New Work Portfolio- Saumya Kumar
-
Upload
saumya-kumar -
Category
Documents
-
view
322 -
download
3
Transcript of New Work Portfolio- Saumya Kumar
Saumya Kumar
Work PortfolioBy Saumya Kumar
Saumya Kumar
Inside
1. About me
2. Skill Sets
3. Key steps towards brand creation
4. Case Studyi. Smiling Heartsii. Onwheelsiii. Koenig Solution
5. Others brands where I have worked
Saumya Kumar
Here is a brief overview about me. My wide and varied journey has been its own reward. This has
grown me into an individual who brings to the table diverse set of skills and insightful experiences. Having worked across a variety
of job roles across Marketing, Advertising, Events, Public Relations, Product & Brand Communication, I am a skilled
marketer and people manager. Have roll-out many marketing campaigns from planning till implementation across
all communication platforms( TVCs, Print,Outdoor,Social Media)
My key roles has been to effectively carry out Strategic marketing and re-branding plans for wide-ranging industries such as F&B, Healthcare, Manufacturing, IT, Consumer Durable and Creative
services among others.
As a Brand Consultant I have been lauded, internally as well as by client teams, for creating memorable brand experiences that
reflect the true personality of a brand and augment its visibilitySaumya Kumar
Saumya Kumar
Skills Set
• Marketing Plan
• Marketing Operations
• Communications
• Brand Strategy
• Brand Identity
• Verbal Identity
• Customer Journey Mapping
• Event Management
• Project Planning
• Client Relationship Management
• Product Launch & Promotions
• Market Research
• Presentations
• Social Media Marketing
• Painting
• Doodle Art
• Photography
• Voice Overs
• Life Coaching
Saumya Kumar
Key steps towards brand creation
Internal & External researchCustomer Journey mappingBrand StrategyIdentityStationery & Internal CollateralsMarketing ExperienceDigital ExperienceFacility Branding ExperienceMerchandisesBrand ComplianceBrand ImplementationBrand Roll-outMarketing Road Map
Saumya Kumar
Case Study – Smiling Hearts
Saumya Kumar
Smiling HeartsHeart Failure Clinic
Background
Medtronic, a world leader in healthcare technology, wanted to set up a chain of Heart FailureClinics to offer an effective alternative to the current cycle of Heart Failure management fromcomplete patient evaluations, education and regular monitoring to immediate response topatients’ needs.
The Challenge
To create a brand that does not undermine the seriousness of the HF condition yet makes itfamiliar and friendly for the patient to engage with. Another challenge was to make the brand lookand sound relevant to all the stakeholders involved including the patients and the primaryphysicians/clinical cardiologists and other key referrers. should trust the brand so that they cancomfortably recommend it to their patients.
The Solution
The project kicked-off with extensive interviews with all the key stakeholders involved tounderstand their expectations of the brand. Once the research was over, a detailed map of all thecritical brand touch points in the patient’s journey was created. This was followed by the proposalof befitting name and identity. The brand architecture and visual touch points were created in away that made the brand look friendly yet professional.
Saumya Kumar
Patient Journey Mapping
The Patient Journey Mapping tells the story of the patient’s experience: from
initial awareness/ consideration, during membership, after subscription and onto
renewal through the process of engagement and into a long-term
relationship.We identify key interactions/touchpoints
that the patient has with the clinic. It talks about his feelings, motivations and
questions for each of these touchpoints.
This help us in planning of marketing road map to identify where we can enhance
the experience such that the patient moves to the next level on commitment
with the clinic.
Saumya Kumar
Patient Pathway
Capturing the pathway a patient follows when he starts to feel ill and how Smiling
Hearts is connected at each level.It shows the input and output, the
transaction on information and benefits that happen during the process.
Identifying the output from HFC such that each level refer the service to the
patient.
