Reach out


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Presentation to Bosch Sales Team developed by Sathvick

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Reach out

  1. 1. Dual Brand Sales Management
  2. 2. Dual Brand Sales Management
  3. 3. Dual Brand Sales Management
  4. 4. The Power of Market Reach
  5. 5. Dual Brand Sales Management
  6. 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
  7. 7. Dual Brand Sales Management American Automotive Association Argument <ul><li>Current Value of a Car – $ 20,000 </li></ul><ul><li>100 Peoples dream for a Car and only two can succeed in earning $ 20,000 </li></ul><ul><li>Car is the Brand that separates two Successful from the 98 unsuccessful </li></ul>Ford’s Theory of Marketing <ul><li>Car Manufacturer earns just $ 40,000 from every 100 Americans </li></ul><ul><li>If the Car is priced at $ 2000 instead of $ 20,000 </li></ul><ul><li>Now out of the 100, sixty will succeed to earn $ 2,000 </li></ul><ul><li>Car manufacturer now earns $1,20,000 from every 100 Americans </li></ul><ul><li>This makes 60 Successful and also brings more revenue to the Manufacturer </li></ul>Growth comes not from “who uses your product ?” But from “How many are using it ?”
  8. 8. The Growth is driven by Market Reach Dual Brand Sales Management
  9. 9. To Increase Market Reach in India We have to understand the Indian Market Dual Brand Sales Management
  10. 10. People who use Power Tools <ul><li>Construction Workers </li></ul><ul><li>Metal workers </li></ul><ul><li>Carpenters </li></ul><ul><li>Electricians </li></ul><ul><li>Plumbers </li></ul><ul><li>Artisans </li></ul><ul><li>DIY Enthusiasts </li></ul>25 Million Users Dual Brand Sales Management
  11. 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. 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. 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. 14. Dual Brand Sales Management
  15. 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
  16. 16. Dual Brand Sales Management <ul><li>Humble and Down to earth </li></ul><ul><li>Professional and Commanding </li></ul><ul><li>Accept anything offered by the people with a humble smile </li></ul><ul><li>Demand quality work from every associate like cameraman, music director etc </li></ul><ul><li>Project himself as a person who is next door to his audience </li></ul><ul><li>Project himself as someone who is highly branded and someone very special </li></ul><ul><li>Build up a social perspective as if everything is done for a Social cause </li></ul><ul><li>Build up pure Business perspective where everything is weighed by it’s economy and future earnings of the film </li></ul><ul><li>Choose the right characters which are close to the heart of the audience </li></ul><ul><li>Choose the right partners like Directors, Producers and an expert crew. </li></ul>Mass Identity – for the Audience Professional Identity – for Film Industry
  17. 17. Dual Brand Sales Management <ul><li>As an user friendly Tool </li></ul><ul><li>Professional Tool for Experts </li></ul><ul><li>Affordable International Brand </li></ul><ul><li>High Quality International Brand </li></ul><ul><li>Price and Association with International brand are main USPs </li></ul><ul><li>Quality and Productivity are main USPs </li></ul><ul><li>Used to tackle the huge chinese and unbranded market </li></ul><ul><li>Tackle with International Brands in India </li></ul><ul><li>Target Low income groups and DIY enthusiasts </li></ul><ul><li>Target Professionals as an earning tool </li></ul><ul><li>Hardware shops and small sub-dealer outlets </li></ul><ul><li>Regular Dealer and Sub-dealer outlets </li></ul>New Brand - SKIL Existing Brand – BOSCH
  18. 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. 19. Dual Brand Sales Management An Example for Dual Brand Sales Management From an FMCG Consumer Goods Company
  20. 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. 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
  22. 22. Dual Brand Sales Management UNILEVER’S DUAL BRAND CONCEPT USPs <ul><li>Fragrance and Deodorants </li></ul><ul><li>Skin care </li></ul><ul><li>Symbol of Prestige </li></ul>USPs <ul><li>Fighting against Bacteria </li></ul><ul><li>Anti infection </li></ul><ul><li>can be used for more days </li></ul>
  23. 23. Dual Brand Sales Management BOSCH DUAL BRAND CONCEPT USPs <ul><li>Productivity & High Quality </li></ul><ul><li>Ergonomical - Comfortable </li></ul><ul><li>Value Proposition – ROI </li></ul>USPs <ul><li>International Brand </li></ul><ul><li>Affordable </li></ul><ul><li>User friendly </li></ul>
  24. 24. Dual Brand Sales Management Reach out to the unreached Market with . . .