Sapphirez Marketing Consulting

Sapphirez Marketing Services

Saphhirez Difference We provide end-to-end marketing solutions. From develop the marketing strategy, to ensuring successful marketing implementation As part of Master Sun group, we are specialists in implementation We follow a robust implementation methodology, best practices. We focus on achieving progress & outcomes and not on writing reports We make marketing accountable. We focus on delivering measurable results We have a flexible engagement methodology We can act as outsourced marketing department, as a CMO, as a brand strategist , market analyst etc. We act as integrators for diverse agencies and suppliers Help in recruitment and management of agencies & suppliers :advertising, events, PR, digital, research, printers, telemarketing We stress on creative & innovative communications

We provide end-to-end marketing solutions. From develop the marketing strategy, to ensuring successful marketing implementation

As part of Master Sun group, we are specialists in implementation

We follow a robust implementation methodology, best practices. We focus on achieving progress & outcomes and not on writing reports

We make marketing accountable. We focus on delivering measurable results

We have a flexible engagement methodology

We can act as outsourced marketing department, as a CMO, as a brand strategist , market analyst etc.

We act as integrators for diverse agencies and suppliers

Help in recruitment and management of agencies & suppliers :advertising, events, PR, digital, research, printers, telemarketing

We stress on creative & innovative communications

Service Inventory Hotel & Restaurants Business Plan & Business Strategy Marketing Plan & Marketing Strategy Restaurant Concept Development Marketing Implementation or Outsourced Marketing Branding Strategy & Communication Plan Offline & Online Promotions Market Analysis, Feasibility Study Market Research , Customer Feedback Collateral development like Menu, Signage, Brand Identity Loyalty Programme Development Loyalty Marketing Franchising Plan, Marketing & Development Training

Business Plan & Business Strategy

Marketing Plan & Marketing Strategy

Restaurant Concept Development

Marketing Implementation or Outsourced Marketing

Branding Strategy & Communication Plan

Offline & Online Promotions

Market Analysis, Feasibility Study

Market Research , Customer Feedback

Collateral development like Menu, Signage, Brand Identity

Loyalty Programme Development

Loyalty Marketing

Franchising Plan, Marketing & Development

Training

Short Summary of Methodology

Marketing Strategy & Execution Plan Review- ROI Creative Review Strategy Modification Market Analysis Marketing Strategy Brand Strategy Budget & Allocation Go to Market Plan Test Marketing Marketing Strategy Execution Campaign Delivery Activation Execution Activity Stage Strategy Plan & Pilot Rollout Measure & Review

Strategy Development Market Analysis

Strategy Development Questions for Marketing Strategy Some of Marketing Strategy Key Questions What are the needs of my hospitality customers? Is your current hotel/restaurant suitable for the market and the hospitality customers of today? Which set of customers will get me the most profits? How are we positioned in the minds of hospitality customers vis-à-vis competitive hotels and restaurants? What changes can I bring about in my food/rooms or other services to increase the profit? Changes in concept or ambience of my hotel/restaurant? Which would be the most competitive pricing strategy? What are the best means of selling? Choice of Channel: agents, direct sales, online. Sales force organization ; Technical support required Have we got the right people, suppliers and consultants?

Some of Marketing Strategy Key Questions

What are the needs of my hospitality customers?

Is your current hotel/restaurant suitable for the market and the hospitality customers of today?

Which set of customers will get me the most profits?

How are we positioned in the minds of hospitality customers vis-à-vis competitive hotels and restaurants?

What changes can I bring about in my food/rooms or other services to increase the profit?

Changes in concept or ambience of my hotel/restaurant?

Which would be the most competitive pricing strategy?

What are the best means of selling?

Choice of Channel: agents, direct sales, online.

Sales force organization ; Technical support required

Have we got the right people, suppliers and consultants?

Strategy Development Brand Strategy Brand Strategy : Key Questions How can the brand positioning of my hotel/restaurant be sharply defined? What brand dimension needs to be enhanced; which modified? How do we freeze the brand into a structure for standardization across functions? How do we manage the brand portfolio vs. other theatres/extensions What should be the policy for brand tie-ups, alliances etc? Tools Used Connection Triangle MICE Satellite Brand Key

Brand Strategy : Key Questions

How can the brand positioning of my hotel/restaurant be sharply defined?

What brand dimension needs to be enhanced; which modified?

How do we freeze the brand into a structure for standardization across functions?

How do we manage the brand portfolio vs. other theatres/extensions

What should be the policy for brand tie-ups, alliances etc?

