The view is just for efficient development and profitable concern of persons engaged in law field and not to distract or disturb any ethical norms of My pride "India". Over and above our legislature is also deciding to allow advertising for Law firms and Law offices. So, I feel fascinated to market law firm ethically in form of New Product strategy as that a lawyer needs, which is very different from advertising and also getting abide by the Ethical norms of the nation.

1. Law Firm or Law Associate
NEW PRODUCT DEVELOPMENT
MARKETING STRATEGY

2. Universally accepted Stages :------- Generating New Product Ideas.
 Idea Screening.
 Concept Development and Testing.
 Actual Product Development.
 Market Test.
 Commercialization.

3. New Product Idea :--------- Mainly in field of law we have law
firms, lpo’s, legal client advising
agencies, Counsels, Law Associates, Legal
Aid Offices, and Ngo’s. who provide their
professional Service in field of Law.
 But here new Idea is to Open “ Law Office “
Which will cover each and every thing above
mentioned either directly or indirectly and
also open to all area of service of Law.

4. Brief of Legal Profession : It was and is a noble Profession.
 It wasn’t but now is one of the most
profitable profession.
 Earlier Perception of Advocates – to consider
law as land of farmers and them selves as
farmers. No professionalism was there.
 But Recent Scenario _ “Money”
 Recent approach is justified as first objective
of our nation is reducing Poverty.

5. Brief of Legal Profession: Are we able to Justify our work for the
nation’s Development by not having money
approach ?????????
 And there Is nothing morally or ethically
wrong to have money approach if we are
“Ethical”.
 If We Lawyers don’t have money approach
the result _ Just Imagine ????

6. Law Lag Gaye !!!!!!!!

7. Screening Idea
 Before doing any business we have to abide
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by Its Threshholds :1. Bar Council of India’s Norms.
2. Abide by The Advocates Act, 1961
, whereby,
A. Duty towards court.
B. Duty towards Client.
C. Duty towards Opposite Party and fellow
Advocates

8. Screening Idea
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Abide by Supreme court rules act.
Abide by Contempt of court rules act.
Over and above most imp.
1. Can’t Advertise.
2. What ever we say in public should be informative
only.
3. we can’t wear Advocate’s Uniform outside court.
4. We can’t have our web sites.
5. Out contact card or front board should not be
temptating.
But most important of all no ban on marketing.

9. Exactly What is Marketing ??
 Marketing is the activity, set of institutions,
and processes for creating, communicating,
delivering, and exchanging offerings that
have value for customers, clients, partners,
and society at large. (Approved July 2013)
- American Marketing Association.
No where Word Advertisement is used and
marketing termed as advertisement is
Traditional approach.
So, we can market law office.

10. Concept Development :___--- What a Advocate is Surrounded by in actual life
?????
 1. Personal Needs.
 2.Perception of Clients and courts .
 3. Need of Our Service.
 4. Past Experience.
 5. Mouth to Mouth communication.
 6. Expected Service.
 7. Delivery of Service and comparison with all
factors.
 8. External Communication.

11. Pre condition
 For any Law service whether for
consideration or not there is a need of
Advocate.
 Generally, all the forms as previously
mentioned are started by Advocates or
supported by advocates.
 So, What Advocate is surrounded with the
New concept of Law office is surrounded
with.

12. How to pop up with
enviornment ?
 1. Personal Needs – Have faith in felling
“Baccha kabil bano, kabil ... kamyabi to sali
jhak maar ke peeche bhagegi”- by Baba
Ranchoddas .
 But keep targets to be kabil .
 Targets should be such that personal needs
along with quality enhancement of Persona
is done. Here Personal needs should include
all i.e. Personal expenses and Office
expenses.

13. 2. Perception
Young Advocate - dosen’t have work , always ready to be
cleark, Bol ne ka Kabhi Paisa Hota Hai ???
In Short “ Those who have White hairs is expert and those
who have black hair abhi toh Baccha hai !!!
So, in order to beat this perception at initial stage of our
law office , We need to be
1. Accountable,
2. Approachable,
3. Friendly,
4. Reasonable in Fee Structure.
It is advisable that to have personal needs first satisfied
as our 1st surrounding element suggests and then
remove perception.
Also, consider Fellow Advocates as friends as “ Talented
Advocate’s Clients are Advocates’ “

14. 3. At Initial stage of “ law
office” What is the Need of
our service.?
 Just “ Kam Chalau Work “
 But if we need extra ordinary result and here we
want it so we will simply provide extra then
ordinary to clients.
 So, we will at the Initial stage have approach to
give clients service i.e.
 Law office = “ Kam Chalu + Bada Kam ki Chiz”
 This will drag that client permanently to our
office and will create Brand Equity.

