We know what works in market

When Growth Matters

Credentials 2019

www.ikonmarket.com
India’s leading marketing consulting firm…………………...
India’s leading marketing consulting firm…………………...

Building powerful brands and driving business growth for

our clients, since 2001………………………………………..
 A leading marketing consulting firm in India, helps clients build
their powerful brands and driving business growth. We serve
corporate, SMEs and start-ups with actionable insights, innovative
marketing strategies and hands-on implementation support.

IKON Marketing Consultants was founded in 2001 by renowned

Marketing expert & thought leader- Azaz Motiwala with the mission of
helping business community through deep knowledge and expert
advices on various areas of marketing when growth matters for them.

We are the problem solver for any strategic marketing issues, may it be
related with company's growth, marketing & sales strategies, branding,
digital marketing or need of market and consumer insights. We cater
our clients under one roof for their variety of strategic marketing needs.

Our expert team consists of highly qualified & experienced marketing

professionals. Their industry experience and functional expertise
ensures our clients get cost effective, implementable and result oriented
solution to their problem or growth objective.

Who we are
 MARKET ASSESSMENT
Identify the new market opportunities and make
better business decisions.
MARKETING STRATEGY
Ensure business growth through data driven
m ark et i ng st rat egi es and
implementation.
 Customer Segmentation & Targeting
 Value Proposition
 Strategic Positioning
 Product Management
 Pricing
 Marketing Communication & Promotion
 Distribution Channels
 Sales Excellence
 Marketing & Sales Organisation
 Implementation Support
How We Help Clients
BRAND STRATEGY
Build a powerful brand that world talks about
and refer to others.
DIGITAL MARKETING
Drive business growth by deploying the best
ef f ect iv e practices for digital marketing.
 Search Engine Optimization
 App Store Optimization
 Pay Per Click Advertising
 Content Marketing
 Social Media Marketing
 Conversion Rate Optimization
INTERNATIONAL MARKETING
Recognized as a global brand and increase
the revenue potential.
M ARKETING AN ALYTICS &
INSIGHTS
Discover actionable insights to optimize the
marketing performance.

MARKET ASSESSMENT
Identify the new market opportunities and make
better business decisions.
How we help clients
 Estimating the market size and its growth
 Identifying factors driving the growth of the market
and challenges to be faced
 Scanning the current and emerging market trends
 Analyzing consumer behavior, their needs, wants
and preferences
 Determining market competitiveness
 Scanning regulatory environment
 Forecasting the future market
Key benefits you can expect
 Clear understanding of industry, customers and
competitors
 Identified market opportunities to drive revenue
growth
 Deep insights and reliable data to develop
marketing strategies
 Minimize risks of investment in new or existing
business

CUSTOMER SEGMENTATION & TARGETING
Understand customers better and identify the
most profitable customers to target.
How we help clients
 Defining customer segmentation objectives
 Identifying customer segments based on different
variables (demographics, need-based, behavioral
or attitudinal)
 Creating and evaluating profile of each segment
 Prioritizing customer segments for targeting
based on their attractiveness
 Defining other stakeholders to target
Key benefits you can expect
 Deep insights into existing and new customer
segments
 Clear focus on the right set of customers that
drive revenue and profit growth
 Take informed decisions to develop brand
strategy and marketing mix
 Better allocation of scarce resources to get the
highest payoff
 Improved customer satisfaction, loyalty and
retention
 How we help clients

 Identifying customers need, wants and their

buying factors
 Building value proposition concepts
 Evaluating each value proposition concepts
 Defining the most compelling value proposition
 Making existing value propositions more
compelling and differentiated

VALUE PROPOSITION Key benefits you can expect

 Clear understanding of customer’s perceived

Give customers a compelling reason to buy your value
products.  Creates focus on core competencies to be
capitalized
 Clarity of business value among the employees
and sales force
 Boost customer’s confidence and purchase
decision
 More customer acquisition through improved
value proposition

STRATEGIC POSITIONING
Create differentiation and get recognized in the
market.
How we help clients
 Identifying brand positioning opportunities
 Preparing perceptual map of brand versus
competitor brands
 Building the positioning concepts
 Developing a positioning statement of brand/
product
 Recommending a brand tagline
Key benefits you can expect
 Better understanding of each brand’s point of
difference
 Recognize brand quickly as category member
 Differentiate from competitors and establish a
strong market position
 Customer assurance of paying premium prices for
your product
 Build a strong emotional connection with
customers
 How we help clients

