Marketing advisory services Synergy focuses on new product development and launch

S Y N E R G Y
m a r k e t i n g a d v i s o r y s e r v i c e s
S Y N E R G Y
7A/04, Ashirwad CHS New MHADA Colony, Near Poonam Nagar, Andheri (E) Mumbai 400 093.  91-22-2836 5149 / 31066445 e-mail: synergyconslt@yahoo.co.in7A/04, Ashirwad CHS New MHADA Colony, Near Poonam Nagar, Andheri (E) Mumbai 400 093.  91-22-2836 5149 / 31066445 e-mail: synergyconslt@indiatimes.com
m ar ke tin g a dv i sor y s erv i ces
S Y N E R G Y
Profit from our Expertise

S Y N E R G Y
S Y N E R G Y
7A/04, Ashirwad CHS New MHADA Colony, Near Poonam Nagar, Andheri (E) Mumbai 400 093.  91-22-2836 5149 / 31066445 e-mail: synergyconslt@yahoo.co.in7A/04, Ashirwad CHS New MHADA Colony, Near Poonam Nagar, Andheri (E) Mumbai 400 093.  91-22-2836 5149 / 31066445 e-mail: synergyconslt@indiatimes.com
We Build
Profitable Brands

S Y N E R G Y
S Y N E R G Y
7A/04, Ashirwad CHS New MHADA Colony, Near Poonam Nagar, Andheri (E) Mumbai 400 093.  91-22-2836 5149 / 31066445 e-mail: synergyconslt@yahoo.co.in
Belief
In a Today’s Environment
Marketing is Business
&
Brands the Future
brands are the only assets of business

S Y N E R G Y
Why Branding
"If this business were split up, I would give you the
land and bricks and mortar, and I would take the
brands and trademarks, and I would fare better than
you."
John Stewart, Former CEO, Quaker
"Because its purpose is to create
a customer, business has two
basic functions: marketing and
innovation. Marketing and
innovation produce results, all the
rest are costs."
Peter Drucker
"A good product is not enough to
provide competitive advantage.
Only brands can tap into the
emotional needs of consumers
and create a bond with them."
Jamie Lord
"If all Coca Cola's assets were destroyed overnight ,
whoever owned the Coca Cola name could walk into a
bank the next day morning and get a loan to rebuild
everything."
Carlton Curtis
VP Corporate Communications, Coca Cola

S Y N E R G Y
"Ultimately, strong branding is
not just a promise to our
customers, to our partners, to
our shareholders and to our
communities; it is also a
promise to ourselves… in that
sense, it is about using a brand
as a beacon, as a compass, for
determining the right actions,
for staying the course, for
evolving a culture, for
inspiring a company to reach
its full potential."
Carly Fiorina
CEO, Hewlett-Packard
"It has always seemed to me that your brand is formed
primarily, not by what your company says about itself, but
what the company does."
Jeff Bezos
"…in the factory we make cosmetics, in the store we sell
hope."
Charles Revlon
Why Branding
"If you only give people what they already want, someone
else will give them what they never dreamed possible."
Saatchi & Saatchi

S Y N E R G Y
The Essence of Branding
Branding is creating a unique identity for your product
/ service that assures the customer of the lineage, the
quality and consistency of deliverables / benefits over
time at a fair price

S Y N E R G Y
S Y N E R G Y
Belief
In Today’s Environment
‘Marketing’ is ‘Business’
&
‘Brands the Future’
brands are the only assets of business

S Y N E R G Y
S Y N E R G Y
The battles of the brands are
not fought in the towns or
in media or
in the market
They are fought in the mind of the consumer
The Brand Terrain

S Y N E R G Y
The Price of Branding
It’s a mistaken notion that branding is an expensive exercise
At the most basic level it’s as simple inserting a label with
your name in every pack / with every transaction
The monies you spend on branding depend on your ambitions
and the resources available
It is not how much you spend but how you spend that
determines the success of branding

S Y N E R G Y
S Y N E R G Y
Some basic truths
In an age of technological and service parity no product or service
commands a distinct edge
As products get commoditised existing brands are incapable of
delivering growths and profits
Phasing out of old brands and introduction of new brands needs to
be a consciously planned business strategy
We yet pursue and hope that some how or the other existing
products will continue to deliver

S Y N E R G Y
S Y N E R G Y
Some basic truths
Far greater time is spent on protecting the present than building
the future
Fear of loss of image/monies prevents the development and
implementation of new product ideas
Reluctance to change is the major reason for companies and
brands loosing their dominance
Though the present is important it’s unfortunate that it
blinds us from building for the future

