Brand Extension.A pioneer in the out-of-home leisureindustry is examining, a priori, new business ventures. Aqumena executed a scientific process to explore brand extension possibilities and guide the management during project selection.This project is in a sunrise sector where the company can best add value to customers and be competitive. The end deliverable made was a business plan with 5-year forecasts of revenues and profitability.

 Media Marketing.Anational aggregator of on-screen ad time needed to professionalise its marketing efforts. Aqumena devised a currency for media planning and buying that puts it on par with metrics used for TV ad campaigns – for the first-time in India. This data has been loaded on a front-end tool that enables advertisers to evaluate the audience delivery of cinema media schedules. Interestingly, if cinema were to be ranked with TV channels, it would figure in the top five – an indication of the resurgence in cinema audiences due to the rise of multiplexes as well as the impact of digital technology.

 Sales Strategy and Guided Execution.A large FMCG multinational joint venture in a neighbouring South Asian country has engaged Aqumena on a long term assignment to help in overall strategy formulation, enhancing competitiveness, adoption of global best practices, and mentoring senior managers in marketing and sales. Some of the key initiatives driven by Aqumena in this assignment are: (a) developing and overseeing a strategy to achieve market dominance for oral care products, (b) building shopper marketing capability and a distributor automation program to track and improve distribution effectiveness and (c) setting up a key account management structure to partner with the emerging modern trade.

 Brand Architecture.The apex body of a large industrial sector – with 55,000 member companies directly employing more than 3.6 million people is in the process of setting up a knowledge centre to facilitate world-class innovations. It plans to build on the achievements of the knowledge centre and set up an institute to produce engineers, researchers and managers dedicated to this fast-growing field. Aqumena has been engaged to harness the vision and generate and execute a communication plan that will motivate all stakeholders. The target audience comprises a wide spectrum – sponsors from the industry, government decision-makers, potential collaborator institutes around the world, high quality faculty and – last but not least – the crème-de-la- crème of engineering and management aspirants.

 New Product Range Development.An Indian pharmaceutical majorplans to diversify into the highly competitive functional foods business, centred on its core competencies of diabetic and cardio-vascular care.Aqumena is guiding the new initiative from the ground up – starting with the development of a range of products based on robust research and specialised technology, enabling credible delivery of health benefits beyond basic nutrition. Going forward, Aqumena’s mandate includes creating a brand architecture that allows a coherent and effective positioning for each brand while providing economies of scale in brand building, and creating/acquiring the necessary FMCG marketing capability and distribution infrastructure.

 India Entry Strategy.A global leader in packaged foods with a dominant share of the European market in its category is formulating plans to introduce a range of innovative products in India. Aqumena has been engaged to provide superior market, consumer and trade insights. The end deliverable is a comprehensive go-to-market strategy including pricing, packaging, advertising strategy andsales and distribution strategy.

 Concept Community Creation.An NRI entrepreneur has conceived of a path-breaking venture to create and manage a nation-wide chain of communities with unique elements to enhance quality of life for its members. Aqumena, initially engaged to guide the brand architecture development, has now been mandated to assist in identifying and sourcing new community elements, advise on pricing of various products and services as well as supervise sales efforts once the community is launched.