 Identifying new product opportunities within

markets, customer segments and distribution
channels
 Developing and evaluating new product concepts
 Selecting winning products for existing and new
customer segments
 Developing a value proposition of the product
 Determining the attributes of the product or
service that delivers value
PRODUCT MANAGEMENT
 Rationalizing the product portfolio
 Optimizing the existing products
Design innovative offerings that customers can
adopt more quickly.
Key benefits you can expect

 Innovative offerings to drive business growth

 Reduced risk of new product failure
 Faster time to market for gaining market share
quickly
 Decreased cost and improved bottom line due to
rationalizing product portfolio
 Improve performance of existing products

PRICING
Set a price that is affordable to customers and
profitable to you and channels.
How we help clients
 Defining pricing and profit objectives
 Developing integrated pricing strategy and policy
 Setting the price for customers and distribution
channels
 Matching the price with the value that customers
expect to receive 

 Optimizing the current pricing strategy and prices
Key benefits you can expect
 Clearly defined pricing architecture and policy
 Affordable prices for customers and distribution
channels
 Optimized profit margins or market share
 Better predictability of sales volume and profit
 Assurance of value delivery across all customer
segments and channels

MARKETING COMMUNICATION & PROMOTION
Create awareness and persuade customers to
buy your products.
How we help clients
 Creating compelling marketing messages
 Designing marketing communication mix with its
objectives and strategies
 Advising digital and print marketing collateral
 Building a launch plan
 Estimating the budget based around goals and
capabilities
 Identifying and evaluating creative and
communication agencies
 Briefing creative strategy to the selected agencies
 Selecting creative from the options given by the
creative agency
 Reviewing and finalizing the media plan given by
communication agency
 Measuring the performance of campaign and
guiding for its optimization
Key benefits you can expect
 Improved brand awareness and demand
 More customer acquisition and retention rate
 Higher return on marketing investment

DISTRIBUTION CHANNELS
Reach to target customers more effectively and
efficiently.
How we help clients
 Advising the approach to distribution
 Identifying the channels - modern, traditional and
online- used by target customers
 Evaluating the economics of each channel
 Determining the most effective and profitable
distribution channels
 Developing a geographic market coverage plan
and quantifying channels
 Deciding distribution selection criteria and
appointment process
 Guiding on stock and sales target of distributors
 Designing channel promotion strategies
 Measuring and improving distribution channel
performance
Key benefits you can expect
 Greater availability of products across all the
channels
 Improved accessibility for target customers
 Higher sales from more effective channels

SALES EXCELLENCE
Improve the performance of the sales team to
increase the conversion.
How we help clients
 Defining sales objectives and goals
 Designing sales force structure, their sales target
and territory
 Defining sales process and actions to be taken at
various stages
 Recommending sales kits and collaterals
 Guidance on sales report for sales team
 Designing sales promotion strategies for
customers
 Advising sales incentive plan for sales team
 Training for the sales team to achieve sales target
 Measuring the sales performance and optimizing
it
Key benefits you can expect
 Improved performance of the sales team
 More customer acquisition and retention rates
 Higher sales from more effective segments
 Optimized return on sales investment

MARKETING & SALES ORGANISATION
Build and deploy the efficient team for the
effective implementation of strategy.
How we help clients
 Identifying needs of human resources for
marketing & sales
 Designing the marketing organization structure
 Clarifying the roles and responsibilities of sales
and marketing team
 Facilitating the recruitment process
 Advising on salary package and incentive plan
 Identifying needs of the training and delivering the
training program
Key benefits you can expect
 Clearly defined roles and responsibilities of the
team
 Smooth and efficient workflow
 Improved performance of marketing and sales
team
 Effective implementation of marketing strategies
and plan

DIGITAL MARKETING
Drive business growth by deploying the best
practices for digital marketing.
How we help clients
 Search Engine Optimization
 App Store Optimization
 Pay Per Click Advertising
 Content Marketing
 Social Media Marketing
 Conversion Rate Optimization
 Digital Marketing Consulting
Key benefits you can expect
 Higher website rank in the search results
 Improved App ranking in App store
 Instant visibility and traffic to website and app
 Positively influenced target audience
 More customers and brand advocates
 Optimized performance of website
 Higher conversion rate on website and app
 How we help clients

