Selling a soil conditioner to a farmer may be akin to taking a refrigerator to an Eskimo. But Samsika Marketing Consultants^TM showed that it can be done successfully for Marson Biocare's Terra Care^TM. Aimed at farmers who consciously want to increase yield, Terra Care^TM took the educational route, bringing the fruits of farm research into the fields of rural India. Careful branding strategy through the use of the Samsika Segmentation & Positioning Module^TM and the institution of proper sales and distribution systems resulted in the product percolating deeper into the market. Its area of influence also increased and Terra Care^TM today is the pride of farmers all over Maharashtra and Gujarat. Translating this rural success into an urban dream, Samsika^TM advocated another brand, Planta Care^TM, aimed at the city gardener. Creating a fresh 'urban garden grooming' category, Samsika^TM positioned Planta Care^TM, explaining the benefits of the product to potential users through nursery and mali meets.

As a result of Samsika's efforts both Terra Care^TM and Planta Care^TM are today changing the equation between the farmer and his crops on the one hand, and the urban gardener and his plants on the other.

Ad Agency: On Our Own

Marson Biocare Board of Directors Shyam Mariwala, Madhav Mariwala, Hansraj Mariwala, Samsika MD Jagdeep Kapoor, Limji Nanabhoy and Prof Vaidynathan

FMCG - Food Processing (Soft Drink)

SUCCESSFUL RELAUNCH STRATEGY AFTER 50 YEARS, INCREASING WIDTH OF DISTRIBUTION FROM A SMALL BASE OF 147 TO OVER 2000 OUTLETS IN MUMBAI

When you are half a century old and want to reinvent yourself to appeal to the youth, you could have a problem on your hands. Especially when you are invisible in a premier market like Mumbai. The five-decade-old soft drink was Sosyo^(R), once quite popular in Mumbai but is now firmly entrenched only in Gujarat. Samsika's mission was to revive the brand and pep it up to carve a niche for itself in the highly competitive soft drink category. Before sales and distribution could be tackled, Samsika^TM surveyed the market and identified the gaps that Sosyo^(R) could fill. The twist in the tale came when Samsika^TM helped choose an agency and advised on advertising strategy. Samsika^TM helped set up and train the entire sales force and worked out a distribution network. Pricing was premium with cash upfront and no compromise on the deposit policy. Today, besides the home base of Gujarat, Sosyo^(R) is well received in Mumbai. The number of outlets has gone up from 147 to 2000 in a mere three months and the growth graph continues to soar. It has been a homecoming of sorts for an old time favourite. Made possible by Samsika Marketing Consultants^TM.

Sosyo Directors Farhazdaq Hajoori, Abbasbhai & Moizbhai confer with Samsika MD Jagdeep Kapoor while Pragnesh looks on

 

FMCG - OTC Health Products

UNIVERSAL SEACOD^TM CAPTURES 44% MARKET SHARE IN SIX MONTHS AND GIVES THE MARKET LEADER A RUN FOR ITS MONEY


Taking on the competition in a tough segment has always been Samsika's forte and nowhere has this been better proven than in the case of Universal SEACOD^TM. The brief was to develop a strong OTC product portfolio. Developing an identity that was distinct from the market leader, Samsika^TM positioned Universal SEACOD^TM on the platform of strength and introduced low cash ring SKUs, inducing trials and grabbing 44% of national sales. Putting in place the Samsika Sales & Distribution System^TM, Samsika^TM first gave strategic direction to packaging and then evolved the advertising and media brief. Western and southern India was the focus of attention with unique propositions for trade paving the way for smooth acceptance in the market. Today Universal SEACOD^TM stands tall with 44% market share. Many more OTC products are in the pipeline and the road to the north and east is clearly mapped out..

Ad Agency: FCB Ulka

Universal SEACOD VP S M Kanwar & Chairman Vikram Tannan with Samsika MD Jagdeep Kapoor

 

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FMCS - Residential Construction

FROM BUILDING BUILDINGS TO BUILDING BRANDS

When the market is in a tizzy, you have to take a different tack to achieve your objectives. No one knows this better than Samsika Marketing Consultants^TM, as was proved in the way it opened up opportunities for Nirmal^TM, Nirmal^TM, a construction company situated in Mulund, came to Samsika^TM with a vision of building its brand. Samsika^TM started at the bottom, using the Samsika Customer Satisfaction Survey Module^TM to determine how the brand was perceived and to give it strategic sales direction. Deciding on a sharp focus on Mulund and the neighbouring suburbs, Samsika^TM positioned the brand as 'Nirmal Lifestyles^TM' and decided to exploit the core brand properties of openness, greenery and eco-friendliness. Samsika^TM facilitated a unique Nirmal Nagar possession ceremony. Using the Samsika Relationship Marketing^TM route, a newsletter and a privilege card were launched. A calendar of events saw to it that the client-brand relationship was cemented on a long term basis. The launch of Nirmal Institute of Construction Management was recommended. Samsika^TM guide Nirmal^TM, changing its outlook from that of a commodity to a brand. The outcome? Nirmal^TM is the first residential construction company to use strategic brand management. Toady the brand is vibrant and visible with a customer care culture deeply ingrained and sales are growing steadily.

Ad Agency: On Our Own

Samsika MD Jagdeep Kapoor, Nirmal MD Dharmesh Jain, Director Rajeev Jain and Sales Manager Vikas Kumar