Why come to AAA? What is different about us and our delivery?

1. _____________________________________________________AAA PARTNERS’ NETWORK_________
Social Media Consulting, Architecture & Delivery
Credentials: Arunavh Palchaudhuri
www.linkedin.com/in/arunavhpalchaudhuri
1. Social Media Marketing:
a. Pioneering applications in business:
i. Comprehensive, integrated execution in 2005-06 for test launch of new
cigarette brand for Godfrey Phillips India Ltd in Delhi, targeting users of
dominant market leaders Marlboro and Classic, under ‘dark market’
conditions i.e. total ban on advertising & promotions.
ii. Community marketing on-ground, on-mobile, on-line and direct contact.
iii. “Pull” sales generated by word-of-mouth of users through social networks.
iv. No formal brand communication. No sales push. No ‘visibility’.
b. Dramatic Results:
i. Beat time & cost targets. Objectives achieved in 66% of the allotted time, and
33% of the allotted budget.
ii. Hit bull’s eye. 80% of new brand’s user base had switched from dominant
market leaders Marlboro and Classic.
iii. Helpless competition. Expensive, powerful retaliation from Marlboro and
Classic was rendered irrelevant in the face of user evangelism.
iv. Excited trade partners. On-demand distribution driven by retailers excited by
customer enquiries for the new brand. No wasteful “push”.
v. Delighted network partners. Relentless action, ‘cool’ people and ‘hot’ content
thrilled target community and induced user evangelism.
c. Unique Delivery Model:
i. Real-time model developed from first principles through actual practice.
ii. Multi-disciplinary: Online + Offline, Traditional + New Age tools & techniques.
iii. Rule-based, process driven. Incisive metrics, actionable data analytics.
iv. Delivered by partner network. On-demand, high volume, high speed.
d. Unique Capability:
i. Influencer networks. Provide trusted, inside access to communities.
ii. Partner networks. Provide attractive action and content. Induce evangelism.
iii. Community evangelism. Delivers scale and impact. Quickly, at low cost.
iv. Collaborative teams & processes. Multi-disciplinary, cross-channel execution.
2. Consumer Goods: Top professional with 20 years experience in sales & marketing,
innovation & research with blue chip companies and brands in India:
a. Godfrey Phillips Ltd.:
i. Re-launch, turn around & marketing of flag-ship brand Four Square
ii. Champion of innovation program and new brand development
b. Hindustan Lever Ltd. (Unilever):
i. Re-launch, turn around & marketing of mass market detergent brand OK.
ii. Customer process management for CRM program “Hello Hindustan”
c. PepsiCo India Holdings:
i. Start-up, new launches & sales of beverages in new territories.
ii. Development & implementations of sales & distribution systems.
d. NIIT Ltd: Start-up in new territory and process management of education sales.
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