MASTER SUN CONSULTING

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MASTER SUN CONSULTING

• Branding Research Services

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Brand as an Asset

• If Coca Cola lost everything except for the
  formula and its brand name , it could walk into
  any bank in the world and get 100 billion loan
  to start from the scratch
• Fortune Magazine

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What Makes Master Sun Consulting Different ?

• We specialize in transformational change
• We focus on achieving market shares not on
  providing recommendations, or writing reports
  
• We implement what we propose
• We are good at generating leveraging insights
• We work at all levels of the value chain
• Distributors, retailers, franchisees, customers
  end-users
• We align our marketing solutions to business
  needs
• We analyze/design/re-engineer marketing systems
  processes
• We work on creating enduring relationships with
  our clients

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Master Sun Branding Research

• Marketing Services
• Brand Integrated Communications Consulting
• Qualitative Research StudiesConsumer, Product
  Feasibility, Channel, Advertising
• Brand Logo Design Image
• Retailing Strategy Communication
• External Audits Branding, Trade Marketing,
  Advertising Effectiveness
• Systems Process Design Re-engineering
  Marketing Management, Brand Management, Market
  Intelligence Management
• Domain Areas
• FMCG
• Retail
• Food Hospitality
• Hardware Industrial Goods
• Corporate

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Branding Research Projects

• Client Tata Steel
• Project on Category Understanding Brand
  Nomenclature for Tata Wiron
• Client Thackers Hospitality Study
• Project on Food Delivery Service Concept
  Testing
• Client VNC Group
• Project on Brand Positioning Communication
  Design for BESTARC
• Project on Brand Positioning Communication
  Design for BESTFENCE
• Project on Brand Positioning Communication
  Design for BESTWIRE

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Consumer Driven Marketing Cycle
Map the Marketspace
Succeed And Improve
Select Most Valuable Customers
Assess Performance
Strategies
Actions
Choose a Winning Positioning
Execute the Tactical Plan
Tactics
Define Performance Measures
Create the Tactical Plan
Build Operational Capabilities
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Consumer-Based Brand Equity Pyramid
4 Intense, Active Loyalty
Consumer- Brand Resonance
Consumer Acceptance Cycle
3 Positive Accessible Reactions
Consumer Judgments
Consumer Feelings
Brand Performance
Brand Imagery
2 Points of Difference
Brand Salience
1 Deep Broad Brand Awareness
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Consumer-Based Brand Equity Pyramid
Resonance
Loyalty Attachment Community Engagement
4 Brand Relationships (WHAT About You AND ME?)
Feelings
Quality Credibility Consideration Superiority
Warmth, Fun Excitement, Security,
Social Approval, Self-Respect
Judgements
3 Brand Response (WHAT About You?)
Imagery
User Profiles Purchase and Usage
Situations Personality Values History,
Heritage, Experiences
Brand Characteristics Secondary
Features Product Reliability, Durability
Serviceability Service Effectiveness, Efficiency
Empathy Style and Design Price
Performance
2 Brand Meaning (WHAT Are You?)
Category Identification Needs Satisfied
1 Brand Identity (WHO Are You?)
Salience
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Brand Audit Equity Score Card Example
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BESTARC Weld for Life

• Business Results
• Brand retails at a premium of 15-25 as compared
  to organized competition
• Despite the absence of trade consumer
  promotions, protected its market share
• Provides an excellent platform for launch of
  high-end products

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BESTFENCE Your Lakshman Rekha

• Business Results
• Grew from 0 to 100 Tonnes per month in just six
  months after launch
• Manages to create a strong brand differentiation
  in a commodity market
• Is likely to cross a turnover of 200 Tonnes per
  month in coming six months

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Bestwire Wired with Trust

• Business Results
• Is an first attempt to brand an unorganized , low
  involvement category
• Attracts a price premium of 10 over unorganized
  competitors

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Always listen to the market
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For a Detailed Discussion Contact

• Mobile [phone]
• Fax [phone]
• solutions_at_mastersunindia.com