Brand Management Consultants helping businesses in planning, strategy, marketing, product portfolio and product innovation, market research and opportunity assessment, market entry and distribution.

1. July, 2016
CREANDO ASSOCIATES
INTRODUCTION

2. Agenda
 Company Overview
 Our Approach
 Market Research Offering
 Go-To-Market Strategy
 Management Team
 Case Studies

3. COMPANY OVERVIEW
AN INSIGHT INTO CREANDO ASSOCIATES

4. Creando Associates
Our Mission
 Formed in September, 2005 with 5 Co-Founders
 Current strength of 55 employees handling over 300 sales personnel of clients
 Majority of operations based in India. Also have a tie up with a Chicago based research company
for which Creando Associates is their India Representative
 Have offices in New Delhi, Singapore and Chicago
Our Philosophy
We concentrate on your requirements and the value your company gains from our
engagement.
We strive to exceed your expectations with defined measurable objectives, timely delivery
and a hands-on approach to working with, supporting and developing your existing teams
An Overview
Creating Value
We help our associates to make intelligent and informed choices to achieve their business
objectives

5. Our USP - Our Strengths
Creando
Associates:
A partner of choice
Practical & realistic solutions, tailored to clients needs
Highly experience team with past practical experience providing leading-edge
management thinking
We look at a businesses from a Chief Executives perspective – Ask the right
questions and undertake detailed financial analysis to unearth the right
solutions
We help clients decide where they want to go, and how to get there.
We make sure those decisions get translated quickly into action and that the
client's team can sustain the momentum into the future
We commit to leaving organizations stronger than when we arrive.
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6. Host of Services Across Verticals
 Business planning & Strategy
 Turn Around and Growth Strategy
 Brand & Marketing Strategy
 Sales and Distribution strategies
 Product portfolio and Product innovation
 Market Entry & distribution Expansion
 Market Research & Opportunity Assessment
 Partner Search, Selection & Due Diligence
 Project Management
Services Provide – Area of ExpertiseVerticals Serviced
Strategic Business Planning
Sales and Distribution
Strategic Brand Management
Market Research

7. Our combined Experience is an Important asset for our associates
Strategic Business
Transformation
Support
Optimization of
Resources
IT & Training
Coordination With
Various Agencies
Core

8. Marquee List of Clients

9. OUR APPROACH
METHODOLOGIES FOLLOWED TO GAIN AN INSIGHT INTO YOUR BRAND

10. Our 4S Model
Vision
Mission
Strategy and Plan
Sharing -
VMSP
SystemsSkills
Structure
Market
Share
Revenue
Consumer
experience
Employee
satisfaction
Direction Execution Plan Evaluation

11. Product Portfolio Evaluation Model
Support
Ignore Explore
Capitalize
Business Opportunity
InternalStrength

12. Who should be our
target customer
What customer
need should we fill
What offering will
satisfy that need
How will consumer
access our offering
Where should we
operate in the
chain
Targeting and Brand Positioning Process

13. MARKET RESEARCH
OFFERING
OUR UNIQUE APPROACH TO MARKET RESEARCH

14. QEP- Quality Emotional Preference
Exclusive partner In India
 The Marketing Clinic has a unique approach to finding the emotions, moods and
motivations that drive the behavior of consumers. Understanding these enables
us to optimize brand preference.
 This approach is different because we are able to reveal, analyze and influence
the consumers ‘mood’ in brand and product consumption. This allows clients to
optimize the emotional messages from their brands, products and services.
 Great brands define their consumption experience emotionally. That is what
delivers preference and long term loyalty. Our methodology has helped clients –
from small start ups to the largest blue chip brands from around the globe – to
optimize the emotional preference for their brands

