New Product Development and Launch

7/30/2019 New Product Development and Launch

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Profit from our Expertise S Y N E R G Ymarketing advisory services

Your Road Map to s Successful Brand


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360Holistic Marketing

Marketing

Sales

Generation of Demand

Capture of Demand

A Holistic Approach

Marketing is not just Branding. For a brand to be successful you

need to focus on both, demand generation and demand capture .

Many a brands have failed not because of the lack of demand but

because of their lack of proper infrastructure to capture the demand.

With first hand experience in Sales, Advertising and Marketing

across product categories and industries and having

launched/revived over 25 Nationally successful brands, we at

Synergy take a 360 view of marketing. We believe that unless you

have the means to convert demand into sales you cannot build a

successful, enduring brand. Hence we emphasise equally on

building a Sales infrastructure as much as on Branding and creation

of demand


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Creation of Demand

The function of Marketing is the creation of demand for your product

or service or idea. Often marketing is confused with Sales or

Advertising or even Promotions. Marketing is also seen to be

synonymous with branding.

M

A

RBranding

Tools

Product Development

OC

O

Target

K

E

TI

N

G

Advertising

Research

Public Relations

CRM & Promotions

J

E

CT

N

S

UM

E

R

All marketing starts and ends with the consumer. The task is to

convert the consumer into a customer.

Having successfully Developed and Launched over 25 national

brands in fiercely competitive markets across industries and product

categories you can rely on our expertise to chart your brand to a

position of leadership in its market segment.


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Capture of Demand

S

A

L

Policies

Logistics

Distribution

Tools

Team

O

BJ

E

C

S

H

A

R

E

O

F

W

Target

E

S

Training

Promotions

L

L

E

T

With a grass root experience in Sales and having successfully set

up sales infrastructures from scratch, we lay great emphasis on

building a stable, motivated, efficient and disciplined sales

infrastructure.

Our expertise in sales is recognised by our association with some

of Indias leading companies relying on our expertise to train their

sales force.


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Creating a Brand

Comp

an

y

Company

Competition

Time

Consumer

The Brand

continuum

The first essential for successful revival or New Product

Understanding

brand dynamics

a key to Brand

Development &

Revival

development is to understand the dynamics of the brand on a time

continuum.

Every Brand is in a dynamic balance with the competition and the

consumer on a time dimension. Each exert pressure and influence

one another. As long as all the 3 players act and respond to each

other status quo is maintained.

Our experience in reviving brands gives us a unique perspective in

understanding the brand environment before attempting a revival

course of action


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Brand

Product space

Mind space

Ground Space

LooksFeatures

Performance

AvailabilityAmbienceExperience

AwareAspire

Associate

Holistic Brand Experience

Brands, to be an enduring success need to appeal to the customer

at the Rational, the Emotional and at the Physical level. There has to

be an instinctive connect that transients the rational. This is what

makes iconic brands.

Having created and worked on iconic brands, we have designed our

own protocols and procedures to give your brand the opportunity to

emerge as an an iconic brand and a leader in its segment of the

market.

Adoption

Action

Acknowledgement

Acceptance

Acceptance of concept Acknowledgement of deliverables motivation for action adoption in lifestyle

Successful brand development

starts with a concept whose needs

and deliverables are acknowledged

by the customer and it has thestrength to urge action. The holistic

experience ensures the adoption of

the brand as a part of lifes

necessities.


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Route to Success

Funneling Technique

Environment

Company

Customer

Product

Harmonizes

Synchronizes

Deliverables

Systematic reductionof Dissonance

Check

Entry

Benchmarking atevery stage

A 5 fold reduction of risks at just 5-7 % of the cost of launch

1. Scan the environment to determine opportunities

2. Assess company capabilities to determine compatibility

3. Develop concepts and Benchmark acceptability

4. Develop physical product / service against benchmarked deliverables

5. Simulate launch to cross check performance

6. Launch with clear entry & expansion strategy


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Creating a Brand the 1st Phase

Study

The company

The

customer

The

competition

The first step in any Marketing exercise is to study and

understand the dynamics between the 3 main players the

company, the competition and the customer.

The Customer the study of the customer briefly involves 5

primary areas

Who Buys? Why does he/she buy?

Rational and emotional reasons

Process of decision making & buying

When does he/she buy?

Where does he or she buy?

What are his/her preferences? price, pack,

variants.

The belief that the best quality sells is often not supported by market

facts. Evaluation of a product/brand by a customer is non technical.

Hence, branding should recognise anf factor in consumer perceptions in

product design and communications


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The Market the of all consumption

Size Potential, demand and growth

Geographical share of demand and growth

Segments size and growth

Segment profiles

Geographic

Demographic and psychographic

Behavioural purchase, usage

User groups purchasers, financers,


Logistics of product and information reach

The Company

Awareness

Perception

Product range

Quality

Pricing

Policies

Service

Marketing prowess

Acceptability & Ability

Bottlenecks perceptual, logistical, policy, infrastructure etc.

Company capabilities & resources

Company

Resources

CapabilitiesConstraints


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The Competition

Major competitors

Market shares

Segments of operation geographic, price, user etc.