S Y N E R G Y
S Y N E R G Y
Some basic truths
New products are the life line of a company
30% of 3 M’s turnover is from New Products
New Products ensure continued growth, profitability and company
longevity
New product to be successful need to be planned, nurtured and
championed
Change is a part of life, stagnation guarantees
decay/ death

S Y N E R G Y
S Y N E R G Y
Some basic truths
Despite knowing these truths all of us are guilty of
over looking these basics in our day to day workings
Commitments override perfection
Defense supercedes attack

S Y N E R G Y
S Y N E R G Y
Synergy focus
Over the years Synergy has developed
unique expertise in
NEW PRODUCT DEVELOPMENT
&
LAUNCH

S Y N E R G Y
S Y N E R G Y
Why do new products fail?
The BATRISE™ effect
the inside story

S Y N E R G Y
S Y N E R G Y
The BATRISE Effect
Boss effect – boss knows the best
Adjustment mindset – accommodate suggestions
Time inflexibility – date of launch pressure
Resource limitation – dogmatic adherence to budget
I effect – i like it
Superior delivery – best of individual parameters
Expert effect – research has shown
The BATRISE™ phenomenon has accounted for more new
product failures than any other in the history of marketing

S Y N E R G Y
S Y N E R G Y
Introducing
Brand In-Sured®
From ideation to actualisation
We reduces the risk in launch
A tried, tested, and successful system for managing New Product Development

S Y N E R G Y
S Y N E R G Y
Brand In-Sured®
• A step-by-step approach to developing New Products from
ideation to launch.
• It systematically synergises and harmonises the Brand
 to the company
 the environment and
 the customer
thereby reducing the risk of rejection
What is Brand In-Sured®?

S Y N E R G Y
S Y N E R G Y
What’s unique about Brand In-Sured®?
• Concept driven rather than product driven development
• Customer focused rather than company driven
• Acknowledges and synergises the 3 dimensions of Brand
experience – Physical, Rational and Emotional.
• Relies on a series of research designs that add to and harmonise the
brand offer – on all 3 planes
• Linear sequencing from acknowledgement to adoption for assured
results
• Pro active and predictive rather than reactive

S Y N E R G Y
S Y N E R G Y
How does Brand In-Sured® work?
• ‘Brand In-Sured®’ begins with defining:
 the objectives in clear normative terms
 identifying the target brand / product
 defining the target consumer
• ‘Brand In-Sured®’ bench marks the desired performance levels
• ‘Brand In-Sured®’ relies on a series of small research protocols
checking, confirming & rechecking the brand architecture against set
benchmarks as it is being developed

S Y N E R G Y
S Y N E R G Y
Brand In-Sured®
a Preview

S Y N E R G Y
S Y N E R G Y
Time
competition
company
customer
Universe
Offers
Expectations
Satisfaction
Brands
Resources
Brand Environment™
The Brand Continuum
The first essential for successful revival
or New Product development is to
understand the dynamics of the brand on
a time continuum.
Every Brand is in a dynamic balance
with the competition and the consumer
on a time dimension

S Y N E R G Y
S Y N E R G Y
Brand In-Sured®…steps
There are 10,000reasons
why things don’t work
Success is to find ways to make them work
Funneling Technique
Environment
Company
Customer
Product
Check
Entry
success
search
sync

S Y N E R G Y
S Y N E R G Y
Brand In-Sured® .. search
search
The company
The customer The competition
Basket of
Ideas
A no go decision at this stage costs a miniscule fraction of the cost of launch and
development estimated at approx. 1-2% of the cost of a failed launch
o
p
p
o
r
t
u
n
i
t
i
e
s
Go
No Go
Idea Box

S Y N E R G Y
S Y N E R G Y
Brand In-Sured® .. segregate
segregate
resources
capabilities constraints
C
O
M
P
A
T
A
I
B
I
L
I
T
Y
Corporate
capabilities
Go
No Go
Idea box
No go decisions can be stored for future reference. The cost at this stage will not
exceed 2-3% of the cost of a failed launch

S Y N E R G Y
S Y N E R G Y
Brand In-Sured® .. select
select
convenience
performance
price
Product
expectations
A
C
C
E
P
T
A
B
I
L
I
T
Y
Go
No Go
Idea box
No go decisions can be stored for future reference. The cost at this stage
will not exceed 5-10% of the cost of a failed launch

