NeoNiche

1980s and 90s were the decades when my generation was growing up attuned to song requests made on AIR by people from a non-descript town called “Jhumri Tilaya” and Lalitaji’s pearls of wisdom on which washing powder made our clothes look whiter or how a particular Scooter brand was creating stronger images of stronger India as it was hard to miss on Sunday morning television along with “Ramayana” and “Mahabharata”.

We kept trying to save a particular character’s girlfriend in the name of Video games. Digital camera was still a distant dreams to the ubiquitous Camera Rolls, X-Boxes and PlayStation were unheard of and life was about scarcity and limited choices. Things already changed when 90s brought the economic liberalization. I coin that liberalization 1.0.

And testimony to that was on Wednesday 1st July 2015,even a 15,000-capacity stadium in Delhi seemed small for a venue when the Prime Minister launched the “Digital India Week” to empower citizens with the use of IT.

Read More...Cxotoday.com

Monday, June 29, 2015
By Prateek N. Kumar
Prateek N. Kumar is CEO & Managing Director NeoNiche Integrated
Brand Mantra
Today, branding is a function of media fragmentation. With more channels and newspapers reaching out to diverse customer bases, it’s harder for a brand to reach a truly mass audience. Simply stated, marketing that utilizes generic messages to build awareness is no longer the only way to influence customer behavior. Disruptive technologies aided by the advent of social media and smart-phones are driving innovation and looking for new ways to extend the value across cloud, smart devises and digital media. In a tough economic environment, businesses and brands are seeking to improve, adapt and be flexible to the changing environment. The rise of technologies, such as cloud, digital and social media aided by broadband and smart devices has had a significant impact on the way companies operate with a clear focus on improved business outcomes.

Any business has the potential to target its audience with cost effective on-line marketing techniques that can attract new business and revenue. . This shift has seen the role of technology for brand building change from a support service to an integral player at the heart of operations, with the potential to influence new commercial strategies and affect the shape of a business.

Digital marketing amply aided by its cousin Social media, as a mega-trend is quickly revealing early adopters and laggards. Engagement ads for standard and mobile websites, branded online videos, social media, pay-per-click (PPC) ads, sponsored blog posts, SMS text messages, email distribution, and so on. Increasing your web presence and social media footprint has never been more urgent, whether you’re just starting a business or trying to make an existing one more accessible and appealing to customers.

So, what has aided these new growth drivers? 

The answer surprisingly is very simple- Digital and Social media provide cost effectiveness, easily measured and adjusted ROI, viral value, personalized meaningful conversations that are non-intrusive.

The examples are abound, Within just 19 weeks after its release, Korean Star Psy’s “Gangnam Style” became the most popular video on YouTube with approximately 805 Million views, beating out former champ, Justin Bieber’s “Baby,” which held the old record with approximately 804 Million Views over a period of 135 weeks. Closer home, stories like “Kolaveri Di” had a similar impact. Brands like “Chumbak” were created by using Facebook ….only recently Myntra has moved to “Apps only” business model.

So how to go about it? Here are few pointers.

All great organizations have great leaders. The leader is the visionary, the captain, the woman/man

Steering the cause, company at the highest levels means you must contend with more complexity and demands than ever before. A strong foundation is the key to any successful business. Your vision, your commitment, your purpose – all form the basis for an organization. They are the all-important pillars, the most essential part of any building.

Most leaders today are familiar with Sun Tzu and his book ‘Art of War’. Perhaps because most book stores have various translation of this book on their shelves. I for one also look up to another great man and his works which were produced more closer to home. Centuries ago a man walked amongst the now ruined city of Takshilla. He taught at the greatest university of this region and was single handedly responsible for changing the course of history for the sub-continent. That man was Chanakya. A man who spurred on by the threat of Alexander the Great’s ever growing ambitions to conquer the world, envisioned an unified India

who guides the organization. In today’s corporate world we call her/him the Director, CEO, COO, etc. Without her/him we will lose direction.

Read More at www.economylead.com

An avid blogger, voracious reader and an activist for animal rights, Prateek N Kumar feels that a marketing campaign today is all about speed-to-market with the right message at the right time through the right mix of channels while maintaining brand consistency and being non-intrusive. NeoNiche has carried out over 500 activations for reputed brands; CEO & MD, Prateek N Kumar talks to us about the journey.

Q-Your Company NeoNiche promises to provide integrated marketing solutions to brands. So what is integrated marketing solution as per you and how do you provide solutions for it?...

