![C3 – Consumer: Task & Ideas
1. Brand Recognition / Awareness: consistent POP / BTL In-store
2. VFM = Value = [Perceive Performance] / Price*
Value within the pack e.g.:-
1. Bigger packaging formats
2. Value within the pack viz Key Ring
3. Combo product viz DCS
3. Promos: Free product promotion, Extra product promotion, Premium
product promotion, One day or Topical promotion (watch free), Festival
period mega promo (multiple promotions).
47](https://image.slidesharecdn.com/frugalmarketingcasestudy-140905155919-phpapp02/75/FRUGAL-MARKETING-47-2048.jpg)
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FRUGAL MARKETING
The document outlines a comprehensive marketing strategy aimed at simplifying technology for diverse consumers, with a focus on anticipating customer needs and effective business KPIs. It details a strategic framework that emphasizes visibility, low-budget impactful marketing, and the significance of branding through innovative packaging and promotional initiatives. Key marketing initiatives include new product launches, internal communications, and community engagement, all tailored to enhance consumer experience and drive sales growth.
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FRUGAL MARKETING
- 1. Marketing Peshwa Acharya 13th Dec 2012 1
- 2. Vision To makeeveryday better by simplifying technology making it available and relevant to people from all walks of life Corporate Vision To anticipate customer need, champion customer voice within the business, guide & measure business KPI’s, drive product & store marketing and ensuring profitable sales growth through promotions, communications, advertising, retail visibility, packaging, product, pricing & PR . We remain at the core of the spectrum between creativity & business accountability. Marketing Vision 2
- 3. Evolved CMO Roles... • Create new consumer categories • Demystifying technology • Build efficient distribution Channels • Drive consumer experience not just consumer communication • Build tangible & Intangible brand assets • Be the voice of consumer • Strategic inputs for creating new channels & new product 3
- 4. Recommending a simplestrategic framework for marketing & business… You don’t have to spend BIG MONIES on TV with Big Budgets to always build a Technology / Retail / Consumer Brand ….Case Study Follows .. 4
- 5.
- 6. 4 C’s ofApps Daily “Make Everyday better” … this becomes the center piece of our business 4 C’s – Colleagues i.e. Employees / ISD – Customers i.e. Trade / Retail – Consumer i.e. End consumers – Community i.e. Eco system 6
- 7. What has beenour Marketing Approach ? • Build the marketing plan as per PLC of the business • Move from C 1- C 2- C-3- C-4 quadrants • Make every Rupee count • PER : “Plan Execute Review” Cycle • Capture learning's • Low budget High Impact marketing plan 7
- 8. Marketing Barometer •S&D •ATL •Activation/ Live mkt •Earned Media PR/SMM •People management •ISD productivity •Retail visibility/ BTL •360 Degree Tesco Steering Wheel model Colleague was imp so ISD/ Sales/ Mangt meet - Oct Sales & distribution was the 1st priority- Ongoing Oct onwards R& R- Done Sept Oct Onwards Started in Nov Jan 2013 onwards April 2013 onwards 8
- 9. MARKETING Initiatives (L3M) 1. New Brand & packaging 2. New Product launch 3. Appsdaily Summit 4. Retail visibility 5. Internal Communication EDM 6. PR / Corp Comm as Earned media 9
- 10. New Brand …Give me RED • Red is the colour of leader brands ( Vodafone, Airtel , Coke, Virgin , Levis, Hero ,Eveready ) • Red is an extremely powerful colour, it symbolizes energy, power, vitality and vigour. • Red has a very high retail shelf throw. •Minimalistic ,neat, powerful, Clutter Breaking design http://www.youtube.com/watch?v=yQ-3S3QJhHA 10
- 11. New Packaging 1 Feature Icons used 3 Retail Color Differentiator 4 Large pack = Better shelf throw 5 OS in pictorial form 1 2 4 5 5 Life Time Hi- Lighted 6 6 Premium white Look 2 7 Bold Logo 11
- 12. 1 4 3 5 7 Front Back 6 2 8 12
- 13. Retail Packaging Idioms 1. Large Size: A larger size has more shelf throw and is easily spotted by a consumer 2. White Colour: This is to maintain the brand colour (red and white) and also because a white packaging gives a higher sense of premium 3. Descriptors: The descriptors in our packs are kept as a patch of differentiated colour for different packs 4. Clutter free: Keeping the target of a “premium feel” our communications even in packaging are kept neat and minimalistic 5. Phone Visual: All are products have a phone visual to communicate the category of our products 6. Icons: The features of our products are explained through icons describing the same. The icons also help in giving the product a “tech” feel 7. Lifetime Validity and Compatibility platforms are highlighted in the front of pack 8. For Trade old brand to new brand explained 13
- 14. MM Mobile Khopoli,Sai Electronics Lonavala , Nakshtra Mobile Karjat,JK NX Thane ,Guru Pooja Thane, KK NX Thane, Swastik Dombivili / Kalyan , TeleVideo Dombivili /Kalyan Jayesh Dombivili / Kalyan , Pappilion Dombivili / Kalyan, Jai Mata di Dombivili / Kalyan , Divine Cell Phones (Chembur), Divine Cell Phones (Dadar), Divine Cell Phones (Sion) , ZEE novelties (Ville Parle - east) , Zalani Collection (Santacruz) ,Cell Retail Shop (khar) VM executed… , MOBILE POINT , Mobile point (Irla) ,Mobile world (Irla) ,Anupam hub dombivali ,Blackberry exclusive outlet , Satar telecom(top 10) virar , Blackberry exclusive outlet charni road ,Rajlaxmi ( Dadar / Matunga ), Record shoppe ( Dadar/Matunga) ,Siddham ( Dadar / Matunga ) ,Zalani NX , Anupam super store – Borivali , FINE CONNECTION ,H.K.MOBILE , GUNJAN TIME , KHAZANA NX 14
- 15.