Tools Used

Connection Triangle

MICE

Satellite

Brand Key

A Brand Should Be Single-Minded, Fresh, Consistent

Strategy Development Allocation & Budgets Marketing budget helps in deciding the amount of money and resources for marketing activities. Budget for test marketing & tentative budget for roll-out This allocation of the budget includes all spends such as on advertising, media planning, sales activities, sales personnel, market research and go to market plans

Marketing budget helps in deciding the amount of money and resources for marketing activities.

Budget for test marketing & tentative budget for roll-out

This allocation of the budget includes all spends such as on advertising, media planning, sales activities, sales personnel, market research and go to market plans

Plan & Pilot Go to Market Plan GTM Plan involves taking the company and the marketing strategies to the market. After the marketing mix is decided upon and the budgets allocated, the GTM plan is decided upon. Plan puts into place all the marketing processes in order of priority, gives a time frame for the activities and lists out the deliverables. Includes a test-marketing plan and a rollout plan 2. Determine the test market 3. Work out test marketing objectives 4. Execute

Go to Market Plan

GTM Plan involves taking the company and the marketing strategies to the market.

After the marketing mix is decided upon and the budgets allocated, the GTM plan is decided upon.

Plan puts into place all the marketing processes in order of priority, gives a time frame for the activities and lists out the deliverables.

Includes a test-marketing plan and a rollout plan

2. Determine the test market

3. Work out test marketing objectives

4. Execute

Rollout Marketing Strategy Execution Marketing Strategy Strategic Guidelines Pricing, Product Mix, Placement, Promotion, Concept & Experience, People & Resources Rollout Strategy Prelim Scoping Detailed Scoping Location Strategy On site implementation Off site implementation Consolidation Policy Formulation Corporate Policy Policy Formulation Pricing, Product Mix, Placement, Promotion, Concept & Experience, Presence , People & Resources

Rollout Media Planning Media planning involves selecting the right media for communication Media channels can include newspapers, magazines, radio, TV, internet, outdoor billboards, bumper stickers, yellow pages etc. Media planning takes into account target group, budget, market environment, product etc while deciding on the media channels Key Questions for Media Planning Reach : The proportion of the audience should be reached with the advertising message during a specified period. ? Frequency: How frequently are the recipients being exposed to message? Weight: The amount of total advertising is needed to accomplish communication objectives ? Continuity: The spread of advertising budget being allocated over the period ?Types of ways for budget is allocation: Continuous Scheduling, Pulsing and Flighting

Media planning involves selecting the right media for communication

Media channels can include newspapers, magazines, radio, TV, internet, outdoor billboards, bumper stickers, yellow pages etc.

Media planning takes into account target group, budget, market environment, product etc while deciding on the media channels

Key Questions for Media Planning

Reach : The proportion of the audience should be reached with the advertising message during a specified period. ?

Frequency: How frequently are the recipients being exposed to message?

Weight: The amount of total advertising is needed to accomplish communication objectives ?

Continuity: The spread of advertising budget being allocated over the period ?Types of ways for budget is allocation: Continuous Scheduling, Pulsing and Flighting

Rollout Communication Design & Delivery Key Questions What kind of promotion & trial schemes likely to work? Do we need a thematic campaign? Or Activation should be the focus How do we leverage a Big Idea in the communication design Tools Integrated Marketing Communications Big Idea : Two types of insight Big Idea : Four groups of missing link

Key Questions

What kind of promotion & trial schemes likely to work?

Do we need a thematic campaign? Or Activation should be the focus

How do we leverage a Big Idea in the communication design

Tools

Integrated Marketing Communications

Big Idea : Two types of insight

Big Idea : Four groups of missing link

Big Idea Unless advertising contains a big idea it will pass like a ship in the night David Ogilvy

Rollout Activation What is Activation? Non mass media channels of interface of brand with consumers Why such thrust on Activation? Fragmentation of media, Changes in lifestyles; lots of outdoor activities Captive audience, High track ability, High returns Key Questions How do we reach out most effectively by mobile/ e-mail marketing (viral marketing)? What would be most effective PR strategy? Which events will have best brand fit…and give maximum PR advantage? Does we need experiential media? Would loyalty marketing- building communities be effective? Key Tools Encounter Path to Purchase

What is Activation?

Non mass media channels of interface of brand with consumers

Why such thrust on Activation?

