Sandhya Group – India’s Inspirational Brand 2018
In Conversation with Smit Patel, Director, Sandhya Group
Selected as an Inspirational Indian Brand in the category of speciality chemicals, Sandhya Group has led the industry with its great product development and customer retention strategies.
The unique value proposition of the product: the functional, emotional and differentiating product benefits that have contributed to providing an enduring brand experience to customers?
a) Improved our products in terms of quality, operational efficiency and yield.
b) Upgrading ourselves as per day-today market activities. Decreased costs especially chemical usage, energy, waste disposal, packaging, freight.
c) Avoidance or reduction of capital spending.
d) Improved customer retention levels.
e) Improved safety, sustainability and surrounding environment.
What are the physical, character and personality attributes of the brand that have evoked and inspired consumers’ self-expression and personal identity?
We have developed the new product for pharma application where we have been able to have the lowest percentage of phenol content, which can be used in food grade application and which is the benchmark in food application in pharma industry. We have own R&D Centre equipped with sophisticated lab instruments/facilities as a result we have emerged as a global player catering to Pharmaceuticals, Pharma Intermediates, Agrochemicals, Dyes Polymers, Paints, rubber Industries, Lubricant and Petrochemicals Industries.
An insight into the brand marketing strategies that have effectively penetrated consumers’ psyche, established a meaningful relationship with the target audiences and ensured positive brand perception.
To sustained our brand marketing strategies and the growth which has been accumulated in multi-years investment in building three core brands assets, specifically the quality i.e. memorability, visibility and range.
How has the brand extended its presence to the frontiers of internet advertising and social networking? What is the level of significance the brand accords to utilizing social media as a competitive edge?
Our brand has been extending by word of mouth spreading from one person to another based on recommendation. The Internet has created a broad playing field for business and the social media plays an important role in a business plan, helping bring businesses and customers together in innovative ways.
Please outline a few key marketing endeavors in the past decade that you feel have been landmark initiatives in reinforcing the legacy of the brand’s promise to influence consumer intent and enhanced the . brand’s propensity to drive affirmative consumer action.
Our Brand key marketing endeavors are in the form as below:
- Conventional Methodology like – Leaflet, Poster, Banner, News Paper/Magzine,Vehicle campaign, Demonstrations, Farmer Meeting,Field days and Modern
- Methodology like: Product App,Website/Social Media,Smart Phone messages, TVC & FM Radio, Digital Vehicle Campaign, Video Testimonial, Call Centre & Agri Solution App
How has the brand derived strength from innovation as a sustainable differentiating strategy adding to long-term brand equity? Please provide a few instances of measures implemented towards this goal?
A brand creates value in two ways, generating demand, and reducing risk and securing future. Brand building effort has to be aligned with organization, differentiation that offer sustainable competitive advantage to brand power to support new product and service launches, specify products which genuinely offer added value.
Brands maximize their potential for growth by delivering a brand experience that is meaningfully different from others, and then using all available mechanisms to amplify.
What is the key leadership values that drives the brand?
- Audience Knowledge
- Uniqueness
- Consistency
- Exposure
- Leadership .
What type of employee satisfaction programs are conducted by your brand ?
As to satisfy the employee, we conduct the program like face to face meeting have discussion with them understand their views/ ideas take it further for consideration.
How much does your brand emphasise on employee training & development, kindly elaborate.
We train our employee by updating and involving in our day-today planning upgrading them with our advance technology. Retain the right people and grow profits. We get better output with new ideas as to freshen up our approach towards our employee.
What are your brands most effective intangible motivational tools for employees.
Our brands identify, encourage and strengthen our employees by recognizing and appreciating their efforts, giving them roles, responsibilities and opportunities that require them to draw on those strengths to be successful. We understand what motivates them knowing that each person’s motivations are unique and dynamic, depending on their stage in life.
Kindly elaborate on your existing & potential CSR activities?
Our CSR activities include monetary donations, funding via matching gift programs, digital education, educating with our day-today implementation activities.
Which area of social responsibility is more significant for your brand?
We retain free medical campaign, education campaign, donating school equipments towards employees’ children and organizing adult literature programs at our factory Vapi and Valsad.