- 16. POP / VM-elements 16
- 17. Feedback “Very verygood, packaging is undoubtfully good.” - Somnath Dey,RSM,(Mumbai) “Fantastic, I just love it.”- Kaushik Sarkar, RSM, West Bengal ”Acha hai, alag dikhta hai. Pehle jo packing aata tha who kharab ho jaata tha, abhi wala bada hai acha hai.” -Ashish Shahu, ISD, Mobile Point, Irla 17
- 18. Feedback “DCS kagood hai… look and feel of the new packs is very nice. Pehle ka packaging black me tha who thoda alag lagta tha but now it looks very premium. Customers feel good about it.”- Sanjog Naik, Ex, ZSM, North Zone “Bohot achhi hai. Is packaging se bechna aasan ho gaya hai. Sab features pack pe hi likhe hain. Ek baar customer ko dikha do toh jyada samjhana nahi padta hai.” - Subhash Patil, ISD, The Sales Shop, Khar 18
- 19. Feedback “Danglers aregood. Perfectly right!”- Ambreesh Khare, RSM, MP “Acha hai. Color door se dikhta hai. Dealer ne initiative leke khud hi main door pe lagwai. Aur permanent branding bhi karna chahiye”- Jatin, TL, Mumbai “It is nice. Promotables are also very good.” -Kaushik Sarkar, RSM, WB 19
- 20. Feedback “Assure kastandee bohot acha hai. Bohot catchy hai”- Jatin, TL, Mumbai “The standee is very attractive, very nice. We should have more of this”- Ambreesh Khare, RSM, MP 20
- 21.
- 22. AppsDaily Summit Brandrefresh Colleague Appsdaily Summit 2012 Engagement platform New Product Launch ( DCS) Sales Team Rejuvenation New Brand Unveil Sales R& R Team Camaraderie “ARM” for ISD’s Team Building ISD Motivation 22
- 23. Internal Communication (EDM ) An Electronic Direct Mailer (EDM) is a highly valuable & effective direct marketing tool, as it delivers our marketing/promotional messages direct to the inbox of a potential consumer. 23
- 24. Earned media PR& Corp Comm 24
- 25. Key Learnings •Articulate& write down a clear Game plan •God is in details, so “Retail is Detail” •Good to follow the 4C’s Construct •Our strategy is as good as our execution •Communicate internally more than required •Power of “300” can do it •Seek pre alignment of stake holders 25
- 26. MARKETING Barometer JulyOct Jan •Customized Retail VM •Effective Retail Visibility – Model stores •Live marketing •Trade & Retailer Engagement •Specific SSD promo •PR •Trade Engagement ATL TV- Pan India/ heavy up markets Radio DIGITAL • Online campaign • Viral • SMM OOH • Specific Outdoor media •New international Premium Packaging & Brand •In- store POS & VM •Internal Activation Program (AppsDaily Summit) MARKETING Road Map 26
- 27. Strategy / Planfor Next 3/6 months A) Visibility Index “Altman Z-Score” 27
- 28. Consumer Mind Mapping( Neural science) Mobile Handset purchase Pre- search and buying Store Selection Location Store perception Availability of brands/ model Selection of handset Eval Final Buying of handset Cash Counter Price Brand offer Accessory AppsDaily ISD Sales Pitch VM Support for ISD Basic POP Innovative POP In store Branding Customer leaflet Customized VM in each store Inside the store ISD handbook Pre exit signage Cash till VM Entry into store 28
- 29. Visibility Index VisibilityIndex : “ Point of Sale Visibility drives sales. PERIOD. You can’t ignore it, neither can competition. You can track it, replenish it, incentivize for its upkeep. As you grow deeper into the country the problem keeps getting bigger. ” •Measure visibility at each store •Do periodic retail Check •Review & engage with sales team for best possible visibility •Visibility to drive off take - “Jo dikhta hai, woh bickhta hai” 29