Fragmentation of media, Changes in lifestyles; lots of outdoor activities

Captive audience, High track ability, High returns

Key Questions

How do we reach out most effectively by mobile/ e-mail marketing (viral marketing)?

What would be most effective PR strategy? Which events will have best brand fit…and give maximum PR advantage?

Does we need experiential media?

Would loyalty marketing- building communities be effective?

Key Tools

Encounter

Path to Purchase

Activation Idea 1 As part of the Iraq war, the US government gave troops a set of playing cards that had high-ranking Iraqis on each card. This helped remind soldiers of the key targets.

As part of the Iraq war, the US government gave troops a set of playing cards that had high-ranking Iraqis on each card. This helped remind soldiers of the key targets.

Activation Idea 2 Customized shoes are no longer only for superstar athletes. Nike created a ground-breaking mass customization website that allowed everyday athletes to build the perfect shoe for them. “ What a good idea”

Customized shoes are no longer only for superstar athletes. Nike created a ground-breaking mass customization website that allowed everyday athletes to build the perfect shoe for them.

Measure & Review Balanced Scorecard Continuous Strategy Review Marketing strategy needs to be flexible and must be continuously reviewed and refined for change in customer perceptions, needs and demands competitive action or new entrants change of your business focus or internal resources to deliver emerging and new markets to explore Need to review your marketing strategy every month with a formal review every quarter Measurement of Marketing Measurement on a weekly/monthly basis with the use of balanced scorecard Balanced Scorecard Helps align KPIs with strategy. Impact of marketing programmes on sales and profitability Provides management with a picture of marketing operations. Facilitates communication and understanding of marketing goals and strategies to different audiences Provides strategic feedback and learning with a forward-looking thrust

Continuous Strategy Review

Marketing strategy needs to be flexible and must be continuously reviewed and refined for

change in customer perceptions, needs and demands

competitive action or new entrants

change of your business focus or internal resources to deliver

emerging and new markets to explore

Need to review your marketing strategy every month with a formal review every quarter

Measurement of Marketing

Measurement on a weekly/monthly basis with the use of balanced scorecard

Balanced Scorecard

Helps align KPIs with strategy.

Impact of marketing programmes on sales and profitability

Provides management with a picture of marketing operations.

Facilitates communication and understanding of marketing goals and strategies to different audiences

Provides strategic feedback and learning with a forward-looking thrust

Credentials

Key People Sarvajeet Chandra : Founder & Managing Partner Specializes in strategy development, strategy execution & change management. Excellent business results in the functional areas of Sales & Distribution, Marketing & Brand Building , Manufacturing & Operations Management Engagements/assignments on Sales, Marketing & Distribution : ITC ITD, Tata Steel, Tata Power, Saurashtra Cement, VNC Electrodes, NVB Steels, Mandala Asset Solutions (Australia), Lavendor Group (UK), Eveready Batteries, Blue Star, ITC IBD, Shringar Cinemas, Baazee.com, TravelPort Holidays, Pidlilite Industries (Fevicol), Kodak, Star TV, World Gold Council etc. Operations & Service : Texmaco (Indonesia), ICICI Bank , Lion Group (Malaysia), Gujarat Glass, Indo Rama (Indonesia), Laxmi Machine Works ,MSM,Tata International etc. Capability Development : GTL Limited, JWT Marriott, Vizualize Technologies, BST Sayona,Systime (CMS Group) etc. Worked for ICICI Bank, Renoir Consulting UK , Ebay India & Ogilvy & Mather A specialized MBA in Marketing, Brand Management & Communications from MICA, Ahmedabad. He is a mechanical engineer from MS University.

Sarvajeet Chandra : Founder & Managing Partner

Specializes in strategy development, strategy execution & change management.

Excellent business results in the functional areas of Sales & Distribution, Marketing & Brand Building , Manufacturing & Operations Management

Engagements/assignments on

Sales, Marketing & Distribution : ITC ITD, Tata Steel, Tata Power, Saurashtra Cement, VNC Electrodes, NVB Steels, Mandala Asset Solutions (Australia), Lavendor Group (UK), Eveready Batteries, Blue Star, ITC IBD, Shringar Cinemas, Baazee.com, TravelPort Holidays, Pidlilite Industries (Fevicol), Kodak, Star TV, World Gold Council etc.

Operations & Service : Texmaco (Indonesia), ICICI Bank , Lion Group (Malaysia), Gujarat Glass, Indo Rama (Indonesia), Laxmi Machine Works ,MSM,Tata International etc.

