THIS IS A CASE STUDY OF FRUGAL MARKETING ...HOW YOU CAN BUILD BRANDS ALSO WITH LIMITED BUDGETS , AND IN A SMART MANNER ..CHECK OUT WHAT TODAY IS THE CONSUMER TECHNOLOGY BRAND APPS DAILY ( APPSDAILYWORLD.COM )

1. Marketing
Peshwa Acharya
13th Dec 2012
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2. Vision
To make everyday better by simplifying
technology making it available and
relevant to people from all walks of life
Corporate Vision
To anticipate customer need, champion customer voice within
the business, guide & measure business KPI’s, drive product &
store marketing and ensuring profitable sales growth through
promotions, communications, advertising, retail visibility,
packaging, product, pricing & PR . We remain at the core of the
spectrum between creativity & business accountability.
Marketing Vision
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3. Evolved CMO Roles...
• Create new consumer categories
• Demystifying technology
• Build efficient distribution Channels
• Drive consumer experience not just consumer
communication
• Build tangible & Intangible brand assets
• Be the voice of consumer
• Strategic inputs for creating new channels & new
product
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4. Recommending a simple strategic framework for
marketing & business…
You don’t have to spend BIG MONIES on TV with Big
Budgets to always build a Technology / Retail /
Consumer Brand ….Case Study Follows ..
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5. 4C’s of
AppsDaily
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6. 4 C’s of Apps Daily
“Make Everyday better” …
this becomes
the center piece of our business
4 C’s
– Colleagues i.e. Employees / ISD
– Customers i.e. Trade / Retail
– Consumer i.e. End consumers
– Community i.e. Eco system
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7. What has been our Marketing Approach ?
• Build the marketing plan as per PLC of the
business
• Move from C 1- C 2- C-3- C-4 quadrants
• Make every Rupee count
• PER : “Plan Execute Review” Cycle
• Capture learning's
• Low budget High Impact marketing plan
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8. Marketing Barometer
•S& D •ATL
•Activation/
Live mkt
•Earned
Media
PR/SMM
•People
management
•ISD
productivity
•Retail
visibility/ BTL
•360 Degree
Tesco Steering Wheel model
Colleague was imp so ISD/
Sales/ Mangt meet - Oct
Sales & distribution was
the 1st priority- Ongoing
Oct onwards
R& R- Done Sept
Oct Onwards
Started in Nov
Jan 2013
onwards
April 2013
onwards
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9. MARKETING
Initiatives
(L3M)
1. New Brand & packaging
2. New Product launch
3. Appsdaily Summit
4. Retail visibility
5. Internal Communication EDM
6. PR / Corp Comm as Earned media
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10. New Brand … Give me RED
• Red is the colour of leader brands ( Vodafone, Airtel , Coke, Virgin , Levis, Hero ,Eveready )
• Red is an extremely powerful colour, it symbolizes energy, power, vitality and vigour.
• Red has a very high retail shelf throw.
•Minimalistic ,neat, powerful, Clutter Breaking design
http://www.youtube.com/watch?v=yQ-3S3QJhHA
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11. New Packaging
1
Feature Icons used
3
Retail Color
Differentiator
4 Large pack = Better
shelf throw
5 OS in pictorial form
1
2
4
5
5
Life Time Hi- Lighted
6
6
Premium white Look
2
7
Bold Logo
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12. 1
4
3
5
7
Front Back
6
2
8
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13. Retail Packaging Idioms
1. Large Size: A larger size has more shelf throw and is easily spotted by a consumer
2. White Colour: This is to maintain the brand colour (red and white) and also because a white
packaging gives a higher sense of premium
3. Descriptors: The descriptors in our packs are kept as a patch of differentiated colour for
different packs
4. Clutter free: Keeping the target of a “premium feel” our communications even in packaging
are kept neat and minimalistic
5. Phone Visual: All are products have a phone visual to communicate the category of our
products
6. Icons: The features of our products are explained through icons describing the same. The
icons also help in giving the product a “tech” feel
7. Lifetime Validity and Compatibility platforms are highlighted in the front of pack
8. For Trade old brand to new brand explained
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14. MM Mobile Khopoli ,Sai Electronics Lonavala , Nakshtra
Mobile Karjat,JK NX Thane ,Guru Pooja Thane, KK NX
Thane, Swastik Dombivili / Kalyan , TeleVideo Dombivili
/Kalyan Jayesh Dombivili / Kalyan , Pappilion Dombivili /
Kalyan, Jai Mata di Dombivili / Kalyan , Divine Cell Phones
(Chembur), Divine Cell Phones (Dadar), Divine Cell Phones
(Sion) , ZEE novelties (Ville Parle - east) , Zalani Collection
(Santacruz) ,Cell Retail Shop (khar) VM executed…
, MOBILE POINT , Mobile point
(Irla) ,Mobile world (Irla) ,Anupam hub dombivali
,Blackberry exclusive outlet , Satar telecom(top 10) virar ,
Blackberry exclusive outlet charni road ,Rajlaxmi ( Dadar
/ Matunga ), Record shoppe ( Dadar/Matunga) ,Siddham (
Dadar / Matunga ) ,Zalani NX , Anupam super store –
Borivali , FINE CONNECTION ,H.K.MOBILE , GUNJAN TIME ,
KHAZANA NX
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15. 15

