brand proposal
TRANSCRIPT
Proposal for Fresh Valley
Manhattan Communications & I-Morph Consulting in Partnership
to help Establish Fresh Valleyas a preferred franchise in the Indian Market
Develop & execute entry into FMCG markets
Create compelling advertising
Develop New Product Ideas
Develop new packaging ideas
Create Annual Brand Plans
Develop new Category entry mix
Develop segment expansion plans
Develop full marketing mixes for launch
Build marketing capability
Our Areas of Interest
Our clients include top, large brand organizations
Intense FocusRun by a small team
of widely experienced professionals
High Involvement & Ownership All briefs are our own ; we internally
challenge them all the time
Lean and Thin Organization
No “additional” overheads to be covered
Glocal Talent Combined expertise of Asian consumer & international talent
at your doorstep
Why consider us ?
We are your “In-house External Resource”
We work with your Sales & Marketing Team in delivering Solutions
How are we different ?
Business Solutions vs Creativity Alone
- We look at any brief holistically seeking to complete the cycle of initiation through to execution.
- Seek to embed creative solutions within current business framework
Process & End Ownership
- We seek to build long term relationships & take on-going responsibility
Industry Experience vs Text book Consulting - We empathize with your issues, because we have faced them ourselves. We speak your language.
Consumer Centric Approach
- Consumer immersion is in the heart of what we do
Chandran Dharmarajan
Neeraj Joshi
Nilanjan Mukherjee
XL ‘94, over 15 years experience with HUL & Kraft
Led Asia Pacific innovation for Surf, Surf Excel
Last assignment as Regional Marketing Director, Kraft
Over 15 years of insights & strategy experience in Asia
Worked on innovation, market analytics across Asia Pacific
With Coke, Kraft & last with DBS bank as VP Consumer Insights
XL ‘91, spent most of 18 years with HUL & Reckitt Benckiser
Led strategy & innovation for Dettol across Asia, AME, LATAM
Last assignment as Marketing Director, Reckitt Benckiser, Hungary
Who are We ?
Objective : Establish Fresh Valley Frozen Curries as the Preferred Choice for Consumers
Stage 1
•Develop compelling Marketing Mix & Activation plans to Create Consumer Franchise in Mumbai
•The same mix can be scaled up nationwide once the mix is proven in Mumbai.
Stage 2
•Create a full strategy & action plan to crack the institutional segment across India.
Stage 3
•Create an innovation pipeline of new product ideas for Fresh Valley
•Develop launch plans for new innovations
0 – 2.0 months
0 – 2.0 months
2.0 – 4.0months
Stage 1 : Create & activate mix in Mumbai “I- Activate” : Stage 1 Output
Measures 1. Top mind / Spontaneous Brand recall x% 2. Trial rate x% ; Repeat rate y%
Actions
Packaging & Communication Strong trial offers / sampling
Strategies
1. Change attitude 2. Change Behaviour
Goal Share of requirement x%/ penetration y%
Objectives Achieve x tons & y Net Sales
Priority Establish Fresh Valley a brand of choice
Stage 1 Output : Expand the Strategies & Actions into Annual
Brand Plans split month wise
Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun JulAction 1 Action Steps Type Plan Resources Total
a) Infomercial TVC
Working Media2000 GRPs, R/F 2+55, 6MOA
Creative Agency2000 GRPS
500 500 500 167 167 167
b) Infomercial Press
Working Media100 cc, Weekly, 4 MOA
Creative Agency 1600 cc 400 400 400 400
Action 2 Action Steps
c) Theme TVC Working Media3000 GRPs, R/F 1+70, 6 MOA
Creative Agency3000 GRPs
750 750 750 250 250 250
d) Press Conference Working MediaPress conference in 3 cities
Activation Agency3 Press
ConfPress
CONF #1Press
CONF #2Press
CONF #3
e) GT Visibility Drive
Trade Mktg/GT 1000 outlets, 2 MOA Merchandisers1000 O/L,
Display300 GT Display
600 GT Display
600 GT Display
300 GT Display
f) Thematic SPG in Gold outlets
Trade Mktg/Star500 Gold, Weekend, 3MOA
SPG Agency500 Gold, 1000 SPG
500 Gold 1000 SPG
500 Gold 1000 SPG
500 Gold 1000 SPG
g) 5" reminder spot Working Media400 GRPs, R/F 3+40, 8 MOA
Creative Agency 400 GRPs 50 50 50 50 50 50 50 50
Strategy # 1 Reposition AND as an
essential for everyday
consumptionIncite Trials by establishing brand benefit that links AND to Gut health
Create the need for gut health
Illust
ratio
n
Stage 1 : Create & activate mix in Mumbai
Develop Mumbai Activation Plans
• Develop “I-activate” for Frozen curries along with team
• Conduct ideation workshop to develop strong brand plans with month wise splits.
