
buyers decision
S Y N E R G Y
marketi ng advisory services
synergy philosophy
Todays salesman needs to focus on both selling in
and selling out
thus
He needs to performs the role of a territory manager
and not just an order taker/booker
S Y N E R G Y
marketi ng advisory services
What ails training programs
Most training programs focus on:
W What management thinks they may want
W Teaching of new techniques and strategies
W Maximum quantity of information in the shortest time
W Time management, analysis and planning, reports and
control, product training take precedence
W Non-job areas like motivation, team building,
leadership etc.
S Y N E R G Y
marketi ng advisory services
introducing
POWERedSELL
a systematic three step sales training plan
Powers your salesmen from O to HERO
S Y N E R G Y
marketi ng advisory services
S Y N E R G Y
marketi ng advisory services
POWERedSELL - Step 1
Basic Call Procedure - A beginners course
W Orients mindset
W Teaches the mechanics
W ntroduction to the basic dynamics of sales
W Removes the fear of selling
S Y N E R G Y
marketi ng advisory services
S Y N E R G Y
marketi ng advisory services
POWERedSELL - Step 2
For the experienced - a detailed exposure:
W Understanding of the process of selling
W A detailed exposure to buyer profiles & the dynamics
of Sale - Selling n
W Techniques of Managing Targets
W Role in Selling Out and Merchandising
S Y N E R G Y
marketi ng advisory services
S Y N E R G Y
marketi ng advisory services
POWERedSELL - Step 3
For the high achiever:
W techniques for increasing the efficiency and
effectiveness
W tools of decision making
W understanding the business end of sales
W setting benchmarks and self evaluation
S Y N E R G Y
marketi ng advisory services
S Y N E R G Y
marketi ng advisory services
Why POWERedSELL
W Systematic enhancement of skills
W Goes beyond the mechanics deals with the dynamics
W Enhancement of knowledge beyond the immediate functional
W Changes mind set by redefining role
W ob enrichment through multi-dimensional focusing
S Y N E R G Y
marketi ng advisory services
Focuses on retention rather than quantum
W Participation and Repetition
W Group interaction
W Demonstrations
W Games, role-plays, case studies
W Feedback, self and group analysis
Why POWERedSELL
S Y N E R G Y
marketi ng advisory services
W focuses on skills required at the Point-of-Contact: selling-in and selling-out
W Analysing and handling 11 different customer types
W 16 ways of opening a sales call
W 6 essentials for making a good presentation
W 6 ways of handling interruptions during a sales call
W 6 techniques of handling objections
W 13 tested techniques of closing sales
W Tips for turning objections into sales
W Guidance on how to become a good listener
POWERedSELL - Some Features
S Y N E R G Y
marketi ng advisory services
POWERedSELL - Moto
SeIIing-in + SeIIing-out
=
SeIIing more
S Y N E R G Y
marketi ng advisory services
POWERedSELL
The Sales Process
S Y N E R G Y
marketi ng advisory services
Sales
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nsures holistic selling covering selling in as well as selling out
POWERedSELL - the building blocks
S Y N E R G Y
marketi ng advisory services
W Treats Selling as a process and not as an art.
W Focuses on selling in and selling out to increase sales
W Gives a holistic overview of the sales process without
burdening with non essential details.
W Thrust on creativity in selling in and selling out
POWERedSELL - the building blocks
S Y N E R G Y
marketi ng advisory services
Sales
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Distribution
nsures product availability at the right time, in the right place,in the right quantity
Pehali seedi product ke upaladhi
POWERedSELL - the building blocks
S Y N E R G Y
marketi ng advisory services
Sales
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Distribution Merchandising
o dikhega who hee bi kega
POWERedSELL - the building blocks
S Y N E R G Y
marketi ng advisory services
Sales
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Distribution Customer Service
irst serve and then deserve - pahale seva phir meva
POWERedSELL - the building blocks
S Y N E R G Y
marketi ng advisory services
Sales
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Distribution Promotions
irst tell and then sell - jho bolega wo hee bechega
POWERedSELL - the building blocks
S Y N E R G Y
marketi ng advisory services
Sales
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Distribution
Collections
o sale is complete without collection - Phale paise phir bhagwan
POWERedSELL - the building blocks
S Y N E R G Y
marketi ng advisory services
Ma3a3 T2e Ma3a3 T2e
Ma3a3 Ra3e Ma3a3 Ra3e
Ma3a3 Co2petto3 Ma3a3 Co2petto3
Ma3a3 Dstrbutors Ma3a3 Dstrbutors
Ma3a3 Tarets Ma3a3 Tarets
Ma3ae2e3t of Saes
POWERedSELL - path to progress
S Y N E R G Y
marketi ng advisory services
Decision Making Tools
Problem Solving Skills
Communication Skills
Presentation Essentials
Developing Product Story
Understanding Body Language
Grooming
Team Building
Numerical Ability
Understanding Costs
Operational skill enhancement
For Supervisors & Managers
And many more - as module creation is an ongoing process
Beyond POWERedSELL
S Y N E R G Y
marketi ng advisory services
Other Co2pete3ces
S Y N E R G Y
marketi ng advisory services
Our expertise can be retained for restructuring or augmenting
existing Marketing & Sales operations or for setting up New
Operations.