16. POP / VM- elements
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17. Feedback
“Very
very good, packaging is
undoubtfully good.” -
Somnath
Dey,RSM,(Mumbai)
“Fantastic, I just love
it.”-
Kaushik Sarkar, RSM,
West Bengal
”Acha hai, alag dikhta hai.
Pehle jo packing aata tha
who kharab ho jaata tha,
abhi wala bada hai acha hai.”
-Ashish Shahu, ISD,
Mobile Point, Irla
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18. Feedback
“DCS ka good hai… look and feel
of the new packs is very nice.
Pehle ka packaging black me tha
who thoda alag lagta tha but now
it looks very premium. Customers
feel good about it.”-
Sanjog Naik, Ex, ZSM, North
Zone
“Bohot achhi hai. Is packaging
se bechna aasan ho gaya hai.
Sab features pack pe hi likhe
hain. Ek baar customer ko
dikha do toh jyada samjhana
nahi padta hai.”
- Subhash Patil, ISD, The Sales
Shop, Khar
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19. Feedback
“Danglers are good.
Perfectly right!”-
Ambreesh Khare,
RSM, MP
“Acha hai. Color door se
dikhta hai. Dealer ne
initiative leke khud hi
main door pe lagwai. Aur
permanent branding bhi
karna chahiye”-
Jatin, TL, Mumbai
“It is nice.
Promotables are also
very good.”
-Kaushik Sarkar,
RSM, WB
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20. Feedback
“Assure ka standee
bohot acha hai.
Bohot catchy hai”-
Jatin, TL, Mumbai
“The standee is very
attractive, very nice.
We should have
more of this”-
Ambreesh Khare,
RSM, MP
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21. AppsDaily Summit
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22. AppsDaily Summit
Brand refresh Colleague
Appsdaily
Summit
2012
Engagement
platform
New Product
Launch ( DCS)
Sales Team
Rejuvenation
New Brand
Unveil
Sales R& R
Team
Camaraderie
“ARM” for
ISD’s Team
Building
ISD
Motivation
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23. Internal Communication ( EDM )
An Electronic Direct Mailer
(EDM) is a highly valuable &
effective direct marketing
tool, as it delivers our
marketing/promotional
messages direct to the inbox
of a potential consumer.
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24. Earned media PR & Corp Comm
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25. Key Learnings
•Articulate & write down a clear Game plan
•God is in details, so “Retail is Detail”
•Good to follow the 4C’s Construct
•Our strategy is as good as our execution
•Communicate internally more than required
•Power of “300” can do it
•Seek pre alignment of stake holders
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26. MARKETING
Barometer
July Oct Jan
•Customized Retail
VM
•Effective Retail
Visibility – Model
stores
•Live marketing
•Trade & Retailer
Engagement
•Specific SSD promo
•PR
•Trade Engagement
ATL
TV- Pan India/ heavy up
markets
Radio
DIGITAL
• Online campaign
• Viral
• SMM
OOH
• Specific Outdoor media
•New international
Premium Packaging
& Brand
•In- store POS & VM
•Internal Activation
Program (AppsDaily
Summit)
MARKETING
Road Map
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27. Strategy / Plan for Next 3/6 months
A) Visibility Index
“Altman
Z-Score”
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28. Consumer Mind Mapping ( Neural science)
Mobile
Handset
purchase
Pre- search
and buying
Store
Selection
Location
Store
perception
Availability of
brands/ model
Selection
of handset
Eval
Final Buying
of handset
Cash
Counter
Price
Brand
offer
Accessory AppsDaily
ISD
Sales Pitch
VM Support for ISD
Basic POP
Innovative POP
In store Branding
Customer leaflet
Customized VM in each
store
Inside the store
ISD handbook
Pre exit signage
Cash till VM
Entry into
store
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29. Visibility Index
Visibility Index :
“ Point of Sale Visibility drives sales. PERIOD.
You can’t ignore it, neither can competition. You can track it,
replenish it, incentivize for its upkeep. As you grow deeper
into the country the problem keeps getting bigger. ”
•Measure visibility at each store
•Do periodic retail Check
•Review & engage with sales team for best possible visibility
•Visibility to drive off take - “Jo dikhta hai, woh bickhta hai”
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30. Visibility Index?
VI= ax + bx + cx + dx
1 1 2 2 3 3 4 4
X = Presence of POP/ POS
1
X = Presence of ISDs wearing T shirt/ badges
2
X= Product/ package visibility @ counter
3
X= Any other form of Brand Assets e.g Leaflets/ collaterals/ Customized VM etc
4
SCORE : Our present score is low
Presence = 1
Absence = 0
A1 = 0.33, B2 = 0.33 C3= 0.33, D4 = 0
After 2 months: A1= 0.25, B2= 0.25, C3= 0.25 D4= 0.25
We need to score more in
each parameters…
•Each store will have a score
•Each Region will have a score card
•Therefore a All India Score card too…
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31. Visibility Score Card
VISIBILITY INDEX MEASUREMENT
Date of Mystery visit: ISD Name:
Outlet Name: Location:
City:
Visit conducted by:
Brand visibility - POS
Material
Present in Store
(Y/N) Nos. seen in store
Scoring on
visibility (1 / 0 )
A Remarks on location of placement / Other observations
Poster
Dangler
Bunting
Standee
Product Visibility
Displayed at counter
or shelf Major product/s seen
Scoring on
visibility (1 / 0 )
B Remarks on placement of product / Other observations
Apps Daily Product display
ISD Presentation Answer in Yes/No
Bad/Satisfactory/Good
/Excellent
Scoring on
visibility (1 / 0 )
C Remarks on ISD interaction / Other observations
AppsDaily Branded T-Shirt
Communication skills Not Applicable
Product knowledge Not Applicable
Demo before sale available
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32. B. Customized VM + Retail Brand Assets
The next step of Visibility is to
own “Retail Real Estate” inside
our store, without paying
rentals for the same
Counter Shelf Counter
Samsung
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33. 33

