h2h.. a marketing workshop pedagogy, customized for the MSME sector
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43 Imperial Court, 33-2 Cunningham Road, Bangalore 560052
Handphone: +91 9900523170. E-mail: [email protected]
Website: www.brandattitude.org ‘brand-@itude’
Manosh R. Sengupta
Brand-Parent. Nurturer. Mentor
‘h2h... LINKS that bond’ A 2-day Workshop, on re-energizing the Brand and its Marketing programs
Customized to address MSME issues
Purpose: re-energize the Brand program;
create ownership of the program within the Team
Participants' Profile: MSM Entrepreneurs
CONTEXT: Brand, the most vital asset of an Enterprise
Brands are the cornerstone upon which Organizations are built. It forms the most valuable
asset of a Corporation, single-handedly contributing the maximum value to an Enterprise.
The 2 key issues facing every business venture today, irrespective of its size, are –
'sustainability’ & ‘scalability’. These twin challenges become more relevant as the
environment transforms towards an 'Industry 4.0' scenario, with Products & Services getting
commoditized (technological parity; price competitiveness; distribution ubiquity).
These challenges are universal, irrespective of whether it’s a large MNC or a local MSME;
whether For-Profit or Not-for-Profit.
The crisis is acutely malignant within the SME sector - blinkered by their day-to-day tactical
exigencies, have paid little/no attention on building the critical strategic asset - Brand.
In my experience, the SME Leadership, while excelling in the technical aspects of their business, are
ambivalent when it comes to the critical issue of Brand & Marketing...
To most,
Brand = a logo and some marketing collateral;
Marketing = lead generation.
Building a Brand is not just about designing logos, marketing collaterals and advertising.
Building a Brand is about creating an internal culture ('brand-parenting') & orchestrating its
external manifestation ('brand-@itude')
SMEs need to be sensitized on how their quest for sustainability & scalability is greatly
enabled by parenting and nurturing a strong Brand.
Page 2 of 6
43 Imperial Court, 33-2 Cunningham Road, Bangalore 560052
Handphone: +91 9900523170. E-mail: [email protected]
Website: www.brandattitude.org ‘brand-@itude’
Manosh R. Sengupta
Brand-Parent. Nurturer. Mentor
THEME: h2h…
CONTEXT: Businesses may not have emotion. Businessmen do.
The MSME sector has long been guilty of ignoring this basic truth. Now, time has run out -
with the Industry & Marketing reaching its 4.0 & 3.0 evolutionary stages, respectively, old
school divisions of B2C & B2B become obsolete.
Customers, today, demand more than just a product or a service. They are:
� People who want to be a part of something bigger than themselves
� People who want to feel something
� People who want to be included
� People who want to understand
CONCEPT & DESIGN: h2h...
“people are now brands and brands are now people.”
heart 2 heart
43 Imperial Court, 33-2 Cunningham Road, Bangalore
Handphone: +91 9900523170. E-mail: [email protected]
Website: www.brandattitude.org
And, with it comes 4 imperatives that
'h2h' is a 2 day journey of self
the 'engagement curve'.
The Workshop comprises of 5 segments
… each addressing a key aspect of the Brand eco
Setting the tone... Understanding the
of Brands
Mining the h-factor
segment; market; customer
h2h... Linking insights to construct the
Proposition bridge
Brand-mystique... Discovering your Brand’s
narrative: stories; symbols; practices
Wrap
next-
2 Cunningham Road, Bangalore 560052
mail: [email protected] ‘brand-@itude
Manosh R. Sengupta
Brand-Parent. Nurturer. Mentor
And, with it comes 4 imperatives that anchor any forward-looking Brand strategy:
is a 2 day journey of self-discovery that charts out a refreshed course to stay ahead
5 segments,
a key aspect of the Brand eco-system.
