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Page 1: New Work Portfolio- Saumya Kumar

Saumya Kumar

Work PortfolioBy Saumya Kumar

Page 2: New Work Portfolio- 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

Page 3: New Work Portfolio- Saumya Kumar

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

Page 4: New Work Portfolio- Saumya 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

Page 5: New Work Portfolio- Saumya Kumar

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

Page 6: New Work Portfolio- Saumya Kumar

Saumya Kumar

Case Study – Smiling Hearts

Page 7: New Work Portfolio- Saumya Kumar

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.

Page 8: New Work Portfolio- Saumya Kumar

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.

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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.

Page 10: New Work Portfolio- Saumya Kumar

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

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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

Page 12: New Work Portfolio- Saumya Kumar

Saumya Kumar

Corporate Stationery

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Saumya Kumar

Collaterals

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Saumya Kumar

Brand Experience

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Saumya Kumar

Case Study – On Wheels

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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.

Page 17: New Work Portfolio- Saumya Kumar

Saumya Kumar

Positioning

A full service hotel with its various coaches coming together to provide the ultimate holiday experience on the go.

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Saumya Kumar

Colours of Nature Free flowing/Unbound Unmatched Luxury

Brand Identity

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Saumya Kumar

Brand Architecture

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Saumya Kumar

Transit Branding

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Saumya Kumar

Bus Ticket Airport Kiosk Invite Card

Bus Design

Office space branding

Important Touchpoints

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Saumya Kumar

Advt.

Leaflet

Feedback form

Website

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Saumya Kumar

Case Study – Koenig Solutions

Page 24: New Work Portfolio- Saumya Kumar

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

Page 25: New Work Portfolio- Saumya Kumar

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

Page 26: New Work Portfolio- Saumya Kumar

Saumya Kumar

Customer Journey Map – Koenig Solutions

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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

Page 28: New Work Portfolio- Saumya Kumar

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

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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

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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

Page 31: New Work Portfolio- Saumya Kumar

Saumya Kumar

Identity

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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

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Saumya Kumar

Architecture

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Collaterals

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Saumya Kumar

Touch Points

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Saumya Kumar

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Saumya Kumar

Major Clients

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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