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Kalyan is the Chief-Strategic-Instigator of Wolfzhowl, a strategic instigation firm for marketing and brands. He has previously held senior planning roles at large companies like Common Wealth, Leo Burnett Singapore, TBWA India, Contract (JWT-WPP) India, and Diageo India, where he helped clients grow their market share through branding, conversion, and strategic planning.
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Innovative product
Rahul Kumar Singh and Ankur Kumar Saxena from Lotus Institute of Management, Bareilly are presenting about the Aura rapid shaving cream product. The key points are:
1) Aura rapid shaving cream is a new product from R&A group that allows for a smooth and effective shave without much time.
2) The product aims to help people who don't have time for shaving, those who don't know how to shave, people with sensitive skin, and older individuals.
3) The cream comes in two variants, gel aloe vera and gel papaya, and includes 20 soft papers. Marketing strategies like segmentation, targeting, and positioning
shiv kumar cv
Shiv Kumar has over 9 years of experience in sales roles within the consumer goods industry. He currently works as a Pilot Sales Trainer for L'Oreal India, where he is responsible for supervising sales representatives, providing training on visibility, selling skills, and product knowledge, and analyzing performance to develop improvement plans. Previously, he spent over 3 years as a Pilot Sales Representative and Sales Representative for L'Oreal and Nivea respectively, where he was responsible for achieving sales targets within an assigned territory.
PM Career Path in India
Rajiv Mukherjee is an experienced CEO and speaker who has over 14 years of experience in product management and marketing for large companies. He is currently the CEO of FHS. As a sought after speaker, Rajiv shares his expertise in introducing new solutions and increasing revenues through sales, leads, and awareness. He is also skilled in building and directing teams. The document then provides information on the product marketing industry and career path in India, including salary analysis and key skills needed such as customer insights, financial analysis, leadership, and communication design. It outlines the three key phases of taking an idea to market: problem focus and low-cost experimentation, productizing and go-to-market process, and industry
Resume - Vivek Mehra 261015
Vivek Mehra has over 17 years of experience in business development, client management, sales, and team management. He is currently a Senior Manager of Corporate Sales at Getit Infomedia Private Limited in Delhi, India. Previously he held several roles of increasing responsibility at HDFC Life Insurance such as Territory Manager, Area Manager, and Branch Manager. He has a proven track record of exceeding sales targets and developing high-performing teams. Mehra has a B.Com degree from the University of Delhi and completed an Executive Development Program at IIM Kolkata.
Purpose vs profit the brand building journey
This deck will instigate you to think about...
(1) How unearthing brand values is the most important thing in crafting a great brand purpose and breaking away from the category cliches and taking a leap!
(2) This deck answers the question - after having built a great brand campaign - why do brands fail? Lack of brand custodian & partner patience in thinking about the reality of brand profitability.
(3) Wow! We have done a great job in crafting a great brand purpose, cracked a great brand campaign - but how do we get on to always on? How do we engage?
(4) How do we sustain profitability - how do we address brand's every day business needs?
Fashion #wolfSIGHTS
Fashion brands need to map their products and communications to motivation states because styling is an important differentiator. With minimal copy, both products and communications like models, backgrounds, and poses should be guided by motivation states to tell the brand's story through visuals alone. Motivation state-guided brand personality is crucial for fashion brands to convey their message without words.
Temple Strategy - Product role in brand creation provocation
As brand custodians we are obsessed with Brand Architecture, Brand Identity, Brand Personality & Brand Behaviour. We focus a lot on the semiotics, communication, packaging etc;.
But are we obsesses enough with the role of Temple Ingredients & Temple Products in the brand craft?.
A few brands are!
Using examples of Dove, Nivea, Dettol, Loreal, Lancome, Bajaj Pulsar etc; this thought-piece aims to instigate implications for brand custodians on thinking their Temple strategy. #wolfSIGHTS
Temple Ingredient & Temple Product are terms coined by @wolfzhowl to create a handle for driving home the importance of this strategic approach.
There are a few strategic instigations for brands like Parachute & Dettol, based on this approach as well.
Another thing brand custodians can possibly think of is using the digital media to socialise and drive home their temple ingredient & temple product advantages.
What perhaps could be a thought piece - 2 on this is service brands and do they have a temple service that can anchor their brand in?.
Note: Temple Strategy is a thought-piece crafted as one of the 5 instigative pieces for "The Howl". #The Howl is a strategic instigations news letter by @wolfzhowl mailed to brand custodians every full moon.
