Launch and market in India

Today we are living in a global economy, which removes barriers and brings together communities and people. This also means an opportunity to consume products and services, which were hitherto inaccessible. This enables companies to market their products and services to an international audience. Add to this, the advent of internet has made international products and services easily accessible to consumers.

However, there are barriers and limitations which companies face in launching and marketing products and services in the Indian market. With limited resources, the small and medium companies find it harder to market in India.

Cleanslate assists international companies to launch and market their products and services in India. The aim is to provide easy access and quick entry to the fast growing Indian market.

We assist our clients to explore new market opportunities, identify the specific markets to enter, study the current and future trends in the market, research the competitive landscape and suggest the best strategy to enter the market.

Cleanslate acts as a strategic partner by providing key insights on the opportunities and challenges, bespoke research, assistance in branding, sales and marketing in India.

We also assist our clients in setting up a Sales Team and managing the sales process. This outsourced sales function makes it easier for our clients to sell and market their brands in India.


Pre-Launch

This stage entails understanding the products and services offered, researching the market opportunity, studying the competitive landscape and defining the key insights for the brand.

We offer the following services at this stage:

  • Market Research: Conduct Primary and Secondary Market Research to gather information on customer needs, size of the market and growth potential
  • Competition Analysis: Prepare a report on the competitive landscape, their strengths and weaknesses
  • Feasibility Study: Establish the market size, opportunities, threats , challenges and business planning to arrive at the pricing strategy
  • Identify Markets: Identify the markets in India  and segment the market and define territories to launch the brand
  • Branding and Positioning: Handle all aspects of branding, starting from naming, brand identity and position the brand

Launch

In this stage, we devise the market entry strategy, find suitable partners, arrange for funding, create a marketing plan and launch the brand.

The services we offer at this stage include:

  • Market Entry Strategy: We brainstorm and analyse various strategies to market the product or service such as direct selling including selling online, sales agents, franchising, distribution, setting up a branch or subsidiary etc. We either choose one or a combination of options
  • Joint Ventures & Partnerships: These are strategic relationships with a long term perspective. We shortlist potential partners, seek legal assistance, perform negotiations, close deals and appoint franchisees, distributors etc.
  • Funding: We work with clients and prepare a business plan, identify investors, pitch for debt and equity based funding, and finalise funding for setting-up and expansion
  • Public Relations: Devise a PR strategy and ongoing PR activities to position and build the brand
  • Advertising: Use of media channels such as TV, print, radio etc to create top of the mind awareness

Post -Launch

This is the most critical stage, which determines the success of the product or the service. In this stage we prepare a marketing plan, devise the marketing strategy and handle all aspects of marketing including PR, Advertising, Marketing Communications, Digital Marketing and Sales.

The services we offer at this stage include:

  • Events & Sales Promotions: Participation in Trade Shows, Events and use Sales Promotions to create a  prospect list, generate leads  to sell products and services
  • Marketing Communications: This involves ongoing support on all aspects of communications such as brochures, flyers, PR, Advertisements etc
  • Digital Marketing: Utilise the power of the internet, Social Media, SEO and PPC campaigns to create awareness and to sell products and services
  • Sales: We assist our clients in creating and managing a Sales Team  and work towards building a Sales Organisation. We also identify and create partnerships, which will increase sales volumes
  • Mergers and Acquisitions: We assist our clients in identifying companies for acquisitions and mergers and play an active part in negotiating and closing the deal.

Complementary Services

Based on our past experiences in dealing with client requirements, we have realised that companies come across certain challenges when setting up in India. Some of them include bureaucracy, legal challenges, finding the appropriate infrastructure and hiring a world class team.

To assist our clients to overcome these challenges, we have identified and handpicked partner companies, who offer the following services.

  • Legal Advice
  • Incorporation of Company
  • Infrastructure Facilitation
  • Recruiting a Team
  • Trademark Registration

Who We Work With

We work with companies of different shapes and sizes

  • Early Stage Companies
  • Small and Medium Enterprises
  • Large Companies

We also work with companies at different stages of entering the Indian market

  • Companies considering launching in India
  • Companies ready to launch in India
  • Companies looking to develop and expand in India

Models Of Working

Projects:
In this model, we manage various projects for a fee. The projects can be on a short term basis (1 month -3 months) or long term (6 months plus) basis Some example of projects include Market Research, Branding, Advertising, Websites, Internet Marketing, Marketing Communications, Events, Sales etc.

