Communications SENSOR

Date 02-Sep-2010 Ref.

Client MCA Management Consultants Limited
Prepared by Manoj

Justification. The reason for the present activity. That ONE event/activity which has happened in the market /
within the company/product or will happen that has resulted in the need for the current communication? How is it a
communication opportunity/ problem OR how can communication solve it?

Project The company was started 2 years back and executed various consulting projects in the SME segment.
Summary Currently we have made plans to make it big by moving to the next level by approaching large clientele.
Preparation of Brouchure is for marking our presence and also provide a brand visibility to the client. Our
meetings with the client though will have more of personal explanation of our services, we would like our
brouchure to be a reminder of us and also a handheld for them to look into it any time when they recall
about us.

Your Ideal client/customer. Describe the receiver of this communication as a real person and that part of his/her
personality that directs his behavior towards our brand/competition
The person
CEOs; CFOs; Chief Strategists; Directors; Project Heads; Bank CMDs; Fund
houses etc.,
His/Her
Define your Personality Senior Management & Decision makers; People with abundant knowledge
and experience; having considerable idea about our competition also
Target
The Opportunity /
problem Opportunity in established entities - Potential Clients
New ventures - India is poised for spectacular entrepreneurial growth; this is the apt
time to be a part of this success story
What will activate
him/her? Our specialised services - Solutions to the immediate problems & advising on
growth strategies with a long term vision; personalised attention & delivery

Types of Communication, modality of distribution etc.,

Communication One to one meeting & handing over of the brouchure

Requirement

The Promise. The Present opinion about the company/product in the market and the USP positioning & is there a change in
strategy / posititioning
Pros - Dedicated concern living up to the promise; No overpromising; young and dynamic team; Unique service solutions; indepth
understanding about the client; personalised service to the clients; Down to earth approach; service on need; untiring hardwork; global
presence; Excellent Promoter background & achievements; perfect wavelength with clients; patience in handling the clients and projects;

cons - Too small in size and operations; not in the big league; no major clientele; off shoot of a traditional Audit firm;
The USP of the
communication
Substantiation Why what we’re saying is true? Does the promise connect simple and directly to it?
Points
Team consists of professionals with wide industrial experience & dynamic ideas;
Endured knowledge on working on the client projects and delivering the promises;
there are number of consultants in consulting space but the USP of the company
will enable it to be identified as the preferred consultants among others

MNCs: KPMG; PWC; Deloitte; E&Y;Mckinsey; Bain capital; Boston Consulting Group;
Competition Indian: Moneymatters; SBI caps; Edelweiss; Veda corp; spark capital; Blend financial services; O3
capital; SMC Capitals; Motilal ostwal; Transcorp and other individuals

Mandatory

Critical Points of
the
No-go Areas
communication Dark colors to be avoided