Social Branding

Business Branding
Marketing

Strategy
Communication
Awareness
Marketing

deation to mplementation

If nothing ever changed, there would be no Butterfly.

People, time and needs change. Businesses need to change too, and they do. Change originates with the thought of change and not with change alone. We at Butterfly Business Consulting help you initiate and manage that change. We believe that it is not the solution to a problem which is difficult to find, but the root cause.

While putting up an introduction for ourselves we were tempted to introduce ourselves as the firm which is different and above the rest but we believe we will be as different and as much above the rest as your success.

Butterfly consults in the areas of:

1. Business Branding
Butterfly partners with organizations to conceptualise and develop Business plans Market research Brand blue-print (Name, logo, corporate stationery, brand positioning) Marketing strategy (online and traditional modes of marketing) based on brand blue-print Website design and development Cross-media marketing campaigns Technical and creative content development and design (websites, brochures, newsletter, catalogues)

2. Social Branding
Butterfly believes that businesses are successful not just when its stakeholders are benefited but is truly successful when the less privileged of society also stand to gain. Butterfly understands the power of social branding, by which a symbiotic relationship is built between the benefactor and beneficiary. There are 3 stages of this symbiotic relationship 1. For the company as a business benefit - increase awareness, increase sales 2. For the employees of the company - spreading awareness to their employees and the communities they belong to 3. For the company to be a good corporate citizen - altruistic way of giving back to society As a part of this social branding vertical, Butterfly has developed self-learning modules to educate children and the youth on various aspects of sustainability at 3 levels - urban, semi-urban and rural. For businesses, it is a present investment for the future market and also for a corporate's economic, social and environmental sustainability. We envisage that our contribution to your business would change the dynamics at which you operate and contribute to society.

Service Offerings
Market Research Public Relations Events

Your Brand

Printing

Packaging Advertising

Service Offerings

EYES

The Marketing Scanner

COLOUR The Brand Essence

Brand Promise Brand Customer Relationship Unique Value proposition Brand Experience Corporate Identity Brand Essence Corporate Logo Brand Appearance Corporate Brand Identity Brand Behavior Brochure/Leaflet/Posters Brand Architecture Corporate Stationery Visiting Cards Packaging

Market Potential Estimation Opportunity Evaluation Emerging Market Trends Consumer Insights Competition Analysis Retail Track Brand Track Concept Testing

WINGS The Marketing Flight Plan

Market and Customer Analysis Target market Identification Product & SKU Mix Pricing Strategy Channel Strategy Trade Schemes/Margins Sales Strategy Detailed Activity Calendar Promotion & Communication Strategy

Service Offerings

IMAGO The Business Plan Product & Services

Brand Strategy Marketing Plan Competition Analysis Operation Plan Location, People, Processes, Daily Operations Break-even & ROI

ANTENNAE The Retail Sense

New Retail Format Evaluation Retail Ownership type (Franchisee,Consignment, Buy & Sell) ROI & Break-even point Catchment Area Analysis Customer Service Merchandise Assortment Planning Standard Operating Procedure Visual Merchandising Replenishment Planning Retail communication Mix

CHRYSALIS Online Marketing Strategy

Website Design / Redesign Visual design Content Revamp Content Management Systems Online Advertising Online Media planning & budgets

Case Studies

This is a compilation of case studies illustrating the work done for some of our clients. Butterfly implements the proprietary in-house branding tool The Butterfly ModelTM on all projects. All the business challenges and business requirements that were managed by Butterfly Business Consulting have come out with tremendous success, achieving all the set objectives.

Social Branding
Schneider Electric is a global specialist in Energy Management. They offer solutions for energy efficiency, while making energy safe, reliable and productive

Business Challenge
Schneider Electric as part of its CSR activities in synergy with its own brand is trying to capture the audience from the Bottom of the Pyramid. With this objective, rural schools are being addressed on issues of global warming and energy conservation

Oh wise man, if it is like this now, how will it be when I grow

What should we do then? We can't stop using water from the stream. We need to cook, so we need to chop wood. My children need light to study.

In-Diya Card
Safe, reliable, efficient and bright light with green energy

In-Diya
Lighting Homes. Lighting Hopes. In-door application with 8 hours battery back-up

It is very simple. We should only use clean forms of energy. Schneider Electric has introduced solar lamps. These lamps use energy from the sun. It does not emit fumes and therefore does not pollute the air or water. Y o u

Grab the offer now!

Your nearest outlet:

Schneider Electric India Pvt. Ltd. 9th Floor, DLF Building No. 10, Tower C DLF Cyber City, Phase II, Gurgaon - 122002 Haryana, India Tel: +91 124 3940 400, Fax: +91 124 4222 036 www.schneider-electric.in

How did Butterfly capture young minds?