If you want to be a part of the mailing list, please send us a request at intelligence@wolfzhowl.com
Crafting an Engagement Strategy
Presented 12/1/09 to Social Media Breakfast, Seattle chapter.
AUDIENCES: Marketing VPs, Directors; agency account directors
SYNOPSIS: I run across many presentations on "social media strategy" but never on how to craft one. This is my take, done overnight with lots of coffee and little sleep. I welcome feedback to this document, which describes how the marketing practice needs change, how engagement and trust are the keys to revenue, and things to cover in creating an engagement strategy.
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Innovative product
Rahul Kumar Singh and Ankur Kumar Saxena from Lotus Institute of Management, Bareilly are presenting about the Aura rapid shaving cream product. The key points are:
1) Aura rapid shaving cream is a new product from R&A group that allows for a smooth and effective shave without much time.
2) The product aims to help people who don't have time for shaving, those who don't know how to shave, people with sensitive skin, and older individuals.
3) The cream comes in two variants, gel aloe vera and gel papaya, and includes 20 soft papers. Marketing strategies like segmentation, targeting, and positioning
shiv kumar cv
Shiv Kumar has over 9 years of experience in sales roles within the consumer goods industry. He currently works as a Pilot Sales Trainer for L'Oreal India, where he is responsible for supervising sales representatives, providing training on visibility, selling skills, and product knowledge, and analyzing performance to develop improvement plans. Previously, he spent over 3 years as a Pilot Sales Representative and Sales Representative for L'Oreal and Nivea respectively, where he was responsible for achieving sales targets within an assigned territory.
PM Career Path in India
Rajiv Mukherjee is an experienced CEO and speaker who has over 14 years of experience in product management and marketing for large companies. He is currently the CEO of FHS. As a sought after speaker, Rajiv shares his expertise in introducing new solutions and increasing revenues through sales, leads, and awareness. He is also skilled in building and directing teams. The document then provides information on the product marketing industry and career path in India, including salary analysis and key skills needed such as customer insights, financial analysis, leadership, and communication design. It outlines the three key phases of taking an idea to market: problem focus and low-cost experimentation, productizing and go-to-market process, and industry
Resume - Vivek Mehra 261015
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Purpose vs profit the brand building journey
This deck will instigate you to think about...
(1) How unearthing brand values is the most important thing in crafting a great brand purpose and breaking away from the category cliches and taking a leap!
(2) This deck answers the question - after having built a great brand campaign - why do brands fail? Lack of brand custodian & partner patience in thinking about the reality of brand profitability.
(3) Wow! We have done a great job in crafting a great brand purpose, cracked a great brand campaign - but how do we get on to always on? How do we engage?
(4) How do we sustain profitability - how do we address brand's every day business needs?
Fashion #wolfSIGHTS
Fashion brands need to map their products and communications to motivation states because styling is an important differentiator. With minimal copy, both products and communications like models, backgrounds, and poses should be guided by motivation states to tell the brand's story through visuals alone. Motivation state-guided brand personality is crucial for fashion brands to convey their message without words.
Temple Strategy - Product role in brand creation provocation
As brand custodians we are obsessed with Brand Architecture, Brand Identity, Brand Personality & Brand Behaviour. We focus a lot on the semiotics, communication, packaging etc;.
But are we obsesses enough with the role of Temple Ingredients & Temple Products in the brand craft?.
A few brands are!
Using examples of Dove, Nivea, Dettol, Loreal, Lancome, Bajaj Pulsar etc; this thought-piece aims to instigate implications for brand custodians on thinking their Temple strategy. #wolfSIGHTS
Temple Ingredient & Temple Product are terms coined by @wolfzhowl to create a handle for driving home the importance of this strategic approach.
There are a few strategic instigations for brands like Parachute & Dettol, based on this approach as well.
Another thing brand custodians can possibly think of is using the digital media to socialise and drive home their temple ingredient & temple product advantages.
What perhaps could be a thought piece - 2 on this is service brands and do they have a temple service that can anchor their brand in?.
Note: Temple Strategy is a thought-piece crafted as one of the 5 instigative pieces for "The Howl". #The Howl is a strategic instigations news letter by @wolfzhowl mailed to brand custodians every full moon.
If you want to be a part of the mailing list, please send us a request at intelligence@wolfzhowl.com
Crafting an Engagement Strategy
Presented 12/1/09 to Social Media Breakfast, Seattle chapter.
