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                    <h4> Products Suite </h4>            
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                <h5> Objective(s)  </h5>
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                        • Develop a well-defined portfolio of smartly-priced service products
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                        • To minimize profit-stagnation due to free-of-cost (FOC) elements within bundled services
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                        One of our partner agencies, Brainchild, had a unique predicament. They were giving away too many 
                        services gratis to their clients, leading to erosion of profits. One of the main reasons was their tradition 
                        of offering a few blanket services rather than many well-defined products. Another problem was the 
                        inability of key account managers to strategically withhold and distinguish services for increased yield. 
                        The situation demanded an overhaul of product-offering without alienating existing clients.

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                    <h5> BRAINCHILD COMMUNICATIONS Solution  </h5>
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                        The BRAINCHILD COMMUNICATIONS team first identified services which were client-drivers. These were the critical services which the agency clients required to effectively execute their marketing plans. At the time, these services were clubbed together and given away in exchange for modest retainers. Moreover, retainer contracts did not capture the complete range of services being offered. BRAINCHILD COMMUNICATIONS conducted a comprehensive series of interviews and feedback-collection through questionnaires to ascertain addressable areas. During the process, BRAINCHILD COMMUNICATIONS developed a product development roadmap for Brainchild as well as a training plan for key account managers. 
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                        BRAINCHILD COMMUNICATIONS contributed to partner success through the following: 

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                            <h6> Positioning & strategy</h6>
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                                While going the extra mile for a client is considered a best practice amongst agencies and valued by clients, it is not always the most profitable route. BRAINCHILD COMMUNICATIONS identified that approximately thirty percent of Brainchild services were being rendered free of charge. This was an alarming situation given the rising media costs. BRAINCHILD COMMUNICATIONS advised Brainchild to offer services a la carte.
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                            <h6> Product development </h6>
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                                BRAINCHILD COMMUNICATIONS used insights from the internal research to package the various services being offered within a bundle. This included isolating value-propositions and labeling them with suitable, industry-acceptable names. Some of these services included product integration, format-show creation, data interpretation training, and a series of ‘technological’ research tools. 
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                            <h6> Talent development </h6>
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                                One of the basic barriers to Brainchild’s commercial emancipation was the hesitation of key account managers to sell each service separately. BRAINCHILD COMMUNICATIONS identified this deficiency and conducted negotiation trainings for managers handling key accounts. BRAINCHILD COMMUNICATIONS also developed a dedicated product development resource for Brainchild, who was to continue packaging and pricing new products.                        
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                    <h5> Results  </h5>
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                        Brainchild is now equipped with a palette of individually-priced, value-added products. The key account managers of Brainchild are also now trained to offer clients individual services rather than bundles, and negotiate better cumulative deals. This also creates a perception of increased overall value for the clients.
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