company cases solved by rajiv voruganty

CASE STUDES: rajiv voruganty.

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COMPANY	Company description	PROBLEMS POSED	Analysis of the problem	SOLUTIONS SUGGESTED AND IMPLEMENTED
Sab miller – royal Hyderabad fest	Brewery and distillery which is No 1 in state and no 2 in India.	Wanted college going crowd though beer could not be marketed in colleges. Rs.2.50 crore budget. 45 day long festival.	To get attention of the target group in a subtle and socially acceptable manner.	Rock competition in colleges. ASMA band as judges. Associates sponsors to fudge the identity of the main sponsor. Road shows in the city. Food festival in Rock Heights and its promotion Shankar mahadevan concert as grand finale.
Kalmane Coffee	It is a coffee house which is a local competitor for café coffeeday in karnataka	Their walkins were good but the sales of their coffee powder were low which needed to be jacked up.	The pack in which the powder was sold was really large and theire were no variations in size . It was only famous for its coffee but not for its powder and people did not know that it sold good coffee powder.	System of variable size packaging was implemented and they were sold at shopping complexes where families come out to spend time. Sachets were displayed and sold at kiosks and malls thus introducing the product in a small packaging to people. It resulted in 20% increase in sales within one week of implementation of the strategy. Authoring of creatives for display boards, hoardings..
Amaze	It is a yearly college fest conducted by IIPM.	Conduct events.	Selected two of most interactive events.	Karaoke competition. Authoring of Creatives for Hoardings.
Cherish	It is an infertility clinic. Established by an NRI.	He had new equipment and wanted to startup his clinic in Bangalore. He wanted a PR coverage and marketing strategy	.it was an infertility clinic which subject was a taboo.	Much appreciated solution of a toll freee number ensuring that all callers would remain anonymous yet will interact with the clinic and doctor without  publicizing his problem. The toll free number was marketed as a health helpline through all channels of communication and hoardings and bill boards and on vehicles . .
Nerolac	Major paint company.	They had come up with a style station where consultants would give advise on colour combinations etc free of charge.. They had a tieup with Disney and Disney characters could be painted with peremission from Disney. They had a colour wheel which needed to be marketed as a tool for better colour combination and colour choice. They wanted a data base  of interested parties who would like to try these facilities provided by the company.		Mini style stations to be established in apartments and housing complexes where the target group lived. Promoters wearing Disney characters would be stationed near play pens and colour consultants would be stationed in style stations. Wall of impression made of card board with paint brushes could sign with phone number, which was a data base generation technique..
Cosmos Mall	A mall in Bangalore outskirts.	Low on walkins.	Mall had everhthing that target group wanted but they did not know about the same due to its location.	A weekend getaway image was given to the mall. A shopping festival cum carnival was conducted rapidly increasing the walkins. The fest had fire jugglers and belly dancers from various countries of the world showcased their talents. It was marketed well to increase walkins. The street magicians perform regularly in the mall.
YKROK Your kids r our kids	Child care competitor to kidzee.	To increase their intake.	They were conducting promo activites like kiddie idol which did not work out.  . They took in kids as young as 3months to 6 year olds but the segment of 3m to 1 year old was the main revenue generator .	We suggested them to child care hospitals and hire promoters to read the children bedtime stories. When we go to techparks , representatives of the  company would be take positions and explain the features of child care to the target moms and pops. We go to maternity hospitals and give out  pep talk to the expectant mothers and fathers.
Ayurcare	Herbal massage center with thai and ayurvedic massages.	He had too many customers on weekends but few on week days. He wanted new customers and existing ones were repeat customers.		We went to clubs and malls, tech parks during recess and gave a brief massage and discounts were offered for full massages who came during week days. Tie-up with HR departments with tech parks to send their employees for stress busting and relaxation.
Reliance jewels	New shop in Bangalore in jayanagar.	Promotional strategy needed.	Jayanagar was full of middle class local households with strong shop and brand loyalty in gold and jewellery purchase who were not willing to try reliance which had a high end image for fear of high cost.	A contest  evey weekend on mother in law and daughter in law in the new store. Promoters with traditional clothing went to household and invited them to the event. PR coverage was given in print media. 10 things I like, cookery competition, etc., with trinkets as prizes.
Chisel gym	Gym	Wanted a low cost brand recall activity and he wanted college students to come in. he was launching gym in Delhi and Bombay and wanted the pre launch hype creation in delhi in Bombay. He wanted spoilt rich kids and students to enroll.		An arm wrestling competition in all colleges with winner to wrestle with a kannada super action star and with Upen Patel , Rahul Bose.