Saumya Kumar
I have designed this logo unit
The brand logo comprises of two hearts — the larger heart is
similar to a smile as well as a hand the smaller heart which is
shaped like a tick mark symbolizing that the heart is functioning
well. This connotes the care and attention that a heart receives
at the Smiling Hearts clinic. While the overall dynamic formation
of the logo it represents the youthfulness and agility that one
has with a healthier heart. The logo symbolically represents that
when the heart's functioning is regularly monitored and o
lifestyle is managed well, the result is a healthier, happier and
smiling heart.
Logo Concept
Saumya Kumar
Heart Failure ClinicFinal Tagline
The brand name is supported by the descriptor — Heart Failure
Clinic. The aim of the descriptor is to communicate the service
positioning of the brand i.e. comprehensive heart failure
management. It connotes the area of focus for the clinic as well as
makes it easier for any external stakeholder to appreciate the role
of the clinic in helping them mitigate the risk of a heart failure.
Tagline
Saumya Kumar
Corporate Stationery
Saumya Kumar
Collaterals
Saumya Kumar
Brand Experience
Saumya Kumar
Case Study – On Wheels
Saumya Kumar
OnwheelsKashmir on-the-go
New Brand Creation
The brand was born out of the promoter’s vision to service that becomes a revelation in the travel
and tourism industry. The venture was driven by a passion to create what would be India’s first
ever mobile living concept. At the heart of this brand were a fleet of coaches which would extend
luxury experiences such as Café, Luxury Rooms, Conference Room, and Wellness on the go.
Hence, the name On Wheels was suffixed to the name of the service to make it easily
comprehensible.
The brand identity for the logo had communicate the dynamic and vibrant feel for the brand and
the various services offered by it. The typography of the logo connotes the flexible yet formal
experience that a customer gets when they come aboard the luxury On Wheels service.
Saumya Kumar
Positioning
A full service hotel with its various coaches coming together to provide the ultimate holiday experience on the go.
Saumya Kumar
Colours of Nature Free flowing/Unbound Unmatched Luxury
Brand Identity
Saumya Kumar
Brand Architecture
Saumya Kumar
Transit Branding
Saumya Kumar
Bus Ticket Airport Kiosk Invite Card
Bus Design
Office space branding
Important Touchpoints
Saumya Kumar
Advt.
Leaflet
Feedback form
Website
Saumya Kumar
Case Study – Koenig Solutions
Saumya Kumar
KoenigStep Forward
Background
Koenig is a well established and innovative training organization serving customers in over 50 countries. Its focus is on advanced IT training and certification. Their customers include many Fortune 500 companies and governments all over the world
The Challenge
While Koenig claimed to be No#1 offshore training company, the overall communication was not in line with this claim.Secondly, its positioning of No#1 offshore training was vague as the term offshore training connoted many trainings which are available on offshore basis, and hence undermining the key proposition of Koenig which is IT trainings.
The term “offshore training” itself is not a well accepted definition for what Koenig does – a quick search on Google shows results related to the Oil & Gas industry
The Solution
Rebranding and enhancing the customer experience
Saumya Kumar
59 people interviewed
10Senior Managers
25Students
12Trainers
3Partners
9Employees
Delhi, Bangalore, Dehradun, Shimlaand Dubai
Across 5 locations
95 Hours and 15 minutes
That was spent in interviews and Research
Covering 14 Nationalities
Analyzed it for 44 Hours and 30 minutes
That was spent in analysis of the findings and presenting the outcomes
Interviewing respondents face2face and over the phone
Mode of Interview
Brand Research Process
Saumya Kumar
Customer Journey Map – Koenig Solutions
Saumya Kumar
Knowing About Koenig
Print Media WebsiteMobile appAd wordsSocial MediaBlogsSeminarsWorkshopsPublic RelationsJob PortalsWorld of mouth
