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Slide 1: Sapphirez Marketing Consulting
Slide 2: Sapphirez Marketing Services
Slide 3: Saphhirez Difference  We provide end-to-end marketing solutions. From develop the marketing strategy, to ensuring successful marketing implementation  As part of Master Sun group, we are specialists in implementation  We follow a robust implementation methodology, best practices. We focus on achieving progress & outcomes and not on writing reports   We make marketing accountable. We focus on delivering measurable results We have a flexible engagement methodology  We can act as outsourced marketing department, as a CMO, as a brand strategist , market analyst etc.  We act as integrators for diverse agencies and suppliers  Help in recruitment and management of agencies & suppliers :advertising, events, PR, digital, research, printers, telemarketing  We stress on creative & innovative communications
Slide 4: Service Inventory Hotel & Restaurants • • • • • • • • • • • • • Business Plan & Business Strategy Marketing Plan & Marketing Strategy Restaurant Concept Development Marketing Implementation or Outsourced Marketing Branding Strategy & Communication Plan Offline & Online Promotions Market Analysis, Feasibility Study Market Research , Customer Feedback Collateral development like Menu, Signage, Brand Identity Loyalty Programme Development Loyalty Marketing Franchising Plan, Marketing & Development Training
Slide 5: Short Summary of Methodology
Slide 6: Marketing Strategy & Execution Stage Strategy Plan & Pilot Rollout Measure & Review Activity Market Analysis Marketing Strategy Brand Strategy Budget & Allocation Go to Market Plan Test Marketing Marketing Strategy Execution Campaign Delivery Activation Execution Plan Review- ROI Creative Review Strategy Modification
Slide 7: Strategy Development Market Analysis
Slide 8: Strategy Development Questions for Marketing Strategy • Some of Marketing Strategy Key Questions – What are the needs of my hospitality customers? • Is your current hotel/restaurant suitable for the market and the hospitality customers of today? – Which set of customers will get me the most profits? – How are we positioned in the minds of hospitality customers vis-àvis competitive hotels and restaurants? – What changes can I bring about in my food/rooms or other services to increase the profit? – Changes in concept or ambience of my hotel/restaurant? – Which would be the most competitive pricing strategy? – What are the best means of selling? • Choice of Channel: agents, direct sales, online. • Sales force organization ; Technical support required – Have we got the right people, suppliers and consultants?
Slide 9: Strategy Development Brand Strategy • Brand Strategy : Key Questions – How can the brand positioning of my hotel/restaurant be sharply defined? – What brand dimension needs to be enhanced; which modified? – How do we freeze the brand into a structure for standardization across functions? – How do we manage the brand portfolio vs. other theatres/extensions – What should be the policy for brand tie-ups, alliances etc? Tools Used – Connection Triangle – MICE – Satellite – Brand Key •
Slide 10: A Brand Should Be Single-Minded, Fresh, Consistent
Slide 11: Strategy Development Allocation & Budgets • • • Marketing budget helps in deciding the amount of money and resources for marketing activities. Budget for test marketing & tentative budget for roll-out This allocation of the budget includes all spends such as on advertising, media planning, sales activities, sales personnel, market research and go to market plans
Slide 12: Plan & Pilot 1. Go to Market Plan – – – – GTM Plan involves taking the company and the marketing strategies to the market. After the marketing mix is decided upon and the budgets allocated, the GTM plan is decided upon. Plan puts into place all the marketing processes in order of priority, gives a time frame for the activities and lists out the deliverables. Includes a test-marketing plan and a rollout plan 2. Determine the test market 3. Work out test marketing objectives 4. Execute
