reach out
DESCRIPTION
Presentation to Bosch Sales Team developed by SathvickTRANSCRIPT
Dual Brand Sales Management
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Dual Brand Sales Management
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Dual Brand Sales Management
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The Power of Market Reach
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Dual Brand Sales Management
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Dual Brand Sales Management
1930 - America1930 - America
The Term Car Represented a Premium BrandThe Term Car Represented a Premium Brand
Car was a symbol of Royalty, Prestige and to be owned by the EsteemedCar was a symbol of Royalty, Prestige and to be owned by the Esteemed
1932 – Henry Ford1932 – Henry Ford
Wanted car to be a Necessity and not a LuxuryWanted car to be a Necessity and not a Luxury
Every American Family should own a carEvery American Family should own a car
American Automotive AssociationAmerican Automotive Association
Strongly opposed Ford’s Idea of diluting the Car BrandStrongly opposed Ford’s Idea of diluting the Car Brand
If everyone owns a car then it will no more be a Premium ProductIf everyone owns a car then it will no more be a Premium Product
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Dual Brand Sales Management
American Automotive Association ArgumentAmerican Automotive Association Argument
• Current Value of a Car – $ 20,000• 100 Peoples dream for a Car and only two can succeed in earning $ 20,000
• Car is the Brand that separates two Successful from the 98 unsuccessful
Ford’s Theory of MarketingFord’s Theory of Marketing
• Car Manufacturer earns just $ 40,000 from every 100 Americans
• If the Car is priced at $ 2000 instead of $ 20,000
• Now out of the 100, sixty will succeed to earn $ 2,000
• Car manufacturer now earns $1,20,000 from every 100 Americans
• This makes 60 Successful and also brings more revenue to the Manufacturer
Growth comes not from “who uses your product ?”Growth comes not from “who uses your product ?”
But from “How many are using it ?”But from “How many are using it ?”
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The Growth is driven by
Market Reach
Dual Brand Sales Management
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To Increase Market Reach in IndiaTo Increase Market Reach in India
We have to understand the Indian MarketWe have to understand the Indian Market
Dual Brand Sales Management
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People who use Power ToolsPeople who use Power Tools
Construction Workers
Metal workers
Carpenters
Electricians
Plumbers
Artisans
DIY Enthusiasts
25 Million Users25 Million Users
Dual Brand Sales Management
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Composition of 25 Mio UsersComposition of 25 Mio Users
Institutions and Industry – 5%Institutions and Industry – 5%
Under Top Contractors – 10%Under Top Contractors – 10%
Un-organized Laborers – 85%Un-organized Laborers – 85%
Market Driven by ProductQuality and Productivity
The only factor that drivesThe Market is
AFFORDABILITY
To Increase Market Reach the need is Dual IdentityTo Increase Market Reach the need is Dual Identity
PRIME IDENTITY PRIME IDENTITY Quality and Productivity preceding Affordability for the top 15% of Organized Users
MASS IDENTITY MASS IDENTITY Affordability preceding Quality and Productivity for the 85% un-organized laborers sector
Dual Brand Sales Management
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Two Types of Power Tool UsersTwo Types of Power Tool Users
PRIME USERS – 15% PRIME USERS – 15% Professional users who earn more than Rupees 300 per day
PRIME PRODUCT PRIME PRODUCT Give more Quality and Productivity at a higher price range
BASIC USERS – 85% BASIC USERS – 85% Small time users who earn about Rupees 100 per day
BASIC PRODUCT BASIC PRODUCT Products made Affordable at a lower price compromising on High end details like Ergonomics, Power savings, Packing etc.