34. Guidelines for Customized VM
• Clear SOP for customized VM
• Sales : Marketing Closed Loop, clear SLA & TAT
• Setting up VM execution centers across
regions
• Stillomatics as proof of executions
• Track store wise off take ( sale flip )
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35. C. Consumer Meet 2013
Customer Meet 2013, March
Key Agenda :
• 2012 learnings
• New products
• New category entry
• New way of working
• 2013 Plan/Target
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36. D. We will get into Consumer Promotion
Types of consumer promotions
1. Coupons
2. Rebates
3. Promotional Pricing
4. Trade-In
5. Loyalty Programs
6. Sampling and Free Trials
7. Free Product
8. Premiums
9. Contests and Sweepstakes
10. Demonstrations
11. Personal Appearances
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37. Various Retail Consumer Promotion Protocols
Promotions
Store Promotion Hero Product Promotion Customer Involvement
Store Promotion-
Would be the ONE grand promotion during the launch day and would be open to everyone buying a product from a
certain value upwards on the day of the launch .
Hero Product Promotion
Would be product specific in nature and would be available on all key products that would be the key drivers for revenue and
sustainance . This promotion would be available to every individual buying the aforesaid product .
Customer Involvement Promotion
This would be various low value promotions that would run time to time within the network to generate curiosity and intrigue
among the customers and also getting them involved at various levels through contests and low value freebies .
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38. E. Retail Marketing Calendar/ Trade plan
SSD – Super Sales Day
38

39. Marketing opportunities calendar (ROY) 2012-13
NOV '12 DEC'12 JAN'13 FEB'13 MAR'13
FESTIVALS &
EVENTS
NATIONAL
1 - Sat - World Aids Day
1 - Tue - New Year's
Day
10 - Sun - World
Marriage Day
8 - Fri - Womans Day
11 - Sun-
Dhanteras
2 - Sun- World Computer
Literacy Day
12 - Sat
National Youth Day
5 - Tue - Safer Internet
Day
10 - Sun
Mahashivratri
13 - Tues -
Diwali
4 - Tue -
Navy Day
24 - Thus
Girl Child Day
14 - Thus - Valentine
day
21 - Thur - World day
for the elimination of
racial discrimination
15 - Thus -
Bhai Duj
10 - Mon -
Human Rights
Day
25- Fri
Id - E- Milad
15 - Fri
Vasant Panchami
22 - Fri - World day
of Water
14 - Wed -
Muharram
18 - Tue - Minorities
Rights Day
26 - Sat
- Republic Day
28 - Thur - National
Science Day
27 - Wed
Holi
26 - Mon-Thanksgiving
Day
23 - Sun -
Farmer's Day
29 - Fri
Good Friday
25 - Tue-
Christmas
1 NATIONAL HOLIDAY - PAN INDIA MARKETING
2
REGIONAL HOLIDAYS- WHICH CAN BE MARKETED IN
PERTICULAR REGIONS
3
CAN CREATE MARKETRING CAMPAIGNS FOR THESE
EVENTSs
1*
Complete Companywise focus: Products, Stocks, Distributors, Retail,
Planning, Logistics, S & D, MT, Marketing, Training, Promoters
2* Same as above but Regionally
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3* Focus on concept creation, marketing, possibly PR

