Samsika Brand Yashas. Case Studies of Samsika's work in creating top notch brands like Onjus, Monginis, Navneet, Kotak Mahindra, Alfa, Kamani, Kadak Bidi, Prince, Life, Fevicol, Motilal Oswal Securities, Terracare, Sosyo, Sea Cod, Nirmal Lifestyles, Shalimar Superfoods, Kristeel - Shinwa, Shivamrut, Kool Jal Jeera, Ayur Neem Tea, Adventure Holidays, Kent Cars, Mafatlal Interiors, Multichef, The Club, and Steam Dream

List of Case studies :

PERSONALISED SERVICE SECTOR

TURNOVER UP 304% IN JUST TWO YEARS.

AFTER BEING A MARKET LEADER IN MUMBAI, GAINS MARKET LEADERSHIP IN PUNE ALSO IN FEBRUARY 1998.

In the car rental business, service is the key that can open many doors. Especially if it is personalised.

OBJECTIVES

To establish the Kent brand

To become the market leader in the premium car rental segment and take on Budget.

To establish a customer service culture

INPUTS

Before Samsika took up the challenge, Kent Cars was a local player. It's main business: renting cars to small companies and individuals for marriages.
The task on hand was to reposition, restructure and focus on personalised service. This Samsika did by coining the now famous line: "Why Rent a Car? Rent A Kent!" and positioning it as the corporate favourite.

Once slotted as a car rental for corporations, the next step was to restructure the organisation and make value additions that the customer would appreciate. Car interiors were looked into. Air-conditioning and stereophonic sound became de rigeur. Kent became a 24-hour car rental service. And thoughtful little touches such as a reading light, newspapers, facial tissues and mineral water were added.Next came staff training Drivers were redesignated 'Captains'.The focal point of everything became the customer and personalised service was emphasised above all else.
Brand perception was built cost effectively. Instead of a large scale media campaign, a cost-effective media plan was set in motion. The strategic tools employed:

Samsika Strategic Marketing Module^TM

Samsika Sales Training Module^TM

Samsika Candidate Profile Format^TM

Samsika Naam Ka Daam Module^TM

Samsika Value Loyalty versus Brand Loyalty Module^TM

Samsika Telemarketing Module^TM

Samsika Triangular Perception Module^TM

RESULTS

Kent shot ahead of the competition and positioned itself first in the car rental business. Its annual turnover touched Rs 6 crore, a quantum jump of 30.4% in just two years.The number of employees - both reservations staff and captains - more than doubled.

The Kent fleet of cars grew from 36 to 194, from popular to premium models and even international favourites like Mercedes, Toyotas, Hondas, Nissans. Awareness of the Kent brand has grown from 12% in 1993-94 to 66% in 1995-96. Now it has entered Pune.

Customer service perception has increased both qualitatively and quantitatively, with multinational clients like Coco Cola, Motorola, Philips, and Cathay Pacific.

CONSUMER DURABLES

Pioneering the home improvement market in India. Take an idea. Dress it up. And draw up a successful strategy for its presentation to a countrywide audience.That's what happened when Mafatlal Home Products approached Samsika with its modular kitchen project. Samsika charted out a comprehensive, cost effective marketing strategy which led to the project being a tremendous success on the verge of a national launch.

OBJECTIVES

To select and establish a brand name.

To evolve a marketing strategy launch strategy, pricing strategy, product strategy, and a sales & distribution network strategy.

To establish a national distribution network.

To build a marketing organisation.

To increase sales, market share and profit.

INPUTS

Samsika was able to suggest a simple but effective brand name, Mafatlal Interiors, which was popularised through extremely, cost effective media. Samsika evolved a full-fleged product portfolio strategy for the kitchen sets, the optionals as well as for the materials.

A very sound pricing strategy was formulated for the kitchen sets, the optionals and the materials.The five-step Samsika Dealer Appointment Module was used to create a dealer network.The sales forecasts, the marketing organisation as well as creative and media plan were actioned.

The entire Graphics Design Module and cost-effective media bursts accompained the launch. Sales traning was undertaken alongwith the establishment of the Samsika Contact Sheet Module. The strategic marketing tools employed were :

Samsika Strategic Marketing Module^TM Samsika Product Management Module^TM Samsika Customer Contact Sheet Module^TM Samisika Sales Training Module^TM
Samsika Candidate Profile Format^TM Samsika Dealer Appointment Format^TM Samsika Triangular Perception Module^TM Samsika Agency Evaluation Module^TM Samsika Productr Story Module^TM

RESULTS

Dealership enquiries poured in from all over the country and the appropriate ones were selected. A full-fledged marketing organisation structure was put in place on all India level in terms of sales, product management and customer service.The awareness of the brand Mafatlal Interiors was very high with several individual customers, corporates, architects, builders and interior designers visiting the Mafatlal Interiors kitchen display to place their orders.

The sales forecast was very effective and the production had to be stepped up with another factory being set up to meet demand.The pricing strategy and the product portfolio strategy had worked well as was evidenced by the flow of orders for the kitchen sets, optionals and materials.Mafatlal Interiors is now a well-known brand clearly positioned as a pioneer in the home improvements markets. After winning over the heart of the Indian housewife through the Mafatlal Interiors Kitchen, it is all set to move into other areas of the home. Mafatlal Interiors plans to have 300 Home Improvement Centres in the next 3 years.