15. 4. Mouth to Mouth Publicity
of “ Law Office ”
 We have only means of Advertising i.e. Mouth
to mouth publicity. It is not banned and can
never be banned.
 Generally what people say, What they think
 So, we will create such an impression that
even our clients, judges, Fellow Advocates
,law firms, lpo’s , ngo’s etc will think of us i.e.
Law office to be best and Calibrus.

16. 5. Be Trustworthy and the
one who brings justice ????
 It is here a question mark.
 Being Trustworthy is difficult unless judgment
is delivered, As we don’t know whether our
party is right or not .
 How do we bring Justice ?
 Simple, try to resolve dispute from the root
itself without intervention of court.

17. 6. Expected Service
 Our law office will work in such a manner that
each and every case will be solved and better
managed and taken care by this office from
drafting till judgment’s enforcement.
 Also , feeling of All rounder should be
developed and that will be developed only
after some time of consistent successful
results which we need to bring.

18. 7. Delivery of Service and
Self Evaluation in
comparison of competitors.
 Delivery of Service to the best of we can and
we will.
 Comparison of success rate of our
competitors than us .
 This comparison is here our Market Research.

19. 8. External Communication
 Always Be in Eyes of people.
 But as reputed .
 Be always Available.
 Be example of Brand .
 Be Innovative in every form of
communication.
 Always have feeling of giantness.

20. Here is now the stage of
Testing ?????????
 After 4-5 years of practice of “law office” certain question’s
need to be answered: 1. How many and of which area cases do we get ?
 2. Are our clients Satisfied by our service ?
 3. What dose judges feel about our “law office” ‘s Counsels
? And Law office in general ?
 4.What kind of cases do we get?
 5. How much Financial Target we are able to achieve?
 6. Which Qualities a best counsel or law firm or lpo or ngo
requires is lacunae in us ?
 7. Which Area we are not able to practice ?
The Statistics of all this questions will serve the efficiency level
of ours to be judged and developed.

21. Actual Product Development
 When any of law firm or lpo or ngo or counseling
office’s are set up they restrict their area to some
areas of practice which is negative approach and
restricting efficiency.
 We should be ever ready for our “ law office’s “
work in which ever direction/ specialty it may be
as nothing is impossible .
 Our Market Target will be all the areas and
avenues . As we feel “ Law is sea and law office is
titanic”
 But don’t let it degrade in any field.

22. Commercialization
 1. Internal “ Law Office” Enviornment.
 Have due regard to “ approachable to all “
and our law office will have view that “ A
Common man to the M.D. of Reliance
Industries ltd. Should feel to have service of
our legal efficiency.”
 We will adopt principle of Delegation and
Accountability . Which will not only create
better and efficient service , but also boost
morale of our associates.

23. Commercialization
 We will Develop new means of communication like
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call center and Toll free no. facility.
We Will have most important of all Video
Conferencing facility.
We will have Effective Daily Board management
System.
Keep clients updated with their case and new means
of their case’s remedy.
Better ADRS so Better Brand Equity.
Training and interactive sessions with experts of law
to our employees for our ” Quality Enhancement
Service “

24. Commercialization
 2. External “ Law Office “Environment .
 We will be always humble to courts in our
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submissions.
We will have good reputation with judges and clients
of both the sides.
Approach to Mass Publicity.
We will always be best partner and volunteer for
Maha-lokadalats, Legal aid camps.etc.
Will File Genuine PIL.
Will work for free for true society worker’s and
honest NGO’s .
Will have Best Infrastructure.

26. But also

27. Importance of place
 Easy approachable by clients.
 Easy to be cited in eyes of our target i.e all.
 Our distribution channel of work is not only
physical but also online.
 Also do camps and seminars for legal literacy
to common public in place where we can drag
more and more clients and also will serve new
information.

28. Analysis
 These are some way how we will develop new
product and launch new concept of “ Law
office “
 But we will always be “ Knowledgeable”
“ Innovative”, “ Branded” , “ Accountable”
and above all “ Honest and Trust worthy”

29. Will end up this words :-
 “ Sitaron ko chuna Easy nahi,
Time kitna lagna Pakka nahi ,
Success na milna possible hi nahi !!!
Thank You !!!!!!!!!!!
- Monal Chaglani