40. F. Social Media
Presently we are doing in homegrown manner, later
we need to a plan strategic framework
Social
Media
FB
Blogs
LinkedIn
Pinterest
YouTube
Twitter
Slideshare
Define objective : Communication, Engagement, lead generation
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41. G. Pull Generation Via ATL
TV ( SMS/ missed call )
Option- 1
a. MH , WB
b. AP ,TN
Option- 2
Hindi
Option- 3
Print
•TOI – EDLP offer
•High frequency small
Ads
•Retailer group small ads
with bundle offers
Niche channel (pan India)
Product driven – hero brands
Digital
•Online campaign
•Viral
•SMM
Radio
•Product
placement
•Missed call
•Festival / Specific
season
OOH
Specific 2/3 bus shelter
in each imp key
markets
Media Vehicles
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42. Pull Generation : Recommendations
Test market of media with strict ACTION STANDARDS ( TV )
a) Maharashtra
b) WB
1.NPO
2.Enhanced Distribution
3. MM = TV+ BTL+ PR + VM
4.Drive through HERO Product – DCS
5.Call to Action (missed call/ sms etc)
6. Period : JFM
+ + +
On meeting “ACTION SATNDARD” & management approval
National Roll Out in fiscal 2013
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43. Future
• Consumer insight generation program
• Customer & Consumer do both CSI & TSI
• Social media engagement
• CRM/ Data Mining/ customer up selling/ Life
cycle management
• Offline – online bridge
• Drive & support new channels e.g. modern trade
• Call center management
• Handset & device alliance
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44. Optional Slides
44

45. C1 – Colleagues: Tasks & Ideas
Data
1.HO event
2.HO R&R
3.T shirts - Uniform branding/ ISD & HO
4.FTS – Bangkok Scheme : Sales Team
5. Weekly/ fortnightly Communication from the CEO (Good morning Monday*)
6.Update knowledge : Products/New product/ Domain (Tech Newsletter)
7.Training : a. Video Training / Role Play/ Sales Pitch
b. CAT score – what have you learnt
8. Celebrate success in social media platform (FB) & offline
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46. C2 - Customer (Trade/ DD/SS): Task & Ideas
Data
1. ROI Story / Vision Story: PPT for Retailer
2. Customer Meet 2013: Feb / March: all India meet: 2013 plans, 2012
learnings, new products, new category entry, new WOW
3. Trade loyalty points / program, Trade IPL
4. “Dealer / Premium Retailer certificates, Asset, Watch, LED poster, clock.
5. Trade / B2B Call Center
6. Trade Engagement: Knowledge sharing, soft/hard copy
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47. C3 – Consumer: Task & Ideas
1. Brand Recognition / Awareness: consistent POP / BTL In-store
2. VFM = Value = [Perceive Performance] / Price*
Value within the pack e.g.:-
1. Bigger packaging formats
2. Value within the pack viz Key Ring
3. Combo product viz DCS
3. Promos: Free product promotion, Extra product promotion, Premium
product promotion, One day or Topical promotion (watch free), Festival
period mega promo (multiple promotions).
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48. C3 – Consumer: Task & Ideas
1.Device endorsement (e.g.. Ariel by LG)
2. MERU / TAB cab tie up with Daily English (CSR)
3. In film branding for ROM, WB - Low cost involvements
5. Tie up with hi-end security (Godrej + Zicom) products barter deals
48

49. C4 - Community
1. Media updates
2. Ecosystem
3. Social Media (SMM & ORM)
49

50. Other Marketing Ideas
1. SMS /EDM
2. Worksite / key accounts marketing
3. Modern trade marketing
4. GT : live marketing /activations on special days (AppsDaily girls on
Christmas Days)
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51. 1. Anyone Interested in using the concept of FRUGAL MARKETING to
drive their BRAND , BUSINESS , START UP , could contact :
www.thinkasconsumer.com …..contact@thinkasconsumer.com
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