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OUR
THOUGHTS

The paradox of good advertising and poor strategy

Over the years I have come across some glaring examples of lack of detailing that have crept into some really memorable campaigns – An ad for a leading apparel brand that showed a man playing with an iron on a golf putting green, a chess board placed in an incorrect manner in a two wheeler [...] READ MORE

WHO ARE WE

We are an India based marketing consultancy
that deploys senior marketing talent to work
with ambitious clients and help them achieve
discontinuous growth!

OUR NAME ENCAPSULATES
WHAT WE SEEK TO DO
FOR OUR CLIENTS

  • Crystallize
    insight into
    ideas
  • Crystallize
    ideas into
    execution
  • Crystallize
    the present
    to manage
    the future

THE TEAM

AMAR WADHWA Founder & Executive Director

17 yrs of experience in brand strategy, consulting, research and media at Cheil Worldwide (Samsung), Publicis, BBDO, Accenture, Leo Burnett, IMRB.

Last Role – National Strategy Director, Cheil Worldwide (Samsung), South West Asia. Prior to that he was heading strategic planning for Publicis India.

Architected the 'Next is what' Samsung Mobile strategy to help the brand move from #4 to #2; Helped Maggi extend its franchise beyond convenience and children; Helped in transition of Andersen Consulting to Accenture.

OUR CLIENTS

ACTII Aircel Carlsbrg Daikin DSM ebony
Encompass Halonix IMRB Kare Partners Mercedes Benz MTS
MVL Olam Reutures Market Light Sundrop Tech Mahindra Tetra Pack
The Golden Estate TyPhoo Valvoline Veetee Whirlpool YUM

OUR CLIENTS

BRAND STRATEGY

  • BRAND BLUEPRINT

    Actionable Brand Framework

    BrandScape®

    A Proprietary Brand Blueprinting Tool:

    • Better target group understanding
    • Precise identification of relevant brand benefits, equities, brand purpose & charter and brand character
    • Synchronisation of all brand elements
    • Clear directions for marketing plan that help evaluate which initiatives are in sync or out of sync with the brand strategy
    • Identify gaps/opportunities to strengthen brand performance

     

    This has been deployed across 4 big MNC organisations

    Brand Synthesis®

    It’s a single page synthesis of the brand strategy that focuses on key strategic elements to help everyone in the organisation understand and appreciate the brand and its strategy better.

  • BRAND ARCHITECTURE

    Meaningful and Synergistic Extensions/ Nomenclature

    RubberBrand®
    • Extension possibilities to generate new sources of revenue
    • Brand elasticity to define stretch and no-go areas, given the current BrandScape
    • Looks at extension and stretch possibilities across functional attributes, form, values and emotions
    ArchiSieve®
    • Mother-brand/sub-brand relationship to optimize marketing resources
    • Nomenclature strategy for easy consumer navigation
    • Graphic and design theme to build brand synergies
    BaseAudit®
    • An audit of existing brand extensions to see their alignment with overall brand vision
    • Refinement/realignment of portfolio and clarify the role of each extension within the overall strategy
  • COMMUNICATION STRATEGY

    Sustained Brand Platform and winning Media Neutral Idea

    • Extension possibilities to generate new sources of revenue
    • Brand elasticity to define stretch and no-go areas given the current BrandSacpe
    • Looks at extension and stretch possibilities across functional attributes, form, values and emotions
  • Insight Mining

    Insight Mining Diagram

MARKETING STRATEGY

  • MARKET ENTRY STRATEGY

    Where to play; Size of prize; Right to win; Best practices; Initiative Planning


    COMPETITIVE SHADOW MAPPING

    Competitive mapping; SWOT; Game changing strategies


    PROFIT IMPACT MEASUREMENT

    Measurement; Refinement and Reapplication

MARKETING INNOVATION

  • MARKETING INNOVATIONS

    Breakthrough ideas and innovative concepts

    • Defining innovation challenge and platform
    • Structured ideation process IICQI that employs BIG and IdeaFunnel, our proprietary idea generating tool
    • Bank of qualified, tested and approved ideas
    • Monitoring and Review
  • UNCONVENTIONAL MARKETING

    Unconventional engines to push strong brand building ideas at high ROI

    • Help build sustainable brand properties that can become strong brand engines in times to come
    • Proprietary 5 step process - FIGSI
    • Bringing the campaign idea to life beyond TV and print
    • Superior marketing ROI
  • SHOPPER MARKETING

    Winning with Shoppers at the point of sale

    • Tested in-store communication solutions / prototypes in line with shopper marketing best practices, shopper understanding, brand equity and channel acceptability
    • We use our proprietary tools like ShadowShopper® and SEEC® to unravel shopper insights and develop retail solutions

CAPABILITY & COACHING

  • COACHING & TRAINING

    Brand Building, Insight Mining, Communication Development, Market Research and Shopper Marketing

    • Skill gap identification in line with role and responsibilities – current and future
    • Development and deployment of aligned training program
    • 1 on 1 coaching for fine tuning knowledge and developing action plans
    • Development of draft brand blueprints and marketing plans with coaches

     

    We have run training sessions at various MNCs for marketing teams of over 30 people.

  • TALENT SPOTTING AND DEPLOYMENT

    Spotting, evaluating and deploying right marketing talent at client organisations

    • Unlike placement firms, we have strong functional capabilities and a deep understanding of the subject of marketing and marketing services
    • Given that, we also do leadership mentoring. We also have a very good understanding of leadership traits that are sought and we evaluate the candidates on the same as well
    • Therefore, our ability to spot and evaluate talent is definitely better, even before the resume is sent to the client
  • MARKETING LEADERSHIP OUTSOURCING

    End to end marketing solutions for SME enterprises, New entrants and IT Cos.

    • This service is focused on SMEs, IT cos. and foreign brands that need marketing support and direction. We believe that it is very difficult and/or very expensive for these organisations to attract/ retain pedigreed, proven talent. Hence, we step in as CMO for a pre-identified timeframe and groom talent from within to take over from us.
    •  
    • As part of our responsibilities, we look at the following:
      • Alignment of marketing and business goals
      • Complete plan development in alignment with management
      • Identification, selection and management of execution partners
      • Total execution of plan with measurement and results

CONTACT US

Amar Wadhwa

amar.wadhwa@crystaleyes.in

+91 9810185432

Office

S-468A, Greater Kailash 1

New Delhi 110048

+91 11 46563120

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A-213, Sushant Lok Phase 1

Gurgaon 122002

+91 124 4380204