Escape Velocity Introduction

Transcription

1 Escape-Velocity Escape Velocity Introduction September 2009

2 EV is a Corporate and Marketing Strategy Firm EV is a Corporate and Marketing Strategy firm which works with leading organizations to give an unbiased, data-driven, and actionable advice Rich, Unbiased Consumer Insights We acquire in-depth understanding of consumer and customer behavior through quantitative & qualitative methods. We listen to your consumer and do not presume his needs, attitudes & behavior Actionable Outcome for the Client Team We translate consumer insights into actionable, measurable and concrete steps for the client team Hands-on Approach We will cross the river with you and not just shout instructions from the other shore Combine best practices from several industries We leverage our past experience and network to implement cross-vertical best practices 2

3 Our Experienced Team and Implementation Partners are Key Enablers in Delivering a Definite Impact Experienced Team Zenobia Driver Experienced with line functions in FMCG and OTC combined with 4+ years of Marketing strategy Extensive experience in new market entry strategy and viability studies across sectors Worked with J&J, Momentum and Monitor Group IIM Bangalore & IIT Bombay alumnus Aditya Agarwal Marketing Strategy & Implementation experience with large Indian FMCGs Corporate Strategy experience in Financial Services, Telecom and Social-sector Worked with Monitor Group & Evalueserve IIT Bombay alumnus Amit Chaudhary Extensive experience in line functions & corporate strategy with FedEx, KPMG and Monitor Group IIM Bangalore & IIT Roorkee alumnus Implementation Partner Design.org Creative design, branding & packaging firm, prior experience with leading Pharma firms 3

4 EV s Experience Ranges Across Facets of Business Issues Enabling us to Bring a Holistic View of Marketing and Corporate Strategy Client Context Our Team s Work Large Indian FMCG Marketing strategy for a new category launch Evaluated business potential of the category Extensive quantitative & qualitative consumer research to prioritize consumer segments Designed pricing, communication & consumer activation strategies Large Indian FMCG Re-launch of existing brand portfolio Diagnosed reasons for non-performance of existing brand portfolio Re-aligned brand elements pack, price, visibility to position existing brand in the desired segment for target consumers Re-designed communication after identification & detailed understanding of target segment Designed a detailed marketing plan, realigned marketing spends and S&D focus 4

5 EV s Experience Ranges Across Facets of Business Issues Enabling us to Bring a Holistic View of Marketing and Corporate Strategy Client Context Our Team s Work Life Sciences Equipment Manufacturer MNC with low-key presence but ambitious growth targets for future Needed to prioritize customer segments and identify opportunities Measured size and attractiveness of customer segments & prioritized key segments Resolved market myopia, aligned R&D focus and spend with evolving customer needs to serve key segment needs better Benchmarked service levels to customers visà-vis competition, expanded sales force and distribution presence Pharma Services Start-up Start-up struggling to strike balance between cost and reach in their communication strategy Advised a two-tier communication approach with a strong emphasis on primary benefit to HCPs and secondary benefit to the consumers Secondary benefit, the key differentiating factor, was not being emphasized earlier Emphasis on current customer interface (to avoid change-over cost); designed for spill over to HCP communication 5

6 EV s Experience Ranges Across Facets of Business Issues Enabling us to Bring a Holistic View of Marketing and Corporate Strategy Client Context Our Team s Work Large MNC Pharma Large MNC Bank MNC launching a new OTC drug for a low awareness ailment Attempting to replicate global communication strategy India-entry Strategy Globally, raising consumer education and awareness key to unlocking potential Extensive research with HCPs and consumer; need for an HCP education-led initiative Advised global team on an alternate communication strategy Advice incorporated in the launch plan Defined the opportunity clearly and quantitatively for a three-year period Prioritized launch plan at a city-level Detailed understanding of target consumers Financial planning for bank s operations in India 6