How do you apply the principles of modern marketing to a traditional stock broker?
Motilal Oswal Securities asked this question of Samsika Marketing Consultants and today they are owners for a host of trademarks, including Wealth Creation Thoughts.
For the first time in India, a stock broker tried to create a brand and wealth creation is a subject they are branding, thanks to Samsika.
In the beginning, Samsika conducted a Customer Satisfaction Survey. A branding strategy was evolved, using the Samsika Branch Segmentation & Positioning Module. The Samsika Sales & Distribution System was put in place and the Samsika Contact Sheet Module utilised. The result? The brand registered 124% growth.
Samsika presented a unique advertising strategy, placing Motilal Oswal Securities in the role of a mentor guiding investors through their Wealth Creation Thoughts. Samsika also instilled a customer service culture through training and built a vibrant brand in this category. Samsika's branding strategy was to position the financial services provider as a world class research broker. Very sharp and focused segmentation, increasing the perceived value of the brand and pricing it in the premium segment paid off.
Today Motilal Oswal Securities is a leader in stock broking industry.
Reference:
http://www.samsika.com/yashas/casestudy2.htm
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