AUDIENCES: Marketing VPs, Directors; agency account directors
SYNOPSIS: I run across many presentations on "social media strategy" but never on how to craft one. This is my take, done overnight with lots of coffee and little sleep. I welcome feedback to this document, which describes how the marketing practice needs change, how engagement and trust are the keys to revenue, and things to cover in creating an engagement strategy.
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Soumiik Mitraa is seeking a senior level position in international sales, marketing, business development, or channel management. He has over 25 years of experience in strategic planning, profit center operations, sales, marketing, and team management. Currently he is the General Manager of International Department at Pioma Industries, where he generates over $15 million in annual revenue. He has a proven track record of achieving growth objectives and has launched numerous new products internationally.
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We believe Jio Creative Labs can usher Marketing 3.0 for India. Read and tell us your thoughts!
Re-rise of collectivism
COVID-19 is changing the fabric of society. While the naysayers say that nothing will change once the lockdown ends, we at Wolfzhowl believe that collectivism will be on the rise. Brands will need to realign their marketing plans to now cater to a far lesser individualistic audience.
Do you agree with us? Let us know in the comments below.
Embedding memories for brands
The document discusses memory structures and processes. It describes the three main types of memory - sensory memory, short-term memory, and long-term memory. Sensory memory stores impressions briefly, while short-term memory can hold information for seconds unless rehearsed. Long-term memory has unlimited capacity and stores information indefinitely. For content to be memorable, it must effectively move from sensory memory to short-term memory through gaining attention, then be encoded and stored in long-term memory by relating to existing knowledge structures. Brands aim to stand out from clutter and be introduced to consumers' sensory memory, then impact short-term memory through novelty or emotion to ultimately integrate into long-term memory schemas.
Franchise model strategy wolfzhowl
A deck with compilation of strategic do's & dont's from various sources aimed to instigate you to better your franchise model strategy - especially focussed on franchises for fashion brands #wolfSIGHT #wofSIGHTS www.wolfzhowl.com
B2B vs B2C Vs H2H marketing model
Rise of Human to Human marketing H2H model and the decline of Business to Business B2B marketing model...
a compiled (from various sources) deck to instigate you...
www.wolfzhowl.com
Fashion series fast fashion
Fast Fashion has been created to instigate consumers to buy faster. Fast Fashion appeals to the impulsive, non-stagnant nature of people. How do we create a fast fashion brand. #wolfSIGHTS instigates you to create a fast fashion brand & market it...
Millennials & the 31st Party
Hello Folks,
Here are two quick snackable #wolfSIGHTS around Millennials and the 31st December night party for you to end 2017 on.
Maybe your brand quickly act on it too :)
Would have loved to see some "Kurkure - Twisted Snack-tail recipes" for an in-home 31st new year party. Hotstar & Netflix to do a new year party viewing suggestion. Amazon to have done a Amazaon Prime Video suggestions + home orders of food, snacks, party stuff, Air BnB to have curated a few places for last minute get-away party seekers etc;...come on brands start engaging!!
The future agency?
A few Musings from Wolfzhowl on the future agency, more to instigate conversations and invite feedback - so that we can learn too :)
Traditional Vs Digital, Instinct Vs Data, Differentiating Brand Stance Vs Selling Context, Marketing Vs Sales, Equity as ROI Vs Sales as ROI. The debate seems to have become about "Vs".
That is true if you look at the debate from a traditional agency Vs a Data/Digital agency perspective. But being on a slightly different aspect for the last 5 years - If i divorce myself from the Vs perspective and look at only from a brand's benefit perspective (combining and using the best of both traditional and new) - the process will be different and the future agency will be different.
This "Vs" argument is actually making us still have a red ocean argument as far as the agency business is concerned.... The blue sky picture could be...
Why corporates need a purpose
#CorporatePurpose - this deck instigates you on the need for purpose craft for corporates.
In the post-digital world, the customer/consumer has better access to information about companies, brands, business practices and the world in general. The customer/consumer is also now armed with ability to publish and communicate her/his point of view, opinion, gripe or disdain easily and reach 0000’s of people.
People now also associate a daughter brand’s behaviour with the corporate mother brand and vice versa. In the post digital world, the rub-off is more palpable and far more visible, increasing the strategic need for better orchestration between both.
Hence governmental organizations, institutional investors, partners/vendors, private investors and citizens (customers/consumers/current & prospective employees) are more affected by a corporate brand’s social standing and reputation.
