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Mumbai-based Mudra Communication was set up in 1980 with the aim of using the art ofcommunication to express ideas that shape its brands. The Mudra team focuses on its

consumers and their needs and experiences. Its four agency networks ensure a customizedand collaborative approach to create a brand experience for its clients. Mudra

Communication has promoted famous brands like Neutrogena, HBO, Philips, Reliance

NetConnect, Big Bazaar and Mary Kay in such a way that it creates a lasting impression in

the hearts of the its consumers.

The Group is also one of the few agency networks in the country that offersa comprehensive

suite of specialist communications services under theMudra Marketing Services umbrella.

These are supported by the largestnational network amongst all agencies.Mudra with its team

of specialist marketing services is uniquely positionedto offer its clients Total Branding

Solutions - media rich, brand alignedcommunication programmes that are differentiated,

innovative andsustainable.

STRATEGIC DIMENSION INNOVATION

Mudra Marketing Services is the Mudra Groups portfolio ofspecialised communication

services like Out-of-Home, Interactive,Promotions Marketing, Direct and Healthcare. It is in

response to theirclients requirement for brand aligned media-neutral

communicationsolutions. Key units and features:

Tribal DDB IndiaTribal DDB India is a member of the Worldwide Tribal DDB Network one of the Top 3

Global Interactive Agencies and a star of the DDB Group.Tribal DDB (I) specializes in

building brands across all forms of new mediaviz. like online advertising, websites and

application development, e-direct marketing, ad serving, marketing analytics, search engine

optimisation and search marketing, lead acquisitions, ECRM solutions, interactive CD

presentations, mobile promotions, online and mobile gaming, multimedia solutions andinteractive kiosks.It is theonly agency in India to offer end-to-end digital branding solutions,

rightfrom strategic consulting through ideation; creative execution; online media planning

and campaign management; search engine optimization etc.

Prime SitePrimesite is the only Indian agency that has built strong capabilitiesacross all aspects of the

out of home space. It has the most extensive nationwidenetwork that covers over 600 markets

and has planned andimplemented huge outdoor, retail signage and visual

merchandisingprogrammes across a wide variety of categories. It is also the only Indianoutfit

that has extensive knowledge of visual workplace managementthrough design, consulting and

graphics.

Brand TherapistBrand Therapist, the Group offering to the Indian Healthcare Industry, isa specialized unit

focusing on the emerging communication needs of thePharmaceutical Industry. In addition it

has a strong practice addressing theentire space of integrated healthcare services. Marrying

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in-depthunderstanding of the medical business with refreshing consumer, doctor andchannelinsights, BT is uniquely positioned to address the entirecommunication requirements of the

healthcare business.

Ignite MudraPartnerships for Entrepreneurs, a specialist agency that caters to the complete brand building

needs of entrepreneurs across geographies. The agency provides entrepreneurs a consortium

of experts in areas as diverse as project management, finance, human resources, corporate

governance, law, taxation, IT, etc. to help them build successful, enduring brands.

Ignite Mudra, the erstwhile Mudra Ahmedabad, has built memorable brands for several

entrepreneurial ventures in the past three decades, such as Reliance (Vimal), Paras

Pharmaceuticals (Itchguard, Dermicool, Moov, Krack, Recova, Livon) Electrotherm

(YObykes), ZydusCadila (Nutralite) and many others. This legacy has given Ignite Mudra anintuitive understanding of the brand building needs of entrepreneurs.

New unit developmentTo save themselves from economic crisis and moving towards innovation Sports marketing,

retail specialist units would be made.

Push towards non-traditional media

STRATEGIC DIMENSIONS

1. INNOVATION

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Xeros Ltd. is a new company focused on the development of "virtually waterless"

laundry cleaning. Harnessing over 30 years of research by Professor Stephen Burkinshawand the University of Leeds, Xeros is the brand name for a patented polymer based

cleaning that creates step change advantage in the cost and environmental impact ofaqueous wash cleaning.

The team are based at laboratories in Leeds, West Yo

The waterless washing machine has out of the ordinary conservation qualities which

should be applauded. It uses nylon beads and a spin cycle to clean your clothes, saving

water while potentially reducing the need for dryers.The nylon polymer has an inherent polarity that attracts stains leaving your clothes clean

as ever.

2. MARKET DIFFERNTIATION

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Vol

Volk i t VW i one oft e worl ' l rgest automobile manufacturers.Thecompany is headquartered in Wolfsburg, Lower Saxony, Germany. Vol swagen is the

original marque within the Vol swagen Group, which includes the carmarques Audi, Bentley Motors, Bugatti Automobiles,Automobili Lamborghini, SEAT, koda Auto and heavy goods vehicle manufacturer Scania.

