Proposal for Fresh Valley

Manhattan Communications & I-Morph Consulting in Partnership

to help Establish Fresh Valleyas a preferred franchise in the Indian Market

Develop & execute entry into FMCG markets

Create compelling advertising

Develop New Product Ideas

Develop new packaging ideas

Create Annual Brand Plans

Develop new Category entry mix

Develop segment expansion plans

Develop full marketing mixes for launch

Build marketing capability

Our Areas of Interest

Our clients include top, large brand organizations

Intense FocusRun by a small team

of widely experienced professionals

High Involvement & Ownership All briefs are our own ; we internally

challenge them all the time

Lean and Thin Organization

No “additional” overheads to be covered

Glocal Talent Combined expertise of Asian consumer & international talent

at your doorstep

Why consider us ?

We are your “In-house External Resource”

We work with your Sales & Marketing Team in delivering Solutions

How are we different ?

Business Solutions vs Creativity Alone

- We look at any brief holistically seeking to complete the cycle of initiation through to execution.

- Seek to embed creative solutions within current business framework

Process & End Ownership

- We seek to build long term relationships & take on-going responsibility

Industry Experience vs Text book Consulting - We empathize with your issues, because we have faced them ourselves. We speak your language.

Consumer Centric Approach

- Consumer immersion is in the heart of what we do

Chandran Dharmarajan

Neeraj Joshi

Nilanjan Mukherjee

XL ‘94, over 15 years experience with HUL & Kraft

Led Asia Pacific innovation for Surf, Surf Excel

Last assignment as Regional Marketing Director, Kraft

Over 15 years of insights & strategy experience in Asia

Worked on innovation, market analytics across Asia Pacific

With Coke, Kraft & last with DBS bank as VP Consumer Insights

XL ‘91, spent most of 18 years with HUL & Reckitt Benckiser

Led strategy & innovation for Dettol across Asia, AME, LATAM

Last assignment as Marketing Director, Reckitt Benckiser, Hungary

Who are We ?

Objective : Establish Fresh Valley Frozen Curries as the Preferred Choice for Consumers

Stage 1

•Develop compelling Marketing Mix & Activation plans to Create Consumer Franchise in Mumbai

•The same mix can be scaled up nationwide once the mix is proven in Mumbai.

Stage 2

•Create a full strategy & action plan to crack the institutional segment across India.

Stage 3

•Create an innovation pipeline of new product ideas for Fresh Valley

•Develop launch plans for new innovations

0 – 2.0 months

0 – 2.0 months

2.0 – 4.0months

Stage 1 : Create & activate mix in Mumbai “I- Activate” : Stage 1 Output

Measures 1. Top mind / Spontaneous Brand recall x% 2. Trial rate x% ; Repeat rate y%

Actions

Packaging & Communication Strong trial offers / sampling

Strategies

1. Change attitude 2. Change Behaviour

Goal Share of requirement x%/ penetration y%

Objectives Achieve x tons & y Net Sales

Priority Establish Fresh Valley a brand of choice

Stage 1 Output : Expand the Strategies & Actions into Annual

Brand Plans split month wise

Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun JulAction 1 Action Steps Type Plan Resources Total

a) Infomercial TVC

Working Media2000 GRPs, R/F 2+55, 6MOA

Creative Agency2000 GRPS

500 500 500 167 167 167

b) Infomercial Press

Working Media100 cc, Weekly, 4 MOA

Creative Agency 1600 cc 400 400 400 400

Action 2 Action Steps

c) Theme TVC Working Media3000 GRPs, R/F 1+70, 6 MOA

Creative Agency3000 GRPs

750 750 750 250 250 250

d) Press Conference Working MediaPress conference in 3 cities

Activation Agency3 Press

ConfPress

CONF #1Press

CONF #2Press

CONF #3

e) GT Visibility Drive

Trade Mktg/GT 1000 outlets, 2 MOA Merchandisers1000 O/L,

Display300 GT Display

600 GT Display

600 GT Display

300 GT Display

f) Thematic SPG in Gold outlets

Trade Mktg/Star500 Gold, Weekend, 3MOA

SPG Agency500 Gold, 1000 SPG

500 Gold 1000 SPG

500 Gold 1000 SPG

500 Gold 1000 SPG

g) 5" reminder spot Working Media400 GRPs, R/F 3+40, 8 MOA

Creative Agency 400 GRPs 50 50 50 50 50 50 50 50

Strategy # 1 Reposition AND as an

essential for everyday

consumptionIncite Trials by establishing brand benefit that links AND to Gut health

Create the need for gut health

Illust

ratio

n

Stage 1 : Create & activate mix in Mumbai

Develop Mumbai Activation Plans

• Develop “I-activate” for Frozen curries along with team

• Conduct ideation workshop to develop strong brand plans with month wise splits.