- 30. Visibility Index? VI=ax + bx + cx + dx 1 1 2 2 3 3 4 4 X = Presence of POP/ POS 1 X = Presence of ISDs wearing T shirt/ badges 2 X= Product/ package visibility @ counter 3 X= Any other form of Brand Assets e.g Leaflets/ collaterals/ Customized VM etc 4 SCORE : Our present score is low Presence = 1 Absence = 0 A1 = 0.33, B2 = 0.33 C3= 0.33, D4 = 0 After 2 months: A1= 0.25, B2= 0.25, C3= 0.25 D4= 0.25 We need to score more in each parameters… •Each store will have a score •Each Region will have a score card •Therefore a All India Score card too… 30
- 31. Visibility Score Card VISIBILITY INDEX MEASUREMENT Date of Mystery visit: ISD Name: Outlet Name: Location: City: Visit conducted by: Brand visibility - POS Material Present in Store (Y/N) Nos. seen in store Scoring on visibility (1 / 0 ) A Remarks on location of placement / Other observations Poster Dangler Bunting Standee Product Visibility Displayed at counter or shelf Major product/s seen Scoring on visibility (1 / 0 ) B Remarks on placement of product / Other observations Apps Daily Product display ISD Presentation Answer in Yes/No Bad/Satisfactory/Good /Excellent Scoring on visibility (1 / 0 ) C Remarks on ISD interaction / Other observations AppsDaily Branded T-Shirt Communication skills Not Applicable Product knowledge Not Applicable Demo before sale available 31
- 32. B. Customized VM+ Retail Brand Assets The next step of Visibility is to own “Retail Real Estate” inside our store, without paying rentals for the same Counter Shelf Counter Samsung 32
- 33.
- 34. Guidelines for CustomizedVM • Clear SOP for customized VM • Sales : Marketing Closed Loop, clear SLA & TAT • Setting up VM execution centers across regions • Stillomatics as proof of executions • Track store wise off take ( sale flip ) 34
- 35. C. Consumer Meet2013 Customer Meet 2013, March Key Agenda : • 2012 learnings • New products • New category entry • New way of working • 2013 Plan/Target 35
- 36. D. We willget into Consumer Promotion Types of consumer promotions 1. Coupons 2. Rebates 3. Promotional Pricing 4. Trade-In 5. Loyalty Programs 6. Sampling and Free Trials 7. Free Product 8. Premiums 9. Contests and Sweepstakes 10. Demonstrations 11. Personal Appearances 36
- 37. Various Retail ConsumerPromotion Protocols Promotions Store Promotion Hero Product Promotion Customer Involvement Store Promotion- Would be the ONE grand promotion during the launch day and would be open to everyone buying a product from a certain value upwards on the day of the launch . Hero Product Promotion Would be product specific in nature and would be available on all key products that would be the key drivers for revenue and sustainance . This promotion would be available to every individual buying the aforesaid product . Customer Involvement Promotion This would be various low value promotions that would run time to time within the network to generate curiosity and intrigue among the customers and also getting them involved at various levels through contests and low value freebies . 37
- 38. E. Retail MarketingCalendar/ Trade plan SSD – Super Sales Day 38
- 39. Marketing opportunities calendar(ROY) 2012-13 NOV '12 DEC'12 JAN'13 FEB'13 MAR'13 FESTIVALS & EVENTS NATIONAL 1 - Sat - World Aids Day 1 - Tue - New Year's Day 10 - Sun - World Marriage Day 8 - Fri - Womans Day 11 - Sun- Dhanteras 2 - Sun- World Computer Literacy Day 12 - Sat National Youth Day 5 - Tue - Safer Internet Day 10 - Sun Mahashivratri 13 - Tues - Diwali 4 - Tue - Navy Day 24 - Thus Girl Child Day 14 - Thus - Valentine day 21 - Thur - World day for the elimination of racial discrimination 15 - Thus - Bhai Duj 10 - Mon - Human Rights Day 25- Fri Id - E- Milad 15 - Fri Vasant Panchami 22 - Fri - World day of Water 14 - Wed - Muharram 18 - Tue - Minorities Rights Day 26 - Sat - Republic Day 28 - Thur - National Science Day 27 - Wed Holi 26 - Mon-Thanksgiving Day 23 - Sun - Farmer's Day 29 - Fri Good Friday 25 - Tue- Christmas 1 NATIONAL HOLIDAY - PAN INDIA MARKETING 2 REGIONAL HOLIDAYS- WHICH CAN BE MARKETED IN PERTICULAR REGIONS 3 CAN CREATE MARKETRING CAMPAIGNS FOR THESE EVENTSs 1* Complete Companywise focus: Products, Stocks, Distributors, Retail, Planning, Logistics, S & D, MT, Marketing, Training, Promoters 2* Same as above but Regionally 39 3* Focus on concept creation, marketing, possibly PR