Slide 13: Rollout Marketing Strategy Execution Marketing Strategy Rollout Strategy Strategic Guidelines Pricing, Product Mix, Placement, Promotion, Concept & Experience, People & Resources Prelim Scoping Detailed Scoping Location Strategy On site implementation Off site implementation Consolidation Policy Formulation Policy Formulation Corporate Policy Pricing, Product Mix, Placement, Promotion, Concept & Experience, Presence , People & Resources
Slide 14: Rollout Media Planning • Media planning involves selecting the right media for communication • Media channels can include newspapers, magazines, radio, TV, internet, outdoor billboards, bumper stickers, yellow pages etc. • • Media planning takes into account target group, budget, market environment, product etc while deciding on the media channels Key Questions for Media Planning • Reach : The proportion of the audience should be reached with the advertising message during a specified period. ? • Frequency: How frequently are the recipients being exposed to message? • Weight: The amount of total advertising is needed to accomplish communication objectives ? • Continuity: The spread of advertising budget being allocated over the period ?Types of ways for budget is allocation: Continuous Scheduling, Pulsing and Flighting
Slide 15: Rollout Communication Design & Delivery • Key Questions – What kind of promotion & trial schemes likely to work? – Do we need a thematic campaign? Or Activation should be the focus – How do we leverage a Big Idea in the communication design Tools – Integrated Marketing Communications – Big Idea : Two types of insight – Big Idea : Four groups of missing link •
Slide 16: Big Idea Unless advertising contains a big idea it will pass like a ship in the night David Ogilvy
Slide 17: Rollout Activation • • What is Activation? • Non mass media channels of interface of brand with consumers Why such thrust on Activation? • Fragmentation of media, Changes in lifestyles; lots of outdoor activities • Captive audience, High track ability, High returns • Key Questions • How do we reach out most effectively by mobile/ e-mail marketing (viral marketing)? • What would be most effective PR strategy? Which events will have best brand fit…and give maximum PR advantage? • Does we need experiential media? • Would loyalty marketing- building communities be effective? • Key Tools • Encounter • Path to Purchase
Slide 18: Activation Idea 1 As part of the Iraq war, the US government gave troops a set of playing cards that had high-ranking Iraqis on each card. This helped remind soldiers of the key targets.
Slide 19: “What a good idea” Activation Idea 2 Customized shoes are no longer only for superstar athletes. Nike created a ground-breaking mass customization website that allowed everyday athletes to build the perfect shoe for them.
Slide 20: Continuous Strategy Review • Measure & Review Balanced Scorecard • Measurement of Marketing Measurement on a weekly/monthly basis with the use of balanced scorecard Balanced Scorecard – – – – Helps align KPIs with strategy. Impact of marketing programmes on sales and profitability Provides management with a picture of marketing operations. Facilitates communication and understanding of marketing goals and strategies to different audiences Provides strategic feedback and learning with a forward-looking thrust • Marketing strategy needs to be flexible and must be continuously reviewed and refined for – change in customer perceptions, needs and demands – competitive action or new entrants – change of your business focus or internal resources to deliver – emerging and new markets to explore Need to review your marketing strategy every month with a formal review every quarter • –
Slide 21: Credentials
Slide 22: Key People Sarvajeet Chandra : Founder & Managing Partner – – – Specializes in strategy development, strategy execution & change management. Excellent business results in the functional areas of Sales & Distribution, Marketing & Brand Building , Manufacturing & Operations Management Engagements/assignments on • Sales, Marketing & Distribution : ITC ITD, Tata Steel, Tata Power, Saurashtra Cement, VNC Electrodes, NVB Steels, Mandala Asset Solutions (Australia), Lavendor Group (UK), Eveready Batteries, Blue Star, ITC IBD, Shringar Cinemas, Baazee.com, TravelPort Holidays, Pidlilite Industries (Fevicol), Kodak, Star TV, World Gold Council etc. • Operations & Service : Texmaco (Indonesia), ICICI Bank , Lion Group (Malaysia), Gujarat Glass, Indo Rama (Indonesia), Laxmi Machine Works ,MSM,Tata International etc. • Capability Development : GTL Limited, JWT Marriott, Vizualize Technologies, BST Sayona,Systime (CMS Group) etc. Worked for ICICI Bank, Renoir Consulting UK , Ebay India & Ogilvy & Mather A specialized MBA in Marketing, Brand Management & Communications from MICA, Ahmedabad. He is a mechanical engineer from MS University. – –