15. GO-TO-MARKET
STRATEGY
OUR FOCUSSED OFFERINGS ACROSS DIVERSE INDUSTRIES

16. Go-To-Market Strategy – Our Offering
 Assessment of
market segments
 Identification of
suitable consumer
segments
 Detailed analysis of
current market-
Price, Product,
Packaging,
Placement and
Supply chain
 Assessment of
strengths &
weaknesses of
Competitive
Alternatives
 Need Gap analysis
 Assessment of
market segments
 Identification of
suitable consumer
segments
 Detailed analysis of
current market-
Price, Product,
Packaging,
Placement and
Supply chain
 Assessment of
strengths &
weaknesses of
Competitive
Alternatives
 Need Gap analysis
Market Understanding
 Enabling your
company to
understand the real
market opportunity
and the genuine
costs of doing
business and what
it would take to
succeed.
 Making a complete
business plan
including
marketing, Sales,
Distribution
 Enabling your
company to
understand the real
market opportunity
and the genuine
costs of doing
business and what
it would take to
succeed.
 Making a complete
business plan
including
marketing, Sales,
Distribution
 Deploying
adequate resource
to ensure
implementation of
business plan
 Creating
infrastructure to
build a set up-
• Human Resources
• Distribution
Channel
• Supply chain-
vendor
management
• Manufacturing and
logistics
 Deploying
adequate resource
to ensure
implementation of
business plan
 Creating
infrastructure to
build a set up-
• Human Resources
• Distribution
Channel
• Supply chain-
vendor
management
• Manufacturing and
logistics
 After creating set-
up, handing over
the operations to
the company
 After creating set-
up, handing over
the operations to
the company
Business plan Implementation Handover of Operations
We combine sector expertise and technical resources with practical local advice
to deliver low risk and cost effective solutions, enabling companies to reach their
full potential

17. Go-To-Market Strategy – Focus Industries
 FMCG
 Home Care
 Personal Care
 Fabric Care
 Cosmetics
 Food and Beverages
 Carbonated Drinks
 Fruit Based Drinks
 Energy Drinks
 Confectionary
 Milk Based
 Other Food and Beverages Products
 Over the Counter Products (OTC)
 Wellness Products

18. MANAGEMENT TEAM
OUR STRENGTH AND SUPPORT STRUCTURE

19. Our People – Our Strength
PuneetDebashish
Team Creando
Arshad Siddiqui Shahzad SiddiquiDr.Tarun VijanHarish Parameswar Tanvi Chopra

20. Highly Experienced Management Team
Arshad
Siddiqui
 Result-oriented professional with over 18 years’ rich experience in Marketing,
sales & distribution and strategic planning in FMCG, Retail and Healthcare
sector
 Created a beverage business with Indian business house and handed over to
the promoter.
 Transformed Hamdard from family driven to professionally managed and
system driven organization and rejuvenated its brands
 Attained proficiency in Business Planning, Marketing, sales & distribution,
Strategic planning & Business Operations
 Comprehensive understanding of trade marketing & distribution in FMCG,
Tobacco and stationary
 Categories handled: Personal care , Beverages, Confectionary, Tobacco,
Health supplements & other OTC products
 Adept in developing & streamlining systems with proven ability to enhance
operational effectiveness and meet operational goals within cost, time & quality
parameters.
 Has been associated with organisation of repute like- ITC, SmithKline
Beecham, Basara, Amway and SRL

21. Highly Experienced Management Team
Harish
Parameswar
 Senior finance professional with over 20 years of entrepreneurial, investment
banking and private equity experience
 He is currently Managing Director of Silk Bridge Partners Private Ltd (an
affiliate of Creando Associates headquartered in Singapore and focused on
Private Equity and Strategic Advisory), he also sits on the boards of several
companies and Asian funds.
 Till early 2016, he was managing over US$ 700 million of AUM for DBS Group’s
Private Equity investments. He was Managing Director and Head of Investment
Banking of IB Asia (a merchant banking subsidiary of DBS Bank in partnership
with prominent investors from the Middle East).
 Harish has been a senior investment banker with strong origination capabilities
across Asia, leveraging strong network of relationships with business families,
sovereign wealth funds, intermediaries and private wealth networks in the
region. Prior to joining DBS Group, he was Managing Director of Lazard Asia.
He had previously held senior roles at investment banks like Deutsche Bank, JP
Morgan/Jardine Fleming.
 Harish is an MBA from IMT Ghaziabad and B.Com (H) from Shri Ram College
of Commerce, Delhi University. He has authored a book restructuring distressed
companies in India “Rehabilitation of Sick Companies”.