Setting the tone... Understanding the 'h-factor'
factor insights... Of your sector;
segment; market; customer
Linking insights to construct the
Proposition bridge
mystique... Discovering your Brand’s
narrative: stories; symbols; practices
Wrap-up... Summarizing and identifying the
-steps
Page 3 of 6
@itude’
Manosh R. Sengupta
Parent. Nurturer. Mentor
looking Brand strategy:
charts out a refreshed course to stay ahead of
up... Summarizing and identifying the
43 Imperial Court, 33-2 Cunningham Road, Bangalore
Handphone: +91 9900523170. E-mail: [email protected]
Website: www.brandattitude.org
The Conductor initiates the journey
leading into break-out sessions, where sub
consensual direction.
The sessions are not definitive but explorative and conducted in a ‘play
mixing gyan-sessions with playful interactions.
CAVEAT:
Strategy development is a process, within which
that helps achieve the following
1. reach a consensual way
ensuring that the best-
2. create ownership of the p
WORKSHOP SCOPE:
A Brand Strategy document, typically, contains 3 segments
2 Cunningham Road, Bangalore 560052
mail: [email protected] ‘brand-@itude
Manosh R. Sengupta
Brand-Parent. Nurturer. Mentor
initiates the journey by creating a premise (sharing concepts and cases
out sessions, where sub-groups will deep-dive to reflect
The sessions are not definitive but explorative and conducted in a ‘play
playful interactions. There are no accompanying Manuals
development is a process, within which a 'Workshop' is a collaborative experience
following:
way-forward through a process of knowledge
ensuring that the best-in-class inputs are adopted
of the plan and its programs, due to this collaborative
document, typically, contains 3 segments...
Page 4 of 6
@itude’
Manosh R. Sengupta
Parent. Nurturer. Mentor
sharing concepts and cases),
reflect-debate-derive a
The sessions are not definitive but explorative and conducted in a ‘play-school’ manner,
ompanying Manuals.
' is a collaborative experience
through a process of knowledge-share & debates,
collaborative approach
43 Imperial Court, 33-2 Cunningham Road, Bangalore
Handphone: +91 9900523170. E-mail: [email protected]
Website: www.brandattitude.org
... each component is drilled-down to create a holistic roadmap
2 Cunningham Road, Bangalore 560052
mail: [email protected] ‘brand-@itude
Manosh R. Sengupta
Brand-Parent. Nurturer. Mentor
down to create a holistic roadmap:
Page 5 of 6
@itude’
Manosh R. Sengupta
Parent. Nurturer. Mentor
S
C
O
P
E
O
F
W
O
R
K
S
H
O
P
43 Imperial Court, 33-2 Cunningham Road, Bangalore
Handphone: +91 9900523170. E-mail: [email protected]
Website: www.brandattitude.org
The Conductor's role in guiding the stra
stages:
To make this session effective, the Delegates are encouraged to
• make themselves familiar
• willing to contribute
consensual way-forward
• look forward to long hours and mid
• post session, detail out the strategy document
faclilitator's
immersion
• the external faculty is briefed on the Brand (past & future); business plans; etc.
• workshop scope & objectives are agreed upon
• starts 4 weeks prior
2 Cunningham Road, Bangalore 560052
mail: [email protected] ‘brand-@itude
Manosh R. Sengupta
Brand-Parent. Nurturer. Mentor
role in guiding the strategy process, as an external faculty,
make this session effective, the Delegates are encouraged to:
make themselves familiar with historical data; market insights; future trends.
perspectives; challenge views; engage in debate to seek a
forward
long hours and mid-night oil burn
post session, detail out the strategy document
XXXXXXXXXXXXXXXXXX
workshop
• brings closure to the key aspects of a strategy (e.g -insights; propostion) & identify the key elements of the programs (e.g - strategic vs. tactical properties)
• 2-3 days
detailing &
closure
•
•
Page 6 of 6
@itude’
Manosh R. Sengupta
Parent. Nurturer. Mentor
y process, as an external faculty, is done in 3
with historical data; market insights; future trends.
perspectives; challenge views; engage in debate to seek a
detailing &
closure
• post workshop period, where the external faculty -thrpough periodic visits - guides closure of the plan
• 2-3 weeks