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Motilal Oswal Securities
Kristeel - Shinwa
Kool Jal Jeera
Ayur Neem Tea
820% INCREASE IN SALES VOLUME.
ROLLS OUT NATIONALLY IN FEBRUARY 1998.
Innovation can be a key to profit. But merely developing a new product for the market need not necessarily spell success. Not unless you have the marketing plan in place. With the right inputs, the correct strategy and loads of experience to match your enthusiasm. Supreme Home Products – Steam Dream moved right ahead.
To establish a marketing organisation structure.
To establish the brand name.
To build up a distribution network.
To increase sales, market share and profit.
Since Supreme consisted of a small father-son-uncle team that was high on manufacturing expertise, but lacked marketing strategy, Samsika's first step was to establish a mission statement for the company and identify one product as primary.
This done, the brand name, Stream Dream, was established and its personality evolved with a clear positioning as "the first home steam bath sensation, for a home that has it all".
A sales and service system was put in place and a distribution network established.
Pricing strategy was evolved reasonably.
Sales staff training undertaken.
Market research helped focus on certain segments that showed large potential.
Cost-effective media plan was drawn up and generated trials.
The strategic tools employed were:
Samsika Strategic Marketing Module
Samsika Customer Contact Sheet Module
Samsika Product Management Module
Samsika Retail Barometer
Samsika Sales Training Module
Samsika Candidate Profile Format
Samsika Dealer Appointment Format
Samsika Triangular Perception Module
Samsika Agency Evaluation Module
Samsika Product Story Module
Full organisation structure was established. Sales and service employee strength doubled.
Sales volume increased by 820% between February 1996 and January 1997 despite a steep 20% increase in price.
Distributorship established in nine states of India. The plan is to widen the net on an all India basis.