A detailed program was worked out which included a teaching manual, teaching aid, home assignments and projects. This was done in order to ? Build a socially sensitive and responsible community ? Create awareness about Schneider In-Diya solar lamps

Brand and marketing partner of Conzerv Systems Pvt.Ltd.

Butterfly operated as the in-house brand and marketing team for Conzerv Systems Pvt. Ltd. Some of the periodic marketing & communication collaterals that Butterfly developed were
? Topical mailers : based on the current international topics,

Conzerv is the pioneer and leader in India offering efficient energy management solutions

mailers are sent out every fortnight across industries sensitizing people and organizations alike to the importance of conserving energy and managing energy smartly
? Updates : the monthly newsletter with the latest Conzerv

news on Conzerv, its dealer meets, employee achievement and product upgrades and launch
? Collaterals calendar 09 10 : Interesting themes were

developed based on the target audience. A table calendar was developed for admin heads and factory managers. A wall calendar was developed for dealers and employees. A classy diary was developed carrying the message of thought leadership for CXOs
ISO 14001:2004 Certified ISO 9001:2000 Certified

Smart Energy
The Economic Times Friday 12th Sept 2008

MATTERS
16 September World Ozone Day

Gold at yesterdays prices . . . Possible Energy tomorrow at todays prices ??? Get SMART. Save Energy. Start today with ConZerv - Smart Energy Management Consultants.

Your energy investment and optimization could never have been better.

TM

Way 2 Save

Consulting Training Products

ConZerv Systems Pvt. Ltd. 44P Electronic City East Phase, Hosur Road , Bangalore - 560 100, INDIA Ph: 91 80 4118 9700 , Fax: 91 80 4118 9729 / 91 80 41102659, email: contact@conzerv.com
Toll free Customer Help Desk:

1800 425 0555 (all India from BSNL/MTNL lines)

www.conzerv.com

Numinous a financial Numinous is a financial consulting firm. They are in consulting firm. They are in the the space of Capital, space of Capital, Advisory and Consulting Advisory and Consulting

Business Challenge Numinous Consulting had to launch its services in India

What did Butterfly do to launch Numinous Consulting?

a. Brand Identity Butterfly built a brand identity; derived the brand behaviour and brand-customer relationship b. Physical Identity of the brand Butterfly designed a distinct brand logo and supporting brand collaterals

i-CUE is an exploratorium for children in the age group of 3 months to 15 years. This is a center which enables learning through exploring. iCUEs core promise is to kindle the habit of reading in children

Business Challenge
i-CUE was new. The concept seemed terrific. But the walk-ins were so poor, in spite of marketing activities like advertisements, fliers and banners.

What did Butterfly do to increase walk-ins?

never

ing Read

discover
Can

more

read be

read
fun

read

discover

Reading Carnival
5th and 6th of July 2008
fun

a. Problem identification Reading as a habit is appreciated widely but practised rarely. Fliers, ads and banners were such a mass media that the richness of reading for pleasure was diluted. Butterfly identified the core issue "Lack of relevant and effective brand visibility." b. Solution Butterfly identified that it was essential for new customers to experience i-CUE. Any amount of mere communication would not suffice Butterfly conceptualized and implemented a reading carnival for children. What better way to involve all target customer touch points students, parents, teachers, principals, friends, friends of friends . . . !

Loads of fun . . .lots of goodies . .

Story P Scie nce hour. te llin g se

ss uppe t sho ions. HAV w. EA BL A ST !! !

Lots of fun games and competitions like Book review, Complete the story and Illustrate the story

#887, 22nd Main, 11th Cross, JP Nagar, II phase, Bangalore, Ph#080 - 2658 7345
rea d.
c explore. dis

er ov

The one place wher e you can sit back and r ead f or t he simple j oy of r eading

www.i-cueindia.com

Social Branding
Business Challenge
To educate children about the importance of smart energy management.

Conserve My Campus is a program that aims to build energy conscious communities

What did Butterfly do to build an energy conscious community?

Butterfly developed the entire curriculum (25 teaching sessions) across 3 years 2008-10. Each session has an instruction manual, training module with session handouts, class room and home assignments along with evaluation formats, training guidelines for teachers, reporting structure, National Championship etc. Butterfly conceptualized ? Green Republic: All prestigious institutions who share the same mission as that of Conserve My Campus ? Green Ambassadors: Students groomed in to successful spokespersons of Conserve My Campus ?Passport: As a proof of identity, every Green Green Ambassador possesses a Green Passport ? Green Points Card: Every Green Ambassador can redeem points earned for different branded merchandise
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www.schneider-electric.com www.conservemycampus.com

and the En

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Phone: +91 80 3910 2730 Mobile: +91 93410 38645

Authorised Signature

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AKSHATA PATIL 10L1B 91 0080 11 001

VALID FROM

Not valid until signed

07/10

VALID THRU

03/11

GREEN
Session # POWER 1 Earned Points Total Points Redeemed Points Balance Points 2 3 4 5 6 7 8 9 10

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Conserve My Campus TM
Vision
To build RESPONSIBLE towards conserving

er

gy

and the En

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COMMUNITIES which are sensitive ENERGY and the environment.