EmailCenter VisitWeb enquiryWeb ChatAutomated IVRSToll FreeDirect callWhats AppSMS
Getting in touch Pre-Sales
Career counselingCourse advisoryTechnical assistance
Sales
Course selectionMethod of learning
Destination selectionAccommodation
Customer registration
Post Sales Experience
Customer Welcome KitVisa assistance
Itinerary planning
Billing
Payment GatewayBilling queriesDocumentation
Pre-Service Experience
Saumya Kumar
Welcome
Airport arrivalAirport pickup experienceKoenig in car experienceHotel check inKoenig Campus tourCheck in at Koenig Campus
Induction
Trainer introductionIntroduction to Koenig teamExplaining Code of ConductKoenig EthosTaking to the classroomSetting up the systemStudy Material handover
Learning experience
Training calendarTrainer Interaction
Classroom experienceCourse material
Koenig StoreWednesday Morning Dance
Training alertsRoom temperature
IT supportIn-training refreshments
Entertainment
WellnessSpaSmoking ZoneCafeteriaNightlifeMusic and MoviesMagazines
Hospitality
Daily mealsDaily transitAccommodationLocal shoppingConcierge desk
Service Experience
Saumya Kumar
Koenig Koshish visitInduction for travellingConcierge deskTravelling experienceTravel Guide BookTravel vehicle
Travel & Leisure Completion of
Training
Preparation for certificationTraining feedbackCareer counselingPriority technical assistance
Allocation of exam seatExamination center
IT support
Certification
Dissatisfaction Management
Meeting with Center ManagerStudent counselingRefund experienceArranging a new training experienceReturn travel
Check out
Center TourismMeeting with CEO
Flight ArrangementsDrop to Airport
In-taxi entertainmentKoenig radioFarewell gift
Evacuating to safe assemblyCounselling the StudentPanic ManagementRestoring the centerGetting back to work
Disaster Management
Service Experience
Saumya Kumar
Post Service Experience
Networking
Online networking on Koenig Zone
Networking events
Posting the QueriesConnecting Students with Employer
Interface for the job applicationMail assistance
Multiple Communications
CareerOpportunities
CareerCounseling
Meeting with ConsultantAnswering queries on Koenig Zone – online technical forum
Priority Technical Assistance
Queries on Koenig Zone –online technical forumQueries over email
Collaborate
Collaboration on open source projects through online portal – Koenig Zone
Evangelism
Introduction to evangelismCommunicationOnboardingProviding benefitsThanking the evangelist
Co-learning
Online platform for co-leaning experience
Uploading videos/dataPromoting videos
Comments guidelinesBlacklisting and blocking
Saumya Kumar
Identity
Saumya Kumar
A company that strives for constant improvement, takes the student learning experience to the next level.Think beyond just revenues and profits, have a higher purpose. Rates ethos and value system above business.World Class training facilities
Tagline
Saumya Kumar
Architecture
Saumya Kumar
Collaterals
Saumya Kumar
Touch Points
Saumya Kumar
Saumya Kumar
Major Clients
Saumya Kumar
I have worked on more than 38 brands across 16 industries
Consumer ProductsToshibaRD PlastHome for Food Traditions
EducationTatiksha SchoolVidyatree Modern CollegeWonderland SchoolKoenig SolutionsVigyaa (E-learning)
DefenceCHW Forge
LogisticsIndiaLinx
EnergyTata PowersShaurya OneGodawari Green Energy
Healthcare & LifesciencesMedtronics-Smiling HeartsCredihealth
F&BGianis Ice-creamSimple sufiFingerlicious Bakery
LifestyleCineLoveGloVandaK
TelecomNokiaACL Mobile
MetalsKoreTMT NextEcopel
Products and RetailYellowCosmo FilmsWalmart
Hospitality and travelOnwheelsSnow Cabs
Non-Profit OrganizationsRace (Cancer NGO)
Personality Archika Sudhanshu (LifePathway)Rakesh Kapoor (Leadership Coach)
Group of CompaniesHira GroupKehwah GroupVG Vandana GroupSufi group
In my long experience of Branding at Brands of Desire, I have worked on all these client at different levels. Project specific details can be made available
upon request.
I have not shared all these details here in order to keep this presentation short.
Information TechnologyIBMMicrosoft