A millennial heavy society is also more purposive demanding better transparency, accountability, social & environmental responsibility from corporates.
Look at Uber, lack of a purpose is practically driving it out of business. United Kingdom has primarily cancelled its license because Uber was never purposive and responsible. Its lack of purpose has made Uber hide the data leaks in the USA and hence led o governmental, institutional and public distrust. Lyft is benefiting from all of this. Lack of Purpose is making people leave Uber and acting as a barrier to attracting new talent.
Corporate Purpose is not about differentiation from competition, but it is about making a difference to people’s lives. The government stipulated mandatory CSR can be subsumed under the corporate purpose and earn the corporate great social capital.
But in today's age having a separate CSR initiative is not enough, a purposive corporate brand actually helps a corporate run its business profitable while being socially responsible.
Corporate purpose sets a consumer/customer / society / people centric, mutually profitable goal for the organization, it helps create a purposive and positive internal culture and endows all its daughter brands with great social love.
While every daughter brand is busy pursuing its business, a strong purposive corporate brand can actually endow these daughter brands with an aura of phenomenal good will.
Purpose can help a Corporate initiate a highly successful IPO, for subscribers to an IPO look for profitability first, but todays intelligent investor knows that only a purposive brand can create sustainable profitability.
The target audience which we need to influence for an IPO are the government, institutional bodies, institutional, private and citizen investors, employee investors etc.;. well all of them are primarily people and people are not just rational creatures, emotions drive investments too. Hence a purposive corporate brand is much more assured of not just a successful IPO, but also of long term profitability.
Brand neutral platform & content strategy Instigation
Whether you want to create a branded platform or a brand neutral platform or just a brand - you definitely are a brand who now is a publisher in this post-digital world.
A strategic Instigation by WOlfzhowl on creating a brand neutral platform. A comprehensive approach with discussions and highlight on various conundrums faced by brands.
Buckle-up its an intense read, hope you enjoy the instigations.
Check Out: #wolfSIGHTS across platforms
www.wolfzhowl.com
#wolfSIGHTS #WolfzHowl #ContentStrategy #BrandedContent #ContentCreation
Instigating behaviour change using digital
Digital as a medium is far more conducive to instigating Behaviour Change than traditional alone is. However often marketers make the mistake of either (1) adopting their traditional campaigns to digital or where channel insights are totally ignored and digital is woefully used as another broadcast medium rather than an engagement medium (2) jumping directly to channel insights and ignoring that the human insights need to be identified first.
Here's a strategist instigation #wolfSIGHTS #wolfSIGHT which attempts at giving you a standardised schematic to plan your behaviour change using digital as a medium.
Another instigation related to this that you might find interesting:
https://www.slideshare.net/ChallapalliKalyanRam/consumer-engagement-strategy-provocation-7up-pepsico
Wolfzhowl book of behaviour change instigations
This document discusses strategies for instigating consumer behavior change to overcome barriers facing brands. It provides examples of behaviors that may inhibit adoption of new products or services, such as preferences for cheaper alternatives, ingrained habits, infrastructure issues, cultural mindsets, usage patterns, demographics, price sensitivity, gender norms, negative word-of-mouth, perceived parity between products, and reluctance of internal stakeholders to embrace new strategies. The document advocates considering behaviors beyond surface preferences and emphasizes discovering the "strategic dissonance" needed to drive the desired changes through tactics like leveraging social influences, targeting specific usage occasions, and addressing underlying attitudes, ego needs or fears.
Male grooming an instigation by wolfzhowl
A strategic instigation on what it takes to craft a male grooming brand in India.
While brands keep see in the micro-picture and sometimes get their strategy right by default rather than by design, heres a way to get things right by design while crafting a grooming brand for men.
Heres a look at understanding the socio-cultural barriers to crafting a male grooming brand in India, which we usually dont see.
#Stratalogues #wolfSIGHTS
Instigating the Car category In India
This document provides an overview of strategies for success in the passenger car category in India. It begins with some "quirky car truths" about the Indian market. It then discusses the evolution of personal mobility in India and how cars are now seen as a status symbol as well as an expression of independence. The document analyzes case studies of successful (Hyundai Santro) and unsuccessful (Ford, Renault) market entries. It proposes a "strategic success structure" with three pillars: product lure, social imagery, and heritage. Each pillar includes considerations for successful market entry and strategies to attract Indian consumers.
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