- 40. F. Social Media Presently we are doing in homegrown manner, later we need to a plan strategic framework Social Media FB Blogs LinkedIn Pinterest YouTube Twitter Slideshare Define objective : Communication, Engagement, lead generation 40
- 41. G. Pull GenerationVia ATL TV ( SMS/ missed call ) Option- 1 a. MH , WB b. AP ,TN Option- 2 Hindi Option- 3 Print •TOI – EDLP offer •High frequency small Ads •Retailer group small ads with bundle offers Niche channel (pan India) Product driven – hero brands Digital •Online campaign •Viral •SMM Radio •Product placement •Missed call •Festival / Specific season OOH Specific 2/3 bus shelter in each imp key markets Media Vehicles 41
- 42. Pull Generation :Recommendations Test market of media with strict ACTION STANDARDS ( TV ) a) Maharashtra b) WB 1.NPO 2.Enhanced Distribution 3. MM = TV+ BTL+ PR + VM 4.Drive through HERO Product – DCS 5.Call to Action (missed call/ sms etc) 6. Period : JFM + + + On meeting “ACTION SATNDARD” & management approval National Roll Out in fiscal 2013 42
- 43. Future • Consumerinsight generation program • Customer & Consumer do both CSI & TSI • Social media engagement • CRM/ Data Mining/ customer up selling/ Life cycle management • Offline – online bridge • Drive & support new channels e.g. modern trade • Call center management • Handset & device alliance 43
- 44.
- 45. C1 – Colleagues:Tasks & Ideas Data 1.HO event 2.HO R&R 3.T shirts - Uniform branding/ ISD & HO 4.FTS – Bangkok Scheme : Sales Team 5. Weekly/ fortnightly Communication from the CEO (Good morning Monday*) 6.Update knowledge : Products/New product/ Domain (Tech Newsletter) 7.Training : a. Video Training / Role Play/ Sales Pitch b. CAT score – what have you learnt 8. Celebrate success in social media platform (FB) & offline 45
- 46. C2 - Customer(Trade/ DD/SS): Task & Ideas Data 1. ROI Story / Vision Story: PPT for Retailer 2. Customer Meet 2013: Feb / March: all India meet: 2013 plans, 2012 learnings, new products, new category entry, new WOW 3. Trade loyalty points / program, Trade IPL 4. “Dealer / Premium Retailer certificates, Asset, Watch, LED poster, clock. 5. Trade / B2B Call Center 6. Trade Engagement: Knowledge sharing, soft/hard copy 46
- 47. C3 – Consumer:Task & Ideas 1. Brand Recognition / Awareness: consistent POP / BTL In-store 2. VFM = Value = [Perceive Performance] / Price* Value within the pack e.g.:- 1. Bigger packaging formats 2. Value within the pack viz Key Ring 3. Combo product viz DCS 3. Promos: Free product promotion, Extra product promotion, Premium product promotion, One day or Topical promotion (watch free), Festival period mega promo (multiple promotions). 47
- 48. C3 – Consumer:Task & Ideas 1.Device endorsement (e.g.. Ariel by LG) 2. MERU / TAB cab tie up with Daily English (CSR) 3. In film branding for ROM, WB - Low cost involvements 5. Tie up with hi-end security (Godrej + Zicom) products barter deals 48
- 49. C4 - Community 1. Media updates 2. Ecosystem 3. Social Media (SMM & ORM) 49
- 50. Other Marketing Ideas 1. SMS /EDM 2. Worksite / key accounts marketing 3. Modern trade marketing 4. GT : live marketing /activations on special days (AppsDaily girls on Christmas Days) 50
- 51. 1. Anyone Interestedin using the concept of FRUGAL MARKETING to drive their BRAND , BUSINESS , START UP , could contact : www.thinkasconsumer.com …[email protected] 51