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Mumbai-based Mudra Communication was set up in 1980 with the aim of using the art of
communication to express ideas that shape its brands. The Mudra team focuses on its
consumers and their needs and experiences. Its four agency networks ensure a customized
and collaborative approach to create a brand experience for its clients. Mudra
Communication has promoted famous brands like Neutrogena, HBO, Philips, Reliance
NetConnect, Big Bazaar and Mary Kay in such a way that it creates a lasting impression in
the hearts of the its consumers.

The Group is also one of the few agency networks in the country that offersa comprehensive
suite of specialist communications services under theMudra Marketing Services umbrella.
These are supported by the largestnational network amongst all agencies.Mudra with its team
of specialist marketing services is uniquely positionedto offer its clients Total Branding
Solutions - media rich, brand ±alignedcommunication programmes that are differentiated,
innovative andsustainable.

STRATEGIC DIMENSION ± INNOVATION

Mudra Marketing Services is the Mudra Group¶s portfolio ofspecialised communication

services like Out-of-Home, Interactive,Promotions Marketing, Direct and Healthcare. It is in
response to theirclients¶ requirement for brand aligned media-neutral
communicationsolutions. Key units and features:

åc Tribal DDB India

Tribal DDB India is a member of the Worldwide Tribal DDB Network ±one of the Top 3
Global Interactive Agencies and a star of the DDB Group.Tribal DDB (I) specializes in
building brands across all forms of new mediaviz. like online advertising, websites and
application development, e-direct marketing, ad serving, marketing analytics, search engine
optimisation and search marketing, lead acquisitions, ECRM solutions, interactive CD
presentations, mobile promotions, online and mobile gaming, multimedia solutions and
interactive kiosks.It is theonly agency in India to offer end-to-end digital branding solutions,
rightfrom strategic consulting through ideation; creative execution; online media planning
and campaign management; search engine optimization etc.

åc ’rime Site

Primesite is the only Indian agency that has built strong capabilitiesacross all aspects of the
out of home space. It has the most extensive nationwidenetwork that covers over 600 markets
and has planned andimplemented huge outdoor, retail signage and visual
merchandisingprogrammes across a wide variety of categories. It is also the only Indianoutfit
that has extensive knowledge of visual workplace managementthrough design, consulting and
graphics.

åc Brand Therapist

Brand Therapist, the Group offering to the Indian Healthcare Industry, isa specialized unit
focusing on the emerging communication needs of thePharmaceutical Industry. In addition it
has a strong practice addressing theentire space of integrated healthcare services. Marrying
in-depthunderstanding of the medical business with refreshing consumer, doctor andchannel
insights, BT is uniquely positioned to address the entirecommunication requirements of the
healthcare business.

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åc Ignite Mudrac

Partnerships for Entrepreneurs, a specialist agency that caters to the complete brand building
needs of entrepreneurs across geographies. The agency provides entrepreneurs a consortium
of experts in areas as diverse as project management, finance, human resources, corporate
governance, law, taxation, IT, etc. to help them build successful, enduring brands.

Ignite Mudra, the erstwhile Mudra Ahmedabad, has built memorable brands for several
entrepreneurial ventures in the past three decades, such as Reliance (Vimal), Paras
Pharmaceuticals (Itchguard, Dermicool, Moov, Krack, Recova, Livon) Electrotherm
(YObykes), ZydusCadila (Nutralite) and many others. This legacy has given Ignite Mudra an
intuitive understanding of the brand building needs of entrepreneurs.
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åc New unit development

To save themselves from economic crisis and moving towards innovation Sports marketing,
retail specialist units would be made.

åc ’ush towards non-traditional media

STRATEGIC DIMENSIONS

1.c INNOVATION
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Xeros Ltd. is a new company focused on the development of "virtually waterless"

laundry cleaning. Harnessing over 30 years of research by Professor Stephen Burkinshaw
and the University of Leeds, Xeros is the brand name for a patented polymer based
cleaning that creates step change advantage in the cost and environmental impact of
aqueous wash cleaning.