S Y N E R G Y
S Y N E R G Y
Brand In-Sured® .. synchronise
sync
harmonise
synergise
value add
D
E
L
I
V
E
R
A
B
L
E
S
Plans
Budgets
schedules
strategise
Narrows down the choices based on the financial attractiveness of the marketability of
each proposal. Unviable alternatives ar filed for future reference. Cost estimated at 10-
20% of the cost of a failed launch

S Y N E R G Y
S Y N E R G Y
Brand In-Sured® .. sample
benchmarking
entry audit
Simulate TESTING
A
C
T
U
A
L
N
O
R
M
Go
correction
Confirms benchmarking and product performance, based on which the decision to roll-out
or make corrections are taken. Cost estimated at 30-50% of the cost of a failed launch

S Y N E R G Y
S Y N E R G Y
Brand In-Sured® .. set
R
O
L
L
O
U
T
M
O
N
I
T
O
R
EXPANDStart off Success
Entry strategy is wedged to create a gap in the market to get a foot hold. This of necessity
has to be backed up by an expansion plan for the brand to be a substantial player

S Y N E R G Y
S Y N E R G Y
Brand In-Sured® .. success
Brand
Product space
Mind space
Ground Space
Looks
Features
Performance
Availability
Ambience
Experience
Aware
Aspire
Associate
Holistic Brand Experience

S Y N E R G Y
S Y N E R G Y
Brand In-Sured® .. success
Adoption
Action
Acknowledgement
Acceptance
Acceptance of concept – Acknowledgement of deliverables – Motivation for action – doption in lifestyle

S Y N E R G Y
S Y N E R G Y
Brand In-Sured® .. application
• Obviously for New Product Development
 from ideation to launch
• Re-Positioning Brands
 Revamping problem brands
 Rejuvenating aging brands
• Assess impact when changing inputs of existing Brand
 packaging, advertising, formulation etc.

S Y N E R G Y
S Y N E R G Y
Brand In-Sured® .. proposition
Would you gamble on 20-40 crs on
a new product / brand?
or
Would you rather spend 2-3 crs and
insure against failure?
*Costing depends on the complexities of the situation and
the stage / nature of application

S Y N E R G Y
S Y N E R G Y
As Marketing Consultants
Our role

S Y N E R G Y
S Y N E R G Y
To Develop Unique
Value Propositions
and

S Y N E R G Y
S Y N E R G Y
To Build
Winning Teams
There by

S Y N E R G Y
S Y N E R G Y
To Build
Profitable Brands

S Y N E R G Y
S Y N E R G Y
360°
Holistic Marketing
Marketing
Sales
Generation of Demand
Capture of Demand
A Holistic Approach
For a brand to be successful you need to
focus on both, ‘demand generation and
demand capture’ .
Many a brands have failed not because of
the lack of demand but because of their lack
of proper infrastructure to capture the
demand

S Y N E R G Y
S Y N E R G Y
Marketing is often confused Branding or Sales or Advertising & Promotion
• The focus of Marketing is the Customer
• The focus of Sales is the Retailer
• The focus of Advertising is to pre-sell the brand to the customer
• The focus of Promotion is to induce / motivate to act
Understanding Marketing

S Y N E R G Y
S Y N E R G Y
M
A
R
K
E
T
I
N
G
Branding
Advertising
Research
Public Relations
CRM & Promotions
Tools
Product Development
O
B
J
E
C
T
C
O
N
S
U
M
E
R
Target
The function of Marketing is the
creation of demand
All marketing starts and ends
with the consumer. The task is to
convert the consumer into a
customer.
Creation of Demand

S Y N E R G Y
S Y N E R G Y
Capture of Demand
S
A
L
E
S
Policies
Logistics
Distribution
Training
Promotions
Tools
Team
O
B
J
E
C
T
R
E
T
A
I
L
E
R
Target
The function of Sales is to
make the product available
At the right time
In the right quantity
Of the right SKU
At the right place

S Y N E R G Y
S Y N E R G Y
The Ultimate objective is to
capture a larger share of wallet

S Y N E R G Y
S Y N E R G Y
Our role … Advisory
As marketing advisors we:
• Study
• Plan & Organise
• Strategise
• Deploy resources
• Direct execution
• Control & Monitor results

S Y N E R G Y
S Y N E R G Y
Our role … Resources deployment
The Sales Team
• Numbers
• Hierarchy & Roles
• Deployment
• Policies & Guidelines
• Reporting & MIS

S Y N E R G Y
S Y N E R G Y
Advertising
• Brand Proposition
• Positioning
• Creative approvals
• Media Mix Decisions
• Media Brief, Approval &
scheduling

S Y N E R G Y
S Y N E R G Y
Promotions
• Trade & Customer
• Ideation & Formulation
• Timing
• Monitoring