- See more at: Everythingexperiential.com

My wish list for this Annual Budget “Sales of space for advertisements on online Newspapers should
remain exempted. Some exemption on taxes for inbound tourism based events ,Single window clearance for permissions and CSR should be made binding for all enterprise” ,. Some tax rebate on long term infra bonds .The budget should reward entrepreneurship and allow failures to happen for long term job creation. Taxation rules for enterprises doing up to 5 Cr turnover should be simple as they are not in a position to manage compliance cost unlike bigger companies. There shall be less tax filing hassles for companies which have paid up capital of INR 1 cr or less and are of less than 5 years of operating life. 

Many organisations today require their employees to possess business acumen and strategic thinking in order to tackle the challenges thrown at them every day. Sectors like consultancy and analytics especially treasure these traits because their projects centre around improving business and solving problems for their clients. As a result, such firms adopt case study interviews to test candidates by giving them a real-life business case; the case can range from estimating the potential customer base for a new product to why the cost of a manufacturing plant is going up. How a candidate structures the problem and attacks it is what the recruiters observe closely.

Prateek N Kumar, CEO and MD, NeoNiche Integrated, tells us what case study interviews aim to test in a candidate, “Case study interviews are an initiation of thoughtful dialogues about potential approaches to solving a tough business problem. These are the kind of questions that a candidate will face in his/her job and aim to evaluate how a candidate processes information, reacts to challenging situations, solves problems, and the kind of team dynamics a candidate possesses.”

Entrepreneurs are dreamers. We are full of ideas, we have a life of roller coaster with its own ups and down that we have chosen. My life has been no different since I turned from a Professional to an Entrepreneur 4 years back, I enjoyed my own share of high highs and low lows. Over the years I have come to realize that our personal ecosystem including family, friends and most of all our significant other have a huge impact on our success. But sometimes we just forget about it in our daily grinds.

Quite honestly, I was trying to write another article dealing with business side.The turmoil of being an entrepreneur, more relevant for this post at around 1:00 am in the morning. While I was furiously tapping on my keyboard my wife called me to help with nappy change and feeding routine of my twin sons.

Read More at....Economylead.com

A new idea or new campaign can flourish faster with the help of good marketing. Finer market reach always helps in building the brand bigger. The success of major campaigns is a result of great marketing that is constantly backing them up. With 2014 coming to an end we decided to dwell more into the strategies and expect changes in the marketing companies.

Adgully caught up with Prateek N Kumar, CEO & MD, NeoNiche Integrated Solutions Pvt. Ltd.  who is known as the “Milestone Man” responsible for converting the company into the largest profit centre within the organization in 5 years.

Integrated Marketing Solutions is something that is growing in India and a lot of brands are demanding these services. Sharing insights about his key clients Kumar said, “NeoNiche is working with more than 98 brands as of today across different Industries including ,IT Pharma, Healthcare, Media ,Consumer Durables and core business  and for us all these clients are equally important”...

Read More at...Adgully.com

The story tries to analyse Indian youth's outlook on life and morality. There is a certain irreverence in our approach to life now than earlier and the story tries to de-construct that change. Is young India unshackled? Are we realists who are not too burdened by expectations but do what we want to do and appreciate independent thought and action over conformity? How are brands approaching this shift?
?This story looks at the fun side of India, how are serious and taboo topics seeing a shift in the eyes of the youth, how humour and satire are becoming increasingly powerful in public discourse and creating a more nuanced debate instead of essentialising debates.

Prateek N Kumar

It is said that we spend first half our life understanding our past generation and the next half understanding the generation presiding ours, Youth of today have inherited a generation which is very different than any previous generations. Its far more exciting, challenging and stressful…..The advent of social media, broadband connections and smart devices have connected them to world at large. In such flatter world where globalization has become the catch phrase they are no longer shackled by norms of a single Nation, Society or culture. While they are constantly judged by older generation who see their actions through the prism of a single culture and norm and shake their head in nostalgic monotones. Today’s youth is grappling multitude of challenges and also enjoying plethora of opportunities which were not available to generations of the past. Their irreverence is actually rooted in wider knowledge and awareness , The world has changed from “ Tell me and I will know” to “Let me find out myself” .

How can my event deliver my brand message to the TG? What’s new? I need an out of this world experience for my audience are few of the rejoinders that an Account Director in any event management company is constantly bombarded with from her or his client. Technology and globalization has changed the rules of the game, In short we have changed the way we look at our marketing events and corporate conferences. Audiences today have too much information and not enough time to digest it.  Events have to be able to crunch, disseminate and present several new and fresh ideas in smaller packages of time. Apart from the busier schedules of our audiences, event and marketing managers also have to accommodate more 2-way conversations, feedback and Q & A sessions to leverage more value from attendees.

Prateek N. Kumar, MD (Managing Director) & CEO (Chief Executive Officer) , NeoNiche Integrated Solutions Pvt. Ltd. interact with IT Voice recently.

