Brand Management Consultant having expertise in business planning & strategy, brand & marketing strategy, sales & distribution strategy, Market Entry & distribution Expansion, Market Research & Opportunity Assessment.
4. Creando Associates
Our Mission
Formed in September, 2005 with 5 Co-Founders
Current strength of 55 employees handling over 300 sales personnel of clients
Majority of operations based in India. Also have a tie up with a Chicago based research company
for which Creando Associates is their India Representative
Have offices in New Delhi, Singapore and Chicago
Our Philosophy
We concentrate on your requirements and the value your company gains from our
engagement.
We strive to exceed your expectations with defined measurable objectives, timely delivery
and a hands-on approach to working with, supporting and developing your existing teams
An Overview
Creating Value
We help our associates to make intelligent and informed choices to achieve their business
objectives
5. Our USP - Our Strengths
Creando
Associates:
A partner of choice
Practical & realistic solutions, tailored to clients needs
Highly experience team with past practical experience providing leading-edge
management thinking
We look at a businesses from a Chief Executives perspective – Ask the right
questions and undertake detailed financial analysis to unearth the right
solutions
We help clients decide where they want to go, and how to get there.
We make sure those decisions get translated quickly into action and that the
client's team can sustain the momentum into the future
We commit to leaving organizations stronger than when we arrive.
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6. Host of Services Across Verticals
Business planning & Strategy
Turn Around and Growth Strategy
Brand & Marketing Strategy
Sales and Distribution strategies
Product portfolio and Product innovation
Market Entry & distribution Expansion
Market Research & Opportunity Assessment
Partner Search, Selection & Due Diligence
Project Management
Services Provide – Area of ExpertiseVerticals Serviced
Strategic Business Planning
Sales and Distribution
Strategic Brand Management
Market Research
7. Our combined Experience is an Important asset for our associates
Strategic Business
Transformation
Support
Optimization of
Resources
IT & Training
Coordination With
Various Agencies
Core
10. Our 4S Model
Vision
Mission
Strategy and Plan
Sharing -
VMSP
SystemsSkills
Structure
Market
Share
Revenue
Consumer
experience
Employee
satisfaction
Direction Execution Plan Evaluation
12. Who should be our
target customer
What customer
need should we fill
What offering will
satisfy that need
How will consumer
access our offering
Where should we
operate in the
chain
Targeting and Brand Positioning Process
14. QEP- Quality Emotional Preference
Exclusive partner In India
The Marketing Clinic has a unique approach to finding the emotions, moods and
motivations that drive the behavior of consumers. Understanding these enables
us to optimize brand preference.
This approach is different because we are able to reveal, analyze and influence
the consumers ‘mood’ in brand and product consumption. This allows clients to
optimize the emotional messages from their brands, products and services.
Great brands define their consumption experience emotionally. That is what
delivers preference and long term loyalty. Our methodology has helped clients –
from small start ups to the largest blue chip brands from around the globe – to
optimize the emotional preference for their brands
16. Go-To-Market Strategy – Our Offering
Assessment of
market segments
Identification of
suitable consumer
segments
Detailed analysis of
current market-
Price, Product,
Packaging,
Placement and
Supply chain
Assessment of
strengths &
weaknesses of
Competitive
Alternatives
Need Gap analysis
Assessment of
market segments
Identification of
suitable consumer
segments
Detailed analysis of
current market-
Price, Product,
Packaging,
Placement and
Supply chain
Assessment of
strengths &
weaknesses of
Competitive
Alternatives
Need Gap analysis
Market Understanding
Enabling your
company to
understand the real
market opportunity
and the genuine
costs of doing
business and what
it would take to
succeed.
Making a complete
business plan
including
marketing, Sales,
Distribution
Enabling your
company to
understand the real
market opportunity
and the genuine
costs of doing
business and what
it would take to
succeed.
Making a complete
business plan
including
marketing, Sales,
Distribution
Deploying
adequate resource
to ensure
implementation of
business plan
Creating
infrastructure to
build a set up-
• Human Resources
• Distribution
Channel
• Supply chain-
vendor
management
• Manufacturing and
logistics
Deploying
adequate resource
to ensure
implementation of
business plan
Creating
infrastructure to
build a set up-
• Human Resources
• Distribution
Channel
• Supply chain-
vendor
management
• Manufacturing and
logistics
After creating set-
up, handing over
the operations to
the company
After creating set-
up, handing over
the operations to
the company
Business plan Implementation Handover of Operations
We combine sector expertise and technical resources with practical local advice
to deliver low risk and cost effective solutions, enabling companies to reach their
full potential
17. Go-To-Market Strategy – Focus Industries
FMCG
Home Care
Personal Care
Fabric Care
Cosmetics
Food and Beverages
Carbonated Drinks
Fruit Based Drinks
Energy Drinks
Confectionary
Milk Based
Other Food and Beverages Products
Over the Counter Products (OTC)
Wellness Products
19. Our People – Our Strength
PuneetDebashish
Team Creando
Arshad Siddiqui Shahzad SiddiquiDr.Tarun VijanHarish Parameswar Tanvi Chopra
20. Highly Experienced Management Team
Arshad
Siddiqui
Result-oriented professional with over 18 years’ rich experience in Marketing,
sales & distribution and strategic planning in FMCG, Retail and Healthcare
sector
Created a beverage business with Indian business house and handed over to
the promoter.