• Create a company wide annual activity & budget master plan

• Create a unique & differentiated sales story for Frozen curries.

• Create the best consumer articulation for the brand proposition

• Marketing & Sales Teams

• Trade visits

• Consumer focus group discussions

• Meeting with key stakeholders ( internal & external )

• Detailed list of brand activities & costs for Mumbai test market.

• Consumer articulation of brand proposition

• Sales story for trade

Tasks Resources Required

• 2 months

Expected Output Timing

Stage 1 : Create & activate mix in Mumbai

Objective : Establish Fresh Valley Frozen Curries as the Preferred Choice for Consumers

Stage 1

•Develop compelling Marketing Mix & Activation plans to Create Consumer Franchise in Mumbai

•The same mix can be scaled up nationwide once the mix is proven in Mumbai.

Stage 2

•Create a full strategy & action plan to enter into the institutional segment across India.

Stage 3

•Create an innovation pipeline of new product ideas for Fresh Valley

•Develop launch plans for new innovations

0 – 2.0 months

0 – 2.0 months

2.0 – 4.0months

Stage 2 : Crack the Institutional Channel “I- Institution”

INSIGHTSUnderstan

d the trade

Identify barriers

Talk to experts

Learn from other

categories

Understand

motivators

Evaluate Technolo

gy

Insights&

Inspiration

Customer type 1 Customer type 2 Customer type 3

Share gain from a strongly entrenched competitor

XX XX

Penetration on new outlets XX XX

Key outputs• Which 2-3 customer types & Institutional segments will we focus on?• Is it largely share gain or penetration for each type?• What will help win the customer over? ( Trust/ Partnership, Margins, business

Growth, expansion etc)

Stage 2 : Crack the Institutional Channel “I- Institution” : Stage 2 Output

Identify the Institutional type & develop strategies forEach Institutional Segment

Stage 2 : Crack the Institutional Channel “I- Institution” : Stage 2 Output

Institutional offer element Detailed action steps for sale steam

Example : Build a Chef Loyalty Club amongst all 3 & 4 star hotels in Mumbai

Execution plan by sales teams:Step 1:Step 2:Step 3:Step 4:Step 5:Step 6:

Detailed action Plans for each institutional Segment will be developed

• Institutional Trade Visit

• Key stakeholder meetings ( internal & external ) to understand barriers & triggers

• Ideation workshop to evolve institutional strategies

• Develop the best activation plans to execute strategy

• Sales & Marketing Team

• Meeting with key institutional customers

• Complete set of strategies & activation plans to crack the institutional channel

Tasks Resources Required

• 2 Months

Expected Output Timing

Stage 2 : Crack the Institutional Channel

Develop Institutional Strategy & Action Plans

Objective : Establish Fresh Valley Frozen Curries as the Preferred Choice for Consumers

Stage 1

•Develop compelling Marketing Mix & Activation plans to Create Consumer Franchise in Mumbai

•The same mix can be scaled up nationwide once the mix is proven in Mumbai.

Stage 2

•Create a full strategy & action plan to crack the institutional segment across India.

Stage 3

•Create an innovation pipeline of new product ideas for Fresh Valley

•Develop launch plans for new innovations

0 – 2.0 months

0 – 2.0 months

2.0 – 4.0months

Stage 3 : Generate Innovation Pipeline

• Generate a 3-5 year pipeline of Potential New Product Launches

Brand InnovationDelivering Insights led Ideas

Get winning ideasOur Process

Step 3 : Generate Innovation Pipeline

Winning Ideas

Breakout Triggers

Insight

Inspiration

InsightGetting to the heart of why people do what they do

Inspiration-Borrow from an unrelated world

Breakout Triggers- Ideation to generate unique & relevant ideas

2009 © I-morph Consulting Pte LtdSlide No 18

Prioritization – Internal workshops

Consumer appeal and feasibility assessment

Appeal

New

ness

/ Fu

zzin

ess

low high

low

high

potentialfe

asi

bili

tylow high

low

high

Stage I Stage II

Step 3 : Innovation Pipeline

All New Product Ideas are assessed for feasibility

Developing a Strong Innovation Pipeline

• Category Market structure, penetration, consumption & potential assessment

• Key stakeholder interviews.

• Innovation & ideation workshop

• Consumer & competitor understanding

• Market Visit

• AC Nielson Data on categories

• Competitor materials ( communication, POS, packs etc )

• Sales, Marketing & other organisation team members

• A strong pipeline of New Product Ideas which can leapfrog Fresh Valley Business Growth

• Prioritisation of innovation ideas from a timing & feasibility perspective

Tasks Resources Required

• 2 – 4 months

Expected Output Timing

Step 3 : Innovation Pipeline

Thank You