Synergy can be retained on:
W Regular monthly retainership
W Assignment for a specific task and for a specific period
W Ad-hoc consultation
%etaining Synergy Consultancy
f you have a Marketing or $ales Problem
Trust us to have a solution
S Y N E R G Y
marketi ng advisory services
W Reviewing existing Marketing
plans
W Reviewing existing Brand
Strategy
W Review of Distribution
infrastructure and Systems
W Brand / Product Portfolio
Analysis
W Repositioning an Existing Brand
W New market/New Product
Development
W New Business Development
W Perception Management
(Attitudinal reorientation
within and outside the
company)
W Relationship Management
%etaining Synergy Consultancy
There are no problems
Only solutions and opportunities
S Y N E R G Y
marketi ng advisory services
%etaining Synergy Consultancy
Synergy operates on the basis of planned S structured Strategy S %eview meetings
- 'he frequency of the meetings would vary from 1 a week to 1 a month depending
upon the needs of the client
- 'he areas covered would be:
Product
- Branding
- Segmentation
- eature
optimisation
- Development
- Packaging
Pricing
- Strategy
- Channel
structuring
- Nargins S
Discounts
- Profitability S
%evenues
Distribution
- Strategy
- %ecruitment
- Stockist S
retail profiling
- Policies
- %eporting S
Evaluation Systems
Advertising S
Promotions
- Creative S
Nedia
- 'rade S
Consumer Promos
- Sales Supports
- Control S Evaluation
A 360 approach to making a winning Brand
S Y N E R G Y
marketi ng advisory services
areas of operation
W FMCG (Fast moving Consumer Goods) - Toiletries and Cosmetics,
Foods etc.
W Co3su2er Pershabes - Breads, Farm produce etc.
W Co3su2er Durabes - Electronics, White goods like Refrigerators
etc. Appliances, Kitchenware etc.
W Heath a3d Hosptaty - OTC, Alternative therapies etc.
W F3a3ca Products -Banks, Mutual Funds, Credit Cards etc.
W Servce I3dustres - Hotels, Travel Agencies, Resorts, Advertising
etc.
S Y N E R G Y
marketi ng advisory services
personal profile
VIJAY RAUT
A Management Graduate from the amnalal nstitute of
Management Studies (1979) with over 20 years of experience in
Sales, Advertising and Marketing.
He started his career with Hawkins Pressure cookers td. and has
worked for Grant Kenyon and Eckhardt and Wipro Consumer
Products before embarking on his own as a consultant. The
brands that he has launched and handled include Hawkins
Pressure
S Y N E R G Y
marketi ng advisory services
personal profile ...
Cookers, Colgate Palmolive, Wipros Santoor and Shikakai
soap, Sunflower 'anaspati, Wagh Bakri Tea, UT, Tractor and
APCA from Asian Paints, SB Mutual Fund, Tips and Toes
Cosmetics, Fevicryl from Pidilite, Golden Glades Resorts etc.
He has been a project guide to students of the amnalal Bajaj
nstitute of Management Studies and a visiting faculty for
courses on Marketing Strategy at the NM nstitute of
Management Studies.
S Y N E R G Y
marketi ng advisory services
synergy credentials
Hawkins Cookers - Pressure Cookers
Colgate Palmolive - Toothpaste, Shampoo, Detergents
Fenner ndia - ' Belts
Standard Chartered - Banking Services
Wipro - Soaps and 'anaspati
UT - Rajlaxmi, Sr. Citizens Scheme
SB - Mutual Funds
S Y N E R G Y
marketi ng advisory services
synergy credentials ...
C - Mutual Funds
Glenmark - Anti Fungals, Tonics
Pidilite ndustries - Fevicol, Fevicryl, Fevi kwik, Fevistik,
Ranipal, Accron etc.
Gujarat Tea - WaghBakri, Mili, Good Morning
Asian Paints - APCA, Tractor
Tips and Toes - Cosmetics
S Y N E R G Y
marketi ng advisory services
synergy contact.
'ijay Raut
Sy3ery Market3 Advsory Servces
7A/04, Ashirwad CHS, New MHADA Colony,
Near Poonam Nagar, Andheri (E). Mumbai 400 093.
91-22-2836 5149 / 28389674
(M) 022-9322266445
e-mail: synergyconslt@yahoo.co.in
synmas@gmail.com