The team are based at laboratories in Leeds, West Yo

The waterless washing machine has out of the ordinary conservation qualities which
should be applauded. It uses nylon beads and a spin cycle to clean your clothes, saving
water while potentially reducing the need for dryers.
The nylon polymer has an inherent polarity that attracts stains leaving your clothes clean
as ever.

2.c MARKET DIFFERNTIATION

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Giorgio Armani S.’.A. is an international Italian fashion house that designs,
manufactures, distributes, and retails haute couture,

åc ready-to-wear,
åc leather goods,

åc shoes,

åc watches,
åc jewellery,

åc accessories,
åc eyewear,

åc cosmetics, and

åc home interiors.
The brand markets these products under several, highly-specialized sub-labels
    
including ¯

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Armani is planning in collaboration with Emaar Properties a chain of
luxury hotels and resorts in several big cities including Milan, Paris, New
York, London, Tokyo, Shanghai and Dubai. The company already operates a range of
cafés worldwide, in addition to a bar, restaurant, and nightclub.

Armani is hence a successful brand and believes in brand expansion through analysis and
selection of products that appeals to its customers.

4.c COST CONTROL

Half Price Books is in the form of used volumes which are remarketed for
sale at reduced prices, a good portion of it also consists of new books,
sometimes still shrink-wrapped, that have never been sold at retail. For the
most part, these books are "remainders," that is a portion of a publisher s
original print-run inventory of a published title that have been offered for
sale to wholesale book outlets for exceedingly low prices.

The way it works is that when a publisher s accounting department decides

that a book either is not selling well or is not living up to market forecasts,
then the publisher will notify bookstore outlets, usually through a
wholesaler such as Ingram, that remainder copies are available for deep
discounts, usually averaging about 80-90% off list, if the purchaser is
willing to buy in bulk. Barnes and Noble, Borders, Books-a-Million,
Hastings, and other large chains will purchase books in this way, often
"coffee-table" style books such as one finds on the deep discount kiosks
out in front of the stores. WalMart and Costco also buy a great number of
remainders. Half Price Books is another remainder outlet that will buy in
bulk, and they will purchase these new, never-before-sold copies for
virtually nothing, then will put them out on their shelves for roughly half
the list price.

HPB offers an inexpensive alternative to big box retail stores, and it s a

pleasure to browse their shelves and find titles that are out of print or hard
to find, otherwise, slightly used and available for affordable prices. But it s
hard for a writer to stay in print, keep producing the kind of work people
want to read, when effectively, his publisher has written him off as a bad
marketing risk, even though he s selling well through HPB.

FAILURES
1.c INNOVATION:

Cosmopolitan selling yoghurt

Cosmopolitan has 58 international editions, is published in 36 languages and is

distributed in more than 100 countries, making it one of the most dynamic brands on
the planet. In simpler words, it s got this "magazine thing" down pat. All the more
reason why it should stick to what it does best. One thing Cosmo does not do best is
brand and sell yogurt. Yes, yogurt.

 
may no longer be pushing food, but one aspect remains consistent: they
were pushing expensive stuff. The yogurts, intended to be ³sophisticated and
aspirational,´ were priced higher than competing brands.

From the time of its release, the yogurt was supposedly off of the shelves in 18
months.
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2.c MARKET DIFFERENTIATION:

cPolar industries in 1991 launched "COOL CATS" fan - decorated with cartoon
characters meant primarily for children. The fan was priced at premium; the idea was
that children s were increasingly becoming influensors in purchase decisions and to
 attract the kids with the cartoon creatures and to position the product exclusively for
kids. The product failed miserably inspite of its huge advertising budget because
when the fan was put on it didn t have any colour effect and the customer did not
justify its premium price.

3.c BREADT BREADT INNOVATION:

Colgate itchens
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The Brand Failures blog explains: In what must be one of the most bizarre brand
extensions ever Colgate decided to use its name on a range of food products called
Colgate s Kitchen Entrees. Needless to say, the products did not take off and never
left U.S. soil. The idea must have been that consumers would eat their Colgate meal,
then brush their teeth with Colgate toothpaste. The trouble was that for most people
the name Colgate does not exactly get their taste buds tingling.

Colgate also made a rather less-than-successful move into bath soaps. This not only
failed to draw customer attention, but also reduced its sales of toothpaste.

4.c COST CONTROL:

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