Competitive proposition in terms of:

Product range

Prices

Margins

Policies

Customer

ua ty assessment

Purchase variables

Value tradeoffs

Channel logistics

Strategies of demand creation

Promotional tactics

Branding and Advertising

Industry trends

Competition


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Methodology

We could follow any or all of the following to reach the above

objectives:

Desk Research

Personal interviews

Trade

User groups

Competitors

Customized research if required


Industry experts

The depth and type of research needs would be determined by:

The complexity of the task

The level of risks involved

The intensity and structure of competition

Expected Outcome

A 360 understanding of the Market, the Company and

Competition leading to

SWOT analysis of the situation


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A better understanding of internal and external bottlenecks to

Demand generation and Capture

Understanding the scope and limitations of branding and

marketing the products in the given environment

A better estimation of the product potential and expected

volumes under existing constraints

Understanding the marketing needs in terms of:

Infrastructure


Product mix pricing, logistics, branding and promotions

Budgets and paybacks

Developing the marketing plan and entry strategy

Time Line

Normally Phase I takes an average of 3-4 months for completion

depending upon the availability of data, the speed of approvals

and the nature of research involved.

Successful completion of Phase I lays down the foundation for

all future development on the product / brand


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Creating the Infrastructure the 2nd Phase

On reaching an agreement on the way forward as dictated by the

findings and conclusions of Phase I, Phase II will be initiated.

Phase II involves putting together the elements of the marketing

plan that will drive the strategy in the marketplace. Broadly this will

cover:

The offer the physical product with the rational and emotionalconnects. This determines the demand generation potential.

The Infrastructure the logistics of capturing the demand

generated. The channel logistics, the Sales team, the market

po c es etc.

Creating the Demand

The Marketing Mix which includes:

The Product

Properties

Performance

Conveniences

The Price

MRP - unit

Channel

Segmentation

Positioning

Product

convenience

performance

price


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The Offer..

The Communication Mix

Content design

Reach & Pressure

Budgets Positioning

Below the line

Packaging

Sizes

Materials


Graphics

Capturing The Demand

Setting up the internal infrastructure for driving the plan:

Development of the Distribution Plan & Strategy

Manpower recruitment of Key Sales persons and

field support staff

Appointment of channel partners

Finalizing the programs / activities and schedules

Areas

Timing

Responsibilities

Schedules


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Capturing The Demand

Benchmarking expectations

Developing MIS for Control and Decision Making

Evaluation and correction mechanisms

Sales Stimulation

Trade & Consumer schemes

BTL support schedules

Servicing Norms

Expected Outcome

Having the infrastructure in place for supporting the marketing

entry of the brand in a planned and systematic manner.

Having a tactical plan with activities and schedules that will

support the market entry.

A systematic evaluation of the progress of market acceptance

and brand development

Time Line

Normally Phase II would take about 3 months depending upon

the magnitude of the recruitment, the timely availability of

qualified manpower, promptness of decision making..


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Into the Battlefield The 3rd Phase

Implementation

Phase III involves the implementation of the plans outlined in

Phase I, refined in Phase II utilizing the infrastructure build in

Phase III.

Although operationally these are shown separately on a time

continuum, in actual they merge seamlessly as one continuous

series of development and activity.

Phase III by its very nature is incapable of being isolated like

Phase I & II in terms of the work and consulting need. The

, ,

monitoring, controlling, adapting and reworking plan

assumptions.

Hence, unlike Phase I & II that can be treated as assignments,

the payments during this phase would be on a monthly retainer

basis.

Phase III completes after the launch implementation is

complete or after the end of the contract period or once the

client feels that the team is capable and confident of continuing

on its own without external inputs.


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Expected Outcome

A strategic vision for the brand

Performance benchmarks defined qualitatively and

quantitatively

Emergence as a trusted, well respected and recognized

brand

Increase in entry barriers

Into the Battlefield The 3rd Phase

A successful well positioned brand that has a potential for

leadership in its segment

Better Brand volumes

Improved Profitability

A stable, well trained, competent and motivated marketing and

sales team

A progressive policy framework that supports the growth

ambitions of the company


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Time, Costs and Terms

1. The estimated time for completion of the Phases is as below

a. Phase I is 3-4 months from the date of commissioning

b. Phase II 2-3 months

c. Phase III ongoing

2. Our fees are structured either on an assignment basis or on a monthly

retainer.

a. In a retainer based relationship, additional meetings will be

charged an a pro-rata basis

b. Statutory and levies extra

3. A mobilisation advance to be paid at the time of commissioning. The

same would be adjusted at the end of the assignment.

4. All out of pocket expenses to be billed at actual e.g. upcountry travel,

customized market research, purchase of syndicated reports, training,

market audits etc.

5. Additional meetings and Time cost of upcountry travel will be billed

extra

6. The contract can be terminated by either parties giving a 2 month

notice or payment in lieu of the notice.


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With over 30 years experience in sales,

Advertising and Marketing and having launched,

Developed and Revived over 25 Nationally

successful brands

You can Trust on

Our Expertise to

Chart your Brand to

a Position of Leadership

Contact

Vijay Raut on 9322266445 or write to us at [email protected]

New Product Development and Launch

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