RE-DESIGNING LUDO
As part of a project, I was tasked with building a comprehensive case study to understand how a company operates from multiple perspectives, including business strategy, creative processes, people management, and organizational culture. The case study aimed to explore Kinnect’s approach to adapting to this fast-evolving virtual landscape, providing insights into its operations and enduring success.
Service
Business Research
Client
UAL
Year
2019
HISTORY OF THE COMPANY
Kinnect, formerly known as Social Kinnect, is India's leading digital marketing agency, with offices in Mumbai, Delhi, and Bangalore. Founded in 2011 by Rohan Mehta and Chandni Shah, the agency has grown from a three-person team to over 400 employees across three cities. In a landmark achievement, Kinnect was acquired by the FCB Group, solidifying its position as a leader in the digital marketing industry. Driven by a passion for technology, marketing, and creative advertising, the founders set out to create an agency that helps brands make a meaningful impact in the digital space.
Kinnect's journey began with its first client, the dessert brand Havmor, and it now boasts a diverse portfolio spanning FMCG, real estate, fashion, and retail sectors.
SERVICES PROVIDED BY KINNECT
CREATIVE STRATEGY & SOCIAL MEDIA
VIDEO PRODUCTION
WEB & SEO
ONLINE REPUTATION MANAGEMENT
INFLUENCER OUTREACH
MEDIA STRATEGY
THE TEAM STRENGTH
In its initial months, Kinnect operated on an assistant model, employing 12 students who worked part-time for a stipend of Rs. 2000. Today, the agency has grown into a vibrant team of over 400 young, smart, and dynamic #Kinnectors, all deeply connected to their shared passion for digital media.
THE TEAM REVENUE
oday, Kinnect boasts an estimated annual revenue of $8.9 million, generating $31.9K in revenue per employee. As the business matured, Rohan recognized the need for a distinguishing factor to set the agency apart. This led him to establish a dedicated media planning and buying team, resulting in the creation of Media Kinnect.
THE REVENUE ANALYSIS
Kinnect, India's leading digital marketing agency, has experienced significant growth in recent years. As of March 31, 2022, the agency reported an annual revenue of ₹67.4 crore (approximately $9.04 million)
In the fiscal year ending March 31, 2023, Kinnect Media Private Limited, a subsidiary of Kinnect, generated a revenue of ₹78.7 crore (approximately $10.5 million) and reported a net profit of ₹18.1 crore (approximately $2.4 million).
These figures indicate a substantial increase in revenue, reflecting the agency's growth and expansion in the digital marketing sector.
CLIENTELE
THE MARKETING STRATEGY ANALYSIS
In today's digital landscape, marketers like Kinnect are inundating audiences with content in an effort to capture attention. However, this deluge often lacks a personal touch, leading to consumer fatigue. In a competitive environment, clients increasingly question whether agencies genuinely care about their well-being, brand, and team, and whether they will go the extra mile to ensure success. The most effective agencies combine strategic insight and creativity with a deep sense of empathy, placing client needs at the forefront of their approach.
SWOT ANALYSIS
STRENGTHS
- Aggressive and focused marketing campaigns with a clear goal and focus
- Their process is very insight-driven and focuses on finding the right insight that matches our client's KTIs (Key Target Indicators)
- The acquisition of smaller brands has strengthened its position further
- It has settled associations with other ground-breaking brands, including FMCG, Real Estate, Fashion, and Retail
- Excellent reputation for quality work for corporations
- One of the most proficient communications agencies
WEAKNESS
- There are a lot of new hires to train and organizational structures to learn
- Less investment in research and development
- Market share limited due to many competitors
- Geographic penetration is also limited
- The need for profound comprehension of changing human conduct and necessities.
- A wide range of showcasing alternatives. Damage control of adverse reviews or complaints on social media or digital platform is a huge task
- Due to scalability issues, small changes are challenging and lengthy to implement
- Right domestic market presence
- They have established and maintained a strong capital base
OPPORTUNITY
- Moving into market segments that offer improved profits
- The opportunity for expansion in global mark
- New markets with innovative offerings
- Adapting new strategies for market research brings in more revenues
- Decentralized decision making is helpful as local marketing needs vary from one region to another
- Increasingly more work for the young as this field merely is developing and growing, and the number of professionals is comparatively less
THREATS
- The democratization of tech and the proliferation of social media has given everyone the tools to go into the business of creativity
- Natural language processing and algorithm-powered cloud technology platforms are making artificial intelligence a real threat
- Due to ever-changing trends of different marketing areas and awareness ever-changing rules of search engines for optimizing the content, continuous is required, which is very difficult
- Recession may hit the industry as a cut is primarily on a marketing budget of corporates
FINAL ANALYSIS
BUSINESS THINKING
01
RESULT ORIENTED - The most significant thing is the outcomes, for example, deals or benefits, which will result in general disregard for the methods. Divisions and organizations assemble results on the whole and assess; however, the procedures behind the outcomes seldom addressed
02
LOGIC - In an organization technique, the attention is on creating results, and the soundest judgment conceivable is made dependent on the present states of the organization, for example, disposing of waste or concentrating on more profoundly productive undertakings
03
INFORMATION DRIVEN STRATEGY- The most significant thing when pondering arranging any business move is information. To be specific: making field-tested strategies and salary and use figures dependent on recorded information. Without this rationale, it is difficult to set up a system
DESIGN THINKING
01
PROCESS EMPHASIS - In configuration thinking, the accentuation on the procedure as opposed to the conclusive outcome. Guarantees better items by figuring out how the present emphasis landed at, in any event, for results that were not guage
02
CLIENTS FIRST - The structure should consistently put the client first. As a partnership, it is expected to consider business as far as a benefit or innovative improvement first, however on the off chance that clients do not need the item, it will not prompt long haul development
03
MAKE A FUTURE - The business perspective is vital and dependent on information from an earlier time; at that point, the estimation of configuration is in its capacity to make a concealed future. It is crafted by configuration to consider and make items and administrations
that are the need later on from the world and clients' needs
01
PEOPLE CULTURE
COLLABORATIVE CULTURE: A great company culture is the very consciousness of the company itself. Inclusivity, equality, and diversity are actual tangible processes, ingrained in the company DNA. There is need to create an inclusive, gender-neutral workplace with a focus on 3 aspects: Output of work, Flexibility, and Meritocracy, so you can feel free to unleash your personality and your creativity
02
WORK BEYOND DESKS: These day the desk culture is killing the spirit of working professionals. It is important that work should be fun for them, so that they look forward to it each day. It is important to have well-rounded lives, and a healthy mind. The company needs to realize that a healthy body is just the half of it, so they need to have something to improve for the mind too
CONCLUSION
Everything about a plan is personally associated with the business methodology. Throughout this case study, the focus has been on how business and configuration are thoughtfully not quite the same as each other. However, by coordinating them well, items that are ideally structured from the client's perspective can discover acknowledgment in the market, making it conceivable to benefit incredibly from them. In the present society, with its cutting edge innovation, fusing DESIGN components, particularly in the executives, will be a significant factor for differentiating one's business from competitors.