A project fee is charged which is determined based on the type and scale of the project.

Strategic Partnerships:
In this model, Cleanslate and the Client form a strategic relationship. Cleanslate creates a combination of shared and dedicated teams to manage various projects.

The fee charged is a combination of a minimum retainer fee and a share in the revenues.
This is a very interesting model for clients willing to gradually grow their team and keep the cost low.

Joint Ventures:
This is an ideal model for companies looking at a long term relationship in building trust and team work. This involves setting up a separate limited company or a business partnership

In this model the Cleanslate and the Client each own shares in the company and agree to the terms of management, share in the revenues and profits.


Sectors We Service

Retail

Boom! A word that best describes the Indian Retail industry. It is estimated that the Indian retail industry will touch Rs 18,10,000 crore by 2010 . Organized retail will be about 13 percent of the total market at Rs 2,30,000 crore . Food and grocery dominates the retail segment with 59.5 percent share valued at Rs 7,92,000 crore. This is followed by clothing and accessories with a 9.9 percent share at Rs 1, 31,300 crore.  Out-of-home food (catering) services at Rs 71,300 crore has overtaken jewelry Rs 69,400 crore as the third-largest retail category, with a 5.4% market share.

Consumer durables at Rs 57,500 crore is the fifth-largest retail category .

At sixth place is health and pharmaceuticals at Rs 48,800 crore . At seventh place is entertainment at Rs 45,600 crore • At eighth place is furniture, furnishings and kitchenware at Rs 45,500 crore.  This is followed by mobiles and accessories at Rs 27,200

Industry gurus predict that total Retail sales will grow from US$357bn in 2008 to more than US$711bn by 2013. Strong underlying economic growth, population expansion, the increasing wealth of individuals and the rapid construction of organized retail infrastructure are key factors behind the forecast growth.  The opportunities as a result of this growth lie in the ever-expanding middle- and upper-class consumer base, in India’s tier II and tier III cities.

Education

The Indian education industry is in its development stage. With economic growth and enhanced technology it has become necessary to develop the structure of the Indian education sector. The government has taken many initiatives for the development of education infrastructure which can be fulfilled by private players. The government has opened the doors for foreign universities which will help in shaping the education industry structure.

The numbers of junior basic schools are highest in the country and there is a strong need to set up higher secondary schools as well as colleges with a focus on IT education. Government has set up many ICT schools, but still more than fifty percent of the market is untapped which shows an opportunity for private players. In respect to the country’s population and number of students, trained teacher’s ratio is low which emphasizes the need of training institutes. The growing IT industry in India is driving IT education and training market as well as enhanced teaching techniques.

India’s education and training sector offers private institutions an estimated US$40bn market, with a potential 16% five-year CAGR Education was allocated about US$8.6bn by the government in its budget for FY09, but we believe the private sector opportunity is almost five times that amount. It is estimated that opportunities in India’s private-sector education market could reach US$68-70bn by 2012.

Internet

One of the fastest growing segments in India, the internet is fast becoming a key market place. The number of internet users in India is estimated at 47 million (39 million urban, 8 million rural). There has been a 15% growth in the number daily internet users since last year.

However, 1 out of 4 computer users still does not use internet and only 4 mn internet users access it through mobile phones. But this, is an indication of the no and type of opportunity that this industry will bring to new and existing players.

The following statistics give an idea on the reach of internet and e-commerce in India

  • 89% of all regular online Indians ‘shop’ online (search or buy)
  • 20% have also bought online in last 1 year, i.e., ‘active’ online buyer’s base of 7.6 million
  • 65% of online ‘buyers’ have bought a travel product online and 50% have bought a non-travel product online
  • 74% of travel buyers have bought train tickets, 34% air tickets
  • Credit card is the most popular mode of online payment at 50%
  • Google remains the most used website followed by yahoo, gmail, orkut, rediff, Indiatimes , moneycontrol , Hotmail, youtube and Sify (in order of popularity)
  • The top 10 activities conducted online are – Search for travel products, Job search, Search for non travel products, Instant messaging/chatting, General news check, Dating, Cricket score checks, Sports news check, Matrimony search, English info search engine
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