• Create a company wide annual activity & budget master plan
• Create a unique & differentiated sales story for Frozen curries.
• Create the best consumer articulation for the brand proposition
• Marketing & Sales Teams
• Trade visits
• Consumer focus group discussions
• Meeting with key stakeholders ( internal & external )
• Detailed list of brand activities & costs for Mumbai test market.
• Consumer articulation of brand proposition
• Sales story for trade
Tasks Resources Required
• 2 months
Expected Output Timing
Stage 1 : Create & activate mix in Mumbai
Objective : Establish Fresh Valley Frozen Curries as the Preferred Choice for Consumers
Stage 1
•Develop compelling Marketing Mix & Activation plans to Create Consumer Franchise in Mumbai
•The same mix can be scaled up nationwide once the mix is proven in Mumbai.
Stage 2
•Create a full strategy & action plan to enter into the institutional segment across India.
Stage 3
•Create an innovation pipeline of new product ideas for Fresh Valley
•Develop launch plans for new innovations
0 – 2.0 months
0 – 2.0 months
2.0 – 4.0months
Stage 2 : Crack the Institutional Channel “I- Institution”
INSIGHTSUnderstan
d the trade
Identify barriers
Talk to experts
Learn from other
categories
Understand
motivators
Evaluate Technolo
gy
Insights&
Inspiration
Customer type 1 Customer type 2 Customer type 3
Share gain from a strongly entrenched competitor
XX XX
Penetration on new outlets XX XX
Key outputs• Which 2-3 customer types & Institutional segments will we focus on?• Is it largely share gain or penetration for each type?• What will help win the customer over? ( Trust/ Partnership, Margins, business
Growth, expansion etc)
Stage 2 : Crack the Institutional Channel “I- Institution” : Stage 2 Output
Identify the Institutional type & develop strategies forEach Institutional Segment
Stage 2 : Crack the Institutional Channel “I- Institution” : Stage 2 Output
Institutional offer element Detailed action steps for sale steam
Example : Build a Chef Loyalty Club amongst all 3 & 4 star hotels in Mumbai
Execution plan by sales teams:Step 1:Step 2:Step 3:Step 4:Step 5:Step 6:
Detailed action Plans for each institutional Segment will be developed
• Institutional Trade Visit
• Key stakeholder meetings ( internal & external ) to understand barriers & triggers
• Ideation workshop to evolve institutional strategies
• Develop the best activation plans to execute strategy
• Sales & Marketing Team
• Meeting with key institutional customers
• Complete set of strategies & activation plans to crack the institutional channel
Tasks Resources Required
• 2 Months
Expected Output Timing
Stage 2 : Crack the Institutional Channel
Develop Institutional Strategy & Action Plans
Objective : Establish Fresh Valley Frozen Curries as the Preferred Choice for Consumers
Stage 1
•Develop compelling Marketing Mix & Activation plans to Create Consumer Franchise in Mumbai
•The same mix can be scaled up nationwide once the mix is proven in Mumbai.
Stage 2
•Create a full strategy & action plan to crack the institutional segment across India.
Stage 3
•Create an innovation pipeline of new product ideas for Fresh Valley
•Develop launch plans for new innovations
0 – 2.0 months
0 – 2.0 months
2.0 – 4.0months
Stage 3 : Generate Innovation Pipeline
• Generate a 3-5 year pipeline of Potential New Product Launches
Brand InnovationDelivering Insights led Ideas
Get winning ideasOur Process
Step 3 : Generate Innovation Pipeline
Winning Ideas
Breakout Triggers
Insight
Inspiration
InsightGetting to the heart of why people do what they do
Inspiration-Borrow from an unrelated world
Breakout Triggers- Ideation to generate unique & relevant ideas
2009 © I-morph Consulting Pte LtdSlide No 18
Prioritization – Internal workshops
Consumer appeal and feasibility assessment
Appeal
New
ness
/ Fu
zzin
ess
low high
low
high
potentialfe
asi
bili
tylow high
low
high
Stage I Stage II
Step 3 : Innovation Pipeline
All New Product Ideas are assessed for feasibility
Developing a Strong Innovation Pipeline
• Category Market structure, penetration, consumption & potential assessment
• Key stakeholder interviews.
• Innovation & ideation workshop
• Consumer & competitor understanding
• Market Visit
• AC Nielson Data on categories
• Competitor materials ( communication, POS, packs etc )
• Sales, Marketing & other organisation team members
• A strong pipeline of New Product Ideas which can leapfrog Fresh Valley Business Growth
• Prioritisation of innovation ideas from a timing & feasibility perspective
Tasks Resources Required
• 2 – 4 months
Expected Output Timing
Step 3 : Innovation Pipeline
Thank You