This camp will help understand the health of your brand and its execution better.

Brand Camp include:

• Positioning
• Relevance to Product
• Relevance to Target Consumer
• Media and brand match
• Brand at Retail point
• Brand Recall Index
• Brand Extend ability Factors

Value:

1. Check Fundamentals of the brand
2. Decision on Brand changes

Time Taken: 3-4 weeks of background work + discussions with brand / advertising team and agency.

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This camp will help plan your advertising budgets better.

Advertising Camp include:

• SOV
• Competitive SOV
• Market shares and SOV
• DM/ PR/ PC initiatives
• Media buying efficiencies
• Creative vs. Media usage
• Timing, Scheduling etc.
• Target audience
• Impact on Distribution chain

 

Value:

1. Measuring Advertising Budget impact
2. Realigning agency processes with marketing plans

Time Taken: 3-4 weeks of background work + discussions with brand / advertising team and agency.

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This exploration will help understand the marketing impact on sales and vice-versa for better competitive planning

Distribution Camp includes:

• Marketing –Sales links
• Approaches to launch, new initiatives in market
• POP challenges
• Retail perceptions of the marketing initiatives
• Competition reactions
• Value Delivery at Retail point

Value:

1. Look at Marketing – Sales Gaps
2. Modifying sales, marketing processes & structures
3. Better prepared for competitive moves

Time Taken: 3-4 weeks of background work + discussions with brand / advertising team and agency.

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This particularly helps service firms, high involvement goods like durables, cars.

Customer Service Camp includes:

• Contactibility points – mail, phone, customer service desk
• Common customer problems
• Processes for Customer Problem/ Resolutions
• Service at Retail level
• Service to Retailers
• Customer Service Satisfaction Index
• Tele-Internet-Mail-Retail Links

Value :

1. Internal processes change to increase Satisfaction
2. Competing better by looking at service gaps

Time Taken: 3-4 weeks of background work + discussions with brand / advertising team and agency.

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This camp will help look at various aspects of the structure based on the company goals.

Structure Camp include:

• Marketing & Sales Goals
• Gaps in Serving these goals
• Structural needs base don Marketing/ Sales Goals
• Current structure vis-à-vis desired structure
• Planning for future

Value :

1. Create Role clarity for better deliverables
2. Plan for right staffing
3. Helps compete better & faster.

Time Taken: 3-4 weeks of background work + discussions with brand / advertising team and agency.

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