 Developing a brand positioning statement

 Recommending a unique brand name
 Creating the visual brand Identity
 Determining the appropriate brand Architecture
 Optimizing the brand portfolio and decide roles
 Formulating the brand extension strategy
 Developing brand repositioning and transition
strategy
BRAND STRATEGY  Guiding the delivery of the brand promise across
all the touch points

Build a powerful brand that world talks about and

Key benefits you can expect
refer to others.
 Clear understanding of brand’s point of difference
 Improved brand recognition and top of the mind
awareness
 Easy introduction of new products under the
umbrella branding
 Enhanced brand credibility and market share
 Higher revenues and profitability from increased
customer loyalty
 Powerful brand portfolio and architecture

INTERNATIONAL MARKETING
Recognized as a global brand and increase the
revenue potential.
How we help clients
 Identifying & selecting the potential geographic
markets to target
 Creating market insights of the selected target
markets
 Evaluating & selecting the most feasible entry
option
 Determining the brand & product portfolio
 Recommending pricing strategies
 Developing promotion & Sales strategies to
generate B2B leads
 Designing an international marketing organization
structure
 Identifying distribution partners in target markets
 Executing digital promotional strategies
Key benefits you can expect
 Successful entry into the most profitable markets
 Increased economies of scale and revenue
potential
 Recognized as a global brand
 Discovered new opportunities for growth

MARKETING ANALYTICS & INSIGHTS
Discover actionable insights to optimize the
marketing performance.
How we help clients
 Identifying business issues or opportunities
 Establishing clear goals and objectives
 Determining types of data to be collected & its
sources
 Advising on data collection & management
 Checking the systems to ensure it is collecting
data accurately
 Analysing and interpreting the data
 Discovering actionable customer insights
Key benefits you can expect
 Understanding of customer’s motivations
 Greater confidence in seizing the opportunities
 Identified root cause of the problem and areas to
be improved upon
 Prediction of future action and behavior of target
audience
 Make better decisions to develop or optimize
marketing strategies
 Accurate measurement of marketing performance
across offline and digital channels

IMPLEMENTATION SUPPORT
Get better results of recommended strategies
through effective implementation.
How we help clients
 Developing an implementation plan
 Conducting audit of the implementation plan
periodically and recommending improvements
 Tracking the decided KPIs continually to measure
the performance of sales and marketing activities
 Reviewing the strategies periodically to check its
results and optimize it as required
 Tracking the marketing trends and modifying
strategies accordingly
 Analyzing sales periodically to identify and
recommending the improvements
 Decision support for selecting designs of
marketing collaterals and creative options
Key benefits you can expect
 Effective and timely implementation of strategies
 Quick resolution of the practical problems
 Reduced cost and time to go market
 Better results of recommended strategies
 Improved capabilities of the marketing team
 Decreased cost and improved bottom line
 Industry segments we serve…...

Automotive Const. & Real Estate Consumer Goods

Food & Beverages Healthcare/Pharma Industrial Goods

Retail/E-tail Telecom Textile/Fashion

Some of our key clients
 Azaz Motiwala | Founder & CMD

Our team Azaz has founded IKON in 2001 and is widely recognised as
marketing thought leader in India and other countries. During his
15 years of marketing consulting practice; he has advised
hundreds of national and international companies across wide
variety of industries. He is MBA in marketing has been admitted
as Certified Management Consultant (CMC)

Taruna Sondarva | Principal Consultant

Taruna is Principal consultant in IKON, having joined the firm in

2005. She leads marketing consulting practice for the
Automotive, Consumer Products, Food & Beverages, Healthcare
& Pharma, Industrial Goods and Textile sectors in India. She is
MBA with specialization in Marketing and Bachelor of Commerce
from Saurashtra University

Other Team

IKON has team of junior and senior consultants, research

analyst, trainers, digital marketing and Industry experts having
wide experience and expertise in strategic marketing, market
assessment, branding, training and other areas of marketing.
IKON has network of partners & associates in USA, Europe,
Russia, Germany, China and Middle East
 Corporate Office:
A/419, Siddhi Vinayak Towers, B/h. DCP Office, Off S G Highway, Makarba
Ahmedabad - 380 051, Gujarat - India
t: +91-79-29701319 m: +91-96646 59959
Email: consulting@ikonmarket.com

www.ikonmarket.com

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