This time you could find interesting topic such as -Sensodyne Strategy to enter Indian Markets,YES Bank's SMART Box solution for delivering e-commerce deliveries,India's most Influential brands-2015

1. MBA Handbook-VII

2. How Sensodyne create a Niche Market in India
(Sensodyne raised awareness about tooth sensitivity in India & its treatment creating
a breakthrough brand in the process)

3. In 2010,GlaxoSmithKline
launched their brand Sensodyne
in India when the Indian
toothpaste market was at a basic
benefit level where brands were
focusing in 3 benefits;
-Freshness
-Cavity Protection
-Germ Kill
GSK undertook research to study
the usage & attitude of Indians
towards Dental hygiene. The
research identified that the
sensitivity-awareness index in
India stood at a low of 17% V/s
33% globally & only 4% of
Indians visited Dentists with most
Indians not following proper oral
care hygiene practices(like
brushing twice a day)
Sensodyne invested
heavily in building
awareness & educating
customers about
sensitivity through its
extensive consumer
outreach programme
Sensodyne was the
first to identify the gap
between the existence
of tooth sensitivity &
awareness about the
condition & its
solution. Hence
Sensodyne focused on
educating Indians

4. Sensodyne’s strategy on educating Indians on sensitivity-Case Study
Results
A key success indicator was the
significant rise in India’s
sensitivity awareness index to
global levels moving from
17%(2010) to 32%(2013).The
brand aims to grow the category
by touching more lives through
consistent education
Sensodyne’s vision
To create a future where every
life is sensitivity-free
When engaged in a
conversation, people
recalled that they had
experienced short,
sharp, sensations earlier
too but had never taken
them seriously
1.Chill Tests
Chill test were conducted at
various high-footfall areas asking
people to drink cold water. This
test made people realize that they
unknowingly suffered from teeth
sensitivity which prevented them
from enjoying some food & drinks 2.Engagement with Dentist
community in India
Sensodyne adopted a long-
term engagement wherein
its representatives visited
the dentists more frequently
& engaged them more
closely

5. YES Bank offers
“SMART Box”
solution for
e-commerce deliveries

6. E-Commerce players bleed money more in logistics than in
the fabulous discounts they offer on various products.
Track a delivery boy who begins the day with about 30
consignments to be delivered. Given the traffic conditions
& deplorable roads across most Indian metros that seems a
stiff target. Also jams occur even while waiting for
elevators to reach so many high-rise offices
A Simple solution
Where your package is delivered to a pre-designated
pickup spot, close to your residence/office where you
can go & pickup your package at your convenience
after swiping your card paying the necessary amount.
YES Bank is in the process of doing precisely that in
tandem with some e-commerce players
The solution YES Bank has come-up with is “SMART
Box”-10 by 3 feet box with about 52
compartments/lockers of various sizes in which the
parcels will be deposited. An SMS giving you the access
code will be sent to your mobile. After swiping your card
at the PoS(Point-Of-Sale)machine kept neat the SMART
Box & making the payment, the designated compartment
will open automatically & you can pick your baggage

7. YES Bank has deployed about 12 such
boxes & POS Machines in DRMC
Delhi & hopes to add another 125 by
June 2016.The bank plans to roll these
out across other metros & have about
1,000 such boxes across the country
within a year
The bank has identified many high-
convergence areas, highly frequented &
high density populated areas such as
corporate business parks, buildings. high-
end residential flats with 200-300 flats in
one complex-typically the locations from
where people order these consignments
(SMART Boxes will be put-up with in-built
payment functionality at the above places)
Whenever, you order your consignment, your e-
commerce marketplace(Ex: Flipkart, Snapdeal or
Amazon)will prompt you by saying , “By the way
there is a SMART Box located nearby based on
your pin code. Would you like to opt for delivery
there”?
If you agree, the logistics guy will deliver it there
(where it will remain for three days)& you will
get an SMS Alert & an One-Time Password(OTP)
to access the SMART Box
This solution is a win-win situation as the
deliveries can now be made even at night.
Also customers need no longer experience
the anxiety or guilt of missing the delivery
boy
The solution is being piloted with a couple
of small websites & has started seeing
success & big e-commerce entities are
expected to join in soon
Pilot project in DELHI
(DRMC)

8. India’s most influential Brands-2015
(A study by Ipsos-A Global Market Research Company)

9. Rank
1

10. Rank
2

11. Rank
3

12. Rank
4

13. Rank
5

14. Rank
6

15. Rank
7

16. Rank
8

17. Rank
9

18. Rank
10

19. Research methodology
The study was conducted by
Ipsos across 21 countries &
involved 36,600 interviews
In India where the study was
conducted for the first time,
1,000 respondents ere
interviewed online
The study has the following goals;
-To define & measure influence
-To rank brands according to their influence
within each country
-Rank brands according to their influence
globally & identify what factors explain or drive
the current level of influence for each of the
brands at the country level & at the global level
The study uses a dichotomous
scale-answer to each question is
either a yes or a no-fully 5 point
scales would be too onerous on
respondents
A factor analysis was conducted using the 57 statements in
the questionnaire & a total of 6 factors were revealed from
this analysis. One of these factors contained 11 statements
& was clearly the “Influence Factor”
The 5 remaining factors were used as candidates to help
explain “what makes each brand influential”. These 5
factors are;
-Leading Edge
-Corporate Citizenship
-Trustworthiness
-Presence
-Engagement
The most influential brands are
important & relevant in the world.
Consumers identify with these brands
& have an emotional relationship
with them. They couldn’t imagine
their lives without them

20. A Across the world Influence
means different things to different
people.
In Delhi,
influence means something that could
get you up & close with those in the
corridors of power
In Mumbai,
it could mean something that can get
you a college seat or even a railway
berth
The most Influential
brands study evaluated
100+ brands that spend the
most on advertising & have
high brand equity,
involvement & influence
How did IPSOS
measure Influence?
The simple meaning this word
“Influence” is having an
impact on people’s lives.
(a)There is a tremendous
degree of trust in these brands .
(b)Influential brands have
aspirational qualities-they offer
a gateway to a better, more
interesting life by giving
people tools to make smart
choices

21. Trustworthiness
Truest s the cornerstone of
any great relationship.
People use, rely & believe
in them
Leading edge
Influential brands zig
when all others zag.
They are iconic, edgy,
unconventional,
innovative & unique
Presence
To be influential, you have to be seen,
heard & known. That means being out
there and or inspiring an army of
advocates to do the job for you. This
is where the biggest, boldest & paid
marketing efforts get to work-
promotion, placement & people
Corporate Citizenship
People expect brands to
make a difference to the
community. Some of the
brands that rank as most
influential are committed to
dong the tight thing
Engaging with
customers
This means connecting &
interacting with the
brand in more ways than
just point-of-sale
5 Dimensions contributing Influence

22. Anup George Rebello
Manager
The Catholic Syrian Bank Ltd
(anuprebello.6@gmail.com)
http://www.slideshare.net/anuppresentations