Transformed Hamdard from family driven to professionally managed and
system driven organization and rejuvenated its brands
Attained proficiency in Business Planning, Marketing, sales & distribution,
Strategic planning & Business Operations
Comprehensive understanding of trade marketing & distribution in FMCG,
Tobacco and stationary
Categories handled: Personal care , Beverages, Confectionary, Tobacco,
Health supplements & other OTC products
Adept in developing & streamlining systems with proven ability to enhance
operational effectiveness and meet operational goals within cost, time & quality
parameters.
Has been associated with organisation of repute like- ITC, SmithKline
Beecham, Basara, Amway and SRL
21. Highly Experienced Management Team
Harish
Parameswar
Senior finance professional with over 20 years of entrepreneurial, investment
banking and private equity experience
He is currently Managing Director of Silk Bridge Partners Private Ltd (an
affiliate of Creando Associates headquartered in Singapore and focused on
Private Equity and Strategic Advisory), he also sits on the boards of several
companies and Asian funds.
Till early 2016, he was managing over US$ 700 million of AUM for DBS Group’s
Private Equity investments. He was Managing Director and Head of Investment
Banking of IB Asia (a merchant banking subsidiary of DBS Bank in partnership
with prominent investors from the Middle East).
Harish has been a senior investment banker with strong origination capabilities
across Asia, leveraging strong network of relationships with business families,
sovereign wealth funds, intermediaries and private wealth networks in the
region. Prior to joining DBS Group, he was Managing Director of Lazard Asia.
He had previously held senior roles at investment banks like Deutsche Bank, JP
Morgan/Jardine Fleming.
Harish is an MBA from IMT Ghaziabad and B.Com (H) from Shri Ram College
of Commerce, Delhi University. He has authored a book restructuring distressed
companies in India “Rehabilitation of Sick Companies”.
22. Highly Experienced Management Team
Dr. Tarun Vijan
Over 2 decade of experience in reputed houses- like P&G, GSK, Ranbaxy and
Morepen
oriented professional with over 8 years of experience in Brand Management and
Corporate Communications
Have previously worked with companies like Rasna, Religare(Healthcare
Division), Solutions Digitas and JWT at various capacities.
Expertise in
Product & Packaging Development, Trials & Technology
Transfer
Efficiency Improvement and Cost Reduction Programs
Liasoning and Statutory Approvals
Manufacturing & supply operations
Project management control
23. Highly Experienced Management Team
Derek. E.
Roberts
Long and active career in FMCG marketing
Developed various international marketing with SmithKline Beecham
He then became NPD Director for Bass brewers, the UK’s largest brewer
In this senior marketing role he led a team which originated, developed
and launched several brands such as Eisberg non alcoholic wine and
Caffreys Ale, Carling Range Extensions and Staropramen premium lager,
multi million pound brands which have stood the test of time to this day
Now currently heading QEP and Creando Associate representative in US
24. Highly Experienced Management Team
Shahzad
Siddiqui
Seasoned professional with over 18 years’ of rich experience in Sales,
Business Development, Channel & Key Account Management in the
FMCG/OTC /Mobile accessories
A keen planner with expertise in sales and distribution with focus on achieving
company’s goals and mission
With his background he quickly understands company’s requirements and
needs and transforms them with innovative solutions
Banking on his understanding of numbers he knows how to bring in constructive
business solutions.
Some of organization he has worked before are – Perfetti, Gillette, Parle Agro,
Hamdard, Optimus Infracom & Rasna
25. Highly Experienced Management Team
Tanvi Chopra
Result oriented professional with over 8 years of experience in Brand
Management and Corporate Communications
Have previously worked with companies like Rasna, Religare(Healthcare
Division), Solutions Digitas and JWT at various capacities.