1. Many big companies are in alliance with NeoNiche, What’s your USP ?

ANS: NeoNiche provides services across different spectrum of “Marketing Mix” ….what our clients get is a single window for all their marketing needs ,viz; On ground Events, Online Digital campaigns ,Social  Marketing campaigns etc. We understand that the era of rack listed services are gone and you need to first understand the “Brand” and then customize the offering to better suit the people who matter most to them either Customer, Channels or the Employees.

2.  How you find a proper marketing plan for your client ?...

Entrepreneurs are filled with boundless energy and enthusiasm. They are focused on product development, keep chasing the bottom-line, and are always desperate for funding. The last thing we want to think about is marketing, and this is due to many reasons that range from lack of funds and resources, to too little time to do too many things. 

At an age when the competition for human & financial resources is global and time-to-market is reducing with the connected world, many startups live and die by their ability to drive customer acquisition. Even with a product to market fit, getting traction is tough. Startups are under extreme resource constraints and need to figure out how to break through the clutter to let their target audience know they have a solution for a critical problem.

Read More at... Techcircle.vccircle.com

In today's digital environment with all the broadband connectivity and smart devices, the line blurring between the real and virtual, many brands are making an effort to create virtually real experiences to reach out to their consumers. Now technology allows them a two-way communication with their target audience unlike in an earlier era when they were left doing only the talking. Not only do consumers respond in real time on the digital platform, it is faster, more measurable and result-driven and helps brands understand their users and reward loyalty.

Read More at... Business-standard.com

Indian market has entered into a new world of globalization and technology advancement. The new market dynamics have shaped the way we perceived and see things like never before which has given rise to a whole new breed of consumers. Today consumption is no longer about available choices but getting what you want on your terms. The era of “one size fits all” has moved to “Custom made”, it has now become imperative for the Businesses and Brands in India to create differentiation and break away from the clutter and make a space in customer’s mind space which has multitude of choices. Excerpts Prateek N. Kumar, Managing Director& Chief Executive Officer , NeoNiche Integrated Solutions  in an exclusive interaction with Faiz Askari of SMEStreet. In this exclusive interaction, he highlighted the market trends and potential of experiential marketing.

I looked through my Flight’s Window to the panorama below, restless as I had nothing better to do before I landed in Bangalore and resumed my life as I am used to. The Sky was clear from the top and I could see panorama which is not visible from Mumbai Skyline due to ever clinging Smog.I got this feeling of Déjà vu and went back in time, I begin to count the number of times that I’ve sat back like this and reflected upon my childhood. A childhood festooned with memories of my formative years and the beginning of day while preparing for exams. The day use to start with early dawn rendition of “DD News” in deep baritone of news reader of those times.

It was the Autumn of 80s, I can still remember the day, sky was clear with hues of blue and gold, the possibilities of summer was gone, and winter chill was looming on the horizon. My mother had dressed me and my brothers in white kurta and pajamas’ that day and one of father’s colleagues had taken us to office that day- it was 15th of August, our Independence day.

Today's customer is more informed and advent of social media have changed them from user to influencers in true sense, today the success of a brand lies in creating emotional connect with their Target Group (TG), one which changes "brand promise" to "brand action", Managing Director & Chief Executive Officer of NeoNiche Integrated Solutions Pvt. Ltd., Prateek N. Kumar told SME Times in an exclusive interview.

He said that the era of "one size fits all" and "rack listed services" are over, Brands today does not talk about tangible products but intangible experience that they create. One way communication has changed to one to one and one to many, he added. - See more at: www.smetimes.im

Lot has changed and lot will, not only for the client’s but also for agencies. As brands seek potential partners, they look for agencies that stand out from the pack and offer a good fit between their brand and agency team servicing them. Many clients consider “chemistry” to be essential for flow of implementable ideas to make their businesses grow.

While agencies want opportunities to do great work and be fairly paid for their contribution to clients’ businesses, it is impossible for either of these to happen without a strong relationship between both parties.

Read More.. at socialsamosa.com

Prateek N. Kumar, CEO, NeoNiche Integrated Solutions, talks about the company's SME focus and their cloud-based offering, SME Konnect.

How much is SME sector important for your business?

We understand that the SME sector has a lot of potential. We have a dedicated cloud-based offering for this segment called “SME Konnect” to foster the development of an entrepreneurial culture and a competitive SME sector. We partner with SMEs and act as a marketing and sales arm for them.

How much is the penetration of these services among SMEs?

Business cards have changed over the years .The 80’s was an era of Fax and Telex printed on the business card, the 90’s brought Website addresses and the current decade is about social handles.  A lot has changed and a lot more will. Globalization and technological advancements are shaping the way we perceive and see things today like never before. Strategies, tactics and processes that just a decade ago reigned supreme, now look a little out of sync, when viewed through today’s consumer perspective.

Read More... at mouseworldnow.com