The document discusses strategic imperatives and communication in Indian organizations. It covers three levels of decision making - operational, tactical, and strategic. There are also three levels of communication in the implementation process - intra-level, inter-level, and external. Before implementing strategies, organizations should consider what they are trying to achieve, why they are embarking on this path, whether they are just following others, why others are doing it, if it is the right approach, and how it will happen within legal and policy frameworks. The document also discusses the definition, process, characteristics, and principles of effective communication strategies.

1. Strategic
Imperatives
in Indian
Organisation
CREATE BRAND MARKET
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Communication as a key
deliverable in the
implementation process

2. 3levels -
Operational
Tactical
Strategic
Decision Making
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Decision Making Operational/Tactical / Strategic
Copyright 2013-2014 Presentation by: Sachin Bansal

3. Intra level communication
Inter-level communication
External communication
Levels of Communication in implementation process
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Communication in implementation process Levels
Copyright 2013-2014 Presentation by: Sachin Bansal

4. What are we trying to achieve?
Why are we embarking on this path?
Are we just following others?
Why are the others doing?
Is this the right approach for us?
How will it happen? (Within the context of legal,
commercial and public policy framework and
ethos).
Before Implementation
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Before Implementation What/ Why
Copyright 2013-2014 Presentation by: Sachin Bansal

5. What are we trying to achieve?
Why are we embarking on this path?
Are we just following others?
Why are the others doing?
Is this the right approach for us?
How will it happen? (Within the context of legal,
commercial and public policy framework and
ethos).
Before Implementation
www.creatingdemand.org Copyright 2013-2014 Presentation by: Sachin Bansal
Before Implementation What/ Why

6. Derived from ‘Communis’
Means “Making common”
Working towards “Common understanding”
Concept of ‘Sah-hridaya’
What is Communication ?
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What is Communication ? Common understanding
Copyright 2013-2014 Presentation by: Sachin Bansal

7. Who
What
Whom
Which way
What effect
Communication as a process
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Communication as a process Who /What/Whom/Which way/Wha
Copyright 2013-2014 Presentation by: Sachin Bansal

8. Continuous
Dynamic
Irreversible
Unrepeatable
Omnipresent
Complex
Perpetual-no beginning no end
Characteristics of Communication
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Communication Characteristics
Copyright 2013-2014 Presentation by: Sachin Bansal

9. Comprehension- not just awareness
Complexity- cost effective mix
Coverage- tailored coverage
Coherence- across components
Continuity- themes and time
Tailoring the message
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Tailoring the message Comprehension
Copyright 2013-2014 Presentation by: Sachin Bansal

10. Offer concrete solutions and use realistic
technologies
Move forward at the pace of the community
Learn from mistakes
Localize globalised communication
Work with a gender perspective
Let people speak with their own voice
Generate new knowledge and promote local content
Address information costs: who pays?
Ensure “equitable” access
Strengthen existing policies and systems
Build capacity
Build knowledge partnerships
Designing Communication Strategies: Guiding Principles
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Designing Communication Strategies Guiding Principles
Copyright 2013-2014 Presentation by: Sachin Bansal

11. Reputation to overall gains
www.creatingdemand.org Copyright 2013-2014 Presentation by: Sachin Bansal
Strategically connected with clients, engaging and
involving them:
•How to get closer to customers?
•To build brand awareness and enhance loyalty?
•To position new products and services for the effective
market penetration?
•To fulfill what customers really desire?
Specialties
Brand Strategy, business entry & planning, product
development, internet marketing, trade distribution,
public private partnerships, sustainable tourism
management and investment promotion.
Crafting, Operationalizing and
Implementing Growth
Strategies to maximize
opportunities in emerging
geographies;
experience as my strong
resource and capability
Sachin Bansal
Enhancing business profitability

12. SACHIN BANSAL- Chief Explorer
INDIA : +91 97111 90192
sb@creatingdemand.org
www.creatingdemand.org
facebook.com/creatingdemand
DELHI LONDON MELBOURNE NEW
YORK ITALY
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Enhancing business profitability….
Copyright 2013-2014 Presentation by: Sachin Bansal