S Y N E R G Y
S Y N E R G Y
Information Systems
• Research
• MIS through field
• Competitive analysis

S Y N E R G Y
Our expertise can be retained for restructuring or augmenting
existing Marketing & Sales operations or for setting up New
Operations.
Synergy can be retained on:
• Regular monthly retainership
• Assignment for a specific task and for a specific period
• Ad-hoc consultation
Retaining Synergy - Consultancy
If you have a Marketing or Sales Problem Trust us to have a solution

S Y N E R G Y
• Reviewing existing Marketing
plans
• Reviewing existing Brand Strategy
• Review of Distribution
infrastructure and Systems
• Brand / Product Portfolio Analysis
• Repositioning an Existing Brand
• New market/New Product
Development
• New Business Development
• Perception Management
(Attitudinal reorientation
within and outside the
company)
• Relationship Management
There are no problems
Only solutions and opportunities

S Y N E R G Y
Synergy operates on the basis of planned & structured “Strategy & Review meetings
• The frequency of the meetings would vary from 1 a week to 1 a month depending
upon the needs of the client
• The areas covered would be:
Product
• Branding
• Segmentation
• Feature
optimisation
• Development
• Packaging
Pricing
• Strategy
• Channel
structuring
• Margins &
Discounts
• Profitability &
Revenues
Distribution
• Strategy
• Recruitment
• Stockist &
retail profiling
• Policies
• Reporting &
Evaluation Systems
Advertising &
Promotions
• Creative &
Media
• Trade &
Consumer Promos
• Sales Supports
• Control & Evaluation
A 360° approach to making a winning Brand

S Y N E R G Y
S Y N E R G Y
Areas of operation
• FMCG (Fast moving Consumer Goods) - Toiletries and Cosmetics,
Foods etc.
• Consumer Perishables – Breads, Farm produce etc.
• Consumer Durables – Electronics, White goods like Refrigerators etc.
Appliances, Kitchenware etc.
• Health and Hospitality – OTC, Alternative therapies etc.
• Financial Products -Banks, Mutual Funds, Credit Cards etc.
• Service Industries - Hotels, Travel Agencies, Resorts, Advertising etc.

S Y N E R G Y
S Y N E R G Y
Personal profile
VIJAY RAUT
A Management Graduate from the Jamnalal Institute of Management
Studies (1979) with over 20 years of experience in Sales, Advertising
and Marketing.
He started his career with Hawkins Pressure cookers Ltd. and has
worked for Grant Kenyon and Eckhardt and Wipro Consumer Products
before embarking on his own as a consultant. The brands that he has
launched and handled include Hawkins Pressure

S Y N E R G Y
S Y N E R G Y
Personal profile ...
Cookers, Colgate Palmolive, Wipro’s Santoor and Shikakai soap,
Sunflower Vanaspati, Wagh Bakri Tea, UTI, Tractor and APCA from
Asian Paints, SBI Mutual Fund, Tips and Toes Cosmetics, Fevicryl
from Pidilite, Golden Glades Resorts etc.
He has been a project guide to students of the Jamnalal Bajaj
Institute of Management Studies and a visiting faculty for courses
on Marketing Strategy at the NM Institute of Management Studies.

S Y N E R G Y
S Y N E R G Y
Synergy credentials
Hawkins Cookers - Pressure Cookers
Colgate Palmolive - Toothpaste, Shampoo, Detergents
Fenner India - V Belts
Standard Chartered - Banking Services
Wipro - Soaps and Vanaspati
UTI - Rajlaxmi, Sr. Citizens Scheme
SBI - Mutual Funds

S Y N E R G Y
S Y N E R G Y
Synergy credentials ...
LIC - Mutual Funds
Glenmark - Anti Fungals, Tonics
Pidilite Industries - Fevicol,
Gujarat Tea - WaghBakri, Mili, Good Morning
Asian Paints - APCA, Tractor
Tips and Toes - Cosmetics
Parekh Aluminex - Aluminum Foil and Containers
Gini Silk Mills - Textiles

S Y N E R G Y
S Y N E R G Y
Synergy contact…
Vijay Raut
Synergy Marketing Advisory Services
7A/04, Ashirwad CHS, New MHADA Colony,
Near Poonam Nagar, Andheri (E). Mumbai 400 093.
 91-22-2836 5149 / 28389674
(M) 022-9322266445
e-mail: synergyconslt@yahoo.co.in
synmas@gmail.com

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Marketing advisory services Synergy focuses on new product development and launch