Slide 23: Key People • Rajjeet Chandra : Founder & Partner – Rajjeet Chandra is a hotel management graduate with a post graduate diploma in management (Specializing in Marketing). He has around a decade of experience working on Food & Hospitality, Real Estate and Travel. – Functionally he has experience working in Sales, Business Development, Marketing, Project Management, Franchising & Operations assignments. – He has done Sales , Marketing & Distribution assignments for clients like • Mandala Asset Solutions (Sydney), Accor group, Intercontinental group of Hotels (Worldwide), Sheraton Group of Hotels (Middle East & East Africa), Le Meridian Group of Hotels (India & Middle East), TravelPort Holidays (India), Ambassador (Manali), Grace Realty (Nagpur), Gits Food, Camy, MSM. – Worked with Sarovar Hotels & Resorts, Thackers Hospitality Services & Hospitality Marketing Concepts (California)
Slide 24: Key People Mrs. Jasravee Kaur : Consultant- Brand Building, Market Analysis & Market Research – A decade of experience in Marketing, Brand Building, Advertising & Market Research. – She is an electrical engineer with a specialized MBA in Marketing & Communications from MICA Ahmadabad. – She has worked with Lowe Lintas, AC Nielsen ORG MARG, Percept H and Research International. – She has worked for brand building, marketing and research assignments for • FMCGs: Hindustan Unilever (Lifebuoy, Hamam, Fair & Lovely, Kisan Annapurna, Liril, Dove, Lux), Camlin, Old Spice, Coca Cola, Unilever Thailand, Unilever Brazil. • Retail: Fame Adlabs, Pantaloon, Central, Essar Petro Retailing, Welspun Spaces, TravelPort • Media & Others: Bank of Baroda, Sahara One, STAR, Rediff.com, CNN, FedEx, VNC Group, ITC IBD, Saurashtra Cement, Tata Wiron – She has also been a visiting faculty at Xavier’s Institute of Communications and North point Lintas School
Slide 25: Key People Sachin Karle : Consultant for Advertising and Creative Design – Fifteen years of experience in advertising , creative design and brand building. – An award winning advertising veteran, Sachin has won Adclub Bombay EFFIE Silver & Adclub Bombay EMVIES Gold award. – He has done advertising and creative design for • • • Automobiles: Mahindra Auto (Scorpio,Bolero…),Mahindra Tractors, Hyundai Motors, Tata Motors,Premier Automobiles, CEAT Tyres, Castrol FMCG: Anchor Toothpastes, Godrej Soaps, Sapat tea,ITC Soaps & shower gels, Agrotech Foods, Cadburys, Parle agro, HLL Kissan, International Bestfoods, Wipro Talc, Duncuns Tea, Lever Johnson, Amul Consumer Durables: Kelvinator Home appliances, Kenstar Home appliances, Snap On Tools, Nerolac Paints, Asian Paints, Godrej Storwel, Birla white Cement, Ultratech Cement, Blue Star ACs, Voltas Acs & Washing Machines, Supreme Furnitures, Samsung Electronics, Crompton Greaves, Whirlpool Financial: Birla Sun Life Insurance, Birla Sun Life Mutual Fund, Mahindra Finance, Anz Grindalys Credit Cards, ING Bank, HDFC Bank, ICICI credit cards, Anand Rathi Direct, Tata Mutual Fund, Fullerton India Credit co. ltd. Retail: RadhaKrishna Foodland, Mahindra Firstchoice Tourism & Holidays: Club Mahindra, Thomas Cook,Cox & Kings, MTDC, Air Mauritius, Mercury Holidays,British Airways, SOTC Media: Discovery Travel & Living Channel, Star TV,Indian Express Group, Loksatta, Blitz on Sunday IT & Telecom: Aptech, Mahindra British Telecom,Blue Star Infotech,, Hutchison Max Telecom Lifestyle: Sia Jewellery, TBZ Nirmal Zaveri Group, Dimexon Diamonds, Kirtilals Ornaments, Bombay Dyeing, Lawman jeans, Zodiac Shirts, Mahindra Gesco Pharma: Glaxo, Charak Pharma, Claris Lifesciences Corporate: Mahindra Corporate, Tata Corporate,Voltas, Cummins India, CII Public Service: Mumbai Traffic Police, Nanhi Kali • • • • • • • •
Slide 26: Master Sun Group Projects
Slide 27: Call Sapphirez: Sarvajeet Chandra Mobile : +91 9920803060 Email : sarvajeet@sapphirez.co.in