Raunak Munot
VCU Brandcenter, Creative Brand Management

Resume
About Me
Red Bull Case Study
National Park Services Case Study
Creative Brief: e Neat Company

resume M.A.Shenoy, Head, Dept of Polymer Engineering &
Technology, U.D.C.T.
RAUNAK MUNOT Experience:
Email: raunakmunot@gmail.com Student Intern at Elantas Beck India Limited- ALTANA
Mobile: 804.938.0136 Chemie Group, Pune, India
• Covered all departments: R&D, quality assurance,
Education: manufacturing plant, wire enameling plant, technical services
Virginia Commonwealth University– Brandcenter department and a good exposure to safety methods. Did a
Richmond, VA research project on ‘Solventless Epoxy Paints’ under
M.S. in Mass Communication – Creative Brand Dr. V. Bhanu, R&D Manager.
Management Track, 2nd Semester.
• Exposed to a collaborative agency type setting, working in Interests:
teams consisting of art directors, copywriters, planners and • Latin Dance, Electronic Piano, Languages, Cricket, Ping
creative technologists. Pong, Golf, water sports.
• Successfully completed the online Harvard Business course on • Played Basketball at the State level for Pune District, India,
Quantitative Analysis. 2000-01.
• All round development with courses like media planning and • Organized an AIDS Awareness Concert and a Green
digital engagement. Marathon in UDCT. Money raised was donated to NGOs,
Ojus Medical Foundation and CRY Foundation.
Institute of Chemical Technology, University of Mumbai
(U.D.C.T), Mumbai, India Leadership:
B.Tech- Polymer Engineering & Technology (2004-2008) • General Secretary, Head of the Students’ Council, UDCT,
• Overall Grade: First Class (66.7% aggregate score) 2006-07.
• Publication- published a paper on “Carbon Fibers” in Bombay • Member, TRIS (Technology, Research and Information for
Technologist, Vol. 56, pp 68 70,2006. Society), UDCT’s official PR cell.
• Final Project: Process & Plant Design for the manufacture of • Head Coordinator of Manzar, UDCT’s first ever Inter-
Epoxy- Starch Composites -building a techno-economically collegiate Cultural Festival.
feasible process & scaling up to industrial scale. Adviser: Prof Team – 140 students, Budget – Rs.22,00,000 ($45,000).

about me
I’ve been brought up in a joint family of businessmen who
have ventured into polymers, automotives, textiles and
electronics distributorship. Consequently, I have grown up
seeing how businesses are run and decisions are taken. Being a
Polymer Engineer myself, I have a sound understanding of
statistics and numbers in general, which is important because,
however creative we get, at the end of the day the client always
wants to see how a particular investment affects the bottom line.
Being a Creative Brand Manager, we take all the fundamental
marketing courses as well as the creative courses. We are taught
how to first look at all the numbers, product life cycle, cost
structure of the company, etc and understand the premise of the
case taken up and only then get creative with it. As a result, we
are empowered to take up marketing, product management,
brand management jobs on the client side, as well as account
We act as though comfort and luxury are the chief requirements
of life, when all we need to keep us happy is something to be structure is extremely dynamic, teaching us how to tie in the
enthusiastic about. – Charles Kingsley latest trends in the digital space in our campaigns.
I believe there are two broad qualities that are necessary to be
Coming from the Indian sub- continent, the land of over a successful in your workplace; being good at what you do and
billion people with great cultural diversity, living in different collaborating well with others. Being a sports fanatic and having
parts of the country throughout my education and pursuing played various sports since childhood has instilled a team spirit
grad school in the US for almost a year now, I have seen different in me. I’m a passionate and emotional individual and when I
perspectives on life. take something up, I give it my best.

Red Bull Case Study line like the others in the category have would be a big mistake.
Red Bull is a trend- setter, not a follower. So the taste control
needs to be provided in a way that will set new trends and
Case
become part of popular culture.
To come up with a line extension or reposition Red Bull in a
time where the market has been swamped with new players.
Concept
Creation of a 2oz mini can, called Charge
Problem
that interlocks with the original can. One
Since 2006 Red Bull has been losing market share in the energy
has to rotate the two cans in opposite direc-
drink market coming down from 43% in 2006 to under 40% in
tions. is automatically pops open the
2007. On the other hand, Monster and Rockstar, both distrib-
lower can and the contents of both the cans
uted by Coke, have rapidly been gaining market share and as of
mix in order to create a whole new flavor.
October 2008, their combined market share was greater than
Red Bull.
We will introduce three healthy charges that
are nutritious, vitamin filled and energizing;
Most of these new energy drinks provide a number of flavorful
Kiwi Strawberry Charge, Grapefruit Charge
options giving consumers a wide range to choose from. So even
and Pomegranate Charge.
if Red Bull is the top of the mind energy drink, the younger
generation is open to trying new flavors as a result of which Red
Bull is losing customers.
Objective
We will also introducing alcoholic charges; Skyy Vodka Charge
To regain its position as the market leader.
and Jaeger Charge owing to the popularity of these drinks.
Strategy
To give the consumers taste control, but in a way that maintains
the mystique image that red bull has. Red bull created the
energy drink category; so to merely add flavors to its product

