MAM
Y&A Transformation helps Kerala Visionreimagineits business; Finds new steam of revenue
MUMBAI: Kerala Vision Cable (KV) is the premier cable operator in Kerala, connecting 24 lac households, 50% penetration. They first succeeded in getting around 4000 individual cable operators from Kasargode to Trivandrum together under a body COA (Cable Operators Association). They then took another step in the right direction by successfully launching its satellite channel Kerala Vision; very first satellite channel owned by a cable consortium. The programming on the channel have been receiving encouraging reviews.
Y&A Transformation is a business transformation company, focused on helping its clients build the #NextPractices, erasing the #BestPractices legacy mindset, through agile, collaborative, adaptive and innovative methods of doing business in the areas of Technology, Data, Content, Customer Centricity, Customer Experience, CRM, CSR, Sustainability and Organization Culture.
Commenting on the KV transformation, S Yesduas, MD and Co-founder Y&A Transformation said “ As transformation consultants, we are also focused on helping our clients find the next steam of revenue. Each of the 4000 cable operators service 300-600 households where personal relationship exists. Currently their visits are largely meant for collecting the subscription fee. In today’s dynamic market where the focus is moving from selling products to building relationships with the customers, we are helping Kerala Vision reimagine their field strength by making it a sales channel which will take relevant products and services specifically curated and created by marketers for KV consumers, to door steps. It is an absolute win-win solution. The large base of KV customers is an attractive proposition for marketers, their sales and marketing costs reduces, theyalso get to use the KV channels for their promotion with very special packages. KV gets a special incentive on the actual conversion and they are also able to provide additional value to their customers. Deals have already been struck for products ranging from Gold Loan by a Bank to creating loyalty to a particular petroleum company”
Confirming the association, Rajmohan Mambra, MD, Kerala Vision said “Y&A Transformation is our business advisors. We are very pleased with the contributions they make on our business. They are involved with us in all aspects of our business, from distribution to programming to sales. I would urge marketers looking at Kerala as a market to get in touch with Y&A Transformation before they look elsewhere because what they can put together will be incomparable”
Brands
Faber-Castell India appoints Sunaina Haldar as director – marketing
With stints at Tata, SleepyCat and ADF Foods under her belt, Haldar is primed to redraw Faber-Castell’s brand story
MUMBAI: Faber-Castell India has poached Sunaina Haldar from ADF Foods, appointing her director – marketing as the German stationery brand looks to muscle up in a category that is rapidly reinventing itself around creativity and self-expression.
Haldar hit the ground running. “My first couple of weeks have been incredibly energising, understanding consumers, visiting markets, engaging with retailers and immersing myself into the world of Faber-Castell Group,” she said.
She arrives with considerable firepower. At ADF Foods, Haldar ran marketing across India and international markets for a portfolio spanning Ashoka, Aeroplane, Camel and ADF Soul. Before that, she was vice-president – marketing at direct-to-consumer mattress brand SleepyCat, where she helmed brand, content and performance marketing. Her résumé also includes a stint leading marketing, new product development and CRM for Tata SmartFoodz at Tata Consumer Products, no small proving ground.
Between corporate roles, Haldar also operated as a fractional CMO for early-stage startups, building marketing strategy and operational structures from scratch, a signal that she knows how to move fast with limited resources.
With 18 years straddling FMCG, D2C and the startup world, Haldar now takes the reins at a brand that has long owned the classroom but is clearly hungry for the living room. In a stationery market where the pencil has become a lifestyle statement, Faber-Castell has picked someone who knows exactly how to sell that story.
