2. Vision: To be perceived as one of ten brands in brand management consulting, in India, in the next 5 years
Mission: To be committed & dedicated in our focus in providing our expertise, knowledge, capabilities, competencies &
experience for the start-up/turnaround of our client’s business
Our Credo: An impeccable integrity, a solid DNA with irrefutable backgrounds. Our belief that we will deliver beyond given
benchmarks, within mutually agreed timelines
Leadership style: Achieve brand leadership through a consultative engagement with stakeholders, based on a metrics driven,
PERT CHART based approach. Approachable yet firm. Hence it would be a transactional leadership model
Remunerative structure: Ownership of the brand at a shared cost. Our model is based on a 50:50 structure. While 50% is a fee to
be paid each month by our client, the other 50% being a per cent share of the profits, shared on a quarterly basis.
Who are we: We are a bunch of to-do young firebrand minds with gravitas & a can-do approach towards life, having represented
the best of blue chips in our domains
Why us: Because just as we have cracked problems for our clients in the past, we shall do likewise for you at perhaps 1/10th the
cost of a Mckenzie or an Ernst & Young but generating the same benefits & enhancing enterprise value and creating net worth
over time
What can we do for you: Depending on what your problem is, we will solve your problem, department wise as well as at the
organisational level, whether it is an HRD issue or a vendor development issue or a quality issue or a F & B issue or a brand
identity issue or a profit issue, the focus being on providing tangible benefits & a turnaround of fortunes, based on a
refurbished/new brand identity
5. Which consumer segment is most important to us and why?
How do we, as a company adapt to changing consumer behaviour?
What creative stimulus is likely to induce an initial trial purchase?
Where, when, why, how & which consumers most receptive to a repeat
purchase decision?
How do we translate the creative stimulus into volume growth & higher
market share & higher margins?
Explore options of setting up trade barriers wherever possible(incl CSR)
THE ENTHUSE WAY
7. Business Focus /
Problem Identification
High Value Ideas
Strategic Response Creative Stimulus
(positioning) (proposition)
Transaction
Analysis /
Channel Planning
Activation
Growth
Grid
Master
mind
Path2P
urchase
Radar
who’s most
important to us &
why?
sources of future
business growth
(occasions /
consumers)
Brainstorm
amongst us to
focus on the right
consumer attitude
through the right
research
methodology
how & when do
people make
choices?
Transaction
analysis / purchase
‘funnel’ to spot
moments of
consumer
acquisition & loss
strategic options /
market map
expressed as
consumer talk
Periodic swot
Business
intelligence
Marry
stimuli
to
changed
consum
er
behavio
ur
Plug the
gaps in
the
percept
ual map
Create
the
value
propositi
on
For
Path2P
urchase
where, when
why, how &
what are they
most
receptive to?
marry P2P
and RX to
allocate
channel
investment
(paid for, free,
owned, user-
generated)
Make the
purchase
decision a
palatable one
by
approaching
through the
right channels
of
communicatio
n
(quant - MAP
/ romi)
Encounters
Decoder
Creative ID
using the idea,
what can we do?
channel selection
strategy (right 36’)
based on consumer
benefit / response
(RX) & then
generate creative
tactics directed by
HVI (explore
emotional link with
B.I.)
(quant - MAP / romi)
10 routes for better
discussion of
creative work
HVI summary
precise definition of
HVI & its execution -
the logline
Change
Agent
Response
RX
Satellites
Basic
Instinct
Archetypes
Slip-stream
how do we
adapt to
changing
consumer
behaviour?
Lateral thinking
Proactive
Robust mindsets
7 roles for
communications
geared to
provoke the right
consumer
response
what idea might
encourage that
initial purchase
decision?
define / map
core values of
brand, category,
future as also
explore into
alternative brand
platforms
explore 16
emotional
consumer
motivations
explore 12 DNA
character types
and relate to
brand change,
rescue,
movement
Intro
Logic
Link
what idea
might attune
our product
to satisfy
that desire
of the
consumer?
9 creative
ways to talk
about brand
credentials
comparatively
and then
generate
differentiating
tactical ideas
in the short
term &
strategic
thoughts for
the medium
term
HVI summary
organizes
input from
previous tools
to ‘ladder’ up
to a HVI
9. Joydiip D Soor
Joydiip is privileged enough to have widened his perspectives of
management by acquiring a plum management degree from one
of India’s top ten management institute, the International
Management Institute, based in New Delhi, an affiliate of IMD
Lausanne, Switzerland.
He has been handpicked by as many as four celebrated Chairmen
in his life, that of Ajit Baburao Kerkar(of Taj),Manohar Rajaram
Chabbria(of Dunlop,Shaw Wallace & Jumbo),Vineet Jain(of
Times of India) and R K Swamy(of RK Swamy BBDO).
A marketing maven, he has relished working as a Brand
Custodian at the senior management levels, managing beer
brands for Shaw Wallace, tyres for Dunlop India, Tata brand for
Tata Sons Ltd, hospitality marketing for the iconic Taj group of
hotels, radio & events for The Times of India, tea for J V Gokal,
advertising for RK Swamy BBDO, packaging for Guardian
Plasticote & logistics for Balmer Lawrie amongst others.
An acclaimed Numerologist, Joydiip is CEO & Managing Partner
with Enthuse.
