SUCCESS STORIES

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Bharat Bijlee Limited

 

Challenge:

Perception: Bharat Bijlee is a renowned Indian firm with an almost 60-year-old history. They faced a unique problem wherein they were indeed looked upon like an old-world organization (PSU) with a slow-paced work environment, lethargic in competition & not in sync with the changing world.

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Target:

The management needed to change this perception not only amongst customers and shareholders but also employees.

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Solution: Period – 1 year

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1. For Shareholders and Employees

 

a. Brand Makeover

Developed brand strategies with a holistic approach. Ensured that the brand’s touch-points (corporate identity, product design, web site, retail environment, traditional advertising, PR and word of mouth); all worked in complete harmony so as to create a favorable perception in the mind of the prospects, existing customers, and public in general.

Organized Press Meets, AGM’s, Customer meets in collaboration with internal stakeholders

 

b. Value and Vision inculcation

Launched ‘Value and Vision’ inculcation campaign across the organization to reinforce the brand makeover.

 

2. Customers

 

a. Repositioning of existing products

 

Directed the design and release of multiple ad campaigns and marketing collaterals for multiple products

 

Managed branding consultancies, advertising agencies, product design companies and internal brand owners

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Directed two mega exhibitions that helped us showcase our competitive edge.

 

Results:

1. General Upliftment in morals of employees

2. Improvement in quality of talent sourcing

3. Increase in production (Recorded highest production of gearless motors in 3 years)

4. Sales staff were more proactive in their pitches

5. Revenue for Motors division went up by 30%, Lifts division went up by 15%

6. RND and Products division came with 3 new products in one financial year

 

Viraj Profiles Limited

 

Brief:

Viraj Profile is the second-largest manufacturer of stainless-steel long products in the world. It is the worlds largest producer of bars and flanges in the world. In 2008 they had invested close to 2400 crores in a new Fastener manufacturing line.

Following were the areas of concern:

1.  The fastener was supposed to generate the highest revenues since it is a value-added product

2. Could not capitalize in-spite of the fact that Viraj had all the certifications required

3. Sales teams were facing challenges in getting bulk orders

4. Could not penetrate business in developing countries which were the largest consumers of stainless-steel fasteners

 

Target:

Entry in Brazil market to sell fasteners and Generate a business of 15 Crores in 6 months

 

Challenge:

1. Presence of world’s largest manufacturer of Fasteners Cesar Group. Cesar Group has the largest basket of products in various metals

2. Had no database of consumers

3. Low penetration of other Viraj products

 

Strategy: Period – 3 months

Step 1. Doing market analysis by buying Brazils import data

Step 2. Shared the data with Sales team to start cold calling

Step 2. Running a digital campaign to the directed towards the prospective customers to ease sales efforts

With inputs from sales team we found that Cesar Group was the main supplier to 80% of the consumers

Step 3. Participated in a Fasteners exhibition in Sao Paulo and purchased a stand right in front of Cesar Group

Step 4. Pitched Cesar Group to buy stainless steel fasteners from Viraj to save their manufacturing efforts

 

Result:

Developed 20 new fastener customers in Brazil with monthly billing of Rs. 6 Crores

Tied up with Cesar Group for monthly purchase of 500 tons amounting to a revenue of 15 crores per month