Targeting the Two Segments without affecting the Brand EquityTargeting the Two Segments without affecting the Brand Equity
THE DUAL BRAND CONCEPTTHE DUAL BRAND CONCEPT
Dual Brand Sales Management
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DUAL BRAND CONCEPTDUAL BRAND CONCEPT
PRIME USERS PRIME USERS Professional users who earn more than Rupees 300 per day
BASIC USERS BASIC USERS Small time users who earn about Rupees 100 per day
Existing Blue Range The New SKIL Range
Dual Brand Sales Management
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Dual Brand Sales Management
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Dual Brand Sales Management
Superstar means . . .
Not the Smartest
Not the most talented
Not the most powerful
But the one who precisely maintains . . .
DUAL IDENTITY
Mass, Down to earth
Identity with the
Audience
Professional, No
compromise Identity with the Industry
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Dual Brand Sales Management
Mass Identity – for the Audience Professional Identity – for Film Industry
• Humble and Down to earth • Professional and Commanding
• Accept anything offered by the people with a humble smile
• Demand quality work
from every associate like cameraman, music director etc
• Project himself as a person who is next door to his audience
• Project himself as someone who is highly branded and someone very special
• Build up a social perspective as if everything is done for a Social cause
• Build up pure Business perspective where everything is weighed by it’s economy and future earnings of the film
• Choose the right characters which are close to the heart of the audience
• Choose the right partners like Directors, Producers and an expert crew.
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Dual Brand Sales Management
New Brand - SKIL Existing Brand – BOSCH
• As an user friendly Tool • Professional Tool for Experts
• Affordable International Brand
• High Quality International Brand
• Price and Association with International brand are main USPs
• Quality and Productivity are main USPs
• Used to tackle the huge chinese and
unbranded market
• Tackle with International Brands in India
• Target Low income groups and DIY enthusiasts
• Target Professionals as an earning tool
•Hardware shops and small sub-dealer outlets
• Regular Dealer and Sub-dealer outlets
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Dual Brand Sales Management
Mass Identity Professional Identity
Actors who fail to maintain distinct separationBetween these two identities or when they mix up these
Identities they remain merely as actors but never Superstars
Actors who fail to maintain distinct separationBetween these two identities or when they mix up these
Identities they remain merely as actors but never Superstars
Similarly in case of Power Tools if the two identities are mixedUp then the tools remain as mere Power Tools but never a
Super selling brand
Similarly in case of Power Tools if the two identities are mixedUp then the tools remain as mere Power Tools but never a
Super selling brand
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Dual Brand Sales Management
An Example for Dual Brand Sales ManagementAn Example for Dual Brand Sales Management
From an FMCG Consumer Goods CompanyFrom an FMCG Consumer Goods Company
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Dual Brand Sales Management
Unilever – an European Brand entered the US
Market and International
Market in 1932
US brand Procter and Gamble was
already a household name and posed strict competition for
Unilever
But Unilever captured the International Market
in just 2 Years and became a bigger brand recording two times the growth rate of Procter
and Gamble
And this Success wasTriggered by its
DUAL BRAND STRATEGY
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Dual Brand Sales Management
Unilever Vision
It’s branded Soaps should be in every bathroom of America
From President’s White house To a Rag picker’s hut
Without compromising on its Premium value
It was achieved by : DUAL BRAND CONCEPT
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Dual Brand Sales Management
UNILEVER’S DUAL BRAND CONCEPT
USPsUSPs
• Fragrance and Deodorants• Fragrance and Deodorants
• Skin care • Skin care
• Symbol of Prestige • Symbol of Prestige
USPs
• Fighting against Bacteria • Fighting against Bacteria
• Anti infection • Anti infection
• can be used for more days• can be used for more days
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Dual Brand Sales Management
BOSCH DUAL BRAND CONCEPT
USPsUSPs
• Productivity & High Quality• Productivity & High Quality
• Ergonomical - Comfortable• Ergonomical - Comfortable
• Value Proposition – ROI • Value Proposition – ROI
USPs
• International Brand • International Brand
• Affordable • Affordable
• User friendly • User friendly
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Dual Brand Sales Management
Reach out to the unreached Market with . . .