EXAMPLES OF MANAGING BRANDS BY SAMSIKA ACADEMY OF BRAND MANAGEMENT CREATION OF THE LARGEST FOODSTORE CHAIN IN INDIA THROUGH FRANCHISING

G STRATEGY & REPOSITIONING OF THE MONGINIS CAKES BRAND

Samsika's challenge was to extend the brand and reposition it in India. Its advice was to focus mainly on cakes and go for an aggressive growth strategy. Samsika chose the franchising route and evolved a comprehensive marketing strategy including the launch, pricing, ad agency selection and sales & distribution. Monginis was given a customer orientation and positive perception management. A strong campaign was supported by periodic promotions. Internally too, Samsika advocated a complete overhaul, dividing operations into distinct strategic business units and independent profit centres. The results led to a national brand presence - over 70% growth in the number of cake shops to 184 and an increase of manufacturing franchisees from 1 to 7. SUCCESSFUL BRAND EXTENSION STRATEGY FOR NAVNEET INTO STATIONERY, CHILDREN'S BOOKS & A NEWSPAPER FOR KIDS THROUGH PROFESSIONAL MARKETING SYSTEMS

Exploring new markets for new products was the challenge before Samsika as far as Navneet Publications

was concerned. Children's books and stationery were two entirely new SBUs initiated by Samsika. Samsika showed it was possible to post spectacular growth rates - stationery (SBU 3) sales increased by 96% and children's books (SBU 2) sales went up by 30%. Samsika initiated the Navneet Redemption Centres (NRCs) which today boasts of a healthy 162 members. A new SBU 4 with a newspaper for kids was positioned with the help of a memorable ad campaign under Samsika's guidance.

TOTAL MARKETING SOLUTION INPUTS FOR BUILDING A NEW CATEGORY OF PRE- APPROVED CONSUMER FINANCE THROUGH THE LAUNCH OF KOTAK MAHINDRA K-VALUE BRAND

Charting the route for a finance product, targeting the middle class and developing a retail and channel partner network calls for finely tuned strategy and careful market planning. Samsika strategised the branding, positioning and pricing for Kvalue to capture the market. Membership of Kotak Mahindra K-value has grown at a steady 334% per month. K-value is in a position to finance a range of top brands and has a wide dealer network.

 THE POWERFUL FEVICOL(R) BRAND AND RELATED PRODUCTS EMERGE WITH STRONGER BONDING THROUGH A NEW MARKETING & SALES THRUST

When Pidilite Industries approached Samsika Marketing Consultants, it was to breathe fresh life into their sales and distribution systems. Their premier product, Fevicol, was an unchallenged market champion. The idea was to consolidate. Samsika stepped in, cautiously gathering intelligence and mapping the market with the Samsika Retail Barometer. Two needs were immediately identified: one, to get closer to the customer and win over greater share of emotional equity; two, to strengthen the mother brand. Samsika suggested that Pidilite capitalise on its brand property of 'bonding' by extending it from the tangible benefit associated with Fevicol(R) to an intangible level where there would be a 'bonding' between the brand and the trade, the brand and the customer. The Samsika Relationship Marketing Exercise was prescribed. The Samsika Retail Barometer was implemented. Segmentation and positioning of the Fevicol(R) related products had to be precise so as to open up the exact niches that Samsika had identified. The Samsika Saleskit Module empowered the sales and distribution efforts. A cost-effective advertising and media strategy was developed and an overall marketing strategy was evolved to help launch new brands. As a result of

Samsika's efforts, the Fevicol(R) brand and all its satellite products have gone into a higher, more positive orbit. RESULT ORIENTED BRAND STRATEGY FOR A COMMODITY, KAMANI OILS

In a segment fraught with brand wars, Samsika suggested that Kamani Oil Industries focus primarily on its range of oils with one umbrella brand covering the entire range. The problem was that Kamani's products were commodities. Samsika's objective was to elevate each of them to a brand. "Kamani Parivar, Sehat Ka Sansar" was the brand positioning statement. The result was that the brand grew by 68% and increased its distribution. Kamani has made its presence felt significantly in the branded oil market and is poised for greater heights. FROM A DREAM TO REALITY - THE CREATION OF A WINNING BRAND FROM ZERO BASE

A textile and export company came to Samsika with a dream - to develop a consumer brand in India. Samsika made that dream a reality by making Onjus the second largest brand in the fruit drink/juice category. Onjus today has a healthy 19% market share within a short span of just 16 months. Samsika's involvement was

complete, from helping create the entire sales & distribution network to selecting the ad agency, advising on branding & pricing and helping institute the marketing & sales systems in 302 towns.