Frugal marketing case study.....Real life example of a successful Start up Consumer Tech Brand

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Marketing

Peshwa Acharya

13th Dec 2012

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Vision

To make everyday 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

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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

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Recommending a simple strategic 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 ..

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4C’s of AppsDaily

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4 C’s of Apps 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

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What has been our 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

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Marketing Barometer

•Earned Media PR/SMM

•People management

•ISD productivity

•Retail visibility/ BTL

•Activation/ Live mkt

•S& D •ATL•360 Degree

Sales & distribution was the 1st priority- Ongoing

Tesco Steering Wheel model Colleague was imp so ISD/ Sales/ Mangt meet - Oct

R& R- Done Sept

Oct onwards

Oct Onwards

Started in Nov

Jan 2013 onwards

April 2013 onwards

1. New Brand & packaging 2. New Product launch 3. Appsdaily Summit4. Retail visibility 5. Internal Communication EDM6. PR / Corp Comm as Earned media

MARKETINGInitiatives

(L3M)

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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

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New Packaging

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Feature Icons used

3 Retail Color Differentiator

4 Large pack = Better shelf throw

5 OS in pictorial form

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Life Time Hi- Lighted

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Premium white Look

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Bold Logo

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Front Back

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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

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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 Shop (khar) , 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

Retail VM executed…

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POP / VM- elements

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Feedback

“Veryvery good, 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

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Feedback

“DCS ka good 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

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Feedback

“Danglers are good. 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

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Feedback

“Assure ka standee 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

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AppsDaily Summit

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AppsDaily Summit

Appsdaily Summit

2012

Brand refresh Colleague Engagement

platform

New Product Launch ( DCS)

Sales Team Rejuvenation

New Brand Unveil

Sales R& R

Team Camaraderie

“ARM” for ISD’s Team

BuildingISD

Motivation

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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.

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Earned media PR & Corp Comm

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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

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MARKETINGBarometer

July Oct 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 marketsRadioDIGITAL • Online campaign• Viral• SMM

OOH• Specific Outdoor media

•New international Premium Packaging & Brand •In- store POS & VM•Internal Activation Program (AppsDaily Summit)

MARKETINGRoad Map

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Strategy / Plan for Next 3/6 months

A) Visibility Index

“Altman Z-Score”

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Consumer Mind Mapping ( Neural science)

Mobile Handset purchase

Pre- search and buying

Store Selection

Location

Store perception

Availability of brands/ model

Selection of handset

EvalFinal Buying of handset

Cash Counter

Price

offer

Brand

AccessoryAppsDaily ISD

Sales Pitch

Inside the storeISD handbook

Pre exit signageCash till VM

Basic POPInnovative POP

In store BrandingCustomer leaflet

Customized VM in each store

VM Support for ISD

Entry into store

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Visibility Index

Visibility Index :

•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”

“ 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. ”

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Visibility Index?

VI= ax + bx + cx + dx1 1 2 2 3 3 4 4

X = Presence of POP/ POS

X = Presence of ISDs wearing T shirt/ badges

X= Product/ package visibility @ counter

X= Any other form of Brand Assets e.g Leaflets/ collaterals/ Customized VM etc

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Presence = 1Absence = 0 A1 = 0.33, B2 = 0.33 C3= 0.33, D4 = 0After 2 months: A1= 0.25, B2= 0.25, C3= 0.25 D4= 0.25

Our present score is low SCORE : 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…

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Visibility Score CardVISIBILITY 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 )

ARemarks on location of placement / Other observations

Poster Dangler Bunting Standee

Product VisibilityDisplayed at counter or shelf Major product/s seen

Scoring on visibility (1 / 0 )

B Remarks on placement of product / Other observationsApps Daily Product display

ISD Presentation Answer in Yes/NoBad/Satisfactory/Good/Excellent

Scoring on visibility (1 / 0 )

C Remarks on ISD interaction / Other observationsAppsDaily Branded T-Shirt Communication skills Not Applicable Product knowledge Not Applicable Demo before sale available

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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

CounterCounter Shelf

Samsung

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Guidelines for Customized VM

• 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 )

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C. Consumer Meet 2013

Customer Meet 2013, March

Key Agenda :

• 2012 learnings

• New products

• New category entry

• New way of working

• 2013 Plan/Target

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D. We will get into Consumer Promotion

Types of consumer promotions1. Coupons2. Rebates3. Promotional Pricing4. Trade-In5. Loyalty Programs6. Sampling and Free Trials7. Free Product8. Premiums9. Contests and Sweepstakes10. Demonstrations11. Personal Appearances

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Various Retail Consumer Promotion Protocols

Store Promotion Customer Involvement Hero Product Promotion

Promotions

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 .

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E. Retail Marketing Calendar/ Trade plan

SSD – Super Sales Day

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  Marketing opportunities calendar (ROY) 2012-13 

  NOV '12 DEC'12 JAN'13 FEB'13 MAR'13

FESTIVALS & EVENTS

NATIONAL

  1 - Sat - World Aids Day1 - Tue - New Year's

Day10 - Sun - World

Marriage Day8 - Fri - Womans Day

11 - Sun- Dhanteras

2 - Sun- World Computer Literacy Day

12 - SatNational Youth Day

5 - Tue - Safer Internet Day

10 - SunMahashivratri

13 - Tues - Diwali

4 - Tue - Navy Day

24 - ThusGirl 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- FriId - E- Milad

15 - FriVasant 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 - WedHoli

26 - Mon-Thanksgiving Day

23 - Sun - Farmer's Day

29 - FriGood 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

3* Focus on concept creation, marketing, possibly PR

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F. Social Media

Social Media

FB

Blogs

LinkedIn

Pinterest

YouTubeTwitter

Slideshare

Presently we are doing in homegrown manner, later we need to a plan strategic framework

Define objective : Communication, Engagement, lead generation

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G. Pull Generation Via ATL

TV ( SMS/ missed call )

Option- 1a. MH , WB

b. AP ,TN

Option- 2Hindi

Option- 3Niche channel (pan India)

Product driven – hero brands

Print

•TOI – EDLP offer•High frequency small Ads•Retailer group small ads with bundle offers

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

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Pull Generation : Recommendations

Test market of media with strict ACTION STANDARDS ( TV )a) Maharashtrab) WB

1.NPO2.Enhanced Distribution 3. MM = TV+ BTL+ PR + VM 4.Drive through HERO Product – DCS5.Call to Action (missed call/ sms etc) 6. Period : JFM

On meeting “ACTION SATNDARD” & management approval National Roll Out in fiscal 2013

+ + +

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Future

• Consumer insight 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

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Optional Slides

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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 learnt8. Celebrate success in social media platform (FB) & offline

C1 – Colleagues: Tasks & Ideas

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Data

C2 - Customer (Trade/ DD/SS): Task & Ideas

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

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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).

C3 – Consumer: Task & Ideas

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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

C3 – Consumer: Task & Ideas

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1. Media updates

2. Ecosystem

3. Social Media (SMM & ORM)

C4 - Community

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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)

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1. Anyone Interested in using the concept of FRUGAL MARKETING to

drive their BRAND , BUSINESS , START UP , could contact :

www.thinkasconsumer.com …[email protected]