Capability Development : GTL Limited, JWT Marriott, Vizualize Technologies, BST Sayona,Systime (CMS Group) etc.

Worked for ICICI Bank, Renoir Consulting UK , Ebay India & Ogilvy & Mather

A specialized MBA in Marketing, Brand Management & Communications from MICA, Ahmedabad. He is a mechanical engineer from MS University.

Key People Rajjeet Chandra : Founder & Partner Rajjeet Chandra is a hotel management graduate with a post graduate diploma in management (Specializing in Marketing). He has around a decade of experience working on Food & Hospitality, Real Estate and Travel. Functionally he has experience working in Sales, Business Development, Marketing, Project Management, Franchising & Operations assignments. He has done Sales , Marketing & Distribution assignments for clients like Mandala Asset Solutions (Sydney), Accor group, Intercontinental group of Hotels (Worldwide), Sheraton Group of Hotels (Middle East & East Africa), Le Meridian Group of Hotels (India & Middle East), TravelPort Holidays (India), Ambassador (Manali), Grace Realty (Nagpur), Gits Food, Camy, MSM. Worked with Sarovar Hotels & Resorts, Thackers Hospitality Services & Hospitality Marketing Concepts (California)

Rajjeet Chandra : Founder & Partner

Rajjeet Chandra is a hotel management graduate with a post graduate diploma in management (Specializing in Marketing). He has around a decade of experience working on Food & Hospitality, Real Estate and Travel.

Functionally he has experience working in Sales, Business Development, Marketing, Project Management, Franchising & Operations assignments.

He has done Sales , Marketing & Distribution assignments for clients like

Mandala Asset Solutions (Sydney), Accor group, Intercontinental group of Hotels (Worldwide), Sheraton Group of Hotels (Middle East & East Africa), Le Meridian Group of Hotels (India & Middle East), TravelPort Holidays (India), Ambassador (Manali), Grace Realty (Nagpur), Gits Food, Camy, MSM.

Worked with Sarovar Hotels & Resorts, Thackers Hospitality Services & Hospitality Marketing Concepts (California)

Key People Mrs. Jasravee Kaur : Consultant- Brand Building, Market Analysis & Market Research A decade of experience in Marketing, Brand Building, Advertising & Market Research. She is an electrical engineer with a specialized MBA in Marketing & Communications from MICA Ahmadabad. She has worked with Lowe Lintas, AC Nielsen ORG MARG, Percept H and Research International. She has worked for brand building, marketing and research assignments for FMCGs : Hindustan Unilever (Lifebuoy, Hamam, Fair & Lovely, Kisan Annapurna, Liril, Dove, Lux), Camlin, Old Spice, Coca Cola, Unilever Thailand, Unilever Brazil. Retail : Fame Adlabs, Pantaloon, Central, Essar Petro Retailing, Welspun Spaces, TravelPort Media & Others : Bank of Baroda, Sahara One, STAR, Rediff.com, CNN, FedEx, VNC Group, ITC IBD, Saurashtra Cement, Tata Wiron She has also been a visiting faculty at Xavier’s Institute of Communications and North point Lintas School

Mrs. Jasravee Kaur : Consultant- Brand Building, Market Analysis & Market Research

A decade of experience in Marketing, Brand Building, Advertising & Market Research.

She is an electrical engineer with a specialized MBA in Marketing & Communications from MICA Ahmadabad.

She has worked with Lowe Lintas, AC Nielsen ORG MARG, Percept H and Research International.

She has worked for brand building, marketing and research assignments for

FMCGs : Hindustan Unilever (Lifebuoy, Hamam, Fair & Lovely, Kisan Annapurna, Liril, Dove, Lux), Camlin, Old Spice, Coca Cola, Unilever Thailand, Unilever Brazil.

Retail : Fame Adlabs, Pantaloon, Central, Essar Petro Retailing, Welspun Spaces, TravelPort

Media & Others : Bank of Baroda, Sahara One, STAR, Rediff.com, CNN, FedEx, VNC Group, ITC IBD, Saurashtra Cement, Tata Wiron

She has also been a visiting faculty at Xavier’s Institute of Communications and North point Lintas School