Educate

young

minds

on

energy

conservation

Make students realize that, in their own little ways, they can make a difference to the issue of global warming Instill in children a sense of responsibility towards optimal u t i l i z a t i o n o f r e s o u r c e s Provide energy saving solutions to campuses

Missio

Target a larger community through this program

INTEGRITY LEADERSHIP

Doing the right thing even when no one is looking Leading through serving I am proud to be a Green Ambassador I will learn and share knowledge with family and friends I will be part of the team to put a smile on planet Earth

es Core Valu

ESTEEM AWARENESS DOING TOGETHER

L E A D

Integrity

Leadership

Esteem

Awareness

Doing Together

www.conservemycampus.com

www.schneider-electric.com

Conserve My Campus

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Business Challenge
Zimson was exploring new retail formats ? Kiosk concept in malls ? shopping in the Bangalore Duty-free International Airport ? Shop-in-shop in an entertainment centre Retail outlet for hi-end watches in UB City

Zimson is South Indias largest retailer of watches. Zimson retails a range of watches. Zimson is also the franchisee of World of Titan and First Citizen showrooms in South India

Business strategy

What did Butterfly do to evaluate new retail formats?

? worked out the sales projections, ROI and Butterfly

Business Strategy for the different retail formats

? test was conducted across Bangalore, A concept

Chennai and Coimbatore to understand consumer insights

Business Challenge
Launch of the new facility ? Brand positioning ? Brand awareness ? MarketingOnline and offline

Lil Baby Bump is a high- end wellness centre for new moms & moms-to-be

What did Butterfly do to position Lil baby bump ?

? Butterfly arrived at a Unique Value Positioning "Expecting Joy. Expecting Fitness" ? Butterfly arrived at the brand essence : Cool, tender and fun like ones own best friend ? Butterfly developed a detailed marketing plan which included traditional communication modes like
radio and hoardings. It also included new - age online marketing solutions

? The communication concepts are being developed to carry forward the brand essence

Business Challenge
NationWide was launching its services in India

NationWide is a primary healthcare service provider - the first of its kind in India. With a crisp set of services, NationWide aims to bring back the Family Doctor concept.

What did Butterfly do to launch NationWide?

a. Brand Identity Butterfly built a distinct brand identity for NationWide. While medicine has primarily been associated with the colour red and with a lot of organisations adopting the colour green, Butterfly recommended that yellow - the colour of health and joyous spirit would best describe NationWide. After defining the tone of voice, brand behaviour and brand - customer relationship, the next task was to build the physical identity of the brand. b. Physical Identity of the brand Butterfly designed a logo to represent the Indian brand. The brand look & feel was translated in to the corporate stationery and the communication collaterals. Butterfly also built a very informative website to initiate NationWides online brand presence.

Business Challenge
AEEE was established and had to build an online presence

Alliance For an Energy Efficient Economy - is a vehicle for organisations to formulate and present their concerns about energy consumption and energy related matters - to policy decision makers and consumers.

What did Butterfly do to launch AEEE online?

Butterfly identified keywords which were commonly looked up on search engines. These keywords were built in to the content that was to be put up online. A Content Management System was built keeping in mind a website that required to be as informative as possible and the fact that AEEE was an industry thought leader. The website was made content rich, with access to resources like periodic webinars, frequent updates on white papers and case studies. The website also provided up to date information on any policy decisions, seminars and conferences that were being managed by AEEE.

The Butterfly is a powerful symbol of

transformation,
a strong symbol of metamorphosis, with distinct stages Our approach at Butterfly Business Consulting is

scientific & practical

with distinct stages

Butterfly Business Consulting operates as a

Brand strategising team Marketing management team

focusing on quality, with utmost attention to detail

Implementation

Strategy Planning

Ideation

We bring to you

whiff of freshness a blend of energy & expertise a rigour of enthusiasm

a a splash of

We have experience across industries

A p p a r e l FMCG Retail

Contact Us
Butterfly Business Consulting st #49, 1 Floor, AECS Layout Lakshmi Narayanapura Road Kundalahalli, Bangalore : 560 037 Phone: +91 80 4097 7281 www.butterflybusinessconsulting.com

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