22. Highly Experienced Management Team
Dr. Tarun Vijan
 Over 2 decade of experience in reputed houses- like P&G, GSK, Ranbaxy and
Morepen
 oriented professional with over 8 years of experience in Brand Management and
Corporate Communications
 Have previously worked with companies like Rasna, Religare(Healthcare
Division), Solutions Digitas and JWT at various capacities.
 Expertise in
 Product & Packaging Development, Trials & Technology
Transfer
 Efficiency Improvement and Cost Reduction Programs
 Liasoning and Statutory Approvals
 Manufacturing & supply operations
 Project management control

23. Highly Experienced Management Team
Derek. E.
Roberts
 Long and active career in FMCG marketing
 Developed various international marketing with SmithKline Beecham
 He then became NPD Director for Bass brewers, the UK’s largest brewer
 In this senior marketing role he led a team which originated, developed
and launched several brands such as Eisberg non alcoholic wine and
Caffreys Ale, Carling Range Extensions and Staropramen premium lager,
multi million pound brands which have stood the test of time to this day
 Now currently heading QEP and Creando Associate representative in US

24. Highly Experienced Management Team
Shahzad
Siddiqui
 Seasoned professional with over 18 years’ of rich experience in Sales,
Business Development, Channel & Key Account Management in the
FMCG/OTC /Mobile accessories
 A keen planner with expertise in sales and distribution with focus on achieving
company’s goals and mission
 With his background he quickly understands company’s requirements and
needs and transforms them with innovative solutions
 Banking on his understanding of numbers he knows how to bring in constructive
business solutions.
 Some of organization he has worked before are – Perfetti, Gillette, Parle Agro,
Hamdard, Optimus Infracom & Rasna

25. Highly Experienced Management Team
Tanvi Chopra
 Result oriented professional with over 8 years of experience in Brand
Management and Corporate Communications
 Have previously worked with companies like Rasna, Religare(Healthcare
Division), Solutions Digitas and JWT at various capacities.
 Attained competence in areas
 Brand Management- Handling the brand from inception to launch
 Product development
 Market research- Handled researches at different stages of product life
cycle
 Corporate branding and communications
 She brings fresh thoughts, unique insights and bucket full of passion to the
organisation career has seen and catered to broad range of brands

26. CASE STUDIES
HOW WE HELPED OUR CLIENTS TRANSFORM THEIR BRANDS

27.  Branding Strategy
 Portfolio Strategy
 Sales & Distribution Strategy
 New product Identification
 Job Worker Identification
 Franchise Development
 Creating an Organization Structure
 Recruitment and Training
 Supply Chain
Brand Revamping Services
Activities for Revamping Clients Serviced

28. Revamping Case Study – Current Projects
O’FreshCafé Rio
SANTORINI BEVERAGE
 Developed comprehensive business growth
strategy
 Developing a suitable positioning for the brand
 Creating a packaging architecture for future
product launch
 Developing the distribution strategy and
implementing the same in the market by
deploying resources from the Creando
Associate
 Implemented SOPs for proper monitoring and
smooth operations
 Identifying the various products to be
launched under Santorini Beverage and
handling the project management of the same
Launched new category- hitting a Turnover of
Rs 1.25crs with 4 month of launch
YOGIC FOOD – O’ Fresh
 Detailed market study to find a need gap
 Repositioning of O’fresh brand of coconut
water
 Implementing the sales & distribution
strategies, by appointing superstockist
,Stockiest and manpower as per the plans
 Planned various BTL activities for the brand
 Project management for New identified
Products

