TRANSITION FROM A MANUFACTURING ORIENTATION TO AN INTEGRATED MARKETING STRATEGY APPROACH FOR THE PRINCE BRAND

When you introduce proper systems, the company's progress is swift and smooth. This is what happened when Samsika tackled the twin objectives of building a wide area distribution network and simultaneously, building the Prince brand. Samsika conducted sales training modules and drew up parameters for    the
appointment of distributors (against advance payment). The result - sales grew to 170% in the north, 86% in the south and 32 new towns now stock the Prince brand. Samsika selected the ad agency and advised a cost-effective ad campaign, which has started generating pull for the brand.

Cat: Consumer Durables
Ad Agency: Everest

Prince Plastoware Director Dharmesh Chheda, receiving an
award from the then Union Finance Minister P Chidambaram

SUCCESSFUL LAUNCH OF PREMIUM MOULDED FURNITURE

When you are the nation's No. 1 plastics producer with technological know-how, opportunity stares you in the face. Spotting it, Samsika Marketing Consultants advised its client to leverage its brand equity and diversify from the houseware segment that manufactures buckets, mugs and other home utilities into moulded furniture. Studies revealed the gaps in the market and Samsika carefully positioned the new brand, Prince Accord. The Samsika Brand Segmentation & Positioning Module was advocated and the Samsika Sales and Distribution System set up. Helping choose the advertising agency, Samsika formulated the creative brief which led to the baseline 'Dum Kissise kum nahin', bringing out the positioning of Prince Accord chairs being 'tougher than the tough'. The need Samsika identified was so great that the market lapped up the product and today the brand is marking its presence felt. Prince Accord^(R) has already won the minds and hearts of Mumbai, Maharashtra, Gujarat and Kerala. Now it's just a question of time before it wows the rest of the country.

Cat: Consumer Durables (Moulded Furniture)
Ad Agency: TBWA Anthem

 

ADROIT BRAND LAUNCH STRATEGY ENSURES 7% MARKET SHARE GAIN IN RECORD TIME

Riding a wave to usher in the second coming is never easy. Samsika Marketing Consultants did it successfully for Enkay by launching Life mango nectar after Onjus orange juice had made inroads into towns across the nation. Launching Life was a little like taking  the battle of the fruit-based brands out into the open. Caution was called for and strategy had to be finely tuned to come out victorious. Samsika did this for Life. First by positioning it as a thick mango nectar. And then by pricing it just right, in 250 ml and 1 litre packs. Samsika also helped select the advertising agency and formulated the brief, focusing on an innovative children-oriented compaign. A sales distribution network too was set up against advance payment. The Samsika Marketing Audit Module, MARK IT was implemented. True to plan, the nation lapped it all up. Today Life commands a market share of 7% within just six months of its launch and people in over 302 towns pay homage to its rising popularity.

Cat: FMCG - Food Processing (Juice/Nectar/Soft Drink)

Ad Agency: Euro RSCG

(From right) Enkay Chairman Tulsi Goyal, President Sunil Deshpande, Samsika MD Jagdeep Kapoor & Prem Goyal of ATC

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THE POWERFUL FEVICOL^(R) BRAND AND RELATED PRODUCTS 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. A cost-effective advertising and media strategy was developed and an overall marketing strategy was evolved to help launch new brands. As a result of Samsika's efforts, the Fevicol^(R) brand and all its satellite products have gone into a higher, more positive orbit.

Cat: FMCG - Adhesives
Ad Agency: Art Advertising

Fevicol VP B O Mehta, Director Apurva Parekh & VP S M Kamat with Samsika MD Jagdeep Kapoor

 

ACHIEVING 124% GROWTH BY BUILDING MOTILAL OSWAL SECURITIES AS A BRAND IN THE STOCK BROKING SERVICES CATEGORY

How do you apply the principles of modern marketing to a traditional stock broker? Motilal Oswal Securities asked this question of Samsika Marketing Consultants and today they are owners for a host of trademarks, including Wealth Creation Thoughts. For the first time in India, a stock broker is beginning to operate like a brand and wealth creation is a subject  they are branding, thanks to Samsika. In the beginning, Samsika conducted a Customer Satisfaction Survey. A branding strategy  was evolved, using the Samsika Branch Segmentation & Positioning Module. The Samsika Sales & Distribution System was put in place and the Samsika Contact Sheet Module  utilised. The result? The brand registered 124% growth. Samsika also evolved a channel partner strategy for a national roll-out. Samsika presented a unique advertising strategy, placing Motilal Oswal Securities in the role of a mentor guiding investors through their Wealth Creation Thoughts. Samsika also instilled a customer service culture through training and built a vibrant brand in this category. Samsika's branding strategy was to position the financial services provider as a world class research broker. Very sharp and focused segmentation, increasing the perceived value of the brand and pricing it in the premium segment paid off. Today Motilal Oswal Securities is is all set for take-off with more and more customers all over India coming under its umbrella.

Samsika MD Jagdeep Kapoor & Motilal Oswal Securities Directors
Motilal Oswal & Raamdeo Agrawal