Presentation to Bosch Sales Team developed by Sathvick

1. Dual Brand Sales Management

2. Dual Brand Sales Management

3. Dual Brand Sales Management

4. The Power of Market Reach

5. Dual Brand Sales Management

6. Dual Brand Sales Management 1930 - America The Term Car Represented a Premium Brand Car was a symbol of Royalty, Prestige and to be owned by the Esteemed 1932 – Henry Ford Wanted car to be a Necessity and not a Luxury Every American Family should own a car American Automotive Association Strongly opposed Ford’s Idea of diluting the Car Brand If everyone owns a car then it will no more be a Premium Product

8. The Growth is driven by Market Reach Dual Brand Sales Management

9. To Increase Market Reach in India We have to understand the Indian Market Dual Brand Sales Management

11. Composition of 25 Mio Users Institutions and Industry – 5% Under Top Contractors – 10% Un-organized Laborers – 85% Market Driven by Product Quality and Productivity The only factor that drives The Market is AFFORDABILITY To Increase Market Reach the need is Dual Identity Dual Brand Sales Management PRIME IDENTITY Quality and Productivity preceding Affordability for the top 15% of Organized Users MASS IDENTITY Affordability preceding Quality and Productivity for the 85% un-organized laborers sector

12. Two Types of Power Tool Users Targeting the Two Segments without affecting the Brand Equity THE DUAL BRAND CONCEPT Dual Brand Sales Management PRIME USERS – 15% Professional users who earn more than Rupees 300 per day PRIME PRODUCT Give more Quality and Productivity at a higher price range BASIC USERS – 85% Small time users who earn about Rupees 100 per day BASIC PRODUCT Products made Affordable at a lower price compromising on High end details like Ergonomics, Power savings, Packing etc.

13. DUAL BRAND CONCEPT Dual Brand Sales Management PRIME USERS Professional users who earn more than Rupees 300 per day BASIC USERS Small time users who earn about Rupees 100 per day Existing Blue Range The New SKIL Range

14. Dual Brand Sales Management

15. 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

18. Dual Brand Sales Management Actors who fail to maintain distinct separation Between 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 mixed Up then the tools remain as mere Power Tools but never a Super selling brand Mass Identity Professional Identity

19. Dual Brand Sales Management An Example for Dual Brand Sales Management From an FMCG Consumer Goods Company

20. 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 was Triggered by its DUAL BRAND STRATEGY

21. 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

24. Dual Brand Sales Management Reach out to the unreached Market with . . .