Attained competence in areas
Brand Management- Handling the brand from inception to launch
Product development
Market research- Handled researches at different stages of product life
cycle
Corporate branding and communications
She brings fresh thoughts, unique insights and bucket full of passion to the
organisation career has seen and catered to broad range of brands
27. Branding Strategy
Portfolio Strategy
Sales & Distribution Strategy
New product Identification
Job Worker Identification
Franchise Development
Creating an Organization Structure
Recruitment and Training
Supply Chain
Brand Revamping Services
Activities for Revamping Clients Serviced
28. Revamping Case Study – Current Projects
O’FreshCafé Rio
SANTORINI BEVERAGE
Developed comprehensive business growth
strategy
Developing a suitable positioning for the brand
Creating a packaging architecture for future
product launch
Developing the distribution strategy and
implementing the same in the market by
deploying resources from the Creando
Associate
Implemented SOPs for proper monitoring and
smooth operations
Identifying the various products to be
launched under Santorini Beverage and
handling the project management of the same
Launched new category- hitting a Turnover of
Rs 1.25crs with 4 month of launch
YOGIC FOOD – O’ Fresh
Detailed market study to find a need gap
Repositioning of O’fresh brand of coconut
water
Implementing the sales & distribution
strategies, by appointing superstockist
,Stockiest and manpower as per the plans
Planned various BTL activities for the brand
Project management for New identified
Products
29. Revamping Case Study – Completed Projects
PESCOJayanthi foods
Complete business plan to tap a larger
beverage market
Developed suitable strategies to make brand
relevant to the target consumers
Implementing the complete brand positioning
and portfolio strategy
Cooperate branding across touch points
In market launch for the entire range (
carbonated drink and fruit drinks) and ready to
eat salted snacks in NCR
Deploying resources to ensure effective
implementation and monitoring of the launch
Developing the vision and mission of the
organization
Appointing and aligning a suitable
organization structure
Developing the distribution strategy and
implementing the same in the market by
deploying resources from the Creando
Associate
Implemented SOPs for proper monitoring and
smooth operations
Developing a brand strategy including brand
architecture
30. Category Identification
Product identification
Brand identity
Formulation stabilization
Job worker identification
Creating an organization structure
Sales & Distribution
Recruitment and training
Talent management
Other Services
Green Field Services - Activities Clients Serviced
Category Understanding
Competitive Scenario
Need Gap Analysis
Building Capabilities
Suitable Business Strategies
Strategy Services - Activities
Identification of suitable channel partners
Recruitment and training
Sales Forecasting
Margin and Schemes rationalization
Managing the sales team
Sales & Distribution Services - Activities
31. Strategy Case Study – Current Projects
Marya DayAmbrosia foods
Comprehensive business plan submitted with
5 year projections
Businesses Include
Categories to Inter-Entry strategy
Facilitated by identifying the job workers
Marketing strategies for the same- 4 P of marketing
Financials- Breakeven point
Awaiting Approval Of Launch
Launching of their range of FMCG products
Developed comprehensive business growth
strategy.
Creating a packaging architecture for future
product launch
Developing the distribution strategy and
implementing the same in the market by
deploying resources from the Creando
Associate
Implemented SOPs for proper monitoring and
smooth operations
Sales T/O- from 0 to Rs 1.5 cr a month, with 6
month of launch
32. Strategy Case Study – Current Projects
S.K Industry
Developed comprehensive business growth
strategy.
Working on re-launching Choc on and new
products in jelly
Assessed the brand portfolio and identified
the gap- created a road map for launch
Comprehensive business plan submitted with
5 year projections
Developed the distribution strategy and
implementing the same
Facilitate appointment of Distributors
Planning of Distributor's and Sales
Representative's Territories
Channels for Distribution.
Guidance on Market Coverage - (Areas/Markets to
be covered).
Mehak
Developed comprehensive business growth
strategy.
Working on re-launching Choc on and new
products in jelly
Creating a packaging architecture for future
product launch
Assessed the brand portfolio and identified
the gap- created a road map for launch
Implemented SOPs for proper monitoring and
smooth operations
Developed the distribution strategy and
implementing the same
Facilitate appointment of Distributors
Planning of Distributor's and Sales
Representative's Territories
Channels for Distribution.
Guidance on Market Coverage - (Areas/Markets to
be covered).
33. Strategy Case Study – Completed Projects
Strategy partners for “VisVires Indian Consumers Pte ltd.
Provide detailed understanding of natural mineral water and value added water
Provide business strategy- Immediate terms, medium term and long term
Develop brand and products for Indian and global market
Understand current production capacities and capabilities and develop the above strategy
34. Retail management
Mélange City Square & D- Mall in Delhi Re-launch.
Re-launch of above mall
Attracting the suitable brands to open outlets to cater the target consumers
Various activation activities to increase the footfall at the mall
Creating innovative zones to cater various target groups
35. Tracking Systems and Reports
Real Time Tracking System
1. Real time sales tracking system to enables us to track sales team and there
performance
2. Help in increasing the sales person productivity by better route and beat plan
36. Tracking Systems and Reports
Real Time Performance Tracking
1. Dash board for management to track performance on key parameter
2. Effect on any changes made can be monitored by the management