This service line with QCW* drive assures business growth in your enterprise by establishing a business identity that performs
1. Evaluation of core strength: research, we first evaluate how your core strength is perceived in the competitive market
2. Audit of the strategy in place: Next, with
your management and operations, we audit how
your strategy is driving your actions to achieve
the performance of your business in the
competitive environment
3. Establishing perceived equity: In collaboration with your
management team,
we super impose your perceived equity from the market research synopsis to eliminate the unwanted, if its there
4. Focus on the potential:
We show you the
potential you have in the market as per our
research, so that you can envisage how to achieve high performance faster in these potential areas
5. Recommendation of
business strategy: To acquire this high business
performance, we
establish a
strategy with 3-5 year vision and
recommend the relevant change
management required in the key
result areas of your business
6. Blueprint of strategic roadmap: We help design the blueprint of a
3-5 year strategic roadmap to
overcome stumbling blocks with
appropriate filters
7. QCW* implementation: We collaboratively work with your operations team to bring tangible value differentiation with QCW* approach to make your product or service high performing in the competitive environment
8. High collaborative approach: We collaborate with R&D, Vendor
Management, Manufacturing,
Quality, and Marketing and
Sales
to establish a coherent drive to
re-focus
your organization
9. Marketing task for performing biz identity: Using research insights we design
your business identity to reflect the business performance that we have worked out in collaboration with
your team. We create all the
marketing collaterals for the internal and external communication
strategy and execution
10. Support to Sales: We make a huge effort for your
Sales team to
sharply drive where
to sell, whom to sell to,
and how to sell the new deliverables of your
new strategic plan
Gati, from transportation
to supply chain and
logistics management
Transformation of business culture through corporate identity program
Result after Shining’s intervention: With the new “Ahead in reach”
business strategy, Gati doubled its business in 4 years to Rs. 905.74 crore in 2011. In 18 years of existence upto 2007, Gati’s revenue
reached Rs. 457.37 crore.
Background:
In 2006 Gati had enormous reach but were confined to mere transportation service. Gati was Number 1 in transportation service in terms of having deep penetration distribution reach within India. Global competitors came to India by either bringing in their operations or through acquisition.
Gati before
transformation, 2006
To make the company globally competitive, Gati appointed Shining for their next business focus strategy, an operating value system and for repositioning
their corporate branding.
Our insight finding from the market: The clear insight that came through
was that Gati has outstanding delivery capability due to its superb reach across 594 out 602 districts. India’s potential market for logistics and supply chain was about Rs 44,800 crores but hardly Rs 3,000 crores was branded at that time. So Gati can easily transform to become an India centric global logistics and supply chain service provider specialist.
New strategy: We changed the company’s value system. We introduced the learning system of mastering cross industry business areas for Gati to strategically help shape its customer’s supply chain. Instead of charging the customer based on the weight of the products being transported, Gati should sell the product’s value and criticality of movement to provide efficient supply
chain and logistics service.
So from being transactional transportation specialists, Gati should become the existing customer’s strategic partner. By doing so, Gati will uplift its position with elevated discipline to drive the customer’s supply chain and logistics business.
Implementation of an operating value system to drive change management: We crafted a value system for Gati comprising 4 pillars, the
employees’ attitude, behavior, action and delivery.
Pillar A: The attitude of employees is Elegant customization in every customer touch point.
Pillar B: The behavior of employees Sensitive streamlining as supply
chain and logistics require
outstanding streamlining.
Pillar C: The every moment action
of employees is Domino discipline.
Multiple interfaces and obstacles
have
to be overcome from one end
to another as in a domino game, so seamless synchronization is required to cater to cross industry customers.
Pillar D: We articulated “Ahead in reach” as Gati’s proactive delivery promise. It shapes the business of Gati’s customers with agility, respecting the value of time in go-to-market.
New positioning: “Ahead in reach” serves the twin functions of being Gati’s positioning as well as single minded delivery focus for cross industry customers. It reinforces Gati’s inherent strength of outstanding distribution reach.
Execution of design aligned with business strategy: We have harmoniously connected the total corporate identity program
through the promise of “Ahead in reach.” The colorful crossroads branding
symbol is understood by all customers as Gati’s ability to drive its customer
business through supply chain and logistics management in every corner of
the country it operates in. Gati’s solid and dynamic typography establishes its robustness and agility. The overall aquatic blue ambience communicates
freshness and customer friendly, hospitality-industry-centric supply chain and logistics management business. A black strip at an upward angle at the
bottom evokes all time movement, just like the intrinsic meaning of the Indian name Gati.
The key focus of Shining’s
Performing Biz Identity activities below
The 2 visuals above demonstrate that, centered on QCW (Quality
Customers Want), you can see how your honeycombed enterprise can
surround your B2B customer / B2C consumer. This is the way we serve
you, through our research, in Performing Biz Identity service
