2. Brahmaconsult: High Notes
• Delivers Customized solutions
• Strategizes, develops plans, executes plans
• Builds clients’ marketing & sales muscle on BOT basis
• Primary focus on FMCG sector
• Primary focus on Business Strategy, Sales & Marketing
• Brings to the table experience of over 35 years
• Experience with brands like Rasna, Mother’s Recipe, Fena, Usha, Gabriel,
Indomie
3. Brahmaconsult: Hands-on Always
• Brahmaconsult team has experience in Processed Foods, Beverages,
Detergents, Brown Goods, LED Lighting & Online Retail
• Getting hands dirty: We work in the field & lead from the front
• Walk the Talk: We don’t ‘advise’ and walk away. We work with you, for
you, and help build your organization
4. Brahmaconsult Walks The Talk
• Most consulting companies advise
• Some execute strategy
• Brahmaconsult will execute all the way:
- Diagnose
- Develop & execute strategy
- Build business plan
- Execute the business plan
• Brahmaconsult will co-own your business plan
• Brahmaconsult walks the talk
5. Brahmaconsult:
Providing Full Service
• Strategic business planning
• Marketing strategy & execution
• New product development & launching
• Sales strategy, planning & management
• Channel management: Audit, development, management, Modern Trade, Online sales,
rural markets
• Human resources interventions, viz., performance management systems, recruitment &
training
• IT solutions for enhanced productivity, viz., ERP, DMS, SFA, BI
6. Strategic Business Planning & Execution
Process
• Internalize client’s vision, strengths, resource allocation & scaling time-frame
• Build 3-year or 5-year Business Plan, incorporating inter alia:
- Industry size & growth
- Market share projection
- Sales plan
- Product costings
- Launch schedule
- Plant location
- Manpower plan
- Promotion plan
- P&L with inflation-indexing, break-even and pay-back
• Client sign-off at every stage
• Execution: Client focuses on core strengths and Brahmaconsult executes important parts of plan, e.g., sales & marketing
7. Marketing Strategy, Planning & Execution
• In fiercely competitive markets, important to get strategy right:
- Defining Target Group
- Identify Differentiators
- Positioning
- Competitive advantage
- Pricing
- Packaging
- Promotions
• Brahmaconsult delivers research-based strategy to client
• Once client signs off on strategy, then marketing plan is prepared
• If client desires, Brahma Opulence will execute the marketing plan for defined tenure
• Brahmaconsult specializes in new product development & launch
8. Hands-on Execution of Marketing Plan
• Develop packaging
• Develop creatives for mass media & point-of-sale material
• Develop & execute promotions, incl. sourcing of promotional items
• Manage media plan & media buying, incl. online marketing
• Recruit brand managers
• Appoint & manage agencies for:
- Market research
- Advertising
- Media planning & buying
- Public Relations
• Execute client’s marketing function on BOT basis
9. Brahmaconsult’s New Product Launch
Module
• Resource audit, Competency analysis, synergies in manufacturing and/or
distribution
• Consumer research to identify ‘need-gaps’, concept-testing, purchase
disposition, etc.
• Short-listing of “winning products”, estimation of sales volumes, business
plan, test marketing etc.
11. Sales Plan: Prepare & Execute
• Sales Plan will contain inter alia:
- Market shares
- Expansion plan for geographies & SKUs
- Retail Outlet Coverage Plan: Channel-wise, State-wise & major
town-wise: Coverage frequency, Journey cycles
- Manpower plan including expenses
- Training plan
- Reporting: Cycles & formats
- Automation plans
• Execution on BOT basis, wherein Brahmaconsult will develop & manage client’s sales function, leaving the
client to focus on his core strengths
12. Channel Management
• Distribution Audit
• Channel Strengthening / Re-structuring
• Optimization of ROI for channel partners
• Hands-on management of channel sales, if required, on turn-key basis
• Account management services for Modern Trade, including inter alia managing
activation programs
• Rural market penetration programs, including inter alia refinement of product
offerings, packaging, pricing, channel reach & promotions
13. Human Resource Management
• Design organization structure
• Design performance management system, job descriptions, KRAs etc
• Search & recruit
• Devise training programs for development of skills & improvement of
performance
14. IT for Enhanced Productivity & Better
Performance
• Brahmaconsult helps clients select, purchase & implement cost-effective
IT solutions for:
- ERP
- Business Intelligence
- Distribution Management System
- Sales Force Automation
15. Profile of Raj Pinjani,
Principal Consultant
• Engineer and alumnus of prestigious IIM, Ahmedabad
• Over 30 years of experience in managing sales, marketing and operations in diverse industries.
• Worked with brands such as Rasna, Mother’s Recipe, Usha, Niky-Tasha, Fena, and Indomie.
• Over 20 years’ experience in the food and beverage industry including being the President of Rasna Private Limited, Chief Operating
Officer of Mother’s Recipe Division of Desai Brothers Limited and Chief Operating Officer of Lagos-based De-United Foods Industries
Limited.
• Key achievements include:
- Building & revamping distribution networks
- Successful launch of many new products in India and abroad
- Leading marketing initiatives for leading brands
- Leading procurement of product inputs, promotional inputs and machinary
- Building strong networks of franchisee manufacturers across locations in India
• Key strengths include strong analytical ability, high degree of adaptability, strong leadership qualities, excellent communication skills
and all-round management skills.