Positioning
e original energy with the new way of customization.
Creative
Red Bull has always had a focus on non - traditional advertising.
Keeping that in mind, to get the word out in the media about
Red Bull Charge, we decided to do some point of sale displays,
guerilla marketing, have presence on the Red Bull website,
redbull.com/charge and a zorb surfing event.
We will have these on buses and subway trains in major cities
in the US; New York, Washington DC, Chicago, Los Angeles
and Atlanta. e website will have detailed information about all the charges.

We decided to use their Brand Ambassador, Shaun White to Budget
help spread the word around the launch of Red Bull Charge. Based on a Forbes.com 2005 report, UVA Darden Business
School Case Study we were presented with, and secondary
Like the Flug-Tag, we will be introducing another event called research on the internet, Red Bull is exected to sell about 1.4-1.5
Wasserweg, a zorb surfing event. e Red Bull Charge logo will billion cans in the US in 2008 with a total revenue of over $1.5
get visibility throughout the event. billion.
A small Charge Car will follow the Red Bull Car around college In 2005, Red Bull spent 30% of total sales on Advertising and
campuses and busy streets in major cities in the US. Marketing. Considering the high amounts they spend, a $6.67
million budget for launching Red Bull Charge is well within
All these efforts, although non- traditional will be picked up by limits.
the media and bloggers, because the whole idea is to make this
campaign coontagious and spread like fire in the digital space. e broad breakdown of the various expenses is as follows:

Budget Breakdown ROI Calculation based on Expected Value
Product Development $3,000,000 Expected value helps us better predict the performance of a
Out of Home $2,000,000 product over a given period of time. A probablity is assigned to
Website $20,000 every event and expected sales are calculated by adding up the
Charge Car $150,000 sales based on probablitly of each event.
Wasserweg $500,000
Sampling $1,000,000
Total $6,670,000
Pricing for Red Bull Charge
Retail Price $0.80
Wholesaler Price $0.50
Cost of production $0.15
Unit Contribution $0.35
Breakeven Analysis
Cans to be sold to breakeven = Total Budget
Unit Contribution is ROI calculation is based on the sales of the Charge alone.
Cans to be sold to breakeven = 19 million (approximately) It does not take into considertation the additional Red Bull cans
that will be sold since it is difficult to estimate that.

National Park Services Case Study information more accessible and engaging. e Park Idea will
have its own simple website and every technology used will be
tied back into the website. e campaign also comprises of
Case
various co-opt partnerships with PBS, REI, Nalgene and
To create a long term integrated campaign that plays out across
Microsoft. e Ken Burns documentary on National Parks, to
different media, including a strong digital component that
be released on PBS in September 2009 will be tied into the
creates an engaging and involving user experience.
campaign. e campaign also aims at forming a community
where sharing information can benefit all.
Problem
Firstly, the National Parks are not in the consideration set for
Mission
many people when the consider doing something outdoorsy
e Park Idea’s mission is to enlighten the American people of
because everyone’s perception of a National Park is different;
the extraordinary, exciting world that exists within the borders
one may think of it as a picnic place, while someone else may
of their own country.
think of it as mountains and waterfalls. However there is a
bunch of other cool activities that can be done at these parks,
Target
which many are unaware of.
Young Professionals, 22-34 year olds, Single or without
children. ey are active and well rounded people. ey
Secondly, the Centennial Initiative aims to renovate and update
consider themselves to be intelligent, globally minded and have
the parks in order to make them relevant to the American
an affinity for technology. According to Mintel reports, they’re
people, but there is no real effort taken to reach out to the
more likely than any other group to have been exposed to
people. And the people they are targeting already have the parks
outdoor activities at an early age. However as they’ve aged it is
in their consideration set.
no more top of the mind.
Concept
e Park Idea- aims to transform the preconceived notions of
the people and expand their definitions of national parks. e
campaign uses technology such as Augmented Reality,
Microsoft Photosynth and Geo-Tagging to make the

Timeline
e campaign starts in Winter ’09 with the launch of the
website and the Configurator. e Configurator is a tool on the
website that allows you to put in your personal information
including hobbies and interests and based on that it tailors all
the park information, maps, events and activities that match
your interests.
e geo- tagging application acts as a guide while you are near a
hot- spot. It pings up information about that particular hot-
spot on your smart phone while you’re in a particular range
around it. You can also click pictures and they are automatically
tagged with the date and place where they are taken.
We will also have a presence at the Green Festival to be
in 5 major cities.
Microsoft Photosynth allows you to see the popular hot spots on
any park in a unique 3D view (look at image). You can
contribute to this view by submitting your own image of that
particular hot spot and tag it.