In India we have Beetle, Polo, Vento, Jetta, Passet, Touareg, Phateon for middle and uppermiddle class people.

And Audi, which are luxury cars are for premium customers.Audi has optimised power-steering pump technology, which makes it appealing to the buyer.Audi headed theAudi Brand Group, the Volkswagen Group's automotive sub-division,

consisted of Auditogether with SEAT and Lamborghini, that was focused on more sporty

values, with the marques' product vehicles and performance being underthe higherresponsibility ofthe Audi brand.

3. B EADTHB EADTH INNOVATION

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Half Price Books is in the form of used volumes which are remarketed for

sale at reduced prices, a good portion of it also consists of new books,

sometimes still shrink-wrapped, that have never been sold at retail. For themost part, these books are "remainders," that is a portion of a publisher s

original print-run inventory of a published title that have been offered forsale to wholesale book outlets for exceedingly low prices.

The way it works is that when a publisher s accounting department decidesthat a book either is not selling well or is not living up to market forecasts,

then the publisher will notify bookstore outlets, usually through awholesaler such as Ingram, that remainder copies are available for deep

discounts, usually averaging about 80-90% off list, if the purchaser iswilling to buy in bulk. Barnes and Noble, Borders, Books-a-Million,

Hastings, and other large chains will purchase books in this way, often"coffee-table" style books such as one finds on the deep discount kiosks

out in front of the stores. WalMart and Costco also buy a great number ofremainders. Half Price Books is another remainder outlet that will buy in

bulk, and they will purchase these new, never-before-sold copies for

virtually nothing, then will put them out on their shelves for roughly half

the list price.

HPB offers an inexpensive alternative to big box retail stores, and it s a

pleasure to browse their shelves and find titles that are out of print or hardto find, otherwise, slightly used and available for affordable prices. But it s

hard for a writer to stay in print, keep producing the kind of work peoplewant to read, when effectively, his publisher has written him off as a bad

marketing risk, even though he s selling well through HPB.

FAILURES

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1. INNOVATION:

Cosmopolitan selling yoghurt

Cosmopolitan has 58 international editions, is published in 36 languages and is

distributed in more than 100 countries, making it one of the most dynamic brands onthe planet. In simpler words, it s got this "magazine thing" down pat. All the more

reason why it should stick to what it does best. One thing Cosmo does not do best isbrand and sell yogurt. Yes, yogurt.

C sm lit may no longer be pushing food, but one aspect remains consistent: they

were pushing expensive stuff. The yogurts, intended to be sophisticated and

aspirational, were priced higher than competing brands.

From the time of its release, the yogurt was supposedly off of the shelves in 18months.

2. MARKET DIFFERENTIATION:

Polar industries in 1991 launched "COOL CATS" fan - decorated with cartoon

characters meant primarily for children. The fan was priced at premium; the idea wasthat children s were increasingly becoming influensors in purchase decisions and to

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attract the kids with the cartoon creatures and to position the product exclusively forkids. The product failed miserably inspite of its huge advertising budget because

when the fan was put on it didn t have any colour effect and the customer did notjustify its premium price.

3. BREADT BREADT INNOVATION:Colgate itchens

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The Brand Failures blog explains: In what must be one of the most bizarre brand

extensions ever Colgate decided to use its name on a range of food products calledColgate s Kitchen Entrees. Needless to say, the products did not take off and never

left U.S. soil. The idea must have been that consumers would eat their Colgate meal,

then brush their teeth with Colgate toothpaste. The trouble was that for most people

the name Colgate does not exactly get their taste buds tingling.

Colgate also made a rather less-than-successful move into bath soaps. This not onlyfailed to draw customer attention, but also reduced its sales of toothpaste.

4. COST CONTROL:

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Reasons for failure:

1. Expansion against consolidation :With the availability of free capital and the irrationalexuberance ofthe markets, people tried anything and everything tojust expand withoutactually looking back at whatthey have become.

2. Lackof Focus: Itisjust not one company they will run butthey will create offshoots,Strategic Business Units, what have you and do all kinds of stuff. In the end they forgetwhatthey really want. Satyam is the best example for my case againstcon lo ri ation.Thatis the reason why I like Infosys fortheir extreme focus. In Subhikshas case though,itis not conglomeri ation butthe lack of focus on the product mix they are offering.