29. Revamping Case Study – Completed Projects
PESCOJayanthi foods
 Complete business plan to tap a larger
beverage market
 Developed suitable strategies to make brand
relevant to the target consumers
 Implementing the complete brand positioning
and portfolio strategy
 Cooperate branding across touch points
 In market launch for the entire range (
carbonated drink and fruit drinks) and ready to
eat salted snacks in NCR
 Deploying resources to ensure effective
implementation and monitoring of the launch
 Developing the vision and mission of the
organization
 Appointing and aligning a suitable
organization structure
 Developing the distribution strategy and
implementing the same in the market by
deploying resources from the Creando
Associate
 Implemented SOPs for proper monitoring and
smooth operations
 Developing a brand strategy including brand
architecture

30.  Category Identification
 Product identification
 Brand identity
 Formulation stabilization
 Job worker identification
 Creating an organization structure
 Sales & Distribution
 Recruitment and training
 Talent management
Other Services
Green Field Services - Activities Clients Serviced
 Category Understanding
 Competitive Scenario
 Need Gap Analysis
 Building Capabilities
 Suitable Business Strategies
Strategy Services - Activities
 Identification of suitable channel partners
 Recruitment and training
 Sales Forecasting
 Margin and Schemes rationalization
 Managing the sales team
Sales & Distribution Services - Activities

31. Strategy Case Study – Current Projects
Marya DayAmbrosia foods
 Comprehensive business plan submitted with
5 year projections
 Businesses Include
 Categories to Inter-Entry strategy
 Facilitated by identifying the job workers
 Marketing strategies for the same- 4 P of marketing
 Financials- Breakeven point
Awaiting Approval Of Launch
 Launching of their range of FMCG products
 Developed comprehensive business growth
strategy.
 Creating a packaging architecture for future
product launch
 Developing the distribution strategy and
implementing the same in the market by
deploying resources from the Creando
Associate
 Implemented SOPs for proper monitoring and
smooth operations
Sales T/O- from 0 to Rs 1.5 cr a month, with 6
month of launch

32. Strategy Case Study – Current Projects
S.K Industry
 Developed comprehensive business growth
strategy.
 Working on re-launching Choc on and new
products in jelly
 Assessed the brand portfolio and identified
the gap- created a road map for launch
 Comprehensive business plan submitted with
5 year projections
 Developed the distribution strategy and
implementing the same
 Facilitate appointment of Distributors
 Planning of Distributor's and Sales
Representative's Territories
 Channels for Distribution.
 Guidance on Market Coverage - (Areas/Markets to
be covered).
Mehak
 Developed comprehensive business growth
strategy.
 Working on re-launching Choc on and new
products in jelly
 Creating a packaging architecture for future
product launch
 Assessed the brand portfolio and identified
the gap- created a road map for launch
 Implemented SOPs for proper monitoring and
smooth operations
 Developed the distribution strategy and
implementing the same
 Facilitate appointment of Distributors
 Planning of Distributor's and Sales
Representative's Territories
 Channels for Distribution.
 Guidance on Market Coverage - (Areas/Markets to
be covered).

33. Strategy Case Study – Completed Projects
Strategy partners for “VisVires Indian Consumers Pte ltd.
 Provide detailed understanding of natural mineral water and value added water
 Provide business strategy- Immediate terms, medium term and long term
 Develop brand and products for Indian and global market
 Understand current production capacities and capabilities and develop the above strategy

34. Retail management
Mélange City Square & D- Mall in Delhi Re-launch.
 Re-launch of above mall
 Attracting the suitable brands to open outlets to cater the target consumers
 Various activation activities to increase the footfall at the mall
 Creating innovative zones to cater various target groups

35. Tracking Systems and Reports
Real Time Tracking System
1. Real time sales tracking system to enables us to track sales team and there
performance
2. Help in increasing the sales person productivity by better route and beat plan

36. Tracking Systems and Reports
Real Time Performance Tracking
1. Dash board for management to track performance on key parameter
2. Effect on any changes made can be monitored by the management

37. THANK YOU
India Singapore
Arshad Siddiqui Harish Parameswar
email
Phone