Creative very appealing and intriguing and it changes the forces the users
Since we want to surprise this audience with the extraordinary to reconsider their perceptions of a park.
things they can do in a park and transform their preconceived
notions. We thought of using Augmented Reality in the creative
execution.
In the following two ads, on the left side is the print ad that will
feature in magazines. It’s looks like a simple image of a mountain
but below it gives instructions to hold up the image in front of a
webcam. And when you do that a virtual image of a person sand
surfing comes to life.
Besides the print ads, we have couple of Non-traditional ideas;
teaser ads on the canoes and boats in certain big cities as well as
presence during the Green Festival.
Measurability
We can measure the success of this campaign based on the
number of website visits, increase in park visits, contest entries,
photosynth uploads to the website and geo-tagging.
In tough economic times, people are cutting back their expenses
In the next ad, on the left it looks like a person is climbing up a on vacations. Also the younger professionals prefer many smaller
rock, whereas when you hold it up in front of a webcam an trips than one big vacation. Considering all that, we are sure that
image of a person snorkeling comes to life. is technology is this campaign will succeed in engaging the target audience.

e Neat Company Brand Manifesto How do the consumers experience the category?
What are their needs, wants, desires?
& Creative Brief is is a case of new business development. We are creating a
new category.
Brand Manifesto- Bringing the brand to life. Several times a soft copy of a printed document is required. At
I made a video in iMovie to do the same. Here is the link to the such times a regular scanner is used. However, with that the
youtube video. ank you for wathcing this. information cannot be edited. As the world goes more digital,
professionals want to reduce the use of paper and want easier
http://www.youtube.com/watch?v=sgD2n0RzB28 ways to convert all the information into soft copies which
reduce their clutter and also saves time.
Creative Brief With the Paper Reduction Act (1980), many companies too are
What is the goal of the communication? looking at ways to reduce the use of paper.
Neat changed its name from NeatReceipts to e Neat Most of the work is done using Microsoft Office. So if the
Company on 1st October, 2008 as a part of its rebranding consumers scan documents, they want the option to edit in MS
initiative, owing to broadening of both the its mission and Office.
product line to suit a range of needs.
is campaign is aimed at creating awareness of the new name How do the consumers experience the brand?
and the new trend in managing personal and professional Quotes from consumers:
documents. " e easiest way to keep all your records in order."
"I'd go so far as to say that this little gadget now ranks on the
Who are we talking to? indispensability scale right up there with TiVo, iPod and
What do they do? What is their life like? HDTV."
Business Professionals and Freelancers. "I hate dealing with paper, and this product helps me become
ey typically lead busy lifestyles trying to juggle bettween work paperless."
and home. At work they deal with a lot of paperwork; e products are easy to use and make managin information
documents, receipts and business cards and management of extremely simple. ey read data from the documents and a
information is very important. After their jobs they come back software organizes these documents automatically.
home to manage family chores.

What is the single most important message that needs to be
communicated?
Your own perosnal assisstant that keeps you efficient.
How can the brand authentically talk to the consumers?
e products are innovative and would be a great addition to
any office. It is necessary to take the first mover advantage and
fix a position in the minds of the consumer.
It's much more than a regular scanner; the soft copies can be
edited in Microsoft Office.
What media best engages the consumers?
Print Ads in Business Magazines.
Viral video about functionality and emotional benefit that can
be circulated in the corporate circle via emails and blogs.
Non-Traditional: Partner with an airline company to give demos
of the products in the Business Class.
When hit with advertising, what is the desired reaction from
the consumer?
e users should feel,”Oh Sweet Lord! I never knew something
like this existed. It’s going to save so much of a headache and
time more so. I really need to get this thing.”

I will not do it in the forest
No, I will not do it in the forest,
Although the temptation is rising.
You said no one would see,
If they did, it'll be embarrassing.
With every step, of the plenty to come,
Creative inking Excercise In the woods as we amble,
You look at me, with eyes that say,
We had to come up with a peom As if it weren't a gamble.
that included the following three words;
bulk, forest, plenty. It can be done behind the bulky rock,
Surrounded by the trees plenty,
Lets do it now, I said to myself
And get it done in twenty.
Now that it's done I feel all fresh,
But a feeling inside me, not so loud;
Says crapping in the midst of a forest so huge,
I'm not really so proud.

ank you for taking out time to go through my book.
is was a slight preview of what we learn and do at the
VCU Brandcenter and I can guaranttee we’re all getting better by
the day. It will be a great experience to work with you and
I look forward to hearing back from you.
Yours Sincerely,
Raunak Munot
804.938.0136
raunakmunot@gmail.com