Key People Sachin Karle : Consultant for Advertising and Creative Design Fifteen years of experience in advertising , creative design and brand building. An award winning advertising veteran, Sachin has won Adclub Bombay EFFIE Silver & Adclub Bombay EMVIES Gold award. He has done advertising and creative design for Automobiles : Mahindra Auto (Scorpio,Bolero…),Mahindra Tractors, Hyundai Motors, Tata Motors,Premier Automobiles, CEAT Tyres, Castrol FMCG : Anchor Toothpastes, Godrej Soaps, Sapat tea,ITC Soaps & shower gels, Agrotech Foods, Cadburys, Parle agro, HLL Kissan, International Bestfoods, Wipro Talc, Duncuns Tea, Lever Johnson, Amul Consumer Durables : Kelvinator Home appliances, Kenstar Home appliances, Snap On Tools, Nerolac Paints, Asian Paints, Godrej Storwel, Birla white Cement, Ultratech Cement, Blue Star ACs, Voltas Acs & Washing Machines, Supreme Furnitures, Samsung Electronics, Crompton Greaves, Whirlpool Financial : Birla Sun Life Insurance, Birla Sun Life Mutual Fund, Mahindra Finance, Anz Grindalys Credit Cards, ING Bank, HDFC Bank, ICICI credit cards, Anand Rathi Direct, Tata Mutual Fund, Fullerton India Credit co. ltd. Retail : RadhaKrishna Foodland, Mahindra Firstchoice Tourism & Holidays : Club Mahindra, Thomas Cook,Cox & Kings, MTDC, Air Mauritius, Mercury Holidays,British Airways, SOTC Media : Discovery Travel & Living Channel, Star TV,Indian Express Group, Loksatta, Blitz on Sunday IT & Telecom : Aptech, Mahindra British Telecom,Blue Star Infotech,, Hutchison Max Telecom Lifestyle : Sia Jewellery, TBZ Nirmal Zaveri Group, Dimexon Diamonds, Kirtilals Ornaments, Bombay Dyeing, Lawman jeans, Zodiac Shirts, Mahindra Gesco Pharma : Glaxo, Charak Pharma, Claris Lifesciences Corporate : Mahindra Corporate, Tata Corporate,Voltas, Cummins India, CII Public Service : Mumbai Traffic Police, Nanhi Kali

Sachin Karle : Consultant for Advertising and Creative Design

Fifteen years of experience in advertising , creative design and brand building.

An award winning advertising veteran, Sachin has won Adclub Bombay EFFIE Silver & Adclub Bombay EMVIES Gold award.

He has done advertising and creative design for

Automobiles : Mahindra Auto (Scorpio,Bolero…),Mahindra Tractors, Hyundai Motors, Tata Motors,Premier Automobiles, CEAT Tyres, Castrol

FMCG : Anchor Toothpastes, Godrej Soaps, Sapat tea,ITC Soaps & shower gels, Agrotech Foods, Cadburys, Parle agro, HLL Kissan, International Bestfoods, Wipro Talc, Duncuns Tea, Lever Johnson, Amul

Consumer Durables : Kelvinator Home appliances, Kenstar Home appliances, Snap On Tools, Nerolac Paints, Asian Paints, Godrej Storwel, Birla white Cement, Ultratech Cement, Blue Star ACs, Voltas Acs & Washing Machines, Supreme Furnitures, Samsung Electronics, Crompton Greaves, Whirlpool

Financial : Birla Sun Life Insurance, Birla Sun Life Mutual Fund, Mahindra Finance, Anz Grindalys Credit Cards, ING Bank, HDFC Bank, ICICI credit cards, Anand Rathi Direct, Tata Mutual Fund, Fullerton India Credit co. ltd.

Retail : RadhaKrishna Foodland, Mahindra Firstchoice

Tourism & Holidays : Club Mahindra, Thomas Cook,Cox & Kings, MTDC, Air Mauritius, Mercury Holidays,British Airways, SOTC

Media : Discovery Travel & Living Channel, Star TV,Indian Express Group, Loksatta, Blitz on Sunday

IT & Telecom : Aptech, Mahindra British Telecom,Blue Star Infotech,, Hutchison Max Telecom

Lifestyle : Sia Jewellery, TBZ Nirmal Zaveri Group, Dimexon Diamonds, Kirtilals Ornaments, Bombay Dyeing, Lawman jeans, Zodiac Shirts, Mahindra Gesco

Pharma : Glaxo, Charak Pharma, Claris Lifesciences

Corporate : Mahindra Corporate, Tata Corporate,Voltas, Cummins India, CII Public Service : Mumbai Traffic Police, Nanhi Kali

Master Sun Group Projects

Call Sapphirez: Sarvajeet Chandra Mobile : +91 9920803060 Email : sarvajeet@sapphirez.co.in